| Are you struggling to find a new twist for old | | | | Another resource for great ads is Communication |
| advertising or marketing campaigns? | | | | Arts Magazine. Each issue showcases some of the |
| If you're a small business owner or a copywriter | | | | most creative and beautiful ads found anywhere. |
| coach/other creative professional, you know exactly | | | | 2. Check out what a completely different industry is |
| what I'm talking about. Having to come up with new | | | | doing. For instance, let's say you sell software |
| ideas for a long-term client (or even your own | | | | products to computer professionals. Techy market, |
| business) can be overwhelming. | | | | right? So, pick up a yoga magazine. See how that |
| As much as you love those long-term clients or | | | | industry communicates with its audience. Now try |
| established products, because of their longevity, it | | | | selling your product using the same language and |
| gets harder and harder to come up with the next | | | | concepts. Take it a step further and brainstorm ways |
| brilliant product. | | | | your software product is similar to doing yoga. |
| But never fear. Here are three ways to get those | | | | This is a very powerful way to jolt your own thinking |
| creative juices (and new ideas) flowing. | | | | and start your muse down a completely different |
| 1. Study other ads. Flip through a magazine or turn on | | | | path you might never have discovered before. |
| the television, except this time focus on the ads and | | | | 3. Force a connection. With this idea, force a |
| not the content (I know, I know, this is counter to | | | | connection with a random object rather than an |
| what you usually do). Which ads do you like? Why do | | | | entire industry. You ask yourself, how is your |
| you like them? Is there something that those ads are | | | | software program similar to a stuffed dog? Write |
| doing you can modify for your campaigns? | | | | down everything you can think of, no matter how |
| The key word is modify, not copy. I don't want | | | | silly or foolish. Sometimes the foolish ideas are the |
| anyone committing copyright infringement. What I'm | | | | ones that lead to the great ones. |
| talking about is using an existing ad to jump-start | | | | A final note: If at all possible, don't rush this process. |
| your own ideas. Maybe you really like the use of an | | | | Give your muse some time to ponder and play with |
| evocative photo with a single caption. Or the use of | | | | these techniques. I know it often seems like ideas |
| repetition in Mastercard's "Priceless" campaign. Or the | | | | pop into your head out of thin air, but usually that's |
| idea of turning the "money can't buy everything" on | | | | because of the hard work you've put into it. You've |
| its head (which is essence of that campaign). Can | | | | given your muse the necessary tools and "incubation |
| you use that concept in your campaign? | | | | time" to make ideas happen. |