![]() |
|
![]() |
|
![]() |
|
![]() |
Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down. Or better yet flip it over onto it's backside. Let it know who's boss. If your first idea is terrible, write it down anyway. If the next one is silly, redundant or stupid, write it down. Who knows, it may end up being a comedy direction and that first terrible line may end up being the punch line. You never know. You are jumping off a precipice into the unknown world of creativity and you need to be a leaf at the mercy of the wind or you will come crashing down with your fears in a ball flames every time.
Throw as much as you can against the wall and see what sticks. I own a jingle and music production company and I had an assignment to create a jingle, positioning statement (slogan), campaign for Petaluma Auto Plaza in Northern California. They have a huge electronic sign on Hwy 101 and we decided that this landmark was our key. So, what do you do with a big sign? It's huge and you can see it from everywhere. It's so big, it's like a monument. And what do you do with a monument? We decided to worship it. So I brought into the studio Jeannie Tracy (from Whitney Houston's band), a gospel singing Diva, to sing the following full-on hand clapping gospel jingle I SAW THE SIGN: "I was lost in the gloom of auto dealers and sales pitches, then I saw a light shining bright standing tall (Where to turn?)... I saw the sign (chorus answers 'I saw the sign') in Petaluma ('Petaluma Auto Plaza')" and on and on... If you'd like to hear it go to: http://soundad.com/sounds/ and click on Pet Auto Plaza. It's a smashingly successful campaign.
Sometimes "getting outside of the box" is about simplicity. I had a chain of camera stores in need of a jingle to brand their company name and a positioning statement (slogan) to bring people in. We did a market analysis and concluded that they were trying to reach two buyers: #1)Professional photographers who were developing their film. #2)New camera buyers who were serious about learning the craft. We came up with a simple line that appealed and spoke to both: WE DEVELOP PHOTOGRAPHERS
Creativity is not something I pull out of thin air. There is a process that I trust will lead me to something spectacular. I throw everything possible up against that wall without judgement or self criticism. If doubt creeps in, I throw doubt up against the wall. If I'm getting bored, I throw boredom against the wall and suddenly there is a humorous side that begins to appear. If I don't need humor, I throw it up against the wall and a new perspective opens up.
It's all good in the creative process and those of us who live it should honor it. It keeps us young because it's all about letting go, letting things flow and crawling outside of the box for a few moments.
Barry Volk - EzineArticles.com Expert Author
Barry Volk is a former producer/staff songwriter for ABC, MCA & Screen Gems-EMI Music Publishing, a 20th Century Fox solo recording artist, Musical Director for the West Coast Theater Company and National Director of Marketing for Metro Networks/Westwood One. His music production company, Barry Volk's Sound Advantage http://soundad.com, creates and produces musical identities and jingles for radio and TV advertisers worldwide from small market to national campaigns.
Media Planning for SmartiesYou say you're ready to advertise. How... Read More
The most common way to drive people to your business... Read More
"Culture is a like dropping an Alka-seltzer into a glass... Read More
Recently, a woman called to ask about replacing a magnetic... Read More
When you spend money on an advertisement you want to... Read More
Most small businesses don't have a high powered advertising agency... Read More
Make a list of everything you think should be included... Read More
One of the main problems people find with marketing, is... Read More
"Print & Mail is a type of service that... Read More
I suspect that everyone has an idea of what lamination... Read More
So many business people neglect this valuable asset that may... Read More
You've decided to try advertising your business with post cards.... Read More
Many prospects skim through catalogs and brochures, glancing at the... Read More
Are you confused by all the information you receive from... Read More
Big businesses get instant credibility with their well-known company name... Read More
Give Us The Bottom Line!If you are like most people,... Read More
We all are looking for ways to market our businesses... Read More
LED scoreboards can be utilized in most of the sporting... Read More
Pay close attention and make it work the best for... Read More
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
Here's a fascinating idea.. Having noticed that there always seemed... Read More
How much money have you spent in Advertising, Promotion &... Read More
This article will show you how to cut your printing... Read More
Advertising is a powerful and somewhat frustrating marketing tool. It... Read More
If you advertise in any way, the following information could... Read More
Everyone knows that advertising is essential to growing a business.... Read More
Classified ads do not have the big market appeal that... Read More
The opportunities for getting free advertising for yourproduct or services... Read More
Response rates to Yellow Page advertising are decliningThere's no getting... Read More
The opportunities to get free advertising for your product or... Read More
Many prospects skim through catalogs and brochures, glancing at the... Read More
Most small businesses do not have a high powered advertising... Read More
The sinage marketplace is competitive! Consequently, some companies are going... Read More
Each year there is a Yellow Pages arms race where... Read More
Quality Care Options is an established company advocating for the... Read More
The very name "advertainment" sends thrilling vibrations up the spine... Read More
The big news on Wall Street last year was the... Read More
This is the second article of a three-part series. I'm... Read More
Sometimes, it is not an obvious business idea that will... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
When knowledge is based on truth it is powerful!When it... Read More
Make a list of everything you think should be included... Read More
Depending on whom you ask, you will get told many... Read More
It is a given that billboard advertising "outdoor" is not... Read More
In order to sell more products and service, you need... Read More
Your marketing and advertising won't be effective if your potential... Read More
Yahoo Groups: I see countless marketers on shoestring budges turn... Read More
One of the most powerful offers you can use in... Read More
Your Yellow Page Ad Deserves More than 10 Minutes of... Read More
Back in the 1760s, the great Dr Samuel Johnson delivered... Read More
Advertising Advertising |