Local newspaper advertising

Local newspaper advertising

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I'm thinking about advertising in the local paper. Its not so cheap at £50 but it goes in about 6 papers.

I am interested if this has worked for others. I've heard mixed reports (but mainly that it is a waste of money) which is why I haven't tried it yet.

My clients are typically OMBs, small co's, trades'men' plus I offer bookkeeping.

Brian B

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By pauld
10th Mar 2009 09:02

Local papers
I note you say it goes in about 6 papers. Is that the same local paper on a run for 6 weeks or 6 different local papers, if the later then how local are they ? Do you know the circulation numbers of the paper ? if its a free paper then my experience is that they are not much use, if its a well established paper that you have to pay for and has a circulation of at least a few thousand in good private residential areas then that is likely to be more successful. However with just 12 words, is your advert going to be seen ?

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By User deleted
09th Mar 2009 16:15

Good Luck
Some dont's - Dont assume that the newspaper sales person will put the ad in any other form than you provide them with and even then ask for the proof because they cant copy type and don't proof read.

In my experience advertising does very little good. Locally can raise your profile as long as you get it right.

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By User deleted
09th Mar 2009 11:18

Thanks for the responses
Thanks - this is encouraging!

I'm based in central London but its taken me a little while to twig the benefits of local advertising having previously spent quite a bit of money playing around on the internet.

My budget will allow me 12 words! Name and contact info will take half of those ...

Any more thoughts greatly appreciated!

Oh! I do have public speaking experience so no problems there. Having confidence about my firm seems harder to achieve.

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By AnonymousUser
09th Mar 2009 08:28

Elements of a good advert
Here are a few pointers:

1) Make sure it is colour

2) Use images (pictures paint a thousand words)

3) Don't put your company name at the top...this is for your headline like FREE tax planning report.

4) Have more that one response options - call, visit your Website, email

5) Include a cut-off date when the offer will expire

6) Include testomonials

7) Use "the reason why" you are making the offer

8) Test different headlines

Bob
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Bookkeeping franchise

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By pauld
08th Mar 2009 20:11

what makes a good advert?
Is it important how an advert is set out and what it says ? All accountant's adverts I assume say accounts prep, tax returns vat etc but how do the successful advertisers below make their advert stand out from the crowd ?

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By AnonymousUser
08th Mar 2009 18:38

Local Advertising Can Pay
When I first started I compiled 6 specific adverts based on accounts preparation, payroll, Vat, self-assessment, book-keeping and cash-flow statements. I ran these in my local newspaper, rotating each group of six ads for 3 periods or a total of 18 weeks, and I obtained over 50 clients wihin that period of time, which got my practice off to a flying start. This series cost me in the region of £300 and produced revenue of around £15k.

Incidentally if you are planning something like this, insist upon a series discount

David

book-keeping-services.com

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By User deleted
08th Mar 2009 18:37

I agree with Rebecca
The few pounds per year to advertise in parish magazines anre money very well spent. Definitely my best adverts. The only problem you may face at this time of year is that some of them only redo their adverts once a year, so you have to wait until January to get in.

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By AnonymousUser
08th Mar 2009 18:00

Bring it all together
The good news is that you’re much likely to get response in today’s climate because the recession has disrupted the market. Over 50% of potential clients are in “switcher” mode and open to talking with you. The key questions are why should they talk to you and how do you engage them in a conversation.

Understand that all methods of promotion work but high among people looking for a new service provider is personal recognition and awareness of the new provider. This means your brand is important so I’d recommend building your reputation with seminars and guest speaking whilst advertising.

Get yourself on a public speaking course and if necessary get rid of any phobia (usually installed at school) – being able to speak in public gives you marketing leverage.

I’d also recommend advertising something of value, like a free report about “tax planning is a recession”. Then you can start combining strategy and tactics – perhaps a bi-monthly tax planning seminar with adverts, emails, telemarketing all offering a free report and invitation.

Marketing is like finance - you need to ensure you are using best practice methodology, good management, detailed planning and systems. And, remember to develop your sales skills because you’ll need them when your marketing works.

Bob
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Bookkeeping franchise

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Rebecca Benneyworth profile image
By Rebecca Benneyworth
08th Mar 2009 16:14

My most successful ads
The only adverts per se that I have ever run were in the Parish magazine where I lived when I was starting up my practice. I think it cost me about £20 for the year and I immediately picked up a sizeable business from it. It gave me good quality work, which is more than I can say for any other method of gaining clients (other than direct referrals). I suspect it depends on geography as to whether this type of approach would owrk now, but I passed the tip on to another pracitioner, who has since told me that it worked for him too. I could walk to most of my client visits too!

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