How to Predict The Results of Your Print Ad Before You Ever Place It
Placing print advertising is a great strategy when you are selling products and services to a broad consumer market in a regional area. Â (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. Â 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. Â 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!
- Go through the publication where you are considering placing your ad, then
- Find a company that has already placed an ad in the same place or the same size as you’re considering.
- Give them a call and ask to speak to the person responsible for placing that ad.
- Ask them what kinds of results they’ve gotten from the ad. Â The results you’re specifically looking for is leads and the number of those leads that converted to sales.
- 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. Â Poorly written ads will undoubtedly yield poor results. Â Don’t fall into the trap that big companies practice in writing “artistic” ad copy. Â You don’t have tens of millions to play that game. Â 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.