A valid business reason (VBR) sets the stage for whether you’ll get a prospect’s attention and time. It defines why an advertiser would want to meet with you, not why you want to meet with them. Personalizing these gives you an exponentially better chance of a response. However, they can be challenging to draft. To help local media sellers, we’re sharing some valid business reason examples.

What Should a Valid Business Reason Include?

The gist of a VBR is telling a business what’s in it for them to meet with you about advertising opportunities. It clearly states the purpose of what you have to offer. Some key components of a VBR include:

  • Who you are and why you’re contacting them
  • Specifics on what challenges they may have and how you can solve them
  • What they can expect from you if they book a meeting
  • Dates and times for a meeting

The best valid business reasons are clear, concise and complete. They include personalization, demonstrating that you’ve taken the time to do some research. Personalization performs much better than enticement. The latter is giving them something if they talk to you. It may generate some immediate results, but they usually aren’t meaningful in terms of securing new business.

Valid Business Reasons: Industry and Company Personalization

One way to stand out among others trying to sell advertising to a business is with personalization about the industry or company. You can share things like:

  • Content from industry publications: Link to an article with an idea that would be a great campaign concept for their business type.
  • Market research and data relevant to them: Allude to some numbers and facts that will elicit interest.
  • Consumer trends that may be impacting their business: Explain how it would be a good idea to capitalize on this with advertising.
  • References to what they’re doing online: Comment on things they are doing well in digital marketing, and tie that into advertising opportunities.

This may seem like a lot of work, and you likely already struggle to find all the time you need for prospecting. However, you can reuse data points across the same industry to save time. A consumer trend may also apply to multiple types of businesses.

You should subscribe to publications related to local advertising and industry-specific information to keep you up to date on the market. Setting aside time each week to do some of this research will benefit you in the long term and highlight how you’re different from other media salespeople.

Simple Rules for VBRs

Let’s look at the steps to consider when crafting your VBR:

  • Align with the advertiser’s personal goals and business objectives.
  • Explain why and how you can address their pain points.
  • Define what’s in it for them.
  • Demonstrate relevancy to the customer with personalization.
  • Use an informal, natural tone.
  • Be short and to the point.
  • Provide a short list of dates and times you’re available, as you don’t want the burden on them to do this.
  • Proofread and spell-check your email before sending it.
  • Add a qualifying statement about how you’ve helped similar companies create high-performing campaigns.
  • Speak in layperson’s terms to the audience, and avoid jargon. (For example, instead of saying you can increase their click-through rate, simplify it by saying you can help them achieve more website traffic.)
  • End by restating the value of why they should talk to you.

Now, let’s look at some valid business reason examples.

Valid Business Reason Examples

Example 1: Recruitment in the Landscaping Industry

Hello Danny,

I hope this email finds you well. My name is Lucy Seller, and I am excited to be contacting you today to discuss your employee acquisition strategy.

Did you know that according to Landscape Labor Market, nearly 60% of landscaping businesses have one to five open positions? Additionally, only 37% of these companies have an established recruitment and retention strategy.

Your website shows that you’re looking to hire for the busy season. With the average homeowner spending $300 monthly on landscaping services, consumer demand is definitely on the rise. As a result, the need for qualified landscapers is trending right along with this demand. You’ll need to spread the word about your employment opportunities in as many places as possible to hire qualified landscapers.

I have worked with many landscaping companies, helping them with ad campaigns to recruit and hire workers. I have multiple customized ad solutions that can fit into any budget. I’m available Wednesdays, Thursdays or Fridays from 1 p.m. to 5 p.m. Do any of those times work for you? Please reply with the best date and times to discuss these opportunities.

I hope this information helps you understand why we should talk. I look forward to hearing from you.

Sincerely,

Lucy Seller
Cool Broadcasting

In this sample VBR, all best practices are in play, including:

  • Identifying who she is and her reason for contacting the prospect
  • Including content from an industry publication
  • Listing consumer trends
  • Addressing pain points and offering solutions
  • Referring to the company’s website
  • Providing available dates and times
  • Customizing the solution
  • Ending with value

Example 2: Competition in the Fitness Industry

Hi Emily,

Hope you’re having a great day. I’m Jane Seller, and I’m reaching out to you today to talk about a campaign to help you win market share in Sacramento. In the past three months, there have been 10 boutique fitness gym openings. There’s a lot of demand for this in the area, according to this article I found, and that’s great news. Now, we just need to make sure fitness enthusiasts find you when deciding where to purchase a membership.

Customer acquisition costs can add up quickly, which is why I want to share tactics that consistently deliver great returns for local businesses. I’ve visited your website and social profiles. You’re doing a great job promoting what makes you unique, and I’d love to help you tell that story to a targeted audience that needs services like yours.

I’ve been helping local businesses in the area for over 10 years, and we have a whole portfolio of advertising options to help you find the right audience and convert them to members. I have time for a call Tuesdays or Thursdays in the morning or afternoon. If one of those days works for you, just send me back the specific time.

Hopefully, these insights will help you think about ideas and how to win the market. I look forward to hearing from you!

Best regards,

Jane Seller
ABC Broadcasting

In this example, the seller is:

  • Using market and industry data to bring the competitive landscape to light
  • Stating the pain point of high acquisition costs
  • Offering evidence of experience in the market
  • Including days and times to chat

Example 3: Launching a New Service

Hi Jack,

I’m Roger Radio, and I wanted to send you a quick note about the story I read about your company in the local paper. What an accomplishment to have been in business so long, and now, you’ve got a new service for first-time home buyers. Real estate always fluctuates, but Reator.com just published this market update that points to positive signs.

When I saw the article, I was curious as to how you’re letting the market know about what you’re doing. It reminded me of a campaign I did for a similar company about three years ago, and it was super successful. Here’s a link to the case study we published.

I’d love to do something similar for you and to make sure everybody in Topeka knows they should come to you as a first-time home buyer. I have time Thursdays or Fridays from 9 a.m. to noon. You can reply back with what works best for you.

I look forward to chatting with you.

Thank you,

Roger Radio
123 Broadcasting

In this sample, the VBR works because it’s highly personalized and mentions the article about the business. The seller also uses data from a reputable organization and has a case study to share, which provides social proof to the prospective customer.

He also sets the tone of excitement and gives the business owner days and times to chat.

Learn More About VBRs

If you’d like to dive even deeper into VBRs and review examples, watch our on-demand webinar, Prospect to Win! A Guide for AEs.