15 Print Media Tips to Create the Most Effective Small Business Advertising

A tall stack of newspapers

Marketing your business on social media and in magazines is a common practice, but you need to know that there are better ways to advertise than just throwing money at a campaign. Keep these 15 tips in mind when designing the next round of ads for your small business to ensure they are the most effective small business advertising possible.

 

1.) Personalize Your Ads

Advertising gets the most attention when it’s personalized to fit your target market and niche. So while you may have a general idea of who would be interested in your services, don’t forget to adapt your ads for the specific audience you want to reach. For example, if you’re an accountant targeting parents of young children, you want to mention that in your ad and not just something like a college student or a senior.

 

2.) Write Attractive Headlines

Attention spans are low, so make sure to grab your audience’s attention with an attractive headline. But don’t forget to be clear; you want to entice the reader, but also make sure that it’s easy for them to understand what you’re offering.

 

3.) Make the Most of Your Space

You don’t have a lot of space to work with, so make it count. Keep your sentences short and concise, but make sure you get the information you need across to your audience. Leave out any unnecessary details about yourself or your product, or else you’ll risk losing the attention of your reader.

Tip: when you advertise in our Coffee News publication that’s read by thousands of weekly readers, your ad will be the same size as everyone else’s ad, which gives you an equal shot at getting exposure.

 

4.) Set a Schedule

You need to set up a schedule for your advertising campaign. Try to create a weekly, bi-weekly, or monthly schedule, depending on how much time you can dedicate to the project. It’s important that you make sure your deadlines are realistic, and it will be easier to create a plan if you have a clear schedule that works for you. Having a schedule also helps to keep yourself accountable so that you stick to the plan and don’t take too long on the process.

 

5.) Optimize Layout and Typography

Make sure to focus on the most important information first and leave the less important details for later. This will help with word arrangement and make it easier for readers to get the essential facts about your company before moving on to less important details.

A stack of print ads spread out on a table 

6.) Write With the Reader in Mind

You want to come across as someone who the reader can trust and respect. Use terms familiar to your audience, and avoid words that are difficult to understand. It’s also important to make sure that your language uses a formal tone so that readers think you’re serious when it comes to business transactions.

 

7.) Use Images that Convey Your Message

There’s a reason why so many products use appealing images in their advertisements – images can convey information quickly and effectively without needing any words or sentences at all. When you have a limited amount of space for an ad, every word counts, and images can help to communicate your message more smoothly.

 

8.) Proofread Your Ad

Whether you’re submitting your ad online or creating it by hand, make sure that there are no spelling errors. Even the smallest mistakes can contribute to ruining the entire advertisement and make your services look unprofessional. Get a friend to help if you’re not sure about something instead of rushing through the process.

With Coffee News, you don’t have to worry too much about this; you are allowed to make small edits to your ad free of charge!

 

9.) Pre-Test the Effectiveness of a Print Ad

You don’t want to waste money on an ad that doesn’t reach its audience. Take the time to pre-test your ad in a magazine before you send it out, so you know what kind of response you will have. If the ad doesn’t get any response, consider changing it up and maybe creating a more interesting or better-spoken advertisement. It’s important to make sure that your ad works on a first impression, so test them as soon as possible. This can add to your most effective small business advertising plan!

 

10.) Revisit Advertising Campaigns Regularly

You don’t want to keep doing the same ads year after year – you want to evolve with your product and improve the way you reach out to your customers. Look at new trends in the market and keep yourself up-to-date with what other companies are doing so that you can do effective small business advertising in today’s world.

 

11.) Make Sure Your Business Has an Effective Website

You want to make sure that your potential customers can find you online as well. An effective website includes a unique and interesting design and is easy to navigate. If you’re not technologically savvy, enlist the help of a professional web developer who will create a simple design that matches your service. You can even use a template on sites like TemplateMonster.com, which are already designed for businesses just like yours.

 

12.) Run Some Offline Ads

If none of these work for your business model, try some offline ads like billboards or even fliers in local markets. It’s common to see local restaurants advertising their services in small towns, so why not do the same for your business? The only thing you need to think about is whether or not your market will respond to the offline ads.

 

13.) Consider an Upfront Payment Plan

An upfront payment plan is a great option for small businesses or startups that can’t afford huge and expensive advertisements. This is where you pay for a certain number of advertisements and then spread the remainder over the next five months so that you make more money overall. An upfront payment plan is a great option for businesses that are just starting out and not familiar with online advertising.

 

14.) Switch to Inbound Marketing!

If none of these works for you, you may want to consider switching to inbound marketing. Inbound marketing is where businesses focus on generating leads instead of spending money on advertisements. Instead of spending money on pushing your product, you can instead generate more quality sales by focusing on different types of marketing that bring in customers the right way, like blogging and social media.

 

15.) Make Sure You Have a Call-to-Action

Every ad should have a call-to-action button or link. It’s the button that urges the reader to take action and make contact with you. It’s your goal to get as many people as possible to contact you, so make sure your call-to-action is noticeable and sticks out from the rest of your ad.

 

Conclusion

Effective small business advertising can be a challenge, but it’s worth the work if you want to reach the right audience and make the most out of your investment. The trick is finding an ad that works for you and your company – once you do, it’s just a matter of staying consistent with it. Even if you don’t get any responses at first, don’t give up on your campaign and use the information from previous campaigns to improve on future ads. This will make print media the most effective small business advertising for your company.

The 13 Most Beneficial Types of Print Advertising for Small Businesses

Print ads stacked together

Each type of print advertising can be a different kind of investment. A good advertisement that is well-designed, however, will give you more than just one return on your investment. It can make your business a lot more successful as well as help you gain exposure to new customers, who are likely to be interested in the product or service you offer.

Take, for instance, a print media advertising campaign. The main goal of newspaper and magazine advertisements is to build brand awareness and deliver a message in as short a time as possible. The key to online and print media advertising is, therefore, to create an ad that sticks out and is easily understood by your target audience, who are prospective customers.

Here are some of the best types of a print advertisement that you can consider having for your small business advertising:

 

1.) Stickers

These are great for identifying your vehicle or business premises. Using custom stickers can also be a great way to promote your brand and even give you an added advantage of extra visibility. Stickers are easily accessible, easy to use, and they can be custom-designed according to your requirements. A lot of businesses use stickers as a unique way to promote your brand and get noticed in the local community.

 

2.) Posters

An effective way to promote a product, service, or event, posters are one of the most popular types of print advertisement around. They can be put up on walls, in your shop, or even distributed on a large scale to target your audience directly. A well-designed poster can be displayed in public places, allowing you to increase your business visibility and further attract new customers.

 

3.) Leaflets & Brochures

Forming an essential part of your direct mail marketing campaign, brochures and leaflets are used by businesses everywhere to offer information about products or services and promote a brand. These publications are usually passed out at trade shows and other events where they can be distributed to prospective customers. Brochures and leaflets are also a great way to gather business leads, which can be further used for sales follow-up.

 

4.) Business Cards

These are small and cheap but very effective in building a relationship with your prospective customers. You can also write information about your business and call to action (CTA) in these cards. The additional space helps you make an impression when handing out these cards over the counter or at the store entrance. There are many things that you can do with your business cards, like getting them printed on recycled paper, adding other elements such as QR codes, etc.

 

5.) Letterheads

Another inexpensive way to promote your brand and get noticed in the market, a letterhead is an important part of your business’s identity. They are available in different sizes and can also be used to include information about your company’s services or products. With letterheads, you can also include promotional offers and discounts that are different from your other marketing campaigns. These are a great way to capture prospective clients on the go.

 

6.) Stamps

A stamp on a letter is a great way to attract attention as it has the potential to be seen by thousands of people at every given moment. Stamps can be used for small business advertising, which will help your business make an impact on your target market. The cost of using these advertisement vehicles might be quite high, but the returns are going to be equally good in the future.

 

7.) Electronic mailing lists

A lot of websites and businesses use this vehicle to send out information related to their service or products either on a regular basis or only when they have something important to announce. You can also market your business through email broadcasting. For example, you can ask your customers to sign up for your electronic mailing list, which can be used to send out information about new products and services offered by your business.

 

8.) Bookmarks

Bookmarks are a great way to do your small business advertising. They are inexpensive and can be custom-made according to your requirement. You should let the people know more about your business through these bookmarks that should include all the necessary information such as an address, email, phone number, etc. People will be more likely to contact you if they find your business details in the bookmark itself.

 

9.) Calendars

Calendars are one of the most common yet useful and effective forms of the campaign. A lot of businesses use this vehicle to promote their brand, products, or service. The cost is not that high, and they can be printed in large quantities, allowing you to distribute them on a large scale and get noticed in the business community.

 

10.) Postcards

This is another advertising vehicle that you can use for your business promotion. These are also a great way to build your brand in the business community. You can select a design for your postcards either on your behalf or go for custom printing after you make the requisitions. These cards can be used by individuals to make direct contact with your business or sent out through a mailing list.

Color ads printing

 

11.) Slogans

Using slogans on billboards and posters in your office can get you noticed more easily as well as make a huge brand statement. Custom printed posters and banners can be used to not only let customers know about your business but also give them information about the products that you offer.

 

12.) Price Tags

Price tags are usually used by airlines and hotels to show the cost of the services offered, thereby providing additional information on the items that you have listed on your menu. Price tags can also be used by your business to let customers know about their prices and also about special offers and discounts.

 

13.) Business Coasters

A very effective way to promote a fresh product being offered at a new restaurant or café is by placing some coasters near the cash register or behind the bar. Although there’s no guarantee that you will sell the coasters, it’s a very smart way to let your customers know about your restaurant or café.

 

Conclusion

The list of print advertisements discussed above should give you a clear idea about which ones to use and which not. If you are having doubts about any of the vehicles, you can get in touch with us for advice. We would be happy to answer any questions you have or help you advertise your business. 

9 Reasons You Should Work with a Local Print Advertising Agency

Newspaper ads running through a printer

Some people are under the impression that print advertising is all but dead and nobody wants to look at a newspaper or magazine anymore. This idea couldn’t be further from the truth, as many people do still love print ads and are looking for more of them. There is always a keen interest in print advertising, whether it’s the general curiosity of wanting to know how it works or the genuine need for it. If a certain product or service interests you, print adverts are an important tool in advertising strategies to help you grow your business.

This post will go over four reasons you should consider working with a local print ad agency to help you get the most out of your business endeavors.

 

1.) Print Advertising Has the Most Creative Freedom

Many people who work with print ad agencies are those who are in need of a good creative person. If you are looking for someone to create an advertisement for you, there isn’t a better option than reaching out to somebody who specializes in print ads. A print ad agency can create the entire ad, whereas a company’s in-house graphic designer may not be qualified to do so.

By working with a local newspaper advertising agent, you can be sure that you are working with someone who is experienced and able to create successful ads. The people who work at these agencies know what works and what doesn’t because they have learned from experience. Most of the time, clients find local print ad agencies because they can offer a very competitive price point, which is why many companies in all sectors choose to work with them.

 

2.) Local Print Advertising Agencies Can Save You Money

Finding an agency that offers a good price is all about knowing how advertising works and how to get it done correctly. There are many ways you can save money when working with a local newspaper advertising agency, and the most important of these is knowing that your advertising campaign will be done right. Distrusted agencies have been known to create ads that look good but actually end up being a waste of time.

When you work with a local print ad agency, they have the expertise to create ads that help your brand grow. They will use all the tactics that are available to them and stay up-to-date with the latest trends in all things advertising. The agency is able to produce the best ad for you, increasing your chances of success.

 

3.) Local Print Advertising Is a Great Way to Reach Customers

If you are trying to sell items to the general public, then selling through print ads is an effective way to do so. Many people prefer print ads to online ads because they have a much more personal feeling. They can be read at leisure, and the content is meaningful enough to retain the user’s interest.

When it comes to reaching the people you are trying to reach, working with a local print ad agency is one of the best ways. Local print advertising agencies can help you gain traffic and add customers to your mailing list. This strategy can help you build your business through word-of-mouth advertising.

Local print ad agencies offer an important service in reaching your potential customers. If you are trying to sell something, you aren’t looking for the best price; you are looking for the best advertising. When you work with a local print ad agency, they are able to create ads that help you get the most out of your business.

 

4.) Local Print Ad Agencies Help Increase Traffic

Working with a local print ad agency is a great way to gain high amounts of traffic to your website, as there are many methods that can be used. Local print ad agencies are usually the best people to help you add a newsletter sign-up, which will automatically send updates about your products to interested parties.

Woman reading a newspaper

 

5.) Helps Increase Your Brand’s Exposure

Local print ads will help increase your brand’s exposure and overall presence in the community. If you are getting a lot of traffic to your site, this can help you find sales, as the more people who see your products, the more likely they will be to buy them. Local print ad agencies know how to help you draw in customers and keep them there.

 

6.) Local Print Ads Add to Your Customers’ Trust

By using local print ads, you are showing your customers that you are launching a large-scale marketing campaign. A local print ad agency will help give your business legitimacy, which is important in the long run. It helps create a good first impression with many potential customers, who will then trust your brand more. Any company that wants to increase its sales should think of local print ad agencies as an investment in their success.

 

7.) Local Print Ads Provide a Chance to Take Risks

When you work with a local print ad agency, they can help to create an effective online campaign that will keep the customer coming back. This is important because most customers will buy more than once if they feel like they have been treated well. Your business’s success is based on creating a good relationship with your customers, and local print ads are one of the best ways to do this.

 

8.) Helps Your Business to Gain Stability

Local print ad agencies are always looking to continue their relationships with many customers, so they know that they must offer a good return on investment. This is why they will use all the tactics available to them in order to reach new customers while also keeping their current ones happy.

 

9.) Helps Business Owners Gain More Knowledge

Working with a local print ad agency will help you gain more knowledge and increase your skills. All companies should spend time learning about the business of advertising because it can make the difference between success and failure.

 

Conclusion

Working with a local print ad agency is something that all small and big businesses can benefit from. Working with the right agency will give you the creative freedom you are looking for and help you save money. You can rely on an agency to deliver what you want, meaning that your business will experience success,

The Top 6 Most Effective Small Business Advertising Methods

A small business owner looking up the most effective small business advertising methods

Small businesses and startups often ask, “what is the most effective small business advertising strategy that can scale with a smaller budget?” It’s not easy to figure out the right way to spend your limited time and resources. It’s also difficult to know whether it’s better to invest at the top of the funnel or at the bottom. The best advice we can give for that is to take a full-funnel approach because this is more sustainable over the long run.

However, with that being said, there are some strategies out there that will just be out of reach for small business owners – advertising on TV is an obvious one. So here are 6 of the most viable and effective small business advertising strategies that we recommend for small businesses or startups. 

 

1.) Referral Networks

Referral networks are essential for businesses. These typically involve customer referrals, which are encouraged and promoted via rewards or discounts for each referral. Additionally, referral networks include b2b (business to business) referrals. Have you found yourself often telling customers, “we don’t offer/provide that here, but the business down the road does.” That’s an opportunity to get referrals in return!

Referral networks are even stronger in the white-collar professions. For example, a lawyer will refer someone to an accountant, then the accountant will refer that person to a broker. The only “risk” of referrals is that there is a “shared” reputation. You will be staking your professional reputation on the referrals you provide. So no matter what kind of company you have, ensure that your referral network all shares the same commitment to providing a quality experience as you do.

To wrap up on referral networks, also keep in mind that your competition doesn’t always have to be an enemy. If you happen to be too busy to take on some work, toss it their way. Oftentimes, they will return the favor. And besides, it can hurt your reputation to make a customer wait too long.

 

2.) Influencer Marketing

There is great value in being praised by a trustworthy and respected third party. There are two main benefits. The first benefit is that earned media and press articles will encourage people to place their trust in you. 

And the second benefit is that you can leverage these outlets’ existing audiences to spread your message even further. Bloggers and influencers can also help with this by sharing your company with their followers, thus giving you an important endorsement with a potentially enormous reach. You can also pull some creative (and affordable if done right) stunts to attract the attention of your target audience or the media.

 

3.) Content Marketing

Making interesting and relevant content for your target audience will help you get more leads. That’s because you’ll be able to capture their interest and build trust with them over time. You’ll also have a better conversion rate after building up your brand, handling customer queries, and giving them more reasons to choose you. 

Whether it be infographics, videos, articles, or eBooks, you should let the world know you can offer. Things you want to promote are your brand values, expertise, and what differentiates you from other brands. These will help potential customers make a decision and help those who are on the fence about your company “pull the trigger.” Excellent content will also be backlinked, featured, and shared around, thus making your domain authority even higher if you place the content on your website.

 

4.) Poster Advertisements

The majority of malls, public places, and supermarkets allow poster advertisements on their board space. This method can be hit-or-miss. The key is to give your poster enough visibility and include removable tabs that customers can collect in order to get a discount later on.

Also, set each location as a unique color. That way, you’ll know where the majority of your leads are coming from. For example, if a specific area is generating most of the leads, you can optimize your campaign to focus on that area more (cold calling, flyers, local media ads focused on those areas, etc.)

A stack of newspaper with glasses

5.) Value Additions

Value additions are strong selling points for products and services of all kinds. While they may seem remarkably similar to free appraisals or coupons, their goal is to boost customer satisfaction and create a wider gulf between the business and its competition.

Some common examples of value additions are:

  • Referral rewards
  • Guarantees
  • Point cards
  • Discounts for repeat customers

Value additions are important simply because they can be the deciding factor between your business and the other similar ones nearby. That preferred customer card or point card might be the difference between a sale or no sale, no customer, or a customer for life. It’s important to remember that you don’t need to promise the moon in order to provide value. You could also mention something that the customer doesn’t know about that adds value to your service or product. And be sure to highlight these value additions in your marketing materials.

 

6.) Print Marketing

Print marketing is an excellent way to augment all of your marketing methods, including digital marketing. Many companies today still rely greatly on print marketing, and it is still one the most effective small business advertising methods available.

The main benefits of print marketing include:

  1. Tangibility.
    Print marketing materials can be held in the hands, and qualities such as texture and paper weight play an important role psychologically in influencing purchasing decisions.

  2. Mobility.
    The messaging on your printed materials can be taken and exchanged almost anywhere, on the go.

  3. Improved targeting.
    Direct mail marketing can target at the geographical or demographical level.

  4. Print lasts.
    Unlike a web page that can be loaded and forgotten unless bookmarked and remembered, a piece of printed material can be more difficult to ignore.

  5. Print garners trust.
    Today, print is the most trusted type of ad, so if your business uses them, it will garner more credibility, which is important for a new business trying to make a name for itself. 

5 Ways That Print Advertising Can Help You Promote Your Brand

A woman drinking coffee while reading the newspaper

While marketing experts are usually good at print advertising, they may still not give it the credit it deserves since it isn’t as easy to track, and it can be more costly than other forms of Kansas City advertising.

But with that being said, advertising in magazines and newspapers can be an excellent way to tap into a local audience or a new market since you can hyper-target readers (based on geography and demographics).

And with the right preparations, you can easily measure your success too.

But first, let’s address the elephant in the room.

Why do Print Advertising?

While print marketing may not be on the rise, it is still far from “dead.”

Its popularity (or lack thereof) in modern culture doesn’t take away from the benefits that it provides.

For example, higher engagement compared to digital methods as well as a higher trust factor. These benefits are crucial for achieving the greatest impact with your Kansas City advertising.

Perhaps you’d like to test out print advertising in your organization. Read on to find out how.

1.) Reach Your Target Audience

Just like how various marketing campaigns will go after certain personas, publications have their own target audience/target readers as well.

There is lots of variation amongst readers across the different publications. So it’s your job to figure out which publication’s target audience best matches your own target audience’s personas and budgets.

Consider your customers’ location, interests, and demographics, and then you can imagine what sort of publications they might like reading.

Once you’ve found some promising publications, you can probably find a media kit on their websites or from their company reps. It’s often the case that you will be able to buy ads in a few different issues for your preferred publication at a lower rate per ad.

2.) Coupons Motivate Purchases (Printed Ones Work Best)

We can define value differently, such as teaching consumers about your service or product or offering them discounts. To be more specific, retail establishments may benefit by putting coupons in their printed ads.

According to a study from the RetailMeNot and The Omnibus Company, 96% of Americans have used coupons, and this statistic isn’t limited to certain age groups, locations, or gender.

The best thing is that coupons provide something tangible. It motivates customers to take the initiative. According to research done by Valassis, 91% of consumers like using paper coupons most.

And when we look at the 2018 Inmar Shopper Behavior Study, 83% of people who responded in the survey indicated that the presence of coupons helped influence their buying decisions, such as pushing them towards a certain brand or making them buy more than they intended, or pushing them to make a purchase sooner than they originally planned.

The bottom line is that if a customer sees your print ad and believes they will get a good deal, they will be very likely to respond positively to your ad.

A woman uses coupons at a grocery store while she shops

3.) Make Your Ad Short, Sweet, and to the Point

When you pay so much money for that spot in a print publication, you may feel compelled to fill that space with as much information as possible.

But you must resist that desire!

To use a print ad effectively, you should just include one very specific purpose for your ad, and this can be communicated with some brief text and a single image.

What purpose would be so important as to fill this crucial space? It could be creating brand awareness, engaging with a new segment of your target audience, or launching a new product or service.

No matter what purpose it may serve, the ad should be short, sweet, and memorable.

4.) Keep It Simple and Clean

In addition to sticking with one purpose for your ad, make the design of your ad as simple as possible. Utilize white space where it makes sense, choose appropriate colors (learn about color psychology), and use a clear and bold font.

Think of the old adage “show, don’t tell.” This adage is especially true for printed ads since most people will only glance at ads very quickly before moving on to the next one.

Since this is the case, it’s useful to include visual metaphors, consider the 5 senses and make your ad appeal to them, and fall back on other visual trademarks of your brand, like your logo and colors.

It’s also a good idea to include a focal point, like your product, an animal, or person (people work great), to draw people’s eyes to.

Regardless of how you prefer to do things, each element of your print ad should tie back to its core message. 

5.) Combine Print With Digital

There’s no reason not to use other marketing channels.

In fact, print advertising and digital marketing are not competing or opposing methodologies. They can work hand in hand together. For example, you might want to create a bunch of new banner ads to launch on the publication’s website in conjunction with buying a print ad.

Another option is increasing your social media spending during your print media launch as part of a larger marketing campaign. Regardless of the channels that you use, your branding must stay consistent. That means using the same color palette, same logo, etc.

Also, incorporating your digital marketing methods into your print ads is a great way to drive consumer actions. For example, your print ad should always include a link to your website. It could also include a QR code (for smartphone users) that can take them to your website or product offering.

Other options could be doing a social media hashtag campaign or requesting consumers to give their response or feedback to the ad on social media. Good social media websites for this are Snapchat, Instagram, and Twitter.

Conclusion

Businesses should not ignore print advertising as a way to advertise. Ignoring it could mean missing out on lots of potential business. The bottom line is that print is still relevant in today’s world, and it can improve the overall effectiveness of your marketing endeavors.

Are you wondering how you should do Kansas City advertising? Get in touch with us today, and we’d be glad to help answer your questions.

5 Key Tips for Effective Newspaper Advertising

Newspapers lined up colorful print on sides

Print media advertising, especially in newspapers, has both its pros and cons. On the one hand, you can generate a lot of leads and exposure with newspaper advertising. But on the other hand, the response rate you get can be less impressive than with online advertising, for example.

But of course, when you’re just starting a brand new business or looking to make your current business even better, you should try out every advertising method. Print media advertising is still very effective for many small businesses, and it might work well for you. The key thing to remember is not going all out in one form of advertising until you’ve tested it first with a smaller investment of money.

 

1. Consider How Advertising Costs Are Calculated

How the advertising costs are calculated will influence your decision of where to advertise. For example, in newspapers, ad space is sold by the column inch. The rate you pay for that inch can also vary depending on the specific ad classification. For instance, if you’re advertising in a service directory, that should cost less per column inch than an ad in a regular editorial section.

Another thing to keep in mind is that pretty much every newspaper gives discounts for contracted advertisers. The specific discount depends on how much ad space and volume they commit to for the specified contract year.

 

2. Select the Best Newspapers

It’s usually expensive to invest in national and regional print media advertising. On the other hand, community and local newspapers are less costly. In addition, they might allow you to take a more focused approach to your advertising.

After all, if you offer a local service, then it’s definitely more logical to focus on the local community and their newspaper. That’s because the people in that community will be more likely to read their local paper than a national publication.

While many people read national print media, it’s not worth investing in unless you have a bigger budget, it’s your target audience, and you know what you’re doing.

That isn’t to say that reaching out to a large number of people is a bad thing. On the contrary, metropolitan print media advertising can work well if your product or service is exceptional enough to stand out and pull in people from that particular metro area.

 

3. Look at What Your Competition Is Doing

Your competitors are likely spending their money on some form of print media advertising. If they are also in your local newspaper, that means your advertising efforts could potentially be diminished. You’ll be competing with them for your customers’ “mind share.”

The lesson here is this: don’t put all of your advertising eggs in one basket. Instead, diversify your advertising efforts, i.e., have a presence on both print media and online. You should also have a backup plan for when the space you’re in becomes too crowded and/or less profitable.

 

4. Learn to Write Effective Copy

Now that we’ve talked about the key tips for getting started, we’ll discuss the specifics of how to create an effective ad. Of course, there’s a lot to cover in this subject, and copywriting is a skill in itself (which is why good copywriters get paid well). First, however, we’ll go over the basics here. But make no mistake, these points are crucial for success in print media advertising.

 

The Headline

The first thing to do is create an attention-grabbing headline. It could be a carefully crafted headline for what you offer or simply an eye-catching phrase. However, if you want to use phrases, avoid slang and controversial terms. And keep your headline short and sweet. A long headline will seldom grab anyone’s attention.

 

The Body Text

Now for the actual copy (body text) – it will need to be long enough to support your message, but no more than that. How do you know how long to make it? Consider what kind of business you are or the specific product that you’re offering. Suppose it’s a business product or a technical product. In that case, a longer copy works better because it will come across as more informative.

Now, the advantage of shorter copy is that it creates more room for images and graphics. This combo works well for industries involving fashion, lifestyle products, and home décor.

 

Your Messaging

This is the nitty-gritty of what your messaging will actually contain. A powerful technique that works in print media advertising is using comparative advertising phrases. These are phrases like “You’ve experienced the rest. Now try the best!” However, you need a solid product or service to back up a statement like this. Your offering should include obvious advantages over your competition (some of whom might be advertising in that very same column or section).

 

Benefits, Benefits, Benefits

Next, you need to highlight the benefits of your product or service offering. Why should they buy it now? List your reasons or product/service benefits in the body of the copy. Put the emphasis on the customer and not yourself. For example, use “you” instead of “we.” Use bullet points to mention the key attributes.

 

Get The Sale!

And now for the closing section. This simply needs to include the essential information that’s necessary for you to get the sale. I.e., your contact information, business address, phone number, website name or URL, etc. You want to make it as easy as possible for your customer to act on their purchasing decision.

 

5. Consider Free Newspaper Advertising

Finally, we’d like to wrap this up with a few closing tips.

If your product or service offering is more downscale and low-cost, then consider just advertising in a free newspaper to start out. However, if your offering is more upscale, then stick with paid print media advertising.

Even if you fit into the latter situation, you should still stick with a lower budget for your first advertising campaign. Test things out, see the results firsthand, and you’ll get a better sense of how effective your advertising actually is. If you’re inexperienced, the last thing you want to do is recklessly blow all of your ad dollars. 

 

9 Affordable Advertising Ideas for Your Small Business

Woman sitting on couch with laptop in front of her looking at a letter she received in the mail

Are you looking for affordable small business advertising ideas? If not, then you should be – there are always intelligent and cost-effective ways to advertise. But can a small-sized business get its message across in a world that has so much advertising spam and clutter? Big companies seemingly dominate when it comes to messaging. However, there are still numerous free and low-cost methods for promoting a small business. All it takes is some imagination and hustling, and you can achieve fantastic results from affordable small business advertising.

 

9 Affordable Small Business Advertising Ideas

 

 1. Get Covered for Free

There’s nothing cheaper than “free.” Therefore, one of the best ways to advertise your business is through “earned media” – aka “publicity” or “covered in the media.” This method is about getting local media, business bloggers, and news media to do stories about your business. While there isn’t really a straightforward way to make this happen (you can’t just say to them, “please come write about my business!”), you can make it happen using some subtlety and creativity.

It starts with finding a news angle that a key story from your business could fit into. For instance, let’s say that the holidays are coming soon. You could offer to appear as a guest expert who explains how small businesses are preparing for the new holiday shopping season. Another way to get free coverage is to capitalize fully on your business successes. Write up a press release covering one of your latest success stories and send it to your local news reporters or journalists who cover your industry.

 

 2. Direct Mail

Here at Coffee News, we’re big fans of print advertising methods, and direct mail fits nicely here as an affordable advertising method.

According to recent research from the Direct Mail Association, direct mail gets a higher response rate at 4.4 percent than email does at just 0.12 percent. Furthermore, direct mail marketing cost at $51.40 per order/lead is less than that of email at $55.25 and PPC at $52.58.

As you can see, this tried and true method of advertising can still achieve significant results in this digital marketing era. The best part is that it can always be cost-effective. Just consider the fact that these days, most people’s email inboxes are more cluttered than their actual mailboxes outside! Consequently, these people may respond better to a direct mail letter, brochure, or postcard rather than just another email advertisement.

 

 3. Put Your Business Information in Clever Places

Some people can get overwhelmed with the number of business cards they receive and toss them out. So, including your business information outside of a coffee mug, for example, will ensure that your potential customers frequently see your name.

 

 4. Thank-You Cards

Another great and inexpensive way to use print advertising is to send thank-you notes to your favorite clients. It’s well worth spending a bit of money to create some printed postcards or color-filled photo cards that include your photograph, business logo, or other photos from your business. That way, your thank you notes will be personalized and let people know that you are a real person they’re buying from, which will help them connect with you on a human level. This strategy is also great for creating brand loyalty!

 

 5. Customer Loyalty Programs

And speaking of loyalty, there are plenty of sophisticated online tools that offer inexpensive customer loyalty tracking programs to help you reward deserving customers. You may wonder if it’s worth the effort. It’s absolutely worth it, especially considering that existing customers are usually a great source of repeat business that is often more efficient than trying to get brand new customers.

 

 6. Referrals

After you’ve built up a solid relationship with one of your customer’s you can further capitalize on this by getting them to refer/send new customers your way. You can do a referral program in whatever way you’d like. Whether it’s informal and on an as-needed basis, or with exact targeting and scheduling.

Whichever approach you choose, be sure to put enough thought and time into it and be mindful of how you approach your customers. You don’t want to just approach anyone; after all, you’re asking them for personal information – names of their friends, family members, etc.

A referral should be rewarded nicely with an appropriate gift. Consider what a new customer is worth to you, and that will help guide you in picking a suitable reward.

 

Man on laptop with coffee in hand looking at email

 

 7. Email Marketing

Email marketing is another viable digital advertising method that doesn’t cost too much. It’s an excellent way of reaching out to existing customers as well as your fans and followers. There are plenty of great resources online for how to establish an effective email marketing strategy.

 8. Accelerate Your Efforts on Social Media

Social media is undoubtedly one of the most affordable small business advertising methods in existence currently. One reason is that posting on social media is free. While it’s true that there’s a lot of clutter on social media, there’s still plenty of methods that a business can utilize to boost their numbers on social media without needing to spend too much money.

 9. Purchase Facebook Ads

If you want to go with the “paid approach” on social media, you should consider going with Facebook ads. FB has some top-notch methods of targeting – you can focus your ads on a particular group of people (a key demographic, for example) that matches who your ideal target audience is. You could even make your ad only target certain age groups, a specific gender, location, behavior, interest, etc.; the sky’s the limit!

 

Conclusion

As you can see, there are many different affordable small business advertising ideas out there. Therefore, you should never feel like you don’t have enough funds to improve your marketing results. Regardless of the industry that you’re in – ingenuity, hard work, and some hustling can go a long way when promoting your business.

If you’re prepared to spend some money on purchasing ads or investing in direct mail advertising, then this is one of the best times to start. There are MANY advertising opportunities for any size business to scale-up that can fit your needs and budget.