Slate.com offered a lengthy expose on these ubiquitous ads recently. The lengthy but fascinating article surfaced a number of marketing tips useful for all of us Click Millionaires, mostly courtesy of Harvard Business School Professor Michael Norton:
An amateur appearance may be deliberate to help qualify the customers: “The point is not always to get the customer to buy the product,” Urminsky says. “It may be to vet the customer. Long videos can act as a sorting mechanism, a way to ‘qualify your prospects.’ Once you’ve established this is a person who’ll sit through anything, you can contact them by email later and sell them other products.”
See more tips and insights about these more-clever-than-you-thought advertisements in the rest of the article here.
Thanks to Slate for investigating these marketing strategies, and to Daily Blog Tips for bringing it to the research to my attention.
I especially like the second bullet point above. Doesn’t that seem to support the endlessly debated super-long sales page approach?
What do you think of these tips revealed by what look like very simple ads?
Any surprises for you or tactics you might adopt yourself for your own online marketing?
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