Sales/marketing
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Advertising’s slippery slope
I remember taking a day-long ski trip to Virginia. The charter bus was filled with skiers who had different levels of experience: a few were pretty good, most were average, and some were novices like … more
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Get more mileage out of testimonials
Back in my ad agency days, I worked with a real estate client on a series of customer testimonials. We started with one, then added another and another. The final count was more than a dozen, which … more
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Ad lessons from a wall poster
I remember going to the opthalmologist a few years ago for my regular eye checkup. In the exam room, there was a large poster on the wall which featured a number of photographs of the same view of … more
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Don’t sell your clients short
Gene told me about an experience he had when he was fundraising for the Boy Scouts. “I was young and completely sold on the value of scouting because some years earlier I had earned the … more
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What makes an ad campaign?
Amanda told me about taking over the advertising account of a business which had been placing ads in her paper for a long time. “In our first meeting, the owner said he had been running what he … more
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Do you know where your fire extinguishers are?
We all want to take care of our advertisers and coworkers. Well, there’s no better way to do that than to help them stay safe in the workplace. There are some simple things we can do to … more
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If it’s 10:08, it must be a watch ad
Legendary UCLA basketball coach John Wooden once said, “It’s the little details that are vital. Little things make big things happen.”  That’s certainly true in … more
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What are they selling?
My wife and I once visited with Rick and Karen, a couple who had served as missionaries overseas. As part of their work to get involved in the community, Rick was assigned to teach a class at a local … more
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The power of enthusiasm
There’s a story about a professor of literature at the University of North Carolina in Chapel Hill. As he approached retirement, someone from the newspaper interviewed him. During the course of … more
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We’ve got some explaining to do
People usually say “no” to things they don’t understand. It’s a salesperson’s job to help prospects understand what he or she is selling. What makes media choice A … more
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Advertising’s Bill of Rights
In the advertising business, there are things which must be done in order to create an effective campaign. Think of it as Advertising’s Bill of Rights: Send the right message…to the … more
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Oboes and leadership
If you’ve been to a symphony concert, you’ve witnessed the cacophony of sound before the concert begins. Every instrument seems to be in its own world, independently running through the … more
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Say it and do it, or renegotiate
Joanne is an ad manager with a common-sense approach to managing her team and their goals. She believes in communication – not micro-management – but real communication on how things are … more
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The power of being specific
Motivational speaker and author Zig Ziglar used to ask, “Are you a meaningful specific or a wandering generality?” He related his comment to a number of areas: long and short-term goal … more
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Tell them why – and sell more
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
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A key question: What’s next?
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
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Two advertising goals: Attention and Retention
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
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The importance of proofreading
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
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Advertising’s blast from the past
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
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One way to make presentations more memorable
  Samuel, the ad manager at a community paper, told me about a simple technique his sales team uses at the end of meetings with prospects and clients.    “I once … more
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