Here are a few tips that could help you evaluate the advertising effectiveness when advertising in print media:

• Use different phone numbers on various ads or in various magazines
• Have a slightly different call to action on each ad, e.g. “Ask for a Quick Quote” or “Ask for a Free Consultation”, or “Call for a Free Audit” etc.
• Provide slightly different offer in each ad, e.g. pick a different product or slightly different price – $9.99 or $9.97

With all these options, you will have to always put down what the prospect asked about so that you can track back which ad brought in most customers.

There are tons of news every day, reaching us from papers, radio, TV and whatever else. However, sometimes your own company becomes a part of this news world, and you will probably want to make it look as good as possible.

A press release is basically an article informing the public about particular events. These should be based on running open days, introducing special offers or new services, and most importantly offering these to new customers.

To get the maximum impact, you should aim for publishing one press release at least every two months. So how to do it?

Free press or print advertising is where you have been contacted by a paper or magazine to either give a comment on your, seek your advice or simply report on you and your business.  These are known as editorials or press releases and can be created by yourself or the media.  If you have something that you feel is of public interest, you might submit a written piece to the paper in which they could possibly use your story and print without any cost to you.

It may also be a possibility that you get to advertise for free in the print media.  For instance your local magazine or newsletter may offer you a position to put in an ad for your business at no charge.

Then you can always send the printed articles as mailers to your prospects – and link them on your website.

Always remember – focus on the media which are read by customers, and then make sure you align your website content with the press release.

Whenever you consider marketing in print media, such as newspapers or magazines, always keep in mind these rules:

• Only ever take out an advert if you are also to have an article which points you out as the expert in your field
• There is not much point in advertising where your competitors are – focus on pieces that customers actually read!
• Plan your advertising every year and spread your budget according to the best periods to get more customers
• Don’t always subdue to great offers from people selling advertising in newspapers and magazines – be a strategic planner!
• Always check who reads the magazine, and how many customers on average buy it
• Negotiate the best price for advertising in print media
• In your advert, always include a testimonial and a clear call to action
• Have your ad professionally designed – you will save yourself a lot of issues with the print medium advertising representatives about getting the colours right, using the correct format etc.
• KISS – keep it simple, stupid – remember, less is more