Why sharper vision makes sharper ads

JEFF SLEETE | FOR E&P MAGAZINE | OCTOBER 21, 2025

In this Sleete on “The Street” column, Jeff Sleete explains why clear vision in sales must extend far beyond closing the deal. Using the concept of visual acuity as a metaphor, he shows how many sellers lose focus after the sale, allowing weak messaging, cliché-filled ads, and poor scheduling to undermine campaign performance.

Drawing on more than 50 years of broadcast sales experience, Sleete emphasizes that effective advertising requires sharp execution from start to finish. Strong hooks, clear pricing, urgency, and smart frequency all play a critical role in driving results. His message is simple but powerful: when sellers maintain “eagle-eye” clarity throughout the entire client relationship, ads perform better, clients win more, and long-term trust is built.