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The Backbone of All Internet Promotion

By Joe Bingham
Posted Thursday, October 14, 2004

There is an interesting phenomenon that should really give you some insight as to what you should be doing in terms of promotion.

As an ezine publisher, I really believe I get to see everything. No, I don't know everything, but I do get exposed to everything.

I've noticed a funny thing, however. The Internet is full of "how to promote" manuals, ebooks, reports, programs, email courses, and sites. Often times, I meet up with people that are selling these 'how to promote' items, and guess what it is a lot of them ask me?

That's right, how to promote! How do they get more traffic? What do I think is the best form of promotion?

Now that's ok, I'm not complaining, but can you see a couple of conclusions that might be drawn from this occurrence?

One, apparently none of these 'how to promote' items have all the answers, and two, ezines are the answer. That's right, eventually everything and everyone comes to the ezines.

Where do you see ads for buying guaranteed visitors? In ezines, right? Now if those places could get all the visitors they wanted from their own guaranteed visitor service, would they be advertising in ezines?

What about search engines? Where do people learn more about using the search engines? In ezines, right? And even when you find a site through a search engine, what do all the successful marketers have on their sites? That's right, a subscription box for their ezine or newsletter.

Basically, the formula for successful promotion is one, get an email address then refer the person to your site, OR get them to your site and then ask for an email address.

Now, what's the best way to get someone on your email list? Offer them something of value, right?

Ok, so what valuable items can you offer that will give you the best repeat contact? Free ebooks give you only one contact with a person. Sending them a free report or auto responder course gets you 1 to maybe 12 contacts with them. Now, how long can you stay in contact if they opt in to your ezine? Sure there is the unsubscribe option, but until that is taken contact is unlimited, right?

Now, what about effectiveness in promotion? The best way to promote your business is to get it mentioned in front of people that are actually reading. Now, I know not everybody reads my ezine every time they get it, and in fact some I know signed up for a free ad and have never read it. Oh well, that's their loss.

Still how many more people are likely to read an ad in a content rich ezine with articles specifically written to help them as opposed to an ad posted next to 2000 other ads, or a web site that 'pops up' as an extra to a site they just decided they wanted no more to do with and left?

No, I'm not trying to say ezines are the only way to promote. Other means of promotion can be worthwhile. My point here is that eventually, and in some way, everything else always comes back to ezines.

Look at it this way, ezines are the backbone of Internet promotion and other methods are ribs. Yes, we need our ribs, but what good would they be without a backbone, and if you had to give one of them up, which would you choose? A rib or two would be a small sacrifice in order to keep your backbone, wouldn't it?

Using this logic, it only makes sense to have your ezine as well. Every other method you use to get visitors to your site instantly becomes more effective when those visitors subscribe to the free ezine you offer. This gives you the opportunity for repeat contact. Now seriously, would you rather have just one chance at getting a sale from your site's visitors, or would you rather stay in touch and keep your product or opportunity in their mind indefinitely?

Sure, use other methods, but coordinate them around your ezine and you'll achieve better long term results.

Everything eventually comes through my ezine. I hear about new opportunities as I receive ads for them. I get offers from others to promote for them, and quite often receive what it is they are promoting for free just for my honest review. I then pick and choose which ones I want to promote based on the item's usefulness.

Ezines are the backbone of Internet promotion. I honestly believe this and welcome anyone who thinks otherwise to contact me and give me their opinion.

About the Author
Joe Bingham, Editor NetPlay Newsletters ( Want to start your own ezine? Afraid you don't have time, know how, or writing skills? Discover the NetPlay Publisher Program. Problem Solved. You CAN publish your own ezine -- See how! (


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