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Monday, September 19, 2011

What was it You Wanted to Sell Me?

As I was rummaging through a file today, I came across one of my favorite marketing philosophies that I learned early in my career.  In a famous ad for McGraw-Hill Magazines (in 1950), a grumpy looking business man sits, hands folded in his lap, squinting at the reader with a defiant expression.  His message is memorable to marketers, as it is a cornerstone for success.  The ad states:

I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now — what was it you wanted to sell me?

Moral: Sales start before your salesman calls - with business publication advertising. 

Translated today - if people do not know your company/product, the "build it and they will come" marketing approach will not generate, how are you using a multi-channel strategy to gain visibility/positioning with your clients/targets?

The Business Marketing Association created a great video that demonstrates how this ad is relevant in today's modern, tech savvy world.  It reinforces the importance of the basics of positioning. Take a few minutes to view - times may change, but the fundamentals of marketing remain.

Here's to branding and messaging!


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