How This All Started
A neighbor asked, "Did you see how thin the Turnpike Buyer and Shopping Guide is getting?" It made me curious... so I used my marketing experience to have a closer look.
For the past few months, I've been tracking the number of pages printed by both publications. Here are the numbers.
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- The Shoppers Guide (SG) had the biggest printing on May 10th, 2023, with 56 pages.
- The Turnpike Buyer (TB) had the smallest printing on June 27, 2003, with 36 pages.
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Disclaimer: Only the publishers know the actual historical stats and direction. FYI - everything I'm about to discuss is my opinion. I have no connection with the Shoppers Guide (SG) & Turnpike Buyer (TB)
Get better results from ALL your black & white ads
The cheat sheet includes ads from WINY, Trahan Insurance, TML Stump Grinding, Mal-Shi Pups for Sale, Emporium Pawn of Moosup, Spirol, Sean F. Monahan LLC Attorney at Law, Stephen J. Adams Attorney at Law, Prue Law Group, Girls "N" Tools, DayKimble Health Foundation, Loose & Co, and Roys Auto Glass.
You’ll learn how to advertise your business more effectively. Want the cheat sheet?
Send your request to jb @ fivemilefamous.com.
Reality: Some young people call the two papers ‘papers for old people.’
I understand their point, but I also appreciate the opportunities both TB & SG offer.
My point is local businesses can maximize those opportunities by effectively utilizing the ads and their advertising strategy.
There's no denying that the internet has changed how we get our news and see ads
The internet has changed how we get our news and see ads, and I'd argue that the Shoppers Guide and Turnpike Buyer have also been affected by this shift in behavior.
Here's how to maximize both papers' opportunities by effectively utilizing the ads and their advertising strategy.
It’s not their fault
Historically, it was a cost-effective way to advertise locally.
According to the publishers, TPB & SQ mail to 38,000+/- mailboxes. It reminds me of what the direct mail industry calls the "spray and pray" method. You mail everyone, and then pray you make sales.
Trends of "pages printed" between 5/10/23 - 08/3/23
The Shoppers Guide has more printed pages
It's a tiny slice of time, so it's not the best stats,
but it does help visualize the trend for the dates tracked.
Many local businesses have relied on using just the TB & SG.
It may be time to rethink that approach.
How to overcome one of the biggest challenges of black-and-white advertising
Photo with Nord 30 camera no adjustments
The challenge I've experienced:
The paper’s printing quality can be inconsistent. It seems to vary in quality from week to week.
Some weeks, I get a great-looking paper; others, some pages are blotchy and hard to read.
As an advertiser, this is outside your control, and if the printing is outsourcing it may be out of the publisher's control, too.
Want the cheat sheet? Send your request to jb @ fivemilefamous.com.
You'll learn how to develop your ads regardless of the quality of the printing
- You'll see good ads you can model
- Ads that, IMO, need improvement
- You’ll find the best placements for your ads
- Examples to compare and suggestions on how to improve your advertising results
I’ll also cover:
- How to track the effectiveness of your ads
(You’ll know what’s working & what’s not) - Your ads call to action
(Times have changed, so it’s not what you expect) - How and why to stand out in your ad
(Creating a competitive advantage) - Ad critiques and suggestions
(You can use right now)
Want the Cheat Sheet?
Send your request to jb @ fivemilefamous.com; we'll send it over.
BONUS - How to get your ads noticed
Stand out from your competitors by using "emotional appeal".
Three Things Every Ad Must Have
This is the foundation of your ad's success and many times overlooked.
1 of 3 Every ad campaign needs a clear objective
Objectives could be brand awareness, sales promotion, or customer engagement. Clear objectives make the process of measurement straightforward and actionable.
- Sales promotion
(How many fridges, think "fridges for sale") - Customer engagement
(How many coupons were redeemed) - How many website visits
(Easy to see) - How many booklet/reports downloaded
- How many incoming calls
(Easy to track)
Clear objectives make the process of measurement straightforward and actionable.
Example: A local shoe store launches a black & white ad campaign to promote their annual summer sale. The objective? Increase foot traffic by 20% during the sale period.
2 of 3 EVERY AD NEEDS A STRONG OFFER
A strong offer will get people to call you no matter how bad the printing is, and the better your offer, the better your results.
Don't believe me?
The guaranteed winning Powerball numbers for next week's billion-dollar game are written on an old, wet, slimy piece of cardboard. It's your for $250
Would you grab that offer?
Offers are critical, and they can be structured in a variety of ways.
3 of 3 Tell people what to do next
It could be visiting your store, calling a phone number, or checking out your website.
People want to know what to do next, so make it clear and compelling. Use a QR code or a small URL, and give them something in the CTA.
Example: QR code or a small URL bit.ly/5MF OR tinyurl.com/about5MFame
SPECIAL NOTE
In a world where everything seems to be a hyper-selling environment, consumers are more resistant to anything that smells like a sale.
So always GIVE them something in the CTA.
When people think they're getting something, it means high open/action rates.
Example ideas:
- Bring this coupon to the store and get 20% off your order
- Call this number and get a pre-recorded message on how you can ______
(takes away the fear of being sold & gets people moving in your direction) - Download the free ebook on the best way to select a ____
BONUS
1) Follow this formula
A good ad needs to Interrupt you, Engage you, Educate you, and make an offer.
2) Have a message
It also needs to LOOK different than your competition, but being different is not enough.
Examples of recent ads published by local attorneys
I’ve seen Steve Adams's ad for years, maybe decades… If another lawyer creates an ad in a similar format, it makes me think of Steve. So, having a "different" ad is important.
But being different is not enough.
Here's a VERY different ad for a law firm
It's what I call a platitude ad.
It's all about them.
It strikes me as boring, even counter to what they are trying to accomplish.
"Not Your Average Law Firm?"
I should hope NOT. But immediately, I wonder if they are below average...
Does it make me want to choose them over anyone else?
From my perspective, how can I expect them to clearly sell my position in court or persuade people to my side if they cannot clearly sell their company to me?
I think I know what they are trying to do, but I'm not sure.
And "I'm not sure" kills the effectiveness of your ad.
The firm needs to convey a clear and compelling message that addresses the needs and concerns of potential clients while showcasing the firm's credibility and value.
Think like your customer... Put yourself in their shoes!
Three examples
Want the Cheat Sheet?
Send your request to jb @ fivemilefamous.com; we'll send it over.
BONUS - How to get your ads noticed
Stand out from your competitors by using "emotional appeal".
Visibility Amidst the Clutter - Great Ads
Using Borders and Frames: A distinct border can separate your ad from surrounding content, making it pop. Example: A jewelry store could use an ornate, vintage-style frame around their ad, drawing attention and giving a hint of luxury.
A distinct border can separate your ad from surrounding content, making it pop. A message can also be conveyed using a border, like Emporium Pawn...
Draw attention and tells a message
The right Image
Not all images translate well into black and white.
Some may lose their context or emotional impact without color.
Solution: Carefully choose images with strong compositions and contrasts.
Images with a clear focal point and varying shades of grey work well in black and white. But only if the printing is crisp, clean, and of high quality.
To be safe, I suggest using an illustration over a photo
You can find illustration sites in the resource section
Use Sharp Contrasts
Powerful
Contrast and Balance
Great Format
You can get great ideas from the past.
Think of the old black-and-white Coca-Cola ads.
Placement
Best location in the paper? Ideally, the front page. It gets the most views.
2nd is the back page - 3rd inside front cover - 4th inside back cover
Those can get pricey, so look at human behavior and leverage it to your advantage.
- Right-Facing Page: Odd-Numbered Pages: In magazines, right-facing pages (odd-numbered pages) tend to attract more attention because they are more naturally viewed when flipping through the magazine
- Near Relevant Ads: If your ad complements another ad, placing it next to it can enhance its relevance and make it more likely to capture the attention of readers interested in the topic.
Relevant ad example:
Put your ad for flowers next to the ad for stump removal.
Say something like, “Once your stump is gone, you may have a big ugly hole. Let us help you brighten it up with flowers.” Ask about our turning ugly into beautiful specials.
You get the idea… be creative.
Think about how you can work together with other non-competing companies.
It’s not just about ads
It’s strategy, too.
Local businesses can boost their presence on local radio stations and local TV channels through collaborative events, social media campaigns, and online advertising.
Advertising options to consider
*1. Local Radio Stations:**
A jingle or a catchy ad on the local radio station can boost your brand’s presence and complement your newspaper ad.
**2. Local TV Channels:**
A short commercial during prime time or between popular shows can catch viewers’ attention.
**3. Collaborative Events:**
Team up with other local businesses for joint promotions or events. It’s a win-win!
**4. Social Media Campaigns:**
If you're not on Facebook, Instagram, or Twitter, you're missing out!
Run local contests or engage with the local community online.
**5. Flyers and Brochures:**
Good old-fashioned flyers are still effective. Distribute them in strategic locations or during local events.
**6. Sponsor Local Events:**
Local sports matches or a charity event can put your business in the spotlight.
**7. Advertise Online:**
Google, Facebook, Instagram, even TicTok
If you have any questions, need help, or would like us to do it for you, drop me a note.
Want the TB & SG cheat sheet?
Send your request to jb @ fivemilefamous.com; we'll send it over.
BONUS - Learn to get your ads noticed using "emotional appeal" & stand out from your competition.