5 UN-Creative Thoughts About Creativity
By. Dan Kennedy
Part 5 of5

#5 DOODADS AS INSPIRATION

One of my favorite shortcuts is fmding the little doodads, promotional items, grabbers that are available,
that suggest or furnish the theme for my marketing campaign=-especially when doing direct-mail. The
copywriting I did for Rory Fatt's boot camp one year, "The Magical Business Life Boot Camp For
Restaurant Owners", was because I first found a bunch of magic stuff in the Oriental Trading catalogs:
tricks, cards, top hats, etc. I picked the theme because these things were available cheap.

Here are just a few items that beget ideas:
Foam Fall Leaves--"The leaves have started to turn colors--your reminder to "

Dinosaurs--"Once upon a time, mighty dinosaurs ruled the earth. They no longer even existlWhy? Because
they didn't adapt to change. Don't risk extinction!"

Jumbo Foam Dice--"Ifyou want to gamble, go to Vegas. If you want a sure thing:
_
Seasonal Themes--a little more obvious. For example, Chinese New Year's, St. Patricks's Day.

So, for example, instead of the Magic Theme, next year Rory might use: Build A Better Restaurant
Business. There's the construction set I just talked about, hard hats, toy hanuners and tool kits. Sales letters
printed on architects blueprints, building permits, and on and on and on. Who else could use this? Kitchen
remodelers ..... fitness center (build a better body) karate school (build a better kid) ...
See, wandering through one of these catalogs is another creativity shortcut.
There's a business term: "speed to market." It's extremely important. The entrepreneurs I work with who
make the most money are "speed to market" people. They rely on creativity shortcuts. You should too!