Dennis Williams II

It's almost too good to be true

As if you thought it could'nt get any better than Direct Mail
Advertising. Along came "solo ads", or "exclusive ad mailings".
Your ad alone, by itself, sent to all those recipients. The mere
thought of it concluded the same with so many people: this is it,
my website is going to blow up, im going to be RICH. So why
are there so many disappointments?

Simple, caught up in the "high" of forthcoming success few come
to realize, or understand, how the system works. This article sum's
up the process, hopefully giving you a better understanding of
what to expect with your solo ad. Kind of like a tutorial.

Overall, there are 3 factors you will want to understand when
calculating the results of your solo advertisement.

Understand these 3 basics:

1. What to expect.
2. What an ad copy should be.
3. The whole process.

1. What to expect:

"OK there's 40,000 subscribers, my product/service is $29, if i
bring in just a 3% response, thats 1,200 responses or $34,800!!"
Sound familiar?

Not everyone is a pending order.

The biggest thing to understand here is that every existing recipient
isnt on standby waiting to decide whether or not he or she wants
to buy. In a perfect world, yes. But in our's, no. Some
subscriber's delete-on-contact, others are no longer checking
that mailbox, and most just wont read through the mail.

The best thing to remember is that there are so many factors
that contribute to the fact that your ad is not going to sit in a
solid XX,XXX amount of viewers. Undeliverable addresses,
duplicate addresses, fabricated subscriber lists, and the majority
of subscribers who will delete an ad as soon as they see it, just
to name a few.

Expect profitable results, but dont expect that brand new car,
your son's college tuition, or that island vacation. So what do
you do?

Aim to bring in the subscribers who *do* see your ad.

2. What an ad copy should be:

Impossible! Your ad didnt bring in any sales, and it went out to
all those people too. You were probably talking out of your
you-know-what that's why!

It has to be understood that these subscribers are receiving
solo advertisements day after day. Or with some lists, hour
after hour. Do you honestly think they sit down and read
through every ad copy?

I dont, I delete most of them.

Summing it up. Be quick, be to the point, *do not* write more
than 2 - 3 paragraphs of text. Almost no one will read through
that.Who know's, your ad may have sold otherwise. That's if
you didnt expect your viewer's to read that long essay of an
ad.

A subtle hint for success: make your subject line relevant to the
offer! Subject line's are so important if you take the lame way
out and use things like...

Re: hello
7,897,428,322 FREE ads forever!!!
Dont delete, you'll regret it for LIFE.
ok

...your bound to be put where all the cheesy spam-like offer's
go. In my 'Deleted Items' box.

As both an ad publisher, and a long time advertiser, i strongly
reccommend that you write a subject line that sums up exactly
what you have to offer. You are now relaying this message to
every subscriber. They *all* know what you can give them,
and make a conscience decision to take you up on it or not.

Everyone see's a subject line.
Not everyone will see the ad.

If you use an irrelevant, "catchy" subject line. Your fair game
for all the people like me who will just delete the ad.Without
ever knowing what you actually offered.

This became the difference between $0 profit, and $1500 profit
for me.

And guess which one worked.

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