...his new product and thatrecommendation? Guess what... those are solo ads.Maybe not like you're use to seeing... the hypey, do this nowtype of ad. Nonetheless, they are solo ads. And they still work.A client of mine and I were talking the other day about hisadvertising campaign that we recently worked on and how amazedhe is about the performance of the solo ads. "I have to admit, Ireally didn't want to waste the money on this type ofadvertising. But, when the results came in.....

.... well, can youwrite a few more?"Solo ads are here to stay and I truly believe that there isn'tanything available yet to replace them."Why are your ads so effective?"That's what someone asked me the yesterday. Luckily, I'vealready been thinking about it and could immediately tell themmy personal ad writing tips for successful solo ads.Be Conversational With Your Solo AdI love the new direction that solo ads are taking. Actually,I've been writing ads this way for quite awhile now and it seemsthat it is really beginning to take off. Remember, the questionat the beginning of this article about the emails you receivefrom the top "experts"? They don't really seem like ads do they?I mean, we know they are, but it just isn't your regular "hypedup, buy this amazing product now" type of ad. It's more... well,conversational. It feels like the person sending the email (ad)to you is talking to you.Powerful isn't it? I have never, and I say this with allhonesty, bought anything from a short solo ad that "forced" meto visit a site. But, I do feel compelled to visit sites fromads where I feel like they really care that I visit this site.And I know it's an ad!Personal, conversational, relational. Write your ad like you'reactually sitting across from the person or talking on the phone.Target Your Ad To Fit Your ReaderSo many times I see ads for products that I am not even remotelyinterested in (and I'm interested in a lot of things). I askmyself, why am I receiving this ad? Yes, I might subscribe tothe ezine, but why would this person be advertising this productthrough this mailing list? It's a huge waste of money.The most important principle of advertising is targeting youraudience for the best possible results. So, it would only belogical to do the same thing with the actual ad itself.Write the ad to fit your reader, not your product.So many ads are written to tell about the product, what it cando, and how many special features it has that makes it worth thehundreds of dollars they're asking for it.The thing I've been doing recently is placing a tremendousemphasis on narrowly focusing the ad to fit the reader. What dopeople in this niche need? What are they feeling right now? Whatwill help them the most?For example: Let's say you are selling an ebook about t-ballpractice drills. In writing the ad I would focus on oneparticular audience... new coaches. I wouldn't even begin to tryto satisfy all people. Just one narrow focus.The ad would then take on a life of it's own. Instead oflimiting your creativity, the sky is the limit. You could writefrom the emotion of a new, bewildered father who is stepping into coach because no one would. Or, set up the ad like a personalletter from one "new" coach to another describing a greatresource that really helped.Focus your ad to fit the reader.Solo Ads Work Best In The Third PersonThis ties into the previous "secret".I have found that the solo ads that work best are not the onesthat are written for your own product. What I mean by this iswhen you write an ad for your own product, you shouldn't writethe ad like you own the product. Write it in the third personpoint of view. As a recommendation.The last couple of years I have been extensively testing thistheory. I have an ebook that I wrote on how to write solo adsthat I wrote several ads for. Actually about thirty. Like Isaid... testing.Anyway, I tested out a lot of theories and writing styles andthe consistently high click thrus and conversion rates came fromthe ads that were written in the third person. The ads that werelike I was recommending my own ebook, instead of saying "buy myebook", outperformed the other ads... most of the time by 50-75%.If you're struggling with your current ads start using mypersonal secrets to write some new ones or rewrite your currentones.