4. Save Money. Along with making more money, people want to save money they already have. Tell prospects how much money they can save by using your product.

5. Save Time. time is money. It's a cliche, but it's true. Can your product save time in research, organization or marketing methods? If so, tell customers how.

6. Make It Easy. The less "brain power" a person has to use to do a task better he likes it. Tell prospective customers how "easy" a product is to use.

7. Curiosity. Any headline or ad that makes prospects curious will be more likely to get them to click to sales letter.

When you understand what emotional triggers will "get click," it makes it easier to write those ads. Give prospects what they want to save time, make more money or help them gain success. Helping them find those things will ultimately help you.

Ta-da!

Ships are big money-sucking machines when they aren't at sea actually doing their job -- shipping merchandise. And when aren't they working? When they're sitting in port being loaded and unloaded.

So, industry came up with way to preload merchandise on land. Now a ship comes in, container carrying cargo rolls off, a new container already loaded with cargo rolls on, and ship heads back to sea.

That one innovation saved an entire industry. And it happened because shipping executives changed way they viewed their problem.

Creativity Exercise -- Change your perspective So, how can you change your perspective and solve your business/marketing problems?

Try what shipping industry did and change question.

Instead of looking at a narrow part of problem ("In what ways can we make ships more economical while at sea?") broaden question ("In what ways can we reduce costs in general?")

Here's another example.

Maybe your question is "how can I land more clients?" What if you started broadening question like so:

How can I land more clients?

How can I grow my business?

How can I make more money from my business?

How can I make more money period?

How can I be happier in my life? (I know, I know, money doesn't buy happiness. But it's certainly nice to have.)

Maybe one of those questions is a better place to look for a solution. Because maybe one of those questions is "real" question you want to solve, but since you never took a step back to look at big picture, you've never discovered right question to ask.

And if you don't ask right question, your muse will never give you an answer that actually solves your problem.