Sales/marketing
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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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2020 NCPA Convention Agenda
The members of NCPA will convene in Raleigh February 26-28 at the Raleigh Marriott Crabtree Valley. NCPA continues a tradition of offering free training for our members. We have tracks for editorial … more
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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FIVE WAYS TO ENHANCE YOUR PAPER'S OBITUARY CATEGORY
Obituaries and newspapers: Once, these two always went together, and this relationship provided publishers with a powerful traffic driver and an unbeatable revenue stream. But today's readers face … more
Right and left brain selling
Diane was telling me about her early days in selling. “One day stands out in my mind,” she said. “I had back-to-back appointments with two different prospects to talk about a special … 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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2019 NCPA Convention Agenda
The members of NCPA will convene in Raleigh March 20-22 at the Raleigh Marriott Crabtree Valley. (Site of the 2018 convention which held record crowds.) NCPA continues a tradition of offering free … more
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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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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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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