501-B EXECUTIVE PLACE
FAYETTEVILLE, NC 28305
910-323-0349 (PHONE)
910-323-9280 (FAX)
WWW.NEWSPAPERCONSULTANTS.COM
Setting Appointments for
your Entertainment Book
One of the most important
factors in the success of an
entertainment book sales
campaign, is having a full
schedule of appointments
made. Use those relation-
ships you have fostered all
year to get the ANC Media
Analyst in front of the
advertiser's decision
maker where they can
present this once-a-year,
better-than-its-ever-gonna-get advertising offer!!
1) Smile and be enthusiastic during the call.
Your tone is important. People can tell when you're smiling and
excited about a product. Enthusiasm is contagious.
2) Always, always ask for the decision maker.
Talking to the decision maker is important. You want to be able to
answer objectives that otherwise might have gone unasked. You
don't want your message watered down when passed on. Or
worse, not passed on at all.
3) Don't read from a script.
Write down key bullet points to use as a reference and speak
normally. Reading from a script makes you sound like a robot!
4) Tell them just enough to intrigue them to make the appoint-
ment.
Don't try to sell it over the phone.
5) Offer a couple of different dates for the appointment.
They need to know your time is important but you are flexible.
Recently, The Onlooker based in Foley, AL and part of Gulf Coast Media,
had a successful sales campaign, selling over $100,000 of ad revenue
into their new 16-page entertainment section. The first issue of Baldwin
Entertainment Weekly was delivered to readers on June 7th and was met
with rave reviews! Read actual emails sent to Publisher, Parks Rogers,
below!
reader
feedback
