http://www.gibson.com/relations/forum/index.asp?sub=show&action=posts&fid=3&tid=94888inspired by this link, i went to halfords and brought some t-cut scratch remover (the normal kind, not the rapid action).
applied it to the whole guitar and it made a *massive* difference. actually looks very close to a real cherry finish now, and with chrome riff raffs, witch hat knobs and pointers it looks almost like a '75. well, the closest i'll ever get anyway.
patience is the key - using a very small amount of the scratch remover at a time. spend some hours on it. you can do it fast, but the polish sticks in the grain of the wood, and its hard to remove - as i learnt to my cost.