We’ve said it before and we’ll say it again… successful ad campaigns take testing and testing and testing! Each campaign is an opportunity to improve your results… continue with what works and get rid of what doesn’t. Keeping this in mind, maintain realistic expectations with each campaign.

Here are some questions to ask yourself after a newspaper ad campaign, in planning for your next run.

You drive past this Italian restaurant everyday on the way home from work. You become familiar with the sign, the building, the parking lot, etc. Are you more likely to try this restaurant or one that you drove by one time on the way to Aunt Sally’s house? The same is true with ads. The more often you run, the more familiar people become with your ad, your message, your offer and consequently they are more likely to call you when they are in need of your product or service.

We can use the same example of the Italian restaurant… the original sign read, “Tony’s Restaurant.” That doesn’t tell you much about the restaurant, other than the owner’s name is probably Tony. However, the new sign reads “Tony’s Italian Cuisine” which tells you a little more about the restaurant and may even entice you to pull in and take a look at the menu (that is, if you like Italian food.) If your headline doesn’t invite the reader to read on, then your ad is a waste of time.

People want options. I hear it all the time… “The goal of the ad is to get people to visit our website.” Great goal… however, there are many people in the world today that are fed up with websites, emails, and little to no human interaction. Throw these people a bone and give them a number, so that they can call and speak to a PERSON who can answer their questions. Doesn’t seem all that difficult, right?