 Ezine Advertising: Essential Tactics (Part 3 of 3)Published Date: 2007-05-18 16:16:04 WorkOnInternet.com
1000-2000 subscribers does not mean it’s a bad list. It could be new and just getting going with no waiting list. Often those smaller lists can have really high quality response. When beginning a new campaign, you only need to send out one mailing/ad with each ezine. Determine your cost per lead. If your cost per lead is low, continue with that ezine even if sales don’t come in right away. Some people need time. You may have heard the saying that people need to see an ad 7 times before they do anything about it. Your long-term strategy is building your list and sales. When you find one that works, place an ad 1 to 2 times per month. Test it out, but don’t do it every week or might get displayed out. Your audience might get numb. If over time, you’re not getting good results in good newsletter, look at your ad copy and the headline. When you find an ad that does work well, go with it for a while. However, do change it up a little bit. If your list sees the exact same ad over and over again, again, they can get numb. If you change the body or change the subject line a little bit, it’s like they never saw it before. Just be sure track your changes. When the response dips, change it. Of course, you need to track all your ads. Either set up different capture pages, or different URLs that redirect to your website, but have some way of tracking which ezine ad generates which lead. Some good resources include TrackThatAd.com, or AdMinder.com. When doing a solo ad, the most important is going to be subject line. If it is not motivating enough to make a reader stop and open the email, it’s like flushing money away. It is just like when you are reading the newspaper. Don't you scan the headlines until something catches your eye, then read the article? If no one is enticed by your headline to open the email, your ad will never be read. How do you write a good subject line? There are many techniques for this. The technique I prefer the most is the Power of Unfinished Thought – leaving things incomplete. (Have you noticed?) Try writing your subject line as a question, or leave it so that someone has to open your email to finish the thought or question. This is extremely powerful. Whatever technique you want to use, write 100 subjects and pick the best one. This may seem tedious, but often having one different word in your headline can change an ads response rate by 2 or 3 times! You also do eventually have to become good at copywriting. Copywriting is very much unlike traditional academic writing. Often you will find fragment sentences in great copywriting. Just like this sentence. Or this one. Becoming a good copywriter will not happen overnight, but you must invest in yourself to become good at it. There are many very expensive programs out there that do work (I recommend surefiremarketing.com). However, you can also study all the best sales letters and get a feel for the style, flow, and let it soak into you. Read ads from Mark Joyner, Joe Vitale, Yanik Silver, Dan Kennedy, or Cory Rudl. These guys are masters. If you subscribe to the newsletters these guys write, it’s like having a personal library of some of the best copywriting examples out there! When it comes to ezine advertising, you get out what you put in. If you spend the time to dig in, you will find a goldmine when you find the right ezines. It takes some work to find the good ones. Not a lot of people are taking advantage of it. Plus, there are new ezines with different interests popping up every day. You can find tones that work for you. Once you learn how to do it, it becomes effortless. Compared to other marketing types, there is not a lot of technical stuff to know (unlike Google AdWords). The groundwork is laid in finding quality lists and people to collaborate with. This creates the residual marketing that will pay you over and over again. End of Series ----------------------------- About the Author: Nicolas Aurelius Mitchell is a leader on a team dedicated to creating positive change both online and offline. His team focuses on personal development and giving back to society. Read his mission to give to others and change the world one entrepreneur at a time by creating 100 millionaires by 2012. http://www.AureliusOnline.com
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