Use Comparisons To Make Your Point: It Works Like a Charm!

Written by Ron Sathoff

One ofrepparttar first lessons I ever learned about advertising was that you have to get your point across quickly, before your audience loses interest. There's a big problem with this, though: many sales messages are too complex to get across in just a few seconds or paragraphs. This is especially true when it comes to selling new technologies or sophisticated business opportunities -- two "biggies" in Internet business.

So what can you do? On one hand, you want to make your message short and easy to understand, but onrepparttar 101172 other hand, you don't want to over-simplify your sales pitch. This can be quite a puzzler.

The best tool I've found for making my point when it comes to explaining complex ideas is to use a comparison. If you try to explain a new concept from scratch, you're never going to be able to keeprepparttar 101173 audience's attention. With a good comparison, however, you are not starting from scratch -- rather, you are using your audience's prior knowledge about something else to make a statement about your product or service. In essence, you are just taking what your customers know already, and then "tweaking" it a little bit to help make your point.

There are at least two ways that you can use comparisons in your persuasive messages:

1) Comparison and Contrast: This is probablyrepparttar 101174 most common form of comparison. You simply use people's knowledge of some product and service and then show how yours is different and better. This allows you to focus your valuable "message time" onrepparttar 101175 benefits and advantages of your offer.

For instance, if you were trying to market a new software program, you could say, "Our program works just like a word processor, but allows you to edit, modify, and upload web pages as well. It'srepparttar 101176 power of an HTML editor withrepparttar 101177 ease of a word processor!" By phrasing it this way, you can do a lot of explanation in just a few words. You are also doingrepparttar 101178 one thing that we all desire -- you are distinguishing yourself from your competitors.

2) Analogy: Analogies are also very good for explaining complex subjects. In an analogy, you help people understand your idea by showing how it is similar to something else. This, of course, will only work if you use something thatrepparttar 101179 audience is already familiar with -- if you don't, you're only doubling their confusion!

Recent research predicts that the online ad market will decline by 25% in 2001

Written by John Schultz

In 2001, net advertising is a buyer's market.

Everyone has seenrepparttar media spotlight focused onrepparttar 101171 big dot-coms who, dependent on ad revenues, have either gone out of business or been forced to cut back.

Unfortunately, it'srepparttar 101172 same story for small business owners. The economic downturn leaves many potential advertisers much more reluctant to payrepparttar 101173 prices they would have a year or two ago.

I recently came across a message board where one advertiser summed it up this way: in these hard economic times, she has read that people are less willing to make purchases. This means that she is much more at risk to suffer a loss rather than make a profit.

Like most people, this advertiser does not have any extra money to spare - and certainly none to lose to a failed ad campaign. To turnrepparttar 101174 odds in her favor, she regularly goes bargain-hunting for ad specials.

Frustrated webmasters and online editors are feelingrepparttar 101175 pinch of lost ad revenues. This is particularly evident withrepparttar 101176 recent launch of ad auction sites such as and These sites are specifically meant to aid newsletter editors and webmasters in selling their remnant ad space - space that would otherwise remain unsold,repparttar 101177 profits lost forever.

This doesn't mean that you can't benefit from your ad space! Quiterepparttar 101178 contrary. Here are a few suggestions:

1. Encourage Customers to Book Multiple Ad Slots.

Offer large discounts on multi-ad packages. This is a win-win situation - your customer receives excellent value, and more of your ad space is booked with less stress.

2. Auction Off Remnant Ad Space.

As mentioned above, there are at least a couple of places where you can put your unsold space up for auction. If you prefer you can set a 'reserve' price, under which you are not obliged to sell.

Cont'd on page 2 ==> © 2005
Terms of Use