Monthly Archives: November 2009

Way Beyond PPC Traffic

Most of you know that I’m a PPC fiend.  Even as Google prices have gone through the roof, I’ve defended AdWords as the best place to develop most business messaging and perfect your sales machine.

But did you know there’s  traffic available WAY beyond Google, MSN, Yahoo, and PPC?  I’m talking several orders of magnitude of traffic … think “how can I add a few zeros to my visitor count each month”

It’s true.

“Enclosed” is a free MP3 interview with my former mentor and friend… the man who originally helped me put the pieces together in  PPC  has now moved way beyond PPC.  He’s been testing and tracking and creating his own formula.

Well worth the listen!


Dr. G 🙂

PS – Yes, he’s also got a course (and yes, I’m an affiliate).  Jonathan gave me the course, I’ve been through it thoroughly, and think it’s extremely worthwhile information.  (It’s also not at all expensive).  If you’d like to find out more, please visit

Rational Purchasing Consciousness

One of the marketing principles people always seem to nod their heads about when Sharon and I speak is “rational purchasing consciousness”.   Simply put, consumers like to PERCEIVE themselves as smart shoppers.

Makes sense, right?  Most people agree.

The problem comes in when people try to IMPLEMENT emotional benefits from the research they’ve done.  For example, suppose your surveys and telephone groups for a natural weight loss supplement come back suggesting your audience is most interested in feeling “normal” again, removing the pain of “not fitting in”, particularly while shopping for new clothes.

Here’s what you don’t do.

You don’t say “Feel normal again when you buy our clothing brand!”

See, the consumer doesn’t really want to KNOW they’re making purchasing decisions for emotional reasons.  So no matter how logically you trace the path from weight to feeling “abnormal”, such a rational approach is almost guaranteed to fail.

Here’s what’s better.

SHOW a reasonably sized woman (not a supermodel) buying something nice while she talks about some more rational reason to believe. (For example, “I lost 7 pounds this month”).   Or show her eating something absolutely delicious while she’s WEARING something nice .

Get it?  The main point is, because so many purchase motivations aren’t socially desirable, and because consumers HATE to think they make purchases for emotional reasons (that would make them “dumb shoppers”, not smart shoppers), you want to SHOW THEM, not tell them, while you give them plenty of rational support for their interest in feeling smart.

People might buy things based on emotion, but they don’t want to feel like a dumb-ass.

Hope this helps.

Dr. G 🙂

PS – Here are the concrete steps for executing an effective emotional marketing campaign online.  First target your audience based on keywords … one bulls-eye and a small set which surround it on the same “keyword archery target”.   Then study the hell out of those keywords using social media, PPC surveys, telephone follow ups, and competitive analysis tools (not keyword spy tools – much more).   Then translate those findings into a series of advertising concepts and test them on the same keyword audience until the system buzzes.  To learn more, click here now

Could This FTC Thing Be a Blessing?

Here’s my take on the recently updated FTC guidelines on testimonials and “typical results”.

The problem with the old rules was everyone could count their hits and ignore their misses, which led to an inaccurate picture.

All the “compliance mechanisms” Cialdini cataloged, by the way (not just social proof), are designed to get people to take shortcuts in their thinking and impulsively purchase in the absence of a rigorous and rational evaluation.   But testimonials are one of the most effective.

Think of the story of the bank in Singapore which had to close down when the bus which normally ran hourly at the stop right in front of its doors was late.  A long line ensued, and people panicked, jumping to the conclusion that there was a “run” on the bank.

Social Proof gets people to “jump”.

But here’s a question worth asking.

Do we really NEED people to jump?

What’s wrong with a slow, steady relationship, developing  trust  over time?  What’s wrong with continually giving and nurturing your list until they trust you so much you could sell them without a single testimonial?

Don’t get me wrong.  It would be stupid to stop using testimonials… my advice there is to just learn how to comply, do it, and keep on trucking.

That’s not the point.

The point is, now that the FTC isn’t gonna let people just “count the hits and ignore the misses” anymore, the marketers who are going to shine are the ones with the best relationship building skills.  You can’t build the same instantaneous “trust” you used to be able to with the old-style testimonial rules.

But you CAN build stronger, longer lasting, and higher paying trust by genuinely understanding and caring for your prospect.

So all those dummies who couldn’t be bothered with such things just got a big knock down.

Good … more room for us.

Thanks FTC!

Love, Money, and Despair

Can how much you love yourself really impact how much you earn?

If you know me, you know I’m a left-brained skeptic who likes to play in the deep end of the numbers pool.   Everything I’ve ever accomplished  has been through intellect and fortitude.  I require logical proof for practically everything, especially incredible “touchy feely” claims.

So why would I risk sounding like a New Age nut case by writing a post suggesting you need to love yourself more if you want to earn more?

Because its true.  Or at least partially true. Here’s what I mean.

Just the other day I spoke with someone who had listened to an audio I produced 3 years ago.  I heard enthusiasm and a kind of quiet admiration in his voice, specific not only to what I had said in the interview, but how I had said it.

I realized,  just for that moment, he loved me.  Not just the message, but the messenger.  In fact, the message in the audio itself was a rather unremarkable and basic, though quite important.  (It was about managing your advertising by “visitor value”)

What WAS remarkable, however, was how the feelings I had the day I recorded the interview came flooding back.

I remembered the room where we did the recording.   (For the first time, Sharon and I had decided to record upstairs in the loft where things felt rather novel and there was a nicer view out the window)

I remembered Sharon looking genuinely interested in what I was saying.

I remembered feeling particularly settled, happy, and inspired.

I remembered feeling loved.

Now, here it was 3 years later, in the middle of what I considered to be a rather crappy day, and this caller instantly brought back all those feelings.

It then occurred to me to review my audios and their corresponding sales numbers, in comparison to what I recalled about having recorded them.  And then do the same thing with blog posts, emails, articles, etc.

Although I didn’t keep meticulous track of everything, and though it wasn’t the only factor, a very consistent and clear pattern emerged.

When I did the recording, writing, etc. in a state of  “loveability”, people sent more money my way.


I don’t think this means that you can just “love yourself” before you write your salesletters, record your audios and videos, etc., and expect the money to flow in.

No, you’ve gotta have a “point of difference”, something people really want and have trouble finding elsewhere in the market, talk to them in language which resonates with their needs and concerns, a well constructed irresistible offer, and consistent, repeated communication.

But all other things being equal, making the prospect feel loved will bring you more money than if the love isn’t there.

Which makes sense, because how can you make your prospect feel loved if you don’t love yourself?

One very important clarification.

Loving yourself doesn’t mean you have to be all smiles, content with the world, or completely absent of anxiety, depression, and despair.

Loving yourself means deeply accepting ALL your feelings as a part of being human, and communicating what you need to communicate to your prospects and customers from that state of being.

In fact, when you can really accept the negative, stressful feelings inside you, the ones everyone else runs from, and SHOW people you have the courage to remain passionately dedicated to life (and helping them with your marketing), people become more bonded to you than ever.

Because the one thing I can tell you from my days practicing clinical psychology is that everyone feels alone with at least some degree of  anxiety and depression… it’s just part of being alive which we don’t talk about in polite society.

I’m actually starting to think  I can open up a blog post and just cry my heart out, and as long as I can make it relevant to people’s marketing needs, I’ll get response.

And the strange thing is, when I do this, the money which results seems so unimportant.  The post becomes an end in itself, which is how I know I’ve gotten it right.

Writing this today makes me think of perhaps the ultimate example of “The Loveability Factor in Marketing”

In the late 1700s a man in Germany fell desperately in love with a beautiful but engaged woman.  She returned his feelings, but remained faithful to her fiancée and therefore rejected the man who, in turn, became deeply despondent and suicidal.

But instead of killing himself, he decided to write his story with passion.  And it wasn’t a book filled with joy and happiness, it was filled with suffering and despair.

But in doing so, he expressed his belief he was entitled to pursue worthwhile despite the intense rejection and horrendous feelings.  And you could feel that spark of life grow throughout the whole story… the more he poured out the stronger it became.

His book, “The Sufferings of the Young Werther” became a best seller, distributed far and wide, and gained him the attention of universities, rulers, and dignitaries.

The man’s name was Johann Wolfgang Von Goethe.

So for God’s sake, if you’re a marketer and find yourself happy, sad, exuberant, despondent, anxious, depressed, giddy, or exhausted… don’t keep it to yourself! (You’ll help your list, and you might find your bank account growing too)

What do you think?  Have you had similar experiences with your list?  Have you had the guts to try?  Please let me know in your comments below, I’m really curious.

Dr. G 🙂

PS – I AM feeling rather sad today because Sharon’s traveling all week and I miss her desperately.   I actually thought about getting on a plane myself to surprise her, but I can’t work it out. (Anyone who feels like sending her a “we’re thinking about you” message to help her get through the week can reach her on her Twitter account and I guarantee it’ll make her smile.  Much appreciated if you do)

Can You Live Without Keyword Services?

I  just got an urgent email from a major keyword service which said something to the effect of:

“Your subscription expired on _____ (date)  and we just don’t know how your website can continue to grow without doing constant keyword research”

Assuming you’ve developed a strong center of gravity on a bulls eye keyword, here are 7 ways you can continue to grow your website, business, and profits WITHOUT doing constant keyword research:

  1. Just process your damn search query report in Adwords already.    Seriously, I called your Mom yesterday and told her to lay on the guilt extra thick, because I STILL find 80% of my list is just not doing this, and that’s like flying blind.     Adwords is getting more competitive by the day, and you NEED VISIBILITY into which keywords convert  and which ones don’t so you can peel and stick, adjust your bids, and empower Google’s fuzzy logic to do ITS thing, which is to EXPAND YOUR PROFITABLE TRAFFIC WITHOUT REQUIRING CONSTANT MANUAL KEYWORD RESEARCH.  Of course, this all assumes you’ve installed the conversion pixel on your website (look in the tools section of Adwords).   And if you don’t want to do this, maybe you could donate to my favorite charity instead of feeding Google unnecessarily?  Enough said.
  2. Ditto on the placement report.
  3. Taguchi test in Adwords to improve your click through and strengthen your center of gravity in Google’s eyes.  So they can automatically expand to more keywords on your broad match bids. (The stronger your keywords perform, the more Google will try to expand to related words, and who knows better than they?)
  4. Split Test using Profit Per Impression ( so you can afford to bid higher and command a larger share of voice, which, uh, like encourages Google to try and expand your broad match keywords
  5. Do an 80/20 Survey on your Opt In List or E-Commerce site, then use the results to improve your Adwords copy, landing pages, follow up sequences, back end products, and sales processes.
  6. Get on the phone and call your customers and prospects, just to ask how you’re doing and what you could improve.  (Forget all our fancy emotional interviewing techniques, just pick up the darn phone)
  7. Consider updating your site and your landing pages to a more substantial, web 2.0, modern Adwords compliant format.

Most if not all of the above, especially #s 1 and 2, should be done way before you start spending time and money in keyword services outside of Google.    And you should make sure you’ve leveraged Google’s FREE tools before you move to the paid services.  Only makes sense, right?

When you’ve done all above, the keyword services can be a source of incremental volume, bid efficiencies, and profit.   But it’s nothing like it used to be, thanks to all the wonderful free tools Google’s providing, and thanks to their ever improving fuzzy logic auto-expansion algorithms.

Sorry, this kind of pissed my off today, I should probably have held back my tone a little bit, I know it was out of character for me.  What do you think?

Dr. G 🙂