What a Seven Foot Tall
Nude Gargoyle
With a Strategically Placed
Fig Leaf Has to do With
Web Banner Advertising …
Stop reading NOW
if you’re easily offended
because today’s issue
could get a little racy …
Dear Business Builder,
His nickname is “Harold,” he’s nude, stands seven feet tall (with an anatomically correct and proportionate male member to match) and he spends his days and nights on a busy thoroughfare in front of “T’s Lounge” … which happens to be a local XXX establishment in my home town.
And by the way – he caused a local uproar when his owner (also the owner of the strip club) brought him home as a souvenir from a trip to the Florida Keys.
All the makings of a terrific and somewhat obvious publicity stunt … but today’s article isn’t about “how to get” publicity.
It’s about web banner advertising … and my fascination with a fig leaf.
So, here’s how it went down in 3 easy steps (I’ll spare you the long, involved details):
- Local strip club owner brings seven foot tall, nude (and really ugly) gargoyle statue home from trip to the Keys.
- Places him on busy street in front of strip club for tens of thousands of daily commuters to see.
- Local residents and commuters go wild; claiming the statue with its anatomically correct and proportionate male sex organ is indecent and offensive.
What ensues is local government comedy at its finest. As soon as Harold hit the pavement the complaints started. After multiple letters to the owner and threats of massive fines from the local government, Harold was moved from the sidewalk to the roof top where his “package” was not so easily viewed from the road.
Then the local building code enforcement got involved deeming Harold too large and heavy for the roof structure. So Harold was moved back down to the sidewalk … much to the outrage of the daily commuters.
Now, I drive by Harold SIX times a day on my daily kid commute … I have a passing view of the ongoing soap opera Harold’s existence has become … that is unless I’m stopped at the traffic light.
I am not offended by Harold, although I find him hideously ugly and the amateurish “artwork” is an assault to my snobbier art loving senses.
But, I must admit, I can’t help but take a peek every time I drive by, curious to see what will come next in the ongoing drama …
What will happen to Harold I wonder …
Will he just one day disappear …
Will they just scrape off the offensive “Johnson” because Harold is most definitely made of clay, resin or some other porous material …
Will some offended “Holy Roller” spray Harold with paint similar to a fur wearing starlet ala PETA style …
And then, one day as I drive by, I notice Harold is covered by a big sheet and tied up … I was actually saddened to think he might finally be going bye-bye.
Little did I know a local radio station had gotten involved … and my fun was just beginning!
The station had contracted another controversial artist, Norm Gitzen (known locally for another racy and quite buxom public sculpture called “The Siren”) to craft a bronze fig leaf to cover Harold’s privates. The station had planned a huge event for the unveiling and Harold would remain covered until that day.
So I waited, and waited and waited until one day, there they were … camped out on the sidewalk with their broadcasting truck and the local news stations to boot.
From my 15 second vantage the unveiling was rather anti-climactic.  But the whole thing was a tremendous recipe for publicity … but like I mentioned this isn’t about “how to get publicity.”
The Fig Leaf Makes Its Appearance!
The first few days after the fig leaf appeared it remained in tact. It appeared to be bolted to the statue on only one side … on a hinge … so it’s only natural the trouble would start and quick …
The fig leaf really only emphasized what was underneath … made it incredibly obvious that Harold had something to hide.
The curiosity it created was evident … one day as I drove by; the fig leaf was lifted – opened up like a clam shell.
Then it was closed … then it was open
again …
Then it was stolen … and Harold remained exposed
yet again for several weeks …
Then the fig leaf returned … and was
wrenched open yet again.
Last time I drove by, a man stood on the sidewalk in front of Harold staring slack jawed at the beast.
Harold and his fig leaf have turned into a car wreck and I just can’t look away. I’m powerless to control my curiosity! I have to know what will happen next.
Thankfully I’ll have at least 30 opportunities in the next week alone to see!
What We Can Learn From Harold …
Curiosity, Intrigue, Conspiracy and the Forbidden
are Powerful Motivators!
A banner ads sole job is to get a prospect to click through to what lies beneath. When it comes to developing creative for your web banner advertising campaigns, consider the fig leaf, your ad, and what lies beneath your landing page. By creating an ad that piques the curiosity of the site’s visitors you can increase the click-through to your landing page considerably.
Those visitors will just have to know what lies
beneath that “fig leaf.”
But how exactly do you do that …
- Leave Em’ Hanging: Present an incomplete thought in the ad and promise to finish it if they click through to the landing page. Here’s an example … The Foreclosure Disaster that Didn’t Happen … Thousands of Happy Home Owners Agree … Click Here to Save Your Home Too!
- The Take Away Close Technique: A take away close is simply a statement in your copy that points out that “this may not be for you” and it usually includes a qualifier. It can be a powerful motivator. For example … This may not be for you unless you need to loose 20 or more pounds … don’t Click Here unless you want to get really skinny!
- Someone’s Lying To You: People love a good conspiracy and are very skeptical by nature. Use their skepticism to motivate them to click by promising to reveal the conspiracy or expose the lie in your landing page. Here’s an example … Washington Conspiracy – the shameless government cover-up that’s worth billions to greedy drug companies … Click Here to learn how this sleazy shame is killing you.
- Curiosity Killed the Cat: Curiosity isn’t just the downfall of cats, humans also share the affliction. Perhaps that might explain our sick fascination with Anna’s baby daddy. So how do you use that curiosity to get more prospects to click through to your landing page? Here’s an example … True or False? Watching television is worse for your health than French fries? Click Here now to find out!
That’s just a few of the ways you can use curiosity, intrigue, conspiracy and the forbidden to drive massive amounts of traffic to your landing pages. Challenge yourself to come up with others …
And as long as your banner ad is on a site that attracts your right demographic, and that demographic has demonstrated it will buy a product similar to yours and your landing page has strong copy which can convert those curious prospects into buyers – it’s safe to bet the more traffic you drive the higher your sales will be.
Until next week,
Julie McManus
Editor, In the ‘Net Trenches
THE TOTAL PACKAGE™
And Web Media Goddess
P.S. Are you in the ‘net trenches? Do you need help? Send
me an e-mail to AskJulie@MakepeaceTotalPackage.com and
I just might answer your question in an upcoming issue.
P.P.S. Have you checked out The Total Package affiliate program lately? We’ve added tons of new creative to help you earn cash on any new subscriber you refer and we’ve opened our archives up for the pilfering … Click Here to check it out NOW!
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Comment by Eric Farewell — May 4, 2007 @ 11:31 am
I can\’t wait to hear what happened next!
:grin
Fantastic article Julie.
Comment by caleb osborne — May 4, 2007 @ 11:34 am
haha,
it\’s not often I get to read a whole article about something as \”boring\” as banner advertising with a big grin on my face the whole time.
You\’re one in a million Julie!
Later
Caleb
Comment by Daniel Levis — May 4, 2007 @ 11:48 am
Great article Julie, and so true!~
Comment by Martin — May 4, 2007 @ 11:49 am
Julie – well done!
That was one of the most entertaining and informative marketing lessons I\’ve read in some time.
Comment by Tim Schaefer — May 4, 2007 @ 12:46 pm
I love that they put the fig leaf on a [I]hinge[/I]!
Great article, Julie.
Comment by Julie McManus — May 4, 2007 @ 12:47 pm
Thanks! But you\’re scaring me becaue I have to write another one for next week. :eek