When to Avoid Creativity in Business

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When to Avoid Creativity in Business

I see most people, when it comes to marketing and sales, getting creative in the wrong ways.

Most people want to get creative in the messaging with catchy slogans, creative sales language, and clever pitches.

But, messaging isn't the place to get creative.

In the actual sales information - the sales pitch, the messaging, the marketing - the language used in those areas needs to be crystal clear. When you’re explaining your work, when you’re writing a sales page or an email or talking about a product or service on social media, don’t worry about being creative or clever. In these moments, plain is better than flashy.

Counter-intuitively, creativity waters down the message. It clouds your sales material and makes it harder for customers to understand exactly why they should buy. The most important thing about marketing is that it packs a punch, that it captures attention and delivers a message. And, the way to create punchy, impactful, memorable marketing material is to be clear and direct. Make sure people understand your work and why it’s valuable. Tell them clearly how you can bring them value, explain in simple terms how your products and services work.

There are other areas in business where exercising creativity is very valuable.

Customer service is a great example. Get creative with your product and service delivery. Find clever ways to serve customers. Find innovative new ways to surprise customers with an excellent experience. Deliver something unexpected.

This is where creativity can be a huge differentiator, something customers will talk about with their friends, family, and colleagues. Being creative here will score you a lot of extra points.

This also applies to outreach channels. Think about how you get in front of potential customers - where are you showing up? How are new prospects being introduced to your work? Where are they hanging out? This is where creativity will save you money and allow you to find customers that other competitors can’t seem to get in front of. If you can think of a clever way to get yourself in a room with several top prospects, that’s enormously valuable.

But, when it comes to the actual sales language - the words you choose in your marketing - don’t strive for creativity there. Strive for clarity and understanding. In those moments, a straightforward message is what will actually motivate a customer to buy.

There are many ways to flex your creativity in a business that will yield enormous results, but sales and marketing is not one of those places.

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