Ezine Advertising Strategy Exposed-16 Tips to Boost Your Profit
In my opinion, Electronic Magazine (Ezine) advertising is the
greatest, untapped source of online advertising available today. The reason: Ezine Advertising (EA) matches your product or idea
to people with similar interests. Example: who better to sell your health product to than a large
group of people subscribed to a health newsletter? Or, you could
pitch a business opportunity to a group already subscribed to
another ezine about MLM and Biz Ops! The idea of EA is fairly simple - but to make yours a success,
you have to first determine which ezines or newsletters produce
results, and which ones to avoid. After a year and a half of EA, I've created a formula that
produces increasing profit because I've learned how to avoid poor
performing ezines and rip offs, while revealing the gems. Strategy for Profit I used to get ripped off about once for every 2 or 3 ezines I
advertised in. They either took my money without running my ad
(and ignored my subsequent emails), or my proven ads did too
poorly for the money I paid. The reasons ranged from abandoned ezines with working payment
links, unethical newsletter owners, to a lot of ignorance and
impatience on my part. If you follow my proven strategy, you'll discover the best
sources of ezines to advertise in - no matter who your target
group is. And, you should see positive results every time. This article outlines the steps to making your EA a successful
return on investment (ROI). Writing Your Ad I won't go into details about ad writing, but if your ad is
poorly written or untested, you should start with the cheapest
ezines first. If you're really unsure of your writing abilities,
I further suggest hiring a professional to write your ad for you. Because you can run your ad as many times as you want, your
investment in a professional will more than pay for itself in the
end. Target your advertising If you leap into EA without first researching your target group,
you'll end up wasting a lot of time and money. Plus, you probably
miss some of the best ezines available. To determine who your prospect is, take the time to list the
possible keywords that directly relate to your product and do
keyword searches for ezines, newsletters, and ezine directories. For example, if you sell herbs, a good keyword search would
include: herbs, health, nutrition, supplements, etc. Avoid Co-ops While doing your ezine research, you will probably stumble upon
the offer to use Co-op (bulk) advertising as the means for your
EA. To be blunt, you should never pay to use Co-ops for your EA
because they are too difficult to track and usually contain
untargeted ezines. Worse still, you'd find that most never
run your ad. Subscribe Now that you've found your ezine target group, you'll want to
know whether the ezines you found are a good option (i.e.
profitable) for your EA. I've found the best strategy for making this determination
is to subscribe to the targeted ezines. To keep the subscriptions readily available for further research,
I recommend creating a separate folder to store your subscription
data. And because you'll need to subscribe to quite a few ezines, I
also suggest creating separate email accounts dedicated to your
ezine subscriptions. Double Opt-In Subscriptions In the process of subscribing, you'll quickly determine possible
ezines to avoid. When you subscribe and get a notice that you
must confirm your subscription, the ezine is referred to as
"double opt-in". Double opt-in ezines indicates a better quality of subscribers
with a lower risk of bulk email addresses. For you and me, this
means better ad responses (yeah!). Solo Ads Within the first week of your new ezine subscription, you should
see solo ads from other advertisers. If not, the ezine may be too
new, or worse, no one is advertising because of poor results.
Worse yet, the ezine took the advertiser's money and failed to
run the ad. On the other hand, if you see two or more solo ads a day, their
list is probably burned out due to over advertising. You're looking
for no more than one ad a day, or a minimum of one ad a week.
Keep watching! Subject Line Does the ezine put the advertiser's subject line in the subject
of the email or do they just say something like "Solo ad from xyz
ezine"? Your subject line is the most important part of your ad and
definitely should be in the subject of the email.No subject line
equals no response. Advertiser Response Repeat (or regular) advertisers in an ezine is a very good sign
that the subscribers are responsive. To further test
responsiveness, I recommend looking through the ezine's online
archives (if available). Archives are previous email publications that the publisher has
posted to their website for visitors to view. The archive search is
not only quick and easy, but archives can also provide an extra
trickle of visitors when your ad gets archived. Testimonial Page After passing the above steps, see if your prospective ezine has
a testimonial page. If the ezine has gotten this far, chances are
it will. Waiting Period Another indicator of responsive subscribers is the waiting period
to run an ad in the chosen ezine. If the waiting period is a
month or more, this indicates a very popular ezine with responsive
readers. You've uncovered a real gem! Web Forms I've found that the better ezines have web forms that get your ad
to the publisher's inbox and usually send auto confirmation of
receipt. If there is no web form, try emailing the publisher a
question first, like when the next ad run date is. No response may indicate a poor choice in the ezine, or your
email was filtered or blocked as spam. Wait at least 2 days and
try emailing again using a different email account. If your emails still don't get through, neither will your ad.
(Ironically, your payment always go through). Trust me, if
they fail to communicate, save your money and time and move
on. Free Classifieds If the ezine offers free classifieds, this is another good place
to run your ad. Since classifieds usually don't produce
responses, any activity from your ad here would further
indicate an active readership. Ad Tracking Never advertise without using an ad tracker. You can purchase
one or better, use one of the many available online for free. Ad
trackers give you a url that you use in place of your website address. The new url gives you important information like how many visitors
you had, where they came from, and some list the number of sales
per visitor. This tracking information is crucial to the direction of your ad
campaign because you'll learn of the need to change your ad
and/or the sales page. More importantly, you'll know for certain
whether the ezine produced enough visitors for the advertising
price you paid. Run Your Ad Twice If your ad produced a great response, wait a week or two and run
the ad again in the same ezine. I've found you'll probably get as
good if not better results the second time around. I would advise against running the ad a third time in a row
because most of your prospects will be found in the first two runs. Using a Capture Page or Auto-Responder To maximize your efforts, you want to "capture" your visitors so
you can send them additional information about your product,
related merchandise, and pertinent updates. This is done with a capture page that provides a place for visitors
to put their name and email address. There are different methods
to accomplish this and you may want to hire someone to do it for you
if you're not comfortable installing scripts on your website. You might also want to send your visitor directly to your
autoresponder, where you have a series of messages set up to "warm
and inform" your prospect about your product or service. Rotating Ads Once your ad has been tested and you have a base of 5-10 solid,
performing ezines, start rotating your ad between your ezines. For optimal results, make sure 2-3 months have passed before
running your ad in the same publication. Keep building your base
and watch your profits grow! Greg Root started using ezine advertising almost exclusively
since 2003 and owns and maintains 'The Ezine Ad Tester' at
http://www.maxprofitpro.com/ See the results of his ezine
advertising campaigns to find the best ezine marketing
resources on the internet.
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Improve your prospecting by being more focused and personal than a newspaper ad;
Generate referrals Ask your clients if there's anyone they can suggest who would appreciate receiving your newsletter, as it's much easier for someone to suggest an addition to your newsletter mailing list than to flat out give you a name to call;
Build walls around present clients A newsletter keeps competitors away by repeatedly reminding your clients of your continued interest in them;
Recover lost clients Many lost clients would like to revive their relationship with you, but don't know how, so add a personal note to a newsletter, and mail it to them;
Enhance other practice-building techniques For example, when contacting a client you might mention something from a past issue that's applicable to his situation, and in seminars, speeches and client meetings, use appropriate issues of your newsletter as handouts or to explain certain points.
Think of your client newsletter as an education tool, as well. It's a place to explain to your clients what they should know about your area of expertise, and how it relates to their situation. Look around at what other advisors are doing, and see what you think will work best for you and your clients.
A little help from your friends
When deciding on the type of content you are going to use in your newsletter, keep in mind that you don't even have to write it yourself. The internet is a vast source of all kinds of free content (e.g. EzineArticles.com) that you can cut and paste into your newsletter.
Which format?
Convinced of the power of this tool yet? Good. The next question is which type to use: a paper version to be mailed out to your clients by regular post or an electronic version to be e-mailed. If you decide on a paper-based newsletter, you may wish to also consider an e-mail version. Why? For starters, it's cheaper.
Paper will cost you at least a dollar for each copy you have printed, folded, stuffed, stamped and mailed. But faxing or e-mailing as many as a thousand copies will cost you practically zilch (word of warning: I would suggest foregoing faxing altogether, as many people on the receiving end resent having their own paper wasted or their phone line tied up). An e-mail version is immediate and "in your face", whereas "snail mail" can take longer to cross the city than the ocean.
As most of the benefits of a paper newsletter apply to an electronic one, why bother with a paper version at all? More people have postal addresses than e-mail addresses. A lot of your prospects and clients may not have fax or e-mail access or might just prefer a paper version.
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When starting with your paper-based newsletter, keep it simple. When sending a monthly newsletter, I have always found one page to be enough - anything longer could end up in a pending file to be read later, maybe. Some advisors I know who send out a quarterly newsletter might put three or four pages together.
Whatever your choice of length and number of issues per year is, start by sending your newsletter to your existing client list only. Include a cover letter with your first issue to announce what you're doing, why you're doing it and what to expect (i.e., no sales pitches!). Include phrases such as "let me know what you think of it," and a note to let your clients know they can be taken off the mailing list if they don't wish to receive future issues.
Once your clients begin to receive it regularly (and you get up to speed on producing it), ask them if there is anyone else they know who would benefit from receiving your newsletter. The aim is to develop a relationship so recipients feel they know you as an expert in your field before you actually meet them.
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