1. Far Cheaper and Much More Flexible Than Print Advertising
The Internet is extremely different from print advertising in that space is cheap, your advertisement is accessible for a longer period of time, the content can be changed without having to ask someone to do it for you (if you use a content management system) and you can potentially reach a wider audience.
This is not to say that you should not use other forms of advertising at all You can use it to entice people to visit your website and find out about your company and potentially open two-way communication between the potential customer and a sales person.
2. Market Expansion
The Internet has allowed businesses to break through the geographical barriers and become accessible, virtually, from any country in the world by a potential customer that has Internet access.
3. Diversify Revenue Streams
A website is not just a medium for representation of your company, it is a form of media from which everybody can acquire information. You can use this media to sell advertising space to other businesses.
A recent trend has risen where businesses feature their very own directory of complimentary services, where the visitor can search for information on a business that will enhance the use of your service. The business sells complimentary businesses a listing in their directory. A good example is a catering company featuring a directory with businesses such as event co-ordinators, electronic equipment rental companies, etc.
4. 24 7 365
No more turning customers away when its time to close shop, putting up a note saying closed for public holiday, or leaving an irritating message on your answering service specifying your trading hours tell them to visit your website for information they are looking for.
5. Offer Convenience
It is far more convenient for a person to research a product on the Internet than it is to get in a car, drive somewhere and look for or ask someone for information on a product. Also, a potential customer wont have to judge a call centre agent to determine whether he/she has their best interests in mind, or just wants to make a sale.The potential customer can visit your website whenever they like in their own privacy and comfort, without the stresses and distractions that exist in the real world.
Your website is a self-service medium for example, instead of having to wait in a long cue to pay your TV Licence, you can now do it electronically through the TV Licence website.
6. Add Value and Satisfaction
By offering convenience, a point of reference and that touch of individualised customer service, you ultimately add value to your offering and your customers experience a higher level of satisfaction.
Your website can add value in other ways too, by featuring tips, advice and general interest content you can entertain your customers. This will also help them remember you better.
7. Standardize Sales Performance
By looking at which approached / pitches have worked in the past and those which have not, you can produce the ultimate pitch and use it with your website, so that you use it on every customer. No more training of sales people and waiting for them to get a feel for your line of trade.
8. Improve credibility
A website gives you the opportunity to tell potential customers what you are about and why you deserve their trust and confidence. In fact, many people use the internet for pre-purchase research so that they can determine for themselves whether a particular supplier or brand is worthy of their patronage, and wont take them for a ride.
The Internet also allows for Viral Marketing where your website visitors spread positive word-of-mouth about your business - your customers do your marketing!
9. Promote your Brick n Mortar Presence
Getting lost trying to find a place can be frustrating for a potential customer. You can publish what they call a dummy map on your website, which shows directions and landmarks graphically, and the potential customer can print it out when looking for your Brick n Mortar premises.
You might advertise a promotion on your website encouraging the visitor to visit your Brick n Mortar premises (eg. At a branch near you!).
Also, if you recently moved to a new location, you will have to wait for the next phone directory to come out before people figure out where you currently are. Because a website is flexible you can change the content as you like you can change you contact details instantly and lower the risk of losing customers when moving to a new location.
10. Growth Opportunity
A website serves as a great place to refer potential investors to, to show them what your company is about, what it has achieved and what it can achieve in future.
11. Two-Way Communicative Marketing
Customers can quickly and easily give feedback on your product and/or marketing approach.
12. Cheap Market Research
You can use features on your website such as visitor polls, online surveys and your website statistics to find out what your customers like more and how they feel about certain aspects of your business to determine how you can improve your product and the way you do business.
Website statistics show you how much traffic your website receives, how the visitor got to your website and where, geographically, the visitor is from.
John Simms is an Internet Marketer for , a in Cape Town, South Africa. Visit the website for more info.
Your headline is the gateway to your advertisement. It will eitherentice your reader to continue reading, or turn them of beforetheyve read a single word about your product. A good headline translates into leads.
Headlines are the first thing the eye falls on. If it loses yourreaders attention, you automatically lose a potential lead. Thistranslates into a single fact: your headline is what sells your product.An effective headline will be impossible to resist, and it will forcethe reader to learn more about your product or service.
You only have a few seconds to seize your readers attention. Thatbeing said, it is imperative that you earn how to write good, ifnot brilliant headlines. Lets start by examining what the function of a headline is.
A headline should grab the readers attention, communicatepotential benefits to that reader, and set-up an expectation ofwhat will follow in the body of the ad-and the headline must do this all at once, instantaneously! Additionally, an effective headline is a filterthat attracts your target audience.
Your headline should be educational rather than overly commercial.The best headlines declare an issue or a problem faced by marketingprofessionals, and they contain the subtle promise of your product or service being able to solve that problem.
For example,How to headlines work well because they appeal tothe need for information. Headlines written as a question appeal tothe readers emotions because they will automatically want that question answered and be moved to read on. Headlines written as commands, such as Double your traffic focusing on the most vital benefit of your product or service literally demands your readersattention.
Another strategy is using a news item as headline copy, such asannouncing your new breakthrough service. Finally, consider using thebest sentence, subtly rewritten, from a testimonial: My traffic has increased by 50% and sales are at an all time high! Testimonials, which must always be reliable and true to their source, inspire your potential customers trust and peak their interest.
Obviously, learning how to write elective headlines is essential. But todo that, you must first understand what the qualities of effective headlines are.
An effective headline must be immediately credible. You have tomake a claim, but it must not sound impossible or miraculous. If itsounds too amazing, the reader will not believe you, and you will losethem before you get the chance to explain your product or service.
Following this line of reasoning, effective headlines must also beshort because the average readers attention span is short. For thesame reason that sound bites work, headlines must be brief and notable. They must be easy to remember, and even better, impossibleto forget. Quotation marks work well in headlines, for example, becausethey both grab the eye and the readers attention. This is most likely due to the conditioning people receive from reading books. A readertend to focus more on whats being said within the quotation marks.
Use no more than fifteen words at the most. The shorter the better,so eliminate all extraneous words, such as adjectives and adverbs.These words can make a headline sound unbelievable or like hype, soonly use these modifiers in your ad copy.
Headlines should appeal to the readers emotions rather than theirintellect. Generally, strong emotions motivate people to take action, and the more powerful the emotion, the faster the action. So aim to write headlines that inspire awe, excitement, curiosity, even fear, and you will have solidly caught your readers attention.
Write in the active voice, using the first or second person. Keep all your verbs in the present tense, as it makes the headline moreimmediate. Aim to write a headline that is in the imperative tense in order to motivate your reader to take some kind of action. In thiscase, reading on to the rest of the ad.
Think of how you grab someones attention verbally in your life.You use strong, direct, imperative language. You use strong actionverbs and direct nouns and phrases. The same method should be
applied to your headline. You want to stop the reader in theirtracks, but then be sure to hold onto their attention.
After you have their focus, aim to entice them by hinting at whatyour product may do for them. You must accomplish this is in aslittle words as possible.
The best way to figure out how to entice your audience is to have aclear sense of exactly who your target audience is. Understand whatmotivates them, what their interests, passions, and priorities are, andwhat they are looking for.
What is it that causes this target audience to take some kind ofaction Once you answer these questions, choose words that willarouse this audiences interest.
However, make sure that your headlines are 100% truthful, accurate,and above all, credible-and your advertising copy must support theclaim your headline makes.
Its a good idea to test market different headlines. Once you getthe hang of writing them, try out a different headline as you update your ads, and keep track of what ads received the most responses. These are the two or three headlines that you should build your marketing campaign around.
The content of your message in a safelist ad should be educational.Include case studies, research results, testimonials, anecdotes, and the relevant benefits of your product or service.
Focus on the most important benefits your customers will receivefrom your product. Be specific and stick to facts, dont use hyperbole. Be as down-to-earth as possible or you will sound unbelievable. You want to keep the focus on your product,not on yourself, and you want to appeal to a wide range of different types of people.
Its a good idea to include a compelling story. Focus on what makesyour product or service unique, and then find a story that illustrates how a customer was able to effectively make use of this uniqueness. This story should lead the reader to an offer that will compel some form of action.
Offer something upfront, such as a free article, a discount, a freetrial offer, or even a free ebook. Then immediately follow it with a link to that offer that declares: CLICK HERE FOR FREE OFFER. This will automatically bring the reader to your website where they can learn more about your product.
Keep your message within 3 screens of text. You want it to be longenough to contain all the relevant information and benefits, but not so long that it will become a chore to read.
Make sure your copy is fluent, flowing, and easy to read. Eliminateall spelling and grammatical mistakes. If youre giving out a lot of information, break up the space using bulleted lists to give the readers eye a rest. A list should summarize the key benefits in an immediately accessible form.
Make sure the text is easy to read, in a readable font, with enoughspace between the lines. Use color only to emphasize points, and dontuse too much of it or it will become distracting. Avoid colored backgrounds,as they are hard on the eyes. Use upper and lower case text. If you want touse caps, save it for your headlines.
Use a blank line between paragraphs instead of an indent to increase thewhite space on the page.
Keep your ad copy as brief as a single page if possible. The more emphaticand condensed, the greater the possibility of maintaining reader attention.
Using Free safelists is a great way to try out different ad headlines and copy. Monitor the results carefully until youve honed in on the most defective emails. Then go on to subscribe to the Pro lists using your most effective ad copy.
FREE Gift - Safelist Marketing Revealed
FREE Download - SMASS Auto-Safelist Submitter
By Dennis Whittaker