| Gravitational Marketing is about returning to the roots | | | | form, but as a medium of information." --David Ogilvy |
| of what advertising is really all about. | | | | "Advertising in the final analysis should be news. If it is |
| But, the question is...What is real advertising? | | | | not news it is worthless."--Adolph S. Ochs, American |
| Well, I can tell you with surety that it is not what they | | | | Newspaper Publisher |
| do on Madison Avenue these days. And for you, my | | | | "Advertising nourishes the consuming power of men. It |
| small business marketing friends, it is not what most of | | | | sets up before a man the goal of a better home, |
| your peers are doing either. | | | | better clothing, better food for himself and his family. It |
| On Madison Ave they have lost all clarity about what | | | | spurs individual exertion and greater production." |
| advertising is and its real purpose. I was reading an | | | | --Winston Churchill |
| article today by Denny Hatch, who is an amazing | | | | "If I were starting life over again, I am inclined to think |
| direct marketer, about the current Bud Lite "Real | | | | that I would go into the advertising business in |
| American Genesis" advertising campaign. | | | | preference to almost any other. The general raising of |
| Denny was expressing his frustration regarding the | | | | the standards of modern civilization among all groups |
| campaign and how the entire concept is a mockery of | | | | of people during the past half century would have |
| the core customer that the campaign has been | | | | been impossible without the spreading of the |
| designed to serve. | | | | knowledge of higher standards by means of |
| So, where do you draw the line on cute and clever? | | | | advertising." -- Franklin D. Roosevelt |
| Is entertainment value at the expense of your core | | | | "All of us who professionally use the mass media are |
| customer base a sound and acceptable practice in | | | | the shapers of society. We can vulgarize that society. |
| advertising today? Should it be? | | | | We can brutalize it. Or we can help lift it onto a higher |
| I would have to say no. | | | | level." --William Bernbach, Founder, DDB |
| And I think the forefathers of advertising would back | | | | These men know what advertising is supposed to be |
| me. | | | | about. |
| See, at the heart of all of the big Madison Avenue ad | | | | What it takes to be a good marketer and what it was |
| agencies there was at one time a true ad man, a real | | | | when then started their agency. What they believed |
| marketer who knew what the purpose of advertising | | | | then is what we embrace today and what we teach |
| is. | | | | in Gravitational Marketing. |
| It's not entertaining, it's not alienating your core | | | | So, let me tell you why this is so important for you to |
| customer base, and it's not being funny or cute or | | | | understand. |
| creative for the sake of being funny, cute, creative or | | | | Many small businesses emulate the national advertising |
| entertaining. | | | | and marketing they see on T.V., Radio and in Print. - |
| But, these great ad men are gone and the new | | | | That is the crap these new agency guys are putting |
| régime doesn't get it. | | | | out. |
| It's obvious they don't get it. Look at the high client | | | | The ad agencies in your area are wannabe Madison |
| turnover in the agency business and the crap they are | | | | Avenue agencies and don't even do the crappy |
| putting out on the streets. | | | | advertising half as good as they do. So it will never |
| I don't expect you to take my word for it...here are | | | | work. |
| some quotes from some of the great ad men of all | | | | Don't be fooled and fall in the trap of this mindlessness |
| time (courtesy of Denny Hatch's Business Common | | | | and lies. Read our Ten Tall Tales of Traditional |
| Sense Newsletter.) | | | | Marketing That Cost Small Businesses Tons in the |
| "The object of advertising is to sell goods. It has no | | | | FREE e-books section at |
| other justification worth mentioning." --Raymond | | | | How To Do Small Business Marketing Successfully |
| Rubicam, Founder, Young & Rubicam | | | | 1. Become a master of your own marketing. |
| "Your job is to sell, not entertain." --Jack Maxson, | | | | 2. Learn to use the powerful strategies of Gravitational |
| Freelance Copywriter | | | | Marketing |
| "If it doesn't sell, it's not creative." --Benton & | | | | 3. Put them into action for your business. |
| Bowles Credo in the 1930s and 1940s | | | | Now go out and market your small business |
| "I do not regard advertising as entertainment or an art | | | | successfully. |