If you’re thinking of placing a magazine or newspaper advertisement for your business, then consider testing its effectiveness before you go spending your hard earned money. Too many businesses waste precious dollars on expensive advertisements without knowing whether they will prompt readers to respond at all! Now when creating a great advertisement (a direct response one that gets sales) you, of course, need the basic structure of:
- Attention getting headline
- Great offer
- A call to action
The headline is 80% of the pulling power of your advertisement, so make sure it grabs the reader by the eyeballs. To place an “ad” in a highly regarded magazine may cost you several hundred to several thousand dollars. Before committing to an advertisement that may not even pay for itself, how about creating say 3 to 5 different versions of the headline, and placing 5 small, two-line ads in the classified section of an appropriate publication?
This is split testing and out of the five headlines you may find one that out pulls the rest by a long shot. This is the headline you would use in your magazine or newspaper campaign. You could test various offers at the same time. The above is a lower risk approach to advertising. If your small, cheap classified produced results, then a similar advertisement in a targeted publication should give you a good return on investment.
It goes without saying that part of your testing would be to confirm how many sales would be required to break even (pay for your advertising costs) and how many sales are expected to justify using this medium as part of your marketing strategies.