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SAPAToday
Advancing the free paper industry by providing resources for success and venues for sharing ideas.
THE MONTHLY NEWSLETTER FOR THE FREE PAPER INDUSTRY
Board of Directors
The leadership of SAPA is
in good hands. The board
of directors, director, and
assistant are listed with
contact information.
Page 3
5 Strategic Tips for
Small Advertisers
John Foust teaches 5
important suggestions
for getting the most
from a small advertisers
investment.
Page 3
Conference Schedule
It’s not too early to start
planning for a fabulous
conference in Washington,
DC. 6 associations join
together for the biggest and
best of everything.
Page 8
NOVEMBER 2012
Graphics Series
Ellen Hanrahan has
several tips and tricks that
will help all graphics folks
do their job better and
faster.
Page 5
Contemporary
Advertising Sales
Principles
Bob Berting demonstrates
the psychology, fears, and
techniques for selling in
today’s market.
Page 4
USPS Update
What kinds of new incentives and programs does
the United States Postal
Service have in the pipeline
for us? Read this article
and find out.
Page 6
Southeastern
Publishers
Advertising
Association
How To Deal With
Interruptions
by Dr. Joey Faucette
I watched a bit of the last Presidential
debate. Up until the point where the
debate morphed into one big interruption.
Interruptions intrude into political
debates, marriage conversations (and
other intimate activities if you have
children at home), and your work
ﬂow.
How well do you deal with interruptions?
Implement into your work ﬂow these
three strategies for dealing well with
interruptions and watch as your sales
increase with greater productivity and
you get out of the ofﬁce earlier:
LISTEN
There is a line in the movie Pulp Fiction that goes something like this: “Are
you really listening or just waiting to
talk?”
As we really listen to each other, our
eyes contact, our intellect and emotions connect, and we give full attention to the communication experi-
Southeastern Advertising Publishers Association (931) 223-5708
ence. An interruption-resistant bubble
forms around us…if we’re really listening.
The common courtesy of listening isn’t
so common these days with mobile
technology’s immediacy ever in hand.
The path to extreme productivity lies
in really listening to people and projects. When you listen, you focus in-
(888)450-8329 fax
continued on page 2
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continued from page 1
tently and deﬂect interruptions.
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actions with greater productivity while
increasing sales so you leave the ofﬁce
earlier to do what you love with those
you love.
LOCATE
Interruptions happen regardless of
how well you listen. A client calls. A I was lying ﬂat on my back in the grassy
customer walks in. A team member outﬁeld, trying to come around. I had
drifted back from my third-base posihas a question.
tion for the Little League team White
Locate your interruptions strategically. Sox into shallow left ﬁeld to catch a ﬂy
Establish appointments with yourself ball. I missed the ball with my glove
to return voice mail calls and emails. and instead caught it with my foreCreate team meeting experiences and head.
push others to jot down questions and
Someone said, “Son, you’ve got to
bring them to that time.
keep your eye on the ball.”
When you must put out a ﬁre, locate
your place in the project or the con- Little comfort when your head is killversation. Think of it as a bookmark, ing you and your ego is dead with emor dog-earing a page. Jot a post-it note. barrassment.
This simple act reduces your search And you ﬁnd out later that regardless
of how much you keep your eye on
time in getting back into the ﬂow.
the ball, it won’t help. I needed glasses.
LEVERAGE
My focus was off.
Sometimes an interruption is fortuitous. It intrudes with new informa- How do you know when your focus is
tion that is directly applicable to a off at work? That you’re not catching
person or project. Leverage it in that the positive?
moment with gratitude.
Here are three strategies to focus on
Or, the interruption brings knowledge the positive at work:
relevant to another task on your to-do
DEFLECT DISTRACTIONS
list. Locate it for easy reference later. For some people, the sky falls daily.
Make a quick note for later leverage
and return to the person or project at You know who they are. You cringe
hand. By doing so, you keep your cur- when they walk towards you. You sigh
rent listening engaged, locate it read- when they come up on Caller ID.
ily when you’re ready, and leverage Deﬂect these distractions of negativity
the interruption, transforming it from with my 2-Step:
pain to proﬁt.
Step 1: Grab the handle
Sure, interruptions happen daily.
When you listen, locate, and leverage
them, you implement your proﬁtable
What can you learn from this Chicken
Little? You can discover a lesson…at
least that the sky fails to fall daily.
Step 2: FLUSH!
Flush the negativity, and any distracting emotions with them. Clean your
mental bowl often.
DEFINE REALITY
You can imagine your business at its
best. Or, you can worry. Same mental
function.
Dale Carnegie once said, “If you can’t
sleep, get up and do something instead
of lying there worrying. The worry gets
you, not the lack of sleep.”
Deﬁne your current reality and move
forward instead of sideways with worry. Timeline your project and do it one
step at a time.
Examine your cash ﬂow and track back
to your marketing funnel and sales
conversions. Where do your customers come from? Go get more of them.
DO THE UNFAMILIAR
Change your routine and you force focus. Your creative innovation emerges
from the disruption of the familiar.
Do unfamiliar little things ﬁrst. Commute a different route. Change the
way you shave or brush your teeth or
shower in the morning.
When you deﬂect distractions that
may be unfamiliar. When you deﬁne
reality, that may be unfamiliar, also.
To focus on he positive at work in this
negative world, do the unfamiliar.
And Work Positive as your sales increase
and your productivity grows greater so
you can leave the ofﬁce earlier to do what
you love with those you love!
Organizational Software
Tools you need to be more efﬁcient.
Lead Developer & Founder
407-656-2777
[email protected]
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Software Developed by:
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Southeastern Advertising Publishers Association (931) 223-5708
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President
Tony Onellion
Bargains Plus
Slidell, LA
985-649-9515
US
Vice President
Russell
Quattlebaum
Southeast Sun
Enterprise, AL
334-393-2969
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Treasurer
Caroline
Quattlebaum
Southeast Sun
Enterprise, AL
334-393-2969
Secretary
Will Thomas
Exchange, Inc.
Fayetteville, TN
931-433-9737
Board
B
dM
Member
b
Amy
Hollingshead
Atlanta Thrifty Nickel
Marrietta, GA
770-971-8333
Board Member
Bill Derby
Johnson City News &
Neighbor
Johnson City, TN
423-979-1300
Past President
Greg Ledford
Shelby Shopper &
Info
Shelby, NC
704-484-1047
Executive
Director
Douglas Fry
SAPA Headquarters
Columbia, TN
931-223-5708
Administrative
Assistant
Vickie Belden
SAPA Headquarters
Columbia, TN
931-223-5708
SAPA
Leadership
Southeastern
Publishers
Advertising
Association
5 Tips For
Small Advertisers
availability).
by John Foust
The first order of business for a small
advertiser is to make some strategic
decisions (including competitive
points of differentiation, budget,
schedule, web presence and co-op
When it’s time to move on to the ads
themselves, consider these points:
1. Make an offer. This tip goes for all
advertisers, especially Mom and Pop
businesses that are competing with
large, national chains. If you don’t
give people a reason to buy from you,
Southeastern Advertising Publishers Association (931) 223-5708
they’ll buy from someone else. It’s as
simple as that.
Shoppers expect low prices from big
box stores. A widget at Walmart or
Best Buy costs less than the same
widget at a local retailer. As a result, it
is unreasonable for Mom and Pop to
compete on every-day, item-by-item
pricing. However, it is possible to
generate traffic with occasional sales,
discount coupons, and “buy one, get
one free” offers.
“Free” is an important marketing
word for small businesses. Offer free
(888)450-8329 fax
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installation, free delivery, free training,
free analysis or appraisal, or free
extended warranties.
2. Sell benefits. Big boxes have the
advantages of (1) low prices, (2)
big selection, and (3) long hours.
Advantages of small businesses include
(1) customer service, (2) flexibility in
available products and services, and
(3) first-hand knowledge of the local
market.
People don’t buy features; they buy
benefits. The challenge is to focus
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on benefits which resonate with the don’t know how to communicate the
truth.
designated target audience.
3. Avoid puffery. Some small
businesses have a tendency to use
exaggerations in their advertising.
They gush about “fantastic bargains,”
“unbelievable service,” and “awesome
products.” And they drone on and on
about being “the best” or having “the
most.” All of that puffery amounts to a
great big zero on the scale of influence.
Be specific. Tell readers exactly what
makes that widget so awesome.
4. Use legible typography. In
his outstanding book “Great Print
Advertising,” Tony Antin refers to
typography as “the voice of print.” I
like that comparison. Just like some
voices are easier to understand than
others, some type is easier to read than
others.
People exaggerate when they lack
confidence in the truth. Or when they Here are some quick guidelines: If
you use all-caps, limit them to short
headlines with short words. In body
copy, serif fonts are easier to read than
sans serif fonts. Stay away from script,
Old English, and stylized fonts. If
every word is bold, nothing will stand
out.
lems?
5. De-clutter. Advertisers who run
Contemporary Advertising
Sales Principles
By Bob Berting, Berting Communications
“If you don’t know your true value,
how will you be able to translate it to
your customers?”
Don’t overlook this question in your
sales meetings. Your salespeople are
telling your prospects and customers
that you are the best newspaper in
town or if you’re the only newspaper,
you’re the best media choice in town.
They go on to say you have the best
customer service in town. But what is
your core value? What is the value you
bring to the marketplace that no one
else can bring? What impact does that
value have on the prospect, not intellectually, but emotionally? What value
do you bring that will compel your
prospect to ask you to ﬁx their prob-
PSYCHOLOGY OF
CONTEMPORARY SELLING
The act of “selling” in the traditional
sense of the word weakens your place
in the buyer-seller negotiation. Cut
down on selling emphasis and begin
using psychology and philosophy to
translate your value. When you stop
selling, your prospect will feel prone
to open up and give you the reasons
why he or she needs you to ﬁx his or
her problems. Isn’t that what we want
anyway? Salespeople who sell hard
and relentlessly sometimes don’t understand human nature—and it costs
them. Ask questions about their problems and existing conditions. “ What
conditions exist in your company that
caused you to be interested in our
continued on page 9
David C. Zeh
Print Sales Consultant
HNF#;(+'.&4+8'TT1:MJJ
Monroe, GA 30655
toll free: 800.354.0235
local: 770.267.2596
fax: 770.267.9463
Partners in Printing Since 1900
mobile: 770.722.0076
email: [email protected]
www.waltonpress.com
Southeastern Advertising Publishers Association (931) 223-5708
smaller ads are in a constant battle to
stand out on the page. But too many
of them try to be noticed by cramming
everything in the world into their ads.
The result is the proverbial ten pounds
of potatoes in a five pound sack.
The truth is that clutter drives readers
away. So when it comes to designing
small ads, remember that less is more.
Feature one dominant illustration, not
ten little ones. Get rid of starbursts
and reverses. Use white space. In
other words, make the advertising
inviting.
Advertising that invites readership
invites sales.
(c) Copyright 2012 by John Foust. All
rights reserved.
John Foust has conducted training
programs for thousands of newspaper
advertising professionals. Many ad
departments are using his training videos
to save time and get quick results from
in-house training. E-mail for information:
[email protected]
(888)450-8329 fax
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THIS MONTH, I FIND A NUMBER OF UNRELATED
IDEAS AND DEMOS IN MY HEAD, BUT I BELIEVE
THEY CAN BE INFORMATIVE, SO I AM JUST GOING
TO TITLE THIS MONTH’S ARTICLE…
OddsnEnds
I am a big proponent of avoiding “visual clutter.”
We have so much visual stimulation going on
around us all the time, so we need to step back
and make sure that what we are creating helps
the reader understand the information. This
design habit always bears repeating…
Design: Keep it simple
In Robin Williams’ book, The Non-Designers
Design Book, she simplifies her steps to four
basic principles: Contrast, Repetition, Alignment, and Proximity to help create awareness
and control each element in your ads. These
four principles are rarely used alone but interwoven into the whole design process…
CONTRAST can work with all the design elements—line, space shape, texture, size, value
and color—and is a most effective way to create
visual interest and to help in organizing information by providing a focal point. Whatever
stands out the most gets noticed. Contrast
works with type, shapes, sizes, space, colors,
values, lines, etc.—everything!
Contrast is created when two elements are
different—really different. Now is not the time
to be timid, go back and create real contrast.
Reverse blocks of type create contrast, but if
a typeface is too small, or there’s a lot of text,
or serifs get filled in, etc, then contrast loses its
power… and its effectiveness.
Type use in advertising also needs addressing. All caps, every line a different typeface, or a
change of only a point size or two doesn’t help
in the organization and unity of the message.
Subtle changes do not provide enough contrast
to act as a focal point—it can create confusion
and disorganization. The ability to not emphasize everything in an ad layout or design is critical to the message and response of the reader.
A quick comparison
The original ad, left, can get lost on a
page of similar ads, but add contrast to
areas within the ad space and you create more attention to the information.
The name of the mortgage company gets lost, so a reverse is a good way
to give it a bit more impact.
The font changed from Helvetica to
Myriad Pro, increased in size, and the
word ‘Yes” now stands out. You can
also emphasize words ( “Then you can
purchase…”) and not change to upper
case or underline—just contrast!
Using contrast, repetition, alignment and proximity, we keep all the
information readable while punching
up key points. One way to help content create interest—and readability.
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October 19, 2012, I received notification from Apple that stated in part…
“Dear iMac owner,
Apple has determined that certain 1TB Seagate hard drives used in 21.5-inch
and 27-inch iMac systems may fail. These systems were sold between October
2009 and July 2011.
Our records show that you have an iMac with an aﬀected 1TB Seagate hard
drive. Apple will replace your hard drive with a new one, free of charge, under
the iMac 1TB Seagate Hard Drive Replacement Program.
Please choose one of the following options to get a replacement hard drive…”
Wait! What! Why me? Now I get to work on my computer thinking that at any moment my
hard drive is going to be toast…so I better type faster!
The good news is that they will replace it for free, but, I have to bring in my original disks.
My original disks! Do you know how many upgrades and new stuff I have added since July 11,
2010 (OK that’s when I ordered it, not when I started working on it so give me a couple of days)?
Probably a couple of OS versions, not to mention the latest one in the last 30 days and a number of software upgrades! Yes, I use Time Machine, but I’ve never had to use it, as in actually
going back to a certain timed back up, and all this stuff I have in the Cloud…
I want to just get on with learning the “new stuff” that comes with the upgrade instead of
making sure everything works. But I suppose they go hand-in-hand… hopefully, all will go well
and I can still get a column done next month!
REPETITION is a conscious effort to unify separate elements by tying them together
to develop consistency. Repeat bold headlines
for important information but don’t get carried
away or nothing will stand out. The same thing
happens when a burst is used to highlight information. One burst is good, but a lot more only
defeats the purpose of this one piece of information being treated as “special.” If emphasis is
placed on every item, then nothing stands out. It
becomes visual clutter. You can also repeat bullets, dingbats or rule lines to organize and unify.
Artwork can be repeated as a light screened
pattern element or a part of it can be used elsewhere in an ad to unify all parts of the ad and
make the information easy to understand.
Repeating a typeface, type sizes, paragraph
formats, etc., helps you build the underlying
structure, so that when you do use contrast, it
does call attention to or become the focal point.
ALIGNMENT In many ads, information and
art appear to be placed wherever there’s space,
without regard for the continuity of the information. Sometimes it seems to be… it’s all in
the ad, now just sort out the good stuff.
To achieve alignment, make sure each item
LOANSTOP MORTGAGE CORP.
LOANSTOP MORTGAGE CORP.
NO MONEY
DOWN
PROGRAM
NO MONEY
DOWN PROGRAM
If you can answer YES!
to the following…
If you can answer “YES!”
to the following…
1. Currently employed—YES!
2. No late payments in
the past 12 months—YES!
3. No bankruptcy in the
past 2 years —YES!
1. Currently employed? YES!
2. No late payments in
the past 12 months? YES!
3. No bankruptcy in
the past 2 years? YES!
Then you CAN purchase a
home with no money down!
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CALL TODAY!
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555-555-LOAN (5626)
TOLL FREE 800-555-8888
www.loanstopwi.com
555-555-LOAN (5626)
TOLL FREE 800-555-8888
www.loanstopwi.com
Southeastern Advertising Publishers Association (931) 223-5708
has a visual connection with something else in
the ad. You’ll create a more cohesive unit.
PROXIMITY The Gestalt theory proposes
that separate items can be grouped together
and appear united because they are close. Items
in an ad which are grouped together give the
reader a visual clue that this is related information (be aware of what you group… unrelated
information should not be included).
Photoshop: Content Aware Patch
There’s also a Content Aware Patch Tool in
Photoshop 6 which is awesome (ran out of
room last month)!
I was responsible for the Fair Section and
I took a lot of photos at the fair every year.
However, with lots of people, it’s not easy to get
a good shot the first time, so you get the best
photo you can and fix it later in Photoshop!
Below is a typical shot, but there’s a pole and
legs running
through the
middle of
the horse…
which would
be fixed, but
it took time.
With the
Content
Aware
Patch Tool,
I select an
area to be
removed and
move it to
an area that
replicates
my background—
in a lot less
time!
Later…
I welcome your input, comment and suggestions. I
also write for The Independent Publisher, The Community Papers of Michigan… and I’m still learning.
E-mail: [email protected] Ellen Hanrahan ©2012
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USPS Update:
Changes that Matter
Gary Reblin, USPS Vice President for Domestic Products has a passion for postal.
At a Washington meeting, Gary Reblin
discussed the Postal Service’s commitment to develop incentive programs and
promotions to help postal customers get
more bang for their postal bucks.
Reblin is also mad about mobile. He acknowledged that the Postal Service faces
growing competition from the electronic
world, but stated: “I believe in mobile. I
believe it is enhancing the mail.”
Reblin is an enthusiastic presenter – hard
to push behind a podium. Like a man
with a mission, he described what his
department was doing to help the mail
evolve to reach new customers and be enhanced by new technologies.
Reblin believes that the mail can help advertisers deliver messages that are remembered. People are bombarded with media
messages and ads every day. Yet the most
recent Postal Service-sponsored Mail Moment survey shows that 80% of responders look at their mail each day and 75%
like to see what’s in the mail.
But people are becoming more and more
dependent upon their mobile devices.
Tests show that consumers and marketers
like mobile. A survey of 800 executives
in early 2012 reported 45% using mobile
marketing with 70% stating they believed
mobile budgets would increase.
The Postal Service has already offered
mailers three different mobile promotions
with slightly different requirements for
mailers, and their mobile-activated advertising, to qualify for a discount.
Reblin explained the Service’s commitment to ﬁle with the PRC a promotions
calendar for 2013. The Service will offer
four different periods with promotions.
Many of the planned promotions will reward mailers with an up-front postage discount for mail pieces that employ mobile
technologies or use the mail in different
ways.
With the caveat that all Postal Service promotions are subject to PRC approval, Reblin shared the 2013 promotion calendar.
In March and April, the Service plans to
offer a promotion that would give an upfront, 2% discount on postage to mail
with a mobile coupon. A mobile coupon
would be mail containing mobile technology that would deliver a coupon that is
redeemable in the store or on-line, when
scanned. The March/April promotion calendar also includes a click-to-call incentive. This would reward mail that links
directly to a mobile optimized website
with a click-to-call that brings up a phone
number or automatically completes a call
to the user’s phone.
In April and June, the Service plans to offer an incentive for mailers–like publish-
Southeastern Advertising Publishers Association (931) 223-5708
ers, catalogers and ﬁnancial services – that
include a reply mail piece in the mailing.
The credit would not be earned until the
reply piece is processed.
In August and September, the Service has
three promotions it plans to offer. One
promotion would extend to emerging
technologies where a 2% discount could
be earned by retailers, e-tailers, and catalogers using mail pieces that contain a
near-ﬁeld communication smart tag or
RFID chip that would allow information
to be transmitted to a mobile device, facilitate a virtual or real time interactive user
experience, such as augmented reality or
3D, or use an authentication component
that would allow the mailer to use the
piece to complete an identity or authentation process. Other August and September promotions include offering mailers a
chance to try a customized postal permit
indicia featuring a company logo, trademark or brand. This permit promotion
would only apply to color images. The indicia to be used would need to be pre-approved with regard to design and testing.
The promotion would waive the normal
postal fee for a customized permit. The
service also intends to promote product
sampling.
The year will end with a November/December mobile buy-now promotion that
would reward mailers with a 2% discount
for mobile bar code, or similar technology, that takes consumers to a mobile-optimized site for immediate product purchase. The promotion would be limited
to tangible items that could be shipped by
the Postal Service – although Postal Service shipping is not required.
(888)450-8329 fax
continued on page 7
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USPS Update:
Changes that Matter
continued from page 6
Like all things Postal, the 2013 promotion calendar will require prior approval
by the Postal Regulatory Commission.
The individual promotions will all have a
customer registration process prior to and
during the promotion period.
Reblin ended his presentation by stressing
that the Postal Service was listening to its
customers. “We heard you tell us again
and again that you wanted to know about
these promotions in advance.” The 2013
calendar, when approved, will give many
publishers and mailers some new ideas
to take to their customers when planning
next year’s advertising campaigns.
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Southeastern
Publishers
Advertising
Association
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Wouldn’t you love to see
one of these?
Your free community paper lets you race around
in many ways. You read our printed publication
at your own home at your own speed, you can
zip around our website with no limits, and you
can even zoom through our content on your
smartphone. That’s speed without limits.
Insert Your Logo Here
Another sign we’re working for you.
Free Papers
Working For You
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Conference Schedules
S A PA A n n u a l C o n f e r e n c e :
Washington D.C.: SAPA, IFPA,
CPF, CPNE, MACPA, CPOWV, and
a whole bunch of other letters will be
joining together at the Ritz-Carlton in
Pentagon City on September 19 - 21,
2013. This will be one of the largest
assemblies of free community papers
to ever come together. Plan now on
joining your friends from across the
Eastern United States in what will be
an unforgettable conference. Topnotch speakers, exciting activities,
friendships, and time to network
will be some of the things you will
remember most about the conference.
Call Douglas Fry at 931.223.5708 for
more information.
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Executive
Award winning Group of 15 Weekly
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Minimum of 5 years experience required.
Excellent income opportunity! Good
JMVMÅ\[-7-;MVLZM[]UM_Q\PKW^MZ
letter to: [email protected]
Your free press
strengthens our
community.
Not by being
separate from
it, but by being
part of it.
This free community paper is a vital force in our community. We
live here, we work here, our kids attend school here, we shop
here, and we love it here. Because we feel so connected, we want
everyone to feel the same way. That’s why we offer the best our
community has to offer each issue. We invite you to strengthen our
community by shopping locally, being involved, and supporting
each other. We do.
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4033065/64,:
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Free Papers
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Working For You
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Sales Principles
publication?’
NEVER UNDERESTIMATE THE
PROPENSITY TO PURCHASE
A prospective advertiser will balk at
spending $1500.00, then turn around
and spend $2500.00 with a competitor. Why? Because the belief was there.
The energy was there. The money is
always there. Money is conceptual.
Many times, the danger is that salespeople will make decisions for the
prospect before they do. Don’t make
the decision for the prospect before
they do. Don’t make the decision for
the prospect about anything, especially money. Also, sometimes the more
one pays for something, the more
value they attach to it—providing the
value is actually there. The world is
full of buyers who have bought half a
solution only because of the salesperson’s fear to talk in larger terms that
would have solved the entire problem
of the prospect or customer.
continued from page 4
out the one with the check.
THE OLD FASHIONED WAY OF
SELLING CAN BE CHANGED
I’m still surprised at advertising salespeople who still sell the old fashioned
and out of date way. The scenario is
that they have to sell the customer an
ad every time they see them. This includes pressuring them into a special
promotion, showing a spec layout, etc.
The idea is to be always armed with
something to show them and giving a
customer a reason to buy that day. If
they have no reason, they hope the advertiser has an idea for an ad.
line and in-person courses will be conducted. Berting Communications is located at 6330 Woburn Drive, Indianapolis
In 46250.
JB Multimedia, Inc. P.O. Box 704 N. Bellmore, NY 11710 888.592.3212 phone/fax www.jbmultimedia.net
This is why advertising salespeople get
into a rut, because they realize they are
just becoming order takers. The most
effective way is to sell a long range
program or at least a long campaign,
where the customer signs a contract or
commits to a long range program. The
key word is COMMIT. This makes it
easier for the salespeople to work with
NEVER LET YOUR FEARS AFFECT their customers, who are committed
YOUR SELLING
and believe the publication is the abOften, we won’t ask the question be- solute key player in their media mix.
cause we’re afraid of the answer. The They now don’t feel pressure to give
prospect is telling you about a severe the salesperson an ad or an idea every
problem he has. You need to ask:“ time the salesperson sees them, beWhy haven’t you learned to solve this cause they have accepted all the reabefore?” By asking, you will be ﬁnding sons to build a successful, long range
out an important part of his values— advertising program. This means the
his own fear. From that, you can deter- planned themes, headlines, art, and
mine the best corrective action to take. copy can be shown in several ads that
can be projected over several weeks at
DON’T OVERWHELM YOUR
a time, which actually cuts down on
PROSPECT
the time to meet each month.
You have tremendous knowledge
about your publication –type styles, In conclusion, you know everything
printing press capability, demographic there is to know about newspaper adstatistics, website beneﬁts, etc. You feel vertising, but many times you don’t
good about what you know and you know the customer’s compelling probwant to start spouting all this informa- lems that need to be solved—and you
tion to the prospect. Many times, the need to know them.
reaction to all this rhetoric is actually You can contact Bob at 800-536-5408 or
wearing the customer out. Never wear [email protected] to see when his onSoutheastern Advertising Publishers Association (931) 223-5708
(888)450-8329 fax
M a k i n g p u b l i c a t i o n s i n t e r a c t i v e.
Justin Gerena, President, Director of Sales
p: 888.592.3212 x710
e: [email protected]
9
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Southeastern Advertising Publishers Association (931) 223-5708
2013
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