 | “Build a better
mousetrap and the world will beat a path to your door.” -Henry David Thoreau, 1854 |
Henry David
Thoreau lived in a different century
than you and me.
Henry David Thoreau never
invented any
mousetraps.
And the world never beat a
path to his door.
I think that Henry David
Thoreau was snorting Crack
Cocaine.
That was then, Mr.
Thoreau, but this is now.
Selling Has Changed.
Today, if you've got better mousetraps, new technology, or a superior solution to any kind of business problem, you're faced with some very tough challenges. Your customers and prospects are inundated with choices. They're relentlessly pursued by sales people. They hide behind their computers and guard against unwanted pests with their voice mail. You send them emails but they can vaporize your message with one touch of the delete button. Your website is just one among millions.
Have you ever said this to yourself? “I've got the most fantastic product—people love what I have to show them, if I can only get them to listen!”
The most precious commodity in business today is attention.
This website is all about one thing: Getting and Keeping the Attention of your prospects and customers. Causing them to pursue you, instead of you hunting them down. Being certain that every dollar you invest in advertising and marketing comes back to you with friends attached.
Madison Avenue can sing and dance and entertain, but they do not know how to drive new ideas into change resistant markets. We do. They fear anyone who holds their advertising accountable for results. We don't.
Effective marketing is not a collection of slick techniques that temporarily tricks people into falsely believing that your stuff is more righteous than everybody else's. It's effective communication of your unique message - communication that is rooted in unchanging principles.
Perry's articles on Guerilla Marketing focus on principles, not techniques, and apply to any business, and they provide a sound introduction to the Perry Marshall Marketing System:
Tips from the Bose Marketing
Playbook
How the Rules of Selling Have
Changed
Positioning vs. Prospecting and
Motivated
Selling vs. Tactical Marketing
The Essence of a Strong Marketing
Message
The Essence of a Strong Sales
Message
Marketing Magnetism = Sales
Negotiating
Power
Advertising = Selling In Print
Advertising Metrics - Know Your
Numbers
Emotion vs. Logic in Advertising
A Guaranteed Way to Capture
Peoples'
Attention
Speak Your Customer's Language
The Wrong Way to Impress a
Customer
De-Commoditizing and
Differentiating Your
Business
People Are Cynical - and What to
do About it
Playing the Publicity Game -
Successfully
Don't
Market Products, Market Information
Sense
and Nonsense in Business-to-Business Advertising
-
Manufacturing
Automation Magazine:
What's
wrong with
B2B and technical advertising and what to do about it
Win
More OEM Customers With Better Marketing, Part 1
-
Voice
Coil Magazine
- How
Original Equipment Manufacturers and technical sales people can
differentiate themselves from competitors
Win
More OEM Customers With Better Marketing, Part 2
-
Voice
Coil Magazine
-
How to identify and target your ideal customer with direct mail,
Internet, an print advertising
Success Through Controversy
The
Big Ass Fan Story -
HVLS Inc. listened to its customers and changed its name to Big
Ass Fans. Today it's the fastest growing company in the
industrial
marketplace. Find out why...
The Nine Great Lies of Sales
& Marketing
Generate Sales Leads with White Papers
How
a White Paper booked $100,000 of
sales leads in 3 months - in the conservative Banking Industry
The Most Important Ingredient in Your White Paper
Promoting Your White Paper - Why it's more important than the white paper itself
What a White Paper is NOT - the right answer to this question will keep your document from being either a) over-commercialized, or b) too technical and boring
Write Your White Paper in 48 Hours Not Weeks or Months - tips for speed writing
Why Your White Paper Can't be a Dry Technical Treatise - and how technical people make buying decisions
Google AdWords Articles & Resources
5 Days to Success with Google AdWords - Perry's free 5-day email course, rich with content and sound advice on the psychology of Google AdWords. Includes important techniques and tools you can use to squeeze the most value out of every click you buy.
Howard Jacobson's AdTool for Keyword Research: This is a subscription service that helps you generate more keywords than ever before, including mis-spellings and phrase matches. Very handy.
Perry Marshall's Split Tester - Is your winning ad really a winner, or did it just get lucky? Use this quick and easy tool to find out.
WordTracker: The web's most popular keyword research tool, drawing from multiple search engines and databases - information on millions of keywords, as well as competitive data on those keywords. Helps you identify unexploited niches.
Tools for Keyword Research, Sales Conversion Testing & Tracking, and Shopping Carts, Email and Autoresponder Services. Tools I personally use and recommend.
Google Tells Wall Street to Shove It - Perry's pre-Google IPO editorial on what is (hopefully) a new kind of public company
Why the Most Important Success Ingredient Has Nothing to Do with Google - The paramount importance of testing new marketing ideas before you try to launch them
A Powerful Twist on the GoogleCash Method - Low cost product research and market intelligence through Google AdWords
Google Drops the Hammer on Affiliates - Jim Edwards and Paul Colligan on Google's 2005 Rules for Affiliate Marketing; free MP3 download
A Google AdWords Lesson from the Wall Street Journal - Yes, the WSJ uses Google AdWords to get more customers, but there's an even bigger lesson you can learn from them
How one "Trivial" Change Can Cut Your Bid Prices by 95 Percent! - Google AdWords ads are extremely sensitive to copy changes. (Actually all ads are, it's just easier to test that on Google than anywhere else.)
The One Thing That Separates the Men from the Boys in the Google AdWords Game - There is one central idea, one key concept that Google wants you to understand. And they'll reward you richly for 'getting' it.
Travelogue: Taiwan, Hong Kong and China
My
Asia Diary - Perry's first trip to the orient,
during the
enchanting season of Chinese New Year in 2001
Field Report: Asia's Most Beautiful City
Picture
tour of Lijiang, China - In Southwest China,
500 miles
north of Thailand in the foothills of the Himalayas, is the striking
jewel of Lijiang. Perry's brother Bryan, who teaches English
there, shares photographs, maps and stories about this historic city
Sao Paulo, Brazil
Yuppie
Family From Chicago visits Sao Paulo, Brazil, Gets Reality Check
- From the ethnic food and sandy beaches of Brazil to Sao Paulo's
homeless children, gangs and slums - a trip to the Jagged Edge, 1999
The Third World vs. the Modern World
- A Passage to Sub-Saharan Africa - A week in Mozambique, one of the world's poorest countries, July 2003
Perry's Trip All the Way Around the Globe
Soundbytes
from
Oz - Perry Marshall's trip around the world, September 2004
-
Tales from the X10 Seminar in Australia, Fiji, Malaysia, Singapore,
Dubai and the heart of Africa, Nairobi Kenya
Perry's Passsage to India
Perry's India Travelogue
- Visits an orphanage for boys in Rajahmundry, India, with Children's
Relief International. With side-trips to Hyderabad and New Delhi and
the Indian Ocean. Read about everything from exotic food to supernatural healing. June 2007.
Perry's Industrial Ethernet book, published by ISA
Industrial Ethernet by Perry Marshall and John Rinaldi covers the essentials of Ethernet and TCP/IP for control engineers. Written in a simple, no-nonsense language in a small format that's easy to take with you.
Perry and Bryan's Google AdWords book, published by Entrepreneur Press
The Ultimate Guide to Google AdWords by Perry Marshall and Bryan Todd. It's the world's most popular trade published book on Google's advertising system. Covers not only AdWords but the essential ingredients of online direct marketing including Search Engine Optimization, Email Marketing, Testing, Tracking and Copywriting.
George Thomas, President of Contemporary Controls, interviews Perry Marshall - On Perry's career transition from industrial sales manager to marketing consultant
The Audio Business, from the Technical Side
- Confessions of a Former Speaker Designer - Perry Marshall designed speakers for Advent, Acura, Ford, Honda, Mazda and Chrysler when he worked at Jensen from 1993-1995. Stories & observations about the audio business as a hobbyist, acoustical engineer and marketing professional - Voice Coil
Perry Marshall, Armchair Philosopher
Where
did the Universe Come From? Latest results
from renowned
astronomers, physicists and the Hubble Telescope have significant
bearing on the relationship between faith and science.
A
Definitive Answer to the Evolution vs. Intelligent Design Debate
- How the science of modern communication and the Internet proves life
was intelligently designed - and if evolution happened, it was
programmed to happen.
If You Can Read This, I Can
Prove God Exists
- The information science that gave us our modern digital age shows
that language is proof of the existence of God, and that all evolution
is driven by intelligent processes. Read, listen on your computer, or
download the MP3. Or click here to watch in streaming video.
New Scientific Evidence for
the Existence of
God - a revolutionary lecture by astronomer
and physicist
Dr. Hugh Ross
7
Great Lies of Organized Religion - an
iconoclastic view of
church history, a rebuff to skeptics, and thoughts on genuine
spirituality, in a 7 day email series. Or to listen to Perry's June
2006 live presentation (streaming or MP3) here.
Mel
Gibson's Passion Movie Controversy
- Personal reflections on 2004's most hotly debated film
September
Eleven: One Year Later
- Op Ed Published in the Pittsburgh Daily Courier, September 2002
When
the Guru Smacks You on the Side of the
Head, Take It LIke a Man - Insight from
renowned
percussionist Neil Peart:True Professionals always approach things
differently than everyone else, and they're never too proud to receive
instruction
Escaping
the Institutional Straitjacket
- Is American Education a conspiracy to dumb people down and produce
obedient drones for an industrial economy? Perry rants about the
insatiable, trillion-dollar public education beast.
"In Search Of Heroes"
- Ralph Zuranski and Perry Marshall
in Conversation.
A radical departure from the usual business / marketing
/
make-money banter, Ralph asks very personal questions about faith and
ethics; success, freedom, social responsibility and values. Perry talks
candidly about his father's death, his philosophy of life, travels in
developing countries, racism, and views on spirituality. Listen to or
download Part
1 - Part
2
(1 hour 40 minutes total) or Read
the full transcript here.
AdWords(TM)
is a Trademark of
Google Inc., Mountain View, California.
Perry S. Marshall & Associates is an independent consulting
&
publishing firm, and is not affiliated with Google.