subject: Building Your List With Paid Ezine Advertising [print this page] Another important way that good e-Marketers build their lists is with Paid e-Zine Advertising. By using this e-Zine advertising you get almost instant results, something that article marketing can't do for you.
Let's follow this through. The initial selection you have to make is whether to advertise membership of your list or immediately promote one or more of your products. If you have a product that only has a short life, for example one linked with a specific occasion or time, then you need to get buyers in fast. Direct paid e-Zine advertising of your product may be just exactly the way to do that.
For example, if you have a product or service that is especially related to Valentine's Day then you should get it before your possible customers in the few days running up to the 14th February. Hang about and your chance has gone for another year.
For the majority of cases though, the purpose of the e-Zine advertising is to get more members so you build your marketing mailing list. In this way you can mail them details and offers that can cycle through over time. Building your list gives you the opportunity of making linked sales or repeated sales so that you get the payback from your advertising spend over a period.
Advertising is always a chancy business. David Ogilvy, the advertising guru said "I know I am wasting half my advertising spend, the problem is I don't know which half." That's the comment from someone who spent a lifetime perfecting the art and science of advertising.
There are many ways of doing paid e-Zine advertising that are relatively inexpensive. Not the' 000s of dollars that Ogilvy would devote per ad, but prices from 10 to 100 dollars will do the trick, depending upon your marketplace.
So what are the key points to consider when writing your ad and selecting your e-Zine? The three key points are ad quality, targeting and e-Zine list quality.
Targeting-- does the e-Zine distribute into the market area that you are targeting? For example, it's useless placing an advert in a puppy training e-Zine for golf improvement course. Anyone training a puppy hasn't got time for golf - even if they wanted to.
List Quality-- Do the constituents of the e-Zine publisher's list respond to the type of advertisement you are meaning to place. This is challenging to evaluate as all you can go on is the publisher's information and any anecdotal reports you can find on Internet Forums. That is, except if you can find someone who has had genuine pertinent paid e-Zine advertising experience with this publication. So attempt to see if you are able to view a specimen of the product in advance and discover how long the publisher has been in business.
Ad quality-- you only have a small spot to make your pitch. A regular advertisement is 5 lines by 60 characters. In this ad you have to grab the reader's Attention, tweak their Interest and build their Desire so they take the Action you want. Remember that as you are composing-- A I D A. Or as another writer put is so succinctly-- "Remember the Reader and the Result"
Make sure you have a budget that will allow you to repeat the paid e-Zine advertising exercise and try different e-Zines and different ad copy. That way you will be working to enhance your results and worth for your advertising dollar.
Always place your ads so that you can measure your results. For example, create a new list especially for respondents to this campaign, use a dedicated landing page or run it at a time when all other activity is very low. What you can measure in your paid e-Zine advertising you can improve.
So, is Paid e-Zine Advertising for you as you try to build your list? It won't cost you much to find out and, following the above guide you will be giving it your best shot. Maybe it doesn't work for you and your offer, if so you can move on with that knowledge. But when it does then you can repeat the process periodically and continue to build your e-marketing list with valuable members.
