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If you simply must use banners, save them for the products that you don’t feel
absolutely great about recommending. That way, you don’t hurt your credibility
-after all, it’s “only advertising.”
Save your “in-context” text links for super companies with wonderful products
that deliver true value to your reader.
Beside the obvious futility of banners, I’ve spotted another major point. This one
is more subtle, but it’s important…
Extremely important. After banner advertising, it’s the second most common
error. And it’s an even bigger shame because this boo-boo involves a lot of
work... misplaced work. I mean, if you’re going to fail, the best thing would
be not to spend much time at it, right?
Here it is... selling instead of PREselling.
Some 5 Pillar Affiliates have really made great efforts in creating sites to
promote our SiteSell.com products....
... and are building some sales and traffic. But when I see a low Conversion
Rate (i.e., CR under 2%), I know that something is amiss. Great efforts deserve
greater results than 1%.
Yes, I agree, that’s better than banners. But remember -- these folks put in a lot
more work than tossing up a couple of banners. We’ll see in a moment that it’s
misdirected work. (The good news is that this course will redirect those efforts
into high-profit areas.)
Time for a philosophical perspective...
In life, the vast majority of people just keep doing the “same old thing.” It seems
easier that way. But it guarantees the “same old results.” So in the long run, it’s
actually much, much harder.
In the movie, “The Renaissance Man,” Danny De Vito’s character makes a
“The choices we make dictate the lives we lead.”
“Where you are today is the result of all the choices and actions that you have
made in your life.”
When he said that, I remember thinking, “You know, he’s right. Except in rare
cases of extraordinarily good or bad luck, everyone basically ends up where they
are as a result of choices they make and courses of action they take.”
People tend to blame a lack of success in life on “bad luck” or “poor timing” or
other people. And yes, at times, that can be accurate. A heck of a lot of factors
beyond our control can blindside us. In the long run, however, as long as we
persist in our efforts, these factors tend to even out and De Vito's statement
Now, here’s the good news...
E-commerce is simpler than life. Due to its digital nature, there are fewer
variables... so the outcome is more controllable. Which means that we can boil
De Vito’s statement down to “The #1 E-commerce Reality.”
This Reality is almost self-evident, yet it’s so easy to forget. Your success with
anything you do in the world of e-commerce flows from it. Internalize it and act
… and you will succeed.
Yes, it’s that fundamental.