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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