Tricks - Tips 14 Newspaper Advertising of America's Busiest Ad Copywriter!
I get a lot of emails asking me about newspaper advertising. Primarily, you ask me, most people, when the growth and popularity of the Internet and other forms of "new" media have made obsolete newspapers as an effective advertising medium.
To which I say, no way! newspapers are alive and well, and as powerful as ever! If they were not, do not continue to throw advertisers (in all shapes and sizes) billions of dollars on it! Newspapers - local and national - will always be there. You are not going anywhere, no matter how big the Internet gets or how many forms of "new media" are introduced. They have stood the test of time - through radio, television and Internet - and they will always be a great place to advertise, if your target market is demographic within the newspaper. Next, I always ask people for advice on newspaper advertising. They want the best newspapers to advertise know, the best times to use advertising for the best size ads to what colors work best, what to say, how to say it, etc. For those people, I have this list compiled my 14 best newspaper advertising "secrets". Of course, this is not really "secrets" are - this Council has been around for years. Unlike the Internet and other forms of "new media" that seem to change every day (creating a constant need for bigger and better marketing strategies), newspaper advertising has not much changed over the last 25 years, the tips and techniques means which always follow and work repeatedly proven. tested and proven time - the best kind of advice!
Tip # 1: Consistency is the key in newspaper advertising. Whether you, local or national newspaper advertising are interested in the community, always think in terms of it consistently no less than once a week.
Tip # 2: Certain days work better than others for certain types of advertising. In general, the best day to run a newspaper ad is Sunday. That's when most people spend most of their time reading the paper. Let us on the other days a glance:
- Monday is good if your audience is primarily men all weekend sports are usually on Monday combined.
- Tuesday and Sunday are great days classified ads, especially financial or business classified ads.
- Wednesday and Thursday are good days when the life or health days are in your paper, and you is a food or health victims.
- Friday is a good day when your business on weekends Restaurants accepts, bars, nightclubs, some retailers, concert halls, farmers markets.
- Saturday is good because fewer advertisers use the Saturday edition, it is a bad day for readers think. That means less competition for your prospects attention and money
Tip # 3 :. Your ad positioning to gain maximum exposure that your ad running in the main news section of the paper, as far forward as possible. Traditionally, they were told, always ask for a right side, but recent studies have make it does not really make a difference. Half the people read the newspaper front, the other half to the back, from back to front. However, you should request that your ad be positioned above the fold.
Tip 4: Dominating one side, , without paying for it. To a page in the newspaper dominate the 8 columns wide is usually twenty-two inches high, design an ad that five columns wide and twelve or more inches in height. This is demonstrably the same as a full-page ad to be influenced at a much lower cost.
Tip 5: Use color. They should also inquire about adding a color. The use of only one color, any color, you can increase your "net exposure" dramatically (which is what I call the number of people who actually read your ad) and nearly twice as your response rate.
Tip # 6: Whatever you do, don t the newspapermen to let your ad design. Have your ad professionally designed, otherwise it will look like any other ad in the newspaper. (I once in a newspaper ad department, believe me, I know!) Be sure that the designer has experience in newspaper ads, as well. You want your ad to reproduce properly, what it means require a certain line screen. Also stay away from reverse-type white type against a black background. Keep your type clear; Your headline in bold.
Tip # 7: Make your ad newsworthy . People read newspapers to get the news, so try your ad as newsworthy as possible to make. When your ad is small, giving it a distinctive border so that it creates a visual identity for your ads.
Tip # 8: You pay for this space - use it! Be sure to give your prospects enough information to buy what you are selling. And do not fall into the trap of white space Honouring because it looks good. You are paying for every square inch of this ad - they use. Your ads should win sales, not design awards.
Tip # 9: Testing, testing, Test! If you just started in newspaper advertising, set not only to a newspaper. Test your ads in different newspapers available to your market to find out what one works best. Once you have figured out which newspapers are read (most of) by your prospects, stay with them.
Tip # 10: You expect it not to work overnight. Basic rule: expect newspaper advertising does not work immediately! (This leads us # Tip back. 1: Consistency is the key) If you have a time-sensitive offer such as a free gift for stopping by before a certain date or a discount voucher offer with an expiration date, do not expect a rush of customers the door the day you run your ad. It's not going to happen. Never.
Tip # 11: Use "Tracking Devices " to measure ad performance. A "tracking device" means any item that you can include in your advertising that makes it easier to measure, makes the display to effectiveness. Adding a numeric code or color code your coupons is a good example of a "tracking device." This is easier to track them if you use more than one newspaper or advertising on different days. You want to know which coupons came from where, when and how many. In this way you know which newspapers work best for you, and the days and even which headlines work best for these papers on these days. Got it?
Tip # 12: The "large" newspapers are not as expensive as you think. If you are not satisfied with your local newspaper, or you want to take a wider audience than just your city, look into advertising in the region editions of USA Today, The New York times or The Wall Street Journal, if your prospects to read it. These regional editions, while more expensive to advertise that the local newspaper, are much less expensive to advertise in than the national expenditure. (If you are a local or regional business, you should never advertise in the national issue. I do not care what the ad rep tells you, do not waste your money.)
Tip # 13: the first thing that people will see in your ad is your headline. This should entice the reader to want to learn more. I insist always that a headline make a meaningful or fascinating statement of benefit - or an outright offer - for the reader. For example: "Your tax refund today!" or "Professional tax preparation only $ 10" are much better headlines than "Bob Jones Tax Service." That's pretty obvious, I know, but I can not tell you how many people put the name of their company or a product or service or even worse, some totally worthless copy, instead of a headline and then hide the meaningful, fascinating things in the copying. It is the biggest mistake in advertising! Put your main benefit or an offer in the headline (and / or subtitles), as well as those who will not read the entire display of the main point.
Tip # 14: Next, the people will see the visual, all subheadings, and then your name. Adding a visual can triple the "net exposure" of your ad. More people will notice if it has a photo or image, what's more, in turn, means will respond. A photo of yourself will add instant credibility. A product image is better than a logo. Even better is an image of the product or service may be used. Let's see it in action, people. Let them see how good it looks, how well it fits or how well it works. Let them on a person's face, you see the smile it.
Also in this super-high-tech day and age, all businesses still rely on newspaper advertising as their primary marketing tool. The key to success with him is the "tricks of the trade" to know, I'll just revealed and therefore long enough to keep, make it work its magic. (Read: Consistency is the key.) The advertising graveyard is full of failed businesses that gave to newspaper advertising before it had a chance to prove it effectiveness. If you have made your decision to do it, whatever you do, do it, and do not give up it until it works. It will!
