GET RESULTS WITH SMALL DISPLAY ADS
Do Display Ads Really Work? Of Course They do, Especially if They're Done Right. Here's How to Make Them Work for You.
By Mark A. Smith
Using small display ads is an effective and inexpensive method of promoting your business opportunity--IF YOU DO IT RIGHT. However, if you do it wrong, you may as well wash your hard-earned dollars down the drain.
What is "display" advertising? It's simply an ad of any standard size which is more visually appealing than a plain classified ad. It usually has some sort of border, eye-catching headline or graphic, etc. A display ad should conform to standard "column width" measurements that the publication you're advertising in uses. Most publications use a 21/4" wide column and you simply use any height for you ad, in one-inch increments. One and two-inch (height) ads are VERY popular sizes because of their affordability. Therefore this column will focus on the one and two-inch small display ads.
The biggest mistake advertisers make with small display ads is similar to the same mistake they make with classified ads. They try to pull in cash from the ad itself. There are many theories on this, but I'm here to say from my own experience that IT IS NOT THE WAY TO GO.
I've seen countless tiny display ads trying to pull in five, 10 or even 50 dollars and more from a one-inch display ad. In most cases, these advertisers are inexperienced and don't realize that they're just sending their advertising dollars down the old drain. Why is this? Because you can't supply enough information about your business opportunity in a tiny display ad to close the sale. Experienced advertisers know this.
Some "experts" claim that asking for a small amount (a dollar or two) for a LSASE to help pay for the mailing costs of your advertising materials is fine. Or they'll argue that it helps them qualify the prospect. HOGWASH!
What is an LSASE, anyway? Stop a dozen people walking down the street and see if they know what it means. Those of us who have been around mail order know that it means "Long Self-Addressed Stamped Envelope." That's a mouthful. But asking for a LSASE in your ad will only confuse many potential customers because they don't understand what it means. I could write a thesis on why you should never ask for a LSASE.
Friends, there are very good reasons why I never, NEVER ask for a dollar or one of those "LSASEs." But the bottom line is that it will dramatically reduce your response rate.
Number one, if you can't afford to send out free information about your offer, you should consider another occupation. When's the last time you saw Ford Motor Company ask you for a dollar to receive their literature? If they did, do you think many would respond? Get the picture?
Number two, it prevents you from legitimately using the most powerful and attention-grabbing word in advertising: "FREE."
And number three, you'll be losing potential prospects in the process. It's just not worth it.
You should focus on pulling the maximum number of inquiries per ad. And a key to pulling maximum inquiries is, of course, to provide FREE information to your prospect. You just can't beat that word, "Free." Take advantage of it.
In addition, here are a few final tips to keep in mind when using small display advertising:
1. Don't ask for money, stamps, SASEs or LSASEs in your ad. It confuses some prospects and greatly decreases your response rates. This is your opportunity to give something, not get something. You should give your prospect free information, samples, etc.2. Make good use of the word FREE in your ad. It is by far the single most powerful attention-grabbing word you can use.
3. Keep your ad short and powerful. People skim pages quickly and won't waste time on ads that require a magnifying glass to read. Remember many folks have poor vision. And they can be great prospects IF you make it easy for them.
4. Use display advertising to create your own personal in-house mailing list. Follow up with your business literature immediately.
5. Choose your publications wisely. Make sure they are geared for your type of offer. The publication you are now reading is an excellent place to advertise. So do it today while it's on your mind.
Mark A. Smith, B.A., M.S.M., is a home-business consultant and publisher of THE YELLOW PAGE OF MAIL ORDER BUSINESS TOOLS. Smith is offering readers of this column a FREE copy. Write to:
Mark A. Smith 1112 Baxter Ln. Freeport, IL 61032
Or you may email Mark: sandmark12@aol.com
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