1) "Saatchi & Saatchi, A One Million Dollar Black-Hole And The Government. Hard Lessons To Learn For Any Internet Marketer!"

2) "The Top Seven Mistakes eBook Authors Make."

3) "Classified Ads."

4) "Tell Us What You Think!"

What has in common "internet marketing" (or should I said internet marketing profits), a local bureau of a top advertising company (Saatchi & Saatchi), a one million dollar bill and the Romanian Government? At a first glance, nothing. But let me tell you a true story with a wretched and costly ending.

In October 2003, a big event has taken by storm the Romanian political life. The big "challenge" was a new Constitution, the fundamental law of every state. So at the middle of the month, people has come to vote through a referendum their option: to change or not to change the law.

An impressive "advertising" machine got off the ground. Politicians do understand one thing: no matter what the results will be, people MUST come and vote the improved Constitution (I don't know why they have the feelings that results can only be positives!).

If you notice, I wrote "advertising" machine, not "election" machine. The reason why I'm doing this is simple. The Government hire an international company with local bureaus -- Saatchi & Saatchi (S&S) -- to manage and run the campaign. A good job you might said, especially since S&S do businesses in Romania from couple of good years (of course, into the advertising field).

The jack-pot was easy to understand: people MUST come to vote! What a BIG mistake...

But let me first finish the whole story. After S&S get the green wave, an impressive arsenal of advertising methods was roll-out on the head of normal people. Offline methods was used. Internet was used. Cellular phones hits people with different messages. Newspapers devote tons of cellulose and lead to the subject. TV and radio stations (national and local posts) were involved. And drive people CRAZY! It's unbelievable how some "smart guys" DO NOT learn from past mistakes -- this is something I'll never understand!

A whole suite of top national sportsmen, actors, public figures were involved into this. Everybody claim the same thing:

"Come to vote the New Constitution! Vote Romania's future!"

Jesus... what a crap. Now don't get me wrong -- I just LOVE my country like you did yours. But I cannot stay away and watch how a bunch of "no-brain" people waist $1,000,000 into what was a TOTAL FIASCO! The "advertising" way of getting people to come to vote was BRUTALLY rejected by people around the country -- well, at least to those places where it hits.

But what all these have in common with running a successful advertising campaign? How your internet marketing profits will skyrocket or drop-down if you read my story? Well my friend, listen to me closely.

Advertising Blunder #1 -- Don't pay attention to your prospective market

Obviously, it wasn't the first time a referendum or a vote was taking part in the country. A closer view and a formatted eye could easily understand Romanian's voting behavior. Each country or each market has his own particularity.

Believe it or not, this single element will ruin your advertising campaign in a snap. And I'm not talking here about trying to sell car spare parts to poets, you're too smart to do such things.

I rather wanted to tell you to take some time and study the market BEFORE you make any other movements. It's almost impossible not to find good advertising information if you're do it right. Better yet, find your best niche in THAT market and identify does needs and wants' from real people.

In today Internet age, it's easy to identify at least one forum regarding your advertising campaign and market. Try to discover people who actually dominate the market and take an "espionage" action to determine their strengths... and wicknesses. This way you'll get a better understanding of your market, whatever is a niche or local.

Advertising Blunder #2 -- Taking counsel from the wrong sources

The Government make a huge mistake. They hire an advertising company to run an informative voting campaign. I have no doubt that S&S try to do their bests, but this private company prove an incapacity to be above their publicity and advertising behaviors and stereotypes.

As a business people who use the Internet to make a living online, getting good advicees from PROVEN leaders it's crucial, even sometime it will cost you some extra-bucks. But remember: always free or cheap advice turn to be the most costly advice you'll ever get!

Advertising Blunder #3 -- Lack on building up a value to the offer

Like I said before, the voting slogan was concentrate around the idea of getting people to the vote. A lot of famous people sustain this campaign and throw in our eyes and ears the poor slogan. No one think of something simple: explain me why do I have to come to vote? Why the new Constitution is so important? What are the new benefits and how this will improve MY life? Where do I get more information about the changes?

An advertising campaign without a solid offer it is doomed to failure. So why do you start it? Does anyone else think this is not important?

The value of your offer reside in the information you provide. No matter how you intend to run your campaign (using special reports, classified ads, free ebooks, articles, press releases), the information you provide must compel people to do an action. And the nature of their action depends exclusively on your first advertising intentions.

Why would you take so much value, so much information, and put it in your campaign? Why would people take action for that valuable information, when the information in there is worth way, way more than blasting for free?

The answer to that question is a matter of building credibility. Or, how Ken Evoy said, you have to take some action and PRE-sell your product or service. Getting your prospects into a buying mood it is the key vault to your advertising campaign. Doing this I'm sure your prospects will reward you properly!

Advertising Blunder #4 -- Left too many options available

Normaly a voting day lay down through the period of one day. But not this time, with the Constitution referendum. For the reasons I really do not understand, the referendum was running on two long and boring days.

When you start advertising, you have to settle down one thing: which is your main campaign purpose. What particular action would you like prospects to do? Would you like to determine them to buy your product or service, join to your newsletter, become part of your affiliate program, build an in-house list, or simply endorse a JV partner product?

Needless to say, you have to choose ONLY one option! Don't try to do more than one thing at the time. Acting this way you left too many options available... and drastically lower your advertising campaign results.

Advertising Blunder #5 -- Don't stop at the right time and get people angry

Long before the voting day come and until the end of that day, the "advertising" machine run at full speed. People literally get bombed with slogans, images and voting sounds. The reaction was prompt: a TOTAL rejection of this audio-video-phone-paper campaign!

People get angry and the results was negatives: it determine a lack of interest and large absenteeism. Should we blame them because they refuse to come to vote? No way.

This is taught, people. If you start angry people with your campaign, wait to see the results. On the Internet, the negative reactions can get you in deeper troubles. And the last and most easiest form of negative response is to receive some "nice" e-mails which re-direct you to places you never think about.

In such cases, my honest advice is to stop immediately your campaign. Identify what was wrong and do more tests on a smallest scale. Change different aspects in your offer, and maybe try to implement a different approach. This always give results!

My last thoughts: it's incredible how deplorable the referendum campaign was designed and managed by people involved in this project. But I hope you'll learn from this costly experience. Finally, S&S has the guts to publicly admit they was wrong just from the beginning. Tardive regrets! A one million dollar was flushed to the toilet...

Authors with the entrepreneurial instinct are making anywhere from a few hundred to tens of thousands of dollars per month - that's right, per month - by selling ebooks online. Why are some authors doing so much better than others? We've discovered seven key mistakes that most ebook authors make (and in doing so, hold themselves back from major success):

1. They don't write to a specific, target audience.

The biggest mistake most ebook authors make is they don't clearly define, identify and visualize who they are selling their ebook to. On the Web, to be successful, you must write to a specific group of people who have specific interests. Make sure that you know exactly who is going to buy your ebook, and where you can find them online.

2. They don't automate as many of their business activities as possible.

Selling ebooks, though it is highly profitable, is not a business where you make hundreds of dollars per sale. Automate everything you can: credit card processing, ebook delivery, as much technical support as possible. If you can't automate a function, delegate it to someone else.

3. They don't have a compelling title for their ebook.

Use words that convey the benefit of what's in the ebook, as well as words your audience is familiar with. A bad title for an ebook: "Online Marketing for Newbies." A good title for the same ebook: "97 Ways to Promote Your Website - No Experience Required."

4. They try to cover too much ground.

Many ebook authors convey a lot of information but don't cover anything in-depth. As a result, they never fully explain anything in enough detail to provide any useful value to their readers. This is a very bad mistake to make, especially when it comes to how-to ebooks, which happen to be the best type to write.

5. They are not proactive in their marketing.

It would be nice if marketing for your ebook simply happened on its own - but it doesn't. You have to do it yourself. After you've promoted your ebook to the people on your own mailing list (if you have one), then you have to contact other Website owners and persuade them to be your affiliates. You should do this continually.

Comments: if you don't have an ezine, consider to start one as quickly as possible. An ezine is a terrific marketing weapon. beside the fact that you built good relationships with your readers/ customers, it is also a powerful way to sell more products or services.

Only 20% of responders send out sales alerts, which is a very low result. Is it a good way to use email to determine people to click on a link and go to a web sales page? You should test this on your marketing plan. The results might surprise you!

6. They don't differentiate their ebook from its competitors.

When you choose your topic, even if there are a hundred other ebooks out there on same general subject, choose an angle for yours that will make it easy for yours to be distinguished from the others.

For example, right now job-hunting ebooks are very popular. There are dozens that are big sellers. "Secrets of Breaking Into Pharmaceutical Sales" has a very specific title that sets it apart from the competition, and is aimed at a clearly identified target audience. Incidentally, it's selling very well itself.

7. They write ebooks that nobody will pay for.

Many ebook authors write about information that either people can get for free, or that people are not actually interested in enough to pay for the information. Before you invest weeks or months into the writing of your ebook, invest a little time investigating whether other ebooks in the same subject area are selling on the Web.

So, there you have it - the seven big mistakes to avoid. Remember, the opportunities are plentiful - and huge - right now for anyone who wants to become a best-selling ebook author. Simply use common sense, follow our advice, and let your literary career flourish!

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4) "Tell Us What You Think!"

Dear friend, I would love to hear what you think of this issue of The Internet Marketing Profits^™ newsletter. And of course, if you have any suggestions for upcoming issues that you'd like to share with me, please send those, too -- just email me right away! And don't forget to check out the previous issues at the Internet Marketing Profits Newsletter Archive.

Warmest Regards,

Valeriu S. Popescu, Editor and Publisher
The Internet Marketing Profits^™ Newsletter

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