If you have ever paid for a solo ad to “rent” someone else’s email list or paid to place a solo ad to an ezine publisher’s subscription base, the majority of the time (if not always), you provide the ad to be used.
So you’re probably wondering what you should say in the ad or how long it should be. Like with most things, it depends.
But here are some pointers if you have never tested anything or would like some advice.
The answer to long or short depends on how qualified you want people to be. If you want as much traffic as possible, make it short and punchy since you simply want to sell and gain the click in the email ad. Creating curiosity is the only aim. I have seen as low as 50 words do great for a solo ad since all you want to do is get people to click the link. No need to explain your system or anything else.
However, if you want only specific people, that’s where you should use a longer ad where you potentially give more storytelling or more detail on who your offer applies to. Whichever way you go, continually test and track.
Eventually you will have proven solo ad copy that works and converts well for you. You can then use this same successful formula over and over. Personally, if I’ve paid a fixed cost (or flat fee) which solos usually are, then I want as much traffic as possible for my spend, hence I usually use a short ad containing mainly just the headline and link. I find performance based traffic methods like pay per click is where you’d want to qualify since you get charged for a click. You don’t want anyone clicking but instead filtering out unwanted prospects beforehand.
In terms of what you put or say in the ad, I strongly suggest you have congruency between the ad and website you are directing traffic to. By this I mean if your website’s headline is “how to generate 100 leads daily with…” then carry the same quote in your ad before and after the link. That way, when people click and enter the page, they’ll go “yep I’m in the right place. Let me see what’s on the other side”.
Once you have a successful combination of an ezine and ad copy and it is profitable then organize with the publisher to make it go out regularly. You can even work out a long term deal if it will provide some savings. Or if for example, the solo ad costs $100 and you made $90, most would think it’s bad but if you propose to book in 5 over the next few months in advance, and ask that it costs $400 (80 X 5) and they agree, and you maintain making $90 per mailing, that’s $50 profit.
I hope this has assisted. Remember that marketing is risk. Sometimes it works, sometimes it doesn’t. But over time, the things that work will compound as you learn.