Advertising is one of the hardest things to get right. This is especially true on the Internet, where you’re competing with thousands of other advertisers.
Fortunately, most of the advertising on the Internet is written by amateurs who have no idea what they’re doing. This makes it easy for a skilled ad writer to stand out from the crowd.
This article is written for people new to advertising, and gives you an introduction to the two main types of advertising. It explains what each type is designed to do, and shows you when to use each one.
Most people don’t know what you’re about to discover, yet it’s not possible to create powerful online ads unless you know this information.
The two types of advertising
There are only 2 types of advertising that matter on the Internet. They are…
- Response advertising
- Sales advertising
A response ad is designed to get people to reply to the ad. This is the sole purpose of a response ad.
A response ad shouldn’t focus on selling a product, but on selling the response.
A sales ad is designed to get people to buy a product or service. This is the sole purpose of a sales ad.
With two-step advertising, there are two distinct steps in the sales process…
- Get people to visit your sales page
- Ask for the sale
A response ad is used in step one, and a sales ad in step two.
Your goal in step one is to generate enough interest in your product or service that a person stops what he or she is doing, and visits your sales page instead. For example…
Wedding Reception Entertainment that will take your friends and family by surprise, and ensure they’ll talk about your wedding for years!
Your goal in step two is to generate enough desire for your product that the prospect buys it.
There are millions of suitable websites on the Internet. A suitable site is one that attracts people who are likely to have an interest in your product or service.
You need to find as many of these websites as you can, and put your response ad on as many of them as you can afford.
Your response ad then has the job of gaining the attention of the people who visit those websites, and persuading them to stop what they’re doing and visit your sales ad instead.
The Internet is especially suited to two-step advertising because every page can be linked to any another. If your prospect is interested in your ad, all he or she has to do to respond is click on it. As soon as your prospect does, he or she is taken to your sales page.
Take it from me, it’s much easier to get a person to click on an ad than it is to get him or her to send a reply coupon back through the mail. Or to dial an 800 number.
Despite the Internet’s ease of response, getting a prospect to reply to your ad is still a challenge. We’ll look at how to go about this in the next article.
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