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Posted on November 7, 1998

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The Add Me! Newsletter        *** FOURTH ISSUE ***
"Free Tips to promote your website"

Add Me, Inc                   http://www.addme.com
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November 7, 1998                     Newsletter #4
Article: 14 PROVEN LAWS OF BANNER ADVERTISING
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          .....THIS WEEK'S ARTICLE.....



       14 PROVEN LAWS OF BANNER ADVERTISING
       ====================================

Banner advertising unquestionably has become the 
industry's most reliable, predicatable, and measurable 
method for attracting new visitors.  With 60-70% online 
ad expenditures being allocated to banner advertisements, 
there is little room for question as to the effectiveness 
of a well managed banner ad campaign.  I have therefore 
assembled for your review the 14 principles of successful 
banner advertising.

 You are encouraged to incorporate these concepts into 
your online marketing strategies, to not only boost 
traffic to your site, but to leverage it as well.

 1.  Join two, three, or four quality exchange organizations.  
A typical exchange organization will offer you usually 
one-half to .7 or .8 credits, each time you host another 
member's banner at your site, and a full credit will earn 
you the displaying of your banner on another exchange 
members site.  Some exchanges offer multiple page coding 
so you may host members banners on numerous pages throughout 
your site.  Thus membership in multiple exchange organizations 
allows you to leverage visitors not only as a result of 
each unique visitor producing multiple credits for you, but 
also as a result of visitors who go beyond your home page, 
explore your web site, and earn you additional exchange credits 
through the impressions they are exposed to on any or all of 
the pages you host banners on.  It's highly possible to earn, 
with a ten page web site, and a visitor who sees all ten pages, 
ten or more credits, meaning impressions due you just for 
belonging to two exchanges.  Now that's leverage.  My personal 
favorites are http://www.linkexchange.com, and my number one 
favorite http://www.bannerco-op.com.  The co-op offers a full 
one to one exchange plus a unique program paying cash for 
click throughs.  And you can exclude specific catagories of 
competitors banners appearing on your pages.

 2.  When dealing with seconds, and sometimes fractions 
of a second, to grab the attention of the viewer, it's 
vital that your ad screams LOOK AT ME NOW.  You accomplish 
this goal primarily through and in this order, your copy, 
color, graphics.  Therefore spend as much time on the five 
to ten words that little box has space enough for as you 
did practicing to ask for that first date.

 3.  Bright colors almost always out perform the reds and 
the blacks which are less effective.  Use yellow, orange, 
blue and green.

4.  Animated banners have multiple advantages over static 
or single screen banners.  Use them to layer in additional 
copy.  A three screen animated banner easily provides 
enough room for five to seven words per screen.  Just 
make certain the copy that you choose for the first 
screen is compelling and attention getting.  Focus on 
your web site's premium benefit.  Why do people visit 
your site?  What's in it for them?  Build your headline, 
ie: the first screen, or your static banner, based upon 
your single most prominent, compelling benefit.

 5.  Banner size, should be maintained at 3-5K which is 
ideal if you can accomplish your copy and creative objectives.  
If not, up to 7 is OK. Never more than 10 as it takes much 
longer to load and you run the risk of the visitor not 
seeing your banner at all.  

 6.  I can't stress this enough.  There is no reason 
not to brand every banner you ever create.  Branding 
your banner can be accomplished by doing nothing more 
that placing your product or company logo on one of 
the screens in the animation process, or simply giving 
the name of your company, or domain name, or a picture 
of your product.  With average click through responses 
in the 1-2% range, why waste 98% of the impressions by 
not telling the viewer who you are or what your product 
is?  Off line advertisers have known for decades the 
power of branding, and with properly designed banners 
you can accomplish both direct response advertising 
and branding simultaneously.  With branding you can 
get your name, your product name, continually in front 
of your prospects, even if they don't "click" on.

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 7.  Don't get hung up on hosting banners on your 
site for fear that you'll lose a visitor.  Listen, 
they're going to leave anyways.  If they're interested 
in your site they'll stick with it until their interest 
is totally satisfied.  If not, you're going to lose 
them in any event, so you may as well get some mileage 
out of those visits.

 8.  Do not try to qualify your visitor.  In other 
words, let the site do the qualifying and selling 
job for you.  After all the name of the game is to 
get each and every unique new visitor to your site 
as possible, thus leveraging credits due you should 
you belong to a banner exchange.

 9.  When building your five to ten word static 
banner, or five to seven words first screen animated 
banner copy, rely on these themes.  Fear, curiosity, 
humor, the big promise.  Example, Warning, you must 
see this before you purchase xxx; never worry about 
losing xxx again, learn the secrets of cashing in on 
xxx, do you know how to xxx?   As an aside, a warning 
banner is an enormously powerful approach.  Many off 
line yellow pages publishers will not even allow them 
because the other advertisers complain about the unfair 
advantage such an ad delivers.  Try one.

 10.  The number one drawing card in banner advertising 
is the use of the word FREE.  Put your creative talents 
to task here.  Write a free report that solves a problem, 
and post it at your site.  Offer a free drawing, free 
subscription to a e-zine.  Free advertising, free trial 
offer, free download for software, etc., etc.

 11.  Never assume your viewer knows what to do next.  
Always, in one or more places, insert the words click 
here, or, click here now, or show a drop down box with 
a click arrow prominently displayed.

 12.  When appropriate to your marketing campaign, 
buy click throughs and not impressions.  With click 
through purchases you can lock in on the cost of 
each unique new visitor.  Purchasing click throughs 
helps to eliminate concern over rigorous and ongoing 
testing and new banner design and creation concerns, 
as well as the arduous task of ongoing meaning daily, 
monitoring of each of your banner's effectiveness.  
When purchasing click throughs and paying only for 
those new visitors, all of those issues become 
someone else's problem. Bannerco-op.com offers an 
excellent click through program.

 13.  Targeting.  If you are a niche market advertiser, 
or a local or regional advertiser, targeting is vital 
to the success of your banner campaign.  You'll want 
to very carefully select sites or work with an ad 
agency that offers the opportunity to reach those 
prospects who are the most likely to be interested 
in your product or service.  On the surface, purchasing 
targeted impressions is more costly, however, it represents 
the best way to reach your audience.  If you're selling 
automobiles in southeast Florida, it makes no sense to 
place your banner into a national network where only a 
fraction of the audience would have any interest.  
Instead you'll want to target web sites serving the 
community you service, including Chamber of Commerces, 
newspapers, radio stations, television stations, and 
other local and regional businesses serving the same 
geography.

 14.  Test, test, and test some more.  Once you've got 
the perfect banner working, design another one because 
sooner or later even the best banner runs out of steam.  
It's generally accepted that after a prospect sees a 
banner for the third or fourth time, the likelihood of a 
click through plummets.  When testing, always test the 
next new design on the same site or on the same network, 
so you are indeed comparing apples to apples.  Testing 
is a continual ongoing, dynamic process.  Review your 
stat pages on a daily basis and be prepared to act 
quickly when results begin to lag.  Remember the three 
most critical elements of your banner.  First the copy, 
next the color, and next the graphics.  Once a successful 
banner has been created, tweaking and modifying these 
elements can keep it alive and producing strong click-
throughs for many months.


------------------------------------------------------------
Michael T. Glaspie, a renowned direct marketer, author, 
and founding director of www.bannerco-op.com (where you 
get a 1-1 exchange + cash), now shares his insights 
through his Free e-zine available at 
www.mysiteinc.com/mglaspie (home of FREE web sites 
& $20 cash) or e-mail newsletter@iodmail.com and put 
subscribe in the subject block. 
------------------------------------------------------------
 


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