Step 1 – Read once again your sales letter and focus your attention on buyers’ benefits. Then write 8-10 subject lines, none of them longer than 60-65 characters (including the empty spaces between the words).

Step 2 – Take a break! Forget about the product or service you plan to promote, forget about your next advertising campaign, forget about your goals, forget everything. Empty your mind of all your thoughts. Then take a look at the subject lines as if they are not yours. Consider these headlines written by a certain John Doe and always ask yourself, “So what?”

Step 3 – Simply delete two subject lines that you consider the worst ones. I know, they all are your babies, they are all fine in your opinion, but … just do it! I told you to empty your mind and consider them as not being yours.

Step 4 – You still have 6-8 subject lines. Contact some of your friends and don’t tell them anything about your plans. Just send them the subject lines and ask each friend to choose two of them. Don’t tell them that they are headlines. Don’t tell them what criteria to use in making their selection. Tell them not to ask any question but to choose two of the “expressions” you sent. Repeat the same test by posting the question in some online forums.

Step 5 – Based on the answers you received during the Step 4, make a “Top 2 Subject Lines”.

Step 6 – Buy two very cheap solo ads. Free solo ads are even better. It’s best to choose an ezine that is in the same niche like the product you plan to promote. Don’t be bothered by the fact that the ezine or whatever it is doesn’t have thousands of subscribers, but only make sure that both ads are sent to the same readers (don’t buy one solo ad in one ezine and the second ad in another ezine). For these two ads, use the subject lines from Step 5, the same ad copy for both ads and two different tracking links (an ad tracker is a must for such test).

Step 7 – After the ads are published, wait 4-5 days and then analyze the number of clicks generated by each ad. The advertisement that got more clicks is the winner and its subject line is “The One”. You’ve just finished the test.

To Your Email Marketing Success!
Adrian Jock

P.S. If you want to improve the results of your solo ads advertising campaigns, I recommend you to read Ultimate Guide to Solo Ads.

P.P.S. For more ezine advertising tips, subscribe free to Ezine Advertising Info newsletter.

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There is some truth in this conclusion, but there is also a big misunderstanding.

Can you say that the airplanes are better than the cars and you should avoid driving a car? Of course not … (If your answer is yes … then try to get an airplane next time when you want to go to the mall … Will you?)

The same is in ezine advertising …

Solo ads are not better or worst than ezine classified ads but only serve for different purposes.

Here is just an example …

Because focusing in a wrong direction is only a big step forward to an unpleasant failure, for copywriters and advertisers testing is a key point.

Every time when you test something, as a general rule, you should go for the cheapest option because not the sale is the target. When you test something, the target is finding the answer to a question like:

What is the best headline you should use? A or B?

What product worths to be promoted so that to get maximum benefits? X or Y?

You can find the SAME answer that you’re looking for … by spending more money or … less money.

Of course you go for the second option (less money) and therefore … if you have to choose between solo ads and classified ads, in such circumstances you should not go for solo advertising because it’s not the
right choice for your purpose!

To Your Success!
Adrian Jock

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2. Solo Ads: Agony, Ecstasy, or Nothing?
3. Solo Ads – How to Test the Subject Lines