Category Archives: Market Intelligence

How to Make Money Off “Losing” Keywords

If you’re like most PPC advertisers, you’re probably making excellent money on your bulls-eye keywords.  And if you’re lucky, you’ve got another 10 to 20 ad-groups turning a pretty decent profit…

But let’s be honest…search advertising is a FINITE medium. So when we go beyond the closely related bulls eye terms, you’re struggling to expand.  Sure, you might fantasize about the perfect split test which will turn some of those ‘money pit’ adgroups into a gold mine. But deep down you know, these keywords don’t really belong to you…

They’re someone else’s bulls-eye keywords.  You might even be “cheating” on your bulls eye a little by dreaming about them.  (Is there such a thing as a “keyword therapist?”… there should be!)

The reality of PPC for most advertisers is that after you’ve optimized your campaign – your sales graph just levels off.   And then you just keep on split testing, mining for peel and stick optimization, negatives, and improvements to your ads and landing pages…but mostly this effort just fends off the competition and protects your sales at their current level.

It’s nothing to be ashamed of. It happens to almost everyone…

In fact, a lot of gurus say you need to turn to SEO when you reach this point of diminishing returns in PPC…

But the reality is SEO is extremely hard work.  And, my SEO friends inform me (I’m not an SEO guy)… it’s become almost impossible to succeed unless youown a media network or are willing to go so black-hat you’ll feel like your soul shriveled up and died…

Plus … doing SEO destroys your marketing brain.  (Because it’s so easy to make a profit on free traffic, people who rely on SEO almost never push themselves to really learn CONVERSION)

But… with a quick shift in mindset I can show you not only how you can win this war… but how you’ve actually already won it.  Even with your losing keywords. You just don’t know it…

The thing is… if you’re able to consistently bid on even one high volume keyword, then you, my friend, have a successful offer.

That’s a huge achievement.  It’s also relatively rare--by definition–because there are precious few slots available on Google, Bing, etc.  Which means out of the hundreds or even thousands of people who’ve TRIED to sustain impression share on that keyword it was YOU who shone through to get one of those slots.

The fact of the matter is, for your bulls-eye your offer is an excellent front end.

But what if you thought of your product as a BACK END product for a whole slew of keywords you just haven’t been able to make work. 

Let’s say you’ve chosen to pursue a life selling vegetarian dog food.  (Hey, it’s better than picking up after the elephants in the circus!)  And you’re making good money on Google by advertising on ‘vegetarian dog food’ and closely related terms.

But you can’t expand beyond that, even though you know there are a ton of people who love their dogs and could definitely benefit from the health and longevity enhancement your product provides…

This is where turning your product into a back-end offer comes in…

(NOTE: This is the key point, and it’s something I’ve never spoken about before.  So this would be a great time to stop checking your email, looking at facebook between paragraphs, picking your nose, or whatever else you’re doing which could possibly distract you from profiting from this insight!)

PARADIGM SHIFT: Think of your product as a BACK END JOINT VENTURE for PPC players dominating the keywords you can’t seem to crack!!  

Suddenly you’ve opened up a whole new channel to increase your customer volume…

See, it’s NOT that the people searching for those keywords aren’t good prospects for you.  In fact, in many cases they’re BETTER than those on your bulls eye.  It’s just that either the “center of gravity” for your brand as a whole and/or the economics of the offer you’d need to make to crack it just don’t jive with what those great customers happen to be searching for…

Staying with the Vegetarian Dog Food model, here’s how you’d do it:

  1. Find a list of keywords that have significant traffic, where the intent of the searcher is to improve the well-being and life-span of their dogs. Here are a few examples:
    1. Dog insurance
    2. Dog health
    3. Dog Veterinarian
  2. Make a list of the advertisers for those keywords.  The top advertisers on those keywords often have huge email (and direct mail) lists of BUYERS who own dogs, are interested in protecting their health, and could be be perfect customers for you if they just knew you existed
  3. Form a joint venture with one (or all) of the vendors in the list and have them sell your product as a back end product.
  4. And finally, turn these promotions into evergreen funnels.  Integrate your back-end offer into their systems so that they make sales for you every single day.  (The single biggest mistake I made in the Joint Venture world was not going the extra mile to turn my deals into evergreen profit centers)

The beauty of this process is it helps you break out of your bulls-eye cage and lets you back into the “keyword candy store”.  (Note: You don’t want to START your business in the keyword candy store because you NEED a center of gravity for your brand if you’re going to have a real chance of success out of the gate.  But this strategy helps you dramatically expand your customer base once you’ve established your center)

Done correctly and with the right partners, joint ventures can easily double your sales and quadruple your profits…

And they can seriously mitigate your advertising risk and counter the rising costs of PPC!

In a couple of weeks Terry Dean and I will be launching an extraordinarily powerful, detailed, and very affordable program to show you exactly how to find, set up and profit from joint ventures in the long term. But in the meantime… try breaking out of your keyword cage with the PPC –> Joint Venture mindset shift above!


Dr. G 🙂

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.

Supercharged Segmentation with Aweber

Hey, most people on my list know the value of segmentation…

Speaking more specifically to a specific audience about a specific problem almost always dramatically multiples response!  Granularity works, the question is always whether it’s worth the extra work.

But what if you didn’t have to DO the extra work?

What if you could:

  • Add people who clicked any given follow up link to a special list?
  • Tag these people so you’d remember their interests?
  • Automatically move people from list to list when they completed one sequence?

Wait Glenn, you say…

Infusion already does this!

True, and I’ve got an account with them too.

But what about those who’ve fallen in love with aweber’s deliverability, lower price, and/or those who’ve built massive lists that are next to impossible to port?  Or marketers who just don’t want to incur the time, energy, and expense involved in switching this critical piece of their e-commerce infrastructure? (Oooooh, look, I said a big word, aren’t I smart?)

You’ll be thrilled to know Jack Born’s developed an amazing tool at a VERY affordable price.  And if you’d like to jump on early using my affiliate link, he’ll also be providing a nice added bonus, described in the audio below. (Listen to the audio for some additional segmentation and email marketing tips gleaned from both of our work with Perry Marshall)

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?

Glenn Livingston Arrested for Drinking

It’s 100% true…

Glenn Livingston was arrested for drinking on January 4th, 2012, and you can see his mugshot here.

It’s pretty scary what you can learn using Google Alerts!

Like most marketers, I have routine alerts out on my name, and for just a moment when I saw this come through I wondered if perhaps I’d been out on a bender I’d forgotten last week (even though I haven’t had a drink in 20+ years… not ’cause I’m an alcoholic–I detest that term–just because I find life more interesting and satisfactory without screwing with my mental state)

I also learned, of course, about the myriad of people stealing my products (we pursue them legally now), and a few things about yet ANOTHER Glenn Livingston who’s a pastor in Illinois up to some interesting things from time to time.

But none of these rather mundane results from Google Alerts come anywhere close to the REAL power of this FREE utility…

(Even though tracking your namesakes’ activities can from time to time generate an attention getting headline)

Because most marketers have absolutely NO idea how to use it…

The REAL way to leverage Google Alerts is to first know with crystal clarity EXACTLY what keyword defines your ideal prospect, plus a very small set of related keywords which surround it.  Taken together these become your “archery target”… the small space which defines EXACTLY WHO YOU WANT TO BE on the internet, and allows you to more or less ignore everything else.

Once you’ve done that, you can combine Google Alerts with Google Reader Feeds (and some anti-RSS-spam code) to automatically collect pretty much EVERYTHING that happens on the internet that’s relevant to you…

And stop getting distracted by everything else…

Which is the ONLY way to build a hyper-responsive marketing system in my humble opinion.

Have any of you found effective-yet-novel uses for Google Alerts we should know about?

Tell me, I’d like to know!

Dr. G 🙂

PS – I’m considering organizing my network and resources to build a “performance-pay-based-conversion boosting-done-for-you” service.  Curious if that’s of interest to any of my readers today

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 🙂