Citra Raya (It's not how good you are, it's how good you want to be Part 6)

Sabtu, 31 Oktober 2015

ACCENTUATE THE POSITIVE

Find out what's right about your product or service and then dramatize it, like a cartoonist exaggerates an action. For example, you know a horse can jump a ditch, therefore you accept that it can jump the grand canyon.

This realization accelerated my carreer faster than anything i have learn since. Providing there is a basic truth in your idea, you can dramatize it to infinity.

Here is an example :
A radio commercial for suntan lotion. An Englishman's voice tells of the product's benefits. As he talks his voice gradually changes to that of a west Indian man. Brilliant. You know a suntan lotion won't make you black, but you accept that it might make you brown.

DO NOT PUT YOUR CLEVERNESS IN FRONT OF THE COMMUNICATION

Creative people are paid to be creative. So, in order to justify their salaries, they need to be seen to have clever ideas.

I have no argument with intuitive, clever ideas. These are often the best. The problem is that good ideas do not always come along, great ideas even less often.

In their need to prove their worth, creative people often produce work which on the surface appears clever but has little subtance.

Instead of trying to find a quick fix, if they were to spend time finding out what the problem was, they would discover the solution. In other words, if you ask the right question, you get the right answer.