In order to look ahead to a new advertising idea, sometimes it helps to take a look at the past, writes veteran sales trainer John Foust in the most recent installment of his column, "Ad Libs." When an advertiser has been in business for several years, there are plenty of possibilities.
Foust highlights five ways that sales reps can draw inspiration from from looking back at a client's history.
When advertisers and prospective clients remember the key points of your presentation, they are more likely to buy.
In his latest "Ad-libs" column, veteran sales trainer John Foust offers three tips on how a brief summary at the end of a presentation can make it more memorable.
In his latest "Ad-libs" column, veteran sales trainer John Foust explains why one of the most important questions you can ask an advertising client is, "Would you mind showing me around?"
"You’ll be surprised at the things you’ll see and hear that can spark ad ideas," he writes.
In his latest "Ad-libs" column, veteran sales trainer John Foust uses the story of a man who restricted the fish he caught to only those that fit in his frying pan as a comparison to rejecting new ideas and only keeping those that fit the way you've always done things.
Is an "8-inch frying pan," holding you back from reaching new goals?
In his latest "Ad-libs" column, John Foust discusses three reasons that advertisers should be careful to limit their use of exclamation marks in ad copy.
"Of course, a well-placed exclamation mark is legitimate punctuation," Foust writes "But like your favorite dessert, it’s not smart to have too much at one sitting — especially when it comes to advertising."
In his latest "Ad-libs" column, John Foust outlines how everybody wins when you develop fresh ads for loyal customers rather than continue running the same basic ads that have grown stale over time.
Foust has conducted training programs for thousands of newspaper advertising professionals and offers training videos to sales departments looking to save time and get quick results from in-house training.
A sale is just the first step. In his latest “Ad-libs” column, John Foust breaks down the advertising sales cycle from sale to delivery to results to feedback.
In his latest column for The Relevance Project, executive director Tom Silvestri writes, for the Community Forum to transform our beloved newspaper industry, we need a few good pioneers.
Generally speaking, there are two types of advertising. Image advertising, which is often referred to as institutional advertising, is designed to create a positive overall impression. The objective of response advertising is to generate immediate results.
In his latest column for the WNA, veteran sales trainer John Faust examines one category of response advertising — the free offer — and provides 10 ideas for successful advertising campaigns.
The time is well overdue for newspapers to create vital connections with their audience. It's why this year's theme for National Newspaper Week, which kicks off Oct. 3, is "Community Forum."
To further support newspapers in starting that ongoing conversation, Tom Silvestri, director of The Relevance Project and a former newspaper publisher who conducted 78 community discussions on issues of local importance, offers an outline of the concept and some questions to consider.
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