Informative Advertising: A Better Way

Written by Paul Siegel

Advertisers have tried many approaches onrepparttar Web. When one approach bombed, advertisers tried a new one. The latest is "contextual advertising." Sounds sophisticated. But it will die like all repparttar 101130 others. Why? Because none of these fanciful techniques take into accountrepparttar 101131 new online reality: The visitor is boss.

A new approach, Informative Advertising, does.

The Advertising Cemetery

Since inception ofrepparttar 101132 commercial Web, advertisers have been busy trying innumerable techniques. I look briefly atrepparttar 101133 major ones:

1 - PUSH - Early inrepparttar 101134 game they decided to send news together with advertising directly torepparttar 101135 Net user. Did not get offrepparttar 101136 ground

2 - BANNERS - At first banners seemed to work. But after awhile they faded away. The cemetery is full of them.

3 - ANIMATION - You still see animation, though not as much as was prevalent at first. It will die soon

4 - FLASH - This seems to berepparttar 101137 time for Flash. But it is so irritating it will die soon too

5 - POP-UPS - You try to visit a site and up pops a window with an ad. Annoying. I don't give it much time to live

6 - POP-UNDERS - Instead ofrepparttar 101138 window popping up in front ofrepparttar 101139 window you want you seerepparttar 101140 popped window afterwards. This too will die

The Latest Approach: Contextual Advertising

Now advertisers have gottenrepparttar 101141 brilliant idea of grabbingrepparttar 101142 visitor's attention while he or she is in a related situation. They say that if a person is at a search engine entering a keyword, this is a good place to advertise a product or service that fits under this keyword. This particular approach, it seems to me, is an excellent form of advertising. It has been done successfully by Google and other search engines. Some call this "contextual advertising." But I have a better name for it, as I will show below.

Here is an example of "contextual advertising." An outfit called EZula sells keywords. But instead of supplying a search engine EZula distributes a program called TOPtext. When a user of TOPtext visits a site, he sees highlighted words, which enable him to jump to sites that have purchased ads for these keywords.

These words are not highlighted byrepparttar 101143 website owner. They are highlighted by TOPtext. The jumps takerepparttar 101144 visitor, not to a site chosen byrepparttar 101145 website owner, but to a competitor site. Do you think competitors will put up with this? More important, do you thinkrepparttar 101146 visitor, when he finds out about this "contextual stealing," will trustrepparttar 101147 advertiser for anything? This isrepparttar 101148 most outrageous form of advertising invented so far.

Wells Fargo Bank, I hear, is one such "contextual advertiser." Does this increase your trust in Wells Fargo?

The Big Blunder

Six Basic and Simple Ad Tips

Written by Pamela Heywood

For something that is as important as life or death to your online business, I am utterly amazed byrepparttar number of "bad ads" I read daily. Many people need guidance, especially when you are new torepparttar 101129 net, to advertising, to business ... For others, it never does any harm to go over some old ground. So here are some absolutely basic rules ips for writing email and online classifieds - to help you make them more effective.

1. Spell check!

This is so basic, it really should not need saying, but I can't believerepparttar 101130 number of simple typos and spelling errors I see - and they get published as they come, which is not going to give you a professional look nor solicit responses.

Write your ads in a calm moment, check them and check them again, then paste them intorepparttar 101131 ad box. Don't type anywhere you place ads onrepparttar 101132 spur ofrepparttar 101133 moment, because that way you are much more likely to make errors. Write yourself a note in an email to store your ad, then it will always be to hand.

And here's a handy guide for those 65 characters torepparttar 101134 line:


2. URLs

Always putrepparttar 101135 http:// in front of web addresses. In some email programs will not be "clickable" and people will not be able to respond easily. If they have to copy and pasterepparttar 101136 URL into their browser rather than just hitting withrepparttar 101137 mouse, do you reckon they will bother? I don't think so: no- body has time. Give 'em instant gratification, or they'll go elsewhere for it!

3. Email addresses

Likewise, in order to be "clickable" in all email programs, it is advisable to add mailto: atrepparttar 101138 beginning of email addresses. Make it real easy for people to click and chances are, they will.

If you can fit both URL and email into your ads, great. Given a choice of either/or, I'd recommend you go for email. If you can keep people in "email mode" to subscribe, to get more information from an autoresponder, then your response rates will increase as well as giving you a better opportunity to get your message to them over and over again.

4. Write your ads in your own words

If your cloned ad reads exactlyrepparttar 101139 same asrepparttar 101140 one next to it and a million others floating aroundrepparttar 101141 Internet daily, you've just almost guaranteed that it will be lost, forgotten and ignored. You might have been told that it was "tried and tested", but that works only forrepparttar 101142 original advertiser. After that, it's worn out, used, pre-owned!

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