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Creative Potential Realized Everyone has potential to be creative. Creativity isn’t just a flash of lightning. It is a deliberate, disciplined process. Let’s take a look at questions we ask ourselves in order to free our creativity: 1. Why are we communicating? 2. Who are we talking to? 3. What would we like them to think? 4. What is single most persuasive idea we can convey? 5. Are there creative guidelines? (e.g. budget, logos/colors, illustrations)
Let me explain briefly what these questions are really getting at. The first question is “what has led to need for this communication?” It can include any number of things like: Are there misconceptions about us? Do we have a new product/service? Are we reinforcing brand? Is this for awareness, or do we have a more retail message? "Who are we talking to" helps us define our audience beyond too-broad “all carbon-based life forms.” Even if it is a broad-based audience, we should try to give it some focus, e.g. adults, 25 - 49, high school educated. "What would we like them to think" addresses tone and manner or underlying brand-specific attributes we want to leave our audience with. "What is single most important thought we can convey" speaks to our core message and product/service benefit. This always should be from consumer perspective. What does consumer REALLY get out of this? Now that we’ve done research and asked all questions, it’s time to let ideas flow on concepts, content, medium, style. Remember, creativity takes time. Being more creative is not just as a gift. It is an ongoing commitment and practice. And requires exercise. Now, go be creative.
Harry Hoover is managing principal of Hoover ink PR, www.hoover-ink.com. He has 25 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Duke Energy, InterCerve, Levolor, North Carolina Tourism, VELUX and Verbatim.