Responsible Advertising Part 1
by Paul Flyer
I recently reread this article by Seth Godin on “Treating People Like They are Smart“. It seems, he says, that the more you treat people like they are dumb (ie. repeat something over and over) the more likely they will jump on the bandwagon to purchase/try/succumb to the product being repeated. I guess this principle is similar to the line “Repeat a lie often enough and people will believe it.”
But if treating people like they are dumb produces better results (ie more transactions/money/etc) then why bother treating them like they are smart?
There is value in treating people like they are smart. First, it respects who they are as a person. Second, that respect can and often grows into loyalty.
How does this apply to website promotion and advertising?
On my site, I have several kinds of advertising. Google Adsense is the most prevelant form you will find around my site. I have tried hard to make the advertising unobtrusive and yet visible enough to make it “helpful”. Yes, adversiting can be helpful. This is a resource site. Adsense delivers additional resources to my readers. I do not need to bang them over the head with Adsense interupting their reading after every 2-3 main paragraphs. I put it right at top so it is clear, and if they see a helpful resource and click on it, then great. If they don’t, then they can read the rest of the webpage in visual peace.
No, treating people like they are smart or treating them with respect won’t unleash a herd of interest on whatever it is being promoted, BUT in the long run I do believe it will be the most beneficial. It is very important that my readers return to my site whether via my RSS feed or directly to my webpage. By not having blinking obnoxious banner ads nor pop-ups nor pop-unders is one way I show them respect. I don’t want to drive them away with annoyances, but if they keeping coming back then maybe they will indeed click on a simple text link at some point.
It is a different mindset for sure. Iin the short term, the “cash in hand” has been but a trickle. However, I do believe I have set this site up for long term success by showing some respect for others in how I display advertising.
I would appreciate your comments on this.
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