Overcoming the Advertising Challenges of Time and Space
A broadcast commercial can last from 15 to 60 seconds; a print
advertisement may be limited to a few lines or even to a number
of characters, and a full page ad, while allowing more space for
your message, can be very expensive.
On the Internet, the time/space limitation is even more
critical. The window of opportunity to get your message noticed
is open for about 7 seconds, and the scales are weighed in favor
of the Web site visitor. She has total control of the mouse; her
patience in measured in nanoseconds and there are hundreds of
alternate choices at her fingertips.
If you expect to have a fighting chance for her business, you
must accomplish three goals:
1. Get her to notice your advertisement.
2. Keep her interested by building excitement.
3. Encourage her to take the next step.
However, before I get to the details, it helps to understand
the dual way in which words affect our psyche.
Words can lift our spirits, give us hope, and fire us into a fit
of rage or ecstacy. That's because words normally have two
meanings: the generally accepted meaning as defined in the
dictionary, and the connotative or secondary meaning that is
exclusive to the reader or listener.
When you think of the word "home" for example, you
instinctively understand it to mean a place of residence. But on
another level you may be overcome with a feeling of relaxation,
comfort and security because of what that word represents to you
emotionally.
Someone else's secondary image may make them anxious and
stressful because of unpleasant events they associate with home.
The same word, same intellectual understanding, but different
emotional responses.
If I say to you: "There goes a successful woman!" the
image that forms in your mind may be quite different from what
forms in mine.
You may picture Oprah Winfrey or Martha Stewart, while I might
imagine a financially independent, intelligent woman who is
well-read, poised in a variety of situations, and extremely in
touch with her sense of self. Neither of us is wrong, we're each
responding to our personal definition at that moment.
As a result of understanding these two basic ways in which words
and images affect us, different advertising approaches have
evolved, aimed at one or the other. They have all become part of
the arsenal of gimmicks, tricks and strategies that assaults our
senses on a daily basis.
With that said, let's look at some practical ways to apply this
new understanding to achieve the goals I mentioned earlier.
1. Get her to notice your advertisement.
Your headline, hyperlink, lead-in or banner should be an
attention-grabber. Keep in mind that your potential customer is
looking for answers to questions and solutions to problems, so
begin there.
Here are some examples:
"Could you use a new idea to advance your business?"
"Double your article output in half the time!"
"Fight wrinkles from inside out."
"Say goodbye to those unwanted pounds!"
"Start earning extra $$$ today!"
With banners you can enhance your message using font size and
style, color, images and annimation. An annimated banner gives
you the ability to say more in the same fixed space, but you
must take care not to overdo the flashing and scrolling features.
2. Keep her interested by building excitement.
The body of your offer should expand on the headline. Highlight
the health and appearance benefits of losing unwanted pounds;
the bills that could be paid with the extra dollars earned; the
improved self-image to be enjoyed from having smooth skin.
3. Encourage her to take the next step.
It's important to get a commitment from your prospect by telling
her what to do next. A simple "Click Here" or "Find out more" or
"Go" works well with banners.
Text-based ads could read:
"Click here for more information."
"Visit us at www.yourdomain.com and get started today."
"Don't wait another minute. Subscribe now!"
People respond positively to those they respect, trust and
believe to be better informed. It's your job to establish those
qualities in your advertisement. You must also convince them
that your product or service is the one that best serves their
needs. Do that correctly, and it will be a simple matter for
them to take you up on your offer.