Insider
JANUARY 2010
New Beginnings
A Peek at How CPNE Members are
Planning to Approach 2010
Kaitlyn Siner
It’s the start of a brand new year, as 2009
seems to have quickly come and gone,
now officially ready to bid us farewell.
January is often a point of reflection, with
its time-honored tradition of resolution-
making, and a chance to look back on
what was good, bad, and sometimes even
ugly, about the previous months. It’s been
a particularly challenging year for many
with the economy, but in a lot of ways,
community press is stronger than ever.
Here’s a glimpse into what some members
of the CPNE community hope to make
happen in 2010.
“My plan for 2010 is to take a long
hard look at the promotions we have
been doing and evaluate whether or
not they are effective for our customers.
We have done the same promotions for
years and it is time to stop doing ones
that are not serving the best interest of
our customers and look at some new
opportunities. Happy New Year!”
Deborah A. Phillips, Publisher
The WORLD, Barre, VT
“For my resolution I have
always believed in and was trained
in valuing customer service above all else.
Now more than ever we have to stand
out above the competition. My goal is
to get back to basics, and to listen to the
customer’s needs like never before. Ask
questions and listen.”
Paul Sciaraffa, Sales
Reminder News, Vernon, CT
“To be publishing monthly again
with no double issues, to work harder on
my weak spots - sales and advertising -
to have a great celebration on Feb 20th,
2010 at the Knox Trail Inn to celebrate my
100th edition. To be happy about my 9th
year anniversary in April 2010, to be an
integral part of our town’s Bicentennial
Celebration in June 2010. To have Faith,
question less, live life, love life, be happy,
take risks, make the most of every
moment.”
Angelina Dubourg, Publisher
Otis Gazette, Otis, MA
“Our biggest goal is to continue to
grow the Independent Publishing Group
brand where it currently exists, while
branching into new markets and seizing
upon new opportunities as they arise. My
biggest hope is that there are no record-
breaking months for precipitation in
2010.”
Joshua Shea, Editor & Publisher
Independent Publishing Group
Windham, ME
“The biggest goal of the Jamaica
Plain Gazette in 2010 is to try to have
a more peaceful year. We have had a lot
of strange breaking news this year. It’s
been exciting, but there are only so many
indicted local elected officials and arson
fires we can handle.”
Sandra Storey, Editor and Publisher
Jamaica Plain Gazette
Jamaica Plain, MA
“My greatest hope for 2010 is that
we can continue to be a publication
that is loved and supported by our
community, that we continue to be
successful enough to keep 5 people
gainfully employed and continue to be
able to support our community and all
of our public service work especially our,
“Donate to the Troops” program. I hope
that our economy rebounds so that our
advertisers can experience business
growth and success, for good health and
for bringing each and every troop home
safe and sound.
Best Wishes to my CPNE family for a
prosperous and healthy New Year!”
Cheri MacKinney, President/Publisher
Smart Shopper, Inc., Webster, MA
“I am very excited going into 2010. I
think 2009 was a tough year for everyone
in every business, so it is exciting to think
that this year should be a little easier and
more profitable for everyone. Like many
other newspapers we have cut circulation
and even suspended publication of two
of our weekly papers. I am happy to say
that we have just recently revived the two
publications that were suspended, but
only on a monthly basis. My goal is to get
those papers back to a weekly schedule
and to keep increasing our circulation
back to the numbers we had before 2009.
I would also hope to increase my staff to
ease some of their work load.”
Renee Tassone
Tri-State Pennysaver, Bennington, VT
 Publisher’s
President’s
Message
Steven Silver

Retreat
Join New England
Publishers and
Managers
I am not sorry to see the end of the first
decade of the 21st century. In the past
two years many of us have experienced
the greatest loss in revenues in our
Thursday, January 14, 2010
careers. Many of our customers are no
longer in business. This recession has at the Action Unlimited Office
been particularly devastating to the
local merchant. I know in my small town
100-1 Domino Drive, Concord, Massachusetts
of Brookfield, CT there are over 100 retail
vacancies. So how can I be optimistic? 10 am Coffee and Brainstorming
All you have to do is look in an old yellow Vote on topics for discussion suggested
pages. I now call them the gold pages. by the group
The media has focused on the demise of
newspapers. Think about phone books. I
can’t remember the last time I used one. 10:30 am Discusssion of top 6 topics chosen by
Think of all of the opportunities that are attendees
in there. From attorneys to plumbers,
electricians, chiropractors, you know the
categories. Those budgets are ours for 12 noon Lunch & Networking
the taking.

We can make a compelling argument that 1-3 pm Continuation of discussion

our papers with our strong readership
can deliver a better ROI than the yellow
pages can. We are much more flexible All this networking, information,
and just think their message can change problem-sharing/solving only $10.00 (for lunch)
with the seasons. There is gold in them
there pages. Go and mine it!

I hope to see you all at the Publisher’s To register call 877-423-6399 or

Round Table in January.
E-mail: bne@cpne.biz
I wish you, your family, friends and Hotel rooms available at $89.00
coworkers a healthy, happy, and
prosperous new year.
PAGE 2 • JANUARY 2010
 Your “Go-To Team”
Have a problem? Need an educated opinion? Just need to
bounce an idea off of someone. Pick up the phone and call
on our experts.

Steven Silver: 203-775-9122 Carol Toomey : 978-371-2442

Vendors, Collections, Promotions
• Need to find new vendors?
From business cards, postcards to
software, to onlinecredit card process
ing.
• Need to collect money from accounts?
Collection agencies should be your
last resort. I have some creative ways
to collect back balances without losing
the account.
• Want to discuss a sales idea or new pro
motion?
Get a second opinion before you roll it
out.
Ed Coats: 802-985-2400
Inserts, Mail, Detached Cards
Paul Sciaraffa: 860-875-3366
Sales
Over 25 years in sales. With a quarter
century of experience, Paul is willing
to help with issues regarding sales ob
jections, planning, long-term selling,
special projects or any other sales
related questions.
Peter Stevens: 401-821-2216
General Publishing Issues
Brought up in the press room.
Peter has been in the industry for
nearly 50 years and have seen it grow
from hand-cut stencils and mimeo
graphs, to PDFs sent to FTP sites,
and everything in between. May not
have all the answers but glad to share
insights.
Dan Buendo: 413-525-3247 x102
Website Based Revenue
Opportunities
Yes, you can make money online. Web
site design, web directories, pay-per-
click Google & Yahoo advertising.
Saturation Mail
• Are you in the mail?
• What is happening now and in the
future.
With almost 40 years in the mail -
Carol is the one to ask. A member of
the Saturation Mailers Coaliton, Carol
sits on their Steering Committee and
meets with post office officials yearly.
Deb Paul - 603-537-2760
Editorial, Community Relations,
Marketing
Started papers from nothing with no
background.
• Let’s talk about Editorial/Content,
Public, Community & Civic Relations
and Involvement; Town Government;
Marketing & Networking; Creativity
& Ideas; ability to think outside the
norm - ‘free thought’.
Cheri Mackinney: 508-943-5300
Creative Promotions, “Out-of-the-
Box” Ideas and Revenue Producers
• Increasing readership with creative
and innovative ideas.
• Engage the community and generate
revenue at the same time. Ideas such
as contests, selling gift cards, support
ing the military, local football teams,
etc. are just some ways to generate
new revenue.
Deborah Phillips: 802-479-2582
Human Resources
I have been the co-publisher of The
WORLD for 35 years where I manage
and research our company benefits.
We have a 14 full-time people and
several part-time. We offer health
insurance, a Simple IRA and other
benefits. I would be happy to answer
questions about anything related to
HR.
Renée Tassone: 802-447-3381
Producing Glossy Special Sections
Get started on specialty stand-alone
magazines. Dining guides, Seasonal,
Resource, Bridal Guides, etc. all com-
pliment your core products.
Gus Semon: 203-261-2548
Printing
Do you have any questions, concerns,
suggestions or ideas related to the
printing of your publication?
• Production processes
• Print problems
• Front-end support (hardware, soft-
ware, file settings, etc.)
• Print cost savings opportunities
• Vendor options
• Product quality enhancement
• Or, simply looking to chat a bit or get
a 2nd opinion.
If you would like to
offer your services
to the
“Go-To Team”,
please call Lynn at
877-423-6399
or email
duval.lynn@gmail.com

PAGE 3 • JANUARY 2010


The following are testimonials from
two publishers and an attendee, all
of whom highly recommend these
worthwhile training seminars.
From Smart Shopper, Webster, MA:
At our recent conference in
Vermont we had the pleasure of
meeting Tim Smith of Tim Smith
Consulting who was the speaker at
one of our sessions. At the end of the
session he offered to come to any of
us for FREE and conduct two 3-hour
seminars. We decided to take him up
on it.
Last week he drove from Allentown,
PA to Webster, MA and he conducted
two 3-hour seminars on “Delivering
Exceptional Customer Service.” We
offered this free to anyone who
wanted to attend and we had over
80 people attend. We were able to
get the room free and the restaurant
who gave us the space also extended
a 25% coupon to anyone who wanted
to have lunch.
We advertised the seminar in our
paper, The Smart Shopper and we
asked our Chamber of Commerce to
send the flier to their membership.
The participants were thrilled with
the content and his style.
Tim Smith Seminars
Available at no cost to
New England Publishers
Another Member Benefit of
Community Papers of New England
Testimonial from an attendee:
Hi Cheri,
Thank you so much for providing me,
your customers and the community
the opportunity to experience the
seminar on great customer service
today. It was just wonderful! It is
always inspiring to be in the presence
of a high energy, dynamic speaker
who has great information on a
timely subject.
Thank you again! You and your
business are a great part of this
community!
This was a very typical response we
received from people. If anyone
wants to contact me about this
please fee free.
Regards,
Cheri MacKinney
President/Publisher
From TriState Pennysaver News:
TriState Pennysaver News hosted
a seminar for the local community
on “Delivering Exceptional Customer
Service”. It was held at the local
Hampton Inn on Oct. 27th, the
speaker was Tim Smith from Tim
Smith Consulting. Over 90 people
showed up, about half of them
were our current advertisers. The
PAGE 4 • JANUARY 2010
companies they represented ranged
from Real Estate, Hardware, Colleges
and Furniture stores and more.
The day was a great success, Tim
was a dynamic speaker and everyone
who attended enjoyed and benefited
from the session. It was wonderful for
our paper, the Community was very
thankful.
There is no cost to the paper that
hosts the seminar, Tim covers all of
his expenses. He tells the people that
attend that they need to advertise
to get more customers and then
he is there to help them keep the
customers.
We created a flyer that we sent to
the Rotary Clubs and the Chamber
who then sent it out to all of their
members, I have attached that flyer.
We also ran some ads in our paper,
and that is all we did to promote
it. I also got promotional pens and
notepads with TriState Pennysaver
News on them and gave them to
everyone that attended. That was the
only money I spent.
Thanks
Renee Tassone
Tim Smith Consulting
2324 Washington Street
Allentown, PA 18104
Phone: 610-435-0661
timsmith@fast.net
 What can you buy for $4.81?
2 cups of coffee
1/2 a movie ticket
2 loaves of bread
1.5 gallons of milk
11 postage stamps
1 ream of paper
or . . .
for only $4.81 per week your
company benefits from your
membership in Community
Papers of New England.
That’s right! Only $4.81 for
everything CPNE offers.
• Your CVC Audit
(CPNE pays minimum of $1200
per company)
Your Cost = $0.00
Your Benefit = Independent audit
of your readership & circulation,
plus ongoing sales training on
how to use the information
• Publisher’s Retreats, Sales
Training Sessions
Your Cost = Maybe Lunch
Your Benefit = Meeting with other
publishers & sales managers to
share challenges and solutions.
• Associate Members
Your Cost = $0.00
Your Benefit = Provides the latest
in industry products and services
• Newsletter
Your Cost = $0.00
Your Benefit = 6 times a year
keeping you up-to-date and in
touch with the free paper industry
and benefits being offered.
• Go-To Team
Your Cost = $0.00
Your Benefit = CPNE members
offering their expertise. Talk over
a problem, get an opinion or just
bounce an idea off someone in
your business by simply making a
phone call or sending an e-mail.
Your membership in Community
Papers of New England is one of
the most valuable assets you can
provide for your company, AND
it is the best money you will ever
spend for your company.
On the other hand, your
membership is WORTHLESS if you
don’t take advantage of these
benefits.
Be sure to complete your CVC
audits; attend the conferences,
retreats and seminars - and send
your staff; use the services of
AdMall, the Go-To Team, and the
Associate Members.
And thank you for running the
Buy New England ads which is
the source of funding for all the
benefits we have just mentioned.
It’s a big WIN-WIN-WIN and all for
$4.81 a week!

• Annual Conferences
(CPNE pays about $250/per Community Papers
person attending)
Your Cost = Hotel Room of New England
Your Benefit = Learn from free
paper specialists and leaders in AND
the industry at in-depth training
sessions; networking sessions Buy New England
with peers = Priceless
Post Office Box 28 - 700 Main Street
• Ad Mall Willimantic, CT 06226
(CPNE pays $150 per company)
Your Cost = $0.00
Your Benefit =Daily reports on 860-423-6398 • Toll Free 877-423-6399
latest sales information, training, Fax 860-423-6391
customized research for your bne@cpne.biz • www.cpne.biz
customers and much, much more.
PAGE 5 • JANUARY 2010
 Quit Selling Advertising -
They don’t want to buy it anyway.
James Lorenzen
When I was very young, the first sales
job I ever had was with Prudential
Insurance. Pru was a great place to work
in those days - and they invested heavily
in the training of their people - but I
failed miserably. In those days, training
revolved around product presentations
and answering objections.
I was trying to sell insurance. No one
wanted to buy it. The result: I ran out of
relatives pretty quick.
When I became an advertising
salesperson, I tried to sell ads. Those
prospects weren’t much better – they
didn’t want to buy those, either.
Those early experiences aren’t
uncommon and the story is all to
familiar: an ignorant amateur trying
to sell advertising to a ‘white-knuckle’
merchant who thinks the rep is there to
set his dog on fire. The rep says, ‘hi’ and
the merchant says ‘no’ – and the rest is
amazingly predicable. The rep is in there
less than 60-seconds – you can clock it
– before the product-pushing begins.
You can actually see the merchant dive
behind the counter.
The rep goes back to sales training and is
taught to ask questions:
‘Who are your customers?’
‘Where do your customers come from?’
‘How long have you been in business?’
All questions the merchant has heard a
thousand times before from every other
ad rep.
‘Where are you advertising now?’
Bang. The product-pushing is about to
begin, again.
Sometimes the merchant politely listens
and even nods through the whole thing
before the rep hears the all-to-familiar,
‘I’ll think it over.’
Back to sales training. ‘He agreed with
everything I said, but I couldn’t close the
sale! I need help closing!’
Closing Isn’t the Problem
Believe it or not, 95% of all lost sales are
lost during the first few minutes. The fact
is sales are ‘lost’ because the prospect
simply doesn’t want to buy – big news,
huh? And, the reason they don’t want to
buy is because they see no value in it!
‘Closing’ – as a final step to somehow
make a `no-sale’ materialize into a sale
- is overrated.
Merchants don’t want to buy advertising;
yet we persist in trying to sell them! The
fact is merchants want something else:
They want to grow their businesses and
build a future!
Sell THAT!
There is a problem, though. You won’t
find those answers in your media kit.
Successful advertising sales is about
helping clients develop a carefully
planned strategy of long-range solutions
to for market capture.
The Key Is Strategy
It isn’t enough to ask all the same age-old
questions – not that they’re all that bad
– but, the key to success lies in usable
long-range solutions to real strategic
problems. These are issues not covered
in typical sales training or in the media
kits most reps use.
• How many of your merchants actually
know how to construct a media mix
mathematically? The answer is none.
I’ll bet you don’t have a single rep that
does, either. This information is critical
to penetrating accounts that have never
considered you in the past.
• How many of your merchants
understand how to identify and target
different audiences within a single
publication by staking out vertical and
horizontal marketing positions? This is
information that is critical to selling long-
term commitments and dramatically
reducing the number accounts that
PAGE 6 • JANUARY 2010
might otherwise be cancellations.
• How many of your ad reps truly
understand how to identify buyer
motivations and – this is the key part –
know how to work on ‘upgrading’ those
motivations.
Hint: This is done AFTER the sale, when
most other reps would be running out
the door with the order – probably after
selling an open rate ad they’ll just be
apologizing for a week later.
It’s like building a house. You need a
design – a picture of the end result – and
a blueprint – a plan for achieving the end
result. Without a master strategy for the
sale… without a master strategy for the
merchant… without a master strategy
for the future, few people will end-up
well.
What Prospects Buy
Ever see a Carl’s Jr. ad? What is it selling?
How about Rolex? Not the same market,
to be sure; but Rolex is selling the same
thing! So are Nike, Nieman-Marcus, Red
Lobster, and Appleby’s! It’s what you
should be selling, too. It’s what buyers
buy: A mental picture of the end-result
playing a role in their lives.
It isn’t advertising.
And, no one will buy anything as long
as they’re satisfied with their present
situation. It’s not about inches, page
position, dominant elements, even
readership or response rates.
 James Lorenzen
continued from pg 6.
It’s about their long-term wants, needs,
desires, and dissatisfactions. It’s about
their – and your – ‘opportunity gap’
which both you and the prospect need
to address.
Find a hot button and you’ll sell an ad.
Address a long-term goal with a usable
strategic plan and you gain a client –
maybe for life.
Action-Oriented Questioning
The key to effective questioning is to
make sure each question is tied to an
effective strategy and each strategy
must be designed to achieve a specific
objective. That objective will have a
symptom.
Not as hard as it sounds. And, it’s not
complicated, either. For example, if your
objective is to get a prospect’s attention,
you must make the prospect convince
YOU that you have it. An excellent
symptom of attention is either a positive
physical or verbal response. I personally
liked to try to produce a positive physical
response. If I could get the prospect to
DO anything, it would be a symptom
indicating I truly had his/her attention.
If my objective was achieving ‘interest’
– meaning the prospect would actually
be interested in what I had to say – I
would make sure my questioning would
continue at least until the prospect’s
early “objections”, which were usually
just ‘traps’ at this stage, would change to
questions. When objections change to
questions, it’s a symptom that you might
have achieved the interest objective.
Diagnose Everything You Hear
Every word a prospect utters means
something. It’s a symptom of where
the prospect is, mentally, in the process.
When you hear something – anything
– you must test it, confirm it – make the
prospect sell YOU on his/her current
position.
It’s when you know – beyond a doubt
– that the prospect is truly interested in
what you have to say that you’ll know you
are really in a selling situation and that
both of you are on the same page.
Presentations are Stupid
Never, never, never
‘present’ – to anyone or
for any reason. I know
of no way to lose a sale
faster than to get caught-
up in the ‘presentation’
trap. I don’t care if you’re
talking about the small
independent merchant
or a big box retailer using
major ad agencies. Many
years ago when Sears and
Kmart were still big players,
we had them under long-
term contracts buying full page color
ads in several of my publications. I never
met with their agencies and never made
a presentation to get them.
should know the merchant’s wants,
Truth is, other than the credibility they needs, desires, dissatisfactions, their
gave us during the early years, their market concerns, and their long-range
revenue wasn’t a top priority. I’ve always goals. You’ll know what success and
liked independent ‘bread-and-butter’ failure looks like - in their eyes - as well
advertisers better than big ones. The as the goals they want to achieve. You’ll
big brands love to take up space and not only know the opportunity gap, you’ll
float your invoices for 90 days before also know how to strategically position
they even get scheduled for payment. them for different audiences – always
My bread-and-butter independents paid one at a time- within the pages of your
the same rates – and on time. publications and educate them to the
point they’ll be convinced you are an
People don’t care about your indispensable component in achieving
presentation. They care about their their future success.
marketing problems and their future.
If you’ve asked the right questions, you You won’t need to ‘present’ anything.
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy,
it deosn’t mttaer in waht oredr the ltteers in a wrod
are, the olny iprmoetnt tihng is taht the frist and lsat
ltteer be at the rghit pclae. The rset can be a total
mses and you can sitll raed it wouthit porbelm. Tihs is
bcuseae the huamn mnid deos not raed ervey lteter
by istlef, but the wrod as a wlohe.
PAGE 7 • JANUARY 2010
 James Lorenzen continued from pg 7.
Instead of a monolog, it will be a dialog as
the two of you go through an ‘application
process’ – applying what you know to
what they need.
They’ll love it.
I’ve had merchants literally look me in
the eye and ask, “Why hasn’t anyone told
me about this before?” I would always
smile and simply shrug my shoulders;
but the truth is I knew the answer: Not
ONE of our competitors –including the
reps for the major dailies in our area (one
of whom is and still is one of the largest
in the nation) really knew anything
about retail marketing strategy, let alone
the application of advertising strategy
to achieve marketing goals. They’d all
been taught to regurgitate data and
design beautiful ads; but, once you got
past using dollars instead of percentages
on discounts, the water was simply too
deep. In fact, I’ve found the larger the
competition, the more they tended to
assume they owned the market. This
complacency reduced them to little
more than ‘field clerks’ and it gave us a
tremendous opening: We knew what
they didn’t; and, THAT was what the
merchant wanted to buy.
Thank You, Joe Gandolfo
Many years ago I read Joe’s book, Selling
is 2% Product Knowledge. Joe Gandolfo
was a Guinness Record holder for selling
cars. He didn’t own the dealership; he
was a car salesman, and his records were
astounding. I never forgot his message:
Design engineers know everything
about the car, but they couldn’t sell one
if they had to.
It’s like the story of the old lady who
goes wants to buy a furnace. She gets a
salesperson that just got out of furnace
class that morning, crammed with
product knowledge he can’t wait to
share with the world. He goes on and on
about the BTUs and a ton of other data
Get More
while her eyes glaze over. “Young man, I Out of AdMall:
just want to know if it’ll keep me warm!” New AdMall
Quit Talking About Tuesday’s Ad University Sessions
Don’t sell advertising. USE what you for 2010
know – or will learn – about advertising
to create strategic long-term marketing
solutions to achieve long-term We’ve got
objectives. exciting
updates
Once you know what they REALLY want in store for
to buy – and if you possess knowledge
and abilities unavailable from competitor
AdMall
reps – you will be adding real value. You University
will become indispensable to the client. in 2010,
You will become necessary! including shorter, more
YOU will become more important than focused sessions and
your circulation.
YOU will become more important than
more sessions available as
your demographics. streaming video that let you
YOU will become more important than learn at your own pace, when
ANY ad you create. it’s convenient for you.
When you become necessary, you will
New webinars currently
truly become a professional marketing
consultant instead of a talking brochure planned for 2010 include:
selling space.
* Prospecting for
James Lorenzen successfully founded, Local-Direct Accounts
built, and sold five weeklies of his own. In
six years of ad sales, he never sold a one- * Diagnosing Advertiser
time ad! All his sales were campaigns of Needs
13 consecutive weeks or longer and over
80% were for a full year or longer, getting * Building Your Case for
deposit money with each sale! He once
sold 22 campaigns in 22 days and 52
Advertising with Market
campaigns in 29 weeks. Five times, he Research
received all the money for the entire year
in advance! Since those days, Jim has * Financing New
been the headline speaker more than Advertising with Co-op
500 conventions worldwide and has
appeared in scores of publications as well
Stay tuned to the AdMall
as on Nightingale-Conant’s Sound Selling
audio series and American Airlines’ Sky
Information Desk for complete
Radio. For information contact Gardner details on new training
Hathaway, LLC at 805.265.5418. Learn sessions details, course dates,
more at www.gardnerhathaway.com or start times, and registration -
www.jameslorenzen.com. ◆ as always, space is limited!
AdMall.com
PAGE 8 • JANUARY 2010
Connecticut
Connecticut Post, Bridgeport 80,419
Hartford Courant, Hartford 222,940
New Haven Register, New Haven 83,064
The Sunday Republican, Waterbury 54,591

Maine
Bangor Daily News, Bangor 52,858
Portland Press Herald, Portland 90,524

Vermont
Burlington Free Press, Burlington
The Rutland Herald, Rutland
42,180
23,415
Total Circulation
Rhode Island
1,740,063
The Providence Journal, Providence 154,300

Massachesetts An advertiser would

The Boston Globe, Boston 466,665 have to buy all
The Boston Herald, Boston 95,635 these papers to get the
Cape Cod Times, Hyannis 52,048
The Patriot Ledger, Quincy 44,728 combined circulation of
The Sunday Republican, Springfield 112,523 Buy New England!!!
Telegram & Gazette, Worcester 90,769

New Hampshire
BNE = $170
New Hampshire Union Leader and 9¢ per 1,000 homes
Sunday News, Manchester 66,897
The Telegraph, Nashua 25,352
Call for a 25 word
classified today

PAGE 9 • JANUARY 2010

 7 Quick Read Tips for Increased Sales
by Michael Dalton
I read perhaps fifty sales advice articles
every month. While some of what I
read is theoretical, technical or simply a
disguised sales pitch, most of it is pure
gold. I believe this little grab bag of
power tips is on target and can make a
big difference in your sales. Ranging from
commonsense advice to counterintuitive
ideas these gems can be put to work for
you right away.
I
nvestigate your buyer
Before calling that important
prospect, go online and do some
investigation. Check the person’s profile
on LinkedIn, Xing or Spoke. Learn a little
about the buyer’s background, interests
and education. Then go to their company
web site and read their latest press
release. Take a few notes. Armed with this
information, you’ll have a much better
chance of establishing that all important
first contact rapport. This only takes a
few minutes and will be time well spent.
You’ll build your relationship with the
buyer quicker and have a much better
chance of ultimately closing the deal.
M
ake your follow-up emails sing
Given the high volume of email
flowing into most in-boxes, your follow-
up note might not get read. To avoid
this, always use your prospect’s first
name in the subject line. Example: “Bob,
here’s the summary you requested.”
Keep your email short! Most buyers, who
are already dealing with information
overload, are not inclined to wade
through volumes of product data along
with your company’s history and mission
statement. Summarize and provide links
in case they do want more information.
R emember to carefully proof-
read before you hit send.
In fact, you might invest in proofreading
software. Many are free or relatively
inexpensive. Spelling and grammatical
errors in follow-up letters can be a real
buyer turnoff.
T hink outside the in-box
Because in-boxes are increasingly
crowded and noisy, marketers are
rediscovering the power of regular mail.
Consider following up your initial email
with information delivered via regular
mail. Include your business card along
with your brochure, report or product
spec sheets. It doesn’t matter if they
have already received this information
electronically. The main purpose in doing
this is to beat the email “fatigue factor”
and stay in touch with your prospect.
Power Tip: Write a very brief
personalized note on the front of the
envelope. Example: “Mary, I enjoyed our
conversation. Enclosed is a hard copy
of the information you requested.” Call
a few days later to confirm receipt and
renew your conversation.
I
t’s not what you say; it’s how
you say it!
Persuasive speakers communicate
by using positive language. Example:
Instead of saying, “We can’t ship your
order until next Tuesday,” say, “We can
ship your order as early as next Tuesday.”
What a difference! Put yourself in your
listener’s shoes; which version is more
appealing? The habit of using positive
speech has helped me to achieve more
results than I ever thought possible. You
can practice this skill all the time, too.
Try it with coworkers, family, and friends.
You’ll begin to see things in a whole new
light!
L earn to listen
Develop your listening skills. Good
listeners close far more sales. Period.
I recently received a call from a
salesperson with an annoying rapid
fire staccato delivery. This poor soul
didn’t even allow me to answer his
questions before plunging forward and
talking over me. Within a few minutes
I was developing a headache and had
completely tuned this guy out. When he
PAGE 10 • JANUARY 2010
had finally finished his pitch, I jokingly
asked, “Could you repeat that?” He didn’t
respond. I then offered to send him a
link to information that would help him
improve his phone skills. He declined my
offer and rushed off to his next victim.
Obviously Mister Rapid Fire never heard
of the 80-20 rule where the prospect
does 80 percent of the talking and the
salesperson 20 percent. Frankly, I think
the rule, while a good guideline, is a bit
difficult to observe especially on a first
call. However, if you will slow down and
ask intelligent questions that get the
prospect talking you’ll close a lot more
sales. Shoot for a 70-30 split and you’ll be
in excellent shape.
S
tate your business
Some telephone cold-call gurus will
tell you to offer a pleasantry or two after
introducing yourself. They are wrong.
Avoid the opening, “How are you?” When
spoken over the phone to a stranger, the
phrase reeks of insincerity. You might
as well scream, “I am going to try to
sell you something!” Instead, employ a
more businesslike opening, such as, “The
reason I’m calling you this morning is to
learn about your company’s personnel
needs, and to see if we can be of help.” In
other words, after introducing yourself,
state the reason for your call. Prospects
will appreciate your directness and
respect for their time and intelligence.
Only ask, “How are you?” after you’ve
progressed beyond the initial contact
and a relationship has been established.
T he more you learn, the more
you earn!
This is the most important advice I can
give you. Make a commitment to your
success. Every day invest a little time
sharpening your sales skills. The number
one mistake salespeople make is
neglecting their ongoing sales education.
No excuses. This doesn’t have to be a
huge investment of time or money. There
are plenty of free or low-cost sales skills
improvement resources on the Internet.
Get started today! ◆
 Interview with Angelina Dubourg
Kaitlyn Siner
For the past nine years, publisher
Angelina Dubourg has managed to
run the small-town publication Otis
Gazette, all by herself. No small task,
from editing, copy and layout, to sales,
billing and ads, she does it all, every
day, and happily. How does she do it?
Dubourg replied that she has been
wondering that very same question,
“for a long time.”
A full-time mom living in the
Berkshires, Dubourg graduated
college with an Associate’s degree
in Engineering, and always knew she
wanted a job which would allow her to
stay at home with her small children.
She enjoyed studying graphic design
in high school and one day, looking at
some old copies of a small monthly
paper, which had gone out of business,
Dubourg felt that even if she didn’t
know exactly what she was doing, she
still thought, “Hey, I could do that.”
Believing she could accomplish
“anything she set her mind to,”
Dubourg, “mocked up some fake
stories and ads,” then spoke to a
printer about publishing costs. She set
advertising prices, at the admittedly
naïve cost of $60 per page, and asked
local business to pay up front for six
months, a steal for them, and a sure-
bet for her, though Dubourg jokes
she perhaps should have done some
price comparisons. Promising her
husband that not a single penny of
their household money would be
used, a promise she has always kept,
Dubourg made her way to the bank,
“with checks made out to a business
that hadn’t yet existed.” She says
looking back she isn’t sure how she
made it, but money wasn’t foremost
on her mind. Instead, her primary
concern was, “whether or not I would
still like it in two years.”
The Otis Gazette will be celebrating
its 9th anniversary in April 2010, so it’s here.” It’s clear to Dubourg that this is
clear Dubourg has done many things
right, even with little initial experience still here for me and my children, and I
on her side. Most importantly, her
concern quickly disappeared. “I love
my job,” she said, and even after many
years of dedication, is continually
amazed by how much she enjoys the
many aspects of putting out the Otis
Gazette.
Dubourg embodies the notion of
what local press is about in many ways.
“My paper is open to anyone who
would like to write in, from nostalgic
short stories and poems,
to kids’ drawings. I “My paper is open to anyone who
encourage the schools
and others to send in
would like to write in, from
pictures from around nostalgic short stories and poems,
town, or even far way,
from vacations.” She loves
being a valuable resource,
“providing information, bringing old
friends together, creating a sense
of spirit and community, serving
as a resource for area businesses,”
and in turn, says “It has enabled me
to become an integral part of my
community,” and given her a sense of
belonging.
This was never truer than in 2008,
when Dubourg’s husband died
suddenly from a heart attack. She
describes the way Otis residents
pulled together for her family “like
something I have only read about in
old fashioned story books or movies,”
giving back to Dubourg just as she had
given to them over the years. “From
the person who anonymously paid
for my husband’s funeral expenses, to
the wonderful woman who helped at
the bank, to the men who showed up
for countless hours to help finish my
house, which was under construction,
to the people at church, and so many
more that I could never name them all
PAGE 11 • JANUARY 2010
what it’s all about. “This community is
wouldn’t want to live anywhere else.”
With all the many positive things
about her job, one certain benefit
also presents her with a challenge-
working from home. While it’s nice to
have the option to work in pajama’s,
she admits she has to work hard to
avoid being distracted by “all your
household responsibilities,” though
loves having the flexibility to attend
an event or assembly at her childrens’
to kids’ drawings.
schools, or put in the occasional load
of excess laundry. Still, Dubourg says,
she “wears many hats” and must
decide which one (or two, or three) to
put on each day, while ensuring that
all her responsibilities “are done in a
timely fashion each month.”
Beyond the scope of day-to-day,
Dubourg said she has been able
to improve her overall skills and
the nature of the Otis Gazette after
aligning with CPNE in 2005, four years
after she got started. A CPNE ad in
the Berkshire Penny Saver piqued
her interest and after a telephone
conversation with Executive Director
Lynn Duval, she was assured, “this
organization was for me.” At first,
Dubourg was slightly intimidated
by the size of the organization,
membership size and number of
weekly papers, pennysavers and
shoppers. “I was just one person with
a little monthly publication,” she said,
recalling her very first conference,
Angelina Dubourg interview, continued from page 11
which was held at the Westin Hotel in Penny Saver, liked my paper. Wow!”
Providence, Rhode Island. After that encounter, Dubourg said
“When we started our seminars at she knew that CPNE really was
the conference, one was a roundtable the right place for her, and gave
for publishers, to exchange ideas for her confidence to participate and
solutions. I was overwhelmed because have presence in the organization.
many items were about staffing issues “Someday I would like to thank him
- I didn’t even have a staff!” Ironically (Holmes) for his kind words. And you
perhaps, Dubourg found herself at can bet that I went home to decide
the very same table with Dan Holmes, what kind of paper I was.” Soon, she
owner of the Berkshire Penny Saver, came up with the tagline that now
one town up from Otis. Despite accompanies every issue of the Otis
wanting to strike up a conversation Gazette, proudly printed on its cover:
with him, she hesitated.“I thought, he’ll “An Extraordinarily Enjoyable Quaint
never take the time to talk to me, I am Magazine for Otis and Beyond.”
just this little monthly, pretty much by Joining CPNE has given Dubourg
myself, down some dirt road in Otis.” many other great benefits, which
Before Dubourg could make up her make her publication even more
mind, however, another individual extraordinary, such as a high-quality
piped in and asked what kind of printer.“At my first conference, I found
paper the Otis Gazette was. “It never out I had a choice of printers willing
occurred to me that I needed to define to bid for my business. This was a
myself, or the Otis big deal to me as I had
Gazette.” As she “You want to not really thought I had
struggled to come
up with an answer, know what kind much of a choice besides
what was in the next town
the question was of paper she has?” over.” Deciding on Trumbull
repeated. “Then,” Printing, she traveled to
Dubourg said, “It said Holmes. Vermont to meet printer
was Dan Holmes to
the rescue.”
“Well I’ll tell Scott Mather. “We had more
of a conversation in two
“You want to you, she has the hours than my other printer
know what kind and I had had in five years.”
of paper she has?”
neatest monthly Now”, says Dubourg, “My
said Holmes. “Well I’ve ever seen. paper looks really sharp. As
I’ll tell you, she I told Scott the first day we
has the neatest met, I am only as good as
monthly I’ve ever seen. She brings her my printer.”
community together and provides a “Did I tell you,” she adds, “that they
source of information where there has are wonderful and I am thankful to
been a void. I look forward to reading CPNE for introducing me to them?”
it every month.” At Dubourg’s next conference, she
“I was blown away,” she said. “Dan met Justin Gerena of JB Multimedia,
Holmes, the owner of the Berkshire who helped create the digital edition
PAGE 12 • JANUARY 2010
of the Otis Gazette, which launched in
July of 2006, complete with page flip
design. “Incredible! Justin made this
affordable even for a small paper.”
Dubourg has made it a point to
implement at least two things from
each conference she attends, and
feels she has brought back a wealth
of information from every single
one, from marketing techniques,
advertising strategies, or a new
website for articles. “Mostly,” she said,
“I have learned not to be so shy. To be
friendly, ask questions, listen intently,
and learn. I am always so inspired and
motivated at conferences and it stays
with me for a long time.”
From that first roundtable
experience at the Westin, Dubourg
says it’s wonderful to discover in
the CPNE environment, that there
isn’t a single member who would
mind getting a call to answer some
questions, or clarify something for me
if I get stuck,” and eagerly anticipates
annual conferences now. “I know I
am going to learn so much. I can’t
wait to talk to the other publishers,”
she said, adding, “I don’t worry about
being the smallest one anymore, I
know it’s ok and there is no need to
be intimidated.”
In fact, at last year’s conference,
the experience came full circle for
Dubourg. “I was able to talk with
someone who was new to CPNE. I was
finally able to make someone else
feel comfortable and be a source of
information for him, as well.” ◆
Check out the CVC website for this series of pdf,
ready to use ads, that you can use to promote
your papers. Just replace your own audit
numbers for a quick,
professional ad.

Your CVC audit

is an important member benefit
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Be sure to make the most of it.

PAGE 13 • JANUARY 2010

 Ten ways to mess up a perfectly good sales
presentation
by John Foust
Raleigh, NC
Are you making too many sales these
days? Is business too good? If you’d
like to cut back on those annoying new
customers, try a couple of these field-
tested, sales-reducing techniques:
1. Don’t do advance research. It takes
valuable time to learn about your
prospect’s business, potential challenges,
and competition. Why should you
conduct an analysis of their past
advertising expenditures? The only thing
that matters is what you tell them today.
2. Don’t ask questions. And don’t make
any effort to gain information during
the appointment. Instead, do all of the
talking. After all, you are an advertising
expert. They are the ones who should be
listening to you.
3. Give the same presentation to every
prospect. In addition to cutting your
preparation time, this will allow you
to create a comfort zone for yourself.
Why customize presentations to fit
the individual needs of each prospect,
when you can develop a one-size-fits-all
approach?
4. Don’t bother to get to know the your briefcase with the latest issue of
your paper, an up-to-date copy of your
gatekeeper. That’s not the person you’re
there to see. And even though the media kit, or samples of the ads your
gatekeeper could be a good source of creative department has produced.
information, he or she is probably too
busy to talk to you. If you have to sit in 10. Don’t follow up. You’re far too busy
the waiting room, that’s a perfect time to to send a handwritten note or an e-mail
read the magazines on their coffee table, to thank your prospect for meeting with
or make a few phone calls. you. You can always write later – if you
have time. ◆
5. Rely strictly on numbers. When you
talk about the specifics of readership,
don’t think of real life examples or other (c) Copyright 2009 by John Foust. All
ways to make the numbers come to rights reserved.
life. Statistics are important and should
always stand on their own – with no
explanation.
6. Criticize your competitors. Your
prospect needs to know how bad they
cpne.biz
really are. If you know some juicy gossip
about other papers or media outlets in
your market, be sure to work that into
our new website address is
the conversation. Your prospect will
appreciate the information, and would
never suspect that you will talk about
them behind their back.
7. Don’t turn off your cell phone. You
wouldn’t want to miss a call from a more
important client or a friend. And be sure
to check your e-mail a couple of times
during the appointment. That’s a good
way to show your prospect that you are
so heavily scheduled that they should
feel fortunate you are taking time to
meet with them.
8. Don’t talk about benefits. Focus your
attention exclusively on the features
of your advertising product, without
connecting those dry, inanimate facts to
potential benefits. Resist the temptation
to mention any marketing problems
which could be solved by advertising in
your paper.
9. Don’t use exhibits. Your prospect
should already be familiar with your
paper. So there’s no need to weigh down
PAGE 14 • JANUARY 2010
PAGE 15 • JANUARY 2010
 When it Comes to Making a Sale, AdMall is a
Great Way to Shop
Kaitlyn Siner
When CPNE’s Lynn Duval met AdMall’s
Sales Development Manager Debbie
Gibson at a Boston NEPA conference in
the summer of 2006, it was the start of an
ongoing four year relationship that has
since benefitted both organizations.
As part of CPNE member benefits, all
member-publications receive the AdMall
program free of charge, which has
allowed publications and sales associates
to greatly expand selling capabilities.
AdMall is the consultative sales process
simplified, and provides sales account
executives with sales tools such as web-
based sales applications, internet usage
trend information, pre-qualified leads,
and key marketing statistics.
By using local benchmarks to find and
prequalify prospective advertisers,
AdMall quickly creates detailed needs-
analysis of their businesses, which
allows an Account Executive to call a
lead with extensive industry knowledge
of a prospect, increasing the chance
of a sale. “For example,” said Michelle
O’Brien, who provides marketing and
sales development service for AdMall,
“Let’s say someone is making a call to
a lawn mowing business. It’s likely they
don’t know much about lawn mowers – I
know I don’t – but by using Ad Mall, they
are able to quickly find all the industry
information they need, what products
are sold, vendors used, and even what
sort of co-op is available.”
An AE can even examine what an
average store in a similar industry typically
sells in a year, what a typical advertising
budget looks like, allowing valuable
information to be accessed easily and
quickly, two elements that further help
streamline the sales approach and can
increase overall profits.
Gibson added that when a sales
executive is armed with this type of
knowledge, it helps to better educate the
prospect about their varying needs. “Ad
Mall helps you to sell smarter, and bring
something to businesses others can’t,
because we help them to know what’s
truly important to the industry.”
One example of this is a key diagnostic
call tool that AE’s can use, a critical
resource which helps guide the calling
process. O’Brien said, “It allows AE’s to
speak intelligently about a respective
business, and deliver information
to a prospect instead of just asking
questions.“ An AE can go into the call
and say something like, “I see your
average pet store sells this amount per
year – do you typically do more or less
business than that?” Ultimately, a better
package can be developed, and a clearer
insight into what a prospect wants to
accomplish, which O’Brien says, “makes
expectations easier to manage.”
Another unique feature of Ad Mall is
the daily electronic delivery of something
called AdMall Minutes, featuring items
like Sales Tip of the Day, profiles of
advertising campaigns, and industry
headline news. “Each morning, people
can read AdMall Minutes as a great
source of inspiration for new business,”
said O’Brien. “An AE might look and say,
hey we have a retailer who sells that, or
see new opportunities for advertising
and promotions.”
Ad Mall increases knowledge of
consumer spending patterns, which
helps to qualify value of publication
spending to advertisers. Overall, Ad
Mall makes it easier for people to be
more productive, which Michelle says
has made AdMall even more valuable
during the recent economic downturn.
“When economy is bad, AdMall provides
research and assistance, and makes
things easy and fast to accomplish, thus
allowing an AE to be more productive. In
this economy this helps to make getting
as many contacts as possible a reality.”
According to Gibson, after working
with CPNE, AdMall has benefitted in
terms of contacts as well. “CPNE was our
first member organization, and it really
helped open the door from there to
start working with other, similar types
of organizations,” she said. “Both Free
Community Papers of New York and
Southeastern Advertising Publishers
Association now use AdMall as a member
benefit, since New England has done so
well with the service. Also, Mid Atlantic
Community Publishers Association has an
PAGE 16 • JANUARY 2010
agreement to subsidize part of the costs
for members as well.”Gibson emphasized
that CPNE helps to continually endorse
AdMall to others. “Lynn is always so
helpful about providing great references
for us.”
Paul Sciaraffa, advertising executive
for Connecticut’s Reminder feels one of
the best aspects of AdMall, which he and
his sales team uses regularly, is its co-op
program, which allows companies to
have a percentage of advertising costs
paid by stores promoting them. “People
don’t realize the unclaimed money that
exists, that companies are willing to pay
to promote a product. AdMall will help
you to find that advertising money for
your customer.”
While his publication uses AdMall
regularly, Sciaraffa feels that other
publications do not take advantage of its
numerous benefits. “Part of the problem
is that many don’t know enough about
it to realize what it’s really worth.
It’s unfortunate because essentially,
publications are losing out on sales
possibilities.” Sciaraffa is also in favor
of AdMall Minutes. “I find it very useful
because every day it brings something
new, in terms of products and ideas. This
is critical because every day I am selling
something different to someone different
and each needs a unique approach.”
Sciaraffa noted that combining a
fresh sales approach with the other
information AdMall can provide, such as
demographics, per capita income and
spending habits, is a helpful way to get
closer to a customer and a potential sale.
“From selling roasted ducks in Chinatown,
to grasping how often a percentage of a
certain population dines at a restaurant,
AdMall can really help.”
He also feels that the webinar service
AdMall provides is something to take
advantage of.“Denise is wonderful about
hosting these webinars, which allows
your entire staff to see how AdMall’s
features work and how to access them.
I highly recommend it to any company
because it’s only going to make you
money.”
This as we all know, is the bottom line. ◆
TRUMBULL AD HERE

PAGE 17 • JANUARY 2010

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PAGE 23 • JANUARY 2010

Classified & Display Ad Network
P.O. Box 28, Willimantic, CT 06226

This is a listing of your Officers and Board of Directors for Community Papers of New England and Buy New England.
They are at your service. Please feel free to communicate your ideas and concerns about the organization and free paper
publishing in general.

Officers & Board of Directors

Community Papers of New England Board
Officers
President Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
President Elect Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Member at Large Paul Sciaraffa, ReminderNews, CT 860-875-3366 psciaraffa@aol.com
Member at Large Carol Toomey, Action Unlimited, MA 978-371-2442 carolaction@aol.com
Imm. Past President Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
Assoc. Member Rep. Gustave Semon, Trumbull Printing, CT 203-261-2548 gsemon@trumbullprinting.com

State Representatives
Connecticut Lisa Miksis, Shore Publications, Madison, CT 203-245-1877 l.miksis@shorepublishing.com
Maine Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
Massachusetts Cheri MacKinney, Smart Shopper, MA 508-943-5300 cmackinny@smartshopper.com
New Hampshire Debra Paul, Nutfield Publishing, NH 603-537-2760 dpaul@nutpub.net
Rhode Island Peter Stevens, The Reminder, RI 401-821-2216 rireminder@aol.com
Vermont Renée Tassone, Tri-State Pennysaver, VT 802-447-3381 rtassone@hersamacornvt.com

National Affiliations
AFCP Rep. Ed Coats, Vermont Times, Shelburne, VT 802-985-2400 vermonttimes@gmail.com
IFPA Rep. Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com
PaperChain Rep. Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com

Buy New England Board

President Steven Silver, Yankee Pennysaver, CT 203-775-9122 steven@ctpennysaver.com
Secretary Paul Sciaraffa, ReminderNews, CT 860-875-3366 psciaraffa@aol.com
Treasurer Deborah Phillips, The World, VT 802-479-2582 dphillips@vt-world.com
Director Dan Buendo, Reminder Publications, MA 413-525-6662 dbuendo@reminderpublications.com

Executive Director: Lynn Duval, P.O. Box 28, Willimantic, CT 06226

Toll Free 877-423-6399; Fax - 860-423-6391; E-Mail: bne@cpne.biz; Website: cpne.biz

PAGE 24 • JANUARY 2010