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Ad Space
© 2003
by Bob Osgoodby
Ad space in an ezine or on a web site, is just that -
space, and the web has no magical powers. If you write a bad
ad, you will not get responses. The same ad in a print
publication, such as a newspaper or magazine, would yield
the same results. You can't blame the space provider, if
your ad doesn't produce.
Many people have fantastic results with this type of
advertising, and they all have a few things in common. They
are selling a quality product or service at a reasonable
price, and have taken the time to develop a good ad. They
also realize that the only purpose of the ad is to get
someone to request more information.
They all have a web site that gives complete details, and
where they make the actual sale.
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Just having a quality product or program at a reasonable
price is not the only thing you need. You must advertise it
in an intelligent manner. The ad you place is referred to as
the "tease". If this is done properly, it gets you
to the next step in the sales process, and that is the
"education" stage. People want information about
the product or service they are about to buy.
When people get to your web site, or ask for further
information, it is because they are interested. This is the
case where "more is better". The more information
you can give them, the greater the chances you have of
making a sale.
A very common mistake is to confuse the "tease"
with the "education stage". If the web site
gives little or no information, it is in effect just another
"tease". You can't expect people to buy if you do
this. You must provide solid information on how they will
benefit from your offer. Others mix up the
"education" stage with the "tease", and
try to give too much information in their ad. Neither
approach will produce good
results.
The final stage in this process is referred to as the
"close". This is where you give the person a
reason for becoming your customer. This can take various
forms, but every good ad campaign has one.
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All of these elements from the "tease" to the
"close" must be in place if you hope to be
successful in your internet marketing. Miss anyone one of
them and you will join the ranks of the "also rans".
If your ad doesn't produce, examine each of the three stages
to see if it would get you to buy. Have a disinterested
person look at your sales effort. Sometimes you might get so
close to the process, you can't honestly evaluate what
you're trying to accomplish.
You must of course get ad space that is reasonably targeted
to your potential market. The ad for your product or service
should appear in places that your target market will likely
visit. Don't forget that it might take 5 to 7 exposures to
your ad before someone bites. Don't be discouraged if
immediate results are not forthcoming.
Above all, don't blame the space provider - that is simply a
copout. They did their part by making the space
available and disseminating it to their subscribers - did
you do yours?
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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 thru Friday. Instructions on how to place your ad are
in the Newsletter. Subscribe at: http://adv-marketing.com/business/subscribe2.htm
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