The other day I ordered my text books for the fall. I have a love-hate relationship with buying my books early: I like flipping through them before school starts and getting the chore out of the way is nice, but sometimes the book lists change and I end up paying for something I don't need. That was the case for the book, Hey Whipple, Squeeze This! by Luke Sullivan, but being the poor college student that I am, I decided to at least read it before I try to sell it on Ebay. It's turning out to be a great idea.
Although I am currently marketing intern at School Datebooks, I have some interest in the artsy, witty and creative world of advertising. Last semester I took an advertising writing course at Purdue that I absolutely loved, to the point that I wondered why I never pursued it sooner. My prof was amazing, and I credit her with helping me land my job at SDI by pushing me to attend career fairs and polish up my portfolio. She also made me buy too many books for her class.
Hey Whipple, Squeeze This! is a book covering the history and how-to of advertising in a comprehensive, but still entertaining way. The book goes into detail about advertising for different mediums such as TV, radio and social media, as well as explaining why some ads are successful and why some are utterly forgettable.
What I enjoy the most about this book however, is how it pertains to my internship at School Datebooks. In the first few chapters Sullivan describes his experiences working in a creative department, complete with smart, yet snarky comments and plenty of sarcasm. He wrote about how working in a creative industry and thinking of new ideas for a company is a lot like the process of washing a pig: a strange and difficult task involving an animal that doesn't want to cooperate that ultimately ends with the suspicion that the pig never really got clean.
When I first started my internship, coming up with ideas for blogs, new content on the showcase, or other projects left me thinking, "Well, that's not my best work". Some days my mind would be full of ideas, and others I'd be left staring at my computer screen. Reading this book helped me realize that this is a problem that plagues the best and the newest. It's important to remember that after some practice, the pig may learn to like baths, and blog ideas may come easier.