Looking for fresh ideas for your ads, promotions, articles, web site? There is an overflowing source you may not have considered. And it’s right at your elbow.
We all know you need to feed your mind raw material to get good ideas out. The more diverse that raw material, the larger the range of ideas. Looking in the thesaurus gives you the opportunity to soak up raw material you would never get in any other way.
If you are one of the completely digital people, relying on your word processor and search engines to supply you with alternate words when you need them, then you are missing out big time. Go out, right now, and buy yourself the largest, most comprehensive thesaurus you can find. You need a physical book to use the techniques below.
1.) Make Random Connections
Open the thesaurus, close your eyes and put your finger down on the page. Then look to see what word your blind stab has chosen.
Say your finger lands on “laughter” and your field is dog training. After a bit of thought, you might come with a brochure about the ridiculous ways people try to stop their dogs from barking and provide useful information about the proper method. If you are a cook and light on the word, “dock”, you might suddenly realize you could promote delicious meals holidayers can take on a boat. If you pick out “dormant” and your field is financial planning, you might see a way to approach investors who stay “dormant” when you have ways they can “wake up” their money.
2.) Use the Alternate Words and Phrases
Look up a word related to your field. If your field is small business and you look up “negotiate”, you will find a list of alternate words and expressions loaded with suggestion. “Umpire” could give you an idea about how to be an effective umpire when customer and supplier go to war. “Haggle” could spark a training session on how to tell the difference between fair price negotiation and greedy haggling. “Leap” could provide material about how to take a small business to the next level in a single bound.
3.) Hook Up Two Words at Random
Pick a word in the thesaurus and then, at random, choose another word and let them work together. You could choose “pleasure” and “social”. Check out their alternate word choices and phrases to see what you can put together. If you sell snowmobiles, you might whip up a campaign based on the pleasure and companionship customers discover on a snowmobile trip. If you sell children’s clothing, you could draw sales by showing how small children are fascinated by friendly faces on their t-shirts. If you write about automobiles, you could list the pleasures of taking friends out in the comfort of the latest model.
You need never be stuck for an idea again. Just flip through your thesaurus, dictionary or a specialized reference for your field and let random findings trigger a rush of new concepts you can use on the spot. You’ll see why a physical book in your hand outstrips the search engines by a mile.
Check out the Marketing Phrase Book. www.hamilhouse.com