Many confuse "creativity" with attempts to come up with attempts to attract attention, make your clients and prospects laugh, or summarize your product's benefits in a catchy slogans.

But, true creativity comes from answering the questions that much be answered before your market is ready to buy.

Guerrillas prepare their marketing messages the same way reporters write their stories--answering a 5-question series.

1. Who is the market for this product?
2. What challenges, problems, or threats are they facing?
3. When do the become most obvious?
4. Where can people obtain more information?
5. How will they benefit from the products and services you offer?

True creativity comes from asking the right questions, providing the right answers, and writing as clearly as possible, so your information comes through as easily-understood as possible.