Tweet

Rule 5 Pay for Position

Written by: Brad Sugars

Article Overview: This is Rule #5 in a series of articles on "21 Ways to Increase the Power and Profit of Your Advertising Without Spending an Extra Cent" by Brad Sugars.

Rule 5 Pay for Position

If an ad doesn't get attention, it doesn't get any response. As a result, it's agreed - certainly by all direct-response copywriters - that the most important part of the advertisement is the headline.

David Ogilvy goes as far as to state that 10 times as many people will read the headline as will read the rest of the ad. So if your headline doesn't sell, you've wasted 90% of your money.

However, a great ad in the wrong place can also fail. An ad for women's lingerie in the sports pages may get a lot of attention. But it won't get any sales.

A better way is to simply put your ad where the most readers are.

That means pay for position.

The best place in a newspaper to run your ad is probably on page 1, unless it is page 1 of the business section.

Page 3 is second best - so long as you get tile top right of the page.

A right-hand page is always better than a left-hand page (except in traditional-style Chinese newspapers, where a left hand page is better).

And top right of the page is always better than anywhere else on the page.

The back page of a section may be better than an inside page.

It's probable that the front page of a section is better than any inside page. Direct marketer Gary Halbert recommends running a full-page ad on the first page of the classified section. His approach is based on the theory that people would look at the first page of every section - before throwing it away. (Why full page? "Because of the way a broad-sheet newspaper is folded, people are likely to see only the top-half of the section - before they trash it.)

But, you may ask, “Doesn't paying more conflict with the title of this report?”

Let me put it this way. If, at the moment, you're running full (or even half) page ads, you'll end up spending less money- and getting more response.

I always pay for position except when I can get position without paying.

With some publications, you can use the following technique to get the position you want, for free. When you make the booking, include the following instruction:

Run top right page 5/right-hand page in front half of book (or whatever position you think you can get) OR OMIT

The proof is in the records...

Record the results and you'll be convinced.

Over the years, I've run ads in just about every section of The South China Morning Post. Now, I'll only advertise in one place: the first page of the business section.

I've run the same ad on page 1, page 2, page 3 and the back page of the business section. The results are decisive. The profit from page 1 beats any other position by a margin of at least two-to-one; sometimes, much more.

Even though that space costs twice as much.

Related Articles
  Will The 48 Hour Opt Out Rule Remain In The UK
  Rule #1: Increase Your Profits Measure your Results
  Don't Support Outdated Rules
  Top 7 Rules to Master Success
  The Importance Of The 80/20 Rule In Becoming A Top-Performing Sales Manager

Article Tags: advertisement, business section, chinese newspapers, classified section, conflict, david ogilvy, direct marketer, direct response copywriters, front page, gary halbert, left hand page, lingerie, money, page ads, sports pages, tile, wh



Related Forum Posts
Franchising & Licensing Can Be The Same Thing - FTC Rule 436 defines franchising as anyone offering an Agreement that contains these 3 things: 1. Licensing a "Mark" - which can be a trade name, service mark, commercial symbol, slogan, etc. 2. In the body of the Agreement, there contains, significant controls and assistance. 3. The licensee is paying the licensor in excess of $500 within the first six months of the actual offering of the business. Licensing and Franchising can mean the same thing today. If you do not decide to franchise and comply with FTC Rule 436, you may be in violation of Business Opportunity Laws that exist in 24 individual States.
Re: looking for partner - Partnerships in business can be tricky. Most partnerships fail. Here are a few points to ponder before starting a partnership: - Should have common goal and vision - Level of commitment in business - Expectations from business and each other. - Good sense of self-worth - Financial Position – Have a good experience in related business with strong financial standing I suggest you to go on Google type “Partnership Assessment form” and Partnership Assessment Tool” You find some good results. Further apart from this forum look into on social media and business sites.
Re: Is being too connected pushing your business forward or back - My email rule: Don't answer email until evening. My Social networking Rule: Don't go to Social site until I have finished other assignment. Mr forum rule: Post or start a new thread early in the morning and don't spend more than 30 minutes, then comeback in the evening to post more.
Re: Herbert Elwood Gilliland III: I Invented YouTube - [quote:3vele9ih] 1. Herbert's public declarations may get a response from YouTube or Google, but it's very unlikely they will get the response he wants or will like. I do not think this tactic is in his best interests. [/quote:3vele9ih] My friends and colleagues want me to raise awareness of this. As for a response: I expect none from them other than the court documents that have already been filed. Also, Ringo posted this here, not me. And besides: as of today, 2010, 5 years after the incident which I brought before the courts, the media won't touch my story, nor even report on my case because they are partnered with Google. [quote:3vele9ih] - If a person has a legitimate claim and can produce credible evidence to support the claim, then the issue should be given to a qualified legal representative to work through and to provide counsel to the individual. [/quote:3vele9ih] Not with Rule 11. Please read my blog for more information on the "blow to civil rights" that is FRCP Rule 11 in the US. They wouldn't let me get evidence to support my claim. The rule stopped the process of discovery from happening. [quote:3vele9ih] - If the above qualifications apply (legitimate claim; credible evidence), then the issue should not be laid upon the public. I do not see the purpose or value in doing that. [/quote:3vele9ih] In the U.S. it is the purpose of civil litigation to use the public to determine matters when privately people can't work it out. That is what we were trying to do with our case. Unfortunately, those civil liberties have been eroded by the partnership between big business and government. [quote:3vele9ih] THIS IS JUST MY OPINION. I have not taken the time to review the available details to know how legitimate and credible Herbert's claim is. [/quote:3vele9ih] No offense to you, sir, as I'm sure you are "busy", but why share an opinion if you haven't understood, fully, the situation? Kind regards, -h
Re: How to Promote a MLM Business? - Hi Stacey, the subject of promoting your mlm and building that business is a tricky one and can lead to immense frustration if not done properly, the trouble with mlm is that most of the time the training the company gives you is just rubbish, i.e. make a list of friends and family, will get you so far but not top producer status. You need to think a little outside the box and start to learn real marketing, start to think in terms of how your product if you want to make product sales will be of benefit to the end user and what problems it solves, look to solve problems and offer your product as the obvious solution. In order to promote your biz opp you need to think of what the business can do for people and then craft a message around that, dont go screaming and shouting how great your company is and what a great comp plan and how long you have been in business (not that you would, but many do). Position yourself more to compete less, increase your value to people who join your organisation, maybe your a wiz at direct mail and copywriting, ppc, or video marketing or blogging whatever, learn new skills you can share with your team. The message and how it is crafted will get you results, the way the message is delivered i.e what form of media or print is almost dare I say irrelevant (check that coming from an internet marketer) its just a way of conveying your message to your ideal prospect e.g target market. Best of luck and if you need any help feel free to contact me through a P.M


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

B2B PR – Planning for Success

Remind Me...

Emotional Intelligence in Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.