How to Attract Advertisers

• In person
• By phone
• By post
• By email

• Good if you possess natural charm and are presentable
• Potential advertisers are more likely to sign up if they like what they see
• You can ask for and are more likely to receive payment in advance (this is very useful when you are first setting up the magazine)

• Each contact will take much longer as you will have to physically travel to and from the venue
• Sometimes potential advertisers will have a chat and listen politely then decline so you’ve wasted twenty minutes

• Sounds obvious but wear a suit, look business-like, have clean nails and SMILE
• This method may take longer but the conversion rate is usually very good.
• Even if they say no initially at least they’ve met you. By sending them a copy of your magazine and making a follow-up phone call you will be certainly convert a few more prospects.

• You can make many phone calls in an hour
• You can tell quickly whether a potential advertiser is interested and if they’re not you can move on to the next one

• Can seem impersonal. It’s harder to connect with a stranger over the phone
• It’s easier for a client to say no
• You can’t ask for payment at point of contact

Hints and Tips

• This is a good way to contact potential advertisers but it has a lower strike rate than a face-to-face meeting. Be prepared to make many phones calls for one positive response.
• Don’t be down-hearted. When I first set up my magazine I used to take every ‘no’ very personally and often became discouraged. By gritting my teeth and ploughing on regardless I soon realised that the more people I phoned, the more ‘yes’ responses I received, and the less the ‘no’ responses mattered.
• Practice your phone technique. It’s amazing how many of us have a poor phone manner. Speak clearly and smile as you talk; the smile will transfer to your voice and the person you are phoning will perceive you as friendly and trustworthy.
• Be flexible. Some sales people develop a standard sales patter and are very successful with it. I always found that didn’t work very well for me. Whenever I tried it I didn’t feel comfortable and my discomfort was probably evident to the person on the other end of the phone. I found a more natural, chatty and empathetic approach worked better. Monitor how successful you are with different approaches and develop a style which works for you.

• The potential advertiser has time to read your sales spiel at their leisure
• Once they’ve read it they’re more receptive to a follow-up phone call

• It’s relatively expensive
• There is every possibility that with all the junk mail a business receives daily, your carefully crafted letter and sales pack will be dumped in the recycling bin without being read

• This is a useful approach for advertisers you’d like to net but who have proven elusive.

• Send a complimentary copy or two of the magazine, a personal letter and your advertising rates with the special rates you’re offering to this advertiser high-lighted: then make that follow-up phone call.

• It’s by far the cheapest way to contact people
• You can send a lot of information and even a pdf download of your magazine
• You can catch business people when they’re just browsing their emails, possibly in the evening, when they’re relaxed and more receptive.

• Your message might be ignored as a junk email

• This approach works better if your magazine has a website to act as your shop window and showcase your magazine. If you put a link to your website in the email people are more likely to click on it and read what you have to offer.