Effective ads attracted attention,then converted that attention into action

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And now it lets us spend twenty minutes stuck in traffic behind a bus without ever noticing the ad on the back of that bus. Advertising gets louder or more provocative to try and recapture our attention, but it doesn't take long for us to tune that out, too. If you need to find a market for what you're selling, you've got a challenge. Because even as it marches toward covering every square inch of the earth's surface, traditional advertising gets to being completely broken every day . The more ads we see, the more we tune them out. The more ads we tune out, the more “impressions” advertisers need to run. They place more ads, and the cycle repeats itself until we're all sick to death of it. The new advertising model The old advertising model included two major pieces—attraction and conversion. Effective ads attracted attention,then converted that attention into action.


Those two still matter, but they're overshadowed by two Country Email List new pieces—referral and conversation. In the new model, you don't push advertising onto your customers whether they want it or not. Instead, you create a message worth passing along from person to person. Your message isn't broadcast from one to many, but referred from many to many. A woman tells her sister about a great site to learn about taking care of a new baby. Friends on Stumble or Facebook or Twitter pass links about what they find funny, cool and useful. Co-workers load new musical finds to the shared iTunes on the office server. Nothing sells itself As a persuader, it's easy to think that once you receive those words -of-mouth referrals, these new prospects will sell themselves. That's wishful thinking.

Once you've received a referral,you still need strategies like strong headlines and effective hooks, to hold prospects' attention for a few minutes while you start to create a relationship. And you still need conversion. At some point, you need your new prospects to open their wallets and pull out their credit cards. But that conversion doesn't happen by sliding customers down a greased chute like a pig being rolled into the slaughterhouse. (If that's your model, remember that Sweeney Todd's return and referral business was pretty lousy.) Create a conversation to convert prospects to sales In the new model, conversion takes place within a conversation. You construct a thoughtful, convincing progression toward trust and acceptance. You establish yourself as a friend and an authority. You take the time to show exactly how your offering helps this new friend.