7. Include your own picture on your ad copy. This will show people that you're not hiding behind your ad copy and will increase their trust. Also, include your contact information below picture and a brief statement or quote.

8. Tell your potential customers on your ad copy that you will donate a percentage of their purchase price to specific charity. This will show them you really care about people. They may just buy your product to donate to charity.

9. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don't purchase your product.

10. Tell your potential customers they will receive a free prize if they find five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy greater chance of them purchasing.

* Choose your color scheme with great care. Make sure your text color contrast well with your background color. * Animation is great, but don't make it too busy.

* The two most important words you can put on any banner are "Click Here."

Now for a look at banner placement strategy:

Some banner exchanges allow you to target type of sites where your banner will appear and some do not. If your exchange doesn't offer this feature, switch to one that does. Banner advertising may never again enjoy strength it had in good old days, but you can get most out of your banner advertising by following guidelines above.

Bill Daugherty. Do you have an advertising or marketing question you'd like to see published in this column? Send it to mailto:MrD@epm.zzn.com