How to Promote An Over-Promoted Product — Part 3

It’s time to wrap up our series How to Promote an Over-Promoted Product with a look at how to stay safe when you buy advertising. I hope you have enjoyed what you have read so far. Thank you so much for your kind comments. It means a lot.

In Part 1 I shared five principles that help me promote any product, no matter how many other people are promoting it too.

In Part 2 I shared my simple formula for writing powerful ad copy so the ads you write will get the clicks you want.

Now that you know what to avoid, and how to write a super-powerful ad, it’s time to buy advertising!

But when you buy advertising online there can be danger. This is your hard earned money we are talking about and it needs to be spent wisely … and carefully.

That’s exactly why we are wrapping up with How To Stay Safe When You Buy Advertising.

How To Stay Safe When You Buy Advertising

You have probably heard, or may have painfully discovered, that the Internet can be a den of thieves. There are sites that will take your money and deliver nothing in return.

Some of these sites sell the infamous “click three times” products so rampant on Clickbank. Some sell advertising and others sell a service or a downloadable product.

The owners of these sites don’t care about you, and don’t care that they just ripped off your hard-earned $37 or $67 or $500. All they care about is that they got your money.

Nowhere is this danger more real that when it comes time for you to buy advertising. And we all need to buy advertising in order to drive highly targeted traffic to our sites. Free traffic just doesn’t work so you will, at some point, need to buy advertising.

After all, most people online want to sell something. And most people who buy advertising online (especially those who only want to make extra money online) are not experienced advertisers who know how to choose their advertising sources carefully.

These factors create a “wild west” mentality, where the most brazen thieves are rewarded by a system with no ability to prosecute offenders.

But there ARE ways you can protect yourself when you buy advertising, and I’m going to share them with you right now.

NOTE: The following steps apply to almost every type of advertising you can find, from buying leads to buying ezine ads to buying banner impressions.

Step 1 — Check the site for current information, ownership, and contact information

No matter what resource you use to find the site you want to buy advertising from, be that a search engine like Google or a forum like the Warrior Forum you must do your homework. That includes going to the site and looking to see if the site information is current.

If the site information is not current, do not buy advertising from that site!

Ways to look for a site’s age include

  • Reading the sales page
  • Checking the copyright mark
  • Checking the contact information
  • Look for dates on posts if it is a blog

See if they offer a phone number. If not that’s not fatal but a phone number is a very good sign. A support center is a good sign too. It means they took time to set up a way for people to get support. Many sites offer email contact only. That’s okay in my book if they will respond.

If you can’t contact a site before you buy advertising then it’s time to consider another source.

HOT TIP: if the site offers ONLY an email address for contact, send an email to that address before buying advertising. If the email bounces, my advice is do not buy advertising from them!

NOTE: Some people expect an immediate reply to email but that is not a realistic expectation. Give the person you are contacting a day or two to respond, more if you send them an email over the weekend. You want to deal with successful sites and successful sites are often busy, which is a good sign.

You must be able to contact vendors from which you buy advertising. If they don’t offer a way for you to contact them, run, don’t walk, away from that site.

Step 2 — Subscribe to the site’s email list or ezine

If a site offers some form of email follow up, or an ezine, subscribe to it to see what happens. Here are a few things to look for.

  • Did you get a confirmation or welcome email?
  • Is it a real ezine with helpful articles or do you just get ads?
  • Can you unsubscribe if you want to?
  • How often are you getting email?

How a site follows up with visitors who request information is an indication of how seriously the site owner takes their business, and how seriously they will take your business as well.

If you like what happens after you subscribe then other subscribers will be happy too. This is a very important part of predicting how well your advertising will perform. Happy subscribers are interested readers. And interest is what you want.

When I find an ezine I love to read, and it sells advertising, I know it’s safe to move ahead.

NOTE: I teach Directory of Ezines members to never buy advertising without subscribing to the ezine first. Never.

Step 3 — Look for testimonials

While testimonials can be faked, the fact is that most thieves don’t go to the trouble. Testimonials about any product you are going to buy are helpful, but they are doubly helpful when you buy advertising.

If you find testimonials, and there is a link to a site, follow the link. It can be very helpful to see what type of product did well with the type of ad you are considering before you buy advertising from that source.

If you don’t see testimonials listed and still want some, ask the site owner. How, and when, they respond can tell you a lot about how they do business.

Step 4 — Insure your payment with PayPal or a credit card

At the time of this writing I really like PayPal for buying ads online. Using PayPal offers a layer of protection that few other payment options provide. If you pay with your PayPal balance you don’t even have to enter your credit card details! That’s a much safer way to pay online.

While not everyone likes PayPal, they do offer more buyer protection than most online sites.

I hope you never buy advertising and the advertising company does not run it, but if you do then PayPal will protect you in most cases if you file a non-delivery report.

As the consumer, you have a whole host of rights when it comes to getting satisfaction from a vendor who has wronged you. Check with your bank, the credit card company, and the merchant account from whom you received a receipt to discover your options if you get cheated.

Step 5 — Buy Advertising!

If you feel good to go ahead then it’s time to make the purchase. Here’s what you should experience.

  1. In most cases you will make the payment before you give the site your ad copy
  2. You should get clear instructions via email about how to proceed
  3. Many advertising companies let you enter the ad on the thank you page so don’t close your browser window too quickly!
  4. You will be responsible to provide the ad in the format the site or ezine accepts.
  5. You should receive a run date, or start date if you buy ads on a website, via email after your purchase.

If you need details about next available dates or special offers or ad specifications before you buy then simply contact the site owner or publisher. How they respond before you buy will be very telling about how they treat customers.

Step 6 — Don’t panic if you don’t get an immediate response

The people who run websites are busy, get sick, have family emergencies, sometimes take vacations, and sometimes are just too tired to work — just like you and me.

And just like most online businesses, sometimes their “thank you page” malfunctions and you can’t place your ad or download what you bought. While this is bad, it’s not necessarily a sign of a scam.

If you have done your homework and know the site is valid, simply contact them via email or their contact form. If that doesn’t work, call them. If more than a few days pass, send another message saying you will request a refund, then follow through if you don’t hear back.

In the years I’ve been online, I’ve bought more products than I can count. I’ve also had extended periods of illness where I could not perform for my customers like I want to perform for them. Life happens.

What this has taught me is that not everyone is at the top of his or her game at all times, and patience is a virtue.

That said; if you don’t get what you paid for, you have every right to take steps to get your money back, period.

No matter what you are buying online, you must take care to evaluate the merchant as well as the offer. By doing a few minutes of basic due diligence, and following your common sense, you will be able to stay completely safe when you buy advertising.

And that is a very good thing indeed!

Charlie Page

Happily married for 44 years, Charlie is the dad to two wonderful daughters. He is the author of 12 books on Internet marketing and creator of over 16 membership sites. You can see all Charlie offers using this link Click Here

  • […] they offer an affiliate program for their […]

  • […] cover five principles. Then in Part 2 I will help you write a strong profit-pulling ad. Then in Part 3 we will talk about placing that ad and how you can avoid disappointment when running […]

  • Su says:

    Thanks so much Charlie. I just finished reading all your 3 articles. I will try and make use of what you suggested. Thanks again for sharing Such useful tips on affiliate marketing/promoting products.

  • Raymond says:

    July 12,2011at9:27pm

    Very grateful for this valuable insight. As this will help in eliminating most of the problem in choosing and buying adverts .

    Thank You.

  • Tonia says:

    I signed up with your site this week. The advice you offer is truly appreciated. Thank you for all the great information. I look forward to reading and taking action on what you have suggested.

  • moses adewole says:

    Excellent material to guide one against scams and ineffectual advertising. Thanks for sharing. I’ll make your book my guidance in selecting who to buy advertising from.

  • trevor says:

    Thanks Charlie. I’m going to use the info in part 2 to help me write my articles because I
    believe it will help increase my click thru rates!

  • Angie says:

    Thank you Charlie for an excellent course…you really covered everything connected with placing ads.


  • Definitively a good read – all three parts. I for one am glad i took the time – finally. Many good reminders and also stuff that’s unique to you and DOE. Thanks!
    – BeatCoach

  • kalu inah Uka says:

    Hi Charlie
    I thank you for all your teachings and guidance in the world of internet business. Am new and I hope to join the DOE members club.

    Thanks for and God bless you

  • Carl says:

    Hey Charlie.
    Its Carl here, cheerssssssss for the rich and very useful information you provided your friends (subscribers) these lessons and sharing the knoweldge you gained in your time.



  • Moshe Handler says:

    Sounds so simple yet your advice is vital. It’s easy to get excited and skip one of these steps.

    Follow the advice.
    There are so many junk ezines and you will never know until you subscribe yourself

  • Thanks Charlie,

    Putting a real life perspective onto things is something that many people find very hard to do. People expect things to be instant on the internet and don’t realize that the people running the websites are also people, just like them.

    Thanks again for your excellent advice.

    Barry (Australia) – Proud DOE Member

  • ken from GTRfreebook says:

    Yes I use pay pal because of that protection. You make it look so simple but I know your right. Your way is much better and i will follow your guide line and advice.
    Thankyou for sharing

  • Howard Mahere says:

    Timely word of advice. Thank you Charlie.

  • Tom Likes says:

    As usual, Charlie, you give valuable PRACTICAL advice! Even if people have heard this before, it’s a great reminder, because we forget to be patient and cover our behinds sometimes.

  • Patrick Sekhoto says:

    Hi Chalie!
    Thanks for sharing the 3 part Series, as an Directory Of Ezines I highly respect and model my
    Blog around the way you teach us to do Business Online. My website is 1 of those who does not promote” Get reach Quick Scheme” products because oy your teachings. I highly recommend the DOE to anyone who want to learn from ahonest as well as Succesful Mentor.Regarding Getting Traffic using paid Traffic I will start to follow your teaching while I am waiting for my free SEO Magic to kick in.
    Thanks Again
    From: Patrick Sekhoto
    DOE member

  • Lani Gossett says:

    Thank you Charlie for all the valuable information. I’ve been offered so many advertising options, but most companies who try to sell you advertising want to charge a fortune. I’m very happy to get advice about how to check them out before I buy. Thank you.

  • Vida Humphreys says:

    Charlie, you once again went straight to the heart of the matter with a common sense approach. Your suggestions are always straightforward and interesting, keep ’em coming!
    Thanks so much!

  • giovanni says:

    Hola Charlie.

    Great imput for any one who is new in the industry and important tips to place ads in Ezines for the first time.

    Thank you for all the value you offer.

  • Clive Sabin says:

    Thanks again Charlie this is really useful and helpful advise
    Best Regards
    Clive Sabin

  • Kanute Fleming says:

    Thanks Charlie,

    Very good, clear and useful article as always. I have tried advertising a little – I have not been scammed or cheated, but I have not had any good results from advertising. I assume it’s because of bad ad copy or keyword research or something. So I would like to learn how to actually make ads and do advertising that bring results.


  • Shama Kern says:

    Thanks for this series. I especially like that you put a human element on it and tell us some examples of your life, what you were doing and how it went for you.

  • Warren says:

    Thanks Charlie I just love your common sense approach to internet marketing, its so refreshing. I have all your blog posts and articles filed away, their are a fantastic resource.
    Kind Regards

  • Marvin says:

    As always Charlie, your information is always ” like hitting the nail on the head” I have been a member of you DOE for some time now and would definetly recommend it to everyone if you want effective results to your advertising. You cannot go wrong with Charlie’s advice.

  • William Steiskal says:

    Thanks Charlie: As DOE member I plan on using your Ezine to launch my business and look forward to your help and advice to do it. You know your stuff. W.S. DOE member

  • Jorge says:

    Thank you for writing this valuable 3-part article. I just started with IM and had a lot of doubts regarding how to advertise.
    I will become a member of DOE sometime un the next couple of weeks.

    Best Regards,
    Jorge, mexico.

  • John says:

    I always enjoy reading your articles Charlie. Your expert to the point advice is always welcome and refreshing. Please keep me informed in the future. Thank You, John

  • Craig E. says:

    Charlie, thanks! Your article was very good and useful! And to be honest with you I wasn’t sure if joining Directory-of-Ezines wasn’t a wast of my money… But I’m happy to say that I have received way more value than what I paid. If I was to rate your site on Honesty and Integrity and value, it would take top billing.
    Proud member D.O.E.

  • Frank Carney says:

    Before I joined the DOE I did, just about, everything you recomend. At every turn I was, favorably, impressed. I have not interacted with the DOE since joining. Email campaigns like this one maintain the respect and admiration I have for the DOE and for you, Charlie. In a business where many consider aloof as a positive, online persona, you are fresh air.


  • Perry Roberts says:

    Thanks Charlie
    As usual there is great advice in your posts.Thanks for all the help and look forward to more tips.

  • Peggy Jayne says:

    Dear Charlie,
    I am soon to be a DOE member. I have been on your list for years. I have never made a dime on the Internet and that is because I spent my time and what little money I had on chasing those pie-in-the-sky marketing products. How long it took me to realize that all those $27 and $47 and even $77 wasted amounts of money could have paid for a DOE membership over and over again, where I would have gotten REAL help from an honest man who actually cares about his client’s welfare. I guess some people (me!) take an awfully long time to wake up and smell the coffee…! Thank you…

  • Fredrik says:

    Hi Charlie,

    I’d like to suggest a “scam report function” in DoE, not all the ezine owners in there seem serious… I’ve bought a few ads there with zero result. Another suggestion is a ranking function or quality score, where users can like or unlike an ezine, now it’s like flying in the dark, even when you do as you recommend in this article.

    • Charlie Page says:

      I agree completely and am adding this to the new DOE, set to open soon. Thanks for the suggestion.


  • Bob McCormack says:

    Great stuff. I really like the series and look forward to any other you may send my way. I tell you all the time on a one on one basis but I will say it here in a public forum that I have never received a piece of information that rated less than “a keeper” and most a “straight to the vault” grade. I thank you immencely for keeping me on your senders list.

  • Bill Harris says:

    Thanks Charlie
    This is another great article and very good advice I will use it every time I buy advertising.
    Also this article shows us how being a member of DOE is so helpful.
    Bill Harris

  • andrew says:

    As usuall a very good report ,I also check with power of 4 rip -of report and warrior plus. thank you charlie.

  • Richard Graham says:

    Very good article Charlie, you are right on target………

    Thank you much,

  • Michael Dages says:

    Hi Charlie,
    I appreciate the information on advertising… I will do as you suggested regarding testimonials… STEP 3 – “If you don’t see testimonials listed and still want some, ask the site owner. How, and when, they respond can tell you a lot about how they do business.” … Thanks for all your excellent marketing tips! … M.D. (DOE Member)

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