Monthly Archives: June 2009

Perry Marshall’s Right Hand Man on Emotional Marketing

Bryan Todd is  the co-author of  “Ultimate Guide to Google AdWords” and Perry Marshall’s right hand man.  (Perry’s humbly noted in the past that Bryan just might know a little more than he does about AdWords)

In this intriguing 23 minute discussion, my wife (Dr. Sharon Livingston), talks with Bryan about the more emotional side of advertising, including techniques for isolating the emotional benefits and “personas” driving click through and sales in an AdWords market.


PS – You might also want to download my previous interview with Bryan, … a summary of the 10 fundamental differences between adwords money makers and those who continually struggle  Bryan Todd Previous AdWords Interview

Your AdWords Punch – Should You Hold Back?

Part of the art of marketing is knowing exactly how hard to push your message, how much to promise, how much to hold back.  For example, I just typed in “weight loss” in Google, and here’s the top ad:

Now,  on first glance it strikes me as being right on the outter edge of believability.

When I reflect upon it seriously, I doubt it’s actually possible to lose ten pounds a week… EASILY and consistently.   (Maybe you could do it the first week… or if you weighed 500 pounds when you started and walked 10 miles a day while only eating dirt and rocks, etc)

I’ll bet you anything these guys are “punching too hard” to build a loyal customer base, though they may be very profitable on the front end transactions.

On the other hand, a little further down the page was this ad:

I know for a fact the Medifast people–and their affiliates–build their profits on a continuity model (I once tracked the weight loss and meal replacement category for about 6 weeks) … look at the level of “just right punch” which is winning the long term customers.

Last, here’s one from page FOUR of the sponsored ads which is clearly not punching hard enough at all, in my humble opinion:

To drive home the point, here’s a VERY emotional, visual demonstration (pretty much everything my wife does is VERY emotional!) of the need to find just the right level of “punch” for your marketing campaigns … it’s only 2 and a half minutes, and I guarantee you’ll never forget it:

PS – To determine the right copy for all your Adwords markets, please use the hyper responsive marketing club!

Outsourcing Sucks, Delegating Sucks, Unless…

It’s common to hear internet marketers say “just outsource it” or “delegate or die”.

And of course, there’s really no way to earn $1,000 an hour if you’re busy doing $10/hr work yourself.

But, the vast majority of online educators leave out the critical piece … how the do you do that?

Not “where do you find good quality labor for low rates” … that’s relatively easy.   Not “how do you decide what to delegate and what to do yourself” (an admittedly harder, but manageable task).

What you never hear is how to preserve your VISION of the outcome, and the purpose of your delegated/outsourced work across the multitude of people and personalities working on your project.

If you get this component wrong, that $10/hr writer you hired on elance can end up costing you $500/hr in lost productivity, delayed deadlines, and squelched morale when they come back a month later with something totally different than what you really needed.

How the hell do you do THAT?

Dan Pfister is one of my favorite students.  He’s taken my research methods to the nth degree and applied them not only to his marketing and sales process, but more importantly to the development of materials and products which actually DO scratch the itches no one else is scratching in his market (the leadership market).

In this very practical interview, Dan reviews some of the most important components of vision and team building which elude the vast majority of entrepreneurs.  If you’re feeling overwhelmed in the slightest at the prospect of getting REAL help for your business, or even if you think you might be when you grow in the future … I definitely endorse Dan’s materials.

Dan’s the real deal, and I’m proud to present this free MP3.

Enjoy 🙂

Content Network Display Ad Cheat Sheet

Display advertising is probably the most underutilized opportunity on the content network. One excellent scenario for leveraging this is when you’ve got a successful text ad already running on the content network. To learn how to leverage this in your AdWords account, please right click and download the MP3 and cheat sheet below.

Display Ad Cheat Sheet

Content Network Display Ads (Free MP3)

Glenn 🙂

PS – If you’d like a consultation with a Content Network specialist, please visit and request this in the form when you fill it out.

PPS – Other Adwords CHEAT SHEETS, VIDEOS and MP3s you should listen to if you haven’t already include:

Emotional Marketing Cheat Sheet (RIGHT click and download the free pdf)

The Content Network Curse and the Ultimate Adwords Account Structure (Maximum Results in Minimum Time) (LEFT click this then download MP3s on our Rocket Clicks blog please)

AdWords Content Network Themes – Maximizing Results in Minimum Time (VIDEO)

AdWords Broad Match Management Gold (Left click this one please, then download mp3 on subsequent page)

Last … I hope you’re already a member of my Hyper Responsive AdWords Marketing Club?

AdWords Lobotomy

During the period of chaos when old models of the world recede, there’s always a feeding frenzy of profiteers and fame seekers who use the opportunity to “confuse and conquer”.

Take mental health, for example, in the mid 1930’s.  This was a time when superstition and witchery  had been debunked as the cause of mental illness, but real treatments  for obsessions, schizophrenia, and other more serious psychological problems weren’t yet available.

Enter one enterprising medical researcher from the University of Lisbon, Antonio Egaz Moniz, who, coincidentally, was one of the signers of the Treaty of Versailles (the treaty which ended the First World War).   He used his power and prestige during this confusing time to convince his colleagues to try an intriguing new technique …

If you had a patient who remained psychotic (or just unruly) despite other forms of treatment, why not just drill 2 small holes in their forehead and cut the connection between the prefrontal cortex and the rest of the brain.  Snip snip, chop chop, and you’re all set, right?

Later, a nice doctor by the name of Walter Freeman “improved” the technique by eliminating the need for such extensive surgery.  He figured out you could accomplish the same thing with an ice pick inserted above each eye, using only local anesthetic.

Dr. Moniz was eventually paralyzed when one of his former patients shot him in the back, but not before he won the Nobel prize, and introduced a barbaric technique inflicted upon literally thousands of patients.

How did this happen?

Chaos + Confusion –>  Blind Obedience to Authority with a System

Could it happen again?  You betcha.

As Web 2.0 takes hold in full force, you’ll hear dozens, if not hundreds of authorities present new marketing systems and business models.  Most people will scramble from one to the next, like sheep wondering which herd they should join.

I’d rather be confused than misled.

Here’s the truth.

No one knows what business model works in the Web 2.0 world yet.  The jury is out.

Really … no one knows.

It’s pretty clear that blogging software is  the dominant content management system, and that when done well, they provide conversion enhancement.  I’ve also seen value in monitoring Twitter feeds for keywords of interest … it’s a free way to immerse yourself in the natural conversation in your market.

But I’ve seen others who stick to the old model 100% and do very well.  (Except for thin sites trying to make it in AdWords … Google just doesn’t seem to go for this anymore)

And yes, AdWords is changing their interface and constantly upgrading their Quality Score algorithms.   But the principles behind successful AdWords marketing … relevance, tight campaign structure, and more relevance, relevance, and relevance followed through in the entirety of your sales funnel remains entirely the same.

No one fricking knows.

Can we all just agree it’s going to take a few years before we really know what’s best in the modern internet marketing environment?

Or are we going to allow some authority to convince us we need an AdWords Lobotomy?

Something to think about,

Dr. G 🙂

The Ultimate Customer Service

I challenge anyone to beat this customer service example.

Yesterday, Sharon and I went for a doctor’s appointment.  (We both work with two very special doctors in Maine who cured my Lyme disease after 10 years, completely removed my long standing migraine headaches, restored my energy, and basically gave me my life back)

Now here’s the thing.

We were supposed to stop at the Rite Aid and pick up a prescription to get an injection before the appointment.  We had called their office to ensure it was called in beforehand.

But when we got there 20 minutes before the appointment it was not there.

I telephoned my doc and left a voice mail message, but the bastard didn’t call me back.

Instead, literally 5 minutes later BOTH doctors showed up at the Rite Aid and re-wrote the prescription!

My docs – Scott Mulliken and Teresa Caprio
in Kennebunk, Maine (207) 985-1806

It was the best customer service I’ve ever experienced.

Do you have a customer service story to share?  Leave it below please!

And if you’re struggling with Lyme, or any medical problem which is perplexing you and you don’t mind the drive, I can’t recommend these docs more highly.

G 🙂

Do Blogs Convert Better?

I have to admit, I was a reluctant blogger because of my love of the “greased chute” model. I just didn’t want all those links distracting people from the sale, and I didn’t see what all the fuss was about. Plus, as I’m sure you all know, I regularly solicited feedback and engaged in dialogue with my market through surveys, telephone interviews, and “field research” (actually going to hang out with people).

So who needs blogs?

Turns out ME.

Seems there’s something to the “readers are buyers” philosophy, and when you continually pump out quality content organized in blog format, people get more and more involved, reading what they like.

The conversion from my blog is unbelievable, and it provides a very nice Quality Score for AdWords landing pages. (Which is what I’m seeing across the board with people who have focussed their content on relevant keyword siloes)

Plus there’s just something more spontaneously satisfying about getting your thoughts out in this format, continually referencing the comments and interactions, and knowing there are hundreds of people waiting for you to say something every day.

Not to mention blogging makes the whole podcasting experience SO much easier.

I stand corrected.

(If blogging, converting blog visitors to sales, and/or getting traffic to your blog is at all still a mystery to you, I’d highly recommend Terry Dean’s Blogging DVD package.  I got through it in one long afternoon, and was up and running the next day)