A powerful marketing weapon, most underused - what is it?

"One of the most powerful things you can do with your marketing is to build up *** with your prospects and customers."

What is it? Give up?

Accordingly to John Reese, it's anticipation.

Well, John just read my mind. Because that's why I created what I call announcers (those side-ups that you see on my site).

I just set up the announcers to this site and was going to talk a little about them - maybe you'll want to use similar thing on your site, too.

Let's look at some problems we all have.

Why actually are usual pop-ups so annoying?

Because:

• they usually don't include anything of immediate value to the reader. Their nature is advertising, so they immediately put the reader on guard.


• when someone is already a subscriber or bought what we advertise on that pop-up - it doesn't provide for that someone anything to do! And that's the worst thing, because to experience flow with our site, the visitor must have a possibility to do something. Preferably funny or interesting or important etc.


• when we try to build a relationship with our reader (cf. Joshua Shafran's and Terry Dean's X-factor), we try to look as friendly as we can. We brand ourselves as helpful and useful. Yet when the reader sees our popups, it usually damages that branding. We all agree that less fancy, more friendly, non-official sites make more sales. We try to look as a friend. But honestly - if your friend were creating a website for you to read - would he put a pop-up on that site? You probably doubt it, too. ;-)

Continue.

http://start-successful-business-online-in-48-hours.com/blog/2004/05/powerful-marketing-weapon-most.html

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