Why You Should Not Let the Publisher Write Your Ad

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In this marketing lesson, learn the reasons why why tou should bot let the publisher write your ad.

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Why You Should Not Let the Publisher Write Your Ad

Marketing trick number eight, don’t let the publisher write your ad. One of the biggest mistakes I hear all the time from business owners I talk to is “oh, I let the paper write the ad for me”, or “oh, you know, the front book guys, they’re designing it for me, you know”. It’s like this is one of the biggest mistakes you can make, and let me just share with you the reasons why. So, why shouldn’t you let them write it?

Now, reason number one is the ad sales rates only get paid for selling ad space. The outcome of your ad has no effect on their income. So basically, the result of your ad has no effect on whether they get paid or not. Once they sell you the ad space, it’s all care and no responsibility, basically. So don’t even think that they have a bit of interest in your success. Sometimes, if your ad doesn’t have a good result, they’re just “oh, you need to keep running it”. Things like that, you know? “It’s a long-term process”. Yes, basically. So just remember who they’re working for and what they’re working for.

Reason number two: They’re either too busy or lazy. Now, a lot of people, a lot of these guys are going to suggest you “have a big ad”. Well, have a big ad, of course, because they get paid more with lots of pictures, logos, images, minimal text. Just have your contact details on there and have it really glossy, lots of co-images. Give your business a really good high-profile. I mean, that’s really cool. But the logic behind that is that it’s easy for them to do those kinds of ads because they don’t have to write anything. It’s easy for them. They can do them in five minutes. If you supply them with the images, a couple of bullet points, a headline, and your phone number, or whatever, which side. Man, how easy is that to write? That is the lazy man’s ad writing formula. Really good ads take time and effort. Don’t expect too much. And this is the reason why a lot of ads will look like this. It’s not because they work. It’s because they’re the easiest formula.

Reason number three: They want their publication to look good and be visually appealing, so that’s another reason why they suggest you do ads like this. They don’t want you to submit to them a—say, “I don’t want to just have black text and a headline, just like your editorial articles.” They’re going to say “hey, man. That’s not going to work. No one else does that. Why do you want to do that?” So they want their publication to look good. Nice pictures, visually appealing. Not because it gets you good results. So, what should you do? Well, here’s some advice. You pay someone else to write it for you. They could be okay, but I recommend that you write it yourself. No one else knows your business like you do. No one else makes your customers like you do. What they want, what benefits are they looking for, all the things like that. So write it yourself, and then get them to design it.

So to say “this is what I want”, and then you give it to them, and they can put it into print for you. And no matter who gets to write your ad, make sure you always monitor the inquiry rate of any ad you run. So, how many phone calls, or walk-ins, quotes, whatever you’re trying to generate with your ad. Always monitor the response rate. The success of your ad is only based on this result. It doesn’t matter if 100 people saw your ad and said “that looks great”. All your friends say “I saw your ad. It looks great”. It doesn’t matter. The only thing that matters is how many inquiries and how much business you generate from the ad. And that is solely what it should be based on.

So, that’s it. That’s marketing truth number eight of twenty one. If you want to know the real marketing truth and also how to write the best print ads for your business, visit my website, Bestprintads.net.