When I tell most cleaners I’ve received HUGE returns from newspaper ads, they look at me funny and say, “Really?” Yes, really. I’ve had some newspaper ads get over a 15 times return.
I started running ads in my local paper when I was just getting started and had zero sales coming in. I made a deal with my newspaper for a trial program, and started running ads that cost about $600 for six-inch ads to be run three times per week in my local paper that goes out to about 75,000 people. A six-column inch newspaper is about six inches wide and two inches deep. Of course, prices for ads can vary in each area. But regardless of cost, it can be one of the biggest returns you can get.
Here’s why newspaper can be so effective for carpet cleaners.
First, your target client is likely to read the newspaper. Most readers are over the age of 40. In fact, with age comes the greater likelihood they are an avid newspaper reader. For most carpet cleaning companies, your ideal target market is over 40.
Second, newspaper readers typically have a higher education level and interest in learning. This usually coincides with higher income. Again, your target market is usually in the higher income bracket.
Third, most people who read the newspaper do it every single day. This means you will be hitting the same exact target over and over. This is the kind of media that excites me the most.
Fourth, if your ad interests them, they often clip it out and keep it. I’ve had many clients clip my ad out and place it on their refrigerator. Your prospect may not be in the need of your service on the day your ad is run. But they will keep your ad for when they do need you. One time a client told me she had my ad on her fridge for two years. I’ve run over 100 different newspaper ads. So when she told me this, I wanted to see the ad so I could take note of the lousy call to action and never use that call again. But hey, at least the ad worked eventually.
Last, advertising in a well-respected paper will give you credibility. In some instances, your ad can have almost as much impact as an endorsement or article that runs in the newspaper.
The key is to write a newsworthy or educational advertisement that gives the reader a big enough benefit that sparks their interest. Properly written newspaper ads can help you price your service higher than any of your competitors.