When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for World Wide Web. It is my sincere belief that; if you act upon suggestions that will be presented here, you may well be taking steps which will give your ad greater pulling power.

Web advertising takes many forms; web pages, classified ads, e-mail responses, news group postings, and even your signature file. No matter which form you employ unless your advertising is seen, nothing is sold. Being seen is of key importance. However, a less considered but equally important factor is your viewing audience. Disregarding your audience results in problem of "selling air conditioners to Eskimos." It just doesn't generate much interest. A reader who has no interest in your advertising material is not part of a qualified audience" and is not a potential customer.

Classified ads placed in appropriate section for your product will naturally draw a qualified audience of potential customers. Ad placement within section is single most important factor determining whether or not your ad is seen within section. Secondly, content of your ad will determine which (and if) potential customers do in fact actually read your ad. When placing classified ads on web some rules of thumb are:

1) Choose classifieds that have largest number of ads because, this is generally a good indicator of how much reader traffic there will be for your classified.

2) Determine how ads are ranked or sorted within sections and attempt to be listed at or near top.

3) Develop reader stopping ad content. DESIGNING AN AWESOME CLASSIFIED The four essential ingredients of an awesome classified are:

ATTENTION - INTEREST - DESIRE - ACTION If your ad is missing any of these it is not an AWESOME Ad!

ATTENTION: You must first get readers attention. Picture him scanning section of classified page in which your ad is listed. For him or her it is much like which ride at amusement park to take next.

Something about your ad must grab their attention, to directs their focus toward your product.

Since classified ads usually lack graphics, it then comes down to something about words you use, or about way you use them. Some web advertisers seem to think that if you use lots of !!! (exclamation marks)or *** (asterisks) or maybe MAKE IT ALL CAPS that this will draw their attention. The problem here is that: Everyone knows it's glitter and meant to get your attention. This may often interfere with readers ability to take your words seriously.

Subconsciously he may even expect your ad to be some kind of gimmick. Right or wrong, stereotype or not, my advise is let your words speak for themselves and steer clear of such tactics. We will discuss guidelines for choosing right words later.

INTEREST: The ad must have appeal. This is a good place to state benefits or some attractive features of your product. Knowing demographics of your readers or category section your ad is placed in, helps in nderstanding their interests. What benefits of your product or service is most likely to appeal to this group? Develop a mental picture of some of customers who would come from this demographic group, and will buy your product. What kinds of jobs do they have, cars do they drive... are they young, old, single, married...

Having a mental picture of your audience is important when you want to understand their interests and know what benefits of your product you should spotlight.

DESIRE: But appealing to their interest is not enough. The ad must then "further stimulate your reader." While interest can generally be obtained by practical properties of your product, desire needs sparking by a more emotional reaction. Is there something about your product that will make them feel good, excited, confident, secure, hoperul or powerful? Think about what other emotions your product can ignite. Does your product appeal to a particular sense. Can reader taste, hear, smell, see or hear your product. Realize that most actions which we take are sparked by desire and most desire is stimulated by feelings. We don't really desire money.

We desire feelings that we think money will bring us, whether they be happy, secure, or powerful. Yet, word "money" may trigger desire that triggers feelings which we value and want to experience.

by Dr. Douglas P. Blackthrone

Though easier and perhaps far better, not to begin at all, yet if a beginning is made it is there that most care is needed. Everything is inherent in a genesis. So I will record simple genesis of this affair as a modern day observation of life as it has become … infected with A.I.D.S.

It is customary, I have noticed, in publishing any thoughts to conclude it with some sort of apology; in form of a disclaimer or statement of no account-ability.

But there are times, and surely present-day is one of them, when to do so is manifestly unnecessary.

In an age as we watch:

*** every standard of decent conduct, business and life itself having either been torn down or threatened with destruction;

*** when married men and women, heads of households, prefer to allow their kid's hero to have magical powers rather then good common sense, intelligence and thought;

*** when quite young girls with deep personal problems are showcased as teen role models and even, I am assured,

sometimes young boys as well;

*** when mature women, mothers of these unhappy children, enter race for all mighty dollars and cents - instead of nurture their offspring and family;

*** and when every newspaper, TV and computer screen is daily reporting scenes of violence, divorce, parents on strike and be something your not with no effort;

- - - Then it is obviously a task, not to be justifiably avoided, to place some higher example before world.

For some time - I am now mid-forties – have I been sensing this with increasing urgency. And when not only my wife and four co-workers, but 3 fellow business associates, approached me with like suggestions, I felt that delay would amount to wrongness.

That wrongness, by many persons, is now lightly regarded, I am, of course, only too well aware. That its very existence is denied or easily dismissed by others is a fact equally familiar. But I am not one of them. On every ground I am an unflinching opponent of wrongness. I continually redirected it in others. I strictly attempt to refrain from it in myself. And for that reason alone I have deemed it incumbent upon me to issue these thoughts and insights.

The wrongness of which I speak is growing misrepresentation of business entrepreneurial thought, action and ultimately account-ability. Wrongness not from point of view of mistakes being made from time to time, but wrongness in form people attempting to do things they have no experience, idea or knowledge of what they are doing.