Articles

Are SOLO ADs in your future?

A "Solo Ad" is an ad sent to subscribers to an ezine (Email Magazine or email newsletter), but without any other content. In other words, it's like a special issue of an ezine which simply contains a single ad.

Many marketers believe that Solo Ads are more effective than ads embedded within normal ezine issues - because Solo Ads have the readers' undivided attention. They can bring you big income, if you know how to write them and use them to their advantage.

Not all ezine owners who sell advertising offer Solo Ads, but those that do, often charge more for them than the ads which are "embedded" within the normal issues.

A word of caution, many subscribers don't like receiving Solo Ads, particularly if they were not informed that they may receive them.  If you send Solo Ads, be sure to tell people that they will receive them because they subscribed to your newsletter and how often they may be receiving them.  Always provide them the opportunity to unsubscribe.

How do you write a Solo Ad?  There are many companies who offer templates free and for a fee.  Below are a few tips on writing an effective Solo Ad for your website that will work to make them more effective for your business.

1.  Headline (subject line) should be an attention-getter, eye-catching.
Your headline should be in the subject line of the email. It should instantly grab the attention of the reader.  Readers are immune to "check this out" or "important..." or anything that sounds boring.  Be creative.  You must stop them from leaving and you must pique their curiosity for them to open the solo ad.

Give them a reason to stop and open the email (solo ad).

2. Easy to read.
Studies show that readers initially scan the email first.  If point(s) in the solo ad grab their attention, they will stop and read more.  Give them a reason to read more.

Use of sub headlines and bullets work great.  This allows the reader to scan and get the information.  Most of the time, these are all that the people read.

Long sentences or paragraphs will lose your readers.  The shorter, the better.  While big words may impress your associates, it won't be appreciated by your readers.  Remember you only have seconds to hold the reader's attention.  You don't want them to get stuck on what a word or sentence means---keep it simple.

3. Solo ads should NOT sell anything.
That's right.  The primary purpose of your solo ad is to create a lead and entice potential customers to buy from you later. You want them to remember you.  It is better to get more prospects ready to buy from you than generating 3 or 4 sales.  These customers will stay with you over the long term.
Give your readers something that will be valuable to them.  Offer free reports, free trials or free eBooks. You can generate a list of prospects. Then build a good rapport with them so they trust you---then suggest your product or service.

Your conversion rate will surprise you.  Selling is accomplished when your readers trust you.

4. What ezine or newsletter should you advertise your solo ad in--proceed with caution.
The size of the ezine, big or small, does not matter.  It has been proven that small ones can generate better results compared with larger ones even though they have a bigger base of subscribers.  The small ezines tend to be more responsive than the bigger lists.

You want to get your solo ads read.  Go to the ezine or newsletter you are considering.  Read some of their copies.  Do they give their readers quality content?  Be the customer for a moment.  Would you want to subscribe in one of them?  Keep in mind the demographics of YOUR customer.  Placing your solo ads in poor quality newsletters or ezines is a total waste of time, effort and money.

5. BENEFITS, Benefits, benefits.....in your solo ads.
Keep in mind, free offers are important, but readers do not rush off to get them. Tell your readers how they will benefit from your product or service.  Will it make their life easier?  Save them money?  Save them time?  Provide more unique visitors?  You get the idea. 

Try preparing a list of the benefits of your products or service BEFORE writing your solo ad.  This will help you with sub headlines and bullet points. Use powerful words to advertise them. Then offer more details about the benefits.

6. Urgency is an important ingredient.
Tell your readers they need to act now---tomorrow may be too late. A sense of urgency always gets peoples' attention. Set up a time limit until your offer expires. Some readers are not easily convinced there is urgency to act. You must give them a very good reason why they should act now. Creating a sense of lose always works very well.

Follow these tips in creating and writing your solo ads, place them and watch the great results. 

The TrafficTesters Team
http://www.traffictesters.com providing tested, rated and reviewed online traffic and advertising sources that help you find the best places to advertise!