“If I Don’t Go, I Don’t Get”
This ad was written in 1975 for The Warner & Swasey Company of Cleveland, Ohio, manufacturer of heavy industrial equipment and machinery, the latest installment (at that time) in a series of 1000 such advertising messages the company had been running since 1941 in Newsweek, Time, U.S. News & World Report, Business Week, Forbes, Industry Week, and the Wall Street Journal.
Warner & Swasey’s corporate advertising wasn’t intended simply to sell their products (although a small portion of each advertisement did provide a showcase for this purpose – an ad within the ad).
Mainly, these messages were intended to promote larger concepts: opportunity under America’s system of free enterprise, the contributions of business to our nation’s well-being, the dignity and fruits of hard work.
In the South is an old man with a rowboat who ferries passengers across a mile-wide river for ten cents.
Asked, “How many times a day do you do this?” he said, “As many times as I can because the more I go, the more I get. And if I don’t go, I don’t get.”
That’s all you need to know–all there is to know–about business, economics, prosperity-and self-respect.
It’s one thing to tell a story about your products or services, but quite another to convey your company’s values, in such a way that you affect in a positive way how people think about themselves, their community, their country. The folks at Warner & Swasey did this for over 40 years.
What’s your story? What does your company stand for?
And how effectively are you communicating this to your customers and your community?
Great post rod, one of your best. Oh, any more recordings or writings from our teacher and mentor Jim Williams?
Merry Christmas to you and Rebecca,