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It’s easy to be vague. It’s challenging to think – and communicate – in specifics, writes veteran sales train John Foust in his most recent "Ad-Libs" column.

Specifics are meaningful and generalities wander all over the place, without much significance at all. Generalities have no sticking power. Foust looks at two areas of sales that have a particular need for specificity.

One of the most important techniques in communication – especially in persuasive communication – is to tell people "why," writes veteran sales trainer John Foust.

In his latest "Ad-Libs" column, Foust gives five examples of how to use simple bridges to explain your reasoning to prospects during sales presentations. 

Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign.

There are two types of advertising: image and response.

The first is designed to give people a good impression of the advertiser. The latter aims to generate an immediate response to a specific offer. In his latest 'Ad Libs' column, veteran sales trainer John Foust shares what these two ad types should have in common — especially if they're going to be successful.