Hypertext for Advertising ========================== Why hypertext? Good hypertext makes ideas in information intuitively ============= obvious to others. This is accomplished if: 旼컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴커 � 1) Ideas are indexed, not words � � 2) Users find ideas with minimum effort � � 3) Users see relationships between all ideas � 읕컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴컴켸 Assuming you have the skills to do this, how should you apply your talents? Selling expensive If you sell very expensive equipment or complex goods & services services, potential customers face a difficult task of ================ understanding the when, why, what, and how of your goods or services. As a consequence, many customers postpone or bypass purchase decisions that are potentially beneficial to them. Critical thinking about your services just may require too much effort. The solution? Put all the reasons, questions, regulations, costs, and ============= uses for your products/services in hypertext format, then loan computers to your customers. (more) The benefit? Hypertext helps customers quickly find whatever decision- ============ making information they want (as well as purchase reasons they never imagined). Often, the tying of your hypertext efforts to just one sale of a complex product/service more than offsets the cost of creating such a system. Increased In measured tests, information presented in hypertext retention formats produced higher comprehension and better ========= retention than when presented in the traditional classroom lecture environment. If this is true, hypertext could outsell many of your existing salesmen, particularly if your business uses cold-calls to acquire customers. Does it work? You bet! I use hypertext ads to sell MaxThink, HOUDINI, ============ and HyperLink (all are complex software concepts). Dynamic Good hypertext can be a dynamic advertisement which advertising anticipates and quickly answers every concern imagined ============ by your customers. Rather than intrude on customers, your hypertext system can provide a detailed customer- driven description about your services.