Praise for All You Need is a Good Idea!
"I had the privilege of working with Jay Heyman for many years, and I can honestly say that he′s one of the brightest, most talented admen around. Anyone working in advertising should buy Jay′s fantastic new book. It′s chock–full of illuminating case histories and real–world advice on how to hone and unleash the creative voice from within. Written with clarity and wit, All You Need Is a Good Idea! is one great idea, indeed."
O. Burtch Drake, President and CEO, American Association of Advertising Agencies (1994 2008)
"What marketers need most these days is a good idea that actually works! Jay Heyman has written a guide to creating these ideas, and put it all down in a wonderfully clear and creative book that should be part of every successful marketer′s how–to library!"
Robert Passikoff, Ph.D., founder and President, Brand Keys, Inc.
"A fun, easy–to–read how–to with practical advice for small businesses struggling to develop good marketing ideas. Heyman′s voice is conversational, inspirational, and wry at just the right times. His message is always encouraging you can do it! and his book will show you how."
Regina Kahney, CEO, Marketorial.com, Web site Design & Marketing
"Jay Heyman has written a great book that all entrepreneurs can benefit from. The experience Jay offers readers will guide them in creating the marketing ideas that will better position their company′s products and services against their competitors. I will be recommending this book to all my clients."
Monte Rosenthal, Vice President, JPMorgan Chase Small Business Banking
"Who needs a good idea? Anyone who plans to get ahead in business. Jay′s engaging style helps take the fear out of the creative process, and ensures that whatever you create is on target strategically. His style and ′no big words′ philosophy makes for an easy read of some very essential marketing principles."
Peter Friedfeld, Executive Vice President, ClearVision Optical
"All You Need Is a Good Idea! is an excellent guide to both creating good ideas and how to use them to promote your business or service. I am making it required reading for all of my clients."
Jim Fell, Principal, ENCOMPASS Strategy + Development
THE BLANK PAGE xiii
1 About the Title 1
Case History: Total Cereal 7
2 The Power of an Idea 9
Case History: Sharp Watches 17
3 Who Do You Think You Are, Anyway? 21
Case History: Porte Advertising 24
4 Where Are You Going? 29
Case History: Ralston Purina s 38
Hero Dog Food
5 Work Very Hard. Once. 43
Case History: Oxydol Detergent 46
6 Where Do You Find A Good Idea? 51
Case History: Prevent Blindness NY 59
Case History: Kangol Caps 61
7 Being Clear Is a Good Idea 63
Case History: Dallas BBQ 69
8 Taking an Idea from Nice to Good 75
Case History: Legion Paper 80
9 Don t Talk So Much 83
Case History: Paradigm Vision 90
10 Relevant Shock 95
Case History: Frigidaire Washing Machines 100
Case History: The American Arbitration 102
11 Lost Your Voice? 105
Case History: The Stage Deli 108
12 Use the Whole Carcass 115
Case History: ClearVision Optical 123
13 Trust Your Tummy But Don t Fall in Love 127
Case History: Vaseline Petroleum Jelly 130
Case History: Anacin 134
14 What s in a Name? 139
Case History: Rapid Park Garages 146
15 Pecked to Death by Ducks 151
Case History: Drambuie Liqueur 154
16 Little Things Can Mean a Lot 161
A (Little) Case History: Host Apparel 172
17 When Is a Good Idea Not a Good Idea? 175
Case History: Your Phufkel 181
18 Don t Be Shy 187
19 Four Words That Will Guarantee Your
Financial Success 197
20 How Did You Do? 207
21 How Did I Do? 219