12 August 2010
Online advertising has the opportunity to be a direct response medium more than a brand building one. Visits to your website are good, but you want a bit more than that. You want real sales leads.
So give people a reason to act by making a special offer: discounts and special deals, for example. Or, even better than that, offer some free content that will help people do their jobs. White papers and eBooks (like the one you’re reading) are perfect for this.
Your prospects don’t want to talk about you. They want to talk about their problems and challenges, so make it clear you understand and that you can help. Paradoxically, if your prospects think you aren’t just out to sell them something, they’ll be more inclined to buy from you. It’s about credibility.
(Article taken from “The 10 Essentials of Online Advertising in Shipping”, a ShipServ eBook)
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