Summary of Struggling to Sell 9x12 Spaces? (here's how easy it actually is)

Summary of Key Financial Strategies, Market Analyses, and Business Trends from the Video "Struggling to Sell 9x12 Spaces? (here's how easy it actually is)"

Main Theme:
The video focuses on why many struggle to sell advertising spaces on 9x12 direct mail postcards and how to effectively overcome those challenges. It highlights the value proposition of 9x12 postcards as an affordable way for small businesses to access direct mail advertising, which is traditionally expensive and out of reach for them.

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Key Financial Strategies and Business Insights

• Affordable direct mail advertising for small businesses:
  Traditional direct mail campaigns are costly ($5,000 to $10,000 for 5,000-10,000 pieces), often pricing out small businesses like cafes, pizzerias, and boutiques. The 9x12 postcard system allows these businesses to advertise for $600-$700 per ad space—a fraction of the usual cost—making direct mail accessible to them.
• Understanding the Market and Targeting the Right Advertisers:
  • Pre-select industries that align with the timing and season of the mailer (e.g., pool companies in fall for pool closings, HVAC for furnace tune-ups).
  • Identify "underdog" businesses—smaller, aggressive competitors who are actively spending on advertising and eager to gain market share. These businesses are more likely to buy ad spaces quickly and even purchase multiple spaces.
  • Avoid targeting very small micro-businesses that tend to nitpick, have weak offers, and may not re-up advertising due to budget constraints or unrealistic expectations.
• Sales and Prospecting Methodology:
  • Be completely confident and “sold” on the value of the 9x12 postcard system yourself before pitching it. Your belief in the product translates to credibility and enthusiasm that prospects can sense.
  • Set a goal to speak to about five business owners per day. Statistically, 1 out of 5 business owners will say yes immediately. With good closing skills and pre-selection, this can increase to 2 to 2.5 out of 5, allowing you to sell out a card in about a week or two.
  • Focus on reaching actual decision-makers (owners), not gatekeepers or employees.
  • Use exclusivity as a closing tool by emphasizing that only one business per category can advertise, motivating prospects to act quickly to avoid losing their spot to a competitor.
• Preparation Over Presentation:
  Spend less time obsessing over branding, websites, or business cards, which often raise red flags with local business owners unfamiliar with your brand. Instead, focus on preparation: understanding the market, pre-selecting advertisers, and timing the campaign to the season and business needs. Present yourself as a fellow local business owner rather than a sales rep to build trust and credibility.
• Handling Objections and Closing Tips:
  • If a prospect is hesitant, engage in casual conversation unrelated to the sale to lower their guard (e.g., discuss local business challenges).
  • Use friendly, empathetic language to express your desire to include them and the risk of placing a competitor’s ad instead. This often uncovers hidden objections and helps close the sale.
  • Recognize that not all business owners will be convinced immediately; some may need nurturing or may never buy.
• Understanding the Role of Direct Mail in a Multi-Channel Marketing Mix:
  • Direct mail is a powerful physical marketing tool with no spam filters or algorithms and can be highly targeted geographically and demographically.
  • It complements digital marketing; direct mail recipients often follow up by searching online, so integrating QR codes and trackable URLs on postcards enhances effectiveness.
  • Educate prospects on how direct mail works alongside other marketing channels (digital ads, radio, billboards) rather than competing against them.

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Step-by-Step Guide to Selling 9x12 Ad Spaces

1. Mentally Commit: Be fully convinced of the value of the 9x12 postcard advertising system.
2. Pre-Select Advertisers:
   • Choose industries suited for the upcoming mailing season.
   • Identify aggressive underdog businesses that are actively advertising and eager to spend.
3. Research:
   • Use Google and local knowledge to find businesses currently advertising in your target niches.
4. Prospect Strategically:
   • Aim to talk to 5 decision-makers per day.
   • Avoid wasting time on gatekeepers or employees.
5. Pitch Simply:
   • Present yourself as a fellow local business owner.
   • Emphasize affordability and exclusivity of the advertising opportunity.
6. Handle Objections:
   • Diffuse hesitation with casual conversation unrelated to sales.
   • Use exclusivity as a closing tool ("I’d hate to put your competitor on the card instead").
7. Close the Sale:

   Ask directly if there’s anything you

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Business and Finance

Video