Every month, I see businesses invest in magazine advertising. Some ads catch my attention immediately, while others blend into the page. Here’s one of my own ads. As I was designing it, I asked myself the same questions I’m about to share with you.

5 Questions to Ask Before You Spend Money on Your Next Magazine Ad

Every month, I photograph business owners who invest in magazine advertising. Some ads grab my attention immediately. Others…I barely notice. The difference usually isn’t the size of the ad or how much money was spent. It’s whether the business thought about their customer before they designed it. Before you approve your next magazine ad, take five minutes and ask yourself these questions.

1. Why would someone stop and look at this?

Before anyone reads your headline…Before they notice your logo…Before they know what you do…They have to stop turning the page! Period. That’s the “made you look factor.”

Sometimes that’s a great photo or unexpected headline. Sometimes it’s simply different from everything around it. If your ad doesn’t grab attention, nothing else matters.

2. Are you talking about yourself or your customer?

This is probably the biggest mistake I see. Businesses love talking about themselves. I can tell you with 100% accuracy that nobody is waking up thinking: “I really hope I find a family-owned plumber today.”

“Family owned for 30 years.”
“Serving the New River Valley since 1994.”
“Locally owned.”

There’s nothing wrong with any of those things, but that’s usually not why someone hires you. People are asking themselves:

Can this business solve my problem?

Instead of leading with your history, lead with what life looks like after someone works with you. Show them the outcome.

3. Does your business look consistent everywhere?

Imagine someone notices your magazine ad. Next, they visit your website. Then they check your Facebook page. Then your LinkedIn profile. Does everything feel like the same business?
Make sure your brand is consistent. Use the same headshot, brand colors, and similar messaging.
People recognize faces. When they consistently see the same person, your business becomes familiar.
Familiar businesses earn trust.

4. Is this the right message for this time of year?

One of the easiest ways to improve an ad is simply making it timely. Don’t run the exact same advertisement every month. Think about what your customers are dealing with before they need you. A junk removal company might focus on post-holiday cleanouts in January. A landscaper may talk about outdoor projects before spring arrives. A real estate agent should start advertising before buying season begins. Meet your customers where they are.

5. Is your photo helping tell your story?

C’mon, you know people don’t read, so your photo is often the first introduction someone has to your business.

What does it say? Does it make you look approachable? Confident? Professional? Does it match the experience people will have when they work with you?

A great headshot isn’t just about looking nice. It’s another way to communicate who you are before anyone picks up the phone. The best ads aren’t the ones with the biggest budgets. They’re the ones that understand their audience.

Before you spend money on your next advertisement, ask yourself one simple question:

If I were my ideal customer, would this ad make me stop?

If the answer is no, change the ad before you spend another dollar.

I’m always happy to take a look at an ad before it goes to print. If you’d like another set of eyes, send it my way. I’ll give you one suggestion that I think would make it stronger.

FAQ:

Should I advertise in a local magazine?

Most magazine ads fail because they focus on the business instead of the customer. An effective ad quickly communicates how you solve a problem and gives readers a reason to take the next step.

Should I use professional photos in my advertising?

Yes. Consistent, professional photos help people recognize your business across your website, social media, and print advertising. They also help build trust before someone contacts you.

How often should I change my magazine ads?

Update your message throughout the year to match what your customers are thinking about each season. A fresh message usually performs better than running the same ad month after month.

Should my headshot match my website and social media?

Absolutely. Using the same headshot and branding photos across all of your marketing creates consistency and makes your business easier to recognize.

Is magazine advertising still worth it for local businesses?

Absolutely. I actually think local magazines have become more valuable because social media is so crowded. Every business is trying to get your attention online. One minute you’re watching a recipe, the next you’re looking at vacation photos, and then an ad pops up. A magazine is different. People slow down. They flip through the pages. They may leave it sitting on the kitchen counter or in the waiting room for weeks. The important part isn’t just buying the ad. It’s giving people a reason to stop and remember you.

What should I put in my magazine ad?

Here’s the question I would ask instead. Why would someone care? That sounds harsh, but it’s the question your customer is asking.
They don’t care that you’ve won awards. They don’t care that you’re family owned. They don’t care that you’ve been in business for 30 years. They care about themselves.

Can you solve their problem? Can you make their life easier? Can you save them time? Can you help them avoid making a mistake?
Answer that, and your ad becomes much more interesting.

How often should I change my magazine ad?

Whenever your customer’s needs change. I see businesses run the exact same ad month after month because it’s easy. But people don’t think about the same things all year long. What someone needs in January is different than what they’re thinking about in May. Even changing your headline or updating your photos can make your business feel current instead of forgotten.

What should I put in my magazine ad?

Photos of yourself, business, and employees.  If you’re a local business, people want to know who they’re going to be working with.

Use real photos – not stock photos or AI-generated images. YOU! If someone sees your face in a magazine, then later sees that same face on your website, Facebook page, or LinkedIn profile, something starts to happen. You become familiar. People recognize people. And in a local community, recognition goes a long way.

What makes an ad stand out?

A great photo gets someone’s attention, but a great message keeps it. Think about what your ideal customer is worried about before they ever call you. What question are they asking? What problem are they trying to solve? What are they nervous about? Now build your ad around that.

Don’t try to tell people everything your business does. Answer one question or solve one problem and give them one reason to call you. You have to make it about them because that’s what people remember.