Monday, April 18, 2011

Clarity is the New Creativity

There's a basic point about marketing. It’s called The Shiny Penny Theory…goes like this….if you are walking on a sidewalk on a dreary, nasty day and you see a shiny penny the shininess makes it stand out from all the dreariness. The point is that your marketing has to stand out from all the other messages.

In 1978 the marketing research firm Yankelovich discovered that the average American was exposed to over 2,000 marketing messages every day.

Messages come from TV, radio, newspaper, billboards, signs, pens and pencils with messages on them, caps, t-shirts, business cards…you get the picture.

Yankelovich asked the same questions in 2008 and found the average American bombarded with over 5,000 messages a day.

If you are a business how do you stand out from all that noise?

You have to be a shiny penny.

In the past businesses used creativity…humor, unique artistry, volume, or other techniques, to catch your interest.

Today, the new creativity is simple clarity. There’s so much information coming at us that the shiny penny is based on clarity and simplicity.

In your worklife…in your personal life…clarity is a gift that sets you apart from everyone else.

It’s also a gift you give yourself. Are you clear about what you want, what you are trying to accomplish, who you want to be?

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