The New Power Of Advertising

Written by Jay Conrad Levinson

A website is an island. Advertising is a bridge to that island. Large and small businesses online are discovering that truth in a hurry - or else. Advertising is not what it used to be. The internet has changed its purpose and its strength. Rather than making advertising inrepparttar traditional media weaker,repparttar 101063 net has made it stronger. Thatís why all guerrillas must be aware ofrepparttar 101064 new power of advertising.

The first thing to know, and this should come as good news, is that advertising no longer has to makerepparttar 101065 sale.

Not very long ago, advertisingís main goal was to makerepparttar 101066 sale, though there are many other goals. But that has changed dramatically withrepparttar 101067 growth of dotcom companies all overrepparttar 101068 internet. Today,repparttar 101069 goal of much advertising is not to makerepparttar 101070 sale but to direct people to websites.

That does not diminishrepparttar 101071 power of advertising. Instead, it increases it. With many, if not most, guerrilla-run companies establishing webturf, advertisingís newest function is to motivate people to visit a website where they can get far more information than can be delivered by standard media advertising.

Advertising has becomerepparttar 101072 first step in a permission marketing campaign. It invites dialogue and interactivity with prospects and customers by directing people to websites, by offering free brochures, by generatingrepparttar 101073 kind of action that leads to permission to receive marketing messages. Once people grant that permission, which they do at a website or by simply calling to request a brochure -- printed or electronic --- thatís when serious guerrilla marketing attempts to closerepparttar 101074 sale.

That meansrepparttar 101075 prime obligation of advertising is to motivate an easy-to-take-action. This should come as good news because it places less of an onus on advertising than ever before. Motivatingrepparttar 101076 action of getting person to click to your website is a whole lot simpler than motivating a person to part with his or her hard-earned money and risk spending itrepparttar 101077 wrong way.

Not only is it easier to motivate action, but that action is becoming even easier as being online is now endemic. Over 100 million people are now online, though America Onlineís chief, Steve Case, pegsrepparttar 101078 number as being closer to 200 million.

Itís not always a whole lot of fun to visit your store or order from your toll-free number, but it is fairly enjoyable to click over to a website and take a gander at what is being offered and how you can benefit. There is a risk when somebody responds to advertising with an order. There is no risk at all if they check your website. Advertising seems to greaserepparttar 101079 skids torepparttar 101080 sale. It takes far less time to learn about you online than to cruise around a mall or drive to a location further away than their computer.

That means advertising can be short, concise, torepparttar 101081 point. It no longer has to curryrepparttar 101082 favor of prospects with long copy, involved graphics or detailed explanations. The internet can do that for you, allowing you to save on advertising costs. Advertising your website works in allrepparttar 101083 media -- from TV to radio, from magazines to newspaper, from direct mail to billboards. It doesnít take a lot of time or verbiage to get them to spend a few moments checking how your website can improve their lives.

What Killed the Banner Ad?

Written by Lauri Harpf

If you askrepparttar Internet marketers of today, many if not most of them will tell you that banner advertising is dead. They say that it's expensive,repparttar 101062 click-through rates are low and that unless you know exactly what you're doing, it is likely that you'll end up spending more money than you'll make.

Surprisingly, just a few years agorepparttar 101063 same people were rushing to invest their money in banner advertising campaigns. In those happy days,repparttar 101064 click-through rates were at least ten times as high as they are now. What has happened? Hasrepparttar 101065 audience become more resistant to Internet advertising in general? Or perhapsrepparttar 101066 whole concept of banner advertising has become obsolete and we'll need to think of new ways of reaching people?

Perhaps, perhaps. There is certainly at least some truth to these claims, but they are hardlyrepparttar 101067 only reasons behindrepparttar 101068 current crisis. Personally, I think that those responsible for planningrepparttar 101069 banner advertising campaigns are largely to blame for what has happened. The difference betweenrepparttar 101070 successful banner advertising of yesterday andrepparttar 101071 pathetic banner advertising of today is vanity.

Vanity? Sounds odd, but you'll only need to look atrepparttar 101072 banners displayed on a few popular sites to see what I mean. They have a nice-looking background, a beautiful picture or two, a professionally-designed logo, smooth animation and bright, pleasant colors. In a nutshell, those banners are works of art and that is exactly why they perform so badly.

More marketing, less graphics =============================

Unless you are trying to brand your business, your main focus should not be on what your banners look like. Pay attention to how many sales you make and how high your ROI is, forgetrepparttar 101073 aesthetics.

Some readers may be worried that such an approach might damage their reputation inrepparttar 101074 eyes ofrepparttar 101075 consumers. Unlessrepparttar 101076 ads look good, they might affectrepparttar 101077 company's brand negatively. Large, well-known businesses definitely should worry about that, but if you're a small business, you shouldn't over-emphasiserepparttar 101078 importance of branding. You've probably seen hundreds or thousands banners inrepparttar 101079 past weeks, but can you remember what even twenty of them looked like and what company or product they were advertising?

Without any further ado, here are some tips on how to make your banners look worse but perform better:

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