I just finished reading Luke Sullivan’s Hey Whipple Squeeze This: A guide to creating great advertising
I was drawn to the book for several reasons:
• First, the title is great. I know I shouldn’t judge a book by its cover, much less its title, but this one was too good to ignore.
• Second, I am fascinated by the creative process, probably because I have few creative talents.
• Finally, as someone firmly planted in the direct marketing discipline I wanted to read his points of view on the differences between DM and advertising.
The book did not disappoint. First, he has some choice words for us direct marketers. Here is an example:
“The direct-response TV(DRTV) part of our industry has traditionally produced some of the most horrible blather in the history of television….For me to be able to work in this field of DRTV…I need to be able to look my kids in the eyes and say, ‘Yeah, you should see this thing I worked on today. It’s pretty cool.’”
That said, the book was still quite enjoyable. In fact, I will be passing my copy along to other team members.
The gist of the book is that an ad “needn’t sacrifice wit, grace, or intelligence to increase sales”.
I love that message. It’s both inspirational and aspirational. The message reinforces the need to keep getting better, to never sacrifice quality for quantity, and to resist the boring, lazy, or conventional creative solution.
Another benefit of reading this book… I am certainly more appreciative and empathetic to my colleagues on the 20th floor in creative. Keep up the good work.