Keep it targeted, stupid - [Was : Affiliate junk]

From: Mark Hopkins <mark.hopkins_at_blexel.com>
Date: Thu 01 Nov 2001 20:09:49 -0500

ROB FRANKEL <Rob_at_RobFrankel.com> WROTE:

>True, industry rates average about .25% from what I hear
>and read. On smartly targeted sites -- and our
>http://www.PilowMail.com is among them -- you can beat
>that rate. We regularly clear CTR rates of 3% to 14%,
>mainly because we keep our advertisers within a
>narrowly defined brand-compatibility.

Well, apart from a bit of blatant self-promotion, which
would have worked better with a spell-checker ;-), the
overall message is still the same...

* What matters most is targeting the right market. *

This never changes; whether looking for advertisers,
selling products, or choosing the right affiliate deals
for your audience.

Rob calls it a brand, I would call it niche-marketing,
either way the three most important facts remain:-

1. Right Market.
2. Right Headline.
3. Right Offer.

(in that order).

Know and define your #1, and then test the other 2. In
practice, of course, this takes a lot of work. :-(

Regards,

Mark Hopkins.





Received on Thu Nov 01 2001 - 19:09:49 CST