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

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Instead of producing some message-based interruption, document the participation and the creation of the content. 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. Don’t just start writing headlines willy-nilly. Break it down. Methodically explore different attributes and benefits of your product as you write.

Hey Whipple Squeeze This | Irina Blanşek - Academia.edu (PDF) Hey Whipple Squeeze This | Irina Blanşek - Academia.edu

Reduce until you get to the essence. Every element you add to a layout reduces the importance of all the other elements. 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. 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.

The initial discussion focuses on print advertising because many of the same principles apply to any media – social, digital and traditional. However, the authors dedicate chapters to the differences applicable to various types of media. The purpose of each new edition was to continue adapting the book to include the dynamic changes that are always occurring in the advertising industry. It clearly explains how digital ad campaigns fit into the existing ad framework, but it does not just describe digital ads. The authors consider how digital and social are transforming the industry which in turn transforms the creative process. Similar to the discussion in the book Epic Content Marketing, the right marketing approach should be applied across communication channels, and that influences how a marketing team creates content. 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. 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 by Luke Sullivan - Waterstones

Carefully think through where your brand should be. What social media channel should you use for each type of post? Consider why people use different media. 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?This is a great book for somebody who wants to start working it is already inthe field of advertising l and marketing.