Category Archives: Market Research

The Million Dollar Marketing Question Nobody Ever Asks…

I’ve got a very important insight this week…

Which you’ll no doubt think is obvious when you hear it…

But if it’s SO obvious, why do so many marketers blatantly ignore it?

See, there’s a ONE million dollar question you should ask yourself before soliciting feedback on your direct response marketing pieces…

It’s such an important question, it could make or break you as a direct response marketer…

And if you don’t use it, you’ll start absorbing crazy ideas from well meaning people who are nevertheless talking out straight out of their asses when it comes to marketing advice…

Plus, if you’re not careful, it’ll start to sound like the truth and you’ll be talking out of your butt too!  (Worse, you’ll start ACTING on their advice, and spreading their ideas as if they were the gospel)

Yet, this ONE million dollar question is one I’ve yet to hear ANYONE ask publicly.

See, before you expose yourself to feedback on your marketing piece you REALLY need to know the background, experience, and mindset of the person from whom you’re soliciting advice…

Which means (if they’re not a paying customer or a methodically identified hyper-responsive research participant) you MUST know their personal background in the direct response industry…

So here’s the million dollar question everyone should ask before accepting feedback on their marketing pieces:

“Have you personally profited at least $1,000,000 by risking your own money on direct response campaigns which you personally developed and/or supervised?”

Think about what happens when you apply this litmus test to the group of people from whom you’ve been accepting feedback:  I suspect the vast majority of them will fall out.  Maybe ALL of them.

Yet many marketers–especially new marketers–seem to equally value the opinion of their peers without knowing their previous levels of involvement, risk, and success in the industry.

Go look at any marketing forum.  There’s always someone who’s posting their site for review.  And a flood of people are happy to chime in with their opinions.  The grateful poster then considers all of the feedback with virtually equal respect, without any consideration for the opinion giver’s background and experience.

Or look at what happens in many professional mastermind groups.  For example, I’ll often facilitate a group for my coach training company where someone is presenting their website for feedback…

Now, I’ve got a LOT of smart people in these groups.  VERY smart.  And a lot of people who’ve been successful in other careers too…

But–and my apologies if this sounds snobby–in most of these groups I’m the ONLY person on the call who could pass the litmus test above by a wide margin.   Yet because of the pressures of group psychology (for the sake of peace and cohesion, group members are inclined to reach to a consensus which doesn’t exclude anyone)  AND the desperation of the marketer to feel accepted by a large number of people for their work, it’s not unusual for MY opinion to fade entirely into the background.  Unless I’m VERY FORCEFUL about it.

Sadly, the newer and more uncertain the marketer is about their work, the more vulnerable they are to these forces in groups and forums.  Yet it’s precisely the newest, most uncertain marketers who should heed this tenet the most…

Are the people from whom you are taking actionable feedback those who’ve profited at least $1,000,000 in direct response by spending their own money on their own campaigns?

I don’t fault people for ignoring this as they’re getting started.  Heck, I did it myself.

Direct response marketing can be a very lonely profession.  It’s SO easy to become stuck in your own vision that you really DO need outside pairs of eyes to keep you from pursuing a grandiose fantasy…

Plus, it’s difficult and expensive to get in front of million dollar marketers who meet the criteria above.  The truth is, there just aren’t that many of them because (sadly) this is a very tough game which most people crap out of before they make anywhere near their first million.  There’s too much pain on the journey, and it stops a lot of people.  (I don’t know anyone in this category who hasn’t suffered tremendously along the way)  

Then, of the small crowd who actually HAVE profited $1,000,000, most aren’t willing to talk about it publicly.  (Even though many of them will sell you an hour of consulting time if you track them down and offer to pay them a respectable rate.)

So what’s wrong with soliciting feedback from people who haven’t profited $1,000,000 by risking their own money on their own direct response campaigns?  Nothing if you keep their opinions in perspective.  EVERYTHING if you don’t!

There’s no harm in asking anyone’s opinion to get outside of yourself and have something different to consider.  But when the ONLY opinions you’re surrounded by are people who are just reacting emotionally and “talking theory”…

And especially when you don’t weigh the background, experience, and success level of the opinions when considering which to act upon…

Well, you’re just very unlikely to succeed in my experience.

Because it’s MUCH more fun to TALK about marketing and CRITISIZE other people’s work than to get out there and risk your own money on your own campaigns.  It doesn’t cost anything to give your opinion.  More pertinently, when you’re simply “opining” you do NOT have to spend the money, time, and labor to make the changes you suggest…

So you can just apply whatever you’ve read or studied and, in the absence of a true market test, it seems to fit perfectly…

Which feeds the dream, fosters hope, and makes people feel like they have a new understanding of their world.

But in practice, the market doesn’t always behave the way the books say it should.   And in practice, it’s very hard to IMPLEMENT the marketing ideas people throw at you like you’re a hungry goat waiting for chow-pellets with your mouth open at a petting zoo…

Because people who’ve risked their own money on their own campaigns and successfully profited from them not only have a better sense of what works and what doesn’t in the market…


Which are actually equally if not more important than marketing knowledge when you really want to build a business.   (Sometimes the best marketing advice is actually the worst thing you can do for your business if it pulls resources away from something else important)

Moreover, experienced and successful direct response marketers understand the Theory of Constraints.  They know it does very little good to work on any part of your business except whatever happens to be your primary bottleneck at any given time.  You need feedback from people who can see the forest for the trees.  People who know when it’s time to take a step back from tactical marketing issues and look at overall business strategy.

MILLION DOLLAR MARKETING QUESTION: “Have you personally profited at least $1,000,000 by risking your OWN money on your OWN direct response campaigns?”

It’s an admittedly high bar.  But without this litmus test, you’re infinitely more vulnerable to going off in the wrong direction based upon well meaning feedback from kind-hearted people.

At the very least we should all have this question in the back of our mind when we’re getting feedback on our marketing.  You can always do a less-accurate-but-silent-evaluation based upon the person’s public history.

I really wish I came up with this litmus test sooner in my own personal journey.  In retrospect I was lucky because I always had coaching as a personal value.  I’ve always sought out the most respected people in any given endeavor I was trying to accomplish and paid them highly for their time…

And this is how I developed my own personal crew of million dollar marketers to give me (often brutal) feedback on my own marketing pieces.   I hired the best people I could find… and this helped me network my way to others who saw me more as an equal.

I know other people who accomplish this by going to seminars and networking with people in person.  And still others who do it on forums… but they’re willing to be much more aggressive in determining people’s history before they start soliciting their opinions.

In any case, I don’t expect everyone to be able to immediately find several million dollar marketers to provide them the feedback they desperately need.  But I DO think you’re much better off knowing the litmus test than flying blind.

And if you have to, drop the criteria a bit.  It’s MUCH better to get feedback from people who’ve profited at least $100,000 from direct response marketing using their own money than to just accept feedback willy-nilly from the crowd.

And whatever you do, just politely keep perspective on who’s talking to you.

OK?  OK!

Now go make some money!

Oh… and if you’d like MY million dollar opinion on YOUR marketing efforts, get your ass onto my priority waiting list.  I’ll be opening just a few slots in my business coaching practice on January 1st, 2016.



PS – Sorry I’ve been silent lately.  The Coaching Academy is taking ALL my time!


Nuances of Emotional Market Research Part Three

Ever wonder what the right MINDSET is to do emotional market research the right way?

Want to know how to “put your empathy meter on high?”

Curious about when getting sensitive to “drama queen language” might make you more profit than spending hours pouring over your AdWords account?

Then you’ll definitely want to listen to Michael McCarrell, the man who’s done more Livingston-Certified Hyper-Responsive Emotions Research than anyone else in the world!

I learned a few things from this interview and I know you will too 🙂

(Please listen through the whole thing even if the information in the beginning seems familiar… we really needed to set up the foundation for what Michael had to offer)

Oh, one more thing…

If you want someone to do this research FOR you, Michael’s definitely your guy.  Have a look at now!

The Google Reader Alternative

Here’s an important announcement for current and former hyper-responsive club members…

As well as anyone who’s become an avid Google Reader fan…

Here’s the thing…

Stupid Google is retiring Google Reader!

(Which we relied upon heavily in month #2 of the hyper-responsive club to organize internet intelligence on our keyword archery target)

Now, I’m not a religious person, but I like the phrase “When God closes a door he opens a window”…

Meaning that sometimes we become so reliant on our existing solutions we neglect to consider there might be something better right under our nose we’re ignoring…

And also as you might expect, Dr. Glenn’s been scrambling furiously for a few days since the announcement to determine the best alternative!

The solution’s pretty simple…

It allows you to organize by folder, use tags, save for later (equivalent of “starring” in Reader), etc.

And it’ll automatically import and sync up with your existing Reader data, so you won’t have lost a thing.

What you DO want to do regardless is create an XML backup of your subscriptions in Reader and save it someplace safe just in case Feedly goes bananas and decides to close too…

But it seems there’s little chance of that since they’ve publicly announced their desire to support all the abandoned Google Reader users…

And as soon as you log into Feedly you see a “smooth transition from Google Reader” notice.

Plus they’ve put up a blog post specifically to help us poor orphaned Reader users:

OK, just wanted to keep you in the loop with the new best practices (regardless of whether you’re a current member or not)

All my best,

Dr. G 🙂

PPS – If you’re overwhelmed trying to bump your conversion month after month for a site/company that’s spending more than $10,000/mo in AdWords (or other paid traffic), you really should get a consultation with the Conversion Zoom team.

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)

An Interview with the Bulls Eye Master

This one’s for all you hyper-responsive fans out there…

Especially those of you who couldn’t quite muster the energy to see a project to completion…

But even those of you who did…

Because the master of the new Bulls Eye Service has now completed enough projects for clients that I can safely say he probably knows more about it than anyone else in the world (maybe even more than me!)

So I thought it prudent to interview him about the nuances he’s found, advice he has for do-it-yourselfers, and to let him talk a little about the service itself which I’m now proud to endorse.

Enjoy, and please do let us know what you think.

The G-man 🙂

PS – These projects have been going very smoothly and we’re looking to increase our price again shortly.  If you’re at all interested in the DONE FOR YOU SERVICE, it’s best to get on board now.

Emotional Marketing Gold

For your reading pleasure, please consider my wife’s emotional marketing gem, republished with permission from Views (the journal of the Qualitative Research Consultant’s Association)

The Gold at the End of the Ladder


Dr. G 🙂

PS – I’m raising the price on the Live Webinars Club as soon as I wake up and get my great big hairy butt to the computer on Saturday morning.  Take the $4.95 trial and lock in your low monthly rate while it’s still available.  How much would it be worth to double–or even triple–your profits?

Laser Case Study: Drop Box!

In the tradition of “doing your fricking research” (proving your concept before you spend time, money, and other resources to build your product and marketing system), Ryan and I wanted to present this “laser case study” about how DROPBOX pre-tested their concept.

Enjoy, make use of, and prosper 🙂
(To replace Mr. Spock’s old adage)

PS – my live webinar club price will be going up again later this month.  Join me 2x/mo. in an interactive environment to see how everything I’ve been teaching you over the years plays out on real websites. No better way I know to learn to put theory into practice. (It’s also the absolute cheapest way to ask me direct questions) But do it NOW please to lock in your rate before the price goes up (forever)

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)

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.


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?


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 and leave us your email.

You’ll be glad you did.


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 🙂