“Hey Whipple, Squeeze This” should be required reading for everyone in advertising. We make everyone at The Next Wave read it. Of course, the fact that our Chief Creative Officer helped review and contribute to the chapter on digital in the 5th edition means it’s going to be on the reading list.
Luke Sullivan is one of superstars of Advertising who has won virtually every award there is in advertising. He now teaches at the prestigious Savannah College of Art and Design (SCAD) after working at agencies like Fallon (Where he mentored another one of our favorite people and former client Sally Hogshead), Martin, GSD&M. He’s featured in the book “The Copy Book” How 32 of the World’s Best Advertising Writers Write Their Advertising. He travels the world, getting paid big bucks to speak about how great advertising is done.
And, yes, we’re his go to guys when it comes to building a WordPress theme, organizing his content for optimal organic search, and teaching him how to do this Internet thing right (the professor is getting a C+ so far).
Yes, WordPress is powering about 25% of the world wide web these days, but, not everybody truly understands how to make it work for you. We’ve been teaching our www.websitetology.com seminar since Nov 3 2005 (we know because we have slides in the prezo still that were screen shots from the night before). It’s not enough to just have content online- it’s how you put it up, organize it, tag it, and make it useful to readers and therefore to Google. Websites also aren’t brochures, which is hard for some old school ad guys to wrap their heads around.
If you build your site correctly, it becomes a corporate information dashboard- where you can find out exactly what people are saying about you, how they found you, what they expect of you and even, why you are better than your competition.
If you are interested in how we do it, first read the book “Hey Whipple” then call us, the guys Hey Whipple used to craft his site.