Katie Shanahan

The Creative Process

​

Wondering what my process to the finished product looks like? Have a look.

​

​

Hypothetical Ask:

Create a conversion-driving headline selling lamps for a home goods company.

​

Initial Questions:

• Who needs a lamp?

  • Anyone that wants light in their home

​

• What does a lamp do?

  • Brightens a space

  • Makes it home-y

  • Pretty accessory

​

• When do you need a lamp?

  • When it’s dark

  • To fill space

​

• Where do you put a lamp?

  • In a corner

  • Where light is needed

​

Additional Questions:

• Who is the competition?

• What is the competition doing?

​

Next Steps:

• In-depth research of the product

• Revealing the product's key benefit attributes

• Word-Mapping (see right)

​

​

​

THREE EXAMPLE HEADLINES:

​

Functional Line:

​