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Promote
your way to sales success
By Kim Peek
A
license plate that reads “CBLEADS.”
A mini-production workshop for third graders.
A 60 second “elevator speech.” A plug on every e-mail you send.
It’s called self-promotion, and you should be doing it.
The
idea may seem unconventional, but shouldn’t you devote a few minutes each
day to promoting your own business? Consider the impact of positioning
yourself as your market’s advertising expert. Would it open more doors?
Would you establish instant credibility? Would prospects seek you out, take
your advice and spend more money? You bet!
The
key is to find something that makes you memorable. It may be a gimmick or a
series of activities, but the idea is to keep your name in front of
prospects. How do you promote yourself and cable advertising sales?
Sure, you can run ads promoting yourself and the effectiveness of cable TV
advertising, and you can even run long-form commercials if channel space
allows. Testimonials, referrals and newsletters work too. But, why stop
there? Go beyond what’s expected and create buzz for your business.
Self-promotion
ideas that work:
- Speak
to Sell! Find every available opportunity to speak in front of
groups, whether you’re creating your own seminars or serving as a
speaker for local organizations. Vickie Sullivan, author of Speak to
Sell ™ CD, says AEs
should provide guest passes for those clients who are considering
advertising but are still sitting on the fence.
Whether
you’re speaking to the local chapter of the Pork Producer’s or the area
Chamber of Commerce, your speech cannot sound like a pitch. Sullivan says
appearing to sell is the kiss of death. It’s important to choose your
topic carefully and make sure it provides value to the audience. Speak on “10
Keys to Effective Copy Writing,” “The 10 Biggest Advertising
Mistakes,” or “How to Get Real Bang For Your Advertising Buck,”
but don’t even consider “101 Reasons Why I’m So Great.”
- Leverage
Opportunities: Have a plan for turning leads into sales. Sullivan
says it is not enough to collect business cards and follow up later.
Tape your speech with a digital tape recorder and burn CDs to send to
attendees and prospects who could not attend. Ask your production
department to record the speech and send dubs to prospects.
Send the attendees something of value—something more than your
package or a media kit.
- Develop
a Keeping In Touch Program (KIT): Do you have a program or system
for keeping in touch with your clients? Maribeth Kuzmeski, President of
RedZone Marketing recommends developing a systematic approach to keeping
in touch with clients. ….KIT.
- Have
your “Elevator Speech” Ready: Susan Harrow, media coach,
marketing strategist and author of Sell Yourself Without Selling Your
Soul, teaches her media coaching clients to speak in sound bytes.
Think in terms of being interviewed on the radio or on a talk show. The
host asks a question and you have just a few seconds to respond—to
sell your idea--before they cut to commercial. It’s important to be
able to explain who you are, what you do and why people should care in
60 seconds or less.
- Use
Your E-mail Program’s Signature Feature: Develop a brief sales
pitch for your medium or yourself and include it in the signature area
of every e-mail you send. Use it as a benefit statement, or change it
frequently to promote programming or super ratings achievements.
- Offer
clients and prospects a Free Advertising Workbook: Develop an
advertising workbook that walks new advertisers through the strategy and
media selection process. Make the workbook available as a free download
on your web site.
- Teach
an Advertising Class or Workshop at the Community College: One of
the fastest ways to position yourself as an expert is to teach others
the secrets of success. Also consider offering advertising resources and
expertise to your Chamber of Commerce or Small Business Development
Center.
- Teach
a Mini-Production Workshop at Your Child’s School: Teach your
child’s class advertising basics. Divide them into teams and let them
write ads for your clients. Then, bring in your production department to
shoot the commercials. Provide each child with a dub of all
commercials--with ads for your system and your sales organization on the
tape. These tapes are sure to become family favorites, which means great
exposure for you and your clients. (Even if your client chooses not to
run the ads!)
- Get
Personalized License Plates: One very successful cable AE has vanity
plates that say “CBLADS.” What a great way to show you’re a
believer in your product! If that’s not an option for you, how about a
license plate frame with your system name, or magnetic signs that stick
to your car?
- Remember
the Value of Relationships: Never forget the value of developing
relationships with those “in the know.” Get to know the developers,
builders and realtors who are aware of new businesses coming into the
area. Network with accountants and attorneys who help new business
owners complete their incorporation paperwork.
Sometimes,
we are so entrenched in our own world we get stuck in a rut. We’re so
proud of our own medium, we forget how to be creative—to think like a
public relations specialist, a public speaker, a direct marketing pro…or
an entrepreneur who has invested his last dime to market his dream. Get out
there and sell yourself like your career depends on it! A half-hearted
attempt won’t make you an overnight success, but you can become the talk
of the town when you master the art of self-promotion.
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