Jay H. Heyman's All You Need is a Good Idea!: How to Create Marketing PDF

By Jay H. Heyman

ISBN-10: 0470237910

ISBN-13: 9780470237915

ISBN-10: 0470378654

ISBN-13: 9780470378656

In All you wish is an efficient proposal, Jay Heyman indicates you ways to create strong advertising and advertisements rules that may dramatically bring up revenues on your enterprise. excellent for marketers and small enterprise owners?or operators of any measurement company, for that matter?this worthwhile advertising and marketing source can help any company stand out available to buy, construct higher marketplace proportion, achieve exposure, and scare the pants off the contest. This booklet is the ideal consultant to making actually robust advertising messages.

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

Sample text

For the most part, automobile commercials look alike. Most car ads are lame. They are boring,” says Lance Jensen, chief executive at an independent ad firm. Adds Dave Sanabria, marketing communications manager for Ford Motor’s Edge: “Let’s face it. There is lots of advertising out there. ” If automobile manufacturers, who throw millions and millions of dollars into marketing their products, realize it is not the budget but the need for breakthrough ideas, who am I to argue? A good idea gives your company a unique and enduring identity.

GOOD IDEA A good idea sounds fresh and new and presents itself in an arresting manner. It will slow down the audience, grab attention, and invite further inspection of your message. An unexpected splash of color, the precise word in a headline, a stopper of an illustration, a twist on your usual message, a new target, a different promise — anything can be part of the solution and help to turn a tired, weak idea into a good idea. GREAT IDEA A great idea is rare. It is something that can truly build your business single-handedly or solve a difficult marketing dilemma.

Trust me, this experience does — and will — happen. But because you are not aware of laboriously trying to create the idea as you write it down, it is as if you are seeing it for the first time. indd Sec2:14 4/7/08 7:12:03 PM THE POWER OF AN IDEA 15 smile. You do not smile because you have created it. You smile because, well, you just like the idea. Here are some ideas that made me smile: ♦ One was reading about a Staples new product con- test. The winner was someone who had the good idea of replacing the numbers on a combination lock with letters, so it could be set with an easy-toremember word, rather than a series of numbers.

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All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results by Jay H. Heyman


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