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About this lesson
We will look at how to campaign with print ads and continue to build your brand and client base.
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Quick reference
We will look at how to campaign with print ads and continue to build your brand and client base.
When to use
If print ads are the best medium for your business, understand the pros and cons of magazine, mailer and postcard advertising.
Instructions
Choose your medium
- Magazines, mailers, postcards.
Use advertising framework from previous lesson – this framework is universal for all types of advertising, offline and online.
Magazines
- Advantages
- Target segmented demographics of readers, target on tablets, phones
- Niche market magazine – very targeted, less expensive
- Disadvantages
- Trade magazines can capture a very focused target audience, but potential to be expensive.
Mailers, postcards
- Advantages
- Less crowded than email
- Disadvantages
- People can easily toss these aside, particularly for postcards, coupons.
Snail mail tips and tricks
- Depending on size of business and budget, use envelope and personal note instead of postcard
- Send holiday cards for Thanksgiving
- Most people will send for Christmas/New year
- Thanksgiving less crowded, you will stand out
- 00:04 In this video, were gonna continue with step six, promote.
- 00:08 Now, a lot of you may use print ads, right, that might be best for you.
- 00:14 So, the thing you have to be with print is to have to choose the medium, okay?
- 00:18 So that might look like a magazine for you or postcards or mailers.
- 00:23 Now, here's the advantages of a magazine.
- 00:26 You can target very segmented demographics of readers, right?
- 00:31 You can also target on people's tablets and people's phones, right,
- 00:35 because they get some magazine subscriptions there.
- 00:38 So, what I like about magazines is especially if you get a trade magazine to
- 00:42 your industry or marketing, right?
- 00:44 So, it's less expensive that way.
- 00:46 So like a niche market magazine that has like 15,000 people, for example,
- 00:50 in circulation it's supper targeted, it's less expensive, okay?
- 00:55 And you go through the format of those ads, it's the same thing.
- 00:59 What's gonna get their attention, right?
- 01:00 You put those images in there, you get that text, tell them what you're gonna do,
- 01:04 your benefit, your solution, specific called the action,
- 01:07 put your scarcity in there, put your timeline right in there, right?
- 01:10 So, make sure that you work that stuff out as far as timelines,
- 01:14 when that circulations gonna hit, okay?
- 01:16 So you have to calculate all that stuff, right?
- 01:18 But the framework is always the same whether you're online or
- 01:22 whether you're in print, okay?
- 01:25 I love the advantages of mail, for example, if you're gonna do postcards.
- 01:30 Why do I like mail?
- 01:32 Like postage, snail mail.
- 01:34 It's less crowded than email.
- 01:36 When was the last time you got something in the mail, right?
- 01:39 Now postcards are pretty good,
- 01:40 the disadvantages of postcards is they'll get thrown away sometimes, right?
- 01:45 Or if you send coupons and
- 01:46 whatever people just think it's junk mail it goes right into the trash.
- 01:50 Now, depending on the size of your business and
- 01:52 depending on your budget, if you're going to use mail,
- 01:55 you can use envelopes and something in there, like a personal note.
- 01:59 And you don't have to write it yourself but if you're self employed,
- 02:02 you're a realtor, or you're somebody who does mortgages,
- 02:05 you can just write a little personal note in there or insurance, right,
- 02:09 to your client and send it off to them, especially during holidays.
- 02:12 And if you're gonna send holiday cards, I recommend sending holiday cards for
- 02:17 Thanksgiving, why?
- 02:18 Most people are sending holiday cards for Christmas, or New Years,
- 02:24 or whether it's Hanukkah, or Kwanzaa, it doesn't matter, right?
- 02:30 That's where people are in that December holiday.
- 02:32 So you send something in Thanksgiving, guess who's gonna stand out?
- 02:36 You are and it's Thanksgiving.
- 02:38 You're giving thanks to that client for having them.
- 02:40 That's something that I've been doing for years and it works great for me.
- 02:42 But I don't use just a postcard, I use something, an actual envelope
- 02:50 that sometimes its hand-written and people really want to open that, right?
- 02:54 So, if you can do that, you have something nice in the mail,
- 02:57 it's a lot less crowded than email, okay?
- 02:59 A little more expensive but less crowded.
- 03:01 So, let's go back to print ads.
- 03:03 Choose the medium whether it's a magazine, postcard, mailers.
- 03:07 Use the same framework that we've been talking about throughout this
- 03:10 whole program.
- 03:11 That bold statement that's gonna capture their attention, right,
- 03:14 going through all those different steps.
- 03:16 Now, advantages of magazines, you can target very segmented demographics, okay?
- 03:22 So the best are niche market magazines, right, 15,000 people circulation,
- 03:26 super targeted and they're less expensive than some of the big magazines, right?
- 03:31 Disadvantages of magazines, it can be expensive, okay?
- 03:35 So some of the advantages of using the mail, it's less crowded than email, and
- 03:39 disadvantages, if you're just doing a postcard or
- 03:41 something it's gonna get thrown away.
- 03:42 So you just have to run those numbers and
- 03:44 you'll end up very easily finding out what your RLI is, okay?
- 03:49 All right, great job.
- 03:51 We'll see you in the next video
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