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Newspaper Advertising Strategy
piedpiperpersuasion.com/newspaper-advertising-strategy
by Jon
Newspaper advertising isn’t dead.
It’s true.
Social media has become a modern day phenomenon.
The ability to have access to prospective customers and their networks enables the home business owner
to get direct access to their ideal customers, in a way that wasn’t possible before.
Here’s the problem.
People who spend time on social media sites do so, primarily, to socialise.
Numerous tests have shown that leads from social media don’t convert into paying customers as well as
off-line media leads such as direct mail and print advertising.
I’ve already covered direct mail previously, so in this post I have decided to de-mystify the ‘dark art of
newspaper advertising’.
I am about to give you a strategy and the exact funnel that me and my team have been using for years,
that you can copy and apply to your business to acquire new hyper-responsive customers in any niche of
your choice.
As you read this post…
You Are About To Discover:
3 headline templates that convert prospects to customers – like clockwork
How to use NLP to get your prospects to eagerly anticipate receiving your messages
How to slash advertising rate-card prices by 50%+
How to use storytelling to increase the desire for your products and services
OK, let’s get started.
Once you’ve identified the product or service that you are going to sell, and your chosen your niche, the
next step is to get your message to your ideal prospective customers using newspapers.
Here’s an overview of this newspaper advertising strategy:
1. Prospect sees your classified ad
2. They call a voicemail and leave their contact details
3. You send them a small sales letter – which sells your products
4. They place their order.
Simple!
I challenge you to apply this to your business because it works – really well.
It doesn’t matter if you are selling physical products or products online because the quality of the leads that
you will get using this method will be better than the leads you will get from any online source.
If you’re new to advertising, I’ll briefly discuss some relevant jargon.
There are two main types of adverts that you can place in most newspapers/magazines and publications:
Classified Ads
Space Ads.
A classified ad is a small advertisement that is located in a ‘classified ad’ section at the back of of the the
newspaper and is normally grouped by topic/category.
The fact that these adverts are smaller and located at the back of the publication explains why they are
much cheaper than space ads due to the fact that your prospect has to go to the back of the paper to find
your ad.
A display or ‘space ad’ is the type of advert which you will normally find in the front 5 pages of most
newspapers and magazines.
Display ads are usually focused on branding, and they contain a visually appealing logos and a slogans of
some kind.
We’re not interested in these ads because we are…
Direct Response Marketeers!
….who want to stimulate a specific action from our prospects.
So, now that we’ve covered the different types of ads, let’s get into the nitty gritty of the way that this
strategy works.
Newspaper Advertising Tip 1:
Choosing The Right Publication
Your first goal is to target your niche by choosing the most suitable publication.
There are no hard and fast rules to how you go about doing this.
Let’s say you are selling skincare products.
If you were to place your advert in a skincare related publication, you would be certain that the people
reading the publication would already have an interest in skincare.
If you were to advertise in a larger national newspaper, you couldn’t guarantee that your advert would be
read by people who were interested in skincare, but you would reach more people.
This could result in you getting more enquiries.
Even though there are no hard and fast rules, here are some publications that I would advise you to avoid
like the plague:
Free ‘give-away’ papers
Small regional papers with low circulation figures
Special interest publications with low circulation figures
The best marketing always involves placing the right, message in front of the right people, using the right
media.
I don’t think you can go wrong by advertising in a publication dedicated to your subject matter but only if it
has a large enough number of weekly/monthly readers.
That’s why, I often prefer to advertise in mass market publications.
Using this approach I tend to get more responses, so I would advise you to literally test this concept using
the mass market publications first, until you have a winner.
Once you are getting a sufficient ROI, I would advise you to start using the same ads in more targeted
publications
Always test your marketing !
The potential reach of the publications is normally discusses in terms of:
Circulation
Readership
You are only interested in circulation figures.
Circulation figures reflect the individual number of publications that are actually sold.
Readership figures are figures concocted by media companies to give the impression that a publication is
read by more people than it actually is.
Most newspapers employ crafty sales people that often tell inexperienced marketers that each publication
will be read by 2 or 3 people on average.
Nonsense!
These publications could never know, even based on statistical averages, how many people read any one
newspaper or magazine.
So…
Don’t buy into the hype!
As you start applying this strategy to your current range or products or services, I would advise you to
advertise in publications that have a circulation that is over 100,000 people.
Now…
What I’m going to say might come across as being very pretentious but it could save you a lot of hassle
later on down the line.
When trying to attract new customers in a niche, it will work out better for your business, if you only focus
on attracting those people who can easily afford your products/services.
It sounds harsh, but it is pointless marketing to broke people.
So, some sensible questions to ask yourself are:
Which publications do people with sufficient disposable cash to spend on products
like mine, read.
Where do people with an above average annual income actually live and does a
publication reach them?
Make sense?
Once you’ve chosen your publication, buy yourself a copy and look at the classified ads section in the back
of that newspaper, to get an idea of the size and look of the classified adverts that have been placed there.
Once you’ve identified the publication, you’re ready to move to the next step….
Newspaper Advertising Tip 2:
Introduce Yourself
Now that you’ve selected the publication and you’ve had a look at some examples of the ads in the
classified section, your next goal is to find out how much it is going to cost you to place your ad.
All, you need to do is to call the newspaper and ask to be put through to the classified advertising
department.
When you get through to the sales person, let’s call him Frank, all you need to do is to say…
Hi Frank, I have a skincare business and I’m looking to place an ad in your
publication to sell a range of skincare products. I would like to place and ad that is
similar in size to >. Please tell me what your newspaper’s circulation is and how
much an ad this size would cost me.
Once Frank has seen the ad, he will probably come back to you and quote, what is know as a rate-card
price.
Attention: NEVER EVER PAY RATE-CARD PRICES – EVER!
The rate-card is the generic pricing that the publication uses to let potential advertisers know how much
adverts of varying sizes are supposed to cost.
Experienced marketers never pay rate-card prices.
If you were to accept the quoted rate-card price, you would be giving your competitors an advantage over
you.
Why…
Because if they know what they’re doing they will be paying 1/3 – 1/2 of what you’re paying for the same
size ad in the same publication.
Even though you might be new to this, I want you to approach this strategy like you are an experienced
marketer and I want you to say the following, or something similar, to Frank:
I would like to place an ad similar to the one that can be seen here on page x, in the
next edition of your publication. If the advert performs successfully, I will be looking
to advertise for an extended period of time( 6-12 months). But, I need to test the
responsiveness of your publication first, I’m sure you can understand that, Frank.
Here’s what Frank is probably going to say to you…
“You’ll get better results if you commit to advertising at least 3-4 times,because people will
trust your ad once they see it more frequently. The rate card price for this size ad is
£x/column inch”
Don’t fall for this.
I’m not staying that this is a completely false but if you’re on to a winner you’ll know after your first ad has
been run.
Remember, the sales guy has one goal and one goal alone…
To make as much money as possible!
No matter how much you try to haggle, Frank will probably keep quoting rate-card prices, saying that he
can’t offer you any discounts.
Don’t panic, it’s OK.
If Frank won’t budge all I want you to do is to say the following:
OK Frank, what is the deadline date that you need to receive a copy of the ad by, to
guarantee placement in next edition of the publication.
Frank will probably respond by saying something like…
“I will need to receive your ad by the Wednesday at 5.30pm the week before you would like
the ad to run.”
Once Frank has given you this information you should respond by saying:
OK Frank, you’ve given me something to think about. I’ve got to go now but I’m
going to do a bit of research, compare you to a couple of other publications, and
make my decision from there.
Now, before you leave, Frank will probably ask you if you can give him your contact details.
If he does, give your details to him regardless of how stubborn he’s been by refusing to budge from the
rate-card price.
Hang up.
OK, so now you’ve chosen the publication, you have a rough idea of the rate-card price, it’s time to move
on to the next steps….
Newspaper Advertising Tip 3:
Write Your Sales Materials( Advert & Sales Letter)
This is the most important part of this strategy but the scariest for most home business owners that I’ve
worked with.
For this strategy to work you will have to create two pieces of marketing copy:
1. Your sales piece(short sales letter)
2. Your classified ad.
A sales piece is this package of information that you are going to post to your prospect.
What you don’t want to do is to simply send your prospective customer your products brochure.
That’s what amateurs do.
Not you.
So…
The next thing that you are going to do is to create a sales letter/report (2-4 pages written in a text editor
like Microsoft Word) full of valuable tips followed by details of your product/service at the very end of the
document.
Sounds complicated but it’s…
Really easy to pull together!
But…
Before you create your sales letter, the first thing that you need to do is to create a headline that will be
used for both your letter AND your classified ad.
So…
If you are selling a skincare kit worth £100, you’re looking for people who want to improve the quality of
their skin and can easily afford the £100 price.
Hopefully you would have already done some research into the irrational desires and frustrations that
people in your niche have with their skin and you can use this language to speak directly to that person, in
the headline.
Here are three headline formulas that me and my team have tested time-and-time again with excellent
results:
Headline Formula 1: Result/Benefit
This result/benefit headline is structured the following way:
Format:
How To Get [Result][Quickly][Without Risk]
So, using this template for a skincare sales piece your headline might say…
“How to Have Younger Looking Skin, Within 30 days, Guaranteed”
Make sense.
You discuss the benefit first and then you mention the speed at which the result can be achieved and
finally you take away the risk.
Headline Formula 2: Situation-Based Headline
This type of headline takes the following format:
Format:
If [there current problem is happening], Then, [Worst Fear Might Be Realised]
An example could be:
“If the lines around your eyes and lips are very prominent, Then, They Will Probably Be More
Visible Within The Next Year
This involves taking a problem and suggesting the worsening of this problem at some point in the future.
It’s very effective.
Headline Formula 3: An Action Headline
Format:
What To Do If [Problem]
Example:
“What To Do If People Assume That You Are Older Than You Are”
OK, so I’ve given you three headline ideas now that you can easily use as part of this strategy.
The headline that you create will be used in both your sales letter and you classified ad.
Now that you’ve written the headline let’s move on to…
Writing Your Sales Letter
Your sales letter needs to contain the following elements:
A headline – done
An opening question to grab their attention
An opening paragraph
A series of tips that they can use and get results from – tip 1…, tip2… etc
Your story
Your product/service
Call to action
and I’ll discuss these other steps briefly now.
At the top of the first page of your letter, you’re going to have your headline.
Done!
The next step that you need to do is to capture your reader’s attention and get them to focus their interest
in the rest of your sales letter.
I’ve discussed how to write the rest of your sales letter in my Sales Letter seduction ebook but I’ll briefly go
over the points you need to include.
The headline is an excellent way to get the reader interested in what you have to say next.
Your opening paragraph is going to be written with the same purpose in mind.
Here’s an example of an opening paragraph that you can apply to your product based on our skincare
example after your headline(located at the top-centre of your first page)…
If you are looking for a way to have younger looking skin in 5 years from now without having
to spend thousands of pounds on creams that contain toxic chemicals then this might be
the most important letter you’ve read. Here’s why….
OK, so believe me when I tell you that if someone in your marketplace has a genuine problem with their
skin and they read a good headline and an opening paragraph like that…
You’ll have them hooked!
Ok, let’s move on…
After your prospect has read your headline and your opening paragraph, the next step is to position
yourself as an expert in your field.
One of the best ways to do this is to cite some data from a third-party source that discusses their problem.
Let’s say you’ve done some research and found a newspaper article or an academic journal that reveals
statistics about premature ageing, you could say something like….
According to research conducted by scientists at XYZ university, 67% of women under the
age of 60, suffer from premature ageing because of the level of pharmaceutical based
contamination of public drinking water.
Citing newsworthy sources is important because you are establishing a sense of credibility about what you
are saying by getting out of your own way, using reliable third party day.
Also…
Using this data in this way also helps to pre-frame the rest of the information that you are about to reveal
as factual and accurate.
Here’s a brilliant tactic to use.
After quoting this data, conjure the pain even more by suggesting that these statistics may only get worse
in the future by saying…
And, this situation is likely to get worse.
That’s it – as simple as that.
Once you’ve written your opening paragraph, cited your factual data and suggested the problem might only
get worse, it’s time to write another paragraph to give them some valuable tips to solve their problem.
The next paragraph could say something like…
However, all is not lost because there are numerous ways that ‘those in the know’ can
improve the quality of their skin to look younger than their actual years. Here are four
strategies that you can use today to achieve younger looking skin…
After doing this, write a few short paragraphs for each tip that give people real value that they can start
using to solve their problem.
An example of a skincare tip that people could use might be to combine (MSM Sulphur with a rich bio-
available source of Vit C) to boost collagen and elastin to make their skin look younger.
Just give tips packed with real value.
After you’ve done this, its time to write the next section of your sales letter and tell…
Your story!
All you’re going to do
here is to write a few
paragraphs explaining
why you are selling this
product as part of your
home business.
Here’s a model format to
use to write your story:
1. Your origins – where
you were and the
problems that you
faced
2. Trials and
tribulations –
emotional
discussion of trying to solve your problems and failing miserably
3. Your eureka moment – you discovered the secret to solving the problem
4. Application – you were able to keep getting positive results in a predictable fashion
5. Crusader – you helped others achieve results and decided to create a business selling this solution
6. It’s your turn for success – the prospect can achieve similar results by using the product
I could write a whole 10,000 word blog post on how to write stories but I’ve given you all you need to write
a quick story which shouldn’t take you more than 30mins to write.
What you’ve done so far is to:
Grab your prospect’s attention
Position yourself as an credible expert by citing newsworthy data and giving valuable tips,
Taken your prospect on an emotional journey with your story
Now that you’ve done this it’s time to…
Present Your Product!
All you are going to do in this section is to write a few paragraphs outlining:
What your product is
What it’s going to do for them – list a bunch of(tangible and emotional)benefits that they will get
using your products
How valuable it is – break down any cost/time savings that they might get as a result of using your
product
How to order it – ‘fill out this form’, call you etc
That’s the sales letter done.
All you need to do now is to print out your letter when you pick up your lead messages from your voicemail
number and staple it together and put it in an envelope.
Now, you might be tempted to get a design company to format your letter to make it look more
professional.
If you can afford to do this then – do it, because people do judge a book by its cover.
But…
If you don’t have the disposable income to hire a designer you can format your letter it in Microsoft Word
and simply staple your letter together.
Seems like a crude approach but I’ve done this myself and been able to sell products with a ticket-value of
over £2000.
It Works!
Remember: You only need to do this once and then you will never have to do this again.
Creating your sales letter is the hardest work that you’ll ever have to do as part of this strategy.
All you have to do now is to create your advert and you’re ready to go!
Writing The Advert:
There are 100s of ways to approach writing headlines for classified ads but the approach that I want you to
use as part of this strategy is to write an ad using the following format…
Free report reveals….
“How to Have Younger Looking Skin, Within 30 days, Guaranteed”
Call Angie on…xxx-xxx-xxx……(24hrs)
It’s really that simple.
Once you’ve written your advert, you need to set up a voicemail account, that all of your calls can be
directed to.
If you ‘Google’ voicemail services, you shouldn’t find it hard to find a voicemail service provider that can
supply you with a numbers that you can rent on a monthly basis that will also email leads to your inbox in
real time.
Tip:
Don’t use premIum-rate numbers, only use geographical/regional numbers
The Voicemail Message
This is my favourite part
of this strategy because I
have an emotional
connection with the change of results that I experienced after going to an NLP seminar and applying it to
this marketing campaign.
Here’s how it works.
I want you to record a voicemail message that is similar to the following…
Welcome to >. You bought the >, you looked at the classified section, responded to the
advert entitled > and that’s why you are going to feel a sense of relief when you read
through these ‘hardly known’ skincare tips that I’m going to send you. Please leave your
name, leave your full postal address, and leave your contact number after you hear the
beep and your report will be shipped out to you by first class post.
Now there’s a lot of psychological factors going on in here, can you guess what they are?
I’ll tell you.
This voicemail technique uses an NLP technique called pacing and leading.
When a person, is presented with information that is true, any following information is automatically
assumed to be true as well.
In the field of sales there’s a technique called a ‘ Yes-set’.
The way that this sales technique works is that the more questions that you ask that result in a person
responding ‘Yes’ to, the easier it is for them to say ‘Yes’ to your proposition when you present it.
However, this voicemail technique works more effectively because it acts at a subconscious level.
You see…
Your prospect did, read the paper/publication, they did go to the classified section and they did respond to
your ad, so when you state these facts to them their subconscious is saying ‘Yes’ three times.
So, when you continue on by saying that they’re going to feel a sense of relief, their subconscious mind
is saying…
Yes, I’m going to feel relief when I get access to his information.
This is so powerful because the sense of relief from a pain point is a motivational force with no equal.
What this does is to dramatically improve the chances that your prospect is going to be eagerly awaiting
this information that you are going to send them.
And…
When they receive your sales letter in the post, they’ll be more likely to sit down and read it through from
start to finish, because they’ve been programmed to anticipate a sense of relief as they digest this
information.
It doesn’t matter how many of your competitors try to bombard them with their overt marketing
communications, because using this technique will put you in the front of your prospect’s mind when it
comes to anything to do with skincare.
This is powerful stuff.
Once you’ve recorded your voicemail it’s time to…
Newspaper Advertising Tip 4:
Place Your Advert
Here’s what you do next.
You call Frank, 15 mins before the advert placement deadline and say…
Hi Frank, is there still room to place the ad for next weeks publication?
Based on my experience when dealing with papers and magazines in both the UK & US, there is always
space because media sales people often struggle to fill up advertising slots in print publications, especially
in this Internet age.
If he says…
“No, we have no spaces left.”
.. simply thank him for his time and tell him that you’ll call back next week/month depending on the
frequency of his publication.
If he says Yes, say the following…
OK Frank, I’ve looked at the competition and I haven’t been asked to pay rate-card
prices with them. Your publication is more targeted to my ideal audience so if you
can do me a deal and give me the ad for 25% of the rate card price. I’ll book it now.
Now, Frank took your number and contact details before, so if he called you it will be 10x easier to
persuade him to give you a discount because he obviously needs you more than you need him.
If he didn’t call you and you had to call him, offer 25% of rate card knowing that he will probably try to
renegotiate because he has sales-targets to hit after all.
When you eventually agree on a price….
Place your ad!
By taking this approach you should find that you can get between 25%- 50% off the rate-card price of any
publication that you want to advertise in.
Final Newspaper Advertising Tips:
Try to place your adverts no more frequently then twice a month.
You ad will probably have a shelf-life of 6 months before your ad loses it’s impact, so be prepared to
change your headline and voicemail number to maintain marketing freshness.
Or…
Simply run it in another publication once you’ve achieved ‘proof of concept’ and you are now profitable.
Thats it!
I challenge you to apply this newspaper advertising strategy to your business, I think you will be amazed at
the number of people who read your report/sales letter who convert into customers.
Hope you got some value from this post.
Please share this with others who could benefit from this information by clicking on the social media
sharing buttons on the left hand side of the page
And…
Leave me a comment below and let me know your thoughts.
Till next time,
Jon

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A Unique Newspaper Advertising Strategy To Find Customers Easily

  • 1. Newspaper Advertising Strategy piedpiperpersuasion.com/newspaper-advertising-strategy by Jon Newspaper advertising isn’t dead. It’s true. Social media has become a modern day phenomenon. The ability to have access to prospective customers and their networks enables the home business owner to get direct access to their ideal customers, in a way that wasn’t possible before. Here’s the problem. People who spend time on social media sites do so, primarily, to socialise. Numerous tests have shown that leads from social media don’t convert into paying customers as well as off-line media leads such as direct mail and print advertising. I’ve already covered direct mail previously, so in this post I have decided to de-mystify the ‘dark art of newspaper advertising’. I am about to give you a strategy and the exact funnel that me and my team have been using for years, that you can copy and apply to your business to acquire new hyper-responsive customers in any niche of your choice. As you read this post… You Are About To Discover: 3 headline templates that convert prospects to customers – like clockwork How to use NLP to get your prospects to eagerly anticipate receiving your messages
  • 2. How to slash advertising rate-card prices by 50%+ How to use storytelling to increase the desire for your products and services OK, let’s get started. Once you’ve identified the product or service that you are going to sell, and your chosen your niche, the next step is to get your message to your ideal prospective customers using newspapers. Here’s an overview of this newspaper advertising strategy: 1. Prospect sees your classified ad 2. They call a voicemail and leave their contact details 3. You send them a small sales letter – which sells your products 4. They place their order. Simple! I challenge you to apply this to your business because it works – really well. It doesn’t matter if you are selling physical products or products online because the quality of the leads that you will get using this method will be better than the leads you will get from any online source. If you’re new to advertising, I’ll briefly discuss some relevant jargon. There are two main types of adverts that you can place in most newspapers/magazines and publications: Classified Ads Space Ads. A classified ad is a small advertisement that is located in a ‘classified ad’ section at the back of of the the newspaper and is normally grouped by topic/category. The fact that these adverts are smaller and located at the back of the publication explains why they are much cheaper than space ads due to the fact that your prospect has to go to the back of the paper to find your ad. A display or ‘space ad’ is the type of advert which you will normally find in the front 5 pages of most newspapers and magazines. Display ads are usually focused on branding, and they contain a visually appealing logos and a slogans of some kind. We’re not interested in these ads because we are… Direct Response Marketeers! ….who want to stimulate a specific action from our prospects. So, now that we’ve covered the different types of ads, let’s get into the nitty gritty of the way that this strategy works. Newspaper Advertising Tip 1:
  • 3. Choosing The Right Publication Your first goal is to target your niche by choosing the most suitable publication. There are no hard and fast rules to how you go about doing this. Let’s say you are selling skincare products. If you were to place your advert in a skincare related publication, you would be certain that the people reading the publication would already have an interest in skincare. If you were to advertise in a larger national newspaper, you couldn’t guarantee that your advert would be read by people who were interested in skincare, but you would reach more people. This could result in you getting more enquiries. Even though there are no hard and fast rules, here are some publications that I would advise you to avoid like the plague: Free ‘give-away’ papers Small regional papers with low circulation figures
  • 4. Special interest publications with low circulation figures The best marketing always involves placing the right, message in front of the right people, using the right media. I don’t think you can go wrong by advertising in a publication dedicated to your subject matter but only if it has a large enough number of weekly/monthly readers. That’s why, I often prefer to advertise in mass market publications. Using this approach I tend to get more responses, so I would advise you to literally test this concept using the mass market publications first, until you have a winner. Once you are getting a sufficient ROI, I would advise you to start using the same ads in more targeted publications Always test your marketing ! The potential reach of the publications is normally discusses in terms of: Circulation Readership You are only interested in circulation figures. Circulation figures reflect the individual number of publications that are actually sold. Readership figures are figures concocted by media companies to give the impression that a publication is read by more people than it actually is. Most newspapers employ crafty sales people that often tell inexperienced marketers that each publication will be read by 2 or 3 people on average. Nonsense! These publications could never know, even based on statistical averages, how many people read any one newspaper or magazine.
  • 5. So… Don’t buy into the hype! As you start applying this strategy to your current range or products or services, I would advise you to advertise in publications that have a circulation that is over 100,000 people. Now… What I’m going to say might come across as being very pretentious but it could save you a lot of hassle later on down the line. When trying to attract new customers in a niche, it will work out better for your business, if you only focus on attracting those people who can easily afford your products/services. It sounds harsh, but it is pointless marketing to broke people. So, some sensible questions to ask yourself are: Which publications do people with sufficient disposable cash to spend on products like mine, read. Where do people with an above average annual income actually live and does a publication reach them? Make sense? Once you’ve chosen your publication, buy yourself a copy and look at the classified ads section in the back of that newspaper, to get an idea of the size and look of the classified adverts that have been placed there. Once you’ve identified the publication, you’re ready to move to the next step…. Newspaper Advertising Tip 2: Introduce Yourself
  • 6. Now that you’ve selected the publication and you’ve had a look at some examples of the ads in the classified section, your next goal is to find out how much it is going to cost you to place your ad. All, you need to do is to call the newspaper and ask to be put through to the classified advertising department. When you get through to the sales person, let’s call him Frank, all you need to do is to say… Hi Frank, I have a skincare business and I’m looking to place an ad in your publication to sell a range of skincare products. I would like to place and ad that is similar in size to >. Please tell me what your newspaper’s circulation is and how much an ad this size would cost me. Once Frank has seen the ad, he will probably come back to you and quote, what is know as a rate-card price. Attention: NEVER EVER PAY RATE-CARD PRICES – EVER! The rate-card is the generic pricing that the publication uses to let potential advertisers know how much adverts of varying sizes are supposed to cost. Experienced marketers never pay rate-card prices. If you were to accept the quoted rate-card price, you would be giving your competitors an advantage over you. Why… Because if they know what they’re doing they will be paying 1/3 – 1/2 of what you’re paying for the same size ad in the same publication. Even though you might be new to this, I want you to approach this strategy like you are an experienced marketer and I want you to say the following, or something similar, to Frank: I would like to place an ad similar to the one that can be seen here on page x, in the next edition of your publication. If the advert performs successfully, I will be looking
  • 7. to advertise for an extended period of time( 6-12 months). But, I need to test the responsiveness of your publication first, I’m sure you can understand that, Frank. Here’s what Frank is probably going to say to you… “You’ll get better results if you commit to advertising at least 3-4 times,because people will trust your ad once they see it more frequently. The rate card price for this size ad is £x/column inch” Don’t fall for this. I’m not staying that this is a completely false but if you’re on to a winner you’ll know after your first ad has been run. Remember, the sales guy has one goal and one goal alone… To make as much money as possible! No matter how much you try to haggle, Frank will probably keep quoting rate-card prices, saying that he can’t offer you any discounts. Don’t panic, it’s OK. If Frank won’t budge all I want you to do is to say the following: OK Frank, what is the deadline date that you need to receive a copy of the ad by, to guarantee placement in next edition of the publication. Frank will probably respond by saying something like…
  • 8. “I will need to receive your ad by the Wednesday at 5.30pm the week before you would like the ad to run.” Once Frank has given you this information you should respond by saying: OK Frank, you’ve given me something to think about. I’ve got to go now but I’m going to do a bit of research, compare you to a couple of other publications, and make my decision from there. Now, before you leave, Frank will probably ask you if you can give him your contact details. If he does, give your details to him regardless of how stubborn he’s been by refusing to budge from the rate-card price. Hang up. OK, so now you’ve chosen the publication, you have a rough idea of the rate-card price, it’s time to move on to the next steps…. Newspaper Advertising Tip 3: Write Your Sales Materials( Advert & Sales Letter) This is the most important part of this strategy but the scariest for most home business owners that I’ve worked with. For this strategy to work you will have to create two pieces of marketing copy: 1. Your sales piece(short sales letter) 2. Your classified ad. A sales piece is this package of information that you are going to post to your prospect.
  • 9. What you don’t want to do is to simply send your prospective customer your products brochure. That’s what amateurs do. Not you. So… The next thing that you are going to do is to create a sales letter/report (2-4 pages written in a text editor like Microsoft Word) full of valuable tips followed by details of your product/service at the very end of the document. Sounds complicated but it’s… Really easy to pull together! But… Before you create your sales letter, the first thing that you need to do is to create a headline that will be used for both your letter AND your classified ad. So… If you are selling a skincare kit worth £100, you’re looking for people who want to improve the quality of their skin and can easily afford the £100 price. Hopefully you would have already done some research into the irrational desires and frustrations that people in your niche have with their skin and you can use this language to speak directly to that person, in the headline. Here are three headline formulas that me and my team have tested time-and-time again with excellent results: Headline Formula 1: Result/Benefit This result/benefit headline is structured the following way: Format: How To Get [Result][Quickly][Without Risk] So, using this template for a skincare sales piece your headline might say… “How to Have Younger Looking Skin, Within 30 days, Guaranteed” Make sense. You discuss the benefit first and then you mention the speed at which the result can be achieved and finally you take away the risk. Headline Formula 2: Situation-Based Headline
  • 10. This type of headline takes the following format: Format: If [there current problem is happening], Then, [Worst Fear Might Be Realised] An example could be: “If the lines around your eyes and lips are very prominent, Then, They Will Probably Be More Visible Within The Next Year This involves taking a problem and suggesting the worsening of this problem at some point in the future. It’s very effective. Headline Formula 3: An Action Headline Format: What To Do If [Problem] Example: “What To Do If People Assume That You Are Older Than You Are” OK, so I’ve given you three headline ideas now that you can easily use as part of this strategy. The headline that you create will be used in both your sales letter and you classified ad. Now that you’ve written the headline let’s move on to… Writing Your Sales Letter Your sales letter needs to contain the following elements: A headline – done An opening question to grab their attention An opening paragraph A series of tips that they can use and get results from – tip 1…, tip2… etc Your story Your product/service Call to action and I’ll discuss these other steps briefly now. At the top of the first page of your letter, you’re going to have your headline.
  • 11. Done! The next step that you need to do is to capture your reader’s attention and get them to focus their interest in the rest of your sales letter. I’ve discussed how to write the rest of your sales letter in my Sales Letter seduction ebook but I’ll briefly go over the points you need to include. The headline is an excellent way to get the reader interested in what you have to say next. Your opening paragraph is going to be written with the same purpose in mind. Here’s an example of an opening paragraph that you can apply to your product based on our skincare example after your headline(located at the top-centre of your first page)… If you are looking for a way to have younger looking skin in 5 years from now without having to spend thousands of pounds on creams that contain toxic chemicals then this might be the most important letter you’ve read. Here’s why…. OK, so believe me when I tell you that if someone in your marketplace has a genuine problem with their skin and they read a good headline and an opening paragraph like that… You’ll have them hooked! Ok, let’s move on… After your prospect has read your headline and your opening paragraph, the next step is to position yourself as an expert in your field. One of the best ways to do this is to cite some data from a third-party source that discusses their problem. Let’s say you’ve done some research and found a newspaper article or an academic journal that reveals statistics about premature ageing, you could say something like…. According to research conducted by scientists at XYZ university, 67% of women under the age of 60, suffer from premature ageing because of the level of pharmaceutical based contamination of public drinking water. Citing newsworthy sources is important because you are establishing a sense of credibility about what you are saying by getting out of your own way, using reliable third party day. Also… Using this data in this way also helps to pre-frame the rest of the information that you are about to reveal as factual and accurate. Here’s a brilliant tactic to use. After quoting this data, conjure the pain even more by suggesting that these statistics may only get worse in the future by saying…
  • 12. And, this situation is likely to get worse. That’s it – as simple as that. Once you’ve written your opening paragraph, cited your factual data and suggested the problem might only get worse, it’s time to write another paragraph to give them some valuable tips to solve their problem. The next paragraph could say something like… However, all is not lost because there are numerous ways that ‘those in the know’ can improve the quality of their skin to look younger than their actual years. Here are four strategies that you can use today to achieve younger looking skin… After doing this, write a few short paragraphs for each tip that give people real value that they can start using to solve their problem. An example of a skincare tip that people could use might be to combine (MSM Sulphur with a rich bio- available source of Vit C) to boost collagen and elastin to make their skin look younger. Just give tips packed with real value. After you’ve done this, its time to write the next section of your sales letter and tell… Your story! All you’re going to do here is to write a few paragraphs explaining why you are selling this product as part of your home business. Here’s a model format to use to write your story: 1. Your origins – where you were and the problems that you faced 2. Trials and tribulations – emotional discussion of trying to solve your problems and failing miserably 3. Your eureka moment – you discovered the secret to solving the problem 4. Application – you were able to keep getting positive results in a predictable fashion 5. Crusader – you helped others achieve results and decided to create a business selling this solution 6. It’s your turn for success – the prospect can achieve similar results by using the product
  • 13. I could write a whole 10,000 word blog post on how to write stories but I’ve given you all you need to write a quick story which shouldn’t take you more than 30mins to write. What you’ve done so far is to: Grab your prospect’s attention Position yourself as an credible expert by citing newsworthy data and giving valuable tips, Taken your prospect on an emotional journey with your story Now that you’ve done this it’s time to… Present Your Product! All you are going to do in this section is to write a few paragraphs outlining: What your product is What it’s going to do for them – list a bunch of(tangible and emotional)benefits that they will get using your products How valuable it is – break down any cost/time savings that they might get as a result of using your product How to order it – ‘fill out this form’, call you etc That’s the sales letter done. All you need to do now is to print out your letter when you pick up your lead messages from your voicemail number and staple it together and put it in an envelope. Now, you might be tempted to get a design company to format your letter to make it look more professional. If you can afford to do this then – do it, because people do judge a book by its cover. But… If you don’t have the disposable income to hire a designer you can format your letter it in Microsoft Word and simply staple your letter together. Seems like a crude approach but I’ve done this myself and been able to sell products with a ticket-value of over £2000. It Works! Remember: You only need to do this once and then you will never have to do this again. Creating your sales letter is the hardest work that you’ll ever have to do as part of this strategy. All you have to do now is to create your advert and you’re ready to go! Writing The Advert: There are 100s of ways to approach writing headlines for classified ads but the approach that I want you to use as part of this strategy is to write an ad using the following format…
  • 14. Free report reveals…. “How to Have Younger Looking Skin, Within 30 days, Guaranteed” Call Angie on…xxx-xxx-xxx……(24hrs) It’s really that simple. Once you’ve written your advert, you need to set up a voicemail account, that all of your calls can be directed to. If you ‘Google’ voicemail services, you shouldn’t find it hard to find a voicemail service provider that can supply you with a numbers that you can rent on a monthly basis that will also email leads to your inbox in real time. Tip: Don’t use premIum-rate numbers, only use geographical/regional numbers The Voicemail Message This is my favourite part of this strategy because I have an emotional connection with the change of results that I experienced after going to an NLP seminar and applying it to this marketing campaign. Here’s how it works. I want you to record a voicemail message that is similar to the following… Welcome to >. You bought the >, you looked at the classified section, responded to the advert entitled > and that’s why you are going to feel a sense of relief when you read through these ‘hardly known’ skincare tips that I’m going to send you. Please leave your name, leave your full postal address, and leave your contact number after you hear the beep and your report will be shipped out to you by first class post.
  • 15. Now there’s a lot of psychological factors going on in here, can you guess what they are? I’ll tell you. This voicemail technique uses an NLP technique called pacing and leading. When a person, is presented with information that is true, any following information is automatically assumed to be true as well. In the field of sales there’s a technique called a ‘ Yes-set’. The way that this sales technique works is that the more questions that you ask that result in a person responding ‘Yes’ to, the easier it is for them to say ‘Yes’ to your proposition when you present it. However, this voicemail technique works more effectively because it acts at a subconscious level. You see… Your prospect did, read the paper/publication, they did go to the classified section and they did respond to your ad, so when you state these facts to them their subconscious is saying ‘Yes’ three times. So, when you continue on by saying that they’re going to feel a sense of relief, their subconscious mind is saying… Yes, I’m going to feel relief when I get access to his information. This is so powerful because the sense of relief from a pain point is a motivational force with no equal. What this does is to dramatically improve the chances that your prospect is going to be eagerly awaiting this information that you are going to send them. And… When they receive your sales letter in the post, they’ll be more likely to sit down and read it through from start to finish, because they’ve been programmed to anticipate a sense of relief as they digest this information. It doesn’t matter how many of your competitors try to bombard them with their overt marketing communications, because using this technique will put you in the front of your prospect’s mind when it comes to anything to do with skincare. This is powerful stuff. Once you’ve recorded your voicemail it’s time to… Newspaper Advertising Tip 4: Place Your Advert Here’s what you do next. You call Frank, 15 mins before the advert placement deadline and say…
  • 16. Hi Frank, is there still room to place the ad for next weeks publication? Based on my experience when dealing with papers and magazines in both the UK & US, there is always space because media sales people often struggle to fill up advertising slots in print publications, especially in this Internet age. If he says… “No, we have no spaces left.” .. simply thank him for his time and tell him that you’ll call back next week/month depending on the frequency of his publication. If he says Yes, say the following… OK Frank, I’ve looked at the competition and I haven’t been asked to pay rate-card prices with them. Your publication is more targeted to my ideal audience so if you can do me a deal and give me the ad for 25% of the rate card price. I’ll book it now. Now, Frank took your number and contact details before, so if he called you it will be 10x easier to persuade him to give you a discount because he obviously needs you more than you need him. If he didn’t call you and you had to call him, offer 25% of rate card knowing that he will probably try to renegotiate because he has sales-targets to hit after all. When you eventually agree on a price…. Place your ad! By taking this approach you should find that you can get between 25%- 50% off the rate-card price of any publication that you want to advertise in. Final Newspaper Advertising Tips: Try to place your adverts no more frequently then twice a month. You ad will probably have a shelf-life of 6 months before your ad loses it’s impact, so be prepared to change your headline and voicemail number to maintain marketing freshness. Or… Simply run it in another publication once you’ve achieved ‘proof of concept’ and you are now profitable. Thats it! I challenge you to apply this newspaper advertising strategy to your business, I think you will be amazed at the number of people who read your report/sales letter who convert into customers. Hope you got some value from this post.
  • 17. Please share this with others who could benefit from this information by clicking on the social media sharing buttons on the left hand side of the page And… Leave me a comment below and let me know your thoughts. Till next time, Jon