Well, this is how it works. Keep in mind this is only an example to make my point, but if you have ever published an ezine, then you will know I am right on money with this observation.

In one week:

· 500 people sign up for first time. · 40 of those people unsubscribe after very first issue because they do not like content. · 30 people quit after first issue because their only purpose in subscribing in first place was to get freebie you had offered to new subscribers. · 30 of those people unsubscribe because they do not remember subscribing to ezine in first place. · 80 email addresses bounce due to ISP email filters. · 20 people bounce because they did not pay their Internet bill. · 35 people have simply changed their email addresses without submitting a change of address to you. · 15 people have quit Internet altogether.

In final analysis, 100 of your new subscribers, or 20% of your newcomers are gone after one week. Another 150 subscribers were long-time subscribers who are gone for other reasons.

If you make mistake of stopping your advertising, your ezine list will eventually wind down to one subscriber --- you. In our example, 150 long-time subscribers disappear every week, and there is nothing you can do to stop it. You must absolutely keep a fresh flow of new subscribers coming into ezine in order to stay ahead of attrition curve.

STAYING AHEAD OF THE ATTRITION CURVE

An ezine or a business, what is difference? Not much. Your business will suffer same fate as ezine if you do not advertise. I don’t know how to make it any more clear than this.

Yes, you must be careful not to throw your money away on advertising that does not generate results. But you cannot afford to throw baby out with bath water.

Carefully, pick your advertising, study your results, and put your money back into what is working for you.

In conclusion, you must decide. Do you want to advertise your business, or do you want to watch your business die? The decision is yours and yours alone. Well, what are you going to do?

For example, you may have a sales pitch like...

"Brand new software eliminates need for hours and hours of keyword searches!"

...But when you let your enthusiasm into picture, that stale sale pitch could become...

"What would you pay to spend two more hours with your family TONIGHT, instead of working on Internet? Help has finally arrived!"

You see how much more intriguing second headline reads? It doesn't give too much about product away right off bat, but it directly represents how your product will HELP YOUR CUSTOMER! Plus, when line is read, it feels as if you are being SPOKEN TO, not PITCHED TO!

That means more clicks on that link, more people interested in learning about your product, and (if you play rest of your cards right...) more sales in end!

Just allow your enthusiasm into your life more often, and I will guarantee that it won't just be your wallet that will benefit!

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