Rule 5 Pay for Position
Rule 5 Pay for Position
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.
Rule 5 Pay for Position - To learn more about this author, visit Brad Sugars's Website.
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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.
Rule 5 Pay for Position - To learn more about this author, visit Brad Sugars's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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