Creativity and Getting Outside of the Box

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.

In The News:

Advertising as politics?  The Times of India Blog

11 Ways To Make Your Business Cards Work For You

1. Spend money on decent quality business cards. Home made... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

The ONLY Type Of Advertising People LOVE!!

Can it be???Is there advertising that people actually love?You bet... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

Moving message Sign

Moving Message Signs are a unique, attention-grabbing way to communicate... Read More

LED Moving Message Displays

LED's are becoming more and more popular in all kinds... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

Reach vs. Frequency: Touch 100 Once or 25 Four Times?

Reach and frequency are terms generally used when planning advertising... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

What Do Your Ads Say?

Make a list of everything you think should be included... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

How to Write Great Headlines

According to experts, just changing the headline of an ad... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More