So you decided to go against using the ad networks for getting advertisement on your website. Not really a good strategy if you are not #1 in your niche to attract advertisers directly.Anyway idea of this post is to help you take the next step which is writting an advertising proposal for your customers. Try to make a generic brochure kind of proposal. This way you need to personally address every letter sent out and can request your network to keep forwarding proposal till the time it reaches a hand which is interested or potential advertiser.
Start your proposal by introducing your site. The lines to follow should clearly outline sites niche,category,popularity and usage. Dont throw too much stats at them.
Second paragraph should be an argument “Why you”. I believe in having it at starting so that advertiser dont get bored and rush to straight away costing section to compare with other offerings. This way your purpose,reason and costing will always be read. This section should clearly help advertiser identify target audience of your site and your sites positioning against the competition.
Third Paragraph should explain advertiser services/product your site offers to your target audience. This is easy as its just listing sites usability and part of your vision.
Average site user Profile: – I like to put this as a seperate section again so that if in all the sales talk this information does not get clearly layed out to advertiser he may overlook the proposal.
Important Segment : Identify your potential site advertisers. Example : Online Travel E-commerce companies – give out points in their favour .So that if your proposal reaches out to someone in network he/she doesnt need to use mind to see who will benefit from advertising at your site. They can just forward it straight away to person from the vertical in their contact.
Once done with that provide a layout with description and value it can derieve for a potential advertiser. In the end put in tabular format the costing and your contact details.
With these ingridents your proposal is ready to hit your address book. Will be more than glad for people to refine it further down.