All You Need is a Good Idea!: How to Create Marketing Messages That Actually Get Results 5
Contents 11
The Blank Page 15
Acknowledgments 17
Preface 21
Introduction 25
Chapter 1: ABOUT THE TITLE 33
WEAK IDEA 37
GOOD IDEA 38
GREAT IDEA 38
CASE HISTORY: TOTAL CEREAL 39
Chapter 2: THE POWER OF AN IDEA 41
CASE HISTORY: SHARP WATCHES 49
Chapter 3: WHO DO YOU THINK YOU ARE, ANYWAY? 53
CASE HISTORY: PORTE ADVERTISING 56
Chapter 4: WHERE ARE YOU GOING? 61
CASE HISTORY: RALSTON PURINA\u2019S HERO DOG FOOD 70
Chapter 5: WORK VERY HARD. ONCE. 75
CASE HISTORY: OXYDOL DETERGENT 78
Chapter 6: WHERE DO YOU FIND A GOOD IDEA? 83
LOOK INSIDE 86
LOOK OUTSIDE 88
CASE HISTORY: PREVENT BLINDNESS NY 91
CASE HISTORY: KANGOL CAPS 93
Chapter 7: BEING CLEAR IS A GOOD IDEA 95
CASE HISTORY: DALLAS BBQ 101
Chapter 8: TAKING AN IDEA FROM NICE TO GOOD 107
CASE HISTORY: LEGION PAPER 112
Chapter 9: DON\u2019T TALK SO MUCH 115
CASE HISTORY: PARADIGM VISION VIDEO CONFERENCING 122
Chapter 10: RELEVANT SHOCK 127
CASE HISTORY: FRIGIDAIRE WASHING MACHINES 132
CASE HISTORY: THE AMERICAN ARBITRATION ASSOCIATION 134
Chapter 11: LOST YOUR VOICE? 137
CASE HISTORY: THE STAGE DELI 140
Chapter 12: USE THE WHOLE CARCASS 147
CASE HISTORY: CLEARVISION OPTICAL 155
Chapter 13: TRUST YOUR TUMMY \u2014 BUT DON\u2019T FALL IN LOVE 159
CASE HISTORY: VASELINE PETROLEUM JELLY 162
CASE HISTORY: ANACIN 166
Chapter 14: WHAT\u2019S IN A NAME? 171
TUCK-IT-AWAY SELF-STORAGE 173
CASE HISTORY: RAPID PARK GARAGES 178
MINOLTA FREEDOM CAMERAS 180
Chapter 15: PECKED TO DEATH BY DUCKS 183
CASE HISTORY: DRAMBUIE LIQUEUR 186
Chapter 16: LITTLE THINGS CAN MEAN A LOT 193
OVERVIEW OF WORKOUT/GOALS 199
A (LITTLE) CASE HISTORY: HOST APPAREL 204
Chapter 17: WHEN IS A GOOD IDEA NOT A GOOD IDEA? 207
CASE HISTORY: YOUR PHUFKEL 213
Chapter 18: DON\u2019T BE SHY 219
A 50TH ANNIVERSARY 222
A 70TH ANNIVERSARY 223
THE BEST VALUE IN TIMES SQUARE 225
EXPAND YOUR ENTHUSIASM 226
DEAR MR. MAYOR 226
Chapter 19: FOUR WORDS THAT WILL GUARANTEE YOUR FINANCIAL SUCCESS 229
Chapter 20: HOW DID YOU DO? 239
MECHANICS ARE FINE FOR CARS 243
IT\u2019S NOT THE PIANO THAT MAKES THE MUSIC 243
BRAINSTORMING 245
CUSTOMER SERVICE AS MARKETING 246
THINK BIG (AND THINK LITTLE) 247
DON\u2019T BE A STRANGER 249
Chapter 21: HOW DID I DO? 251
TRADITIONAL PROMOTIONS 255
NON TRADITIONAL PROMOTIONS 255
THE BLANK PAGE CONTEST 255
MEDIA COVERAGE 256
Index 259