All You Need Is a Good Idea!: How to Create Marketing Messages That Actually Get Results

I had a chance to read Jay's book flying back from Orange County a couple weeks ago and I couldn't stop underlining, scribbling, and making notes all over the margins. It's a great book filled with lots of practical stories and advice from a guy who has actually done it!

To create marketing messages that actually get results, all you need is a good idea - and that truly is the key takeaway of Jay Heyman's book. Entrepreneurs often have good product ideas - but a good idea without an effective marketing message or strategy is dead in the water. What I love about this book is that it is written in a very conversational style, yet, the thinking is grounded in classical marketing strategy. The author gives real-life examples and tips that are very practical and don't require large budgets. It's an easy and entertaining read and unlike many business books, the ideas actually stick. One of my favourite examples in the book of a good idea is of a New York sightseeing company that uses double-decker buses. Instead of the traditional red, the buses are painted yellow and black to resemble a New York taxi. A simple yet creative idea that made this tour company stand out from their competition. Heyman's whole mission is to give business owners the confidence to create or evaluate good ideas so they get sales results. Good ideas are fresh, often taking something familiar and giving it a new twist, something unexpected yet relevant. Good ideas differentiate and build a brand and also have the strength to carry a campaign. They have the power to make you smile and they are single-minded. Good one Jay! karin koonings http://theessentialorange.blogspot.com

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.

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.

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.