Susan Boyle: A Lesson

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Susan Boyle's story speaks to me in significant numbers--71 million views. All these views have happened since April 15, 2009 following her performance on "Britain's Got Talent." Each week a million and half people go to YouTube to watch Susan's performance. Why? Susan is real. In her face you read her innocence. She is the unknown, 47 year-old-woman with a uni-brow who comes on stage looking as if she just threw down her floor brush to stand up and sing. Her dress looks as if she made it out of her old curtains. The crowd jeers her, yet she stands defiantly with a smile and says her dream is, "To become a professional singer."

As the crowd laughs at her dream, Susan opens her mouth. Her voice, the voice of an angel, fills the auditorium. The jeers turn to cheers.

"You didn't expect that did you." says the backstage crew.

Her performance rocks the world.

She is the example of what kind of story draws human attention worldwide.

Today the news seems more the the voice of political parties and sensational stories rather than the voice of truth.

America hates most of the advertising that clutters up our airwaves, print and web pages because for 50 years most ads exaggerate the truth.

Susan's story is the story of an untarnished soul who lives in a small town in Scotland. She is,seemly, untouched by the modern world.

She is an example of a fresh human soul, who has suffered hardship, yet she continues to dream.

"I've always wanted to sing in front of a large crowd.I going to rock them," she says before going on stage.

Those of us in marketing and advertising must learn from Susan's story. If we are not getting stories of other Susan Boyles in our own communities through the traditional media, let's tell their stories in honest, documentary style, feature stories. We can do it in the form of one minute and thirty second advertising. These are the kind of stories we use to see in the Style sections of newspapers long ago. There time has come again. They must be told with passion, and facts that throw you into lives and the personalities of the characters.

I think the new advertising must show purity, joy, determination, raw guts. We don't see this passion nor guts in the giants of industry very often today, but we do see them in the small business owner.

As once we were a nation of independent farmers, we must become a nation of independent business men and women, who care enough to turn our dreams into great businesses that build communities for all citizens no matter what race, what faith what gender. We can do it by advertising with power the independent businesses that are run by people who care and have a passion for what they do.

RJ Dutton

Dr. John Gordon's TV Spot

How to advertise in a recession to generate extra income

The press continues to talk about yet another crash in the economy coming this Fall.
Worry not. Prepare. Just because you own a Chinese Restaurant does not mean that you are like all other Chinese restaurants. Our client Po's Dumpling Bar worried about all the restaurant competition, particularly Chinese Restaurants. Po's Dumpling Bar is different than the Chinese buffet down the street. First, Po and Rita make the food fresh daily. They buy the highest quality meat, vegetable, fish and shellfish. So when you eat crab Rangoon at Po's it actually has big chunks of crab and lots of cream cheese. His General Tao's Chicken is make with big chunks of breast meat, not parts. His dumplings are made fresh daily from an ancient family recipe. Po's noodles are made fresh daily too. When you eat the crab Rangoon at the Chinese Buffet you ask yourself where's the Cheese, and you better forget about there being any crab in the Buffet's crab Rangoon. Their General Tao's chicken is tiny pieces of dark meat covered in batter and sauce. When you compare the Buffet's chicken to Po's there is no comparison. The Buffet tasted like it came out of a can. Po's tastes like fine dining yet his prices are not any higher than a fast food chain restaurant, yet it's a healthy fresh home cooked meal. No matter what your service, let's say you are a dentist. Every dentist is different.

Your company has it's own personality.
We'll investigate your differences and create a marketing program that sets you apart so potential customers know why they should buy from you rather than a competitor.

Do you have a show idea you want to take to Hollywood

We create pilots for new television shows working with several Hollywood producers. If you want to create a new show call us. We know how to help you get started. Our team has sold several show ideas to the cable networks that are hungry for new ideas.

Bottle and Other Product Sourcing/Design

Vodka is made primarily from grains--wheat, corn and rye. Kansas City sets in America's grain heartland. So, the three young Kansas City entrepreneurs, former mortgage brokers, created Clear 10 Vodka. They wanted to create a recession proof business after living through the home mortgage crash.

They make Clear 10 from fresh, clear spring water and pure grain alcohol. Clear 10 is filtered ten times and distilled four times. It's a smooth clean tasting vodka that refreshes you.

Finding a bottle for this lovely Vodka proved difficult. American companies wanted cash up front for generic bottles, two Chinese manufacturers failed to create a bottle.

Then, we suggested they send Tao Lin, my Chinese graduate student in marketing back home to China to find a bottle manufacturer who could deliver. He did. He saved 40% on every bottle. He personally measured each bottle that came off the line, made sure they were packed correctly, and transported successfully to Kansas City for a 40% savings for the young Clear 10 entrepreneurs. We all toasted and cheered.

The bottle label design was created here by designer Steve Nelson a master of art and branding.