A looong time ago I wrote an email called “How Google Kicked Yahoo in the Ass.” Yahoo, as you know, is now light years behind Google.

At the time, when I wrote it, Google was pulling into the lead. I said: The reason is, Google makes 10% more from every click. And in the real world, 10% = 30%. That’s because paying 10% more for your traffic doesn’t get you 10% more traffic, it gets you 30% more.

And the upward spiral only continues to get better.

Same with the death spiral. MINUS 10% equals MINUS 30%.

My friend, it is JUST AS TRUE FOR YOU as it is for Google. Nothing you do is ever as small as you think it is.

A 10% improvement in your landing page will get you 30% more customers when all is said and done.

Nothing in marketing is ever linear. It’s always exponential. It’s why the winners win BIG and the loser’s life is dreary and boring.

It’s far easier to be #1 in your market than to be #4 or #5. Ridiculously so.

You just have to ruthlessly commit to being a student of CONVERSION.

Perry Marshall

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.