| Article William "Wild Bill" Montgomery: The Life and Times of a Grizzly Ad! How do you perceive your own work? Your ad just isn't a bunch of words pushed together to make that sale. It is an actual memory you are trying to implant. It's not always necessary to write your ad to leap out at the reader. Sometimes it's better to have the reader dive in. It's something that the reader walks away with, whether knowingly or unknowingly. You have 3 steps to conquer: You must first "grab" the readers ATTENTION !! In a sea of advertising it seems nearly impossible to catch the quick eye of the consumer. You are not only in a shark pool of competition, but the consumers of the new millennia are skilled at tuning it out. This by far is the most important point. If you can't grab their Attention, you can't leave a message behind. Ok, you have grabbed their attention. Now what happens? The reader becomes consciously aware of you. Your ad now has a glimmer of life. This is the readers "Conscious Stage". The memory chip you call a brain has just engaged. No matter how deep, the memory is now there. Often, building a conscious awareness, is just that, a process of building. A consumer may not click with you the first time they see your ad, but they may the second, third or twentieth time. It could be a matter of days or even years, but that long, not forgotten memory has built a foundation of familiarity. What's Next You Ask? They form an "opinion". This activates decisive reasoning. They react one of three ways. 1) They react positively and most assuredly shift into the fourth and final stage. 2) They react negatively and that long planted memory has either been erased or has drawn what I sometimes refer to as the "I should Hate'em" attitude. This is where some advertisers draw the consumer in by openly attacking it's competition. Not always ethical, but often quite effective. or 3) They have absolutely no opinion at all. These are the most important readers. The others have already opted to continue or abort. These people remember you but you have not drawn a strong enough opinion to pull them through the third stage. This requires you to re-assess your ad. You "ARE" catching their attention, but you have not gained their complete interest. Go back. See what catches their attention and what comes off as the weak link in your message. Try again. Now (assuming they reacted positively) your reader is in the last stage of the process. They are required to take action. Yes, I'll go with your product. No, I don't think so at this time. "This Time". If at all possible, leave two major impressions with your now potential buyer when they reach your page(s). First, make it clear that if they go with you today, there is an extra incentive to do so. Secondly, if they can't decide today, make it clear that you want to see them again. This is called "Invitation and Follow-Up". Just a note to the wise: Make these impressions (Incentive & Invitation) separate from one another, not together. Your potential customer now decides to take that final step of action. It all comes down to this: 1) They buy your product, try your product, or ask for more information. But no matter what, your potential customer is now a legitimate sale or lead. OR 2) They decide not to try your product. Website owners, don't forget about that second impression (Invitation & Follow-Up). "Not now" doesn't always mean "never". Best of Luck
William "Wild Bill" Montgomery
http://www.MakingProfit.com | 
