Boost the Open Rates of Your Solo Ads with Emotional Headlines

October 17, 2009

Solo ads that are just advertisements don’t get good results. Why? The average Joe doesn’t like ads but entertainment and related things. Today’s article reveals how emotional copywriting can help you boost the open rates of your solo adverts.

David Ogilvy – known as the Father of Advertising – said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

What is the simple conclusion that any email marketer should draw? Focus on the subject line of your ad because that is a key point for the success of your solo advertising campaign.

One of the winning strategies for grabbing readers’ attention and making them open your emails is writing emotional headlines. Warning: it’s not very easy to create a desired (by you) emotion and if you don’t take care you can create an opposite reaction. Actually there is a type of marketing where the marketer knows that the message will create opposite reactions to a lot of readers. It is called “insult marketing”, it is successful for some people but I don’t recommend you to try it. It is very risky and anyway I doubt that many publishers will accept such type of solo ads.

Now let’s get back on track and look for another type of emotions: the positive emotions. When you succeed to create such emotions, you’re one step forward and you don’t risk negative reactions (like someone trying to create a closer relationship between his punch and your nose, or even a trial).

Example of positive emotions: hope, happiness, enthusiasm, joy. Another feeling that can help you boost the open rate is “surprise”. Make the readers ask themselves, “Whaaat?” and they will open the solo ad in order to find out more and satisfy their curiosity. Combine more such emotions (example: joy & surprise) and the result of your solo advertising campaign is guaranteed!

To Your Success!
Adrian Jock

P.S. Recommended ebook: Ultimate Guide to Solo Ads

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