Digital Sales


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.


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.


When is Data Sexy?

Data is sexy when it drives profits. Publishers can profit most by bringing their own data to the point of sale. Sales people can learn to develop custom data sets for advertisers that adds value to the publisher’s impressions, driving greater advertiser loyalty and revenue.


Young People Like Print, Too 1

Last week I wrote about how digital-direct-marketers are using print to drive more and better sales results.  I have asserted for some time in my Hybrid Media sales training that consumers use print for different reasons than they do digital media, and that the two together are more powerful than […]


Have a Hypothesis, Be Humble, Ask Questions like Columbo

The solution to overcoming fear of being wrong, is avoiding the need to be right. Journalists do this all the time by asking first the obvious, then the un-obvious question. Columbo, my favorite disheveled TV detective, would pose two conflicting sets of facts and ask questions trying to resolve them.


Publishing Strategy: Use Social Media, Invest in Content. 1

High quality content, and more and more of it, is your social media strategy. People share content, and comment on content via social media. No content, no sharing. Build your content first. Readers will share on their social media of choice. When Facebook declines they’ll share it on the next platform, be it Snapchat or Instagram or one we haven’t heard of yet.


Overcoming Call Resistance: How to Get More Ad-Sales Appointments

Did it really take research at Stanford to prove Calvin Coolidge right? “Nothing in the world can take the place of Persistence.  Talent will not; nothing is more common than unsuccessful men with talent.  Genius will not; unrewarded genius is almost a proverb.  Education will not; the world is full […]


How to Win the Close Ones

Too often media companies feel pressed to ad in free pages or free digital impressions when that is really not different from lowering the price. Media companies would be far more successful with breaking those ties, assuming they have their media priced appropriately, by offering research.