A couple of days ago, I recommended one of my favorite radio programs — The Age of Persuasion — to all of you.
I also mentioned that that one of my favourite episodes is entitled “Do this or Die“.
The title of the episode refers to a print ad written back in the late 60s or early 70s that called the advertising and marketing industries to task for talking down or talking at their intended audience. It was a call to action to speak truthfully and to market products that are worthy of being marketed.
Today, there is a lot of hype around social media. YouTube, FaceBook, Twitter, MySpace, blogs, flickr, podcasts, viral videos, online chat, you name it. There’s a lot of options out there. I actually heard a site referencing their corporate voicemail box as their “audio blog”.
People are claiming that all the old rules of marketing are changing. The names vary: social marketing, inbound marketing, viral marketing, word of mouth marketing etc. There are “new rules” for the “new media”.
I’ve even seen articles that use the phrase “Marketing 3.0“!
REALITY CHECK folks!
New media? Yes.
New rules? No.
New tactics? Absolutely, where necessary.
Read that great print ad from almost 40 years ago (text is below). Listen to the audio program from the Age of Persuasion.
They’re both great reminders that the fundamentals of marketing have not changed. The new media is an opportunity to remember and restore the old rules!
My favourite line from this manifesto?
Telling the truth about a product demands a product that’s worth telling the truth about.
What a great line. No pigs with lipstick allowed!
Here’s the full text. Enjoy.
DO THIS OR DIE
Is this ad some kind of trick?
No. But it could have been.
Or so we think. But we’re wrong.
Instead we talk to each other.
Now. The other side of the coin.
Sadly, so many products aren’t.
If we also play this trick, we also die.
That’s the lesson to remember.
We’ll die in our marketplace.
Doyle Dane Bernbach Incorporated