Backpacker Publisher Likens Selling Ads to Mountain Climbing
Ebersole’s high altitude sale.
CHICAGO—Relating two things he knows well, Backpacker publisher Kent Ebersole says selling print advertising in 2008 is like climbing a mountain. During a morning FOLIO: Show session here, Ebersole said he often takes potential clients climbing (of course) to help seal the deal.
“Up 13,000 feet on a mountain, with the air thin—it gets pretty hairy,” he said. “Actually, though, it’s a lot like making a sale.”
Mountain climbers need to think clearly and “know your brand awareness,” Ebersole said. “You have to know your strengths and weaknesses. You need to have clear and concise communications. It’s the same when working with clients.”
It’s an effective comparison, given U.S. financial crisis.