Creativity sells the message, not price point, your awesome number of years in business or your convenient location. Creative concepts get attention and hod it – if you do it right. I encourage my clients to be creative. The only person who is going to hear you when you say you have a 2011 Toyota Camry for $19,998 are the people in the market to buy a 2011 Toyota Camry that day. And they may need to hear you say it 3 times before it even resonates. Creativity may take a little more effort – but it is what works.
The key to getting your message heard, is to wrap it nice and neatly into a story that is entertaining. JetBlue does this to perfection in this video.