An analogy that we've all heard is one about fishing: "By providing information to you about marketing (or promotion, or copywriting, or whatever), we are showing you HOW to fish rather than just GIVING you a fish" -- reason we understand this is because we understand difference (and advantage) of being able to provide for ourselves over a long period of time, rather than just having a one-time benefit. By using analogy, you don't have to go into a tedious explanation of what you mean (as I just did!).

These two forms of comparison may seem fairly obvious on surface, but, like an iceberg (see what I'm doing?), there's a lot more substance below surface. Just remember a few simple tips when using comparisons:

* Use points of reference that are well known to audience. This will make your explanations easier to understand. "Our system is organized in same way as 18th century Ottoman Empire" is probably NOT best analogy to use.

* When using a comparison and contrast, express differences as being advantages. That is, don't just show how your product or service is different; show how it is BETTER.

* When using analogies, compare your product or service to something LIKED or RESPECTED by audience. Not only will this help you explain your message -- it will also help create right attitude towards it. "Our product has been copied by our competitors, just like Crystal Pepsi was!" might get your point across, but it probably won't make your product any more desirable.

Please realize that these tips are just a starting point. As with any persuasive strategy, you will have to study your own situation and target audience to figure out best way to use comparisons in your sales messages. Whatever situation, however, you should remember that understanding experiences, knowledge, and attitudes of your audience is always first step in reaching them. Good fishing!

3. Offer Incentives to Subscribers and Previous Advertisers.

Your own mailing list is a great source of advertisers! They're familiar with your newsletter and know what type of exposure their ads would receive. Previous advertisers also have this type of first-hand knowledge. Encourage them to book with you by offering great incentives - free bonuses, significant discounts, or anything else of value.

4. Swap Ads.

Approach other editors within your niche market and offer to swap ads. This is a great way to increase your exposure, fill your ad space, and do it all without spending a single dime.

5. Barter.

Is there something you need but just haven't gotten around to doing it? Use your ad space as a bargaining chip. For example, you could ask a graphic artist to create a banner or eBook cover for you in exchange for ad(s) in your newsletter. To sweeten deal you could offer an 'endorsed' ad.

6. Go Extra Mile.

Provide prompt, friendly, and reliable service to encourage repeat orders. A little extra attention goes a long ways!

In meantime, if your business relies heavily upon ad revenues for profits, start building another viable income stream. For example, one model that's becoming increasingly popular is content-rich, fee-based membership site.

Companies that are overly-reliant on ad revenues have a choice: adjust to ever-changing world of Internet, or risk going out of business.

We've all heard phrase, 'Never put all your eggs in one basket'. That's good advice for every online business owner.