The Wrong Way to Use Solo Ads

Share on facebook
Share on twitter
Share on linkedin
Share on pinterest

Solo ads work beautifully. I love them.

So why do so many people walk away after trying one or two and conclude they don’t work? 99% of the time it’s because they’re using solo ads wrong. I did too when I first started out. It wasn’t until later that I learned I had the wrong focus. That, I believe, is why many people today fail to get the results they expect. They’re shooting for the wrong thing.

Solo ads? What’chu talkin’ about?

Solo ads are a very effective type of marketing. Essentially, you pay a list owner (who we have named Jimmy) to send your ad copy to his email list. If this is new to you, head over to the Introduction to Solo Ads and catch up first.

Don’t make this solo ad mistake

Why do so many newbies fail to succeed with solo ads? I submit to you that they have the wrong goal.

They skip right to trying to make a quick buck and don’t think about the long game. That’s the hangup.

Here’s what I’ve seen people do – and fail miserably. They write a lovely email solo ad and link directly to an affiliate page. There’s no attempt to capture a lead. Maybe they get a few sales. Maybe not. After the ad runs, that’s it.

If they don’t make any sales, they conclude the ad was a total failure, that solo ads suck, and they’re taking the ball and going home.

But hold on a minute. That’s the wrong approach.

A better way

I submit to you a radical idea. If you want to succeed with solo ads, your immediate goal needs to change. Yes, of course you want to make money. Naturally, you want to earn those shiny affiliate commissions. But that shouldn’t be your immediate goal.

Solo ads are NOT a way to make quick money. Solo ads ARE a great way to build an email list.

At the top of this post I said solo ads work great. They do, and I stand by that comment. They are great for getting eyes on your opt-in page and building a list of email subscribers.

Why is this better?

Building an email list is far better than using solo ads to try to get one-off sales.

Capture a lead

  • Get someone on your list and ready to receive periodic emails from you. Now you can email him or her over and over instead of once.

Using a solo ad, you can email someone (who we’ll call Alfred) one time. If Alfred is your subscriber, you can email him as many times as you want (within reason, of course.) No longer is he an unknown quantity on someone else’s list.

Alfred has subscribed to you and what you have to offer. Sweet.

Establish a relationship

Now the fun can begin. Now that Alfred is your subscriber, you can start building a relationship. Teach him to trust you and to expect more good stuff.

From whom are you more likely to make a purchase?

  • From an unknown, shady character on the street
  • From someone you know and trust

If you picked the former, you’re far more adventurous than I am. Most sane people will always opt to buy from someone who is known and trusted. The same principle applies here.

Someone will be far FAR more likely to buy from you if he has a positive, trusting relationship with you. It’s critical to build a relationship with your list.

This industry lives or dies on relationships, trust, and teamwork. Don’t sabotage your business by neglecting the relationship.

  • Help him or her reach his goals. Get to know him. Work together in the future.
  • This industry thrives on teamwork and networking
  • As someone learns to trust you, they will be far more likely to buy what you’re offering.
  • Who are you more likely to buy from? Someone you know and trust or a random guy with a shop on the side of the highway?

Create a repeat customer

  • Once you have a relationship, help your subscriber find other products and services that would be helpful to him.

Build your business

Look, getting affiliate sales is cool and all. We all want that. But if you’re selling to the exclusion of building your list, you’re building someone else’s business – not yours.

As you get more and more subscribers, you can still promote affiliate products, but you’re building your own business.

  • When you promote an affiliate product, you might get a sale, but you aren’t building your business. Promote affiliate products only after you have captured a lead.
  • Promoting affiliate products first only builds someone else’s business.

Solo ads DO work. But you have to use them correctly.

Using solo ads incorrectly can cost you time and money. You’ll be disappointed with the results, and you’ll walk away thinking they’re a waste.

The key to solo ads is to build your list. Send traffic from a solo ad to your squeeze page and get an email subscriber. Focus on building your email list first.

If you can’t or won’t do that, then you shouldn’t use solo ads. Period.