Long ago alchemy was the bold, if naïve attempt to turn lead into gold.
Every day you and I do something that’s much, much more valuable than that. We transform things that are worth less than lead and make them MORE valuable than gold.
A pint of vodka and a trip around the merry-go-round
Fraternities are well known for “hazing” – forcing new recruits to endure grueling punishments and all manner of shameful behaviors before being accepted as members of the tribe.
“OK, you guys have to drink a pint of Vodka, spend 10 minutes on the merry-go-round, then run nekked from the park to the Frat House without getting arrested….”
Raul's initiation into the "Unlimited Traffic Club"
Now, after a few months of work, he’d whittled down his cost per click, his margins were much fatter, and he was sittin’ pretty nice.
But he was still afraid of the throttle. Afraid to pour on the gas.
Finally after much urging, prodding and cajoling from us he did something SCARY. Something he’d never done before:
He doubled his bids.
His ad moved up from position 7 to position 3.
SUDDENLY: An AVALANCHE of traffic.
Most businesses retreating –> Time to take new ground
Most businesses are in retreat right now. When General Motors is wheezing like a dying animal, the natural instinct for all of us is to draw the shades and huddle around our kitchen table and be thankful for our one bowl of thin cold porridge.
But…. not everyone is in retreat. We just had our Roundtable meetings two weeks ago and at least four members achieved record sales during the last three months.
This is a GREAT time to press forward. The breadlines are longer but the competitive lineup is shorter. The competition is thinner, less adept, less alert. Click prices in some markets have gone down by half.
$100,000 and nothing to show for it
A few weeks ago one of my emails really HACKED OFF one of my customers.
He replied back:
Perry,
I’m fed up of receiving emails like these. Actually I’m fed up of being on lists like these. Actually, what I’m really fed up with is still needing to be on lists like these..
USP: The immense power of a simple guarantee
The shortest definition of USP (Unique Selling Proposition) that I know of is:
“What do you uniquely guarantee?”
USP is THE defining question if you are marketing on the Internet.
20 years ago most businesses could afford to be vague about their USP, especially if they were local. If you owned a shoe store and there were only two other shoe stores in town, then if you sold Nike and the other guy sold Converse then that was enough. You probably didn’t even think of it as a USP. It was just a difference. Any difference would do.
The Internet of today is different. Online, you must be unique in all the world.
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