Re: Janet Attard

From: Janet Attard <attard_at_businessknowhow.com>
Date: Thu 13 Jun 2002 13:59:19 -0500

> >2). The number of exposures before a purchase action. [snip]
>
> One. That's it. If your branding is right and you recognize that
> the web is driven by people seeking out solutions to their problems,
> all you need is one hard hit that shows your brand to be "the ONLY
> solution to their problem." There's little time for anything else
> other than clicking and buying.

I disagree with that. I don't have studies to point you to, but from
experience, I can tell you we've had people come back to our site weeks and
months after an ad of link to an advertiser was taken off asking how to find
the product or service. They bookmark pages, they save newsletters, etc.
It's kind of like a mixture of direct mail and magazines - you get the
immediate response from people first seeing the ad, and then the delayed
response after they've studied the situation, get around to taking some
other action that they need the product or service for, etc.

> the web is driven by people seeking out solutions
That part I do agree with you about. But people are smart these days, and
they shop around online. Who's got the best deal. Is this product something
I can get elsewhere? Is the vendor reliable? And if it's something they can
buy offline, can they get as good a deal offline and be able to return it
easier.

Sure, there are those who will buy things online at first sight because they
are bringing in $100,000 incomes and working 90 hours a week to do so. But
the rest of the world is online these days, too, and they usually aren't as
quick to buy or make decisions.

--Janet Attard
Author, The Home Office and Small Business Answer Book
Business Know-How(r) - small business, career and self-employment resources
Providing content to the online world since 1988
http://www.businessknowhow.com





Received on Thu Jun 13 2002 - 13:59:19 CDT