Selling print advertising is not something that comes naturally to everyone, nor is it easy with all the different mediums that a potential advertiser has to choose from. Selling print advertising is however, one of the many functions necessary in managing a successful performing arts program book advertising campaign. If your advertising sales are not what they should be, consider utilizing this basic sales concept. Put yourself in the shoes of your potential buyer and ask yourself–is your message convincing? One of the oldest sales adages, yet so true still today is “If you want to sell John Brown what John Brown buys, you must see the world, through John Brown’s eyes!” Using this simple approach will pay big dividends and turn the “Art” of selling into “Selling for the Arts!” Good Selling.