We could all use a little creativity, don’t you think? We’ve all heard the term “Think outside of the box.” Today it’s vital that we learn to be more creative in our business and with our marketing. But just how do we do it? First of all, it’s important that all creative thinking be strategically on target. You may have a great idea or unique selling proposition, but if it doesn’t reach the person that needs your services it’s wasted. If it doesn’t show and tell what you do well it may not get the results you want. And if it isn’t on strategy, it may not evoke the right response.

Start with a Creative Strategy – the template for success.
Write down your: Target, Objective (what you’re trying to achieve with your marketing materials), Key Benefits (list at least 3 in order of importance), Support (copy points), Tone and Target Response.

Based on your written strategy, you can start to think, brew and brainstorm creatively.

Start with a good foundation.

• Be extremely knowledgeable about your product or service and your competition.
• Make sure you know how your clients use your product or services and why.

No holding back.

• Just start thinking. There are no right or wrong ideas.
• Put everything down on paper…wallpaper the room with thoughts…
  even crazy or partial thoughts.

Tools, Teams & the WEB Machine.

• Team up! With your strategy in-hand.
• Find new combinations of old ideas.
• Can computers be creative? They sure can start the wheels turning.
• Web stalking (ask questions, find answers).

Take a break.

• Do nothing. Do something. Anything but work.
• Use your subconscious mind to its full advantage.

Push yourself further.

• Hold a series of brainstorming sessions.
• Fire up your employees to take action. Get everyone thinking.
• Is there a new and better way of doing things? Or looking at things?

Step Back.

• Take a look at all the ideas you have.
• Look around to see if you’ve missed anything.
• Look between the cracks.
• Keep an open mind. Don’t analyze.

Now focus your thinking.

• Which ideas do you like best?
• What strikes a chord and makes the most sense?
• And most importantly, which ideas are on strategy? (Yes, back to that!)

Then what?

• Ideas are just the start of getting something done.
• How are you going to operationalize it?
• How do you protect your ideas?
• What are the best ways to explore new skill sets?
• What are the next steps to take?

Keep it up!

• Take the concept of creativity into all areas of your life.
• Keep a small idea notebook. Write in it everyday to train the brain.
• Have paper by your bed for those late night eureka moments.
• Do some good with your new creative talent.

Ideas will come up like tulips in the spring. Watch for them with anticipation. Be inspired. Whistle while you work. And don’t miss the upcoming business and creative workshop this Friday, Feb. 27th, 2009 — details on my website.

Linda Frothingham
Idea Entrepreneur
Frothingham Communications
www.Frothideas.com