Home-Based Business Success Strategies: Print Advertising
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Home-Based Business Success Strategies: Print Advertising

Classified ads can be effective if you offer a service, such as kitchen cabinet refinishing or antiques restoration. Classified ads work best if you draw your clientele from a specific region. Although display ads are more expensive than classifieds, they can be more effective at addressing your needs. Remember, it's how many potential customers see your ad, not just how many people.
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Local/Community/Weekly Newspapers

If your home-based business draws its clients primarily from the local community, you'll find newspaper advertising invaluable. A display ad (usually at least one square inch with a design, logo, or other art element in addition to the words) or classified ad is not expensive compared to your location or reach you with a local phone call.

Classified ads can be effective if you offer a service, such as kitchen cabinet refinishing or antiques restoration. However, these ads are often less effective for entrepreneurs selling a commodity, such as antiques. Classified ads work best if you draw your clientele from a specific region. For instance, if you run a lawn-care service, aim to attract only customers in your area; it makes little sense to advertise in a newspaper whose audience is spread out too broadly for you to service.

Although display ads are more expensive than classifieds, they can be more effective at addressing your needs. Remember, it's how many potential customers see your ad, not just how many people. Try a less expensive classified ad to begin with, just to test the waters, before investing fully in a display ad.

Magazines

Consider some major classifications of magazines: consumer-oriented, women's, food, travel, business, men's automotive, and sports. Although Reader's Digest continues to thrive, the era of the general-interest magazine has passed. Most magazines on the newsstands are targeted toward a specialized sector of readers. You will be able to target your audience by using specific publications. Classified ads in national magazines may work best for entrepreneurs who sell a product or provide a service that doesn't require meeting clients in person.

"Penny-Saver" Magazines

Home-based business owners may find that advertising in these local weekly publications works well for them. Bargain hunters often scan these handouts looking for a good deal. Because you run your business from home and have less overhead than your competitors do, you may be able to offer those who respond to your ad a deal they can't refuse. These publications work best for businesses that are looking for a local or regional clientele.

Newsletters

For reaching specialized markets, newsletters are great print vehicles. Because circulations are typically small, rates for advertising in newsletters are often very reasonable. Their circulations also are very narrowly targeted to readers of their specialized editorial content. In terms of cost-effectiveness, this is one of the best types of print media a home-based business can purchase.

Trade Journals

Dollar for dollar, trade journals may be the most accurately targeted medium. They are particularly useful if you serve specific types of businesses. If you were a freelance legal assistant, for instance, you might advertise in a regional or state law journal.

Yellow Pages

Many local businesses advertise their goods and services in the Yellow Pages. The phone company has specific categories for classifying businesses. Be careful to choose the most appropriate one(s). It may be worthwhile to advertise in more than one category or to cross-reference your listing.

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Comments (2)
hiteshreddy

i want to know about the my s

What an amazing resources for all! our media into a model that works for you: cost per call, cost per inquiry, cost per click or cost per acquisition. http://www.printandradio.com

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