I don't know how much this post is actually going to help, but I have to write it. If only I could impart some reproducible tactic, it might have more practical value.

You've heard the phrase, "I could do that in my sleep." Well, I can do marketing in my sleep. I do it all the time.

No, I don't take naps after a client briefing. (Or during.) What happens is, after spending time on a particularly engaging or even difficult project, I'll go to sleep but my mind will keep working on the problem.

Yesterday, I had been working on copywriting for a pool management company. We had rephrased their mission statement as a promise to consumers, but had to take a different angle on that statement when addressing business-to-business (B2B) prospects. I had the wording down and really liked it -- except for one small phrase. It just didn't click like I wanted.

I finally had to shut it down for the day, with the resolve to tackle it again this morning when my mind was refreshed. Well, it didn't take that long. I hadn't been asleep for more than an hour or two when I jolted awake with the exact phrasing I needed!

I solved a messaging problem in my sleep -- now that's effectiveness! If only I charged by the hour, I could have billed for my sleep last night!

At one point last year, I had been pouring myself into the business plan of a bold new startup. Not just marketing plans, but the whole enchilada -- operations, staffing, financials, everything. The numbers for feasibility weren't making sense to me. Until one night, that is, when I woke up with the corrected numbers and projections right at the top of my mind.

How do I do it? I really don't know. I suspect this occurs more often for creative people than analytical, but I tend to be a mix of both.

Nor do I know how to repeat it on purpose. When it has happened, it just happens. But I'm sure that part of it is pure enjoyment of the work I do.

So maybe that's the point -- find the pleasure in your business, and it might just become easier to succeed at it.

Labels: creativity, marketing, planning, strategy