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Third, we have "Call to Action" - this is what you want them to do. Online, we only have a few options, but they are very powerful. E-mail to you is one and a visit to your Web Site is another. If you have an 800 number, that should be included. But forget giving them a number to call that will cost them long distance charges - they simply won't do it. Forget about writing you for information - capitalize on their impulse.
Now how do I know I have a "great" ad? That's easy - you get responses. Does that mean sales - no. It means responses. The sales part is a whole different animal.
To wrap us this part of discussion, we must remember that it takes at least 5 to 7 exposures, on average in traditional advertising, to get a customer to "walk through your door". Advertising online is same. You cannot expect your ads to generate leads if they are only done once or twice, or by using a shotgun approach. Consistency here is key - keep your offer in front of your prospects on a regular basis.
Don't be afraid to experiment with your ad copy. Keep a notebook which has copies of your ads with one per page. When you get a response, make a note there and include their E-mail address. Rotate your ads on a fairly regular basis to ensure they are all getting a fair chance. After awhile, you will see which ads are generating most responses. Discard those that are not and concentrate on improving those that are.
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