1. What does a creative process consist of?
basic four stages, according to Kaufman:
Stage 1: Preparation
You might think creativity starts with an idea, but the
truth is that ideas don't arise in an intellectual vacuum. If you want your
brain to come up with innovative notions, you need to feed it materials to work
with. This essential but under-celebrated stage of the process is simply called
preparation and involves trying to learn lots of things. At this point, rather
than searching for magic leaps of understanding, your brain is using attention,
reasoning, and planning to gather information.
Stage 2: Incubation
"Then there is this important stage where you let it
go," Kaufman explains, stressing that "it's really important."
This stage is the one where you might actually want to climb into the bathtub
or go for a walk and stop consciously thinking about the problem you're trying
to solve. Research shows that letting your mind wander in this way leads to
greater creativity.
Stage 3: Illumination
This is the scientific name for that classic "eureka!"
moment when "connections automatically, subconsciously collide and then
reach the threshold of consciousness," says Kaufman's words. "You're
like 'oh my God! That's the idea!'"
Stage 4: Verification
Laypeople may understand creativity as pretty much ending
with the thrilling light-bulb moment of the illumination stage, but Kaufman
insists that at that point "you're not done." For creativity to reach
others and accomplish anything, you need to once again use those critical
thinking skills to think about your audience and craft your message or idea.
"Some of the greatest creative ideas of all time can easily be lost
because they're not packaged in the right way or consumable," Kaufman
warns.
http://www.inc.com/jessica-stillman/the-4-stages-of-creativity.html
2. How to generate appealing messages for the target audience?
5 Steps to Creating Your Marketing Message
STEP 1 – Identify your target market.
The first step starts out by asking, “Who is my target
market?” Once you have narrowed this down then it’s easier to craft a message
to that market.
Every successful business has a target market whether they
know it or not. Even the local dry cleaner has a target market, which is
probably all the professional people living within a five mile radius of their
store.
STEP 2 – Identify the problems that your target market
experiences.
The second step starts by asking, “What problems do my target
market have and how does it make them feel?”
Each market experiences its frustrations and pains. The
secret to crafting a marketing message that will make your market sit up and
listen is to identify their problem and the pain and suffering they feel as a
result of that problem.
Remember the old saying that goes, “People don’t care
about you, until they know you care.” Identifying your market’s pain and
suffering tells them that you understand and empathize with them.
STEP 3 – Present your solution to your market’s problem.
The third step starts by asking, “What is the solution
that I have to offer my prospect?
Present your solution as a simple cure for all the pain
and suffering your market is feeling as a result of their problem. This step is
important in that most people won’t lift a finger unless they feel an urgent
excruciating pain.
Now, identify all the benefits of your solution and how
those benefits will improve the life of your prospect and take away all their
pain and anguish.
STEP 4 – Present the results you’ve produced for other
people in the same situation.
The fourth step starts by asking, “What are the results
that my solution has produced?”
It’s not enough just to tell people you have a solution;
you have to prove to them that your solution works. And you can talk all day
about how you solved this and that problem, but people are skeptical and don’t
automatically believe you.
People will believe other people who are similar to them
that have achieved positive results. In this step you’ll need to prove your
results by giving testimonials from current and former customers and provide
case studies of actual problems that were solved and the results that were
achieved.
STEP 5 – Explain what makes you different from your
competitors.
The fifth step starts by asking, “How am I different from
my competitors?”
You need to communicate your differences!
Prospects are looking for you to communicate your
differences. And those differences need to have perceived value to the
prospect. It needs to be something they care about.
The Big Marketing Message Mistake
The biggest marketing message mistake that companies make
is communicating “What-We-Do” instead of “What’s-In-It-For-Me.” If these were
two radio channels (i.e. WWD vs. WIIFM), which one do you think your prospect
would rather hear?
While you are transmitting on WWD, your prospect is
looking for the WIIFM station. In order for your message to match your market
you need to be broadcasting on WIIFM.
http://www.businessknowhow.com/marketing/mktgformula.htm
3. Case examples
Domino's example.
Domino's example.
