In the world of copywriting and online marketing, it's often said that you excel at what you love doing. However, even the most passionate marketers can sometimes overlook the basic rules of advertising. This article will explore the seven most frequently violated rules in newsletter advertising. It's important to remember that knowing the rules doesn't necessarily equate to following them. As a wise professor once said, "Just because you've read it in the book young blood, doesn't prove you've learned a thing."
The first rule of advertising is understanding your target audience. It's crucial to know where and how to reach them. Despite its simplicity, this rule is often overlooked. For instance, advertising antique crystal in a B2B newsletter might not yield the best results. Instead, focusing your efforts and budget on a newsletter about antiques could be more beneficial. It's all about knowing where your advertising will resonate most with the readers.
The second rule involves verifying the number of subscribers a newsletter has. One way to do this is by advertising with newsletters that use neutral services like eGroups or Topica. These services provide an honest count of a newsletter's subscriber base. However, if a newsletter doesn't use such a service, you'll have to rely on trust, which can sometimes be hard to come by.
Avoiding nuisance publications is the third rule. These could range from opt-in ad lists to solo-ads, to monthly service mailings. While these publications may have large subscriber bases, they often have a high number of no-show readers. Therefore, consider the cost of premium space and the likelihood of your ad being seen before investing in these publications.
The fourth rule is ensuring accurate contact information. It's frustrating for readers to respond to an ad, only to find that the web address or email doesn't exist. Make sure your contact information is correct and easy to find.
The fifth rule is about crafting compelling headlines. The main purpose of a headline is to grab attention. A good headline should stop readers in their tracks and make them want to read more. For instance, a headline like "IMPORTANT INFORMATION FOLLOWS FOR MEN AND WOMEN OVER 50" promises important news and targets a specific demographic.
The sixth rule is ensuring your headlines are seen. Before buying ad space, find out where your ad will be placed. It's better to buy a $20 ad at the top of a good newsletter than two $10 ads at the bottom. Also, familiarize yourself with the newsletters you're considering advertising in. You don't want your ad to get lost in a sea of other ads.
The seventh rule is adhering to basic copywriting rules. This includes appealing to the reader's emotions and instincts, convincing skeptics, overcoming buyer objections, using power words, capturing and keeping the reader's interest, showing proof of your claims, and writing copy that resonates with your target group.
This article is not an exhaustive guide to finding the right newsletters to advertise in, but it should help point you in the right direction. Thanks for reading!
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