Let’s talk about newspaper and magazine advertising which is commonly referred to as “Space” advertising.
In many ways, this form of advertising is one of the harder media to make work in small business marketing. Mainly because it typically is a rather costly media and depending on the size of your transaction, it can be very difficult to earn a return on your investment (ROI).
Of course, ROI can vary between whether you are only looking at how much the ad costs verses how much in sales revenue it generated or how many new customers you acquired from the ad and what is their lifetime value to your business.
There are two basic types of space advertising formats, either:
1. Display Ads or 2. Advertorials
I should point out that when you open up a newspaper or magazine you will typically see that 99% of all of the ads are display ads, which means there is space within the ad that does nothing to make people respond. This is space that is either “blank,” contains vague statements, hollow claims, and/or cutesy artwork.
Although display ads are NOT my favorite type of way to use space advertising they can work. In order to increase their effectiveness you want to look at components such as:
- The headline
- Your offer
- A deadline
- An illustration and caption beneath
My favorite type of space advertising is Advertorials. These are ads that look like articles and appear to have editorial content.
I prefer this type of space advertising because editorial content is read by 500% more than display ads are. So, it makes sense that if your ad looks like an article, it will be read more. The easiest ways to create them is to look at the articles in the newspaper or magazine that you are going to advertise in and copy the style, font, and format as closely as possible.
When writing Advertorials, consider the following:
- The headline must be newsworthy. It MUST attract the readers attention
- The content must also include the kind of information that might actually be reported. You can include details, quotes, and testimonials to add credibility.
- Whenever possible use a photo with a caption to tell a story
- When you present your offer, weave it in as though a reporter is reporting it. Don’t make it sound too “salesy.”
One final comment about space advertising. Although I am a HUGE fan of direct mail, I strongly believe that you need to use as many different types of media as possible to continue to acquire new customers.
The interesting thing I have discovered from space advertising is that the new customers you acquire from this media are typically the easiest to sell to and are the most loyal.