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Advertising In The Local Press

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There are three main reasons why I would hesitate when deciding to advertise in the local press:

' Everyone else is doing it

' Nobody buys a paper for the adverts

' The odds are it won't work

Just because everyone else is doing it, doesn't mean it's a good thing, or more importantly ' that it actually works! If the advert didn't work the first time, it won't work the second time and it certainly won't work the third time!

The odds are if yo

There are three main reasons why I would hesitate when deciding to familiarize in the local press:

• Everyone else is doing it

• Nobody buys a paper for the adverts

• The odds are it won’t work

Just seeing that everyone else is doing it, doesn’t mean it’s a good thing, or more importantly – that it veritably works! However it seems the natural thing to do – you need to raise your profile, make the local rapport comprehending of your company, so you why not notify in the local paper? Well, because…

Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling publicity space. In fact if you look at the inside cover of a newspaper you’ll see the staff on it. More often than not the ‘sales team’ will out number the reporters 3 to 1. The local paper is not ‘a local’ way for the denomination to keep up to date with local events, it’s a 100 page selling tool.

Very often when approached by the proclamation telesales team, they’ll quote all sorts of readership figures. ‘Well positively the Acme Recorder is distributed to over 50,000 homes and offices’. A very impressive statistic. However, of those 50,000 ‘readers’ how many will seriously want an stenographer at that specific time their browsing through the paper? How many of them will in actuality see your plug together with all the others? How many will quite read your advert, and then REACT to it?

The next time someone gives you these figures, follow it up with this next question:

“What’s the response rate to an advert?”

They won’t be able to tell you. Why? in that this is not important to them. But it’s VITAL for you. The luck are they’ll either make possible they don’t know, or they’ll quote a local grower who has a great response (but you’re NOT a builder) or they will come back with something like, “Well people keep promotion with us so I guess it must be working?”

People keep for exactly the opposite reason. It’s not working, so by keep build-up they’ll figure that eventually someone will respond. Wrong. If the didn’t work the first time, it won’t work the second time and it sure thing won’t work the third time!

The odds are if you still do decide to push that the plug itself won’t work. Remember uppermost all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that’s okay. You’re a coach, trainer, consultant, professional service proceedings owner…That’s what you do, what you’re good at, designing adverts for maximum impact is probably something you haven’t worked on before.

Other problems you’ll face. Where will the notice be placed? If it’s on the left hand page, studies have shown that it will be noticed a lot less than if it’s placed on the right hand page. Similarly where on the right hand page will it be placed? thereat studies have shown that placing the announcement on the gill right hand corner will increase its notice suitability more than anywhere else on the page.

These are just a few of the factors you should consider when in the local press. Readership levels are not a measure of response rate, it’s the preparedness to convert them into paying clients that counts!

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