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Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

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The following book summary is a collection of my notes and highlights taken straight from the book. Most of them are direct quotes. Some are paraphrases. Very few are my own words. You must own something visual. A color, a shape, a font. Something that is unique about your brand. Remember even though you’re young and on the street, you have options. You don’t have to take this job, even if it’s offered. You have choices. A great idea can attract people in an instant, imprinting the product onto their minds. However, the creative process is not simple. As described by Sullivan, during his time working in an agency's creative department, he spent most of his time with his feet rested on the desk, talking about movies with his partner; that's because inspirations often come after brainstorming and contemplation. Recruiters and CDs want more than cool ads … What’ll impress them is to see how you solve business problems.

Hey, Whipple, Squeeze This: A Guide to Creating Great Ads

Sullivan has listed some simple yet effective ways that can help us come up with good ideas. First, he suggests that we must listen to our subconscious mind. Since an idea is the product of your brain, you need to calm down and let your subconscious mind work, and you'll be happy to find yourself thinking deeply. Like Marchall Cook suggests in his book Freeing Your Creativity: "If you can quiet the yammering of the conscious, controlling ego, you can begin to hear your deeper, truer voice in your writing." So give it a try. Our brains may surprise us if only we can learn to listen to our subconscious minds. Carefully think through where your brand should be. What social media channel should you use for each type of post? Consider why people use different media.Ask yourself, “What would a generous brand do to get out and meet its customers?” Generous brands are empathetic and tend to make gestures that are not just commercially motivated; they pay less attention to their own marketing schedules and more to the calendars of their customers. Think like a publisher. Have a plan; an editorial calendar. Determine what you can create that has lasting value as well as what should be fast, simple and temporary. Rule No. 1: During the creative process, find an image to use in introducing the theme of your ad. Imagine a picture that can explain the theme, then develop a story around it. This procedure can make the creative process much easier as you now have a clear direction. Once you find the core of your idea, you just need to use some imagination to build a real story based on the imagined imagery. Luke Sullivan graduated with a BA in Psychology at St. Olaf College in 1976. He has more than 32 years of experience in the advertising business and worked for elite advertising agencies that include The Martin Agency, Fallon and GSD&M. In 2011, Sullivan became Chair of the Advertising Department at the Savannah College of Art and Design. He is a sought after speaker and workshop presenter on topics like branding, advertising, and marketing both online and off, offering pragmatic and insightful advice for honing creative skills and managing creative people. Sullivan maintains a blog. He is a member of the National Speakers Association. Don’t settle for -er. Go for -est. Quietest, fastest, cleanest; that’s all people will remember anyway. All the rest of the claims in the middle are forgettable.

Hey, Whipple, Squeeze This: The Classic Guide to Creating Hey, Whipple, Squeeze This: The Classic Guide to Creating

People are often united by common basic needs; a younger look, a happier family, or a healthier body. To trigger a customer's desire to buy a product, it's most important for an ad to discover and reveal what basic needs the product can meet. So, when a copywriter receives an ad project, he or she must first look for key points about the product that can appeal to the customer; these key points are where he must base his or her creative work on. Simple doesn’t figure it all out for you. Sometimes it asks the reader to finish it. The less you put in the ad, the better. Importance of writing the brief for the client that describe the key ad message or is meant to change the client’s behavior

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urn:lcp:heywhipplesqueez00sull_0:epub:03ffcb4d-6145-4100-aa89-7c8c2e88f82d Extramarc Columbia University Libraries Foldoutcount 0 Identifier heywhipplesqueez00sull_0 Identifier-ark ark:/13960/t4jm3hs2p Isbn 9780471293392 Admitting any kind of weakness may be a counterintuitive way to establish trust, but it is effective. The reason for this is not necessarily because your idea is generally bad, or that it fails to meet advertising standards, but because some clients are not professionals in advertising, they tend not to identify an extraordinary idea or a need to produce it when they first see it. So, even if your idea is extraordinary, it is still likely that they reject it, and when they think you have no more ideas to offer, they may turn to other advertising agencies.

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