
John Foust
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training.
Email for information: john@johnfoust.com
I love golf, but I’m a terrible golfer. I’m the only golfer I know who has lost someone else’s golf ball. On a best-ball round, I mistakenly hit the wrong ball – directly into a lake.
Regardless of skill level, golf holds plenty of lessons for the business of selling and creating advertising. Let’s take a look:
1. Club selection matters. Each club has a specific purpose. Drive with a driver, hit long approach shots with a fairway wood, chip with a wedge, putt with a putter.
In advertising, there are tactics for different marketing situations. Image ads are designed to build brand identities and response ads are used to generate immediate results.
2. Pre-contact is important. A golf swing starts with lining up the shot, having the right stance and grip, then taking a proper backswing.
Any experienced salesperson will tell you to prepare in advance for an appointment. Learn your prospect’s marketing objectives, study his or her previous ad campaigns, and research his or her competitors’ advertising.
3. Follow-through is equally important. A swing doesn’t end after contact. And neither does a sales conversation. When you return to the office, there are “thank you” emails, additional facts and figures to research, and campaign recommendations to develop.
4. Every hole has a goal. And every ad campaign has an objective. At the completion of a particular marketing effort, your client wants to generate x-results. Along the way, there are interim goals, such as weekly and monthly targets.
5. Every hole has hazards. Obstacles are part of the game. There are bunkers, creeks, and out-of-bounds areas. Some are visible from a distance, but others seem to appear out of nowhere.
In advertising, there are sales objections, high-maintenance clients, fickle target markets and challenging deadlines.
6. Play it where it lies. You will make some shots from level ground, where the ball sits nicely on top of the grass. But others you will have to hit from tall weeds or sand or behind a tree.
Whatever the lie, concentrate on the goal and choose the right club.
7. Grain and dew can affect putting. The surface of the green can be compared to market conditions that are beyond your control. Read and respond to those conditions correctly, and you’re on the way to a successful campaign. Read them incorrectly, and the ball will veer off course.
8. Close doesn’t count. A score can’t be counted until the ball is in the hole. Likewise, a publication can’t build its business on sales that are almost made.
9. Divots should be repaired. It’s important to keep client relationships in order. If something goes wrong – in a conversation or in a campaign – take immediate steps to put things back on track.
10. A tournament can be won by one stroke. It’s crucial to pay attention to details, because little things make a difference. A sales conversation can turn quickly on one perceptive question. A typographical error can make or break a marketing proposal. And one word can determine the success of a headline.
(c) Copyright 2017 by John Foust. All rights reserved.
Survey: More Americans see less media bias — but why?
Gene Policinski
Inside the First Amendment
Gene Policinski is chief operating officer of the Newseum Institute. He can be reached at gpolicinski@newseum.org. Follow him on Twitter:
@genefac
Attention, you so-called “enemies of the people” and alleged purveyors of biased reporting: There’s reason to think fewer people than last year might see you that way, despite the ongoing, politicized attacks from multiple quarters on the news media’s credibility.
President Donald Trump hurled that “enemies” epithet at journalists some time ago, and continues to complain about biased news coverage nearly every time there are news accounts about contacts with Russian officials by his administration.
But such criticism comes with varying levels of vitriol from a variety of quarters, and started long before Trump took office. Often, the harshest criticism of the news media comes just as much from those who consume news as from those who make it. This year, however, there are signs that the public’s disdain for the press has somewhat abated.
The 2017 “State of the First Amendment” survey, released over the July 4 holiday by the First Amendment Center of the Newseum Institute in partnership with the Fors Marsh Group, found that:
There are some likely reasons for this shift: A significant amount of TV, online and print journalism has shifted from the softer “horse race” focus of the 2016 election to this year’s focus on hard news and complex issues.
And — with more than a bit of irony — as more Americans are inclined only to consume news from sources that line up with their individual perspectives, there’s a likely parallel increase in the “trust factor” in those sources, even if they resemble echo chambers more than truth-tellers.
Among those who believe that news media tries to report unbiased information, most expressed a preference for news information that aligns with their own views (60.7 percent). Those more critical of media efforts to report news without bias were also less prone to report a preference for news aligned with their own views (49.1 percent).
So, no celebratory back flips in the nation’s newsrooms, please, especially since the uptick only puts the “bias” figure roughly back to levels seen in 2013 and 2014 (46 percent and 41 percent, respectively).
Those inclined to support the work of today’s journalists hope that the drop in those who perceive press bias generally stems from that combination of dramatically increased visibility of news operations and their reporting on serious news, such as health care reform and investigations of Russian influence in the 2016 election.
For my part, I believe that more people saw reporting of real news, not fluffy “click-bait” features and dramatic but mostly meaningless polling reports, and it earned back some of their lost approval and trust. Here’s an idea for journalists nationwide: Keep trying hard news, accountability reporting on issues that — while not necessarily “sexy” — matter the most to people and their communities, such as jobs, health care, education, and local and state government.
For years, news industry moguls and newsroom leaders have sought ways to reverse their dwindling income, which has led to fewer newsrooms resources and less real journalism, and which in turn has prompted additional loss of consumers. Clearly, mushy stories about the travails of celebrities, feel-good stories, and valuing tweets over investigative reporting are not working out that well. Acting on that realization will mean putting an emphasis on innovation and finding new ways to report on subjects that, in themselves, don’t necessarily draw in a new generation of readers.
But therein is the opportunity for those who will be the news media success stories of the 21st century. This year’s survey results show that the opportunity is there, that news consumers are hungry for imaginative reporting on issues that directly impact their lives.
But we can still take comfort in the 20 percent drop in those who presume journalists are incapable of reporting without bias: Attitudes can change, and trust can be regained.
Editor’s Note: A version of this column appeared earlier on the Newseum Institute website as part of the 2017 State of the First Amendment report.