By Alan Graner
So there you sit, unable to come up with a new ad or blog or graphic design or direct mail piece. Or maybe it’s an interior design or a marketing event.
If you’re an amateur…you sit there for hours, eyes glazed, mind full of cement.
If you’re a pro…you immediately dip into your swipe file.
A “swipe file” is a collection of ads, content, photos, direct mail and other creative ideas you’ve gathered over the years in books, magazines, tear sheets and online files.
The purpose of a swipe file is to break open creative logjams, to get another slant on things, to think outside (or inside) the box.
You take an idea from your swipe file, give it your own creative twist and end up with a new work of art tailored for a different industry or a different purpose.
For example, an old movie could morph into an advertising campaign. A story on ecology could evolve into a case study of how customers use your client’s product to save natural resources. An Art Deco exhibit could inspire a website redesign.
If you actually steal someone’s work and pass it off as your own, that’s plagiarism.
Not only is plagiarism monumentally uncool, it’s illegal and can lead to major financial penalties…even an extended stay with Bubba.
Remember: Stealing from one is plagiarism. Stealing from many is research,
How do you spark your creative ideas”
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.