This morning I was discussing with another ezine publisher about a solo ad submitted by one of our customers. The P.S. of that solo ad was “The squeeze page may look a bit dull, don’t worry, X [= un unknown marketer] does that very often. Hehe!” and the squeeze page was indeed quite awful.
My fellow publisher thought that adding that P.S. to the solo ad is a big mistake but I completely disagreed. I definitely think that using an awful web page cannot get you too much, but let’s discuss the situation as it is. Let me tell you the reasons for my disagreement and then let’s see what we can learn from this situation …
Fact: Some people will never ever buy anything or signup for a mailing list if the web page is awful. For those people, whether the PS is there or not … it doesn’t matter, they won’t signup anyway because of the awful web page. That’s why in the cases analyzed below we won’t talk about these people. Regardless the PS, they are a lost case for our advertiser.
Case #1 – The ad with the PS – When someone reads that PS, she or he knows what to expect when clicking on the link from that ad. The reader is warned: there will be an awful page. If the reader clicks on the link, there will be NO SURPRISE: the page is exactly as promised – awful. The reader won’t feel like being cheated. She or he may or may not read that text from that web page and she or he may or may not signup.
Case #2 – The ad without the PS – The reader who clicks on the link and lands on that web page will have an UNPLEASANT SURPRISE: an awful page. That would be the worst case for the advertiser. An unpleasant surprise for the visitor almost guarantees a disaster.
What does the above short analysis tell us? The poor design reduces dramatically advertiser’s chances to succeed. But if the advertiser tells the truth upfront like in that PS, then the advertiser has some chances to get a bad result instead of a very bad result. That’s an improvement, even if you don’t see a big difference between a bad result and a very bad result
What is the conclusion? Telling the truth in advertising is not only a legal requirement but sometimes it also helps you improve your results!
To Your Ezine Advertising Success!
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P.P.S. Recommended reading: Ultimate Guide to Solo Ads