Continued from page 1
--Solution--: Run Solo or Top sponsor ads. These ads get more exposure. They are exclusive (solo mailings) or only have 2-3 (sponsor ads) per issue spaced out between content.
Mistake #4: Going for Large Subscriber Bases
Large subscriber stats are impressive. 30,000 subscribers is a ton of eye balls and potential to return a profit is greatly increased. Well, this is completely untrue.
A recent test we ran took our breath away. We spent $180 on a solo ad to a subscriber base in a general marketing publication of 30,000 subscribers. We ran that same solo ad for $65 in an ezine about website design strategies with a subscriber base of 1200.
Ad #1 to 30,000+ brought back $0!
Ad #2 to 1200 specifically targeted subscribers brought back $900 in pure profit!
--Solution--: While tons of subscribers may seem like right way to go, before you invest money, check out smaller, highly targeted ezines and test your ads in those. You'll save money and odds are your returns will be greater.
Mistake #5: Running Your Ad Once
When I first started advertising in ezines, I would run one ad one time. If it didn't produce results, I would switch ezines and run ad again. This was how I tested ad. Many business owners are doing same thing today. By running ad only once, you're cutting your chances to profit in half.
Running it 2-3-4 times, even if first run didn't make a profit, gives your ad more exposure. Readers will "think" it's producing because you ran it more than one time, therefore other subscribers must have thought it was worth looking at, helping your ad produce.
--Solution--: Run every ad at least twice. Then instead of switching ezines, switch ads. Run that ad twice. Do this with all your ads. You'll be suprised to find ezine actually produces profits for one ad but not another. So now you can run that ad 4-5-6 times and squeeze more profits from ezine.
Ezine advertising is profitable. It takes testing, tracking, solo or top sponsor placments and more testing to pin point ezines with high sales ratio's. Don't give up on ezine just because a successful ad from another test didn't work. Place another ad, test it, test another and so on.
All you need is 5-10 profitable ezines and you'll increase sales and profits for your business.
Alessandro DeBarros is a web marketing specialist for BrandBlast http://brandblast.com , a CT based firm whose cutting edge hosting services is quickly being recognized around the world as a leader in its field. At a current base of 5,000 clients, BrandBlast specializes in small to medium business hosting, providing small businesses with the services and support they need at affordable prices.