Customer Preferences in Online Advertising-Part 2 of 3

Written by Karon Thackston

Continued from page 1

Sixty-nine percent (69%) of those inrepparttar Jupiter survey viewed pop-up ads negatively. Almost 25% found them so annoying they would completely avoid sites that used them. That's a powerful statistic. Can you afford to have 25% of your Web site traffic never return simply because you employ pop-up ads?

What We Can Do To Make It Better So, now that we know what our site visitors hate, how can we adjust our advertising in order to please them (and make them buy)?

Here are some recommendations to consider when creating your next piece of advertising:

1.Don't do "anything and everything" to getrepparttar 101173 buyer's attention. Everyone that comes to your site isn't going to buy. The harder you try to get their attention and force them to read your ad,repparttar 101174 harder they will try to escape.

2.Remember from Part 1 in this series, site visitors are looking for information primarily. Include your ad along with other, useful information. Perhaps you might try offering a free report or article that provides informationrepparttar 101175 visitor can use. Atrepparttar 101176 bottom, insert an advertisement for a product or service you offer that can help them further.

3.Don't use pop-up ads.

4.Keep your target audience in mind. Business people aren't going to haverepparttar 101177 time or inclination to participate in game-type ads. Onrepparttar 101178 other hand, teenagers love them. If your target group is younger people, games might berepparttar 101179 thing for you. Design your ad to meetrepparttar 101180 preferences of your target customer.

Using these suggestions will help your ads be more readily received - instead of avoided at all costs!

In Part 3,repparttar 101181 final article in this series, we'll look atrepparttar 101182 behavioral aspect of online advertising and discover what characteristics and traits should be kept in mind.

Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ghostwriting services. Subscribe to KT & Associates' Ezine "Business Essentials" at or visit her site at

Use Comparisons To Make Your Point: It Works Like a Charm!

Written by Ron Sathoff

Continued from page 1

An analogy that we've all heard isrepparttar one about fishing: "By providing information to you about marketing (or promotion, or copywriting, or whatever), we are showing you HOW to fish rather than just GIVING you a fish" --repparttar 101172 reason we understand this is because we understandrepparttar 101173 difference (and advantage) of being able to provide for ourselves over a long period of time, rather than just having a one-time benefit. By usingrepparttar 101174 analogy, you don't have to go into a tedious explanation of what you mean (as I just did!).

These two forms of comparison may seem fairly obvious onrepparttar 101175 surface, but, like an iceberg (see what I'm doing?), there's a lot more substance belowrepparttar 101176 surface. Just remember a few simple tips when using comparisons:

* Use points of reference that are well known torepparttar 101177 audience. This will make your explanations easier to understand. "Our system is organized inrepparttar 101178 same way asrepparttar 101179 18th century Ottoman Empire" is probably NOTrepparttar 101180 best analogy to use.

* When using a comparison and contrast, express differences as being advantages. That is, don't just show how your product or service is different; show how it is BETTER.

* When using analogies, compare your product or service to something LIKED or RESPECTED byrepparttar 101181 audience. Not only will this help you explain your message -- it will also help createrepparttar 101182 right attitude towards it. "Our product has been copied by our competitors, just like Crystal Pepsi was!" might get your point across, but it probably won't make your product any more desirable.

Please realize that these tips are just a starting point. As with any persuasive strategy, you will have to study your own situation and target audience to figure outrepparttar 101183 best way to use comparisons in your sales messages. Whateverrepparttar 101184 situation, however, you should remember that understandingrepparttar 101185 experiences, knowledge, and attitudes of your audience is alwaysrepparttar 101186 first step in reaching them. Good fishing!

Ron Sathoff is a noted speaker and manager of DrNunley's Ron works with business speakers and writers, helping them with their copy-writing, marketing, and Internet promotion. Reach him at or 801-328-9006.

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