Solo ads are when you pay another marketer to email to their subscribers promoting your offer. Usually that’ll be to squeeze page for a free gift and your job is to capture their email addresses. Some solo ad sellers will send to your paid offer, but this will normally cost you a lot more, however it will build you a better list since you will be getting buyers.
Once these subscribers are on your list you can market to them. You can sell them useful and relevant information or you can sell solo ads yourself to other marketers.
Solo Ads are paid traffic, ultra-targeted traffic.
For example if you have a product for sale about a specific type of Dog eg Yorkshire Terriers and find someone with a list of pet owners then a very small percentage of people might be interested.
You would do a bit better if you find a list owner with subscribers only interested in dogs. A larger percentage will be interested in what you have to say.
But… if you find someone with an email list purely for Yorkshire Terriers owners then that is ultra-targeted. Your product is potentially relevant to every single person on that list. Your response rates will go through the roof and you stack the odds of success in your favour.
A little history…
The truth about solo advertising is that it’s a very old concept and business strategy.
It’s much older than the internet and has been talked about for decades in the mail order and direct response industry.
Back then (… and it continues today) marketers simply collected the names and address of their customers. It’s similar to an email list only you’re using real addresses.
What would happen is if you are selling eg weight loss pills then you build a big database from the orders you took. Then you could continue to market and sell the same and related products to those same customers.
And occasionally, maybe one a month, you might sell access to your list.
Someone with a detox product might pay you to use your database and mail your customers with details of their product. You’d only do this now and then because you don’t want to burn you list and start irritating them with offer after offer.
The biggest difference between the offline and online world is it’s a lot more expensive to do this for real. The expense of designing, printing, posting and fulfilling orders costs a lot of money.
This means you have to have to know exactly what you’re doing or be prepared to take a big financial hit.
Because of that real world direct response marketers are precision engineers when it comes to knowing exactly what does and doesn’t work.
That same real world concept has evolved online as Solo Ads.
And they have boomed because the only expense is buying the advert, and they seem so easy. Remember though you need to do this correctly.
Writing the email and sending it to thousands of people costs next to nothing.
Thanks to this low-cost and massive potential they’ve become a mainstream source of leads for those brave and savvy enough to invest their money. They’re commonly used and readily available across a range of niches from internet marketing through to bodybuilding and weight loss.
Back to the real world of direct response marketers, – wanted to mention them because a lot of us internet marketers are missing a trick.
Because when you study, and you learn from these masters who make this work when profit margins are tight then you really can get yourself ahead of the pack. You stack the odds of success greatly in your favour and learn tricks widely neglected by us ‘new age’ entrepreneurs who have it easy in comparison.
What’s more; when you learn from the direct response marketers you become a master in marketing no matter what or where you are selling.
These are the real guru’s you should learn from. And when you do you’ll escape the Matrix that is the marketing world and start seeing the secret code for yourself.
This is a bit of a cliché but if you could spend $1 and make $2 back — how many dollars would you spend?
Everything you could get your hands on I bet.
That’s the best thing about Solo Ads.
For every dollar you spend you can know exactly how much on average you will make in return. This is classic, direct response marketing because you can you test, track and monitor everything which means you can maximise your efficiency, your spending and your profitability.
You can track how many people clicked on the link in your Solo Ad.
You can track what percentage joined your list and how many bought your products.
You can put a dollar value on how much every visitor to costs and — more importantly — how much every visitor is worth.
You spend you spend $40 buying 100 clicks.
Now you know that every visitor to your website (that’s the number of people who click on the link inside your email) costs you $0.40.
If half those people join your list (50 people) then every new subscriber has cost you $.80
If 6% of those new subscribers buy your $17 upsell product then your income is $51.
Okay so you have spent $40 and you made $51 back.
Now making a profit of $11 might not sound great but you’ve covered your advertising costs and you’ve added 50 new people to your list. People you can continue to email and sell to until they unsubscribe.
This example is a simplification – you should in reality have more than one product on offer (eg and upsell and a downsell) and you should also take into account how much you will make in the future from your list eg mailing affiliate offers or selling solo ads.
The point at which people spend the most is when they join your list so the key sales are the upsell/downsell after your free offer. If you can break even on this then you are onto a winner as you will profit on the future sales from your list.