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Write You - Small Business Marketing Tip #2: Return To The Roots Of Advertising
Whether your vision is rapid growth, higher productivity, stakeholder value or quality improvement, getting there starts by understanding what it takes to reach your goals. The logical first step is an objective assessment of current conditions, commonly referred to as an operations assessment or a GAP Analysis. So to achieve your strategic goals you need to know what it takes to get there.Operations AssessmentGetting there begins with an objective assessment of where your organization is now. What are its core processes, critical me
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roo
A good background check company will facilitate the hiring process for an organization by providing them with accurate and up-to-date details of their candidates. The company should have the resources to retrieve in short time information such as credit records, social security numbers, driving record, criminal records, and educational background.Background research companies must operate in sync with softwares such as Applicant Tracking Systems and Human Resources Management Systems that their client companies might use. This will help both parti
But, the question is…What is real advertising?
Well, I can tell you with surety that it is not what they do on Madison Avenue these days. And for you, my small business marketing friends, it is not what most of your peers are doing either.
On Madison Ave they have lost all clarity about what advertising is and its real purpose. I was reading an article today by Denny Hatch, who is an amazing direct marketer, about the current Bud Lite “Real American Genesis” advertising campaign.
Denny was expressing his frustration regarding the campaign and how the entire concept is a mockery of the core customer that the campaign has been designed to serve.
So, where do you draw the line on cute and clever?
Is entertainment value at the expense of your core customer base a sound and acceptable practice in advertising today? Should it be?
I would have to say no.
And I think the forefathers of advertising would back me.
See, at the heart of all of the big Madison Avenue ad agencies there was at one time a true ad man, a real marketer who knew what the purpose of advertising is.
It’s not entertaining, it’s not alienating your core customer base, and it’s not being funny or cute or creative for the sake of being funny, cute, creative or entertaining.
But, these great ad men are gone and the new r?gime doesn’t get it.
It’s obvious they don’t get it. Look at the high client turnover in the agency business and the crap they are putting out on the streets.
I don’t expect you to take my word for it…here are some quotes from some of the great ad men of all time (courtesy of Denny Hatch’s Business Common Sense Newsletter.)
"The object of advertising is to sell goods. It has no other justification worth mentioning." --Raymond Rubicam, Founder, Young & Rubicam
"Your job is to sell, not entertain." --Jack Maxson, Freelance Copywriter
"If it doesn't sell, it's not creative." --Benton & Bowles Credo in the 1930s and 1940s
"I do not regard advertising as entertainment or an art form, but as a medium of information." --David Ogilvy
"Advertising in the final analysis should be news. If it is not news it is worthless."--Adolph S. Ochs, American Newspaper Publisher
"Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production." --Winston Churchill
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roos
Is a strong vision for your business more important than an MBA? Should you go to school or go to the school of hard knocks?When the cost for an MBA ranges from $15,000 to $50,000, you need to consider whether the traditional MBA program will meet your needs as a business owner.First, please keep in mind that most business school programs are not designed to teach you how to start a business, but how to contribute to running and managing an existing large company. Starting a business from scratch requires a completely different skill set.
So, where do you draw the line on cute and clever?
Is entertainment value at the expense of your core customer base a sound and acceptable practice in advertising today? Should it be?
I would have to say no.
And I think the forefathers of advertising would back me.
See, at the heart of all of the big Madison Avenue ad agencies there was at one time a true ad man, a real marketer who knew what the purpose of advertising is.
It’s not entertaining, it’s not alienating your core customer base, and it’s not being funny or cute or creative for the sake of being funny, cute, creative or entertaining.
But, these great ad men are gone and the new r?gime doesn’t get it.
It’s obvious they don’t get it. Look at the high client turnover in the agency business and the crap they are putting out on the streets.
I don’t expect you to take my word for it…here are some quotes from some of the great ad men of all time (courtesy of Denny Hatch’s Business Common Sense Newsletter.)
"The object of advertising is to sell goods. It has no other justification worth mentioning." --Raymond Rubicam, Founder, Young & Rubicam
"Your job is to sell, not entertain." --Jack Maxson, Freelance Copywriter
"If it doesn't sell, it's not creative." --Benton & Bowles Credo in the 1930s and 1940s
"I do not regard advertising as entertainment or an art form, but as a medium of information." --David Ogilvy
"Advertising in the final analysis should be news. If it is not news it is worthless."--Adolph S. Ochs, American Newspaper Publisher
"Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production." --Winston Churchill
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roo
If you want to be cost effective with your trade show exhibitions or if you are preparing for your first trade show, you should choose cheap trade show displays for the best deal. Trade shows are effective sales devices for growing business, and most new enterprises are not financially strong enough to spend a large amount on an elaborate trade show display, so opting for a cheap display is a good idea. Don't try to produce a do-it-yourself display, instead, look for experts who can produce cost effective trade show displays that fit your budget.T
It’s not entertaining, it’s not alienating your core customer base, and it’s not being funny or cute or creative for the sake of being funny, cute, creative or entertaining.
But, these great ad men are gone and the new r?gime doesn’t get it.
It’s obvious they don’t get it. Look at the high client turnover in the agency business and the crap they are putting out on the streets.
I don’t expect you to take my word for it…here are some quotes from some of the great ad men of all time (courtesy of Denny Hatch’s Business Common Sense Newsletter.)
"The object of advertising is to sell goods. It has no other justification worth mentioning." --Raymond Rubicam, Founder, Young & Rubicam
"Your job is to sell, not entertain." --Jack Maxson, Freelance Copywriter
"If it doesn't sell, it's not creative." --Benton & Bowles Credo in the 1930s and 1940s
"I do not regard advertising as entertainment or an art form, but as a medium of information." --David Ogilvy
"Advertising in the final analysis should be news. If it is not news it is worthless."--Adolph S. Ochs, American Newspaper Publisher
"Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production." --Winston Churchill
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roo
Most nonprofits today live and die by their ability to successfully raise funds. The more funds they are able to raise the more good they are able to accomplish.A successful fundraiser has the potential to do much more than just generate funds for an organization. It can energize staff and board members, it can generate awareness about the importance of the organization’s mission, it can be serve as the beginning of a new relationship with long-term donors and it may generate additional publicity for the organization. Unfortunately, a fundraise
"Your job is to sell, not entertain." --Jack Maxson, Freelance Copywriter
"If it doesn't sell, it's not creative." --Benton & Bowles Credo in the 1930s and 1940s
"I do not regard advertising as entertainment or an art form, but as a medium of information." --David Ogilvy
"Advertising in the final analysis should be news. If it is not news it is worthless."--Adolph S. Ochs, American Newspaper Publisher
"Advertising nourishes the consuming power of men. It sets up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production." --Winston Churchill
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roo
Only in America could billions of dollars be made selling weight loss products to people who need to shed a few extra pounds. In a world full of starving people, Americans seem to have emerged as a nation of overfed, under exercised fatties who can’t put down that bag of potato chips, stop eating that ice cream or refuse that second (or third?) helping of pasta. America’s weight problem – historically solved by eating less and exercising more – had now proliferated a dizzying array of products. Celebrities, nutritionists, doctors, herbologists, huckster
"If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roosevelt
"All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level." --William Bernbach, Founder, DDB
These men know what advertising is supposed to be about.
What it takes to be a good marketer and what it was when then started their agency. What they believed then is what we embrace today and what we teach in Gravitational Marketing.
So, let me tell you why this is so important for you to understand.
Many small businesses emulate the national advertising and marketing they see on T.V., Radio and in Print. – That is the crap these new agency guys are putting out.
The ad agencies in your area are wannabe Madison Avenue agencies and don’t even do the crappy advertising half as good as they do. So it will never work.
Don’t be fooled and fall in the trap of this mindlessness and lies. Read our Ten Tall Tales of Traditional Marketing That Cost Small Businesses Tons in the FREE e-books section at www.GravitationalMarketing.com.
How To Do Small Business Marketing Successfully
1. Become a master of your own marketing.
2. Learn to use the powerful strategies of Gravitational Marketing
3. Put them into action for your business.
Now go out and market your small business successfully.
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