Sales/marketing
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12 ad copy tips
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
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12 ad design tips
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) … more
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A different kind of question
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
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NEW TO THE RELEVANCE PROJECT REVENUE RESOURCE:  AN EXCLUSIVE OFFER TO ENRICH YOUR AD PITCHES!  
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
Read any good catalogues lately?
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
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Countdown to the election - are you ready?
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
It pays to pay attention
Abby, who owns a retail store, told me about an appointment with a salesperson from her local newspaper. “I did plenty of research before I contacted him and decided to run a campaign in his … more
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Meet them where they are
Tim manages an ad sales team. “When I started my career in the newspaper business, I quickly learned that advertisers can be worlds apart in their knowledge of marketing,” he said. “That’s … more
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The value of simplicity
Statisticians disagree on the number of commercial messages we are exposed to each day. Some say 1,000. Some say as many as 3,000. And others claim the number is closer to 20,000. With estimates … more
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Four words for ad professionals: “Oh yeah? Prove it.”
I once encountered a car dealer who took advertising puffery to new levels. They publicized themselves as being number one in every conceivable category. Their general advertising theme was, … more
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Multi-tasking = multi-risking
Joseph was talking to me about something he feels is important to the ad staff he manages. “These days, there’s a lot of talk about multi-tasking,” he said. “But according to what I’ve read … more
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Four wins are better than two
Jodi is a sales manager with an interesting philosophy. “We’re all familiar with win-win,” she said. “It’s a common cliché these days. In business relationships – especially any kind of … more
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What advertisers care about
Back in my ad agency days, I learned a big lesson about what to do – and what not to do – in a sales presentation. I was sitting in the office of the owner of a construction business, … more
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What advertisers care about
Back in my ad agency days, I learned a big lesson about what to do – and what not to do – in a sales presentation. I was sitting in the office of the owner of a construction business, … more
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Too many opinions spoil a presentation
Back when I was in the ad agency business, I made a logo presentation that turned into a fiasco. It was an uncomfortable reminder of the importance of a presentation environment. This … more
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“Showing” beats “telling” every time
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
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A strategy for organizing your advertisers’ information
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
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CHANGING TV LANDSCAPE HEIGHTENS INTEREST IN TV MAGAZINES
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
A new look at an old sales technique
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
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A sales principle that bears repeating
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
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