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Effective Magazine Advertising Sales Consulting & Training

Advertisers Leave if Their Ads Don't Work

How Reps' design role reduces Advertiser cancellations.

"I’m a magazine advertising sales person. I don’t need to know how to design ads!" If this is what you're thinking, here's why you want to rethink that...

If ads don't work, your magazine is blamed. You can reduce cancellations by helping create effective ads. "Wait! I'm an ad sales Rep! Yes, and your job is to make sure they sign up and stay in the magazine. Advertisers who cancel or don't renew because their ads didn't work is your concern. Besides, I'm realistic. I don't expect you to design ads.

If you provide materials, content, or any direction to your Art Department, you are already involved in creating ads... you're just not doing the best you could... if you knew how. And it's no surprise. Few publishers don't think of training their reps in this critical area. So if you want to kick up your sales, credibility and reputation, you're at the right place.

It's almost impossible to save unhappy Advertisers. They don't return your calls. They make the erroneous conclusion that your magazine is not good and cancel. They don't realize it's their ad that needs improvement. Instead of repeating this scenario, create solid relationships from the get go instead of trying to fix these very, very dissatisfied Customers. Ineffective ads lose Customers, and you are the one giving copy direction to your art department! This skill is, very much, your concern.

Retain more Advertisers.

If your magazine creates ads for your Customers, you will retain more Advertisers and increase sales by making sure you help the process. Top ad Sales Reps are essential in the effective ads created by their art departments.

Graphic Artists are not Copywriters.

They work with what you give them! So you need to make sure what you give them helps your Advertisers produce the results they need... so they stay in your magazine. Then you will write schedules and stop chasing one-time Advertisers. I'm not trying to make you an artist. If you can sell, you can give good content to your artists to help produce ads that work... and keep Advertisers in your book.

Here's what you'll uncover...

• What to bring to your Art Department so they can design effective ads for your Customers
• Easy ways to write headlines that get attention... the first step to having ads read... your Artists are not copywriters. If you don't give them good copy, it doesn't get in the ad!
• How to write copy that creates desire and motivates action

You will benefit if...

• Advertisers complain of lack of results, and your Company designed the ads
• You are hardly involved in the ad creation process when your magazine designs ads for your Customers
• Many of your ads start with the Advertisers' names
• Other than a photo, logo and copy of an ad they’re running somewhere else, you don't really know what else to get from Advertisers to help them create effective ads
• Your Advertisers tell you what to put in their ads, so they are in control of the design process, not you!

High Return On Investment.

Keep one Advertiser from cancelling, and the cost of this investment is returned to you many, many, many times over. You can't afford not to learn this skill. In addition, your Advertisers respect for you will rise geometically. Incorporate these techniques and watch your relationships deepen, cancellations reduce, and sales rise.