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

Rob Frankel (rob_at_robfrankel.com)
Fri, 1 May 1998 07:55:14 +0100

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At 1:29 PM +1000 5/1/98, Nick Usborne wrote:

>> 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?

Welcome to my world. The answer, more often than not, is ego. Just
yesterday, I poised the same question to a guest on a radio show I co-host
with Jaclyn Easton. The guest was a real high ranking guy in the
entertainment business who was really sharp.

His answer made sense: ego drives most of the people at the top levels of
those businesses. Most of them have more drive than knowledge. So they
spend their time on the stuff they do understand, and no time on the stuff
they don't. So they don't know -- or even care -- about what works.

That's why you have the mega studios in Hollywood with some of the lamest
web sites online.

Usually, the people who are good and making stuff are horrible at selling
it. The web is no different. If you like, I have an article in our Archive
section at our site about "Inventor's Disease".

Rob Frankel

Big Time Branding (SM) http://www.robfrankel.com
Advertising, Marketing & Killer Creative (SM): http://www.frankel-anderson.com
Subscribe to FrankelBiz for FREE at:
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