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What Great Online Advertising Really Is
This article may be reprinted in your ezine or on your site
in its entirety so long as the author's credits and all links
What Great Online Advertising Really Is
Copyright © 2007 Daniel Levis
Many business people have a distorted view about the distinction
between sales & marketing. The common view looks something like
this. "Market by advertising to get your name out there, so that people
will be familiar with you. When they need what we're selling, they'll
know who to call".
And off they go, to promote their company with image advertising that
shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about
their brand will stick in people's minds. Never knowing if it does, or
if it doesn't. Or whether their marketing dollars are paying them back
in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get
their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never
let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The
sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is
really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It
must educate, qualify, convince, & persuade.
Great Advertising is
Nothing Less Than "Salesmanship in Print"!
Think of it as a sales presentation that's geared toward accomplishing
a carefully defined objective, whether that objective is the actual
sale, or a step toward it.
Most successful campaigns are in fact a series of graduated
commitments, leading up to a transaction. It might start with something
as simple as an exchange of information. For example, the prospects
name & address, in exchange for some information about solving
a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying
themselves, persuading themselves, and giving you permission to follow
up with them, all at the same time. And without any investment in
After all, why should you waste your valuable time talking to a
prospect that isn't already highly qualified, and predisposed to buying
The key to profitable sales, marketing, and advertising lies in the
response. Yet 90% of businesses fail to ask for, and track incremental
response in their advertising. The only thing they track are sales, and
then wonder why their results are so abysmal.
Why Is Incremental
Response So Important?
Because it tells you what you're getting, so you can change what you're
giving, until you get what you want.
The majority of people need to be exposed to your value proposition
more than once before opening their wallets anyway. Why not play an
active role in the process, and track the response you get to each
successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other.
The wider you build each row, the better your chances of getting to the
If all of this sounds just too simple, and you don't believe it has the
power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message.
But en mass, human nature is as predictable as the hands on a clock. If
you broadcast a message, the collective response will consistently come
back to you within an amazingly small variance. So measure your
response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment
in real time, and start experimenting to see what kind of desirable
actions you can get your visitors to take right away when they read
your sales message. You get instant feedback, and changes are no cost.
The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find
something that works, you can replicate it in other more costly forms
And remember, it doesn't matter if you're selling printed circuit
boards, herbal remedies, or anything in between, the same principles
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada, and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit the link
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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