Advertising Sales


Need for Digital Media Auditing: Fraud is Rampant

The solution of preventing advertising fraud by creating an approved list for advertisers to limit their advertising to will only solve 1/2 of the problem.  Advertising on known sites is a start.  But the traffic to those known sites must be verified to be real.  This is where auditing comes in.  


Why Can’t Ad-Sales Execs Close Big Deals?

Sales people lose sales when they are not trusted and respected, and they can’t communicate effectively with senior executives who have the final say. That is why tops ad-sales people need to bring value to the call;  not about their media, but new information or new perspective about the prospects market.


Don’t Let Goals Get in the Way of Success

Many senior managers, without experience in sales, try to increase sales by setting deadlines and adding bonuses that hurt sales and hurt business. According to Ken Krogue, writing in the Harvard Business Review, “It is a vicious cycle. And companies know it. Yet they continue the practice, month after month and year after year, perhaps unaware of how much it’s really costing them.”  


The Secret Digital Publishing Strategy Hiding in Plain Sight

Email is 1) the strongest consumer connection on the internet short of a paid relationship, and 2) a fantastic way to deliver content and advertising, and 3) by far a bigger opportunity for publishers than social media because everyone has email…it’s required to register for social media.


What is Challenger Selling? And How Does it Help Sell Advertising?

Challenger Selling is simply the re-booted and re-packaged Structured Selling process that made Ziff-Davis famous.  By presenting a “challenge” that the customer is facing, like losing market share or missing sales, providing important information about that challenge, the sales person can better capture the attention of any prospect to engage them in a sales conversation that leads from the challenge — read their needs — to the solution being sold.


Relationship Math — 7 Touches to Do Business

You might think that a super-star like Heismen Trophy winner Johnny Rodgers would just go to a meeting and clients would through money at him. But as the group discussed how to break new accounts and build the relationships and trust that leads to business, Johnny pointed out that in his experience it takes 7 “touches” to build a relationship to be ready to do business.


Not Cold Calls, Smart Calls 1

Your opening lines, whether your prospect answers the phone or you leave a phone message, must be smartly specific to that prospect and that business. When you can cite a specific data point about that business, the prospects ears immediately perk up. It’s a data-driven version of a warm call.


This Article is Not About Brexit, Nor About Trump :-)

In our world of ad-sales, the important stuff is how well you understand your customers and how you can help them compete better by delivering perspective and solutions that will drive their sales.


What The Best Sales People Think

The top sales professionals ranked the effectiveness of five sales strategies. The top-ranked strategies were “Getting customers to emotionally connect with you” followed by “Tailoring your sales pitch to the customer’s needs” and then “Asking questions that show your expertise.” The two lowest ranked strategies were “Showing the value of your solution” and “Driving the topics of conversation.”


Is Digital Ad-Effectiveness Diminishing?

There used to be “a thing” called “over-exposure” that was thought to apply to some celebrities, particularly in relation to product endorsements. It made sense that if a particular person was seen to be endorsing too many products it would tend to put pressure on their perceived veracity, implying that their opinion could be bought, and perhaps bought cheaply.

Lately — okay for decades — digital advertising’s spread from supporting content to supporting every sort of amusement, game, software application and yes, keeping us in touch with friends, and their friends, and their friends, has so multiplied digital advertising that it, too, is over-exposed.