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

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He also puts a lot of weight on strategy, which is the fundamental piece for a good and effective creative. At the end, advertising is art in service of business, and a lot of other advertising books tend to forget the work only exists to help someone solve a business issue. 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. An ad viewer usually reads it silently. So, write your copy as though you are writing a letter to a friend. Use friendly and natural expressions. Because an ad viewer doesn't read a copy the same way one reads a book, your language must be simple. No one would have the patience to ponder about an ambiguous word in an ad. As the last step of copywriting, read your lines aloud to yourself; this is the most effective way to see whether they sound good enough to convey the intended message and emotion. That commercial's picture shows three sets of flower arrangements, ranging from a single rose in a slim vase to a large bouquet of a variety of flowers, accompanied by a headline which reads: "Exactly how mad is she?" This is a creative way to sell flowers; by appealing to the customers' needs rather than just because flowers were flowers. That message was clear and amusing. Just imagine, if the headline was something like: "We're proud of our wide variety of beautiful flower arrangements. We have one that's just right for your budget." How boring would it have been!

Hey, Whipple, Squeeze This Summary | Luke Sullivan Hey, Whipple, Squeeze This Summary | Luke Sullivan

Rule No. 2: A video commercial must be entertaining. Each second of a video ad counts, so never show any dull image on the screen, or you would waste your resources and fail to reach your desired audience. If a viewer can predict how an ad would end once he sees its very beginning, he most likely would switch to another channel or move his attention away from the TV. So, the story that you want to tell within your time limitation must avoid any usual boring routine. Therefore, you must make it novel and remarkable if you intend to keep people's attention.Try to recall a time you remembered a product because of an ad you've seen; what was it that moved you exactly? Was it the cinematic scenery or fancy visual effects? Surprisingly, these aren't the main reasons we are drawn to an ad; what really moves us is something within the ad that speaks to our humanity. Advertising 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. Another suggestion by Sullivan on how to come up with good ideas is to be aware that visuals are more effective than words when creating ads, so we must make good use of visuals. When you open a magazine, the first thing that attracts your attention is often a picture. So, if your ad has good visuals, it is more likely to achieve its goal. Make the concept so powerful, that the audience would understand the message with the sound turned off. Along with his entertaining examinations of some of the best and worst examples of what the industry has to offer, Sullivan also goes into greater depth on the best strategies with which to approach different forms of media, gives readers some sense of the culture one might expect at an ad agency and the various characters that inhabit such places, and even offers some advice for those interested in breaking into the industry. To use a cliche that would probably make a seasoned ad-man like Sullivan roll his eyes, this is one of those books that "shows how the sausage is made," so to speak.

Hey Whipple | Building big-ass fires under creative companies Hey Whipple | Building big-ass fires under creative companies

Sullivan made good use of metaphor in his ad for Barnett Bank's mortgage preapproval service. The ad shows a cross-section of a big tree, using its many growth rings to symbolize the usually long wait from mortgage application to approval at other banks. Under this picture, the copy said that one could avoid waiting for so long for approval if he or she applied for a mortgage through Barnett Bank. Start by listening. Find out what people care about. What are they sharing? What problems do they want solved that relate to your category and brand? 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.

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Very solid and engaging read. Highly recommended to all my friends that are in the advertising business or manage commercial communication (either for their own companies or as marketing professionals). I can undoubtedly say this was the best book on creative advertising I've ever read and it could easily be a 5 stars if it wasn't for some minor flaws. Listen, even when you don’t want to. It doesn’t cost you anything to listen to. It’s polite. And even if you think you disagree, by listening you may gather information you can later use to put together a more persuasive argument. 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. urn:oclc:37625548 Republisher_date 20120924000628 Republisher_operator [email protected] Scandate 20120922220605 Scanner scribe21.shenzhen.archive.org Scanningcenter shenzhen Source Admitting any kind of weakness may be a counterintuitive way to establish trust, but it is effective.

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

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. Why is it this good? Simply put: it treats creativity as a servant to strategy and a result of a process, rather than inspiration. Take charge of your own financial destiny, do your homework, stay informed, and learn to negotiate fairly. Dany Lennon

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It was a picture that showed a small kid wearing a raincoat, sitting on the ground and playing with water, juxtaposed with the headline: "Life is short. Childhood is shorter." And the copy reads: "The years from age 3 to 12 go by so fast. Only one magazine makes the most of them." As such, this ad successfully represented the magazine's genuine expectation and love for children's growth. 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.