Happy New Year!

Let’s talk about the creative writing process, and how it ties into marketing. Specifically, here’s an article about getting past writer’s block http://thoughtcatalog.com/smiley-poswolsky/2013/05/6-ways-to-embrace-the-creative-writing-process/.  And, oh yes, one written by yours truly for TalentHouse back in 2012 about fighting creative block https://www.talenthouse.com/articles/fun-ways-to-fight-creative-block.

Fun Blocks

Fun Blocks

I want to focus on how some of these points can be really helpful, and some of them, not so much (at least with regards to how to market a product).

“Listen to your heart, not your head.” Right off the bat, here we have a juicy point to get us going, which I will…. agree with. Kind of. “If you have something to say, say it. If your heart is telling you to write something, write it.”

screen-shot-2017-01-03-at-1-16-11-pm

Love Words

Well, there are definitely great campaigns that have a lot of heart, but from a marketing perspective, this can get you in trouble if you’re not careful. Say you have a great product in beta, but it hasn’t been tested by a great deal of, um, testers yet. So, you have a lot of potential, a lot of promise. And that’s great! But, if you’re main selling point to a customer is that your product has a lot of potential, Joe Average Consumer is likely going to go, “But wait, what about that Established Brand over there that has a proven track record? Sure, they might be produced by a Heartless Conglomerate, but at least I know what I’m getting?” And you know what? That’s a very fair point.

I'm made of blood just like you

I’m made of blood just like you

Heartless Conglomerates can be pretty bland, but when it comes to, say, toothpaste, it’s probably better to err on the side of consistency rather than freak your audience out with a shiny teeth whitening feature that’s new and scary (even if its promising!)  In other words… Focus on functionality first, and once you’ve built up a loyal customer base, then you can talk to them about what the heart of your product is (and broaden your message for Phase 2 of your marketing campaign).

Next phase: Ignore your haters

Next phase: Ignore your haters

“Ignore your haters.” Well, depends on who the hater is. If it’s a surely angel investor who’s trying to rain on your parade, well, it’s often best to smile and nod, take what useful advice he might have (if any), and then, go find a different investor. After all, no one truly knows how successful your product might be before it reaches its customers, and it might just be your pitch that needs honing, not your product. On the other hand, if your customer is telling you, “Your toothpaste set my upper palate on fire,” that might be some feedback for which it IS worth stopping the presses. Fair or not, bad word of mouth from a customer early on can uproot your whole campaign in a way that a “no” from an investor would not.

And yes this is where we leave off for part 2.

Until next time…This is CIS signing off