DOs and DON’Ts
Do
Research the advertiser; be prepared; have a relevant
plan in mind.
Be enthusiastic; think positive.
Display self-confidence; believe in yourself and the
product.
Know your competition.
Maintain integrity and poise.
Look your best; check your appearance.
Be objective and keep proper perspective.
DON’Ts
Pitch without a plan.
Criticize or demean the client’s previous advertising
efforts.
Argue with the client. This just creates greater
resistance.
Procrastinate or put things off.
Be intimidated or kept waiting an unreasonable amount
of time.
Make a presentation unless you have the client’s
undivided attention.
PUT-OFFS
Overcoming common objections is a
necessary step toward achieving the
sale.
Nobody listens to radio commercials.
Newspaper ads are more effective.
Radio costs too much.
Nobody listens to your station.
We tried radio, and it didn’t work.
There are countless rebuttals for each
of these statements, and a