When I was 60 I completed my argument about why marketing is not inherently creative.

I’d already reported that we use our left brain hemisphere to make money and our right lobe to make art, but the discussion didn’t seem complete even after that proof.

I spent a few weeks paying acute attention to ads, especially on TV. And a few months building this blog.

For an ad to have any chance of getting me to buy, it has to provide information. If it is creative I appreciate the entertainment, but that does not produce any desire to acquire. Some beer ads are great. I’ve laughed out loud at what Apple puts up. Even the sad-mop Swiffer ads are cute. But they don’t introduce me to the products, let alone get me to buy. The beer I like doesn’t advertise. I admire Macs but use a PC. And I do have a Swiffer, but my mother bought it for me, and she did that because she heard from a friend that they work, tried one, and knew I could use it.

On the other hand, those blue-screen (seen on TV) ads can work. They’re no more creative than a classified ad. Instead of entertainment they provide information. We even call them infomercials.

Then I’m asked: “Don’t you agree that such-and-such is a creative art?”

I balk. I sputter. Creative art? As opposed to uncreative art? Who did that?! Why insert the adjective? It’s as silly as putting “critical” with thinking or “competent” ahead of counsel. What the triple heck?

And this blog? Right now I’m building content and getting to know its features, but eventually I want to reach you. The “pub” is for public or publications.

How do I get more readers? How do I create a little wave that may move a grain of sand? Achieving that goal isn’t about selling. It has nothing to do with money.

As I reiterate to my head-shaking loved ones, creativity is a way of doing – not a what you’re doing.

I want to reach people. I aim to provoke responses, discussion, the genesis of fresh ideas. And I can feel which lobe of my brain I exercise in this attempt.

The only way you can call this marketing is if you remove the “market.”

Yes.

I’m “ing.”