Targeting Likely Advocates With Web Ads

An article in the Washington Post points out some interesting information about attracting clicks on the web. The subject here is political, issue oriented advertising, but the message is the same for web site developers: Content and context work best!

"It turns out that ugly is better than pretty when it comes to lobbying commercials. Elaborate and beautifully colored ads tend to fall flat, said B.R. McConnon III, chief executive of DDC. Straightforward, text-heavy displays work much better."

Bear this in mind when creating your pages where you are trying to get your visitors to respond to your proposals, "tell them what it is about", and "talk to them about what their interests are."

Don't waste your time and budget on beautiful images and marketing copy. Put your efforts into telling your story clearly and concisely.