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Killer
Ads
by Bob Osgoodby
You went to all the trouble to
develop a "Killer Ad Program", tested response rates and
heavily advertised your product, service or opportunity, and then -
nothing - no business. How come, you might ask.
The object of the ads is really not to make an immediate sale,
but to get someone to do something - usually request more particulars by
email, or go to a web site for further information. This is where many
ad programs fall apart.
If you are trying to make sales from your web site, there must be some
continuity between the ad, and the web page they see. Once in a while an
ad will get my attention, I go to their web site, and can't find the
information I was looking for. Trying to fight my way through a dozen or
so banner ads, that have nothing to do with their offer, I quickly give
up. If you are going to have a web site to sell your opportunity, forget
the banner ads - they are simply a distraction.
A smart entrepreneur will make their ad and the web page
complementary to each other. If someone visits your site, they
should immediately find what brought them there in the first place. They
shouldn't have to search all over the place as they will quickly lose
interest. Remember that people came there to get information, and not
view graphics that bear no relation to what they want.
While an image of an ocean view might be attractive, unless you are
selling a vacation package, forget about it. The page must load quickly,
and while large images will simply slow it down, there should be some
balance to make the page attractive. Many of the web pages are simply
"boring". People are looking for a professional image.
Most people who buy on the web are not idiots. Just because your
ad is on the web doesn't give it any magic. If your product is
overpriced, you will not do a whole lot of business.
Someone recently told me that trying to run a web business was a waste
of time. Investigation into what he was trying to do, quickly revealed
he was selling a product for $49.95, that was available in local stores
for $19.95. In this case, he was right. You should really not try to
compete with a large company or a "brick and mortar" business.
The pockets that contain their advertising dollars are a lot deeper than
yours.
But the Internet is a fantastic opportunity for the small entrepreneur.
You just don't want to try and compete with "Walmart" in the
process. Some people are making money every single day however, so what
is their secret? They have found a "niche" not normally
available in the chains, and are capitalizing on that.
There are thousands of "niche markets" around. Take a
look and see what others are doing. One good example I have found is
someone who has extended his "brick and mortar" business to
the Internet. Andrae, at http://valuecarpetonline.com
basically runs a specialty carpet store, and decided to go online as
well. His web site is complementary to his ads, and the user can quickly
find what they are looking for.
Do you have to have a "brick and mortar" business like Andrae?
No, in point of fact, the majority of people in business on the web do
not. In his case, it is an extension of his regular business, that
happens to work well. Many people however, do not have a "brick and
mortar" business, and operate solely on the web.
Do you have a hobby that could be turned into a business. I know
a person who collects stamps. His hobby has turned into an active
business. Another person who is an avid gardener, has started marketing
her own herbal remedies. Yet another is an author who writes copy for
other web based businesses.
Time and space prohibit trying to list every opportunity that one can
pursue. What might be of interest to one person, may not be to another.
Everyone is different with different interests and backgrounds. If you
can find your proper "niche market", develop some "killer
ads" and have a complementary web site, you will succeed.
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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
Killer Ads
by Bob Osgoodby
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