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Overcome... "My Ad's Not Working"

Avoid Cancellations Because Ads Aren't Working

This month's tip will help you if you have a good magazine. If your magazine has a mission, solid editorial, good distribution and circulation, read on for how to overcome cancellations because ads aren't working.

According to Drip Marketing, Cahner's Advertising Research Reports and many other research reports, in order for advertising to work (in most cases), you MUST have frequency. Often advertisers expect immediate results from their ads, and then blame your product when they do not see sales increase. Here's how to handle this dilemma...

Before you start "selling"

Find out what their expectations are. This way you will be able to avert this potential problem. When the time is right (preferably before signing an insertion order), "teach" them how advertising works and move their expectations to the reasonable.

Most people need to see ads numerous times before they respond to them, and you need to share this information with your prospects. Use research you have to show that after seven insertions ad effectiveness increases 350% and after 17 views, it goes up to 631%.

Sell what works

Don't accept 1x ads! It wouldn't even be considered for television, radio or a host of other media... so don't even ALLOW it for print! I know this is a scary approach... you'd rather have something than nothing.

Unfortunately this self-centered strategy usually results in advertisers not renewing or continuing anyway, so you're cutting your nose to spite your face. Try telling them something like... I don't want to take your money once. In order for you to be satisfied, you have to run at least three (or six... you choose the number) times. If you are not ready to commit to this, I'd rather you give your money to another company and be unhappy with them.

I promise you will get a LOT more business refusing 1x than you will accepting them. More people will trust you and sign up right away for 3x and 6x AND you will have 3x and 6x orders instead of the 1x'ers that do not renew.

When the dreaded cancellation call comes

Now you have to do what should have done before the contract was signed! This is why it's so important to approach the sale from the proper vantage point in the first place.

If you're having trouble with one-time sales not renewing, try this strategy. You've got nothing to lose and everything to gain.

Welcome to Stress-Free Selling®

Jenae