“It’s not what you look at that matters, it’s what you see.”
Henry David Thoureau
“The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.”
Edward de Bono
“It takes courage to be creative. As soon as you have a new idea, you are a minority of one.”
E. Paul Torrance
Perspective is everything. Thinking outside the box is great, but sometimes all you need to do is stand outside the box and look in.
“If I asked my customers what they wanted, they would’ve said a faster horse.”
“The definition of insanity is doing the same thing over and over again and expecting different results.”
“The world is what you think of it – so think of it differently and your life will change.”
Creativity is asking ‘how?’ Innovation is asking ‘why?’
"A good advertisement is one which sells the product without drawing attention to itself."
"We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'"
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
Nobody likes to feel as if they’re being sold something they don’t need – but everybody takes pleasure in buying something they want. Create desire, assuage fear, make a sale.
ON EXPERIENCE & INTELLIGENCE
“The more I practice, the luckier I get.”
"I’ve not failed. I've just found 10,000 ways that won't work."
“Failure is simply the opportunity to begin again, this time more intelligently.”
“Stupid people think complicated is clever.”
“Simplicity is the ultimate sophistication.”
Leonardo Da Vinci
“A fool thinks himself to be wise, but a wise man knows himself to be a fool.”
Practice makes perfect, but don’t make the mistake of thinking you have nothing left to learn. Arrogance walks hand in hand with ignorance and complacency.
"Facts are irrelevant. What matters is what the consumer believes."
“Logic will never change emotion or perception.”
Edward de Bono
“If they don’t feel it, nothing will happen.”
We’re emotional beings. Connect with people on a human level and you won’t need to convince them – they’ll trust you.
“When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.”
“If you talk to a person in a language they understand, that goes to their head. If you talk to them in their language – that goes to their heart.”
“No matter what people tell you, words and ideas can change the world.”
Copywriting isn’t an interaction, an engagement or any other buzzword that’s being bandied around. You’re two people, having a conversation. Talk.
This post was originally published on the BURN blog.