How to Predict The Results of Your Print Ad Before You Ever Place It

It never fails, someone calls me and tells me that they’re spending a couple of thousand dollars to place an ad in a publication of some sort.  And when I hear that — my toes just curl.

Placing print advertising is a great strategy when you are selling products and services to a broad consumer market in a regional area.  (Yeah, I know that other companies place ads too – but they have WAY bigger budgets than what you’re talking about).

Another good reason to place print advertising is when you want to build name recognition.  And if you want to build name recognition, you have to place that ad consistently no less than six runs and more likely twelve or more.  The higher the frequency, the more successful you will be.

Here is a quick and easy way to see the results of your ad BEFORE you ever place it!

1. Go through the publication where you are considering placing your ad, then
2. Find a company that has already placed an ad in the same place or the same size as you’re considering.
3. Give them a call and ask to speak to the person responsible for placing that ad.
4. Ask them what kinds of results they’ve gotten from the ad.  The results you’re specifically looking for is leads and the number of those leads that converted to sales.
5. Run through this for a couple of companies in the publication.

One very LARGE variable that I didn’t mention and that you will want to consider is, of course. the quality of the ad copy.  Poorly written ads will undoubtedly yield poor results.  Don’t fall into the trap that big companies practice in writing “artistic” ad copy.  You don’t have tens of millions to play that game.  Instead write ad copy that targets your ideal customer’s pain, provide a feature rich solution, and give them a risk-free offer and easy call to action.

If you feel that placing print ads is a great strategy for your business, then don’t proceed without reading Bill Glazer’s book Outrageous Advertising.