Author, speaker, and ad veteran available to recharge, reinvigorate, and refocus marketing, advertising, and branding firms. There are really two ways to look at this book. You can say it's outdated because the advertising landscape has drastically changed in the past 12 years. Or you can say that it doesn't matter because an art form's foundation never changes. I lean towards the latter. Here's a perfect example: Some of the reasons is that it speaks to you in the same way a good advertisement does--you'll have to read this book to figure out what I mean!

My Books | Hey Whipple

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. To get the words flowing, sometimes it helps to simply write out what you want to say. Make it memorable, different, or new later. First, just say it. A gripping book on creativity (read ad tactics). Relevant, even to digital marketers; remember, “Digital isn’t a medium. It’s a way of life”. 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, it’s no longer about delivering messages. It’s about adding value, being relevant, and understanding how to best use each particular platform. Quit trying to come up with “advertising ideas” and work instead on coming up with ideas worth advertising. Don’t just start writing headlines willy-nilly. Break it down. Methodically explore different attributes and benefits of your product as you write. Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting …

Hey Whipple, Squeeze This by Luke Sullivan - Waterstones

Eventually, you get to an idea that dramatizes the benefit of your client’s product or service. Dramatizes is the key word. 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.Instead of producing some message-based interruption, document the participation and the creation of the content. In this book, Sullivan shares his over 30 years of professional experience, offering a lively, fun, and instructive career blueprint for all advertising professionals and enthusiasts. With his witty language, Sullivan explains the rules and principles of advertising and highlights those funny and helpless predicaments an advertising professional may find him or herself in. He encourages the good work of all advertising professionals and implores them to be patient with each advertising project. 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” 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.