A Free subscribed Discussion List
                            of 1925 subscribers
                   on web marketing and promotion
                       Bogdan Fiedur,  Publisher
                          Vol. 1, #40, October 31, 1998


Topics in this issue:

        1. Sponsor Message
        2. Word from publisher
        2. Impression Winner
        4.  14 Laws Of Banner Advertising!
                    Guest Article by Michael T. Glaspie
        5. Adland Tip

================Sponsor Message  (1) ========================

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============Word from publisher (2)=============

I want to let you know that Adland will get faster
network in coming days. This upgrade might cause
some interruption to our service. We apologize for
that and thank you for your understanding.

============Impression Winner  (3)  ==============


This week's winner of 1000 impressions at Adland Classifieds is
Doug Williams  with web site "WOLF RUN - Free Resources for YOU!" at
To be eligible for the draw you have to link to Adland using custom link.
When you win, your ad will be displayed on top of Adland pages till your
1000 impressions is used.

==================Guest Article  (4) ===================

Subject: 14 Laws Of Banner Advertising!
>From   Michael T. Glaspie

Banner advertising unquestionably has become the industry's most reliable,
predicatable, and measurable method for attracting new visitors. With 60-70%
online ad expenditures being allocated to banner advertisements, there is
little room for question as to the effectiveness of a well managed banner ad
campaign. I have therefore assembled for your review the 14 principles of
successful banner advertising.

You are encouraged to incorporate these concepts into your online marketing
strategies, to not only boost traffic to your site, but to leverage it as

1. Join two, three, or four quality exchange organizations. A typical
exchange organization will offer you usually one-half to .7 or .8 credits,
each time you host another member's banner at your site, and a full credit
will earn you the displaying of your banner on another exchange members

Some exchanges offer multiple page coding so you may host members banners on
numerous pages throughout your site. Thus membership in multiple exchange
organizations allows you to leverage visitors not only as a result of each
unique visitor producing multiple credits for you, but also as a result of
visitors who go beyond your home page, explore your web site, and earn you
additional exchange credits through the impressions they are exposed to on
any or all of the pages you host banners on. It's highly possible to earn,
with a ten page web site, and a visitor who sees all ten pages, ten or more
credits, meaning impressions due you just for belonging to two exchanges.
Now that's leverage.

My personal favorites are,, and my
number one favorite The co-op offers a full one to one
exchange plus a unique program paying cash for click throughs. And you can
exclude specific catagories of competitors banners appearing on your pages.

2. When dealing with seconds, and sometimes fractions of a second, to grab
the attention of the viewer, it's vital that your ad screams LOOK AT ME NOW.
You accomplish this goal primarily through and in this order, your copy,
color, graphics. Therefore spend as much time on the five to ten words that
little box has space enough for as you did practicing to ask for that first

3. Bright colors almost always out perform the reds and the blacks which are
less effective. Use yellow, orange, blue and green.

4. Animated banners have multiple advantages over static or single screen
banners. Use them to layer in additional copy. A three screen animated
banner easily provides enough room for five to seven words per screen. Just
make certain the copy that you choose for the first screen is compelling and
attention getting. Focus on your web site's premium benefit. Why do people
visit your site? What's in it for them? Build your headline, ie: the first
screen, or your static banner, based upon your single most prominent,
compelling benefit.

5. Banner size, should be maintained at 3-5K which is ideal if you can
accomplish your copy and creative objectives. If not, up to 7 is OK. Never
more than 10 as it takes much longer to load and you run the risk of the
visitor not seeing your banner at all.

6. I can't stress this enough. There is no reason not to brand every banner
you ever create. Branding your banner can be accomplished by doing nothing
more that placing your product or company logo on one of the screens in the
animation process, or simply giving the name of your company, or domain
name, or a picture of your product. With average click through responses in
the 1-2% range, why waste 98% of the impressions by not telling the viewer
who you are or what your product is? Off line advertisers have known for
decades the power of branding, and with properly designed banners you can
accomplish both direct response advertising and branding simultaneously.
With branding you can get your name, your product name, continually in front
of your prospects, even if they don't "click" on.

7. Don't get hung up on hosting banners on your site for fear that you'll
lose a visitor. Listen, they're going to leave anyways. If they're
interested in your site they'll stick with it until their interest is
totally satisfied. If not, you're going to lose them in any event, so you
may as well get some mileage out of those visits.

8. Do not try to qualify your visitor. In other words, let the site do the
qualifying and selling job for you. After all the name of the game is to get
each and every unique new visitor to your site as possible, thus leveraging
credits due you should you belong to a banner exchange.

9. When building your five to ten word static banner, or five to seven words
first screen animated banner copy, rely on these themes. Fear, curiosity,
humor, the big promise. Example, Warning, you must see this before you
purchase xxx; never worry about losing xxx again, learn the secrets of
cashing in on xxx, do you know how to xxx? As an aside, a warning banner is
an enormously powerful approach. Many off line yellow pages publishers will
not even allow them because the other advertisers complain about the unfair
advantage such an ad delivers. Try one.

10. The number one drawing card in banner advertising is the use of the word
FREE. Put your creative talents to task here. Write a free report that
solves a problem, and post it at your site. Offer a free drawing, free
subscription to a e-zine. Free advertising, free trial offer, free download
for software, etc., etc.

11. Never assume your viewer knows what to do next. Always, in one or more
places, insert the words click here, or, click here now, or show a drop down
box with a click arrow prominently displayed.

12. When appropriate to your marketing campaign, buy click throughs and not
impressions. With click through purchases you can lock in on the cost of
each unique new visitor. Purchasing click throughs helps to eliminate
concern over rigorous and ongoing testing and new banner design and creation
concerns, as well as the arduous task of ongoing meaning daily, monitoring
of each of your banner's effectiveness. When purchasing click throughs and
paying only for those new visitors, all of those issues become someone
else's problem. Web Promote offers an excellent click through program as
does the bannerco-op

13. Targeting. If you are a niche market advertiser, or a local or regional
advertiser, targeting is vital to the success of your banner campaign.
You'll want to very carefully select sites or work with an ad agency that
offers the opportunity to reach those prospects who are the most likely to
be interested in your product or service. On the surface, purchasing
targeted impressions is more costly, however, it represents the best way to
reach your audience. If you're selling automobiles in southeast Florida, it
makes no sense to place your banner into a national network where only a
fraction of the audience would have any interest. Instead you'll want to
target web sites serving the community you service, including Chamber of
Commerces, newspapers, radio stations, television stations, and other local
and regional businesses serving the same geography.

14. Test, test, and test some more. Once you've got the perfect banner
working, design another one because sooner or later even the best banner
runs out of steam. It's generally accepted that after a prospect sees a
banner for the third or fourth time, the likelihood of a click through
plummets. When testing, always test the next new design on the same site or
on the same network, so you are indeed comparing apples to apples. Testing
is a continual ongoing, dynamic process. Review your stat pages on a daily
basis and be prepared to act quickly when results begin to lag. Remember the
three most critical elements of your banner. First the copy, next the color,
and next the graphics. Once a successful banner has been created, tweaking
and modifying these elements can keep it alive and producing strong
click-throughs for many months.

Good Luck!

Article by Michael T. Glaspie, "How To Sell
Anything To Anyone, Anytime" If you have any questions about
this article feel free to email Michael.

======================ADLAND TIP (5) ====================

                    To get most of your listing at Adland, create custom
                    link and reciprocate to us. We will track all the
                    activities coming from this link and for each visit
                    through it, your ad will be displayed on the top of
                    Adland pages   according to these rules.

                    1. Once for each new visitor from your link
                    2. Five times for each new ad through your link
                    5. Fifty times when new link will be created to Adland
                        as a result of clicking on your link.
                    You can get custom link after submission of your ad and
                    choosing one of the options.

======================ADLAND TIP=======================

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