10/11/2026
A quick thought about print advertising and something every small business owner should understand:
Sometimes an ad generates a phone call right away. Sometimes it doesn’t.
That doesn’t necessarily mean the advertising didn’t work.
Think about how you make your own buying decisions. You might see a business on a postcard today, notice their name in a local Facebook group next week, see someone recommend them a month later, and finally call them when you actually need their service.
Which one of those things “worked”?
Probably all of them.
Advertising builds recognition, familiarity, and credibility. When someone repeatedly sees your business in their mailbox, online, in community groups, at local events, and being mentioned by other people, your business begins to feel established and legitimate.
That’s why I don’t believe small businesses should rely on one form of advertising.
Combine print advertising with the free and low-cost opportunities available to you. Post consistently in local Facebook groups. Keep your Google Business Profile updated. Ask happy customers for reviews. Participate in community events. Network. Share useful information. Respond when someone asks for a recommendation.
And keep showing up.
Not every person who sees your ad needs what you offer today. The goal is for them to remember your name when they do.
Good marketing isn't always one ad = one phone call.
Often, it's several small points of contact that eventually create one customer.
