Jack Born came up with a brilliant device called the Tactical Triangle. It shows the relationship between the three fundamental ingredients of marketing:
-Traffic
-Conversion
-Economics
You can see a visual, and an article about it, here.
Every possible move that might take your business forward is going to be concentrated in one of those three departments. If you’re unsure of what to do next, look at the triangle and pick the most neglected corner.
I have the good fortune of being a specialist in “traffic” which is a forever popular topic. EVERYBODY wants more traffic and everybody knows, to sell anything you have to have traffic.
But truly, traffic is only the tip of the iceberg. If you only know how to buy traffic, you only know how to spend money.
I am constantly trying to teach my students about conversion, even if they first showed up being only interested in traffic.
Furthermore, people spend a lot more time thinking about conversion than they think about “Economics.” To me, that “E” on the triangle isn’t merely about money or transactions. It’s about VALUE. It’s about alchemy.
Getting good at TRAFFIC will pay your bills.
Getting good at CONVERSIONS will put you in a comfortable lifestyle.
Getting good at ALCHEMY will make you wealthy.
Bobsled Run starts April 6 and it will be organized around the Tactical Triangle. This is such a powerful program that if you’re accepted and do the homework assignments and don’t (1) recoup your investment by the end of the session, and (2) make at least $25K in the next year that you wouldn’t have made, we’ll refund your tuition.
Master the Tactical Triangle: www.perrymarshall.com/adwords/personalcoaching/
Perry Marshall
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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.
2 Comments on “The Power of the Tactical Triangle”
As a avid and spare-time professional video gamer, I must say that the tactical triangle resembles Legend of Zelda’s Triforce. ^_^
Even for business students in college (a few of my collegues), I believe just filling in and extending a “blank” tactical triangle as a worksheet would open lot of their eyes to the many oppurtunities that are out there.
It’s so concise and effective.
“Everything should be made as simple as possible… but not simpler.” –Einstein
I read this article and the original and all I can say is “Elementary, my dear Watson” or to quote an old commercial “Where’s the beef?”. Not all of us are newborn; many of us are quite experienced in the real world and looking for gems to help us through this bad economy. Admire your work though!