Customized Advertising Sales
Scripts
LEARN
• When designing an ad sales script, strive
for three basic goals:
1. Be positive and confident in your wording.
2. Lead the customer to “yes” responses rather
than “no” responses.
3. Present the benefits of advertising with your
publication clearly.
INTRODUCTIONS
• First impressions go a long way, so you
will want to make sure you seem positive
and confident.
– Fidgeting, repetitive ‘uhms’ and a general
unprepared demeanor could lose you the
sale.
PRACTICE: WHO ARE YOU
SELLING TO?
• Know something about your client:
– Manager’s name (or representative in charge
of advertising)
– The company’s business – knowing what they
do is important.
– Call ahead, visit the company website or
schedule a meeting to gather some of this
information.
BENEFITS OF ADVERTISING WITH THE
PUBLICATION
• Unlike commercials or newspapers,
yearbook ads are permanent.
• _____ number of students and their
families purchase a yearbook every year
and read it often and repeatedly.
BENEFITS OF ADVERTISING WITH THE
PUBLICATION
• Remind the business that teenagers use
their services or shop at their store
mention popular services or products.
• Will you be featuring any of their products
or services in the yearbook in stories,
polls, or on-site photo shoots?
PRACTICE: INTRODUCTIONS
• Increase confidence by scripting what you’ll say.
• With a partner, try introducing yourself like you
would to a potential advertiser. Below are just a
few ways of introducing yourself, but make sure
that you are original and honest.
– Hi, my name is [your name] and I am a [class year] at
[school].
– Good [time of day] [name of business representative].
My name is [your name] and I am the [position on
publications team] for the [publication team] at [school
name].
PRACTICE: WHAT ARE YOU
SELLING?
• Know what you are trying to sell to your
client.
– Sizes and prices for each ad
– Color options (black and white, color). Is there
an additional cost for color?
– Packages/Deals (Consider charging a little
extra for a link to an Aurasma video or other
perks)
PRACTICE: SELLING ADS
• With a partner, create a script that outlines
what you are selling and for how much.
Also consider:
– Deadlines
– Who to contact with questions (you, business
manager, adviser)
BE PREPARED FOR EVERY
RESPONSE
• In sales, there are three different
responses you will hear:
– Yes
– Maybe
– No
• Being prepared for each is important.
PRACTICE: RESPONSE
• With a partner, practice writing a script that
answers a yes, maybe and no response.
How will you different you reaction.
– If they say maybe, do they need more
information or more time to think about it;
when will you follow up with them?
– If they say no, how will you respond
respectfully?
USE
• Choose a business with whom the
publication wants to advertise.
• Using the script created in this lesson,
modify it to fit the business you want to
target.
USE
• Check your script to be sure that it
accomplishes all of the following:
1. The script is positive and confident in
wording.
2. The script leads the customer to “yes”
responses rather than “no” responses.
3. The script presents at least 3 benefits of
advertising with your publication clearly.