If you are not using print advertising, you are missing out on an advertising strategy that still works and is more cost-effective than just paying for social media ads.
Print Advertising is a tactic that has been around for decades. While the world of advertising is constantly changing, print advertising is still a powerful and effective way to get your message out and acquire new client family members.
In this episode, Teri talks about insert ads and how you can leverage them to increase your response rate and get more client family members!
Key Highlights From The Episode:
[0:00] Introduction
[0:47] Recap of the previous episode
[1:36] Insert ads and what they are
[1:53] Advantages and disadvantages of insert ads
[2:53] Quick pointers on how to design your inserts
[3:41] How to figure out the cost-effectiveness of ads
[5:10] Episode wrap up
Golden Nuggets:
~ Insert ads give you more room to write about your offer and more control over the layout, color, and what the paper will feel like. [01:57]
~ The color of the paper makes a significant impact on increasing your response rate to inserts. [02:10]
~ Inserts may cost more than space ads, but they often bring a much higher return on investment because they get noticed more. [04:00]
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Full Transcript:
Hey, welcome back to The Modern Coaching Method Podcast. I’m your host, Dr. Terri Levine. Last episode. If you didn’t watch it, go back and watch it. And are you subscribed? Subscribe. In the last episode, I talked quite a bit about print advertising, which if you’re not using, you are missing the advertising that still works, really works, and is a heck of a lot cheaper than any social media ads, and brings you, in my experience, better results. So, today, I’m going to talk about a different form of print advertising that I would say most entrepreneurs do not use, and that is using what’s called insert advertising.
The same rules are going to apply to insert advertising, so go back and watch the last episode where I talk about how you create an advertisement. Make sure you have a copy of the book ‘The Conversion Equation’ so you really understand and model what we’re doing here. Last time, I taught you about space ads. Today, I’m going to teach you about insert ads. Now, if you don’t know what an insert is, those are ads that are inserted inside a magazine or a newspaper. There’s like a sheet of paper inside, that’s why it’s called an insert. Now, there are advantages of inserts, and there are some disadvantages.
Inserts, in my experience, give you more room, and that’s why I like it. You can write more about your offer. You also have more control. What is that paper going to feel like? Is it thick? Is it thin? Sometimes the layout. Almost always the color. And third, why I love inserts is it stands out from the crowd. You pick up the magazine or the newspaper, and out falls the insert. People tend to look at that. There’s a disadvantage — so, I’m always very transparent and I burn the curtain here on this podcast — and that is the price. Because it is a standalone, and because it takes up an entire sheet, the prices can be a lot higher.
I still recommend that if there are publications, and there are, that your target audience may receive, make sure that you consider inserts. And find out the price, and you don’t know unless you ask. A few quick pointers in designing your insert. First of all, you will use a headline just like I taught you in the last episode, and in my book ‘The Conversion Equation.’ I want to help you increase your response rate to inserts. The first thing I can tell you is the color of paper makes a huge difference, after doing a lot of experimentation. Paper stands out, paper color.
The best colors that we have used for inserts with our client family members, and ourselves, are called goldenrod. It’s kind of a yellow-orangey color. And the second one is canary, and that’s more of a yellow color. You want to make sure that you follow in the writing what I’ve taught you in ‘The Conversion Equation.’ Let me just sum up today and say, advertising and print ads, which really work, is all about cost-effectiveness. While inserts may cost more, and they will, than a space ad, in my experience, they bring a much higher return on investment because they get noticed.
So, how do you figure out what that is? You figure out the costs by what is the cost of the insert. And then, what is the amount of client family members that ad has generated for you? So, let’s just make up numbers. Let’s say that… I don’t know. A display ad costs you 250 bucks, and, let’s say, it brought you four new client family members. Then you look at what your cost per client is. And, in this case, it would be 62.50. Now, let’s say that an insert is way more money, not 250, let’s say it’s 600. However, the insert brings 12 new client family members. Now, the cost per client family member is only $50. So, the insert is more successful in this case.
So, you always have to track your numbers. These are your key performance indicators. How do you know whether the insert’s more successful or whether the space ad that I taught you last time is? Testing. All of marketing is based on testing. Make sure you subscribe to the podcast, and then, that you watch the webinar I’ve put together for you. Your free ticket to the master pass of this webinar is down below for you, and I will see you over there. Bye now.
