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

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The truth is that customers don't always care about the product – they primarily care about whether their needs can be met. There is a famous motto in the advertising industry that reads: "People don't buy quarter-inch drill bits. They buy quarter-inch holes." So, show the "holes;" that's the most effective method of advertising. When you’re coming up with ideas, don’t do it sitting in front of your computer. Let all your early thinking happen with a pencil and paper. You engage a different part of your brain when you handwrite things.

Hey Whipple, Squeeze This! Summary - Quick Read Hey Whipple, Squeeze This! Summary - Quick Read

As for most of the book, it was all filled with the idea of creativity. Yes, on the one hand, everything is correct. However, on the other hand, the author refers to social media, from my point of view, not exactly advertising. So, he referred to advertising, for example, the events that are closer to PR. Or the creation of additional products that facilitate the acquisition or use of basic products. I mean creating tools to use them in virtual reality, in social media or on the Internet in general. This is not very suitable for advertising. Take charge of your own financial destiny, do your homework, stay informed, and learn to negotiate fairly. Dany Lennon The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally. Access-restricted-item true Addeddate 2022-04-01 11:12:04 Bookplateleaf 0002 Boxid IA40777403 Camera USB PTP Class Camera Collection_set printdisabled External-identifierAdvertising is no easy job. Every ad is created with the creatives' greatest efforts and enthusiasm. So it is often hoped that a client is satisfied with our proposed work, into which we've poured our hearts, thus allowing us to forge ahead immediately with its production and publication. However, even for a successful copywriter such as Sullivan, such a smooth procedure has happened only three times during his entire copywriting career. As surprising as that may seem, in most cases, your storyboard won't make it out of your client's meeting room.

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

In Part Two, we talked about how to make great video and radio ads. We mentioned that when making a video ad, try starting with an image that conveys the exact emotion of the ad you want to make, and then build a simple, interesting story around it. We also mention that when making a radio ad, set free your imagination; use sounds and voices wisely to create attractive scenes that are difficult to represent using visuals. Video and radio alike, an ad must be intriguing from the very beginning; it must instantly catch people's attention.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. Now that we've covered all the major points in this bookey. Let's take some time and review what we have discussed. Identifying what to say to the client is accomplished by examining the brand, the competitor products, AND the client’s business, and gaining a deep understanding of the client’s customers Metaphor is another powerful tool for advertising. The neo-Freudian, Carl Jung, believed that the mind works and moves through, and thinks in, and dreams in symbols. Many images in our daily lives are metaphorical. For example, the dog symbolizes loyalty, green means life, and red means anger. These metaphors are like traffic signs, directing the viewers with almost immediate effect into the right mood. Therefore, it is paramount to use metaphors to the product's advantage, multiplying the ad's effectiveness. Sometimes a simple metaphor is worth a thousand words.