Getting an article published in a magazine that’s read by your ideal customer can be very rewarding. It requires a bit of work though, and often companies are disappointed by the results. So how do you ensure your efforts are not wasted?
You’ll often hear marketing experts talk about “The Rule of Seven”. Put simply, this means that a prospect needs to see your ad or your marketing message seven times, before they will consider taking action and contacting you to make a purchase.
This is why you will see large companies advertising on TV, in the press, online and at the cinema, over a concentrated period of about six to eight weeks. In the busy world we live in, where advertisers are competing for our attention, they need to do this so we notice their new product or message. This works far more effectively than spacing the activity out, when the message would simply get “lost” and the money spent would be wasted.
You may also want to consider any seasonal aspect of your business and plan the timing of your article and other marketing activity around that. Think about the holiday industry. Whilst people book holidays all year round, you will notice that most of the money spent on advertising is spent just after Christmas, as this is when the majority of families start to think about their summer holiday. Holiday companies therefore get more return on their advertising spend by doing this.
So what does this mean for the smaller business? In this case, it’s just as important to remember The Rule of Seven, if not more so. As well as helping ensure you are noticed, planning your marketing in this way can create the impression of you being bigger than you actually are as a business. You create the impression of being “everywhere”.
Getting an article published can be a great way to promote your business, but it should always be done in the context of your overall marketing plan. You can use the article to convey the same message as in your other marketing. For example, if you are launching a new service, you could carry out an email campaign to existing customers, perhaps with an offer. Ideally they would receive the email in the same week as they see your article in a magazine, or see your stand at a show or event.
With that in mind, you will often see that companies also take an ad in the same edition of the magazine they have an article featured in. You will get a greater return from that ad than by running it the following month. And remember, whilst it can sometimes appear that your ad or article has achieved nothing, that could be exactly why someone decided to approach your stand at the show and not your competitor’s.