Free Internet Advertising Tips: Part 3

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Presentation

An effective presentation anticipates your visitor's questions, and provides the "right" answers. During this process you are leading your customer to the Close.

Grab The Attention And You Will Sell
AIDA is an acronym that stands for Attention, Interest, Desire, Action. AIDA is a powerful strategy, proven to be the most effective in marketing, advertising and sales. And it’s just as true in web marketing as well.

In order to make your site sell, every single page on your site must:
  1. Grab their Attention
  2. Hold their Interest
  3. Stimulate their Desire
  4. Motivate them to Act
Make sure every single page on your website passes the AIDA test:
  1. Grab their Attention
    Studies prove that you only have 8 seconds to grab a surfer's attention before they move on to another web site. Does your page capture them in 8 seconds or less? Do you show your customers immediately that you can meet their needs? Web surfers are extremely impatient: make sure your offer is immediately apparent! The most important information should be seen instantly, near the top, and the page should entice them to continue down the page and to explore more pages.

  2. Hold their Interest
    Do you sustain that attention by providing useful information in a user-friendly format? Do you give your shoppers a reason to stay? Do you make it easy for them to find everything they are looking for? If your site is confusing it's easier for them to leave than stick around, because your competitors are only a click away.

    Emphasize the benefits of your product or service, not just the features. Interest is created by giving your potential customer multiple benefits that will enhance their life. Remember, customers buy on benefits not on features.

  3. Stimulate their Desire
    Make your offer irresistible to build desire. Include free bonuses, and an iron clad, no risk guarantee. Also it is important to build urgency into every offer. For example: "Order now in the next 72 hours and you will get this free bonus."

  4. Motivate them to Act
    Lastly, and most importantly, every single page must include a close ! You must ask your customer to buy. You may have captured their attention, over-whelmed them with all the benefits and created an undeniable desire through free bonuses and the best guarantee, but you must ask them to buy. And when they do click your "Buy Now" button, make it easy for them to buy with as many payment methods as possible.
Run this AIDA strategy against every page in your site now, and against every new page you create.

Navigation

In the same way that AIDA provides good momentum to keep your visitors moving toward the sale, good navigation provides the lubrication that will make it easy for them to do so. Many sites with good content fail because of poor navigation. You want your visitor to move from point A to point B for a reason. Remember, your goal is to make a sale, so make sure each click leads them to that sale! Think about each link step-by-step, if you have them move from point A to point B, why? And when they get to point B what is the next step?

Your navigation must be simple, clear and intuitive, and consistent throughout your site. Confusing navigation is a reason to leave and go elsewhere. Don't get clever with your navigation; it will only cost you sales. Most online surfers know a blue underlined text is a link, and if you click it, you get a result. Stick to what works!

Headlines

Headlines Are Everything.
Everyone is in a big hurry online. Visitors scan for something that seems interesting. Your headlines must grab your visitor with "Emotion".  Let's say your selling a "Work at Home Business", you might write your headline like this:

Would "Working at Home" give you More Time with Your Family?

Use Quotes and first letter Caps to give more impact to the most important emotion words. Never use all caps for your header. Try reading this: WOULD WORKING AT HOME GIVE YOU MORE TIME WITH YOUR FAMILY? It's harder to read, isn't it? Which example do you think is more effective?

Quotes and first letter Caps add impact and draw the reader's attention. So if you are selling a Home Business, and you want to convey that this business will give the customer "More Time with Your Family", you would use Quotes around the phrase, and Caps on the most important words as a subtle way of getting that message across.

The example is a question for a reason. Your visitors will answer the question mentally before they continue reading, so you are building Rapport. The visitors have already found the site that is answering their questions. You're more likely to buy from a site which shows you exactly what you're looking for when you visit.

A header should be in big black or dark color text, so it's the first thing that you see when you come to the site. Remember, Words Sell, not graphics - so don't concentrate entirely on your graphics, instead look closely at your content and the way it is presented. After all, would you buy from a site that does not convey the information that you need?

Internet Advertising Part 1 | Internet Advertising Part 2 | Internet Advertising Part 4


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