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Good Morning, Costa Rica Or Originality Counts
By June Campbell, Wed Dec 7th
Originality counts -- and you'll be counting your sales figureswhen you implement your original ideas in your product line,marketing and sales materials. Take a look at many of the headlines and advertisements that youcome across on the Web and in newspapers and other media. Same old, same old. Most barely make an impression on yourconsciousness. (Article continued below)
On the other hand, who will ever forget the Energizer Bunny?That rabbit is one original little hopper. Bunny, of course, wasthe product of a highly creative advertising team. The rest ofus will have to struggle a little harder to find original ideasfor our small businesses. Originality counts, but being original isn't always easy. Here's the thing. Most people within an identified culture orethnic group are hot-wired to come up with very similarresponses when presented with a word, concept or product. But strangely, we all tend to think our response is unique andspecial and that no one has previously thought of it. I've noticed this for a long time -- at least for as long as myname has been June, which is to say, all of my life. Ever sinceI can remember, on being introduced, people are prone toannounce gleefully, "JUNE BUG!" I don't mind being called June Bug. There are worse names. But Ido marvel at how each and every person who says this believesthat I am hearing this wonderfully witty remark for the firsttime. Yeah, the first time this morning, maybe. You'd think I'd know better than to fall into the trap of "sameold, same old" thinking myself, given
that I've been complainingabout it since childhood. But no. A few years ago, I attended a 10-month multimedia course. One ofour assignments was to write the story line for a Costa Ricantravel video. We were told that film star Robin Williams wouldbe providing the voice-over in our imaginary film. I gave the matter a couple of minutes thought, and suddenly Ihad my brainwave. The video would open like this: The suns rises over a gorgeous, tropical beach. RobinWilliams'voice rings out: "Good Morrrrnnnnnning, Costa Rica!" (Those who don't catch the connection, run to the video storeand rent Williams' award winning film, Good Morning Vietnam). Afterwards, I learned to my embarrassment that approximatelyhalf of my classmates had used the identical opening. And worse,students in previous classes had also come up with this openingscene for the same assignment. The instructor was very sick ofGood Morning, Costa Rica. The lesson is clear. If an idea, headline, name, joke or otherresponse leaps into our mind quickly, we're not alone. It's agiven that numerous others have had the same immediate response-- and each and every one considered it unique. If the idea wasobvious to you, guaranteed it was obvious to many others as well. The truly original response is likely to be one that pops intoour mind later -- after we've slept on it, or while we aredaydreaming about something else completely. And why is originality so important? If you are in business, itmeans you'll come up with a different product, a differentservice, a different advertising headline than the one used byyour competitors. If you're in a creative field, it means you'll be remembered andknown for your original work. If Margaret Mitchell had named her novel "A Civil War Romance,"the book would have been a good read. But would it have had theimpact of Gone With the Wind?
About the author:June Campbell How to Write Business Plans, Business Proposals,JV Contracts, More! No-cost ebook "Beginners Guide toEcommerce". Business Writing by Nightcats Multimedia Productionshttp://www.nightcats.com | 