How to Sell Advertising Effectively - Checklist
How to sell advertising - I’ve put together a detailed 24 point checklist of what people are actually buying from you when you offer them an advertising deal in your displays. Here’s what you need to do to maximize what I have here…
When you read each bullet point, STOP at the end of it and ask yourself “How can I provide this?” or “What creative way can I use to bring this point to life?”. This will make a massive difference to your results! The moment you start skimming over these points, and not thinking about them is the moment that you’ve cheated yourself. Watch how creative your mind gets now :)
1) They buy the promises that they want personally fulfilled,
2) They buy your credibility or don’t buy your lack of it,
3) They buy solutions to their problems,
4) They buy your guarantee, your reputation, service and good name,
5) They buy other people’s opinion of your business,
6) They buy expectations based upon your marketing,
7) They buy believable claims, not simply honest claims,
They buy hope for their own and their company’s future,
9) They buy the consistency they’ve seen you exhibit,
10) They buy the stature of the media in which you market, 11) They buy value which is not the same as price,12) They buy selection, often the best of your selection,13) They buy freedom from risk granted by your warranty,14) They buy acceptance by others of your goods and services,
15) They buy certainty,
16) They buy evidence of your reliability,
17) They buy convenience in buying, paying and lots more,
18) They buy respect for their own ideas and personality,
19) They buy your identity, conveyed by your marketing,
20) They buy clarity; if they don’t understand, they don’t buy,
21) They buy neatness and assume that’s the way you do business,
22) They buy honesty, one dishonest word means no sale for you,
23) They buy success, your success which can lead to theirs,
24) They buy good taste and they know it from bad taste.
So there you have it. If you can write down next to each one what your method will be to provide evidence of that particular point, your sales conversion rate (and confidence) will skyrocket!
Anyone else like to contribute any additional points to the list?
Dean
Other Ideas How to Get Started Here
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2 Responses to “How to Sell Advertising Effectively - Checklist”
phileas wong
June 8th, 2007
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Different people have different behavior, the most important practice here - “brand yourself”! Even a small card can bring you cash everyday. 24 point of buying behaviour is an excellent idea to show you how you brand yourself.
Phileas