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Will You Add? - Five Steps To Creating A Winning Solo Ad Campaign
In the modern world of marketing there is much attention given to the media presentation of our business. Radio and Television advertising is important and part of an overall marketing presentation, but they can not completely replace the printed word for effective marketing. A brochure or a booklet giving the facts about your business has a place in the overall plan. The major problem with television and radio is that the messages are broadcast and then they are gone. They do not give the complete story in the same way that a printed brochure can do it. Often times they are forgotten while the printed booklet can be kept and read over and over.Brochure printing and booklet printed can be done in house with the aid of softwa
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, mult
Paul Leonard's BirthdayCards2Go.com paid greeting card service offers convenience when you're rushing to send birthday wishes. While nothing can beat a personalized poem to add that extra touch of thoughtfulness, we can all agree that in this busy world, any connection we can make with each other, even just to say "Thinking of you," is worthwhile.Plus, when you consider the cost of gas, driving to the store, buying the cards, and buying the stamps, you can't beat the price of $3.16 and up including postage for handmade greeting cards that can be personalized. Poems for You founder Kristin Johnson sat down with Paul Leonard, founder of BirthdayCards2Go.com,for an exclusive interview.Kristin: Paul, how did you develop t
One would be the writing of the ad itself. While this article isn't about the actual writing of the ad, there are tons of them available at EzineArticles.com, it would be incomplete if I didn't touch on it just a little.
The writing of the ad will be a major catalyst to driving people to your website. It must contain certain elements to make it exciting and instill an emotional desire within the reader to want to visit your site. Any ad without these elements is doomed to failure.
But on the other hand, there is another part to a solo ad campaign that is sorely lacking. A lot of people just figure that writing an ad, even an earth-shattering, mind-blowing, super extraordinary, sent to a mailing list, one time, will bring in the swarms of traffic and they'll sell their product like crazy. Doesn't happen.
Your overall campaign must include multiple mailings in order to be effective. Many studies have been done, and I'm sure that you've read this before, that it takes, on average, at least 7-9 exposures to something before you react to it. Why do you think you see 40 different commercials on TV for the same product in the same day?
The question now is, "How do I achieve those multiple exposures with my solo ad?"
I've developed a five part strategy for a lot of the ads I write. Here's how it goes.
Step One... Think in multiples
One ad just isn't enough. Two mailings of the same ad isn't enough. But three, or more, will start to make things happen.
Step Two... think progressive
We've just touched on the topic of multiple mailings. You must first understand that fact about reaching maximum effectiveness with solo ads. However, you do need a little more than that. When people see the same ad, over and over and over again, they start to be a little "put off" by it. Meaning they've seen it so many times they don't react to it anymore.
So they key to multiple mailings is to think progressively. Each ad will start to work off of the previous.
For example, write two ads for a three part mailing campaign. Three ads for a four part mailing and so on.
Trade Secret... Most ezine
publishers sell their ad space in twos. This means that
when you buy ad space you will get your ad mailed out
twice. Take advantage of this!
Each ad should pick up and build from the last.
Step Three... Don't be so boring
The very first copywriting "secret" I ever learned in writing ads is not to sound so boring. Think of what you do when you're reading a book. If it starts out pretty boring, uneventful, unenthusiastic.... just plain dry, what do you do? 9.9 times out of 10 you put it down. But, a book that captures your interest right off the bat and promises to bring more... you'll have a hard time putting it down.
Solo ads are pretty much the same. If they start out boring, or "dry", they don't get read. Let's take that concept one step further. How does an author really capitalize on their writing? They write a series of books about the same thing. Harry Potter, Eragon, Lemony Snicket, Left Behind... they are all series of books that people can't wait to get their hands on. Why? Because they are exciting and appeal to their targeted audience.
Step Four... Make each ad a little more personal and immediate
When writing an ad remember one thing. People will only do what you tell them.
If your ad sounds like they have an eternity before making a decision the reader will take that long. If your ad has an impression of immediacy your reader will react to it. With a multiple mailing each ad should also progress in the urgency of the opportunity.
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, multi
Point of sale generally means the point at which the customer pays for their products or services. Point of sale (also known as POS) includes but is not limited to: the cash register, the cash drawer and the receipt printer. If you are a merchant that uses POS, you can also use POS items as marketing materials. For example, you could display products that you have a surplus of near the cash register to allow customers to impulse buy. This is quite effective when the point of sale merchandise has been marked down in price or is on clearance so the customer knows that they are getting a great price on the items.You could also use POS marketing merchandise such as toppers for the cash register. Regardless of what the price is f
Your overall campaign must include multiple mailings in order to be effective. Many studies have been done, and I'm sure that you've read this before, that it takes, on average, at least 7-9 exposures to something before you react to it. Why do you think you see 40 different commercials on TV for the same product in the same day?
The question now is, "How do I achieve those multiple exposures with my solo ad?"
I've developed a five part strategy for a lot of the ads I write. Here's how it goes.
Step One... Think in multiples
One ad just isn't enough. Two mailings of the same ad isn't enough. But three, or more, will start to make things happen.
Step Two... think progressive
We've just touched on the topic of multiple mailings. You must first understand that fact about reaching maximum effectiveness with solo ads. However, you do need a little more than that. When people see the same ad, over and over and over again, they start to be a little "put off" by it. Meaning they've seen it so many times they don't react to it anymore.
So they key to multiple mailings is to think progressively. Each ad will start to work off of the previous.
For example, write two ads for a three part mailing campaign. Three ads for a four part mailing and so on.
Trade Secret... Most ezine
publishers sell their ad space in twos. This means that
when you buy ad space you will get your ad mailed out
twice. Take advantage of this!
Each ad should pick up and build from the last.
Step Three... Don't be so boring
The very first copywriting "secret" I ever learned in writing ads is not to sound so boring. Think of what you do when you're reading a book. If it starts out pretty boring, uneventful, unenthusiastic.... just plain dry, what do you do? 9.9 times out of 10 you put it down. But, a book that captures your interest right off the bat and promises to bring more... you'll have a hard time putting it down.
Solo ads are pretty much the same. If they start out boring, or "dry", they don't get read. Let's take that concept one step further. How does an author really capitalize on their writing? They write a series of books about the same thing. Harry Potter, Eragon, Lemony Snicket, Left Behind... they are all series of books that people can't wait to get their hands on. Why? Because they are exciting and appeal to their targeted audience.
Step Four... Make each ad a little more personal and immediate
When writing an ad remember one thing. People will only do what you tell them.
If your ad sounds like they have an eternity before making a decision the reader will take that long. If your ad has an impression of immediacy your reader will react to it. With a multiple mailing each ad should also progress in the urgency of the opportunity.
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, mult
While marketing and branding are alike in some ways, they are also sometimes mistaken as the same business action. This is not true, but definitely understandable on the two can be misconstrued as the same.There are several brand tools that can also fall into the marketing category. This is what makes the two concepts so closely related, but at the same time so much different. Brand tools can consist of several different components, all of which are useful. Brand tools such as positioning, or where to position a product, can be a very important and effective technique. These brand tools can also be lumped into the marketing aspect of a company's effort. If a product is not positioned correctly, in other words if it is
So they key to multiple mailings is to think progressively. Each ad will start to work off of the previous.
For example, write two ads for a three part mailing campaign. Three ads for a four part mailing and so on.
Trade Secret... Most ezine
publishers sell their ad space in twos. This means that
when you buy ad space you will get your ad mailed out
twice. Take advantage of this!
Each ad should pick up and build from the last.
Step Three... Don't be so boring
The very first copywriting "secret" I ever learned in writing ads is not to sound so boring. Think of what you do when you're reading a book. If it starts out pretty boring, uneventful, unenthusiastic.... just plain dry, what do you do? 9.9 times out of 10 you put it down. But, a book that captures your interest right off the bat and promises to bring more... you'll have a hard time putting it down.
Solo ads are pretty much the same. If they start out boring, or "dry", they don't get read. Let's take that concept one step further. How does an author really capitalize on their writing? They write a series of books about the same thing. Harry Potter, Eragon, Lemony Snicket, Left Behind... they are all series of books that people can't wait to get their hands on. Why? Because they are exciting and appeal to their targeted audience.
Step Four... Make each ad a little more personal and immediate
When writing an ad remember one thing. People will only do what you tell them.
If your ad sounds like they have an eternity before making a decision the reader will take that long. If your ad has an impression of immediacy your reader will react to it. With a multiple mailing each ad should also progress in the urgency of the opportunity.
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, mult
As a sole proprietor, have you considered incorporating your small business or self-employment activity?If so, maybe you've been wondering, "Does it matter what time of year I form a corporation?"From a legal standpoint, any time is the best time. The sooner you incorporate, the sooner you make the move from the world of unlimited liability to the world of limited liability.From a tax savings standpoint, any time is the best time. The sooner you incorporate, the sooner you will start putting more money in your own pocket and less in Uncle Sam's.But from a **tax reporting** standpoint, there is one time of year that stands out as best: January 1st.Why is that?Assuming you have a s
Solo ads are pretty much the same. If they start out boring, or "dry", they don't get read. Let's take that concept one step further. How does an author really capitalize on their writing? They write a series of books about the same thing. Harry Potter, Eragon, Lemony Snicket, Left Behind... they are all series of books that people can't wait to get their hands on. Why? Because they are exciting and appeal to their targeted audience.
Step Four... Make each ad a little more personal and immediate
When writing an ad remember one thing. People will only do what you tell them.
If your ad sounds like they have an eternity before making a decision the reader will take that long. If your ad has an impression of immediacy your reader will react to it. With a multiple mailing each ad should also progress in the urgency of the opportunity.
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, mult
Think about this for a moment - Thousands and thousands of business decisions are made every day. Many of those business decisions can be and are deadly! And think how very difficult it is to avoid making some of those deadly decisions. Here are five examples of some of the most common deadly business decisions.Deadly decision #1: One large customer or client Your business receives more that 50% of its gross revenues from just one client or customer.How to avoid: Set a policy that no single client or customer will represent more than 10 to 15% of your cash flow. Diversify your client base to help your company prosper in the long term.Deadly decision #2: No Market Research You create and launch a new product or
In a four part mailing campaign, the first two ads are the same. They are urgent but not overwhelmingly so. The third is a bit more personal (a friendly reminder from one friend to another about the opportunity and that they need to act soon) but the intensity is kicked up a little. The fourth email should be all about the urgency of the situation.
Why go through all this trouble?
Your main goal is two fold. You want to create a desire for the reader to visit your site. Your odds of that happening go way up with multiple mailings. Another goal is that you want to lower your advertising budget. By taking advantage of the way most ezine publishers structure their mailing schedule you are actually getting more impact for your website than using the same ad over and over.
Step Five... Connect the ads together with one main idea
You can have a progressive, multiple mailing that is exciting and urgent but if you don't connect them all with the same main idea, you're just shooting yourself in the foot.
What is the main idea? It's what you want to accomplish through each ad. Or why do you want that person to visit your site? No, it's not to make more money. It has to be something that person can "do". An action. Something like sign up for a newsletter, watch a video, read a story... whatever, just something that they do.
That same idea should be the focus of each ad. If your first two ads are about signing up for a free report, then the other two must have the same thing. That doesn't mean you can't add a little more incentive. You just can't stray away from what you want that person to do.
Try it out...
Is your solo ad campaign a little dull right now? Give this strategy a quick try. I'm sure you'll see an amazing transformation in your results.
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