Does advertising in newspapers, Yellow Pages and other forms of old-school media still work?
It does if you know the secret to making them produce. Which media is most effective? Newspaper, Yellow Pages, television, direct mail, radio, magazines and billboards all lay claim to being the best. But which ones are right for you, and how can you take advantage of them best? It’s true that mass media is losing its mass as audiences become increasingly fragmented. But there’s no “new thing” to take their place. Old-school vehicles of advertising may not work as well as they did yesterday, but for the most part, they’re still all you’ve got. The secret is to learn to use them better. Assuming that you have something to say that people might actually want to hear, these are the three criteria that determine which media you should use: 1. Persona: What’s the psychological profile or “persona” of your customer? Is their primary fear that they’ll buy the wrong one? Or are they worried only that they’ll pay too much? The first customer is looking for an expert they can trust. The second i
