By James Webb Young
A procedure for generating rules ,reveals an easy, brilliant idea-generation method that has stood the attempt of time.
First offered to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others seeking to jump-start their inventive juices, this robust advisor information a five-step technique for accumulating details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.
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Extra info for A Technique for Producing Ideas (Advertising Age Classics Library)
But they sometimes lose sight of their goals—more sales—and the fact that they are “salespeople behind typewriters,” and not literary artists, entertainers, or filmmakers. Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But just because an ad is pretty and pleasant to read doesn’t necessarily mean it is persuading people to buy the product. Sometimes cheaply produced ads, written simply and directly without a lot of fluff, do the best job of selling.
There are more products and brands to choose from than ever before, and also more advertising messages—commercials, e-mail, pop-up ads, mailers—competing for our attention. Take direct mail, for example. With postage, printing, and list costs continually climbing, and response rates down, it is more difficult than ever to get a strong control in the mail—one generating a good return on investment (ROI) and likely to last a year, two years, or longer. Worse, our prospects are bombarded by more communications than ever.
But in practice, many advertisements don’t communicate as effectively as they could. Here’s an example from an ad that appeared in Modern Bride magazine: THEY LOVED MY DRESS ON QUIRIUS 3 They smiled politely when Harry showed them our late model telestar, but when he opened the hood of our auto-drive one of their children burst into a shrill laugh and was boxed on his starfish-shaped ears. . ” This is an example of a “borrowed interest” ad: The writer didn’t have faith in her ability to make the product interesting, so she hid behind a made-up scenario involving a conversation on the planet Quirius 3.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young