Magazine Advertising Sales Training: Advertising Doesn't Work

Jenae,
It's great that you are thinking of doing seminars. I will look for the dates when you post them. One more question that is very vital... How do you reply when a customer that has advertised once or twice says that they are not sure print advertising actually gets them any business or is worth the cost? I tried to research studies on the effectiveness of published advertising and have only come up with one study by the Magazine Association of America which is not an objective study I'm sure. I really need a good reply! Thanks!
Deborah Bertossa

Deborah,
The trick is not to sell ink on paper in the first place. I almost never sold one or two time ads… almost always sold annual schedules. If people buy one or two times, that’s equivalent to their telling you they don’t believe it’s a good buy in the first place. You have to establish desire before you make a sale… otherwise, this is the dilemma you get into. Buy my CDs, bring me in to do a training session, or set up a coaching program. I know I can help you.

Here's to Stress-Free Selling,
Jenaé
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com
954-476-0067

Magazine Advertising Sales Training: Selling 1x and Special Sections

Jenae, I really enjoyed your presentation last week on Selling on Rate Card. I especially noted how you don't sell a 1x rate...but have a quick question. How then, or do you at all, sell Special Advertising Sections that appear in only one issue? Thanks.

Jordana Megonigal, Showcase Marketing


Dear Jordana,

Here are two choices: Have a special 1x rate for Special Sections, or sell a program in which the Special Section is a piece of the solution. The reality is that a Special Section is still only 1x advertising which is not particularly effective. Couple this with the fact that it is as difficult to bring in a business once as bringing a new client who will do more business with you. Personally, I'd rather focus on bringing in long-term business that can truly benefit from my magazine than the 1x stuff that's time-consuming to get, small in dollars, and not effective for them.



Here's to Stress-Free Selling, Jenaé

Jenae@MagazineAdvertisingSales.com

www.MagazineAdvertisingSales.com

954-476-0067