NONE: Re: ONLINE-ADS>> How to SELL web advertising
Re: ONLINE-ADS>> How to SELL web advertising
Michael Hess (mhess_at_webrep.net)
Wed, 18 Mar 1998 16:18:06 -0800
>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 focus of the online sales call should not be dramatically different
than that of a "print" pitch...IF you believe the web is an extremely
effective targeting tool. Here at WebRep, we believe the power of online
advertising is based on the fact that "content" is the ultimate targeting
mechanism, not some sophisticated banner-serving software (of which may
programs are still incredibly unproven). Just as your print reps are
"preaching" the value of your editorial content and the relationship
between the magazine's editorial and readers, so too is the online pitch
similar in that the rep should be stressing the unique benefits to
advertising on a particular web site. The subject of "traffic" is
important in the sales presentation process, yet not any more important
than in the print world where a rep discusses the magazine's circulation
story in about thirty seconds. Media sales of all types should be about
the involvement between the content and the user...the web is no different
as the sales process must focus on the relationship between the user and
the publisher.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Michael Hess (mailto:mhess_at_webrep.net)
CEO/Sales Director
WebRep, LLC.
1850 Union St., Suite 1149
San Francisco, CAŻ 94123
Tel 415 567-2055
Fax 415 922-8815
Client list: <http://www.webrep.net/Pages/list.html>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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