Today, I want to share with you a marketing strategy that is almost ‘forgotten’ about that will allow you to attract leads and customers to your business.
The strategy I want to tell you about is one that is tried and proven. In fact, it has worked for over a hundred years and still works today. It is a strategy that some of the legendary marketers of all time have used to build their businesses.
The strategy I’m talking about is good old-fashioned print ads in newspapers or magazines read by your ideal prospects.
Print ads seem like something from the dinosaur ages at the moment especially when you consider all the hip and super sexy marketing methods like Facebook ads, Google AdWords and more.
While it may seem ‘boring’, who really cares. It still works regardless. In fact, it probably works better now than before because more businesses are being attracted to the newer marketing methods like Facebook ads, Google AdWords, LinkedIn ads and more.
However, most of the print ads I have ever seen are disastrous and none of them are going to get much of a response at all. The reality is that they violate many important direct marketing principles that would make people actually respond to them.
So in the next section, I’m going to outline some key fundamentals for creating a successful print ad that allows you to acquire customers at a profit.
Please keep in mind that the following fundamentals are for mostly quarter size print ads or smaller because full-page print ads require some additional fundamentals.
- Choosing right publication
Most businesses screw up their print ads by not placing them in publications read by their ideal prospects.
For starters, you need to know who your ideal prospect is so you know what publications they’re likely to read.
For example, you wouldn’t place a print ad for a steam cleaning service in a gardening magazine. Or you wouldn’t place an ad for a travel agency in a brides and grooms publication.
You get the picture.
2. Attention-grabbing headline
There is so much hype about creating ‘killer’ headlines and making big claims that are impressive.
My take on this is who really gives a shit.
Most businesses use the headline space to write the name of their business and that’s it. Unfortunately, your prospects don’t give a shit about this and using the headline space to write the name of your business won’t generate a massive response.
You need to write a headline that appeals to a specific problem, specific painful emotions, frustrations, and grievances experienced by your ideal prospect.
If you focus on these areas then you’ll create a headline that is killer no matter what because it will directly speak to your ideal prospect and grab their attention.
The key with your headline is to get them to take notice of your ad and read the rest of it so they contact your business.
That’s literally it. And you won’t do that by writing your business name in the headline.
3. Bullet points
The bullets, if done right, will make your ideal prospect want to contact your business to make an enquiry.
The bullets should contain the benefits of your product or service, whatever it is you want your prospect to contact you for.
So if you were selling a carpet cleaning service, you’d want them to contact you for an enquiry into your services. And your bullets should contain the most powerful benefits of your service.
My advice is to check out this post from the Gary Halbert Newsletter. It will teach you how to identify the benefits of your specific service. Then communicate those benefits in your bullet points.
It’s these benefits in bullet point format that will either make them respond to your ad more than anything else and that includes the call to action.
4. Make a specific offer
It’s the specific offer you make that will give prospects a reason to respond to your ad.
Most ads I have seen don’t contain a specific offer at all. They simply waffle on about the business like they think that they’re prospect actually gives a shit about that at all.
Whatever you’re selling, you want to create a specific offer that gives your prospects a reason to respond.
Let’s go back to the carpet cleaning business example.
The offer might be something like a free 20 minute ‘home evaluation’ whereby you go to the prospects home and check out their carpets and linen to see what needs cleaning.
Or, if you were a home security business, you might create an offer for a free ‘home security audit’ whereby you go to the prospects home and evaluate the prospects home and identify what areas need improving for better home security. Then you deliver that free audit to them via the mail a few days later with a full information package about your business designed to position you as an authority and get them contacting you for paid services.
And if you were to go the typical lead generation route, you may like to offer a free report, DVD training series, etc.
The key is to create an offer that gets them to respond to your ad and contact you rather than you contacting them.
If you do this then they chase you rather than the other way round and you also end up attracting only your ideal prospects, IF you do this right.
That’s basically a very generalised summary of creating a successful print ad for a magazine or a newspaper read by your ideal prospects.
If you can get those fundamental elements right then you’ll beat all your competitors who are all advertising the wrong way via print.
And I can guarantee you, the large majority of them are.
Using this strategy will allow you access a pool of prospects that many of your competitors aren’t accessing simply because they don’t use print ads and if they do, don’t do it effectively.
So try it out today and see how you go and if you don’t feel confident about creating a print ad that gets you a decent response then click here to get my free report on doubling response rates via advertising.