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

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

Spis treści:
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?
INDE X.

Nota biograficzna:

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.

Okładka tylna:

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 companyR 42;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