The Seven Point Plan

Client History (or subject background) Shows you've done your homework and sets the scene Market Trends (or relevant facts about the subject) Demonstrates that you understand the marketplace your client operates in and gives you the opportunities to identify growth areas.

Target Market (or facts pertaining to the users of the subject matter) Allows you to clearly define your clients potential customers and later enables you to match the target market to your title's reader profile. Your Client's Competitors (or any outside influences that should be considered) Discuss the activity/effects of competitors in the marketplace and focus on growing marketshare.

Why Advertise? (or key benefits) Highlight a few key areas linked to market trends, target market and competitor activity to reinforce the need to advertise.

Media Choice (or options available) Shows you're not afraid to discuss your competitors, highlighting key strengths and weaknesses. Finish this section with your own titles, linking strengths and benefits to your client's objectives, target market, etc.

Proposal Make your recommendations, worded in a way which will overcome objections / anxieties which may still be lingering in your clients' / audiences' mind. Conclusion Now you've presented the evidence, ask for the order! Don't feel you must invite questions - if there are any, you'll know soon enough.

Thanks It's only polite to remember to thank your client / audience for their time and the opportunity they've given you to present Summary Highlight the key favourable points again, leading to...

Close Try a suggestion to close. It's entirely up to you, but you MUST CLOSE or you've wasted yours and your client's time Handout Remember to give out your handout material, it's also a nice touch to add a memento like a promotional pen or similar and, of course, a copy of that day's paper.