Google
 

NONE: Re; ONLINE-ADS>> How to SELL web advertising

Re; ONLINE-ADS>> How to SELL web advertising

Nick Usborne (wilding_at_islandnet.com)
Tue, 28 Apr 1998 16:10:53 -0700

William Greene said:

>The issue is targetability. I can't tell you how many clients we've had
>to deal with that aren't just interested in reaching certain interest
>group categories - they want to reach them in certain ZIP codes, too.

Yes, there's the whole issue of how you can and whether you want to
translate the technical and targetting issues of off-line direct marketing
into your on-line activity.

But here's another thing. Over the last half century and more a zillion
creative tests have been undertaken off-line - in the mail and on direct
response ads.

There's a bunch of stuff we've learned. Broad stuff - like don't reverse
out huge chunks of copy or you'll depress results. Don't do fifty word
headlines in capital letters, especially not reversed out, in italics and
in 8pt text.

Off-line experience in writing and design has demonstrated time and time
again how sensitive response rates can be to very minor changes - two or
three words, one colour etc.

So my question is - how come so many commercial web sites ignore everything
that has been learned by so many people? In the words of author Douglas
Adams, "Man is unique not only in his ability to learn from the mistakes of
others, but also in his disinclination to do so."

Best wishes,

Nick
A direct response writer

Nick Usborne
ISIS Direct Ltd
1383 Maple Bay Road
Duncan, B.C. V9L 5R5, Canada
Tel: (250) 746-0046
Fax: (250) 746-7772
email: wilding_at_islandnet.com

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ValueClick and ICONOCAST

Got unsold ad Inventory??? We've got advertisers!!!
ValueClick is your hands-off solution
http://www.valueclick.com/host

---

"ICONOCAST is a must read, must route."
Rich LeFurgy, IAB Chairman and Sr. V.P., ABC News/ESPN Net Ventures
E-mail sub_at_list.iconocast.com with "subscribe iconocast" in SUBJECT

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Houston Web Design

Add your company...

Local SEO with Video
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.