Small Business Marketing Advertising – Making Print Advertising Work For Your Business

Print advertising has always played a key role in small business marketing advertising. Newspapers, magazines, yellow pages, even yearbooks all have advertisements printed on them. If you have made an advertisement for printing before, your advertiser may have given you specific prices for different standard sizes. This is what they call display ads.

While display ads may be a good advertising tool for your small business marketing, if you just follow the most common and “standard” procedures of advertising your product, then you will likely end up with a boring, bland, or worse, bad, advertisement. Your ad will just end up blending and looking very much like the ad of your competitor.

How can this be?

The answer is really very simple. Because people tend to copy what the majority are doing. So plumbing services all have pipes in their ads, electrical hardware stores all have the same layouts, hotel ads have the same pictures and your small business may have incorporated what your “peers” in the business are using also. In the end, you are just another tree in the forest. And in this age of information overload, people have already learned how to ignore advertising.

Unfortunately, most so-called experts in print advertising really have no training in advertising at all and will probably just give you an offer on what the standard layouts are. And you can rightfully assume that these layouts are just based on what they have been receiving from their clients. The main purpose of having a standard layout is so that your ad will have the same look and feel as the other ads printed on the paper and therefore blend nicely with the others. But that’s exactly the problem! Your ad will just look and feel the same as any other ad.

So what you should do?

Simple. Be original. Make your ad stand out from among the other trees in the forest. Part of the strategies you will always hear in small business marketing is to keep your advertisements interesting and original so that your target audience will be interested in what you have laid out and printed. So what if your ads don’t look like the usual ads. That’s exactly the point here. You want your ads to be different and original.

Think outside of the box. There are literally thousands of great advertising ideas out there which have not yet been tapped and can give you an edge among your competitors. There is always a better way of delivering your message across your target audience aside from the traditional methods of putting your name, what you do and how “fair” you are with your “quality” service and “affordable” price. This could be true to your small business, but always remember that the words “fair”, “quality” and “affordable” or “cheap” have been used so many times that most customers have learned to be skeptical of them.

Have you ever tried monitoring your ads?

Here are a couple of good question for you: Have you ever monitored the success or failure of your print advertisements? How do you determine if it’s effective or not? If you have a small business and you want to keep track of your expenses, then you should be able to track advertising expenses also. So try maximizing direct response techniques in your small business marketing.

While it is a good idea to put your name on the ad, make sure that it is not the first thing people will see. In direct response advertising, a headline that catches the attention of the viewer should occupy the biggest space in the ad. Make a headline that would require a customer to make a decision within a few seconds after seeing your ad. And the most important decision would be: Should I go on reading this ad or not? Do not overly emphasize the name of your product in print advertising and making it the biggest part of your ad. This is because customers do not really care about the name of the product, they care about what they can get from the product. Instead of giving them the features, emphasize on the benefits!

What has this got to do with monitoring? You can simply ask your customer where they got their information. If you have already done an ad with your product name as the biggest headline, you can compare the customer response with your new ad which emphasizes the product benefits. If this is your first time to go on print advertising, then you can easily monitor the results.

Print advertising is an investment in your small business marketing advertising. You should carefully study your strategies in selling your product via print media. By simply following the tips above, then this investment need not become an unnecessary expense.