Hello. In the interest of full disclosure, you should know this issue of Think is derived from a presentation on creativity Jim Mountjoy, creative director at Loeffler Ketchum Mountjoy, and I did for reporters at the Charlotte Observer.

Let's get started on the road to creativity.

Cordially,

Harry Hoover
harry@hoover-ink.com
Ink Briefs
One of the best books I've ever read is Michael Gelb's "How To Think Like Leonardo da Vinci." If you truly want to be more creative, reading this book and applying what you learn is the ticket.

Visit www.michaelgelb.com for more information.


Are you into brainstorming? Visit the Thinking section of my website at hoover-ink.com to find my Thoughts On Brainstorming. It is complete with some additional creativity resources.


There is a simple, powerful, affordable way to handle relationship management and e-marketing. Drop me a note at harry@hoover-ink.com and I'll give you more details.

Or check out nTarget, the application that drives Hoover ink Think, at www.ntarget.com.



Here's my link of the month. If you need to find published information on a subject, this site is for you: www.findarticles.com.



About Hoover ink

Hoover ink helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 25 years experience in providing services to financial, high tech, real estate, tourism and consumer products companies.

From employee relations and media relations to collateral material and interactive technology, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 
  Marketing's Strategic Weapon

Three seconds. That's what you have to convey your message. Creativity is the strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment.

Focus groups tell us that time is a precious, yet dwindling resource. Attention spans are dwindling, as well.

Many forces condition people: competing messages, special effects, quick cuts, pop-up videos, too much media. We should not totally surrender to these trends but instead look at the yearnings they reveal: a desire for simplicity, efficiency, truth, and quality of presentation.

When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day.

The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.

And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.
  Do The Math
It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.

Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.

Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of the store. The messages read, "From down here, it looks like you could use some new underwear." Business exploded.

Creativity isn't just a flash of lightning. It is a deliberate, disciplined process that anyone can follow. Now, go be creative.