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The 24.Karat Mark.eter New.sletter
Bringing you a w.ealth of o.pportunity
and kn.owledge to help you su.cceed!
July 1, 2005
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In this Issue
$$  Top Sponsor Ad
$$  Table of Contents
$$  Publishers' Notes
$$  Elite Signups
$$  Quote of The Week
$$  Sponsor Ad
$$ Ads
$$  Feature Article -   Do YOU Know The Difference?
$$  Get F*ree Ezine Ads
$$  Sponsor Ad
$$  2nd Feature Article -  You Talkin' to Me?
$$  Ezine Gallery
$$  Contact Us
 ** Publisher's Notes:
Welcome to all - current and new - subscribers to The
24 Karat Marketer!  Thank you for subscribing to our
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Thank you!
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Please show your support by voting for us!  Thanks :)
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** Quote of the Week!
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 ** Feature Article
Do YOU Know The Difference?
by Theresa Cahill
All Rights Reserved
Copyright 2003
It appears that the true definition of a certain type
of online advertising is becoming a bit blurry around
the edges, and I'm wondering, "Do you know the
It used to be that the answer was a resounding, "Yes!"
but nowadays, especially if one is new online, the
answer most likely is "No."
You're probably reading this article in an ezine, most
likely a very popular ezine, that offers it's
subscribers several advertising options, such as:
Top sponsor ads
Middle sponsor ads
Bottom sponsor ads
Paid classified ezine ads
Free classified ezine ads
and the ever popular Solo ad.
It's the solo ad I'd like to discuss today.
First, here's an across-the-board, true definition of
a solo ad:
"A special offer or information about a product or
service emailed to opt-in subscribers of ezines or
online publications."
This is an acceptable practice because readers are
typically informed when they subscribe that they can
expect a solo ad mailing on occasion.
Most solo ads are purchased directly from the ezine
itself because the publisher provides good prices and
incentives for an advertiser TO purchase from them
Publishers know what a solo ad is - because it is
their "bread and butter" providing some form of income
for that publisher as he or she slaves away producing
their publication on a regularly scheduled basis. It
"pays the bills" so to speak.
But, lately, I've noticed that the words "solo ad" are
used when, in essence, it is not a solo ad at all. And
it's not usually the publisher who is making this
Reread the definition above. It's a mailing that goes
to an ezine subscriber list - typically a group of
opt-in EZINE readers - on occasion.
Now let's look at the definition of two other types of
advertising that lately are being called "solo ads"
when in fact they are not.
"Safelists are lists of email addresses consisting of
people who join and agree to receive email from other
members, and send email to other members."
This is bulk mailing with permission - truly nothing
more, nothing less. While your ad may be the only one
inside the email received, it is NOT a solo ad in the
finest sense of the word because, in return, you agree
to also be mass emailed by the others on that list.
It's sort of the equivalent to emailing your address
book, but knowing your new online "friends" won't turn
you in to your own isp.
"FF^As are nothing more than raw link pages. They
often have no categorization, no review... and no
traffic. On the plus side, many do offer marketers the
gratification of instant submission -- something not
found easily elsewhere -- although the gratification
does not last long."
Again this is a type of bulk mailing and/or posting of
one's website. This type of mailing also leads to the
"poster" being hit by massive amounts of UNSOL^ICITED
emails in return.
Neither of these two are true solo ads, and while
the controlled and well-handled safelist can be a good
way to advertise (provided your headline stands out
enough to be seen, your offer is read, and you don't
mind getting tons of email in return), it is NOT a
solo ad.
I'm seeing programs and offers stating "send your solo"
when, in fact, the method more closely resembles the
Safelist or FF^A.
Remember, a solo ad comes from an ezine publisher. For
the advertiser, this is an excellent form of
advertising since your ad will be seen by the readers
of that publication.
A solo ads value is based on:
1. The fact it is a one-time mailing
2. It is sent to ezine readers looking for good offers
3. It does not generate massive amounts of unsol^icited
email to the advertisers inbox.
A solo ad IS a full page ad in a quality publication.
As a ezine co-op owner I also offer solo advertising
at a discounted price agreed upon by the publisher.
This is true solo advertising - right on down to
paying each publisher on the advertisers behalf to run
that advertisers solo.
Because the participating ezine publishers have agreed
to work with me, they in essence have dropped the
price they typically charge to the advertiser to allow
that advertiser to contact their subscriber list. I'm
just a third-party method of helping the publisher
sell their "exclusive" commodity - the solo ad.
But it IS just that - a solo ad.
So, where and what to purchase? How can YOU ensure
you are purchasing a true solo ad for yourself?
Start right here! Start with THIS ezine. Go check
this publisher's rates first!
Why? Because YOU are reading this - and it's a good
bet that others are, too!
A well-read publication is always a good starting
place when beginning any advertising campaign!
Support your local publisher :)
And, remember, no matter where you end up as you
surf the net, always purchase with your full
understanding of what you are buying. Purchase
Sometimes it takes a bit of reading before you truly
know the difference.
About the Author:
Theresa Cahill is working on her second decade
in marketing and would love to share her free,
brandable ebook with you. Download it, read it, refer
back to it, and share it with a friend!

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 ** 2nd Feature Article
You Talkin' to Me?
by Theresa Cahill
All Rights Reserved
© Copyright 2002
Last night while watching stand up comedy on television,
we listened to a comedian do a hilarious routine about
wavering in and out while listening to someone else speak.
At the time, it was funny - just as a comic routine is meant
to be, but it got me wondering.
How often do we really listen? If your life is anything like
what goes on around here, it's safe to say that maybe you
listen with half an ear most of the time, and give your full
attention during the portion of time leftover. And that's
with live humans! Imagine trying to do the same online
where we "listen" with a whole different set of "ears."
Our fingers do the communicating online, via emails and
instant messages. Our eyes become our heart.
The world is a busy place! It seems to constantly run
at that "hurry and keep up" pace. So, when it comes time
to really listen, how well are we doing?
Here's an example: Today, my son and I were invited to
lunch with my folks. Living in Nevada, and having very
slim pickings on where to eat in Mesquite, we naturally
ended up over at one of the casinos and into a long,
long buffet line. Finally, getting seated, getting our food,
etc., it was time to eat and chitchat. Somewhere along
the line, my father started in on a discussion about storing
graphics online. It was quite complicated, with programs
here and external drives there, and particularly how all
the parts worked together. Compound that with the fact
that graphics are not my forte!
Granted, at first I was able to track this conversation fairly
well. Then, the noise of the buffet started crowding in, my
son was getting restless, and my mom was commenting. In
total frustration, my father said, "Stop! Go on input mode!"
This brought me up short. I realized I'd lost whatever he'd
been trying to tell me more than a few sentences back.
Now, it's not WHAT we'd been talking about, it was the
pure and simple fact that someone had been systematically
speaking to me and I'd just gone zipping off into outer
space where it all jumbled together - sort of a short trip into
lala land.
Besides the most obvious, that of being rude, it does
present a clear picture. Was I really listening? The honest
answer? No.
Whether online or off, the key to solid personal and
business relationships hinges on our ability to listen and
truly "hear" what the other person is trying to tell us.
"You're a good listener" shouldn't be the surprise that
it seems to be nowadays. Though it takes patience to slow
down to the point of hearing, good listening skills come
back to us when we're well-rested (a not-so-easy task
working online) and thinking clearly.
So, my advice? Take time for yourself. Take time for your
family and friends and cultivate your "art of listening."
Good listeners are few and far between. And, just like any
endangered species, we need to do our best to preserve
this dwindling natural resource and ensure it's survival into
the new millennium.
About the Author:
A 12-year veteran of marketing, Theresa Cahill publishes
TheWizWorld Ezine and owns and
operates My Wizard Ads, your one-stop spot for ezine advertising,
solo ads, banners and more. Feel free to stop by for a visit anytime! or send an email to

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