Ouch Greg .... that always hurts !
New scratches can be more obvious when first done because they sometimes have that 'white' look to them and even a quick rub with some polish can reduce the visual impact.
As for 'removing' scratches and dings ... that's a bit more involved andthere are a few options.
1. Careful filling with super thin superglue and a gentle touch with fine finishing paper and steel wool can work wonders.
2. A respray, expensive and only advisable if you really, really can't live with scratches and dings.
On a ligther note, try not to think of them as scratches and dings but as character