Reasoning behind web ad (cont.)

Heading - Web sites that actually work

A major component of our market positioning is being recognised as experts in developing effective web sites. Part of this is a significant education strategy.

1. Starting at the start - the heading is in white text on a black background. That's the opposite way to most ads that are usually on the business pages. That should make the ad stand out a little.

2. The word "sites" in the heading is all lower case. In the line below it is "Site". The reason for this is that it's more visually pleasing to read the lower "sites' in white text. It's easier to read. If it's easier to read then it gets read more.

Now, whilst I'm always very keen on getting a benefit into the headline (basically tell the customer why they should buy from you) we haven't worried on this occasion.

We felt that by adding the word "actually" to the words "Web sites that work", we would imply a certain sense of "Yes, web sites don't usually work."

It was more of developing a sense of "We are in the know and know that most web sites don't work for people. We can make them successful."

3. The subheading: "Free Report details Web Site success secrets"

Starting at the start there.

The word "Free" is very powerful. It implies a no-risk idea that appeals to just about everyone.

You might also notice that we made Free Report" both start with a capital. We then went on the have "Web Site" both start with capitals.

We did that for more balance. It looked a little stilted with just one word in the "Web Site" in capitals.

And using the word "secrets" in "success secrets". "Secrets" hold some sort of power. "Secrets" promise treasures - in the form of previously undisclosed information. And people want that great information.

Secrets get people interested.

Read on for...

Stating the problem...

Brendon Sinclair