Mass media reach – Target market penetration, target specific lifestyle segments, demographics, and geographic locations with wide reach.
Immediate results – Fastest print vehicle, quick turn-around time, classified ads can often go in next day or within the same week.
Inexpensive – Reach a large group of people for the lowest cost.
Permanence – Readers can clip ads and refer back to them later.
Repeated exposure – 50% of professional adults read a newspaper daily, offering consistent exposure to your advertisement.
The Secret to Successful Newspaper Advertising
The secret to effective newspaper advertising is to create a profile of your target audience, locate exactly where you can reach this audience, then advertise in specific newspapers in that area.
Creating a Profile of Your Target Audience
Lifestyle – Interests, hobbies, profession.
Demographic – Income, net worth, home value, gender, age.
Geographic – Neighborhood, zip code, city, state, country.
How to Select the Right Newspaper
Avoid going for the big response right away – smaller targeted papers are better papers with broad reach and large circulation in the beginning.
Do your research – Request a copy of the newspaper to review it’s editorial content and classified section prior to advertising.
Avoid wasted circulation – Pay close attention to the circulation number of the paper and how it relates to the area population.
Avoid free papers – Free papers attract a lower quality audience, inconsistent readership, newspapers with a paid circulation are best.
Budget for longevity – Look for an advertising rate that you can afford to run your ad for at least 6 weeks consecutively, advertise on prime days only at first Wednesday and Sunday issues.
How to Successfully Use Classified Ads Effectively
Create curiosity – Never sell your product in your ad, design your ad with the intention of generating qualified inquiries.
“Sell” the free info – Always mention free information, a free package, or a free report in your classified ad.
Use your website – Provide a link to your website in your ad, be sure to promote the opt-in offer for your lead capture.
Get your ad in the top of the listings – Write your add to get listed at the top of the classified listings – alphabetically.
Differentiate yourself – look at what everyone else is doing/writing – do something different, stand out from the crowd.
Use special text formatting – frame your ad in a box, use bold headlines, asterisks, dashes, underlines [Avoid Caps and Excessive Punctuation].
Select a straight shot category – Place your ad in the most appropriate category to what you’re offering.
Ways to Save Money with Newspaper Ads
Use print classified vs. display ads – More effect for lead generation.
Test your ad first, commit to longer runs after you experience success, negotiate a discounted rate for longer advertising terms.
Place your test ads close to deadline – Negotiate better rates.
Ruthlessly edit your ad – Use only powerful words and eliminate unnecessary language, keep it short and action driven.
A Formula for Newspaper Advertising
Use your best performing ads from your online advertising campaigns.
Test your ad first – negotiate for the least expensive trial run with new newspapers, even if it’s just for 1 day [Wednesday and Sunday] – or 1 week if it’s less expensive.
Duplicate your successful ads – Find similar papers, in similar markets, reaching a similar audience and duplicate your results.
Increase your exposure in prime newspapers – If an ad produces great results in a paper with large classifieds, run the ad twice in the same classified section with different headlines and website URLs.
Don’t focus on the per lead cost with print advertising – measure your results/success in sales and profits not leads.
Business Trade Journals – An Overlooked Resource
Business trade journals reach a highly qualified professional audience, focused on business and improving their skills.Reach entrepreneurs, sales professionals, investors, any audience in an industry trade journal or association website. Reach entrepreneurs in magazines such as Entrepreneur, Fast Company, Inc. , Fortune, Forbes, Business Week.
Getting Your Ad Published
Provide a company name and address to the newspaper sales rep. Talk about your interest in “long term” advertising rates. Don’t mention anything about home business, network marketing, direct sales, or MLM in your ad copy or website URL.
If the sales rep is hesitant, ask what company information is required and make arrangements to get her the info via fax.
Avoid anything that sounds like a “get rich quick scheme” in your advertising – avoid too much talk about money, wealth, if you do mention money be specific [$250K Yearly].
How To Never Pay Retail For Newspaper & Magazine Advertising
Buying a single ad in a SINGLE newspaper or magazine is an EXPENSIVE way to advertise. What if you could buy “wholesale advertising” in multiple papers and pay a deeply discounted price for your advertising? Well you can.
I almost always go through an ad broker. 99% of the time the rates will be less than if you went to the source directly.
Hot Tip! Look for newspaper and magazine deals that hit your target market and that have some “shelf life”. USA Today has a weekend edition that’s on the newsstands for 3 days instead of just 1 day. Many other papers publish weekly instead of daily. Look them over, then give it a go.
1. American Classified – 129 papers to 4 million homes. Call 270-683-5557 (Lee)
I almost always place at least 1 classified ad in USA Today when I launch a new Biz Op.
The ONLY time I don’t do this is if I look in USA Today and see that 3 or more people are ALREADY marketing the same opportunity.If I create or have access to a UNIQUE marketing message THAT IS NOT being used in USA Today, even if there are several others promoting the same opportunity, I will place my ad.
There are 5 BIG reasons I recommend advertising in USA Today.
REASON #1:Advertising in USA Today gives you HUGE exposure.It’s the #1 read newspaper in the USA, so it is seen by MILLIONS of people.
REASON #2:Another reason it’s so great is that the USA Today Classified Ad Section is only included in the paper 2 times a week: Friday and Wednesday.This means you don’t have to spend tons of money to be in the paper day after day just to reach your target market.
There’s also a BIG trick here you need to know. USA Today is ONLY printed Monday-Friday! This means that if you place your ad in the Friday paper, it’ll be sold FOR 3 DAYS! Friday, Saturday, and Sunday! It’s like getting 3 days for the price of 1 and the reason I HIGHLY recommend only placing ads for this timeframe.
REASON #3:Another HUGE benefit to advertising in USA Today’s Classified Ads Section is that it’s 90% Business Opportunities! This means that almost EVERYONE that reads the USA Today Classifieds is LOOKING SPECIFICALLY for a Biz Op!
I look to the USA Today Classified Section FIRST when I’m interested in seeing what other opportunities are being offered “out there”.This is great market research… And trust me, MANY other EXTREMELY successful Biz Op marketers DO THIS TOO!
Because of this, advertising in USA Today GREATLY increases your chances of bringing VERY experienced marketers into your team.
REASON #4:USA Today’s Classified Ad Section is ALSO seen ONLINE!
This means that your USA Today Classified ad is not only seen in the printed paper, but also on THEIR WEBSITE – www.USAToday.com, which gets LOTS MORE people seeing your ad!
PLUS, your ad will be seen in the Classified Ads Section of their website FOR SEVERAL WEEKS!
REASON #5:The last great reason to test some ads in USA Today is that once you find some ads that work well with it, you can take those ads and now TEST them in OTHER newspapers.
I recommend you TEST everything from large newspapers, like your city newspaper, AND small newspapers, like your local Penny-Saver or other free local papers. BUT DON’T LIMIT YOURSELF to your local papers!You’ll want to expand your reach more and more over time, and to do this you need to go NATIONWIDE! This is the direction you want to be thinking!
The key to this type of offline advertising as with anything else is long-term consistency. Also keep in mind that the more frequently you advertise with Wolfe Enterprises the better the price. They’ll even design a display ad for you if you need them to. I highly recommend their service.
The right classified or display ad can swarm your website with gobs of targeted traffic. But do your homework in advance. Go to a Barnes and Noble, Borders, etc… and locate the business opportunity section.
Pull the Biz Op magazines off the shelf and quickly go through each of them.
Take note of the ads that ATTRACT you (instantly) as well as the ads that are appearing in multiple magazines. These are (more often than not) the same ads that are proven winners for the person running them.
Now you’ll know who your biggest competition is, what they’re saying in their ads, and the offers they’re presenting to their prospects.
Use this knowledge to your (ethical) advantage!
One last thing to keep in mind when doing magazine advertising is that there’s a lag time of usually at least one month from when you place your order until when your ads come out in the magazines. For this reason it’s important to keep this in mind when coordinating your other advertising.
Below you’ll find a listing of the SCAN (Statewide Classified Ad Networks) and other sources to purchase offline and print advertising. You can place ads across every newspaper throughout the entire state if you like. Through the SCAN network it’s fast and easy and you only make 1 payment.
Note: The prices below are accurate based on the time of this listing, but may be different depending on price increases.