Business information written specifically for newspaper advertising departments

Touch All the Bases

How in the world can anybody create effective advertising without learning something about the advertiser? Here John Foust uncovers how to avoid missing a step when it comes to the selling process.

Burt is a real estate agent who told me about a call he received from a telemarketer. "It was a company that was selling advertising in some kind of print and online directory," he said. "A minute or so into her spiel, she asked if I wanted to hear the ad copy they had prepared for my listing. That really took me by surprise, because I had never talked to anyone at that company before. To be honest, I had never heard of them.”

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