ForumsStarting a Business

The most effective way I have found to market something like this is to prepare a prototype edition and print just a few to show potential advertisers. Include a draft of their ad in the guide, even if you have to borrow it from another source like their website, newspaper, or a phone directory. Then show the guide to them so they can see what you're offering, why people will be compelled to keep it, and how it's advantageous (even essential) for them to be featured in there. If the guide is really good, you can even upsell from the "minimum" priced ad you include in your prototype to something larger, with a better placement, etc. Once you sell all the available ad space, you prepare a final edition and print it in volume for distribution.

As far as making appointments or just dropping by, it depends on the person and type of business. You'll need an appointment to see most office professionals, but you may be better off catching owners who work "in the field" on the fly. Hope this helps. Best wishes.

We did prepare a demo and funny you mentioned, we borrowed ads from other sources. That has been the best to actually show the advertisers a sample of the end product. The challenge is getting that moment in front of the decision maker to pitch the idea. So far, we have had the best results by catching owners "on the fly" like you mentioned as well.. That's so "hit or miss" though and we are trying to make the sales process more systematic especially when hiring new salespeople. I guess I'm just really anxious to get our first publication out. Thanks for your input.