Display advertising DIDN'T work for me (X posted)

[Kenzie]

I'm a little frustrated but I'll consider this a learning experience.

I put a small display ad in my local newspaper for 3 days over the course of two weeks. I thought I did everything right in the ad. It costs me about $65 per day or $45 if I print 7 more ads over the course of the year. I didn't even notice increased hits to my website.

I made the headline the benefit and used risk reversal advertising. Two tips I learned from the free newsletters I get from two of those massage marketing sites.. I don't remember which ones specifically. I was kind of thinking about even buying one of their marketing programs if it worked.. but I'm dissapointed. I'm beginning to think that we really can't control how quickly people come to us. Everyone has found me via my website or by word of mouth. I am almost willing to just let those things work for me and give up on giving away free mini sessions or sending out mailouts etc.

Here is what my ad said:
(The ad builder threw in a little sleepy sheep graphic too.)

Sleep Well Tonight

Have a reflexology session today
and sleep well tonight GUARANTEED

If your sleep is not improved after
your reflexology session,
your session is FREE.

My name here
Certified Reflexologist
phone number
website

 

[Pompal 09.]

When I was new in town I did a daily or every other day 1x2 or 2x2 ad with a different benefit headline for each ad that ran (I think I had 20 or so thought up ahead of time and just rotated them). These types of ads run around page three or so of our daily paper and my main purpose was to get people to see my business name very regularly. I have heard it takes many times (like 7 or 16 times) to see the same thing before someone takes action on it. The most important thing is to get your name in a variety of places around town so people are seeing your name and recognizing it.

The ads I ran in the daily cost about $120 a month or so. I got some calls from them, a few appointments, but the majority of those appointments turned into regular clients. However I did hear alot of "oh, I saw your ad in the paper" which was good for me because it's not that big of a town and it's great to know people know who I am.

 

[Pompal 09.]

I'm sorry you're disappointed in your ad campaign so far!

But don't let 3 days of advertising get you down. At this point, your ad could say "I'll give you $100" and it would *still* be mainly "awareness advertising" -- the kind that starts making your name familiar to people. I've had a similar experience to Anita's -- it takes lots of viewings before people start to realize they've seen your name before.

It's great that you wrote your ad so carefully. Maybe you could rotate the current headline with "Sleep Better or it's Free!" ? People sure do like the 'f' word so if you're using it maybe make it the star?

Is there a local alternative weekly you could advertise in? My experience with these has been better -- the ad runs for a week rather than a day, sometimes there's a mind-body-spirit ad section, and people who pick them up are often interested in the healing arts already. Oh and the rates are a lot cheaper than in a daily paper.

 

[lil_bit_spoiled]

My intention was to target the people who have sleep disorders with this one. I might do a chronic pain one in the future etc. I realized that people who sleep fine might not call unless they were already considering reflexology but I was hoping the people who needed help with sleep would be more likely to call because I was making them a promise.

Feel better was too general for what I had in mind.

Thanks for all of the input everyone!