8_Ways_To_Make_Your_Ads_More_Effective by zhucezhao

VIEWS: 6 PAGES: 4

									8 Ways To Make Your Ads More Effective

Word Count:
1530

Summary:
These are the 8 important lessons I've learned regarding Ezine
Advertising and Marketing Success


Keywords:
advertising, marketing, internet, promotion, web, email, ezine, ppc,
link, banner, newsletter, blog, rss, article, ebook, forum


Article Body:
I don't know everything and if I have learned one thing about doing
business on the Internet it is that the more you learn the more you don't
know. However, I have been doing business on the Internet since 1999 and
I've managed to carve out a successful enterprise for myself with several
profit streams. The largest percentage of my marketing and promotional
efforts has been conducted through one simple method-Ezine Advertising.

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'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
customers. Let's say one visitor out of 50 becomes a customer. (This
makes your conversion rate 50 as you need 50 customers to make a sale)

With this example, a visitor is worth $0.50 to you. ($10 divided by 50)
So if you spend $100 on an advertising campaign that draws in 1000
visitors then you made $400 on that campaign.

SET REALISTIC GOALS

This issue is really about control. Yes, if you could control things that
you would have a high sell through but that isn't always going to happen.
In fact, for most advertisers that isn't going to happen. However, if
your goal is to capture customers then you are much more likely to match
your goal or even exceed it. And in the end a customer is worth a lot
more to you than a sale because a customer can represent many sales over
years to come-sales that were fairly easy to achieve.

As frustrating as it may be, advertising is usually about long-term
versus short-term benefits. Your ad simply serves as a lure to draw
people into your site or long-term promotion. Once you've pulled them in
then you need to sell them. So it is not really fair to judge an ad
campaign on simple sales.

The success of an ad campaign should be measured by one or two elements
only-first, how many people followed up on your offer (click-through
rate) and second, how many of those visitors were you able to convert
into customers (conversion rate).

Over time you will be able to judge where the weak link in your chain of
customer creation exists and work to fix it.

Low click-through rate? Then it is probably your offer. You are not
giving readers enough incentive to follow through. What is in it for them
to click on your offer? Remember you are selling benefits!

Low conversion rate? Then perhaps you are not attracting the right sort
of visitor. Target your incentive (the free offer, for example) to match
your target audience. See my example in SOFT SELL.

								
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