Even if you're willing to accept above side-effect, it is doubtful whether pop-ups can be used as a long term solution for falling response rates to Internet advertising. As we remember from past, banner ads had splendid click-through rates when they were introduced. Over time, novelty wore off and click-through rates began to deteriorate. It is likely that pop-ups are doing so well partly because they've been used on a large scale for a relatively small amount of time. When pop-ups keep on spreading, users will eventually learn to ignore them as well.

The third problem with using pop-ups is born out of two previous ones, hatred users feel towards them and fact that they are spreading like wildfire. Even now, a wide range of software that prevents pop-ups from being displayed is available for anyone to download for free. The use of such software isn't very common at moment, but if pop-up advertising continues to grow, it is reasonable to assume that users will begin to install countermeasures at an increasing rate.

Some may doubt that software that removes pop-ups will never become a major concern, no matter how widely pop-ups are going to be used in future. Software that removes banners from web pages has been out there for a long time, but it has never really "catched on". Why should this situation be any different?

The difference is that as stated in Statistical Research report mentioned above, users find pop-ups to be more intrusive than banners. If each of sites you visit displays two banner ads, you'll probably feel a bit annoyed, but put up with it. However, if they'd all launch two pop-ups, what would you do? I myself would be scrambling to download a copy of Pop-Up Stopper or PopUp Killer.

What's point? =================

If your alternatives are to either close your site or install pop-ups, choice is not a hard one. But if your Internet business is doing fine and you're thinking about adding pop-ups to make it do even better, beware. Pop-ups can create profits, but they can also create trouble. Look before you leap.

[1]: Statistical Research: "How People Use (tm) Internet 2001", http://www.statisticalresearch.com/press/pr050301.htm

Nobody but your mother is going to have patience to hunt for what you can do. Most people click away within 3 seconds if they can't figure out what you can do for them.

4. After a few short introductory paragraphs, list your product or service's features in bulleted style. Connect each feature with benefit it gives customer.

For example, if I were to list features of this article they might look something like this:

* Quick to read--Improve your site's selling power in just 5 minutes.

* Headline secrets--Find out how YOU can grab readers and make them read your offers.

* Intro paragraph--Learn easy way to start your web page so people don't click away.

Most of us are a bit slow to explain benefits of our product's features. We figure anybody would automatically know that a "Rolo filter 2002" will improve gas mileage. But that's assuming too much. Most visitors DON'T know how your product can help them. You have to show them how it helps AND make sure they understand it's meant for someone like themselves.

5. Use words to paint two pictures. Your first word picture should be of how bad reader's life is. Describe problem he has, then show how things will get MUCH WORSE if he doesn't fix them.

Next paint a word picture of your customer's life AFTER they use your product or service to SOLVE their problem. Describe how much easier, more productive, less stressful, and satisfying their life will be with your product.

People may not remember all your features, but they will never forget picture your words painted in their minds.