When you sit down to write an ad, you have a chance to tell a story. Who is the hero of the story? It’s not the advertiser. In his e-book How to Tell a Story, Donald Miller lays out a very effective structure for a marketing piece: A character [the hero] as a problem, then meets a […]
It helps to ask the right questions before you work on an advertising campaign. Ignorance of the law has a way of coming back to haunt you. Today’s Sales Training Lesson: How I Got Burned in a Presentation Five years ago, I had a great promotion idea for an auto dealer in San Diego. […]
The best salespeople read constantly. Books, newspapers, newsletters, online courses… and blogs. We live in an age where there is an enormous amount of great information available for free about business, marketing, advertising, and sales. Here is some required smartphone reading for anyone who works in media sales or advertising: Photo courtesy Hubspot Great Advertising, Marketing and […]
Timing is a funny thing. The other day I read the Miles & Co What Are You Bragging About? blog post, in which Lynn Peisker finds a hotel chain’s chest-thumping less than compelling. Peisker asks this question: Does your messaging truly reflect your above-and-beyond-brand of Shareworthy Service, or are you promising what every customer simply expects? The very […]
Here’s how: learn something valuable that your colleagues and competitors don’t know. Here’s one example: Every state has consumer protection laws designed to shield the public from deceptive advertisers. Many small business owners don’t know the laws, and can’t afford to pay a lawyer to keep them on the right side of the law. During my […]
