Top Ezine Marketers know that advertising in Ezines is one of the best mediums for promoting their latest projects. Most have their own huge lists and they use other top marketers lists too in the form of Joint Ventures. Want proof? Check your inbox! These marketers seem to have a weekly campaign going at all times. Notice how fast they move from one campaign to the next? That’s key to internet marketing. If they stayed on one project they would simply be a small business owner or web site admin. They realize that when they launch the campaign and build the momentum they can continue to reap the rewards while they move onto the next idea.

What sets them apart from the rest? Well, lets take a look:

:: Minimum Basics - First of all, we have to admit they all have the minimum basics such as drive, dedication and persistence. That and more is all a given.

:: What about money? Money is definitely necessary. The pros have the funds to pay graphic designers, website builders, programmers and anything else they need to outsource. Many had money before they started their online carriers but I’m sure others started out from scratch too. They had to use other resources or rely on some of the other characteristics.

:: Foresight - The gurus are great at watching trends. They can see (or pay someone to see) what direction the industry is moving. They can figure out what is needed or wanted and then figure out how to provide it. It’s really no different online that in business being conducted anywhere else throughout the world.

The lists

We’ve all been flooded with advertisements in the mail for years. We call it junk mail but if it didn’t work no one would waste the huge expenses involved in the endeavor. Small and large companies alike know the value in repeat customers. They understand that the likelihood of a paying customer to purchase again goes way up if you can offer them a reason to come back. So businesses have been collecting contact information and other data for decades. They send out specials, sales incentives and reminders and incur huge expenses while doing so. That’s ok because they know it works! It’s an investment that will pay off.

Online marketers do the same thing but we do have a big advantage. We don’t have to pay printers, sorters and postage. But the concept is the same. We have to realize that no one wants to be on a list just to be sold every item that comes around. But most are willing to make a compromise. We give them quality content that they are interested in. We make offers and deals that are geared toward them. We stay within the niche our business is in and then branch off into related niches. You have to see the benefit to such a list. It is targeted! A targeted list is important for obvious reasons. And the value of such a list is invaluable. I spend 25% or more on list development.

Targeted lists are about as good as it gets. If you have developed trust that is. Do you see how parallel everything is to brick and motor business? Here’s where it gets even harder to do business online. We have to establish a relationship with thousands of people we will never meet. We need to keep their interest and give them quality content that they need and want. It’s much easier to say no to a faceless unsubscribe button than a sells rep looking at you eye to eye.

Balance

We have to have just the right balance of content and advertisement. We also have to balance the frequency of our issues. Is a monthly newsletter too long between issues? Is daily too much? Do we need a regular schedule or is random better? There are two ways to find which answers are right for your list. Track everything and ask! That’s right, ask your list what they want. Send a poll or survey. Give them a little incentive to respond such as a free gift or a mention on your site. Then track everything. Keep a log of what works and what doesn’t. This is an ongoing exercise because you need to know when trends and moods are changing and make the necessary changes yourself.

Why do most Ezine Marketers fail

This should have been a topic in it’s self but I’ll add my two cents now. Most internet marketers fail for the same reasons as the brick and mortar businesses do.

:: Too little capital.
:: Not enough drive.
:: Unwilling to take enough risks.
:: Taking too many risks.
:: Time mismanagement.
:: Impatience and hundreds of other reasons.

If I had to narrow it down to one big reason I’d have to say it’s because most people come online thinking it’s going to be easier! They didn’t realize how many hours it would take. They didn’t realize the expenses involved. And these misunderstandings can cause the would-be internet marketer to steer way off course trying to find that ’secret’ they know is out there. They sign up for every program that hit’s their inbox and use every free advertising method they can find. They join affiliate program after affiliate program because they are sure someone’s onto the big secret. They signup for every software give-a-way hoping that one of those free gifts will launch them into successes orbit!

“That’s not internet marketing! That’s being a customer!”

Sound like you? That’s not internet marketing! That’s being a customer. There’s nothing wrong with that as long as that’s what you are trying to accomplish. I know several people that have done very nicely with affiliate programs almost exclusively. But it’s not going to lead you to the big secret. I’ll tell you the secret, “There secret is there is no secret!” It’s the same as any other business:

:: You have to know what you are out to accomplish.
:: You have to have a plan. Set some goals.
:: Set your priorities.
:: Work with like minded people.
:: Don’t be afraid to stick your neck out.
:: Spend the money if it’s required.

Here’s my three biggest tips:

1. Build your list!
2. Find your own product or program!
3. Build your list!

With a little patience and a lot of persistence you can have a highly targeted list rivaling any other. You’ll be able to offer cost effective and targeted advertising to third parties if you choose. Or you’ll be able to write articles like this to offer your Blog readers a little quality content :).

Build your list, treat them right, cover your basics and you’ll soon be off to a successful internet marketing career.