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What's the Purpose of a solo ad?

By Tim Bossie
Posted Saturday, August 7, 2004

Purpose. Webster's defines it as a result which it is desired to obtain and which is kept in mind in performing an action.

Whatever we do, especially in business, needs to have some sort of purpose behind it. Something that makes it all worthwhile that, according to the definition, is "kept in mind" while performing the action.

What's the purpose behind advertising? Of course there are several, but the main purpose is to make people aware of your product so they visit your site and buy. We can make is as involved as we want, but it's really that simple.

And in that advertising there are several things going on. Guess what?

They all have a purpose too.

Sometimes that purpose can become clouded because we are set off in trying to put "something" out there to say we are advertising.

Yes They Do Have A Purpose

One of the things that people will always try to put together on the spot is a solo ad. Why? Well, I think it's because they don't really understand that a real purpose is being served when you advertise with solo ads.

Actually there are three real and distinct purposes that you want to "keep in mind" when actively using solo ads to promote your website or product.

Widespread Name Recognition

Solo ads offer an extremely unique way to make people aware of who you are, what your product is, where your website is, and that it's open for business.

Without even having bought the product, I certainly know who Joe Kumar is. I didn't see it on a website, search engine, or even in an ezine issue. I have become very well acquainted with his name and what his product is by the very numerous solo ads that
invade my email.

How many other millions of people also received that same ad, over and over again?

With a solo ad, more than any other advertising tool, you can literally reach out across the world and let people know of the who, what, and where of your website and product.

Build A Strong Customer And Mailing List Base

With that widespread recognition and awareness of your website, comes a lot of visitors. Those visitors are building the foundation, or base, to your online experience.

See, by putting an opportunity for people to sign up for your mailing list, newsletter, course, report, free ebook, or whatever else you may give away to capture their email address, you're building an avenue to which you can keep communicating to the same people on a regular basis.

This communication is essential to first time sales and sales of new products you may develop in the future.

Maxmizing Your Profits

I like to think that the first purpose, "Widespread Name Recognition" is the main objective, and this is the "fun" purpose behind a solo ad.

This is how you make your money. Of course money is made through sales, either at the initial visit or by collecting an email address, but you also make money another way.

And that's in maximizing your profits and not spending it on more advertising.

Solo ads have a great affect on lowering your overall advertising budget.

Here's how.

Let's say you advertise in a large ezine with 50,000 subscribers.

With a well written ad you can easily reach a high conversion rate, 40%-50%, and land 20,000 - 25,000 visits. (Yes, it can be done and I detail how in "How To Reach Higher Profits With Solo Ads")

Let's say you collect 10,000 email addresses. That's 10,000 people you don't have to pay to advertise to again! That lowers your overall advertising budget and MAXIMIZES your profits!

When creating a solo ad it's extremely important to "keep in mind" these purposes when writing the ad. Doing so will dramatically improve your sales for a long time to come.

About the Author
Tim Bossie lives with his wife and three children in Northern Maine and details more about creating powerful solo ads, by using a simple seven step formula, in "How To Reach Higher Profits With Solo Ads" at (
He's even giving away free solo ads!


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