I am amazed at how many ad sales professionals I work with have only a vague idea of what sets their products apart from the competitors. “What makes your magazine unique”? is a question I regularly ask that is met with a bland explanation about how they are the bible of the industry or the premier publication. Really? What does that mean?
In order to position your publication for success in sales you
need know, specifically, what you offer advertisers that no one else can. Not only do you need to know this but
so does everyone in your organization. So
how do you make this happen?
Unique Value Statement.
Creating a Unique Value Statement of each of your publications
and offerings is essential in presenting a clear picture to advertisers about
why yours is the best choice when doing a media plan. A UVS should be short and to the point
and it must be backed up with data or research.
Some examples of great UVSs are:
1. “ShowTimes
is the only publication written and printed onsite and distributed to all
attendees at the tradeshow”
2. “Foglights.com
delivers more impressions than any other website in the weather industry”
3. “Band
Magazine has the lowest Cost Per Thousand of any publication serving the
college marching band market”
4. “Cameras
Expo has more attendees than any other tradeshow in the photography field”
5. “The
Niche Magazine Conference is the only conference targeting small to mid-sized
publishers with exclusive content
on revenue generation.”
These Unique Value Statements all tell the advertiser that by
buying advertisements or sponsorship with them, they are getting something that
they can’t get anywhere else. Without
a UVS, publishers all look the same which creates an environment where the
media buyer makes decisions on price or circulation alone.
So how do you create a UVS for your products? First gather all of the sales and
marketing staff at your company and work on it together. Determine three
benefits that make your offerings the best of any of your competitors. Do you have data or research to back
up these three benefits? If not,
pick one that you can substantiate with data. You
must be able to support your claims so if you have no data it is time to do
some research. Types of data are
circulation statements, rate cards, website metrics, tradeshow attendee
numbers, in-house or readership research or any other data that helps support
your claim. You must have this
information on your publication as well as all of your competitors.
Once you had found ONE (or the best) unique benefit with data,
then create your statement. It
should start with the name of your publication and be concise as the examples
above. Once you have a final UVS
it should be used by every sales person on every call and in all marketing and
promotion materials. Take the
guess work out of buying advertising for your customers. Tell them why you are the best with a
well written Unique Value Statement.
Happy Selling!
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