4. Reaction Theory

My theory is that reader will react one of three ways.

a) They will react positively and most assuredly move into fifth and final stage of sale.

b) They react negatively and your efforts have failed.

Please note that you may sometimes use what I refer to as "Negative Advertising". This is where ad copy will draw consumer in by creating a negative atmosphere by openly attacking it's competition, another third party or even reader themselves.

c) They have not yet formed a substantial opinion. These are your most critical prospects. The other readers have already opted to continue or abort based on opinion they have already formed. These people have not yet drawn a strong enough opinion to pull them through this stage.

5) Your potential customer now decides to take that final step of action. It all comes down to this:

a) They buy your product, try your product, or ask for more information. But no matter what, your potential customer is now a legitimate sale or lead.

b) They have followed through and decided against you.

If you have made sale, Congratulations! You must be doing something right!

If you have not, here are things to consider:

When writing your ads, leave a tag on end of your URL such as:

When I check my web site statistics, I can tell just how many clicks I have from this article, by watching for tag (?fawss). If ratio is low, I know my ad needs more work. If ratio is substantial, then it comes to reason that problem lies at web site and copy there in.

The "web site" makes tracking of this individual much easier. If you track movement of reader from time that they enter your site from ad, you can assess strengths and weaknesses web copy. If you find that many have made it to your site, but have not purchased, you are better able to see where you are losing them by tracking their movement. For this reason, you may want to divide your copy into different pages "stringing" reader from one (tracked) page to next.

Website owners, don't forget about that second impression (Invitation & Follow-Up). If you can obtain their email address voluntarily, you have a much better chance of regaining some of those lost clients, by creating a good follow up system.

Remember: "Not Now" does not necessarily mean "Not Ever".

After setting up your account, you are given a user name and a password so you can log in and add or delete listings at will and change your bid amounts. You’ll also be notified by email if someone overbids you and your listings are bumped,meaning you’ve been kicked out of top three. If you want to keep your place you’ll need to log in and up your bid accordingly. You’ll also be notified if money in your account is running low, so you can replenish as needed.

As more and more search engines and directories turn to a 'pay for listing' model, it’s wise to take advantage of programs like Google and Ask Jeeves to make most of your advertising dollar. At least you’ll be paying for targeted exposure and a top listing (instead of just a listing).You’ll also sleep better knowing your ad is being seen by those searching for your keywords/phrases and who are definitely interested in what you’re selling... and that, my friend, is your marketing dollar well spent.