"Solo ad" goes belly flop. Film at 11

Hi folks, just found this very nice forum & recognize many names here. Got a question for you.

I've got a small little email list (less than 200) that I've been pulling together from my site over the past few weeks.

I mailed a special offer to that list and about 8% of my subscribers made a purchase from that offer.

So, thinks I: "If I could mail that email message to some other list, mayhaps I may see some interest, if only a fraction, from folks on that list."

Thinking thusly, I sent an identical message via a solo mailing to a list much much larger than my own piddly little list.

Results: 0%. Oh, well....

Of course, this again points out how valuable your own "in house" email list is, but still I wonder... WHY no response? Sure seemed like a good list match up to me (at least when I bought the durn thing.) Do people "toss" "solo ads", or what?

Just wondering what your observations may be on the subject.

Best Wishes,
Jim Erskine
Homeway Press


Homeway Press: some nifty LOCAL businesses that will work in YOUR community

Hi Jim,

As one of those who is on your list, but didn't
respond, I can at least offer an opinion.....

For me, the reason was timing--January 2 was just the wrong time of life to get my attention--kind of like waking me up at 2 am with an offer I just can't refuse.... This morning, I was cleaning out my email, and came across your offer again. Apparently, I was interested enough to not trash it, just not thinking clearly enough to take action...

I had just purchased your Christmas book project a week or so earlier, and had planned on acquiring some more of your work later on. So, I was a bit annoyed this morning to learn that I had missed out on this "solo offer."

I just now looked at the offer again, and while it was a crazy offer, you did a good job of giving a credible reason why. Anyone who has read any of your reports would have known that they were going to get more than their money's worth.

And that may be a key reason why the outside list didn't pull any orders, if you used the same copy for the outside list--it kind of ties in with the discussion that Jim Straw started about offering too many bonuses. Offering all of your products for the price of one would have the effect of cheapening the perceived value to someone who doesn't know you or your work.

If you want to try another mailing to an outside list, you may need to push more buttons in the copy. Find a way to get them to your website where you can sell them again.....(maybe a free report that they have to register for....)

Since you said in the copy that the offer wouldn't be repeated, you probably shouldn't send it back to your in-house list, but I know that I'd probably take advantage of the offer if it came around again.....(the one I'm really waiting for is how to publish a successful magazine from the comfort of your living room!)

Best,
Dave
=========

Dave,

You're right, you're right, you're right.

See my reply to Gordon. I assumed a bit too much, and to an audience that didn't know me, probably came across as a wild-eyed "Crazy Eddie" style promoter. (Hmmm... I even LOOK a little like "Crazy Eddie"...) My offer was truly "INsane!"

I've learned my lesson on this one. Now only 999 more mistakes to go this year and I'm in the clear! : )

Best Wishes,
Jim Erskine
Homeway Press