Re: Is CPA vs. CPM the issue?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 19 Jun 2001 11:55:16 -0500

PHIL TANNY <info_at_subscription-service.com> WROTE:

>Thanks to Michael Ehlenberger and others for the CPA/CPM
>discussion, I find it quite interesting and informative.

>It occurs to me that all of us, buyers and sellers, are
>united in facing the same challenge. How to achieve
>trust?

>Perhaps we could take part of this conversation off of
>the mechanics of CPM vs. CPA and address the
>underlying issue which, in my impo, is that none of
>us trust the other. Each of us prefers whatever
>accounting system will get us over our trust obstacles.

Phil, you're right. Trust is important. But what nobody
wants to realize is that CPM by its very nature works to
destroy trust. Think about it. Anyone who sells on CPM
is motivated by body count, not targeting. It's to their
advantage to get as many e-mail addresses and mass traffic
as possible.

Not exactly conducive to building a real relationship with
someone who wants help selling their products and services.

OTOH, if you prove to sponsors and advertisers that your
bodies are part of a branded community, with common
interests and motivation, it makes for a much more
motivating and productive relationship for both of you.

This is why FrankelBiz consistently outperforms other lists
in real numbers, even though our membership is often a
fraction of others'.

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 - 11:55:16 CDT