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.
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.
