PLEASE TELL ME WHAT HAPPEN

12 years ago

What was the traffic to your offer? If only 10 ppl went to the offer than 10% is actually pretty good.

Keep in mind just because the circulation is 50K doesn't mean even close to 50K ppl saw your ad.

You got to test a new headline or ad layout to really be able to know what happened. Running this for one week isn't enough time to figure it out.

What did the ad say? Do you have a picture of it for us to critique?

Sean

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AndrewCavanagh 12 years ago

There could be a whole pile of reasons but most likely your target audience just weren't reading the ad or they never saw the ad.

When people arrive at your site in other ways (search engine traffic etc) what are they searching for.

Remember that highly targeted traffic is what you're looking for.

If you could advertise in a home owners magazine or better yet some kind of publication that suggests the readers would be the kind of people interested in appealing their property taxes then you'd be likely to get a much better response.

To really give you better feedback we'd need to see:

# A copy of the ad in the newspaper.

# A copy of the website.

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Andrew Cavanagh
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- bob ross 12 years ago
  
  Sorry you had such a low response. To be honest, even getting one order somewhat surprised me.
  
  A small advertisement ran in a newspaper for two days probably got viewed by something like 5% or less of the readers. You generally have to run ads in a newspaper for at least 8 months if not more to get the whole readership to actually notice your advertisement and read it for a split second.
  
  Circulation doesn't mean readership either. Also you're product is only applicable to homeowners with property tax issues, which significantly narrows down the amount of people that would even be interested in it. A 50,000 circulation doesn't mean anything.
  
  A lot of businesses advertise in newspapers because they're "tricked" by the circulation number. I sell direct mail and often run into business owners who would rather advertise in a newspaper that "reaches 50,000 people" than a direct mail campaign that only reaches 5,000.
  
  What you have to understand is that the only "numbers" that will matter are the number of people that:
  
  A. Are likely to view your advertisement.
  
  B. Are likely to be interested in your product.
  
  Can you see why 50,000 circulation doesn't mean squat? I'm not trying to be mean of course, I just hope you realize that you can't forecast results based on irrelevant figures.
  
  Newspaper advertising is certainly effective but you have a long road ahead of you to get there. It's expensive and it requires long term consistency. If you want to make newspaper advertising a success you'll need to run the same ad (or simliar style) for a long period of time without a break.
  
  You can overcome the length of time needed to gain exposure by doing larger ads (1/4 page and up), but it obviously is going to cost more.
  
  I would consider targeted direct mail if I were you.
  
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bob ross

12 years ago

Also, the majority of people pay their taxes via escrow, tied in with their mortgage payment.

The bigger benefit would be to:

"Significantly Lower Your House Payment By Suddenly Reducing Your Property Tax"

supplement the copy with things like... "little known secret", "one simple process", "three easy steps" and you could have a real winner here.

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TyErickson

12 years ago

how about...

'What The Rich In [CITY] Know About Lowering Taxes That You Don't'

Simple 3-Step Strategy Shows [CITY] Residents How To Lower Their Taxes By Up To X%

For more information, visit www.taxloopholecityname.com

And make that a squeeze page before sending them on to the ebook.

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XponentSYS

12 years ago

Originally Posted by tristatemedia

HI GUYS:
I JUST PLACED 2 BEAUTIFUL PROFESSIONALLY DONE ADS IN A LOCAL PAID NEWSPAPER (50K CIRCULATION). YELLOW BACKGROUND...CAN NOT BE MISSED............
THE AD WAS FOR AN EBOOK FOR $39.00 SHOWING PEOPLE HOW TO APPEAL THEIR PROPERTY TAXES. I PLACED THE AD A WEEK AFTER THE TAX BILL CAME OUT.
RESULTS: AD RAN FOR 2 DAYS, THURSDAY AND SUNDAY:
RESULTS: 1 LOUSY ORDER

I CAN NOT FIGURE WHAT WENT WRONG: IT IS A GREAT CONVERTING WEBSITE. ALOT OF GREAT INFO. JUST LAW OF AVERAGES SHOULD HAVE BEEN MORE THAN THAT.

PLEASE TELL ME WHAT HAPPEN!!!!!!

THANK YOU AND GOD BLESS

I've read this entire thread and have no further advice to give because there are many other capable experts here who have already given it. (Pay attention to Andrew C., and Bob Ross).

However, as for as I go, I am a direct marketing expert. Have been doing it for 10 years. Over the hears I have generated over a MILLION leads for clients in various industries and I did it ONE WAY:

DIRECT MAIL POSTCARDS TO ONLINE LANDING PAGES AND 800 NUMBERS.

I know what happened and feel like with the right tweaks, the offer would be good.

If you PM me and send me your stuff (including the paid stuff), I'll critique it and tell you what happened. What's more, If I feel like it is viable, and you have an affiliate program, I may direct mail it for you.

THIS IS A HUGE DEAL AS I'M NO SCHMUCK... AND RARELY MAKE OFFERS WHERE I SHOULDER ALL THE RISK.

But, I also see opportunity on which to gamble.

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Aaron Doud

12 years ago

I didn't see anyone else ask this so I will.

Is the newspaper audience the best to sell an ebook to? Or would it be better to sell a true hard copy to that demographic?

Is a website redirect best? Or should you go old school and have them send a SASE to you?

Remember newspaper readers especially those most likely to read your add are older so target the offer to older customers.

And as pointed out how many of the 50k truly saw your ad? And of those how may are homeowners who want to appeal property taxes?

Honestly depending on the costs direct mail using a giant post card and the everyone on the route method might convert better if you target the right neighborhoods.

Either way stop and think of who you are targeting and get the ad and the product to match. And make sure that target audience is targeted by your ads. Certain media target certain customers better.

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cvcena2

12 years ago

Maybe you should run it for 1 straight week...

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tristatemedia

12 years ago

THANKS FOR GREAT REPONSE GUYS, IT IS A COMMUNITY PAPER THAT CHARGES 250 DOLLARS A DAY.
I KNOW BANDIT SIGNS WILL DEFNITLEY WORK.
THANKS

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Mr. Subtle

12 years ago

Originally Posted by tristatemedia

HI GUYS:
I JUST PLACED 2 BEAUTIFUL PROFESSIONALLY DONE ADS IN A LOCAL PAID NEWSPAPER (50K CIRCULATION). YELLOW BACKGROUND...CAN NOT BE MISSED............
THE AD WAS FOR AN EBOOK FOR $39.00 SHOWING PEOPLE HOW TO APPEAL THEIR PROPERTY TAXES. I PLACED THE AD A WEEK AFTER THE TAX BILL CAME OUT.
RESULTS: AD RAN FOR 2 DAYS, THURSDAY AND SUNDAY:
RESULTS: 1 LOUSY ORDER

I CAN NOT FIGURE WHAT WENT WRONG: IT IS A GREAT CONVERTING WEBSITE. ALOT OF GREAT INFO. JUST LAW OF AVERAGES SHOULD HAVE BEEN MORE THAN THAT.

PLEASE TELL ME WHAT HAPPEN!!!!!!

I'm surprised anyone could make a comment as to why your ad failed without seeing it.

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DWolfe

12 years ago

Originally Posted by Mr. Subtle

I'm surprised anyone could make a comment as to why your ad failed without seeing it.

I never saw the ad but can honestly say most people read the paper and throw it out with out reading half the ads. Would be willing to say, even those who saw his ad, went right on to the next article or ad.

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midasman09 Banned 12 years ago

I haven't read the responses, only your initial comment...which I'd like to respond to;

What you've done is what I call, "Barge-In" advertising. Run an ad an expect people to flock in and order.

Sorry...doesn't happen! You've got to "REEL THEM IN!"

What you should've done is run an ad that says;
"FREE RECORDING REVEALS HOW TO APPEAL YOUR PROPERTY TAXES!
Phone xxx-1234 x 123 anytime"

Even that headline I wouldn't use but....the recording would be a 2 min message whose only purpose is to get callers to leave their Name & Mailing Address for more info.

Don Alm....got to go to a late lunch meeting
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Mr. Subtle

12 years ago

Originally Posted by DWolfe

I never saw the ad but can honestly say most people read the paper and throw it out with out reading half the ads.

So?

Originally Posted by DWolfe

Would be willing to say, even those who saw his ad, went right on to the next article or ad.

So?

So far you haven't answered the OP's question as to why his ad failed. No one here can take an educated guess as to why his ad failed until they see his ad.

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TyErickson

12 years ago

Originally Posted by Mr. Subtle

So?

So?

So far you haven't answered the OP's question as to why his ad failed. No one here can take an educated guess as to why his ad failed until they see his ad.

We can guess that the message and/or the medium was not a match for the market

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RichardDin

12 years ago

Probably, the ad is not clean. I've seen ads where nothing is understandable, and only the publisher of this ad is having a sense what it is about.. People usually want to know some basic details: what, when, and how much.

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zacsmith

12 years ago

We did a marketing campaign last year for a friend with a cleaning/organizing business startup and had good luck with running small (2" x 1 col) display ads in the Classified section of the very small (circ. 11,000) local newspaper, rather than just anywhere. Many local papers will create a special category for your ad if you need it. We directed to a phone number, as well as the website. Most responders called after reading the site, which had sales copy, a number of articles, case studies and photos, as well as two downloadable, original ebooks we produced.

She landed 2-3 leads a day, which she was able to convert at about a 25% rate to paying gigs -- mostly small to start, but many were recurring. Many she upgraded. One job turned out to be cleaning out a hoarder's house -- $15,000, and drew local television news coverage (at 5, 6, 10 and 11 pm then repeated two days later!).

I'd stay away from normal display ads unless you have money to burn, but the small ones can work.

Mr $.02.

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Krisz Rokk

12 years ago

Thank you for sharing your marketing experience with us.

tristatemedia, if possible, include a copy of your ad... I'm sure we'lll all be able to give you some valuable feedback concerning the content + title of your ad.
Then there's the following to consider, as some of the members already mentioned above:
* target audience => did you really reach it? is your target audience reading this newspaper?
* is the newspaper the proper marketing tool to reach your target audience?
* pricing: $39 for an ebook on taxes is quite high. (did any research if that's the appropriate pricing? try amazon, convert to kindle)
* 2 days: thursday+sunday => is your target audience reading this newspaper these days? are these the two days reaching highest 'conversion numbers'?

Tons of questions but all ment to help you improve your sales-strategy.

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iAmNameLess

12 years ago

When I think about this...

You're expecting people to see your ad
You're expecting the readers to be property owners.
You're expecting people to care enough to overcome laziness.
You're expecting people to go to a website, when reading a newspaper.
You're expecting people that go to the website, are going to buy.

How much did the ad cost?

Go to your market... direct mail would be more effective. Attending a home show or something would be better.

As long as you made your money back, thats all that matters, perhaps advertise with a bigger ad on a sunday and see how you do.