How much money do you want? The secret to profit is powerful advertising strategy.

Of late, Internet is increased with advertising characteristic. Certainly, markets require some exposure of product availabilities. Is it, however, necessary that marketeers fill every spare bit of bandwith with unsolicited promotions? There must be better strategy.

From my perspective, there is effective persuasion for my attention; I am not unique. Unlike the evolving majority of Internet users, I grew up with a different marketing paradigm. Newspapers and magazines and other aggregate content publications contained significant volumes of advertisement, but there was some level of choice.

Choice, in large part, is missing with current Internet marketing strategies. Not that choice must be absent : it is merely true.

The popular marketing statistics declare an unordered Internet which functions by near-random interaction. This model describes an Internet without purpose – a doomed society. This model insults the aggregate with inferred lack of raison d'être. Statistics can belie; this model is a damned lie.

Unfortunately, the current Internet marketing paradigm accepts this lie as prophetic rather than pathetic. The overwhelming majority of web site owners are prostituting their pages in search of meager marketing subsidy; there seems concern to neither content dilution nor bandwidth pollution.

The title of this article infers promise but, to this point, the tone has been negative. There is a way of effectively serving supply and satisfying demand. Read on.

Advertising – supply & demand

The goal

Precisely, the supplier's goal of advertising is attracted demand. Advertising is communication, and supply is not the only source of this communication. Demand will advertise for available supply. Regardless of direction, advertisement is a market campaign. Appoint empowered communication to your advertisement; send your message via reliable couriers; reach out to ready consumers. You will have a most successful campaign.

The approach

accidental

Certainly, suppliers can and do broadcast advertisement. Statistically, more exposure results in more closure; however, the obverse is that more exposure results in more refusal. Broadcast advertisement is the analog of net fishing – pun intended.

Bulk solicitations have little or no consideration to probability of interested audience. On the plus side, bulk delivery is economical. Thousands of views can result from every invested dollar. On the other hand, bulk solicitations carry risk of tarnished public opinions; when inappropriately delivered, there may be painful adjudications.

It is highly unlikely that the reader of this article has never encountered bulk solicitation. Most commonly, users of the Internet have seen more than enough "SPAM" e-mail for familiarity with broadcast advertising. However, UBE/UCE are far from the only broadcast advertisement media; there are bulk postal media and newspapers and billboards and radio and television – just to name a few.

Regardless of individual appreciations, broadcast advertising does work. The successful campaign, however, depends on delivery to and acceptance by motivated consumers.

deliberate

Targeted advertisement requires greater investment per consumer candidate. Qualifying candidates may derive from registrations of existing consumers. Qualifying candidates may derive from rosters of special interest groups. Qualifying candidates may derive from accounts of verbalized positions and curiosities. Qualifying candidates may derive from congregations at related venues. Regardless of approach, targeted advertisement will require preliminary resource at defining audiences.

ROI of pre-qualification may or may not be advantageous for many reasons. Target audiences will generally result in greater ratio of responses to probes and less tarnish effect to the advertiser's public perspective. Initially, by eliminating accidental audience, the traffic of potential consumers is reduced and expanding public awareness is slowed. The costs of research may include time and diverted resources; the payoffs may include highly predictable consumption and high consumer loyalty.

Targeted advertisements are less common than broadcast campaigns but they are not new. Most of us have seen "buy one, get one 'free'" and "other buyers of this product also bought" solicitations. Political candidates appeal to special interest groups with aspects of their campaign. Tourism and real estate agencies promote at transportation terminals. Examples of targeted advertising are plentiful; however, the nature of discretion is less general visibility.

There is real, long-term advantage in precise delivery. Unfortunately, not every market affords durable campaign. Some supplies are time-critical and some are without current market venues; otherwise, if elevated public opinion and market loyalty are important, the targeted consumer is a splendid approach.

viral

The most successful and least resource-demanding form of advertisement is testimonial. The Internet is a social sphere, and societies are natural arteries of communication. Not unlike the common cold, good and bad news travel quickly across communities. Neighboring communities compose regional communities. The global community emerges from regional communities. The Internet is global and hungers for news.

Don't mistake viral campaigns as an Internet development. Surely the spotlight shines on malicious and malignant Internet e-mail viruses but … there are long-standing, benign, viral instances. Boldly labeled clothes advertise from consumers to our public and school and workplace communities. Friends eagerly share their treasured musical acquisitions. Book lovers exchange memorable passages. And what new car owner has not proudly paraded their prize? Viral advertisement is as old as society; it is part of the community fabric.

The true beauty in viral campaigns is that it costs the promoter nearly nothing. This form of advertisement starts with a gentle push and, from there, can drive demand to outpace supply. While viral campaigns will not usually start without first assertion from the agent of supply, one well-planned introduction can cascade sufficient attention to maintain a healthy demand to supply relationship.

One question begs voice: if viral campaigns are so effective, why are there not more on the Internet? The short answer is GREED. Only honest products will survive viral campaigns. Testimony issues with good and bad report, and humankind will reason when presented truths.

The delivery

attention

Perhaps cliché, but presentation is everything. A first statement may be your only chance to capture attention and a potential consumer. Make a powerful first statement or headline. Know the basic needs of your audience. These needs are:

• Physiological
• Safety
• Social
• Esteem
• Self-actualization

Remember, just like your own name can be heard in a whisper across a noisy room, certain words resonate in an audience. Your audience knows nothing more ibasic than their needs and nothing more desireable than their wants. Probably, the most powerful dozen English words are :

1. Money
2. Discovery
3. Save
4. Easy
5. New
6. Love
7. Health
8. Proven
9. You
10. Results
11. Guaranteed
12. Safety

interest

A good headline makes tremendous advantage. After you get attention, leverage deeper interest. Use pictures to demonstrate aesthetic qualities and creative applications of your product. Develop adequate curiosity to compel reading your very important details. Continue developing your promotional copy with power words.

detail

With sufficient curiosity, potential consumers will want details. Don't be stingy, but don't be boring. Continue to promote your product or service as a fundamental solution to audience needs. Cite price and value metrics; cite operational features and advantages and benefits; cite current deployments. Make your reader internalize need for your offerings.

action

A promotion is not proven effective until the consumer acts. Every part of effective advertisement leads to consumer action – the least common denominator of every successful campaign.