Informative Advertising: A Better Way

Written by Paul Siegel

Continued from page 1

Why do advertisers, who were so effective offline, not know what to do online? Becauserepparttar tricks they developed overrepparttar 101130 years to ensnarerepparttar 101131 consumer do not work online. They do not work becauserepparttar 101132 environment has changed drastically. Beforerepparttar 101133 vendor was in control; today, online,repparttar 101134 consumer is in control. Before repparttar 101135 vendor could play onrepparttar 101136 emotions ofrepparttar 101137 more or less "captive" consumer; todcayrepparttar 101138 consumer has an infinite number of choices. Before ads were effective by themselves; today you must getrepparttar 101139 consumer to do something - click.

In other words,repparttar 101140 consumer is boss. Advertising, like everything else onrepparttar 101141 Net must be helpful torepparttar 101142 consumer. Using wile to catchrepparttar 101143 consumer will not work. Annoyingrepparttar 101144 consumer with spam messages, or even with opt-out messages, will not work. Stealing "context" from competitor sites decreases consumer trust, and will not work.

Informative Advertising

Let us get back to advertising that works. What Google and other search engines do is sell ads related to keywords. When your chosen keyword is picked by a user, your website message appears onrepparttar 101145 right side ofrepparttar 101146 results page under Sponsored Links. Other search engines list them under Preferred Sites or similar headings.

These successful ads are characterized as follows:

> They do not try to ensnare you

> They do not try to interrupt you

> They do not try to hurt others

> They are obviously ads

> They are related to your current interest


The last item is key:


Good online advertising is INFORMATIVE ADVERTISING. It does not try to manipulaterepparttar 101147 visitor in any way. It earnestly tries to be helpful. It earnestly tries to build trust. It earnestly tries to steerrepparttar 101148 consumer to a site, but only ifrepparttar 101149 advertiser feelsrepparttar 101150 site may be helpful torepparttar 101151 consumer.

Of course context is important. Context is one wayrepparttar 101152 advertiser knows he may be helpful torepparttar 101153 visitor. But context is not enough. The important consideration is how you use context: to exploit or to help.

Everyone agrees that newsletter advertising works. Why? Not merely becauserepparttar 101154 context is right, although this is important. Newsletter advertising works because, forrepparttar 101155 most part, it is Informative Advertising.


The old-fashioned advertising, which culminates today with "contextual advertising," or as I call it "contextual stealing," is dying. The best type of advertising - today onrepparttar 101156 Net, but tomorrow offrepparttar 101157 Net, as well - is informative Advertising. Informative Advertising is part of an integrated marketing strategy called Helpfulness Marketing.

Paul -the soarING- Siegel is a provocative Internet speaker and author of HELPFULNESS MARKETNG, a book stressing learning, cooperation and community. Learn about it at Subscribe to newsletter, LearningFOUNT; send blank email to:

Six Basic and Simple Ad Tips

Written by Pamela Heywood

Continued from page 1

Cant write ads? Spend some time learning, practicing, honing: this is probably THE best investment of your time that you can make.

5. Use your own URL

Similarly, if your ad hasrepparttar same URL (just different numbers) as everyone else promotingrepparttar 101129 same "program" people will instantly recognise it, know they've seen it all before and not bother. Use your own ad in combination with your own URL and you are much more likely to hitrepparttar 101130 inquisitive nerve.

What you really should be doing here is to get a domain - all of $13.50 per year from and build your own site - with useful content. Then even if you are promoting a "program", let's hear why you use it, what is good about it, why we should believe YOU and join it on your recommendation. The standard "free website" just ain't gonna cut it.

Put yourself inrepparttar 101131 shoes ofrepparttar 101132 reader. If you see an ad and/or URL that isrepparttar 101133 same asrepparttar 101134 next and a million others, which one will you choose to click? Since it will giverepparttar 101135 impression, whether it is true or not, that it is just another mass-produced program-in-a- box solution, do you really think anyone will? If they do, it will only be luck and you may as well just playrepparttar 101136 lottery!

You must also use your own URL and so that there is less chance of your affiliate number being knocked offrepparttar 101137 end by cheaters who do you out of your referral commission. Good enough reason?

6. Don't try to sell in ads

This has got to be one ofrepparttar 101138 top mistakes that people make in ads. Ads too long, trying to getrepparttar 101139 sale onrepparttar 101140 first attempt are never going to be effective and is more likely to scare people off than attract them. Keep it short, sweet and torepparttar 101141 point. Your task in an ad is to create only just enough interest for someone to want more information.

Give 'em BENEFITS! You know,repparttar 101142 old "What's in it for me?" - a reason to click. They don't care who you are, so that's a line saved! Don't tell them your product has XYZ widgets, tell them it will make them more sexy (or whatever, so long as it'srepparttar 101143 truth). Then do your selling inrepparttar 101144 follow-up.

Follow these few simple rules, do your homework onrepparttar 101145 ones you need to learn more about and watch your ad responses and your income rise!

Pamela Heywood is webmistress of Get our new free eBook, Get The Most From Ezine Advertising A collection of the very best tips, articles and resources to allow you to get the results you want from this cost-effective advertising medium. For Windows 95/98 838 KB

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