Sales/marketing
21 results total, viewing 11 - 20
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
Please see the attached guide as a reference to frequent questions on newspaper advertising. If you still have questions contact the NCPA legal hotline (919) 833-3833 or NCPA office (919) … 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
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 … 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
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
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
Lawrence told me about a technique for gathering information from prospective advertisers. “I’ve been selling for a long time, so I realize the importance of information. But I like to go beyond the standard questions about their history, products, customers and goals.” 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
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
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