The McDonald's technique for jump-starting your brainstorming
Brand strategist Jon Bell has a trick when co-workers are trying to decide where to have lunch, but have no ideas. He recommends McDonald's.
"An interesting thing happens," he writes, "Everyone unanimously agrees that we can't possibly go to McDonald's and better lunch suggestions emerge. It's as if we've broken the ice with the worst-possible idea."
You can use the same technique in your own brainstorming sessions. Just get an idea, even a terrible one, out there. Silence your inner critic for the moment and revise the bad idea. Build upon it.
The process becomes so much easier once you have something to react to. You're no longer scaling the blank wall of a creative challenge, you're climbing the stairs.
Don't let trademarks kill the personal feel of your message
Good marketing communications feel like a personal conversation with the reader. Nothing kills that feeling faster, in my opinion, than pockmarking your dialog with ® and ™ marks. Readers feel like they're "conversing" with you and your attorneys.
Most legal reviewers will settle for trademarking the just the first mention on a page. Even then, see if you can tuck it into something small and unobtrusive in an upper corner.
Lively Writing, on Time and on Target
When your message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.