1. How Anyone Can Be More Creative
In Three Easy Steps
Nancy Harhut
nharhut@aol.com
www.twitter.com/nharhut

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

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

6. Think about creative differently

7. • Fill in forms
• Ask questions
• Think like a scientist

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

9. “Creativity is an idea
that changes things”

10. Filling in forms

11. Strategy

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

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

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

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

30. Asking questions

31. 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?

32. Why?

34. What if?

38. What else?

40. Think like a scientist

41. Scientifically proven
drivers of behavior

42. #1: “Eye magnet” words

43. Now
Announcing
New
Introducing
Free
Finally
Discover
Soon
Proven

44. Easy
Quick
Improved

45. Lather
Rinse
Repeat

46. #2: “The Principle of Scarcity”

47. • 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

48. #3: Personalization

50. Cynthia Johnston
Cindy Johanson

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

52. #4: “Principle of Social Proof”

55. #5: Icons

57. #6: Color

58. • Readership
• Brand recognition
• Recall
• Response

59. #7: Provide a reason why

61. Give a reason to believe

62. #8: Pay attention
to the way it looks

63. Hard to Read

65. #9: Consider using fear

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

67. #10: The principle of reciprocity

69. #1: “Eye magnet” words
#2: “The Principle of Scarcity”
#3: Personalization
#4: “The Principle of Social Proof”
#5: Icons

70. #6: Color
#7: Provide a reason why
#8: Pay attention to the way it looks
#9: Consider using fear
#10 The Principle of Reciprocity

71. Bonus: Best ways to beat creative block
1. Use physical — and psychological — distance.
2. Write down the problem. Then replace
specific verbs with generic ones.
3. Do something different/outside your comfort
zone.
4. Try a mind map.
5. Find a blue background.

72. Thank you!
Nancy Harhut
nharhut@aol.com
www.twitter.com/nharhut