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Isn't sales the purpose of advertising ?
I am sure you know that advertising is vital to our business.
Whether it's free, whether it's paid, the key is to assign it to a
purpose and to use it accordingly.
"Isn't sales the purpose of advertising?" you might have a question
to me. Well, no, at least not always. For instance, while writing your
ads you should focusing two main points Visitors and Exposure.
1. Focusing Visitors.
May be your ad is not large enough to tell everything about what
you sell. Think about a 5 lines ad.You will spend two lines with
headline and link (direction). What about to write first in three
remaining lines?
In this situation a good choice is to gain the readers attention and
to send them to your site where you have the sales letter.
2. Focusing exposure.
Put yourself in the reader position. You have on your screen a list
running tens of ads. Will you read everyone ? Probably not. You
will read one, two, three... but not the entire list. May be the most
interesting ad is swimming between the rest.
Going back to advertiser position, lack of exposure makes your ad
quite impossible to be noticed. To improve your ad exposure you
have two choices : A Top Sponsor Ad or A Solo Ad.
A Top Sponsor Ad is the first ad you see on a list. Most of the time
it is personalized to catch the reader's attention. By the consequence
it has a high exposure related to the rest ones. Top Sponsor Ad is a
good solution when you can describe well your product in only 3-4
lines or you focus visitors.
A Solo Ad gets you the maximum exposure because it is exclusive per
issue and well personalized. Another advantage of Solo Ad is you
have enough room to write about your product, it is like a selling letter
going to a large readers base.
Of course, for a Top Sponsor or Solo Ad you must pay more, but
if you take care to chose the most appropriate list(s) you will have the
money back plus a good profit. Do not think that you will succeed
choosing by random a list with a large base of subscribers. Better use
a small one that is close targeted to your product and if is possible run
your solo or top ad twice. If you need to change something, change
the ad not the ezine.
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