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

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

Jay H. Heyman

ISBN: 978-0-470-23791-5 May 2008 272 Pages


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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.

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1 About the Title 1

Case History: Total Cereal 7

2 The Power of an Idea 9

Case History: Sharp Watches 17

3 Who Do You Think You Are, Anyway? 21

Case History: Porte Advertising 24

4 Where Are You Going? 29

Case History: Ralston Purina’s 38

Hero Dog Food

5 Work Very Hard. Once. 43

Case History: Oxydol Detergent 46

6 Where Do You Find A Good Idea? 51

Case History: Prevent Blindness NY 59

Case History: Kangol Caps 61

7 Being Clear Is a Good Idea 63

Case History: Dallas BBQ 69

8 Taking an Idea from Nice to Good 75

Case History: Legion Paper 80

9 Don’t Talk So Much 83

Case History: Paradigm Vision 90

Video Conferencing

10 Relevant Shock 95

Case History: Frigidaire Washing Machines 100

Case History: The American Arbitration 102


11 Lost Your Voice? 105

Case History: The Stage Deli 108

12 Use the Whole Carcass 115

Case History: ClearVision Optical 123

13 Trust Your Tummy—But Don’t Fall in Love 127

Case History: Vaseline Petroleum Jelly 130

Case History: Anacin 134

14 What’s in a Name? 139

Case History: Rapid Park Garages 146

15 Pecked to Death by Ducks 151

Case History: Drambuie Liqueur 154

16 Little Things Can Mean a Lot 161

A (Little) Case History: Host Apparel 172

17 When Is a Good Idea Not a Good Idea? 175

Case History: Your Phufkel 181

18 Don’t Be Shy 187

19 Four Words That Will Guarantee Your

Financial Success 197

20 How Did You Do? 207

21 How Did I Do? 219