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Digg It - 8 Ezine Advertising Mistakes To Avoid
These are several important lessons I've learned regarding Ezine Advertising and Marketing Success. Here are eight mistakes you should avoid:
Mistake No. 1 -- Not focusing
A common mistake many advertisers make is to attempt to do too much, or rather sell too much, in one ad. Sure you have lots of great products but you can't sell them all in a few lines-at least not individually. Instead focus on t
Mistake No. 1 -- Not focusing
A common mistake many advertisers make is to attempt to do too much, or rather sell too much, in one ad. Sure you have lots of great products but you can't sell them all in a few lines-at least not individually. Instead focus on t
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
he benefit your customer can achieve from all your products and promote that! People are much more likely to click on a link that BENEFITS them than a link that promises to sell them something.
More importantly, tell the customer "what your product or service is going to do for him."
It is important that you identify your Unique Selling Proposition before you begin your advertising program. This will
More importantly, tell the customer "what your product or service is going to do for him."
It is important that you identify your Unique Selling Proposition before you begin your advertising program. This will
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
determine which Ezines (or markets) you target as well as what you should include in your ad copy. Who will be interested in your product and why? What benefits does your product offer them?
Mistake No. 2 -- Going for the hard sale
Don't go for the sale in your ad! You are at a disadvantage because you can't list all your products' wonderful benefits in the space allowed. Also, there is only a small
Mistake No. 2 -- Going for the hard sale
Don't go for the sale in your ad! You are at a disadvantage because you can't list all your products' wonderful benefits in the space allowed. Also, there is only a small
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
percentage of any Ezine audience that is ready to buy your product at the exact moment they view your ad. Yes, maybe they should be, but most people today live in the moment and if this isn't the time they want to buy then they aren't going to buy, end of story.
But it doesn't have to be the end of the story. If you go for the soft sell approach your target consumer is much more likely to click on y
But it doesn't have to be the end of the story. If you go for the soft sell approach your target consumer is much more likely to click on y
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
our link and then you've got the chance to go for the hard sell-again and again!
Here's an example. I'm selling a product called the Preschool Prep Power Pack. It's an educational CD for preschoolers. Now I could go for the hard sell in my promotion and I would make some sales but a lot of people who really might be interested won't even look at my site and product. However, I've chose to go the soft
Here's an example. I'm selling a product called the Preschool Prep Power Pack. It's an educational CD for preschoolers. Now I could go for the hard sell in my promotion and I would make some sales but a lot of people who really might be interested won't even look at my site and product. However, I've chose to go the soft
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
sell approach. Instead of selling my product in my ads, my ads offer two FREE items. I offer a free newsletter (Preschoolers Learn More) offering tips about preparing preschoolers for kindergarten. This is my target market for my product. The folks who subscribe also receive a free ABC-123 coloring book. Why wouldn't the parent of a preschooler subscribe, right?
But what's in it for me as a business p
But what's in it for me as a business p
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
erson? A lot! Think about it. I now have the freely offered contact information for my target market. Now I can regularly email them information about my product. I'm confident they will buy eventually because my product provides a solution to something that concerns them-or they wouldn't have subscribed in the first place!
Mistake No. 3 -- Letting the clock run out
Another common mistake is not givi
Mistake No. 3 -- Letting the clock run out
Another common mistake is not givi
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
g your ad campaign enough time to work.
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-
Studies show it takes prospects an average of seven exposures to your promotion before they take the bait. Even after they have clicked through to your site visitors may need to visit your site as many as three times before they buy from you. So make sure you keep that offer in front of them. That means it may well pay to take the long-term package versus a one-
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
shot ad.
People run through their emails rapidly and delete things they wish they hadn't. Make their wish come true! Give them a second, third, fourth chance. The formula is--when you're sick and tired of it, the public is just beginning to hear it.
Mistake No. 4 -- Cramming the ad space
Just because you've bought ad space doesn't mean you have to utilize every pixel or character-space. Short, punch
People run through their emails rapidly and delete things they wish they hadn't. Make their wish come true! Give them a second, third, fourth chance. The formula is--when you're sick and tired of it, the public is just beginning to hear it.
Mistake No. 4 -- Cramming the ad space
Just because you've bought ad space doesn't mean you have to utilize every pixel or character-space. Short, punch
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
y lines that do not use up every available space are more effective. Think about the reader scanning down the page or screen. What will catch their eye and make them stop scanning and actually read? White space is your friend so don't squander it. Use it to set off your important message.
Make sure you apply the same principal to your urls and e-mail addresses as well. Nothing can make an ad look mo
Make sure you apply the same principal to your urls and e-mail addresses as well. Nothing can make an ad look mo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
re cluttered than giant web addresses with a complicated string of numbers and letters. If you have to use an address like that (perhaps for your affiliate code, for example) then it might be wise to use a redirect.
Mistake No. 5 -- Not using your head
Your headline is the most important part of your ad. This is usually the line that determines whether the skimming reader will stop or skip ahead.
So
Mistake No. 5 -- Not using your head
Your headline is the most important part of your ad. This is usually the line that determines whether the skimming reader will stop or skip ahead.
So
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
me of the proven headline formulas include:
1. Ask the reader a question: "Are you worried about filing your tax return this year?"
2. Tell the reader how to do something: "How to buy a car without getting a lemon."
3. Provide a testimonial: "Big Al saved me $200 last month. Thanks, Cindy Lou from Paducah, Kentucky."
4. Make a command. Turn your most important benefit into a commanding headline.
1. Ask the reader a question: "Are you worried about filing your tax return this year?"
2. Tell the reader how to do something: "How to buy a car without getting a lemon."
3. Provide a testimonial: "Big Al saved me $200 last month. Thanks, Cindy Lou from Paducah, Kentucky."
4. Make a command. Turn your most important benefit into a commanding headline.
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
"Stop rushing through life." "Make more money this month." "Feel better about yourself."
5. Important news makes a good headline. "Max Electronics just went international!"
6. Start the clock: "Buyers who act before midnight Tuesday will save an extra $50!"
7. Give the reader something free: "Free whatsit for the first 100 visitors!"
Mistake No. 6 -- Not telling them what to do
It sounds almost r
5. Important news makes a good headline. "Max Electronics just went international!"
6. Start the clock: "Buyers who act before midnight Tuesday will save an extra $50!"
7. Give the reader something free: "Free whatsit for the first 100 visitors!"
Mistake No. 6 -- Not telling them what to do
It sounds almost r
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
idiculous, but simply giving clear, specific directions about what you want the reader to do can increase the response to your ads.
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Mistake No. 7 -- Blowing your budget
One of the most difficult things to decide for any business person is how much money to spend on pr
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Subscribe by emailing subscribe@whatsit.com
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Mistake No. 7 -- Blowing your budget
One of the most difficult things to decide for any business person is how much money to spend on pr
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
motion. There really is one simple way to determine the answer. How much is a customer worth to you? That tells you a great deal about how much you can afford to spend on advertising.
The simple formula to calculate the net worth of a visitor is: Net Profit divided by Conversion Rate.
First, what is your net profit on an average sale? Let's say $10 to make it easy. (Hey, I'm an English professor, I
The simple formula to calculate the net worth of a visitor is: Net Profit divided by Conversion Rate.
First, what is your net profit on an average sale? Let's say $10 to make it easy. (Hey, I'm an English professor, I
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
need to keep it simple!)
Then consider what your conversion rate is for visitors to become customers. Let's say one visitor out of 50 becomes a customer. (This makes your conversion rate 50 as you need 50 customers to make a sale)
With this example, a visitor is worth $0.50 to you. ($10 divided by 50)
So if you spend $100 on an advertising campaign that draws in 1000 visitors then you made $400 on
Then consider what your conversion rate is for visitors to become customers. Let's say one visitor out of 50 becomes a customer. (This makes your conversion rate 50 as you need 50 customers to make a sale)
With this example, a visitor is worth $0.50 to you. ($10 divided by 50)
So if you spend $100 on an advertising campaign that draws in 1000 visitors then you made $400 on
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
that campaign.
Mistake No. 8 -- Setting unrealistic goals
This issue is really about control. Yes, if you could control things that you would have a high sell through but that isn't always going to happen. In fact, for most advertisers that isn't going to happen. However, if your goal is to capture customers then you are much more likely to match your goal or even exceed it. And in the end a customer
Mistake No. 8 -- Setting unrealistic goals
This issue is really about control. Yes, if you could control things that you would have a high sell through but that isn't always going to happen. In fact, for most advertisers that isn't going to happen. However, if your goal is to capture customers then you are much more likely to match your goal or even exceed it. And in the end a customer
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
is worth a lot more to you than a sale because a customer can represent many sales over years to come-sales that were fairly easy to achieve.
As frustrating as it may be, advertising is usually about long-term versus short-term benefits. Your ad simply serves as a lure to draw people into your site or long-term promotion. Once you've pulled them in then you need to sell them. So it is not really fai
As frustrating as it may be, advertising is usually about long-term versus short-term benefits. Your ad simply serves as a lure to draw people into your site or long-term promotion. Once you've pulled them in then you need to sell them. So it is not really fai
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
r to judge an ad campaign on simple sales.
The success of an ad campaign should be measured by one or two elements only-first, how many people followed up on your offer (click-through rate) and second, how many of those visitors were you able to convert into customers (conversion rate).
Over time you will be able to judge where the weak link in your chain of customer creation exists and work to fix i
The success of an ad campaign should be measured by one or two elements only-first, how many people followed up on your offer (click-through rate) and second, how many of those visitors were you able to convert into customers (conversion rate).
Over time you will be able to judge where the weak link in your chain of customer creation exists and work to fix i
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
t.
Low click-through rate? Then it is probably your offer. You are not giving readers enough incentive to follow through. What is in it for them to click on your offer? Remember you are selling benefits!
Low conversion rate? Then perhaps you are not attracting the right sort of visitor. Target your incentive (the free offer, for example) to match your target audience. See my example in Mistake No. 2
Low click-through rate? Then it is probably your offer. You are not giving readers enough incentive to follow through. What is in it for them to click on your offer? Remember you are selling benefits!
Low conversion rate? Then perhaps you are not attracting the right sort of visitor. Target your incentive (the free offer, for example) to match your target audience. See my example in Mistake No. 2
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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