It’s important to remember that an account representative is an ambassador of the magazine. How the rep dresses and talks, and what he or she says can make or break a deal since the magazine industry is a relationship business.
Magazine Advertising Strategies
Behind the company name and prospective client is an individual with different likes and biases not connected to the business. A good magazine rep is able to determine what the gatekeeper and decision maker responds well to and then acts accordingly.
Plan and Prepare
Know what the company is about and how to get to the decision maker. One may have to go through multiple layers and gatekeepers to gain access to the top. For instance, large brands can have its own filter from the assistant media planner to the supervisor, to the director, to the account executive, to the account director, and finally to the account manager.
Be Informed
Read the news and be culturally savvy. It acts as a conversation starter and can be used as a tool to connect with the person.
Write a Unique Sales Letter
After writing the letter, see where the magazine is mentioned and replace it with a different magazine title. Does it still work or is it too generic? If it sounds too broad and common, the letter should be rewritten because there is no unique factor to pique the prospective client’s interest.
Be Armed With Stats and Facts
Know the magazine inside and out, prepare all possible rebuttals and give clean presentations. It builds trust and credibility.
Find and Use Existing Editorial Credits
If the magazine has mentioned the prospective advertiser in previous issues, clip the pages, add a nice note and mail it to the company. This will give the magazine sales rep an excellent reason to call and follow up.
Show Enthusiasm
When the account rep believes in the product, it shows and can also create excitement and interest in others.
Create Value Beyond the Page
Create value for the potential client by going the extra mile. For instance, if there is a helpful lead or resource for the company, don’t hesitate to assist. Maintain a good attitude with pure intentions. This can lead to positive and unexpected results.
Be Persistent
Don’t give up. It takes a long time to build relationships. Selling advertising space for magazines is a long process and requires more thought, skill and patience, but remember that all hard work leads to profit.
Dress to Impress
Suits and ties are nice and professional, but it can scare people away because it often communicates the message: “I’m here to sell you something.” When visiting a business without calling, practice due diligence with prior research. Assess the environment and dress accordingly.
Although these magazine advertising strategies are useful tactics in making a good sale for the account rep, it’s important to have fun on the job and enjoy every moment. Keeping the big picture in mind, as well as having a positive point of view will make each day easier to manage.
Further Reading:
Basics of Publishing a Magazine
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