Advertising In The Local Press

There are three main reasons why I would hesitate when deciding to advertise in the local press:

? Everyone else is doing it

? Nobody buys a paper for the adverts

? The odds are it won't work

Just because everyone else is doing it, doesn't mean it's a good thing, or more importantly ? that it actually works! However it seems the natural thing to do ? you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?

Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space. In fact if you look at the inside cover of a newspaper you'll see the staff on it. More often than not the 'sales team' will out number the reporters 3 to 1. The local paper is not 'a local' way for the community to keep up to date with local events, it's a 100 page selling tool.

Very often when approached by the advertising telesales team, they'll quote all sorts of readership figures. 'Well actually the Acme Recorder is distributed to over 50,000 homes and offices'. A very impressive statistic. However, of those 50,000 'readers' how many will actually want an accountant at that specific time their browsing through the paper? How many of them will actually see your advert amongst all the others? How many will actually read your advert, and then REACT to it?

The next time someone gives you these figures, follow it up with this next question:

"What's the response rate to an advert?"

They won't be able to tell you. Why? Because this is not important to them. But it's VITAL for you. The chances are they'll either admit they don't know, or they'll quote a local builder who has a great response (but you're NOT a builder) or they will come back with something like, "Well people keep advertising with us so I guess it must be working?"

People keep advertising for exactly the opposite reason. It's not working, so by keep advertising they'll figure that eventually someone will respond. Wrong. If the advert didn't work the first time, it won't work the second time and it certainly won't work the third time!

The odds are if you still do decide to advertise that the advert itself won't work. Remember above all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that's okay. You're a coach, trainer, consultant, professional service business owner?That's what you do, what you're good at, designing adverts for maximum impact is probably something you haven't worked on before.

Other problems you'll face. Where will the advert be placed? If it's on the left hand page, studies have shown that it will be noticed a lot less than if it's placed on the right hand page. Similarly where on the right hand page will it be placed? Again studies have shown that placing the advert on the bottom right hand corner will increase its notice ability more than anywhere else on the page.

These are just a few of the factors you should consider when advertising in the local press. Readership levels are not a measure of response rate, it's the ability to convert them into paying clients that counts!

Andrew Ludlam is a client attraction expert, and Director of Maverick Marketing Solutions. If you're deadly serious about maximising the potential of your business, then I urge you to visit http://www.maverickmarketingltd.com and sign up for the monthly 'Maverick Marketing Solutions Newsletter'... where you'll also receive the FREE white paper "Six Magnetic Ways To Attract More Clients To Your Business In The Next 90 Days..!" (Value $37)

Warning! This could be the last business marketing website you ever need to see...

---

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

Three Keys to Crafting Successful Print Ads

Want to create print ads that get results? Below are... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

How to Write Great Headlines

According to experts, just changing the headline of an ad... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

7 Questions to Ask Before You Advertise

Most business owners and managers keep a fairly close eye... Read More

Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More

How To Make A Fortune With FREE Advertising!

How To Gain FREE Advertising That Will Make You Rich!Okay-Just... Read More

Science of Advertising and How to Benefit From It

It is very important to realize that persons buy from... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed.... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Create Your Own Business Cards, Part 1

In this lesson, we will create a business card, using... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

The Future of Voiceovers: Hold Your Tongue...Possibly Forever

"Do we need to cast a voice-over talent for this... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Localized Advertising ? Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

Ten Secrets for Getting FREE Advertising

The opportunities for getting free advertising for yourproduct or services... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More