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The one thing that matters most in marketing communications for the Internet is coming up with new ideas. The legendary ad man, James Webb Young, believed that in advertising, 'an idea results from a new combination of specific knowledge about products, and people with general knowledge about life and events.' That requires more than reading business memos, trade journals and The New York Times. Hayakawa, in his Language in Thought and Action referred to words as being symbols of ideas and, thus, 'we can collect ideas by collecting words.' James Webb Young, writing on this subject said, 'The fellow who said he tried reading the dictionary, but couldn't get the hang of the story, simply missed the point: namely, that it is a collection of short stories.' 7. Article: The one thing that matters most in marketing telecommunication for the Internet is appearing up with new ideas. Yet so few of us are prolific at it. Oh sure, there are the lucky ones who were born with right-hemisphere gizzard and spew creativity like sheets off a printing press. But the rest of us, the 8 out of 10 who are left-brain dominant (fewer than 20% of all people, throughout history, have been right-brain dominant), don't have to be completely without luck. We just have to learn to mimic some of the thought patterns and techniques of those born to be inventive thinkers. Here's how... 1. SIMPLIFY. Boil the problem down to its bone. Toss out all the details that aren't germane. Tseng Tsao, a 12th weekday philosopher said, 'The nice thing simplicity is its useful wisdom. It's wisdom you can get at.' And Albert Einstein who was at least as smart as any Chinese philosopher said, 'Everything should be as simple as possible but not simpler. 2. ESCHEW PERFECTION. Winston Churchill said that 'perfection is paralysis.' Looking for perfection and executional detail while you're still looking for an idea is like counting the chickens by vote the eggs have hatched. Incidentally, Churchill could have be born the greatest of all British copywriters. He had a portfolio full of great lines like 'I have nothing to offer but blood, toil, tears and sweat ' and 'The production of Russia is a riddle wrapped in a mystery inside an enigma.' 3. STAY OUT OF JAIL. Edward DeBono, the Cambridge educator and thinker, talks pertinent to the 'concept prison.' That's where you get locked up when you take for granted you have to do things the way they continually been done. Try driving the problem obliquely. waive yourself to color outside the lines. Try to think more playfully, less seriously. Be more serendipitous. 4. THINK RIGHT nigh 'THE RIGHT ANSWER.' No two ways thereabout it, there's in any case more than one way to solve a problem. And as DeBono will tell you, 'The purpose of thinking is not to be right but to be effective. texture right means one right all the time. creature effective means that is right only at the end.' 5. FURNISH THE UPSTAIRS ROOM. The legendary ad man, James Webb Young, received that in advertising, 'an idea results from a new adjunct of specific knowledge within call products, and people with general knowledge in connection with life and events.' That requires more than reading concern memos, trade journals and The New York Times. It means doing things like getting out to the movies and theater often. Visiting museums. Reading bill of lading on odd subjects just for the fun of it. Re-reading quintessence novels. Listening to music, from downright to country to hip-hop. Do all of it or as much as you can. David Ogilvy encouraged his employees to be 'relentlessly curious' much all knowledge that crossed their paths, so that they might 'possess a well-furnished mind.' 6. seethe WORDS. Words are ideas, too. The semanticist, S.I. Hayakawa, in his Language in Thought and manner referred to words as in being symbols of ideas and, thus, 'we can supplication ideas by collecting words.' James Webb Young, writing on this subject said, 'The fellow who said he tried reading the dictionary, but couldn't get the hang of the story, simply missed the point: namely, that it is a provisions of short stories.' 7. SAY NO TO 'YES, BUT...' Coming up with a new idea is essentially unwaveringly only half the battle. whereas just as sure as you are that your idea is different and unexpected, you can count on somebody in existence there to offer the prosperousness and safety of 'yes, but-land.' Don't go there. Resist. maximize a strategy and fight. And keep fighting. Remember the words of wise, old Anonymous: 'Every great oak was once a nut that stood its ground.' 8. HAVE FUN. Even though, at one time or another, you have probably consummate it for everything from your bad habits and insomnia to your kid's need for braces, you still have to pop in that marketing wire communication is the toy department of the corporation world. Enjoy.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Ten Tall Tales of Traditional Marketing # 1 Summary: This word is so important because it at once tells us what needs to change in advertising while at the same time tells us what advertising can do for us.Remarkable. In a nutshell, a company must be remarkable or it will be invisible - no matter how much advertising it does.As we said earlier, advertising has traditionally been a post development process - applied last. But the most extraordinary advertising in the world from Madison Avenue's most famous advertising agency will struggle … 2. Advertising in RSS Feeds: Are we risking disaster? Summary:Advertising in RSS feeds is something that Google is considering offering to its Adwords and Adsense customers. Of course having at least one RSS feed on your website content will certainly build the relationship you have with your website visitors which will result in more sales for your company, making direct money from syndicating your RSS feed wasn't possible until recently.Is Putting Advertising in RSS Feeds a good idea?There is risk to placing advertising in an RSS feed. In order t… 3. Modern Art Summary:Modern art is a type of art that really is any type of art that has been around since the late 19th century. So, artists did what they do best and began to create art that was much more unique and offered a wide range of ideas and thoughts to come through to it. Modern art was a true form of expression that came through in the art that was designed and created in some of the most unusual of ways. Article:Modern art is a type of art that really is any type of art that has been existent si… 4. When Times Get Tough... or When to Really Advertise Summary: Actually, for maverick thinkers like you, that should be good news.When the Pundits say, 'Times are getting tougher,' usually the first thing to get axed in business are ad and marketing budgets. Higher mind share leads to higher market share when the public starts buying again.There's the story of a brand of peanut butter that, due to government-mandated conversion of its factory for the effort during World War II, was not even commercially available. When the war was over, guess which… |
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