Sales/marketing
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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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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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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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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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It’s all about the benefits
Rob is the marketing director for an outdoor apparel company. I remember a conversation with him about his philosophy of promoting their products. “It’s all about benefits,” he … more
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Attack of the morale-killing bosses
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
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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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Adlibs: The power of repetition, the power of repetition, the...
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
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Putting the boss in an ad
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
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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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Give your advertising some personality
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
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One way to avoid the accidental sales jibe
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
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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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Prepare a go-bag for presentations
Richard is an advertiser who has seen years of sales presentations. His pet peeve is any salesperson who shows up unprepared. “It’s a waste of valuable time to be in a meeting where … more
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If your marketing were a car, what would it be?
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
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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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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 simple way to develop ad campaign ideas
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
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In search of the perfect headline
Years ago, a keynote speaker at a local Ad Club meeting asked us to put ourselves in a consumer’s shoes. “Let’s say your name is John Doe,” he said. “One day … more
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AdLibs: Expectations are like icebergs
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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