One of the Few

Much of the advertising you see on the web is of the "here today,
gone tomorrow" genre. Some think they can throw up a web site or
join an affiliate program, and they will have to buy a
wheelbarrow to carry the $20 bills in from their mailbox. Well
folks, that "ain't" the case.

There are a number of forms advertising can take, and let's first
discuss the ones at the opposite ends of the spectrum.

Sales Advertising is designed to sell a specific item
immediately. A good example of this can be found in your
newspaper supplements, advertising coupons for specific food
items in a local store. On TV, an ad for a particular CD is
another example. They are trying to entice you to purchase a
specific product within a specified time. Most of these ads are
"price driven", and if you take advantage of their offer, you
will realize a savings.

Institutional Advertising is not trying to sell you something
specific. It is used primarily for "name awareness" and when
faced with a purchase, they hope you will remember their name.
When IBM airs an ad, you will seldom see a specific product for
sale. When you buy your next computer, they are banking on you
remembering their name, and will purchase their product.

Most of the non-professional advertising you see on the web is
neither. They are usually trying to sell something specific, but
give no reason to buy from them at this time. Affiliate programs
are big offenders here. If I am going to get involved in
something like the "Six Figure Income" program, why should I do
it with you. There are thousands of people trying to sell this
program, and many are not making anything, but some are. The
real question here is why.

If you are going to be involved in an affiliate program, you must
give people a reason to buy from you. Obviously, if you provide
a bonus that others don't, they now have a reason to get it from
you. Take a lesson from some of the Internet Service Providers.
Many will give you a free month if you recommend someone, and they
remain as a customer for three months.

Most of the affiliate programs require a monthly investment from
the people who join, and you earn commissions on what they spend.
Why not consider that "three month" approach. Give them a gift
equal to the value of what you would earn in three months if
they stick with the program. If it's a decent program, they will
probably be around a lot longer than three months, and you will
have given them a reason to buy from you.

Unless you are a very large company, "Institutional Advertising"
probably won't work for you. But you can still attain the
necessary name awareness. A one time ad does little, if any,
good. It is a proven fact that people need to see an ad 5 to 7
times before they act.

I know a person who has advertised the same thing in an online
Newsletter for years. She provides a bonus for people who sign
under her sponsorship, and keeps her name in front of her target
market. She averages one or two sales a week from the ad, and
her income far exceeds her expenses.

Newsletter advertising that reaches your target market, is a good
choice if done on a consistent basis. Most popular Newsletters
average several hundred new subscribers a month. Many not only
publish them, but archive them on a web site as well. Here you
get a double "whammy". Your message will be read on the web site
by many people who don't get the Newsletter. Some parts of the
world limit the size of email, and they can't receive the
Newsletter. But, if they can go to a web site to read it, you
have greatly expanded your exposure.

Advertising on the web is different from traditional forms. If
you provide a reason for people to buy from you, and you keep
your ad visible, the odds are you will be one of the few making
any money

About the Author

Bob publishes the free weekly "Your Business" Newsletter
Visit his Web Site at http://adv-marketing.com/business to
subscribe, and place a Free Ad for your business.

Written by: Bob Osgoodby