NONE: Re: Copy for banners
Re: Copy for banners
Madvulcan (bruce_at_cache.net)
Thu, 1 Aug 1996 11:15:28 -0600 (MDT)
On Wed, 31 Jul 1996, eBORcOM wrote:
> Bob Poulsen wrote:
>
> >From experience and from talking to other advertisers, I'm aware of a simple
> >banner element that will probably increase response:
> >
> > "click here"
> >
> >I never would have guessed this, because to me it seems unnecessary and a
> >little condescending to the user. Nevertheless, it seems to be
>effective. 8-(
Click here works because it's an imbedded command. "Take advantage of this
amazing opportunity," "Call NOW," "Don't wait" are other examples. Yes,
they seem redundant -- if someone wants the product, you'd think they'd be
sufficiently motivated to act without specifically being told -- but good
copywriters use these devices because they have been proven to increase
response rates.
> Are you sure it's really effective? This comes back to something mentioned a
> few days ago. Does it matter if I click through your advert, look at your
> site for 5 seconds and then never come back? I could click through an advert
> and then decide the site isn't for me or I could then buy your product,
> bookmark the site and come back every day, or do whatever you intended me to
> do when you created the site.
>
> Lots of people may well click if told to, but whether that click will have
> any significant increase on the effectiveness of the site (be that to make
> sales, to increase the number of regular visitors the site pulls in or
> whatever) is debatable.
Not really. More clicks invariably mean greater effectiveness because the
law of averages suggests that some percentage of those people will need
or want what you're offering. You certainly won't get action off of
someone who DOESN'T click on the banner, will you? :)> Obviously the
better you target your banner placement, the higher will be the percentage
of meaningful responders.
> Effective adverts are not those which have high click through rates,
> although that is often the case. Effective adverts help the web site achieve
> the purpose for which it was created.
I would say that generally, the higher the click through rates, the
greater the traffic, and the more successful the site will be. So if
"Click Here" increases click throughs, Why not "USE IT!"
Bruce Ackerman
VP Marketing & Sales
CacheNET
The Internet Marketing Specialists
http://www.cache.net/
