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How to advertise about your store

I'm sure you're tempted to place an ad that will attract customers to your store, but it's expensive with full pages in newspapers - or is it?

People deal with list prices for ads as they are sacred and pay whatever the newspaper charges - or is forced to buy much smaller ads because it costs so much. They don't know that ad rates are always negotiable if you only know how to bargain.

This is how you do:

Call the newspaper you want to advertise in, but that you suspect is too expensive. Ask how much the ads are. Once you know their rates, you should offer to advertise for half the price (or a third of the price). You will hear the seller grumbling and that's his/her job, so you shouldn't worry. Say you're ready to make a deal at a certain price and that the seller can contact you if something pops up within that specific price range. Then just wait ...
Chances are that you will get a call a few days before the newspaper will go to print - and you will get to advertise for the price you want because there seems to be a spot available.

However, remember one thing - advertising is always about long term results. Running an ad just once is useless. Create a good working relationship with a newspaper where you both will win, but where you win a bit more.

How to get free advertising
Today we will talk about a very difficult morning routine that will give you lots of free advertising.

I want you to start working during breakfast like this:

1. Look in the morning paper and put on your most analytical glasses.

2. Explore the articles to see if there's an article written by someone who's worth sending a cheerful greeting to or if there is anything in particular that annoys you and that you can send a reply to or comment. What you're looking for are things that are related to your industry and or your situation in any way or other happenings that you can link your line of business to.

3. Tear out articles and bring them to work. Start typing answers, making comments, posting messages. It doesn't have to be fancy. Just drop the writer a line or a comment.

The results can come quickly. It's not as common as you might think that journalists get feedback on articles – make use of that. We receive over one hundred articles in different magazines each year just by being a little more alert early in the morning than many others.

But ...

Don't make the mistake of trying to trick journalists. You might succeed once, but it's also possible to fool your customers once. What you write must help the one who wrote the article – it's not about marketing yourself (that's just the bonus you get). Write to help illuminate another side of the story, tell him/her that he/she is wrong and why -simply help a journalist  do a better job. You will be regarded as an important source and presto - soon you will have loads of articles written about your business - and you get free advertising.

Do you dare to do this now?

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.