Advertising can work, but you need to have a decent budget and plan to run more than one ad.

We have got these $40 ads in our local newspaper. A whole page is full of business card size ads. Whenever a massage practitioner was not to be deterred from using them, the results were disappointing. There was hardly any response.

However, it was possible to receive an editorial with it if you booked a certain number of ads. That worked and kept bringing clients in for weeks after it ran. More about editorials later, today something about ads.

• Include an active call to action
• Entice readers by offering something valuable
• Create urgency by putting a time limit on your offer
• Go for the biggest ads you can afford
• Make the ad look like similar to editorial
• Repeat the ads regularly (at least 7 times)
• Measure your results
• Negotiate an editorial while you place your advertising

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