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Advertising No Longer Has to Make the Sale

Written by: Jay Conrad Levinson

Article Overview: Not very long ago, advertising's main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make the sale but to direct people to websites.

Advertising No Longer Has to Make the Sale

Not very long ago, advertising's main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make the sale but to direct people to websites.

That does not diminish the power of advertising. Instead, it increases it. With many, if not most, guerrilla-run companies establishing webturf, advertising's newest function is to motivate people to visit a website where they can get far more information than can be delivered by standard media advertising.

Advertising has become the first step in a permission marketing campaign. It invites dialogue and interactivity with prospects and customers by directing people to websites, by offering free brochures, by generating the kind of action that leads to permission to receive marketing messages. Once people grant that permission, which they do at a website or by simply calling to request a brochure - printed or electronic --- that's when serious guerrilla marketing attempts to close the sale.

That means the prime obligation of advertising is to motivate an easy-to-take-action. This should come as good news because it places less of an onus on advertising than ever before. Motivating the action of getting person to click to your website is a whole lot simpler than motivating a person to part with his or her hard-earned money and risk spending it the wrong way.

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Article Tags: advertising advertising, brochure, dialogue, dotcom companies, free brochures, guerrilla marketing, hard earned money, interactivity, internet today, main goal, marketing campaign, media advertising, obligation, onus, permission marketing, prospects, risk, whole lot, wrong way



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Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
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