Recently our website had one of the “gurus” test out our Solo Sweepstakes program. Frankly, it was sort of exciting to know we were about to be, or could possibly be, put on the hot seat. We didn’t hold our breath LOL, but truly it was a kick!
With this order, as with every single order we’ve ever had
and ever will, we wished this advertiser the very best. We
like to help people succeed!
The results of his “experiment” because admittedly that’s
what it was, were “just less than break even” at best.
I guess for some of us a having 1 person out of 130 buy
a $97 product might appear to be nothing. But that translates
into 0.76% conversion rate. Not too many of us ever hit that
high - especially not the first time out.
Let’s also consider that this was a totally cold market.
Most of us would consider that to be, well, satisfying
by way of a return on our investment - especially ordering
only one group, trying only one ad, and running it only
one time. The advertiser didn’t quite see it from my point
of view, but I also know we weren’t totally flamed either -
and I thank you for that *smile!*.
Positive results…
On the plus side, his experience by tracking his ad showed
us that a feature we thought to be a plus, sending traffic
physically to a website, definitely works for some but not
for others. Yep he has the numbers to prove it - and so
should all of us! - so we now offer free ad tracking and we
set it up for you.
Okay then, let’s take one possible look at why a $119 order
generated only one $97 sale.
First, this was not targeted advertising. This was the
same solo ad sent to six well-known and respected
ezines of varying interests, styles, and formats to run
one time - and basically (because, hey lets face it) hope
for the best.
The solo that was chosen as the “guinea pig” had the
subject line: Ezine Publishers & eBook Authors.
Okay then, this is a very specific, narrow ad, sent to
six ezines with a wide-range of readers. Hmmmm….
My first impression is that this sort of program would
have received better attention as a simple 6 line ezine
ad - well placed in numerous ezines. We have over 150
of those to choice from, broken into interesting and lively
groups and it costs less than this solo. Numerous
advertisers return to advertise on a steady basis (thank
you!) so I’d say it’s safe to say it must work.
Know your market. Learn what works best and where!
Most of us don’t have the luxury of relying on our names
to assist with sales. Another harsh but true reality -
which leads me now down the inevitable road where I say,
like I always say (over and over because this IS the truth,
and I believe we all know it), the responsibility of sales
rests in YOUR hands. Plain and simple fact.
If it is, as these big guys have you believe, easy enough
to sell virtually anything online, it is very interesting
to note that one of the major “themes” of software programs
and program recommendations by others IS how to put a good
salesletter or ezine or ezine/solo ad together. I’ve used
them myself with tremendous results - for the right
situations.
They also let you know in no uncertain terms that what you
SAY and HOW you say it will make or break your sale -
and to believe that the right words in virtually any market
will sell virtually anything to anybody.
Hmmmm… okay…
Perhaps the choice of product?
Take a look at the testimony on our solo sales page.
This wonderful woman returns on a regular basis, having
had fantastic results with what she was selling - and we
have many, many others. She found what works for her, and
she runs with it! Different products…
It all depends on what you are selling, when you are
selling it, and how you get that across to your fellow
readers. Plain truth.
There also is no denying that the ultimate responsibility
for anything in this world, including your own advertising,
rests with YOU and only you. Big or small, you.
Look closely at your program or product, your overall
market type, and above all else - your ad - decide where
and how to promote and get out there and do it! Discover
what works for you and your products - no one can tell
you that - not for 100% fact - because they don’t know
YOU.
Okay, so we’ve got one order, one time, with one sale and
an almost break even accomplishment. Hey, I’d say not
bad!
Advertise. And then do it again and again and again.
Ezine publishers are there to help. Just ask!
Longevity. One shot wonders are few and far apart.
Personally name brand yourself, they’ve done it.
And hang in there with integrity.
Just don’t shoot the messenger.
© Theresa Cahill - All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below.
ABOUT THE AUTHOR:
Theresa Cahill, a two decade veteran of marketing, is the owner of http://www.mywizardads.com and invites you to take a look at the services of MWA and download fr.ee helpful information and more at http://www.mywizardads.com/sitemap.html
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