Article from October 1998 issue of The Profit Zone Newsletter

Top Three Ways to Get People to 'Click'

Many of you have probably purchased banner ads at some time, or maybe
even joined the Link Exchange in order to increase traffic to your
website... Banners ads, after all, have been the electronic answer to
billboards, TV commercials, or even magazine advertisements, helping to
"push" our wares on others instead of waiting for visitors to find us. 

But does banner advertising really work?

Recent studies show an actual decline in banner ad effectiveness (even
though rates don't seem to be affected much). But there is a silver
lining! Amidst all the dark clouds of sagging statistics, three "types"
of banner ads shine through, boasting click-thru rates ranging from a
steady 2% to a staggering 25%!

Want to know their secret? 

Create banners that entice the user, offering him the ability to:

1. Win something - Offer a vacation get-away, free product, computer,
money, car, etc. These are the type of ads that have been proven to
generate phenomenal click-thru rates as high as 25%!

2. Do something - Offer some sort of invitation to interact. For example,
goto.com's successful banner lets you "type in what you're looking for".
This is almost a basic "right" on the Net - to interact! Capitalize on
it.
 
3. Get something for nothing - Offer free samples, catalogs, coupons,
etc., if a high click-through rate is what you're after. Just make sure
that your free offer ends up making you money at some point... Or you'll
end up broke with nothing to show for it except a prize-winning banner
ad!

Something else to remember: Pretty pictures may be appealing and humor
entertaining in real life, but in banner advertising it just gets
annoying. Even animation, surprisingly, has proven to strike out more
often than not. But just like in traditional advertising, the people have
spoken and we better listen...

Click here to win FREE Web Promotion Software!
http://www.profitzone.com/contest.shtml

How am I doing????????

__________________________________________________________________

This month's Profit Zone Marketing News is by Jeanne Pritt of Worldwide
TeleNet, creators of "The Profit Zone" at http://www.profitzone.com

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