Expectations are like icebergs
John Foust, advertising
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time...
A key question: What’s next?
Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect...
Free offers can generate big results
Generally speaking, there are two types of advertising. Image advertising, which is often referred to as institutional advertising, is designed to create a positive...
Treasure hunt for ad ideas
Some years ago, I attended an exhibit of treasure from the Atocha shipwreck which treasure hunter Mel Fisher had located off the coast of...
What advertisers care about
Back in my ad agency days, I learned a big lesson about what to do – and what not to do – in a...
Get more mileage out of testimonials
Back in my ad agency days, I worked with a real estate client on a series of customer testimonials. We started with one, then...
Show off your successes in marketing, advertising, circulation, and promotion!
The Advertising/Circulation/Promotion division of the Better Newspaper Competition consists of 38 competitive categories, and we want you to flaunt your best ideas for everyone...
How to make a good second impression
John Foust
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to...
Two advertising goals: Attention and Retention
As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is...
The super sales person who wasn’t so super, after all
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to...