WRITING POWERFUL EFFECTIVE SOLO ADS
Everybody wants to make more money... In fact, most people would
like to hit upon something that makes them fabulously rich! And
seemingly, one of the easiest roads to the fulfillment of these
dreams of wealth is writing effective solo ads and using them
correctly The only thing is, hardly anyone gives much real
thought to the basic ingredient of selling by email - the
writing of profitable solo ads. If your online business is to
succeed, then you must acquire the expertise of writing solo ads
that sell your product or services! So what makes a solo ad good
or bad? First of all, it must appeal to the reader, and as such,
it must say exactly what you want it to say. Secondly, it has to
say what it says in the least possible number of words in order
to keep your operating costs within your budget. And thirdly, it
has to produce the desired results whether inquiries or sales.
Grabbing the reader's attention is your first objective. You
must assume the reader is "scanning" the page on which your ad
appears in the company of two or three hundred solo ads.
Therefore, there has to be something about your ad that causes
them to stop scanning and look at yours! So, the first two or
three words of your ad are of the utmost importance and deserve
your careful consideration. Most surveys show that words or
phrases that quickly involve the reader, tend to be the best
attention-grabbers. Such words as: FREE... WIN... MAKE BIG
MONEY... Whatever words you use as attention-grabbers, to start
your ads, you should bear in mind that they'll be competing with
similar attention-grabbers of the other ads on the same page.
Therefore, in addition to your lead words, your ad must quickly
go on to promise or state further benefits to the reader. In the
language of professional copywriters, you've grabbed the
attention of your prospect, and interested them with something
that even they can do. The next rule of good solo ad copywriting
has to do with the arousal of the reader's desire to get in on
your offer. In a great many instances, this rule is by-passed,
and it appears, this is the real reason that an ad doesn't pull
according to the expectations of the advertiser. Think about it
- you've got your reader's attention; you've told them it's easy
and simple; and you're about to ask them to do something. Unless
you take the time to further "want your offer," your ad is going
to only half turn them on. they'll compare your ad with the
others that have grabbed their attention and finally decide upon
the one that interests them the most. What I'm saying is that
here is the place for you to insert that magic word "guaranteed"
or some other such word or phrase. So now, we've got an ad that
reads: MAKE BIG MONEY! Easy & Simple. Guaranteed! Now the reader
is turned on, and in their mind, can't lose. You're ready to ask
for their money. This is the "demand for action" part of your
ad. This is the part where you want to use such words as:
Limited offer - Act now! Write today! Only and/or just...
Putting it all together, then your ad might read something like
this: MAKE BIG MONEY! Easy & Simple. Guaranteed! Limited offer.
Send $l to: These are the ingredients of any good solo ad -
Attention - Interest - Desire - Action... Without these four
ingredients skillfully integrated into your ad, chances are your
ad will just "lie there" and not do anything but cost you money.
What i have just shown you is a basic solo ad. Although such an
ad could be placed in any leading publication and would pull a
good response, it's known as a "blind ad" and would pull
inquiries and responses from a whole spectrum of people reading
the publication in which it appeared. In other words, from as
many "time-wasters" as from bona fide buyers. To give you an
example of the kind of solo ad you might want to use, say to
sell a report such as this one... Using all the rules of basic
advertising copywriting, and stating exactly what our product
is, our ad reads thusly: MONEY-MAKER'S SECRETS! How To Write
winning solo ads. Simple & easy to learn -should double or
triple your responses. Rush $1 to BC Sales, 10 Main Anytown, va
75001. The point i am making is that: l) You've got to grab the
reader's attention... 2) You've got to "interest them" with
something that appeals to them... 3) You've got to "further
stimulate" him with something (catch-phrase) that makes them
"desire" the product or service... 4) Demand that he act
immediately... There's no point in being tricky or clever. Just
adhere to the basics and your profits will increase accordingly.
One of the best ways of learning to write good solo ads is to
study the other solo ads out there - try to figure out exactly
what they're attempting to sell - and then practice rewriting
them according to the rules I've just given you. Whenever you
sit down to write a solo ad, always write it all out - write
down everything you want to say - and then go back over it,
crossing out words, and refining your phraseology. Generally
speaking, readers respond more often to solo ads that include a
name than to those showing just initials or an address only.
However, because advertising costs are based upon the number of
words, or the amount of space your solo ad uses, the use of some
names in solo ads could become quite expensive. If i were to ask
our ad respondents to write to or send their money to The
Research Writers & Publishers Association, or to Book Business
Mart, or even to Money Maker's Opportunity Digest, my
advertising costs would be prohibitive. Thus we shorten our name
Researchers or Money-Makers. The point here is to think relative
to the placement costs of your solo ad, and to shorten
excessively long names. The important thing is to know the rules
of profitable solo ad writing, and to follow them. Hold your
costs in line. once your solo ad is written, now is the time to
use it wisely know the basics...grab their attention... the rest
is up to you.