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Improve Your
Ads
© 2004 By Bob
Osgoodby
Trying to sell your product or
service online differs from all
other forms of advertising, and very few people
seem to realize
that this is completely different from all other
traditional
forms of advertising. Print media allows the use
of attention
getting graphics. Radio allows music or jingles,
which many
people find annoying on a web site, and of
course TV provides
both visual as well as auditory stimuli.
Now a Web Page can also do this, but you have to
get people there
to see and/or hear your message. Spending a lot
of money for a
Web Page that no-one sees is like putting a note
in a bottle and
tossing it into the Ocean. Sure you may get an
occasional person
who finds it, but you are not accomplishing your
purpose.
You of course can send out your email as an HTML
document that
looks like a web page. The spammers do it this
way, and many
people automatically delete any email that looks
like this. Face
it - most people communicate in text, and when
something flashes
out of your inbox with graphics and huge
headlines, you know it's
not from Aunt Tillie.
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Candee Lynn Wilson
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Member since 2/9/2004 |
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The bottom line on any advertising campaign
is to design your ad
so that it gets attention. Classified Ads in the Newspaper
are a
good place to start in designing your online ad. In order to
do
this, you will have to examine the classifieds for a few
days.
Which ones run day after day and are really commercial in
nature.
They all have something in common, and after awhile you can
get
to spot them.
OK - with that behind us, we have to get our message across
with
words - and only words. All "great" ads have three things
which
make them work. The first is an "attention getter", the
second is
the "tease" and the third is the "call for action".
A great ad will first get someone's attention. If it doesn't
do
this, you are wasting your time and advertising dollars. An
"attention getter" is basically the title of your ad - you
must
use powerful words here - FREE GIFT, EARN WHILE YOU SLEEP, I
WAS
REALLY STUPID etc. are just a few examples. Don't forget
that
FREE is one of the most powerful of these words. Titles that
promise BIG EARNINGS or $$$$ EARN THOUSANDS $$$$ have become
passe, and should probably be avoided.
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
Next we have the "Tease" - your purpose here is not to sell them
something immediately. If we were selling a used refrigerator, we
might say something about it to get them to call. Our purpose
here is to get them to contact us for further information. You
give them enough information to pique their curiosity. Don't try
to sell them here - you simply don't have enough space to present
your offer properly - in fact you could turn off a prospect if
done improperly.
Third, we have the "Call to Action" - this is what you want them
to do. Online, we only have a few options, but they are very
powerful. E-mail to you is one and a visit to your Web Site is
another. If you have an 800 number, that could be included,
however you will get a lot of "tire kickers" who may not be
serious.
Now how do I know I have a "great" ad? That's easy - you get
responses. Does that mean sales - no. It means responses. The
sales part is a whole different animal.
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
Remember that it takes at least 5 to 7 exposures, on the
average
in traditional advertising, to get a customer to "walk
through
your door". Advertising online is the same. You cannot
expect
your ads to generate leads if they are only done once or
twice,
or by using a shotgun approach. Consistency here is the key.
Keep
your offer in front of your prospects on a regular basis.
Don't be afraid to experiment with your ad copy. Keep a
notebook
which has copies of your ads with one per page. When you get
a
response, make a note there and include their E-mail
address.
Rotate your ads on a fairly regular basis to ensure they are
all
getting a fair chance. After awhile, you will see which ads
are
generating the most responses. Discard those that are not,
and
concentrate on improving those that are.
ABOUT THE AUTHOR:
Did you know that subscribers to Bob Osgoodby's
Free Ezine the
"Tip of the Day" get a Free Ad for their
Business at his Web
Site? Great Business and Computer Tips – Monday.
Wednesday. and
Friday. Instructions on how to place an ad are
in the Newsletter.
Subscribe at:
http://adv-marketing.com/business/subscribe2.htm |
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