When you finally reach the highway, take your foot off the brake
Untold legions of people clamor, search and struggle to find a market that actually pays.
The quest to find that place where passion and talent intersect with market demand is a long journey for some.
But here’s the thing:
Once you find it, success is only a matter of being a little more thorough than everyone else. From that point forward, you can go as fast as you want to go.
Let’s say you’re spending one dollar on advertising and getting one dollar back. A tantalizing place to be – break even – churning transactions – treading water. “If only I could just get TWO dollars back, life would be peaches and cream!” You’re on the cusp. You can TASTE it.
My friend, once you’ve hit this stage you’re almost home free. It’s almost as simple as going through the checklist.
In AdWords the checklist looks something like this:
1-Keywords in narrow silos
2-Peel and stick your top 20 keywords
3-Relentless split testing of ads
4-Thorough list of negative keywords
5-Good quality scores
6-Landing pages that match the ads and keywords
7-Savvy geo targeting
8-Nailing the #1 unmet need in your market
9-Separating search from content
10-Conversion tracking
Every time you check one more of these things off your list of refinements, you jump ahead of 1/3 of your competitors. If you’ve got zero items checked off, you’re superior to 0% of your competitors. If you’ve got all 10, you’re superior to 98% of your competitors.
If you’ve got all 10, rare is the market you can’t penetrate.
(I invite the savvy AdWords advertisers in my audience to get out a calculator check out my numbers. You’ll say, ‘yeah… that’s about right.’)
There’s an email marketing version of this too. It’s all about follow up and trust-building. It works like this:
Every 2 emails you add to your follow-up sequence catapults you ahead of 1/3 of your competitors.
If you have a 10 step sequence you’re in the top 13%.
If you have a 20 step sequence you’re in the top 2%.
And almost regardless of what you sell, it’s all profit beyond a certain point.
This is not astro-physics; it’s not rocket-science; it’s not really even ‘hard’ work. (Not unless writing emails is HARD.)
My team assembled an introductory course called Invisible Streams and shows you step by step how to put this in place, and coax your prospects into becoming customers – totally on autopilot.
If you’ve found a market that spends money and you can almost taste success, this can only get you closer to your goal. And once you have an email list that knows you, likes you and trusts you, you’re home free.
http://www.perrymarshall.com/invisible-streams/
You get to go as fast as you want. Once you’re on the highway, take your foot off the brake. There’s no speed limit. Press your foot down on the accelerator and feel the seat driving you forward, feel the wind in your hair and see the landscape fly by.
Perry Marshall
About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
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Perry, this is great post. The main theme that comes out is don’t give up.
In short you are saying “Try-Test-Track-Improve-Repeat” is the formula for most types of marketing including Adwords.