Local Newspaper Advertising forSmall Business - Wrap Up
by Stuart Livesey
Ok, perhaps it’s time to pull together the threads in the four posts I made last week about small business advertising.
1. You must engage your readers with a headline that resonates with them and their needs/wants.
2. Your ad needs to tell a story that ultimately offers your reader some hope in finding a solution to their needs/wants. And it needs to tell that story in words that your target audience understands - and in as few words as possible.
3. Using colour is good - but black and white can be just as effective. If you’re going to use colour make sure that the text in your ad is still easily read and doesn’t disappear into the background colour. Don’t be afraid to use white space - white space can be an emphasis - trying to fill ever nook and cranny in your ad with information will be counter-productive
4. Make sure the ad is complete before giving the go ahead to have it published. It’s easy to miss vital information so don’t be rushed at this point.
5. Don’t rely solely on the staff from the newspaper. Take control and responsibility for your own advertising because it will definitely pay off.
Other posts in this series:
Some good small business newspaper advertising - all things considered, this is a very good ad
Not so bad small business newspaper advertising - it could have been better.
Poor small business newspaper advertising - a bad use of colour.
Ugly small business newspaper advertising - oops someone forgot to put the name of the business on the ad.
