Marketing Concepts: Explore Feelings to Trigger Inspiration

Need to develop a concept for a new product or service? Explore your feelings. They’re a trigger for inspiration.

For example, I love the “petlessness” concept, How To Bring Out The Magic In Marketing | Fast Company:

“The Leopold Ketel creative team provided a creative/strategic answer: What if, instead of saving animals, the Humane Society was saving pet lovers from a life without pets? Thus, the Oregon Humane Society’s signature campaign was born: “End Petlessness.””

“Exploring your feelings” just means noodling around until you get what I call the “click” — that’s inspiration.

Years ago I was hired to write some radio spots for a jewelry company. I looked through some books and browsed online, and finally found something that claimed that gold was older than the solar system. Well, hello! That was the concept, right there. Once I had the concept, the spots were a breeze to write.

The feeling? One of simple starry-eyed wonder. I hung onto the feeling while I was writing the spots.

Next time you need to come up with a concept or hook, try this yourself. What do you feel? If you get nothing at all, just browse around.

Don’t be dismayed if inspiration fails initially. It’s the browsing, and thinking that’s important. Your concentration will trigger a feeling, and then an inspiration.

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