Advertising / Sales

Great ideas and concepts for bolstering your ability to attract and serve advertisers.

Questions for advertising salespeople

June 14, 2018

Although most advertising salespeople are knowledgeable about their publication, it’s always a surprise when potential advertisers start asking a ton of questions about it and the salesperson is at a loss to answer them. Here are questions that could come up and need to be handled by the salesperson:

A strategy for organizing your advertisers’ information

June 14, 2018

I was talking to Greg, a veteran sales manager, who said, “Our sales team knows the importance of asking questions and gathering the right information. But the key is to write it down accurately and keep it organized. When salespeople review their notes later, they need to be able to move as quickly as possible to the next step in the process, whether that’s a proposal or the first ad in a new campaign.

Winning customers the professional way

June 14, 2018

No publication can exist without an effective ad sales team. A newspaper’s advertising department is the engine that pulls the train through the darkest economic valleys and to the highest mountain tops. No newspaper or shopper can exist without regular, consistent advertising revenue.

An idea, air specs and the assumptive close

May 4, 2018

It is possible to learn, or at least reinforce, a truth regarding selling print advertising just about anywhere.

One way to handle advertisers who resist change

May 4, 2018

Colleen is a veteran ad manager who has worked with just about every type of advertiser. “One of the most challenging prospects was a second-generation owner of a building supply company,” she told me. “He had a loyal base of long-time customers, but his market share was declining.

Junky ads—letting form overwhelm content

April 9, 2018

The basic rule in all ad design is that the eye has to be drawn to the ad and the reader has to be motivated to actually read the ad without succumbing to distraction or irritation. Certainly, the selection of typefaces is important—with the emphasis on headings in sans serif type, which reads cleaner, and body copy in serif type, preferably in the nine to 12 point range. The visual syntax of ad design is important, and the popular “Z” path of ad elements is critical to the initial scanning pattern, which directs the eye around the ad (optical path).

The importance of thinking small

April 9, 2018

You might have heard about Volkswagen’s initial ad campaign. At a time when big gas guzzlers were the norm on the roads, a European carmaker had the seemingly impossible job of convincing North American consumers to buy smaller cars. With direction from the Doyle Dane Bernbach ad agency, one of their first print ads featured a small photo of the VW Beetle, surrounded by a sea of blank space. The headline read, “Think small,” and the text explained the benefits of a car with easy maintenance and good gas mileage. Sales sky-rocketed, and VW became a marketing sensation. Years later, Advertising Age magazine named it the best ad of all time.

A short course for print ad salespeople-7

April 9, 2018

Selling anything can be tedious, difficult and discouraging work. The process truly requires a special breed of person who is part hunter and part optimist. Even the best, most organized, most positive salesperson, especially one selling traditional print ads in today’s digital market, needs direction and encouragement.

The customer’s personalized beliefs and goals theory

March 21, 2018

Even with today’s amazing technology, there remains a classic, time-worn problem in the newspaper advertising sales field. How are the advertising materials organized and communicated between the client, the salesperson and the graphic artist? More specifically, how are presentation layouts presented to the client?

A new look at an old sales technique

March 14, 2018

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. “When a prospect makes an objection—about price, for example—the response is, ‘I understand how you feel. Many others have felt the same way. Then they found that our paper offers good value for their investment.’

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