amazon highlights: The Creativity Checklist / Tim Castleman / 2014

The Creativity Checklist: The 11 Step System That Instantly Pulls Million Dollar Ideas Out Of Your Head 

by Tim Castleman

Last annotated on November 21, 2014

Question #1: What problem does your product/service solve?

NEVER attempt to sell something that doesn’t solve someone’s problem.

Honestly, if you can’t list at least three different problems your product or service solves, you might want to rest on that idea and go on to another one.

The more problems your product or service solves, the more chances you have to make a sale.

Question #2: What proof do you have that it works?

Because it doesn’t matter what people’s past perception of you is; all that matters is here and now and what have you done lately.

The more proof you can pile on the better. Honestly, I don’t think you could ever OVERDUE proof when it comes to selling a product or service.

Question #3:  What will be included with your product/service?

Question #4: What is your story behind the product/service?

The good news is EVERY product or service has a similar story just waiting to be shared with the world.

The more you can show your struggle and then your triumph, the more people will relate and buy into your product or service.

Question #5: How recent or believable is your product or service?

Like it or not, we are a results based society where our success and self-worth are dictated by our latest accomplishments, not the furthest ones.

You must do everything within your power to show that your product or service is successful in today’s market not last month’s and certainly not last year’s because customers want to know what you’re offering them works under present conditions – not the past

You can actually do more HARM than good if you’re offer seems too good to be true.

If you’re going to make a claim that seems almost too good to be true, I suggest you have a ton of PROOF and address their skepticism head-on or be prepared to be ignored and labeled as a hype master.

Question #6: What are the features/benefits of using your product or service?

A feature is something your product or service does; a benefit is the result of that product or service.

If you’ve ever struggled to come up with a list of features or benefits for your product or service, simply list out what your product/service does and the results that are accomplished when doing so. Then connect the two with the word so.

Your goal with this question is to list out as many features and benefits that your product or service offers.

Question #7 Who are your competitors for this product or service?

First you need to understand that there is nothing new under the sun and most “new” ideas are just a twist or a combination of old ideas. Once you understand that, you’ll be able let go of the limiting belief that everything must be brand new to be successful.

I would have never gotten the idea without looking at what my competition was already doing.

Question #8 What other income possibilities, recurring or one time, can I have in addition to this product or service?

As a product or service provider you should always be asking what’s next. You should always be looking for things that can help automate, simplify or scale someone’s business. Software, personal coaching, group coaching, and done for you services are just a few examples of things that could and should be offered.

Question #9 What are the hooks/angles we can take with this product/service?

The way I like to look at this question is how many different ways I can sell the same thing to different customers. The more fish hooks you put into the water, the better your chances of catching one.

The more you can align your message to the right market, the better your chances of success.

The more markets you can be successful in attracting new customers means you have a better chance of selling more products or services.

The best part of this is that the product remains the same in each market and it’s only the marketing hook or angle that I take which changes.

Question #10 What testimonials or third party data do you have about your product or service?

First, you tell everyone how awesome it is. You can totally do this and you can totally look like a douche doing so. No one likes

Second, you could get other people can tell everyone how awesome you are!

At the end of the day the end user wants to feel smarter for choosing your product or service and above all they don’t want to feel like they made a mistake. That’s why testimonials are so important.

It’s my opinion that you can’t overdue testimonials, and the more you use the better.

Simply come up with something they’d love to have (that complements your product) and offer it to them in exchange for their honest opinion.

The best part about third party data it that it is neutral and because of that no one can claim that you faked it or made it up.

Question #11:  How much time and/or money did it take you to develop your product or service?

No matter how trivial it may seem, write it down. The whole point with this section is to show people how smart they are to have taken the path you’re suggesting compared to the one that they go it alone.

The bottom line is this - I don’t care how you use the checklist, just use it.

This is your world, you design it how it best suits you. And don’t be afraid to add, subtract, or combine questions as you see fit.

Value is seen in the eyes of the consumer and it doesn’t matter how much you think everyone NEEDS to have your product or service; it only matters if customers feel the same way.

Don’t build products or services that you’ll grow to hate or despise.

There is one last thing I want to remind you of - don’t let the simplicity of this checklist or my process fool you.