First, you should know that ad representatives are hurting now. Less business owners are advertising, and they are cutting back on the ads they run. So reps are willing to deal. Even if they tell you they are not willing to negotiate...they are.
I use two approaches that work. The first one is simply to call that advertising sales manager. Don't deal with a rep, especially a new one. They may not even be aware that these deals are out there. The manager will have to approve this price anyway, so you may as well deal with them now.
Simply call the sales manager and tell them that you have figured out what it costs to get a new customer and want to buy advertising from them. But you can only afford to pay them a specific price per inch, minute, ad placement, etc. I shoot for a third of their national rate. You can find out their ad rates in the Standard Rates And Data book at your local library. You can also simply offer them half of the rate they are asking for. The rep will tell you that they never negotiate, that the costs are too high, that nobody gets that rate. Listen patiently, and then tall them that you understand that they cannot do this deal, but if there is ever an opening, you'll take it at that lower price. Make sure you tell them tat you won't share the rate with other advertisers.
They will always...always come back. In my experience, about half will just take the deal, and the other half will offer you another price.
You have to understand that they can certainly afford to advertise at you offered price. It's not a matter of money, it's a matter of them admitting that they will sell for that price, and the fear that you will tell other advertisers.
Two things you should know about advertising in almost any form.
1) Almost nothing has a lower cost to place than an advertisement. The newspaper pays for the paper no matter whether a story runs or your ad. The story doesn't pay them anything, your ad does.
2) After the newspaper, radio time, direct mail magazine, or direct mail envelope is mailed, broadcast, or delivered...there is no way for the media rep to make money from that media slot. The space is either sold, or the value is lost. The three things that have to be sold right away, or they lose all their value are airplane tickets, hotel rooms, and ad space.
If the ad rep or ad manager comes back, and they are willing to deal with you, but not at your asking price, the following ideas will help get you what you want.
Ask if they can write an article about your business on one page, and your ad appears on the facing page. In their mind, you are paying for the ad, an they are providing content in their media. Of course, the article is really an ad, and flows into your paid ad.
Did you know that there are ad buyers that buy advertising space and advertising time for about twenty cents on the dollar and then resell it to their clients for a fair markup?
Just Google the term "Remnant Advertising Buyer". You'll get the top three or four agencies right of the bat.
I saved the best for last. This is the way I get my advertising for 50-80% off the national rate consistently. I simply send a check for a fourth of the national rate with an ad ready for placement. My letter simply says that they can run the ad anytime hey have the space, and they can cash the check. They always cash the check. Try it.
I should mention that direct mail advertising companies have a real cost to delivering your ad, and they can only cut about 40% off the going rate. They have to pay for printing and mailing. So be gentle.
That's it for now.
Author Resource:-
Small Business Advertising and Local Marketing expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at http://www.claudewhitacre.com. You can also download your Free copy of the complete book at http://local-small-business-advertising-marketing-book.com/
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