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Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads Hey, Whipple, Squeeze This Quotes by Luke Sullivan - Goodreads

A friend of Sullivan's once made an ad for the American Floral Marketing Council. Ideally, when we think of flowers, we picture their different kinds of beauty and how they can be arranged in various ways. However, when making this ad, Sullivan's friend did not bother to describe how beautiful and attractive flowers are. Instead, he focused on one of the central human truths about flowers; that flowers can soothe a loved one's mind. E.g. Oreo’s famous “You can still dunk in the dark” ad. They tapped into the topic dominating Super Bowl XLVII – when the lights went out – and tied their product to the conversation. 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. Well, that concludes the first part of our bookey: here, we discussed how to be a great advertising creative. We mentioned that when we receive a project and prepare to start working on the ad, we should first identify key points about the product that appeals to people's basic needs. When we brainstorm ideas for our ad, we should keep an open mind and look for inspirations from the subconscious mind, pictures, metaphors, and so on. On March 30 @ 1pm EST, I’ll be showing two Hey Whipple techniques that can help you get to cooler ideas faster. Reg… https://t.co/oupHlLdwsVAs ad-man Luke Sullivan shows in "Hey Whipple, Squeeze This," It's hard to say the exact effect that an ad campaign has on a given product's sales performance; this is, after all, largely a subjective business. Nonetheless, with all of his experience in the advertising industry, Sullivan has plenty of ideas on what makes a good ad - which he highlights with plenty of examples taken from companies like Volkswagen and the Economist - as well as those on some of his most-despised ads, exemplified primarily by the series of Charmin spots featuring their notorious spokesman, Mr. Whipple. There is an in-depth discussion of how an ad copywriter can decide what to say by learning as much as possible about the client’s brand, competition and customers. However, the ad team also needs to remember to not overthink the strategy. Sullivan walks the reader through the steps of an ad campaign project, beginning with identifying the truest thing that can be said about the product or brand which is its emotional center. The next step is to identify the central conflicts or tensions in the brand that will drive the project’s strategy. As would be expected, there is considerable discussion on various ways to come up with ideas – lots of ideas – by letting creativity flow. In the book Experiences, content creation is presented as a critical marketing strategy, and it is based on becoming more like a media company - entertaining and engaging. David Baldwin, of Baldwin& in Raleigh, author of “ The Belief Economy: How to Give a Damn, Stop Selling, and Create Buy-In.” 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.

Hey Whipple, Squeeze This by Luke Sullivan - Waterstones

Being creative in real-time calls for changes in both mindset and process. Instead of the strategy dictating the content, sometimes the content dictates the strategy. A step-by-step process for developing a strategy for copywriting and art direction, based on the product’s emotional center and brand tensions Quit trying to come up with “advertising ideas” and work instead on coming up with ideas worth advertising. Don’t hand out materials before you present. Do it only after you’ve finished. Remain in control of the room’s attention. book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the RestSullivan's a man with a mission: to teach writers how to craft ads that are effective and benefit-driven, while also creative, witty, and elegant. His humor and humanity shine through constantly, and he provides lots of examples of classic ad campaigns, especially from print magazines (those 1960s VW ads are still drool-worthy, even today). Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem” Get to the point. Put your most interesting, surprising, or persuasive point in the first line if you can. Algorithms will never replace the value of a good idea or a compelling story. In fact, the more content there is the more valuable good content becomes. 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.

Hey, Whipple, - cdn.bookey.app Summary of “Hey, Whipple, - cdn.bookey.app

Now that we've covered all the major points in this bookey. Let's take some time and review what we have discussed. This is the number one must read book for those in marketing and advertising. The book talks about the craft of making ads, to digital platforms, and even how to succeed in the industry. SHOP NOW This book was written by Luke Sullivan, a renowned copywriter. He was nominated twice as the best copywriter in the U.S. by Adweek magazine. Celebrated as "the godfather of copywriting," Sullivan has received 20 Gold Pencils from The One Show, which is regarded as the world's most prestigious award show in advertising, design, and digital marketing. Recruiters and CDs want more than cool ads … What’ll impress them is to see how you solve business problems.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? 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. I would have enjoyed more if Luke could have also explored the advertising from the consumer perspective, (Like how 2 different ads can influence up the perception of the product in the consumers mind). 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. 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.

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

The interesting part of an ad shouldn’t be a device that points to the sales message; it should be the sales message. Take charge of your own financial destiny, do your homework, stay informed, and learn to negotiate fairly. Dany Lennon 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. Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, …

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. Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing …