#1
i only started seriously playing guitar a couple weeks ago by that i mean trying to learn the theory.. and i have a question about how creating your own licks works

say your playing that blues and you do a b7 chord after that should u do the licks in the b scales or you can do up or down full or half steps to create a similar but different tone in the peice?
#2
If you know your progression Ie

E7
A7
B7

use the scales appropriate to each chord your playing...

For example if you play b do a lick in B
...
etc etc
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#3
The easiest way is to use the scale that suits the chord progression, but music is an art, not an exact science, and music theory is conventions and descriptions, not rules.

Basically you can use whatever notes you like - if it sounds good it is good. To use out of key notes and make them sound good takes a decent ear though.