This is Part 1 of a three-part series on how to use your local newspaper to make money. The techniques are applicable to ANY business, whether you sell advice, roducts or services. They apply to brick and mortar stores, internet stores, and those of you who go-to your customer. It applies to the Consulting Specialist, Auto Dealer, Veterinarian, Grocer, Real Estate Broker, or to the ‘Handi-Person’ who wants to build your backyard Gazebo using imported bamboo (monkeys extra).

Part 1 provides an overview of newspaper advertising and explains exactly how to use your newspaper contacts. Part 2 will help you design headlines for your ads and show you what to write to cause readers to act! Part 3 will identify what you absolutely MUST include that almost forces the customer to contact you. By the way, your editor did NOT pay me to write this series (although contributions are welcome).

YOUR NEWSPAPER
Let’s begin with the owner(s) of your local newspaper. They are merchants just like you, and their product is information. Although the Editor occasionally gets on a soapbox for a cause, the prime focus of a newspaper is to inform, educate and entertain. Newspapers are in business for the same reason as you…to make money. If you don’t buy the newspaper or if you don’t advertise, they don’t make money. So they do everything in their power to provide you with what you need to sell your goods and services to their readers.

For the most part, just about everyone in your newspaper’s area that can read—reads your local paper once in a while; so let’s begin there. There are five major sections of your newspaper that are designed to attract targeted viewers. They are: the comics (a non-sell page), the front page with the juicy stuff about who got caught doing what to whom, when, why, and how (another non-selling page); the ‘theme’ page designed to draw targeted readers (sports, cooking, outdoors, real estate, cars, obituaries, living, weddings, etc.); the want ads, job postings, garage sales, and similar items; and the inserts from local merchants trying to get your attention. This does NOT mean the other sections cannot sell, it means our focus is not on these pages. The three ‘selling page’ types can be used by you to get more store traffic, more service calls, or more attention to whatever it is you do.

CAN WE TALK?
That’s what your newspaper wants from you. Conversation! They want to help you produce more effective advertising. A couple of weeks ago I wrote that newspapers make money from advertising. That’s true, and they really want your ads to work so you will do business with them over and over.

I know; you’ve heard there are only one or two really talented ad people per newspaper, and unless you make connection with one of them, your ad is doomed to failure. That’s just not true! The graphics department of your newspaper has savvy marketers who can design ‘killer’ ads. But beware! Without a great offer, you cannot have a great ad!

Independent graphic artists can produce high quality material (for high quality money). Do not let the industry plaques on their wall sway you; talk with present and former clients and ask the big Q: “Did the ad work?” (Graphic people tend to frame what they think were their best ads, which gives you a name.)

HEY, THEY’RE TALKING TO ME!
The reason you are advertising is to get people to buy your stuff. When you advertise, you want the recipient to not just ‘think’ about you; you want them to BUY! So always target a specific group (No generic ads…ever!) with a message that makes them think if they don’t call or stop-in, they will miss the chance of a lifetime. You want Joe to fold the paper to your ad and say, “Marge, let’s go down there and see what this is all about.”

This week’s homework! Visit your local newspaper office and get a retail ad space price list. Talk terms. Ask. “What size ad brings in the most action?” What section is best for my ad?” Take a tape recorder…you’re going to get a ton of information!

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is an International Small Business Success Consultant based in New Mexico, USA. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.