NONE: Re: Copy for banners
Re: Copy for banners
eBORcOM (eborcom_at_eborcom.com)
Fri, 02 Aug 1996 12:44:45 +0100
>> >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.
>
>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.
I would argue that this depends on what you're selling. If your market is
people with lots of time on their hands who just surf around the web then
maybe that would work.
I was looking at the issue from my point of view. My customers are busy
business people who I wouldn't expect to follow links because they are told
to. If I used "Click here" as an advertising line I suspect very few of them
would click.
If I were to use "Tell the world about your web site" it would be quite
clear what my services are. Anyone who is interested will follow the link.
If I use "Click here" lots of people who may be interested in web site
promotion will not click through. Thus I will not be reaching as many
potential customers from my advert. I can say from experience that a very
low proportion of people who visit my web site actually place an order.
What I would really love to see is some statistics on this issue, not just
figures from one person's web site, not just figures from Yahoo, Netscape
and the other big sites, but a representative survey of the whole web. That
way we could see which one of us appears to be most right (bearing in mind
that statistics are only a guide and individual cases can vary alot). If
anyone knows of one please let me know!!
Tom Hukins
--
eBORcOM - The home of the Megaphone publicity service, the only way to make
sure the world knows about your web pages.
WWW <URL:http://www.eborcom.com/>
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