2. How Anyone Can Be More Creative In Three Easy Steps October 5, 2011 Nancy Harhut nharhut@aol.com www.twitter.com/nharhut

5. “Where were you when the page was blank?”

6. Creativity doesn’t reside solely in the creative department

7. Think about creative differently

8. • Fill in form• Ask questions• Think like a scientist

9. “If it doesn’t sell, it isn’t creative”

10. “Creativity is an idea that changes things”

11. Filling in forms

12. Strategy

13. What’s the #1 reason someone won’t want to do what you’re asking him to?

18. Offers:• Unique• Personal• High perceived value

23. Channel/Contact cadence• Where you reach people• When• How often

24. • Banana peels• Eggshells• Sticks in parks• Urinal pucks

29. Asking questions

30. What if we couldn’t do this?How might someone else solve it?Why isn’t this a good idea?What would make it better?

31. Why?

33. What if?

37. What else?

39. Think like a scientist

40. Scientifically proven drivers of behavior

41. #1: “Eye magnet” words

42. Announcing Introducing Finally Soon Now New Free Discover Proven

43. Easy Quick Improved

44. Lather Rinse Repeat

45. #2: “The Principle of Scarcity”

46. • One-time offer • Last chance • Quantities limited • Purchase limit: two • Available only to first 100 people to respond • Qualified customers only • Offer not transferable • Expiration date

47. #3: Personalization

48. Nancy

49. Cynthia Johnston Cindy Johanson

50. • Past purchases • Previous behaviors • Self-reported data • Geography • Presence of children in the family

51. #4: “Principle of Social Proof”

54. #5: Icons

56. #6: Color

57. • Readership • Brand recognition • Recall • Response

58. #7: Provide a reason why

60. Give a reason to believe

61. #8: Pay attention to the way it looks

62. Hard to Read

64. #9: Consider using fear

65. Avoidance of pain can be a more powerful motivator than the achievement of pleasure.

66. #10: The principle of reciprocity

68. #1: “Eye magnet” words#2: “The Principle of Scarcity”#3: Personalization#4: “The Principle of Social Proof”#5: Icons

69. #6: Color#7: Provide a reason why#8: Pay attention to the way it looks#9: Consider using fear#10 The Principle of Reciprocity

70. Thank you!Nancy Harhutnharhut@aol.comwww.twitter.com/nharhut