When talking to ad sales prospects who don’t know your niche magazine, do they trust their fellow vendors’ opinions about your product more than yours?
Probably. This is how the world works. If a prospect has never advertised in your print or online media or has not attended one your events, they will reach out to their vendor community for opinions about your brand and your products. This is why Yelp works — people tend to trust strangers’ opinions more than the word of an unknown restaurant or hotel. Right?
If you want to grow your advertising or sponsor community, you need to push for testimonials, but not any old comment. You need stellar testimonials that can ultimately lead to referrals!
Here’s 4 Tips on how to get great testimonials:
1. Ask. I know if sounds silly, but your current happy vendor base can give you an endorsement if you just ask. In your next conversation with a happy customer, ask them if there are any other advertisers they know that would be a good fit for your audience. When you contact the new prospect, you want to mention front and center that you were referred to by a mutual friend/advertiser.
2. Develop a testimonial page on your magazine’s website. When you receive some appreciative emails from happy customers, you just need to ask them if you can post them. 90% of the time the advertiser/customer will say fine. Here’s a link to our Camp Niche Ad Sales Training testimonials on our website as an example: People Love Camp Niche
3. Help them help you. One way to get really good testimonials for your magazine is to offer to write them for your client. They may be really happy with the results with your publication, but it’s hard for them to take the time to write. How does it work? I ask to interview existing customers about their experience with our media or event and then write a great testimonial and ask them if it’s okay to use……and they always say yes!
4. Video! Live events are a great source for video testimonials which can also be a very powerful endorsement for your magazine. At a live event, people are totally pumped up and excited to get involved. We do video testimonials that really work. Here’s an example of a video we did with new sponsors that explained their experience with us. Niche Sponsor Experience
The key is this doesn’t happen on its own — YOU need to be pro-active to get your own ad sales referral business going!! Let your existing clients help build new relationships with new vendors.
Good luck with your referral mania! It’s worth the time and effort and fun to do.
About the blogger: Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan and part-time blogger. His 15 minutes of fame took place in the mid-eighties when he launched his famous, “Buy an Ad, Get a Cat” ad campaign. He has long since patched things up with the SPCA.
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! Plus, Carl Landau – Niche Media’s Grand Poobah – launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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