Layout 1
How to Effectively Use
Newspapers
You can
break through the clutter and get your message to readers.
BY SUSAN ABRAMOVITZ
Newspaper
advertising rates vary widely from city to city, but if the newspaper in your area
is well-read and reasonable, it could be an effective way to reach potential patients.
Call the newspaper and ask that a sales representative visit you. Ask questions
about the paper's readership to make sure that the readers' profile match the patients
you are trying to attract. If there is a match, the newspaper rep will discuss the
rates and content of your ad. Most papers will then design the ad and submit a proof
for your approval prior to publication. Insist on a proof if they do not offer one.
Simple Guidelines
When considering a print ad, keep the following
guidelines in mind for an effective ad.
Keep it simple.
Communicate just one point in your
ad so the reader can understand quickly. Perhaps you want to publicize a trunk show
or feature a special offer on contact lenses.
A powerful trio — graphic, headline and copy
Draw attention to your ad with an unusual graphic
rather than a mundane one, such as a generic pair of spectacles. The headline should
catch the readers' attention quickly and lead them into the copy, the words in your
ad, which further explain your offer. Keep the copy simple with a few sentences
or bullet points. You have just seconds to tell your story before the reader moves
on.
The newspaper will create the headline
and graphic and write the copy for you. Be specific with your newspaper rep for
the best results and be sure to include all of the relevant information such as
date, place, time, address, phone, Website, logo and expiration date if your ad
includes an offer.
Use the white space
White space in a newspaper is an oasis for the
eye and an ad that uses white space effectively will stand out on the page. Resist
the temptation to fill every inch of your ad to get your "money's worth." The goal
of your ad is to attract readers and white space will help you do that.
Buy several ads
Advertising works by repetition. Advertising
works by repetition. When buying newspaper ads, place the ad several times in a
short period so the reader sees the same message a few times. This is called frequency.
Recognizing the value of frequency, newspapers usually offer discounts for running
an ad more than once. Take advantage of these discounts if you can. If you can only
afford to run one ad, you will probably be disappointed in the response.
Dare to be different
The purpose of your ad is to speak to your target
market, not to your staff, peers or family, so don't be afraid to do something different.
Use humor, an odd shape or an unusual graphic. If people who notice your ad congratulate
you, you've broken through the advertising clutter. If your ad looks professional
and conveys your message, chances are it is a good ad. OM
DR. SCOTT MANN OPERATES INVISION
WITH TWO PARTNERS: DRS. BECKY COOK MANN AND JON
GUDEMAN. THE OFFICES ARE LOCATED IN SALEM AND
CHRISTIANSBURG, VA. DR. MANN WAS CHOSEN AS THE WINNER
OF THE EXTREME PRACTICE MAKEOVER, SPONSORED BY
HAAG-STREIT USA, IDEOPIA AND OPTOMETRIC MANAGEMENT.
MS. ABRAMOVITZ IS PRESIDENT
OF IDEOPIA, AN ADVERTISING, INTERACTIVE AND BRAND
STRATEGY AGENCY WITH A SPECIAL FOCUS ON THE
OPHTHALMIC FIELD. FOR MORE INFORMATION INCLUDING
A COMPLETE CHECKLIST, VISIT WWW.IDEOPIA.COM
/MAKEOVER.ASP.
Optometric Management, Issue: December 2005