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The Add Me! Newsletter *** ISSUE #61 ***
"Free tips for promoting your website and business"
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...TODAY'S ARTICLE...
>> "Location, Location, Location" <<
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September 17th, 1999 *** ISSUE #61 ***
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.....TODAY'S ARTICLE.....
"Location, Location, Location"
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by Tony Callahan
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.
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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 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 a next issue I will detail techniques
for developing ads that produce results.
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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
. He also publishes Web-Links
Monthly, a newsletter full of tips, tricks, tools and
techniques for successful web site promotions. To subscribe,
send e-mail to: .
Copyright ©1998, 1999 Tony L. Callahan All Rights Reserved
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