How to Be More Creative

I use the word ‘creative’ with extreme caution. Too often, in advertising, selling is sacrificed at the altar of creativity. Too often, people are stymied and paralyzed by trying to be creative beginning with a blank page. It’s hard to just “think up” a good idea!

Instead, the ad copywriters, marketers and entrepreneurs who produce the greatest creative output tend to be the least creative.

Huh? Read that one more time.

Here’s what I mean: they NEVER stare at a blank page or try to pull ideas from thin air.

They believe: input/output. So they tend to gather information, ideas and examples, rearrange the old and tested and tried and true in different ways. Many even have systems or checklists they run through each and every time they are attempting to come up with something that is perceived as new by their customers or clientele. There’s a sample 9-point process in my book No B.S. Business Success. Those of us who create ads have what are ingloriously called Swipe Files; samples of good ads we’ve collected over years and categorized for easy reference. Sure, occasionally, everybody has a blinding flash of inspiration from out of nowhere. But if you’re smart, you don’t depend on such gifts.

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com