Category Archives: Leadership

Bob Serling and Glenn Livingston Go Head to Head Without a Referee

Bob Serling may have been the very first direct response marketer to whom I was ever exposed.  I think it was in the year 2,000… or maybe even in the 90s I bought one of his early set of tapes on copywriting.

So I was totally honored to get an email from him (through Perry Marshall) wanting to debate me about something I put in my auto-responder sequence several years back!   What ensued was a very intriguing 40 minute conversation in which we actually did NOT need a referee 🙂
(Even though we had somewhat dissimilar points of view going into it)

I hope you enjoy it, I know I did!

Psychology, Science, and Profitable Education

Here’s a very interesting interview I was asked to do for an entrepreneur (Jay Cross) in the education space.  It was ostensibly about whether one could profit in today’s day and age with a liberal arts degree… but, since both of us were education AND marketing geeks, the conversation took some very intriguing turns.

Hope you enjoy it,

Dr. G 🙂

All My Free Cheat Sheets, Mp3s, and Videos

Been cataloging and organizing the last 5 years of MP3 interviews, PDF Cheat Sheets, and Conversion Videos…

Thought I might as well give you the benefits of that too 🙂

Right click the image above and you’ll get a PDF full of links to my BEST Cheat Sheets, Interviews, and Conversion Videos

It’s all my best stuff, all in one place!

(Don’t say I never gave you anything)

Now go turn some visitors into buyers, would you?

Dr. G 🙂

PS – If you haven’t already joined the LIVE CONVERSION WEBINARS club, you should do so now.  If for no other reason than (a) the “best conversion secrets of 2012” video is about to scroll out of the archived club recordings and become a $67 product in it’s own right; (b) the “Persuasion Architecture” bonus audio contains the crowning jewel of all my work for the past 8 years and (c) today you can still download both of these for less than five dollars

PPS – If you’ve been through the hyper-responsive club but never got around to implementing the work (or not quite as thoroughly as you wanted to)–OR–if you’re servicing clients and think whitelabeling Glenn’s hyper-responsive bulls eye research behind you might make you look stronger to your client… get your tuchas over to

PPPS – If you’re spending more than $20K/month in paid advertising and would like my team to start optimizing your landing pages and conversion funnel FOR you, well, you may be in luck!

PPPPS – If you’ve got a system that converts really well online but you’ve got NO telephone follow up in place, you really ought to consider letting this funny looking phone genius do it for you on commission.

A ZILLION Ps S:  Would much appreciate you SHARING this page, posting it in your forums, passing around the PDF by email to ALL your contacts, and telling your mama’s how cool it is to have Dr. Glenn’s stuff. (Not particularly modest, but hey, I’m too old for that)

Humpty Dumpty Marketing Insights

Humpty Dumpty sat on a wall,
Humpty Dumpty had a great fall.
All the king’s horses and all the king’s men
Couldn’t put Humpty together again

Most recently attributed to Lewis Carrol (Through the Looking Glass), the Humpty Dumpty nursery rhyme actually contains several important insights of value to marketers.

First and foremost, Humpty Dumpty’s position high up on the wall might be interpreted as the distance so many of us try to keep from our markets.  I see this again and again in the students who become obsessed with my “abstraction tools and methods” (quantifying things in spreadsheets, building statistical models, and predicting consumer behavior… much of which is covered in Glenn Club)

Abstraction is a vital tool for marketers… and the absolute best marketers I know are all fans of spreadsheets and segmented response rates.

True enough.

But it’s all too easy to fall in love with abstraction, and in doing so, to lose touch with the market.

Of course, the lesson Humpty Dumpty taught us was that to do so is to set oneself up for a BIG fall… to suddenly find yourself overwhelmed by competitors, or with customers leaving you in droves when the market takes a dramatic shift without your awareness.

More importantly though,”all the king’s horses and all the king’s men couldn’t put Humpty together again”…

There are some falls from which you can’t recover, no matter how smart you are, no matter who you surround yourself with, and no matter how many resources are at your disposal.

I learned that lesson personally from a treasured mentor when I was a very young psychologist (thankfully before I started working with suicidal people!)

One of my first patients was a young, inner city woman with who came to the clinic where I was an intern in order to get help in leaving a life of prostitution.  She was depressed and anxious, but genuinely interested in making a change… against the interest of several people in her circles (I leave that part to your imagination).

So here’s what happened.  (Changing several details to protect her identity, but not the essence of the story)

I made a genuine connection with her in the first few sessions.   I helped her talk about her plans, got her connected with a social worker, helped her get involved with the relevant community resources, and finally to begin opening up to me about how she got into the life in the first place.

And then I broke the egg.

It was a simple, uncaring moment…

I had to excuse myself to use the lavoratory…

And before I went, I reached into my suit jacket (hanging on the chair), and grabbed my wallet to take with me.

She blurted out “I ain’t no thief!” (she was right), and wasn’t there when I returned.

When I went to talk to my supervisor about the incident, I was SURE he would tell me what to say, and how/when to say it to get her back.  I imagined he was experienced enough to know how to solve any situations.

But he simply told me “Glenn, you can’t unbreak an egg”


A painfull lesson which stayed with me always.

I wasn’t in Kansas anymore, and we were playing at the big boy’s table.  People’s lives were on the line.

Now, the same thing happens to most marketers at some point in their career.

For example, I can’t tell you how many times I’ve spoken with people who have a VERY successful product they’ve been selling almost entirely by Joint Venture, and they’re SURE they’ll be able to sell it to a cold audience via PPC.   Many have developed years worth of support materials, follow ups, etc., and are sure these will be of great help in porting the success to the paid traffic arena.

To no avail though… because that egg’s REALLY hard to unbreak.

One of the quintessential marketing lessons in the last decade (especially as the internet evolves and people expect increasingly more specialization) is “You can market to the audience you’ve researched and built your foundation on… period

Or maybe you chose a price point much too high for your market out of the gate, but you sold a few hundred units anyway.  Sorry… almost impossible to go backwards once you do that.  (You can always go up, it’s very hard to go down without really pissing off your customers)

Or maybe you spent a year building a product in the absence of research and a specific audience to sell it to, and now you’re knocking your head against the wall trying to make progress.

I rarely see those projects work.

There ARE indeed some eggs which all the king’s horses and all the king’s men can’t put back together again!

As a thought experiment, perhaps you can look back on your own marketing projects (or heaven forbid, one you’re working on right now), and ask yourself if you’re trying to unbreak an egg?  Much better to know sooner than later.

Food for thought,

Dr. G 🙂

PS – Although the painful lesson never left me, I actually DID unbreak the egg with that patient.   She eventually came in for another session, at which point I immediately handed her my wallet and asked her to hold it while I went to the bathroom.  She smiled knowingly, sat down, and handed it back to me with every dollar intact.  Pivotal moment for her (and myself)

Outsourcing Sucks, Delegating Sucks, Unless…

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

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

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

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

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

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

How the hell do you do THAT?

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

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

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

Enjoy 🙂