Written by Ted Dhanik.
There is a saying in golf that if someone offers you advice on the greens, you shrug it off. This is a joke of course, you probably wouldn’t turn Tiger Woods down if he offered lessons, but it has some basis in reality. You shouldn’t take advice from people with no proven credentials who think they know better than you. With that in mind, here are some tips you’ve probably heard from the pros and why they aren’t working for you.
Photos
You’ve heard that people in photos are motivational and can help drive people toward a conversion. The reason this strategy doesn’t work for you comes down to one of two things: the picture you chose doesn’t fit the ad, or the image is not believable. Two quick fixes include adding a testimonial or show real people wearing your products.
Colors
You have heard that colors also drive people toward conversions. Test results should dispel these theories outright, and you need look no further than your own banner advertising. You should try to identify the primary colors associated with the brand you’re trying to promote, then build ads based on those colors.
Call to Action
You need to be able to appeal to your customer with a call to action, and “buy now” doesn’t always do that. It can be an effective and direct statement, but is that effective for B2B customers looking for information before a purchase? So it’s worth noting that you should spend time identifying your target audience so you can tailor your display advertising to those people.
Ted Dhanik, provider of display advertising and high performance marketing solutions. Ted Dhanik has his own marketing company called engage:BDR. Ted Dhanik devotes his free time to blogging and mentoring start-ups.