Successful two-step ads are most often written in “direct-response style.” You’ve probably seen these style of ads — full-page, half-page and fractional-page ads that look like articles with a headline and column after column of text.
Smart two-step advertisers use this type of display ad because direct-response advertising has long been known to generate greater response and more revenue than highly designed, graphically pleasing, more “attractive” ad agency-style advertisements.
Done right, display advertising is also one of the most cost-effective vehicles for getting information out about your products and services to thousands of people. Plus, depending on how your products and services are priced, the return-on-investment (ROI) can be substantial.
The best place to advertise if you’re selling products or services that cater directly to small businesses or large corporations is in trade publications.
Unlike huge consumer publications such as Newsweek or the Los Angeles Times, “trade pub” readers are more likely to want what you have to offer.
Plus, you end up paying only to reach people who are perfect prospects to buy what you’re selling. By contrast, Newsweek goes to millions of readers who will likely never buy your business-related product.