By: Dave Cole
Network marketing is an art as much as it is an applied science. To take a blank sheet of paper
or canvas and draw or paint an interesting picture, you've got to have an imagination and creativity.
The other day, I was watching some video tapes I had
made of my son when he was between 2 and 6 years old.
One thing that impressed me was the total freedom he
had to express his imagination and creativity.
He was always coming off with some unique or interesting
new way of looking at things, or saying something. It
was actually a refreshing experience for me to watch
and remember the fun and zest he had for life at that age.
Life was so very new and interesting at that age. Every
day was a new adventure and presented new opportunities
to learn new things. Getting up every morning was something
he looked forward to.
He hadn't yet learned or developed some basic fears,
like the fear of being criticized or of what others
might think of him. His actions and words were not
hampered by thoughts of "what will others think if
I say or do this".
There was no fear that blocked or stifled his imagination
and creativity. He was never concerned that mom or
dad might think less of him because of his actions
or words.
One of the areas we need to be creative in is our ad
writing. Ad writing is an applied skill, it is an art,
and it is a science. It doesn't happen over night,
ad writing takes a lot of practice, and a lot of
learning to do before you get good at it.
Why do we need to be creative? Consider this: if
a lot of people are selling or pushing the same product
as you are, and using the same ad as you are, then
there are going to be an awful lot of ads out
there all looking the same. If a thousand other ads
look just like yours, just how many clicks do you
reasonably expect to come to you?
Creativity in your ad writing allows you to "break
out of the pack" and sparkle your ad with dynamic and
imaginative ideas. Something that will capture your
reader's attention and get them to want to click
on your ad.
Your ad has to stand out and be noticed above all
others!
It's said that you have 3 seconds to attract your
reader's attention before they click on to greener
pastures.
The human mind constantly seeks for new and more
exciting ideas and words to stimulate it. A person
viewing the same boring headline or ad over and over
again, will become numb to it and will simply ignore
it's presence.
It's your job as an ad writer to capture that attention
and give the reader's mind a new and refreshing experience.
Using your creativity and imagination to accomplish
these objectives is a must do. Writing an ad is a
challenging, exciting, and stimulating adventure
for the ad writer. If you get that "charge" out of
writing an ad, then most likely it will stimulate
the reader also.
If ad writing is a "chore" for you, and it's something
that you just feel you "have to do", then don't expect
really good results either.
It's actually fun to think up new ways to say the
same old thing.
It's a challenge to see what new headline will
attract another's attention. It's always exciting to
see that a lot of people have been attracted to a
headline and clicked through on it.
There are 2 things that will destroy your creativity.
Distractions and Fear.
A mind that is filled with thoughts telling it all
the other things it must or should be doing will be a
mind that is not capable of being expressive.
That mind is worried, disturbed, and is unproductive.
Go do what ever else you have to do first, then when
you can be free, write your ads.
The great painters and artists of our world history
had the unique ability to totally block out the world
and focus only on what they were doing at the time.
The second thing that you must do is get over any
fears of criticism. If you are concerned about what
others will think when they view your ad,
you're in big trouble.
If you are going to be creating a masterpiece of
literature in your ad writing, you cannot allow those
thoughts to belong in your head!
I'm going to let you in on a little secret I've never
told anybody.
When I write an ad I pretend. I pretend I'm one of
the world's great writers who is creating one of
his great works of literature.
And I pretend that no one will ever see what I write.
It's easy to write to a computer screen that has no
feelings or emotions or words that spit back at me,
"This is no good, no one will ever read this garbage".
I pretend that as soon as I write this stuff, it
will get deleted.
There's no fear when I write! I can be like a little
kid again and be free to express my creativity. After
all, the only thing that will ever see this is my trash
bin, right?
I can type whatever I want with no fear of being
criticized or condemned by what comes off the
keyboard.
I can be 4 years old again and say what I want. I can
be free to be creative and let the creative-imaginative
juices flow.
Just remember: Write with your heart...and not your head.
If I can do it...So Can You.
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