The biggest mistake that journalism entrepreneurs can make in selling is assuming rational behavior on the part of the client, says Mike Orren, principal of Just Be Amazing, a consultancy on content, sales and marketing.
We might think the client will buy based on the traffic numbers or the audience profile, but often the decision is an emotional one: the client likes the sales rep from your publication more than the rep for a competitor, Orren says. (My own experience as publisher of a business journal is similar to Orren's.)
