Question: Does your advertising pull way you want it to? Or does it fall short...way, way short?
As people get more accustomed to online advertising, they are becoming more vocal as to why one ad appeals, while others are earning cold shoulder.
According to a survey conducted by Jupiter, a globally recognized resource on ecommerce, most winners and losers have a number of things in common.
And The Winners Are...
According to survey, winning ads:
*Include targeted information. A vast majority (40%) of those surveyed stated that they continue to use Internet as an information resource.
Consider packaging your ad within free information, perhaps by presenting your ad as a resource box at end of a free report. Or weaving examples throughout, encouraging readers to refer to your website for more detail.
*Include statistics. Numbers work, as long as they are realistic. A claim, backed by statistics, tends to be more believable.
*Keep their length appropriate for offer being presented. More information must be provided for higher ticket items, or items that require a great deal of consideration (buying a house, for example). While other ads, that focus on more simple products or services, can be shorter.
*Provide a number of benefits. There's that word again, benefits. It's key to success online, and you'll see it again and again.
Benefits answering 'what's in it for me?' question are far more persuasive than features. Benefits speak to emotions. And vast majority of sales have an emotional element involved.
Make sure you address in your ad how your product or service will fulfill a need, a want, sooth a concern or fear, solve their problem, etc.
*Have supporting information available at other locations. Does your site include information that back up your ads? If a person clicks through from a link, will web information continue to build on what was already presented?