Re: Copy for banners

Donna Dolezal Zelzer (djz_at_efn.org)
Thu, 1 Aug 1996 15:33:29 -0700

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At 11:25 AM 8/1/96, Madvulcan wrote, quoting me:

> > thinking about it, perhaps a good way to think of banner ads is like
> > billboards and other outdoor signs.. something people see as they whiz on
> > past,so you need to make in brief and memorable enough so they notice (and
> > in the case of store signs and web banners, stop and look and come in)
> >
> Yes, Donna. And the advantage with a banner over traditional outdoor
> advertising is that the customer can interact with it almost
> effortlessly to take action now. So be sure to put a strong benefit
> in your banner headline.
>

Yes on the strong benefit!

And remember, features are not benefits:
Looking at a spoon:
"curved bowl at one end" is a feature.
"holds liquid foods" is a benefit

Benefits are derived from features, and seem pretty obvious when it's
something you;re familiar with, but your potential customer may not be able
to make the jump. You need to tell them _what the features will do for
them_.

Donna

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Donna Dolezal Zelzer (djz_at_efn.org)
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