The digital landscape is littered with fleeting advertisements, many of which promise instant wealth through the creation of a website or participation in an affiliate program. However, the reality is far from this illusion. The key to successful online advertising lies in understanding the different forms it can take and how to effectively utilize them.
At one end of the spectrum, we have Sales Advertising, which aims to sell a specific product immediately. This type of advertising is often price-driven and offers savings to the consumer. Examples include newspaper coupons for specific items at a local store or TV ads for a particular CD.
On the other end, we have Institutional Advertising, which is not focused on selling a specific product but rather on creating brand awareness. When IBM airs an ad, they rarely showcase a specific product. Instead, they bank on you remembering their name when you're ready to purchase your next computer.
Unfortunately, much of the non-professional advertising seen online falls into neither category. These ads often attempt to sell a specific product but fail to provide a compelling reason to buy from them at that moment. Affiliate programs are notorious for this. For instance, if thousands of people are trying to sell the "Six Figure Income" program, why should a consumer choose to buy from you?
If you're involved in an affiliate program, it's crucial to give people a reason to buy from you. One effective strategy is to offer a bonus that others don't. For example, many Internet Service Providers offer a free month of service if you recommend someone who remains a customer for three months.
Most affiliate programs require a monthly investment from the people who join, and you earn commissions on what they spend. Why not consider a similar approach? Offer them a gift equal to the value of what you would earn in three months if they stick with the program. This gives them a reason to buy from you and increases the likelihood of them staying with the program for longer than three months.
Unless you're a large company, Institutional Advertising probably won't work for you. However, you can still achieve the necessary brand awareness through consistent advertising. It's a proven fact that people need to see an ad 5 to 7 times before they act.
Consider the example of 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. As a result, 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 gain several hundred new subscribers a month. Many not only publish them but also archive them on a website. This gives your ad double exposure, as it can be read on the website by many people who don't receive the newsletter.
Advertising on the web differs from traditional forms. By providing a compelling reason for people to buy from you and keeping your ad visible, you increase your chances of being one of the few who actually make money from online advertising.
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