The Secret Advertisers Don’t Tell You

In my experience, when watching media companies market to their clients, they are pretty sure that they know who they are marketing to. But what they are marketing – that might get a different answer.

If you are a direct advertising sales person you probably think you’re selling advertising, perfectly natural to think that. And you’re probably right, but is that really what your prospects buy?

Over the years, having worked with hundreds of retailers, and small to medium businesses, I have discovered that what we are selling is not advertising but something else.

Charles Revson, founder of Revlon Cosmetics, is credited as saying “In the factory we make cosmetics; in the store we sell hope.

If you think about that, your clients are in the same business: the hope business. By using your media company, they are hoping that they will get more sales, more leads more prospects.

So next time you think about just selling advertising, think about what their hopes and dreams are first.

Good selling

PHOTO CREDIT – anniebee

Like this article? Sign up and get notified of new articles when they're published

Once a month digest of our news, tips & freebies.

5 Responses to The Secret Advertisers Don’t Tell You

  1. I absolutely agree. If you are just selling advertising then it’s easy for the audience you’re selling to become a commodity, which is available in a number of other places. I think we have to go beyond selling hope though and combine it with a plan to achieve their hopes and dreams.

    In most markets across the globe an advertising sales person can actually be worth as much individually, as the advertising schedule they’re selling. If I sell someone an advertising campaign that is $2,000/month, a good sales rep can easily be worth that, without the schedule. As sales professionals if we can help a business owner shorten their sales cycle, increase their average sale, or implement a sales training program for their staff, how much is that worth? When you become that type of asset to a client it doesn’t matter if your ratings go down one quarter, or your readership falls off slightly. You’re too valuable to lose!

    It’s easy to say, “That’s not my job.” But if your job is to feed your family then you have to find a way to stand out. Be of more value than the other 50 people that business owner has spoken with this month, that are peddling spots, GRPs or column inches or impressions. Be the 1 that actually helps their hopes become reality.

    Most business owners were good at a trade or have a certain skill. Most of them aren’t great a running a business. If you aren’t up to the task of helping businesses become more profitable than start learning today. While your competitors are peddling their audience I think you’ll find it worth the investment of your time to become a peddler of hopes, dreams and ways to accomplish them.

    Happy Selling

  2. I absolutely agree. If you are just selling advertising then it's easy for the audience you're selling to become a commodity, which is available in a number of other places. I think we have to go beyond selling hope though and combine it with a plan to achieve their hopes and dreams.

    In most markets across the globe an advertising sales person can actually be worth as much individually, as the advertising schedule they're selling. If I sell someone an advertising campaign that is $2,000/month, a good sales rep can easily be worth that, without the schedule. As sales professionals if we can help a business owner shorten their sales cycle, increase their average sale, or implement a sales training program for their staff, how much is that worth? When you become that type of asset to a client it doesn't matter if your ratings go down one quarter, or your readership falls off slightly. You're too valuable to lose!

    It's easy to say, "That's not my job." But if your job is to feed your family then you have to find a way to stand out. Be of more value than the other 50 people that business owner has spoken with this month, that are peddling spots, GRPs or column inches or impressions. Be the 1 that actually helps their hopes become reality.

    Most business owners were good at a trade or have a certain skill. Most of them aren't great a running a business. If you aren't up to the task of helping businesses become more profitable than start learning today. While your competitors are peddling their audience I think you'll find it worth the investment of your time to become a peddler of hopes, dreams and ways to accomplish them.

    Happy Selling

Leave a Reply

Updates to Your Inbox

Receive notifcation of great new content on Talking Media Sales, our subscriber exclusive monthly Inside Media Sales and Call to Action newsletters, and be the first to know about exciting new products when we launch them.

As a thank you, you will also receive our latest report, "The 9 Most Dangerous Mistakes Media Sales People Make With Direct Advertisers."