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FIB - Scams 101 - Ye Olde Archives
Posted By: Mel. White In Response To: printed biz op advertising (gold bug)
Monday, 13 June 2005, at 6:18 p.m.
> anyone know a good resource? I am thinking pennysaver but I like some in
> the trenches experiences.....magazines, any cheap way of getting ads in?
Yes, but you've got to do your homework. Pennysaver may be the WRONG place for your ads.
KNOW THY MARKET is the first rule of any good marketing campaign. Who reads Pennysaver? What age range? What income level? What other types of ads run in there? Go back a few months and see what ads are in there that are in this month's (or week's) edition.
It's even better to go back a year and a half just to see this information.
This gives you a handle on who words ads so that the Pennysaver brings them business. Look for things that are similar or complementary to your product.
I can sell a boatload of smoky quartz with a 3 line ad in a rockhound magazine, but couldn't give it away with a large display ad in Scientific American. That's an extreme example, but if you're trying to sell a product in the wrong market sector, you're wasting money.
Don't assume that one ad will solve everything. You need to tweak (particularly for something like a display ad) -- what sort of image works best, what type face works best, which words to bold, which words to use. Again, look at repeat ads, for those are the ones that have enough sale to sustain repeat insertions.
Research before you spend money, and be sure you've got the right market, or you'll be pouring money down the drain.
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