Ezine Advertising Myths

July 20, 2009

The freedom of speech, the lack of education plus the others’ herd instinct create some monsters … the myths. It is said “A fool throws a stone into a lake and twenty wise men can’t stop the ripples.”

Let’s see what some ezine advertising “experts” discovered and many other followers spread everywhere they could…

1) Ezine Advertising Doesn’t Work Anymore

Article marketing doesn’t work. PPC doesn’t work. Ezine advertising doesn’t work. Actually for some people nothing works. You know why? They are busy spreading rumours instead of investing in their education.

Well, it’s not our problem what other people are doing, but do you know what the real problem is? There is no one “up there” to force us to wear badges.

Whaaat? Badges?

For example, how nice would it be if an “I’m dumb” badge were added to someone who tries to drive with the tank of his brand new Mercedes empty? When that person will tell you, “Hey, those new cars are good for nothing”, you’ll take a look at his badge, say politely “I see …” and then you’ll run away quickly without further telling all your friends the “bad” news you’ve just heard …

2) The Longer the Waiting Time, the Better the Ezine

If the waiting time for publishing your solo ad is long (over 4-6 weeks), you found a gem. If you read articles about ezine advertising it’s impossible not to notice this “wonderful” idea.

Let me tell you something quickly …

During the last 6 months, the waiting time for solo ads to be published in my own newsletter was at least 2 months. And you know what? My newsletter is NOT a gem. I wish it were, but it’s not.

By the way, I just checked something … I’m not wearing any embarrassing badge

3) The Higher the Number of Subscribers, the Better the Advertisers’ Result

First of all, the result depends very much on you. Therefore, if you promote a poor quality product, if your landing page is not good, if your ad copy the same, it doesn’t matter the number of subscribers. You will fail anyway.

On the other hand, most of the times a very big number of subscribers hides something: the list is stale, or email addresses are purchased leads (a big No-No), or even the number of subscribers is fake.

Let me quote from the most recent report issued by a reputable email marketing company: “Messages delivered to small and medium lists have far greater open and click rates than messages delivered to lists containing 1000 or more subscribers. A smaller list does not directly affect open and click rates, but mailings to smaller lists may be targeted better, contain more relevant content or have more recent subscribers.” (MailerMailer, Email Marketing Metrics Report issued on May 2009)

This report is not based on beliefs or amateur tiny size tests, but on the analysis of over 300 million messages across 21 industries sent through MailerMailer between July 1st and December 21, 2008.

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There are many other ezine advertising myths (such as “Buy only solo ads and top sponsor ads. Classified ads are not good.”) but I didn’t plan to post a novel here …

To Your Success, Whatever You Do!
Adrian Jock

P.S. If you are a solo ads advertiser and if you want to invest in your education, my brand new ebook fills in the existing gap in this domain – Ultimate Guide to Solo Ads.

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