NOTE: Make sure your sales page does its job perfectly. We won’t bother about making any sales here – all we will focus herein is, to direct visitors to sales page – sales page should do rest. Many affiliate sales pages do a fantastic job in making sale, but if it's your own sales page, it would be better to take sometime and make sure its in good shape.

If you have any marketing experience on Internet, you know how difficult it is to get some exposure to your ad – be it an email ad, a small ad running under an article you write on a webpage, or a small classified ad. Exposure is defined here as getting your ad visible to users – that is, getting them just to ‘see’ your ad. This will cost you good money in most cases. But most annoying thing after putting in some great effort and investment to get your ads appear in front of visitors' eyes is, to see them click away. You must make maximum use of this hardly earned ad space.

By following a simple strategy, you can dramatically increase clicks to your page. Remember – we are only bothered about making visitor ‘click’ to site - site should do rest.

Follow this simple 2-step formula.

1 – Killer Initial Appearance Line 2 – Develop Interest and PUSH to site

NOTE: The discussions may consider one or two niches such as email ads, pop up ads etc. But you can easily apply this formula to any kind of promotional material you use, once you master it.

1 – Killer Initial Appearance Line ----------------------------------------- Get attention of reader – This is most important thing. If you fail this step, you lose game early. This step stresses importance of initial appearance of message to visitors. Putting it simply, it could be subject line of an email message or first line of a classified or popup ad. You must make visitor ‘wanting to find out more’.

Let’s say that you encounter emails in your inbox with one of following subjects.

To put it another way, effectiveness of communication can be measured by responses it gets. It's not measured by how well we wrote or how eloquently we spoke, although those can help us get responses we want.

Good writing and speaking help us get a response because they help get message across. As I've argued in my book, A Manager's Guide to Newsletters, a newsletter that doesn't get read cannot get a response from readers.

So, writing, designing, speaking, and all those other creative activities matter. But, in end, responses are what count, and effectiveness means getting responses we want.

That's true for all types of communication, and not just marketing campaigns. Managers who send messages to employees, for example, want employees to respond in a particular way. Maybe they want employees to do something differently, or maybe they want to reinforce existing behaviors.

For a couple of employee newsletters I published, effectiveness meant greater awareness of health and safety issues. If newsletter worked, then they should have helped reduce number of plant accidents and helped employees lead healthier lifestyles.

One more point: Effectiveness cannot be achieved without articulated objectives. As old adage goes, "If you don't know where you're going, any road with do." Or, as inimitable Yogi Berra put it, "If you don't know where you are going... You might end up someplace else."