“Advertising is a numbers game” is only HALF of the truth.

If you advertise your product to an audience of 10 persons only, you cannot sell 100 copies of your product, can you?

To sell 100 copies you need your sales message to be seen by at least 100 prospects.

That’s why it is said that advertising is a numbers game.

However, if you promote your product to an audience not interested in your type of product, the numbers don’t matter at all.

For example, if you promote a tobacco product, 10 smokers is a better audience than 100 members of a non-smoking organization. In addition, the price of the advertising is lower in the first case

Your links always have to start with http:// (or https, as appropriate).

Why?

If you’re lazy and write only www.yourdomainname.com you will face this problem: some email software don’t make such link clickable.

If the recipient of the email cannot click on your link, there are 2 options for her/him. To waste some time by copying and pasting the URL address in the browser, or … to SKIP your link and MOVE ON.

Why take this risk? Don’t assume that the people out there are willing to waste their time to correct an issue caused by your laziness (or ignorance)…

Good News & Bad News. The good news is that anyone can have an online business. The bad news is that “anyone” includes also idiots, scammers, cheaters, and many people who don’t know what they’re talking about.

Is this an ezine advertising tip? Yes, it is.

I’m amazed of how many so called ezine publishers publish so called newsletters.

I’m amazed how many ad co-ops owners transformed their ezine ad co-ops into scams for the simple reason that they prefer to cheat you instead of making less money (due to objective reasons).

On the internet anyone can pretend anything and the real bad news is that so many people think that if it’s
posted online it must be true…

Open your eyes!

Don’t insert your email address in your ads posted online. Only spambots are looking for your email address. Human readers are looking for benefits.

If you insert your email address in your online ads, the spambots will harvest it and send you spam.

Human readers may never be interested in knowing your email address. In the first instance, if they read your ad, they are looking for benefits. If the ad is interesting from the reader’s point of view, then the reader may click on your link in order to find out more details. In the beginning, no one wastes her or his time writing and sending emails.

Especially in short ads, the more useless info you tell, the more important info you do NOT tell to your prospects. That’s the surest path to … failure. Don’t follow this path!

The more information you ask from a prospect, the worst is the result you’ll get.

This tip doesn’t seem to be related to advertising, but it is …

The tip is related to the page where the prospect lands when she or he clicks on the link from your advert. A type of such page is the one where the prospect is required to signup in order to get more info.

If you still don’t see the relationship between your ad and the landing page, here it is: an advertising
campaign will never succeed if the landing page is not good.

Now let’s come back to the “Sign up to get more info” type of landing page and be sure that you’ll always remember this fact: people want privacy and don’t like intruders in their lifes.

Asking for their phone number, for the best time to call, asking about their income, about their experience, and so on, are only obstacles between you and that prospect.

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The more obstacles you add, the less signups you’ll get.
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Do you really need some additional information? Ask later for details…

The prospect will not want to let you know more (the phone number for example)?

So what is the problem? You still can contact that prospect by email. You didn’t lose him or her like in the case you ask for the phone number upfront.

Be smart! The email address & the name (or sometimes only the email address & the first name, or even only the email address) are enough…

You don’t need to ask for more on the landing page.

“Advertising your business doesn’t always work. But when you don’t advertise, YOU don’t work” Susanna K. Hutcheson, copywriter & journalist

What’s Susanna’s point?

Sometimes you may fail for various reasons. Not the right moment, not the right target audience, not the right advertisement, etc.

However, if you don’t understand that you have to promote your business, then the sole problem is YOU.

Don’t be afraid of failures. They are part of the game. It’s true that you cannot win every time, but it’s also true that no one has ever succeeded by doing nothing.

What is gonna be? It’s your choice!

My piece of advice is this …

Whatever business you have, promote it … otherwise you’ll never ever succeed.

When you advertise in ezines, always remember this fact: Nobody subscribes to an ezine to read YOUR ad.

You didn’t buy your TV set to watch the latest McDonald’s commercial, did you? The same is here …

When you write an ad you need to make your best efforts in order to grab readers’ attention.

Forget about YOU and focus on the reader.

Try to be on her or his shoes.

Nobody reads your ad just because is YOUR ad.

Readers need more …

Advertising in ezines is real life. If you don’t get noticed, you won’t get anything. But to be noticed it’s not enough to exist …

“A good ad which is not run never produces sales.” – Leo Burnett

I won’t explain you what the point of this saying is, because it is obvious. However, I will further extrapolate it and say this:

If you have a good business but now you’re staying there and do nothing waiting for the economic crisis to pass, you’re completely wrong. Doing nothing gets you nothing…

“Never stop testing, and your advertising will never stop improving.” – David Ogilvy

What’s David’s point?

Is not you the one who decides whether your ad is good or not.

Your opinion about your own ad really doesn’t matter, irrespective of how good copywriter you are.

Only the market decides if an advert is successful.

That’s why you need to test the market in order to find its opinion …

The best advertising method is the one you’re expert at.

I can tell you what is the best advertising method for me.

Someone else can tell you what is the best advertising for her or him.

No one can tell you what is the best advertising method for you. Only you can answer to this question because only you know your skills.

The best advertising method for you is the one you know a lot about it.

There is no universal solution.