Yesterday I got an email from my client forwarding me an ad pitch they received. For my clients who advertise I often am the point person to discuss the benefits, demographics, etc. So when my client sent me the email I reviewed it and couldn’t believe what I was reading…
I would like to offer you some serious discounts in advertising to have you involved. We have always had a XXX in our publication and have just vacated that space as the XXX that was there was having some difficulties with their advertising (they were being sued) and had to stop.
First off, YEAH. Are you kidding me? Sure let me give you a lot of money and if for some reason we stop you’ll talk crap all over town. They didn’t mention the previous advertiser by name, but if we take a look at a previous issue, it’ll be obvious who it is. CLASSY. Second, if you’re giving us a serious discount then that means the ad is only worth that much and we won’t be jumping to pay full price in the future. Third (and totally minor compared to the rest of this), but this publication is NOT our demographic and not a good fit.
And of course they end with my FAVORITE sales tactic:
Let me know if you have any interest in taking this offer and filling this place, you are the first XXX I have offered this to. Please let me know either way asap as I would love to fill this space swiftly.
Urgency. It doesn’t work for me. Your need/desire for a quick turn around is not my problem. I won’t be dropping everything so you can make your sale quota for the month. It’s too bad your previous advertiser is getting sued, but since you told me, there’s no way I’ll ever advertise with you.