REACHING OUT THROUGH LOCAL ADVERTISING

Presented by
The Bible Sabbath Association
802 N.W. 21st Ave.
Battleground, WA 98604

There are many ways to share the Gospel and the Sabbath truth with others. LOCAL NEWSPAPER ADVERTISING is one way that allows you to reach out to people in your immediate area, where you can eventually develop a personal relationship with them and be used of God in helping them grow spiritually. The information given below is designed to assist you in advertising The Bible Sabbath Association literature in your own area. When you advertise our material, such as our free tracts, please use our Order Codes.

Keep in mind that the most important factor in reaching out to people is the power of God’s Spirit. The best ads in the world are of no value without the drawing of the Holy Spirit; and God can use the poorest ads to capture the interest of a particular person whom He is calling. We should do our best with whatever resources God has given us; but we must pray that He will be with us in all our efforts -- and He will!

1) COLLECT INFORMATION

Contact your local newspapers and ask for their Rate Cards for

a) local display ads (specify local, because newspapers sometimes charge more to out-of-town advertisers) and for

b) classified ads.

Ask whether or not they give less expensive rates to non-profit organizations. With the information on the Rate Cards you can calculate the cost of ads and compare one paper with another.

2) WHAT NEWSPAPERS TO ADVERTISE IN

Generally, the best papers to advertise in are the major dailies. However, local weekly papers and shopper guides are often good -- and less expensive; so you might want to start with them. Local TV guides can also be effective.

3) WHAT ADS TO RUN

At the end of this article are sample classified ads. You can use this copy as it is or write your own ads. Classified ads are probably the best ones to begin with -- they can be run under the Personal heading.

NOW FOR ACTION

IT’S THAT SIMPLE!

SUGGESTIONS AND GUIDELINES FOR ADVERTISING

1) WHAT ADDRESS TO USE IN YOUR ADS

You can use your own local address and phone number in your ads. However, we found that when we advertised in our small community paper and included our phone number, we got a lot of calls from curious people who wanted to ask questions ("What are you?") but who wouldn't even give us their address so we could send them free literature. So, if you'd rather not have people calling you, give only your address.

Our experience also indicates that, especially in smaller towns and rural areas, people are reluctant to write to a local address (fear of someone knocking on their door). So you may want to use a non-local address. You are welcome to use BSA's address: Bible Sabbath Association, 802 N.W. 21st Ave. Battleground, WA 98604.

If you do use the BSA address, be sure to code the address (see next section). Let us know your code and what you are advertising, so we will be sure to be stocked with the appropriate literature.

Please use the Order Codes from the BSA Order Form. Otherwise, when people write in "Send us the material you advertised," we won't know what to send them.

If you use the BSA address,we will send out the literature requested, put the names and addresses in our prospect file, and then forward the letter to you -- so you will know what kind of response you are getting.

2) CODING YOUR ADDRESS

It's a good idea to put some type of code in your address so you can tell at a glance what ad a person is responding to. This is especially important if you are advertising in more than one newspaper at one time. For example, put a "P" after the box number (Box 45P) for ads in the Pennysaver. That way you get a letter addressed to Box 45P you know it's in response to your ads in the Pennysaver.

Here are examples of codes you can use in your ads:

Abbreviate your street name: Glnwd for Glenwood

Write your name differently: J. Smith, John Smith, or J.B. Smith, etc.

Put a letter after your street or box number: 13C Oak Street, or Box 45D

3) WHAT KIND OF RESPONSE TO EXPECT

With God all things are possible! We pray that every ad will be used of Him as He wants -- to reach one person or thousands! So far our experience is only with small display and classified ads. Responses come in trickles (one or two or three per week), not in floods.

4) HOW OFTEN TO RUN ADS

It's best to run ads for at least 3 months in the same newspaper, because many people will look at an ad a half-dozen times before they respond. We usually change the copy of the ad every month -- but leave the name and address the same to provide continuity week after week. Don't get discouraged if you don't get a response the first time you advertise. Pray about it! You're God’s servant! Talk to Him about it!

You can advertise one day a week (The Sunday paper is usually a good one); or, if your paper has a special 3 or 4 day rate, you can advertise on Friday, Saturday, and Sunday of every week. After a year or so of advertising in one paper, you may find responses diminishing. Perhaps it's time to switch from classified ads to display ads or vice versa -- or to "knock the dust off your feet" and go to another newspaper.

5) PAYING FOR ADS

At the present time BSA is not in a position to pay outright for ads in local areas. However, you may wish to give the BSA a USA tax deductible donation for advertising; in this case, the BSA will pay for the ad if you send us a bill or your receipt. Perhaps other brethren in your area might want to cooperate in running ads. A Bible Study group or congregation could do it as a project -- an advertising and prayer project.

6) HAVE LITERATURE ON HAND

Before you run an ad, be sure you have enough copies of the necessary literature on hand -- so you can mail them out immediately. If you plan to use the BSA address, make sure we have copies of the material you want to advertise. Use our order codes.

7) FOLLOWING UP ON RESPONSES TO ADS

It's important to follow up after you send people the material they request.

a) Pray for them -- pray that God will be with them as they read the literature -- that His Spirit will guide and lead them.

b) You can send us their names and addresses so we can mail them sample copies of other material from time to time and invite them to subscribe to The Sabbath Sentinel.

c) Eventually you may want to follow up personally with a letter or a phone call. This step is the most important in developing a personal relationship, but it must be handled very judiciously; people don't like to feel pushed. If you do decide to make direct contact, you can simply send a note or call them to make sure they received the literature. Chat with them. Be friendly and helpful; get to know them. Offer another article, if appropriate, but don't be a pest or an intruder. It is God who must draw them! It is His work, not yours!

If you have a local Bible Study or congregation, you could invite them to visit. However, it's probably best not to do this until after you have built up a personal relationship with them. Every situation is different -- so use wisdom and pray for God's guidance.

d) Share your advertising experiences with us so we can share them with others.

8) SAMPLE ADS

Here are sample ads. Use as is, change them, or make up your own.

SUGGESTED COPY FOR ADS ABOUT THE SABBATH

GOT IDEAS OF YOUR OWN? WHY NOT SHARE THEM WITH US!

E-mail suggestions to: biblesabbath@comcast.net.