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

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

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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

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