gns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a

Advertising is a very precise science. It finds its bases in many different fields including copywriting, psychology and even math. In recent decades, we have observed a slow but steady beautification of advertising. For marketing experts this can work. For less savvy advertisers, it is a huge pitfall that draws attention away from the much more important aspects of a successful selling proposition. Faulty advertising costs its makers billions of dollars a year, and almost all are guilty of it, even the huge corporations.

For the sake of clarity, let us define advertising as a call to action, that action being a purchase, a contact for more information or a clickthrough. This distinguishes the former from marketing at large including branding and awareness campaigns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a g

cation of advertising. For marketing experts this can work. For less savvy advertisers, it is a huge pitfall that draws attention away from the much more important aspects of a successful selling proposition. Faulty advertising costs its makers billions of dollars a year, and almost all are guilty of it, even the huge corporations.

For the sake of clarity, let us define advertising as a call to action, that action being a purchase, a contact for more information or a clickthrough. This distinguishes the former from marketing at large including branding and awareness campaigns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a

g proposition. Faulty advertising costs its makers billions of dollars a year, and almost all are guilty of it, even the huge corporations.

For the sake of clarity, let us define advertising as a call to action, that action being a purchase, a contact for more information or a clickthrough. This distinguishes the former from marketing at large including branding and awareness campaigns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a

as a call to action, that action being a purchase, a contact for more information or a clickthrough. This distinguishes the former from marketing at large including branding and awareness campaigns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a

gns, which serve more to build a basis for the influence to make prospects act.

You will see many of today’s internet marketing “gurus” recommending volumes several decades old. There is a good reason for this. Many of those volumes were written by direct marketers that engaged in extremely costly mailings. These ads have to produce optimal results or they produce losses. The upside is that results can be measured and broken down to a ridiculously precise extent. In fact very small fluctuations in these figures separate success from failure.

Back to basics.

First and foremost is the written word. Nothing replaces a captivating headline and solid advertising copy. For headlines, the goal is to grab attention and qualify. Prospects must immediately recognize that the ad is addressed to them and they must also be drawn into the main copy. Ad copy should be as abundant as needed to tell the whole story, or however much of the story is needed to l