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KNOWING YOUR OPTIONS
by Theresa Cahill
Copyright 2005 - All Rights Reserved
New to online promoting? Wondering where to start and
what to start with...?
Here's an easy explanation, along with a few pros and
cons for "standard" online a.dvertising fare:
First of all you'll notice right away that I'm using a
punctuation mark (the period) to break up certain words
as I type. This helps me make sure that when someone
reproduces this article, it won't create a log jam at the
receiver's isp and get fi.ltered into their ju.nk box.
A cl.assified a.d needs to be composed in a similar manner.
There are definitely words that one cannot help but use -
they just so clearly define what one needs to say and
That's fine. Many publishers are already savvy to these
"sp.am tr.igger words" and make adjustments. They
want their ezines/newsletters delivered and read as much
as you want your a.dvertising to be seen.
But you do need to consider your words carefully.
The benefits of a cl.assified a.d are it can be placed
inexpensively or even for fr.ee INSIDE the ezine/newsletter.
In addition, many publishers archive their past issues
making them ideal for search engines to pull content/
So, along with immediate a.dvertising, you also gain
the advantage of being archived for later searches :)
Another plus to the cl.assified ad is that done inexpensively
it helps you stretch your budget while you tweak and rework
your original wording.
Very few people can start off by writing THE ultimate
And, very few people have an unl.imited budget for doing
that most-necessary tweaking.
Find a spot where you can a.fford to work and rework your
cla.ssified a.d until you've achieved one that pulls the
tra.ffic you need.
The only "down side" to a clas.sified (if there even is one,
and I don't believe it) would be going up against other
cla.ssifieds in the same issue. However, with imagination
and time you've got the ability/means to create THE a.d
that should pull for you.
The solo ad is much trickier regardless of how flippantly
others might try to convince you that it's not.
The SUBJECT LINE - the only words someone will see
IN THEIR INBOX - is the most critical component of a solo.
Solos are sent individually to existing lists. They do not
have the advantage of being archived. Once sent, that's
it - so make it good!
Again choosing the right spot so you can tweak and rework
your solo and it's subj line is important. Starting out with
a $300 (!!) solo when you've never done it before can turn
out to be a major financial disaster - or not.
If you've got what it takes to get it opened, read, and acted
upon, bully for you! (If this is you, start your own solo writing
service, and I'm very serious.)
Most of us, however, do not. We need the room - both financially
and time-wise - to work up that winning solo.
Again, patience and an understanding of what your potential
audience will and will not BELIEVE is critical. People are cautious,
and, moreover, people are smart. Most people do believe "if it
sounds too good to be true..." so avoid that pitfall right from
Generate excitement - not hype.
WEBSITE TR.AFFIC/VISITORS or HITS?
There's a difference.
Hits are not visitors per se. Yes, the webpage itself is shown
front and center to a pair of eyes. And hits can and are a
good thing. But you also need unique VISITORS specifically
requesting to see your page. Visitors looking specifically for
what you have to offer.
Hits can be had by the hundreds if not thousands, and usually
for fr.ee (see my sitemap for examples, under the fr.ee
Hits are, and should be used as, a good fre.e source for
branding your web page.
Hits are randomly generated. A person may or may not be
interested, may or may not have been looking for what you
have to show them.
However, most of us need VISITORS, people truly looking for
what it is we, specifically, are offering.
Once again, no one need spend bundles of cash to get
unique website visitors. Do shop around for this service.
Guaran.teed signup programs abound on the web. It can be
very difficult to choose one that will deliver what they promise
which is typically a fr.ee-to-join or pay-to-join member into
your existing downline.
Shop around. I list a service that has good credentials and
a good reputation though I personally do not provide this
You'll want to look for a gs business that's been around awhile,
but even more importantly has good, solid testimonials and
one where you can actually get it touch with the owner.
Yes, pick up the phone before you order or email the owner
and request he/she send their telephone number to you.
You want to talk first and then act.
Leads are second cousins to the right gua.ranteed signup
Leads can range from the totally useless to the "wow I hit
the motherload!" if you do your own due diligence tracking
down the right lead-generating service or system.
Leads are the lifeblood of any business, anywhere.
Ideally, leads are pre-generated lists of individuals interested
in what you have to offer. A lead list can be very basic
(name and email only) or include snail mail information and
The more information you are given the better because
it gives you more options to make, and keep, that contact.
Know what you are ordering ahead of time. Read. Ask
questions if necessary. Obviously if no one answers your
inquiries, move on.
You've heard it before and it's totally true. List-building
is what it's all about online. By building a list of truly
"I want to be on your list!" people, you have the means
to keep them posted on what you're doing, and for how
All types of a.dvertising exists out there. All a.dvertising
should work toward the one ultimate goal of getting that
persons name and email (and phone number if possible).
While most people think "sale" or "mo.ney" if you scale down
to "that would be nice, but the name/email is even better!"
you're more than halfway to understanding and achieving
your online success!
ABOUT THE AUTHOR:
Theresa Cahill is the owner of
My Wizard Ads. Her job is to make your online advertising
experience as effective and effortless as possible!