As internet marketers we run our businesses online and use primarily email to communicate with customers, but the power of newspaper advertising cannot be underestimated. Just because we have an online business does not mean that we never drag ourselves away from our computers. A small advert placed in a national newspaper is not especially expensive and it will be seen by many people looking for exactly what we have to offer. We are not looking to invest in a column or, as some of the larger companies do, a whole page, but just a small box directing people to a web-link where they can find out much more detail. This is a simple and economical addition to your marketing strategy.
When dealing with this particular medium the axiom, AIDA, comes into its own, as it so often does in the world of marketing. AIDA stands for ATTENTION – INTEREST – DESIRE – ACTION. The prime objective with a small newspaper advert is to do the first of those things and catch the reader’s ATTENTION. Most people, when looking through the classifieds, will just let their eyes slide across the page without any particular engagement. Our advert must arrest that slide and make the reader sit up and take notice. It goes without saying then, that the Headline of the advert must be attention grabbing and raise INTEREST in the reader. The addition of a small graphic may well help to achieve this.
The remainder of the advert should give a clear message as to what is being offered and direct the reader to a website link where they can find out more. Given that the small box of a classified advert gives very little space, the choice of words is crucial. The few words you have space to use must create the DESIRE to investigate further by taking ACTION which will usually be to visit a particular website. Focus on the key benefits and promote the USP (Unique Selling Point) of the product. It is worth a look at other adverts in newspapers to see how other marketers are going about it. See what approach they have and what words they tend to use to get attention and create interest. Try to come up with a similar approach but using different words. English is a very rich language so there are plenty of words to go around.
At this stage in the promotion process there is no need to raise the issues of cost or bonuses, unless you are promoting a FREE item of some sort to draw people to your website. So, get people to your website first and then you can explain the details and the value of your offer. Your webpage should be a comprehensive sales page which is attractive and informative, following on where the newspaper advert left off.
It is worth checking with the newspaper of your choice to find out on which days they tend to advertise to your particular niche. Most papers have a weekly rota for their classifieds so that their readers will know which days they tend to advertise certain things. To pay for an advert and have it put in the wrong place at the wrong time will simply be a waste of money.
So, to summarise, small newspaper adverts can be very effective as part of your marketing strategy. They simply need to catch the eye and stir the interest of the reader. The whole purpose of the advert is to get the reader to visit a website where they will encountered a detailed sales letter outlining what product or service you are offering.