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Chapter 879

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    ?

    Waiting for everyone's applause to stop, Chu Lihua continued, "A good advertising idea requires three layers of thinking: strategic idea, creative idea and execution idea.

    Only when the strategic idea and creative idea are figured out from top to bottom, and then matched with appropriate expressions, the statement serves the opinion, and the opinion serves the method, in order to produce good advertising creativity.

    Based on the books I read before, I have summarized four tools to help us generate good creative sales ideas more effectively.

    The first weapon can be called a map.  The map here is a metaphor, referring to clues that help us think.

    Make a small game, can you name 50 round things casually?  "

    ¡ª¡ª"Pot, bowl, ladle, basin."

    ¡ª¡ª"Table tennis, basketball, football, billiards, eyeballs, coins, steering wheels, tires, lifebuoys, glutinous rice balls, bowl bottoms, round mirrors, pot lids, checkers, yo-yos."

    ¡ª¡ª"Beads, moon cakes, sesame balls, meatballs, buns, steamed buns, watermelons, BMW car logos, rings, bracelets, hula hoops, coal balls, jelly beans bowling balls, chess, binocular lenses."

    ¡ª¡ª"lollipops, pupils, bubbles, flying saucers, round clocks, wheels, round cakes, round chandeliers, cups, pots, volleyballs, glass balls, locks."

    ¡ª¡ª"Manhole cover, well mouth, game coins, copper coins, round pendants, round flower beds, focal points, letter o."

    Chu Lihua's sentence "Most people slow down after they say more than a dozen kinds." The corners of her mouth twitched and she swallowed it back into her stomach.

    When everyone finally stopped, Chu Lihua wiped off her sweat and said, "Have you found out? The first is that there are more people and more power, and everyone can easily name 50 round things, but one person may not be so fast."  speak out.

    The second is that if you can think according to a clue, it will be much easier to think about.  For example, all kinds of balls before, and then all kinds of food and so on.

    The clues I want to say are mainly continuous, such as following the clues of getting up in the morning.

    When you open your eyes, the eyeballs are round; when you see the alarm clock, the dial of the alarm clock is round; when you wash your face, the outlet of the faucet is round; by brushing your teeth, the mouth of the cup is round; when you are ready to go out, the buttons on your clothes are also round.  round.

    You see, this is a kind of clue, with this kind of clue, thinking has a grasp.  Just like the 'idea' pyramid we just mentioned, it is also a map that provides clues.  "

    After everyone nodded and suddenly realized, Chu Lihua continued.

    ¡ª¡ª"The second weapon is dice.

    Die is also a metaphor. A common dice has six sides, but we assume there is a dice with 50 sides, and each side has a creative method or possibility written on it;

    Every time you want to produce an idea, shake this virtual dice to see which method comes out, collide with the problem to be solved, and see if you can come up with something just right.

    It is best to have more such dice, so that different ideas can be collided.  If there are two dice, each with 50 sides, then there are 2,500 possibilities when combined.

    Let me talk about my own experience. I often use books as dice. When looking for ideas, I flip through the books to see which words are on them, which can collide with new ideas and combinations.

    This is my experience when I was making porcelain art at that time.  The books I read are all porcelain and jade, historical sites and so on.

    Sometimes I will open an article casually, my eyes will jump, and then I will go to the comment area, maybe, I will suddenly come up with a wonderful idea.

    Also, maps and dice can also be used in combination, just like playing Monopoly.  The map provides certainty in the direction, and the dice provide various surprises in the process. The combination of the two tools can generate more good ideas.

    It is also a book, but it can also be used as a map, and the word order can be used as a clue to help you make associations.

    The third weapon is personal experience.  To put it more broadly, it should be experience.

    ? I have a strange prejudice that there should be more 'bad boys' in the sales industry, those who have worked part-time, set up stalls, have been in love many times, and can tell jokes.  Because bad kids know better what other people think.

    Of course, I was just joking, and I admit that this idea is a bit biased.  But this also shows how important experience is to a creative worker.

    The talented Indian director Tasim Singh said something to the brand owner who asked him to shoot an advertisement: "What you pay for is not my time as a director, but every sip of wine I have ever tasted.  every cup of coffee, every meal?Every book I¡¯ve read, every chair I¡¯ve ever made, every love I¡¯ve ever talked about, every place I¡¯ve been toyou¡¯re buying a 30-second ad that¡¯s transformed from all the essence of my life, why?  not expensive"?'

    So the so-called 'good kids' can't be good copywriters?  Of course not, the best way for good children to expand their experience is to read.

    After all, what a person can experience personally is limited, but reading can give us more knowledge and a deeper insight into society and others.

    People who are salespeople and creative people cover a wide range of fields, and they often need to express their opinions when someone throws a question at random.  Without the usual amount of reading, it is impossible to deal with such a situation.

    The fourth weapon is the pen.  A good memory is not as good as a bad pen.  However, if you can't write, you can also record and then play it back.

    When we do creative work, we try to jot down the ideas that come to us.

    Contrary to what we imagined, copywriting and creative work is really not thinking hard, waiting for the muse to come, and then a light bulb lights up in the mind, and a good idea pops up.

    In fact, if you want to pursue high-quality ideas, you must first pursue quantity.  Quantity is the foundation of quality.

    Thinking up 30 ideas in one night, then weeding out 25 and keeping only 5, is completely different from only coming up with 5 ideas in one night.

    In addition, putting the screening process on paper can also avoid duplication of work. Even if it is to record wrong ideas, it is also meaningful, because next time, you can avoid repeated thinking and directly think about other directions.

    Maps, dice, books and pens are the best weapons for advertising creative workers to generate ideas.

    In addition, today's people are too much pursuing "Tao" and "Skills", that is, principles and methods, but ignore another very important concept, that is "gong", the power of kung fu.

    There is a word for crosstalk actors called 'dimensions', the same joke, a good crosstalk actor tells it, and the audience roars with laughter. I have tried it myself, and even if I say it verbatim, the effect will be much worse. The worst is this'  size'.

    Writing copywriting is the same as doing sales promotion. If you want to impress people, it is a matter of aesthetics. Behind this aesthetics is a higher vision, more experience and continuous practice.  "(Remember this site URL: www.hlnovel.com
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