Definitive Traffic Seminar

Search / Display Network / Ads / Audience Network /
Instagram / YouTube / Amazon / LinkedIn / Bing /
Reddit / Pinterest / Programmatic Advertising / More

May 27-29 in Chicago

Important Note: Understandably, my team has been receiving questions about the status of this event in light of concerns about COVID-19. I want you to know that the Definitive Traffic Seminar is still on for May 27-29.

If the world is under quarantine and we can’t do the live event with registrants in attendance at the venue, we will deliver May 27-29 virtually. (Via live stream, which we planned to do anyway.) THEN, we will have the LIVE event later in the summer…or whenever things are back to some semblance of normalcy.

Thank you for your patience and understanding during this time of uncertainty.

Definitive Traffic Seminar

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Dear Marketing Professional:

My son Zander and I had a five-hour layover in Austin, Texas. The airport was feeling claustrophobic, so we Ubered over to a Mexican restaurant. It sat on a frontage road in the no-man’s land between city and airport.

Turquoise paint, flaking and faded. Boxes of ingredients stacked on one end of the restroom across from the mop and toilet plunger.

We ate fajitas then sat at our table for a couple hours, played games and bantered with the waitress. The frontage road had little traffic. During the 2½ hours we were there, no more than ten people came in.

The waitress’s ailing parents owned the place. The restaurant was their retirement plan, so she and her brother split the duties. Other siblings wanted nothing to do with it. The restaurant earned precious little money, so she wasn’t just the waitress, she was the cook too. They worked seven days a week. Hadn’t taken a vacation in years.

Ironic, given that she lived in line-of-sight of a major international airport. You can only imagine how many first-class passengers, millionaires, billionaires, costly meals and high-end sales were transacting a stone’s throw away. With major airline after major airline literally FLYING CUSTOMERS IN.

Her #1 problem was: her restaurant was utterly at the mercy of the traffic on that frontage road.

You might be saying, “Good thing my biz is on the internet. Thankfully, I’m not stuck in a rural Texas ghetto like that sad little restaurant.”

Don’t be so sure.

Truth is: Most online businesses are only one AMPUTATION / GOOGLE SLAP / FACEBOOK BAN / SWIFT UPPERCUT from the same doom as that restaurant.

Next day you wake up to find yourself frantically flogging your email list and whoring down your prices to make payroll… formerly enthused colleagues running for the door… peeling off staff left and right… subject to the whims of fickle search engine gods.

Last year
Google DECIMATED alternative medicine,
IRS negotiators and debt management firms.

(And before we go any further, don’t you dare think, “But that’s not my niche…”)

Erased utterly from organic, gone from paid ads. Dissolved. Done. Scorched. Dead as tumbleweeds blowing through the Mojave.

Most people were decimated. Top Planet Perry members (including a Roundtable member who peforms tax negotiation) were unfazed.

Why?

1

is the DEADLIEST of all Numbers

Cliché… yet it’s truth. And 2 isn’t much better. Diversify your traffic sources… or else. If you’re dependent on one traffic source, one customer, one niche, one product, one employee, one keyword, one ad, one audience… it’s not a question of whether, but WHEN.

Jay Abraham preached Diving Board vs. Parthenon. Diving Board makes it easy to shoot up fast, but you always fall.  Parthenon's many pillars have stood for millennia. You need a traffic Parthenon.


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ANTIFRAGILE: If you're over-dependent on one or two traffic channels, your business is waaaaay more fragile than you think. You must develop a meta-level mastery of traffic to build an anti-fragile business. As soon as Google or Facebook or whoever starts killing off players in your niche, all your competitors lose their access to the market… and the buyers come to you (just through a different channel).

PREVAILING players ultimately benefit from the earthquakes, volcanoes and tsunamis of paid traffic. Every single time Google did a big Google slap, 1-2 months later my best students would confide in me: We’re getting more visitors for less money than we ever have before… and most of our competition has vanished!

Those who do not market online might say, “Then don’t use Google. Boycott them. Use somebody else. And organize a protest march. Surely some Social Justice Warriors will stand with you while you wave placards in Mountain View.”

Easier said than done, amigo.

“Keep your friends close and your enemies closer” – that’s how Bill Gates described his relationship with dudes like Steve Jobs. Competitor? Certainly. Doesn’t mean he didn’t create Microsoft Office for Mac anyway.

In 2020, we have no choice but to do business with Google…and Facebook… and Amazon… and Apple… even if they are evil.

Consorting with tax gatherers and sinners as readily as priests and professors. Wise as serpents. Gentle as doves.

We must be shrewd, wise, cunning. And sleep with one eye open.

If the hackers don’t vacuum out your bank account, the robocalls from Facebook will…. all you have to do is answer your phone.

This is why I am organizing my first traffic seminar in nine years: The Definitive Traffic Seminar. I know, that seems like a long hiatus from traffic seminars for the guy Entrepreneur Magazine called “the #1 author and world's most-quoted consultant on Google Advertising.”

And yes, I’ve sold 200,000 marketing books including Ultimate Guide to Google Ads (6th edition coming in late 2020), Ultimate Guide to Facebook Advertising (4th edition coming late this year), Ultimate Guide to Local Business Advertising. And 80/20 Sales & Marketing which authorities like Brian Kurtz, Rich Schefren, Jeff Walker and Richard Koch say is one of the greatest marketing books of all time.

I wrote the forwards for Ultimate Guide to Amazon Advertising by Timothy Seward… and Ted Prodomou wrote his Ultimate Guide to LinkedIn for Business because I told him to… then introduced him to the publisher.

My last major seminar was Maui 2011 and it was already clear by then that, contrary to popular belief, traffic wasn’t the real issue. The real issues were in Conversion, Economics and 80/20. So I engaged in deep exploration of those strategies. That’s why I introduced 80/20 Sales & Marketing in 2013 and The Star Principle Seminar with Richard Koch in 2014.

The Rosetta Stone seminar of 2018 is already legendary for its unique treatment of Network Effect, the #1 moat around any business. I’ve now presented Rosetta Stone in Europe and Australia, enthusiastically received by international audiences.

I am far more interested in longevity and tenacity of businesses, than merely starting them. I’m extremely proud of the growing number of clients who have built and sold their companies for $10 million, $100 million and more. Ed Harycki sold Loan Builder to PayPal for a large sum of money. That is now a billion-plus dollar business that you see every time you log in.

FanDuel and InfusionSoft were in their proverbial diapers when I first met them; many other empires quietly chug along, earning their owners enviable livings and lifestyles without anyone having to sell to a 3rd party.

Also during the intervening years I founded the world’s largest prize for basic science research with judges from Harvard, Oxford and MIT. My Swiss Army Knife tool is derived from concepts in evolutionary biology; the 80/20 Curve was published in Harvard Business Review Italy and NASA’s Jet Propulsion Labs uses it as a productivity tool for their in-house staff training.

All during that time, we have continued to sell the world’s best books on Google and Facebook; my co-authors are among the most respected people in the traffic space; we’ve conducted smaller trainings and workshops and we’ve taught our students that traffic alone is NEVER sufficient to build a solid business.

Everybody in the traffic business takes my phone calls. I can bring together the smartest traffic guys in the world, all under one roof. I have assumed the role of the Elder Statesman and that is what I am doing May 27-29:

Since the Maui 2010 and 2011 seminars, traffic has changed completely.

Ten years ago, there was no complex, strategic choreography between 3-6 paid traffic platforms; it was just spray and pray. But as you move down this page, you’re about to make a major discovery. Because none of these platforms will perform at its best in isolation. In fact each has a specific, optimal relationship to all the others.

Indeed, “ONE” is the world’s most dangerous number and you must diversify. But the exciting part of diversification is that you can extend the reach, depth and conversion rate of your content strategy. While simultaneously making your business antifragile and self-healing.

Definition of Antifragile: Systems that become stronger after they are broken. Nassim Nicholas Taleb never says this in his book but all antifragile systems in existence are living things or their derivatives.

Your mission, should you choose to accept it is to make a supple, living traffic strategy instead of a dry, mechanistic, brittle 2015 traffic strategy. Organic. Not “free search engine rankings” organic, but organic the way that healthy soil thrives with fungi, algae, microbes, moisture, fauna, plant roots, organic matter, ants and earthworms.

Definitive Traffic Seminar

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Traffic Anti-Fragilistas in Planet Perry

Shanyn Stewart, an accountant and tax strategist, joined Roundtable at the beginning of 2018. One of her major objectives was to diversify her traffic. We went to work. As of late 2019 she had an admirable flow of leads from Google Ads.

Then the Google Guillotine dropped. IRS negotiators were banned from Google paid AND organic listings.

Even her attempts at YouTube were met with futility.

So yes… she was negatively affected.

But this development was FAR from disastrous. Why?

Because she still has Facebook, Direct Mail, industry referral sources, email lists, podcasts, speaking opportunities and billboards.

Bill McClure was banned from Google. Bill was violently Google slapped because they detected previous affiliate activity in his account. He was convicted of Treason by some nameless, faceless person at Google Headquarters. He owned coffee.org and his previously thriving business was deeply imperiled for a time.

But he flew into action and built out banner ads, online yellow pages listings, links from other sites, upsells, cross-sells, direct mail, referral incentive programs, loyalty programs and affiliate partners.

Two years later after Google suddenly switched his ads on again, he said, “Even now, Google is only 30% of our business. We’re not vulnerable like we were the first time. I will never allow that to happen again.”

I MYSELF was banned from Facebook for 12 months. Their ad review people took offense at my claim that you could 80/20 to make twice the money in half the time, so they booted me off. No recourse. Not only that, a few years ago I had a MAJOR setback on Google’s organic side. After one of their infamous updates, 90% of my organic search engine results for keywords related to Google advertising vanished. (The irony of these injuries is not lost on me. Who knows how many billions of dollars I have helped these companies make.)

Both of these injuries hurt – A LOT - but neither was catastrophic. I still had Google paid ads. I still had considerable traction on Amazon. I still had bookstores (even including airports) as well as referrals, affiliates and speaking opportunities. The immediate impact on my bottom line was only incidental.

Most online marketers get 70% of their leads from one traffic source and 85% of their traffic from two. Most web businesses are incredibly fragile and vulnerable to the slightest hiccup.

Are you?

Reactions to the 2018 Rosetta Stone Seminar

“DEAL with the HARSH realities or they will deal with you.” That, after comparing an 80/20 world to the 95/5 frictionless world, hammered it home for me. We simply cannot afford to be sleepwalking, avoiding conflict or dragging head trash from our past along, period.

— Bradley Schmidt, New Zealand

 

 

 

 

 

And reactions to the 2019 Truth Seminar

 

 

The Master Traffic Source Roadmap

Below is one of the most strategically important graphics that you will ever see in this business. This is my “Maze 2.0 Media Map” and it is a breakdown of nearly every form of media in existence… from eBay to text messaging to newspapers and Wikipedia to Google Display Network.

This map 80/20’s the dizzying array of traffic sources – there are over 50 listed here – and helps you pinpoint the three to five appropriate sources that will attract and nurture the quality traffic you demand.

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NO ONE CAN COMPETENTLY MANAGE 20 TRAFFIC SOURCES… MUCH LESS 50!

So I’ve broken the massive complex of traffic sources into four simple quadrants:

Image

The upper half is live – like phone calls and instant messages. The lower half is recorded, like direct mail letters and YouTube videos.

The left side is text. The right side is audio-visual. The center is your customers ‘inner sanctum’ and the outer edge is the periphery of their awareness.

If you can touch your prospect once in each of these four quadrants – for example Google ads (recorded text), YouTube ads (recorded a/v) Facebook Instant Messenger (live text) and webinar (live a/v) you activate all the major selling modalities and you seem as though you are everywhere. Even though you are only working in 4-5 media – and you’re only “pretty good” at two of them.

Quality paid traffic in quantity is the best magic carpet ride ever. When it works, it is thrilling.


Rosetta Stone Seminar (2018)

You go out for pizza on a Friday night with your spouse or girlfriend. As you’re taking bites, you know prospects are arriving on your website by the minute. Money is flowing into your bank account. It gives you an insane level of confidence.

You duck into the restroom just to check your stats, simply because it makes you feel so good.

You say to yourself, people are coming to my website and they're looking at what we do and taking action. We're dialing in our sales funnels and we're testing completely different, fascinating psychologies and radical alternative offers. It's getting better every day. The numbers keep rising higher.

I like logging into my shopping cart because every day the numbers are uplifting. (As opposed to when they're going bad and you’re like, I don't even want to know. I don't even know how to know how bad today was. Yesterday we only sold $900.)

If you get caught between the wheels, life only gets worse. A long horrific fall to the bottom.

The Top 1% Advertisers are years ahead of everyone else and continue to prosper even as others languish. 95% of advertisers are too lazy to tune their campaigns for the highest possible performance.

If you’re one of the 95%... too bad for you.

Yes, there was a span of time in Google Ads where all you needed was a bigger, badder keyword list and a bunch of quotes and brackets and you could scoop up all kinds of traffic other people were missing.

Those days have evaporated like morning mist. But there’s a hidden advantage: Your competition is considerably more distracted right now. Planet Perry member Eric Lewis put it this way…

How Google Thins the Herd:

Image

Google is calling your clients. They are calling your client's boss. They are calling the CEO too. (Notice they’re not waiting for those guys to type their question into the search box… Google is picking up the phone and dialing.) More sophisticated reps dress their sales pitch as a special invite only "Acceleration Program" - and they make big growth promises.

Consultants who don't stay ahead of this are making a HUGE mistake. 
 
Personally, I don't find Google ads terribly complex. The basics are more important than ever - mostly to sort out BS and hype from Google's direct reps and agency partners.

Hint:

If you're talking to Google or a PPC consultant and their shtick includes the following buzzwords:
“Machine Learning”
“The algorithm”
“Invite Only” or
“Alpha and Beta Tests”

…you're talking to someone who only knows PPC as taught by Google. They’re a “mark” – and they’re trying to make you a mark too.

Definitive Traffic Seminar

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A story in the book of Daniel tells of a king who erects a 90-foot gold statue.

Then they corral everyone together (picture 10 million Russians assembled in Red Square on the nation’s Independence Day) and announce:

“When You Hear The Music
Bow To The Statue.”

Music plays. Everybody bows.

Everybody except for three guys: Shadrach, Meshach and Abednego.

As the wave of subservience ripples through the crowd, those three guys stick out like a cockroach on a wedding cake. Like monkeys on a tricycle.

The emperor flies into a rage. “Those FOOLS! Heat the furnace up 7X its normal temperature and throw those guys in!”

Soldiers comply. Lieutenant gets too close to the fire pit and is consumed by flames.

King’s minions throw them in… but they emerge from the fire unscathed.

Most people focus on the fact that their hair didn’t get singed, and the angelic fourth man who appeared with them in the furnace.

Those are pretty good takeaways. But ya know what I take from that story?

Most people are spineless conformist sheep who do whatever they’re told, just to ‘get along.’ “Bow to the 90 foot statue? Sure, here you go. What’s for lunch?”

Buddy, if you think things are any different now than they were in 700BC… you’re fixin’ to get screwed. From behind. The internet is a billion lemmings strong, and most of the folks building the websites are sheeple just like all the other poor suckers.

Google's current "best practices" help GOOGLE. Not you. 

If you’re sitting at the poker table and you’re wondering who the sucker is… the sucker is you.

Those who struggle with the basics will get beaten by bots. Advertisers will get beaten by competitors who are at least competent enough to employ smart bidding.

Human campaign managers/consultants might get replaced by machine learning. Smart bidding encourages spend and gives the Google bots more data.

Google reps are just salespeople who evangelize Google's new features – and work to overcome objections to using them.

Sophisticated advertisers know Smart Bidding can only take you from beginner to OK. It's just a tactic. Tactics don't take you from Good to great or excellent. Plus… what if everyone uses Google’s SMART BIDDING?

Then what?

Smart bidding can't optimize for new customers, margin or lifetime value.

Smart bidding can't make strategic recommendations on pricing or USP.

Just because you can play “Here comes the sun” on your guitar
doesn’t make you Paul McCartney.

PPC managers have become utterly commoditized. Digital advertising is now sold by the pound. 10 years ago it was the secret to wealth accumulation. Now it’s a baseline necessity.

I hope it comes as no surprise to you that Google understands the 80/20 rule too. Very well, thank you very much.

 

Reactions to the 2018 Rosetta Stone Seminar

We used the scalability tool and, to my surprise, it came out that we need to 100X our business, and we can 100X our business. Perry has actually pointed this out a few times before. It’s nice to see how that all works, and it’s all logically worked out. It’s not just a sort of “out of the air” figure.

One of the really valuable things about being here is that there’s a whole load of tools that Perry’s developed that are really, really useful and help you to analyze your business. What you can do is use them and then tweak something and see if it has any impact so you can actually work out what the most useful thing to do is, and sort of prioritize what’s going to help you the most quickly. There’s a whole range of tools that he’s got that all tie together and, with the whole model, it’s really useful.

— Nancy Slessenger
Vinehouse
Birmingham, UK

As a marketing consultant, an unexpected use of the Simplify Scorecard & Scalability Scorecard, is as a rack the shotgun tool for potential client engagement. Those two tools cut through the fuzzy stuff real quick.

— Bradley Schmidt, New Zealand

One Rosetta Stone participant told us this:

I brought the CEO/owner of the company with me to Rosetta Stone. Yesterday, he did this…

I’ve been consulting/teaching with a friend about his sales processes for several months. In that time he’s seen/heard Perry’s concepts, but other than the pre-seminar videos, the conference was his first direct exposure to Perry.

He loved it. The light came on.

At the event he did the Marketing DNA test. It nailed him. He’s a fantastic in-person salesman — a true closer…

…A LIVE closer who doesn’t need to be tied up in management details…

…and management details consumed him.

It shouldn’t be a surprise that the company’s growth stagnated a couple of years ago his limit was reached. No one could make a decision until he blessed it. Even for $10/hour work.

Perry asked us to identify our “ultimate bottleneck.” I wrote down “get bigger than” my friend/the CEO. Meaning: Get him out of the minutia and into his sweet spot.

On the way home I downloaded Audible on his phone and he listened to 80/20 Sales & Marketing for the first time. More lights came on.

Here’s the punch line to all of this:

Yesterday in a team meeting, he delegated responsibility for almost everything under the roof, except closing new deals and customer relationships.

It’s one thing to have an epiphany, it’s another to pull the trigger. And quite another to see the epiphany turn into results months and years later.

It’s like having a child: the epiphany is conception (no wonder we were all smiling), sometimes it needs to incubate (gestation), putting it into action is childbirth (hard labor), and you don’t get to see the child walk on his or her own two feet for 18 months.

BUT, my friend/company CEO had a breakthrough that he is putting into action, and I can’t say THANK YOU enough to Perry and everyone else.


From Truth Seminar (2019)

In Facebook and Google-land, the 80/20 rule says that 50% of their revenue comes from 1% of their advertisers. In actuality, 80% of their revenue comes from 1.3% of their advertisers.

Which means they don’t give a rat’s butt about “the rest of us.” (You may have picked up on that.) You and I may be more innovative than behemoth corporations; we may be more agile, and we may be responsible for most of the truly new products coming on the Internet; we may create the new jobs; but they boys in Mountain View have set their sights on things like Washington DC, and more and more they’re becoming friends of Big Business and Big Government. Not the little guy.

From a purely financial perspective, they're probably doing the right thing. It’s the Rule of Gold – he who has the gold, makes the rules. It’s their business, they can run it however they want to.

But I’m telling you, if you’re a small business (i.e. less than $20 million per year in sales) then dude, you’d better sharpen your pencil, and fast.

Have you noticed that the staff at the big companies hardly deign to even answer your questions, and when they do it’s something they pasted out of some help page?

They’re just maximizing their profits my friend, that’s all. Remember, they have the right to do that.

It’s just like when Home Depot got rid of all their friendly, “smart” hardware and remodeling experts in the aisles and replaced them with dopey Wal-Mart shelf stockers. No more smart hardware experts, just TV monitors playing loop videos.

A lot of people are disappointed that now at Home Depot, you have to read the label on the can of spackling paste instead of asking an experienced guy a sensible question.

But… just remember, just because Home Depot did that didn’t put them out of business. It just made Home Depot “self-serve.” Arguably more profitable for the bean counters. Which fortunately made it a little easier to cut the mustard if you were the local Ace Hardware store across town.

Same here, pal. Google and Facebook are not out to help YOU get rich. They’re here to help themselves get rich. The will to power.

Google’s job is to THIN THE HERD.

Let me remind you that I am here to help you get rich. It’s my job. If you’re a member of my herd, my M.O. is to fatten MY herd. That’s YOU.

YOU are not Google’s customer. Google’s customer is the lady who’s searching.

To Google, you’re just another cow they’re milking on the Larry and Sergey Dairy Farm.

To the gal in the Facebook department, you’re just another phone call in her cubicle, another email in her support queue. Another check box on her list before she goes for a massage and a chai latte.

Google makes you skinny.

I make you fat.

If you’re going to survive and thrive in the new Online world, you need friends. Every successful businessman or woman has a good ol’ boys club. Self-help is not enough. Being lost and alone in cyber-land is not enough. You need a cartel. Advocates and connections and private sources of intelligence.

The Google FAQ ain’t going to tell you why you just got slapped at 9:27 on Monday morning. They don’t care that the business you spent the last 2 years meticulously grooming and crafting just got slammed into a cement wall.

I know, this is not happy-happy joy-joy. But it’s the truth. And it’s my role in this industry to tell it.

There is no better place than this seminar to arm yourself to the teeth with every possible advantage.

Who Should Go to Definitive Traffic Seminar?

  • If you used to buy traffic and you got sucked under by the riptides and couldn't afford it anymore… but you still really need traffic… this is the seminar you need to attend.

  • If you are spending $1,000 a month on traffic, you need to be here, because you are hanging by your fingernails.

  • If you're investing more than a few thousand dollars a month in paid traffic, you're foolish if you don't come… because you're throwing money in the Facebook Fireplace and Google Stupidity Tax.

  • If you're a business owner and you've got staff buying traffic, then at the very minimum your people need to be at this thing because they're burning your money and they don't know it.

  • If you are spending $25K to $250K a month, you will discover important applications for 2nd and 3rd tier platforms that will enhance your lead volume and your conversion rates. But most importantly, you will be able to have deep conversations wtih one or more of our world-class experts that will lead to a handful of tweaks that further increase your performance making your trip clearly worhwhile. Also, if you are spending $25K a month or more, let us know when you register by contacting [email protected] and we will personally introduce you to any of our traffic experts that you would like to talk to in order to make sure that you get full value from this experience.

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Your dinero is burning. These platforms love to stick the vacuum hose in your wallet. Once they have it, it never goes back the other direction. You really must sharpen your pencil.

When you sit in on the sessions and watch what's going on, you will know what questions to ask.
Imagine hiring an accountant or bookkeeper not knowing how to talk to them about debits or credits or accounts receivable or income tax.

Without knowing basic things about money management and accounting, how would you ever know which accountant is good?

ONE SHOT
and
ONE SHOT ONLY

Yesterday heard from a guy who's been working on a film for four years. He raised $150K on Kickstarter and spent over $100K of his own money to boot.

I watched his film last night. It was gorgeous. He's not from my business circles. He goes, “What do I do now?”

I said, “You're about to get very, very, very good at Facebook advertising.”

I did not advise him to hire somebody else to do that, even though he’s never done marketing in his life. I told him he needs to be in the saddle, in the cockpit, seeing the traffic flow, watching the dials in the gauges, the spreadsheets and the conversion reports. That for him is $1000/hour work. If he doesn’t think so, he can urinate away all of his money.

Even if he hires somebody else to do that, it's still do or die time. With a film you got one chance and one chance only.

Most of us aren't in the film business… but most of us still get one shot. If you botch it, you're not going to get this shot again. You might be Dead On Arrival. This may be your only chance.

If you own a business, there is NO better place to shop for experts than Definitive Traffic Seminar. If you want to ask the speakers questions, if you want to hire my speakers, I've got the best YouTube, Facebook, Google, LinkedIn and Amazon advertising people on the planet, all in one room. They're expensive but they're good.

But you also get the people they attract. 30 to 40% of the room will be people who run some kind of marketing agency or PPC firm. Which means between breakfast, lunch, and dinner, you will easily meet 10 or 15 different people who all have different skill sets… all on the first day.

You know somebody who's really good at Google display network, somebody else's really good at Google local search and Google maps. Somebody else's really good LinkedIn.

During the last 20 years I’ve spent about 7% of my life either attending, speaking at, organizing or running seminars and masterminds. I've been to lot of seminars.

Definitive Traffic Seminar

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At most seminars, half the people are in the hallway talking.

What does that mean? Well it at least means they were smart enough to show up for the networking. They bought the ticket and they bought the plane tickets and they came. But it also tells you that the content in the seminar is mediocre. It's a pitch fest. They know they're not going to learn that much sitting in the chair.
But when you come to a Perry Marshall seminar, 98% of the people are in the room. So quiet you can hear a pin drop. All are taking notes because the information delivered is state of the art.

They are absorbing material the average seminar audience doesn't have the patience for, because everyone else is still at the kiddie table. Planet Perry is the grownup table. We're delivering the genuine article that makes real businesses work. One of the most common comments I get is, “What I love about coming here is, I get principles instead of just hacks and techniques.”

You find yourself at lunches and dinners with people having very large advertising spends. Maybe you're spending $10,000 a month, they're spending $150,000 or $1 million a month. Perhaps they’re attending with their traffic person, and those two people have forgotten more than you may ever know. That is a valuable conversation!

You text your wife: Honey, I just had a conversation that was worth the entire cost of this trip times 10… in five minutes!

Just yesterday I got off a call with a woman who grew her sales from $20K per month to $90K in the last three months of 2019 and she is experiencing a thrilling ascent into the highest echelons of her industry.

My Traffic Events
Are Nothing Like Everyone Else’s


Rosetta Stone Seminar (2018)

When Richard Stokes came to speak at my seminal Maui 2010 Elite AdWords Summit, presentation in hand, in the very first hour he realized: We were teaching an unprecedented level of strategic thinking. He had never been to a seminar that high-level.

That night he completely re-wrote his presentation. Rebuilt his entire Power Point. The revised material contributed to an event that Planet Perry members are still talking about. Every few months, someone mentions what an incredible seminar that was.

The Definitive Traffic Seminar, May 27-29 in Chicago, will be one of the most advanced seminars in the history of digital advertising. This will rank with Gary Bencivenga’s Bencivenga 100 Seminar in New York City, Ken McCarthy’s System Seminar, Brian Kurtz’s Titans of Direct Marketing and my own Rosetta Stone Seminar.

I attended all of these and spoke at most of them. All legendary events insiders fondly remember years later. All of which gave birth to unprecedented achievements in digital advertising.

Not only will you be privy to my expert team and secrets Google, Facebook, YouTube, LinkedIn and many other platforms would never tell you… you’ll get the closed-door, no-recorders, no-cameras, no-cell phones “show and tell” sessions with other high-level advertisers in the bar and lobby – stories nobody is ever going to put in any book or video. Discussing the latest changes, precisely what’s working and what’s not in the world’s hottest PPC marketplaces.

You’ll relish uninhibited, intense, high-level strategic discussions with people from North America, Europe, South America, Australia and Asia about exactly what’s working. You’ll compare strategies and gain a capability for extracting money from the online advertising machine that few people can ever hope to attain.

You’ll return having enlarged your army of direct marketing friends and colleagues. With tangible know-how to increase your traffic 10% to 50% without spending a penny more.

If you desire, your campaigns will be measurably better before you leave.

And YES you will increase the quality of customers you reach through PPC, even if your campaigns are already optimized and locked down like Fort Knox. No digital marketing seminar you’ve ever been to has greater ability to INSTANTLY pay for itself. I doubt any has been this diverse.

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All My Speakers are on the Leading Edge of Paid Media:

Justin Brooke will present an actual case study of building a business from zero to ten thousand leads a day.



Mike Rhodes runs the largest Google Ads agency in Australia. Co-Author, Ultimate Guide to Google Ads, 6th Edition.



Rob Sieracki operates a selective, waiting-list-only, boutique digital agency in Milwaukee.




Kevin Milani manages tens of millions of dollars a year of clicks and is revered for his knowledge of YouTube and Google.



Ted Prodromou is one of the top LinkedIn experts in the world.




Joey & Jamey Bridges have managed close to a million dollars a day of ad spend across almost every network you can think of.



Fred Vallaeys is an ex-Googler who plays the game with consummate skill. Was employee #400ish & spent 10+ years on Google ads team. (He helped invent Quality Score for example.)



Tom Breeze is revered for his ability to elicit magic from the YouTube platform.




Bob Regnerus is my co-author of Ultimate Guide to Facebook Advertising and is a master technician of integrating video with Facebook ads.


Mark Ingles
has built multiple companies on the back of paid traffic and sold those companies multiple times. He’s one of the primary brains behind my Facebook book.

David Nadler is a systematic genius who runs an agency and is expert on building Facebook funnels that reliably and profitably convert traffic.



Dan Wilkinson is a verrrry long-time Planet Perry member who succeeded 10+ years ago, experienced Armageddon in his life, and made an arresting comeback. He will singlehandedly show you a secret strategy (which is invisible to competitors) that makes ALL your traffic convert 10-30% better. I am not exaggerating, not joking. And you will not be disappointed. Dan is the secret weapon of top agencies I work with in Planet Perry.

Alex Makarski is a polymath born in Russia. Lives in Toronto, will be covering the BING platform – often overlooked, and he will deliver the shortcuts. Bing has saved many a Google slapped advertiser from extinction.

Matt Wolfe & Joe Fier are multi-media alchemists with particular expertise in paid Podcast promotion (podcasting doesn’t get nearly the attention in Planet Perry that it probably deserves) and mixing in “long tail” sources like Reddit – and getting the traffic to convert.


Don Crowther came within inches of being the Google guy instead of me. Had he been perhaps two months ahead of me, he’d be the King of AdWords instead of Perry Marshall. And he would be worthy of the title. He is a ruthlessly systematic strategist who will show you how to make your offers convert.


Dennis Yu is a Facebook genius and just the other day over Haitian food told me about how he re-invented the inner workings of American Airlines… in a manner that has everything to do with “laws of unintended consequences” in Facebook advertising. He has trained thousands of independent agencies to use Facebook profitably for their clients.

Timothy Seward spoke at one of my very first seminars and taught my customers Google Analytics. He has since gone on to build a very successful digital marketing firm called ROI Revolution that manages both Google and Amazon advertising accounts. He's author of the book Ultimate Guide to Amazon Advertising.

May 27 BOMBSHELL:
THE Master Road Map for Paid Traffic

Is there a model that brings it all together? A road map for implementation that covers EVERYTHING, such that you can plug-and-play all the different traffic sources?

For the first time in the world, now there is. It’s never existed before now. It is now under development. It will be my keynote at Definitive Traffic Seminar at 8:30am on Wednesday May 27, 2020.

All these platforms interlock in an ingenious way – which means there is a unique 80/20 for YOUR business. Reddit may be THE most interesting topic at the entire seminar… for six people out of the hundreds in the audience. It has a supplemental role to play for perhaps 30.

Chances are, you need to competently utilize four of these platforms and expertly use one of them. Specifically, you need to be razor sharp at (for instance) two of ten different audience targeting methods on Google Display Network.

Or perhaps you need a very specific combination of Google Search ads, Facebook and Instgram.

Or you may find that a very particular combination of YouTube pre-roll videos, combined with Pinterest placements and Amazon ads.

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One Year from Today,
Your Traffic Strategy Could Look Like This:

This is the fabled “Tactical Triangle” invented by Jack Born. It contains everything that matters in marketing: Traffic, Conversion and Economics, with 80/20 in the center.

You get traffic, then you convert the traffic, then you collect money from the traffic, then you re-invest your profits back into traffic. Your mission, should you choose to accept it, is to create an unstoppable virtuous circle.

Image

12 months from now, you’ll have not merely one traffic source of brand-new prospects… but three.

As you see here, you also a fourth major source of remarketing / retargeting traffic. It plays a major role in converting tire-kickers into customers – affordably and profitably.

You have small, low-budget, 5th and 6th platforms that work to enhance your customer conversion numbers with very low cost and low maintenance.

ONE of these traffic sources, you watch like a hawk. You constantly test and tweak, as all 21st century marketing professionals do.

The other sources run reliably with fairly little fuss.

And if one breaks – you’ve still got 2-3 viable choices, with spare tires in the trunk.

You will go home from Definitive Traffic Seminar with a blueprint for achieving all of this. Using ONLY the platforms – and parts of platforms – that are directly appropriate to YOU.

You may be the only person in the room who uses your particular, customized combination. You and you alone.

No Need To Do All At Once:
You Get To Do It In Stages

You don’t have to do this all at once. Phase 1: Toehold. You safely and economically test traffic sources, mostly using remarketing / retargeting and branded terms. Phase 2: Foothold. Once you have established your baseline metrics and profitability with low-risk traffic, you venture out into the more treacherous and opportunity laden waters of cold traffic. Phase 3: Expansion. The “expanding universe theory” I spoke of in my original Definitive Guide to Google AdWords in 2003 – except now it is across multiple scalable platforms and Paid Social Media.


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Definitive Traffic Seminar is the grand synthesis of all the paid traffic sources above, and especially the glue that holds everything together – retargeting.

Google Search – Eric Weinstein Manages Peter Thiel’s Venture Capital group, is a podcaster and progenitor of the Intellectual Dark Web. Eric has a theory he calls DISC – Distributed Idea Suppression Complex. Weinstein proposes that universities, science publishing, “journalism” (if you can even use the word journalism with a straight face in 2020) exist not for the purpose of disseminating great ideas… but preventing them from reaching the mainstream.

Consider for example that cancer treatment has scarcely made a stitch of progress in 40 years despite 100 billion dollars of government funding… never mind the charitable donations and private sources of research money. But the people who gave that money and did the research had such righteous intentions…

None of these are conspiracies so much as they are bureaucratic systemic parasites that exist for the purpose of maintaining the status quo and reinforcing cherished assumptions.

Consider for example that alternative medicine, debt management firms and IRS negotiators were eradicated from Google search last year. Ask yourself why large institutional behemoths like Medline and WebMD are the only sites left when you search terms like “knee pain.” (Go ahead. Try and see for yourself.) Ask yourself why newspapers and “journalists” never seem to write stories about the security problems of IOS.

One could certainly make an argument that slaves powering 19th century galley ships made a substantial and valued contribution to the world economy in ways that still benefit us even today; and were simply necessary collateral damage which nonetheless produced a positive net economic result.

Similarly, if your advertising dollars are the resource that ultimately teaches Google’s AI robots smart bidding strategies, you can at least pat yourself on the back knowing that you made a net contribution to the world… even though you filed for Chapter 11 bankruptcy.

Maybe we could make “Entrepreneur’s Day” a national holiday in your remembrance. Sort of like “Veteran’s Day” for failed business owners.

Meanwhile when the music stops, we need to make sure you’ve got a chair to sit down in.

Google’s reps are incentivized by getting advertisers & agencies to lean into the AI & spend more money.
Good for Google’s shareholders, possibly not so good for your profits. The AI is still a toddler, and toddlers require supervision.

The old understanding is not enough. Most people make technology their slave. In paid online advertising you must always be the master. Automation must be your servant. If you submit to it (like a dog rolling over and urinating on itself) Google owns your business even though you take all the risk.

Mike Rhodes, my Google Ads co-author will detail most surefire means of maximizing impression share, quality score, Retargeting Lists for Search Ads… the latest psychology of search. How to monitor Google’s AI to make sure it’s working for you not against you.

We’ll reveal multiple ways you can sleep with one eye open, yet keep two eyes firmly on how the AI is behaving & what it’s doing for you. Mike will also give away a script his team has created to do some of this automatically.

Google Display Network – No other platform has more unexplored nooks, crannies, secret passageways, and trap doors protected by secret handshakes and passwords than GDN. Few people appreciate how multidimensional GDN can be, or how many ways of targeting are ignored or underutilized. Nowhere is the principle of the Force Multiplier more present.

Because Google is an “800-pound gorilla” platform, a rich array of GDN targeting strategies will be presented across a half-dozen sessions, ranging from placement targeting, remarketing, interest categories, topic targeting, geo and language targeting, demographic and purchase intent.

You will get the pragmatic, actionable complement to the "Google is Evil" talk. With what Google is pushing on you, what do you do? 
 
Less is in your control than before. We will show you what's still in your control, even with Smart campaigns (some of it is surprising).

What you learned about GDN 1-2 years ago is no longer sufficient. The platform has advanced dramatically and we will teach you to be the master of the machine learning – and not be its bitch.

Automation is not just the domain of Google. YOU can have your own automation, too. Rob Sieracki will serve up affordable ideas and tools. Your own automation + Google's is more powerful than Google's alone. Google will never program their computers to make your gain as their primary goal. 

Facebook Ads – Bob Regnerus is “chair” of the Facebook educational tracks of Definitive Traffic Seminar. My Facebook expert team consists of 6-7 people who have collectively managed or directly influenced hundreds of millions of dollars of ad spend. You’ll be bolted to your chair as Bob rolls out "Four Facebook Workshops In 90 Minutes".

Facebook will receive a 360-degree, 3D focus of attention with a half dozen sessions on multiple aspects of the platform.

  • “Help! Facebook Keeps Taking Away All My Targeting!” – backdoor ways of retaining control
  • Tactics have taken a back seat to strategy. If you were to pick up the ancient 2011 first edition of Ultimate Guide to Facebook Advertising you would find the details are off but the strategy is still sound.
  • Facebook Ad Strategies that reliably warm formerly cold traffic and lower sales resistance, skepticism and acquisition cost
  • Radical ways of distributing content that would have been unfathomable as recently as two years ago  
  • Secrets to combating ad fatigue and creating Evergreen Ads (aka Finding The Holy Grail) [I myself have Facebook campaigns that have been running virtually unchanged for four years. That is virtually unheard of in 2020!]
  • 80/20 Facebook Ad Manager Strategies to combat overwhelm and optimize Your Time, Money, and Results (The incessant treadmill of constant ad fatigue is bad not because of the time consumption itself but because of opportunity cost)

Facebook Audience Network has its own far-reaching capabilities into corners of the internet that no other platform can touch. It has its own idiosyncrasies with many switches, buttons and levers few advertisers bother to learn about.

Just as with Google, Facebook advertisers must sleep with one eye open. Their reps will pick your pocket because they believe everything they’re told without question. You, my friend, must question everything.

Instagram is ordinarily treated as an appendage attached to Facebook – and it becomes an afterthought. But at Definitive Traffic Seminar you will increase your leverage 30% to 300% by discovering the radical differences in audience, mindset, images, videos, use of text and storytelling that is ideally suited to this peculiar medium.

YouTube – Tom Breeze is combusting with excitement because he has worked out a novel formula for running YouTube ad campaigns. Mastering both art and science of video serving is crucial. This means you will now know precise what needles you need to peg. Tom we will offer multiple strategies on how to drastically improve the Click Thru Rate and View Rate so that you can reduce your Cost Per Action for more profit while you maintain scale. 

Tom is continually attaining a superior grasp psychological factors influencing ViewRate and CTR. This instantly makes your video ads and campaigns more powerful.

Image

Bombshell: Two simple edit tricks to add to the end of your video that demonstrably improve CTRs by as much as 32%. 

Amazon – My close friend and colleague Robert Skrob began boasting of his ability to sell a self-published book using Amazon Ads, where keywords alone would never create demand. He showed me how, to his delight, he was steadily selling books and converting readers to clients.

Most Amazon merchants and publishers are still living in “Amazon 1.0” when in fact we are now in “Amazon 2.0.” Those with strong organic positions may have time to adjust, but… the clock is ticking.

If you understand the history of Google and Facebook, the writing is already on the wall.

For years Amazon advertising was Jeff Bezos’ red-headed stepchild. The company clearly did not prioritize these ads. Amazon’s ad platform was a dog.

All that has changed in the last year or two. The race is on. Just as Amazon decimated billions of dollars of retail, this new model decimates Amazon’s old model. For the first 20 years, Bezos was content to let shareholders tape dollar bills to every shipment. But now Bezos wants a profitable Amazon. (Have you noticed that books now sell for close to retail price?)

The new profits will be made from and by merchants who have the whole economic model figured out… not just sellers hawking a widget.

LinkedIn – There are hunters and farmers on LinkedIn. Hunters are cold callers and aggressive marketers who cast a wide net. But farmers are focused on their target market and build long term relationships.

Ted Prodromou is a farmer who focuses on engaging on LinkedIn and entices them to visit his LinkedIn Friends web page where they can opt into his email list. He also pixels them so he builds LinkedIn, Facebook and Google audiences.

LinkedIn is traditionally a rat’s nest of grey-hat marketing strategies and Terms Of Service violations, but what TED teaches you brings the triad of Advertiser / LinkedIn User / LinkedIn platform in perfect alignment.

Bing – Ever dabbled in Bing? Critiques range from “we couldn’t get any traffic” to “we got soooo many clicks but all were garbage.” Microsoft Advertising today is like Avis rental cars сirca 1973. They are the #2 player. Try harder they do: Their account reps are mostly competent and helpful, in stark contrast with Google's. Bing rule compliance is more agreeable and sometimes even accessible. New interesting ad formats and targeting options give you access to more traffic than ever before. 

But just like Google, Microsoft keeps inventing more ways to sell us "Ford Escort" clicks at "Cadillac" CPCs.

Bing plays traffic arbitrage games to sell us low-intent traffic at high-intent prices. Import your Google campaigns use default settings, and you have just asked Microsoft to levitate all the money out of your credit card. But if you do it right: traffic is 30%-65% less than Google… with a comparable level of intent. 


Bing grants you access to pockets of the web you cannot reach as easily through other networks. Some targeting options, thanks to LinkedIn being part of Microsoft, can’t be found elsewhere. 

"We tried Bing Ads and it didn't work for us..." ... said countless advertisers, media buyers and agencies. Alex Makarski and team spent months walking the minefield of “traffic gotchas" in Microsoft Ads and built a map to help one navigate it. One of their clients is now getting almost as many leads on Bing as they do on Google, at Cost Per Lead that is 45% superior. 

Programmatic Advertising is traffic sources outside of Google and Facebook that can be accessed through other third-party networks. Jamie and Joey Bridges managed massive ad budgets and if you’re a large advertiser, you’ll encounter….

  • How to leverage your first party data (your email list and database) to find customers everywhere without help from Google
  • Avoid being held hostage by Google & Facebook with alternative traffic sources that make bring customers from all over the web
  • How even Google is moving toward a "keywordless" future where audience information reigns supreme – so now you will start to use other channels that don't care about keywords
  • How looking to good old-fashioned direct-buy partners can provide your company with leads for days especially if you are in the B2B world
  • The audience is more valuable than the keyword. Discover how to get ahead of it now
  • Measurement from click to sale is one of the most important things you can do and if you can't measure click to sale you are wasting money...lots of money
  • How to get creative - alternate copy, diverse ad formats, reaching customers with video, audio, and display, - especially if you don't have a big brand to hang your hat on

Reddit – Works poorly for most advertisers. Requires a particular context, a particular relationship to other traffic properties, and is best suited for certain markets. However the clicks are incredibly inexpensive allowing great room for experimentation and in conjunction with other traffic platforms can be an effective source of converting traffic that you could not get anywhere else.

Pinterest just hit $1 billion in revenue, having quietly become one of the largest search engines in the world. For certain types of consumers and certain elements in the buy cycle – in conjunction with the right sales funnels and traffic sources – can hit paydirt big time.


This forms the basis of an antifragile traffic strategy because your cross-platform leverage is a Force Multiplier.

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"The Perfect Conversion Funnel:
5 Questions You Need to Ask
to Identify Your Next Profitable Funnel"

David Nadler will deliver a 5-step process to choose your next funnel with certainty. Too many business owners pick a funnel strategy based on what someone in a mastermind says "is working now", what they saw another business owner (with a completely different product and market) have success with; or some other humblebrag they saw online. 

If you don't have a good funnel in place (or better yet, a system to help you pick the right funnel every time), it doesn't matter how good your traffic strategies are.  People are always worked into a lather about getting more traffic, but converting those leads effectively is a bigger lever. 

Don Crowther will give a hyper-focused session on lead generation magnets that set sales funnels on fire.

What’s the REAL Reason to Be Here?

The best reason is the networking. I have the world’s top PPC experts and those who travel from around the globe to listen to them. You’re going to spend quality time with some of the savviest men and women in the entire direct marketing business.

The seminar will be intense, the sessions will be superb, the information State Of The Art. You’ll be taking notes as fast as your pen can move.

But it’s going to be breakfast, lunch, dinner, and drinks at the bar for three days with these über-smart people and you’re going to feel like you just got a Master’s Degree in 2020 Traffic Techniques.

(You do understand that there’s no such thing as a course at Stanford, Yale or CalTech that even comes close to this, don’t you? This seminar is the Ivy League of Paid Traffic.)

My Million Dollar Seminar Story

Early in my career I plunked down money on a payment plan and went to a seminar in Ohio. It cost me a few thousand bucks. Took my partner Bryan Todd and one of my employees. I knew that the information I got at that seminar would easily pay for itself 5-10X. That’s what seminars are supposed to do, right?

So I’m there and Bill Harrison of FreePublicity.com is there and he comes up to me one evening at the bar. He looks a tad apprehensive and also a tad hopeful. Bill says, “Perry, I’ve got a million-dollar idea for you.”

I sense he’s a little afraid I’m going to shrug him off.

I say, “OK Bill, I’m listening.”


We sit down. “Perry, before I tell you this idea you have to make me a promise.”

“Shoot.”

“Perry, you have to promise me that if you really do make $1 million from this idea, you’ll donate $10,000 to my favorite charity, which is this inner-city school for disadvantaged kids in Philadelphia.”

“You’re on.” We shake on it.

He says, “Perry, I love your guide to Google. Great book. But I’ve only implemented 10% and I probably will never get the rest done without some help. I need a coaching program. And I bet you’ve got a LOT of other customers just like me.”

He goes on to describe the whole program. It actually takes an hour or two for me to completely wrap my brain around this thing he’s outlining for me. Together over drinks at a Marriott hotel in downtown Cleveland, we put together the concept of the personal AdWords coaching “Bobsled Run.”

I go home, write a sales letter, and 2 months later book $80,000 of business in one day.

Yes, that WAS a million-dollar idea. Born on a literal napkin in a bar.

And YES, of course. I donated $10,000 to Bill’s favorite charity. That’s the least I could do.

(You’re welcome to attach a charity request to the million-dollar idea you give to someone in Chicago, just like Bill did.)

The value of that 2-hour conversation exceeded the value of the seminar itself by at least a factor of 10. And it took two hours not 2 days.

But there’s something else I want you to consider:

I went ahead and ran that first program and two of the 60+ students who took the course that semester each went on to build their companies from “not even big enough to replace the owner’s job” to almost $10 million per year in sales. And that’s just TWO of them.

Because of the ripple effect, Bill’s idea on a napkin was more like a $100 million idea, not merely a $1 million idea.

At the Definitive Traffic Seminar there will be TEN million and HUNDRED million dollar ideas scratched on the backs of napkins. And real people will go home and implement them and make millions of dollars. People just like you.

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BATTLESHIP in Four Dimensions

In all traffic landscapes there are pockets. There's a bunch of really good quality traffic right here …and nobody's quite figured out how to get to it. There's a batch of really responsive people here. And a pocket over there. And look, when we zero in on those people from a 137-degree angle, my goodness. You're almost in a competition free zone.

We have dug these interesting people out of the ground. Some are well known, but many aren't. Everybody in this business takes my phone calls. I started asking around. “Who's doing really good, interesting work in… you name it?”

YouTube, Facebook, Instagram…and of course in all of those there are six or seven different philosophies you can use to approach it.

There's not one way to do YouTube. There's a bunch of ways to do YouTube. There's not one way to do Google Display Network. There's not one way to do Google Search Ads. There's not one way to do remarketing or retargeting or Facebook. All of these, they are so big and, and most people only learn the stuff that's in the main courses, the popular books.

Most people only get the stuff that's been regurgitated three or four times. But there is always (and this is an enduring principle) a whole realm within every one of these platforms that is largely untouched and unexplored.

Remember: Google, Facebook, LinkedIn are the biggest, most powerful companies in the world. They will pump money into software development if they even suspect it'll raise their stock price. If it will raise their revenue, they are throwing programmers at it.

For the last five years, software developers at these companies have been building so much machinery so fast that we advertisers can't keep up with it. What Definitive Traffic Seminar does is get the people who've been in the bowels of Facebook and YouTube, the bowels of Google, to give you the map to the underground mines. Head 130 feet deep down this shaft. Then turn right and go 350 feet west. Then open the nickel-plated hatch with this security code. Guess what… you’re privy to a whole new set of controls that nobody knows about.

“Coal miners see everything. They work in the dark.”
-- Chernobyl

How the typical seminar works: They charge you money, and you and a bunch of people come to the room. What all the marketers have figured out is: A buyer is a buyer is buyer. So when they show up, pitch them.

So usually what you get is some really good information for about 15 minutes. Then you get about 30 or 40 minutes of strip tease. Then you get a close with a rush to the back of the room (because this special is ONLY going to the first 27 buyers) and the first 27 people to fill out this form and get the thingie. (Which is another webinar which is another pitchfest.)

So all these people jump up and rush to the back of the room. They have literally trained their audiences to do this. And then in the greenroom, all the speakers compare how big their packages are. “How much did you sell and how much did you sell and how much did you sell?”

I can't stand going to a seminar like that. Fingernails on a chalkboard. I don't know about you, but I come to a seminar to learn, Our speakers are allowed to spend two minutes explaining what they do and you know why you should do business with them. They are not allowed to build the thing up like an infomercial. That is absolutely forbidden. If they do, Guido is sitting stage-left, ready to forcibly remove them from the platform.

My speakers have to deliver 100% content. They can't hold back. When they do land a client, we're not requiring them to give us half the money. That reduces the pressure on them, feeling like they have to sell something. It is a learning environment. It is not a pitch environment.

So if you're tired of all that, if you've figured out that you're done playing the pitchfest game, this is where you go.

Or if you want to spend 300 bucks on a seminar and go get pitched for three days… God bless you. Definitive Traffic Seminar is not for you.

The price we’ve set weeds out the riffraff. You want to come to a seminar with quality people who pay money to go to the seminar. If you're shaving pennies on seminars… then you're going to go give money to Google and Facebook… who are you kidding?

Traffic is expensive. Leads are expensive. Eyeballs are expensive. Attention is expensive. You want to get the best education you can possibly get and skimp instead on Google, Facebook, LinkedIn, Amazon.

That's not where you should try to save money in your life. Notice it's also not a $10,000 seminar, It's reasonably priced. Normal people can afford to come and normal people will get their investment back in a day, three days, a week, a month, two months. If you run any kind of real business, you can afford a few thousand dollars to come to a seminar and learn how to buy traffic.

We deliberately priced the seminar this way because if you price a seminar below a thousand dollars, the good people don't take it seriously and don't come. Suddenly now you're in a room full of newbies.

If you price a seminar at $10,000, what you get is a really small seminar with a bunch of A players. But then the people who most need serious tactics the most can't afford to go. So we've priced it moderately so we get real players. The net worth in the room will be $1 billion. That's true at any of my large seminars. But you'll also have people who are relatively new learning how to do this the correct way.

My explicit goal for the trainings leading up to the seminar is that you get Return On Investment in actual traffic, conversion and sales improvement before you even show up. So we have asked our speakers to speak not just at the seminar but also give pre-seminar orientation sessions.

The speakers are asked to do a series of private trainings for the people who sign up. When you sign up, you automatically get put on an education track where you hear from almost every one of our speakers. They're going to cover topics somewhat different than what they're covering at the live event.

That way, you can watch the recording or sit there on the webinar, get exactly what you need and start implementing right away. So even though you don't have to wait until May. You're solidly getting education so that even if you never showed up at the seminar you get your money's worth. That is an explicit goal of the whole thing.

Now you show up. What do you expect? You can expect that within the first two hours of the seminar you're going to experience a complete reorientation of what you used to think was important: “Now I understand this is important and that didn't hardly matter at all… maybe I was worse off for doing that in the first place. I never saw it this way before.”

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Seminar Power


Truth Seminar (2019)

The essential element of a power seminar experience is IMMERSION. There is an emotional connection you make when you are there, live, in person, that CANNOT and WILL NOT be made on webinars, telephone calls, emails, PDF’s, e-books or MP3’s.

There is NO substitute for flesh and blood. Nothing better than sitting face to face with one or ten people and sharing the deep experience and the war stories and the tribal knowledge.

Most of the things you really need to know to build your business are not written in some book at the bookstore or some e-book on somebody’s website. The things you really need are inside the heads of the other people you meet at the seminar.

You will find that almost everyone in the room is some sort of serial entrepreneur. Many people are on their 5th business or more. Most have lost their ass in at least one of those businesses. Many have made millions multiple times. We all have those scars and battles in common.

But there’s more than that. We share the 2020 culture of the Online Serial Entrepreneur. We employ teams of people all over the globe. We create an invisible economy. Ours is a very fluid world where opportunities appear in literally hours and the most agile step in and clean up. Ours is a cooperative, collaborative world where information is freely shared and hundreds of thousands of dollars are made in handshake deals.

There is NOTHING more valuable than your network.

If Google, Facebook or YouTube were to shoot your account dead tomorrow morning at 6am, the first place you would turn would be your network. There is no better way to let other people know what your skills are than to casually help them solve their problem over filet mignon and chocolate cake.

Similarly, there is no better way to find people who have skills you need than to share a beer with them in a country club environment where only the best players get to play at all.

Date: May 27-29, 2020

Price: $2495 - only $1495 for Renaissance 12 members. $1000 discount for R12 means Renaissance 12 effectively costs you only $0 instead of $1000 and also grants you free access to otherwise expensive products, discounts, our private user’s forum, my newsletter and the inside track of traffic experts. It’s a huge no-brainer.

Even more generous $1500 Discounts are given to members of Roundtable, Advanced Mastery and Private Clients.

I will see you on the warm spring Chicago days of May 27-29!

Seize the Day. And register before the next price increase.

Definitive Traffic Seminar Guarantee(s)

Guarantee #1: If by 5pm US Central the first day of the event (May 27th, 2020), this is not the most exhaustive paid traffic education you have gotten anywhere for under ten thousand dollars, tell one of my members of staff at the event to cancel your participation. We will refund your money and give you $500 cash to cover your early plane flight back home.

Guarantee #2: If Coronavirus makes it impossible to hold the event, May 27-29, we will still have a virtual event and deliver all of the original content as planned. It will be recorded and available in the members area for all who have registered. A live in-person event will be rescheduled for later in the season and will deliver even more state of the art content than was originally promised.

Guarantee #3: Whether the live seminar happens in May or it’s rescheduled, if coronavirus issues prevent you from coming then, in good faith, we will schedule a coordinated coaching session with one of our speakers to go over your current strategy and identify the places where you can most easily get fast gains. The person you consult with will have the  that you’re looking for whether it be Google, Facebook, YouTube, LinkedIn, etc.

Guarantee #4: If you sign up now and you’re already spending at least $2K per month on advertising, if you watch 3 of the advanced training sessions that we have prepared for seminar participants, implement the strategies presented in them and are unable to recoup the cost of the seminar based on 4 months of performance cycles, we will cheerfully refund your money. In other words, the best investment you can make in traffic right now is to sign up for the Definitive Traffic Seminar TODAY.

(We have already recorded private training sessions for Facebook, LinkedIn & Bing. More training sessions are happening soon!)

Definitive Traffic Seminar

New Renaissance 12 Yearly Members Save $1,000!

Add New Renaissance 12 ($999/yr) to your order and save $1,000 off seminar registration

Definitive Traffic Seminar + New Renaissance 12 Yearly ($1000 Seminar Discount)

Perry Marshall

P.S.: This isn’t all… there’s so much more. More speakers, more special guests, more topics, more breakout sessions. I’ve barely mentioned what I myself am going to talk about. (Hint: It concerns the wrecking ball that’s headed for 90% of online digital agencies.) I’m against a deadline to get this to print. Not all the speakers are solidly lined up. Important details still being nailed down. I promise you it’s even better than what I described.

FAQ

Q: Who is Definitive Traffic Seminar for?

A: The seminar is a fit for you if...

  • You used to buy traffic and you got sucked under by the riptides and couldn't afford it anymore… but you still really need traffic… this is the seminar you need to attend.

  • You are spending $1,000 a month on traffic, you need to be here, because you are hanging by your fingernails.

  • You're investing more than a few thousand dollars a month in paid traffic, you're foolish if you don't come… because you're throwing money in the Facebook Fireplace and Google Stupidity Tax.

  • You're a business owner and you've got staff buying traffic, then at the very minimum your people need to be at this thing because they're burning your money and they don't know it.

  • You are spending $25K to $250K a month. Then you will discover important applications for 2nd and 3rd tier platforms that will enhance your lead volume and your conversion rates. But most importantly, you will be able to have deep conversations with one or more of our world-class experts that will lead to a handful of tweaks that further increase your performance making your trip clearly worthwhile. Also, if you are spending $25K a month or more, let us know when you register by contacting [email protected] and we will personally introduce you to any of our traffic experts that you would like to talk to in order to make sure that you get full value from this experience.

Q: What do I actually get?

A: A seat at my 3-day Definitive Traffic Seminar (May 27-29, 2020) and my pre-seminar training series (you're automatically registered for these when you sign up).

Q: Where will the seminar be held?

A: In the Chicagoland area. Chicago is an incredibly accessible city with lots of fun things to do. Checkout PerryMarshall.com/chicago for a list of awesome things to see and eat in Chicago, including my team's favorite spots.

Q: Are you selling anything at Definitive Traffic Seminar?

A: For those who wish to go much deeper I am providing a 1-year course called Advanced Mastery Network. (I’m announcing this up front. There will not be a dog and pony show about Advanced Mastery Network every 45 minutes.)

Everybody knows what a pitchfest is. Definitive Traffic Seminar is NOT a pitchfest. Most seminars only tease you with chocolate and lace and hold out the real information for products they sell at the back of the room.

I hold nothing back in this seminar. I deliver as much steak as I can possibly deliver in 3 days. I’ve never liked situations where I had to hold back in order to sell, and this is the opposite: delivering as much as possible in order to sell more. Advanced Mastery Network will be the LABORATORY implementation of concepts taught in the seminar. It’s hands-on practical implementation.

Advanced Mastery Network is $45K if paid up front. A payment schedule is also available.

  • You can apply the full cost of Definitive Traffic Seminar as an immediate discount.
  • Participants will be able to problem-solve for New Renaissance members; lab sessions will teach real-time problem solving on actual businesses.
  • Participants will be able to bring on Planet Perry members as their direct clients, and will have a steady flow of prospects from a trusted source.
  • We will test, vet and certify Advanced Mastery Network students. This is the Perry Marshall Graduate School of Marketing and Business Strategy.
  • Think of this as being more like a college class or military unit than a typical entrepreneur coaching or training program. You will be rigorously tested; no dropouts or refunds will be allowed; and we will put you on a daily regimen.

Part of the reason I’m telling you this now is that none of this will be a surprise and it gives you a wider context for what I am doing.

I am taking 16 years of material and organizing it into a simple, elegant, wizard-like process that consultants, CEOs, marketing managers and investors can use to assess and diagnose virtually any business or marketing strategy problem.

Definitive Traffic Seminar

New Renaissance 12 Yearly Members Save $1,000!

Add New Renaissance 12 ($999/yr) to your order and save $1,000 off seminar registration

Definitive Traffic Seminar + New Renaissance 12 Yearly ($1000 Seminar Discount)