As advertising professionals we know that single ads are much less effective that repetitive programs. Most publishers offer discount programs to incent advertisers to run consistently. This discount is a nice perk but it is not the point you should emphasize when selling an advertising agreement. You should talk about the benefits of consistent advertising, talk about being there when customers are looking for a supplier, and about reaching infrequent buyers etc. Once you have sold the value of consistency, mention the discount as a bonus. If you build your presentation on price, the customer may think "If I really want to save money, I just won't buy some many ads!" There are lots of ways to save money, there is only one way to get the benefits of consistency.
Keep Smiling, Keep Selling!
Thanks Jim Busch
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