By Charity Bishop, Editor
In Elbert County, we do things a little differently…and that’s what people love about it.
That means your advertising needs to be a little different, too.
Whether you’re running a feed store, shoeing horses, doing nails, bringing the unique designs of Colorado artists to your local boutique, or selling brand-name tractors… your business matters. If you’ve paged through our publication, you may have noticed what ads grabbed your attention the most. Some do it with a catchy headline. Others with a picture. Some include a great deal.
Your ad should linger in a reader’s mind like the scent of pine after one of our Colorado rain showers.
So, how do you create a print ad that people really read… and remember?
- Get to the point and think about how you can improve our reader’s life
- Present clear information so they are sure of what services you provide
- Give them a reason to call or e-mail you or stop in this month
We had advertisers in the past who were vague in their ad, and were upset because no one called them. No one knew what they did, what services they offered, or when their hours were. (Is this business a plumber? Do they haul away dead things or just trash? Do they rent out that equipment or not? Which days of the week are they open?) Worse, sometimes people called and got an answering machine or voice mail that did not inform them of the business name or person’s name, and hung up. Or they never were called back, so that person or business lost a potential sale.
Think about what information is most important and prioritize it.
This is:
- Your Name and Phone Number
- What Services You Provide
- What Incentives People Have to Call You
- Where They Can Find Out More
Know Who You’re Talking To
Get an idea of who your audience is and think about whether they need what you have to offer. Here are the demographics you need, from the Census Bureau of Colorado as of July 2024.
Elbert County Population: 29, 382
It is 48% female, and 19.8% over age 65. 93% white. There are almost 3,000 Veterans. 94% own their own home. Between one and three people live in each household. They earn between 57k and 130k a year. And there are 800 businesses in the area.
Our readers are ranchers and farmers, families with pets, retired couples, and people who want to live a country-flavored life. Many of them moved here from Aurora, Parker, or Denver to get away from the city. They believe in community and value quality. From the fact that they read our paper, you know they like family-friendly entertainment, nostalgia, and home-grown values.
And they are looking for businesses they can trust. Business owners who answer their phone and greet them with a smile. Speak to them like you would around a summer auction: honest, warm, neighborly.
Use a Strong Headline
Your headline is the front porch of your ad. You have one chance to grab their attention, and if the headline feels inviting, people will climb the steps.
Good headlines are short, clear, and relevant. Bonus points if they tug on the reader’s heart a little.
Examples:
- [Photo of a friendly dog] “He’s Your Four-Legged Best Friend! Let us at the vet clinic keep him healthy!
- “Good Fences Make Good Neighbors. Let me do the work for you!”
- “Western Wear for Folks Who Actually Live Here”
- “From Our Farm to Your Table — Beef You Can Trust”
Include a Clear Call to Action
You want a reader to feel compelled to act on the information you give them. They need to cut out your coupon! Schedule a dental cleaning! Pick up the phone and ask about ATVs! Get their oil changed!
You’ve warmed them up. Now tell them what to do next.
Should they:
- Visit your website?
- Stop by your shop?
- Call to schedule?
- Find you at the fair?
Make the next step easy and make sure your contact info is visible and correct.
If you’re online, use a short, clean URL or QR code.
If you’re in town, mention nearby landmarks (“next to the feed store” goes a long way).
Repeat to Be Remembered
We all know the more times we see or hear something, the more it sticks in our brain.
One ad is good. But a few ads over time? That’s how readers feel like they know you. They get to trust someone who doesn’t disappear after one ad. Trust and familiarity are everything in small communities. Even if a reader doesn’t need what you’re offering today, seeing your ad regularly plants a seed for tomorrow.
The businesses that advertise consistently are the ones our readers remember when they’re ready to buy.
Final Thought: Your Ad Is a Handshake
Advertising in a local, western-flavored paper like ours isn’t about big marketing campaigns. It’s about connection. Your ad is a handshake. A smile across the counter. A nod that says, “I’m here if you need me.”
If you keep it simple and honest, you’ll find your neighbors read your ad. And they remember it.
