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And knowing what your target audience is after , understanding what it is about the niche that turns them on - well that's what they are wanting to see, and most often its not so described on a banner.
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good point. I think alot of times affiliates blame the sponsor for their abysmal ratios, when it may be because they use the same tired old banners that 5000 other affiliates use.
For me, sales text is a way to get into the surfers head, and actually make them NEED what you're selling. when it becomes a need instead of just a desire, you won't have to spend hours selling this or that trial for 99 cents or pull teeth to get them to take out their wallet, because they've already justified the expense in their minds.