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You went to all the trouble to develop a "Killer Ad Program", tested response rates and heavily advertised your product, service or opportunity, and then - nothing - no
business. How come, you might ask.
The object of the ads is really not to make an immediate
sale, but to get someone to do something - usually request
more particulars by email, or go to a web site for further
information. This is where many ad programs fall apart.
If you are trying to make sales from your web site, there
must be some continuity between the ad, and the web page
they see. Once in awhile an ad will get my attention, I go
to their web site, and can't find the information I was
looking for. Trying to fight my way through a dozen or so
banner ads, that have nothing to do with their offer, I
quickly give up. If you are going to have a web site to sell
your opportunity, forget the banner ads - they are simply a
distraction.
A smart entrepreneur will make their ad and the web page
complementary to each other. If someone visits your site,
they should immediately find what brought them there in the
first place. They shouldn't have to search all over the
place, as they will quickly lose interest. Remember that
people came there to get information, and not view graphics
that bear no relation to what they want.
While an image of an ocean view might be attractive, unless
you are selling a vacation package, forget about it. The
page must load quickly, and while large images will simply
slow it down, there should be some balance to make the page
attractive. Many of the web pages are simply "boring".
People are looking for a professional image.
Most people who buy on the web are not idiots. Just because
your ad is on the web doesn't give it any magic. If your
product is overpriced, you will not do a whole lot of
business.
Someone recently told me that trying to run a web business
was a waste of time. Investigation into what he was trying
to do quickly revealed he was selling a product for $49.95,
which was available in local stores for $19.95. In this
case, he was right. You should really not try to compete
with a large company or a "brick and mortar" business. The
pockets that contain their advertising dollars are a lot
deeper than yours.
But the Internet is a fantastic opportunity for the small
entrepreneur. You just don't want to try and compete with
"Walmart" in the process. Some people are making money every
single day however, so what is their secret? They have found
a "niche" not normally available in the chains, and are
capitalizing on that.
There are thousands of "niche markets" around. Take a look
around and see what others are doing. One good example I
have found is someone who has extended his "brick and
mortar" business to the Internet. Andrae, at
valuecarpetonline.com basically runs a specialty carpet
store, and decided to go online as well. His web site is
complementary to his ads, and the user can quickly find what
they are looking for.
Do you have to have a "brick and mortar" business like
Andrae? No, in point of fact, the majority of people in
business on the web do not. In his case, it is an extension
of his regular business that happens to work well. Many
people however, do not have a "brick and mortar" business,
and operate solely on the web.
Do you have a hobby that could be turned into a business? I
know a person who collects stamps. His hobby has turned into
an active business. Another person, who is an avid gardener,
has started marketing her own herbal remedies. Yet another
is an author who writes copy for other web-based
businesses.
Time and space prohibit trying to list every opportunity
that one can pursue. What might be of interest to one
person, may not be to another. Everyone is different with
different interests and backgrounds. If you can find your
proper "niche market", develop some "killer ads" and have a
complementary web site, you will succeed.
About the author:
Bob publishes the free weekly "Your Business" Newsletter
Visit his Web Site at http://adv-marketing.com/business to
subscribe. As a bonus, get 40,000 FREE E-Books from Larry
Dotson, when you visit http://www.ldpublishing.com
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