The first thing that you need to do is find the right publication. I remember looking in Popular Mechanics and did not see very many ads in the category in which I wanted to run it in. I felt that was due to the fact that the ads that ran before me did not work. Popular Mechanics has been around for years. I thought why re-invent the wheel? Go for a publication that runs a lot of little ads. Doesn't that make sense to you?
When people are looking at ads, you do not have very much time to catch their attention. That's why you have to make your ad standout with a good headline or a snazzy type of graphic to catch as many eyes as possible.
Do you recall what I said about advertising?... You have to be consistent. Test some ads first and than run the best one for at least 3 or 4 months.
The one obvious thing that you need to do with advertising is make it easy for people to contact you. If you have a stay at home business an 800# would be a great way to do that. Otherwise you can use an 800# that pages your cell phone when someone calls. The most important thing is to get back to that prospect as soon as possible.
I have seen a lot of small ads in publications that use a designed border or just a solid border around the ad. Again you need to stand out. Do not dismiss Print advertising, It is still a very effective way to advertise your business. Remember if you are running a home business and/or an internet business, it's an absolute must to have a website.
Tomorrow I will give some ideas as where you can test your ads and than when you get a good response on one, you can run it out or expand it to more or different publications.
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