Solo ad copy is the part of this business nobody asks about and it decides more of your result than the tier you picked or the number of clicks you bought.
I write the email for every single order that leaves here. Not a template with your link dropped in. Not something you sent me that I forward unchanged. I write it. Twelve years of doing this has taught me that the ad is where a campaign is won or lost, and it happens before anybody ever sees your page.
So here is the actual process.
This surprises people and occasionally annoys them, so let me explain the reasoning rather than just the rule.
You know your offer. I know my subscribers. Those are two different kinds of knowledge and the email needs both.
You know what your product does, who it helps, what makes it different. I know how the people on my list read, what subject lines they open, what phrasing makes them click and what phrasing makes them scroll past. I have been watching them respond for years.
When a buyer writes the email, you get copy that is accurate about the offer and blind about the audience. It reads like a sales page compressed into an inbox. My subscribers can spot that in half a second and they do not click.
When I write it, the ad fits the list and points at your offer. That is the combination that produces a click from somebody who is actually interested rather than merely curious.
Not much, and none of it is copywriting.
Your destination URL. Where the clicks go. This should be a one field squeeze page, not your affiliate offer. If you are about to send me an offer link directly, read Solo Ads for Affiliate Marketing first, because direct linking is the most expensive habit in this business.
What the offer actually is. In plain language. Not marketing language. Tell me what somebody gets and why they would want it.
What is on the page they land on. The promise, the headline, what they are opting in for. This matters enormously and I will explain why in a second.
Anything you want said or not said. Claims you can support, claims you cannot, anything your program requires or forbids.
That is it. Four things. You are not writing subject lines at midnight.
Here is the piece that gets missed entirely.
The email and the squeeze page have to make the same promise. If my email gets somebody excited about one thing and your page offers something adjacent but different, that visitor hesitates. Hesitation kills opt ins. They do not consciously think "this does not match," they just feel a small friction and close the tab.
When the ad and the page line up, the opt in feels like the obvious next step. The visitor already decided on the click. The page just confirms it.
This is why I ask what is on your page. I am not being nosy. I am writing toward it.
Remy LePage ordered Mixed Tier and came back with a 40% opt in rate. I cannot promise anybody that number, and his page was his own work. But that kind of result only happens when the email and the page are pointed at the same thing.
The specifics change per offer, but the shape does not.
One idea. Not a feature list. One reason to click. An email that tries to communicate five things communicates none of them.
Written for someone who is scanning. Nobody reads their inbox carefully. Short lines, short paragraphs, the point up front.
Curiosity that is honest. There is a version of curiosity copy that gets clicks by hiding what the offer is. It works, in the sense that it produces clicks. Those clicks arrive confused and they bounce off your page, and you paid for every one of them. I write curiosity that points in the right direction so the click comes from somebody who roughly knows what they are walking into.
A clear single action. One link, one instruction. Not three links and a P.S. with a fourth.
No overclaiming. I will not write a promise your page cannot keep. Partly because it is dishonest, mostly because it is bad business. My subscribers remember what I send them, and the moment I start sending them to pages that do not deliver, the list is worth less to every buyer including you.
Writing the ad myself is also quality control on the traffic.
A click is qualified by the email that produced it. If the ad is vague, the click is low intent, and low intent traffic produces opt ins that never open anything again. Real clicks from real humans that are worth nothing. That is the failure mode I described in Cheap Solo Ads, and a lot of it traces back to lazy copy rather than a bad list.
Seth Johnson makes the point better than I can. The thing he says about my traffic is that the subscribers he gets actually open his emails. His breakdown is here.
I handle the email. Your side of the match is the page and the follow up.
One field squeeze page. One promise, and make it the same promise I am pointing at. No navigation, no exits, nothing to do but opt in or leave.
Follow up sequence written and loaded before the traffic runs. Clicks start arriving within 24 hours of the order, so if the sequence is not built when you order, you are already behind.
Mail new leads twice a day for the first 30 days. They are at their most responsive right after opting in, while the reason they signed up is still fresh.
Seth's and Remy's results are their own. Your results depend on your offer, your page, and your follow up.
Order 500 clicks for a first run. It is the minimum that gives you viable data on both your opt in rate and your sales, which means it is also the minimum at which you can judge whether the ad and page combination is working.
Send me the four things: destination, what the offer is, what is on the page, and anything I need to avoid. I will write the email.
Place your order here and let me handle the copy.
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