Should I publish ad prices on my newsletter's advertise page?

I've gone back and forth on this. Public prices make small sales easy. They also scare off the people you most want to talk to.

What happened when I showed prices?

Most small businesses don't understand a digital newsletter. When they saw a price before they understood what they were getting, they clicked, said "oh," and left. I never even knew they were there.

"Where if you don't have pricing, you can get inbound where people are like, oh, this is it. I get emails after every newsletter, at least one, if not two, from people who are interested."

I used to send a pricing sheet. From what I've heard from other operators, and from my own experience, it's better not to give them pricing up front.

Why do big prospects need a conversation first?

Because they'll anchor on your cheapest number. If a big prospect sees a $150 or $200 single ad, it's hard to then ask them for a $10,000 annual partnership. Buyers just see a number and decide it's high, before they understand any of the value.

If you're targeting someone high-value, like a custom home builder or a hospital system, I wouldn't give them pricing at all until we've talked.

Then why have self-serve prices at all?

Because some people just want to buy one ad, and talking to them costs more than the ad is worth. My rule: if you're spending about $700 one time, everything is automated and we're not getting on a call. If you're interested in an annual or exclusive sponsorship, email us and we'll work with you.

The simpler version I added later skips the form: a line at the top of every newsletter asking if you want to get in front of locals, linking to a page that says a newsletter ad is $250 and a banner is $125, buy it now. I copied that from one of the biggest local newsletter chains. The reach number on the page adds up every newsletter in the metro. I expect an occasional sale from it, nothing that changes the business.

A bigger operator I know does a decent amount of ad sales self-serve, alongside one salesperson. If self-serve added even $2,000 a month per location across 20 locations, that's $40,000 a month. That's the case for building it, not a result I've hit.

What does the compromise look like?

1. Pitch page first. Audience stats and what the newsletter is, no prices.
2. Collect their details. A short form, so you know who they are before they see anything.
3. Then show self-serve pricing for single ads, on a second page behind a button.
4. Keep annual and enterprise deals as "call us." No listed price.

For what happens after they buy, see what to do after an advertiser says yes. For pricing itself, see what to charge.