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Atricle Dump - 8 Ways To Make Your Ads More Effective
When I met my husband Blair Osborn in 1975, I had no idea that our chance encounter would fuel a 30-year partnership in life and business.As marriage and business partners, we understand that stress, aches, pains, and other consequences of busy lives give us all pause to seek more relaxation and rejuvenation in our lives. Making time for both is essential for us and the customers we are committed to serve.Through countless ups and downs over the years, there are several skills vital to the smooth functioning of any partnership. In no other endeavor is it more important to understand and master these skills than in a business relationship with your spouse. To follow are our hard won lessons that will serve others seeking to get into business with a marriage partner without sinking either the marriage or the business in the process.Commitment is the cornerstone. When Blair and I started our business, most people thought we were crazy. Still, we remained committed to our mission and vowed to stay with it. We quickly discovered that running a business required
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they had
If you have been in a job-search for very long at all, you have most likely read that employers do not read resumes, they scan them. Do you think a 30-second scan is ridiculous? When you consider how important filling a vacant position must be to an employer, that isn’t a very long amount of time, is it? Why wouldn’t an employer want to read EVERY resume to make sure they were hiring the right person for the job? Surely there is no way to properly get a feel for someone in 30 seconds. Well, think about it from a hiring manager’s point of view. The day starts at 7:00am with a bang – the phone rings, there are email messages to answer and a meeting with marketing at 8:00am to go over the recently vacated Brand Manager’s position. From there, a round of interviews for an opening in the executive suite for an Administrative Assistant have to be performed with little or no time to review the resumes prior to interviewing each candidate. Next thing you know, it is lunch time, but hey, there is no time for that
These are the 8 important lessons I've learned regarding Ezine Advertising and Marketing Success:
A common mistake many advertisers make is to attempt to do too much, or rather sell too much, in one ad. Sure you have lots of great products but you can't sell them all in a few lines-at least not individually. Instead focus on the benefit your customer can achieve from all your products and promote that! People are much more likely to click on a link that BENEFITS them than a link that promises to sell them something.
For example, "Help your child reach their maximum potential" instead of "Try our many reading, writing, math, shapes and colors programs"
More importantly, tell the customer "what your product or service is going to do for him."
It is important that you identify your Unique Selling Proposition before you begin your advertising program. This will determine which Ezines (or markets) you target as well as what you should include in your ad copy. Who will be interested in your product and why? What benefits does your product offer them?
Don't go for the sale in your ad! You are at a disadvantage because you can't list all your products' wonderful benefits in the space allowed. Also, there is only a small percentage of any Ezine audience that is ready to buy your product at the exact moment they view your ad. Yes, maybe they should be, but most people today live in the moment and if this isn't the time they want to buy then they aren't going to buy, end of story.
But it doesn't have to be the end of the story. If you go for the soft sell approach your target consumer is much more likely to click on your link and then you've got the chance to go for the hard sell-again and again!
Here's an example. I'm selling a product called the Preschool Prep Power Pack. It's an educational CD for preschoolers. Now I could go for the hard sell in my promotion and I would make some sales but a lot of people who really might be interested won't even look at my site and product. However, I've chose to go the soft sell approach. Instead of selling my product in my ads, my ads offer two FREE items. I offer a free newsletter (Preschoolers Learn More) offering tips about preparing preschoolers for kindergarten. This is my target market for my product. The folks who subscribe also receive a free ABC-123 coloring book. Why wouldn't the parent of a preschooler subscribe, right?
But what's in it for me as a business person? A lot! Think about it. I now have the freely offered contact information for my target market. Now I can regularly email them information about my product. I'm confident they will buy eventually because my product provides a solution to something that concerns them-or they wouldn't have subscribed in the first place!
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they hadn
Businesses that fail, often forget to seek out the customer perspective. I have talked to some folks at businesses that were less than succesful, and when asked if they actively seek out customer comments, the answer invariably is no. Why don't they do that? Why not get the customer perspective?Oftentimes, the company is overconfident, and thinks they know what customers want. This myth, because that's what it is, can be upheld as long as the customer is not involved. However, the customer has a strong vote in the buying process, and in the end it will become crystal clear how the customer feels! At that point, of course, it's too late to do anything about it.Another reason for not asking the customer is fear. From the customer perspective you might not be doing so well as you thought you were. For insecure persons that may come as a blow! In order to protect themselves, some folks just don't want to hear it and simply don't ask. On the other hand, they could be missing out on a whole lot of uplifting comments.Get real! Would you rather get the customer's votes
For example, "Help your child reach their maximum potential" instead of "Try our many reading, writing, math, shapes and colors programs"
More importantly, tell the customer "what your product or service is going to do for him."
It is important that you identify your Unique Selling Proposition before you begin your advertising program. This will determine which Ezines (or markets) you target as well as what you should include in your ad copy. Who will be interested in your product and why? What benefits does your product offer them?
Don't go for the sale in your ad! You are at a disadvantage because you can't list all your products' wonderful benefits in the space allowed. Also, there is only a small percentage of any Ezine audience that is ready to buy your product at the exact moment they view your ad. Yes, maybe they should be, but most people today live in the moment and if this isn't the time they want to buy then they aren't going to buy, end of story.
But it doesn't have to be the end of the story. If you go for the soft sell approach your target consumer is much more likely to click on your link and then you've got the chance to go for the hard sell-again and again!
Here's an example. I'm selling a product called the Preschool Prep Power Pack. It's an educational CD for preschoolers. Now I could go for the hard sell in my promotion and I would make some sales but a lot of people who really might be interested won't even look at my site and product. However, I've chose to go the soft sell approach. Instead of selling my product in my ads, my ads offer two FREE items. I offer a free newsletter (Preschoolers Learn More) offering tips about preparing preschoolers for kindergarten. This is my target market for my product. The folks who subscribe also receive a free ABC-123 coloring book. Why wouldn't the parent of a preschooler subscribe, right?
But what's in it for me as a business person? A lot! Think about it. I now have the freely offered contact information for my target market. Now I can regularly email them information about my product. I'm confident they will buy eventually because my product provides a solution to something that concerns them-or they wouldn't have subscribed in the first place!
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they had
A plethora of websites exists to register a domain name. Google 'register domain names' and have a fun-filled time comparing prices. Though price is definitely a consideration when choosing a domain name registrar, it is also important to find a registrar who offers private domain name registration.Registering a domain name requires that the name, address, email address and telephone number of the owner be provided. For an individual this will be their home address information. A company will provide their main business address. Once this information is provided, it is accessible by anyone doing a WHOIS search.PROTECT YOURSELF!Register privately. Private registration usually costs another $8 to $9 dollars on top of the cost of a regular registration. A normal registration at some registrars can cost $15-$20. However, finding a registrar where the regular fee is less then $8 is relatively simple. Adding a private registration will make the total cost back in the $15-$16 range. You might as well get the most bang for your buck if you are going to shell out $
Don't go for the sale in your ad! You are at a disadvantage because you can't list all your products' wonderful benefits in the space allowed. Also, there is only a small percentage of any Ezine audience that is ready to buy your product at the exact moment they view your ad. Yes, maybe they should be, but most people today live in the moment and if this isn't the time they want to buy then they aren't going to buy, end of story.
But it doesn't have to be the end of the story. If you go for the soft sell approach your target consumer is much more likely to click on your link and then you've got the chance to go for the hard sell-again and again!
Here's an example. I'm selling a product called the Preschool Prep Power Pack. It's an educational CD for preschoolers. Now I could go for the hard sell in my promotion and I would make some sales but a lot of people who really might be interested won't even look at my site and product. However, I've chose to go the soft sell approach. Instead of selling my product in my ads, my ads offer two FREE items. I offer a free newsletter (Preschoolers Learn More) offering tips about preparing preschoolers for kindergarten. This is my target market for my product. The folks who subscribe also receive a free ABC-123 coloring book. Why wouldn't the parent of a preschooler subscribe, right?
But what's in it for me as a business person? A lot! Think about it. I now have the freely offered contact information for my target market. Now I can regularly email them information about my product. I'm confident they will buy eventually because my product provides a solution to something that concerns them-or they wouldn't have subscribed in the first place!
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they had
Imagine if someone wanted to sabotage your business - put yourself in their shoes. How would they do it? What are the weak spots they would target? You may find such an exercise a bit creepy but it might offer some interesting perspectives on your business continuity planning, your plans for dealing with emergencies.It is often difficult to step back from the day to day running of the business and take an overview of potential risks and threats. Business continuity planning offers particular challenges because our natural reaction is to think things through logically, whereas disruptions such as fires or equipment failure usually trigger a chain of totally unexpected consequences.So try to look at things from different angles and spot the connections and vulnerabilities. Think like a saboteur. In the first glance they perform the risk assessment – how is this business vulnerable? In the second glance is the business impact analysis – what would hurt most?The saboteur enters the successful hair salon, newly opened and causing a stir among the com
But what's in it for me as a business person? A lot! Think about it. I now have the freely offered contact information for my target market. Now I can regularly email them information about my product. I'm confident they will buy eventually because my product provides a solution to something that concerns them-or they wouldn't have subscribed in the first place!
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they had
It seems like whenever when we turn on the radio or television, we see or hear another story about the sad state of affairs for domestic auto manufacturers. Sales continue to slide and quality continues to lag behind Asian imports.Ford Motor Company has certainly seen its share of this kind of “bad news.” In fact, a recent American Customer Satisfaction Index study ranked Ford last in customer satisfaction amid a continued decrease in sales numbers despite having a majority of new or recently refreshed models. Ford has told the press and its dealers that the reason why perceived quality remains low and dealer and corporate margins continue to shrink is that there are simply too many dealerships.The rationale, if you can call it that, is that the dealers are not making enough money because there is too much competition between Ford dealers. Dealer profits are down 10% in 2006 alone. The shrinking pool of Ford buyers is being spread too thinly. If dealers are not making money then they cannot take care of the customers as they should and they cannot spend money pro
Another common mistake is not giving your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-shot ad.
People run through their emails rapidly and delete things they wish they hadn't. Make their wish come true! Give them a second, third, fourth chance. The formula is--when you're sick and tired of it, the public is just beginning to hear it.
Just because you've bought ad space doesn't mean you have to utilize every pixel or character-space. Short, punchy lines that do not use up every available space are more effective. Think about the reader scanning down the page or screen. What will catch their eye and make them stop scanning and actually read? White space is your friend so don't squander it. Use it to set off your important message.
Make sure you apply the same principal to your urls and e-mail addresses as well. Nothing can make an ad look more cluttered than giant web addresses with a complicated string of numbers and letters. If you have to use an address like that (perhaps for your affiliate code, for example) then it might be wise to use a redirect. There are numerous free services out there (http://snipurl.com for exmple) although perhaps it might be a good idea to use a page from your own web site with a redirect programmed in
USE YOUR HEAD
Your headline is the most important part of your ad. This is usually the line that determines whether the skimming reader will stop or skip ahead.
Some of the proven headline formulas include:
1. Ask the reader a question: "Are you worried about filing your
tax return this year?"
2. Tell the reader how to do something: "How to buy a
car without getting a lemon."
3. Provide a testimonial: "Big Al saved me $200 last month. Thanks, Cindy Lou from Paducah, Kentucky."
4. Make a command. Turn your most important benefit into a commanding
headline. "Stop rushing through life." "Make more money this month." "Feel better about yourself."
5. Important news makes a good headline. "Max Electronics just went international!"
6. Start the clock: "Buyers who act before midnight Tuesday will save an extra $50!"
7. Give the reader something free: "Free whatsit for the first 100 visitors!"
DON'T FORGET TO TELL THEM WHAT TO DO!
It sounds almost ridiculous, but simply giving clear, specific directions about what you want the reader to do can increase the response to your ads.
Click here to find out more: http://whatsit.com
Subscribe by emailing subscribe@whatsit.com
Visit http://whatsit.com today to save!
SET YOUR BUDGET
One of the most difficult things to decide for any business person is how much money to spend on promotion. There really is one simple way to determine the answer. How much is a customer worth to you? That tells you a great deal about how much you can afford to spend on advertising.
The simple formula to calculate the net worth of a visitor is: Net Profit divided by Conversion Rate.
First, what is your net profit on an average sale? Let's say $10 to make it easy. (Hey, I'm an English professor, I need to keep it simple!)
Then consider what your conversion rate is for visitors to become
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