A 50,000 base e-zine may have 10,000 of those which are undeliverable.

Here's another way some e-zines gain big subscriber numbers, quickly and un-professionally. The editor will get some FFA or Links Pages accounts. Then when a person posts to their page, they will be automatically subscribed to e-zine.

Some editors will say this in their confirmation messages to post, others will simply add your address to their mailing list.

But since folks almost always use submission software and never read these confirmation notices, they don't realize what happened. And again, these subscriptions are all going to trash accounts so no one ever reads them anyway.

All that really happens is e-zines numbers go up and editor's credibility goes down.

So be careful when placing e-zine advertising.

Before you buy advertising, write and ask editor a couple of things.

1. Are ALL their subscribers opt-in addresses..... meaning do editors have an actual subscription request on file.

2. What is e-zines un-deliverable rate?

3. What is their un-subscribe rate?

I mean folks, why buy advertising if all your ad is going to be sent to is trash accounts or undeliverable addresses or to newsletters that no one wants to read?

Fortunately there are a lot of quality e-zines out there with editors who take excellent care of who is on their list and who isn't.

For instance, Prosperity has over 30,000 readers. Every single one of them has opted in to our list and we have a subscription notice for every single address.

Also, if an address has 3 undeliverables in a row, it is dropped off our list permanently. We allow three grace mailings cause some folks go on vacation or forget to check their mail, or things come up in their lives.

But 3 in a row, and you're gone. That gives us an undeliverable rate of less than 1%. And it's usually between 0.03 and 0.04%...less than one half of one percent.

And folks, I will tell you this, there are very few e-zines out there that can claim that low of an undeliverable rate.

We also have an exceptionally low un-subscribe rate of only about 5 out of a thousand.

We are quite proud of fact that all our readers are such high quality readers.

We want to thank all our readers for being such quality folks. Without you, none of this would be possible.

Mail-order copywriter John Tighe points out, "We are not in business of being original. We are in business of reusing things that work."

Advertisers and marketers follow certain rules and reuse old standbys, not because they can't come up with anything original, but because old standards continue to prove effective in thousands of letters, brochures, ads, and commercials.

Now, that doesn't mean that you should just copy what someone else did word for word. In creating your own advertising copy, challenge you face is to take what has worked in past and incorporate it into your campaign in a way that is compelling, memorable, and persuasive.

Your first and most important priority in creating advertising headlines, slogans, and copy is to sell, not to exercise your creative genius. But if you can do both at same time, then you will have a powerful piece of advertising copy.