Sales/marketing
33 results total, viewing 1 - 20
Brandon is an advertising manager who wants his team to be prepared for all sales situations. “We spend a lot of time on sales strategy,” he said, “because that helps us cut down on … more
The cliché “gild the lily” is a misquotation of a line from Shakespeare: “To gild refined gold, to paint the lily … is wasteful and ridiculous excess.” Correctly quoted or not, this common phrase refers to the unnecessary practice of embellishing something which doesn’t need embellishing. more
Whether on a printed page, monitor or mobile device, the headline is the most important part of an ad. It tells the reader what the ad is about. With the blink of an eye, he or she decides whether it’s worth the effort to keep reading. Numbers can help you create compelling headlines, as long as they are specific and relevant. Here are a few examples. Note that these numbers as expressed as digits, not words... more
We’ve all been there, flipping through seemingly endless television listings. A minute goes by. Then two. Then three. Next, a 10-minute scroll and a difficult search through Netflix. And still … more
When you peel back the layers of advertising philosophy and technique, it all comes down to one thing: Motivation. People buy things because they are motivated. And the most effective ads are … more
Carl is a marketing manager who has been on the receiving end of hundreds of media presentations. He knows a thing or two about effective sales techniques. “Most of the time, I’m the point person … more
I was talking to Greg, a veteran sales manager “Our sales team knows the importance of asking questions and gathering the right information,” he said. “But the key is to write it down … more
I once encountered a car dealer who took advertising puffery to new levels. They publicized themselves as being number one in every conceivable category. Their general advertising theme was, … more
With digital advertising on track to comprise the lion’s share of advertising dollars, programmatic advertising will continue to gain prominence in the digital media-buying space.Here are six … more
I love golf, but I’m a terrible golfer. I’m the only golfer I know who has lost someone else’s golf ball. On a best-ball round, I mistakenly hit the wrong ball – directly into a lake. … more
Alex is an ad manager who wants his sales team to be professional from start to finish. “Some sales people talk too much, especially at the end of a sales conversation,” he said. “It’s like a … more
Diane was telling me about her early days in selling. “One day stands out in my mind,” she said. “I had back-to-back appointments with two different prospects to talk about a special … more
Lori told me about some simple techniques she uses in advertising presentations. “Once the other person mentions a problem,” she said, “it’s important to slow down and show … more
The members of NCPA will convene in Raleigh March 20-22 at the Raleigh Marriott Crabtree Valley. (Site of the 2018 convention which held record crowds.) NCPA continues a tradition of offering free … more
Joseph was talking to me about something he feels is important to the ad staff he manages. “These days, there’s a lot of talk about multi-tasking,” he said. “But according to what I’ve read … more
On a visit to my eye doctor for a check-up, I noticed a poster on the wall in the examination room. It featured a series of photographs of the same scene. The first photo depicted the scene through … more
Obituaries and newspapers: Once, these two always went together, and this relationship provided publishers with a powerful traffic driver and an unbeatable revenue stream. But today's readers face … more
Headlines are the entrance ramps to effective advertising. The better the headline, the higher the readership. The key word is “engagement.” How can you engage readers – with just a few words? … more
Statisticians disagree on the number of commercial messages we are exposed to each day. Some say 1,000. Some say as many as 3,000. And others claim the number is closer to 20,000. With estimates … more
Jodi is a sales manager with an interesting philosophy. “We’re all familiar with win-win,” she said. “It’s a common cliché these days. In business relationships – especially any kind of … more
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