Sales/marketing
82 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
One of the most important questions you can ask an advertising client is, “Would you mind showing me around?”  Think about it. When you have a conversation in a client’s … more
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
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
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 Research.     … more
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