Transforming an Advertisement into a Website Sale

Jan 2


/"Wild Bill/"

/"Wild Bill/"

  • Share this article on Facebook
  • Share this article on Twitter
  • Share this article on Linkedin

The ultimate goal of education is not merely to accumulate knowledge, but to inspire action. This principle, articulated by Herbert Spencer, is also applicable to the world of online marketing. Contrary to the misconception held by many website owners, copywriting is not merely about stringing together persuasive words to secure a sale. Instead, it's about creating a lasting impression or memory in the reader's mind. Effective copywriting involves planting a thought or idea that will elicit a response from the reader. While aggressive advertising can be effective, it's often more beneficial to subtly persuade the reader to accept your idea. The ultimate goal of your advertising strategy should not be a sale, but the implantation of a thought. You want to leave something behind that the reader will carry with them, consciously or subconsciously.

Capturing the Reader's Attention

The first step in leaving an implanted message is to capture the reader's attention. In the vast ocean of advertising,Transforming an Advertisement into a Website Sale Articles it can be incredibly challenging to catch the fleeting gaze of the consumer. You're not only competing with numerous other advertisers, but also contending with consumers who have become adept at ignoring advertisements. This is arguably the most crucial aspect of copywriting. Even subpar copy can occasionally lead to sales, but ineffective headlines will never result in sales. If you can't capture their attention, you can't leave a lasting message.

The Conscious Stage

Once you've captured their attention, the reader becomes consciously aware of your advertisement. Your ad now has a spark of life. This is what I refer to as the reader's "Conscious Stage". The reader's memory, however underutilized, has been activated. Regardless of the depth of the memory, it now exists. Often, building conscious awareness is a process of familiarity. The reader may not respond to your ad the first or second time they see it, but eventually, they will respond to your brand simply due to the familiarity of repeated exposure.

Decisive Reasoning

After the reader becomes consciously aware of your advertising presence, they must form an opinion. This requires decisive reasoning, which does not necessarily mean that the reader will react logically. There are numerous factors and formulas, both known and unknown, that influence a reader's reaction to advertising. These could include impulse, fear, need, personality, and many others. The key is to elicit a reaction. Your advertising approach and how you provoke this reaction largely depends on your target audience. Regardless, you must elicit a reaction strong enough to compel them to purchase from you or seek more information.

Reaction Theory

In my view, the reader will react in one of three ways:

a) They react positively and are likely to progress to the final stage of the sale.

b) They react negatively, and your efforts have failed. It's worth noting that "Negative Advertising" can sometimes be effective. This involves drawing the consumer in by creating a negative atmosphere, such as openly attacking a competitor, a third party, or even the reader themselves.

c) They have not yet formed a substantial opinion. These are your most critical prospects. The other readers have already decided to continue or abort based on the opinion they have already formed. These individuals have not yet formed a strong enough opinion to progress through this stage.

The Final Step of Action

Your potential customer now decides to take the final step of action. This boils down to two possibilities:

a) They purchase your product, try your product, or request more information. Regardless of the outcome, your potential customer is now a legitimate sale or lead.

b) They have followed through and decided against you.

If you have made the sale, congratulations! You're clearly doing something right. If not, consider the following:

When crafting your ads, append a tag to the end of your URL, such as: By monitoring your website statistics, you can determine how many clicks you've received from this article by looking for the tag (?fawss). If the ratio is low, your ad likely needs improvement. If the ratio is substantial, the problem likely lies with your website and its copy.

The "website" makes tracking this individual much easier. By tracking the reader's movements from the time they enter your site from the ad, you can evaluate the strengths and weaknesses of your web copy. If many have visited your site but have not made a purchase, you can identify where you're losing them by tracking their movements. For this reason, you may want to divide your copy into different pages, leading the reader from one tracked page to the next.

Website owners, don't forget about the importance of a second impression (Invitation & Follow-Up). If you can obtain their email address voluntarily, you have a much better chance of recapturing some of those lost clients by implementing an effective follow-up system.

Remember: "Not Now" does not necessarily mean "Not Ever".