I don’t guarantee leads—but I will guarantee something better
I’m confident that your advertising program with UB will generate high-quality leads, but I won’t guarantee a number. I can’t, because I don’t control your messaging, your product, your marketing or your call to action. Also, I’m not clairvoyant.
I know some publishers do guarantee leads, but I guarantee they’re not clairvoyant either. So here’s what they do: If your first mailing doesn’t reach the goal, they’ll deploy your mailing again, and again, and again, until they finally meet their guaranteed number—even if it means countless other recipients have banished your messages to their junk mail folder.
That’s not the way we treat our readers, and that’s one of the many reasons why our media brand is so widely respected.
Here’s what I can guarantee: That the audience receiving your message is involved in purchasing decisions for their institution, and that when they see your message in the context of our media brand that they are seeking information about products and services that meet their institutions’ needs. This isn’t a hollow claim; I can make these guarantees because we’ve done the research to back them.
I can also guarantee that your association with a trusted and respected information resource will demonstrate that you understand and are serious about the education market.
So what about lead counts? Well, in the end it’s really not about that, is it? No, it’s about the campaign’s overall effectiveness. Did the program deliver to your sales pipeline the kind of targeted, decision-making prospects who are interested, willing and able to purchase your product or service?
It’s your satisfaction in this regard that I am willing to guarantee. If your campaign doesn’t meet your expectations for overall effectiveness, we’ll make good on it.
To learn how, call your UB rep.