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Me and My Magic 8 Ball Foretell the Future!

Being on the front lines, and speaking with publishers across America every day I hear a resounding question, “When do you think this recession is going to end?” I asked my magic eight ball a couple of times, the first time was “the outlook is good” which gave me great optimism. So I decided to make sure the magic 8 ball was right and try it again, this time it said “Very Doubtful”. I was just about to throw the 8 ball out the window, when I thought, “Well 2 out of 3 times isn’t so bad!”  So I shook it one last time and asked it the same question, it said, “Reply hazy. Try again”. The fact of the matter is nobody knows. I say, let the experts speculate on CNN, FOX, and MSNBC, let us not focus on waiting for the recession to end, but rather prospering without doubt. Make this the day that you say, “I will no longer use the recession as an excuse”.

 With that in mind, I called up a client and friend of mine, James Jiskra, to ask how he has prospered not only now, but for the past decade. James Jiskra is the Advertising Director for Vintage Guitar magazine (http://www.vintageguitar.com/) which is also the leading guitar collector, enthusiast, and dealer magazine in the world. For the past 10 years, James has been a large part of the reason why Vintage Guitar has enjoyed such enormous success and the reason they are known as the “guitar experts” magazine. With the quality of advertisers he has created loyalty with, and new advertisers he continues to bring in. Here are three tips James was thoughtful enough to share with me:

  • Be proactive. If you find a problem with an ad after it’s already in print, let the advertiser know before they see it and offer an appropriate credit. They’ll appreciate the honesty will take the news much better than if they’d found the mistake themselves. We’ve also noticed that when this happens they’ll often increase their ad size or lengthen frequency.  
  • When you get to the office in the morning, read your newest e-mails first.  You’ll save time by not trying to fix something that has already been taken care of. Same goes for voice-mail. Listen to all voice-mails before acting on the first “emergency” call. Sometimes things work themselves out without your intervention.
  • This is an old one but, smile when you answer the phone. You really can hear the difference on the other end.

 Think about your relationship with your print salesman, wouldn’t you wanted to be treated the same way? A person that will be proactive, and honest with you, who listens, and  is going to be optimistic and a source of great fuel for you to keep doing what you love. I came across a quote the other day I would like to share with you.  “Live your life like a duck, calm and cool on the surface, but under the water kicking like hell.” Keep kicking, but keep your head positive.

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September 1, 2010 - Posted by | Uncategorized | , , , , , , , , ,

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