How do you stand out as a creative? And how can your campaigns make more of an impact in the world? One way is to know how to magnify both benefits and problems in the mind of the audience. They may be advanced techniques, but they're actually pretty simple to learn and apply to your creative. One we call the Energy Equation. And the other is to do with polarised thinking. I hope you find the lesson useful. But don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

By asking yourself one simple question, you can supercharge your creativity. And come up with more original ideas, no matter how mundane a product or brand might seem. It's called the What If? exercise and it's ridiculously easy. In this episode, I explain what it is, how it works and give you 10 versions of the question that you can turn into new ideas. I hope you find the lesson useful. Don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

Disruption is key to capturing the attention of your audience. So no wonder we hear the term mentioned so often by advertising creatives and professionals. But disruption is often misunderstood. And it can actually have a negative impact if not done correctly. So what exactly is it? And how do you create it in your creative ideas and campaigns? In this episode, I explain what the D-word actually means. And walk you through the 4 levels and 4 methods of disruption, so you can start thinking in more deliberate ways about the advertising and branding you produce. I hope you find the lesson useful. Don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days.

Just search: ‘skillshare rob aspinall’

So you've got an idea for a new brand or advertising campaign. How do you make sure it's effective? In this podcast, I share a simple one-two punch you can apply to your creative thinking. Before that, I go into what effectiveness means. I also talk about the difference between 'good' and 'bad' ideas. And why you shouldn't throw the 'bad' away. I hope you find the lesson useful. Don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

Here's the problem with a lot of ad campaigns... Whether you call it advertising, marketing or branding - the reason we create and run campaigns is to persuade people to think, feel and act in a certain way. All so they'll invest their time, money or energy in what we or our clients have to sell - and in theory, improve their lives.

Yet as creative thinkers, we have these things called biases. They're not very well understood. And they can hurt your creative results in a big way.

That's part of the reason the ad world is thought to be deep in an effectiveness crisis right now.

But if you see beyond your biases and understand how your audiences see the world, you can turn all of it to your advantage, whether you're a creative, a marketing executive or you advertise your own business.

In this mini masterclass, I'll talk you through the topic of biases. How you can get past your own assumptions. Understand the basics of pain and pleasure equations. And make all your creative thinking much easier and more effective as a result.

Hope this episode helps. And don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

There's nothing worse as an ad creative than the dreaded blank page. When all your ideas seem stale. Or you just don't have a clue where to start. But fear not. Because in this episode, I'm going to share with you a secret creative trick that will help you produce fresh new conceps like clockwork, so the well of ideas never runs dry. It's a secret, because it's something we created as part of our Ideas On Demand course. But I'm going to share it with you in this podcast, as one of two exercises to get you thinking in new ways. The first is like a warm-up exercise called 'In Their Shoes', to get you thinking like your audience. But the real magic is in the second one, we call the 'Fresh Take on Familiar'. Together they form a mini creative agility workout that will stretch your mind, without sweating your brain. I hope it helps you out. And don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

The strength of an advertising campaign often comes down to the strength of the benefits underpinning the idea. If the creative strategy is the launchpad for every idea, benefits are the booster rockets to get it off the ground. Because how clear and compelling the benefits are, often determines how clear and compelling the central offer will be to the audience. That's why so many campaigns either fly or fall based on how much thought has been put into the benefits of a product or service. Yet just because it takes a little effort, doesn't mean it needs to be hard. In this episode of the podcast I explain the simple science of benefits, how to tell them apart from features and how to avoid the trap so many creative thinkers fall into. We'll also be covering the USP and what to do if you haven't got one to work with. So, whether you're an art director, copywriter, designer, creative director, brand marketer or smalll business owner - this masterclass on benefits could be worth its weight in gold. Because when you truly understand how benefits and features work, it's a skill for life that will help you stand out a mile from the competition. And even if you know your stuff in this area, this class will act a useful refresher to help cement your expertise. I'll be sharing a further episode on benefits in the near future, so subscribe to the podcast to make sure you don't miss out. In the meantim,e enjoy the show. And don't forget to post a review to let me know what you think. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

Whether you're a graphic designer, copywriter, art director or your marketing efforts demand that you produce impactful ideas... Creative concepts can be tough. Especially when you're having one of those 'dry' days when the juices just aren't flowing. Well here's a rapid-fire masterclass to speed up the ideas process. And bypass the analytical part of your brain that often bogs you down. It's called Emotion Hacking. And it uses emotion-based associations to mine your subconscious for raw creative thoughts you can then turn into full-blown advertising campaigns. Not only to come up with fresh ideas fast. But to guarantee they make an emotional impact with your audience. In less than 10 minutes, I talk you through how it works, along with an example. So have a listen. Try it out. And let me know if it works for you. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’

Creative ideas needn't be hard...

Even when the brief seems impossible.

But only IF you get your strategy right in the beginning.

In the first ever episode of The Winning Idea Pod, there's no better place to start than at the end.

Why? Because the best place to start any creative job is by working out what the end goal is for the ideas you're about to produce.

Get clear on this, and the rest will fall far easier into place, like the early levels of Tetris.

That's why in our first ever Winning Idea pod, I share a brief masterclass on creative strategy.

Because if you get this part of your process nailed, you'll be way out in front as a creative.

Better still, you'll save several buckets of cold sweat and salty tears when it comes to producing the actual concepts.

In this masterclass, you'll learn:

What creative strategy really is.

Why bespoke creative thinking is so damn important.

And the one question to ask to get to the bottom of any brief.

Sound good? Give the episode a listen and let me know what you think.

Plus, if you enjoy the episode, would you mind sparing a moment to leave a review? A word from you makes a big difference in helping other creatives discover the pod. >>> Check out my online video courses on Skillshare. You get free access for 14 days. Just search: ‘skillshare rob aspinall’