Know-How Exchange : Advertising/PR

I have limited testing from promotions that I've sent out for people who requested more information and ordered my program.

How would you suggest I test such a niche product?

The banners aren't really being used to sell anything, more so to grab their attention. There is a 100% money back guarantee on the website. Would you suggest putting on the banner, even though I am trying to get their attention to visit my site?

Wouldn't the reward or the motivation be that someone could get information about a lucrative business opportunity?

Maybe I should include a free report, so have the text something like.

Earn Thousands
Helping Others Become
Debt free!

"Free Report"
Shows you how!

or Click Here
for Free Report!

Not really sure what I could offer for incentive to get them to click on the banner.

Getting information isn't a benefit. In fact, it means more work because you have to read and digest it. You need to promise the end-result -- a lucrative and rewarding career helping others. (I made that up, but it's close.)

If people can't picture the end result, they're going to move on to something else and ignore your banner. The nature of your business is that you need to promise what your target audience wants. They don't want information. They want to feel good about what they're doing and make money at the same time.

Don't water it down because you think they'll see you as a scam of some kind. You can give them a dose of reality once they get to your site. ("Of course, anything worthwhile requires a serious effort and a lot of hard work ...")

The business opportunity I am selling is a much needed service to help consumers save money off their debts with debt settlement and is very lucrative. I only have so much space to work with on a banner. Do you have any suggestions on what text I should use on the banner?

What are your thoughts on: Earn Thousands Helping Your Friends, Family Members & Loved One's save thousands off their debts (or Become Debt Free!)

Thanks in advance.

I'd appeal primarily to the "help others slash debt costs" benefit, so they can feel good about what they're doing (and perhaps even think, "If I can do it for others, I can do it for myself too!"). Then you can add something like, "and get paid well for your efforts" as a reassurance/secondary benefit at the end.

I'm not a professional copywriter, so I would be doing you a disservice to suggest specific words. There are folks who write these things for a living, and you probably want to hire one of them. (Let me know if you need a recommendation.)

When you're counting on copy to drive your business, you really ought to get a professional on the case. It's too important to leave to chance, or to an amateur's creativity. The difference in click-through rates can be very dramatic when you have breakthrough copy rather than OK copy.

P.S. Professional copywriting is especially important when you have a severe space limitation, because every word has to pull a lot of weight. You can't repeat a word or add too many adjectives or adverbs. Short copy is much more critical, and more difficult to write, than long copy.

And don't forget that each of your landing pages has to match the key message in the banner ad, or your bounce rate will go through the ceiling.

Best if your copywriter can do both the banner and the landing page copy.