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Internet Marketing Advice: How to Find Your Ideal Prospect
That's a question that popped up recently and it's a doozy.
Actually, the question was a bit more specific:
"I have a new client who wants to sell jewelry items (earrings, chains, broaches) targeted at those who feel patriotic about their country - and wish to display their pride on their clothing and body.
"We were discussing advertising in The National Enquirer-type of publication. Danbury and Franklin mint are consistent in there, with products in similar price points.
"Where would I find mailing lists targeted at those who buy jewelry items at the $100 price-point?
"What about lists of buyers who are patriotic - where would I find such a list?"
After reading that question, I realized I've been woefully remiss in writing about media on this blog. We've talked about just about everything else involved in direct response promotions, but so far, not a single breath about selecting the right media for your promotion.
Should you begin with TV? Radio? A Web campaign? Print ads in newspapers or magazines?
Direct mail?
I mean it's kind of an important question when you think about it. After all the medium you'll be using not only determines the cost of your promotion; it also is a major influence on the approach you're going to take in your sales copy!
So today, we're going to remedy that with a basic, plain-English guide to selecting the media that will give your promotions the greatest likelihood of success.
Or, alternatively titled...
Selecting The Right Media 101
Right off the bat, it helps to understand three all-important facts of life about selecting the optimal medium for your promotion
Fact #1: There's No Such Thing as a Free Lunch. If you plan to rent a direct mail list, place an ad in a newspaper or magazine, buy time on TV or radio, plaster your business all over a billboard or even buy space on the back of a matchbook you might as well get used to it: You're going to have to unlimber your checkbook. Think you can dodge the media cost bullet by building your business on the Internet? Maybe with affiliate programs, joint venture or per-inquiry (PI) deals?
Good luck! These programs are important, but your affiliates and joint venture partners not you get to decide if and when your ads run and by extension, if and when you'll become a success.
To produce the big numbers of new customers you're looking for, you'll need to seize control of your own fortunes. And that means renting e-mail lists, buying banners on websites, signing on for pay-per-click campaigns and unless you personally have the time and knowledge required, paying someone else to make sure the search engines can find your site.
Fact #2: Some Media Cost More Than Others. The rates a particular medium charges you are generally based on four things
1. The number of people who will see your message: The number of people who subscribe, read, view or listen to a particular medium is often referred to as "impressions" or "eyeballs" and the more eyeballs you get, the more you pay. The cost of a medium divided by eyeballs tells you how much you're paying to deliver your sales message to one prospect. Multiply that number times one thousand and you get that medium's "cost per thousand" or "CPM." CPM is the number that's usually used to compare the cost of various media.
A 30-second television spot in a local market might cost you as little as $10/M. A red-hot direct mail list could cost you $150/M or more.
2. The size of your ad: In addition to the number of eyeballs you get, you also pay for how much time or space your ad will consume. Full-page ads cost more than little ones; 30-second commercials cost less than 30-minute infomercials. Even in bulk mailings, basic postage rates allow you up to three ounces of material. If you want to send more, you'll have to pay more.
3. The type of people who will see your message: As a general rule Media that deliver your ad to the gray masses are the cheapest on a CPM basis: Billboards, general-interest newspapers and tabloids, local TV and radio channels, for example
Media that deliver your ad to better-defined audiences cost a little more: Special-interest magazines, cable channels and websites, for example
And the media that put your sales message only in front of people who are most highly-qualified to buy your product charge out the wazzoo: Highly selected direct mail and e-mail lists of folks who have bought your type of product through this kind of medium in the recent past are at the top of the media cost pecking order (and usually, well-worth it!).
Fact #3: Some Media Produce Higher Response Rates Than Others. If you ever had the opportunity to run the exact same ad copy on every medium available, you'd probably find that the percentage of folks who respond to your ad will be up to 100 times greater in some media than in others. Same ad, same copy, same offer massive response differential.
Why?
Well, for one thing, there's the competition. If your sales message is just one in a big newspaper or magazine or clustered with others on TV or radio, not all readers will see or hear you and therefore, the media will probably cost you less.
On the other hand, if your sales message is delivered all by itself (as in direct mail or e-mail blasts), your response rate could be up to 100 times higher and the media cost will also be higher.
But there's another, more crucial reason why the response rates produced by some media are so much higher than others...
Anyway I'll deal with that in a future post but here's one of the best ways to maximize the above points for an internet network marketing business.
See what I mean at ItReallyWorks.biz then call me @ 772-971-8637 or email me @ warrenlittlemarketing@gmail.com with your questions.
Author Resource:-
Over 90% of network marketers quit the business within the first 3 months. Dont become a statistic. If you apply the Warren Little reveals in his FREE Newsletter you will see your business become one that will succeed.
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