Before I compare today's online advertising with traditional media advertising I will make an analogy.

If you've been on the Internet for as long as I have, you probably noticed that things have changed dramatically. About 6, 7 years if you were using online dating sites it was a lot easier to connect with people that were genuinely interested in chatting with you and then meeting you if things were going well. Nowadays things are much different. People do not hesitate to chat online with you but suddenly stop. They might even give you their phone numbers, but if you attempt to call them, they won't return your calls and you'll never hear from them.

When you advertise on the Internet and that you get online inquiries the exact same thing happens. If you try to email or call someone after they inquired about your products or services at your site, you may leave them messages and 9 out of 10 times they won't even bother returning your calls or emailing you back.

The Internet is the most impersonal thing you'll ever come across in your lifetime. People go online, browse sites but although they may inquire at your site they do not commit to anything. They don't see you, you can't see them thus there are absolutely no commitment on their part.

More importantly, the negligible cost of posting an ad on the Internet or blasting an e-mail promotion has attracted a lot of unsavory characters to the web. Some make all kinds of ridiculous and irresponsible claims. Others are nothing more than rip-off artists.

As a result, I strongly believe that prospects are far more skeptical of promises made in online sales copy than they are of benefits promised in direct mail, television, radio, or print.

Also in direct mail, you have a much better opportunity to address all important points about your offer. A brochure or a special report gives you a lot more to present your headline and proof elements than you get on a web page or in the subject line of an email blast.

And of course, direct mail pieces tend to be longer copy and have a longer shelf life in your prospect