He was the first name recorded in the National Retail Advertising Hall of Fame.
He also fearlessly challenged anyone in the advertising world who created ads based on “hunches” or “intuition”.
But he was most famous for tirelessly promoting the idea that GOOD selling is serving.
His name is Clyde Bedell.
A marketing genius very few will ever study because he came before the age of the Internet with it’s latest shiny-thing GooRoo of the day.
Bedell found himself in the forefront of the advertising industry by the 1930’s and 40’s.
He taught businesses to sell and advertise more effectively and intelligently, always in accord with his basic belief: “good selling is serving”.
And you can’t serve your market on a hunch, guess or gut-feeling.
You have to know who your prospects, customers & clients are in order to ‘serve’ them.
This is what I mean when I say it’s time to put on your Marketing Detective hat.
He calls this “Firming A Foundation”. You wouldn’t build a house without a firm foundation, so you should treat your marketing the same way.
These are the things he says are the minimum you should have combed through first:
- The product
- The customer (market)
- Selling points & appeals
- The competition
Because we humans know when something sounds hypey it’s probably not true.
He even had a chapter in his book call The Ethics of Urging where he says:
“Advertising should be honest, scrupulously honest, honest in spirit as well as to the letter”
Thinking like this is sorely needed today.
And if you want to be in business for the long haul, it’s required.
Funny part is… this isn’t so hard.
If you actually care about the people you sell to, all you have to do is ask yourself “How can I better serve my market?”
All kinds of good answers will bubble up.
Then act on them!