Newspaper Advertising

It should look like news.

Why?  Always think about what your prospect is doing when receiving the media you are advertising in.  With newspaper, he is sitting on his sofa or at his kitchen table.  He’s reading the news–not wanting to be interupted with advertising.

So your job is to sneak in with a “newsy” headline.  In fact, make your entire ad look like an editorial.  This is often called an “advitorial” among direct marketing circles.

When your ad appears like an editorial, his guard is down.  He’s interested in reading some news. 

Does your product or service have something new or newsworthy to run an ad about? 

How about something like, “Local Cleaning Company Offers FREE Carpet Inspections.”  The ad then goes on to talk about why carpet is a problem to maintain.  Then it talks about how your company is the hero that solves this awful problem.

That’s news.  And the great thing is, you can take that news and alter it to promote your company.  No, it won’t be free like getting a press release run.  But at least the ad will run exactly the way you want it to.

Until later,

John Braun

Ad Hitman