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How To Be Creative

Originally published

February 24, 2021

Written by

Creativity is the most powerful lever of advertising - according to Nielsen’s research, creative is responsible for 47% of sales uplift.

Obviously, there’s no recipe. But there are some simple ways to get started:

🎯 Make It New. Most ads #advertising campaigns feel familiar, because they are. Start with the first idea, and change it in one unexpected way.

🎯 Be Specific. To connect with more people, speak to fewer. Connect the product to an ultra-narrow use case or benefit. People can extrapolate from...

🎯 Be literal. Take an abstract idea and bring it to life as if it’s real. Wrigley’s 5 gum submerged a man in tiny metal balls that bounce off his skin to represent the sensation of “tingle.”

🎯 Think Associatively. Connect normally unrelated objects or ideas in your ads. If the umbrella you’re selling makes you think of a gorilla, run with that.

🎯 Execute with refinement. When consumers can appreciate your ad as almost a piece of art rather than a sales pitch, you know you have their attention.

For a billion more quick tips on #creativity, check out Richard Hugo's poetry writing manifesto, The Triggering Town.

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, last updated on

February 24, 2021

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