Choose your newspaper ad category wisely.

Have you ever experimented with advertising your lawn care business in local newspapers? Did you find you got good results from your ad or no results at all? There are so many variables that can effect the results of your marketing campaign, it’s mind boggling. Did you know that the category your ad appears in the paper can have a great impact on how many calls you get?

This is somethign I learned when a member of the Gopher Lawn Care Business Forum shared with us his experience of advertising in his local paper when he wrote “this is horrible. It really makes me want to take legal action but I am afraid I am just screwed.

I just looked up my ad in the local paper. I could not find it on their website so I did a search for my phone number. I found my ad in the “Work Wanted” section. Now understand, this section is full of unemployable, alcoholics on state disability. No one feels safe hiring anyone in that section. My ad was, for several months, under the landscape section of licensed services. For some stupid reason they saw fit to move it. As soon as I found this error, I called them right away and gave them hell. They told me its an extra $2 per week, I told them I didn’t care about the extra $2.00 and said to get my business out of that section ASAP. No wonder no one has been calling me. They are afraid I will rob them.

As far as I can figure from the dates I have been told I went from several calls a day when the ad was where it was suppose to be to 0 calls in a few months. Not one person has called since the ad was moved.”

Can you imagine that! How something that would seem so simple and a non-issue can make a huge difference in ad results. Keep this lesson in mind when you are creating your ad for your lawn care business. The difference between finding success or failure in a newspaper ad can come down to something as simple as putting the ad under a proper ad category.

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