Re: ONLINE-ADS>> How to SELL web advertising

lauren_at_boston.com
Wed, 18 Mar 1998 14:19:07 -0500

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The one thing I NEVER see out there is tips on HOW TO SELL online ads.
It's a preaching job I'm sure...but we have a lot of Print sales people who
now need to pitch web banners and other web advertisng options and they
need some direction in a big way.
Does everyone make up their own sales story based on Traffic?
The value curve shifts so wildly from site to site...what should be the
focus of a sales pitch?
Any suggestions or references would be greatly appreciated!

The focus of the sales pitch with online should not differ that widely from
appropriate ad sales pitches in other media - the client and the client's
needs should be the focus, not how many page views your site has or where
your site ranks in some list. I have lost track of the number media
planners that have told us they are sick of reps rattling off a litany of
page views, etc., RATHER then telling a client they have thought about the
client's industry, have thought about the client's product and have some
ideas and features that might solve their problem/challenge.

As far as resources - try IAB.net.

Lauren Oelgeschlager
Director of Adveritising
Boston.com
Ph: 617-929-7030

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