Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 18

Most advertising stinks.

For instance, this has probably happened to you: some hotshot salesperson comes walking into your place of business and tells you that you’ve got to get your name out there.

Get your name out there? Um, what exactly does that mean?

“You know, get your name out there. Like Pepsi and Chevrolet or maybe Goodyear with their blimp.”

It makes me want to scream, “Go away!”

See, here’s the thing. If you’re reading this book, you are most likely not like Pepsi or Chevrolet with unlimited resources to just get your name out there—and you probably don’t have easy access to a blimp. That’s not the way you run your business, or at least it shouldn’t be. If the big esoteric task of brand building is your game, this is definitely not your book. Go away. I mean it.

On the other hand, if you are like the 99 percent of small business owners who are dissatisfied with the results they are currently getting from their advertising, then this IS the book for you.

The only type of advertising that you should be doing is what we call “direct-response advertising.” This is advertising that is measurable and accountable. In other words, this is advertising that works.

So, if you are looking for advertising that produces real results, this is absolutely the book for you. I mean it.

My friend and business partner Dan Kennedy put it best: “The kind of advertising that you want to do is the kind where you pay for it with a check on Monday and it generates enough money so that you can cover the check by Thursday.”