|
Managing Your Territory Those running elsewhere It's far easier to get businesses to advertise with you when they are about to advertise somewhere else because they are already planning on spending money on advertising. This is easier than convincing businesses who have no plans to advertise at all to advertise with you. Not that
this second group is impossible to sell into your newspapers, but it's
always easier to get people who are about to advertise to run with you
rather than where they're currently running. Then the battle isn't convincing
them to spend money on advertising but instead convincing them why your
paper is better than the competition, or at least, why your paper would
be another effective medium in which to advertise. Another good source for leads is the Yellow Pages and other similar directories. Sometimes it's not difficult to show these advertisers they could be better off investing some of the huge amounts of money they spend in the Yellow Pages with your paper, because the Yellow Pages won't be read by the vast majority of consumers who may already have an idea where to go to buy a particular product or service. The newspaper, however, does reach these people. But don't just limit your prospects to people who are advertising somewhere you can easily find. Many advertisers are using direct mail or on the Web. If you don't live in the territory in which you sell, you might want to try to find someone who does, and ask them to save any direct mail piece that they get from someone in your territory. Next: Prospecting special sections
|
|