More often than not, sending a media kit will reduce your chances of landing the account.

Most media kits are extremely informative. Anyone that receives one will believe they now have all the information they need to make an informed buying decision, so they don’t need to talk to you.

Furthermore, a media kit can’t make a strong presentation that shows the prospect all the benefits of advertising in your magazine; the kit can’t address your prospect’s questions and concerns; it can’t justify your CPM. Only you can do this. So stop sending media kits.

With few exceptions, only mail a media kit after all attempts to get an appointment have failed. But if you must send a media kit, then at least stay in control of the sale by not including a rate card. 

Here’s why you must leave out the rate card.

1. When a prospect receives a media kit he always looks at the rate card first. If he feels the posted rate is too high, he’ll immediately discount your magazine from further consideration. In other words, he will not study the media kit and look for benefits that could justify the price.

2. To be successful in ad sales you must meet with the prospect and make a presentation that shows the benefits of advertising in your publication. Including a rate card in your media kit makes it difficult to get an appointment. After all, the prospect now has all the information he needs to make a decision, so why should he waste time meeting with or even talking to a salesperson. When you send a media kit without a rate card the prospect must call you to get this information and that gives you an opportunity to sell.