Advertising / Sales

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

What is the impact of value that you bring to your marketplace?

February 12, 2018

Your salespeople are telling your prospects and customers that you are the best newspaper in town or if you’re the only newspaper, you’re the best media choice in town. They go on to say you have the best customer service in town. But what is your major value? What is the value you bring to the marketplace that no one else can bring? What impact does that value have on the prospect, not intellectually, but emotionally? What value do you bring that will compel your prospect to ask you to fix their problems?

A sales principle that bears repeating

February 12, 2018

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 to gather information about advertising options,” he said. “I frequently need to pass information along to others in the company. Usually there’s a written proposal, but that doesn’t tell the whole story.

New Enforcement of Federal Drug Laws May Imperil Newspaper Advertising in Legal Marijuana States

January 10, 2018

New guidance from U.S. Attorney General Jeff Sessions could affect newspaper ads for legal marijuana sales in states that permit sales either for medicinal and recreational purposes.

A short course for print ad salespeople

December 29, 2017

Selling print advertising—or anything else—is as simple as 1, 2, 3!

What do we mean when we discuss ‘classified’?

December 29, 2017

I admit I get confused when the conversation turns to the loss of “classified” advertising. Are we talking about those small 30- to 50-word reader ads or the more serious classified display?

Top 10 out-of-the-box ways to increase profits

December 29, 2017

About 20 years ago, I wrote the article, “50 Ways to Increase Your Classifieds.” Many told me over the years that this was their template for growth. Things have changed, of course, and now I have just 10 ways to share, but they are 10 OUT-OF-THE-BOX WAYS to increase profit. Note I am not saying revenue, but profit. I cannot write about classified any longer without mentioning key vendor partners. Please note that I never take a penny from any vendor for mentioning their names or promoting them.

The trust factor in building relationships

December 29, 2017

If building relationships is the key to advertising sales success, then trust is the foundation. Ask any top advertising sales performer what is the key to his or her success and you’ll hear that building trust is absolutely vital in his or her customer relationships.

Building Better Classifieds: In Color

December 29, 2017

IS PROCESS COLOR available for your newspaper’s classified page(s)?

More successful ways of getting new business

December 28, 2017

One of the biggest wastes of time for an advertising salesperson is the number of sales calls versus the number of closed sales. Over many years, there is the consistent message that 80 percent of sales are made after the fifth call—and in some cases, well beyond the fifth call. This effort only happens because advertising salespeople keep calling through dogged determination. When the sales manager wants to know why so many calls on a prospect, the answer many times is about building a relationship, and this takes time.

Prospecting and cold calls go together like salt and pepper

December 28, 2017

Growing up, my mother taught me to never separate the salt and pepper shakers at the dinner table. If asked to pass the salt, I should always pass the pepper, too.

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