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Advertising Sucks! Long Live The Web!
By Michael Cheney, www.magnet4web.com ©, Sat Dec 10th
[You have my permission to use this article in your newsletter,on your website or anywhere else for that matter as long as itremains unedited and includes the resource box at the bottom.] Advertising Sucks! Long Live The Web! How much does an advert in Yellow Pages cost? How many enquirieswould you expect to get back for that investment each day? 1?10? 100?
What about an ad in the local newspaper or a trade publication?They don't come cheap. When was the last time you heard anadvertising salesman say: "If you're not happy with the volume of responses and sales youget from the ad I will give you your money back." How many times have you heard an ad salesman say: "I will tell you exactly how many people view youradvertisement, how long they read it for and which ad they werelooking at before
they starting reading your ad. You can usethis to work out the profile of your potential customers." Hardly likely is it? Yet this is the kind of information thatyou can get your hands on via your website. Expensive is a dirty word. Nothing is about cost - everything isabout value. Having a great profile on the web can not onlybring you more customers and sales but it can boost theperceived size and stature of your company. As a business owner of course you want to see your website atthe top of the search engines - everyone wants to be higher thantheir competitors - what value would you put on this? Imagine placing an ad in a magazine and asking the salesperson: "Can you guarantee me more sales? Will you give me my money backif people read the ad but don't buy my product?" It just wouldn't happen. And yet there is a lot of scepticismsurrounding the web - I come across it every single day. "Mike, we've had our fingers burned in the past and though Ilike what you're saying how do I know you're not one of thecowboys?" Ultimately nobody will ever buy anything from anybody unlessbuyer confidence is establsihed - no matter what is being sold.And the only way to establish buyer confidence is to develop alasting relationship built on trust, two-way communication andtransparency of information. I don't believe that website marketing is, or should be, a blackart. I don't believe that copywriting or accounting are blackarts. They are all just things that, if you want done right, youneed to get the professionals in to do. *TOP TIP* Want to know what people are looking for on the web? Visit thefollowing link and type in words related to your business andthis nifty tool will give you an indication of what phrasespeople are typing into search engines to find the products andservices you provide. Cool eh? http://inventory.overture.com/d/searchinventory/suggestion/ Michael Cheney About the author:Michael Cheney is the Author of The Website Marketing BibleTM: "High five Michael! Your bible is superb! The world needs toread it and learn from it." - Jay Conrad Levinson, Author of"Guerrilla Marketing" http://www.websitemarketingbible.com
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