Uh, pardon me, sir. Our ads are fine…your business is the problem.

HAVE YOU EVER HAD an advertiser tell you your ads just aren’t working for him?

“Something’s wrong. I don’t get any new customers from your ad.”

“I’m tired of paying for advertising. Your ads just don’t work for me.”

“When are you gonna give me an ad that works?”

Uh…the problem may not be the ad. It may be the advertiser…or his business.

Friend and fellow consultant John Peterson has written this piece that will help you to deflect and direct.

It will deflect the negatives tossed your way by a disgruntled advertiser. And it will help you direct him toward a more productive and longer-term advertising relationship with your newspaper.

Sounds like a win-win, doesn’t it?

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