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


By Jimmy Vee and Travis Miller

Gravitational Marketing is about returning to the roots of what advertising 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 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 régime 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 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.

Jimmy Vee and Travis Miller are authors and marketing experts who specialize in attracting customers and creating E.S.P. businesses – enjoyable, simple and prosperous. As co-authors of, “Gravitational Marketing: The Science of Attracting Customers,” Vee and Miller turned the traditional sales and marketing process on its head, by creating Gravitational Marketing, a powerful system that shows business owners, entrepreneurs and sales professionals how to naturally attract a steady stream of qualified prospects who pay, stay and refer without hard-sell tactics or manual sales labor like door knocking, cold calling or begging for business.

More Resources

How To Write Kick-Ass, Profit Pulling Adverts For Your Business?
Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
Customer-Involving Signage and Selling
Here's some easy ways to create signage that will attract, not annoy customers (and local government agencies that regulate signage):1. Since movement always attracts attention, any banner, sign set of a pole that might move with the wind or electrically-turned sign will stand out from the static messages around it.
Secrets to Profitable Mail Order Products
The most profitable mail order products are simple 3-to-5 page informational reports such as this one. Once you've got your act together, these 3-page reports can be produced for $10 per hundred or less, and sold for at least $200 per hundred.
The Motivational Triggers That Make People Buy
In order to sell more products and service, you need master customers' mind. Put youself into customers' shoes and think what customers want.
11 Ways To Make Your Business Cards Work For You
1. Spend money on decent quality business cards.
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it.
Prove It! - Give Your Marketing and Advertising More Credibility
Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down.
B2B Marketing Health and Elder Care Services
Quality Care Options is an established company advocating for the right of all seniors to receive excellent service and product. The organization recommends Certified Senior Approved Services to its elderly clientele.
Double Your Sales Potential With Double-sided Business Cards
Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
Unlock The Power Of Online Groups
Yahoo Groups: I see countless marketers on shoestring budges turn to traffic exchanges for free traffic. If they would spend the time creating online groups rather than clicking for traffic they would see much more quality traffic.
Radio and Television Ads: Clever Vs. Annoying
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail.
Measure the Response of Your Advertising Campaigns by Using Promotional Products
For most companies, gone are the days of spending money just for the pleasure of seeing their name on TV or the Internet.Most companies today are forced to insist on results.
How to Make Your Claims Believable
When you hear claims like??Best Lawnmower in the country?Absolute Lowest Prices In Existence?Leaves your hair cleaner than any other shampoo?do you believe them?Or is there a certain degree of doubt in your mind about their credibility? Or whether they are 'hyped up'?Think about it. Everybody expects advertisers to exaggerate their claims.
Avoid Being Vague
We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place.
Advertising Your Holistic Business
The most basic answer is the same answer as to the question, how does advertising work? Advertising works through repetition, and Holistic Hometown offers you that repetition.What all successful companies know is that advertising it a process.
LED Moving Message Displays
LED's are becoming more and more popular in all kinds of lighting fixtures. For simpler, slimmer design, moving message displays utilize Light Emitting Diodes (LED's) as the display technology.
Sex in Advertising: Does it Sell?
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse.
Radio Advertising - Is it for Your Business? - More Small Business Power Tools
If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services.
If You're Tired Of Adverts That Don't Work And Letters That Don't Sell, Then You Must Read This
Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners.

More Advertising Information:

Related Articles

Online vs. Offline Advertising
Let's face it. Email marketing and publishing have becamevery popular tool for promoting your business, especially in theUSA.
Testing Headlines
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Driving Customers to You - Your Car as a Marketing Vehicle
You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
Mobile Detailers; Customer Window Displays
Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide.
The Only Bad Advertising Is No Advertising - Or Is It?
Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the only bad advertising, no advertising?"Before we begin, it might help us to agree on what advertising is, so here's one definition:"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media.
Media Savvy - Media Skills For Rural Women
The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
10 Reasons Why Your Company Needs Custom Invitations
I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations".
How To Track Your Advertising Like A Hawk
Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious.
10 Tips For Writing A Profit Producing Ad
1. You can get ad copy ideas by studying similar product's advertising material.
The Ultimate, "Must-Have" Home-Based Business for YOU
The Ultimate, "Must-Have" Home-Based Business for YOU aUnderemployed, Unemployed, or Industrial Age IndividualAllow me to educate you on the issue of job security andpaint you a picture of what the aftermath can be if youremain comfortable at your regular job. Job security is anold-fashioned term that claims the longer an employeeworked for a particular company, the more precious thatperson became.
The Skinny on Billboards
Several years back the billboard people put a bigpicture of "Sharlene Wells, Miss America" onbillboards all over town. She was everywhere.
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding.
Your Eye Catching Publicity Flyer
Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising.
Moving message Sign
Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc.
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card.