Location, Location, Location

The first thing you should consider in advertising is the first thing you should consider when buying real estate: Location, Location, Location. You want to focus all of your efforts on your intended audience. Once you know who they are, determine which publications they are most likely to read.

While large sources have apparently attractive numbers of readers, their advertising rates are usually high. Focus instead on smaller publications, such as targeted newsletters or Internet magazines (ezines). There are publications for sports, hobbies, pets, business, occupations and many other areas of interest. The advertising rates of these smaller publications are usually lower than the big guys and, if you select carefully, the readers almost guaranteed to be in your target market.

To give an example from my personal experience:

I posted an identical ad for an affiliate program in two different publications. The ad ran for the same period in both publications and both were published with the same frequency. The first was a large ezine with over 300,000 subscribers, the second was a publication for online business people with a subscriber base of only 7,000. Below are the results I observed:

Ezine 1:

481 responses

3 sign-ups

Ezine 2:

168 responses

19 sign-ups

So what made the difference? The answer is quite simple. The first ezine's readership was broad based. While many people were curious enough to respond to the ad, very few were serious enough to actually signup for the program. The second ezine's audience was primarily made up of people interested in owning business on the Internet. This prior interest in products similar to the one I offered resulted in better results. Not to mention the fact that the ad in ezine #2 was significantly less expensive. This experience is a great illustration of why it is vitally important to reach your target audience.

The number of Internet ezines is growing every month. It should not be difficult to locate several publications that cater to your your target market. If you advertise in just five targeted ezines and receive only thirty responses per week per publication, well below the averages I have experienced, you will receive 600 qualified responses per month!! If only ten percent of these responses result in sales, it still means an additional sixty sales per month!!! These calculation don't even include the potential for ad-on and repeat sales. As you can see, targeting your advertising can result in very nice profits for you business.

Even with a targeted audience, the results that you experience will vary significantly, depending upon the particular opportunity or product being offered. The other big factor that influences how much response you will receive is the advertisement itself. In another article in this series, I will detail methods of writing effective advertising.

Tony L. Callahan, is a successful Internet Promotions Consultant with twenty years of computer industry experience and is president of his own Internet marketing company, Link-Promote http://www.link-promote.com. He also publishes Web-Links Monthly, a newsletter full of tips, trick and techniques for successful web site promotions. To subscribe, send e-mail to: Web.Links@listbot.com. For an online archive of articles by Mr. Callahan available for reprint, visit: http://www.link-promote.com/articles

In The News:


pen paper and inkwell


cat break through


Word Newsletter Templates - How to Easily Create Them

You can use Word newsletter templates for both Word and... Read More

Email Newsletter Format: HTML or Text

An email newsletter is probably the most effective way to... Read More

You Can Publish an Ezine

Publishing an Ezine can be scary to the newbie. But... Read More

Write Your Weekly Ezine in 5-Minutes! (or better yet, dont write it at all)

How to write your ezine in 5 minutes by legally... Read More

Is It a Newsletter or Just One More Commercial?

When I purchased my very first computer, not too long... Read More

An Embarrassment of Riches - Part II

The DOI Foundation has unveiled the DOI-EB (EB stands for... Read More

E-zine Promotion: 10 Smart Reasons To Charge A Fee For Your E-zine

You publish an e-zine, you may consider to start charging... Read More

22 Ways to Grow Your Subscriber List

1. Don't bury your subscriber form, place it on your... Read More

How to Build Your List ? 7 Powerful Strategies

If you have been an internet marketer, or had any... Read More

Create An Immortal Ezine: Evergreen Newsletters

This article is particularly for those people who want to... Read More

Newsletters ? Keeping Your Customers Informed

Many businesses use email newsletters to introduce themselves to new... Read More

How To Write Powerful Newsletters, Offline And Online

The theory of writing for newsletters is very similar to... Read More

10 Valuable Tips For Ezine Publishers

1. Write your own articles.Your articles will give you an... Read More

Internet Marketing Idea: Publish an Ezine

Chances are if you surf the net much you have... Read More

Why I Started My Ezine

Why I started this E- ZineSit back, and travel with... Read More

Gosh, What Am I Going to Put in My Email Newsletter THIS Month?

So you decided to put out a monthly newsletter, because... Read More

How To Publish Your Own Highly Demand Ezine

Ezine is an electronic newsletter that is published through internet.... Read More

How to Make Your eZine Work for You Long After Its Published

If you publish an email newsletter, do you convert the... Read More

Want To Start a Publishing Revolution?

Calling all publishers, editors, journalists and freelance writers. It's time... Read More

Top 10 Tips to Give Your Newsletter Impact!

There are thousands of email newsletters or "ezines" produced every... Read More

9 Rock Solid Ways To Explode Your E-Zines Readership!

Are you like most of us who created an E-Zine.... Read More

Should You Upgrade Your E-zine From Text to HTML?

A few years ago, when I first started seeing HTML... Read More

Explode Your Business

You can make a decent income selling products and services... Read More

Create Your Own Ezine Traffic Machine

How would you like to reach millions of people with... Read More

Write an Ezine? But I Dont Know HOW!

If you've been promoting your business on the internet you've... Read More

Email Newsletter Software

Should I create my newsletter in a word processor or... Read More

7 Useful Free Services For E-publishers

If you want to have an online business, without doubt,... Read More

Review of Ezine Announcer

The most critical piece of software in my article submission... Read More

The Quick Ways To Increase Your E-zines Subscriber Base

1. Give Incentives Give people an incentive to subscribe to... Read More

Your E-zine Promotion Checklist

While there are seemingly endless ways to promote your e-zine... Read More

Medium and the Message

A debate is raging in e-publishing circles: should content be... Read More

Ezines, Ezines Everywhere!

There are literally thousands of ezines being published online these... Read More

7 Benefits Of Using Newsletter Templates

1. Time saver. To get going make a quick visit... Read More