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Your initial clue to the truth about advertising was written much more than 100 years ago.

Let me let you know the story of a young, confident copywriter by the name of John E. Kennedy. Early one Might evening in 1904, Kennedy, a former Canadian Mountie, sat in a new York barroom.

He sent a note upstairs to the office of A.L. Thomas, the head of the Lord and Thomas advertising agency. “I’m within the saloon downstairs,” the note started, “and I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is and it will mean much to you. In the event you wish to know what advertising is, send the word ‘yes’ down by the bell boy. (Signed) John E. Kennedy.”

Thomas dismissed the note as arrogance. But his junior partner, Albert Lasker, did not. The note struck a chord with Lasker and he summoned Kennedy to his office that same night. That meeting of Lasker and Kennedy changed the face of advertising-forever.

Kennedy told Lasker, “Advertising is Salesmanship in Print.” Nobody has been in a position to much better that definition of advertising, not to this extremely day, much more than 100 years later.

Kennedy was subsequently hired by Lord and Thomas and became the highest paid copywriter of his day-$52,000 a year, a phenomenal sum in the initial decade of the last century.

Almost all of the top marketers of today derive their killer suggestions from the advertising legends of the past. Why? Because all of the leading marketers comprehend what makes individuals buy. They comprehend that human nature just hasn’t changed more than time. Human beings will continue to be sold by exactly the same emotions that have been used since the days of Caesar.

Exactly the same issues that produced individuals purchase 10,000 years ago will continue to function 10,000 years from now. These principles just don’t alter. No lesser contemporary marketer than Ted Nicholas says, “Ads which ran 30-50 years ago, even a hundred years ago, are often much better than those you see today. You will get fantastic ideas to make use of inside your advertising, too-human emotions never change.” (From “The Golden Mailbox”)

Numerous of those bygone legends, along with writing great advertising, also wrote great advertising books. For instance, Lasker got Kennedy to write all of his principles into a series of lessons known as “The Book of Advertising Tests.” Lord and Thomas utilized these and the agency became the training center for all New York copywriters. In 1912 the text was published as Reason Why Advertising. How many billion-dollar advertisers a century later still just say “Buy our brand” and give no real cause why?

Kennedy left Lord and Thomas a few years later, leaving Albert Lasker with large shoes to fill. Lasker showed that he had not just been lucky in hiring Kennedy; actually he showed himself to be a genius, by hiring the equally legendary and possibly much more brilliant Claude C. Hopkins. Hopkins’ 1927 masterpiece Scientific Advertising revolutionized the business all over again.

There is a lot to learn from the Old Masters. How difficult is your advertising working-is it really salesmanship in print?

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Want to get Much better at your Marketing these days?

For many service business owners, marketing can be a actual mystery. We don’t truly know exactly how it works. We’re not real certain about what works greatest for us. And most likely simply because of some past frustrations, we’re not even certain where to start.

Most appear to a minimum of have a notion of what’s involved in advertising…a web site, Yellow Pages advertising, brochures, direct mailings, networking, seminars, trade shows, etc.

But if that’s all it took, wouldn’t we all be attracting enough customers?

I’m certain you’ve attempted one or more of these things at least to some degree. And I’m certain you have had at least some successes now and again. But are you in a position to make it function consistently for your business?

If not, what might be going on?

Initial, let’s agree to a definition of marketing. Here is my preferred one for small, service-based businesses:

“Marketing will be the use of strategies to create a constant supply of high-quality leads for your service company.” Simple to understand and speaks directly towards the outcomes we want.

OK, so does not this definition take us right back to what we stated we already knew about marketing… a internet website, Yellow Pages advertising, networking, etc.? Well perhaps, but initial it is essential to understand why your current advertising activities aren’t producing consistent outcomes.

Put your message and supplies to the “So What?” test.

Start with your core marketing message. Pull out your most often utilized marketing tool and read it out loud. Put it towards the “So What?” test.

After you read it out loud, is it possible that your intended audience could respond with… “So What?”… “Why do I care?”… or “What’s in it for me?” If your message doesn’t tell your intended audience what solutions you are providing to address their issues/problems/challenges, and how it relates to the benefits they’ll obtain from your services, then a “So What?” response is exactly what you might anticipate.

Messages and materials that are all about who you are and also the history of one’s business and what services you offer and why you’re so qualified to provide these services and how you partner together with your clients to achieve superior results, etc. are most likely to fail the “So What?” test.

Challenge all your current marketing supplies. Keep in mind, it is the intended audience that counts. What’s in it for them? Why should they care?

Listen, if your marketing is consistently producing all the high-quality leads you can handle, then do not alter a thing. But in the event you haven’t quite figured out how to create a continuous supply of leads for your service business, then you owe it to yourself to challenge your current marketing tools by putting them towards the “So What?” test.

Try these ideas:

* Challenge all of your marketing tools that are not contributing to consistently create leads for your service company – even the ones that have worked previously. Could you improve the message and get a higher return? Put it towards the “So What?” test.

* Attempt the X’s and O’s test (particularly using the last letter you wrote). Mark an X each and every time your advertising piece mentions your name, company name, or the words “I” or “me”. Mark and O each and every time it mentions the prospects name, business name, or the word “you” or “your”. If the X’s outnumber the O’s, rewrite it prior to utilizing it again.

* Attempt gathering up a group of people you can trust to provide you with extremely honest feedback. You’re not just looking for proof readers, but people who will give you honest feedback on whether your materials pass the “So What?” test.

* Be prepared for some negative feedback, but much more importantly, be ready to do something about it.

* Do not just accept opinions, but try to get down to realistic response. For example: “I believe this part is too wordy and detailed.” (opinion) versus “I got pretty lost and confused with the degree of detail in this component.” (response)

* Remember that it is the intended audience that counts. If it’s not clear who the message is intended for when it’s received, then how can it pass the “So What?” test.

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