Re: Copy for banners

Donna Dolezal Zelzer (djz_at_efn.org)
Tue, 30 Jul 1996 14:09:49 -0700

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Madvulcan <bruce_at_cache.net> said:

> As a direct response marketer, I believe your headline is THE SINGLE MOST
> IMPORTANT element in your banner. After all, in conventional advertising,
> the headline is responsible for up to 80% of the effectiveness of the ad.
> I've seen one headline outpull or outsell another by up to 2100% on the
> exact same layout and identical body copy!
>

I agree, esp. since a banner ad can't be much more than a headline, anyway.

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)

Donna

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Donna Dolezal Zelzer (djz_at_efn.org)
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