Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for product. They are poor at reaching prospects before need arises.

Think about it, there are few times you have been driven to go to a store to buy a product you never heard of because you saw an ad in paper. You had to have an earlier impression about product for newspaper ad to point you to location to buy it.

There are 4 ways to use newspaper for advertising.

1) Display advertising from one column wide by 2 inches high to a full two pages, display ads can be so numerous news stories have to be cut so both can live on page.

There is usually no protection. Competiting store ads can be next to each other (next time you see paper look for tire store ads on same page).

When designing your ad, remember it's all about them. Use a catchy headline and tell them what you will do for the. Forget about your picture or your "Number One in District Award". Good advertising "feels their pain".

2) Classified advertising The effectiveness of classified ads varies by paper and by who wrote ad and by what ad is selling. Many classified sections have turned into giant car dealer pages and huge homes for sale sections complete with four color pictures.

The small, private, "gotta sell my Bow-Flex" ads can be lost in a giant classified section. Many shoppers and Nickle Savers have smaller, and cheaper, classified sections.

Some small business operators find success with a series of small classified ads. Small blurps tend to build "top of mind awareness". A cheap way to keep your name out there.

Today, more than ever, it is crucial that your ad copy explodes reader’s curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader’s call to action can be communicated in various effective ways. Great ad copy is more than simply plain conversation; it takes special style. The words must be ordered in such a way that they unlock reader’s mind and walk right in.

Think about your ad copy for a moment. Does it inspire and thrust you into a blind rush to action? If not, take a giant step into increased profits today by enhancing your ad copy with following tips.

CALL TO ACTION

To some, this might seem like an obvious step in crafting great ad copy. However, it is left out time and time again. Readers need to be told what you want them to do. Consider following two examples:

Ad One: We guarantee you will lose up to 50 pounds safely with our new diet pill!

Ad Two: Take our new diet pill today and lose up to 50 pounds safely—guaranteed!

You probably noticed that Ad Two has a stronger pull to action. Ad One represents a common advertising line seen today. There is no call to action in this line. It hopes you will come to conclusion that you need to take their pill. Ad Two is not only telling you same information but also commanding that you take pill and do so now.

WEAK PURSUASION

Weak persuasion attempts in your ad copy will completely destroy any chance for action you had. Many times ad copy can make calls to action that are too subtle. When this happens, whole attempt is out window. Let’s take a peak at a couple examples:

Ad Copy One:

Our new patented technology will assist you in promoting your website to its fullest potential. Order your copy of XYZ today!

Ad Copy Two:

Our new patented technology will assist you in promoting your website to its fullest potential. You’ll wonder how you ever managed without it. Order your copy of XYZ right now!

Ad Copy One, while having a call to action, has a somewhat weak closing. It left door wide open for reader to ponder action, which normally means no closure. Ad Copy Two adds a power line before closing attempt that gives reader feeling of doing too much work and thought that this tool is a requirement. Additionally, I changed “today” with “right now” to strengthen added line. Let us look at some other persuading calls to reader.

• You’ll receive all these benefits:
• You’ll be glad you did.
• Supply is limited.
• Your gift/donation/etc is tax-deductible.
• We know you’ll agree that …
• You simply can’t lose.
• Don’t wait another minute.
• Reserve your copy today.