Finding the Perfect Balance Between Creativity and Success
Written on
Chapter 1: Understanding Creativity in Business
Can being overly creative hinder your path to success? In the realm of entrepreneurship, a clear strategy often outshines creativity.
When I used to teach Marketing 101 to disengaged college students, we discussed how consumers perceive variations among products and their tolerance for change. A classic example is a car manufacturer considering alterations to a model that has been on the market for two decades.
This raises a critical point: here are three ways excessive creativity can diminish interest in your product.
Your Offer Isn't Categorized
Customers prefer to place your service into a recognizable category. When they encounter your offering, they want to determine if you are a life coach, copywriter, business consultant, or something else. While you might have been advised to avoid categorization and label your service as "stress relief," this can lead to confusion. Stress relief can encompass aromatherapy, massage therapy, meditation, herbal remedies, or psychotherapy. Mentioning "aromatherapy" might cause potential clients to disconnect entirely.
Lack of Clarity About Your Services
I frequently come across service providers who opt for imaginative names to describe their work, such as Life Energizer or Creative Catalyst. A recent example involved a fitness program that aimed to offer additional personal services to its participants but struggled to find an alternative term for "members." To truly convey your offerings and benefits, storytelling is essential. Check out my podcast episode on this topic, available on Apple, Spotify, or your preferred platform.
Demand for Your New Service
It’s crucial to ensure your target audience is interested in the services you provide. Furthermore, you need to articulate your offerings in a way that resonates with them. Pushing for creative innovation in a service that your audience isn’t seeking can be counterproductive. I learned this firsthand when I launched my first website focusing on relocation services. I considered offering coaching to help clients manage moving-related stress. However, I quickly realized that (a) people don’t want to add another service to their lives while moving, regardless of their stress levels, and (b) relocation companies believe they alleviate all stress by assisting with packing.
The secret lies in understanding your clients and striking the right balance of uniqueness without pursuing creativity for its own sake. It’s reminiscent of the story of Goldilocks and the three bears. Too much innovation can lead to confusion, making potential clients say “no,” while too little can make you appear as a generic option or outdated.
I'm Dr. Cathy Goodwin, a copywriter, storyteller, and strategist. My focus is on aiding small business owners, entrepreneurs, and solopreneurs in attracting new clients through digital marketing, utilizing a blend of copywriting and storytelling that feels authentic and not overly salesy.
To further explore the importance of creativity in achieving success, check out the following videos.
This video titled "You MUST be creative to become a successful artist" delves into the significance of creativity in the artistic process, emphasizing how it can impact success.
Chapter 2: The Perils of Over-Creativity
In this chapter, we will explore the reasons why many creative individuals struggle to achieve success, yet you can rise above the challenges.
The second video, "Why Most Creatives Won't Succeed (but you will)," offers insights into the common pitfalls creatives face and how to navigate them effectively.