They blame the ezine publisher. I depend on repeat business, so I took it upon myself to make sure that they got results. Results mean repeat business.

Who doesn't love repeat business? :)

But once again the market was getting tougher. Advertisers were still demanding better results. How could I keep my advertisers happy so that they would keep coming back to purchase more ad space?

In 2001, I raised the price of running an ad in Cool Cash Ezine, but at the same time reduced the number of classified ads to only a maximum of five ads per issue. I also took it one step further by guarantying a certain amount of click-thrus depending on which sponsor ad the advertiser purchased.

<-- For example -->

Sponsor #1 - $50.00 (This ad will appear just after the table of contents. Guaranteed 50 clicks)

Sponsor #2 - $35.00 (This ad will appear after the editor's comments. Guaranteed 35 clicks)

Sponsor #3 - $25.00 (This ad will appear after the "Business Building Articles" section. Guaranteed 25 clicks)

Sponsor #4 - $20.00 (This ad will appear after the "Cool Sites" section. Guaranteed 20 clicks)

Sponsor #5 - $15.00 (This ad will appear after the "Stress Relieving Humour" section close to the end of the ezine. Guaranteed 15 clicks)

<-- End of example -->

By guarantying results, I am telling my advertisers that I will assume some of the risks of your ad and will make sure that they receive a certain amount of clicks.

If they do not get the desired number of clicks, I will either run their ad again in the same ezine or in another ezine until they get the number of guaranteed clicks.

If you notice the ads in this issue of Cool Cash Ezine, you will see that all the urls are redirect urls going through the www.freecoolcash.com site. This is so I can track the results of my customers' ads.

I can also show them the results and suggest the next course of action that I feel will benefit them.

Advertisers want results. Give it to them and they will give you more of their business.

Pay-per-click search engines are a prime example of web sites that offer pay only for performance.

You only spend money when you get results. Using search engines such as Goto.com, you could literally bring thousands of visitors to your web site for as little as a penny per click.

Maybe I have started a new trend for ezine advertising? Regardless, I do know that I am going to have to increase the guaranteed number of click thru's as time passes. That is the reality of Internet marketing.

Bend over backwards to help your advertisers and believe me, they will catch you if you fall. Advertising should be a full fledged partnership where both parties end up happy.

If you do not differentiate now, then you will surely be out of business in the future. If you provide advertising for customers, show them the results.

If you are an advertiser, tell your mama that you ain't spending another dime until you see results!

About the Author:Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe by sending an email to subscribe@freecoolcash.com with "sub-art" in the subject. Join Gauher's two-tier affiliate program by promoting his latest bookhttp://www.ezmoneywithezines.com