October 25, 2006
What Kills Radio Advertising Creativity?
Well, first there's fear. Fear kills everything, so why not marketing creativity, too?
Seth Godin's post cites a long list of fears that can kill marketing creativity. These are all fully applicable to advertising creativity, in fact, any creativity.
But I like the first one in particular: "The fear that you'll have to implement whatever you dream up". It's as though by being creative, we create more work for ourselves.
The fear of failure - we've already talked about that at length. You're likely over that by now. By now, you're failure seekers.
The second thing that kills creativity, according to Seth, is "lack of imagination". We agree with Seth's assertion that every single person is capable of creativity. There is no such thing as someone who isn't creative, just people who don't think they are, or who don't dare to be.
"Basically, most people don't believe something better can occur. They believe that the status quo is also the best they can do. So they don't look. They don't push. They don't ask, "what else?" and "what now?" They settle."
Bravo. The proof of this is in all of the "me-too" ads you hear on the radio.
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman