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Like some other kids, I learned how to drive before taking the drivers’ education class in high school. My father took me to the school’s football stadium on weekends when the expansive … more
Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign. Back at the … more
As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is designed to give people a … more
Proofreading is one of the most important skills in the advertising world. While anybody with a sense of humor can appreciate a harmless blooper (one of my favorites is the sign that read, … more
In order to look ahead to a new advertising idea, sometimes it helps to take a look at the past. When an advertiser has been in business for a number of years, there are plenty of … more
Lately I have noticed a disturbing trend in print and online advertising: the overuse of exclamation marks. They’re all over the place. Interestingly, no grammar book I have ever seen has … more
My friends Mark and Sandy invited me to spend a couple of days in a vacation beach condo they had rented, about a month before their first child was born. Mark and I decided to do some fishing, so we … more
Let’s take a look at the sales cycle. For our purposes, the focus is on advertising media sales, but this concept can apply to any business. Although the cycle has a beginning and an end, the … more
Generally speaking, there are two types of advertising. Image advertising, which is often referred to as institutional advertising, is designed to create a positive overall impression. Response … more
Let’s say you’re meeting with a florist who has been running ads with the headline, “For all your floral needs.” Of course, you and I know this is an empty headline that … more
Kirk likes to work directly with his ad clients on their creative strategies. “Making a sale is just the first step in the journey,” he said. “It’s a big part of my job to … more
In my advertising and training career, I’ve observed – and heard about – a lot of boss-employee encounters. Some have been good, some have been bad.  All have been … more
When we learned how to drive, we heard about blind spots. Those are the areas which are not visible in our rear and side view mirrors. As a result, we have to be extra careful when we change … more
Imagine the editors of a prestigious news organization sitting around a conference table discussing a breaking story. The story is written and all they need is a headline to convey its importance to … more
Once an ad’s graphic design attracts readers’ eyes, it has to say something of value. Otherwise, readers will skip the ad and miss the message completely. Here are a dozen copywriting … more
Want to get more eyes on your ads? Let’s take a quick look at some ad design tips:  Keep things simple and uncluttered. The four basic elements of a print ad are (1) headline, (2) … more
One of the basics of selling is to get the right kind of information from prospects. There is a big focus on asking about prospects’ goals, target audiences, marketing budgets and previous … more
Check out a new exclusive benefit to members of the Newspaper Association Managers thanks to a Relevance Project partnership with Metro Creative Graphics and Pulse … more
Over the years, I’ve heard ad professionals talk about the outstanding copywriting that can be found in catalogues. Of course, there are other approaches to advertising creativity, but … more
This will be an election like no other as the Covid crisis has forced us into remote work stations and candidates into dramatically different campaign strategies.  But that is just where the … more
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