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Get creative when looking for
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Newspapers run ads from national companies (and their astute, finely-tuned ad agencies) alongside of those from local companies.
Local small businesses usually have the newspaper do their graphics. And since the same staff is using the same basic typefaces and ad layout styles, readers can detect the subtle sameness.
Our local regional newspaper is a perfect case in point. Perhaps as many as five or six same sized local ads tend to get stacked on one top of another.
And it is very hard for the reader to tell where one ad stops and another starts. The ads actually blend into each other.
So the big newspaper advertising idea here is to make sure somehow that your ad is unusual enough to stand out visually.
You have to learn to see the difference since it is your money that pays for the ad every time it runs. That investment money must bring in enough new business to pay for the ad. There are various ways to do that.
First, you need to look at a few issues of the newspaper and determine what are the lackluster ads. Those are the ones that do not stand out and blend in with the others when you the reader scan the page.
Perhaps the publication can do it "in house" if you prod them enough. Or you may need to tap into the resources of a local ad agency or designer.
Of course, this assumes you are already following the accepted guidelines to good direct response advertising with your headline, offer and response mechanism.
So make your ad pay off big time by thinking and acting creatively when refining your newspaper advertising idea.
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