Monthly Archives: August 2014

Are You a Marketing Junkie Without a Home?

Are you a marketing junkie in search of a home?

I’ve been teaching this stuff for almost 10 years now, and I’ve run into a lot of people who are utterly intoxicated with marketing… and I don’t blame them!  For people with a certain personality (including myself) the first taste of the idea you can create a tribe-building-money-making machine is enough to make you sell all your belongings, forget your old life, and dedicate yourself full time to its pursuit.

You mean I can build SYSTEMS which genuinely help people, connect them to each other, create appreciation for my own thoughts, opinions, and philosophies of life…and get paid for it separate and apart from the time I put in?    Why didn’t anyone send ME the memo sooner!!!???

But here’s the problem…

You’ve gotta have something to sell.  And that “something” requires systems of it’s own.  It turns out if you want to indulge your passion for marketing to its fullest, you might actually have to run a whole business…

Which means you need to keep track of finances, customer service, branding, legal issues, government regulations, managing team members, operational and delivery systems, technology, accounting and tax compliance, research and development, banking and cash flow management, and the opinions and needs of partners, spouses, and family.

Kind of ruins the mood, doesn’t it?

This is the reason I run into SOOOO many “marketing junkies without a home” in my line of work:  Genuinely proficient people who really DO know how to sell, but lack the time, energy, and resources to put the whole package together and run a business of their own.

It can be a little demoralizing… and at first these people start to think that perhaps what they’re learning about marketing is wrong.  Or that there’s some “secret sauce” they’re really missing.  Or that there’s “something wrong with them” and they’ll never get it…but inevitably it’s just that they fell in love with the sexy side of marketing and didn’t understand the size of the mountain they were signing up to climb as a full business owner.

Marketing is a sexy siren indeed!

Thankfully there’s a solution…and that solution is letting other people run their businesses while you coach them through their marketing.

Despite all the bad jokes about coaches, the truth is when it’s done right EVERYBODY wins.  That’s because a great business and marketing coach has the luxury of focusing all their efforts on THINKING about another person’s business.  They not distracted by the necessity of executing the work, managing the people, or spending the resources to accomplish the goals…

Sure the coach is accountable.  There’s nothing which makes a client leave faster than bad advice…but that’s much different than the natural disincentive which exists for a business owner to see what actually needs to be done.  When you’re the one who’s gotta lift the heavy weights, you tend to want to leave the gym.  There’s a reason people do better when they work with trainers… if you’ll permit the metaphor.

A great business coach is always in the business of showing clients “the next right thing” to do, regardless of how painful it might be.  And because “the next right thing” improves profits when you get it right, the owner’s all too happy to keep going.

Now here’s the best thing…

When you know how to identify and attract the right kinds of clients (established businesses–and there are millions of them–which meet a certain set of criteria) you’ll find EIGHT hidden profit opportunities just waiting for you “the business coach” to come in and create explosive growth. They’re almost always just sitting there waiting to be discovered.  Point them out and look like a genius.

All you have to do is pull one of these ideas out of your bag of tricks to immediately multiply the profits of your clients in your first couple of sessions.  Once your client has earned this kind of immediate return on investment—often even before they’ve paid your first month’s bill!—it becomes simple for them to justify paying your premium fees for years on end.

In fact, the marketing-junkies-turned-business-coaches who specialize in a particular niche, channel, etc are probably the people who go from zero to six figures fastest.

Which is why we’ve been hard at work creating a program to help YOU take your passion for marketing and turn it into a lucrative, fun, and rewarding career.  Just a peak at what you’ll get…

  • You’ll get to use OUR systems for attracting dream clients…
  • You’ll get to use OUR systems for multiplying their profits so they’ll be interested in paying your premium fees…
  • You’ll get to use OUR extensive training library to educate YOUR clients.  (Save a tremendous amount of time establishing trust and buy-in for your coaching process and business advice by simply pointing clients to the right link and letting them watch a video or read a cheat sheet)…
  • You’ll get to work with us personally each week to develop your own niche, marketing materials, and plan of attack…
  • And if you’re one of the 30 people to join us this fall, you’ll get a VERY significant Founder’s discount!

If you think you MIGHT be interested you should do two things right away:

Even if you don’t plan to work with us, I’d encourage you to watch the videos or listen to the MP3s.  Especially #2 about attracting dream clients.  You’ll be glad you did!

Onwards and Upwards (even if sometimes a little sideways)…

The Very Good Dr. G 🙂



The 8 Biggest Traffic Mistakes (Ever)

If you’re a marketing junkie like me, the word “Traffic” lights up your lizard brain brighter than a hydrogen bomb!  But did you know this can lead you far-astray from what you really want to accomplish?

It’s 100% true.

It’s been a little more than ten years since I first successfully drove traffic to a website and made more money than it cost to get it there.  Since then I’ve learned a LOT about traffic, much of which is counter-intuitive…

In fact, it took me more than ten years to put this together because it’s so counter-intuitive.   I didn’t want to know a lot of this.  I really wanted to believe otherwise.  And so does practically every other entrepreneur I’ve run into (at least at first.)  So even though these killer traffic insights were staring me in the face all these years, it’s only recently I was able to really put them together into a cohesive philosophy.

I was able to figure this all out only because I chose to teach, build an agency, etc.  Which not only put me in contact with some of the strongest internet marketers in the world, but gave me the opportunity to see the dollars-in-to-dollars-out results of dozens of traffic philosophies, strategies, and actions in hundreds of campaigns.  (And a recent interview I granted to Travis Cody, author of “Cure Overwhelm Now,” also helped me articulate them for myself)

So perhaps I can spare you some of the pain I went through and help you to leapfrog your way to a profitable flow of visitors?  But before we do, just a word of warning OK?  This is most definitely a “red pill vs. blue pill” situation:

“You take the blue pill, the story ends.  You wake up in your bed and believe whatever you want to believe.  You take the red pill, you stay in wonderland, and I show you how deep the rabbit hole goes.” – Morpheus to Neo in “The Matrix”

You choose the red pill?  Good for you.  OK, here goes:


TRAFFIC MISTAKE #1 – CHASING IT:  You may have heard me discuss this before but no treatment of traffic would be complete without the notion of traffic chasing as a sign of a fundamentally wrong marketing paradigm.  

That’s because there’s really no such thing as a traffic problem.  All traffic problems are really conversion problems in disguise.  If you can sell a higher percentage of visitors on not only a front end product, but a whole catalog of back end products and services, then you can afford to pay more than anyone else in the market for traffic.

Let’s say I net $3 per visitor because I’ve played “the long game” and thoroughly developed my funnel.  I convert better on the front end, have more immediate upsells in place, and more high-end back ends too.   But most of my competitors only net $1.   How much do you want to be a bunch of them would send ME their traffic if I offered them $1.50?  Even $2?

Not all of them would, of course.  But the traffic market would definitely start to tilt in my favor in this situation.  And I could afford to bid a LOT higher for paid traffic, buy more SEO services, hire more people to build my social media presence,

Then, with more traffic in hand, I could do more tests, build better converting back ends, and generally achieve escape velocity leaving my competitors in my dust.

Traffic is never a problem when you’ve build a marketing machine with superior conversion and back end economics!

MISTAKE #2 – SPREADING YOURSELF TOO THIN:  It might seem safer in theory to build “four pillars” of traffic underneath your business right away… but in practice I find this really isn’t the case.  Because it takes a LOT more time, energy, and resources to master one platform than everyone seems to think.  And the vast majority of marketers I’ve met who’ve built a 7 figure business did so by focusing on ONE traffic generation method for quite some time.  Perhaps they couldn’t scale to 7 figures on that one traffic source, but they got their system running profitably and maxed out what they could do on it first.

So yes, AdWords, Facebook PPC, Bing, SEO, etc could shut you down at any given time.  But you know what shuts you down faster?  Spreading your resources across them before any of them is reliably working for you.

This only makes sense… we live in a very competitive world.  You’ve got to establish and fortify a beachhead with the forces you have or else your competitors will take it from you.  Then grow from that one stronghold.

MISTAKE #3 – FOCUSING ON EFFICIENCY AT THE EXPENSE OF VOLUME:  After you’re firmly “in the stream”, you can usually get ahead faster by throttling the gas and accepting a certain amount of waste than trying to optimize your front end marketing.  There are four reasons for this:

  • You can generally add profit per visitor at a higher rate by focusing on back end products and services and/or taking better care of your existing customers than you can by optimizing your advertising spend and front end conversion rate…
  • Optimizing the front end beyond a certain point not only leads to a “point of diminishing returns” where it takes progressively more time, money, and effort to get progressively smaller gains…
  • The gains you DO make from front end efficiency work will often be made by convincing progressively less qualified people to purchase.  This, in turn, yields a lower upsell rate, more customer service expense, and a generally lower quality business experience…
  • Your front end is very visible, but your back end is not.  Your competitors will relentlessly copy any wins you make on the front end.  But it requires a LOT more time, money  and effort for them to spy on your back end…particularly if you build a complex system with many contingencies and payment gates.  So all but the most sophisticated competitor will generally leave your back end alone.  (Therefore, adding back ends provides you with progressively more competitive insulation)…

Despite this I find 95% of marketers get obsessed with front end efficiency.  They ask me endless questions about how to reduce their Adwords costs, for example, when what they should be asking me instead is how they could afford to spend more.

In a recent consultation I did for two friends, for example, I learned they had just gotten their first few sales of a $5,000 service in AdWords.  They spent a lot of the consultation asking me questions about broad match, geo-targeting, etc.  But when I looked at their total adspend of only $100 I said “Dudes… who cares if you make a $5,000 sale for $100 vs. $50.  Put the pedal to the metal and make twenty sales this month.  Even if it costs you $500 to make each sale, you’ll still have a lot more in your bank account and we can clean up the mess later!”

It admittedly takes time to understand this.  And it takes even more balls to implement it. Further, because most people are NOT in the fortunate situation my friends are in, it can be a frustrating experiencing working on all the pieces and parts of the complex system which make it possible to get there.

So let’s all please just make note of this advice while you’re here so you’ll recognize the situation when it occurs.

TRAFFIC MISTAKE #4: Taking Too Long to Delegate Traffic Management:   Most people have something like the following criteria in mind when it comes to hiring a traffic manager:  “Gee, I’ll have to add the management costs to my cost per lead or per sale, so I really can’t delegate this until I’m making the inflated lead or sales cost back.  Or, at the very least, until I’m sure the manager will be able to REDUCE my cost per lead or per sale by at least as much as I’m paying them.”

But this is a false economy, because it doesn’t include the opportunity cost of your time.   And in many situations, you can probably earn more than the additional management costs by focusing elsewhere in your business.  So if your manager can only hold the costs steady but free YOU to work elsewhere, you’re ahead of the game.

Plus, a smart manager is a good marketing strategist too.  So you’ll get an extra person for your team… another pair of eyes on your system, and another set of thoughts and strategies to consider as you go forward.

The question isn’t “How much is it going to cost me to work with a traffic manager”, the question is “how much is it costing me NOT to!”

Note: My point here isn’t that everyone should work with a manager, but rather that most businesses wait far too long and set the bar way too high for evaluating when it’s time to do so.  Please also note that as of the time of this publication I no longer represent any traffic management service, so this is simply good business advice from me to you!

TRAFFIC MISTAKE #5: SHORT TIME HORIZONS:   Playing with the big boys usually means you have to go negative for a few months, sometimes the better part of a year.  Get in the game and stay in the game until you figure it out.  Make money with back ends.  Be willing to use a loss leader.  Getting the customer is everything.  The name of the game is staying in the game until you win the game!

I can’t tell you how many businesses I’ve seen who could triple their size tomorrow if they just had the nerve to go to a bank to fund their cash flow curve.  Internet marketers don’t usually think like business people though.  We think we’ve got to make money right away.

Sure, keep working at that.  But if you’re getting customers and you’re breaking even four to six months down the line (I’ve gone as much as 10 to get things started) then consider more traditional routes to scale up.  With more volume, you can not only realize the profits sitting on the table (over time), but you can test more back ends and continue to improve the economics of the business overall.  And with this confidence you can also continue to work on ways to flatten the cash flow curve.

Does it kill your dream to have to go four months out to make your money back?  Get over it.  Welcome to the real world!

TRAFFIC MISTAKE #6: LACK OF FINANCIAL FORECASTING:  I find very few businesses have taken the time to put every last product, expense, and conversion rate into a big hairy spreadsheet.  And so they don’t even know WHEN they break even,  HOW MUCH cash it’s going to take to get there, and what their projected profits are actually likely to be.

Having such a spreadsheet (and staring at it while running what if scenarios until your eyes bleed) is a tremendous competitive advantage.   Because every piece and part of that sheet represents a LEVER you can adjust until the whole machine is humming like you need it to be.  What’s more, it gives you a clear and concise picture to compare to reality as you roll forward.  You can see exactly where you need to work.

And eventually you’ve got enough levers in place that you’re virtually invulnerable to things everyone else in your market freaks out about.

TRAFFIC MISTAKE #7: UNDER CAPITALIZATION IN BOTH TIME AND MONEY: I find very few businesses have seriously considered what it’s going to take to maintain the traffic they’ll require to reach their business goals.  As a result they charge into battle way under-capitalized and with a blind eye to how long it might take to really establish themselves.

In very competitive markets, it’s not unusual to take 18 months to work your way into a solid position.  Have you planned well enough to keep the ship floating during this protracted time period?  (You’ll need a good financial forecast to do this, of course!)

TRAFFIC MISTAKE #8: NOT PLANNING OUT AND IMPLEMENTING TESTS IN SETS: This is something I’ve only recently realized.  I used to just always ask myself (or my mastermind buddies) “what’s the next test I should do?”

But the truth is, in order to figure out what works in a market you really have to “carry the torch” through a whole series of tests.

For example, maybe you don’t know whether your front end should be a $7 ebook, a physical book at the same price, a $200 DVD set, a free consultation, a paid consultation, a free video, free whitepaper, etc.

It’s really only through a set of pre-planned and prioritized tests that you can figure this out.  Unless you’ve got so much traffic up front that you can rotate all of them at once… which is rarely the case if you’re operating on a budget and don’t have your back ends in place yet.

In the absence of this prioritized list, you have manic depressive episodes every time something goes right or wrong.  But when you’ve got the list in place, it’s just another test in the series.  And you’re just gathering information until you’ve got the intelligence you need to roll forward.

Think in “testing sets”, not individual tests.

OK, so there you have it.  The eight biggest traffic mistakes this old man has seen, and the best ways to combat them.

Now, if you ARE a marketing junkie like me but you haven’t yet found the right business of your own to apply it to, let me ask you a serious question:  Is it possible that the business you need to be in is business itself?  Because Terry Dean and I are about to launch an incredible new certification program for Business Coaches…

And that might be the fastest way for you to turn your passion for marketing and business in to a lucrative, fun, and meaningful career!

Sound like you?  If so you’ll want to do two things:

  1. Get on the priority notifications list.  We’re taking a very small founder’s group at a very significant discount in just a week or two, and it is likely to sell out very fast.  This list will give you notice a full hour before the rest of our audience.
  2. Watch your email for the free videos.  (You can see the first one here.  It’s about the Golden Glove, which many of you probably are already familiar with.  But take this refresher anyway because it is the foundation of free video #2, to be released tomorrow, which will show you a proven system for attracting dream clients)

Onwards and Upwards,

The Very Good Dr. G 🙂

PS – Turn Your Passion for Marketing and Business into a Lucrative, Rewarding, and Fun Career…Using Our Turnkey-Systems to Create Instant Credibility, Attract Dream Clients, Multiply Their Profits, and Live the Lifestyle You Desire!


The Fabulous Dr. Jacobson

Did you know AC/DC uses essentially the same four chords in ALL their songs?  And that this four-chord formula has earned them over $200,000,000.00?  In this intriguing interview with the Fabulous Dr. Jacobson, we’ll talk about focusing in and finding your own four-chord formula.  Click play now… if for no other reason than there’s nothing better to do in August than to spend a half hour listening to two old doctors chatting about marketing.

G 🙂

Is Free Advice Worthless?

We’ve all heard the age old adage “Free advice is worth what you pay for it”… or, essentially, worth nothing.  But if that were really 100% true then nobody would bother to blog, right?  I mean, we all want to get paid.  And certainly the smart customer knows they get MORE value from paid products and services if they’re working with an ethical marketer.

But is free advice really worthless?  Or is that just something which people who don’t really know how to use it say?  My tests suggest the answer is contextual.  In other words, the value of free advice depends on whether the prospect actually expended some time, energy, or risk to ASK for it!

If you look at most marketing forums (or talk to most novice coaches), you’ll find free advice is usually dispensed for the benefit of making the giver feel brilliant, without regards to what the recipient really wants to know and is ready to integrate.  It therefore usually falls on polite-but-deaf ears.  (To paraphrase Samuel Butler: “A man convinced against his will is of the same opinion still…which he may adhere to, yet disown, for reasons to himself best known”)

On the other hand, when people have sought you out and raised their hand to REQUEST help for a specific problem, free advice can actually be quite useful.  This “hand raising” can come in the form of specifically searching for information, signing up for your email list, connecting with you via a well-branded Facebook Fan Page, Twitter Account, etc.   And to be certain, here too you’ll find many, many people who really aren’t “ready” for the full force of what you’ve got to offer.

But on an actuarial basis, the raised hand really does pre-dispose people to act on your advice.  I could quote hundreds of stories of people who’ve NEVER paid me a dime yet used the prolific, FREE information and solutions we provide in our follow up sequences and interviews to dramatically change their lives or businesses.  Literally hundreds.

If you’ve been following me for any length of time, there’s a good chance this includes YOU.

Moreover, because I run my blog and primary email sequence like a “radio show” and not simply a promotional device with one and only one goal (i.e. I don’t remove people after they purchase a front end product but rather want them to continue listening to the show for the duration of their interest in my teachings) my customers continue to benefit from my FREE advice for a very long time AFTER they’ve begun to give me money.

Beyond this, I can point to dozens who, based upon their consumption of our FREE advice for years and years, finally came around and purchased something ultra-high-end.   For example, my typical $1,000/hr client rises up through the free systems for years before making the “sudden jump” to purchase the time at these rates.

Last year I also got a GIGANTIC corporate project without having to do virtually ANY of the selling usually associated projects of this size…from a guy who was on my FREE list for EIGHT YEARS without purchasing anything first!  

Plus, I think it really furthers a coach’s mission in the world to offer free advice for those who ask.  You can impact a hundred times as many people if you freely give of yourself in public mediums where people have tuned in and/or raised their hands.  And when you’re old and grey like me (oy vey, I’m turning 50 in a few weeks!), it’s nice to wake up in the morning knowing your work has really made a difference.  Very nice.

Of course, a mature person knows that PAYING for your time and/or products allows you to put more into them.  PAID products and services inevitably provide a better value.  This is why, for example, I don’t hesitate to purchase consulting time from people who could otherwise be talked into giving it to me for free.  Why TAKE from them and make it harder for them to concentrate on my issues when I could GIVE to them and make them happy to really focus on working to genuinely help?

And by all means, don’t confuse what I’m saying with the idea that we should all become saints and eschew financial goals.  Get paid… good God, get paid!  (Your banker isn’t going to say “Oh, you helped a lot of people?  Let’s give you a pass on this month’s mortgage payment!”)

But FREE is an extremely valuable tool in both marketing and life.  It eliminates resistance.  It makes initial connections.  And it does a LOT of good in the world…

For people who genuinely ask.

Fred Gleeck once told me “Tell people everything you know and they’ll pay you to tell them again”…

I’ve found that largely true with just a few modifications.

If you tell people everything you know, there are a subset of more serious people who’ll want you to tell them in a more SYSTEMATIC way.  And another subset who’ll want you to CUSTOMIZE the information for them in a personal relationship (coaching).  And still another subset who’ll want you to do it for them (consulting).  And ANOTHER subset who’ll want to be licensed to do it in your name.

FREE is the spark that ignites this fire.

Now, speaking of FREE, Terry Dean and I will be promoting a series of free business coaching videos in the next few weeks leading up to my 50th birthday.   He and I are launching the founder’s class of our new Business Coaching Certification.  This will be a revolutionary, SYSTEMS BASED program to help you attract dream business coaching clients and quickly improve their profits so they’ll happily pay your fees.

Right after Labor Day we’ll be taking on a very small group (at a very significant discount) and working with them closely in exchange for their willingness to serve as case studies.  Watch your email for the FREE videos and priority notifications list.  You won’t want to miss this one!


The Very Good Dr. Glenn 🙂

PS – Current students and past graduates of my personal coaching certification program who have completed their tuition payments (only) will be able to deduct their full personal coaching tuition from the cost of the business coaching certification.

PPS – If you’d like to explore my other PAID products and services in the meantime, please click here for the full list.

PPPS – My own business coaching practice has been closed to new clients for more than two years now and I have 129 people on the waiting list, so the odds of getting me personally as a business coach are unfortunately now very small.  I didn’t originally intend to keep it closed for so long, but there’s only one of me and it just made more sense to concentrate on developing training systems which would allow me to create more qualified coaches.  Thanks in advance for your understanding.



The Other Million Dollar Marketing Question Nobody Ever Asks

I’ve been teaching entrepreneurs for a decade now.  I tend to attract beginners and advanced marketers alike.  The thing my customers have in common is a level of seriousness other educators don’t seem to attract…plus a penchant for detailed analysis and “left-brained spreadsheet-type thinking”

But they also tend to neglect the MOST important marketing question of all.  Which is understandable, because this most important question is also the most difficult to answer…and the most unpleasant one to think about too!

In fact, it’s so unpleasant, marketing educators rarely (if ever) discuss it…

You see, the most important marketing question is “WHEN?”

Entrepreneurs will talk about anything and everything besides WHEN.

  • Ask them WHAT they sell or are planning to sell and most have a fairly articulate idea.  (Yes, beginners obsess about this for a while before settling on something, but eventually they almost all do)…
  • Ask them HOW they plan to sell it and they’ve got all sorts of traffic and conversion methods in mind.  In fact, there’s almost nothing which gets an entrepreneurs “feel-good-juices” flowing more than talking about traffic and conversion techniques.  There are no drugs at a “marketer’s rave”…just people talking about AdWords, Facebook, Video Sales Letters, etc!
  • Ask them WHY they’re going to sell it and there’ll be fewer people who can answer articulately… but even then most entrepreneurs get around to understanding you’ve got to have a strong “WHY” to make things happen…so they eagerly start articulating the mission behind their project…

But ask them WHEN it’s going to start selling, and more importantly WHEN they’re going to start earning a significant profit from their project, and most entrepreneurs just shrug their shoulders.

Because, you see, the answer in most of their minds is “SOON.”  And as long as they can keep thinking “SOON”, the feel-good-brain-juice keeps on squirting.

But do me a favor… go check your calendars.  Do any of you see a day which is actually marked “SOON” on it?

People HATE to talk about WHEN because WHEN is a fantasy killer.  WHEN forces that all-too-unpleasant shot of reality into the marketing rave.  WHEN takes away the feel-good juice.

But WHEN is also what separates the men from the boys.   (Or the women from the girls.  Or the gorillas from the chimpanzees)

Deciding WHEN your project will need to make a certain amount of profit is a brave person’s game.  Because it forces you to allocate resources.  To earn a certain amount by a definite date you’ll need to make very good guesstimates about:

  • HOW MANY tests you’ll need to execute by that date (and at every step along the way) in order to reach the goal…
  • Exactly WHEN your product, packaging, customer service systems, and other operational elements will need to be ready…
  • HOW MUCH traffic you’ll need at every step…
  • WHERE you’re going to get that traffic, and WHEN you’re going to take the necessary steps to do so (affiliate promotions, PPC, SEO, social media, etc)…
  • WHO will need to be involved in your project, and WHEN they will need to act…
  • HOW MUCH money will you need to spend to put all this in place?
  • WHAT will you offer to affiliates and joint venture partners (and what deadlines will you use to motivate action)…
  • And so much more!

Asking WHEN is THE process which forces your dream to crystallize into a discrete and executable plan.   But there’s no sugar coating it… this is a painful process.

Projecting your WHEN is also always an inaccurate process by definition.  Because there are so many impossible-to-predict-with-any-degree-of-certainty variables to consider along the way.

  • You can’t know exactly how many tests will be required to reach your goal.  And the more complex your system is (the more you break it up into small pieces which can each be optimized), the more permutations and combinations of tests there are to guesstimate.  Moreover, marketers really do tend to horrendously underestimate this particular part of the project because “elephants always look small in the distance”… there are always more obstacles than you think there will be, and things always take longer than you plan for.  Still… if you want to be successful, estimate you must!  (The most successful military Generals like to quote Eisenhower “Plans are worthless but planning is everything nonetheless.”  What that means is that the army who has a well thought through strategic plan is more likely the victor, even thought that plan itself may need to radically change the moment the battle begins.  It’s the process of planning which forces the necessary thoughts and decisions for success)
  • There’s no way to know how much volume any given affiliate will send your way.  You never know if they’re going to change the email you send them, tweak the subject line and attract a totally different audience, or mail to a smaller section of their list, etc.  Still, you’ve got to guesstimate what they might do…
  • Paid traffic costs and volume varies greatly.  The major platforms are prone to tweaking their algorithms.  They might not give you the impression share (exposure) you were counting on.  Or they might give you a lot more.  You’ve got to do what you can to estimate this based upon available data… knowing all the while you’re going to be wrong.
  • People are perhaps the most unreliable of all.  Your employees will get sick, freak out, under-perform, over-perform, etc.
  • It might take you longer to understand a given traffic source you’re trying…
  • Or you might come across a windfall opportunity you just didn’t expect

There’s NO way to know for sure…

But spreadsheet loving nerds (like me) who take their best guesses and plot it all out not only wind up with a reasonable estimate of when they’re going to get to where they need to be, they wind up with a MODEL they can adjust for any given variable when reality hits the fan.

And since “the name of the game is staying in the game until you win the game” (my favorite thing I ever said, if I do say so myself), asking WHEN is infinitely better than living on feel-good-juice and hoping for the best.

For what it’s worth,

The Very Good Dr. G 🙂

PS – If you missed the recent opening of my coaching program, I’ve got three options for you.
(1) If you mostly want to work on your website conversion, traffic sources, etc., consider working with my partner in at approximately half my rate;
(2) If, on the other hand, you want to work on getting over your “head trash” in the business, and/or developing your brand, consider working directly with my wife.

Submit a ticket at if you’re interested in either of these please.
(But do it soon ’cause their time is limited)



Two Things You Don’t Know About Scarcity

If you know anything about direct response, you know giving people a reason to act now is crucial for getting the sale.  In the absence of this kind of pressure, my tests consistently show response is usually 1/2 to 1/3rd what it is when you use scarcity right.

What does it mean to use it right?

For the purposes of this post I’m going to assume you know how to create believable scarcity.  I won’t insult you by saying things like “don’t use javascript automated dates”,  or tell people you’ve got a limited time offer when in truth you intend to run it forever.

That’s Scarcity 101.

What I want to talk about today are two components of scarcity most marketers I’ve met–even advanced direct response marketers–just don’t seem to understand (or want to let “out of the bag” if they do!)

This is more like “Scarcity Graduate School”

Not because they’re hard to grasp or difficult to use… in fact when you hear them you’ll go “duh, that makes total sense!”  I call these secrets “Scarcity 501 and Scarcity 502” because it’s only the most advanced marketers I’ve seen use them effectively.


Let me illustrate this with my coaching academy.  Which of the following reasons for scarcity is not only more believable, but more MOTIVATING?:

  • NOTE: We are currently overbooked and in waiting list status until at least the middle of August.  If you are serious about evaluating the program risk-free and want to be sure you don’t miss out on the next enrollment date, please enter your contact details on the priority notifications list!
  • NOTE: Because personal interaction with each student is important to us, our student-teacher ratio is always our first concern.  Therefore, we strictly limit the number of $25 test drives we take each month.  We are currently overbooked and in waiting list status until at least the middle of August.  If you are serious about evaluating the program risk-free and want to be sure you don’t miss out on the next enrollment date, please enter your contact details on the priority notification list!

Adding the two extra sentences to provide the “reason why” the offer is scarce makes all the difference in the world.  Because that reason is “mission driven”, and our mission is clearly in the customer’s best interest.

If I were just a greedy marketer I’d take all the people I could and process them like cattle… but this program is about providing the personal attention you need to succeed!  So we’re hitting TWO hot buttons with one scarcity statement… making the prospect not only believe the reason to act now is legitimate, but making them feel warmhearted about it at the same time.

See what I mean?

Now, this certainly will require some thought to implement effectively in your market.  You begin by asking yourself what your mission really is in the market.  Why do you LOVE your customers?  (NOTE: If you don’t love your customers, then your only option is to find a way to trick them, and this technique won’t work for you.)

Then, once you’ve clearly articulated why you love your customers ask yourself “What bad thing would happen if I sold this opportunity to too many customers… or to two many customers at once?”

For example, if I flooded my coaching academy with too many new people any given month the quality of our live supervision groups (which we offer 7 days a week) would dramatically degrade.

If you sell a money-making e-book, selling your secrets to too many customers at once might denigrate their earning power.  (Some secrets only work when they’re in the hands of just a few people)

If you sell a book on gardening, you might not be able to service all the back end requests for consulting you’re going to get with any degree of quality.  (Note: Growing a business to quickly really will crush you!  Don’t learn this the hard way.)

The question is… why is it actually BETTER for your customer that you have this scarcity policy in place?  It can be a real multiplier when you get this right!


Most marketers have read “Influence, the Psychology of Persuasion” by Robert Cialdini.  If you haven’t, drop what you’re doing and get your ass over to to pick it up right now!  It’s perhaps the most scientifically documented treatment of persuasion principles ever published.

But the thing is, these very same marketers never bothered to follow up on his LATER work.

It turns out he figured out another real gem, and here it is:

When you’ve got a believable reason for scarcity, it’s even more effective when people think the information is a “hot opportunity not many people know about” (e.g., the information about the scarcity is, in and of itself, scarce)

We might call this secret “Meta Scarcity” or “Scarcity About Scarcity”

The example he uses is in commodities trading.  Three groups of people interested in buying commodity futures were told three different things about a lower-than-average price available at the time…

  1. The first group was just told “This is a really good price”
  2. The second group was told “There’s been some very bad weather and this will be the last opportunity for you to purchase at this price.  It will go up very significantly in short order”
  3. And the third group was told “There’s been some very bad weather and this will be the last opportunity for you to purchase at this price.  It will go up very significantly in short order…and you’re among only a handful of people who know about this!

As you’d expect, group #2 purchases a lot more than group #1.  But group #3 outshines them all because they believe they are truly “in the know” about this hot opportunity. So they not only better act quickly before the resource runs out, but they better act quickly BEFORE OTHER PEOPLE LEARN ABOUT IT.

It’s kind of like when your waitress give you a hot tip about the only store in town which still has a few “Tickle Me Elmo” dolls left on Christmas eve… you’d run out of the diner to pick one up.  (If you’re a parent that is.  Or, OK, perhaps a moderately disturbed adult.  Like me.)

How do you use Scarcity 502 as a marketer?

It’s actually easier than Scarcity 501.

For example, I could tell you that I’m about to raise the price on my Double Your Productivity or Double Your Money Back service because we’ve just about got all the case studies we need…and it’s necessary to create a larger margin so we can maintain quality and provide supervision to the experienced Master Coaches who’ll be administering the service going forward.  And that I will only honor the current price for the people who got to this page by clicking MY email BEFORE Midnight on Wednesday. (Coming from an affiliate mailing, or via social media, organic search, etc, does NOT count.  You must have clicked THE email from Dr. Glenn Livingston which was specifically about this scarcity topic.  This can be easily verified by our customer service team by checking our auto-responder accounts)

See?  Now you’re in the know!  And if you’ve had any interest in using the service to double your productivity, now would be the time to use it 🙂

How will YOU use Scarcity 501 and Scarcity 502?  I’m looking forward to seeing examples and hearing back from you with test results!

Now go press your deadlines and make some sales, would you?

The Very Good Dr. Glenn 🙂

PS – I’m turning 50 in a few weeks.  Geez, how the heck did that happen?  In celebration I’m going to be launching a Business Coaching Certification with Terry Dean.  We’re collectively compiling all the turnkey systems we’ve developed over the years for credibility, client attraction, profit multiplication, and living the lifestyle you deserve…doing what you love… you marketing junkie you!

You’ll not only get a license to use these systems, but you’ll be able to give your clients access to our educational library too.  (It’s so much easier to coach a business client when you can just point them to education about what you’re recommending they do)  And getting certified with us will allow you to borrow our credibility for your own sales.

Now, none of this will be cheap… but we’ll be taking on a very limited number (probably about 30) of people at a significant founder’s discount for the first class, which will start just after Labor Day.  Watch your email for notifications please!

PPS – I’m dead serious about the Double Your Progress or Double Your Money Back service.  If you want in at these prices, you should order the consultation now.  Because the price IS going up on Thursday morning, and the only people who can get the current rates are those who clicked the link about scarcity from MY list.