Just the other day I was doing a phone consultation with a customer and he said, “If I were going to invest my 10,000 hours in Pay Per Click, where would you suggest I focus my energy?”
I like the 10,000 hour concept & I talk about it a lot.
Malcolm Gladwell’s book “Outliers” is all about the idea that the most talented boy-wonders (people like Bill Gates, Steve Jobs and the Beatles) were successful not because of innate talent but because they got a chance to invest 10,000 hours in their chosen profession, and they got their ten thousand hours in early.
I replied: “I’m not sure there’s 10,000 hours worth of stuff to even know about Pay-Per-Click. There’s a keyword, there’s an ad, there’s a bid price. If you spent ten thousand hours studying that I’m not sure what all you would study.”
“However,” I said, “You can most definitely invest ten thousand hours in understanding what came *before* that click and what comes *after* that click. The story, the psychology, the progression of keywords from first inquiry to sale, the art of gently leading your customer where you want him to go.”
And I can assure you, if you invest ten thousand hours (5 years worth of career time) aggressively honing your chops you will be a master marketer. You’ll be in the driver’s seat of one of the most lucrative careers in the world today.
Yesterday on our Facebook group call, someone asked me what kind of advertising I would specialize in if I were starting out now.
There’s no one answer. Google is great for some businesses. Especially B2B. Facebook is great for B2C, especially things that deal in peoples’ personal space.
But most importantly, know this:
You can’t become a master 12 different kinds of advertising, ever. Let alone master 12 things fast.
But that is completely OK!
What you can do is master one or two. In just a few months you can develop great AdWords chops or great Facebook PPC chops. Many are becoming masters of both.
The most important thing you can do is *narrow* your focus. The worst thing you can do is react to 150 different emails that show up in your inbox this week, each pushing you to do some different, “brand new” thing.
Less is more. It’s less stress, it’s more focus, it’s more effective.
You don’t have to be great at everything. Just get really good at a few things that work. When you have that laser focus, then no matter whatever happens, you’ll never go hungry.
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