The manifestation of creative thinking is also reflected in lateral thinking and reverse thinking.
1. Lateral thinking
Lateral thinking is a progressive thinking mode that breaks logical limitations and expands thinking to a wider field. It is a creative way of thinking that does not limit any category and escapes logical thinking with the concept of chance, thereby creating more new ideas, new viewpoints, and new things. Its biggest feature is to disrupt the original obvious thinking order and seek new solutions from another angle.
If you use lateral thinking to think about a problem about energy saving, many people will give very direct answers, such as asking people to turn off the lights at will and reduce electricity consumption from the behavior. But when you return to the source of this problem, you will find that what is the purpose of energy saving? It is to save electricity. To save electricity, is there no more effective way besides turning off the lights at will? Yes, such as recycling, which provides a new solution instead of the original way. For example, if you are selling a pair of headphones, you can think about what consumers want it to be like and how it will be popular. This is the end of the problem. Then conduct market research to fully understand consumer needs and find out the creative points of the product, such as the sound quality or unique appearance of the headphones. This is lateral thinking from the end back to the starting point.
Personal change thinking is also a form of lateral thinking. A person is a role, and he has his own thinking angle, but through empathy, he becomes another person, and the angle is naturally different. Fresh perspectives are easier to break through the conventional rules and start from another way to bring forth new ideas.
2. Reverse thinking
Reverse thinking is also called divergent thinking. It is a way of thinking that reverses things or views that people have almost concluded or have a certain thinking habit. It dares to “think in the opposite way”, let thinking develop in the opposite direction, explore from the opposite side of the problem, and find new creativity and new ideas.
The application of reverse thinking is also reflected in the titles of e-commerce copywriting. The titles of many articles are “Never…”, which arouses the audience’s rebellious psychology and desire to read. For example, “Never drink tea. After drinking it, you will start to dislike other beverages, because tea is a beverage without additives and it is healthy!” After reading such a copywriting title, you will find that such an expression method is more convincing, the audience is more impressed, and the effect is better. This is the role of reverse thinking.
After expanding your thinking through the above methods, on the basis of matching consumer needs, find a reasonable entry point, and then proceed to the next step of copywriting planning and writing, determine the copywriting theme, write the copywriting content with appeal, make the copywriting innovative and surprising, leave a deep impression on consumers, and impress them.