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Disturbing New Trends In Internet Marketing.
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It always amazes me when I see small and large companies spending good money on advertising that doesn't sell. Much of what I see is wasteful and counter productive. On the internet, one of the most disturbing new trends is advertising that's loud, intrusive, and disrespectful. Often times I see advertisers trying to force people to listen to their sales presentations!
What an exercise in futility! Marketing is about attracting customers, rather than pushing them away. A good marketing plan creates an emotional desire in people that's becomes strong enough that they're more than happy to part with their money. Good advertising conveys information that sells in a way that it makes your prospects feel good about you and your website.
Profit From Understanding How People Use The Internet.
Most internet users are looking for information only. In fact 90% of them are not interested in buying anything. Does that mean they won't make a purchase? Of course not. They absolutely will if your product or service will solve one of their needs. But their primary objective is information. Answer their questions first and they will feel compelled to buy your product or service. But you need to give them something of value before you ask them to open up their wallet. The more information you give them and the more time they spend on your website, the more likely they will be make a purchase.
Yet what are many advertisers doing to generate business online? What I see more and more of is annoying pop up ads, flash presentations, unsolicited videos, voice messages that were not requested by the user, unwanted music, and enough blinking advertisements on each web page to light up the city of New York, ... everything but the information that 90% of the people are looking for!
Play Rough With Your Visitors And They'll Go To Your Competitor's Website.
Another complaint users have is advertisers who resort to taking over your computer. For example have you ever tried to leave a web site, only to get a pop up ad that says, Wait! Don't go. Click Cancel, ... we want to tell you more about this wonderful product that you obviously don't want. ... Or have gone to a website where they disabled the back button on your browser? That reminds of the days when door to door encyclopedia sales was common. Some salespeople would stick their foot in the doorway so the homeowner couldn't close the door.
High pressure selling might work for some individuals especially if it's done face to face. Chances are your customers won't like it, you won't get any referrals, and they probably won't use you again but you might make a sale. You'll see high pressure sales at some car dealerships, flea markets, and door to door vacuum cleaner sales, but the internet is a totally different animal. To be effective, you can't use the same sales strategies. Why not? Because the internet is not face to face advertising. The more you annoy your visitors, the more they'll be determined to find the information they're looking for somewhere else. If their first impression of your site is that you're all about advertising and not information, they're gone in a heart beat. Flash a pop up in front of them and they'll make a mental note to blacklist your site! Perhaps I'm exaggerating slightly, but I'm not far off.
There's Nothing Wrong With Advertising. Just Don't Overdo It And Force People To Click It Off.
Some internet users welcome advertising especially if it's related to what they're interested in and if the advertising promises to provide the information they're looking for. Pay per click advertising can be extremely effective if your ad is placed in the right location and conveys the right message.
What Is The Best Way To Convince Visitors To Buy From Your Website?
What is the best way to market your product or service online? Give people what they want first. If 90% of the people are looking for information, give them information! What is the alternative? If you give them anything else, they're going to leave your site faster than you can throw another pop up at them.
Bait and Switch Can Be A Costly Advertising Mistake, Especially Online.
If you're going to buy pay per click advertising on other web sites, you message needs to create immediate curiosity because you'll be competing with other information on the page. Your words (and or image) needs to be absolutely irresistible. And when they arrive at your landing page, what you have to say better be good. They don't want to see a legal document or questionnaire that asks for all their personal information and email address. And they don't want to see one paragraph of information surrounded by tons of advertising. This is one good way to waste your pay per click dollars.
How To Format Your Information For The Internet.
In addition to information, presentation is everything. Formatting is extremely important. Information needs to be presented in such a way that it's fun and entertaining to read. Short sentences. Short paragraphs. Lots of headlines. Links to other pages on your site. Bullets. Readable fonts. Neat justified margins. Clean backgrounds, ( plain white is always preferable with hints of color to seduce your visitors, ) ...
Give Visitors What They Want. And They'll Give You What You Want.
If you are still reading this article chances are you are looking for a better, more cost effective way to get your message out to people. Advertising can be a total waste of money if your message is wrong or you're not presenting it in the right way. It might be time to re examine your current marketing plan and look for ways to improve. A low cost, highly effective marketing plan can take a struggling or marginally profitable business and turn it around. Sometimes all that is needed is minor adjustments. Small changes can often make a huge difference in the profitability of your business.
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Author Resource:-
Bill Borden specializes in helping businesses increase their profits by creating
high impact advertising and marketing materials. Please email
Bill at BestNewArticles.Com.
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