My SUPER takeaways:
‘Spending forever trying to turn something good into something flawless will almost certainly never get you anywhere.’
‘Knowing who you are lets you understand what you want to communicate; it does not tell you how to communicate. That’s where the idea part comes in.’
‘You need a brief basic summation of what your product/service is, to be used as a strategic direction for the marketing ideas you will be creating.’
‘The more single-minded and unique the strategy, the more likely the ideas you generate will be compelling, persuasive, and unique.’
‘Looking at your audience in various ways will help you define your target: It is not the quantity of people you communicate to, it is the quality.’
‘Pulling back from something outlandish is easier than trying to convince yourself that the dull idea that has appeared in front of you is worthy of pursuing.’
‘The fewer the words you can use to convey your idea, the better. Brevity is the soul of many a good idea. Your aim is to pique the reader’s interest, not bring it to an end.’
‘Avoid safe, familiar, lackluster words. If you think you have heard it before, you have.’
‘When you are about to produce your good idea you will have doubts and misgivings.’
‘When you come up with your good ideas, do not dilly or dally. Circumstances may suddenly change, rendering your good idea worthless.’
Source
Jay H. Heyman (2008). All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results
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