YearbookBlog: Tips for selling ads

Think outside the box.
Have you considered selling color ads? What about color Personal or Senior Ads. The few schools in the area that have tried it have had fantastic results. Think a parent won't pay 300 dollars for a senior ads. Think again. Some may. If you already have success with personal ads you might consider color.

If you're not selling personal ads, you should try it. Some of my clients are so successful with personal ads they no longer sell business ads. Personal ads are more interesting to all your students as well.

What to take with you.

Take last year's book
Mock-up or photo copy sample ads
Have an ad form with sample sizes and prices
Carry a formal letter of solicitation
Contract forms (either Walsworth forms or your own design)
Manila envelope for holding payments
Dress nice and look professional

What you do on your sales call.

Approach the decision-maker. Ask "May I speak to the person who makes decisions regarding advertising."
Be polite - even if your prospect isn't
Remember that you are not asking for a donation, you are providing customers with an advertising opportunity. The average yearbook is read by seven people so if you're selling 1000 books that's 7000 direct impact ads reaching prospective customers and it's there forever. Not like newspapers that are thrown away the same day. Radio is gone after 30 seconds.Yearbook lasts a lifetime an is the least expensive advertising a business can do.
Do your homework. If they are a former customer take last years ad. Ask the customer to upgrade to a bigger ad
Suggest that the customer could offer a discount to students who bring in their yearbook to be signed. It's like a coupon, student brings in the yearbook for "A Free BurgerWopper or 20% discount or whatever" and the business initals or stamps their ad.
If the customer asks you to come back, ask for a specific date and time.
If the customer tell you that you need to speak with someone else, get a contact name and the best time to call or visit
Once the sale has been made, fill out the contract, try to get the artwork and have the customer sign the form.
Remind the customer that ads with pictures of students from your school make better ads.
Some businesses want to be billed for the ad, but let them know they must pay by the deadline date to have the ad in the book.
If the customer pays during your visit, put the money in the envelope and take it to the adviser for immediate deposit. Checks should always be made out to the school.
Always thank the customer and offer a handshake.

The artwork requirements.

Artwork may be submitted by a clearly printed hard copy
Digital artwork may be submitted with these requirements:
Files must be JPEG, TIFF or high quality PDF files. (Press setting should be used when making PDF)
Resolution must be at least 300 dpi

I welcome your comments and suggestions.
Visit my other pages InDesignYearbook and PhotoshopYearbook