Category Archives: Hyper Responsive Marketing

Profiting from Instant Market Segments

Today I want to share an MP3 on  one of the most LUCRATIVE techniques in my marketing arsenal

In fact, when done right, this technique is SO powerful I’ve literally seen it boost response overnight by 300%.  (You can download the mp3 above, or listen at the bottom of this post)

AND I have at least one student (Ryan Levesque) who two years ago went from spinning his wheels to making over $250,000 in one of his businesses, simply by implementing this technique in that business…
(Disclaimer: it’s unlikely you’ll experience this level of explosive growth)

Recently, Ryan and I did an interview revealing HOW this technique works exactly (and how he’s using it)…
Okay, so what’s this lucractive technique?   And how does it work, exactly?

In a nutshell, it’s this:

First, you start by asking people a few CRITICAL survey questions…And then you automatically FUNNEL those people into different sales sequences based on HOW they answer those questions.

Sounds simple, right?

It is, except…

There are a few subtle SECRETS which are the KEY to making this strategy work (One of them is something in Psychology called the “Forer Effect” which I’ll get to in a moment)…

But first, I want to mention this:  You see, this “survey funnel” technique is something I’ve been trying to get my students to do for YEARS… (And when people SEE this technique and the results it can give them, many times they WANT to implement it in THEIR business…)

But  most people get STUCK on the actual IMPLEMENTATION, simply because they’re not a “Geek” and don’t have the programming skills to set it up properly…

So they give up, often leaving BIG MONEY on the table…

Or worse…

They walk away from a break-even business that could otherwise become WILDLY profitable – with just a few minor tweaks to their sales process…

In other words, the challenge to making this technique work, has always been something I call the “Geek Gap”…

That is, until now…

Because one of my most successful students (Ryan) has partnered with Jack Born (Perry Marshall’s marketing manager) to come up with a way that automatically FUNNELS people into the sales sequence that’s MOST likely to get them to convert.  (Their solution is brilliant, actually!)

AND if your site is built using WordPress, this simple method completely eliminates that “Geek Gap” I talked about, because it requires ZERO programming to set one of these funnels up.  (Once you see how this works, I’m willing to bet you’re going to rush to set this up on your website too…)

In fact, you can see exactly how the technique I’m talking about works right now by visiting:
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www.InstantMarketSegments.com
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(By the way, it’s worth checking this out – even if you’re just curious because Ryan gives a “behind-the-scenes” look at what’s made one of his businesses so successful… And he reveals the POWER behind that “Forer Effect” I mentioned earlier…)

Now I need to mention, I know because Ryan’s giving away one of the big secrets to his success, he won’t be keeping this up for long, so if I were you…

I’d go ahead and check this out now while you’ve got this open and you’re still thinking about it:

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www.InstantMarketSegments.com
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My warmest regards,

Dr Glenn 🙂

PS – Because Ryan feels like he has me to thank for learning this technique, he’s willing make the automated solution he’s come up with available to my subscribers for less than HALF of what it costs the general public – through February 29th ONLY… So if you’re even just the least bit curious, go ahead and click on the link below so you can see how this works now:
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www.InstantMarketSegments.com
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PPS – For absolute clarity InstantMarketSegments.com is the 1/2 price site Ryan has set up for people coming through my affiliate link, whereas you can download the FREE MP3 where we discuss the technique below.  I suggest you do both.  (Actually, I don’t understand why anyone wouldn’t when they see the price, unless they’re allergic to money)

Weird Psychological Marketing Fact #1

I thought I’d end 2011 with a series of contrarian psychological marketing insights.  After all, what good’s  being a marketing shrink if you don’t get to talk about it, right?

Seriously though, there are a few things I think marketers casually banty about as if they were psychological fact which really bother me… And there are others which tell only HALF the story.

So let’s start there with…

UNUSUAL PSYCHOLOGICAL MARKETING FACT #1: “Impulse Isn’t Everything”

Impulse isn’t everything.

Yes, it’s true you’ve gotta appeal to the Lizard Brain with greed, lust, envy, jealousy, etc in order to induce action on your offer. (Which is one of the reasons I’m fond of saying “try to appeal to the lizard brain without seeming like a lizard”)

But the other half of the story is,  this only produces TRIAL BUT NOT NECESSARILY REPEAT…

Satisfying the lizard brain is only PART of what we need in this world…

As sappy as it sounds, the other half is help mastering our environments, our relationships, our place in society, and life as a whole.

Don’t get me wrong, you won’t get ANYWHERE trying to sell people self-actualization, self-improvement, or simple self-mastery solutions unless you can link them to the lizard brain…

It’s just that lizard brain satisfaction is a necessary but not sufficient condition for REPEAT purchase and customer loyalty.

So it’s not enough to sell luster and shine if you’re selling shampoo…

Or even to sell the emotional end benefit (I feel attractive)

To really take the market you need to sell the aspirational character… how your product is going to MAKE YOUR PROSPECT INTO THE PERSON THEY WANT TO BE…

Think L’Oreal “Because You’re Worth It”: when a woman buys L’Oreal, she’s not just trying to look sexy, she’s supporting a character trait which translates to self-care across a wide variety of life areas… she’ll also more likely invest in vitamins, a gym membership, life insurance, a spa, etc

Or think Gillette “The Best a Man Can Get”:  a guy’s not just buying Gillette razors to get the cleanest shave possible, or to attract a desired mate… he’s partaking of the best the world has to offer alpha males, and this informs WHO he wants to be across market categories

Or Intel “Intel Inside”:  when you buy Intel, you’re not just getting a high speed processor, you’re committing (whether you know it or not) to recognizing, developing, and leveraging the value of intelligence across many areas of your life…

Or Kodak “Share the Moments, Share the Life”:  when you buy Kodak, you’re not just getting sharp pictures, or even crystallizing memories… you’re committing to family and community as a value you want to demonstrate as a person… it enhances your sense of participation in life with others, and re-affirms your desire to build more of these relationships as part of WHO YOU ARE AS A PERSON…

See what I mean?

These brands engender MASSIVE REPEAT PURCHASE and loyalty because they’ve managed to integrate themselves with the user’s aspirational self image!

What you should be asking yourself now is, WHAT KIND OF PERSON DOES YOUR PROSPECT BECOME when they purchase your product or service?   Is your advertising set up to support this message?

Onward and Upward in 2012,

Dr. G 🙂

PS – When you join Hyper Responsive Marketing Secrets you affirm yourself as a person who gets enormous leverage for their  time  and consistently “organizes and executes around priorities” because you know HALF your profits are driven by only ONE in 2,000 visitors.   This radical paradigm shift not only transforms your business, but syncs with your commitment to apply the 80/20 rule throughout your life to achieve maximum results with minimum time.   Join now

PPS – Keep your eyes glued to your inbox for “weird psychological marketing fact #2”, coming soon.

I Am Human Bug Meat

My 5 Most Important Warnings for Internet Marketers:

I got ALL these bites in LITERALLY under six minutes
(That’s gotta be a new world’s record… someone call Guinness!)

OK, so Wednesday morning I woke up with nice, clean arms.

True, I was whiter than the Pillsbury Doughboy and the Stay Puffed Marshmallow Man combined, but I didn’t have even a single bite.

Then Sharon called to say she had to work late, and so I got it into my head to hike the Caps Ridge Trail up Mt. Jefferson… a stunning 5,000 footer in the White Mountains.  (It stays light until 9 pm now up here… it’s like getting two days in one!)

I also thought “it’s so hot out, even though I never hike in short sleeves, today’s the day”  (In the 90s this week… a rarity for New Hampshire, where our state motto is “Live, Freeze, and Die”)

So off I went… two hours in the car, 4 litres of Fiji Water in my back pack (always gotta be Fiji!), my boots, poles, short sleeves, and big bottle of  sun block to keep me nice and white. (Because I don’t tan, I burn)

When I got there, Jefferson Notch Road was CLOSED. (The 7 mile dirt road which leads to the trail)

But there’s just something about the 4,000 footers in the Whites that calls to me…

So I decided to tackle Mt. Hale instead, because the trailhead is only 15 minutes away, and it’s another mountain I’d been wanting to knock off my list.

What I FORGOT was you absolutely do NOT want to hike near a shallow stream or still water in June unless you enjoy feeding the gnats and mosquitoes…

The trail head was more buggy than usual, but I blew it off thinking that I wouldn’t notice it once I got moving.

About half way up the trail I ran into a guy who said “it’s unbelievably buggy on top, not sure I’d continue if I were you”.

But I dismissed this warning too, thinking “he’s just an inexperienced hiker… kind of a wuss”.  (Yeah… like real men are supposed to wear bee hives as lampshades at parties, right?)

So I continued on up to the top.

At the summit I thought “this isn’t so bad”, so I took off my pack, took out my sardines and rice (a guy’s gotta eat), and prepared to enjoy a meal.

Well…

You know how people tend to say “there were a thousand bugs after me”… and you take it figuratively, meaning “there were a LOT of bugs”

I’m NOT talking figuratively.

I’m being LITERAL.

At least 1,000 bugs came swarming.

I’ve never seen anything like it…

It was like being in a horror movie (remember the scene in “Wilbur” with the rats?)

I couldn’t get my pack on quick enough…

And run for my life.

I’ll never forget it.

Well…

The bugs did NOT follow me off the summit.  I really don’t know why… maybe there was some electromagnetic force which kept them up there, maybe they were “defending their turf” and were just happy when I left, but for whatever reason I was free of them within 50 yards.

And the trip down was relatively uneventful, except for a nice 70 year old man who turned out to be a psychotherapist, horribly lost in the woods.  (I took him back down with me and gave him a ride to HIS trailhead… we head-shrinkers have got to stick together!)

So why did I tell you this story?

Because when you want something bad enough–a business goal for instance–sometimes you’ll ignore repeated, obvious, strong warnings in pursuit of it.

Granted, persistence is a necessary character trait for entrepreneurial success, and if it weren’t for hard-headed, stubborn business people innovation would never occur.

But on the other hand, there ARE paths that don’t need to be retread, problems that don’t need to be repeated.

Here are a five I’ve seen literally hundreds of times in the course of dealing with coaching students, customers, and peers:

  1. GET THE MATH RIGHT!:  If there’s one mistake which kills marketing projects way over and above all others it’s this one.   In fact, I’m going to coin a new quote right here and now “the stronger the dream, the weaker your math ability”. I’ve seen hundreds of coaching students, Glenn Club members, clients, friends, and peers plunge straight on to their “deaths” all the while completely convinced their dream MUST catch on.  Really… ask yourself how much (specifically) you’re planning to make when the business model is mature, estimate your cost per visitor, cost per lead, cost per sale, refund rate, customer service costs, chargebacks, lifetime customer value, available traffic, etc. and put it all in a big spreadsheet.  Do it NOW while you’re thinking about it, before your dreaming brain takes over and tells you “I think it’s gonna be OK because you’re such a great marketer”, or because the product idea is so cool, or because nobody else is doing it.  If you don’t have math on your side, you don’t have ANYTHING.
  2. DON’T ASSUME YOU CAN TRANSFER A JOINT VENTURE MARKETING SUCCESS INTO PAID ADVERTISING CHANNELS:   Joint Ventures carry two very, very powerful advantages which disappear when you move to paid traffic (1) the endorsement of someone with a relationship with their list and (2) the relative absence of competition at the moment of contact (in contrast to PPC, for example, when there are 20 other vendors on the page competing for your prospect’s attention).   Most successful JV projects I’ve seen were limited to JV traffic (and possibly SEO).   On the other hand, you CAN and usually should pursue joint ventures in the opposite direction… if something is profitable in paid media, there’s probably a lot of money on the table to be picked up by working with your competitors.
  3. DO RESOURCE PLANNING BEFORE YOU LAUNCH:   You’ve probably heard me say this before… In internet marketing, “the name of the game is staying in the game until you win the game”.  Most people crap out of the game not so much because they can’t manage Google, or don’t know how to advertise, or have a bad product, or aren’t making any sales… most people crap out of the game too soon because they run out of resources.  What resources?  (a) Money; (b) Time; (c) Passion for the Project; (d) Moral Support.   (In the How To Choose Profitable Markets system Terry and I spent quite some time making the point that your very market choice should be determined by your resources, and provide a spreadsheet/blueprint to help)
  4. DO YOUR FRICKING RESEARCH:  Most of you know I used to get paid between $100,000 and $500,000 to do marketing research for large companies.  What you don’t know is that the way the internet has evolved, there are now literally dozens of ways to get the same information for free.   Someone could make a business out of just compiling consumer language from the buyer reviews on Amazon.com alone… it’s absolutely amazing!  There’s absolutely no reason to play blind archery anymore.
  5. SELL RESULTS, NOT PROCEDURES:   (Thanks to Perry Marshall for this one).  For example, my wife’s been developing a web-video infomercial service for entrepreneurs.  She really is among the best in the world at her craft… but the problem is, people don’t want infomercials, they want CUSTOMERS.   So I’m helping her develop a model where the client simply covers her costs of production (usually just a few thousand dollars), and then they pay for phone calls and sales instead.

Now, no one’s invulnerable to the allure of the mountain top.

We all trudge ahead on our journeys despite the warnings and clear signs on the road.

Dreams are the stuff of life.. they make us human…

And nobody’s more prone to them than I, as evidenced by my lovely bug-meat story.

But above are the 5 most important warnings I want engraved on my tombstone for all the entrepreneurs that ever come visit me OK?

Onwards and Upwards,

Dr. Bugmeat 🙂

Coaching |  Do it Yourself | Choosing Profitable Markets |  Audio-Video Infomercials |  Total Conversion Code

My 5 Top Business Ideas for the New Year

OK… here goes.  My 5 best business ideas for the New Year:

#1 -YOUR NEW CRITERIA FOR SAYING “NO”:

Never say yes to any marketing project where you don’t have all three of these (a) desperate problem; (b) a unique promise; (c) overwhelming proof

I’ve blogged about this previously, but I can’t underscore it enough.  If you’ve got these three covered, odds are you’re going to have much more of an operations and capacity problem then a sales problem.

Many people objected to the idea the problem had to be desperate.  For example, lots of people buy water filters, DVDs on how to knit, and/or mundane things like hammers every day… and  there ARE  people making a fortune selling these items.

Here’s my counter-argument…

People are more desperate to hold onto their money (especially in this economy) than give it to you.

So if you can’t MAKE your prospect feel desperate about their problem (even if their problem is “I can’t play that guitar riff like Clapton” or “I want a clean shower or I’m gonna scream”, or “I can’t finish this wood shed for my son by Christmas without a friggin’ hammer!”), you’re gonna have trouble competing, to say the least.

The unique promise – well, now, that’s kind of a given.  We’re competing globally now… so how will you stand out from the other BEST 20 guys/gals on the first page of Google?

Overwhelming Proof – when I scan all the markets I’ve entered profitably, the ones which REALLY produced were those in which I had overwhelming proof.

And no wonder, with all the scammers and competition online.

Prove your claims or don’t make them.  (And if you’re left with NO claims to prove, pick another project).

  • Action Question #1:  What’s the desperate problem your offer solves?  How can you highlight the prospect’s pain to make them more desperate to buy from you today?
  • Action Question #2:  Look at your sales page or site.  How many of your claims have you provided proof for?  How else can you overwhelm them with proof?
  • Action Question #3:  Why did you gloss over the previous two questions?

#2: Plan for Capacity Problems:

This will sound crazy to most of you but bear with me please…

My friend Jonathan Mizel once told me “Glenn, there are about a dozen critical pieces in your sales system, and if even ONE of them goes wrong, you’re not going to make ANY sales”

He was right.

Here are several practical implications.

First, if you want this internet thing then don’t give up.  Ever.   Decide to be successful and make it happen.

Second, be careful about pre-judging media, techniques, and methods.

Because ALL of them have to come together to create your first profitable project, most people tend to conclude they ALL don’t work.

Or they start “praying to the internet Gods”, or they walk around feeling befuddled.

That’s why 95% of people who start an internet business crap out of the game entirely (a sad but true statistic)

There IS hope, there IS a well traveled path.  But it’s a longer and riskier road than most people make it out to be.

Study research, study conversion, study traffic.

Keep managing your resources, put your head down to do the work, and keep going.  There’s a good chance you’ll make it.

But it’s the last practical implication which is idea #2 for 2011… plan for capacity.

Because what happens to many people when you get the 12th piece of the marketing pipeline in place is a FLOOD they’re in no way prepared to handle.

This is NOT a linear game.

It’s a game of debugging the bits and pieces of your system until money flows through it…

And you need to be ready when it does.

Because of the difficulty of the learning/debugging process, we all tend to feel  the sales system is EVERYTHING in our business.

But it’s NOT.

Marketing and Sales are necessary but not sufficient pieces of your business puzzle if you’re striving towards a 7 or 8 figure business.

Take the time to think through exactly how much business you WANT to create, and create a plan for controlled growth once your sales system is functioning smoothly.    Because growing too quickly will kill your business faster than poor salesmanship (seriously).

  • Action Question:  How much business are you prepared to take on when you finally get your sales system humming?  At what rate?  How much in 1Q, 2Q, 3Q, 4Q this year?

#3 – Put REAL GUTS Behind Your Guarantees:

We’re reaching the end of an era … the power of the simple guarantee is fading.

Everyone and their dog gives money back for 90 days on an info product.

Most prospects realize this guarantee is standard and, well… wimpy.  (They know your costs of goods are relatively low)

If your product or service really produces results (and it should or else why bother selling it), then grow a pair and put your money where your mouth is.

For example, how about …  “We’ll build you a business that makes money and teach you how to grow it… if you don’t want to keep it 12 months later, we’ll buy it back at an agreed upon price”

The only way to make such a guarantee is to BE “that good”

The pressure is on for us all to BE stellar… reliably.

The pressure is also on to know the math in your business inside and out, or these guarantees will kill you.

But I firmly believe this is what it’s going to take to sell high ticket items going forward.

Be stellar and guarantee it, or get out of the game.

  • Action Question: “What level of guarantee in your business would make you so nervous you would literally throw up?   Now… can you carefully examine the mathematics and structure of your business so you actually CAN make that guarantee?”

#4: Understand Emerging Media Environments

I probably shouldn’t admit this, but a good part of my early success was fueled by cheap prices when PPC was emerging as a media in 2003 to 2005.

Sure, I stood out amongst the crowd because of my research and marketing abilities (not one in 10,000 marketers claims the same accomplishments even during those easier times), but it was a LOT  easier to profit in 17 markets when clicks cost 1/3rd what they do now.

The reason this is important is because you’ve gotta place your “start up” media in perspective if you’re going to judge the success of your project correctly. (It’s also important because there are always additional media popping up, and if you learn how to watch for the signs, you’ll know how to leverage the “money at a discount” opportunities in emerging media when they inevitably arise)

For example, I’ve had several students who’ve developed a funnel which aggressively builds a list of BUYERS (and thousands of opt ins) at break even in PPC.

It’s somewhat disheartening at first because if they had a time machine and could go back just 2 or 3 short years, these businesses would be earning 2 to 1 on the advertising on the front end.

But now, MOST successful ppc systems operate at or near break even ON THE FRONT END!

Which is why Terry Dean says “I never want to be in a business where I’ve got to make money on the front end”

Here’s another point in this light…

A break-even system in PPC today will often perform quite profitably in a joint venture arena.  Why?  Because to reach break even in PPC requires a very good knowledge of the market, a decent product, a good offer, etc.  And JV traffic LACKS the competition of PPC while GAINING an implied endorsement.

#5: Relentlessly Pursue Reality!

This is the hardest one for most people, but I think the most important.

Because we all had fantasies about this game.

We all thought it was going to be a LOT easier than it really is.

We’re all reluctant to admit that building a business on the internet is just as difficult, if not more so, than building a brick and mortar in the old days.

That we’ve got long days ahead.

With lots to do.

And sometimes months long or years long plateaus before we “jump” to the next level (and that IS how it happens, in my extensive experience and observation)

But you know what…

It’s OK.

I LOVE this game, don’t you?

Sure, I work a lot more than I thought I would.

But I’m working on MY projects.

I might be writing copy, doing research, building website, supervising designers, managing advertising, dealing with $@*&#*& Google, developing systems, supervising outsourcers, talking to attorneys, negotiating deals, making presentations, getting graphics designed, recording products all day on Sundays, forming corporations, dealing with customer service issues, studying new marketing media and techniques, going to seminars, speaking at seminars, coaching my students, talking to mastermind buddies, reading the endless FTC rules, making videos, recording audios, building new scripts, brainstorming products and services, writing a promotion, programming a database, fighting with my web host, managing my domain names, registering trademarks, editing an ebook, recording my marketing club, planning a campaign, doing a webinar, uploading podcasts, writing a blog post (like this one), or just watching the latest internet marketing video.

But you know what?

I’m HAPPY.

I’m doing what I want, when I want, where I want.

I wouldn’t trade this life for any other.

Would you?

Food for thought…

Dr. G 🙂

PS – Here’s a bonus idea for 2011… don’t check your email until after you’ve had 20 minutes to journal about your goals, frustrations, and dreams every morning.

Here’s a psychologist’s explanation of why this is critical…

We compulsively go to our email looking for nurturing.  It’s true.  We’re hoping to find money (orders in our inbox),  love (notes from friends and loved ones), and inspiration.

Now, there IS money, love, and inspiration in our inbox most days, at least some of it.

But the problem is, there’s also POISON.

LOTS of poison.

The way we marketers use email, virtually every PROBLEM we have to deal with comes at us through email.

And then there’s spam.

So don’t start your day with poison.  Start out by clearing your mind and nurturing yourself.  I’ll bet anything you’ll make more money if you do!

(I actually start my days by first making vegetable juice, taking my vitamins, and doing a little stretching… no matter what I’m expecting in my email.  THEN I do 20 minutes of journaling, before finally pressing send and receive)

The Unlimited Traffic Technique

Way back in 2003 I heard Jonathan Mizel describe something which literally blew my internet marketing mind.

He called it “The Unlimited Traffic Technique” and the essence of it was this:  IF you’re the guy/gal who makes more money off a web visitor than everyone else in the market, AND you offer a very generous affiliate commission, then most of the traffic in that market should tilt in your favor.

For example:  I make $25 per lead, everyone else makes $10.  I offer a $12.50 so the other merchants say “why the heck should I bother with customer service, cost of goods, shipping, product development, and all these other hassles when I can make  $2.50/lead more with Glenn for doing NOTHING but sending him the traffic?”

See what I mean?

And that’s what Dan Kennedy means when he says you need to “engineer the economics of your business so you can PAY MORE for a lead than everyone else in the market”.  (This is contrarian to say the least… while every other business is trying to pay as little as possible, obsessing about efficiencies… you figure out how to pay MORE  and you can dominate the market)

IF you can reach this position, the experience is literally mind blowing. Because whereas you previously had to beg for joint ventures,  eek out a profit on exhaustively optimized advertising, or expend eons of precious time on search engine optimization or social media… all of a sudden everyone needs YOU.

It’s like holding a glazed ham in a room packed with Doberman Pinchers… you’ve actually gotta take care to protect yourself, they come at you so fast.

BUT  (there’s always a “but”, isn’t there), what I want to talk to you about today is the PRACTICALITY of owning and controlling this dominant position in a market.

Because while it all sounds wonderful in theory, and it’s DEFINITELY something we should all be striving for, in practice, it’s pretty damn hard to get to.  (I’ve only REALLY done it once, and am just now putting the finishing touches on my second grand slam)

Here’s why it’s much harder to do than it sounds (followed by the SOLUTION which finally hit me in the face like a monsoon in the desert).

First of all, it’s only natural for we left-brained-electron-chasing-internet-marketers (that particular breed which clings to the seductive fantasy of having computers suck money out of cyberspace and deposit it by the millions in our electronic bank accounts) naturally gravitate towards AD/LANDING PAGE/SALESLETTER OPTIMIZATION as the quintessential solution.

Friends, I’m here to tell you it is NOT!

Which is not to say you shouldn’t be testing and tracking to optimize your conversion like a wolf on the hunt. (You definitely should).

But in the end, especially if you’ve done your research, most systems reach a point of diminishing returns on your optimization effort.

For example,  if you start with a 25% profit and you test and tweak the hell out of that system, you can frequently get it to 150% or 200%.   Not too shabby, to be sure, and you can definitely build a business on it, … but it’s usually not enough to fund the unlimited traffic phenomenon.

Because many competitors will be optimizing their sites too.

To fund the unlimited traffic technique, you’ve really got to be making at least twice as much as compared to everyone else.

And the much faster way to get there, I’ve finally learned after years of pain, isn’t so much by optimization, but by turning your business into a REAL business… one which cultivates repeat customers, and offers a multitude of ultra-high end solutions.

In other words, where everyone else is trying to sell ebooks and information products, you hammer the market with a high end, guaranteed, done for you service with a continuity component.   While they’re going after  $100 or even $1000 of profit at a time, you go after a lifetime value of $25,000.

To quote a line from a bad remake (of a great movie)… “There IS no defense!”

Of course, optimization plays a role in this pursuit.  But it’s not as much of an economic role as we’d all like to think.  We’ve all got the dream of finding “just the right ad” or “just the right headline” and then striking it rich, when the truth is, we should be thinking about “just the right OFFER” and “just the right BUSINESS STRUCTURE”.

Because, if I’m making $25,000 from a customer, does it really matter SO much if I pay $10 vs. $20 per lead?

What matters is I figured out how to make $25,000 per customer.

Now, optimization DOES help us figure that out, because every test gives us more insight into what the market really wants.

But optimization is just a cog in the wheel… it’s a part of the process, it’s not the goal in and of itself.

Optimization is a necessary but NOT sufficient condition for achieving the ultimate goal – unlimited traffic and market domination.

It took me a LONG time to learn this.

At first I was obsessed with my click through rates in Google, and with a psychotic energy not dissimilar to having to master Asteroids and Ms. Pacman as a child,  I learned how to get more traffic at a lower cost.

Then I transferred this obsession in to learning how to CONVERT the traffic (using my research systems, etc).

Now, you’d THINK that should be the end of the story…

Because TRAFFIC x CONVERSION = $$$ Right?

Not quite.

And that obsession almost killed me.

Because while Traffic x Conversion DOES generate money:

Traffic x Conversion x High Ticket Items x Repeat = FORTUNE

So here’s the real take-away.

Given a basic proficiency with traffic and conversion, you get a LOT more leverage, by focusing on the second half of the equation! (High Ticket x Repeat)

This usually means giving up the fantasy of getting 24 hour a day massages while someone feeds you bon bons and money is electronically deposited in your bank account.

It means embracing a real business, where you deliver high end products and services, and require some assistance to make it all run.

I really wish I knew this 5 years ago when I came onto the scene.

Because in my own struggle to relinquish this fantasy, I believe I may have erred in encouraging others 🙁

I’m sorry!

But there it is in plain sight for you above.  And I’ll say it again so you can tell your Mom something really important this Christmas (and make sure she’s listening, will you?):

Traffic x Conversion x High Ticket Items x Repeat = FORTUNE

Given a basic proficiency with traffic and conversion, you get a LOT more leverage, by focusing on the second half of the equation! (High Ticket x Repeat)

Have a Happy Holiday Everyone, … I’ve got GREAT things in store for you next year!

Dr. G 🙂

www.HyperResponsiveMarketingSecrets.com

Marketing Like an Evil Child

When was the last time you gave yourself permission to think like an evil child? You might find some surprisingly good marketing ideas if you do!

An evil child says:

  • “Gimme”
  • “Mine, mine, mine!”
  • “Gotta have it, gonna take it, get out of my way!”

When do your customers think like that?

For starters, when you present a UNIQUE SOLUTION to a DESPERATE PROBLEM, with OVERWHELMING PROOF you’re for real.

Go write that now on the mirror in the bathroom so you’ll have something useful to memorize the next time  you’re doing unspeakable things.

  • A DESPERATE PROBLEM:  means something they’ve gotta solve now unless they’re willing to live with worsening pain and consequence.   (Website sales are deteriorating,  poisonous Radon gas is threatening to kill their home sale, biological clock close to running out and no mate in site,  diabetes imminently threatening your vision, etc)
  • A UNIQUE SOLUTION: means something they haven’t heard before, and can’t get from anyone else but you (The hyper-responsive marketing method, a “Men Who Want to Get Married and Have Lots of Babies Now” matchmaking service,  a one-of-a-kind patented radon gas mitigation tube, a “Reverse Your Diabetes Naturally in 30 Days or Less” DVD)
  • OVERWHELMING PROOF: means you don’t make ANY claims you can’t back up 3 times over.  (17 profitable niche markets + $14M in consulting services sold; 42 new baby pictures from last month alone, a dozen before and after radon test sheets with sworn affidavits and state-certified results; Harvard conducted scientific studies proving 82% of diabetes patients were able to cease all medication without complication, etc)

A desperate problem, a unique solution, and overwhelming proof.

There ARE 12 other reasons your site might not be selling as well as it should be, but if you get the above 3 right, you’re at least half way home.

AND…

If you’re REALLY struggling, I’ll bet my pancreas you’re missing at least one of the magic 3.

Answer these questions honestly, right now:

  • What, specifically, is the desperate problem you’re addressing on your site? And HOW desperate are your prospects, really?  (Can you help them feel more desperate by repositioning yourself?)
  • WHY is your solution unique? Fill in the blank in detail “Only my product or service can solve their desperate problem because only my product or service has or does _______________”
  • Why the hell should they believe you? Where’s your PROOF?  Have you overwhelmed them with it?

Seriously…

If there’s ONE thing I learned in 2010, it’s this… don’t go into a business where you can’t answer address the above three questions passionately.

The reason this makes me want to repeatedly slap myself in the head with a spatula, by the way, is that I suddenly realized  even though I’ve launched many profitable businesses, most of them were the WRONG ones…

Terry Dean finally convinced me that I have  fought my way to profitability by the strength of my research DESPITE missing at least one of the above in most of my endeavors .   If I’d only known the above first, I’d be a lot wealthier than I am now!

Which leads me to my final point.

“Glenn’s Research Abilities + Terry Dean’s 14 Years of Internet Conversion Experience = Ability to Do Some Real Damage!”

Well, Terry and I have been spending Sundays together all fall recording videos, totally debriefing each other  on our respective systems, figuring out how it all fits together, step by step…

So we can teach YOU how to really do some damage online.

We’re still about 6 to 8 weeks away from launching the product, coaching systems, events, etc.

But if you want to be among the first to know when it’s ready (and be sure to get the introductory pricing, free pre-event webinars, etc), head on over to TotalConversionCode.com and leave us your email.

You’ll be glad you did.

Oh….

And we’d LOVE for you to leave your answers to the exercise above in the comments section if you don’t mind.

What’s the desperate problem you’re addressing in your market?

What’s your unique solution?

Can you prove it, beyond a shadow of a doubt?  Overwhelm us!

To your success!,

Dr. G 🙂

Total Conversion Code | Hyper Responsive Marketing

PS – I’ve totally updated the “How to Choose Your Market” product with Terry’s help for 2011 too. It’s available right now for FREE in the Hyper Responsive Marketing club,… but not for long.  Right after Perry promotes the club one last time this year I’m going to pull it out as it’s own product, so if you’re interested, get into the club now. (If you’re already a member, just visit the bonus section and download or view)

My #7 Money Making Secret – Segmentation

My #7 money making secret is SEGMENTATION.

Which is a big fancy word I learned in my corporate consulting days for “separate your market into reasonably large groups of reasonably unique desire and serve them separately.”

Most internet marketers don’t bother with segmentation at all.  They think their market is comprised of a bunch of white ping pong balls zipping past them, and so they gear all their marketing communications to white ping pong balls.

Which is FINE  IF 80% of your market really IS white ping pong balls… having essentially the same needs, wants, language, emotions, and concerns…

It’s ALSO FINE  if your market is so small that the financial boost you’d see from segmenting it is outweighed by the time and resources needed to manage a separate and distinct sales process…

But if you’ve got more than one color of ping pong ball in your market ( most markets do) AND it’s large enough that boosting the response of the new  segments financially outweighs the resources required to do it… then you’re leaving  money on the table.

Sometimes a LOT of money.

Because you can’t underestimate the value of showing people that what you’ve got is EXACTLY for them.  Not 65% for them… EXACTLY for them.

How do you decide?

The key is in guesstimating, in dollars and sense, what improvement you might expect to see, and what it might cost you to execute the segmentation.

Let’s look at how you might do this.

Generally, I assume that segmentation should boost response by 25% to 50% for minority segments broken out of the main marketing stream. (You can see this effect in Adwords itself when you “peel and stick” keywords into their own group and write ads specifically for those groups… in fact, the impact is often MUCH greater)

I’ve definitely been VERY  wrong about this (in both directions), but as a rough guideline it’s a pretty good one.

Add to the equation the fact you can usually charge MORE for a segmented solution than you can for something perceived to be for the market as a whole. (That’s why we pay more for medical specialists than our general practitioners)

Then do the math, look at the estimated financial bump, compare that to the resources required to make it happen and decide.

A fictitious example will illustrate the point.

Let’s use a new “Mega-Wonderful-Diet-Solution”, and assume we’re attracting 100,000 visitors a month to our site for simplicity, selling a product for $100, and converting 1% of the visitors.

Also for simplicity’s sake, let’s assume we’re selling an e-book with 100% profit margin (we must have a really beneficent payment processor who’s granted us zero fee processing and no customer service costs too).

In this ridiculously oversimplified example, we’d have a visitor value of $1 ($100 x 1%), and a profit of $100,000 each month.

Now, what would happen if we did a little research and segmented our sales process into “The  Low Carb Mega Wonderful Diet Solution” and “The Low Fat Mega Wonderful Diet Solution”

To estimate that, we’d have to know something about what percentage of the market were attracted to Low Carb vs. Low Fat vs. Other Types of Diets.

Let’s assume it’s 40% Low Carb, 25% Low Fat, and 35% Other Types of Diets.

And let’s further assume we’re gonna get just a 40% bump in overall dollar value for each visitor in the new segments.

So now, the Low Carb people (40% of the market)  become worth $1.25 per visitor, the Low Fat people (25% of the market) become worth $1.25 per visitor, and the rest of the market stays at $1 per visitor.

40% x $1.40
25% x $1.40
35% x $1

———-

= 100% x $1.26 (when you do the math above)

So we’d be looking at an overall bump in visitor value of about 26%

Now, at 100,000 visitors per month, we’d be estimating $26,000 per month additional gross, or $312,000 per year.

Is it worth it?

You’d have to ask what resources would have to be put into achieving this segmentation, and compare that to the business owners other opportunities, priorities, and overall goals.

If all that were required were maintaining two separate advertising systems, the answer would very likely be yes.   But if it required developing a whole new product line, the owner would have some harder thinking to do.

But that decision would be a LOT easier with these estimates than in a vacuum (which is how most people make their segmentation decisions… and probably why most marketers never do)

The point here isn’t to give you a hard and fast rule to decide how and when to segment.  It’s to teach you to “think on paper” about it in a more methodical way.

On a practical basis, I’ve found segmenting a market enormously helpful.   I used to run my body language market segmented into 8 groups.  It was the difference between $500/mo profit and $3500/mo profit.

The cost?  Running 8 adgroups instead of 1, keeping people in 8 separate lists in aweber, and 8 separate salesletters.  (I hired a writer to seriously alter one letter 8 times based upon my understanding of each segment)

It was a great marketing experiment,  but maintaining 8 separate salesletters and email follow up lists was a real pain.  So I condensed it into the biggest 3.   And after I got slapped, I just let it run with ONE segment, because at this point I live in a world with more zeroes… my resources are better spent elsewhere.   Though as I’ve built up my outsourcing team and systems, segmenting smaller markets is looking  more attractive, and I’ll once again attend to it.

Do you see how estimating the impact of segmentation helps?   And how the DECISION to segment changes depending upon where you are in your company and the resources involved in execution?

In sum,  unless you serve an exceptionally small market with a very, very narrow positioning, there are almost always unique segments in your market, and money on the table to be picked up by addressing them.   But you’ve gotta weigh the predicted value of segmentation against the resources necessary to execute it.

There are much fancier sets of statistics and procedures for making these calculations, but I hope I’ve gotten you started thinking the right way about these decisions with some simple math.

All my best practices are STILL in the hyper-responsive club.  (Note: that’s the reason I haven’t done anything “shiny and new” for some time… I’ve just been pouring my best thinking into the club, rewarding my most loyal customers.  BUT, I’ll shortly be revealing a Video Marketing service, a Conversion product, and a thoroughly updated Choose Your Market product.  Join the club for best pricing and earlier notice when most of these are launched)

All my best,

Dr. G 🙂

My #4 Money Making Secret – The Paid Consultation

Let’s keep Glenn’s Money Making Secret count going:

  1. Research
  2. Contrarian Advice
  3. Let the Market Change You as a Person

What’s #4? “The Paid Consultation as Your First Business Contact”

This one’s a tough one to embrace because it goes entirely against the norm and makes a lot of potential customers mad.

But it accomplishes three things:

  • First and foremost it protects your time (and/or your sales people’s time) from ambivalent or unqualified prospects.
  • Second, it dramatically increases closing ratios, because you’re only speaking with people proven willing to give you money to start with.  (I’m talking about 500% to 1,000% increase in my personal experience)
  • Third, it protects the customer from purchasing things they’re not really ready to purchase, and/or things they’re not qualified to purchase.
  • Fourth, it protects your business from unhappy customers (particularly important for service businesses)

Take my coaching salesletter for example.   (Click here to open in a new window so you can read along with the commentary)

With some frequency I get people who request FREE time to discuss their situation and see if it’s a good fit.   They usually say they’ve read my letter, but object to paying before speaking with me (or Ryan).   The vast majority of coaches, they say, would consider it very BAD business to require payment before the first consultation.  In fact, they don’t know ANY other coach who would insist upon this.

While I respect their decision, I stick to my guns.

You see, the vast majority of coaches HAVE TO spend their time developing business with free consultations whenever they can get them because they don’t really know how to market themselves.

But when you DO have the deal flow in volume, I’ve simply found it ineffective to offer time for free to a customer in ANY circumstance (other than the research phase of a business).   If  you read the coaching salesletter,  you’ll see I’ve actually set it up to try and dissuade all but the most well fit people from the program.

Because I’ve found if people don’t really already know that this is the right system for them, and we’re the right coaches, it’s an uphill battle to get them to actually embrace the work and take our direction.

There are literally dozens of turns and events within my system where the student needs to go against typical practices and engage in what their friends, family, and colleagues would perceive as a crazy way to do business.

And there’s no guarantee of success, even then.

So everyone winds up unhappy.

I worked really hard to develop the deal-flow to allow me to take this contrarian position because I believe it’s the only one which works for everyone concerned.  Otherwise you wind up with a kind of “revolving door” practice with a lot of ambivalent and unhappy people who just pay for a few months at a high rate and then drop out.

Long story short, I thoroughly understand when a customer wishes to find another coach or work with another system given our philosophies and business practices.

Because if they’re not confident enough in what we’ve presented to commit to a refundable first month, then the odds are they’re not quite ready to work with us anyway, and we’d get a bad result for them.

There’s nothing at all wrong with people for choosing not to proceed under these circumstances.   I respect that as a perfectly reasonable position and  wish them the best.

(NOTE: I’m also not trying to maximize profitability in the coaching program, I’m trying to surround myself with people who embrace my systems successfully. They’re much more valuable to me both business wise and personally than the extra income from not-so-well-fit additional students.  This makes the “Paid Consult as Your First Contact” even more important)

I used a similar process when building Rocket Clicks.   All sorts of people wanted to get some free time to see if it was right for them.  And were incredibly annoyed at having to pay for the (refundable) consult.

But I diligently I did the work to build an effective salesletter and follow up system to drive people to a paid consultation.  And while most PPC salespeople would report a closing ratio of 10% or so, we had our pick of the litter (about 80% of those we wanted to take on as a client after the consultation could be sold)

So…

How can YOU free your time, increase your closing ratio, and grow your business with the Paid Consultation as the First Business Contact?

Love to hear your examples below,

Dr. G 🙂

Hyperresponsive Marketing Secrets |   Coaching


There are NO AdWords Geniuses

This might seem like a strange thing for the owner of a PPC agency to say, but there really are NO AdWords geniuses!

I frequently hear people talking about so and so as an “AdWords Genius.”

But when someone says that, I immediately know that they don’t thoroughly  understand AdWords.   Because saying someone is an “AdWords Genius” is very much akin to pointing out a good French speaker and saying “Look at him, he’s a French Genius!”

There aren’t any French Geniuses.  “Genius” implies an innate ability unattainable by the average person.

In French, there’s  a basic level of fluency which becomes progressively more natural and embedded in a speaker’s brain the more time they spend in France interacting with native speakers in the culture.

Pretty much ANYONE could attain this level of fluency if they decided to spend enough time in France.  (Or Montreal!)

It might APPEAR to an outsider, struggling in their first few hundred hours of studying the language that this other person was a French Genius, but the truth is, it’s just a reflection of the time and energy they spent in France.

Moreover, an argument could be made that the person who chose to spend just a few hundred hours studying French to achieve basic fluency has a more balanced life, and will achieve more in their business dealings in France than the one who dedicated all their time and energy to appearing like a French Genius.

You wouldn’t spend a lifetime studying French if your goal was only to be  comfortable enough in the culture to do business profitably with the locals. There’s definitely a point of diminishing returns… there might be 80,000+ words in the French Dictionary (I’m guessing), but the masses rarely use more than 5,000 or so.

It’s the difference between efficiency and effectiveness!

Similarly, there are NO AdWords Geniuses.

Rather, there’s a basic level of fluency which most people reach by spending a few  months immersed in the machine.  From there, there’s only an incremental ease with which they work in AdWords depending upon how much time and energy they put into practicing.

There certainly ARE hundreds of nuances to AdWords, but many of them can’t be leveraged by anyone who properly considers AdWords only PART of their business and doesn’t intend to be a full time PPC manager.  There are only about a dozen AdWords things you really need to master to achieve a basic fluency. (Campaign Settings, Keyword Groupings, Match Types, Spit Testing, Basic Content Network Logic, Placement Targeting, Conversion Tracking, etc)

Anyone can do it. (Well, any detail oriented person… a lot of purely creative, right-brain types have trouble, in my experience)

The REAL leverage point in AdWords isn’t in AdWords at all.

To maximize your AdWords profits you really need to understand what’s on the customer’s mind BEFORE AND AFTER the click.

Knowing what’s on their mind BEFORE they click helps you get the customer at the most efficient rate (high CTR, OPT IN, and SALES RATES), but more importantly shows you how to TAKE THE PROSPECT OUT OF THE COMPETITIVE ENVIRONMENT.

(AdWords is brutal… you want the customer to feel that you’ve almost psychically read their mind so they stop their search and start studying what you’ve got to offer in the context of a “go to relationship” with you, and hopefully you alone!)

Knowing what’s on their mind AFTER the click is critical so you can maximize the value of every customer.

And THIS is perhaps the most important part.  Because Adwords is such a competitive auction environment, no matter how good you get at efficiency, it’s effectiveness, or maximum visitor value, which wins the game in the long run.

In other words, if you’re running Adwords at only a small profit and plan to just let it ride, you’re probably planning a losing game.  To truly dominate your market in Adwords, you’ve got to engineer your whole business such that you’re the one who can afford to pay the MOST for clicks.

Yes, you read that right.

Sure you want to buy them efficiently, but you want to be making so much from every visitor that no matter what happens in the auction you can afford to outbid the next guy.

And here’s the thing…

YOU control what happens after you’ve got the opt in or the customer, NOT GOOGLE!

So why get sucked into spending all your time inside a machine someone else controls?   Get it running profitably and then turn it over to an agency to achieve maximum efficiency and volume (e.g. Rocket Clicks), then spend the majority of your resources maximizing the VALUE of each visitor by researching what they want, building back end products and services, segmenting and servicing your list, doing joint ventures, etc.

That’s where your leverage point really is, and that’s how you build a solid and secure business.

Ask yourself this question… no matter what the price of the highest end product you’re currently selling in your business, how can you add a zero?  What would you need to find out from your market?  What would you have to deliver to  be worth 10x what people are currently paying?

And if that’s TOO outrageous for you, how about, what would it take to achieve  DOUBLE OR TRIPLE the price?

Because that’ll change the whole economics of your business, and you’ll find yourself thinking quite differently about the Google PPC auction.  (You’ll probably also find other advertising vehicles open to you which you previously thought were not cost effective)

Worth thinking about, right?

Your humble (OK, not so humble) AdWords servant,

Dr. G 🙂

Getting Paid to Talk to Yourself

Here’s something VERY strange which occurred to me today…

I’ve got the weirdest job in the world.

It’s true!

Because, you see, I get paid gobs of money to talk to myself.   I spend a LOT of time alone in my room, staring at the computer, recording Camtasia videos, MP3s, etc.   Of course, I’ve also got REAL businesses, and of course, I’m not really talking to myself, I’m talking to thousands of people.

But still, if a Martian were to land and observe what I was doing, he’d see a great big hairy guy sitting in his room and talking to himself.

Which couldn’t be farther from what I set out to do as a psychologist… (I really thought I’d be spending my days in a room listening to other people talk to themselves)

Anyway… sometimes it makes me a little “loopy”

(The Rocket Clicks team is great, and always interested in talking to me… but they’re in Milwaukee and, truth be told, Rob Sieracki is such an amazing Chief Operating Officer and partner that Jeff and I really don’t have to do that much anymore)

So I suppose this is a part of the reason I’m pushing the coaching program more seriously now.   (Get on the priority notification list at the bottom of this page if you’re interested … a limited number of slots will open tomorrow and, from experience, will go very quickly) I find that the people who’re willing to work my systems seriously via the coaching structure I’ve set up are some of the nicest, most interesting, (and most respectful of my time and boundaries)  people I’ve met in my years as an internet marketer.

Plus,  sometimes it’s just plain nice to worry about someone else’s business instead of your own.

I dunno.

Maybe I really am nuts.

I really should be DOING more than teaching, if money was my primary goal.

But I’m gonna do this anyway, at least for a while.

Hope you’ll take me up on it before I change my mind 🙂

Ryan, one of my most successful students, is also offering to coach a limited number of people through my systems for a little more than HALF my personal rates.   (Get on the priority notification list at the bottom of this page if you’re interested … a limited number of slots will open tomorrow and, from experience, will go very quickly)

Here’s a VERY SHORT MP3 (13 minutes) where Sharon and I discuss my personal neuroses, and how they can benefit you.

Enjoy 🙂