CREATIVE SELLING
What’s Wrong With
Your Online Ads?
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ance of the page.
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goal and advertisers are the source
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sage the main visual on each
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the Interactive Advertising Bureau
standard ad sizes and shapes.
2. Limit advertising mes-
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In John Riddle’s article, “How to
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IURPbusinessknowhow.com, he
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Plan and prioritize. 0DNHDOLVW
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sages to one per page. 7KLV
provides advertisers with an ideal
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distractions.
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site’s content to force users to visit
interior pages.
4. Serve up ads on a contex-
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than willy-nilly. Users understand help newspaper sites generate reve-
the difference between editorial nue, but Jacobson points out that the
and advertising content, but content FXUUHQWDGVWUDWHJ\LVQRWZRUNLQJ
providers often forget that both news +HDOVRVD\VWKHSULQWSURGXFWVHHPV
and ads can have practical value WRSXWWKHDGYHUWLVHUV¿UVWZLWKRXW
when put together. letting down the readers.
Work Less and
Accomplish More
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do it.
Focus on one project or
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Vol. 2, Issue 11 – November 2009 15
 CREATIVE SELLING
Selling the Best Value
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can. According to the article “How
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to up-sell.
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it for no reason will result in a poor
reputation for pressured selling and
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Budget Your Business
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an entrepreneur needs to be able
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for Your Business” article
IURPbriantracyintl.com,
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a budget is to provide a
visual description of the
financial results of all
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A budget should cover a
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and include these four
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will be the result of a
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keting and sales activities.
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16 Vol. 2, Issue 11 – November 2009
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level of interest about a higher-priced
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client are:
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aspirations.
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All costs: 7KLVLQFOXGHVFRVWVRI
operation, purchasing or produc-
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going to be able to decide which of these
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revenues.
Total profit or loss:
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or losses: 7KLVLVWKH
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and losses are added
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will break even and begin
earning a profit.
Being able to budget and
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skills an entrepreneur can
have.
 CREATIVE SELLING

Don’t Go too Low Side Notes

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is a good idea to an
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up on the offer, but
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Inside Sales
The book Leadership Secrets
IURPWKH([HFXWLYH2I¿FHby George
Hathaway provides valuable advice
for managers. He says a good leader
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tion. Thus, interject yourself into any
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out as much as you can. When you
attend professional conferences, ask
lots of questions and make a pest out of
yourself. This will help you to learn and
encourage your team to do the same.

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FRPPLVVLRQVUHGXFHV Outside Sales
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XQGHUVWDQGWKDWDOOSURVSHFWVDQGFOLHQWVDUHQRWJRLQJWREX\IURP\RX In Art Sobczak’s book, How to
Sell More in Less Time with no
,IWKH\¶UHVWLOODVNLQJ\RXWRORZHUWKHSULFH\RXQHHGWRWHOOWKHPWKDWWKH Rejection, he shares four listen-
RIIHU\RXPDGHLVWKHEHVW\RXFDQGRDQGWKDW\RX¶OOJLYHWKHOHYHORITXDOLW\ ing tips for salespeople. (1) Think
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your reason is strong you’ll do it.
VRPHRQHHOVHWKHQWHOOWKHP\RXXQGHUVWDQGDQGKRSHWRZRUNZLWKWKHPLQWKH (2) Pause and ask a question, then
future. clam up. Don’t answer your own
question. (3) Pause again after their
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answer or statement. (4) Prepare for
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Limit
Handout Use
Handouts are a good idea, but they can
be distracting. In Sam Manfer’s article,
“Hold Off on Handouts” from Salesdog.
com, he says that handouts are usually
a distraction during a presentation, but
they can be a good reminder after the
presentation.
While giving the presentation, you want
people to focus on you instead of reading
the handout. However, Manfer does say
that an agenda is a good handout to use
during a presentation so the audience
can have the topics and names of the
presenters.
Also, a parting handout can be valuable
with names, numbers, details and a sum-
mary of the presentation.

Vol. 2, Issue 11 – November 2009 17

 CREATIVE SELLING

Take Some
Extra Time, or
You’ll Fall Down Quotable Quotient
Horses are like business prospects. Well-trained horses Excellence is the gradual result of
DUHSUHSDUHGIRUDQ\WKLQJWKH\PLJKWHQFRXQWHUGXULQJWKHLU always wanting to do better.
OLIHWLPH7KH\¶OOOHDUQWRVWDQGVWLOOZKLOHDULGHUPRXQWVDQG Pat Riley (1945- ) American basketball player and coach
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If everything seems under
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get into a routine too. control, you’re just not going
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VRPHWLPHVFOLHQWVDUHXQSUHGLFWDEOH Mario Andretti (1940- ) American race car driver
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Any job you’re given is an
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opportunity to prove yourself.
DEUXSWO\VWRSSHGFDOOLQJ Meg Whitman (1956- ) American business executive

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out leaving better and happier.
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Mother Teresa (1910-1997) Albanian humanitarian
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Anne Frank (1929-1945) German Holocaust victim
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only thing that ever has.
Margaret Mead (1901-1978)
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American cultural anthropologist

Nothing great was ever achieved

without enthusiasm.
Kaye Maloney
Editorial Intern Ralph Waldo Emerson (1803-1882)
American essayist and poet

18 Vol. 2, Issue 11 – November 2009