Run an ad in a major publication and expect to pay some big bucks for the opportunity. Throw in the fact that most ads must run a minimum of 7 times before readers take action, and you’re talking even bigger bucks.

If you have a broad audience but a limited budget, running an ad in a newsletter offers an excellent alternative to approaching several of your target groups inexpensively and effectively. Talk about a targeted guerilla marketing opportunity!

Most newsletters are highly specialized and there’s just about one for every hobby, interest, and association you can think of. Figure out how that fits in with your product and service. Then start looking for a few newsletters that complement what you have to offer. Here are some ideas to get the best bang for your newsletter advertising buck!

Identify community newsletters that fit your target market. A professional organizer I work with is about to place a full page insert ad in an exclusive community newsletter for a whopping $35! The newsletter hits her target perfectly--a community of wealthy homeowners who make the income necessary to pay for her services. Best yet, the price is incredibly low for approaching hundreds of potential clients.

Place ads in or write articles for association newsletters. What association complements your products or services? Run ads in, or better yet, ask to write an article for these publications. Publishing an article (if you can’t write, have it ghostwritten) gives you instant credibility. Place ads in the issue before and after your article appears to reinforce your company name.

Create one big ad - start your own newsletter or e-zine! You’ll be able to tell your audience everything you can about what you do - provide case studies, testimonials, facts, tips, and more. Remember to keep the newsletter benefit-oriented. Send it to your customers and prospects, and be diligent in sending it out every 1 to 2 months. Your customers will begin to expect it, and they’re far more likely to call if your name is in front of them more often.

HOT TIP: Interested in reaching Issaquah’s largest home-owning retirement community? I’m looking for appropriate services and products to advertise in what’s becoming a popular monthly newsletter with 1500+ readers. Call me at 425-415-6427 for more info.