The implied deal I have with my subscribers is that I will give them
really great information and in return they will allow me to keep
sending my E-zine and marketing to them. If I break my part of the
bargain by sending lousy information, then people will withdraw their
permission for me to email to them which is called "unsubscribing." If I
send too much marketing stuff compared to the great information, I have
again broken the bargain and they will unsubscribe.
People know that I give usable stuff, or I keep my mouth shut. I'm
always helpful as much as I can because I want people to keep coming
back. I want to be known as a good source of information. I want them
spreading my name. That's one of the ways I use my E-zine. I give them
good information and let the readers spread the word for me. The best
way to maximize the value of this though, is a one/two punch between
your website and your E-zine. That's what I do.
The Website Connection
The strategy is to maximize the value of the connection between my
website and my E-zine. I do this by publishing articles and ads that are
linked back to my website for more information, or compelling ad copy. I
can write as much as I want on the website, but I can only fit so much
in the electronic magazine.
I can't advertise all the time so I still might link people to my
website or other websites just to keep giving them more great
information. This helps solidify their subscription. You just can't
forget about giving good information, or you will lose subscribers.
The psychology of the E-zine / Website connection is that many people
read their email while online. Your enticing links to the website are
similar to a person picking up an impulse-buy item at the cash register
of the grocery store. The reader figures, "Heck while I'm here online I
may as well pop over to his website to see what it's all about."
Once you get them to the website you can write long copy that really
sells the visitor. You can't make your sales copy too long in an
electronic magazine. People will go and read long copy on a web site,
but generally they don't want emails that are excessively long.
The articles, links and ads drive people back to the web site. I'm going
to show you an example of this. I made lots of money on product sales
in a short period by sending people from my ezine to
http://www.antion.com/speakervideo.htm . That is professionally
written copy. I actually wrote it, but I had a professional advertising
copywriter look at it. Good copy on your website is a critical piece of
marketing strategy to make a lot of money. You can make money with just
the E-zine, but when you put the website and E-zine together, that's
when sales can really go crazy.
As you'll when we talk about the website sales process in another
issue, this page is obviously a product. Even the URL tells you it's a
product before you even click on it. Sometimes I'll send a person to a
different type of copy that is designed to hide the product until you
show all the benefits of having it. The same video product is being sold
with ad copy at
http://www.antion.com/public-speaking.htm check it out and see the
difference. The page in the above paragraph is obviously a product. This
page doesn't' t look like a product it looks like an article, but it's
actually selling the same product..
The first type of copy is fine for people that know it's a product and
just want to look at it. The second copy is better for people that find
the page while looking for free information.
Make Back Issues Available
Another strategy, is to make back issues available at your website so
that people can go back and look at articles. They'll also be exposed to
the ads again. I have all back issues of Great Speaking on the website
Keep back issues handy and update them once in a while
if some of the web pages that have your ads on them have changed. You
don't want somebody going to a back issue and finding links that are no
good anymore, although that will inevitably happen once in a while.
Some of the individual back issues could show up in
search engines too, but they're usually not optimized very well.
Bigger is Better
This is something I learned once I started to get lots of subscribers.
People all of a sudden wanted to make deals with me. Joint ventures come
out of the woodwork now that I have about 140,000 subscribers. This
actually was part of my strategy and continues to be. Having control of
a list of people this size gets me invited to speak to other business
people who also want to learn to do what I do. Having a good product mix
actually makes no fee speaking engagements very profitable because of
back of the room product sales.
Other joint ventures can be very profitable too, but
you've got to watch them closely. You will get lots of people
approaching you with pitiful products that don't sell for much and get
lots of returns. All you'll end up with from them is unsatisfied
subscribers, unsubscribers and very little, if any, money to show for
This is another issue that just came up for me last month. I don't
really push advertising sales because the value of the ad space for my
own products and services is greater than the revenue from selling an ad
to someone else. This really hit home last month when the ad rates for a
single stand alone ad to my entire list was only $475.00. Seem like a
lot of money for just sending out electrons doesn't it?
Well I lost my proverbial electronic shirt on that ad.
At least 3500 people unsubscribed from my list. The person placing the
ad made a fortune which I'm happy about, but even if I placed a value of
as little as 35 cents for each of those subscribers it will cost me
$1225.00 to replace them. So the ad rates must go up substantially for
me to sell stand alone ads.
Ads in the body of the ezine can be more reasonable
because there is more space and it's surrounded by content, so one
particular ad unless it was offensive (which I wouldn't allow) won't
cause a massive exodus.
topics for this section:
Getting subscribers fast
Getting content fast
How to make money with your zine
How to gain clout with your zine
How to maximize the signups on your website
Back to May 2002 Index page