Do you want to know a secret?

Successful entrepreneurs are not successful because they know better than you. They are successful because they TEST every advertising campaign first before they spend "big" money on ezine ads.

Why do I only mention ezine ads, you might ask .... Well, placing ezine ads is the most effective form of advertising on the Internet. It is one of the few areas where you can target your chosen market.

But if you don't have a clue which of your headlines, your benefits and offers are the ones that will make you money, YOU'RE GOING TO LOSE EVERYTHING!

To be able to determine the most effective ads, you need a system. Here's a simple one that allows you to test without spending too much money.


The System Consists Of  7 Easy Steps:

1. Write down the most important benefits of your product or service and concentrate on the advantages for your prospects.

You need to do some brainstorming to come up with a valid list. You need to know what's important to your prospective customers.

Try to view things from your customer's point of view to understand which benefits will have most effect. Think about what's important to your customers and what isn't. (Don't be afraid to use the list of 15 "triggers," that Michel Fortin lays out for you in the next lesson.)
 
 
2. Once you've completed your list, turn the benefits into a set of about 10-15 headlines.

Be specific!

If you sell an e-book about programming in JavaScript and one of your benefits is that even non-programmers can understand how to do it, then say so! - "A Step-By-Step Guide Tells You Everything You Need To Know About JavaScript - If You Can Read, You Can Bring Your Site ALIVE with JavaScript goodies! "
 
 
3. Write 2-3 different versions of your ad copy. Focus on just one or two important benefits.

Make it clear to your readers (just using bullet points) that they can discover the rest when they buy your product!

Tell the readers enough to make them curious and excited about your offer. Make them feel frustrated by pointing out that you know something they don't. You want to raise their frustration levels enough so they click on your link!
 
 
4. THIS IS THE MOST IMPORTANT STEP...

You MUST create different tracking links (which lead to your sales letter) for each ezine you want to submit your ad to. You MUST be able to determine exactly which ads (headlines) are successful, and where the responses come from, otherwise you're just shooting in the dark.

The true secret to generating profits (and not just sales) is delivering the right product to the right people with the right ad using the right medium at the right time -- but all of that takes time, effort and, of course, money.

In order to get there, you need to test everything.

You can test new product ideas, try new media to target your message, and experiment with new strategies. You can even try different headlines, subject lines, copy, lengths, target markets, offers, prices, etc, etc, etc.

Yet without properly and quantifiably tracking, measuring and analyzing your test results, you're simply losing money, visitors, customers and so much more -- right under your nose!

I strongly recommend that you use the excellent services of Hypertracker http://www.hypertracker.com/. The few dollars it costs is EASILY and QUICKLY recouperated a thousand time over.

Because (HERE'S THE SECRET) successful entrepreneurs ONLY spend "big" money on ezine ads once they've TESTED and TESTED and TESTED to find out where and how they are getting the best return for their advertising dollars.
 
 
5. Use the same headline for all your free ezine ad submisions and send out your free ezine ads to at least 10 ezines (you will be expected to subscribe to them first.)

There are lots of ezines that give you free subscriber ads if you join their mailing list.

Look for publications with at least 1000 subscribers because you want to be sure that enough people really read your ads. Otherwise test results can be VERY misleading.

An alternative to free ezines are the thousands of VERY INEXPENSIVE ezines that will accept your ad for peanuts. Check out the list at 2 bucks an Ad. You'd be amazed what $10 or $20 will buy you!
 
 
6. Compare the number of clicks.

Choose the 4-5 most successful ezines.

Now send each of these successful ezines the same ad copy but A DIFFERENT HEADLINE.

Determine your "winning" headline by calculating the ciirculation of each ezine divided by the number of sales.

So, if "ezine 1" has 10,000 subscribers and produces 10 sales (1:1,000), it is more effective than "ezine 2" that has 30,000 subscribers but produces only 15 sales (1:2,000)

By taking this sales conversion ratio and comparing to the cost of the ads in the "big-hitting" paying ezines, you can soon calculate the projected "cost per sale". It is this that will determine which headline(s) you use, and in which ezine(s).

If you then want to refine your success, you can stick with the 'free' ezines for a while longer. Take the "winning" headline and use the other ad copies to see if the results change.
 
 
7. Only once you know which headlines work and whch ad copy is most effective, should you change to "big-hitting" paid ezine advertising.

Order Top Sponsor Ads and Solo Ads in ezines with high circulation (5000+ subscribers) and use ONLY your "winning" headline.

If you get a lot of clicks but few sales, try changing your body copy and/or your price. Maybe your price is just too low and has little perceived value. (People think that something with such a low price can not be of much use).

You can only find out by TESTING, TESTING and, you guessed it, TESTING...!

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