Sales/marketing
82 results total, viewing 61 - 80
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
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
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
Carla has been selling advertising for many years. She has researched and tried a variety of techniques to answer objections. “Just about everybody knows the Feel-Felt-Found formula,” she said. … 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
Selling and sailing have a lot in common. Consider the jibe. A sailboat cannot sail directly into the wind, but it can sail at angles to the wind. The closest point of sail is approximately … more
Sometimes it’s a good idea to feature a boss in an ad. Sometimes it’s not. Two ads come to mind. One shows a plumbing company’s president seated at the head of a conference table, … more
We’ve been getting lots of questions about political advertising, thus this interim FFR. There are seven main things newspapers* need to know/do about political advertising. · You cannot … 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
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
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
Saundra’s experience as a sales manager has given her a unique perspective on client relationships. “Most sales people in the advertising business are taught to discover problems and … more
Catherine climbed the ranks from sales person to sales manager at her paper. “Although I’ve been in the business for a long time,” she told me, “there’s always a new way to look at … more
You may have heard the old story about the door-to-door salesman who was selling vacuum cleaners way out in the country. When a lady came to the door, he dramatically emptied a bag of dirt onto the … 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
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
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
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
NPCA General Counsel Amanda Martin provides a handy "cheat sheet" for political advertising. more
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