Write With Creativity and Dare to be Different

July 17th 2014       Sally Ormond       copywriting, Dave Trott, Predatory Thinking, writing creatively, writing differently, writing for your audience

It’s often said that it’s impossible to have an original thought.

What do you think?

Everything we hear, see and read has an effect on what we do. I remember writing a sick note for one of my boys many years ago. At the time I was studying for my OU degree, looking at the 19th century novel. The note I wrote could have some straight from the pages of Jayne Eyre. Without realising it, the style and voice of Jayne Eyre had wheedled its way into my subconscious.

You’ve probably experienced it yourself at some point. Perhaps you’ve found yourself writing like a favourite author or speaking like a favourite actor?

That’s why it’s so difficult to come up with an idea that is completely original.

So where does that leave your marketing strategy?

What follows in an excerpt from a blog I wrote last year that helps illustrate this point and how you can dare to be different.

Recently, I was lucky enough to hear Dave Trott speak about how important it is to out-think your competitors.

For example, if your business has 8 direct competitors (your products are the same) and your campaigns are very similar, there’s nothing for your consumers to distinguish between you.

The chances are your market share has stagnated or is reducing – neither of which are good.

So what do you do?

You have to out-think your competitors.

During Dave’s hugely entertaining presentation he illustrated the point with an example of one of his own advertising projects.

A few years ago Dave was tasked with coming up with an advertising campaign to prevent chip pan fires.

Previously, the issue had been tackled by showing how quickly a fire could take hold, each incarnation more gruesome than the one before. But these tactics weren’t working.

It was time for someone to look at things differently.

Rather than taking the traditional view of ‘to prevent fires we must show the audience what will happen if they have a chip pan fire’, Dave opted to look at it from a different angle.

If there were lots of chip pan fires that meant the fire brigade would be called out to lots of fires. So instead of showing housewives the devastating effect of fire, Dave chose to find a way to reduce those call outs.

So Dave produced an advert that showed housewives how to deal with a chip pan fire safely, therefore reducing the number of call outs.

That’s (award winning) creative thinking.”

If you want to be creative you have to take a sideways look at what you’re trying to say.

Think carefully about your audience and think about what they are ultimately looking for.

For more about out-thinking your competition, Dave has a ‘must read’ book out called “Predatory Thinking – A Masterclass in Out-Thinking The Competition” (link to Amazon page).


Tags: copywriting, Dave Trott, Predatory Thinking, writing creatively, writing differently, writing for your audience
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