Newspaper Ads That Work

If you’re like most jewelers, you find that coming up with a newspaper ad is about as much fun as having a root canal. You know you need an ad, but you’re uncertain about what to say in the copy and how to say it. You may also have experienced that gnawing feeling of not knowing whether your investment will pay off. Tracking sales and profits that may result from the ad seems impossible. Fortunately, there are some straightforward answers to all these concerns. I’m going to share them with you here. The problem with image ads. The main reason you don’t know whether or not an ad is paying off is that you’re running the wrong kind of ad. Here’s a typical one that might appear in a local newspaper: This is known as an image ad. Its purpose is to “get your name out there,” to build awareness of your existence. The hope is that when a consumer is ready to buy jewelry, yo

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