The concept of adverts in magazines deals with print ads which appear in local or national magazines. When you speak about magazine advertising, most people have an image of the large, glossy, national publications which full of big brand advertisers. And it may seem like smaller businesses don’t belong alongside the “big guys”. But that’s just not the case.
Of course, advertising in magazines with a national distribution is going to be expensive and it’s not the way to go for most small or mid-sized businesses. What a business really needs is to choose publications that are closely associated with its target audience.
One possibility is to go really local with free magazines that you would find in supermarkets or pharmacies. The emphasis of these types of publications is on home sales, cars, boats and other topics. A company doesn’t have to tie straight into the topics of any one of the magazines This is as long as the readers of those magazines would also be interested in its product or service. Remember, it’s the audience that counts and you can find an audience for your business in any number of places.
How to write copy for a magazine advertisement
Know your prospects
The first requirement for writing a magazine ad is to knowing the specific prospect you’re trying to communicate with. For example, if a magazine advertises a circulation of 200 000 readers, not all of them are prospects for your client’s product. Perhaps, 10% of them are real prospects. You should recognise this fact and based on this you should plan your ad in line with this.
To get to know your prospects, ask yourself the following questions:
- What does this person desire the most?
- What is the most significant problem this person has?
- How is this product or service going to answer to this person’s problem?