Yes, all you ad sales pros are super-busy-every-single-minute. But you have to schedule some time—yes, schedule it, or it won’t happen—to READ.
Why? So you can become an A++ student when it comes to your prospects and clients.
What should you read? Your clients’ e-newsletters, blogs and websites. A lot. Consistently. Make a point of devouring your clients’ online presence. What’s working well for them? Anything they could use some help with? What matters most to them?
The same goes for blogs. Subscribe to your customers’ blogs. Pay close to attention to the company executives who post. You will learn a lot about your customers’ corporate culture and what’s being talked about in their industry. Knowing the opportunities and pain points will make a big difference when it is time to put together an integrated ad package for them.
You can also sign up to get your customers’ marketing materials. Understanding how your clients market themselves and how much they spend(!) will help you meet their needs better.
Becoming an expert on your clients requires some study, but it will make you stand out from the rest of the class. It’s like a flashback from the 5th grade, but it works: Do your reading assignments, boys and girls!
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former 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 – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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