Advertising

Small Business Marketing Tip #2: Return To The Roots Of Advertising

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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'

Gravitational Marketing is thereabouts returning to the roots of what is really all about.

But, the question is…What is real advertising?

Well, I can tell you with surety that it is not what they do on Madison county road these days. And for you, my small art marketing friends, it is not what most of your peers are doing either.

On Madison Ave they have lost all dignity in the vicinity what publicity is and its real purpose. I was reading an copy today by Denny Hatch, who is an awesome direct marketer, close about the current Bud Lite “Real American Genesis” proclamation campaign.

Denny was expressing his frustration regarding the progress and how the entire concept is a mockery of the core customer that the crusade 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 good enough practice in build-up today? Should it be?

I would have to say no.

And I think the forefathers of proclamation would back me.

See, at the heart of all of the big Madison underpass ad agencies there was at one time a true ad man, a real marketer who knew what the purpose of is.

It’s not entertaining, it’s not alienating your core customer base, and it’s not contemporary funny or cute or creative for the sake of topical funny, cute, creative or entertaining.

But, these great ad men are gone and the new régime doesn’t get it.

It’s obvious they don’t get it. Look at the high servile turnover in the bench affair 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 allegiance commons Sense Newsletter.)

"The object of advertisement 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 build-up as entertainment or an art form, but as a medium of information." --David Ogilvy

"Advertising in the final investigation 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 in the front a man the goal of a rare home, eminent clothing, improved 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 publication loyalty in preference to in effect any other. The general raising of the standards of modern society amid all groups of people during the past half dime 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 it. Or we can help lift it onto a higher level." --William Bernbach, Founder, DDB

These men know what advertisement is supposed to be about.

What it takes to be a good marketer and what it was when then started their agency. What they uncontested 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 proclamation and marketing they see on T.V., Radio and in Print. – That is the crap these new replacement guys are putting out.

The ad agencies in your area are wannabe Madison place agencies and don’t even do the crappy publication 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 work Marketing Successfully

1. agree with a master of your own marketing.

2. Learn to use the powerful strategies of Gravitational Marketing

3. Put them into operations for your business.

Now go out and market your small walk successfully.

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