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

Jay H. Heyman (Author)

Editorial Reviews

Product Description

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.

From the Inside Flap

If you're not in marketing at a big corporation, you probably don't have the luxury of hiring a big ad agency, or have the big budgets often required for successfully spreading your message far and wide. But how do you make your business grow without the resources of a bigger firm? Fortunately for you, all you really need is a good idea.

Jay H. Heyman's All You Need Is a Good Idea! shows you step by step how to create powerful marketing and advertising ideas that dramatically increase sales without having to invent new products, increase sales forces, find new distribution channels, or spend a ton of money you don't have. No matter how small your business is, this insightful resource will teach you how to stand out in the marketplace, build bigger market share, garner high-exposure publicity, appear larger than you really are, and make your competition extremely nervous.

Informal, conversational, and totally practical, All You Need Is a Good Idea! guides you with simple, easy-to-follow principles that stress fun and creativity. It takes the mystery out of building your business, providing unique, hands-on marketing guidance, from generating the first fuzzy notion to perfecting the final idea, and includes informative, relevant case studies of actual marketing campaigns.

If you're a marketer, business owner, or entrepreneur who wants real bang for the buck, All You Need Is a Good Idea! presents the ins and outs of creating truly effective, powerful marketing messages that will propel your business to the next level of growth and success.

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Product Details

• Format: Kindle Edition
• File Size: 1445 KB
• Print Length: 268 pages
• Page Numbers Source ISBN: 0470237910
• Publisher: John Wiley & Sons, Inc. (May 27, 2008)
• Sold by: Amazon Digital Services
• Language: English
• ASIN: B001Q3M7OW
• Text-to-Speech: Enabled
• Lending: Enabled
• Average Customer Review: 4.7 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #555,031 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

More About the Author

For good or for bad, my entire career has been spent working in the creative departments of agencies large and small, creating local, national, consumer, collateral and business-to-business communications.

Currently, as the co-founder and creative director of Porte Advertising, a sixteen-year-old advertising agency in midtown New York, I continue to generate the kind of idea-driven advertising that has built clients' businesses in the past.

Accounts I've worked on include Skippy Peanut Butter, the Stage Deli, Oxydol detergent, Trix cereal, Cocoa Puffs cereal, The Cura'ao Tourist Board, Anacin, Texaco, Drambuie Liqueur, Beechnut Gum, Frigidaire Appliances, Burgie Beer, Total Cereal, Fruit Stripe Gum, Thrill Dishwashing Liquid, Hardee's, Kangol Hats, Sharp Watches, the American Arbitration Association, Bistro le Steak, ClearVision Optical, Bounty Resorts, Hero Dog Food, Old Spice Deodorant, Rapid Park Garages, The William Kaufman Organization, Dallas BBQ restaurants, Tony's Di Napoli restaurants, Prevent Blindness NY and Host Apparel.

Honors I've received include the prestigious CLIO and ANDY awards; my commercials are in The Paley Center for Media (formerly the Museum of Television and Radio of New York).

My creative ability and strategic sense, such as they are, have been honed by a career that has one basic objective: come up with the simple'but unexpected'idea that links the strategic core of the product to the consumer's needs. I've learned that every client'no matter the size'has the same 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 I've written my book.

I will try to take the mystery out of using marketing creativity to build your business by providing comments, critiques and countless suggestions to help you create better marketing communications. You will clearly see the path from generating the first fuzzy notion to the final idea, all presented in an informal, conversational manner.

It is not a lecture; it is a dialogue designed to get you involved.

If you agree that it is never the research, rarely the product and seldom the pricing that makes the real marketing difference, then All You Need Is A Good Idea! is the book for you.

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

4.0 out of 5 stars Another how-to book for marketers; it's a small business marketing book., June 7, 2008

By 

Jeff Lippincott "JLIPPIN" (Princeton, NJ USA) - See all my reviews
(TOP 1000 REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results (Hardcover)

I liked this book. I can't say it is anything special. And I can't say that anything in particular included in it stood out for me. But the book is very practical, informal and easy to read. It's written by a seasoned ad man who has written this book to help marketers, small business owners, and entrepreneurs stand out from their competition. This book is all about how to create GOOD marketing communications. And that process starts with having good ideas. Hence, the title of this book: All you need is a good idea.

Good ideas result from novelty and cleverness. They give your business a different and lasting identity. And you'll get good ideas if you spend some time looking at what your competition is doing (and not doing). Build on what they do so you'll be better. And it is important to remember that GREAT ideas are not necessary. If you consistently pump out good ideas you will do just fine.

This was kind of a short book. It has small pages, large type, 1.5 line spacing, and the margins were not small. And it was padded with blank pages, too. But there is good content included. The long list of 21 chapters is geared toward helping the reader get his or her marketing creativity working. And I particularly liked the "Good Idea" sidebars. There were many bullets included throughout the book that helped me grasp points better as I read.

I would have liked the book better if was not as conversational as it was. The book felt a little like the author had not really written it. But instead, he had dictated into a digital recording device and had someone type his dictations into paragraph form. Maybe this explains why the author kept telling me what was to come later in the book. I generally don't like that style of writing. I like books that are well outlined and written. The kind where every word has a purpose and none are wasted. 4 stars!

PS. Take a look at the Search Inside information Amazon provides for this book. The TOC provided there will let you know specifically what this book covers.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Reviewing my book, August 1, 2010

By 

Jay Heyman (New York, NY United States) - See all my reviews

Amazon Verified Purchase

This review is from: All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results (Hardcover)

I don't think this will be an unbiased review of All You Need Is A Good Idea! since I am the author, but Amazon requested my feedback, so here goes:
What a terrific marketing achievement this book is. For any small business looking to stay afloat during and after this tough economy, All You Need Is A Good Idea! provides keen insights and clear direction on becoming a true brand, without spending a fortune. There is nothing more effective or economical than the power of a good marketing idea to differentiate yourself from your competitors. If you are not perceived as being different, you are a commodity, and can only differentiate yourself based on price. But using the power of a good idea, you can reach more people, attract an audience that will have a clear idea of your benefits.
My book shows you how to find a good idea, and what to do with it after you have created it, to get maximum benefit.
Take a look at the other reviews, which I have not written, to get more of an unbiased feeling for the book.
And be sure to check out my blog, [...] for my latest thoughts.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Experience the satisfaction and success of getting great results from putting your own (good!) ideas into action, August 22, 2010

By 

Don Snyder "The Idea Guy" (Columbus, OH USA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

Amazon Verified Purchase

This review is from: All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results (Hardcover)

Too many people stall and stare at walls instead of taking action. Why? Because they're trying to come up with a 'great' idea when all you really need is a 'good' idea (that gets put into action.)

Jay H. Heyman knows this and explains to the reader how they can do it too. The real-world examples and case studies taken from his career in advertising demonstrate these are no pie-in-the-sky theories that "might" work -- they are valuable war stories from the creative front designed to give you insight into how you can experience satisfaction and success by getting great results from putting your own (good!) ideas into action.