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

by Heyman, Jay H.

• ISBN13: 9780470237915
• ISBN10: 0470237910
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-05-27
• Publisher: Wiley

Summary

In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for that matter?this valuable marketing resource will help any business stand out in the marketplace, build bigger market share, gain publicity, and scare the pants off the competition. This book is the perfect guide to creating truly powerful marketing messages.

Author Biography

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 www.allyouneedisagoodidea.typepad.com.

Table of Contents

The Blank Page	p. xiii
Acknowledgments	p. xv
Preface	p. xix
Introduction	p. xxiii
About the Title	p. 1
Case History: Total Cereal	p. 7
The Power of an Idea	p. 9
Case History: Sharp Watches	p. 17
Who Do You Think You Are, Anyway?	p. 21
Case History: Porte Advertising	p. 24
Where Are You Going?	p. 29
Case History: Ralston Purina's Hero Dog Food	p. 38
Work Very Hard. Once	p. 43
Case History: Oxydol Detergent	p. 46
Where Do You Find A Good Idea?	p. 51
Case History: Prevent Blindness NY	p. 59
Case History: Kangol Caps	p. 61
Being Clear Is a Good Idea	p. 63
Case History: Dallas BBQ	p. 69
Taking an Idea from Nice to Good	p. 75
Case History: Legion Paper	p. 80
Don't Talk So Much	p. 83
Case History: Paradigm Vision Video Conferencing	p. 90
Relevant Shock	p. 95
Case History: Frigidaire Washing Machines	p. 100
Case History: The American Arbitration Association	p. 102
Lost Your Voice?	p. 105
Case History: The Stage Deli	p. 108
Use the Whole Carcass	p. 115
Case History: ClearVision Optical	p. 123
Trust Your Tummy-But Don't Fall in Love	p. 127
Case History: Vaseline Petroleum Jelly	p. 130
Case History: Anacin	p. 134
What's in a Name?	p. 139
Case History: Rapid Park Garages	p. 146
Pecked to Death by Ducks	p. 151
Case History: Drambuie Liqueur	p. 154
Little Things Can Mean a Lot	p. 161
A (Little) Case History: Host Apparel	p. 172
When Is a Good Idea Not a Good Idea?	p. 175
Case History: Your Phufkel	p. 181
Don't Be Shy	p. 187
Four Words That Will Guarantee Your Financial Success	p. 197
How Did You Do?	p. 207
How Did I Do?	p. 219
Index	p. 227
Table of Contents provided by Ingram. All Rights Reserved.