There’s an iconic B2B ad by McGraw-Hill Publishing from 1958 that’s been played and replayed over the years.  I first saw it in the ‘80s, and now it’s been reprinted in the current issue of B2B magazine.  It’s a fabulous photo of a grumpy businessman sitting in his office chair on a white background, glowering at the reader.  Here’s the copy:

“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?”

It’s a classic ad, as true in 1958 as it is today.  Yes, things have changed significantly, but it’s still important to build your brand, maintain your reputation and be memorable in the marketplace.  It’s still important to pre-sell your audience, regardless of the vehicle you use.  Of course, in 1958 there was only one practical vehicle, and hence the final line of copy in the ad:

MORAL:  Sales start before your salesman calls—with business magazine advertising.

Now sales start with web sites, e-mail campaigns, SEO (Search Engine Optimization) and so much more.  But the fundamental concepts haven’t changed a bit.

Tags: B2B branding, marketing, Marketing Communications, reputation, trust

This entry was posted on Monday, June 21st, 2010 at 6:46 am and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.