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Pending Business: Howdy Partner

| May 9, 2022

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Somewhere along the line someone changed the lyrics.
Our advertisers, our customers, became “partners.” Now that’s weird.

Do our advertisers (customers) really want a partnership in the true sense of the word? Or do our advertisers want what everyone else wants: maximum value at the best price?

Supermarkets don’t call shoppers partners, yet we are regular spenders seeking value for the dollar, same with the gas station. No partners at the produce section or the gas pump, just us regular customers.

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Pending Business: Stop Fighting, Start Selling

| March 1, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Sounds like the title of a business book — maybe someday — but for now let’s explore how this four-word mantra can increase your sales and grow your income.

My marketing work brought me three back-to-back-to-back episodes of sellers who would rather debate or argue than sell.

If you’ve been selling news/talk for longer than three years, there’s a good chance you can relate. The trigger can be the frustration that grows from a rate hurdle, time-consuming package that still doesn’t hit CPM or CPP parameters or maybe it’s a creative concept that misses the mark.

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Pending Business: Minimizing Risk

| November 30, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Beyond the pandemic, what do you think is the single biggest obstacle to overcome in the mind of any local business owner?

I first came across the research when I was educating my teams on how competitive media sells. Back then the research was clear that 52% of local business owners considered advertising high risk. Imagine how the local business owner feels today.

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