Right Angle Marketing & the Strange Attractor
Someone said, “How you do anything is how you do everything.”
It’s true. Musicians do everything in a musical way. Engineers do everything in a methodical way. Comedians do everything in a cynical way.
(John Paul Mendocha says, never invite 3 comedians to your party, cuz they’ll gang up on your friends and everyone will go home depressed.)
Which is to say, if you want to sell to people, you don’t have to only appeal to WHAT they do. You can also appeal to HOW they do it.
At the Maui seminar (100 people in the room) I asked for a show of hands:
“How many Martial Arts people are here who have a Brown Belt or Black Belt?”
8 hands went up.
“How many left-handed people?”
25 hands went up. (Mostly on the LEFT side of the room, interestingly.)
Now I’m gonna guess that in the Big Wide World, only 0.5% of people are black belts. Or less. But at Perry’s seminar, 16X more than normal.
In the Big Wide World, only 8% of people are left handed. But at Perry’s seminar, 3X more than normal.
What does that mean?
It’s the Strange Attractor Factor.
It means that immensely competitive, achievement oriented people feel right at home in the Planet Perry Dojo. Especially Black Belts. (I didn’t come up with the name “AdWords Black Belt” course for no reason at all.)
It also means that creative, left-handed misfits…. as well as righties who feel like square pegs in a round hole most places…. can find a nice comfy square hole to fit in, here.
There are a lot of ways I can use that information.
One way is to talk about Black Belts and geeks, freaks and misfits. Which I do.
Another way is to go out of my way to find them.
Seriously, I should advertise on some Martial Arts sites. Wouldn’t be a bad strategy for an affiliate or two, actually. Especially if you build a “bridge” from that world to this one.
That approach is known as RIGHT ANGLE MARKETING. It’s an advanced strategy and most people never even think of it at all. But it’s extremely potent.
You start by using it to talk to your existing customers.
Then use it to find new ones.
We’re going to cover Right Angle Marketing in the next Bobsled Run, which Bryan and I are re-working for 2010. We’re going to have 2 sessions on Google AdWords and the second session will be about the Swiss Army Knife for Bionic Google Ads.
I will show you how to use Right Angle Marketing concepts to test things your competitors would never dream of. And bust out of the box that you’re currently in.
Bobsled is by application only. $100 app fee, credited towards tuition. Begins Tuesday April 6:
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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I’ve found the Google Content Network a good place to implement a ‘feedback loop’ strategy re: right angle markets. Basically, I let Google loose on the content network on a few general keywords strongly associated with my main product, then check in regularly. Amazingly, some ‘right angle’ topic sites convert BETTER than 100% relevant sites. That generates ideas for upsells & copy for the newsletter. It’s been eye opening, & I wouldn’t have paid attention to the idea had it not been for the interview you did on the topic of RIGHT ANGLE MARKETING a while back.
Thanks Perry.