Sometimes You Shouldn’t Think Too Hard
August 29, 2007
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If you’re looking for a solution to a business problem, don’t push yourself too hard to find the answers. The best solutions don’t usually come straight away.
My friend Ron recently moved to a new company. They are keen to expand nationwide. Ron has the expertise to take them where they want to be, but he is used to working for a nationwide company with more resources.
Anyway, he wanted to place a full page ad, like tomorrow but his new business did not have one. He also wanted a strapline for the business, so he could put it in the ad.
Naturally, he brainstormed with his colleagues to try to come up with something. But, the problem is, sometimes when you’re brainstorming the answers you want don’t come straight away.
It’s a bit like marinading meat for a nice meal - the longer you leave it, the better the result.
So, I promised to think about the strapline for them at the weekend, then while i was cleaning the house, I came up with some ideas and I wrote them down (note - sometimes when you’re doing mind numbing things, it shocks your brain into working a little harder).
The straplines I came up with may not be perfect, but they’re good enough for the ad, and they’ll be able to improve on them in the future.
Have you struggled to come up with ideas in the past? Well, here’s some rules to follow.
1) Tell yourself the problem you need to solve, and also stipulate how quickly you want to come up with those ideas.
2) Don’t think about the problem at all. You’ve already told your brain you need the answers so let it do the work.
3) Keep a notebook with you at all times, and when answers to your problem pop into your mind, write them down - no matter how bad the answers seem.
Remember, one good answer out of 100 bad ones will make the writing worthwhile.
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3 Responses to “Sometimes You Shouldn’t Think Too Hard”
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So true. Programme yuor sub-conscious and then forget about it.
You often find the answer comes early in the day, the middle of the night, or just before you go to sleep.
Couple of things to programme your mind with when thinking about direct mail or advertising straplines and concepts:
- Imagine the client. Who are they? What motivates them? How are they judged by their peers?
- Try and become them. Think how your product or service meets one of their needs.
- Sometimes it is best to forget marketing books and think about Maslow’s hierarchy of needs - people don;t often make rationale, reasoned, business-based decisions. They often make their decision to fulfil a personal or emotional need.
- Extend those thoughts then to the result your product or service leaves them with after they have used it or you have delivered your service
- Taken from Andy Bounds (not sure it is in his book the “Jelly Effect”) but think about the results in terms of
Risk (how it reduces it)
Income (how it increases it)
Time (how it creates more time)
Expenditure (how it reduces it)
Stress (how it takes it away or lowers it)
R-I-T-E-S
For example a plumbing business including all of the above (bar income - would need to dwell on it for a few days to get that one!):
“If your plumber doesn’t arrive within 2 hours to rescue your home from a flood, you don’t pay a penny. AND we’ll get the job done.
But that doesn’t guarantee you’ll get quality at a reasonable price, does it?
Very true. That’s why when we started Leaky Plumbers Ltd, we were ever so selective about who we took on.
You deserve the fastest response, but not at the cost of quality.
You want to be assured you won’t get ripped off.
That’s why your arrival time is guaranteed and we only employ XXX-qualified and experienced experts.
Ever heard of a courteous plumber? We’ve rejected some of the most qualified plumbers you can find.
Why? Quite simply because people appreciate good manners, Each plumber carries a fully charged portable hoover so they can clear up after themselves - just like you would - regardless of whether there’s a plug around or not.
So after your plumbing nightmare has been fixed, you will not have the stress of clearing up too.
All we ask is for a hot cup of tea (once the mains are back online!)
You’d think this service cost the earth. Wrong. The best plumbers turn out quality work in less time than the rest. That’s why you’ll be surprised at the final bill.
Our rates are made clear well in advance, and you are consulted every step of the way.”
I like the RITES example. It would be a great think to refer to before you write any advert, letter of promotional stuff for your business.
Not sure about the name Leaky Plumbers Ltd though! I often regret choosing the name Kwik Fix for my plumbing business for several reasons, but I suppose I could have chosen a lot worse.
I kmow a plumbing firm. Got to know them for a business networking breakfast we went to. He was very good.
And because he was really good, he got the nickname “Leaky”.
Mainly because he hated it and we enjoyed winding him up. That’s why I couldn’t resist the name that nobody would ever use.
Then again something counter-intuitive is also memorable.
We’re doing something similar which will either work spectacularly or get us into trouble.
What’s life without risks!