Three Profit Pulling Tips for Effective Solo Ads
Solo ads are one of the most powerful advertising tools
you can use for quick and easy advertising.
Unfortunately the true power of using solo ads to advertise your
website is falling well below what it could be. A lot of
emphasis has been placed on the 'how to write a solo ad', but
very little practical help on what to do to increase the
effectiveness of solo ads.
While the writing of a solo ad is very important, there is still
another mountain to climb.
Picture this...
Let's say you have just written the world's greatest solo ad. It
has just been published to an email list of about 15,000
targeted readers. Your ad is so good that you receive over 6,000
unique visitors. Does that mean that the ad was effective? Does
that mean that the job was well done?
At first glance it would seem that the ad was a smashing
success. Most people would be ecstatic with this type of
performance from an ad. But, let's look a little closer at the
results.
Let's say out of those 6,000 visitors you made only 10 sales. Is
that still a smashing success?
The Effectiveness of a Solo Ad is judged by the Most Wanted
Response
Traffic is one thing. If that's all you ever wanted. But, what
good is traffic is nothing happens with it. Solo ads are a
tremendous vehicle for receiving quality, targeted traffic but
they have to work together with what you want the traffic to do.
This is called your Most Wanted Response (MWR). This is what you
write your solo ad around.
To boost your solo ad's effectiveness keep in mind your MWR and
you'll see an amazing increase in your profits.
In writing thousands of solo ads this is the formula I use in
writing solo ads around the MWR.
What will get people to come back
For real solo ad power you have to realize that it costs more to
advertise to the same person over and over again. So, when
writing your ad with the MWR in mind, think of what you can
offer to the visitor when they show up. One of the best things
is an ezine, or some sort of mailing list where you can keep in
touch with the person over and over again.
Another great tool to use is a multi part 'how to' course, or
autoresponder series. By having something like this available on
the page that the visitors will be coming to you are
dramatically increasing the effectiveness of the solo ad.
When I am writing an ad for a client I always look at the site
to see what it has to offer visitors when they get there. I
never focus on the product. I always focus on what the site
offers. People don't want to hear about another fantastic
product they can't do without. But, they will always like
hearing about some new information. Use that as your MWR.
Focus on one page
A lot of solo ads pretty much focus on the wrong things. Like I
mentioned above, people do focus on the product which tends to
decrease the overall effectiveness of the solo ad, but they also
focus on the wrong page.
Think about what will appeal to your target visitor. Is it going
to be the home page? Will it be the page where you have a free
offer? Will it be a page where a previous customer gives a
tremendous recommendation? Think about what page you want the
visitor to go there and don't mention any other pages.
Some solo ads mention several pages in an attmept to cover the
entire field. This only leads to confusion on the part of the
reader. Have one page as the focus of the ad.
Don't forget about the reader
Sometimes, not all the time, but sometimes I have to tell a
client that the way the current website is, no ad will be
effective. I get the usual, "Well, that's your opinion!" only to
be followed a few weeks later with, "What do I have to do to
make it better?".
See, an ad all by itself is just an ad. It really doesn't do a
lot. Yes, it sends people to your site, but if your site isn't
geared to accept the reader of the ad... nothing happens.
Don't forget about the person reading your ad. They are real
people. If your site is set up with absolutely no coherent
information, is confusing, and leads people to nowhere, then
your ad is just a waste of your money and other people's time.
Once someone leaves your ad and is ready to do something at your
site, make it easy for them. The overall effectiveness of a solo
ad is what happens when the person lands on your site. If you
can understand this one simple tip you will see a major impact
on your results.
Solo ads are very powerful advertising tools. Use them
right and there is no limit to the amount of success you can
achieve.