Written by Dennis Williams II, 23 July 2001
Part I of this article covered the first two factors to understand when working with Exclusive Ad Mailings. We will conclude with the final one here.
3. The whole process:
Sign-up, sale, or subscriber. With most people, at least 1 of those things defines the purpose of the solo advertisement. So obviously, this means there are stages a recipient must go through in order to perform and complete the action.
1. receive your ad
2. see your subject line
3. open your ad
4. read the advertisement
5. respond to it
6. view the website
7. respond to the offer
8. complete the action (sign-up, sale, etc.)
If one of these elements is lacking, you have compromised this crucial process, and your direct mail solo advertisement is almost invalid.
What am I talking about?
Earlie we discussed, among other things, effective subject lines. Suppose your subject line is great, your ad copy is horrible, and your actual websites sales page is excellent!
You have interrupted the process. People will view the ad, but because it is ineffective, wont click-through to view the great sales page. There is a gap inbetween there that will impair your ability to pull in a response.
The same apply's for instance to a great subject line, great ad copy, and bad sales page. The potential response make's it all the way to your website to face a major turn-off.
Then leaves.
You have to smoothly and effectively execute the process *all the way through* in order for an individual to complete the action. This is the core of Solo Direct Mail Advertising. It is more than just the ad, it's the process.
Understand the whole process and make sure that each element in this process is in place. Nothing should or can be lacking. From ad view to response, everything must be set-up. Using this information, when you actually sit down to prepare your advertisement, you should concentrate equally on making sure *all* elements are effective.
A smart marketer sit's down and makes sure he/she is completely confident that from start to finish, the ad will work. It is not wise to deny any part of the process, reasons discussed above.
The article concludes here. I hope a little light has been shed on how you can maximize your profit and response when paying for a solo or exclusive ad mailing.
Re-hashing:
1. What to expect.
2. What an ad copy should be.
3. The whole process.
Understand, and accept, these 3 factors of your mailing, and you can easily come to grips with the reality of this great form of advertising. Than you can capitalize on it.
So many people have sat back shocked into utter disbeleif when the solo advertisement they purchased pulled in no results at all.
Hopefully that wont be you.
Dennis Williams II is the editor for the interactive publication: "The People" E-Zine-Forum located at IInnov.com. You too can interact with the people by: Visiting his website at http://www.iinnov.com Or you can send your ad to over 100,000 people at: http://www.iinnov.com/foreverads.htm
Related articles: "Solo Advertising: Understanding the Process" - Part I , Decide What Deserves Your Energy: High-Payoff Vs. Low Payoff Activities, Presenting
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