What should I know before advertising in newspapers? |
Posted: July 17, 2019 |
You know that advertising is essential to growing your business, and you realized that advertising in newspapers provides an excellent return-on-investment. Not only does newspaper advertisement provide exposure and leads, but it also provides you with brand authority. When you are looking to advertise in the newspaper, you need to know a few things so that you get the maximum benefit from your ad spend. Keep reading to discover the things that you should know and do before advertising in newspapers.
Choose the Right Newspaper Area National and regional newspaper advertising can be quite expensive, so you have to choose a newspaper that will resonate with your target audience and pick a section that your audience reads. Your product should also have the ability to appeal to audiences outside of your geographic area if you choose to advertise to a broad audience. If you are a Kansas City local business, the best course of action for you is to utilize newspaper advertisement in Kansas City this goes for other cities too. If you are local to Winston-Salem, you should be advertising in a Winston-Salem newspaper to maximize your exposure to the right audience. See What the Competition is Doing It is always great to see what the competition is doing. When you research the competition, you will see the types of ads that they are running and how long they have been running them. By understanding what your competition is doing, you can be sure to improve their tactics and create better-converting ads in the same paper by using a better offer or providing more value. Understand How Newspaper Advertising is Sold Newspaper advertising is still sold to small businesses by the column inch. There are also pricing differences depending on the section of the newspaper. Ads in the Classifieds will typically cost less than the sports section. If you sign up for a contract, you can ask for a discount on your ad spend; you can also consult with a newspaper ad broker that can get you discounts for unsold ad space the day before a newspaper run. Write a Great Headline In a newspaper, headlines are everything. You can opt to wire an ‘advertorial’ which is an advertisement that looks like a column or just a simple as with a few lines of copy. Either way, if you want to grab the attention of your audience, you need a great headline. Keep the headline short and to the point and avoid controversy and sarcasm. Choose the Right Copy Length Make sure that your copy matches your buyer’s intention and the price point of the item you are selling. Creating a long copy, like in an advertorial, is useful when you are selling a high-ticket item or service like a business coaching service. Longer copy looks informative and professional. A few lines of text about cooking the perfect steak paired with a great graphic of a barbecue creates a light, fun ad that is perfect for the buyer who doesn’t need much of push to get the new grill they need for the long weekend. Create Your Own Newspaper Design While this may seem time-intensive, you should always create your own newspaper ad. The paper may offer to do it for you, but you will just get a generic ad that doesn’t speak to your target audience. Try hiring a freelancer or graphic design student that you can work with to get the right results. Run the same ad repeatedly Once you come up with a great design, you can run it several times over the course of a week or the year. This helps to create authority and brand recognition among the newspaper’s readers. It takes many different impressions for a person to buy your product and trust your company. Running a newspaper ad consistently keeps your brand top of mind and shows that you are not a ‘fly-by-night’ operation. Run Your Ad in the Right Section You want to make sure that you are running your ad in the right section. If you have an art gallery, you want to run an ad in the Life and Style section. If you sell sporting goods, you want to run an ad in the sports section. People want to see related products in sections they are reading. There is also the risk that your target audience won’t see your ad if you put it in a section that they don’t read. That being said, if your advertisement for your product or service doesn’t fall into a natural category, then the section you advertise it doesn’t have a significant impact on your ROI. Advertise in Free Newspapers These days, people believe that information should be free. Free newspapers are popular with commuters and people who frequent coffee shops. Most households don’t purchase a newspaper; however, those that do are well -informed and have disposable income. If you are looking to target a broader audience, then free newspaper advertising like Coffee News is for you. For example, if you do furnace repairs or oil changes, you are safe to advertise in a free newspaper. The bottom line is this: If you offer general, affordable services free newspaper advertising is for you, if you have higher-end offerings, advertise in the paid subscription newspapers. Create an Ad with a Call to Action You are wasting your money advertising in the newspaper if you don’t include a call-to-action. Have people visit a website, call you, or bringing a coupon in-store so that people know what to do with the information you gave them. Pair a strong call to action with great copy and an excellent photo to have your phone ring off the hook! Keep all these tips in mind so that you can get the biggest return on your investment for your newspaper ad spend. If you are looking for local newspaper advertising, visit Coffee News KC today !
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