So, you’ve decided to dip your toes into the world of advertising. Maybe you’ve placed an ad in the local newspaper, boosted a post on social media, or even splurged on a radio spot, expecting an influx of calls and customers….but the phone isn’t ringing off the hook!

Let’s dive into why advertising once isn’t an instant win and why persistence, especially in local magazine advertising, is key to your success.

1. Rome Wasn’t Built in a Day, and Neither is Brand Recognition

When you advertise just once, it’s like planting a single seed and expecting a forest overnight. Building brand recognition takes time. Think about the big brands you know and love – Coca-Cola, Nike, McDonald’s. You didn’t become aware of them from a single ad; you saw them everywhere, repeatedly, over time.

Pro Tip: Consistency is key. Make sure your ads are a regular part of your business strategy, especially in local magazines where readers turn regularly for trusted information.

2. The Magic Number of Impressions

Marketing experts often talk about the “Rule of 7,” which states that a potential customer needs to see or hear your message at least seven times before they take action. People are busy, and multiple exposures increase the chances that your message will stick.

Pro Tip: Spread your advertising across several issues of your local magazine to maximise exposure. Think of it as gently nudging your potential customers over time.

3. Trust Takes Time to Build

Imagine you’re a homeowner needing plumbing services. You see an ad for “Joe’s Plumbing” once and never again. Next week, your sink springs a leak. Who are you going to call? Chances are, you’ll remember the plumber whose name you’ve seen repeatedly, not a one-time wonder.

Pro Tip: Regularly scheduled ads in your local magazine help build trust and familiarity with your brand. It shows you’re stable, reliable, and here to stay.

4. Timing is Everything

Your customers are at different stages of their buying journey. Some might need your services immediately, while others might be considering it for the future. By advertising consistently in a local magazine, you increase the likelihood of catching them at the right moment.

Pro Tip: Vary your advertising messages to appeal to different stages of the buying process. For example, an ad promoting a limited-time discount might appeal to immediate buyers, while an ad showcasing a recent project can build credibility and interest over time.

5. Learning and Improving

Advertising isn’t just about putting your name out there; it’s also about learning what works and what doesn’t. With just one ad, you don’t get enough data to understand the effectiveness of your message, placement, or medium.

Pro Tip: Track the performance of your ads and tweak them based on what you learn. Maybe your audience responds better to certain styles or messages. Continuous advertising in the local magazine allows you to refine and improve your strategy.

6. Building a Relationship

Think of advertising like dating. You wouldn’t expect someone to marry you after the first date, right? Similarly, customers need to build a relationship with your brand. They need to see you’re committed and trustworthy before they decide to give you their business.

Pro Tip: Use your ads to tell a story. Share customer testimonials, showcase your expertise, and highlight your values. This helps build a deeper connection with your audience, especially in the local community.

Conclusion

In the world of trades and small businesses, it’s easy to hope for instant results from a single advertisement. However, the reality is that effective advertising is a marathon, not a sprint. It requires patience, persistence, and a strategic approach, especially in local magazines.

So, keep at it! With consistent effort, your brand will grow, your phone will ring, and your business will thrive. Remember, every ad in your local magazine is a step towards building a strong, recognisable, and trusted brand.

Happy advertising! 🚀

If you would like to know more about advertising in Local-Eyes…the trusted magazine delivered to 288,000 letterboxes, that’s received, read and retained click here!