5 Things Your Prospects Wish You Did on Ad Sales Calls



Better ad sales calls add up to more revenue for your niche magazine, but why do so many calls end in disaster? Recently I endured the Worst Sales Call of My Life, one so bad it drove me away from the company. It was for a service that I was really interested in checking out from a company I had done business with before – the perfect prospect, right? So how did it all go so wrong?

Now, I am not a sales person at all and don’t pretend to be (just ask the Niche Grand Poobah). But after the pain ended I realized that the call was so bad that it was a perfect example of what not to do and contained valuable lessons. Speaking for the sales prospects of the world, just follow these guidelines and we won’t run and hide when you call. (Want to see them in action? Check out the awesome little ad sales movie The Good, the Bad, and the Beautiful!)

1. Do your client research and be prepared before you call. I know it sounds basic, but you can’t build a house without a solid foundation. Know the history of an existing client with your publication, or research a fresh prospect, before a sales call.  If you are going to take your prospect/client on a tour of your new digital or print offerings, have everything set up before the call (rates, packages, list of URLs, sites open if doing a screen share, passwords ready, or whatever else you need) and know your product, packages, and examples backward and forward.

2. Ask leading questions to find out what your prospect is looking for or what your existing client would like to add (or what isn’t working). Really listen. Don’t be so eager to give that pitch you’ve been practicing in your head that you miss hearing what you client needs. This will help you to…

3. Focus on how your product will benefit the client, not just that you really want/want to keep them as a customer. If you asked good leading questions and did your homework, then you should be able to adjust your sales pitch on the fly to deliver maximum value to the prospect.

4. Be persistent about new products, but lead with the products that will deliver maximum value for your prospect/client. You don’t want your first impression to be mediocre value! If something is a long shot, save it for a quick pitch at the end. No matter how cool you think your new product is, if a prospect says it isn’t a good fit for their business, then move on to greener pastures.

5. Think about the future with prospect/client relationships! Don’t encourage time wasters who will never commit, but just because someone doesn’t advertise or upgrade to your new product this time around doesn’t mean they won’t in the future (or won’t share how awesome you are to others). If an existing client doesn’t take the upsell but wants to talk about maximizing return from what they already buy, then taking a little time with them goes a long way to building and maintaining your relationship with them for the future.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
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El Clasificado’s Journey from Startup Magazine to Multi-Platform Media Company



Each month we highlight a great niche magazine that is super-creative, goes the extra mile for readers, or just really does what it does so well that we have to share it. This month’s Niched Out Magazine of the Month is El Clasificado. Over 25 years this magazine (started with the founder’s personal savings!) has grown to over half a million copies per month through innovative distribution and by transforming into a multi-platform media company with $20 million annual revenues!! Here’s the El Clasificado team’s story in their own words:

El Clasificado

Innovative distribution and media integration have driven huge growth for El Clasificado

Much has emerged from the business plan that Martha de la Torre (CEO/Founder) first drafted in 1988 for a small Spanish language publication called El Clasificado, which Joe Badame (COO/Co-founder), now her husband, financed with his personal savings and capital raised mostly from family and friends. During that time Martha saw a need for a free classified publication in Spanish through which the Latino community could buy and sell their products and services. With that need in mind a niche was discovered and Martha began a great adventure.

Since 1988, El Clasificado has been connecting buyers and sellers in the grassroots Latino market with a unique business model blend of classified and display advertising. Although mostly a shopper, El Clasificado always includes editorials on health, education, family advice, consumer literacy and stories about local heroes and role models.

The key that sets the publication apart from its competitors is its well-organized distribution system. For instance, El Clasificado was the only Spanish-language publication distributed through catering trucks, it was the first free publication in Spanish to contract with major supermarkets for distribution, and the first to place street racks throughout Los Angeles. Now, El Clasificado distributes 500,000 magazines in 22,500 locations and can be found in 290 cities spanning from Central to Southern California. Also, El Clasificado has its zone publication model, which divides the magazine into groups by zip codes. This model gives clients more pricing options and flexibility for a more strategic advertising experience by targeting geographic service areas.

In addition, Martha de la Torre’s initial idea for a Spanish language publication has emerged from a weekly magazine of classifieds into a flourishing multi-platform media company with print, online, mobile and event marketplaces for Latino communities. Beginning in 2006, the company developed a more robust product portfolio. It includes Quinceanera.com, which targets young Latina teens via print supplements, expos and web; Su Socio de Negocios, a niche brand that focuses on US Hispanic entrepreneurs through its website and expos; AlBorde.com, which targets the trendy bilingual Latin rockers via web and special events; and Pacoslist, a Hispanic business directory.

Today, El Clasificado is not only the nation’s largest free weekly Spanish-language classified, but also a successful multiplatform media company that serves Latino communities emerging throughout the U.S. The company has been rebranded as EC Hispanic Media and generates revenues close to $20 million per year, has a weekly print readership of 1.5 million and close to 9 million page views to its web, elclasificado.com.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

10 Ways to Supercharge e-Newsletter Revenue



By Ryan Dohrn, Niche Digital Conference Director and CEO of 360 Ad Sales Training 

Not getting great ROI from your e-newsletter? Make a resolution to grow your customer base and your organization’s success by giving your e-newsletter a little love and attention. An e-newsletter (or three) can build strong connections with customers and keep you top of mind. The trick is delivering meaningful, easy-to-read content that customers want while building strong partnerships. Here are 10 ideas that you can implement today to increase revenue from your e-newsletter.

1. Don’t Forget the Subject! Write the subject line last and really spend time on it. Be descriptive, be direct, use a call to action, use numbers, etc.

2. Segment! Have different lists for different e-newsletters, delivery frequencies (daily/weekly/monthly), reader interests, etc. broken out from your  master list. If you just use one email list, then you lose people forever if they unsubscribe from one e-newsletter.

3. Short and Sweet. Increase user interaction by increasing frequency and reducing the amount of email text.

4. Think About Partnership. Think of how can you partner with someone willing to pay for exposure to you readers, then use those ideas and partnerships to develop each issue.

5. Network & Collaborate. Create a networking group  with 6-8 business partners to share e-lists (disclose this in your privacy policy) and or space in each others’ e-newsletters. Meet or call quarterly to coordinate on topics, ideas and potential sponsors.

6. Research. Don’t reinvent the wheel. Sign up for other e-newsletters to get ideas for designs, styles, partnerships, and promotions.

7. Tighter Targeting. Segment your e-list by demographic. Targeting will enhance the user experience and be more valuable to potential sponsors.

8. Make a Date. Sync your promotional and e-news calendars to create consistency and synergy.

9. Say it with Pictures. Create a short video to showcase what your e-newsletters offers sponsors.  Keep it focused on how partnership benefits them.

10. High Touch. Increase connections with clients by scheduling business quotes or marketing tips in January and continue sending monthly for the test of the year.

Implement even a few of these ideas and watch your e-newsletter’s revenue soar!

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Adapted from Ryan’s blog

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Success Story: Cygnus Show Publications Take Flight with Publishers Press



Timing is everything. For Aircraft Maintenance Technology, Ground Support Worldwide and Airport Business, published by Cygnus Business Media, this couldn’t have rung more true as they prepared for a large aviation convention.

AMT Magazine Cover

Aircraft Maintenance Technology is flying high with Publishers Press

With minimal time to print the three publications, Publisher Press’ customer service team came in to work on Saturday to personally ensure the publication’s show copies were shipped on time. Publishers Press was also able to print their show sticker inserts on the flexo press within the same workflow.

“I want to pass on a sincere thank you for the extra effort in seeing that our aviation books were completed and delivered to Orlando for last week’s NBAA show,” Ron Donner, Editorial Director of Cygnus Aviation, said. “It goes without saying we struggled to get October to you in a timely manner. Everyone’s efforts at your company were over and above and we had a great show.”

Publishers Press

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Your Guide to Fun in Tempe!



Niche Magazine ConferenceThe 2013 Niche Magazine Conference will be in Tempe, AZ February 11-13, and we couldn’t be more excited to head back to Tempe! It is a fun place with a great little downtown. The best part? The Tempe Mission Palms Hotel, conference HQ, is right in the middle of it all! Here’s a quick guide to some of our favorite places to eat and play in Tempe, AZ. (All directions are from the hotel.)

South Mill Area (Left at S. Mill)

La Bocca Urban Pizza & Wine Bar   501 S. Mill Ave. #301 A chic Mediterranean bistro with a nice vibe & good food. Known for their seasonal bruschetta and tasty sangria. Need I say more?

Handlebar and Grill 680 S. Mill Ave.  This modern American beer garden is right across the street from La Bocca so you can check out both. Just don’t jaywalk.

Z-Tejas Southwestern Grill  20 W. 6th St. Southwestern dining with great  margaritas and a nice patio for people watching.

P.F. Chang China Bistro 740 S. Mill Ave.  The place to go if you simply must have the spicy orange chicken.

House of Tricks – French fusion 114 E. & 7th St. French/southwestern-inspired cuisine and worth the extra $. Dine on the patio under the trees if you can.

South Mill Area (Right at S. Mill)

Gordon Biersch Restaurant & Brewery 420 S. Mill Ave. #201 Lots of handcrafted beers & seasonal ales to try!

Rula Bula Irish Pub 401 S. Mill Ave. The patio bar is a fun place to bluster with full-on blarney. Try it.

Caffe Boa 398 S. Mill Ave. Euro-style bistro & wine bar. Upscale, but not stuffy.

Monti’s La Casa Vieja-Steakhouse 1 W. Rio Salado Parkway  From another time – an adobe restaurant-museum full of wild west memorabilia!

Sweetness

Paletas Betty 422 S. Mill Ave.  Voted best Mexican Paletas in the region. Handmade Mexican fruit and cream pops crafted in small batches using fresh fruit, cream, freshly ground spices—bite after bite of icy bliss.  Their Mexican hot chocolate will take you to a dream state.

Slickables 699 S. Mill Ave. Home of the $2 ice cream sandwich. I am not a big dessert person and I gobbled up my personally-designed confection and did not share at all with the Grand Poobah. You get to pick the cookie, different kinds if you want, plus the ice cream. My creation is called the Niche Nirvana. What will you call yours?

Sparky’s Old Town Creamery 510 S. Mill Ave. Try Raspberry Chocolate Chile, Maple Brown Sugar Bacon, or one of their other 14 flavors of fabulous ice cream.

Shopping

Mill Avenue District has 100+ shops, restaurants, and bars. On one block you can buy hemp, drink craft beer, and try on cool sunglasses and ASU Sun Devil shirt.

Serious mega-shopping can be found at Tempe Marketplace, less than 2 miles from the hotel on the Rio Salado Parkway.

Outdoors & Recreation

“A” Mountain has easy trail access right behind the hotel. A 2.2 mile hike will give you a panoramic view of Tempe and ASU.

The Mormon Loop Trail is 6 miles. Nature-walkers can expect to see some unique geology, Indian petroglyphs, and plant life.

Tempe Beach Park—yes, that’s right, a beach in the desert. Don’t miss the historic Hayden Flour Mill right before you get to the park. Rent a paddleboat on Town Lake.

Links Love! Golf devotees will be in heaven. Dozens of great golf courses and links are nearby – ask the hotel or check out www.worldgolf.com

Niche Golf Tournament Don’t forget to register for our super-fun tournament at the ASU Karsten Golf Course! This classic Pete Dye, links-style championship course is set in the shadows of the Arizona State U. Sun Devil Stadium. Just $120 covers tournament fees, lunch, and cart rental. Register here.

Miscellaneous

CVS Pharmacy 802 S. Mill Ave.  Forget to pack something? Turn left on Mill Ave. for an easy walk to the store.

Worth a Quick Cab Ride

Tempe Marketplace  2000 E Rio Salado Pkwy.  Best shopping in the Area (about 10 min drive)

Casey Moore’s Oyster House, 850 S. Ash Ave. Guinness flows, seafood menu, large patio.

Four Peaks Brewing Co., 1340 E. 8th St. #104 Great beer selection, big patios, great burgers.

Dos Gringos Trailer Park 1001 E. 8th St. Downscale, intentionally cheesy and crazy!

 

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Inc & Niche Media Network
– YouTube: NicheMediaHQ

 

Creating the Perfect Call-to-Action in Your Emails



Emails and e-newsletters are crucial to the success of your niche publication. The right design paired with the correct content can make your e-newsletters stand out from the rest. One component of a great email is the call-to-action. We have rounded up some helpful tips for crafting the perfect call-to-action in your emails. Have a look:

Niche Media

Check out some tips for creating calls-to-action.

  • Keep it focused: It is important that your reader is able to identify the call-to-action and the end result that you are pushing him or her towards. Make sure your calls-to-action are focused as to not confuse readers and better encourage them to engage.
  • Say it early: It is also a good idea to place the call-to-action in a position that is early in the email to help catch the reader’s attention. Placing it in an upper location will help to encourage the reader to take the action you are encouraging him or her to do.
  • Don’t make it a button: Calls-to-action that are designed as buttons can actually hurt the email more than help it. If a reader has image settings turned off in email, he or she may not be able to see the call-to-action. This is why it is best to create a call-to-action in URL format.
Calls-to-action are essential to a successful email or e-newsletter, which means you should make sure you are putting your best foot forward for the success of your niche magazine.

 

Photo from Free Digital Photos