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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: All Impressions Are Not Created Equal

| February 1, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Chances are at some point meeting CPM or CPP was a criteria to win business. Both metrics deal with impression levels. No, we will not waste valuable time debating each metric.

The digital, social media world is pushing the impressions metric to new heights. If you haven’t already, check out how Twitter works impressions into potential reach. Let’s look at how impressions as a sales tool can amplify a radio ad campaign.

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Pending Business: This Year in Review

| January 4, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Remember getting on an airplane before TSA security measures? As we move to the 20th anniversary of 9/11, we are accustomed to the changes in our daily lives that horrific experience created. The same will hold true as we persevere through the challenges of the COVID-19 pandemic. Technology, a changed business landscape, and income reboots will dictate a smarter, more flexible seller, marketer, and manager.

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