One Way Facebook Advertising Differs from Google AdWords

October 21, 2013

http://www.youtube.com/watch?v=_QPhd6prvEI

This is a way in which Facebook can be quite different from AdWords display network. We are Toto, I have a feeling that we’re not on the content network anymore, because not less than on the display network, you’re always learning ads that bear some relevance towards page that you’re on or are thinking about. With Facebook, you’re going to get shown ads who are not necessarily relevant to the page you’re looking on, and are generally certainly not a result some keyword i just entered.


The Power Triangle: Traffic, Conversions and Economics

October 17, 2013

http://www.youtube.com/watch?v=yGt9PYurAcI

Practically everything you ever required to know about advertising and marketing will be on this picture. Everything fits somewhere. Traffic comes to your web site. 1 of 3 get converted and once it converts it provides money. You practice the money therefore you buy traffic and you simply convert the traffic and you simply earn more capital. In the business that you are always working away at one of 3 things. You’re concentrating on traffic, or conversion, or economics.

The Death of a Father – The Release of a Son

September 26, 2009

I received this from Ken Heikkila a few days ago. For years he’d worked dumb jobs having given up hope on making a living as a classical guitarist but then discovered that on the Internet he could capture an audience and not only teach his skills to others but expand his customers’ sense of meaning and purpose.

With the passing of his father he found a new opportunity to reflect on where he’s been:

Hi Perry…

You’ve been a constant source of the future for me in the last year and a half as a conduit for my life as a musician.

for that I am forever grateful….Julie and I are indebted to you for the opportunity to make a living at what we love.

We talk about it almost everyday.

My father passed away on January 18th after a long illness and I am just coming to the point where I can talk about it.

to make a long story short, I look back on the accomplishments I’ve had with Adwords and the chance my father had to see my ‘dubious success’ in his eyes. These are life’s moments.

none-the-less, as I continue with matching keywords to ads to landing pages and see the psychology of multiple markets responding to a single keyword in various ways, I am reminded of how a father unknowingly influences the life of a child, permanently, unalterably.

I think you understand this.

Adwords is about human suffering, not about information, it’s about the search for truth and I refuse to make my campaigns anything but….

And some forum posts condemn me for it….

I have come to accept that because the overwhelming response I receive regarding this is support.

As always, I turn to you to express my feelings because you’ve been kind enough to make my story part of your fold and I am very proud of that… that perhaps my life could help another see something they would not have seen before.

A father should be the starting blocks for the fledgling sprinter in life. Good or bad, everyone of them is… in their own way, and the child always responds.. good or bad.

I chose the good…and I am glad he saw me come full circle whether he agreed with it or not.

We are all nothing but a snapshot in history and I am extremely grateful for your vision and offering a life opportunity for those who are ready to seize the moment and face the truth in themselves.

You’re messages never go unnoticed.

Onward , Perry, ever onward…life is short and I don’t intend to waste a single minute of it…and I’ve had pro’s try to keep me from myself. What a journey these last two years have been ! The release has been nothing short of amazing.

Ken Sakari Heikkila

Fathers have a profound effect on how we see ourselves and what we become in life. Ken’s father didn’t really understand him and never fully acknowledged his success. Some months ago I told him: that, in fact, may never happen. He may not get that from his dad. But he can still give that recognition to himself.

About my own dad… when I was about thirteen our family was in turmoil for a whole bunch of reasons and I had no respect for him. He was getting kicked in the head from every direction and I was happy to supply a few kicks myself.

Fast forward a few years and a lot of that stuff has been repaired but we’ve got a different problem.

Dad thinks I’m lazy.

I pretty much refuse to get a flipping burgers job and I ignore all his suggestions about job searches.

One time I did go out and fill out a bunch of job applications but when the rejection letters came back addressed to “Penny” dad could see I obviously didn’t even fill out the forms carefully enough for them to be able to read my name correctly.

Dad was on a trip once and I was keenly feeling the pressure to prove to him I wasn’t a lazy bum and I got a phone call from one of my friends. He called me and this other guy and said there was a janitorial job being offered and between the two of us, the first to arrive on the scene would be awarded the job.

I didn’t have a drivers license, but I drove there anyway. Got the job.

My older sister tattled on me.

So it was good news / bad news. Good news is, dad comes home and Perry is now in the ranks of the employed. Bad news is, he drove to the job interview illegally which is a serious offense if you get caught.

I worked my ass off at that job. Made about three bucks an hour working after school until 7pm every week night, and six months later dad says to me, “Perry you’ve proven you’re a hard worker and if you want to do something different, go ahead.”

I took him up on that offer and started my speaker building business, which sustained me through the rest of high school.

Just before my senior year in high school, the challenge was, dad had terminal cancer. We had a number of heart to heart talks before he died about all the responsibilities I would have and what it would be like without him.

About 2 months before he died, I got my first purchase order from a “real business”, a local retail store. I convinced the owner to sell a line of speakers I was making in his showroom.

This was just before my senior year. I went to the hospital and told him about it. He was beaming with pride. Within a few hours all the friends who visited him from work had heard about it. Perry starts a successful business in High School and #1 Son is gonna turn out OK after all.

That was my “father blessing” and it was a giant boost. When he died I knew he was proud of me.

That was a very, very big deal. I know that a whole bunch of men go through life having never gotten their father’s approval and are subconsciously in a never-ending mission to get it. Dad’s blessing lent me a level of confidence some people have to fight very hard to attain.

So when I read a story like Ken’s, I pay attention. Hey, the guy didn’t really get what he wanted from his dad. But before dad passed on, he recognized this as an unmet need, that he would press on in spite of it.

Now in his father’s absence, the ghost of dad is not going to haunt him and affect his actions in some way that he refuses to deal with.

A lot of people are going to read this and think “Gee, this guy is awfully philosophical.” Well, maybe.

But he sure does nail a few things:

Adwords is about human suffering, not about information, it’s about the search for truth and I refuse to make my campaigns anything but….”

Powerful observation, Mr. Heikkila. AdWords – and all advertising and all persuasion – is in fact about human suffering, not data. Not that every Google search is necessarily driven by misery and agony.

But that all of it is driven by a certain level of discomfort. Even (especially) if there’s pleasure involved.

And because of this, most marketing failures are rooted in a failure to understand the felt needs and human experience of the customer.

Furthermore, the best markets are the ones that are driven by misery and agony.

Most people are squeamish about this.

Well… your health insurance provider sure isn’t squeamish about it.

Your gas and electric company aren’t squeamish about it. If you refuse to pay, they’ll cut you off, and they won’t care all that much if it causes you freeze to death.

So why should you be squeamish about charging money for what you do?

It’s real, real hard to be successful in business if you’re not OK with the fact that you’re benefiting from someone else’s pain and suffering.

What’s important is that if you take their money, you are, at minimum, giving them a fair shot at reducing it.

Onward with more of Ken’s letter:

And some forum posts condemn me for it….

People who post on forums are generally professional bitch sessioners. Yes, I have seen notable exceptions – like once I knew a brilliant, prolific, extremely productive guy who also appeared to spend most of his time posting on message boards. He designed ingenious products and must have had an IQ of 200.

But he was an exceedingly rare exception.

Most people who hang out on discussion forums are lame-ass complainers who just like to see themselves type.

But anyway, if you squarely deal with problems rather than pussyfooting around them and selling band-aids that mostly just allow people to rationalize their mediocrity, you’re going to get criticized for it.

Ken went on to write to me:

There is a huge need for those searching for themselves in my niche and apparently that comes through to them as they visit my sites. Funny, I’m not selling my stuff as much as I’m providing a conduit for people to find their stuff. Often for the first time. Many in their 70′s and 80′s wishing they would have found me 30 years prior.”

If someone comes to your site to buy anti-itch cream or watch batteries, they’re probably not engaged in some deep search for themselves. But Ken understands that if someone’s going to pick up a guitar and commit many hours each week to practice, there’s something deeper that’s going on below the surface. It is because he understands this that he connects with his audience at this level.

This is the kind of connection that defines the difference between someone who merely has customers vs. someone who develops a cult following. The other day Mark Power was here at my office for a 4-Man Intensive. Mark is a speech pathologist from California who helps people who stutter.

We asked Mark a lot of questions about what he does and who he does it for. I saw a tendency for him to lapse into therapyspeak – talking about the various methods and equipment he uses and how it works and the methodology and procedures.

But things got really interesting when I asked him to tell me his story. What it was like to be a stutterer and why it took him so long to get rid of his stuttering (it took 30 years), what it was like to finally be free of it and how he felt while he was still struggling with it.

The story of stuttering and what it’s like to live with it is in many ways entirely different than the process of treating it. But the treatment of stuttering is part of the story of an ex-stutterer and stories must start from the beginning.

We spent the morning re-defining his sales process in terms of his story, rather than his practice. Four days later I get this email from him:

Thanks for an overwhelmingly productive two days at your house and a great night with the boys from Jersey! I implemented the Google Ad

Old Ad:

Stuttering: Get Help Now

Learn How to to Stop Stuttering!

5 Day Intensive Clinic

http://www.HelpForStuttering.org

2.0% Click Thru Rate

New Ad:

Stuttering Therapy Failed

I tried therapist after therapist And still believed it was MY FAULT

http://www.HelpForStuttering.org

9.1% Click Thru Rate

I guess not following the crowd and pushing my envelope is getting me in touch with more people

that I can help! To our success…

-Mark

This was way outside of Mark’s comfort zone. He’d never seen speech therapy sold this way. With story, with empathy, with naked honesty. He’s only seen it sold with credentials and detached professionalism.

You can see the difference – four and a half times more response. He’s going to kick his industry’s collective ass once he’s got this whole thing sorted out. Then he’ll get reamed on the discussion boards for being able to charge 300% more money per hour than everyone else does.

He also has to adjust to the reality of dissing his colleagues. Most of them don’t know how to treat stuttering and some of them still stutter themselves. By setting himself apart from them he automatically draws their ire. That comes with the ability to address human suffering more effectively than others. “No good deed will go unpunished.”

So how does the story continue? I asked Mark to tell me about his journey from stutterer to stutterfree.

Some amazing gems came out. Together we wrote this copy for his landing page:

Did they saddle you with yet ANOTHER well-meaning, ineffective speech pathologist every year in school?

Did she finish her unsuccessful attempt to “fix you” and then blame you for the failure?

Are you sick and tired of promises, promises, promises with high fees but still stuck in the same miserable place you’ve been in your whole life?

Do you HATE sitting in the back of the room and avoiding conversations and missing out on the good jobs and not meeting new people because of this embarrassing problem?

This is my story…

Hi. My name is Mark Power and for 35 years I felt like a misfit and an alien. No matter where I went, I could not escape my stuttering problem and my hatred of talking. I hated the sound of my own voice.

At my school there was one other kid who stuttered and he didn’t have a clue either. We didn’t know why we did this. We just knew we were ashamed of ourselves, and the school would set us up with a therapist every year. We would lumber through their suggestions about taking deep breaths, making eye contact, talking about how I F-E-E-L about stuttering severely, being told this was a psychological problem, slogging through two miserable years of psychotherapy…

It was a total waste of time.

My mom drove me from New York to Greenwich Hospital in Connecticut for therapy twice a week for two years and when it didn’t work, they told her it was HER fault!

On my way to the first stuttering program that actually worked, I stopped at a lonely gas station in the middle of the night. When I walked into the office to ask for the key to the restroom, I stuttered so bad that the attendant panicked (he thought I was crazy), reached into his desk drawer and pulled out a .45 automatic.

He pointed the gun at my head and I stammered, “I’m a stu-stu-stu-stu-sssstutterer.”

I didn’t know it then but the tunnel of darkness was about to come to an end. Dr. George Shames and his wonderful staff changed my life. After one week of intensive therapy I found myself striking up conversations with…. yes, even gas station attendants whom I would have never talk to before, just because I could.

(And none of them pulled a gun on me!)

Iwas liberated.

After 35 years of communication prison, I had a LOT to say. I was making up for lost time.

You will too. When you discover what I discovered: That it’s not your fault. That the ineffective therapists were trying their best but the knowledge they’d been given was inadequate.

That the system has been stacked against you for decades and only now are growing numbers of stutterers

breaking out of this old mindset and discovering what can really happen when you’re finally set free.

“For The First Time In My LIfe, I Could Say Anything I Wanted To Say.”

I want you to say what YOU want to say. Anytime. Anywhere. With anybody.

I would like the opportunity to tell you the whole story. Exactly how it happened, from the rocky road of failed efforts and well-meaning therapists to the breakthrough that de-programmed me from all these horrible lies and enabled me to set hundreds of other stutterers free. Being stutter-free for 26 years now and suddenly able to help people like you too.

I’ll tell you how we did it, what happened and how it can happen to you too.

Tell me your name and your email address and the story will begin to unfold right away.

To your success,

Mark Power

Recovered Stutterer

President, Power Stuttering Center

Want to hear the rest of Mark’s success story? Stay tuned, because I’ll tell you in an upcoming issue.

Meanwhile, seize the day – don’t be afraid to address the human suffering and the real story head-on.

Your audience will reward you for your honesty.

Perry Marshall


Mistake Numero Uno for Rookie Copywriters

September 25, 2009

A lot of beginner copywriters appear to think that copywriting is the art of making hard things sound real easy. Painting pictures of billowy clouds of ease for your prospects.

That’s a half-truth.

Cynics will be inclined to assume the copywriter is just trying to lie to everyone, but I don’t think that’s the real reason. I think the real reason is: They don’t know who their prospect is and isn’t.

If Shackleton had made any effort to disguise the hardships of his voyage to Antarctica, he would have had two problems:

1) He would have attracted a team of pansies and wimps who’d all have frozen to death or starved on the trip;

2) He would have wrecked his credibility with the true adventurers

Naturally, it’s totally ridiculous to suggest that anybody who can fog a mirror and don a parka could become a famous arctic explorer. But people do the same thing selling any number of other things. If you’re all things to all people, you’re nothing to no one.

Here’s an example from my own product line: My “Marketing System in a Box” – http://www.perrymarshall.com/inabox.htm. In theory you could apply the methods I teach in that system to just about any business. But if I position it that way, I have no positioning at all. It has modest appeal to everyone but substantial appeal to almost no one.

The positioning is greatly enhanced by saying, “If you’re in Insurance, Real Estate, Retail or Financial Planning, this system is NOT for you. It’s not for dentists or chiropractors or restaurants. If you’re in one of those businesses, you can find other systems more appropriate to your business.

However, if you sell or create hardware or software or some kind of sophisticated product; if you do high-end consulting; if you run a boutique service firm selling specialized information or knowledge… if your customers demand expertise and you know you have to present it properly to gain their trust… then you’ll be hard pressed to find a system that teaches you how to generate sales leads from those kinds of customers better.”

On a scale of 1 to 10, people have to be a 9 or better if they’re going to buy. If you’ve got “everyone” at an interest level of 5, all the copywriting magic and rosy promises in the world ain’t gonna get them over the hump. The way you get to a 9 is find a slice of your audience that’s got no one speaking directly to their unique needs and cater to them at the expense of everyone else.

Obvious willingness to ignore everyone else proves to your audience that they are in fact special. I think it’s a very good idea to make a list of things that your ideal customer is NOT. John Paul Mendocha taught me that sales, first and foremost, is about disqualification. For example:

  • If it absolutely costs a minimum of $5,000 to participate in your program, then you need to get rid of everybody else as fast as you can. Don’t be sheepish about it.
  • You will often find that the only people who actually do business with you have a desperate need to solve at least part of their problem. For people to actually give you money, they have to be dead serious. If that’s your customer, then that’s your customer. Know it and own it. For example Sunny Hills, a coaching grad who does AdWords consulting, figured out that if a client couldn’t spend at least $5,000 a month and if they hadn’t already acquired a fair number of bumps and bruises attempting to do Google on their own, they weren’t a match. Customers who didn’t match that criteria would sometimes become customers but it never turned out to be the kind of great relationship Sunny prefers to have. Hey pal, have some self-respect. Define what kind of customer is really a good match for you.
  • Let’s say you sell an herbal supplement that improves short-term memory. If you simply wax eloquent about all the ways this product helps anybody and everybody remember, I don’t think that’s nearly as persuasive as making some disclaimers: “Do not take this product if you have peanut allergies.

Also if your memory problem has any connection to Alzheimer’s this product will be of little help to you. However if your memory problems are connected to pregnancy, job or family stress or a stroke, this product makes a positive difference 75-80% of the time.”

  • Big trust factor: If your prospect knows that if your product isn’t a match you’ll come right out and tell him – it scores big points. It makes you the reference point for their buying decision. Walking away from business that’s a poor match enhances your confidence and sense of integrity.

Selling the Impossible Proposition

September 24, 2009

My top 100 customers and affiliates received a gift from me at the beginning of the year, Caroline Alexander’s beautiful book The Endurance which chronicles Earnest Shackleton’s treacherous journey to the South Pole and back, in 1914. It may literally be the world’s greatest adventure story. He and 27 men sailed to Antarctica with a team of dogs and plenty of supplies with plans to travel all the way across the continent in the summer. This would be done after preparing and exercising the dogs while stationed at the edge of the continent during the winter.

The winter went well but in the spring, as the ice melted, shifting plates of ice ground their ship into toothpicks and it sank. Suddenly 28 men were stranded in Antarctica, nearly 1000 miles from the tip of South America, with nothing but three life boats.

It took an entire year for them to get back and the story of how they accomplished this is nothing short of remarkable. Shackleton didn’t lose a single man. His story is well worth reading and Caroline Alexander’s book does a superb job of telling it.

This was no adventure for the faint of heart.

According to legend, Shackleton ran the following classified ad:

MEN WANTED:

FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL.

HONOUR AND RECOGNITION IN CASE OF SUCCESS.

-SIR ERNEST SHACKLETON

Nobody has verified the authenticity of this ad; somebody may have made this up much later.

Nevertheless it accurately captures the true spirit of the expedition and the harshness of the job. We do know that the trip was widely publicized before it happened and Shackleton received something like 5,000 applications from potential voyagers.

Please do not fail to notice that Shackleton didn’t have to tweak his story with purple prose to get a host of loyal followers. Nobody made any effort whatsoever to disguise the fact that if you went on this trip, you stood a pretty good chance of dying, freezing or starving to death.

Consider a different mission impossible – the largest single mass movement in the history of the world.

What do you do and what do you get if you sign up for this one?

Brother, sister, father and mother may hate you You may lose everything you possess If you have two coats, give one to a person who doesn’t have one If someone asks you to carry their load one mile, take it two

  • Decapitation, torture or burning at stake possible Long prison sentences
  • False friends, true enemies
  • Gigantic reward after death
  • No signup fee, but you must tithe 10% of income right off top, after trial period
  • Eternal damnation if you refuse

That proposition has had about a billion plus takers over the last 2000 years.

Hey, who said you have to make everything sound fun and easy?


The #1 Threat To You Becoming a Sharp Marketer is…

September 23, 2009

At the last gladiator club meeting in Chicago (where a lot of people told me it was like no other marketing seminar they’d ever been to) I asked for a show of hands, how many marketing email lists are they on? The number ranged from 5 to 20.

Five to twenty people in your email box every week, telling you that you must do X, Y, Z, or learn this revolutionary new technique, else risk becoming road kill on the Information Superhighway.

So here’s what happens: All those guys distract you into becoming well-rounded at five or ten things and sharp at none. It’s a crippling form of Attention Deficit Disorder. A little bit of SEO, a blog, some videos on You Tube, a bunch of links on del.ico.us, website copy that you were given permission to swipe from somebody’s e-book, a frustrated attempt at an AdWords campaign, that’s currently on pause. Hundreds of hours of work, yet…

Nobody exactly knows how well the site converts, only that it generates a sale every now and then.

There’s not a strong sense of confidence or conviction about the product itself and there’s no “psychic connection” with the customers because there’s no one place where customers come from and there’s no one profile for the perfect customer.

So what’s the solution? Hey baby, we’re missing the boat with all these new social networking sites, let’s join a coaching program where they’ll teach us how to master that and six months from now this biz will be at an entirely new level.

It’s a never ending stream of something else, something else, something else and success is always elusively waiting just around the next corner.

The solution to that is really simple:

Know your customers so well, you know exactly where they’re hanging out and exactly what they’re saying to each other and themselves.

Then master ONE way of getting traffic until you’ve got it nailed.

Master ONE way of converting traffic until you’ve got it nailed.

From that point forward, everything else you do will proceed with confidence and security. You won’t be a victim of Marketing Attention Deficit Disorder anymore.

Seriously, this is how my successful students make it happen. They focus on two or three areas – which by the way is usually 1) creating an offer that truly resonates with their audience, 2) mastering the craft ofone traffic source, and 3) perfecting one sales funnel by whatever means necessary.

Then their business gets over that maddening hump and suddenly success isn’t around the corner anymore. It’s in their hands.

There’s no point in diversifying your investment portfolio until you’ve first found at least one investment that pays off. Making these investments pay is really a matter of focus.

You’ll notice the lists of ways to get traffic and convert it are pretty long. There’s a lot of flexibility in terms of how you go about doing this. Some of my customers are very analytical and they love spreadsheets and graphs and columns of numbers and they run tests and it’s all a big science experiment. James Prout comes to mind… he sells legal forms on his website and he has methodically tested dozens of combinations of colors, layout, copy and offers and got his business over that hump. Brought his wife home from work and biz is screaming.

Others are all heart. They struggle with the technical stuff but they can describe their customers’ angst with empathy and conviction. All they need is to get the prospect to listen for awhile and she’s hooked. A perfect example of this is Ari Galper. Honestly, Ari doesn’t have a mathematical bone in his body. He built his business on empathy and personal connection and those fingerprints are all over his work. Why should he try to be a math guy when his people skills are already off the charts? He can build those even stronger.

There’s no one right way. There’s just your way. And whatever it is, it’s going to flow from your innate strengths, the ones you already have. So when you look at the long list of tools you “should” use and things you “should” do, please understand: SEO is not for everybody. Live Chat is not for everybody.

Writing articles is not for everybody. But there are some things on the list that are very much you.

Special Club Members Consulting Call-In Day: Monday, April 14

Renaissance Club and Mastermind Members can call in for a free 10-minute consultation (value is $121.00 at my standard hourly rate) on Monday April 14. This is like a radio station: If you get a busy signal, keep trying until you get through. If you get in you get 10 minutes to talk about whatever you want to talk about. If you’re prepared before hand and have your questions ready to go, we can get a lot done in 10 minutes. Visit http://www.perrymarshall.com for more details


Well-Rounded vs. Sharp

September 22, 2009

At this point you are not a well-rounded marketer, you are a sharp marketer. Hey, you wanna be wellrounded or you wanna be sharp? Well if you want to put bread on your table, start out being sharp. Don’t be all things to all people, be one thing to a very small population of people, and be that thing to the nth degree.

Every semester at the beginning of my Bobsled Run, I tell everyone: “If one year from now you are still getting almost all of your traffic from Google AdWords, I will have failed.” I don’t want my students’ entire business to be entirely dependent on one source of traffic, and to still be in that place a year later is to have missed the entire point of the course.

Because the point of the course is the Unlimited Traffic Technique and the Traffic Conversion Anvil.

You take one steady, predictable source of traffic (AdWords is one of the few that matches that description) and perfect your sales process. You get your Visitor Value higher than all your rivals and then every other kind of traffic converts better.

Once that is in place, then you do Search Engine Optimization and buy Yahoo clicks and recruit affiliates and do publicity and publish articles and all that other stuff. Your traffic swells like a rolling snowball. And you achieve market dominance somewhat naturally.

Then you are a multiply-sharp marketer.

Still, I contend that realistically very few people are ever going to master all those other traffic sources.

You yourself will probably only get really good at two or three of them. Me, I’m really good at AdWords and email relationship building. A distant third is affiliate marketing, which brings me a ton of traffic, but that happened almost naturally because I applied the Unlimited Traffic Technique and because I’m in a market that’s got affiliates all over the place looking for something to promote. I’m not actually a “master” of Affiliate team building like some people are.

Don’t miss the point that tapping into other peoples’ skills plays a huge part in this. That’s the beauty of affiliate marketing, by the way. If you’re lousy at Pay Per Click, that’s OK as long as you have an affiliate who’s good at it. If you want an article distribution strategy you can always hire someone who likes doing that stuff. That person is not necessarily all that expensive to get.


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