The Ezine Acts Advertising Article is mainly about how to advertise, or start advertising campaigns with the background to this topic, which covers co-op, mail-order and direct mail. The steps you need to get into it the right way possible are also included. But, you should read the first three parts of the article before continuing reading the fourth and the last part of it.
The article is long. Therefore, it is on four pages. This is the last part of it. However, the classified ads prove to be part of the Ezine Acts Advertising, although it is about one type of advertising. The first parts of the Ezine Acts Advertising Article is at the Ezine Acts Newsletters, How to Publish A Newsletter? and Sales Letter. Here is the rest of it.
Now you are ready for the big move to plan and maintain the most advertising campaigns that run in harmony with the subject matter of your newsletter. To do this, you should follow this report thoroughly following its four parts of it at Newsletters, How to Publish a Newsletter, Sales Letter and then here.
Start by placing a small classified ad in one of your local newspapers. You should place your ad in a weekend or Sunday paper that will reach as many people as possible, and of course, do everything you can to keep your costs as low as possible.
However, take this advice from the Ezine Acts Advertising, do not skimp on your advertising budget. To be successful to make as much money as possible with your idea, you'll need to reach as many people as you can afford, and as often as you can.
The Ezine Acts Advertising resources confirm that "over the years, we have launched several hundred advertising campaigns. We always ran new ads for a minimum of three issues and kept close tabs on the returns".
"So long as the returns kept coming in, we continued running that ad in that publication, while adding a new publication to test for results. To our way of thinking, this is the best way to go, regardless of the product, to successfully multiply your customer list".
Another advice from the Ezine Acts Advertising resources is to move slowly, start with a local, far-reaching and widely read paper, and with the prof its or returns from that ad, go to the regional magazines, or one of the smaller national magazines, and continue plowing your returns into more advertising in different publications.
By taking your time, and building your acceptance in this manner, you won't lose too much if one of your CLASSIFIED ads should prove to be a dud. Stay with the advertising. Do not abandon it in favor of direct mail.
The Ezine Acts Advertising resources do not recommend direct mail until you are well established and your national classified advertising pro gram is bringing in a healthy profit for you.
Do not become overly ambitious and go out on a limb with expensive full-page advertising until you're very well established. When you do buy full page advertising, start with the smaller publications, and build from those results.
Have patience; keep close tabs on your costs per subscriber, and build from the profits of your advertising. Always test the advertising medium you want to use with a classified ad, and if it pulls well for you, go on to a larger display type ad.
Classified advertising, as the Ezine Acts Advertising resources see it, is the least expensive way to go, so long as you use the "inquiry method." You can easily and quickly build your subscriber list with this type of advertisement.
We would not recommend any attempts to sell subscriptions, or any product from classified ads, or even from small display ads. There just isn't enough space to describe the product adequately, and seeing the cost of your item, many possible subscribers will not bother to inquire for the full story.
When you do expand your efforts into direct mail, go straight to a national list broker. You can find their names and addresses in the yellow pages section of your local telephone directory and local business registry bureaus.
Show the list broker your product and your mailing piece, and explain what type people you want to reach, and allow them to help you.
Once you've decided on a list to use, go slowly. Start with a sampling of 5,000 names. If the returns are favorable, go for 10,000 names, and then 15,000 and so on through the entire list.
The Ezine Acts Advertising resources stress on that you should never rent the entire list based upon the returns from your first couple of samplings.
The variables are just too many, and too complicated, and too conducive to your losing your shirt when you "roll out an entire list" based upon returns from a controlled sampling.
There are a number of other methods for finding new subscribers, which we'll explore for you here, detailing the good and the bad as we have researched them.
One method the Ezine Acts Advertising resources see is that of contracting with what is known as a "cash-field" agency. These are soliciting agencies who hire people to sell door-to-door and via the phone, almost always using a high pressure sales approach.
The publisher usually makes only about 5% from each subscription sold by one of these agencies. That speaks for itself.
Then, there are several major catalog sales companies that sell subscriptions to school libraries, government agencies and large corporations.
These people usually buy through these catalog sales companies rather than direct from the publisher. The publisher makes about 10% on each subscription sold for him by one of these agencies.
The Ezine Acts Advertising resources see the Co-op Mailings as generally piggy-back mailings of your subscription offer along with numerous other business offers in the same envelope. Smaller mail order entrepreneurs do this under the name of Big Mail Offers.
Coming into vogue now are the Postcard Mailers. You submit your offer on a business reply postcard; the packager then prints and mails your postcard in a package with 40 or 50 similar postcards via third class mail to a mailing list that could number 100,000 or more.
You pay a premium price for this type of mailing and that is usually according to the Ezine Acts Advertising resources about $1000 to $1500 per mailing, but the returns are very good and you keep all the incoming money.
Another form of co-op mailing is where you supply a charge card company or department store with your subscription offer as a "statement mailing suffer."
Your offer goes out with the monthly statements; new subscriptions are returned to the mailer and billed to the customer's charge card. The publisher usually makes about 50% on each subscription.
This is one of the most lucrative, but expensive methods of bringing in new customers, as the Ezine Acts Advertising resources see it.
Direct mail agencies such as Publishers Clearing House can be a very lucrative source of new subscriptions, in that they mail out more than 60 million pieces of mail each year, all of which are built around an opportunity for the recipient to win a gigantic cash sweepstakes.
The only problem with this type of subscription agency is the very low percentage of the total subscription price the publisher receives from these subscriptions, plus the fact that the publishers are required to charge a lower subscription rate than they normally charge.
There are also several agencies, the Ezine Acts Advertising resources know that offer Introductory, Sample Copy and Trial Subscription offers, such as Select Information Exchange and Publisher Exchange.
With this kind of agency, details about your publication are listed along with similar publications, in full page ads inviting the readers to send $10 or $20 for trial subscription to those of his choice.
The publishers received no money from these inquiries - only a list of names of people interested in receiving trial subscriptions. How the publisher follows up and is able to convert these into full term, and paying subscribers is entirely dependent upon his own efforts.
Most major newspapers will carry small, lightweight brochures or oversized reply cards as inserts in their Sunday papers, as the Ezine Acts Advertising resources explain.
The publisher supplies the total number of inserts, pays the newspaper $20 per thousand for the number of newspapers he wants his order form carried in, and then retains all the money generated.
But, the high costs of printing the inserts, plus the $20 per thousand for distribution, make this an extremely costly method of obtaining new subscribers.
Schools, civic groups and other fund raising organizations work in about the same manner as the cash-field agencies. They supply the solicitor and the publisher gets 25% or less for each new subscription sold.
Attempting to sell subscriptions via radio or TV is very expensive and works better in generating sales at the newsstands than new subscriptions. According the Ezine Acts Advertising resources, you can get some experiences from commercials on your TV channels
PI (Per Inquiry) sales is a very popular way of getting radio or TV exposure and advertising for your newsletter or other publication.
But again, the number of sales brought in by the broad cast media is very small when compared with the number of times the "invitation commercial" has to be "aired" to elicit a response.
A new idea beginning to surface on the cable TV scene is "Products Shows". This is the kind of show where the originator of the product or his representative appears on TV and gives a complete sales presentation lasting from five minutes to 15 minutes.
Overall, these programs generally run between midnight and 2 AM, with the whole program a series of sales presentations for different products.
They operate on the basis of the product owner paying a fee to appear and show his product, and also from an arrangement where the product owner pays a certain percentage from each sale generated from this exposure.
Newsletter publishers often run exchange publicity endorsement with non-competing publishers. Generally, these endorsements invite the reader of newsletter "A" to send for a sample copy of newsletter "B" for a look at what somebody else is going that might be of especial help, etc...
This can be a very good source of new subscriptions, and certainly the least expensive, as the Ezine Acts Advertising resources see.
Running ads in the Mail Order Ad Sheets is not very productive, either in terms of inquiries or sales.
About the best thing that can be said of most of these ad sheets (and there seems to be a million of them with new ones cropping up faster than you can count them) is that your ad in several of them will let other people in on what you're doing.
You will be able to keep track of a lot of the people trying to make a place for themselves in the mail order field.
Last, but not least, as the Ezine Acts Advertising resources suggest is the enlistment of your own subscribers to send you names of people they think might be interested in receiving a sample copy of your publication.
Some publishers ask their readers to pass along these names out of loyalty, while others offer a monetary incentive or a special bonus for names of people sent in who be come subscribers.
By studying and understanding the information in this report you read through the Ezine Acts Advertising resources, you should encounter fewer serious problems in launching your own successful specialized newsletter that will be the source of ongoing monetary rewards for you.
However, there is an important point to remember about doing business by mail, particularly within the confines of selling information by mail, that is, Mail Order is ONLY another way of doing business.
You have to learn all there is to know about this way of doing business, and then keep on learning, changing, observing and adapting to stay on top, as the Ezine Acts Advertising resources conclude.
The best way of learning about and keeping up with this field of endeavor is to do the following:
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