3 Tips for Advertising With ezines

We've all heard the buzz on ezine advertising. It's highly
focused, targeted, and delivers results. In reality, it's because
of the high focus and narrow target that ezine ads are able to
deliver those results. Many on-line and even some offline
businesses are now considering investing in an ezine advertising
campaign to drive traffic to their websites. Here are some tips
to help you build a winning campaign using ezine ads.

Start Small - Ezine ads can start as a low as $10 and run as high
as a few hundred dollars each. Start with the small ads, and work
up from there. Your main objective in running small ads is to
test the response rates you receive for different ad copy. For
example, this week you might run an ad offering your product in
combination with another offer. Next week, you might alter your
offering to include a reduced price on your primary product
offering. Measure the response that you receive to these ads to
help direct you as to which copy you should lead with when you
launch your broader campaign in the larger ezines.

Go Big (or go home) - With some successful copy under your belt,
you can now evaluate the cost of placing your ad in larger
ezines. The challenge here is to maintain a focus on your target
audience while getting your message out to enough people to
generate some significant sales. Small ezines can deliver a very
specific market segment (such as Labrador retriever owners),
whereas larger ezines might cater to a broader market (such as
Dog owners). You must evaluate every ezine and ask yourself the
question "Will dog owners buy my product, or is it only Labrador
Retriever owners who will be interested?" Do that before every
ezine ad purchase to ensure that your product offering will be a
good fit with the subscribers to the ezine.

Save Money - Advertising rates are almost always negotiable,
especially if you are willing to commit to more than just a one
week advertising purchase with an ezine publisher. You can also
visit websites like www.ezineadauction.com, where ezine
publishers offer advertising in their ezines through an auction
format, which enable you to land a better deal than simply
approaching the publishers directly.

The highly focused subscriber base of an ezine can yield some
significant sales for your business. As you move your campaign
into the larger ezines, be sure to constantly evaluate the fit
between the larger audience and your product. And remember, there
is always an opportunity to negotiate a better deal for your
business, either through a multiple ad discount rate or through
online auctions sites. By combining these three tips and making
them a part of your next campaign, your business can take full
advantage of the power of ezine advertising.
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Will Dylan is the Author of "Small Business Big Marketing" a
powerful e-book for small businesses available through his
website www.marketingyoursmallbusiness.com . Will also offers
article and news release writing services.