[epub] Re: Is this why ezine advertising will die out?

["Dr.Mani Sivasubramanian" <drmani@xxxxxxxx>]

Paul

A touch of nostalgia while replying to your post!  Seems like
1996 all over again :)

> It's *not* possible, for most types of publications.
>
> The specific style of work and the amount of effort needed to
> approach these levels of response on a regular basis are
> beyond what most people prefer to do.


I guess the theme underlying my entire contribution to this topic
is:  "Ezines are the ultimate relationship building tools, and
ezine marketing is the sublimest form of relationship marketing"

Superficially, it may appear I'm bashing ezine advertising.  Not
true.  I'm only giving evidence to support my contention that, as
things stand, ezine advertising isn't going anywhere.

Why go to all the bother of building lists and keeping in touch
with them, if the best response you can pull is a measly 1% or
less?!  It's far easier, less expensive even, to go with any of
the 100+ other marketing avenues available.

I've gained some insight into ezine publishing over the years,
& would like to share it with the list.  Ezines are a great way to
"push" targeted, useful, valuable, timely content to readers.
(Every word has significance in that sentence).  In the process,
ezine publishers save their audience time, effort or money (even
all 3).

Incidentally, ezine publishers are rewarded for this by the
readers who buy their (recommended) products or services.

Some of the great ezine writers I've had the pleasure of reading
do this all the time.  Including you, Paul Myers.  With not even
a dream of attending the System Seminar, I still clicked on your
link to learn about it!

Here are 2 more good examples - Phil Wiley's "Letter from
Phil" and Allan Gardyne's "Associate Program newsletter".  I
know before reading them that EVERY link in the ezine will earn
Phil and Allan money.  Still, I check out MOST which interest
me - *because* Phil & Allan have built a trusting relationship
with me (and thousands of other readers).

How?

By recommending *only* products and services that are outstanding
and likely to help their readers.

By personally trying out and testing what they recommend.

By standing solidly behind their recommendations, and being
willing to back it with their own money and efforts.

By doing it consistently, year after year.

It's no accident these great e-pubbers make a living from their
ezines.  There are many hundred others who do it - but also
almost a million other ezines that are little more than ad
sheets (or e-rags!)

Which would YOU rather own?!

I fully understand it isn't either quick or easy.  It took me
over 5 years to learn it - the hard way.  Not until a year
back did my ezine return enough to justify the input it
demanded from me.  The moment at which this happens is magic!

There's often no warning.  You'll own a list that isn't at all
responsive - for years, even.  But all the while, that little
thing called relationship-building is going on behind the
scenes.  Your readers are checking you out - assessing you.

And then, suddenly (it appears), they decide you're ok!

This is the point at which every list member becomes worth
$35 a year, or $150 or even $10,000 every year.  I vividly
remember the day an announcement to my list drew a 23%
clickthrough response to a sales letter that converted 6%
of the visitors!  It was promoting Joshua Shafran's $569
NPOD System!

It took a lot of ground work to get to that stage.  But
tell me an ezine publisher doesn't need to do that to get
similar results, and I'll eat my hat - and yours as well :)

See it (Paul's hat, I mean) at http://www.TalkBiz.com

Cheers

Dr.Mani




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