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All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results | 
 enlarge | Author: Jay H. Heyman
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $10.82
You Save: $14.13 (57%)
New (37) Used (12) from $10.82
Rating:  5 reviews
Sales Rank: 361334
Media: Hardcover
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.1 x 1.2
ISBN: 0470237910
Dewey Decimal Number: 658.8
EAN: 9780470237915
ASIN: 0470237910
Publication Date: May 27, 2008
Availability: Usually ships in 1-2 business days
Condition: hardcover book and dust jacket in excellent condition-fast ship
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Product Description
In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for that matter?this valuable marketing resource will help any business stand out in the marketplace, build bigger market share, gain publicity, and scare the pants off the competition. This book is the perfect guide to creating truly powerful marketing messages.
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| Customer Reviews:
 Great point: exploit a single good idea November 7, 2008
Matthew L. Sadler (San Francisco Bay Area)
I picked up this book on a whim and was very pleased. It is easy to struggle for a long time trying to build a "great" idea and never be satisfied. Heyman suggests that while a great idea is wonderful, success is frequently built on a solid good idea. He gives practical guidance on how to generate ideas right now, find a nice idea with promise and make it a good idea that you can use right now. It is also useful to be reminded that a single good idea can be used, reused, and extended in many executions over many different types of media. He also has great suggestions on taking a good idea and continuing to make it better over time.
I was able to put this book to practical use. It isn't the only book that you could read to help put some fire in your marketing belly, but it is definitely worth 100x the price if you do read it and use it.
 Best read since Guerrilla Marketing July 30, 2008
Henry Berszinn (New York, NY United States)
As a small business owner,one never has enough money to commit to an ad agency to handle a coordinated long-term marketing campaign. One needs to reduce one's message to its essence and then use unconventional means to get that message through to your prospects. "All You Need is a Good Idea" is a message of encouragement that the unconventional approach can work. A big agency veteran who has successfully implemented his approach in his own business, Jay Heyman provides invaluable tips as to how that "good idea" can be expanded through other mediums. Using anecdotes and plenty of underlying humor (humor helps with those inevitable missteps), he provides examples of what worked and didn't work and why. Most of all it's a rallying cry against mediocrity. As Jay puts it: "Pulling back from something outlandish is easier than trying to convince yourself that the dull idea that has appeared in front of you is worth pursuing." So for a minor investment of time and money, you gain from Jay's experience on how to put your own "good idea" into action.
Great resource for time-strapped business owners July 1, 2008
Regina Kahney
I really liked this book and the conversational tone. It's like having a friendly talk with a marketing expert who knows you don't have a lot of money or time and isn't going to waste either one for you. Packed with great ideas on how to come up with good ideas that are clever, memorable, and effective, and that set you apart from your competitors. Highly recommended, especially for the case studies that really illuminate the thought process behind the creation of the idea.
All You Need Is A Good Idea June 18, 2008
John P. Parisi (New York, NY)
I enjoyed this book! It is entertaining and chock-full of good ideas. As a non-marketing-type person, I wanted to gain some insight on the creative process that goes into marketing a good idea (before I spend another dollar of my marketing budget) and Jay Heyman's book was just what the doctor ordered.
The information is delivered in a humorous and conversational tone, as if I was the recipient of a free consultation with a seasoned marketing professional. The specific examples of what has and has not worked helps me think through my own ideas on how to deliver my message.
The format of the book (bullet points, Good Idea summations, etc) also makes it easy to use as a reference guide. As I moved through the material I found myself looking back to the "good ideas" from the earlier pages in order to connect the dots. Great book - 5 stars.
Another how-to book for marketers; it's a small business marketing book. June 7, 2008
Jeff Lippincott (Princeton, NJ USA)
2 out of 2 found this review helpful
I liked this book. I can't say it is anything special. And I can't say that anything in particular included in it stood out for me. But the book is very practical, informal and easy to read. It's written by a seasoned ad man who has written this book to help marketers, small business owners, and entrepreneurs stand out from their competition. This book is all about how to create GOOD marketing communications. And that process starts with having good ideas. Hence, the title of this book: All you need is a good idea.
Good ideas result from novelty and cleverness. They give your business a different and lasting identity. And you'll get good ideas if you spend some time looking at what your competition is doing (and not doing). Build on what they do so you'll be better. And it is important to remember that GREAT ideas are not necessary. If you consistently pump out good ideas you will do just fine.
This was kind of a short book. It has small pages, large type, 1.5 line spacing, and the margins were not small. And it was padded with blank pages, too. But there is good content included. The long list of 21 chapters is geared toward helping the reader get his or her marketing creativity working. And I particularly liked the "Good Idea" sidebars. There were many bullets included throughout the book that helped me grasp points better as I read.
I would have liked the book better if was not as conversational as it was. The book felt a little like the author had not really written it. But instead, he had dictated into a digital recording device and had someone type his dictations into paragraph form. Maybe this explains why the author kept telling me what was to come later in the book. I generally don't like that style of writing. I like books that are well outlined and written. The kind where every word has a purpose and none are wasted. 4 stars!
PS. Take a look at the Search Inside information Amazon provides for this book. The TOC provided there will let you know specifically what this book covers.
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