Just a little refresher course on how to know if marketing we’re observing is “good marketing” or not. I thought I’d do this by quoting some of my favorite marketing authors…
“The goal of advertising is to sell more stuff to more people more often for more money” – Sergio Zyman
“If it doesn’t sell, it isn’t creative.” – David Ogilvy (Before there was Zyman, there was Ogilvy…)
“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.” – Claude Hopkins(And before there was Ogilvy, there was Hopkins…) (Thanks to my friend Bob Oros for sharing this one way back in 2008.)
Good marketing gets RESULTS! Forget awards, forget buzz, forget total followers, forget how in love the audience says they are with it. Forget all that and simply consider this: If it doesn’t produce results, it isn’t good marketing.
Tell ’em Dr. Burt and the gang said so!