hi Claude Whitaker here I'm an author
I'm a speaker I talked to groups of
business owners and groups of
salespeople so if you're selling
something and your income is determined
by how much you sell it you might want
to listen to this because you might get
something out of it okay I wrote a book
recently called selling local
advertising this is for people that sell
coupon books or they sell magazines or
they sell something where local
businesses are advertising it could be
radio it could be a TV local cable TV
advertising it could be any of those
things well there's a few things out of
this book that I thought I would share
with you the most important part if you
want to know one secret that every ad
rep should know to absolutely guarantee
their sales it's this and I almost never
see this when I see people training
salespeople selling advertising locally
and it's this know how to write and
create profitable advertising and what I
mean by this is make sure that when you
are creating an advertisement for your
client learn how to make that
advertisement pay learn what makes
advertising work what draws people in
the door what causes them to want to buy
I recently talked to an advertising
sales rep and I was speaking to a group
of reps and and I was meeting with a
small group at a table and one of the
first things a guy this guy told me was
he said Claude I was talking to this guy
that was he had a mattress store and he
was complaining that people weren't
coming in to buy mattresses he said they
would come in and look around and they
would leave and he says I told him my
job is just to get him to call you after
that it's up to you it has nothing to do
with how much you sell assessment to do
with what I do and he said what do you
think of that Claude well I guess you
could think of it that way I said but I
don't think the client thinks of it that
way okay and he looked at me like it was
from Mars he said why don't we
talking about he just walked away the
amazing thing is this that is not a
unique reaction think of it this way if
you are a sales rep and you're selling
advertising to a client and you create
an ad for them and the next month you go
back because you're going back for the
next monthly issue or the next you know
the next series of ads and they say oh
I'm so excited
we made a fortune off of that ad for
every dollar we put in the ad we got
back six or seven or eight or ten or
twenty dollars okay
the question I have for you is is how
hard would it you be for you to sell
that next ad it wouldn't be hard at all
in fact you wouldn't have to sell it at
all they would be calling you okay you
know I had I know I had a half a page
how well do you think a full page would
work is what they'd be asking you how
about two pages do you think that this I
can tie this in with radio do you think
that'd be a good idea why because
they're making money you're not selling
advertising you're selling new customers
so you need to figure out how to make
your advertising pay now I'm not talking
about putting the owner of the of the
business putting his poodle in the ad
you know or putting him one in the ad B
just because it'll make him feel better
and then it'll take six months for him
to realize that as advertising isn't
paying I'm not talking about that at all
what i'm talking about is studying
copywriting studied advertising there
are key factors in advertising that
cause advertisements to pay that cause
people to actually come in to buy and
you need to learn what those things are
and then when you're selling advertising
you're not selling advertising what
you're doing is you're selling new
customers and for every time and you
you'll never run into somebody that says
well I can't afford you know I can't
afford these new customers you know what
they're basically saying then is I can't
afford 30 cents to make a dollar is
really what they're saying well that
doesn't make any sense so what you need
to do is figure out a way to make your
advertising pay so that you're creating
a profit for that vendor or a profit for
that
business owner okay no I explained that
and explained an awful lot more in my
book selling local advertising it's on
Amazon hope you read it