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. |
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