What History Teaches About Marketing

Have you ever struggled for new ideas to drive forward your marketing, or to help you gain a stronger advertising investment return? My clients used to face the same problem. Many searched for the magic bullet that would unlock revenues, when secrets to attracting profitable customers where right before them.

In all the history of marketing, there is nothing new just things you don't know yet. For example, in 1913, Henry S. Bunting published a book "The Elementary Laws of Advertising" containing strategies for creating measurable advertising.

Based on his experience, and the experience of people measuring back more than 40 years before him, Bunting developed a series of laws that still work today to create and keep profitable customers. Each law designed to sell …

Before computers, before fax machines, and even before major trade distribution -- What Bunting taught built empires through sales and publicity. His teachings were the foundation of today's premium and incentives industry. So, what lessons does he have for business-to-business industrial and professional services marketers?

• Publicity provides greater leverage over any selling message when it's relevant to the receiving buyer;
• Advertising's only purchase is to make sales, so everything about placement supports selling;
• Marketing efforts are the most measurable components of your business, if designed to produce sales;
• You can't get the attention of buyers who aren't available to read your advertisement, letter, or promotion;

This rare book provided more nuggets of insights that have been around for decades, but so few sales and marketing managers put these basics to use. Why is it you look for the next great thing, without considering the great things that have proven their worth?

That's why it's important to study your industry, not just, what's working on today, but what has worked for years. Find out what a lost book from 1913 can teach you about creating and keeping profitable customers, for details write at ELEMENTARY LAWS ADVERTISING, Dept GB-0606B2, PMB 6618, 2711 Centerville Rd., Ste 120, Wilmington, DE 19808 or visit http://go.jwhco.net/9vdegg for a what every individual on your sales team should own.

Don't just look for new ideas, but instead be testing everything available to you, old and new. Any successful sales strategy can be adapted for use with today's technology to create remarkable results. You may be closer to the profitable customers you seek than you may think.

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Justin Hitt helps business-to-business service providers attract and keep qualified leads, while applying proven strategies to increase marketing impact. To learn how you can get him working for you, visit http://JustinHitt.com/