Here's a twist ...

Hi Gordon ...

Thank you for your help and freely given advice.

Here in the U.K. we usually refer to this kind of sell as 'Support' advertsing.

Once you have your HOST sold on taking one of your boards, you ask him for a list of his SUPPLIERS -- like his accountant, dentist, grocer etc. People he pays MONEY to on a regular basis. People who want to keep him as their CUSTOMER.

Then you call these people and ask if they would like to 'support' your host's project by taking an advert. If they don't -- fine -- but if they don't support your host, you are going to find an accountant, dentist, gorcer etc. who WILL.

That doesn't mean that your host will immediately transfer his business away from his current supplier, but it sure gets the new guy's foot in the door ...

And your host SEES the advert every day for a year. What if the current supplier drops the ball a couple of times during the year? Maybe a late delivery, or excess billing or ... anything? How long will it take your host to get on the phone to his new 'supporter' and ask him to become the new supplier?

(Boy, it can be fun explaining the facts of life to a supplier who says they 'can't be bothered' with support advertising!)

As for a twist ... For FAST RESULTS, you may want to try inviting 15 to 20 of the names on the list to a small, after work, 'nibbles' party. ('A pie and a pint' as we say here).

The party takes place at the host's restaurant -- with the board as guest of honour. The only people invited are your host's top 20 suppliers (the ones who want to keep his business the most).

Ask the host to set it up for an hour. Offer to pay for the party. (Keep it short, sharp and cheap). Now 20 of your most likely advertisers are coming to you!

Sign up the first nine to put their hands up and move on ... to your next host.

Hope this helps!

Roy Preece




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