Formulas
that Guarantee Advertising Sales
This ebook tells you exactly how
to generate millions of dollars in Internet ad sales -- in both boom and
bust cycles. Learn proven formulas that generate millions of dollars in
Internet advertising sales.
Click here to learn more about
Formulas
that Guarantee Advertising Sales.
"How
I Generated Millions of Dollars In Internet Advertising Sales by
Utilizing
These Secret Formulas"
Learn how
one man closed a $51,478 advertising deal over the Internet --
without
any phone calls, lunch meetings, presentations or web conferencing.
Click here
for immediate access:
http://www.FormulasThatGuaranteeAdvertisingSales.com/g.o/21247
Four Secrets
that Cause People to Buy Advertising
by Mark Smalley
1) Understand the advertiser's user
We need to know the advertiser's
buyer or user better than they
do.
If you publish an email newsletter
on horse breeding the first
thing you'll need to do is identify
the top "A" advertising
prospects.
An "A" prospect would be any company
that's already advertising
in other similar email newsletters
or publications.
These "A" prospects might include
prestigious breeding farms,
horse brokers or auctioneers.
"A" prospects may also include
horse training facilities, horse
tracks or even stables.
These prospective advertisers need
to reach buyers.
A horse-breeding farm may be looking
for new horse buyers or
investors. A horse broker
may be looking for horse buyers. A
racetrack syndicate may be looking
for new partners, publicity
or even high-end gamblers.
So when you approach these companies
to purchase advertising you
need to know that YOUR READERS are
the people who want their
stuff.
That's what the structured sales
approach to advertising is all
about! Know the market!
2) Understand the advertiser's competition
It's hard to sell advertising if
we don't understand the
advertiser's competition.
One of the ways to locate top competitors
for Fortune 2000 type
companies is with Hoovers.com.
When you search for a company in
their database it'll display 4
or 5 of the company's top competitors.
What's more, Google (www.google.com)
is another great
source for locating competitors.
Enter the company name and the
word "competitors" next to it, or
the name of two companies that
are competitors. You'll be
amazed how well this works at
locating their competition.
If you've already established a relationship
with a company you
could ask them who their competition
is. They'll usually tell
you.
We need to know why the competition
keeps the marketing guys up
at night and then use this to our
advantage.
3) Assume the risk and guarantee
results
Most advertising is a joke.
I mean this from an advertiser's
point of view. How many publications
are willing to assume the
risk of an ad and guarantee results?
But things are changing at the speed
of light. Publishers may
dislike CPA deals but they better
guarantee response rates or
they'll be out of business.
After the recent dot com slaughter
thousands of companies went
to a CPA (cost per action or acquisition
model).
Most of the time these dying companies
assigned young business
development directors with the task
of obtaining "lots of
customers and affiliates" without
cost.
The business development guys would
say, "We only do CPA deals."
I could tell that most of these companies
had only a few months
of life left before they hit bottom
because they relied too
heavily on CPA type deals.
An irate business development guy
once told me, "We're a
multi-million dollar company with
no debt and enough cash for
two years."
The reason he said this is because
that is what the CEO told
everyone to say. Well, this
particular company went bankrupt.
Amazingly, most of the cash went
into the CEO's pocket. There
are numerous legal proceedings against
the company.
There is another side of the CPA
deal though. We need to be
willing to assume part of the risk
for the advertiser and
guarantee results.
If an advertiser is willing to assume
part of the risk by
sending a check that clears I'll
bend over backwards for him.
On top of that, I'll always guarantee
a minimum response from
our subscribers. If we fail
to meet the minimum response rate
we'll continue to run their promotion
until it's achieved.
This approach has been wildly successful
with advertisers.
4) Become an expert on your reader's
needs
What does a small business owner
really need?
What are IT Project Directors really
looking for?
What does an Internet marketer really
want?
What would a Java programmer like
to have?
We need to become experts on our
readers. We can do that by
asking our readers questions and
by reading the same
publications they do.
Print publishers of the 20th century
would ask subscribers to
fill out a "bingo card." The
notion was by answering these
questions (usually 50 or so) the
publisher would really get to
know their readers.
Yeah right.
Years ago when I was selling advertising
for a high tech print
publication I got a hold of the
names and telephone numbers of
about 20 subscribers. I called
everyone on the list.
Much to my surprise (and the publisher's
when I showed him my
findings) I learned that only three
people out of twenty ever
heard of the publication!
On top of that, of the three people
that did recognize the name of the
magazine only one liked it!
The "bingo cards" are a sham!
What's more, if you ask someone to
tell you how much they make
each year and you give them multiple
choices ranging from
$45,000 to $120,000. How many
do you think are going to say
they make $45,000?
The answer is none.
So the best way to get to know your
readers is to send them a
personal email from the publisher.
If you send just 10f these
personal emails (not autoresponders!)
you'll begin to be an
expert on your readers.
=================
Mark Smalley is the author of "Formulas
that Guarantee
Advertising Sales." To find out
to close a $51,478 advertising
deal over the Internet --
without any phone calls, lunch
meetings, presentations or web conferencing,
just click here:
http://www.FormulasThatGuaranteeAdvertisingSales.com/g.o/21247
"How
I Generated Millions of Dollars In Internet Advertising Sales by
Utilizing
These Secret Formulas"
Learn how
one man closed a $51,478 advertising deal over the Internet --
without
any phone calls, lunch meetings, presentations or web conferencing.
Click here
for immediate access:
http://www.FormulasThatGuaranteeAdvertisingSales.com/g.o/21247
The Most Powerful Secret
Ever Devised for Selling Advertising On Your Web site, In Your Publication
Or In Your E-mail Newsletter
by Mark
Smalley
There's a secret that most publishers,
especially the wildly
successful ones would rather you
didn't learn or understand.
It's called "The Formula" and it's
really quite simple.
Publishing giant Ziff Davis capitalized
on this approach to
advertising sales more than 40 years
ago. Although they
continue to use it today, those
sales executives that have never
been on the "buy side" of an ad
deal have lost most of its
essence and inherent truth.
There have been hundreds of other
publishers who have learned
and applied the magic of The Formula,
too. And I'm going to
spell it all out for you right here!
Everyone who has advertising has
an audience of some kind. From
now on you'll need to refer to this
audience as "your
subscribers." After all, these
subscribers are yours. They
read your publication or spend time
on your Web site.
Now you just have to locate qualified
advertising prospects.
And this is easier than it sounds.
Let's say that your Web site is about
virtual gaming, and you
have articles about the hottest,
new virtual games and
role-playing games (RPGs).
You probably even have regular
columnists that write about every
aspect of virtual gamers and
their lifestyles.
Who would advertise on this type
of a Web site?
The first thing you'll need to do
is come up with an A and B
prospect list. Don't skip
this step! Most ad sales people fail
miserably because they think everyone
is an A prospect.
Just listen to what happened to me.
Years ago my wife and I were invited
to dinner by a young
couple. After dinner, while sipping
coffee, the husband started
questioning me about my financial
plans, security and whether or
not I was providing enough for my
family. (The answer was yes
but he didn't hear that.)
Then this young fella pulled out
an easel and started
diagramming an MLM business, which
showed that I could become
rich beyond my wildest dreams.
Well, I was offended for several
reasons. If he had taken some
time to get to know me he would've
realized that I had already
made a small amount of money with
network marketing.
On top of that his products, business
plan and strategy were a
joke. Although I didn't wait
until he finished. I got up
grabbed my wife and 2-year-old son
and walked out. And the guy
was still yelling to me as we got
into car saying, "This is an
opportunity of a lifetime!
You're a fool if you don't see it!"
The point is I was not an A prospect.
I NEVER showed any
inclination toward his business
and products. But he earmarked
me as an A prospect because I owned
successful businesses.
What's more, he deceived my wife
and I because he got us to come
to his home under false pretenses.
Sales people do this all the
time and then wonder why they fail
so spectacularly.
The first thing you need to do is
make a list of A and B
advertising prospects.
An A prospect is anyone that is ALREADY
advertising in a
publication or on a Web site like
yours. A B prospect would be
anyone that SHOULD advertise in
your publication or Web site
because their products or services
are a perfect fit for YOUR
READERS.
Once you have a list a of qualified
A prospects you'll need to
approach them with an simple letter
or e-mail. But what is
important to remember is that you're
not trying to sell them in
this e-mail. You're simply
trying to further qualify them.
You can do this by saying:
Dear Tom:
I read about your new virtual games
in a recent Gaming Review by
so and so.
Our subscribers would be very receptive
to your games because
they're hard-core gamers and professional
reviewers.
We reach more than 23,547 subscribers
every week in our print
and e-mail publications.
Can I send you a quick overview of
our subscribers?
Thanks.
Regards,
John Doe
If this prospect replies to your
e-mail you'll know you have a
top, qualified A Prospect!
Here's the secret for selling advertising
to him.
The infamous Formula states 4 crucial
points when trying to sell
someone advertising. They
are: 1) Market, 2) Buyer, 3)
Competition, and 4) Solution.
There's not enough space in this
article to go into all of these
areas right now. But you can
get detailed information in my
e-book "Formulas that Guarantee
Advertising Sales."
But know this: It's crucial for you
understand your A prospect's
market as well, or better than they
do.
For instance, in the example of,
the prospect's company develops
virtual software games, so you'll
need to learn everything you
can about this market. This
includes who are his buyers, who
are his competition, and a real
solution to his problem. That
solution may be increased sales,
it may be better editorial
coverage, more respect in the gaming
community, or better PR so
they can ramp their stock prices
up.
If you understand a prospect's market,
buyer, competition and
provide a real solution to their
problems you'll close more
advertising sales. I've proven
this time and time again and
have closed millions of dollars
in advertising contracts.
Most sales people just contact people
without any pre-call
whatsoever, and here's what happens.
The prospective advertiser
knows that you're an amateur.
They'll sense that your
credibility is next to nothing,
and they'll think of you as a
used car salesmen.
You can't afford to appear less than
credible. You need to
appear as someone as knowledgeable
or more so than they are.
This happens when you know their
market as well or better than
they do!
If you apply The Formula to your
advertising sales, your Web
site will see immediate results.
====================
Mark Smalley is the author of "Formulas
that Guarantee
Advertising Sales." To find out
to close a $51,478 advertising
deal over the Internet -- without
any phone calls, lunch
meetings, presentations or web conferencing,
just click here:
http://www.FormulasThatGuaranteeAdvertisingSales.com/g.o/21247
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