When Creativity is a Crutch
“If it doesn’t sell, it isn’t creative.” David Ogilvy
Having the slickest, shiniest, and most creative advertising and marketing is something that all entrepreneurs desire. We all long to have an ad or website that wins an award for creativity… and it’s often this desire that causes us to lose our focus.
When we get caught up with this desire to be creative we often find ourselves not taking action. We become paralyzed by the longing to have “the most creative” marketing, and we don’t take action until we believe we have it.
David Ogilvy was right – the first question we should ask ourselves is, “How can this ad or website get people to take the action I’d like them to take?”
By being “creative” we are more concerned with what people think about us, instead of what action they take after being exposed to our ad or website.
Here’s a short checklist to help prevent you from allowing creativity to become a crutch in your marketing:
- Whom am I talking to? (suspect, prospect, client, employee, board member)
- What do I want them to know?
- What do I want them to do?
- Did I provide a clear call to action?
- Is it confusing?
- Am I more concerned with what they think instead of what action they take?
Have you ever been guilty of allowing creativity to become a crutch? How did it impact the results of your marketing efforts? Leave a comment below and share your experience…
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