Let's talk about how to sell such an intangible asset as as advertising.

Today I had an email exchange with an expert in advertising and here's what he told me:

"We can say straight away that defining advertising "intangible", is a luxury that only so called marketing experts can now afford.

The investment that the advertiser make, is aimed at obtaining very tangibles returns: the user expects its advertising investment to result in higher turnover.

So whoever sells anything, must have specific knowledge of the product or service that he/she promotes: taking into account that selling means to solve a problem to someone.

All of us who operate on the market as salesmen, must be sure that the Customer will thank us after the purchase.

Only on this condition we can face with passion the effort to identify the target, qualify it, define the strategies to win it and make it loyal to our Company.

This is the preparation that a salesman should have today. It applies to all those who sell, from needles to transatlantic."

Now, that's some good food for thoughts...