There are three reasons why bum marketers should use pen names.
Reason #1: Easier to be seen as an "expert." If you don't use a pen name, then you will be the author of articles in a variety of niches. And when a person sees this, they generally assume the "jack-of-all-trades, master of none" assumption about you.
And this assumption will negatively influence their perception of you, causing them to lower the value they place on your article (and thus reduce the chance of them clicking on your resource box link).
But the opposite is also true. By using one pen name per niche, you will more likely be seen as an expert in the niche. This will ultimately increase your click thru rate.
Not to mention that you can create a persona that better suits your reader. Let's say that your name is "Filmore Hagenbugger" and you want to promote a hot new online dating affiliate. You may want to use the pen name "Traci Summers" to better connect with your readers (in their minds anyway). And if you can better connect, all of your numbers will be higher (page views, CTRs, sales conversions, etc).
NOTE: My apologies to all the "Filmore"s out there.
2. Easier tracking. If you are a bum marketer, than chances are you are using Ezinearticles.com. The fact that they allow you to create unlimited pen names, makes it so simple to keep track of your articles.
Each niche is different. Having a CTR of 20% may be horrible for one niche, but very high for another. As long as you stick to one niche per pen name, you will be able to very quickly analyze the success you are having with your article writing efforts for each individual niche.
3. Gives you protection. What would happen if you wrote and submitted 2000 articles under one name, and then some marketers found out. Very easily, they would know exactly which niches you are targetting.
Not only that, but they will also know which niches you are having success with by seeing which niches you kept writing about. They would be able to see which affiliate programs you are promoting, how you write your headlines, resource boxes, etc.
Basically, it leaves your business open for additional competition.
Now, let's say that you generously use pen names. A clever marketer could find out about one of your niches, but you would still have some protection for the rest of your identities.
Using pen names is a must when using bum marketing. Take advantage of this feature at EZA.
Best wishes,
JoeMack