“As every savvy financial investor knows, managing risk is imperative for success… One way to manage risk in advertising and marketing is to subscribe to a tried-and-true ‘methodology.’ This type of process allows you to learn from the successes (and mistakes) of those who have gone before you. What follows is one such successful methodology, one whose tenets have helped me tremendously.”

“Learning assumes not knowing the answer, which makes people feel vulnerable-that they are taking a risk. Trust within the group is the foundation of inventive teamwork.”

“I don’t know about you, but I prefer to deal with companies that seem to have real people around. I want to feel a personal spirit in emails and copy. I don’t want to be patronized by letters that adopt legally scrutinized, research-tested patter that lacks individualism and are signed by some corporate entity rather than a real person. In fact, I don’t deal with companies any more. I deal with people who happen to represent brands.”

“In this stubborn b-to-b recession, lead generation has never been more critical — for both marketers and the media that carry their advertising. ‘There’s a greater emphasis on leads than I’ve seen in my career,’ said Tom Stein, president-CEO of New York-based ad agency Stein Rogan + Partners, a member of the Interpublic Group of Cos. Inc.”

“Ever screwed up the sale after your prospect said yes? You need these post-close closings to help you secure every sale.”