Maximize Results

Try Dealing With Small Publications With Checks Sent With Ads

Small town weekly newspapers, small regional or state trade association magazines, and other "minor league" publications can sometimes have a rate dictated to them. After you've collected "rate cards" or rate information from the publications you want to advertise in, discount to the amount you want (30% to 50% off), then send the ad, a check, and a letter explaining your unique needs as a direct-response advertiser and inviting them to hold the ad and check for up to x-# of days, as a "stand-by" to fill a remnant or last minute cancellation, or to return the check and refuse the insertion. This "gimmick" works a surprising number of times.

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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com

Leave Money On The Table If You Must Walk Away

Never get mad, never burn the bridge. End your unsuccessful negotiation with something like: "I'm sorry we can't do business and that I will have to use all of my ad budget in other publications. If you have a last minute cancellation or remnant....." Leave the door open. If not before, as they see your ad appearing repetitively in other magazines, they'll come back to you.
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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com

Negotiate Hard

The media rep will try to force you into frequency commitments in order to grant discounts, but this is totally inappropriate before testing; and you must test profitably without the frequency discounts; and those should then be available in addition to the special, low direct-response rate. Give them an opportunity to discount to you while "saving face", by talking about buying remnants, having an ad ready to place with little notice, and so on. (One client of mine has been sold a "remnant" 40 months in a row in one national magazine!)

Do not let yourself be pressured into a bad buy under any circumstances.

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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com