2 Online Advertising Strategies That Work
I call the first strategy “Review And Compare”, and the second strategy “Review And Complement”.
Online Advertising Strategy #1 - Review And Compare
This is the most common strategy used by many online advertisers.
The idea is to pick 2-3 similar products and compare their pros and cons.
You probably have seen such online advertisements before.
There are two approaches to deploy the Review And Compare strategy. One works better than the other.
1) “Independent Review” approach
In this approach, you simply provide an independent review of the 2-3 products that you’re comparing. Many online advertisers will give some star-ratings to the products and ‘purposely’ award more stars to the product that they support.
This advertising approach has been overly used and to be frank, it is not as effective as the second approach below.
2) “Personal Touch” approach
In this approach, instead of writing an independent review, you position yourself as the user of both products that you’re comparing.
The idea is to share your personal experience with the prospects and tell them which product works better for you.
For example, if you are promoting a make money online product, your story can be something like this:
“My name is blar blar blar. I’ve been struggling to make money online….(tell your sad story). Finally I decided to try out product XXX and product YYY….(describe the two products). With product XXX, I made $. But with product YYY, I made $$$. Since product YYY made me more money, if you want my recommendation, I will recommend product YYY. But to be honest, both products have their pros and cons. Here’s my full review of the two products…..”
In your online advertisement (a.k.a. your presell letter), you should include your photograph and email address so that people know that you are real.
The gist of this “personal touch” approach is to appear real and honest. You want to do everything you can to deliver the following messages:
- I’m a real person and I’m reachable.
- I experienced the problem that you’re experiencing now.
- I’ve tried and tested both products.
- Here’s the result I get after trying both products. If you follow what I do, you too should get the same result.
I hope you can see why this advertising approach is more powerful than the first one.
This approach is the basis of our second online advertising strategy…..
Online Advertising Strategy #2 - Review And Complement
In the Review And Compare strategy that we discuss above, your objective is to compare different products and help the prospects to decide which one is better. Using this strategy, the prospects will buy at most one product.
On the contrary, in the Review And Complement strategy, your objective is to recommend a line of products that complement each other.
If done correctly, instead of getting people to buy just ONE product out of the few you’re comparing, you may end up having people buying the whole line of products!
See how powerful this advertising strategy is?
To use this strategy effectively, we need to use the “personal touch” approach, i.e. tell your own story.
Your story can be something like this:
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