A Technique for Producing Ideas (Advertising Age Classics by James Webb Young

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By James Webb Young

A strategy for generating rules ,reveals an easy, brilliant idea-generation method that has stood the attempt of time.

First provided to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads pros and others seeking to jump-start their artistic juices, this strong advisor information a five-step method for accumulating details, stimulating mind's eye, and recombining previous components into dramatic new ideas.

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For example, owner of a fast food place in a food court in a mall says 50% of her business comes from mall employees and the other 50% from the mall traffic. If you operate a Spa in downtown, how much of your business comes from people working in downtown, visitors and tourists to downtown and people who make the schlep downtown just for your services? 4. Why are they buying your product? What compelling need (or want) are they addressing with your product? If your product is not addressing a need (or want) then no amount of group coupon promotions will fix it.

For instance, when you buy a bottle of shampoo you are buying the promise of great, clean and attractive hair. A promise may be good enough to buy a bottle of shampoo or a can of soup. But nowhere near enough for making key business decisions with limited resources. If your resources are not limited and you have endless supply of marketing dollars or if you have no other option whatsoever to market your business, then a promise would suffice. ” I am yet to see a small business with unlimited resources.

1400 new customers brought in $7000 in revenue before Groupon costs and cost to serve. 2. 1400 customers, some new and some old, paid only $50 for $125 worth service and cost $3500 to acquire. Group Buying In one form or other group buying existed for very long time. When a group of customers band together and agree to buy a product from one vendor, we have group buying. What is in it for customers? Naturally, there is a lot in this for customers who buy as a group. The tagline for Groupon says, “Collective Buying Power”.

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