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Dear NBC - Your Ad on My Blog Stinks: Let's Fix It

olympics_ad.pngDear NBC - Please don't get me wrong: I love you for advertising on my blog. But I want you to get results so you'll keep coming back, and this ad sucks.

I've done several blog ad campaigns for clients including American Greetings, Simon & Schuster, Budget Car Rental and others that got clickthru rates as high as 2.1%.

So I'd like to give you a little free advice about how to make your blog advertising more effective.

- The job of a blogad is not to tell your story.

Blogads need to be intriguing, interesting or entertaining enough to get us to a convincing landing page where you have lots of room to tell us what you've got for us.
- Talk about us, not about you.
Don't take this personally, but we don't care about you. All we care about is what you can do for us.
- What's the ROI?
Tell us about what advertisers got in the last Olympics. All advertisers care about is ROI, either in orders or awareness. Give us stats.

We don't care how many days are left before your Olympic coverage starts. We want you to tell us, in the headline, why we should care.

- Be topical, timely, edgy, and fun.
Blog readers are inured to traditional advertising. They're here, and on other top blogs, looking for something new and interesting.
- Be clear!
You want to get brands to advertise on NBC during the Olympics. Tell me in the headline why I should bring my clients to you
- Don't make your ad a black hole
When that dreadful flashing stops in the ad, you're left with what is basically a black hole.
- White space is your friend in blogads.
You're competing with lots of copy that my readers came here - by choice - to get. What you have is basically a blob of copy, and since it's not easy to read at a glance, it's pretty much invisible. Less is more in blog ads.
- Don't scream in blogads.
You need to be clever.
- Have a sense of humor.

- Don't be boring.

- If you want your blog advertising to be high-yield, call me.

My related posts about blog advertising:
- Five Myths and Six Facts About Blog Advertising
- The Value of Blog Advertising
- B.L. Ochman & Company: Blog Advertising & Creative


BL Ochman | Nov 19 07 8:15 | TrackBack (0)

Comments

B.L., this is a first. I have never seen anyone say anything like this to an advertiser on their blog. Ever. You go, girl!

Posted by: Martha Retallick at November 19, 2007 10:18 AM

You made me laugh out loud. Nicely done.

Posted by: Eric Frenchman at November 19, 2007 11:28 AM

Haha, too funny. Nice work BL. So true.

Posted by: Jim Kukral at November 19, 2007 2:16 PM

B.L- I will add this. NBC-please lose the black background..and fast.

Posted by: Shama Hyder at November 19, 2007 2:24 PM

Doesn't matter whether you're addressing NBC or Whatever.com...your comments are excellent. Valuable. And fun.

Posted by: Judy Vorfeld at November 19, 2007 2:30 PM

So glad I made people laugh, and hoping they'll laugh at NBC and then pick up the phone and call me.
:>)

Posted by: B.L Ochman at November 19, 2007 4:44 PM

Gutsy girl, you rock! You've done them a big favor. I didn't see the ad with the flash, but it's godawful even without it. Can't imagine what they were thinking.

Posted by: rickey gold at November 19, 2007 4:48 PM

Way to go B.L., that's a good one! lol :)

Posted by: Aurelius Tjin at November 19, 2007 9:53 PM

Hmmm, interestingly, I was actualy serious. :>)

Posted by: B.L Ochman at November 20, 2007 12:36 AM

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About BL Ochman
BL Ochman
Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also is the co-founder of Pawfun.com, the custom photo t-shirt site for pet lovers


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