Re: Editorial on CPAs

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 19 Jun 2001 11:52:30 -0500

TODD KELLNER <todd.kellner_at_list-universe.com> WROTE:

>What I fear is happening is that "fluff" publishers are
>grabbing at the CPA deals, which may be enough to keep
>them above water while quality publications (the ones
>with an engaged audience, niche domination and a high
>click-through rate) throw in the towel. After the
>inevitable rebound, how much valuable online real
>estate will remain?


AFAIC, publishers have no responsibility to get people
to buy anything. Their job is to make their readers aware
of the ad. Note that I said "ad" and not the brand itself.

That's because as others have pointed out, there are a
lot of really bad copywriters out there. All a publisher
can do is stick the ad in front of his readers. Period.

Unless......

...as I do for FrankelBiz, you screen your advertisers
and work with them on the copy AND the promotion. On
FrankelBiz, we get a huge response for a couple of reasons:

1. We only take brand-compatible sponsors. I turn away
more advertisers than ever run.
2. I treat them right: every paid sponsor gets a special
edition written up for them by me, personally. So they not
only get an ad, they get a brand endorsement.

After I deliver people to their site, it's THEIR job to
close the sale, not mine.


Rob Frankel, "Yes, I really do turn users into evangelists
  for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com



Received on Tue Jun 19 2001 - 11:52:30 CDT