All You Need Is A Good Idea!
(How To Create Marketing Messages That Actually Gets Results)
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All You Need Is A Good Idea! is designed to help businesses learn to create the ideas they need—for advertising, collateral, promotions, PR, etc.—to stand out in the marketplace, build market share, get publicity, appear larger than they really are and make their competition nervous…while actually having fun.
The aut
hor, Jay H. Heyman, has spent his career in the creative departments of agencies large and small, working with clients national and local, such as Skippy Peanut Butter, the Stage Deli, Oxydol detergent, Trix cereal, Frigidaire Appliances, Total Cereal, Fruit Stripe Gum, Thrill Dishwashing Liquid, Sharp Watches, the American Arbitration Association, ClearVision Optical, Rapid Park Garages, Dallas BBQ restaurants, Prevent Blindness NY and Host Apparel.
Currently, as the co-founder and creative director of Porte Advertising, a fifteen-year-old advertising agency located in midtown New York Jay has learned that every client—no matter the size—has the identical need for powerful, creative marketing ideas. Smaller businesses, however, don’t always have the resources and large staff to develop these ideas. That is why he’s written All You Need Is A Good Idea! It uses principles Jay has discovered, modified and simplified to help smaller businesses create the most important component of their marketing—the idea.
All You Need Is A Good Idea! takes the mystery out of using marketing creativity to build your business. Instead of concentrating on the mechanics and formats of the communications, the focus is on developing the creative content. Readers will clearly observe the path from generating the first fuzzy notion to the final good idea.
The simple reality is that the key marketing component is rarely the research, seldom the pricing and hardly ever the product; it is the power of idea-driven communications. All You Need Is A Good Idea! provides a better understanding of how to create them.
Hardcover John Wiley & Sons 256 pages
“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)
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