| By :
Steve Shaw
Recently I was watching television and a commercial came on that intrigued me. It was for a new ice cream company, and the commercial was highlighting why a person should switch to this particular brand of ice cream. At the end of the commercial, the voice-over said, "To see a complete list of all of our ice cream flavors, visit our website." I thought that was a bit odd--if I want to find out what flavors are available to me, shouldn't I go to my local grocery store instead of their website? After all, it's not a given that every single flavor that they carry will be in my store. But then it hit me--the list of flavors was their "lure", the reason the viewer should go to their website. And it worked--out of curiousity I did go to their site. Could they have accomplished the same thing by just showing their website address at the end of the commercial without giving any reason to go to their site? No! It's just the same with your resource box: In order to have the best possible chance that the reader will go to your website, you need to give that reader a specific reason to visit your site and tell him what to do to get there. To the person who is creating the resource box, it seems a bit overdone and methodical to spell things out so big and clear, but that is what you need to do in order to catch most people's attention. People are always being bombarded with website addresses, and for the most part they learn to ignore them. You need to tell your reader specifically why they should click on yours in order to get them to take action. Your Homework: 1- This week, be on the lookout for "lures" to websites on TV and radio commercials, and see if they give you any ideas. It helps to get offline sometimes. Really, offline advertisers have a much bigger job in luring people to their sites than article marketers do. At least you know that your reader is already online when they see your resource box. A television advertiser needs to get the viewer to physically get up, get to their computer, and go online to get to their website. 2 - Then, come up with one powerful lure for your own resource box. This is the carrot that you dangle before the reader to entice him to follow you to your website. 3 - Pay special attention to the wording of your resource box. Very clearly spell out what is waiting for the reader at your site, why they should go there, and actually tell them to go there. It may seem obvious to you and overdone, but the more specific you can be in your instructions to the reader, the better chance that he will do what you are asking him to. That is just human nature--when we have so many distractions all around us on the internet, we really need to have someone take us by the hand and lead us. The information you put in your resource box and the way that you phrase that information is crucial to your article marketing success. It is worth your time to develop a resource box lure, if you don't already have one. Really, spending a limited amount of time now to come up with a good one can pay off for years to come.
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