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!
About the Author
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.
