Are You Realistic or Unrealistic?Written by Pamela Geiss
Are you realisitc or unrealistic about advertising on Internet? When you purchase advertising, are you realistic in your expectations?I recently wrote an article entitled "The Age of Now". My purpose was to point out that everyone seems to expect everything NOW. This seems to hold true in advertising also. For example, I specialize in sending targeted traffic to websites. Customers will come in and order 1,000 visitors. If they don't get any sales, their first reaction is, "Well, this doesn't work. I won't do that again." How realistic is this thinking? Not realistic at all! Why? First of all, 1,000 visitors, 5,000 visitors, 10,000 visitors are all "drops in a bucket" when it comes to millions of people that are currently online. The more visitors you get, more people you are reaching. When you order 1,000 visitors, you are assuming that those 1,000 people think way everybody else online thinks. You are assuming that if they aren't interested, neither will next 1,000 or 5,000 or 10,000 be interested. That's same principle as putting one ad in a newspaper and stopping after that.
| | Are You a Passive Advertiser?Written by Pamela Geiss
What kind of a marketer are you? There are many ways to advertise. Some we are very familiar with, such as hype. There is a LOT of hype on Internet. And I'm not going to tell you that hype doesn't sell, because it does. You see it on TV every day. Someone yelling outrageous claims. And some people respond to that type of advertising. It moves fast and furious and tries to get to you through your emotions, hoping you will act BEFORE you have chance to think it over. There are many infomercials that work this way. All of a sudden before you know it, you are caught up in excitement of it all. And it works! But just because it works, is it really way to go about it? Many businesses think so. They are looking at numbers. The more sales they bring in, better ad was, in their opinion. But if you did a study, how many of those who bought came back to same place to buy again? How many were really satisfied with their purchase? Just because there were no returns, or few returns, is no indication that a customer was satisfied with his/her purchase. Many people just don't bother to ask for their money back, for one reason or another. The real "proof in pudding" is how many of customers refer their friends to that business? How many of them come back to make another purchase? The businesses who will ultimately survive are ones who have repeat customers. Most companies who do infomercials aren't concerned with repeat buyers. Many of them offer one product that doesn't lend itself to repeat buying. So for them, hype works. I have always been of opinion that if it takes hype to sell it, it isn't worth much. If you have a good product, you don't need to hype to sell it. And after a few customers buy, they will help to do a lot of selling for you by referring your services to others and by coming back to you to buy again. When you resort to hype to sell your product, you exaggerate what your product does, and in doing so, you will find customers who are not satisfied once they buy your product. Why? Because you made it sound better than it is and they expected more from it than they got. You may even find that you have a lot of returns to deal with.
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