Suicidal tendencies and the power of "nano-niches" in Google AdWords
Today, I expose a suicidal tendency that many marketers exhibit; why that tendency skyrockets during a recession; and an outright cure for it.
The suicidal tendency is: Doing the same thing everyone else is doing in your market, believing that persistence and determination alone will cause you to prevail – and bleeding red ink until you have no choice but to stop.
This runs RAMPANT in an economic downturn, when people are so open to business opportunities and "turn key" marketing systems and plans, and so sick and tired of the constant media vomit, that they eagerly jump in. Their desire to believe and hope is so great, they don't realize they're missing the most essential ingredient in all of marketing:
*A USP, a Unique Selling Proposition.*
If someone hands you a turn-key business, one where "anybody can do it!", the very fact that "anybody can do it" means you lack a USP.
For most businesses, the failure rate is 90%. For "anybody can do it" businesses, the failure rate is 99.9%.
Ah, the irony.
The lack of a USP for the individual business owner is why.
Here's the cure to that:
-Adding a unique twist… something special of your own that nobody else adds. You didn't have a USP, now you do.
-You niche that uniqueness to a very specific "nano-niche".
If you're selling soap, you recognize that being the king of "soap" on the Internet is a nearly impossible task. At least in the short term.
So you appoint yourself the king of "Lemon Scented Hand Soap" instead.
Nobody else has really claimed that hill as their own. It's poorly guarded. You can storm the barricades and win.
And you build out your empire from there.
Now in Google AdWords, the trick is finding those "nano-niche" keywords. Those cracks in the sidewalk where you can buy traffic at an affordable price, where nobody is projecting a powerful USP.
The best tool I know of for locating those keywords and niches is AdWord Accelerator. It's is truly the "nano-niche" tool of the 21st century. Especially if you're in highly competitive markets (as an affiliate, for example), it's essential.
I invite you to watch the videos at http://www.AdwordsAcceleration.com and see for yourself. Use Stephen Juth's x-ray tool to find a nano-niche you can dominate, build a USP and a unique business within that niche, and you'll have an edge few others have.
Perry Marshall
|
Access 100,000,000 People in 10 Minutes. |
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.
Last 5 Posts by Perry
- 11 realities of marketing in 2010. Ignore them at your peril.
- It's NEVER too late for a comeback
- Want Free clips of my "Tsunami Seminar" this week?
- PJ Eby: The Leverage Point & the Million-Dollar Question
- Affiliate Keyword Matchmaking: CashKeywords
Bookmark, Share, and Receive Updates...
bummer, I thought you were gonna talk about Suicidal Tendencies – one of the best bands ever!!!
Thanks Parry, indeed if you go with the mass and try to get some traffic using Adwords, you have to pay high amounts for the popular keywords. So that's just an other reason to find your USP and the keywords to it.
Regards,
Peter
Thanks for a good article Perry, if I recall, having a "USP" was the foundation for any marketing campaign way back in the days before, computers, the internet and emails, we seem to have lost sight of this and other fundamentals.
I really enjoyed reading this article, although I think the numbers
about business failures are sobering, even depressing.
Thank you for sharing this with me, very enlightening material. I
don't feel so bad about sucking at my first attempts at affilate
marketing. It's a damn site harder than anyone told me. My Best to
You, Kenney
Presumably the flip side is that the nano-niche may only have nano-marketshare.
http://www.adwordaccelerator.com is a great tool for that – but I been using it more recently to avoid niches that are too small (words that you though would be great but are obviously only drawing down a few clicks a week or a few bucks a day)
(I notice a cunningly concealed affiliate link there – don't anyone say we don't grow wiser every time we go to Perry's site!).
BTW No one seems to have commented but Perry said something very very valuable about viral expansion loop's recently and I've made web software that exactly replicates Twitter and Facebooks viral expansion loop method – so now the challenge is to look for the right market to use that wisdom.