Category Archives: Quality Score

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 ūüôā

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 ūüôā

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 BullsEyeMaster.com

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)

The Strangest PPC Secret

OK, so here’s the strangest clickthrough secret I’ve come across in my years…

Something which has the capacity to take your prospect OUT of a competitive environment and position you as the obvious solution to their problem…

And something largely counter-intuitive, so I need you to stay with me please.

Here’s the secret…

When you’re in a high volume traffic stream, advertising to a specific demographic segment of the market can actual increase your volume of sales and overall profits, even–and sometimes especially–when that segment represents a smaller proportion of people searching.

For example, let’s suppose you’re selling a solution to stop excessive barking in dogs. ¬†Let’s call it the “Shut Up Machine” OK?

OK. ¬†And suppose we’re paying $1 per click for our best performing ad on “stop barking” for this ad:

CTR = 1%  Conversion = 1%
Cost Per Conversion = $100
Conversions Per 1,000 Visitors = 10

Now, let’s further suppose–and these are just wild assumptions since I haven’t actually researched this market–that the search volume in this market breaks down as follows:

  • Women Under 40 = 35%
  • Women over 40 = 30%
  • Men Under 40 = 15%
  • Men Over 40 = 20%

Common sense might suggest you’d need to keep the generic ad, because there’s no demographic which makes up the overwhelming majority of the market. ¬†(So one might think that advertising to women only, for example, would drop our clickthrough by 35%, since women represent 65% of the search volume).

But in many cases I’ve seen this just isn’t true. ¬† ¬†Especially if you’ve analyzed your BUYERS and found a bias therein.

For example, suppose ShutUpMachine.com’s buyers were 50/50 men and women, despite the fact women outnumber men 2 to 1 in search. ¬†What this says is, men are disproportionately responsive.

Now suppose we dig even further (by surveying our buyers) and discover that 80% of our male buyers are over 40. (We’d expect only a slight bias towards the over 40 range given the search volume breakdown above) .

This tells us that men over 40 are especially responsive to our offer.  Indeed, 40% of all our customers are men over forty  in this scenario (50% of all customers are men x 80% of male customers over forty = 40% of all customers) , even though this demographic represents just 20% of the search volume.

In other words, men over 40 are twice as responsive to the generic offer.

Can you imagine what would happen to the system if you optimized it for them?

Here’s what I’d do in that situation…

I’d aggressively test optimizing a WHOLE PATHWAY for men over 40.

So we might write an ad like this:

And then we’d land them on a page with a story from a man in his 40s who wants nothing but some peace and quiet when he comes home from a hard day, finally finishes taking care of wife and kids, and just wants to relax.

We’d paint a before and after picture with that story…

And because we’d knock our visitor out with the “Holy Crap! ¬†This is exactly for me!” experience, we’d probably get an even higher conversion rate on the landing page. ¬†Let’s assume 50% higher.

What might the numbers look like?

This is the strangest secret…

Because often when you’ve done this kind of analysis of your buyers to isolate the most responsive demographic, you can create a situation where the CTR doesn’t drop at all.

In other words, you might be targeting a much smaller percentage of the market, but their click responsiveness makes up for their lack of presence in the market as a whole. (And even when that’s not the case, you can often make up for it with increased landing page conversion)

For example, you might see something like this:

A few important things to note:

  • Even though the CTR is the same from the PPC engine’s perspective, the truth is you’re getting a 5% clickthrough from your target audience. ¬†You just can’t SEE that because you can’t restrict the exposure to the rest of the audience in general PPC advertising. (Sometimes you CAN do this with email buys and banner advertising, but you’ve gotta be very, very careful because advertising vendors will often jack up the price for these kind of “selects” more than the increase in responsiveness warrants. ¬†Run your spreadsheets and know your numbers before testing this!)
  • Even though the price per click is the same, we get a bump in conversion by taking the prospect OUT of the competitive environment and re-assuring them we are the ONLY vendor positioned to meet their unique needs
  • As with so many other things in marketing, going after a “higher percentage of a smaller percentage” is so often the answer
  • There’s nothing to stop you from developing ANOTHER site for women over and under 40, etc. ¬†in order to look for more volume with additional conversion bumps. ¬†However, by rank ordering your customer demographics in terms of responsiveness you’ll be able to estimate the effectiveness of these efforts as compared to the time and money you need to allocate to accomplish them. ¬†(In the example above, we found women were modestly less responsive than men as a whole. ¬†Still, you should expect SOME increase in conversion due to the demographic segmentation (assuming you’ve studied how the product plays out differently in their lives), so it’s just a matter of math to guestimate which segments are worthwhile to pursue as such, and in what order.
  • There’s also nothing that stops you from ALSO running the generic ad if it’s profitable. ¬†(You should test ¬†running both a generic and a segmented ad vs. running only the segmented ad)

If any of this math was hard to follow, let me restate it in simple English…

  • If you survey your customer database, you might find you’ve got more women than men, more young people than older people, etc.
  • Compare the percentages you find in your customers to what Quantcast.com and/or Alexa.com says about the demographic breakdown for search volume in your market. ¬†(Enter a few of the top search engine ranked websites to find out)
  • If you DO find your percentages are different than what you see in Quantcast, etc, that probably means there’s a demographic group that’s MORE responsive to your offer than average…
  • Test targeting a teaser ad and landing page to THAT unique demographic and see what happens

Yah?

Got get’m!

Onwards and Upwards My Fine Marketing Friends…

You can clear away SO much confusion if you’ll just take the time to master a few fundamental conversion principles.  And now you can watch me do it LIVE on site after site.  (Get started as of the time of this post for less than $5)

Dr. Glenn :-)

Your ‚ÄúWeb Sales Hero(tm)‚ÄĚ

PPS – Want a simpler way to increase your conversions? ¬† Put evangelistic audio testimonials ¬†on your site. Listen, testimonials sell, but they’ve got to be done right. ¬† You want to support the specific claims you make in your USP with specific results obtained. ¬†And you need to get the customer to describe their results in contagious, emotionally compelling language that BRINGS THE TESTIMONIAL TO LIFE. ¬† (Do It Yourself | ¬† Let Us Do It For You)

PPPS – The above example is hypothetical. ¬†Please don’t attempt to advertise with these specific ads.


Make More Money By Turning OFF Your Advertising

If the escalating expense, difficulty, and time to generate a high volume of profitable internet sales is crippling your growth–or crushing ¬†your morale–I’ve got a very important audio for you to hear today…

Because it’s entirely possible that…

“You Can Make More Money by Turning Off Your Time Killing, Morale Crushing, Migraine Inducing, Pain-in-the-Ass Advertising System!”

Listen to this interview with Ryan Levesque, my partner in an extremely weird new marketing experiment which just might be your saving grace ūüôā

My Deepest, Darkest Secret

I really shouldn’t tell you this…

Every fiber in my being tells me it’s wrong…

It shouldn’t be like this…

I shouldn’t behave like this as a professional marketer, psychologist, and family man…

And I know many of you will drop me down several levels of respect when I reveal it…

Because there are some things we shouldn’t do as marketers (human beings!) no matter what the rewards…

But I’ve got ONE deep, dark secret which I’ve been holding way too long and it’s killing me…

So I weighed the options, considered the consequences, and have decided I’m ready to reveal the truth.

And the truth is (I totally can’t ¬†believe I’m going to say this)…

I LIKE “SOUTH PARK”

There.

It’s out.

The shameful truth… I’m so embarrassed.

It started about 15 years ago when I had an eleven¬†year old patient who started talking about the show, and I needed to tune into what he was saying. ¬† (At the time, I had to watch LOTS of adolescent shows and listen to adolescent music to stay “hip” and able to connect with the kids)

And, what can I say, it got me…

I would feel a sense of inner disgust (even if you love it, you’ve gotta admit, it’s totally gross and “wrong”), but was simultaneously glued to the screen, laughing my a__ off… all by myself whenever¬†my wife left the room.

I knew I was hooked when I kept watching even after I had retired from my psychology practice. ¬†“Just one more show” I’d say to myself. ¬†“I can quit anytime I want to!”

So there you have it.

Someone you might have thought was a¬†perfectly respectable, a pillar of the community…

Somebody famous for rocking¬†the house¬†in¬†a suit and tie with¬†a highly intellectual marketing speech…

A respectable doctor, secretly and maniacally laughing at an adolescent TV show any chance he could get.

Why am I telling you this?

Because if I were in your target market and you didn’t know my deepest, darkest secret, you’d be missing out on a whole set of metaphors and stories to use to connect with me.

And you know what?

MOST marketers do NOT know their market’s deepest, darkest secrets. ¬†Most marketers barely know their market’s demographics (and are stumped when I ask them the difference between the demographics of their prospects and the demographics of their buying audience)

Getting at the market’s deepest, darkest secrets is at the core of effective emotional marketing.

To do it, you’ve gotta know how to interview people in a group to get them sharing, and make it socially acceptable to share things which they think are evil.

OH… and you’ve got to be comfortable with your OWN deepest, darkest secrets as well, or else you’ll prevent your audience from sharing theirs with you!

Want my personal help to dig into your market and pull out the profit-bearing insights only a trained eye can ever really see? ¬†On January 1st, 2016 I’m going to be opening my coaching practice for the first time in three years…and perhaps the last time ever. ¬†If you’ve got ANY interest in working with me directly, read the letter, get on the priority notifications list, and then watch your email on New Year’s morning.

Onwards!

Dr. G ūüôā

PS – “OMG, they killed Kenny!”

www.GlennCoach.com       www.MakeThemBuy.com 

Bing Quality Score Best Practices

Hey, guess what PPC fans?

Now there’s TWO quality scores to contend with… oh joy oh joy!!!

Even better, there are NEW CHANGES to MSN’s quality score which are about to rock your world.

Never fear, Nicole Mennicke from Rocket Clicks to the rescue.

Below you’ll find a SHORT MP3 and MSN Quality Score Cheat Sheet .

(Don’t ever say I didn’t give you nothin’)

Dr. G ūüôā

RocketClicks PPC Management |  Do It Yourself |  Coaching | Total Conversion Code | Choosing Profitable Markets

Hal Varian – Quality Score and The Google Ad Auction

Hal Varian is the chief economist at Google, and certainly one of the main forces behind the economics of the Adwords Auction AND Quality Score. ¬† Google’s had this video available for over a year now, but NOT ONE PERSON I’ve spoken with about their Quality Score concerns had watched it. (Thanks to Rob Sieracki, Chief Operating Officer at RocketClicks.com for pointing this out to me)

In any case, it’s definitely THE starting point for understanding the components of Quality Score, especially the key role Click Through Rates play, and the VERY specific economic impact Quality Score has on bid price. ¬†It’s something which EVERY AdWords advertiser should watch. ¬†(Especially since it’s under 10 minutes!)

In my humble opinion, Quality Score is all about “Getting them there and keeping them there with relevant content”… which means (mathematically) a high Click Through Rate, a Long Time Spent on the Site, and a Low Bounce Rate. ¬†What that means in Plain English, however, is that you simply have to know what your best prospects want, on an adgroup by adgroup level, if not down to the keyword. ¬†What’s the best way to do that? ¬†Join the hyper-responsive marketing club of course!

Content Network Negatives and Risk Management

According to Jered “The Content Network Exorcist” Klima (who has managed hundreds of thousands of dollars per month), there are nuances of negative site usage and risk management on the Content Network which elude virtually all AdWords users…

Things which Google themselves point out in the depth of their documentation…

Which have dramatic implications for how you manage the content network… it’s a real paradigm shift. ¬†Without question, it’s the most valuable thing I’ve learned about Adwords this year, and it’ll only take you 15 minutes to go through.

Highly Recommended,

Glenn ūüôā

Rocket Clicks PPC Management |    Beat the $20/mo Price Increase (2/26/10)

PS – The thematic shift Jered presents is entirely consistent with the focus of my hyper-responsive club. ¬†Essentially, you need to start thinking THEMATICALLY, which requires you to more tightly define what your entire site is about than ever before. ¬†In fact, one way of understanding Quality Score is a recognition that if you don’t take the time to clearly outline your exact place in the world of keyword conversations, Google will define it for you!

I’ve thought long and hard about the best way to define your space, then conquer it with focus and determination in Google (both Search and Content) and beyond. ¬† This is NOT ¬†a technique or a fad, but a set of principles you implement with a step by step over-my-shoulder system.

I’m implementing one last price raise jumping to $97. ¬† So if you’ve been on the fence following me, consider this your limited opportunity to LOCK IN YOUR RATES FOREVER. ¬†(Note: I never raise rates on active members ) Beat the Price Increase

Getting More Profitable AdWords Impressions

Most of the Quality Score chatter online seems focused around dealing with low scores which make playing the game all but impossible.

But what about getting higher scores on keywords which are already performing for you?

What about moving from 6s and 7s to 9s and 10s?

And more importantly, how do you maximize your PROFITABLE IMPRESSIONS on keywords which are already performing well for you?

Other than Google, I think perhaps no one knows better than Rob Sieracki, recently promoted to Chief Operating Officer at Rocket Clicks.

If you’ve got even one keyword which runs profitably in AdWords, I guarantee you’re going to kiss me for putting this interview together. (No complaints about the beard please)

Enjoy!

Dr. Glenn ūüôā

Glenn Club |   Coaching |  A to Z Product for Newbies |  Advanced Adwords Seminar

Why Ignoring AdWords is Never an Option

Here’s a conversation I repeat often which makes my brain hurt!

It goes something like this:

MARKETER: ¬†“I think Google’s become entirely too random and unfair with their Quality Score system, so I’m just going to focus on SEO”

GLENN: “OK, well, where does SEO Traffic come from?”

MARKETER: “Uhm, well, I guess it comes mostly from Google”

GLENN: “So, what you’re saying is, you’re going to ignore Google and focus on Google instead?”

MARKETER: “Yeah, but on the organic side, you don’t have to deal with their crazy landing page quality scores, and it’s free so you beat the constantly rising bid prices”

GLENN: ¬†“Why would Google clean up one side of the street (paid ads) and not eventually apply what they learn to the other (organic)?”

MARKETER: “Um, OK, good point. ¬†But Google’s not the only source of traffic. ¬†There’s Twitter, Facebook, Article Directories, Digg, StumbleUpon, and more…it’s a very big internet out there”

GLENN: “Very true. ¬†But are you talking about using these things because of the power they have to get indexed in Google, or in order to attract the people who come from them directly?”

MARKETER: “Both”

GLENN: “About what percent of traffic comes directly from the social media vs. from the indexing power social media provides in the search engines?”

MARKETER: “I don’t know. ¬† Let’s say it’s 50%”

GLENN: “Which converts better, traffic from social media, or traffic from search”

MARKETER: “Oh, definitely search, because they’re looking to solve a problem, not interact with friends”

GLENN: “Right.”

MARKETER: “OK, I see where you’re going, but even if social media doesn’t convert as well, there’s a LOT of FREE traffic there, and you can always roll it out on the paid contextual networks”

GLENN: “So, you’re going to work with a very broad and diffuse audience while they’re ¬†socializing, develop a website to convert them even though you can’t really pin down their core conversations and objections, and then go buy more traffic for that system?”

MARKETER: ¬†“Well, there’s affiliates too. ¬†I can recruit an army of affiliates.”

GLENN: “Where do they get THEIR traffic?”

MARKETER: “Well, I could get into one of the CPA networks with an offer. ¬†Have you seen the flood of traffic you can get there?”

GLENN: ¬†“Sure. ¬†If you can build a website that converts like crazy, you can definitely do that. ¬† How are you going to do that? ¬†What traffic are you going to test it on?”

MARKETER: “I want my Mommy!”

I’m exaggerating above for illustration, and of course there IS traffic you can convert which never touches a search engine (especially blog visitors on other people’s sites, participating in forums, and/or good article writing–not the crappy seo articles everyone tells you to write), but here’s the point…

Google’s got the BEST leads.

Google’s got the PUREST leads.

Google’s got the MOST MOTIVATED leads.

Yes, Google’s very hard.

Yes, it’s getting more expensive all the time (that will stop only when it becomes cheaper for marketers to find equally good leads for less money in similar volume… a fact of life in a Darwinian economy).

And sure, we all pine for the days when you could just put up your money and slap up a one page site.

But if you suck it up and learn their system, you get the opportunity to build a site that converts, and you learn which keyword conversations really work for you. (THEN, if you really want to, ¬†you can turn off your Adwords account and take it to the contextual networks. ¬†THEN you can focus on social media. ¬†THEN you do all your article marketing, etc. ¬†But if you do it all right, you won’t want to stop buying PPC)

Because, despite what everyone says, Quality Score is NOT random, it IS fair, and you CAN master it. ¬† Not by looking for techniques and tricks, but by learning certain principles of marketing which, in the end, actually benefit you more than Google. ¬† (I know that’s a controversial statement which is going to earn me a lot of hate mail, but 8 ¬†years of PPC marketing experience, thousands of customers, hundreds of direct reviews, and dozens of agency employees ¬†give me the confidence to make it, and it’s in your best interest to seriously consider what I’m saying)

In fact, I’ll go so far as to say it’s something you MUST master if you want to succeed online.

The internet as a whole used to be the Wild West. ¬†But the Sheriff is coming to clean up the town. ¬† ¬†He’s gonna make his rounds everywhere Google’s got tentacles. ¬† ¬†We can try to run and hide, but Google’s got REALLY BIG tentacles, and they keep getting bigger. (The analogy kind of breaks down here because we’re not really criminals… but you get the point)

Beyond this, I predict the organic side of the street is going to shrink this decade as Google figures out how to make sure people can find exactly what they want from paid advertisers, and learns how to minimize searcher complaints.

I’ll be turning my focus to Quality Score Principles (not techniques) in coming months, and you can expect to hear me say things no one else will tell you.

I know it’s hard to understand (because Google’s¬†sheriff is more like Stephen Hawking than John Wayne)¬†.

I know it hurts.

But we can fix this, and it’s good for us.

Suck it up,

Glenn ūüôā

Glenn Club |   Coaching |  A to Z Product for Newbies |  Advanced Adwords Seminar

PS РThe AdWords account banning spree is also NOT random or evil, but principle based.  It IS possible to develop a stable, secure AdWords account and still sleep at night.

PPS – If you’re spending anything significant in AdWords and you’re not coming to the Advanced Adwords Seminar, may I ask why? ¬† (Comments below please). ¬†In my mind, this is one of the very few seminars where you might learn something during the day, go back to your hotel room at night and immediately implement it, then start seeing financial improvements the very next day while you glance at your account on your laptop in the seminar room. ¬†Plus, Perry’s good for his guarantees, I can tell you that. ¬† (Thru the middle of the second day you can bail out and request an extra $500 plane fare).

I’ll be there personally with Sharon, and so will Rob (who is now the Chief Operating Officer of Rocket Clicks by the way). ¬†But you know who you really need to see? ¬†Bryan Todd. ¬† Bryan’s Perry’s co-author, and is generally the quiet man in the background.

But if you push Perry on the point, he’ll tell you that Bryan is better at Adwords than he is.

Bryan’s also become a personal friend of mine (and not the kind of “friend” you hear marketers always talk about, but the kind you share deep personal thoughts with which go way beyond making money), and has given me some of the most profound insights into Adwords and the internet than anyone else I’ve known.

Bryan’s going to be teaching us how to leverage Facebook PPC, and I personally can’t wait. ¬†Because I know this isn’t a presentation he’s just whipping up in a few weeks. ¬†Over the past 18 months Bryan’s been periodically talking to me about his research into the Facebook project, asking me how to integrate it with my methods, talking to me about the psychographic data you get access to and how to use it, and how to integrate AdWords learnings.

I hope I’ll see you there Advanced Adwords Seminar

PPS – Yes, these are affiliate links.

Hidden Dangers of a High Conversion Rate

Hi Again ūüôā

Today I’d like to talk about a subtle distinction in marketing strategy which often gets obscured by the ruthless focus on increasing click through and conversion. Surprisingly, we might not always want these metrics to be as high as humanly possible.

It all comes back to what we’re trying to accomplish in our businesses in the first place.

I don’t know about you, but I’m trying to cultivate repeat customers, ravenous for what I’ve got to offer, eager to ascend to higher and higher value products and services, respectful of my customer service team, and interested in referring me to prospects of similar quality.

Moreover, I’m interested in developing a core FOCUS in my business. ¬†Since I can’t be everything to everyone, I want my customers to share certain core values with one another and bond to me because of them…

That way my back end development is  crystal clear and I can keep my resources focussed.  I can also  move relatively quickly to introduce higher end products and services which will please the majority of my customers, rather than becoming fragmented into segments which drain my resources and prevent the development of anything spectacular.

Getting a high CTR and Conversion rate is only useful to me to the extent it serves these ends, and actually a distraction if it does not. ¬† ¬†And because increasing these metrics beyond a certain point necessarily entails convincing more and more ambivalent people to purchase (remember–the most ravenous people in your market will buy from even poor advertising if they trust you… good advertising is about convincing less interested and more skeptical people), it’s something worth thinking about very seriously.

The point is, single-minded  focus on CTR and Conversion in the absence of STRATEGY (e.g., WHO are you trying to attract, who are you trying to repel, and why) may waste your advertising dollars on prospects who engage in TRIAL BUT NOT REPEAT.

You can also wind up attracting customers who burden your support team with complaints, threaten your merchant account with chargebacks and refunds (not something to dismiss lightly given the Visa/MC shakeup this year), and most importantly, diversify your customer base too broadly to allow you to effectively develop back ends and maximize customer value!

Now, from most of the advertising I see online, I’d say the vast majority of vendors in AdWords don’t really get this. ¬†Or perhaps they don’t care because the math works for them, at least for the moment.

But, especially in a PPC environment where auction prices continue to rise, transactional thinking just isn’t going to cut it in the long run for your business. ¬†You need to build on stone, not sand.

Let’s work through a real life example.

I have a friend who’s daughter has a debilitating condition called “Myasthenia Gravis”. ¬† ¬†When I type this into Google, the FIRST link on the left hand side is for Wikipedia, and in the very first paragraph it says “there is no known cure”. ¬† Subsequent organic links confirm this, though many offer hope of relief and cautiously optimistic treatment.

Here are two of the first page ads I see:

Now, I’m sure we could all jump in and talk about how to improve these ads, but that’s besides the point.

The point is the “Myasthenia Gravis Cure” ad is almost certainly getting a higher click through rate.

And if they’re carrying through their promise of a cure to the landing page (I didn’t review), they’re probably getting a higher conversion rate as well.

And I’ll bet you they’re making more money (a lot more) ON THE FRONT END TRIALS.

But are they building a business? Are they cultivating loyal customers? Are they producing evangelists for their products and services who will bring more high quality, loyal customers at zero cost? Do they have true back end capabilities? What about customer service problems? Merchant account issues?

If they’re promising a cure when there really is none (and then just dealing with the refunds because the math works out for them), I’d venture to say not!

In fairness, there MAY be a cure we don’t know about. The sites on the left may be wrong. ¬†Maybe this “Cure” site really DOES have something special and in that case, more power to them for getting out there with full force.

But if not, what they’ve got is a temporary income stream, not a business. They’ve got a good ad, not good customers.

If they were my client I’d actually advise them to cut their click through rate and conversion, and go with ¬†something more like the second ad instead. ¬†It might not be as strong in creating trial, and the cost per initial sale would certainly be higher… but it would fill their business with grateful, loyal customers, higher long term values… and all the other good things above.

Now, the only way YOU can do this is if you REALLY know who you’re going after in the first place. And that’s where MARKET INTELLIGENCE trumps keyword intelligence, every time.

Because if you know the unique conversation in the prospect’s mind behind each keyword search (every keyword really is a unique conversation)…

If you know with confidence which keyword conversations define your center of gravity…

Then and only then can you begin to write your ads to attract hyper-responsive customers, repel the riff raff, and keep Google happy in the process. (Remember, PPC IS A THREE WAY JOINT VENTURE… you’ve got to provide value for Google, your prospects, and yourself… if any of the three loses, the system doesn’t work)

Which is the essence of Dr. Glenn’s Golden Rule #2:

“Sell Distinct Advantages to Hyper-Responsive Customers
Using Their Emotional Buying Language… And Actively
Repel Everyone Else”

And if you’d like to have confidence that you’re doing that ¬†better than anyone else in your market, it’s definitely time for you to¬†join the club!

Hope it helps,

Dr. G ūüôā

PS – In keeping with this post, let me please say that unless you’re already operating a very profitable online business, you won’t get rich in the next few months using the hyper responsive marketing club. ¬†It’s not even within the realm of possibilities. ¬†But you WILL learn a way of strategic thinking which is different than what anyone else teaches online, and which is linked to a step by step approach which will last you a lifetime! ¬†join the club