Lately I have been reading two books. The first one is the latest and final book from the Harry Potter series; the other one is called "Hey Whipple, Squeeze This: A Guide For Creating Great Ads" by Luke Sullivan. This book has had a huge impact on the advertising world because it has provided a guide for people starting up in the business. I came across an interesting bit that I thought it would be nice to share, it is about Idea generating. Mr Sullivan presents a five-step process that was created by James Webb Young, a copywriter from the 40's. Yeah this Idea Generating process has been around for more than 60 years and it still holds; it is simple but then it is also very powerful. So here it is:
1) Gather as much information on the problem as you can. Underline as much as you can, ask lots of questions and do a little field trip. Collect lots of data.
2) Sit down and actively attack the problem
3) Stop doing the work and go do something else; totally unrelated to the issue at hand. Let your subconscious work on the problem
4) Eureka! The idea appears
5) You figure out how to implement your idea
The message (advertisement) that comes out from the idea generation process becomes a promise. You tell your audience that if their consume/utilize the product, they will receive something back.
The 5 step idea generating process is great for any type of problem, not only advertising. That is why it is so great, it works for anyone. So next time you have to generate an idea come back and write this quick five steps down.
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