Why buy Solo Ads? Here are the Best Reasons To Avoid Solo Ads, when you should and when you shouldn’t. Not to discourage you from ever buying Solo Ads but most marketers with little experience usually don’t know what they’re getting into. The Best Reasons To Avoid Solo Ads is information for you to reach your own conclusions armed with better facts.
Warm Market, Cold Leads:
The first thing you really should understand about what a Solo Ad really means to your business is that you have absolutely no control over who, what, why & how the leads came to be on the list for your Solo Ad. Mostly they will be leads in your particular niche/market but why would they be more responsive to your ad more than the others they have seen? Sometimes the leads your Solo is going out to have been bombarded by free offers and lots of crap. So you’re approach needs to be skilled for the response you’re looking for.
Sales or List Building?
You’re hoping for sales with a Solo Ad right? How do you think those sales will happen and why would these people buy from you anyway? That’s the glaring problem with most marketers trying their hand at Solo Ads. People that “Know, Like & Trust” you are the ones that buy because they perceive you have tons of value for them, it’s only a tiny amount that buy right off. You must target building a relationship with the leads that will sign up to your list and yes building your list should be your first priority with any Solo Ad. To make any sales you need to first have an offer of great value for your ad and make it enticing by over delivering that value. You really want to address niche/market pain or common problems. Give them a great solution in your Solo Ads. Sales will come from great follow ups once they are added to your list. So have a way for them to see your offer but make the primary (what they see and read the most) content about how you can solve their common niche/market problem.
List Sign Ups? What’s Next:
This is the meat & potatoes so to speak, marketing to those new leads that signed up to your list. The one thing you should be mindful of is making sure you are consistent, marketers call it “Congruency”. Make sure that your message stays consistent from the Solo Ad (text, landing page, everything used with the Solo Ad pitch). A certain theme and title like, “Glenn’s Top 6 Methods To Get Fitness Experts As Your Customers”, should remain the theme through out your marketing. Your first follow up message to these new leads should continue to address how to get those sought after fitness buyers into their business (this is just an example). The leads from your Solo should get what you promised in the Solo right away, after all that’s why they gave you their information. Follow these steps to have great follow up steps:
- Deliver more value (the solutions goods), here is where you will include your product again but in a secondary way. Example,”Here’s my top choice fitness product that converts buyers”.
- Make contact quickly (you want personal contact, meeting, phone conference or direct call if possible).
- Later include a message that allows your new leads to get to know your story, don’t make it too long. You want your leads to identify with the struggles you have had and also how you’ve overcome them. Don’t be too needy, you’re a busy business person to your leads and your time is valuable. If you haven’t had contact yet, send a reminder on the benefit they are not taking advantage of.
- Keep delivering value, some leads won’t be ready for your business when you expect or want them to. Some great leads may follow you for a year before buying because they’re not ready. Keep your value and overall message consistent.
Solo Ads Unknowns:
Following the above steps still doesn’t give you any guarantees because you still have to trust the Solo Ad seller. How they got the leads in the first place and how they deliver your ad should be a concern. You will never know how fresh the leads for your Solo Ad are or what type of messages they are most likely to respond to. You have to develop a relationship with the seller too, hopefully they will provide exactly what they promise for your Solo. Tracking the Solo Ads performance from the number of clicks to the response are critical so you know how the Ads performed. A good response performance would be 25 – 30% of your clicks added to your list but don’t stop there. Make sure you keep tracking those leads, name them in a list from the seller. Active responses, buys, actual calls (you calling them), and track those responses from on 1st, 2nd and 3rd month responses. Results should tell you that:
- Your process and copy are very good (positive)
- Your Solo Ad seller has a good list and you want to test again to see if you can repeat or exceed previous results. If you get similar great results twice, go big and negotiate a larger Solo (positive)
- Little to no response could mean your process is not optimized well and doesn’t offer great value or your Seller has a stale over marketed list. Which is it? (negative)
- High Opt-In rate but poor response, you just don’t know what the seller has communicated to these leads prior to your Solo. Solo Ads have no guarantee so your stuck to figure out if it is your process or the Solo seller (negative)
- Low Opt-In rate zero response, both your process and the seller’s list can be poor or your process may need more work. An easy tip to test your process would be to test your landing pages with PPC ads. Poor response with PPC ads are most likely due to poor targeting and a poor process (negative)
Top Reason Not To Do Solo’s:
Solo Ads are widely marketed to everyone in Home Business and purchased often by those new to marketing. Those without the skills I’ve described above, if you can’t create a great process how would you know how well a Solo Ad can perform for you? Targeted Leads are the best leads and the only ones you really want in my opinion (unless you just have money to burn). You never know how targeted the leads are with a Solo Ad until after getting the clicks.
I recommend you at least try 2 Solo Ads for your business to make your own determinations. Now I won’t say I will never do another Solo Ad buy but because my own experience was both good and bad, it wasn’t until my knowledge grow before I understood why some didn’t work so well. So this article will hopefully help you avoid being in the dark avoiding or missing the mark with Solo Ads.
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