You can try to sell all the advertisers you want but you will never see the maximum results in your sales figures until you sell advertising as an investment, not an expense. Let's face it: Most clients don't have a clue about buying advertising. They don't understand it, so they either insist on badly-written copy that pulls almost nothing, or (worse), they spend a fortune on an ad agency. This isn't rocket science. But selling advertising the right way does have a few critical secrets to it. This is the secret formula for having your presentation listened to, understood and bought. The results will force you to sit down and catch your breath.