A Free subscribed Discussion List
                   on web marketing and promotion
                       Bogdan Fiedur,  Publisher
                          Vol. 1, #37, October 22, 1998


Topics in this issue:

        1. Sponsor Message
        2. Word from publisher
        3. Links to sites with affordable advertising
                    Guest Article by Jim Foreman

================Sponsor Message=========

Sponsor: Make a visit and  patronize Icemall.

Advertise Your Business Everywhere!
Mailorder publications, magazines, Internet malls
and magazines, card decks and mailing lists.
Cost effective advertising solutions for all businesses.
Visit Icemall's Advertising Center Today!

============Word from publisher=============

Seems like there are some topics which are of interest
for many subscribers to this list.
I received various posts with  pointers regarding affordable and
working advertising.
Below you will find  compiled list of sites which were sent to Adland
digest after recent request for such.
I haven't  checked  these links, so let us know how good thy were.

Don't be shy if you know about places for affordable advertising,
which you would  like to recommend to others (1800+),  replay to this
message and your pointers (if valid) will be included in next digest.
There was a question,  how to post to the list.
Info at the bottom of the message.
Also more info at
For all those who send spam to the list in the hope that this will
reach all subscribers, please note:
This type of messages won't make to the list.
You have to rather provide some useful information .
Adland Digest is discussion list and self-promotion is not allowed.
Use your signature to provide info about your business , of course short
form of it.
Or if you are interested  we will send your sponsor message   four times for

=============List of places for affordable advertising===========
Dan Adams

Many FREE good search engine submitters.  Check out the
FREE webmasters source page at:


Mike or Debbie Ducker

For the link to Ducker Signs plus Classifieds and many
other free classified links visit:

The eXposure Program by WWWebList.Com. Increase traffic
to your site with this easy to use program!

New! Web Promote's FREE Submit! - Submit your site to nine
popular search engines! Click on Free Tools.

Get 100 Targeted E-mails Sent FREE! Sending targeted email
is the most effective way to advertise your goods or service.

My Free Links Page - Give away FFA Links site with your link
on it to others who give it away and so on.  Tons of hits to
your URL!

Free Banner Exchanges and Reciprocal Banner Exchange Links

For all of the above links and tons more of unique and free
advertising ideas visit:

Sincerely, Ducker Signs plus

FREE marketing tips and info on our Home Study Course.

FREE Business Opportunities:

Winnie Rucker

Online Classified Club..

Take a tour and you will see all of the resources that this has to offer at
very, very reasonable price.  I'm am a reseller of this program and I do use
it often.  Answers are always answered quickly.....please let me know what

Also for  site promotion I am currently using LinkOpp Banner Exchange..a
banner exchange program that I feel will only get better....the banner
advertises your site and promotes itself at the same time.  Take the tour.
This one you can try FREE for the first 30 days, so you can get started to
promote and if you don't like it..oh, well.  But think of all you could
accomplish in the Free 30 trial period.
Let me know what you think.

Ray Seabrook

FREE ADS on the TOP 100 Classified sites
It'll take 5 to 10 SECONDS$/?

Daniel Moe

Hundreds of FREE Classified sites  and  more than 1000 FREE for
all links sites.

Elaine Kneeland

Over 7168 Sites To Place Your FREE Ad!

==============Guest Article ================

Jim Foreman


As a popular Web classifieds publisher I see over two thousand ad
submissions daily. The two most repeated mistakes writers make to
compromise their ad's effectiveness are:
1) failure to qualify the audience and/or
2) not following proven ad writing basics

I believe we can morph the solution to both mistakes into this
one article.

To design an awesome ad follow these four essential AIDA basics:

  (A)ttention - (I)nterest - (D)esire - (A)ction

If your ad doesn't contain all of these, it is not an Awesome Ad.


(a) Know Your Audience.

You must first capture your readers' attention. Picture the
reader flipping through sections of classifieds containing
hundreds of ads, of which your ad is just another ride in the
park. The ad that attracts the reader's gaze has a title that may
look exciting or even simply comfortable but, most certainly, the
ad speaks to them personally.

A sky divers club visiting Disneyland will likely seek rides for
their thrill value, while a group of senior citizens may prefer
the comfort of a safari monorail trip through the animal park.
Title appeal is different to different people for different
reasons at different times in their different lives.

Before deciding where to advertise first decide who is your
target audience. Ignoring category demographics is like trying to
"sell air conditioners to Eskimos." It just doesn't generate
enough heat to warm up the prospect to your product or service.

(b) Position Your Ad for Success.

Don't expect readers to come to your ad, take your ad to the
people. If Mohammed can't go to the mountain, bring the mountain
to Mohammed. Take the necessary time to place your ad in the most
appropriate section(s) of the classifieds.

Now that your ad is in the ball park, through proper placement,
there must be something in the title of your ad to stop the
reader from scanning long enough for them to focus on your ad.

(c) Animate Your Ad

Animated banners out perform by 5:1 non-animated banners. Why?
Because, it's inbred through genetics to focus on movement for
primal reasons. Movement in the primeval forest usually meant
either food or danger, and caused us (man the hunter) like other
animals, to freeze and gaze intently.

Today's humans are very much like our ancestors. We utilize our
inherent tendencies when moving through a forest of ads. Action
words command our attention. This knowledge helps advertisers
animate even non-graphic ads for greater "eye catching" appeal.

Consider these two ad titles:

1) "URL Broadcasting can Skyrocket Your Profit" or
2) "Use Submission Software for Improved Sales".

Both titles contain 6 words, 42 characters, and advertise
submission software. But, do both command equal attention? Notice
that one ad contains verbs and the other doesn't. Verbs show

Spend a goodly portion of your time, as I have here, on your ad
title or the reading process may end rather than start here. To
generate attention, consider the flash value of the words in your
ad's title. An awesome ad must cause the reader to stop and to
investigate your product.


The body of your ad must have cognitive appeal. It must make
enough good sense, to be worthy of a visit to your site, an email
info request, or just to continue reading the ad. Use the body's
description of your ad to state the benefits or features your
product holds in store for the reader.

Develop a mental picture of the customers who frequent the
particular classified section where you place your ad. What are
their demographics. What kinds of jobs do they have, cars do they
drive, are they young, old, single, married? The clearer and more
real your mental picture of your audience, the better you can
match the features and benefits of your product to their

There are general and specific reader interests. We all want to
make a smart buy of a dependable product that is productive for
our purposes. But, the web business man or woman will be
especially interested in buying a proven product that maximizes
their exposure to new clients and helps to close the sale.

Always look for the unique features of your product that is not
being offered by your competitors. This is your market niche.

After making logical sense to the reader, you will then need to
turn interest into a personal desire for your product.


Interest alone is not enough. The awesome ad stimulates the
reader toward desire. While interest can generally be obtained by
highlighting the practical properties of your product, your words
will need to stroke more basic buyer erogenous zones in order to
produce desire.

Is there something here that makes the reader feel good, excited,
confident, secure, hopeful or powerful? Think about other
emotions that your product or service might evoke. Does your
product appeal to a particular sense? Can the reader taste, hear,
smell, see, or feel your product? You need to convey the
emotional appeal of your product to the reader.

All, and let me emphasize, ALL human actions result from our
desire to either experience pleasure or to avoid pain. Desire
(for your offering) is created when your reader experiences
either; an anticipation of pleasure or expectation of avoiding
pain or problems from the use or purchase of your product. The
influence that this physiological and psychological fact has on
prospect purchases can not be overly stated.

Contrary to popular belief, we don't really desire money. We may
desire the pleasure we believe money can bring. We may desire to
not experience the pain that might result from not having money.
The word money only triggers the feelings and desires within us
which we seek, whether they be happy, secure, or powerful
desires, based upon our personal value system and past

It is the feelings that are attached to the words of our ads that
give them power. Surviving is the sole goal of every living cell
in every living thing that exists everywhere in the world. Primal
concerns are satisfied first. The more primal the feelings
attached to the words in your ad, the greater their power.

Everyone has experienced the power of impulse buying. Have you
been grocery shopping while hungry? Well, if you have, then you
were primed for food purchases. Did you make a new product buy
because the food looked tasty? Did you purchase something on
crave value rather than food value, or maybe spend more money
than you intended?

Well guess what! It is more than a little likely that your
product will be purchased on impulse. If your reader is not
presently in primal state you've got to get them there. It is the
job of your advertising to both create and satisfy the reader's

There are always good, better and best words. The right word(s)
for creating product desire are the ones that elicit biological
emotional responses in the reader. Emotional responses bypass the
cognitive process and cause us to experience rather than merely
read words.


If your reader does not take action, there is no sale. How do you
get your reader to act? Believe it or not, it's easy.Just use a

If your ad simply says: "call this number now", "email me for
details", "go to our web site" etc. Why would you create feelings
in a prospect without telling them what to do with those
feelings? Yet ironically, not asking for the sale is the single
most repeated mistake that stops reader desire from leading to
reader action.

Psychologists tell us that when given a directive (unless
obviously harmful) our first instinct is to comply. If you are at
work, you can turn to the person in the seat next to you, and in
a slightly commanding voice say, "give me your pen for a minute"
chances are they will, and usually, without question, for no
other reason than you told them to do so.

If the first three ingredients (attention, interest, and desire)
have been well done, and the reader is a qualified customer, they
will more than likely take the action you direct them to take.

Develop your web ad with the above thoughts in mind. Check your
ad to see that the four AIDA basics have been met. Now you have
an awesome web classified ad that will outpull, by many times,
the thoughtless ads of your competition. That's the bottom line.

Jim Foreman, president of NetSeek World Presence and creator of
DialUp Profits Websites
Visit their web site at:
They can provide you with free local dialup connections
throughout the U.S. & Canada.

Let's hear from you......

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