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Will You Add? - Small Business Marketing Tip #2: Return To The Roots Of Advertising
Most individuals choose to incorporate their business in California as it can shield their personal assets. Personal liability protection and tax saving are the major reasons for incorporating in California. The risk of losing your personal assets is high when you have a single proprietorship or partnership. But incorporating in California involves creating a separate legal person for protecting personal assets. As a shareholder, director and/or officer it is possible for you to have control over your own California corporation.Three types of corp
"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 suppose
Wood machining refers to the process of converting wooden logs into planks, fabricating them into desired shapes and sizes, and polishing them for use in the final product. Wood machining has acquired great importance in recent years due to the short supply of wood and increasing environmental awareness among users and manufacturers. Wood machining techniques that are in use, stress on the maximum utilization of wooden logs and help in reducing wastage.Wood can be technically defined as a hygroscopic, orthotropic, biological, and permeable composi
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. 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 suppose
An area that causes some cleaning contractors to scratch their heads, is the best way to clean marble floors. Asking janitorial supply houses or stores that sell marble flooring will almost always lead to different answers on the best way to clean and take care of marble floors. Suggestions on cleaning vary from using an all-purpose cleaner to plain water to vinegar. But these are not the ingredients that you need to care for the marble floors in your buildings.Begin with by realizing that marble is a natural stone so you need to treat it diffe
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. 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 suppose
Lets put it this way; supposing you knew you needed to make a journey for your business and you had a gut feeling you should do it tomorrow. You get in you car, still not knowing where you are going at a time that feels right. You drive to your first junction and think to yourself, “Shall I go left or right”? You choose right, because it looks the better option! You keep changing direction throughout the morning based on what feels or looks right, until you decide to stop and have a break.“Am I here yet?” you wonder to yourself sitting having your
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. 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 suppose
Although companies have much in common with one another, they also differ in many ways. Some companies are large, some are small and some operate in only one product area, others operate in many diversified areas. Some operate in a small geographic area whereas others do business in many countries of the world. To cope with these varied objectives, strategies and situations, companies adopt different structures.Departmentation is the process of dividing the company into manageable subunits. The subunits are often referred to as departments, divis
"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. 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 suppose
There is a debate that has surfaced in the skip trace world in the past few years.No, we are not talking about the battle over paper or plastic or even the cola wars. Should you use real skip tracers or just databases? This has crossed the mind of more than one collection manager. There are pros and cons to each side.Let’s take a look at just using databases first. It starts with subscribing to a database which offers name, address, phone number and so on. You input the information you have onto the request screen and request new informatio
"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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