Below you’ll find a FREE MP3 of an intriguing 45 minute conversation I had with my Director of Copywriting and Director of Sales at Rocket Clicks. (NOTE: The call has been slightly edited to remove the details of our clients and their sites)
We did NOT intend to distribute this conversation, so I apologize for the speakerphone, but I thought it represented a unique opportunity for you to be a fly on the wall to see:
A) How a high-level copywriter interviews “in the trenches” sales people to elicit the benefits and objections necessary to write A level copy
B) How my thinking has evolved into a more comprehensive, yet simpler system for building a solid internet marketing structure
The original purpose of the call was for Tony to get the material he needed to develop a consultation form like the one we’ve got here, but targeted at people who wanted more than PPC management… instead desiring a more comprehensive package including market research + site design/repositioning + PPC/SEO.
You see, it’s been several years since I originally innovated and presented the How To Double Your Business process, and I’ve moved WAY beyond the advanced survey methods I originally presented. The way I approach markets presently is simultaneously simpler and more powerful.
1) MAKING MORE MONEY WITH FEWER KEYWORDS
The most successful of the 100+ clients I personally audited at Rocket Clicks last year (especially those who seemed to survive the economic earthquake in the fall of 2008) were focused on many, many fewer keywords, leading me to develop a set of algorithms for choosing the smallest number of keywords likely to make you the most money.
In fact, I now believe it’s ESSENTIAL to have a well articulated rationale for choose ONE dead-center bulls-eye keyword for your business… the one you’d advertise on if Google restricted your account to only ONE adgroup with ONE broad match keyword in it. (The “ultimate elevator speech”).
Considerations of relevancy, volume, and bid price are essential in making this choice.
And once you know your Bulls-Eye, I think it’s also essential to define a very small set of concentric circles around it … no more than six keyword groups. And you’d better have a good written definition of the CONCEPTUAL BOUNDARIES OF YOUR KEYWORD SET, or else you’ll wind up wasting time, money, and diluting your conversions by aiming off your “keyword archery target”
2) GATHERING MORE FREE COMPETITIVE INTELLIGENCE THAN ANYONE IN YOUR MARKET
Once you know exactly where your keyword archery target starts and ends (and why!), I’ve innovated a NEW method for leveraging social media, competitive intelligence spy tools, and RSS fees to set up one systematic and comprehensive competitive intelligence dashboard…
Then identifying YOUR SINGLE MOST IMPORTANT COMPETITOR and totally reverse engineering their web testing diary. (I’m not just talking about the stupid PPC spy tools … I’m NOT NOT NOT talking about figuring out what web changes they made which made them successful in the first place)
3) IDENTIFYING POINT OF DIFFERENCE BENEFITS WITH A NEW 80/20 VERSION OF MY SURVEY INTELLIGENCE PROCESS
On the foundation of a more clearly defined and simpler keywords set AND comprehensive competitive intelligence, we then utilize the survey process to find point of difference benefits for the market.
4) DESIGNING YOUR SITE, COPY, AND FOLLOW UPS TO BUILD ON ALL THIS UNIFIED INTELLIGENCE
With a clearly defined bulls-eye and keyword archery target, the knowledge of who’s winning the game on that target and why, the consumer language, emotional benefits, and point of difference benefits in hand, the process then proceeds to UNIFY ALL YOUR MARKETING COMMUNICATION AROUND A SINGULAR, WELL RESEARCHED USP.
5) BUILDING OUT PPC AND SEO CAMPAIGNS FOR YOUR VERY FOCUSED TARGET:
SEO and PPC are expensive and time consuming. The gorillas who survive are the ones who know exactly where to FOCUS their time and money. The new Livingston Process ensures you eliminate waste and laser focus on a hyper-responsive message for the short set of keywords which define your business.
6) OPTIMIZE YOUR CONVERSION: Multivariate and Taguchi testing are still VERY powerful tools (always will be). But they’re only useful when you’ve got the RIGHT INPUT to test. The new process above ensures you’ve always got a prioritized list of options for continually bringing your business to the next level.
Enjoy the FREE MP3 below please! 🙂