Five
Days to Success with Google AdWords
with Perry Marshall - Day 3
"A
Google AdWords Lesson
from the Wall Street Journal"
What does the Wall Street Journal have to do with Google AdWords?
Plenty.
For starters,
the Wall Street Journal advertises for new subscriptions using Google
AdWords.
But that's not what I'm going to talk about today.
No, what I'm going to talk about is the WSJ's famous direct mail
letter, the one that's been selling millions of
subscriptions. They mail out 30 million copies of that letter
every year.
This two-page letter starts out:
Dear
Reader,
On a beautiful late spring afternoon, twenty-five years ago, two young
men graduated from the same college.
They were very much alike, these two young men. Both had been
better than average students, both were personable, and - as young
college graduates are - both were filled with ambitious dreams for the
future.
Recently, these men returned to their college for their twenty-fifth
reunion... |
Of course it goes on to explain that one was super-successful because
he read the Wall Street Journal.
That letter has been selling WSJ subscriptions for 29 years -
unchanged.
That's right. They have not changed that letter in
29 years!
Not that people haven't tried. Top writers have been trying
to beat it ever since it was first written.
And nobody's succeeded - until just recently.
That's right, a copywriter named Mal Decker just beat it, apparently
increasing the response by Twenty Percent!
Mr. Decker should be mighty proud of himself.
The reason this is so significant is that because of the improved
performance of this letter, the WSJ now gets 20% more sales without
spending a penny more on postage or printing. I can only
guess, but when you subtract out expenses, this might actually double
the profit they make selling their paper.
The lesson is clear: In advertising, your copy - your choice
of words - is king.
So what does this have to do with Google AdWords?
Plenty. AdWords is set up to work in a way very similar to
direct mail. If you can beat your existing ad, the same way
Mal Decker beat the WSJ letter, something amazing happens: You actually
pay less money for your clicks - and you get more visitors to boot.
The same thing, in turn, happens once visitors get to your
website: The better your copy on the website, and the more
traffic it converts to dollars, the more money you get, and you don't
have to spend a penny more on traffic!
You can change the CTR of your ads by 50% just by changing ONE
WORD. And this is NOT unusual, not a fluke. It's
actually QUITE NORMAL. That's right - ONE word can make that
much difference. My AdWords Toolkit
even shows you an example
of how simply reversing the order of two lines increased the response
by 2000%!
When you're writing those little ads, little hinges swing big
doors!
Tomorrow's
tip is called:
"How Google Can Be Your Fastest, Easiest, Least Expensive Way to Test
New Ideas - and a Powerful Twist on the GoogleCash Method."
Talk to you then.
Sincerely,
Perry
Marshall
Learn
All About The Definitive Guide to Google AdWords
Five
Days to Success with Google AdWords - Day 1
Five
Days to Success with Google AdWords - Day 2
Five
Days to Success with Google AdWords - Day 3
Five
Days to Success with Google AdWords- Keywords- Day 3
Five
Days to Success with Google AdWords - Day 4
Five
Days to Success with Google AdWords - Day 5
New
Google AdWords Tactics for Advanced Players Only |
"I
just wanted you to know that I read this particular tip in your guide,
about a week ago. I quickly implemented it and we began to see
immediate results. Your guide paid for itself in about 3 hours!"
Arnie
Kuenn
Top-PeopleSearch-Sites.com
Phoenix, AZ |
