Lay down a good scent trail to sustain momentum beyond your banner ad

People are bombarded by advertisements. The things are everywhere - blazoned on surfaces from taxicab roofs to bathroom stalls. And banner ads appear on virtually every website with traffic worth talking about.

But the ad isn’t an end unto itself. It’s great when your ad’s salient and catchy enough to snag someone’s interest. The payoff is what happens after someone clicks through.

Now, Vicky’s one smark cookie. And it seems she knows something many players in the advertising and marketing game don’t.

So let’s let her whisper in our ear.
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Come learn how to create and write persuasively for personas

I’m sitting on a stark metal folding chair. There’s a sole bright light bulb glaring overhead. Out of the shadows walks a man in an Armani suit and $400 sunglasses. He stares at me. “Ok - I’ve just about lost my patience. Talk. Don’t hold anything back. I’ll know if you’re lying.”

I squirm uncomfortably in my chair, but keep my mouth shut.

“If you don’t start spilling the beans - this could get ugly. I’m just about out of patience here. For the last time - tell me - how do you create personas?”
Read the rest of this article.
Read the entire newsletter: Volume 122

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• Dishing Out What the Customer Really Wants
• The Future of Consumer Research
• Creating A Customer Experience - The Online Advantage
• Landing Page Guidelines - Provide relevant and substantial content
• Stray cats barking throughout the office!