What You Should Know About Writing Solo Ads To Market An Online Business

Advertising on the Internet can be accomplished with various methods and strategies, but solo ads offer a powerful experience to those who understand its potential. A solo advertisement by definition, “stand alone ad,” that starts with a great headline and opening often lapse into information overload when it comes to presenting the solution. Mastering a solo ad writing plan will significantly raise readability and help you get out of the overload pattern so that your ads are more effective in delivering a persuasive message.
 
The heart of the solo ad is your solution. Your readers will be eager to read it, if you have increased their appetite by first discussing their needs and the probable outcomes of meeting those needs. However, falling into the technical style of writing that characterizes most write-ups will accelerate confusion and cause the reader to not fully understand your message. Take a look at some old solo ads, particularly the sections where it describe products or services. Do you see long lists of bullet points, the so-called “features” of the benefits? If so, these are informative, not persuasive, and most of your readers are probably skipping these parts.
 
To present your solution in a more friendly and persuasive way, start by presenting your recommendations in two to three strong, focused paragraphs. You want to start by presenting the solution in general terms, focusing on business at hand rather than details of execution.  Emphasize why this solution is right for the reader. Mention a couple of strong differentiators that set your benefit apart and make your recommendations the right ones. To focus on what matters, write from the reader’s point of view and move from general to specific.
 
If possible, attempt to recommend the solution in a single sentence. Focus on functionality and not operational or technical issues. Meaningfully, in the first sentence, tell the reader what your solution will do for them, what they are getting, and why it’s the right approach. Explain the recommendation in another sentence. In the next couple of sentences, focus on at least one detail that relates to your uniqueness, relevant expertise, or depth of experience. Focus on how you will do the work and what the results will be. Provide two sentences which state relevant differentiators that set your company apart from others who provide this same kind of product or service. Indicate why these add value for the reader.
 
Present the features in the context of the reader’s needs or problems. But, remember that readers do not automatically recognize that the solution you are giving will give them are the results they want. Particularly in a highly complex or technical environment, you must link the outcomes of what you are saying to the elements of your solution. You must also consider the possibility of the reader asking the question; “Why?” This means to not mention a feature without linking it to the reader’s issues and to the benefits that feature will provide. A feature is a component of the solution, but a benefit is an impact on the reader’s interest they will find desirable.
 
This pattern will make it easy for your reader to see instantly that what you are offering truly is a solution, because it’s presented in the context of their problems or needs. After you’ve shown how the customer’s needs are being addressed, you can move into a more traditional description, going through the important details of your product or service in some logical order. If the reader starts to skim, never mind because you’ve already made your point persuasively.
 
Writing solo ads might seem difficult, especially for those who have trouble reading. The most important thing to remember is to write your solo ads for the right grade level. Most marketers do not even consider this. The Flesch Reading Ease and Flesch-Kincaid Grade Level numbers will help determine what grade level you should be writing for. The Reading Ease score is based on a standard of 100. The higher the number, the easier the writing is to understand. In business writing, which includes advertisements, a good score would be somewhere between 50 and 70. The Flesch-Kincaid Grade Level measurement calculates the complexity of the writing with the equivalent U.S. grade level of education the reader needs to read the particular message easily.
 
Internet marketers must understand that content and readability are different, and this strictly is a measurement of the complexity of the writing. It does not mean the content is appropriate for someone at that level. What is the right level for your solo ad? Aim for a grade level equivalent of 8 or less. That’s approximately the level of front page articles in Southern Living and Variety. Other parts of the solo ad could increase a little higher than 8, but 10-12 is the danger line. If the grade level is higher than 12, you must simplify the writing. Unfortunately, there have been solo advertisements that had readability scores above 20. Stay simple and let your normal voice speak loudly with words in your next solo ad.
 
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Abe Cherian is the founder and CEO of Multiple Stream Media. Abe believes that no matter where you are now, whether you’re a startup, whether you’re looking for a business opportunity, or whether you’ve got a product or service, you can use our integrated solo ad strategy to massively catapult your online business achievements and multiply your prospects many times over. Visit http://www.rent-a-list.com for more details.