All You Need is a Good Idea!: How to Create Marketing by Jay H. Heyman

By Jay H. Heyman

In All you wish is an efficient thought, Jay Heyman indicates you the way to create robust advertising and ads rules that may dramatically bring up revenues in your enterprise. ideal for marketers and small enterprise owners?or operators of any measurement company, for that matter?this invaluable advertising source may also help any company stand out on the market, construct greater industry proportion, achieve exposure, and scare the pants off the contest. This publication is the fitting advisor to making really robust advertising messages.

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Indd Sec1:30 4/7/08 7:12:43 PM What do you want with a good idea anyway? You may have been doing fine up to now, so why bother? Perhaps it is because there is someone out there who is getting the business you know you should be getting. Perhaps he provides better service or gives higher discounts. Or his customers just think he’s better. The reason they think that might be because he is letting customers and prospects know about him by using, pardon the expression, good ideas to make his company stand out.

Think of Apple computers. ” It was an invigorating approach that helped them immediately stand out from the competitions’ computers with their gray boxes that used numbers for names and complex equations for keyboard commands. What a wonderful way to suggest the promise and benefits of an improved, friendlier user relationship. indd 6 4/7/08 7:11:40 PM CASE HISTORY: TOTAL CEREAL 7 Or consider the classic Absolut Vodka campaign. Again, I am not referring to the brilliance of the advertising itself, which focused on the bottle of Absolut.

Let me admit something: No one that I know has ever applauded a media plan. Granted, I may hang around with the wrong group of people. But there is something about an innovative selling idea that just makes smiles break out. As Peggy Noonan said in her Declarations column in the Wall Street Journal, “In modern life we wince a lot. ” A “smile” is a good test of an idea. Not particularly scientific, and if your business is running a funeral home perhaps it is not what you are really going for. For the most part, though, a smile often comes unbidden when a good idea appears on your computer, Post-it, or notepad.

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