Top Five Reasons To
Use Spec Ads
By Robert Evans Wilson, Jr.
© 2002, Robert Evans Wilson, Jr.
Start Writing Killer Ad Copy TODAY - Click Here!
A Speculative Advertisement -- Spec Ad for short -- is a
powerful tool for selling media space. If you're not employing this
tool -- or often enough -- you're probably not making as much money as
you could.
REASON # 5:
A Spec Ad will "break-the-ice" with a new advertiser. Think about it
this way: What is the sweetest sound in the universe? Your name, of
course! Seeing it in print makes you feel famous, if only for a moment.
It works the same way with a company name and it's owners. When you
show up for an appointment with a finished ad, your prospective client
is not only flattered, but immediately begins visualizing his
prospective customers seeing it.
REASON #4:
A Spec Ad will help you teach a new advertiser how to buy advertising.
Some potential advertisers remain in that "potential" stage because of
fear and ignorance. Many want to advertise, but don't know how to
start. It is usually the salesperson who understands this fear, and
helps the advertiser get over it that wins the account. Your Spec Ad
helps begin the learning process for new advertisers.
REASON#3:
A Spec Ad will eliminate advertiser confusion and inexperience when it
comes to what message to run. Your Spec Ad will help your advertiser
visualize a new marketing strategy. This is especially important if
you're trying to help them re-position a particular product or service
to meet today's changing economy. Your Spec Ad is a showcase for your
marketing expertise. It establishes you as the expert and enables you
to direct the advertiser into a creative platform that is most likely
to generate business.
REASON #2:
A Spec Ad will enhance the customer service you provide. It encourages
you to develop empathy for the advertiser's business and goals, and
sets the stage for building a long-term sales relationship.
REASON #1:
A Spec Ad will help you close more sales. When you present a
well-designed ad with a clear benefit message that targets a specific
audience, the advertiser is going to get excited and anxious for the ad
to run. Have your sales agreement and a pen close at hand.
Robert Wilson is an advertising consultant and speaker, contact him at www.jumpstartyourmeeting.com.