Marketing Mondays: Print Advertising For Consultants

Ever advertised your business? Ever used print advertising for your consulting business?

For one client, the owner of a multi-chain consulting firm, we put together an advertorial – and ad that looks like editorial content.

Advertising for consultants and business owners work. Just as long as you’re not doing the same thing that all those bozos are – plastering their ‘brand’ and image everywhere.

The ad contained all text – yes all text! No flashy graphics.

No big logo.

No junk like that.

It had a gripping headline and offered a special educational report. In order to get the valuable report (which was free) they had to visit a website and enter in their information.

The ad appeared in a local business newspaper. Cost less than $500 and generated between 50-75 leads every time it ran. And we ran it for over 1 year.

Considering most consulting projects generate far more than $500, it doesn’t take a rocket scientist to see that this was a profitable campaign.

Are you getting any ideas?

Advertising for consultants and business owners work. Just as long as you’re not doing the same thing that all those bozos are – plastering their ‘brand’ and image everywhere.

Unless you’re well-funded the direct-response approach to advertising is much better suited for small businesses and consultants.

If you’re interested in learning more about how to make this kind of advertising work, check out the interview we did with Troy White in our Masters of Consulting Interviews. Troy is a real expert at using this strategy for maximum profit.

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  • Aarni Heiskanen

    I always thought print ads wouldn’t work for consultants. Now I see that I was too hasty in my judgement. As always, it is not the medium, but the way you use it that counts. Great post!

    • Thanks Aarni. I’ve found many types of advertising (print/direct mail, etc) if done correctly can generate significant leads and business for consultants.

  • James

    I must say that I am with Aarni here. I did not give this any contemplation as I could not see it working for me. Something I must consider now.

  • I make my living as a print media buyer. I think a lot of people underestimate the power of print. Over the past decade there has been a lot of “to do” about the death of print and power on online ads. While, yes, print is down due to competition, it is still a very effective medium. Competition has driven cost down, so that is a bonus as well!

    • Leigh – thanks for sharing here. I’d agree. As companies have grown their investments in online many have neglected the ROI print can deliver when done properly. How has your business been affected during this transition?

      • It’s definitely been slower the past 2-3 year than ever, but the economy has been a huge factor in that, too. Our customers are smaller business owners and when they are constricting their business growth, it trickles down to us. I have seen some competitors of ours close their doors. I’m just grateful that we have good buying power that keeps our rates low. That has helped to keep us competitive.