Ad Libs

A new look at an old sales technique

Carla has been selling advertising for many years. She has researched and tried a variety of techniques to answer objections. “Just about everybody knows the Feel-Felt-Found formula,” she said. “When a prospect makes an objection – about price, for example – the response is, ‘I understand how you feel. Many others have felt the same way. Then they found that our paper offers good value for their investment.’ 

By John Foust, Raleigh, NC

Don’t gild the lily

The cliché “gild the lily” is a misquotation of a line from Shakespeare: “To gild refined gold, to paint the lily … is wasteful and ridiculous excess.” Correctly quoted or not, this common phrase refers to the unnecessary practice of embellishing something which doesn’t need embellishing.

Say ‘I do’ to the creative process

Advertising is a business that is fueled by creativity. Once you get a handle on how to get ideas—ideas that work—you’ll have a big advantage over the competition. No matter how much you sell, it all comes down to how much your ads will sell. When the ads get results, your advertisers will be happy. And when they’re happy, they’ll keep running ads.

Use the right advertising tool

You may have heard the story about the man who asked the clerk at the hardware store for a wrench. “What kind of wrench?” the clerk asked. “Just show me what you’ve got,” the man replied. Not quite knowing what to do, the clerk pulled a socket wrench from the shelf. “I think I’ll try it,” the man said.