Author: Michael Arnold

The aerial advertising companies think that airplane messages are incredibly worthwhile. Advertisers might be enchanted with the novelty of having their ad flown over a busy beach or festival.

But what do consumers think? It would seem a waste for advertisers to spend a good deal of money on advertising that won’t be worthwhile, that consumers won’t respond to, that won’t bring customers and money to the door.

Advertisers will be happy to know, then, that consumers think highly of aerial advertising. They enjoy watching the banner ads, and they remember the ads long after they are gone.

In 2004, a Miami Beach survey of 2,194 beachgoers backed this up. After seeing airplane messages in the sky, they were asked some questions about the advertising. The results were interesting and useful to potential aerial advertisers.

Other forms of advertising might be remembered for a short period of time, especially if the message is unique, but most consumers don’t recall the information for very long.

So what’s enlightening is that in the survey of beachgoers a stunning majority of people not only remembered the banner ads they saw, they remembered them for a long period of time.

Beachgoers were asked if they remembered the banner that passed over in the past 30 minutes. The response? 88% of them had. It’s hard to imagine another advertising medium that could boast of 88% of the people remembering it 30 minutes later.

In fact, most people pay little attention to advertising, unless the message is unique or the way of communicating the message is unique (as in a duck, cavemen, or something similar). But sometimes how you present that message is what’s unique (as in aerial advertising) and that’s what people pay attention to. Once you have that attention, you can get your message across in a clearer way than you might think.

The advantage of airplane advertising is that it is unique. It’s not like all the advertising that we see on any given day – billboards, radio ads, and newspaper and television ads. When that plane flies over, towing a banner and a message, we all look up. We pay attention. We remember.

And this statistic bears that out - 79% of the people questioned remembered what was being advertised on the airplane banner. This is 30 minutes after the banner passed over. This backs up what aerial advertising companies already know – airplane messages work. The medium is unique enough that people notice it and they remember it. An advertiser can ask for little more than that.

Finally, the best news for advertisers – 67% of those beachgoers surveyed said they remembered at least half of the message of the airplane advertising. When people remember the message, they remember the advertiser. They seek out the product or service being advertised.

The bottom line is, consumers respond to aerial advertising. They enjoy looking at it, they pay careful attention to it and (best of all) they remember it. Whether alone or combined with other forms of advertising, an advertiser’s dollar goes far when used for plane advertising.

Aerial Advertising services are available from companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services. Arnold Aerial Advertising Inc, www.arnoldaerial.com is one of the companies that provide such services.

About the Author:
Michael Arnold is the Director of Arnold Aerial Advertising Inc. www.arnoldaerial.com/ They conduct all forms of Aerial Advertising: NASCAR, Indy Car, Spring Break, Concerts, Conventions, Rush Hour Traffic, Football, Baseball, State Fairs, all Beaches, Parades, Cruise Lines, etc. and produce the custom banners as well. Located in New York, http://www.arnoldaerial.com, Arnold Aerial Advertising provides nationwide service with affordable rates.

Author: Michael Arnold

Creating banner advertising isn’t difficult, but if it’s a new concept, it might seem overwhelming at first.

Fear not, because not only is it not difficult, but the experts at the aerial advertising companies are old pros. It’s just a walk in the park to them (or a fly in the sky, whichever works).

First, talk to them about your message. What are you trying to convey? Are you trying to sell a product? Are you selling a service? Is this a personal message – a marriage proposal or a wish for a great birthday? Once you are clear about your airplane message, be prepared to talk about it.

Once you are clear about that message, think about the wording. If you are only using aerial advertising to get your message out, you might have a different approach than if you also run newspaper and other advertising at the same time. Think about this as you work toward placing your plane advertising.

Where should your message be delivered? Airplane messages can be flown over a variety of places and events, such as:

§ Beaches

§ Traffic at rush hour

§ Festivals

§ Concerts

§ Theme parks

§ .. and other places

Think about your message, your product or service and then consider which location will be best for your advertising. Remember, the experts at the aerial advertising companies can help you decide which location is best for you.

Once you have decided where to fly your banner and you know what you are trying to convey, consider how you want your banner produced. Airplane advertising is versatile – you can provide custom artwork or your ad can be produced via computer. Most companies can have your airplane banner ready within two weeks, although during the peak of the summer season, you should plan ahead.

One of the most popular questions asked by potential advertisers is this – “how long will people view my ad”? It seems that the flight time is too short for the message to be seen very long. In fact, the average view time for an airplane message is about 17 seconds. But that’s 17 seconds of focused viewing.

In addition, studies have shown that most people will view the airplane advertising much longer, watching the plane when it first comes into sight (as soon as they hear the plane’s engine) and watching the plane and the banner until they fly out of sight. That time is much longer than 17 seconds, and studies also show that people remember these ads much better. So whether it’s the length of time, or the strength of the style of advertising, the reality is people pay attention to these ads!

Once you have selected your message, your style of banner and you’ve begun to understand the process, the only thing to do is to pay for your plane advertising and then watch things happen. That is, be ready for the visits and phone calls. The majority of people who see banner advertising remember it, so if you have something they want, they’ll be in touch.

Aerial Advertising services are available from companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services. Arnold Aerial Advertising Inc., www.arnoldaerial.com is one of the companies that provide such services.

About the Author:
Michael Arnold is the Director of Arnold Aerial Advertising Inc. www.arnoldaerial.com. They conduct all forms of Aerial Advertising: NASCAR, Indy Car, Spring Break, Concerts, Conventions, Rush Hour Traffic, Football, Baseball, State Fairs, all Beaches, Parades, Cruise Lines, etc. and produce the custom banners as well. Located in New York, http://www.arnoldaerial.com Arnold Aerial Advertising provides nationwide service with affordable rates.

Author: Michael Arnold

Designing an ad for aerial advertising is simple. That’s right, we said simple. There’s less design work, less complications in getting the ad done.

Here’s how it’s different from traditional advertising: Your banner ad needs to be simple and convey just enough information to get people interested. But unlike a “traditional” ad, that’s where it stops. You wait for the customer to come to your door. At that point, you can fill them in with facts, figures and benefits. But your primary goal with your airplane advertising is to get them interested.

Of course, it’s not super simple. You must think about what will get the attention of your target audience. It should be sharp and easy to read. It should do its best to convey to your audience what you are selling, providing, or conveying.

But, really, there are many critical differences between placing airplane messages and placing a traditional ad.

Traditional ads:

Require you to think about what will immediately interest the audience.

Provide facts, figures, and a good deal of information in order to coerce the customer to a particular business.

Ideally provide a variety of information for how to reach the advertiser – address, phone number, email. Maybe even a contact person and phone number.

Require you to create an original ad that will appeal to many people and be remembered (that’s the hard part).

Can be expensive.

Aerial advertising:

Requires you to think about what will immediately interest the audience.

Requires no further information. Get them interested and hooked, and tell them where to call or go. That’s it.

Is cost effective. You can reach thousands of people with plane advertising in a short period of time.

You can combine airplane messages with advertising in the traditional realm for even more effectiveness.

People will remember the plane advertising long after it’s out of sight. Unlike the basic black and white ad in the newspaper, or the billboard that’s driven past at warp speed, banner advertising gets focused on and paid attention to.

Customers respond to banner advertising. Studies have shown they pay attention to the banner ad unlike any other ad, and they remember it long after it’s out of sight. People can recall airplane advertising for longer than they can recall other forms of advertising.

If your product or service already has a slogan, finding the right aerial advertising message is easy. If there is already some newspaper or other advertising in place, aerial advertising just ads to that current ad volume and makes the product or service even more recognizable.

Aerial Advertising services are available from companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services. Arnold Aerial Advertising Inc., www.arnoldaerial.com is one of the companies that provide such services.

About the Author:
Michael Arnold is the Director of Arnold Aerial Advertising Inc. www.arnoldaerial.com/ They conduct all forms of Aerial Advertising: NASCAR, Indy Car, Spring Break, Concerts, Conventions, Rush Hour Traffic, Football, Baseball, State Fairs, all Beaches, Parades, Cruise Lines, etc. and produce the custom banners as well. Located in New York, http://www.arnoldaerial.com, Arnold Aerial Advertising provides nationwide service with affordable rates.

Author: Aaron Siegel

So you probably are wondering, “what the heck is this guy talking about?” What I am talking about is exactly what I just said, sales leads are worthless, period.

So where does the problem lie? Is it in the quality of the leads? Is it in your particular offer? The answer is no to both. Is it in your sales pitch? Is it in your planning? The answer is a resounding yes!

As an entrepreneur or small business owner you probably get excited when a good deal comes by for leads and are quick to purchase them however they are only worth as much as the work you are willing to put into them.

Leads are merely another tool, without the work and without the right skills, they become a costly waste of space in your business toolbox that can actually end up costing you more than what you paid for.

The typical scenario is to get discouraged when you don’t convert your leads and look for another alternative to building your business sales or even worse, buy more leads from another source. Right there they have become more worthless than before you bought them. When they don’t convert they aren’t worth the money spent, you don’t produce sales, you don’t ever want to contact that potential buyer again, and you wasted a considerable amount of time over the phone.

The first mistake most people make is buying sales leads. Buying a list of broad categories can prove to be one of the biggest wastes of time. The first amount of work needed for successful phone marketing is the research.

Always carefully research your market before spending any amount of money. Buy only leads within your specific target market, this includes MLM marketers. Unless you have a giant work force of outbound call center operators your time is best spent in only the greenest of pastures. Ask yourself these questions:

1.What types of consumer or businesses usually buy from me?
2.What types of Industries are they in?
3.What city, state, or country do the majority of my current customers reside?
4.What is the income of my consumers or the size of the businesses I currently hold as clients?

Another mistake many people make is reading from a script. When you read from a script over the phone it becomes obvious that you are reading, not talking. Your better off phone broadcasting a recorded sales pitch than wasting your breath on a scripted sales pitch.

I personally feel insulted when I hear a script being read to me. Am I not worth the originality of a real conversation? It becomes evident that all I am is a dollar sign and I no longer wish to engage in any conversation with the person who called me. I will hang up and always do in this scenario.

Instead of a script try typing in a document program quick key selling points for your offer. Make them short, one per line, and in a big font size. Print these out and have them handy for your next sales call.

Work on building your natural conversation qualities and integrating your sales pitch into your phone conversations. Don’t mistake this advice for staying on the subject of the weather, you have to keep your stance and position as the salesperson, but keep it real.

Each person who answers their phone is going to be an individual regardless if it’s a business or spouse at home and no one script is going to appeal to the same person over and over. This practice not only will help further target your prospect but build successful communication skills for yourself as well wherever the future may lead you.

Making phone leads work for your business will take practice and work. Try studying the advice of other successful phone marketers in blogs and forums to help build more knowledge and you might find that the title to this article is what is now worthless trash.

About the Author:

Inbound Phone Sales Leads for all types of industries are available at TopSavings.Net today. Grab your share of prospects that are more likely to buy your specific products at the time of a buying decision

Author: Aaron Siegel

So you probably are wondering, “what the heck is this guy talking about?” What I am talking about is exactly what I just said, sales leads are worthless, period.

So where does the problem lie? Is it in the quality of the leads? Is it in your particular offer? The answer is no to both. Is it in your sales pitch? Is it in your planning? The answer is a resounding yes!

As an entrepreneur or small business owner you probably get excited when a good deal comes by for leads and are quick to purchase them however they are only worth as much as the work you are willing to put into them.

Leads are merely another tool, without the work and without the right skills, they become a costly waste of space in your business toolbox that can actually end up costing you more than what you paid for.

The typical scenario is to get discouraged when you don’t convert your leads and look for another alternative to building your business sales or even worse, buy more leads from another source. Right there they have become more worthless than before you bought them. When they don’t convert they aren’t worth the money spent, you don’t produce sales, you don’t ever want to contact that potential buyer again, and you wasted a considerable amount of time over the phone.

The first mistake most people make is buying sales leads. Buying a list of broad categories can prove to be one of the biggest wastes of time. The first amount of work needed for successful phone marketing is the research.

Always carefully research your market before spending any amount of money. Buy only leads within your specific target market, this includes MLM marketers. Unless you have a giant work force of outbound call center operators your time is best spent in only the greenest of pastures. Ask yourself these questions:

1.What types of consumer or businesses usually buy from me?
2.What types of Industries are they in?
3.What city, state, or country do the majority of my current customers reside?
4.What is the income of my consumers or the size of the businesses I currently hold as clients?

Another mistake many people make is reading from a script. When you read from a script over the phone it becomes obvious that you are reading, not talking. Your better off phone broadcasting a recorded sales pitch than wasting your breath on a scripted sales pitch.

I personally feel insulted when I hear a script being read to me. Am I not worth the originality of a real conversation? It becomes evident that all I am is a dollar sign and I no longer wish to engage in any conversation with the person who called me. I will hang up and always do in this scenario.

Instead of a script try typing in a document program quick key selling points for your offer. Make them short, one per line, and in a big font size. Print these out and have them handy for your next sales call.

Work on building your natural conversation qualities and integrating your sales pitch into your phone conversations. Don’t mistake this advice for staying on the subject of the weather, you have to keep your stance and position as the salesperson, but keep it real.

Each person who answers their phone is going to be an individual regardless if it’s a business or spouse at home and no one script is going to appeal to the same person over and over. This practice not only will help further target your prospect but build successful communication skills for yourself as well wherever the future may lead you.

Making phone leads work for your business will take practice and work. Try studying the advice of other successful phone marketers in blogs and forums to help build more knowledge and you might find that the title to this article is what is now worthless trash.

About the Author:
Inbound Phone Sales Leads for all types of industries are available at TopSavings.Net today. Grab your share of prospects that are more likely to buy your specific products at the time of a buying decision.

Author: Robert Schumacher

Whatever you and your small business sell, you need to place yourself in the shoes of your intended prospect. Too few small businesses understand why they need to do this and exactly how to go about it.

About the Author:
Bob Schumacher writes books and articles that give entrepreneurs a clear coffee-shop English perspective on how to steer their business or profession into the top 20% who achieve 80% of the business and profits. Visit http://www.20do80.com for a complete directory of his articles and books.

Identifying your own unique selling position is difficult when you do so from your own perspective rather than from the perspective of your customer.

What exactly are you offering in return for your prospects or customers precious time and/or hard-earned money? Never forget that if your offer is not strong enough in the minds of your target market, they will not call, make an appointment, buy or come in.
Rarely will they see or hear your ad.

One of the best ways to differentiate your business from your competition is to frame your message in a way that makes your prospects eager to hear what you have to say regarding what is in it for them to do business with you.

In order to do that, you first need to know who your target market is and what their specific needs are. Then and only then can you do an effective job of answering their questions and tantalizing them to give you a try.

If your ad message is not targeted at the correct demographics (your target market), you increase your chances of making an offer to people who do not really need what you are selling. Weak ad results. Low sales.

If your product or service is price sensitive or low-ticket, you need to keep hammering away (advertising) to constantly reach the passing parade of new prospects and/or customers. The operative word here is constantly.

If you are selling high ticket products or services, you will need to explain in explicit detail what is in it for prospects to buy from YOU as opposed to your competition. Explicit detail. Never overblown puffery.

You also need to make it easy to buy (financing). No come ons. Honest easy-to-understand terms and conditions.

If you are not collecting customer testimonials,start. Include them in your ads, along with real names and photos of real people. Gaining trust is the name of the game. Testimonials can help you gain trust in any marketplace.

Do not play it safe when it comes to defining what is in it for people to do business with you. Be specific. Do NOT attempt to appeal to everyone. If you do, you will end up appealing to no one.

Be innovative. Experiment. Evaluate. Evolve. Keep honing your unique selling position.

Your ads cannot and should not sound or look like all other ads. Identify your niche and speak directly to it as though you are sitting across the coffee table. Make your target audience feel good about choosing your business.

Educate your staff first. Be 100% certain that each one of them understands what your accepted sales process looks like. If you do not do this, you will end up with the May-I-help-you?-no-I-am-just-looking disease that is almost universal in all businesses today. Talk about lame!

No one can create an effective USP in a vacuum. Communication is the key. Tell your employees, tell your customers, tell your prospects. Tell everyone every day in every way. Doing so is the stuff that truly successful businesses are made of.

 

Author: Michael C. Podlesny

The late 90’s were a time when the Internet was really taking off and the beginnings of how we view it today. No more so on the forefront of that explosion was retailer Amazon. They pioneered many of the things you still see online. They basically started online purchasing with secure connections (although others will lay claim to this as well).

The success of Amazon was so great (even though they were working in the red), that Jeff Bezos was named CEO of the year. It truly was a great accomplishment. Websites popped up everywhere wanting to be the next Amazon and to be that successful in the virtual world.

As wonderful as the accomplishments by Amazon were at the time, let us not forget the valuable lesson that they did teach us. What they taught us was and still is one of their biggest selling points, is the fact as to how they started the affiliate program. An affiliate program is the means by which others sell your products for you on their websites or blogs and in return when there is a sale that comes through their site, they receive a commission on it. That translates into free advertising until there is a sale. It was very simple, yet very ingenious.

Amazon might have pioneered this technique but it does not mean you can not use it for your own online business. In fact, if you do not have an affiliate program set up, you should get one going as soon as possible. It acts as your advertising without having to pay for it until there is an actual sale.

In order to have your own affiliate program you can either join one of the many automated ones out there now or start your own. You can find them by doing a search on the words ‘affiliate program’. For your own you will need some programming skills. If that is above your expertise, you can either find a developer to implement it for you or refer back to the first idea.

Once you have your affiliate program enabled, you need to get the word out there about it. Start with posting a link on your home page to an area where visitors can register for your affiliate program. The next step is to start advertising your program. There are a variety of tools and websites out there, ours included, where you can advertise your affiliate program for next to nothing.

As you can see an affiliate program is a great way to get advertising from others without having to pay for it up front. If done properly, as was in the case with Amazon, you may be able to cut that advertising budget to almost zero.

So there you have it. An affiliate program is a great idea for your online business. Get your program started today, and you could soon see an increase in sales and revenue.

About the Author:
Published By:Indocquent, an online advertising medium where you can promote your business, products or services without pay-per-click prices or auction fees.Don’t forget to download their FREE social network bookmark tool at Social Network Bookmarking Tool Page.

Author: Meenakshi Wali

Advertising is the most important part of the Promotional Mix. It is useful for creating brand awareness and brand promotion. Now, Internet is an effective medium for advertising. With the immensity of the Internet, marketers are likely to achieve good response from Internet advertising. This advertising becomes more effective with an established online advertising network India. The promotional activities can be well carried out with presence of this network.

This system is a collaboration of advertisers, publishers, agencies and users. This set of connections is built to cover demand and supply gap. There is a need of information about the products and services. As it is a part of buyer’s decision making process, which requires information and comparison. Now, online advertising network India is formed to supply the needed information and awareness in an effective way. Imparting the information in an interactive and efficient way shapes up as advertisements.

It is informative and attractive at the same time. Interesting appearance has an influence over the target audience. One of the most appealing is online banner advertising. The online advertising network India, accentuates it with being the right tool to target audience. The banner network India is a platform to display banner ads across the relevant web spaces. Now, efficiency of banner ads comes to effect, when the campaign is coordinated by an online ad agency. The agency helps in publishing the ads on websites, which meet the parameters to obtain response.

The analytics of the publisher website, theme of its content and web space available, are some of these parameters. In short, all measures are taken to ensure relevant and optimum response. The ad placement is tailored strategically to target audience, which consists of users that are searching for relevant information. It means that a person searching for holiday accommodation in London will be delivered with relevant advertiser’s banner ads.

This targeting is done by various sophisticated techniques like Geo-Targeting, Capping, User Data, Browser type, IP tracking etc. The online advertising network India is useful for advertisers from all verticals. It is a necessary step for both growing and established organizations. Moreover, reaching the target market and obtaining convertible leads helps the business to achieve high ROAS.

About the Author:
Meenakshi Wali is the co founder of Rupiz Media Ad Network, a leading online media buying agency. She is heading a team of experts, which is into Online advertising network India, internet banner advertising, online web site advertising, web banners.

Author: Isaiah G. Henry

Making a duplicate of your favorite DVD is not as easy as it looks. Forget simply copying the disc to empty DVD in the computer. It will not work. Like a foreign language, the copyright safeguards make the software impossible to read correctly. Even if you are lucky enough to get audio, the video files will probably not be readable. You need the information on how to copy a protected DVD.

At first, one thinks that copying a DVD can?t be difficult. That?s right ? it is not difficult if you have the right program to overcome the protection and to decrypt and shrink the data. Copyright protections exist because many malicious people copy illegally DVDs and because of that manufacturers had to invent a way to stop them from having a usable copy.

There are several things you need to know before you start copying DVDs. First, copyright laws do not allow to make a profit from someone else?s work. Second, the only case when you can legally copy a DVD is for personal use only.

Now when you know the legal aspects of copying a DVD, you can proceed with copying it. For this, you will need a DVD ripper. Until recently DVDShrink did the job but since it is not maintained anymore, there are many recent protections it is helpless with. All these new protections are the response of manufacturers to malicious people who make unauthorized copies.

However, copying a DVD for personal use is OK. Having in mind the prices of movies and games, the budget of many families does not allow to buy new copies, if the old one breaks.

But, when favorite games or movies are in danger of being played until they wear out, you should have the opportunity to make a backup. For example, RipitforMe is a newer tool to shrink playable copies to fit the information on the new DVD. However, even this program stopped development in April 2007. Before shrinking the DVD must be ripped with a program like DVD Fab Decrypter. Unfortunately, as protection programs build new safeguards, new ripper programs must also be authored. So, if one ripper does not work, maybe a newer version will.

The best time to make a backup copy is when the DVD is new. If the DVD has been played a lot, it might be scratched, which could result in loss of data and/or poor quality. So, if you want to make a backup copy of a favorite movie of yours ? i.e. the favorite movies of your children, do it before the DVD is worn out due to frequent viewing.

It is legal to make copies of your favorite DVDs for personal use. You just need to find a program, which can deal with the latest copyright protections and you are on your way to enjoy your beloved movies and games for many years

About the Author:
Isaiah Henry is an expert on dvd software such as dvd ripper and dvd copy. Copy DVDs at www.dvdshrinknow.com with programs like Roxio review.

Author: Jerry Bader

Every week I get asked to look at business websites and tell the owners why they’re not getting the results they want. Some of these sites are straightforward brochures, others are e-commerce catalogs, and some are those direct-mail-style pitches reminiscent of old mail-order magazine subscription schemes ported-over to the Web. Some have incorporated do-it-yourself audio and video and some even had this media professionally produced; still the results stink. Why?

‘The Close’ Is Always Found In ‘The Why’

Certainly part of the problem stems from a very narrow definition of what a website is: by casting your site in terms of a brochure, catalog, e-commerce-site, blog, or portal, you are falling into the trap of concentrating on ‘The What’ rather than on ‘The Why’.

This focus on ‘The What’ is exacerbated by some search engine optimization techniques intended to drive traffic, not to brand product, sell services, or convert traffic into customers. Don’t get me wrong, traffic is important, but converting that traffic into paying customers is more important. Even the best and brightness search engine optimizers will tell you that their job is to deliver traffic not orders - closing the deal is your job, and anybody who tells you that closing can be done by means of some automatic never-touched-by-human-hands method is just plain nuts.

What you want to be careful of is search engine tactics and second rate media that actually gets in the way of effectively delivering your marketing message, of telling your business story, of creating a memorable brand image, and above all of generating profitable business clients.

Web-video Is A Presentation Marketing Strategy

If you pay any attention to what’s going on, you must be aware of the shift in Web-thinking and the acceptance of Web-video as a fundamental Web-marketing tool. But like most things, there is a right way and a whole bunch of wrong ways to do it.

Web-video is a presentation marketing strategy that’s strength and power comes from its ability to overcome the Web’s natural sterile, isolationist environment, by incorporating verbal and non-verbal human elements that effectively deliver bold, well-crafted memorable messages. Can a Web-video campaign cure everything that’s wrong with your company, or even your sales departments deficiencies, of course not, but the right message based on ‘The Why’ using appropriate cost effective presentation techniques can position your business, brand your product, and generate sales leads.

Don’t fool yourself: you and your sales staff have to close the sale. Do not expect to sit back and count your profits while your website runs your business by default. Automatic pilot may work for sites that sell commodity items and nationally branded merchandise backed by millions of dollars of advertising, but unless you fall into that category, it’s time to get real.

A New Web Paradigm

Here’s a new way of looking at your website and if you ‘get it’ you will be able to refashion your site and reinvent your business in a way that gets you remembered and initiates action by your target market:

Start thinking of your website as a stage and all the content on it as players you direct in order to deliver your message and tell your story in a memorable manner to a relevant audience.

So let’s breakdown this Web-presentation model and analyze how it meets your marketing needs.

Your Website Is a Stage

Businesses who want to use their websites as a marketing vehicle have to get past thinking of them in terms of merely digital print media.

Just as damaging is the over-reliance on search optimization or IT technical solutions that have little or no relationship to marketing’s primary goal of delivering a memorable message that initiates action on the part of the audience.

Knowing the age, sex and hat size of the last ten thousand visitors to your site may impress some but reams of statistical information on your visitors doesn’t necessarily mean you know what that data means or how to use it effectively. In the same vain, tons of traffic generated by the latest SEO manipulation doesn’t necessarily translate into business.

Start thinking of your website as a stage, a presentation and performance platform that allows your company to present your message to your audience in an entertaining, informative, and memorable manner.

Tell Your Story In A Memorable Manner

There are many ways to present what you do and why your audience should care but the most effective way is to deliver that information in a story format. When people come to your website they are putting you on trial, judging everything thing you present to see if it is relevant, convincing, and if it resonates with to their needs.

The article, “Evidence Evaluation in complex decision making,” in the ‘Journal of Personality and Social Psychology,’ by Pennington and Hastie explains when prosecutors tell their version of events to a jury in story-format they are able to achieve a 78% conviction rate, whereas lawyers who do not use a story-format to communicate to juries only get a 31% guilty rate. When visitors come to your website they are putting you on trial for your Web-business life.

Memorable Communication Is All About The Performance

Effective communication begins with the campaign concept. If you don’t have a well-defined, focused concept that deals with ‘the why anybody should care factor’ your communication will be muddy and irrelevant. Far too many marketing campaigns try to do too much, and in an effort to get your money’s worth say everything and anything that comes to mind. Unfortunately, all you’re really doing is confusing people and your core message never gets heard, let alone understood or remembered.

You need professional presenters who know how to use both verbal and non-verbal performance to get your message across, and of course you’ve got to give the presenters a script that is well written, entertaining, and informative.

Professional actors and voice-over talent bring infinite subtlety, nuance, and meaning to cleverly written scripts. Add sound effects, custom signature music and a few post-production enhancements and you have a memorable presentation.

What you don’t need is complicated sets, props, and locations that increase the cost of production. The Web is not television, and there is no need to absorb inflated expenses based on ad agency cost-plus-pricing fees that bare little relation to effectiveness.

Expensive movie-style productions are just not necessary and lose their impact when delivered in relatively small Web-friendly formats that need to be easily integrated with additional collateral material used to present more details and to answer frequently asked questions.

Last But Not Least

We can learn a lot from children, not the least of which is their relentless quest for the answer to ‘The Why’ of things. We often forget that this is the central issue in our lives, and it is only after we’ve been told by parents, teachers, bosses and numerous other authority figures to shut-up and do what we’re told, that we sublimate this need and replace it with the far less meaningful and convincing ‘What.’

But if we as marketers can put our faith in delivering ‘The Why’ using the most people-friendly techniques of verbal and non-verbal digital communication, then we will have learned how to present a convincing memorable Web-marketing presentation.

About the Author:

Jerry Bader is Senior Partner at MRPwebmedia.
Visit http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Email info@mrpwebmedia.com or phone (905) 764-1246.