Posted by Scott Bywater in advertising, copywriting Jul 18th, 2008 | 2 Comments »

Tips for creating more effective newspaper advertising.

Effective Newspaper advertising

photo credit to Jon S” flickr

Let me ask you a very important question about Newspaper Advertising

One of the most common ways to advertise in many countries  is newspaper advertising. Running an ad in the newspaper maybe one of the oldest advertising techniques. However, a lot of business still prefer it over other advertising mediums.

Newspaper advertising is often cheaper than other advertising mediums such as broadcast advertising, which may cost hundreds or even thousands of dollars. And because of this, it remains as one of the top choices of businessmen.

Yes, a lot of people prefer reading articles on the web. But there are still thousands, if not millions of people, who still prefer reading magazines and newspapers.

Effective newspaper advertising usually provides advantages of greater market share in many locations. The industry uses specific advertising techniques to appeal to their target audience.

Why do people buy a newspaper or magazine? To read the articles, right? Well then, doesn’t it make sense that if you want your ad to get read, then…

YOU SHOULD DO EVERYTHING POSSIBLE TO AVOID IT LOOKING LIKE AN AD

And, make it camouflage in with the newspaper’s articles as closely as possible.

So how do you do that?

  1. Read the headlines of the publication you are considering advertising in.
  2. Model your style on the way they write their articles.
  3. Use the same typeface the newspaper or magazine uses.
  4. Do understand that the use of certain words are power words which produce results

So, why do you think this would work better than something which looks like an ad?

Simple.

Advertorials work so well because of the way people disbelieve ads… but tend to believe what journalists communicate within their articles.

Try it next time… and test it out for yourself.

Posted by Scott Bywater in advertising, copywriting, marketing Jul 9th, 2008 | 1 Comment »
Types Of Marketing Strategies

photo credit to Brady Withers” flickr

Recently, I pulled out a copy of my book from the winner of Donald Trump’s Apprentice, Bill Rancic.

Now on page 111 of Bill’s book, You’re Hired, he talks about his cigar business and how he had built the business up through radio advertising.

However, when the sudden flush of dot-com advertisers came into the marketplace , advertising rates skyrocketed. Because of course, the rates were all based on supply and demand. The more demand – the higher the prices went.

Of course, that was great for the radio station, but not good for Bill’s business.

Now to cut a long story short, it was no longer viable for him to advertise. And he had to change his entire business operation.

Through some smart thinking, they moved the way they did business from mail order to on-premise sales.

However, it’s a very tough situation to end up in. And it could happen to any business that relies on one advertising strategy.

For instance:

  • If you get most of your business from the internet: what happens when advertising rates rise? Or when it’s not so easy to get high search engine rankings? Or when pay per click rates go beyond an affordable price?
  • If you send out heaps of email, what happens if the government starts charging for email?
  • If you use fax streaming to generate leads, what happens if the government brings in rules which makes this marketing strategy illegal?
  • If you rely on the Yellow Pages, have you ever considered the fact it could become less and less effective as people move online rather than relying on the book?
  • If you rely on telemarketing to generate leads, what if the government outlaws it at some time in the future?
  • What if your television advertising rates double?

My point is this. If you rely on one of anything, you are leaving yourself in an exposed position. Imagine building a house which balances on one pole. If that pole gets weak, down goes your house.

And it’s the same with your business.

Think ahead. Test a variety types of marketing strategies to improve your business…

    • Yellow pages
    • Newspaper
    • Fax streaming
    • Internet
    • Television
    • Direct mail
    • Radio
    • Joint Ventures
    • Referral Programs
    • Seminars
    • Database marketing

And anything else you can think of. That way… if the laws change… if the advertising rates go up… if all of a sudden one of these marketing strategies stops working as well as it used to…

Your business will be safe.

And you are the one that has the power because you are not reliant on any particular advertising strategy.

Right now, write down the types of marketing strategies you currently use to generate business. And then write down a few other ideas you can test, so you have 5 marketing strategies to draw people into your business.

And let me know how you go…

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