The single biggest lesson I’ve learned Internet marketing over the years, and buying solo ads in particular, is that you need to know your end users better than anyone else.
It’s more important than your funnel. It’s more important than your squeeze page, and it’s more important than any followup sequence you’ll ever craft.
Because if you don’t know your end users well enough, and if you don’t know about the typical run of the mill solo ad end user, nothing you ever do will sing the right notes.
And, if you know your end users and study them well enough, you’ll connect better than anyone ever will, because 95% of marketers never bother to know their end users to the point of necessity, which is something I advise for you to endeavor.
So, know your end users.
How do your end users talk? What frustrates them? What keeps them up at night? What do they need to believe in order for your solo ad funnel to be successful?
What do they need to believe about you? What do they need to believe about your product? What do they need to believe so that they buy your stuff?
Have you ever played dungeons and dragons? I happen to love dungeons and dragons.
And in dungeons and dragons there’s something called a paper doll. The paper doll represents your character.
It represents what class they are, what they wear, what type of clothing they’re wearing, and it can even represent other things such as their alignment, their race, where they live, and other attributes that tell you everything about them.
What you would be wise to do, is develop a paper doll for your ideal end user, and then cater every single marketing aspect for that paper doll for each solo ad campaign that you ever produce.
This will help target your marketing efforts tremendously.
Suddenly all of your give aways, all of your squeeze pages, all of your email copywriting will be specifically for that one paper doll.
Because remember earlier I talked about the 20/20/60 rule. 20% of people are going to love you.
Well, that 20% of people who are going to love your content, should be represented by your paper doll.
That paper doll is your target market.
It’s important for you to realize that I’ve actually polled thousands of end users, and
I’ve received so much valuable responses from solo ad recipients over the years, and I want to share the general gist with you regarding what I’ve learned.
I’ve learned that the average solo ad recipient, meaning the person who will be joining your list from solo ad traffic, these people are typically hard working, just average people.
They’re not advanced marketers, they’re not looking for advanced marketing tactics.
They are however looking to make money online, they’re looking for self-help stuff, they’re looking for weight loss ideas, and they’re looking for anything that your average human would look for.
I’ve had leads generated from solo ad traffic tell me how they’re frustrated that they don’t have enough money to buy their grandchildren Christmas presents.
I’ve had leads generated from solo ad traffic tell me that they’re struggling authors, and they’re just not selling enough books.
I’ve had leads tell me that they’re not generating enough traffic, and they’re so frustrated that nothing’s working in their business.
And that’s another aspect that’s important for me to tell you; that the average human on the planet, is hurting.
Most businesses are failing, as you know, probably over 95% of businesses are ultimately failing.
So if you can actually help people, and if you care about them, and if you actually empathize and offer your assistance, they’ll be on you like a duck on a June bug, and they’ll thank you for your help.
My advice is to remember that on average, you’re dealing with very broad traffic in the solo ad niche.
So, if you visit a popular solo ad marketplace, odds are you will not have much luck promoting something that’s very niche.
If you’re promoting a solo ad funnel that has to do with making money, health, wealth or sex, you’ll probably be in the right market.
But if you’re selling trombone lessons for people who live in Connecticut, clearly you can see how this might not work.
The more specific your niche, and the narrower your niche, the more you’ll have to seek out unique solo ad vendors.
Does that make sense?
So if you’re promoting a mass market offer, you can have luck with solo ads just by buying solo ads from any reputable marketplace, but if it’s a very niche offer, you probably won’t have much luck, and you’ll have to put in more work finding a targeted list.
So, in summary, remember to always have and always be working from your paper doll, and always remember who you’re trying to target before you spend a red cent on solo ads.
And I want to stress once again knowing your end users. I have some killer tricks on
how to really dig deep and find out what your end users want, and I’ll reveal this in a later post.
For now, start thinking about your paper doll. Imagine what your end users want. What would make them happy? What do your end users need to believe to buy from you? What do your end users need to experience so that they like you, trust you, and open your emails regularly?
To be honest this one thing will make every entrepreneurial endeavor 10 times easier for you in the future.
So practice honing in on your end user demographic, and ask yourself what drives them. Spend time reading what they read, find out what forums they hang out on, and see what they ask. Check to see popular questions they ask on Yahoo Answers, and check to see what they deem to be credible advice. Read reviews for books your demographic reads on Amazon, read the good reviews and the bad reviews.
I tell you, reading a bad review can often times reveal 100x more than a positive review, because a negative review tells you what they hated, so this allows you to potentially fill some gaps in your marketplace.
Another way this helps you tremendously is with all of your copywriting, especially email copywriting.
In the future, when you practice writing a promotional email, or a relationship email, pretend like you’re writing one on one to your paper doll.
It’s something I’m doing all of the time.
It doesn’t matter if I’m writing a solo ad swipe or a blog post or an email to my list. I’m always talking to my paper doll.
And, if you like my content, then you are my 20% target demographic.
The same goes with you. So never be afraid to target your end users in this way, because those who matter don’t mind, and those who mind don’t matter.
I’m going to into more detail specifically in regard to email copywriting that’s so easy to master and a copywriting strategy that will always work, so for now don’t worry about email copywriting but just remember that you should always be writing to your paper doll, because that’s your magical 20%.
I’ll see you in the next post.