Customized Advertising Sales Scripts

LEARN• When designing an ad sales script, strive

for three basic goals:

1. Be positive and confident in your wording.

2. Lead the customer to “yes” responses rather than “no” responses.

3. Present the benefits of advertising with your publication clearly.

INTRODUCTIONS

• First impressions go a long way, so you will want to make sure you seem positive and confident.

– Fidgeting, repetitive ‘uhms’ and a general unprepared demeanor could lose you the sale.

PRACTICE: WHO ARE YOU SELLING TO?

• Know something about your client:

– Manager’s name (or representative in charge of advertising)

– The company’s business – knowing what they do is important.

– Call ahead, visit the company website or schedule a meeting to gather some of this information.

BENEFITS OF ADVERTISING WITH THE PUBLICATION

• Unlike commercials or newspapers, yearbook ads are permanent.

• _____ number of students and their families purchase a yearbook every year and read it often and repeatedly.

BENEFITS OF ADVERTISING WITH THE PUBLICATION

• Remind the business that teenagers use their services or shop at their store mention popular services or products.

• Will you be featuring any of their products or services in the yearbook in stories, polls, or on-site photo shoots?

PRACTICE: INTRODUCTIONS

• Increase confidence by scripting what you’ll say.

• With a partner, try introducing yourself like you would to a potential advertiser. Below are just a few ways of introducing yourself, but make sure that you are original and honest.

– Hi, my name is [your name] and I am a [class year] at [school].

– Good [time of day] [name of business representative]. My name is [your name] and I am the [position on publications team] for the [publication team] at [school name].

PRACTICE: WHAT ARE YOU SELLING?

• Know what you are trying to sell to your client.

– Sizes and prices for each ad

– Color options (black and white, color). Is there an additional cost for color?

– Packages/Deals (Consider charging a little extra for a link to an Aurasma video or other perks)

PRACTICE: SELLING ADS

• With a partner, create a script that outlines what you are selling and for how much. Also consider:

– Deadlines

– Who to contact with questions (you, business manager, adviser)

BE PREPARED FOR EVERY RESPONSE

• In sales, there are three different responses you will hear:

– Yes

– Maybe

– No

• Being prepared for each is important.

PRACTICE: RESPONSE

• With a partner, practice writing a script that answers a yes, maybe and no response. How will you different you reaction.

– If they say maybe, do they need more information or more time to think about it; when will you follow up with them?

– If they say no, how will you respond respectfully?

USE• Choose a business with whom the

publication wants to advertise.

• Using the script created in this lesson, modify it to fit the business you want to target.

USE• Check your script to be sure that it

accomplishes all of the following:

1. The script is positive and confident in wording.

2. The script leads the customer to “yes” responses rather than “no” responses.

3. The script presents at least 3 benefits of advertising with your publication clearly.