Effective Newspaper Advertisement for a Service Company
How to Create Effective Newspaper Advertisement for a Service Company?
Although radio, television, and the Internet offer new choices for advertising, newspaper advertising remains an effective choice for service companies. With newspapers, you can reach a local audience that is receptive to reading advertising messages along with their news. According to a 2011 Newspaper Association of America research study, more than 50 percent of adults report newspapers influenced their spending in the past week. Newspaper advertising is effective when the benefits of your service are clear to the reader and they easily understand how to contact you.
1. Define what you want to sell and make the benefits of your services clear to your target readers.
As a service company, you focus on what you can do for the customer. You should think of your service as a product. As with any product, you want to sell the benefits to your customer. List what your service provides to your potential buyers and determine what you want your audience to know about you. Write a statement of what factors distinguish you from your competition. You can tap into this information later when you create your ad copy.
2. Research your publication options.
Search for the available newspaper publications in your area and take notes on the cost and options available for each newspaper. In addition to daily, weekly and Sunday editions of major papers, smaller circulation community newspapers reach a select group of consumers in small towns or individual neighborhoods. Shopping news publications are newspapers that concentrate on advertising to local businesses. Most readers are looking for a service or a product when they choose these publications. Remember to inquire about options for advertising with online editions of newspapers.
3. Research your advertising options.
Once you choose a newspaper the most essential questions to ask are ad size, color options and specifications for sending files and copy to the advertising department at the newspaper. Many newspapers have graphic artists on staff who will design the ad for you or you can hire your own designer. If you design your own ad, contact the newspaper advertising department about font and color choices before you submit the ad. Choose the most essential information that potential clients need to know about you for the ad copy and make sure your contact information is prominent and easily readable.
