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.
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.
THE BLANK PAGE. ACKNOWLEDGMENTS. PREFACE. INTRODUCTION. 1. About The Title. Case History: Total Cereal. 2. The Power Of An Idea. Case History: Sharp Watches. 3. Who Do You Think You Are, Anyway? Case History: Porte Advertising. 4. Where Are You Going? Case History: Ralston Purina's Hero Dog Food. 5. Work Very Hard. Once. Case History: Oxydol Detergent. 6. Where Do You Find A Good Idea? Case History: Prevent Blindness NY. Case History: Kangol Caps. 7. Being Clear Is A Good Idea. Case History Dallas BBQ. 8. Taking An Idea From Nice To Good. Case History: Legion Paper. 9. Don't Talk So Much. Case History: Paradigm Vision Video Conferencing. 10. Relevant Shock. Case History: Frigidaire Washing Machines. Case History: The American Arbitration Association. 11. Lost Your Voice? Case History: The Stage Deli. 12. Use The Whole Carcass. Case History: ClearVision Optical. 13. Trust Your Tummy-But Don't Fall In Love. Case History: Vaseline Petroleum Jelly. Case History: Anacin. 14. What's In A Name? Case History: Rapid Park Garages. 15. Pecked To Death By Ducks. Case History: Drambuie Liqueur. 16. Little Things Can Mean A Lot. A (Little) Case History: Host Apparel. 17. When Is A Good Idea Not A Good Idea? Case History: Your Phufkel. 18. Don't Be Shy. 19. Four Words That Will Guarantee Your Financial Success. 20. How Did You Do? 21. How Did I Do? INDEX.