Advertising Headlines

11/07/2019

John Foust on the power of restraint

On an out-of-state trip, I saw a billboard that compelled me to pull off the road to take a closer look. What was so unusual? It had more words than I had ever seen on a billboard – 45 words. “What in the world were they thinking?” I asked myself. “I’m probably the only driver who knows what the billboard says, and that’s because I stopped to count the words.”

10/25/2019

Creating believable advertising

“Willing suspension of disbelief” is a cornerstone of entertainment. The term was coined in 1817 by poet Samuel Taylor Coleridge, author of “The Rime of the Ancient Mariner.” It refers to the fact that an audience must temporarily suspend rational judgment in order to enjoy a story or presentation.

08/30/2019

John Foust on doing a little more and a little less for sales meetings

Kristen told me how she handles one of the biggest challenges of managing her newspaper’s sales department. “Sales meetings – like a lot of other things – fall into predictable patterns,” she said. “The boss talks, the staff members listen, and more often than not, it’s just a transference of information. No one feels motivated to do anything different after the meeting is over.