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Engage your audience if you want to deliver a successful presentation in 2018

Engaging presentations – focus on your audience by delivering what they want to learn from you, not what they already know or could easily find out. 

If you want to deliver engaging presentations you have to engage your audience so why do so many presenters start off with loads of information about the company and themselves: “This is who we are, this is how great we are, this is our new logo, this is a picture of our building and all our staff, these are the awards we have won, these are the services or products we offer……etc..etc..etc..…”

Wow – I didn’t realise you were so great …..yawn, yawn, yawn.

As a member of the audience I don’t need to know about you or your company, I can easily find that out by going to your company website or looking at your personal LinkedIn profile.

If I’m in your audience I have given up my time to listen to you speak so:

I want to be educated and informed.

I want to know how to improve what I do.

I want to solve some of the problems I have within my business.

I want ideas that will help me attract new customers and generate more revenue.

I want to learn from your experiences of doing something different that would help me achieve my business goals.

I think you get the general idea.

So if you do get a presenting opportunity in 2018 focus your entire presentation around your audience. In so doing you will have a higher rate of engagement with them, they are much less likely to be bored by your presentation, and if you have demonstrated how you could solve their particular problem they may well want to hire your services. Make yours engaging presentations.

That’s it.

It’s all about the audience engagement.

Merry Christmas and good luck with your 2018 presentations.

If you would like to enhance your presentation skills or those of your company in readiness for your presentations and pitches in 2018 I would be delighted to help.

Please call me, Trevor Lee, on 07785 390717 or email me via trevor@trevorleemedia.co.uk

Can regional media sell more local advertising?

Advertising revenues are the core income stream for local newspapers, whether those ads appear in the print or online version of the newspaper.

But times are tough.

Hardly a week goes by without a newspaper group or company reporting significant declines in advertising revenues, especially in print.

And it’s a competitive world. There seems no end to those keen to secure advertising spend from local businesses whether it be highly targeted magazines, leaflets, sponsorship, digital screens, commercial and community radio, poster sites, cinema, transport, and of course the ad platforms run by the digital giants : Google ad words, Facebook ads, Instagram and Twitter ads etc…

For the local business who doesn’t have an advertising expert it can be a daunting experience being bombarded with calls and emails from would be ad sellers, many of whom have a ‘fantastic offer’ that is ‘just right for their business’.

So how can ‘traditional’ regional media companies differentiate themselves from all other players and re-establish themselves as the turn to place for local advertisers?

Here’s six ideas:

1. Be the local advertising experts

Most local businesses don’t have any in-house advertising expertise. They often buy advertising on the back of five criteria:

1History – they’ve always used a particular advertising vehicle.

2Awareness – are they familiar with the advertising medium being offered?

3Personality – do they like the sales person?

4Price – does it sound like a good deal?

5Ease of Purchase – how easy is it to buy the ad?

Being seen as the local advertising experts and sharing that expertise with potential and current customers could be hugely beneficial. There is work to be done though.

How many regional media advertising sales people understand all of their competitor offerings, are comfortable talking about advertising generally, and sketching out ideas for current and potential advertising customers?

2. Focus on relationships not transactions 

In the business to business sector relationships play a really important part in the decision-making and long-term purchasing process.

If people like you, and then trust you, you’ve got a very good chance that they will buy from you.

What tends to happen though in my experience of being sold advertising is that the person trying to sell me the advertising is more often than not focused entirely on achieving a sale there and then of a single ad rather than trying to build some sort of ongoing relationship.

Most of the calls I get go like this:

•This is who I am

•This is my publication

•I saw your ad in a different publication

•We got lots of readers who would be interested in seeing your ad

•We’ve got a great offer on a space the same size as your ad in our publication next week

•Do you want to take it? – we could lift the ad – I need to know today

As sales coach Brian Burns would say what is happening here is that the salesperson is ‘racing to a no rather than going slowly to a yes’

Advertising sales people need to ask high-value questions, they need to be good listeners rather than non-stop talkers and they need to develop relationships.

3. Make it easy to buy advertising 

The businesses regional media are targeting are often put off by the thought of the time it’s going to take to organise the advertising.

It’s easier for them not to advertise than to advertise, even if the advertising that they are being offered is likely to be of real benefit to them.

The most straightforward way of making it easy for people to buy advertising is visuals.

Three ideas presented or emailed with some personalisation will attract the interest of the potential advertiser. Few people won’t look at ideas.

Why three ideas? It means the business can make their own decision as to which one would be best for their business. If you only offer one idea it’s much easier for the customer to say no.

How many local regional media websites carry advice and tips on how to make the most of your advertising spend or send out personalised mail-shots to customers offering advertising ideas or organise advertising seminars?

I’ve yet to find one.

4. Change the offering

I think most local newspapers have far too complicated advertising price and size structures.

As a potential advertiser how do I decide whether I need a10x3, 7×4, 6×2, 10×1, 5×3, etc… How about running with no more than nine ad sizes – three small ones, three medium-sized and three large ones – it’s back to the three alternatives – ‘You just want a small ad – that’s great – we have three for you to choose from’ – and then after a few small ads use a couple of new ideas to seek an upset to a medium sized ad.

The same applies to prices. Why do local newspapers still charge more for certain sections of the paper? All that says to me as a buyer is either some sections aren’t worth advertising in or some are vastly overpriced.

Here’s a thought – what would happen to the job ad sections if the job rate was the lowest in the paper?

5. Think ‘Customer’ not ‘Advertiser’

If I buy furniture I’m a customer not a sofa buyer, if I stay in a hotel I’m a guest not a room occupier, if I hire a lawyer I’m a client not a hirer, so why if I buy an ad am I still called an advertiser not a customer?

And my point is?

Everyone who hands over money for advertising needs to be treated as someone special not someone who has just bought some space. Customers need to be cherished and feel valued and not just by the ad sales team but by everyone in the regional media organisation.

6. Don’t employ ad sales people

Instead employ highly skilled marketeers and creatives who between them will provide highly targeted communication to existing and potential customers, create inbound leads and provide stunning advertising ideas that local businesses will love.

A touch radical? Maybe but something needs to happen if regional newspapers are to start selling more ads.

Can regional media sell more local advertising?

I think it can and here are six ideas to make it happen even though hardly a week goes by without a newspaper group or company reporting significant declines in advertising revenues, especially in print.

And it’s a competitive world. There seems no end to those keen to secure advertising spend from local businesses whether it be highly targeted magazines, leaflets, sponsorship, digital screens, commercial and community radio, poster sites, cinema, transport, and of course the ad platforms run by the digital giants : Google ad words, Facebook ads, Instagram and Twitter ads etc…

For the local business who doesn’t have an advertising expert it can be a daunting experience being bombarded with calls and emails from would be ad sellers, many of whom have a ‘fantastic offer’ that is ‘just right for their business’.

So how can ‘traditional’ regional media companies differentiate themselves from all other players and re-establish themselves as the turn to place for local advertisers?

For six ideas to help regional media sell more ads  please click here : Can regional media sell more local advertising?