It is a rarity when you see an effective solo ad.
It makes me cringe whenever an ineffective ad hits my e-mail because they are from marketing people, just like the rest of us, trying to make a go of their net business and spending money to do it.
By placing ads that don’t work these marketers are just wasting their money. Then, because they don’t know any better, they can’t figure out what went wrong.
Rather than analyzing and testing their ads, some take the easy way out and blame the publication the ad was placed in.
One well known online marketer places ads and then gives the results in his membership site, giving a thumbs up or down to the publication.
The problem is that those ads are usually trying to sell something right from the ad, rather than utilizing the proven marketing technique of using a two step marketing approach. That is not an effective ad.
Although there is a chance that his conclusion may, at times, be right for the wrong reason, it isn’t the stuff business decisions should be made on. Selling from your ad goes against the fundamental concepts of marketing.
Even worse, many place ads that haven’t been tested and tweaked for maximum response. While a good response under these circumstances is very good, a bad response doesn’t necessarily place fault anywhere else, except with the ad.
With so many valuable free marketing tools available online, such as sequential responders, web sites, teaser books, and product samples, to name just a few, it is foolish not to utilize them.
All of these tools can improve the profit bottom line.
For example, placing a compelling headline that directs the reader to a Web site or autoreponder sales presentation is a classic two step approach.
Most marketers are missing the whole concept of a solo ad. They think a solo ad is better because they can put much more copy than a newsletter classified ad. Wrong!
A solo ad is more effective because it isn’t placed with other ads. Period!
Think about it. A full page ad in a magazine isn’t a page full of copy. It is short on copy and big on being visually pleasing or easy to read. Short copy gets the message across.
When an ineffective offer hits your email box you won’t even open it to read it. You simply hit the delete button. There are several components to an effective ad.
A headline grabber and compelling copy are a necessity. Never try to sell from the ad itself and that includes the solo ad.
People are in a hurry and won’t read long copy. Readers want to receive a benefit. Whether the benefit is being entertained, or solving a problem they have, such as making more money, they want to know what is in it for them, right away.
They won’t search for that information. That is true for any product. You need a grabber headline, with your best benefit in the headline if at all possible, and at a minimum in the beginning of the short ad copy. You only have a second to grab their attention.
Take ebooks as a product. People don’t buy ebooks. They buy what the ebook can do for them. Knowing that, hit them with your best benefit in the headline.
Once you have their attention it is short lived. You quickly need to get them to act using short teaser copy in the body of the ad. You need something to get the reader to your Web site page, auto-responder or other method to deliver your message.
Apply these techniques to your next solo ad campaign. I guarantee you will like the results.
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