By James Webb Young
A procedure for generating Ideas,]reveals an easy, good idea-generation method that has stood the try of time.
First provided to scholars in 1939, released in 1965, and now reissued for a brand new iteration of advertisements execs and others trying to jump-start their artistic juices, this robust advisor info a five-step strategy for collecting details, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.
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Extra resources for A Technique for Producing Ideas (Advertising Age Classics Library)
Write some copy starting with the phrase “Imagine a world in which you . ” Now complete it with the details of your pen portrait. New paragraph: “It’s all possible when you . ” 100 GREAT COPYWRITING IDEAS • 37 17 PARTING IS SUCH SWEET SORROW (ACTUALLY, IT’S JUST SORROW) Magazine, journal, and newsletter publishers know that existing subscribers are far more proﬁtable than new acquisitions. That’s why they spend so much time, money, and effort trying to hold onto them. Think of your customers as subscribers and you can use many of the techniques publishers use.
In practice • Once you’ve printed your postcard, you can use it different ways. As a self-mailer, an insert, a ﬂyer, an exhibition giveaway, or a component of your press kit. • Why not investigate digital printing for your postcard? You can incorporate your target’s name (and any other variable data you like) into the design. In color. 100 GREAT COPYWRITING IDEAS • 21 9 ON THE WEB, IT’S (EVEN MORE) PERSONAL Attend an internet marketing conference these days and there is a very good chance you will hear a presentation on writing for the web.
100 GREAT COPYWRITING IDEAS • 23 10 GRAMMAR DOESN’T MATTER . . OR DOES IT? Conversation around your dinner party table ﬂagging? At least one guest over 30? Start a ﬁght by suggesting that grammar doesn’t matter in advertising. ) Does it matter whether national brand advertising is grammatically correct? David Ogilvy declared he didn’t know the rules of grammar. Read his ads and you can see that he did. You can write copy that is hard-hitting, persuasive, even entertaining and also avoid trashing the English language.