I found this funny post (“posted by X”) on adwordsincome.blogspot.com:
The Perry Marshall Big Bang Theory
I’m going to be honest, OK?
I’m just sick of hearing “Google Adwords” and “Perry Marshall” in the same sentence.
No offense Perry, but really. Is Perry Marshall really the only guy on the planet who knows anything about Adwords?
Fine. I’m jealous. You got me.
Perry has done an amazing job of branding himself as the “go-to” guy on the subject and I think beyond what he has to teach on the subject, a deeper lesson is being offered to those paying attention.
Perry has established an identity in the marketplace. And now that he’s established THAT identity, he’s expanding – it’s subtle, but it’s happening.
I think Perry would love knowing I’ve labeled it . . .
“The Perry Marshall Big Bang Theory”
I was listening to Perry interviewed on a call last night and I learned a couple of new things from him, about him.
First, Perry seems an Adwords proponent on the surface. But I sensed a certain . . . grudge . . . on his part regarding the big guys. It’ll be curious to see how that plays out. On the call Perry positioned himself, not as a proponent of Google – but as a proponent for helping people put as little money in Google’s rapidly expanding pockets, as is possible.
Interesting.
Second, was Perry talking about the bigger picture of how Google should be used now. Let’s face it – the game is getting more competitive and more expensive. You and I just can’t afford to be as careless and sloppy as once we could.
Google Adwords – pay per click as a whole – should really be utilized for testing. Sure. There are holes and Google Cash still works in some places, but thinking ahead all of these nooks and crannies are being found, explored and exploited. It’s taking more of my brain power to to continue dominating my competition. That’s OK – I have good brain, but occassionally I do want to think about something other than Internet marketing (and I’m waiting for that to happen).
Get the paid traffic to test, improve results, then expand to gaining the majority of your traffic from other sources.
Don’t put the bill of testing on your JV partners or affiliates.
After you’ve utilized PPC to refine your process for a high level of efficiency, then seek out JV’s and get your affiliates going.
Back to the Perry Marshall Big Bang Theory . . .
I’ve been reflective about what the hell I’m doing in my business for a while. I’m a shotgun guy; not a rifle guy. I throw up A LOT of crap to see what sticks.
In contrast, Perry started with this tight little focus – got known – and now he’s expanding. That’s given him an audience; it gets him on calls – it gives him a foot in the door.
As the game becomes more competitive, it’s an example to learn from. It’s good marketing. And it’s why when anybody says “Google Adwords” in a crowd of Internet marketers, everyone says “Perry Marshall”.
Mr. X, congratulations on a whole series of astute insights, all of them correct. The first thing he did right was not just pay attention to what was being done, but how it was being done. Yes, now that my identity is expanding I have expanded into other areas. In fact in our roundtable meetings we probably only spend 10% of our time talking about Google. (There’s only so much to be said about it after all.) Yes, if you’re recognized in one area you should make your circle larger and specialize in multiple areas.
You’re right, I’m an AdWords proponent on the surface but I have no interest in making Google richer or whatever. I’m interested in the success of my customers. Yes, Google should be used for testing – in fact for the true marketing strategist that’s the chief virtue. And yes, if you’ve been a shotgun guy for a long time, it pays much better to be a rifle guy. A sharpshooter. And eventually fill that target with so much lead that it falls down just from the weight of the bullets.
If you’re an expert on 100 things, nobody will ask you about anything. If you’re an expert on 1 thing, they’ll ask you about everything. And then you gradually enlarge your sphere until you have World Domination in your sites. That’s why my presentation in Australia at the X10 Seminar was called “Google AdWords: Your Launch Pad to World Domination.”
I think people Down Under are especially able to appreciate that.
