All You Need is a Good Idea!. How to Create Marketing Messages that Actually Get Results

  • ID: 2325609
  • Book
  • 272 Pages
  • John Wiley and Sons Ltd
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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

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THE BLANK PAGE xiii

ACKNOWLEDGMENTS xv

PREFACE xix

INTRODUCTION xxiii

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

Video Conferencing

10 Relevant Shock 95

Case History: Frigidaire Washing Machines 100

Case History: The American Arbitration 102

Association

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

INDEX 227

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Jay H. Heyman is cofounder, President, and Creative Director of Porte Advertising, an advertising agency in New York City. He is a past recipient of Clio and ANDY Awards, and his commercials are in The Paley Center for Media (formerly the Museum of Television and Radio) in New York. For more information, please visit [external URL]

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