Location, Location, Location
Location, Location, Location
By Tony L. 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.
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 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 another article in this series, I will
detail methods of writing effective advertising.
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
http://www.link-promote.com. He also publishes Web-Links
Monthly, a newsletter full of tips, trick and techniques for
successful web site promotions. To subscribe, send e-mail to:
Web.Links@listbot.com. For an online archive of articles by
Mr. Callahan available for reprint, visit:
http://www.link-promote.com/articles
Article Source: http://EzineArticles.com/
Reach vs. Frequency: Touch 100 Once or 25 Four Times?
Location, Location, Location
