“It’s not you, it’s me” said the ad salesperson to a potential client.
No, seriously. There are SO many ad sales proposals out there that are totally geared to the salesperson and their magazine instead of being focused on the prospect’s needs! Sales proposals should be focused on the client and not the other way around, right??
Check out these 5 quick tips for creating ad sales proposals your clients actually want to see:
- First, think about how your clients use your proposal. Eliminate any of your own in-house jargon and communicate clearly about how your proposal fulfills their needs. Bonus points for brevity.
- Customize, customize, customize. Every prospect is different. Create proposals that reflect the unique needs of each one. Take the time beforehand to learn what they want from you.
- Offer clarity. How many clients do you know who, the moment they get the proposal from you, start flipping through the pages to find the real cost. Make the format direct and easy to read. Get down to the important stuff right away and reduce the big build up—it’s a time-waster for busy clients.
- Proofread! And then go find someone besides yourself to proofread your proposal, too. There’s no excuse for sloppy grammar, spelling and formatting—spellcheck doesn’t always get it right.
- Use a P.S. Carl Landau, Grand Poobah and ad sales guru, always uses a P.S. What better way to grab a prospect’s attention and sum everything up?
Run through these quick tips and make sure your sales proposals aren’t on auto-pilot. Make them truly all-about-the-client and we bet you’ll get that “YES!”
Here’s some other past posts we’ve run on creating successful proposals:
Ryan Dorhn shakes up the whole format of written proposals with Ad Sales Strategy: Re-think your proposal process. And Nancy O’Brien tells us how to wrap it up right with Integrated Ad Proposal Perfection.
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast……who sometimes gets carried away.
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 -also created a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
Image from freedigitalphotos.net