Sixty-nine percent (69%) of those in 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 get 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, 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 information visitor can use. At 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 have time or inclination to participate in game-type ads. On other hand, teenagers love them. If your target group is younger people, games might be thing for you. Design your ad to meet 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, final article in this series, we'll look at behavioral aspect of online advertising and discover what characteristics and traits should be kept in mind.

An analogy that we've all heard is 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" -- reason we understand this is because we understand 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 using 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 on surface, but, like an iceberg (see what I'm doing?), there's a lot more substance below surface. Just remember a few simple tips when using comparisons:

* Use points of reference that are well known to audience. This will make your explanations easier to understand. "Our system is organized in same way as 18th century Ottoman Empire" is probably NOT 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 by audience. Not only will this help you explain your message -- it will also help create 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 out best way to use comparisons in your sales messages. Whatever situation, however, you should remember that understanding experiences, knowledge, and attitudes of your audience is always first step in reaching them. Good fishing!