Think of Mad Men on TV and what’s your first thought? Almost certainly it’s Don Draper: liquid lunch, chasing tail and unbridled cynicism…
What you call love was invented by guys like me … to sell nylons.
People want to be told what to do so badly that they’ll listen to anyone.
I’m living like there’s no tomorrow because there isn’t one.
Except, of course, that there is a tomorrow. And tomorrow morning those of us running businesses will still need to market our products – and ourselves.
But let’s not waste time worrying about it. We’ve got Twitter, Facebook, Pinterest, Instagram, a few more new apps that I still haven’t come across but which are undoubtedly valued in the billions, good ol’ LinkedIn, and – of course – our blogs.
So Mad Men is purely there for entertainment. There’s nothing we can learn from it. The ‘Golden Age of Advertising?’ It’s about as relevant today as the ‘Golden Age of Steam.’
Maybe I’m finally getting older, but I seem to pay more and more attention to some fundamental truths. Advertising has been with us a long time – commercial messages and political campaign slogans have been found in the ruins of Pompeii – and whatever’s happening on your iPhone this week, I suspect some of its core messages will be with us as long as people buy and sell goods and services.
There’s a great blog post from Hubspot which develops that argument in much more detail – but there are three points from it which are particularly relevant to all our businesses in North Yorkshire.
“Word of mouth is the best medium of all.”
Whatever medium you use for your advertising – whether it’s a traditional newspaper ad or the very latest inbound marketing platform – nothing will ever beat word of mouth. As I’ve said many times on this blog, it doesn’t matter whether you’re B2B or B2C: ultimately we’re all P2P. And nothing will ever beat a person-to-person recommendation, especially in a relatively small business community like North Yorkshire.
“If it doesn’t sell, it isn’t creative.”
I sometimes think we’re in danger of drifting away from this simple fact. Ultimately your advertising, your customer relations, everything you do has to be directed at selling your product. Yes, go out of your way to give information, to entertain and engage. That’s exactly what I’m doing every week with the blog. But I never forget that the blog has two fundamental aims:
- It’s there to build and strengthen my relationship with my existing clients
- And it’s there to convince potential clients that I’d be a good person to work with
“It’s not the ink, it’s the think.”
When Charles Saatchi was still in short trousers, David Ogilvy – ‘the father of advertising’ – was founding Ogilvy & Mather, for many years the top agency in the world. Ogilvy built his business on research and data. He believed that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer.
Take the word ‘advertising’ out of that last sentence, substitute ‘your business’ and it still makes perfect sense. And that to me is a fundamental truth: who is your customer? Where is he? What does he want? How can we supply that?
Here’s Don Draper’s answer:
Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.
With respect, Don… I know we can go further than that with TAB. I want everyone I work with to be a lot more than ‘okay.’ That’s what I work towards every day – and those fundamental truths play a key part.