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Q. Should I use big or small newspaper ads?
In my daily newspaper I see all sorts of sizes for newspaper ads, from very tiny ads to full page ads. Is there a particular size that is best for a small business?

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A. Marketing expert, Joe Gracia, responds:

Obviously, as your ad gets bigger, the number of people who will notice it increases. And, as your ad gets smaller, the number of people who will notice it decreases.

It's easy for a small ad to get lost in the clutter of a busy newspaper page.

It would be wonderful if all small business owners could afford to run full-page ads, but that isn't practical -- or necessary.

As with anything, compromises must be made depending on the circumstances. You can only buy what you can reasonably afford.

The bottom line is, the only way to judge an ad is by counting the number of profitable responses it produces for you, compared to the number produced by a bigger or smaller ad.

How big should you go?

Many might assume that if money is no object, then you should buy the largest ad you can -- a full page ad, or a double page spread.

But in most cases that would be a waste of money. Once your ad is large enough to dominate a page, say, one-third of a page, then most of the readers of that page will probably notice your ad. There would be little reason to go much larger. You wouldn't be attracting many more readers, but your ad costs would increase.

Now, if you need the increased ad size to ensure that you can include all of the information needed, then that's another story. The larger size may make sense, if the additional information increases your response.

The answer: you should choose the ad size that is the most profitable for you. And you can only determine that by testing different size ads.

Test Various Sizes

A good plan would be to test a small, medium and large sized ad. Track the results from each and determine if the larger size ad was more profitable.

If you don't get good response from the small ad, it could be that it was lost in the clutter and few people noticed the ad.

However, if you don't get response from the large ad, then you probably have a 'strategy' problem. Your Target, your Offer or your Call to Action may have been faulty.

Perhaps you were trying to use the ineffective One-Step strategy for your ad. With that strategy, it doesn't matter how big your ad is, it's going to produce very little results for you.

If that is the case, it's time to learn how to develop a winning marketing strategy that compels your prospects to respond. Our Give to Get Marketing Solution was created for this very purpose.

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Home Affiliate Program Free Idea-Kit Marketing Tutorial Articles Motivation
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