When you create an advertising piece, especially online, every aspect should reach out and grab your target customer. This means copy (especially), design, colors, photos, graphics, packaging (if applicable), ordering process… absolutely everything.

Segmenting Your Broad Market One trouble that often plaques businesses is fact that their target audience is so broad. If that is case with your company, try segmenting market and appealing to each segment's behavioral traits.

For example: perhaps you're a Real Estate agent. You need a Web site and want to appeal to several segments of Real Estate market. What can you do to incorporate behavioral traits and other preferences of so many people?

Divide your site into smaller areas specifically targeted to each segment. You might choose to have a link on your home page that says "Need to sell your home? Click here!" In that section you can speak specifically to needs and concerns of home sellers. (Who are usually women!)

Another area might be directed toward home buyers. These people want lots and lots of information, including pictures. Be sure to give it to them along with some articles dealing with hiring a moving company, transferring your utilities to a new address and how to prepare children for a new school. Get it? Major decisions require lots of information.

Keep Focused On Customer Above all, keep focused on your customers and their needs. Resist temptation to use your favorite shade of pink as a primary color in your Web design if your customers are mostly men. Remember that you can choose to include an optional flash presentation within your site if you're dealing mostly with women. And always, always address your target market's concerns and needs with benefit-oriented copy.

By combining information within 3 parts of this series, you can truly make your online advertising more powerful… and more readily received by your customers.

***The initial survey (about which I have written this commentary) was conducted by Jupiter (www.jup.com), a worldwide authority on Internet commerce.

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.