What is *Hey Whipple, Squeeze This* about?

*Hey Whipple, Squeeze This* is a practical guide to creating impactful advertising campaigns across digital, social, and traditional media. It emphasizes authenticity, simplicity, and storytelling to cut through modern consumer noise. The book blends humorous anecdotes with actionable strategies, including how to craft persuasive messages and leverage conflict to engage audiences. Examples like the iconic Charmin “Mr. Whipple” ads illustrate principles for building memorable brand experiences.

Who should read *Hey Whipple, Squeeze This*?

This book is essential for advertising professionals, marketers, and students seeking to master creative campaign development. It’s particularly valuable for those transitioning to digital media or refining traditional advertising skills. Luke Sullivan’s insights resonate with both newcomers and seasoned creatives aiming to balance relevance with originality in a cluttered marketplace.

Is *Hey Whipple, Squeeze This* worth reading?

Yes—it’s widely regarded as a must-read for its blend of industry wisdom and practical advice. The book demystifies ad creation with real-world examples, frameworks for brainstorming, and tips for navigating agency dynamics. Its focus on adapting to digital trends while maintaining core creative principles makes it a timeless resource for modern advertisers.

What are the main ideas in *Hey Whipple, Squeeze This*?

Key concepts include: - **Authenticity**: Prioritize genuine storytelling over gimmicks. - **Simplicity**: Clear, focused messages break through clutter. - **Conflict-driven narratives**: Tension grabs attention. - **Audience-centricity**: Align campaigns with customer needs and passions. - **Iterative creativity**: Embrace “bad ideas” as steps toward breakthroughs.

How does *Hey Whipple, Squeeze This* help with creating effective ads?

The book provides actionable frameworks like the **headline writing process**, where writers connect product facts to idioms or cultural references. It stresses starting with raw ideas, refining through iteration, and testing for emotional impact. Sullivan also emphasizes researching audience pain points to craft relatable, problem-solving narratives.

What are the best quotes from *Hey Whipple, Squeeze This* and what do they mean?

- **“The product, the product, the product”**: Focus on the product’s unique benefits rather than flashy execution. - **“Dullness won’t sell, but neither will irrelevant brilliance”**: Balance creativity with strategic relevance. - **“Write hot, edit cold”**: Generate ideas freely first, then refine critically.

How does *Hey Whipple, Squeeze This* address digital advertising?

The 5th edition integrates digital strategies, advising creators to design cohesive brand experiences across platforms. It explores social media storytelling, interactive content, and the need for ads to invite participation rather than passive viewing. Sullivan stresses adapting core principles—like simplicity and conflict—to algorithm-driven environments.

What criticisms exist about *Hey Whipple, Squeeze This*?

Some argue the book focuses more on traditional ad formats than cutting-edge digital tactics. However, its principles remain applicable to modern campaigns, and updates in later editions address evolving media landscapes. Critics praise its practicality but note readers must supplement it with niche digital marketing resources.

카피 쓰는 법 요약

훌륭한 광고를 만들기 위한 클래식 가이드

루크 설리번, 샘 베넷

4.21(5038 Reviews)

카피 쓰는 법 요약 개요

매디슨 애비뉴의 엘리트들을 형성한 광고계의 바이블입니다. 루크 설리반의 마스터클래스는 날카로운 위트로 업계의 신화들을 해체합니다. 왜 광고학 교수들은 이 책을 가장 먼저 과제로 내줄까요? 그 이유는 <매드맨>이 미화했던 환상이 아닌, 전문가들에게 실제로 필요한 것, 즉 판매로 이어지는 진정성 있는 스토리텔링을 가르쳐주기 때문입니다.

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다양한 학습 방식으로 카피 쓰는 법 요약 살펴보기

카피 쓰는 법의 같은 아이디어를 담았습니다. 나에게 맞는 목소리, 깊이, 속도를 고르고 언제든 바꿔 보세요.

1장

Advertising's Creative Revolution: From Irritating to Irresistible

In the world of advertising, few books have achieved the cult status of "Hey Whipple, Squeeze This." Named after the infamous Mr. Whipple character who scolded shoppers not to squeeze Charmin toilet paper, Luke Sullivan's advertising bible has become required reading in creative departments worldwide. First published in 1998 and continuously updated with co-author Sam Bennett to address digital transformation, it's been called "the most provocative, practical, and entertaining book on advertising" by industry leaders. The book's enduring appeal lies in its brutal honesty about the business coupled with genuine passion for great creative work. Sullivan, who rose from construction worker to top creative director at agencies like Fallon and GSD&M, delivers wisdom that has guided generations of advertising professionals through the industry's dramatic evolution from TV commercials to transmedia experiences.

2장

The Creative Paradox: When Bad Ads Work and Good People Suffer

The advertising world faces a fundamental paradox: some of the most irritating ads in history have been remarkably effective at selling products. Sullivan begins by recounting his childhood hatred of Mr. Whipple, the character who scolded shoppers with "Please don't squeeze the Charmin" in toilet paper commercials. Despite being universally disliked and ranking last in believability, these commercials were remarkably effective at selling toilet paper. This paradox troubles Sullivan deeply-how could something so irritating and intellectually insulting be so commercially successful? This tension between creative integrity and commercial effectiveness has defined advertising since its early days. In the 1950s, television was new and captivating, with little competition for viewers' attention. As America's post-war economy boomed and product options multiplied, advertising needed to differentiate brands. Rosser Reeves introduced the concept of the "unique selling proposition"-focusing on a specific benefit competitors couldn't match, like Anacin working "fast, fast, fast" or M&Ms "melting in your mouth, not in your hand." The creative revolution began when Bill Bernbach revolutionized advertising by treating consumers as intelligent beings rather than nitwits. He founded Doyle Dane Bernbach (DDB) on the radical notion that advertising could be smart and respectful while still selling effectively. His philosophy-that truth isn't truth until people believe you, and they won't listen unless you're interesting-transformed the industry. When DDB landed accounts like Volkswagen and Alka-Seltzer, they demonstrated that advertising could be effective without being embarrassing. However, the Creative Revolution's momentum was short-lived. As the economy tightened in the 1970s, business-minded executives in suits replaced creative directors, demanding formulaic approaches focused solely on meeting client numbers. The battle between creativity and research continues to this day, creating what John Ward called a relationship "perfectly designed to produce total mayhem."

들리는 모든 단어를 눈으로 확인하세요

카피 쓰는 법 요약의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

3장

The Creative Process: Washing a Pig While Staring at Shoes

The creative process begins with two partners staring at an empty square on paper, reading briefs and materials, and searching for inspiration. Ideas don't emerge systematically but bubble up unexpectedly after days of seemingly fruitless exploration. James Webb Young's five-step creative process still holds true: gather information, actively attack the problem, step away while your subconscious works, experience the "Eureka" moment, and implement the idea. Creativity resembles washing a pig-messy, ruleless, with no clear structure. You begin awkwardly, make failed attempts, and eventually make progress through unexpected means. The process is chaotic and unpredictable, making it impossible to schedule inspiration. This fundamental unpredictability creates tension in client relationships, as creative work can't be scheduled like conventional tasks. As Mike Lescarbeau notes, "Coming up with ideas is not so much a step-by-step process as it is a lonely vigil interrupted infrequently by great thoughts, whose origins are almost always a mystery." The creative process requires balancing fear and arrogance. Every creative faces the empty page with trepidation-who am I to write something that will interest millions? Yet after winning an award, you briefly feel bulletproof. The ideal mindset lies between these extremes, though erring on the side of fear is beneficial. A small, steady pilot light of fear is essential when doing truly innovative work. Despite inevitable failures along the way, persistence leads to breakthrough moments where solutions suddenly seem obvious-what inventor E.H. Land called "the sudden cessation of stupidity." The true magic of advertising happens when creative work translates to sales. Though people deny advertising affects them, the cumulative impact is undeniable-like wind gradually reshaping desert dunes. Sometimes campaigns dramatically transform a brand's fortunes quickly, like Nike+ increasing Nike's running market share from 48% to 61% in just three years.

4장

Brand Essence: Distilling Complex Identities into Single Adjectives

Each brand must stand for one core value-essentially becoming an adjective. As Dan Wieden says, "brands are verbs. Nike exhorts, IBM solves, and Sony dreams." In today's overcrowded marketplace with over 50,000 brands competing for attention, simplicity is essential. Your competition isn't just direct category competitors but every marketing message on every platform. When asked about cars, people don't give complex analyses-they use single adjectives: Jeeps are rugged, Porsches are fast, and Volvos are safe. Volvo has so successfully paired its brand with "safety" that it maintains this association even when its cars no longer rank among the safest, demonstrating the power of owning a single concept in consumers' minds. The only antidote to marketing clutter is draconian simplicity-stripping your brand's value proposition to the bone until you reach brand = adjective. Finding the right adjective is crucial. Once paired with a brand, it's difficult to change, but it also claims that category space permanently. If the best adjectives are taken, don't settle for second best-try a polar opposite approach (like Heinz ketchup claiming to be the "slowest" instead of the "tomatoiest") or create an entirely new descriptor. Before beginning creative work, collaborate with account service professionals who serve as liaisons between client and agency. The best account people share a creative's excitement for great ideas while being articulate, honest, and skilled at selling your work. Start by examining your product's current positioning and get to know both your client's business and their customers intimately. Study previous work files, insist on tight strategies that liberate rather than constrain creativity, and question briefs by constantly asking "why."

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5장

Finding the Human Truth: The Heart of Great Advertising

The first step in developing an ad is identifying the deepest truth about your brand or product category. As Mark Fenske advises, write down the truest thing you can say. Look beyond surface features to find the emotional essence-hair coloring isn't about looking younger but about self-esteem; cameras aren't about pictures but about stopping time. Alex Bogusky describes this as finding "that long-neglected truth in a product and giving it a hug." There's power in embracing uncomfortable truths. Avis's "We're only number two. So we try harder" and Volkswagen's self-deprecating approach to its small cars demonstrate how turning weaknesses into strengths creates authentic, compelling advertising. Rather than hiding flaws, these campaigns leveraged them to build credibility and differentiation. The best strategies often emerge from points of tension or conflict. Rather than bland mission statements, look for cultural or thematic tensions that create natural energy. Apple exploited "man versus machine" tension since "1984," while "Got Milk?" leveraged the tension of deprivation. Category conflicts like consumer distrust of banks or environmental concerns about cars provide fertile ground for creative work. Modern consumers have become skeptics who no longer accept authority-based advertising that was effective in the 1950s. Today's audiences experience an "authenticity crisis" and crave genuineness in a world of scripted reality TV and Photoshop. While advertising inherently has an agenda, authenticity can be achieved through transparency, underpromising and overdelivering, and even self-deprecation. Canadian Club's "Damn right your dad drank it" campaign and Miller High Life's delivery guy commercials exemplify this approach-embracing reality rather than glossing over it. Creativity in advertising is fundamentally problem-solving. Reframe challenges as questions, but avoid simply restating the problem in familiar terms. As Tom Monahan suggests in The Do-It-Yourself Lobotomy, "Ask a better question"-one to which you don't know the answer, forcing you to stretch creatively. This approach led to breakthroughs like Volkswagen's famous "Snowplow" commercial, which asked "How does the snowplow driver get to his snowplow?"

6장

The Creative Toolkit: From First Thoughts to Final Executions

The hardest part of creating is making that first mark. As artist Nathan Oliveira wrote, "All art is a series of recoveries from the first line. The hardest thing to do is put down the first line. But you must." Getting started is critical to overcoming the intimidation of what Hemingway called "the white bull"-the empty page. To get words flowing, simply write what you want to say without worrying about making it memorable. Try beginning with "This is an ad about..." and keep writing. You can always cut that part later, but you'll have focused your thinking and broken through the initial barrier. Think of the strategy statement as clay needing sculpture. Say it differently-faster, in slang, shorter, punchier. Club Med could have been "A Great Way to Get Away" but Ammirati & Puris transformed it to "Club Med. The Antidote for Civilization." Be careful not to let your strategy show through too transparently. Don't let your concept overshadow the product. Bernbach warned: "Our job is to sell our clients' merchandise...not ourselves." Avoid creating what clients call a "visual vampire"-a concept so busy it sucks life from the commercial message. Your interesting device shouldn't just point to the sales message; it must BE the sales message. Emotional purchase drivers connect more deeply than rational ones. Find the emotion your brand evokes-this is often all you need to generate ideas. The famous Mad Men pitch for Kodak's Carousel slide projector exemplifies this approach, framing the product not as technology but as a "time machine" that triggers nostalgia-"a twinge in your heart far more powerful than memory alone." Where do ideas come from? Charles Haanel called creativity "a benevolent stranger, working on our behalf." Isaac Singer spoke of "powers who take care of you, who send you patience and stories." Rather than forcing ideas, create space for them to appear. As Marshall Cook suggests, "Creativity means getting out of the way...quiet the yammering of the conscious, controlling ego" to hear your deeper voice.

들리는 모든 단어를 눈으로 확인하세요

카피 쓰는 법 요약의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

7장

The Power of Simplicity: Less Is Truly More

Simplicity is the golden rule of advertising. Maurice Saatchi puts it perfectly: "If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument." Simple ideas break through clutter, are easier to remember, and make a bigger impact. Like a stop sign, a good ad should be impossible to miss-clear, relevant, and direct. A stop sign is the perfect metaphor for good advertising-it makes you stop, is relevant, has one word, and is utterly simple. Like Google's famously minimalist homepage, the best ads strip away everything unnecessary to deliver their message with maximum impact. The most powerful World War I recruitment poster wasn't filled with words but featured a simple image and the word "ENLIST." Similarly, Google's stripped-down homepage makes it approachable and usable. In a world where customers often watch multiple screens simultaneously, less truly is more-whether it's a radio spot with one person saying 40 words or a single-color print ad. At Gettysburg, Senator Edward Everett gave a two-and-a-half-hour speech that's been largely forgotten, while Lincoln's 273-word address that followed has become immortal. The lesson is clear: brevity creates memorability. Even amid Super Bowl's "pretty good clutter," only simplicity can improve the signal-to-noise ratio. Apple's introduction of the MacBook Air exemplifies this-just showing the ultrathin computer slipping into a manila envelope against a white background made such an impression that customers would later ask for "that envelope computer." Keep paring away until you have the essence of your ad. Neil French's reductionist approach demonstrates how to strip an ad down to its essence: start with headline, visual, body copy, tagline and logo, then eliminate anything unnecessary. Every element you add reduces the importance of all other elements; every item you subtract raises the visibility of what remains. As writer Saki put it, "When baiting a trap with cheese, always leave room for the mouse."

8장

Crafting the Message: Writing and Design That Resonates

Remember holding a new iPhone for the first time? The delight in every detail-the metal texture, the precise curve, the perfect click of each button? Apple calls this making something "insanely great." This fanatical attention to detail creates what Sullivan calls "subliminal quality"-quality baked so deeply into something that people perceive it subconsciously. When you sweat every detail until nothing bothers you and everything pleases you, your work emits quality in waves that makes viewers "lean in." Award shows might suggest the best advertising is visual, but for new recruits, most early jobs will have no photography budget-just stock shots and 24 hours to create a campaign. You'll need to solve problems with words. Despite visual solutions being cool, most business is conducted through language. As Ty Montague says, "The idea that words are dead is pretty silly. What do you spend most of your time on the internet doing? Reading." A brand manifesto serves as your brand's foundational document-a combination of Magna Carta, Rosetta Stone, and Declaration of Independence. It should ignite passion, making readers want to try the product immediately. These manifestos typically appear during new business pitches or brand overhauls, but they serve as a "true north" for all creative decisions. When tackling copywriting, don't randomly generate headlines. Instead, methodically explore different product attributes and benefits. For a bourbon project with limited budget, Sullivan explored multiple conceptual avenues: the aging process ("Nine long years in a barrel. One glorious hour in a glass"), brand history ("First bottled when the Wild West meant Kentucky"), Kentucky origins ("Tastes like a Kentucky sunset looks"), and drinking experience ("Mixes superbly with a rocking chair and a dog"). There's no shortcut to great headlines-you must write at least 100 of them. Unlike Tom Monahan's "100-Mile-an-Hour Thinking" exercise (which captures unfiltered first thoughts), this requires methodically crafting 100 workable lines ranging from decent to exceptional. Sally Hogshead demonstrated this process by publishing all her BMW motorcycle headlines that led to her award-winning ads. Her list shows a copywriter thoroughly exploring different conceptual angles-from the union of rider and bike to visceral sensations-with each attempt being thoughtfully crafted.

카피 쓰는 법 요약에서 더 많은 것을 얻으세요

매일 새로운 인사이트를 10만 개 이상의 레슨에서 만나보세요
단어가 강조되어 오디오와 실시간으로 동기화됩니다
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9장

Digital Transformation: From Traditional Ads to Transmedia Experiences

Times have changed dramatically in advertising. Digital isn't just a channel anymore-it's a way of life. People like "Noah" with his blog, websites, Facebook, LinkedIn, Flickr, YouTube, Twitter and more represent the connected consumer who skips commercials and hasn't held a magazine in years. As Rick Mathieson bluntly puts it, "Today your audience is simply and relentlessly rejecting media-and brand marketers-that fail to fit into their increasingly interconnected, digital lifestyles." The digital revolution is over and digital won, but so did consumers, who now control when and how they consume content. We face an era of information overload pushing us toward "attention bankruptcy," while more content was uploaded to YouTube last month than networks broadcast in 60 years. Brands have lost control of mass media communication, and consumers have learned to use this platform to their advantage. Old marketing sounded like planning an invasion of stupid people: "We'll carpet bomb with TV, penetrate with mailings, and hit them with radio and print!" In the new marketing world, we talk with consumers, not to them; we build communities, not just audiences; we create content and experiences, not just messaging. We need to be invited in, not barge in. Our copywriting and art direction skills now extend beyond making ads to creating things consumers actually want to see. Advertising now includes anything that brings a brand to life: mobile apps, blogs, games, movies, retail experiences, books, songs, or online services. While everything must serve a commercial purpose, it can still be riveting. Instead of just targeting consumers with messages, we should delight them with experiences. Ideas are things you tell someone; experiences you give. Samsung demonstrated phone durability not through claims but by setting up 70 phones on a glass table above concrete and water, letting customers call them-if your call's vibration knocked a phone off, you won it. Brand ideas remain king, but experiences make people "fall in" rather than just "lean in."

10장

The Future of Advertising: Content, Community, and Connection

Despite all the industry changes, copywriting and art direction remain essential tools for creating in both analog and digital media. However, today's creative must be "T-shaped"-having deep expertise in one area (the vertical stroke) while being able to collaborate across disciplines (the horizontal stroke). Modern creatives need both depth and breadth, creating experiences beyond just ads. Content has evolved dramatically from the primitive "Flying Toasters" screensaver that amazed people in 1990 to today's sophisticated digital experiences. As Lee Clow observed, "Throughout history, the technology always comes first. It's just technology for a while, until the day we artists inherit it." Just as television and radio evolved from novelty to art form, we're now seeing digital media mature as artists fully inherit the technology. With consumers gaining complete control over what they view, brands must create better content than everyone else to get attention. Quality content-whether it's useful, entertaining, or beautiful-trumps all. Brands and agencies must become content creators, developing material with clear objectives that meets customers where they are and speaks their language. When approaching a new assignment, question everything-the brief, the media buy, the research, even why the client is advertising at all. The power of controlled messages has diminished in an age where consumers control media. Today's most effective marketing often involves actions rather than claims. Coke's cardboard display racks for their "Give It Back" sustainability initiative, Denny's free breakfast offer during a recession, and Hyundai's job-loss return policy are all examples of brand actions that speak louder than ads. Rick Boyko perfectly summarizes the ad business: "We are storytellers in service of brands." Our job is getting brand stories into the national conversation and popular culture. People communicate through stories, not product specs. Robert McKee's screenwriting principles explain why-human brains are wired to crave story structure, making narrative a powerful tool for encoding memorable information.

들리는 모든 단어를 눈으로 확인하세요

카피 쓰는 법 요약의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

11장

The Business Side: Navigating Clients, Research, and Office Politics

Advertising creatives spend about 20% of their time creating ads and 80% protecting them. Sullivan compares client meetings to battlefields where eager executives appear "like zombies in Night of the Living Dead" to kill good ideas. Account executives deliver bad news with phrases like "The client has some issues and concerns"-a euphemism as ominous as Al Capone having "issues and concerns" with his victims. Research in advertising is often flawed and unreliable. The author cites numerous examples: JWT's recall study showing people remembered commercials that never aired; Coca-Cola's disastrous New Coke launch based on research; focus groups that rejected Bartles & Jaymes and "Where's the Beef?" campaigns that later became wildly successful. Bill Bernbach's wisdom echoes throughout: "We are so busy measuring public opinion, we forget we can mold it." Even when your concept survives focus groups, clients will resist innovative ideas and suggest "minor changes" that slowly kill great ads-what the Chinese call "the death of a thousand cuts." When clients want multiple products in one ad, remind them that consumers don't shop for "full lines" and that focused messages work better-"you can't pound in a nail that's lying on its side." When clients reject "negative approaches," explain that drama requires conflict to create interest, citing FedEx's success with commercials showing things going wrong. When your work gets killed, don't despair. Instead of fighting endlessly for your ideas, Mark Fenske suggests you should "pat it on the rear and say 'Good luck, little buddy' and send it on its way." Alex Bogusky echoes this sentiment, viewing agencies as idea factories: "You don't like this one? Fine. We'll make more." Sometimes the playing field changes when a campaign is killed-you now know more about what the client wants, and shorter deadlines can actually work in your favor, forcing clients to make decisions and providing remarkable motivation.

12장

Closing Thoughts: A Business Worth Loving

This is a great business, filled with knuckleheads and people slightly left of center. Advertising attracts those who don't find fulfillment elsewhere in the business world. They bring creativity, energy, and chaos, while the business gives them discipline, perspective, and maturity. The industry employs clowns by the tiny-circus-car-load-smart businesspeople who are also world-class oddballs. Most of every working day involves laughter at cynical hallway remarks, tasteless elevator jokes, and politically incorrect bulletin board musings. As image merchants, we weave words and pictures together, imbuing objects with meaning and value. Mark Fenske called advertising "the world's most powerful art form"-and he may be right. Claude Hopkins wrote "Drink an orange" and a nation began drinking juice. Steve Hayden wrote "Why 1984 won't be like 1984" and people welcomed computers into their homes. Dan Wieden's "Just Do It" changed a nation's relationship with exercise. We get paid to put our feet up and think-what people with real jobs do on their time off. We earn good money without heavy lifting, dirty fingernails, or aching backs. When you're feeling sorry about a killed campaign, remember the factory workers loading crates since dawn, waiting for their brief smoke breaks. Stay humble. You're lucky to be talented and in this business.

★★★★★

카피 쓰는 법 요약 완독을 축하합니다

“23일째 매일 사용하고 있어요. 이제 제 일상의 한 부분이 되었습니다.”

jayallen

카피 쓰는 법 요약의 핵심 주제

creative copywriting
brand storytelling
advertising strategy
creative process
integrated marketing

카피 쓰는 법 요약의 명문장

Nobody reads ads. People read what interests them, and sometimes it’s an ad.
Truth isn't truth until people believe you, and they won't listen unless you're interesting.
Creativity resembles washing a pig-messy, ruleless, with no clear structure.
Brands are verbs. Nike exhorts, IBM solves, and Sony dreams.
Hair coloring isn't about looking younger but about self-esteem; cameras aren't about pictures but about stopping time.

카피 쓰는 법 요약의 등장인물

Luke SullivanAuthor and veteran creative director
Mr. WhippleInfamous fictional character in Charmin ads
Bill BernbachAdvertising pioneer and founder of DDB
Rosser ReevesAd executive who defined the unique selling point
Sam BennettCo-author and digital advertising expert

저자 소개

루크 설리반(Luke Sullivan)은 샘 베넷(Sam Bennett)과 함께 광고계의 불경하면서도 실용적인 통찰력을 담아 ‘광고의 성경’이라 칭송받는 베스트셀러 지침서, *『헤이 위플, 이걸 짜봐: 광고 창작의 고전 가이드(Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising)』*의 저자입니다.

설리반은 팰런 월드와이드(Fallon Worldwide)와 더 마틴 에이전시(The Martin Agency)와 같은 최고의 광고 대행사에서 33년 이상 근무한 수상 경력에 빛나는 카피라이터이자 광고계의 베테랑입니다. 그는 상징적인 캠페인을 제작해 온 전문성과 사바나 예술 디자인 대학(Savannah College of Art & Design)의 전 광고 학과장으로서의 경험을 결합하여 활동하고 있습니다.

현재 6판(2022년)까지 출간된 이 책은 유머와 실행 가능한 조언을 조화시켜 광고 제작, 광고주 관계, 마케팅 분야의 커리어 구축 과정을 명쾌하게 설명합니다. 설리반의 작업물은 원 쇼(One Show) 메달을 21회 수상했으며, 그는 SXSW부터 베를린과 시드니의 행사에 이르기까지 전 세계 컨퍼런스에서 자주 기조 연설을 맡고 있습니다. 공동 저자인 샘 베넷은 현대적인 관점을 더해 이 가이드가 디지털 시대에도 여전히 유효하도록 보장합니다.

애드 에이지(Ad Age) 선정 '역대 최고의 마케팅 도서 10선'에 이름을 올린 *『헤이 위플』*은 전 세계 광고 커리큘럼과 대행사 교육 프로그램의 필수 요소로 자리 잡았으며, 크리에이티브들을 위한 없어서는 안 될 자원으로서의 지위를 공고히 하고 있습니다.

카피 쓰는 법 요약 다운로드

카피 쓰는 법 요약을 무료 PDF 또는 EPUB으로 받으세요. 인쇄하거나 오프라인에서 언제든 읽을 수 있습니다.

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I want to learn copywriting for selling

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컬럼비아 대학교 동문들이 제작 | 샌프란시스코에서 개발

BeFreed는 호기심 넘치는 글로벌 커뮤니티를 하나로 연결합니다

4.7

평균 평점

앱 평가 7.84천 개 이상

BeFreed 커뮤니티

정말이지 아직 앱을 다 써 보지도 않았는데, 며칠 써 본 것만으로도 깊은 인상을 받았어요… BeFreed는 제가 써 본 어떤 학습 앱과도 차원이 달라요. 몰입감이 엄청나고 집중력도 실제로 좋아져서, 스마트폰을 하염없이 스크롤하는 분들께 딱이에요!

@ladyInfinity

정확히 23일 전에 BeFreed를 구입했는데, 그날부터 하루도 빠짐없이 쓰고 있어요. 제 일상 업무 흐름과 학습 습관에 완전히 자리 잡았어요.

@jayallen

솔직히 이 앱은 제 기대를 전부 뛰어넘었어요. 어떤 주제든 오디오로 만들어 달라고 할 수 있고, 결과물이 놀라워요. 제 전문 분야는 심리치료 쪽이고 여러 학문이 얽혀 있는데도 답변이 아주 정확해요.

@Raguipa

제일 고마운 건 스크롤하는 시간이 확 줄었다는 거예요. 검색하는 시간은 줄고 흡수하는 시간은 늘었어요. 오디오북 전권, 팟캐스트, 학습 플랜의 조합이 정말 훌륭해요.

@colonyofcreatorsNGO

저는 24년째 PhotoReading 속진 학습 강사로 일하고 있어요… 책과 독서, 배움이 제 전문인데, BeFreed는 정보를 소화하기 쉽게 전달하는 혁신적인 방식을 정말 잘 구현했어요.

@BeFreed user

단순한 책 요약 앱이 아니에요. '재미' 스타일을 써 봤는데, 전통적인 방식보다 훨씬 나은 요약이고 아이디어를 이해하기도 쉬워요. 이것만으로도 값어치를 해요.

@austinakon

이 앱이 정말 좋아요. 며칠 써 봤는데 듣는 걸 멈출 수가 없어요. 시작하기에 이보다 좋을 수 없어요.

@jcrules328

정말 마음에 들어요. 한 달 정도 써 봤는데 숨은 보석을 찾은 기분이에요. BeFreed로 제가 원하는 주제를 직접 만들 수 있어서 좋고, 목소리도 훌륭한 데다 내레이션 선택지가 무궁무진해요.

@DanielCZ

정말이지 아직 앱을 다 써 보지도 않았는데, 며칠 써 본 것만으로도 깊은 인상을 받았어요… BeFreed는 제가 써 본 어떤 학습 앱과도 차원이 달라요. 몰입감이 엄청나고 집중력도 실제로 좋아져서, 스마트폰을 하염없이 스크롤하는 분들께 딱이에요!

@ladyInfinity

정확히 23일 전에 BeFreed를 구입했는데, 그날부터 하루도 빠짐없이 쓰고 있어요. 제 일상 업무 흐름과 학습 습관에 완전히 자리 잡았어요.

@jayallen

솔직히 이 앱은 제 기대를 전부 뛰어넘었어요. 어떤 주제든 오디오로 만들어 달라고 할 수 있고, 결과물이 놀라워요. 제 전문 분야는 심리치료 쪽이고 여러 학문이 얽혀 있는데도 답변이 아주 정확해요.

@Raguipa

제일 고마운 건 스크롤하는 시간이 확 줄었다는 거예요. 검색하는 시간은 줄고 흡수하는 시간은 늘었어요. 오디오북 전권, 팟캐스트, 학습 플랜의 조합이 정말 훌륭해요.

@colonyofcreatorsNGO

저는 24년째 PhotoReading 속진 학습 강사로 일하고 있어요… 책과 독서, 배움이 제 전문인데, BeFreed는 정보를 소화하기 쉽게 전달하는 혁신적인 방식을 정말 잘 구현했어요.

@BeFreed user

단순한 책 요약 앱이 아니에요. '재미' 스타일을 써 봤는데, 전통적인 방식보다 훨씬 나은 요약이고 아이디어를 이해하기도 쉬워요. 이것만으로도 값어치를 해요.

@austinakon

이 앱이 정말 좋아요. 며칠 써 봤는데 듣는 걸 멈출 수가 없어요. 시작하기에 이보다 좋을 수 없어요.

@jcrules328

정말 마음에 들어요. 한 달 정도 써 봤는데 숨은 보석을 찾은 기분이에요. BeFreed로 제가 원하는 주제를 직접 만들 수 있어서 좋고, 목소리도 훌륭한 데다 내레이션 선택지가 무궁무진해요.

@DanielCZ

유용한 정보와 아이디어를 8~15분짜리 팟캐스트 스타일 오디오로 압축해서 들을 수 있다는 게 정말 좋아요. 원래 팟캐스트는 군더더기가 많아서 안 좋아했는데, 여기는 그걸 싹 걷어냈어요.

@BeFreed user

박사 과정을 마무리하는 중이라 낯선 자료를 많이 읽어야 해요… BeFreed에서는 프롬프트만 입력하면 앱이 자료를 찾아서 오디오 팟캐스트로 만들어 줘요. BeFreed의 과정이 NotebookLM보다 더 매끄럽게 느껴져요.

@Brad

아침을 준비하거나 산책하거나 출퇴근할 때 들을 것을 YouTube에서 자주 찾곤 했는데, BeFreed는 광고도 군더더기도 없이 훨씬 더 딱 맞는 걸 들려줘요!

@BeFreed user

이 플랫폼의 가장 큰 장점은 활용도예요. 다루지 못하는 주제가 말 그대로 하나도 없어요. 무엇을 던져도 다 소화해요… 제한이 전혀 없으면서 약속을 실제로 지키는 학습 도구는 정말 드물어요.

@jayallen

BeFreed는 환상적이에요. 디자인이 편해서 헤매는 시간은 줄고 배우는 시간은 늘었어요. 오디오북, 팟캐스트, 학습 플랜의 조합은 천재적이에요. 제 하루가 완전히 달라졌어요.

@BeFreed user

처음엔 이탈리아어로 팟캐스트를 만드는 방법을 이해하는 데 시간이 좀 걸렸는데, 알고 나니까 — 와! 정말 대단해요! 어떤 주제든 설명해 달라고 하면 정말 똑똑하게 잘 설명해 줘요!

@matteo77

BeFreed는 제가 매일 쓰는 오디오북 앱이 됐어요… 제일 마음에 드는 건 텍스트를 넣으면 이동 중에도 들을 수 있는 오디오로 만들어 준다는 점이에요.

@kotanzu1

유용한 정보와 아이디어를 8~15분짜리 팟캐스트 스타일 오디오로 압축해서 들을 수 있다는 게 정말 좋아요. 원래 팟캐스트는 군더더기가 많아서 안 좋아했는데, 여기는 그걸 싹 걷어냈어요.

@BeFreed user

박사 과정을 마무리하는 중이라 낯선 자료를 많이 읽어야 해요… BeFreed에서는 프롬프트만 입력하면 앱이 자료를 찾아서 오디오 팟캐스트로 만들어 줘요. BeFreed의 과정이 NotebookLM보다 더 매끄럽게 느껴져요.

@Brad

아침을 준비하거나 산책하거나 출퇴근할 때 들을 것을 YouTube에서 자주 찾곤 했는데, BeFreed는 광고도 군더더기도 없이 훨씬 더 딱 맞는 걸 들려줘요!

@BeFreed user

이 플랫폼의 가장 큰 장점은 활용도예요. 다루지 못하는 주제가 말 그대로 하나도 없어요. 무엇을 던져도 다 소화해요… 제한이 전혀 없으면서 약속을 실제로 지키는 학습 도구는 정말 드물어요.

@jayallen

BeFreed는 환상적이에요. 디자인이 편해서 헤매는 시간은 줄고 배우는 시간은 늘었어요. 오디오북, 팟캐스트, 학습 플랜의 조합은 천재적이에요. 제 하루가 완전히 달라졌어요.

@BeFreed user

처음엔 이탈리아어로 팟캐스트를 만드는 방법을 이해하는 데 시간이 좀 걸렸는데, 알고 나니까 — 와! 정말 대단해요! 어떤 주제든 설명해 달라고 하면 정말 똑똑하게 잘 설명해 줘요!

@matteo77

BeFreed는 제가 매일 쓰는 오디오북 앱이 됐어요… 제일 마음에 드는 건 텍스트를 넣으면 이동 중에도 들을 수 있는 오디오로 만들어 준다는 점이에요.

@kotanzu1

웹에서 BeFreed가 어떻게 논의되고 있는지 더 보기

지금 바로 학습 여정을 시작하세요

8장

카피 쓰는 법 요약

카피 쓰는 법 요약 개요

다양한 학습 방식으로 카피 쓰는 법 요약 살펴보기

Advertising's Creative Revolution: From Irritating to Irresistible

The Creative Paradox: When Bad Ads Work and Good People Suffer

들리는 모든 단어를 눈으로 확인하세요

The Creative Process: Washing a Pig While Staring at Shoes

Brand Essence: Distilling Complex Identities into Single Adjectives

카피 쓰는 법 요약에서 더 많은 것을 얻으세요

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The Creative Toolkit: From First Thoughts to Final Executions

들리는 모든 단어를 눈으로 확인하세요

The Power of Simplicity: Less Is Truly More

Crafting the Message: Writing and Design That Resonates

카피 쓰는 법 요약에서 더 많은 것을 얻으세요

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The Future of Advertising: Content, Community, and Connection

들리는 모든 단어를 눈으로 확인하세요

The Business Side: Navigating Clients, Research, and Office Politics

Closing Thoughts: A Business Worth Loving

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카피 쓰는 법 요약의 명문장

카피 쓰는 법 요약의 등장인물

저자 소개

카피 쓰는 법 요약 다운로드

다른 사용자들도 좋아한 책

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Who should read Hey Whipple, Squeeze This?

Is Hey Whipple, Squeeze This worth reading?

What are the main ideas in Hey Whipple, Squeeze This?

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BeFreed는 호기심 넘치는 글로벌 커뮤니티를 하나로 연결합니다

다양한 학습 방식으로 카피 쓰는 법 요약 살펴보기

Advertising's Creative Revolution: From Irritating to Irresistible

The Creative Paradox: When Bad Ads Work and Good People Suffer

들리는 모든 단어를 눈으로 확인하세요

The Creative Process: Washing a Pig While Staring at Shoes

Brand Essence: Distilling Complex Identities into Single Adjectives

카피 쓰는 법 요약에서 더 많은 것을 얻으세요

Finding the Human Truth: The Heart of Great Advertising

The Creative Toolkit: From First Thoughts to Final Executions

들리는 모든 단어를 눈으로 확인하세요

The Power of Simplicity: Less Is Truly More

Crafting the Message: Writing and Design That Resonates

카피 쓰는 법 요약에서 더 많은 것을 얻으세요

Digital Transformation: From Traditional Ads to Transmedia Experiences

The Future of Advertising: Content, Community, and Connection

들리는 모든 단어를 눈으로 확인하세요

The Business Side: Navigating Clients, Research, and Office Politics

Closing Thoughts: A Business Worth Loving

카피 쓰는 법 요약 완독을 축하합니다

다른 사용자들도 좋아한 책

더 알아보기