Newspaper & Magazine Advertising

Direct Response vs Brand Building
Lead generation advertising – create contacts rather than sell e.g. free report with alluring title
Targeted on prospects – attract their attention in headline – unconscious “that’s about me”
Use a picture if it helps to explain the pain/gain – before & after
Repeat regularly – test with response code
Reprints – prestige “As advertised in…”

Buying & Using Space

Be in control – don’t be sold
Choose the right media – reach your targets
When – right day for readers and for you
Location – premium, near front, right hand side
Big is better but work to budget with repeats
Negotiate on rates – fill up empty space
Make it easy to read – avoid reverse type
Put border around ad – dashes

I’ve got another of Gary Halbert’s Letters to refer you to – Make Advertising More Profitable.

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