"When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
–Leo Burnett

For an entertaining collection of war stories from the trenches take a look at two books available via PDF by simply entering your name and email address, then check the box of the one you’re interested in and click 'Submit.'

Two Free Books

While struggling to survive in the software seller's jungle keep this thought in mind. . . NOBODY BUYS SOFTWARE FROM A STRANGER! By Keith Bates, who was there at the beginning. The quicker your marketing communications establishes a comfort level the shorter your selling cycles.

For your marketing efforts to be successful, your products and your company must become known, understood, and familiar to your prospects. Buyers and sellers have to feel comfortable in one another’s presence. Sometimes protective coloration works. Does a zebra trust anyone near him not wearing stripes? Not likely. He was programmed to recognize that critters wearing long hair and yellow hides could be the death of him. This 65 page e-Book was written to share stories of how creativity applied to marketing communications saved the day for software vendors up to their (bleep) in alligators ... and other tall tales of survival in the software marketing jungle during the turbulent 70s, 80s and 90s. The lessons are still valid because it’s true that history repeats itself. Only the names change.

THE AD PORTFOLIO

30 Years of Creative Output by Keith Bates & Associates, Inc.

WHY THIS AD PORTFOLIO? The Bates agency has made many friends over the past 30 years serving the marketing communications needs of the software industry. They’re often asked if copies of those early ads are still lying around. The answer is, “Yes” and here they are, 48 pages, for your enjoyment and reminiscing.

The ads displayed fall into three categories; fairly recent multi-media campaigns which reflect components of the ever popular 90-Day Blitzes; traditional print advertising, which is being downplayed today by electronic media and influentials marketing; and non-published, those ads that we loved but never saw the light of day because of last minute budget changes, management attitude changes, or market conditions reflecting changes in competitive positioning.