Why You Shouldn’t Give Away a Promotion for Free

by Liz Crider Huff Second Street

Reinforce the value of the promotion you will be providing.

Put a dollar value on every element in the promotional package, from the emails you send to the banner ads on your site to mentions in your core media. These all have tremendous value. Don’t underestimate it.

Reinforce the value of the audience you deliver.

Show the demographics, income levels, and zip codes of your audience to the advertiser. You should already have this information, because these are the same people who visit your website and consume your core media product.

Reinforce the value of measurable results.

With a promotion, the advertiser will get more than just eyeballs and clicks. They will get new leads to pursue, new visitors to their business, new email addresses for their database, new Facebook Likes and Twitter followers, and more information about their customers.

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