Finding a good headline

I am sorry this blog went out late today--I was experiencing technical difficulties.

Research has found that that ads with effective headlines out perform ads that lack a good lead. A great question to ask to identify potential headline ideas is: "When potential customer call you on on the phone what questions do they ask you about the business?" A good headline answers this question for its readers. For instance if many people call and ask "Do you deliver?" then " Free Delivery" would be a good headline. You have to remind the advertiser that for every person that calls there are probably several who won't make the effort. By using the headline of the ad to proactively answer consumers question you increase the chance that they will do business with that firm. It is a good way to get a client to think about what their ad is saying to potential customers.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Shopping for sales leads

When I am out with reps I always ask them to stop at the supermarket in their territory. I am not craving a dozen of eggs or a box of Tide, but I am looking for leads. Most grocery stores have a bulletin board covered with cards from local contractors and businesses. You can also find these at building centers, hardware stores, small print shops and restaurants. I have made many sales over the years by calling on these cards. These places are a good way to find businesses that fly under the radar as they are not listed in the phone book and lack a web presence. Making the rounds of the bulletin boards as you work your territory can pay big dividends in the long run.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Weekly Quote

The original model for the successful American entrepreneur is Benjamin Franklin. His autobiography still offers some very good advice for business people. He was completely self-made and self educated. He had very little formal education but became one of the most respected thinkers of his time. Here is some of his enduring wisdom:

"Let the new year find you a better man*."

Take this advice to heart, schedule time for study and to take classes and seminars. By starting today to improve your knowledge and skills, 2012 will find you a better person.

*My apologies to my female readers, Franklin lived in a much less enlightened time. I believe if he were writing today he would have used "better person."

Keep Smiling, Keep Selling!

Thanks

Jim Busch

An exta month's income

I didn't want to get out of bed this morning. I spent last night at a hockey game with our marketing department and sales management team. This morning was cold and snowy here in Pittsburgh. Still my feet hit the floor at 6:30 and I was out the door by 7:15. My farmer grandfather long ago impressed the impact of early rising on what one can get accomplished in a day. Think about this, if you get up 15 minutes earlier every day of the week you add a week and a half to your work year. Add another 15 minutes at the end of the year and you get more than 3 full weeks extra. Here is how the numbers add up: 15 min/day X 5 days = 1 hr. 15 minutes X 50 weeks (You can sleep in on your 2 weeks vacation) = 62 and one half extra hours per year. Not only do you get extra time but you get quality time. By starting early you are off and running before most people are in gear. This means you can accomplish a lot before anyone is there to interrupt you. If you use this time to plan and prepare you will see a big jump in your sales effectiveness. Since sales people are rewarded in direct proportion to the effort they put into their job this is certain to pay financial dividends.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Good enough is neither good or enough!

Here is something that occurred to me as I prepared my recap report for December 2010.

In the last few weeks of 2010 I closed over $200,000 of new business for my company. In each case we won this business from competitors and in several cases had to overcome the objections of their advertising agencies. In each case we were able to secure this business by using research, good planning and by adhering to good sales practices. We investigated the customer's situation and needs and formulated a creative plan. We approached the customers with a well thought out program that included ad layouts. Between the tight economy and the rise of alternative media print we can not longer afford to "Wing it." Selling print advertising in this environment requires a lot of hard work before and after the sale. Selling today requires more than a big smile and a firm handshake. If we want to be successful in 2011 we need to bring our "A" game to every customer.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

The grass is greener under the snow

In January, much of the country is locked in the deep freeze. This puts many of our service businesses on hold. With snow on the ground landscapers, roofers and many contractors can do little more than wait for spring to arrive. This is also true for driving ranges, Dairy Queens and many other warm weather recreational businesses. This makes January the best time to reach out to these businesses to plan their advertising. In February and March they will start ramping up for spring and after that you will be lucky to get more than a few minutes of their time (Remember they have to make 12 months of income in a very short season). By contacting them during their "flat spot" you are more likely to get their undivided attention. This also puts you ahead of the competition. I suggest you lay out a plan for the entire season and give them some ideas to kick their season off with a bang.

Keep Smiling, Keep Selling!

Thanks Jim Busch

January Dangers

Just as most of us assess our waistlines after the first of the year, most businesses assess their bottom line. As the final numbers for 2010 are tallied, many businesses start looking for ways to cut expenses. If you do not wish to be one of the "expenses" that drops out of the budget, it is time to take action. I believe a "good offense is the best defense." Approach your customers with new ideas and new proposals. Focus on the value you deliver to the customer. If they have had a bad year, remind them how much worst things could have been without the customers your publication brought in. Suggest they get more aggressive to turn things around. Conversely, if they've had a good year, praise them for proactively advertising and going after business when many were cutting back. This is also a great time to go after advertisers in competing media by showing the greater value offered by your paper.

Keep Smiling, Keep Selling!

Thanks Jim Busch