Increase the frequency of ads shown
Often, companies with a limited advertising budget would choose to create larger, more visible ads that restrict them to advertise less frequently. However, a more effective way is to run more frequently with smaller ads even though they may appear less visible. The reason is because most people typically don’t respond to ads the first time they see them. Prospects may need to see the ad a number of times before they take action.
Know the deciding factor
People tend to react emotionally when making decisions. However, they like to believe that their decision was made based on rational thinking. So when presenting your offer, a smart marketer will first include the emotional motivator that wins the customer over and also encompass the rationality element to satisfy the customer’s need to rationalize.
Observe and learn from business outside your industry
Look outside your industry for the best business examples. It isn’t enough for you to only measure yourself against your competition because you’ll only be as good as or a little better than they are. However, your customers are experiencing good customer service, quality billing systems in industries outside yours and they are unknowingly pitting your company delivery against those benchmarks as well.
Working the “willing suspension of disbelief”
People are choosing to buy from other people rather than from faceless corporations. Even though these people might not exist, having a human face for the company beats having just a company brand name.
Recognizing the 2nd order
The most important order you ever get from a customer is the second order because a two-time buyer is twice as likely to buy again as a one-time buyer. Greeting the customer and showing you remember them frow the first time will make the second sael almost a formality.
Use the upper left
Eye maps have shown that the first thing you look when reading an article, catalogue or any reading material online or offline for that matter, your eye will rest first at the upper left hand corner of the spread. That’s the place you can place your best seller. If your best seller is not an eye catching product or service, use an eye catching visual on the upper left and direct your reader to your actual ad elsewhere on the spread.
Write to one, reach out to many
Address your promotional, marketing materials or sales letters to one individual and write copy based on hat person. Write in such a way as though you were sitting down and having a conversation with that person about your business.
Just-in-time marketing
Always be ready to receive your customer with what you customer wants. This is crucial because people have become spoiled by 24-hour, seven-day-a-week customized products and services.
Maintain good publicity
In this day and age of the internet, bad publicity can spiral totally out of control and spread like wildfire. Hence, ensure that you maintain a clean and good image by
treating all your customers with integrity.
Focus on the smaller market
Trends can propel your business to great heights. However, it is sometimes better to focus on the smaller market while everybody else is hankering after the bigger trend.
Direct Mail
46% of all Americans have purchased something by direct mail. Direct mail will be mail sent directly to targeted subscribers who are interested in your product or service. The mentioned subscribers are people who should buy your product based on your product position and their past buying behavior. This means that your message is reaching a target audience that has demonstrated that they have a definite need for your product and a history of buying it.
Magazine or Newspaper Special Inserts
Most publication houses publish special inserts for magazines or newspapers they produce. It can be an annual affair. These special inserts or sections are usually on topics of local interest, example Bridal Fairs, Real Estate Home Shows, Craft Fairs etc. These sections usually have a larger readership than the regular publication. Hence, having an insert ad can generate more business.
Newspaper Placement
Many companies count it a necessity to have ads placed in newspapers. The placement of where your ad appears in the paper can have a dramatic impact on how successful it will be. There are certain sections in the newspaper that people love to read and placing your ads there will increase your ads exposure.
Newspaper Ad Design
You might hear from the newspaper publisher that you can save money by getting them to design an ad for you. However, this is often not advisable because newspaper designers have to meet deadlines and in a short amount of time they are not able to produce quality high converting ads. Even though it may cost a little more, have a professional design your ads.
Save design costs To save costs using a professional designer, get him or her to create your logo, text
for upcoming events, etc and you pay one fee for all the pieces and assemble the pieces needed for each ad you place
News-like Ad
Make you ad blend into the newspaper to look like just another news article, with headlines and columns. Although the word “advertisement” is required to be placed at the top of your ad, that can be easily overlooked by the reader if you use a catchy headline and an attention grabbing first paragraph.
Service or Business directory
List your business in the service and business directory. This is available in some newspapers. Do check with the local publishers about this option.
Scan Ads
A scan ad is a small classified ad that is placed once with a member paper of the State Newspaper Association and appears in hundreds of newspapers in that state.
Trade organizations
Send a copy of your business’s latest news to any trade organizations you belong to for them to include the news in their magazine or newsletters.
Send Thank You Card
Send a thank you card or letter to the media personnel you liaised with to get your business on the publication if you do get an article printed about your business. Include that you would be pleased to be the source in any future articles on your subject.
Respond to a news story regarding your business or industry
If the newspaper publishes a negative story about your business or industry, counter it with a press release that shows the positive side of the story. The more controversial the topic, the more it may spark a positive article with your company
portrayed in a positive light.
Look for other platforms
Your local newspaper is not the only print option. If you’re doing business out of your local precinct, there may be other better advertising options that are more economical and reach more customers. Find such publications and subscribe to it for research.
Invite reporters for first-hand observation
To help reporters, bloggers or writer get a clear idea of what your average work day is like and how your business works, invite them to spend the day or part of a day
with you. This is so they can have a complete story for their publication.
Have a product that simplifies life
People are always on the lookout to simplify and make their lives more convenient. Therefore, having a product or service that saves time or makes life easier may be more important to some customers than saving money.
Weekly Info
If you can provide daily or weekly information people need, get it out through your local radio station.
Get serious shoppers to visit your virtual sales room
Create an easy to navigate virtual sales room and update it frequently with the latest information. Place your company’s new product information on the site.