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Why I agree that "All you need is a good idea."(e-c)practice [Copy link] 中文

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Post time 2009-3-25 14:42:35 |Display all floors
Why I agree that "All you need is a good idea."
为什么我同意“你需要的一切只是一个好点子”
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Back when I was a freshman in high school, I decided I had found my calling.  My creative problem solving team was challenged that year to write a commercial as part of our performance - and our team got a chance to tour some of the best ad agencies in the Twin Cities as research.

  还在高一的时候,我就决定自己找到了自己的“天职”。我的创意方法问题解决小组获得挑战来写一份广告,这作为我们小组部分成绩 - 我们的组获得了一个机会作为调查光顾姊妹城市中最优秀的广告公司。

I thought these ad agencies were the coolest places on earth because the entire companies were built around coming up with ideas!  (What more could you want?!!!)

  当时我认为这些广告公司是地球上最酷的地方,因为整个公司都是围绕着一个个点子而建立起来!(还有什么想法?!!!)

Obviously, over the years my plans have changed somewhat and I've fallen more in love with the process of coming up with ideas.  But I still have quite a soft spot for the work that goes on in the ad agencies.

  显然,长期以来我的计划已经有了一些变动,而且对想出点子是更加热爱。可是,对于广告公司中进行的工作,我还是有感情的。

So, when I got asked to review All You Need is a Good Idea by Jay Heyman for the 2nd stop on its online tour, I jumped at the chance.  After all, I'd be stupid to throw away a chance to pick the brains of someone who thinks of ideas for a living.  

  所以,当我被要求评价Jay Heyman的《你需要的一切只是一个好点子》时。。。,我抓住了这次机会。毕竟,抛掉一个可以请教以点子谋生的人的机会,那么我就真是个傻瓜。

All You Need Is A Good Idea is a book about advertising and how to come up with copy that gets attention (and causes action.)  If you love to play with words as much as I do, you'll enjoy it just because Jay gives so much solid advice about how to write really good advertising copy.  He also has very good examples that will show you how to do things right... and avoid the mistakes he's made in the past.

《你需要的一切只是一个好点子》是关于广告以及如何想出获得吸引力(引起行动)的广告。如果你喜欢和我一样玩文字游戏,你将喜欢这本书,因为Jay给出了十分多如何吸出真正好广告的可靠建议。他还列举了展示如何做好..以及如何避免作者过去犯下错误的好例子。

But I also think AllYou Need Is A Good Idea has a lot to offer anyone who works with ideas.As I was reading through the book, I was struck by the number of insights that apply to all creativity.  For example, Jay writes about a great idea he had as a young creative that really impressed the top management of his agency.

  可是,我还认为《你需要的一切只是一个好点子》一书对任何和点子打交道的人来说都有可读内容。 当我一边读着这本书的时候,惊叹于对适用于所有创新的见解数目之多。例如,Jay写到曾经年轻时有过一个极好的点子,它让广告公司最高管理层十分满意。

At least, it was a great idea... until people ranking higher than him all made their little tweaks to the concept.  The end result turned out to be as boring as any idea that was designed by committee - and the idea ended up in the trash bin.

  至少说它本来是一个极好的点子,可后来他的上司们一个个对这个想法进行了他们自己的小改动,最终结果成为了一个和任何委员会设计出的点子一样令人无聊的点子--最后,那个点子被抛弃了。

That chapter really struct me because it's so easy to let an idea get corrupted beyond recognition... especially when people are just trying to help.

  这件事情给我很大震动,因为将好点子破坏地面部全非简直太容易了...尤其那些人们只是要”帮忙“的时候。

Because I was curious about how a seasoned creative deals with that situation, I asked Jay how he determines whether a helpful suggestion adds to an idea, or detracts from it.

  因为我对一名老练的创意者会如何处理上述情景好奇,于是,我问了Jay他是如何确定一个帮助的建议是给好点子添砖加瓦,还是拆台。

His answer:
他的回答:

When a suggestion makes the idea more familiar, or the thought less surprising, it is a sure sign that it is detracting from whatever made you like it in the first place. One sure-fire test is that when you hear a suggestion, and your response to yourself is, “I
knew I should have gone into the wholesale produce business, like my dad,” well, it is probably not a suggestion you will be comfortable with.
And watch out for being pecked to death by ducks. That’s what I call it when each suggestion changes just one word in your headline. Initially, the new word can seem to add to the idea, not make it worse. But change enough words, though it is only one at a time, and your thought ends up dead just the same.

  当一个建议让点子变得更另人熟悉,或者,让度降低了想法的惊奇,肯定说明它在“破坏”一开始让你对那个点子中所喜爱的不论什么方面。一个保证有效的测试方法是当你听到一个建议,你的反应是:“我知道本应该和我父亲一样进入批发生产行业’这大概就不是一个将会令你感到舒服的建议。

  而且,警惕”被鸭子啄死“。我把这称之为当每个建议只会改变你(广告)标题的一个字。开始,新添的可能似乎对这个点子做贡献,不会变坏。可当改边的字数数目足够多,虽然只是一次一个字,那么你的想法最终也一样会寿终就寝。




注:原文出自 getfreshminds


[ Last edited by hly_2010 at 2009-3-25 02:54 PM ]
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Post time 2009-3-25 14:49:13 |Display all floors
I'm sure most of you can relate to having your ideas weakened by helpful, well-meaning people.  (I know I can!)  Just like that example, a lot of the stories Jay tells can help creatives with their creativity/thinking challenges.  It's not just for writers.

  我像我们大多数人都能对于这种当你的点子被那些好意、提供帮助的人们削弱时有同感。(我知道自己就有!)正如这个例子一样,Jay告诉我们的许多故事都能帮助创意者迎战创意/思考挑战。 不光对作者而言。

Since I'm always curious about the process that people use to come up with ideas (so I can get new ways to think myself), I also asked Jay how he personally comes up with great ideas:

  我对思考出点子的过程一直都很好奇(这样我就可以获得新的方法自己思考),因此我还会问了Jay其个人如何想出好点子:

When possible, I try to see what the product’s marketing history has been, old advertising campaigns, ads created but never produced.. And of course what the strategy is (and why). Then I write down virtually every idea and thought that comes to mind, leaving the editing process for later. Two other things help the process. Looking at what similar categories, though different products, are doing. If creating ads, for instance, for an expensive timepiece, I would check out what high-end automobiles, premium alcoholic beverages, first class hotels are doing with their marketing.

  可能的时候,我会去了解这个产品过去的营销历史,过去广告活动,创造出却没有制作出的广告。当然,还有策略是什么(以及采取这个策略的原因)。然后,我会写下几乎一想到的每个点子,想法,将编辑流程安排在后面。还有两件事情来帮助这个过程。看一看属于相似产品范畴却不同产品的情况。譬如,如果在为昂贵钟表制作广告,我会了解高端汽车、高级酒类、一流宾馆对他们的营销的情况。

Not to steal—which is never a good idea—but rather to get a feel for their language, graphics, positioning and how they appeal to their audience. The other important part of the process is taking a break, walking away from the computer, sleeping on it. Let your subconscious work on it a little, you have other chores to do.

  不是窃取要-这绝对不是好点子--而是对它们使用的语言、图像、定位以及如何吸引受众得到一个感觉。令一个过程中重要的部分是休息一下,离开电脑,睡一宿再考虑。让你的潜意识稍微对它进行一些努力,你还有别的事情要做。


Finally, since ideas are useless unless you can successfully convince others of their value, I asked Jay about how he typically presents to a client, how many ideas he shares at once and what he has found to be most effective:

  最后,除非你能成功地说服别人你的点子的价值,否则你的点子就枉然,于是,我问了问Jay他一般是如何将点子呈递给客户的方法,他一次会分享多少点子,以及发现了什么(做法)最为有效:

I try never to present more than three [ideas] to a client [at a time], with a recommendation as to the best one. Presenting too many choices to a client is a bad idea. It shows a lack of judgment, is confusing, and leads to the inevitable, “How about taking this part of this headline and adding that part of that headline?”

  我(一次)向客户呈递的(点子)不会超过3个,并推荐其中最好的一个。给得太多选择是一个坏主意。这表明缺乏判断力,令人糊涂,导致出现不可避免地:”将这个标题的这一部分加到那个标题的那个部分如何?“(的情况)

I usually like to present what I call “copywriter’s roughs.” Each of these draft versions has a headline, suggested graphic, and occasionally some directional copy. They are rarely close to what an art director can do, but they present each concept in a form the client can understand. It is efficient because it is only after the client has settled on the creative direction that we go to the art director. Therefore the AD does not have to start from zero, since the page is no longer blank, which saves the client time and money.

  通常,我喜欢呈递我称之为”广告词撰稿人草图“每个这样的草稿版本有一个标题,建议图画,偶然一些指导性信息。。 它们极少会与艺术指导做出的一样,可是却都在以一种客户能够理解的形式代表了一种概念。这很有效,因为只有在创意的方向上客户做出了决定之后,我们才会去找艺术指导。因此广告不必从零开始,因为这一页不再空白,这给客户省去了钱和时间。


What's really interesting to me is that while Jay presents ideas that are very well thought-out, he still presents an unfinished idea to his clients. That gives them the ability to make minor changes and feel some ownership of the idea, while allowing Jay to come up with more ideas in less time (since they don't have to be completely polished for the presentation.)

  令我十分感兴趣的是虽然Jay会把仔细思考过的点子呈交给客户,不过他还会把没有完成的点子呈交给客户。这样给客户能力做出微小改变,让客户对这个点子有一些”拥有“的感觉,同是,这也让Jay能在较短的时间想出更多的点子(因为它们(注释--指未完成的点子--)不必为了呈递而彻底”装裱“)

All You Need Is A Good Idea is a very interesting book and will give you a fascinating insight into how people who think of ideas for a living come up with their best ideas.  (And, will also show you some mistakes that are easy to make.)  

  《你需要的一切只是一个好点子》是非常有趣的一本书,将让你精彩地探究了解那些以想点子谋生的人们是想出自己最好的点子(而且,将告诉你一些容易犯下的错误)

Be sure to check it out... and take a look at Jay's blog while you're at it!

  你一定得了解一下..趁着现在顺便就去Jay's的博客看一看吧!(注:原文有链接)



(the end)


[ Last edited by hly_2010 at 2009-3-25 02:53 PM ]
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