Perry Marshall https://www.perrymarshall.com Perry Marshall's 80/20, Google Ads and Facebook Ads Strategies Wed, 28 Dec 2022 21:15:09 +0000 en-US hourly 1 Life is a gift…and an investment https://www.perrymarshall.com/59150/life-is-a-gift-and-an-investment/ https://www.perrymarshall.com/59150/life-is-a-gift-and-an-investment/#respond Wed, 28 Dec 2022 21:15:09 +0000 https://www.perrymarshall.com/?p=59150 When you’re broke and struggling for every gasp of oxygen, you say to yourself: If only I could pay off these bills… if only I had a car that could drive across Iowa without dribbling transmission fluid down Interstate 80… if I could only take a freaking vacation with my wife and family, and have a little time without all ... Read More

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When you’re broke and struggling for every gasp of oxygen, you say to yourself:

If only I could pay off these bills… if only I had a car that could drive across Iowa without dribbling transmission fluid down Interstate 80… if I could only take a freaking vacation with my wife and family, and have a little time without all this head-splitting pressure… I would be SO HAPPY.

That IS true, for a week or a month or a year.

But if you are anything at all like me, your attention will eventually turn outward.

One of my evolution prize judges is Michael Ruse, who is a slightly famous atheist.

Despite the fact that he is not a religious man, he often cites Jesus’ Parable of the Talents.

In that parable, a master hands out bars of gold to his servants. One gets one bar, one gets two, one gets five. The ones with two and five double their investment, and when the master gets back, he rewards them with more money and responsibility.

But the guy who got one bar of gold was so intimidated by the challenge, he just buried it in the ground to make sure he didn’t lose it.
He hands back his master the one bar of gold… and the master is infuriated. “Give his bar of gold to the one who turned five into ten. Then take this guy behind the woodshed and beat him without mercy. He’s an idiot.”

The parable ends by saying: “For to everyone who has will more be given, and he will have an abundance. But from the one who has not, even what he has will be taken away.”

Michael sees in this story a basic truth: Life is a gift and it’s also an investment. And you are expected to produce a return. If all you do is indulge your own pleasures… you’re worthless.

There’s never a point where you kick back and say to yourself, “I’ve got it made in the shade, man.”

Besides, everyone I know who does that, ends up restless and vaguely frustrated and most end up embroiling themselves in worse problems, bad habits and addictions.

Fifteen years ago, I wasn’t wealthy by any means, but my head was solidly above water. Out of debt. The man’s boot was no longer on my neck.

I had sufficient time, space and resources to travel and get a wider perspective. Once I’d solved my immediate, local problems, once I had enough money to buy the kids shoes, my attention shifted.

I could not stuff my head in a cloud and merrily medicate myself with cars and vacations.

Once my own problems were dealt with, my focus automatically and naturally turned to larger problems in the world.

If the world is in turmoil, yet you’re fat and happy, then… you’re sleepwalking.

Seize the day,

Perry

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What to do in times of chaos & uncertainty https://www.perrymarshall.com/59023/what-to-do-in-times-of-chaos-uncertainty/ https://www.perrymarshall.com/59023/what-to-do-in-times-of-chaos-uncertainty/#comments Mon, 21 Nov 2022 17:09:28 +0000 https://www.perrymarshall.com/?p=59023   It’s been a low, mean year. Temptation is to snuggle under the comforter and hibernate until Spring. Say goodbye to 2022. I would urge you not to do that. And I’ll tell you why in the above video. Carpe diem, Perry Marshall

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It’s been a low, mean year.

Temptation is to snuggle under the comforter and hibernate until Spring.

Say goodbye to 2022.

I would urge you not to do that.

And I’ll tell you why in the above video.

Carpe diem,


Perry Marshall

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Simple math says your customers ARE on TikTok https://www.perrymarshall.com/57838/your-customers-are-on-tiktok/ https://www.perrymarshall.com/57838/your-customers-are-on-tiktok/#comments Mon, 16 May 2022 17:56:57 +0000 https://www.perrymarshall.com/?p=57838 Get the book for half-off now!

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The Surprising Reason Why TikTok is eating Facebook’s lunch https://www.perrymarshall.com/57820/why-tiktok-is-eating-facebooks-lunch/ https://www.perrymarshall.com/57820/why-tiktok-is-eating-facebooks-lunch/#respond Fri, 13 May 2022 18:51:55 +0000 https://www.perrymarshall.com/?p=57820 Guest post by Dennis Yu Matt McNabb is a 40 year old chiropractor in Boca Raton, Florida. At the urging of his friend, Danny, he posted a 2 minute video of a routine adjustment on TikTok. That video blew up, getting 1.2 million views and 32,900 likes. He got so many inquiries that he had to hire a new patient ... Read More

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Guest post by Dennis Yu

Matt McNabb is a 40 year old chiropractor in Boca Raton, Florida. At the urging of his friend, Danny, he posted a 2 minute video of a routine adjustment on TikTok. That video blew up, getting 1.2 million views and 32,900 likes. He got so many inquiries that he had to hire a new patient coordinator to handle them.

It was simply a cell phone video of him doing what he has done thousands of times since 2012. On Dr. McNabb’s Facebook and YouTube, you’ll see dozens of the same types of videos, going nowhere– 2 likes on each one if he’s lucky.

What was different about this one TikTok post?

His buddy, Danny Veiga, put some money behind it, targeting people within driving distance of the office, running the second most popular ads on TikTok called a lead ad. Instead of sending users to a website, the ad goes to an auto-filled form, copying Facebook’s lead ad mechanism nearly identically.

Perry and I have peeked inside hundreds of lead ad campaigns and see average CPLs (cost per lead) at just over $7, varying by industry. Average form completion rates are 35%, ad CTR is at 1%, and base CPMs hover around $13.

TikTok ad performance is about triple what we see on Facebook, largely because traffic is cheaper (half the price), creative performance is stronger, and the TikTok algorithm is smarter.

I was at Jake Paul’s house shooting a course teaching young adults how to start social media marketing agencies. While Jake and I were upstairs drinking toilet water (I’ll tell you more about that another time), a few members of our team couldn’t help but take selfie videos around his house. One of them got 461,000 likes because the algorithm recognized the background was Jake Paul’s house. So TikTok showed it to fans of Jake Paul.

Other insiders have confided that they will place objects in the background of their videos to try to influence the algorithm. David Solomon, a real estate agent in Santa Monica makes TikToks in front of the Santa Monica pier and in front of mansions he’s selling in Malibu. Facebook uses engagement and Google uses keywords– but TikTok uses all signals to decide what you see on the “for you page”, which is your newsfeed.

GDPR and general privacy laws have forced the networks to remove detailed targeting and most demographic targeting from their ads platforms, causing many advertisers to freak out. But on TikTok, you can’t even target, except by a handful of interests, DMA, gender, and age buckets.

And this is good for everyone, since your content and the algorithm together do the targeting now. TikTok goes by video signals to determine who else to show your videos to. And the objective based bidding algo is like a heat seeking missile– so choose your campaign objectives wisely.

Noah Brierley made $50,000 last month on TikTok by making videos on “what they don’t teach you in school”. At 1.8 million followers with 1 million likes, he’s gotten the attention of Zip Recruiter and other job sites, who pay him 5 figures for sponsored content. He dropped out of college to become a full-time TikToker with his dad’s support. He’s even helped his dad (in his 50’s) go viral on TikTok by following a few simple rules.

His “secret” is to not make stuff that looks like ads– use vertical cell phone video, start with a hook, make sure you have a good mic (the pros know this), and have a script (to prevent “rambling old man” syndrome). You’ll hear TikTok’s refrain of “Don’t make ads, make TikToks”.

The head of growth at ByteDance (parent company of TikTok), hired us to help them teach TikTok ads to disgruntled Facebook advertisers. I’d like to say that we were behindTikTok’s radical growth to $11 billion last year in ad revenue and their jumping from the #7 most popular site on the internet to #1 (ahead of Google). But it was Facebook’s own self-inflicted wounds and this one particularly clever strategy that I have yet to hear anyone discuss…

And that is this…. TikTok was designed from the core to be a paid word of mouth engine.

They knew from the start that business owners and professionals would struggle trying to create their own content. So rather than trying to ram creative tools and agencies down their throat, they had a more elegant approach– let your fans create your content for you.

TikTok told us that 70 cents of every ad dollar was being spent on spark ads, which is boosting someone else’s post. That’s not the same thing as Stephen Curry starring in a Kia commercial. I have seen Stephen Curry driving around Oakland in an orange Lamborghini, not a Kia. Rather, a spark ad is an organic post that the creator can give you an access code to be able to boost.

You can scour TikTok for fans that have said good things about you– then asking them if they wouldn’t mind giving you the advertising access code to be able to boost that post. Or you can be like Super8, the world’s largest budget hotel chain, asking families to post their favorite travel hacks, sponsoring the best ones. What broke college kid wouldn’t want to be famous and earn a $50 Amazon gift card in the process, too?

The idea of a spark ad is the closest the internet has ever seen to a boosted review. You remember when Yelp got in trouble for letting restaurants pay to highlight their top reviews? TikTok takes it to a new level by not only creating incentives for creators like Noah to be able to make money as a weird sort of super affiliate, but creating a whole ecosystem for creators and brands to collaborate. They built a directory, like a mini dating website, that lets creators and brands set up profiles on who they are and who they’re looking to match with. And third party directories have spun up, too.

Because effective modern advertising is about doing the opposite of what looks like “advertising”, TikTok knew to not allow marketers to come in and ruin everything. Remember when email was a joy to receive before there was spam? Or how interesting Instagram was before advertisers came in? TikTok is solving the problem of crappy, non-interesting ads by simply enabling your fans to do the work for you.

The last surprise is that you don’t need to be on TikTok to be able to run ads on the platform. They knew professionals like us don’t have 52 minutes per day (more than any platform) to spend on TikTok. Nor will we want to sing and dance.

So the ad accounts do not have to be connected to a TikTok user account to be able to run ads in the feed. Of course, if you run a spark ad to boost your own organic post or that of someone else (more likely), then fine.

Perry Marshall and I spent the last 18 months exploring the TikTok ads platform, finding out what works and doesn’t work, so you, as a serious business owner, can find value in TikTok. We delayed releasing a book until now, since the user base was still young and the ad platform was still clunky. But now TikTok ads in 2022 is like Facebook in 2007, where the balance of opportunity and effort is in our favor.

We’ve put together step-by-step templates on how to make your 15 second videos (or how to collect 15 second videos from your customers), how to track performance (your “digital plumbing” from TikTok to your website, email, and CRM), how to do targeting (hint: you don’t), what mistakes to avoid, how to scale up campaigns, and more.

Click here to buy our new book, The Definitive Guide to TikTok Advertising.

 

About Dennis Yu
Dennis is the CEO of BlitzMetrics, a digital marketing company, and has been building brands and teaching marketing for over 25 years. He specializes in helping young adults grow into leaders of tomorrow by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

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It’s all about the market! https://www.perrymarshall.com/57526/its-all-about-the-market/ https://www.perrymarshall.com/57526/its-all-about-the-market/#comments Mon, 28 Feb 2022 18:40:04 +0000 https://www.perrymarshall.com/?p=57526 Click here to register for Star Principle: Activate

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Why Most Marketers are Still Lost in 2022 https://www.perrymarshall.com/57505/why-most-marketers-are-still-lost-in-2022/ https://www.perrymarshall.com/57505/why-most-marketers-are-still-lost-in-2022/#comments Wed, 23 Feb 2022 21:25:23 +0000 https://www.perrymarshall.com/?p=57505   Click here to register for Star Principle: Activate Most “gurus” are loath to tell you this. They want you to keep thinking it’s 2004 or 2010. It ain’t. If you’re still thinking like that (and most people are), you’re doomed. In the above video, I tell how you SHOULD be thinking. Seize the day, Perry

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Most “gurus” are loath to tell you this. They want you to keep thinking it’s 2004 or 2010.

It ain’t.

If you’re still thinking like that (and most people are), you’re doomed.

In the above video, I tell how you SHOULD be thinking.

Seize the day,

Perry

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Two “Levers” I Want You to See EVERYWHERE https://www.perrymarshall.com/57472/two-levers-i-want-you-to-see-everywhere/ https://www.perrymarshall.com/57472/two-levers-i-want-you-to-see-everywhere/#respond Tue, 22 Feb 2022 16:29:34 +0000 https://www.perrymarshall.com/?p=57472 Click here to register for Star Principle: Activate One of the things I love most about being the “80/20 Guy” is when people come up to me and say “I see 80/20 EVERYWHERE now!” It is everywhere and it can transform your business if you apply it. In fact, I was on a plane to Antarctica a couple of weeks ... Read More

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One of the things I love most about being the “80/20 Guy” is when people come up to me and say “I see 80/20 EVERYWHERE now!”

It is everywhere and it can transform your business if you apply it.

In fact, I was on a plane to Antarctica a couple of weeks ago and I sat next to a guy I’d never met before.

After we chatted for a while he said, “Wait…you’re Perry Marshall the 80/20 guy?”

Um, yeah, that’s me.

“I read your book and applied it to my entire business. Made my staff read it. And I just sold my business for (BIG NUMBER).”

That’s what I want for you. I want you to see the Big Principles everywhere you look…and apply them to transform your business.

And there are two other principles that are just as important as 80/20 for 21st Century business success.

And I’m going to teach you how to see THEM everywhere…and profit radically from THEM…as well.

Check out the video above to find out more.

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The Million-Dollar Lesson of Breathtaking Incompetence https://www.perrymarshall.com/57470/the-million-dollar-lesson-of-breathtaking-incompetence/ https://www.perrymarshall.com/57470/the-million-dollar-lesson-of-breathtaking-incompetence/#comments Tue, 22 Feb 2022 16:25:23 +0000 https://www.perrymarshall.com/?p=57470 Click here to register for Star Principle: Activate My wife Laura went to the bank the other day to buy some Euros. The lady behind the counter told her, “Oh, I’m sorry, Carol’s not here. We can’t do that today.” The breathtaking incompetence, the utter disregard for anything even remotely resembling customer service… You want to scream, “You have ONE ... Read More

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My wife Laura went to the bank the other day to buy some Euros. The lady behind the counter told her, “Oh, I’m sorry, Carol’s not here. We can’t do that today.”

The breathtaking incompetence, the utter disregard for anything even remotely resembling customer service…

You want to scream, “You have ONE job!”

But, instead of screaming at incompetence, I want you to learn something VERY important from it.

In fact, if you have not learned this…and do not learn it VERY soon…I can’t imagine you’ll weather the next crash…and it’s gonna be a doozy.

Check out the video above now and see what I mean.

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The Real Anthony Fauci Book Review https://www.perrymarshall.com/57135/the-real-anthony-fauci-book-review/ https://www.perrymarshall.com/57135/the-real-anthony-fauci-book-review/#comments Fri, 19 Nov 2021 17:43:07 +0000 https://www.perrymarshall.com/?p=57135 I sent some clients an email *cautiously* recommending they investigate the book The Real Anthony Fauci by Robert F. Kennedy, Jr., as it raises issues concerning the US government that need to be discussed. My copy arrived 2 days ago. I had a chance to look at it closely last night. Yes… is presents issues that need to be discussed ... Read More

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I sent some clients an email *cautiously* recommending they investigate the book The Real Anthony Fauci by Robert F. Kennedy, Jr., as it raises issues concerning the US government that need to be discussed.

My copy arrived 2 days ago. I had a chance to look at it closely last night.

Yes… is presents issues that need to be discussed – yet I have major reservations about this book. Please watch:

ADDENDUM March 5, 2022: In response to Gavin de Becker’s comments below, I have added the following remarks:

Gavin,

Thank you for your cordial and respectful pushback. I dug a little deeper into the data, which is quite easy because you can type “ireland covid stats” or “portugal covid stats” etc into Google and not only get positive test curves but also deaths, and if you scroll down further, it shows you vaccination adoption curves as well.

So without much difficulty I overlaid the Ireland vaccination curves on top of the Ireland COVID stats and got this graphic:

Ireland COVID cases + vaccination adoption curve

The aspect ratios are distorted, but the most important part is that the dates of each are aligned and you can compare the December 2020 – January 2021 COVID spike with the vaccine data.

And now what about other countries besides Ireland?

I went to page 84 of the “Real Anthony Fauci” book and photographed the page. Then I hand drew vaccination curves taken from Google (as best I could anyway, see below) that I found for these countries.

My “50%” mark does not mean 50% vaccination, but rather means 50% of where it is now. So in other words if Thailand is at 80% vaccination today and they were at 40% July 2021, then the 50% mark is set at July. “50% of all the people vaccinated today were vaccinated by X point in time.”

Vaccination acceptance curves hand-drawn over Robert Kennedy's page 84 graphs

When I look at all 8 countries on this page, I find it hard to make an argument that the vaccine was responsible for increasing COVID deaths. (Malaysia being a possible exception.) If anything it supports the hypothesis that it reduced COVID deaths.

My personal impression is that the vaccines did reduce the likelihood of getting COVID by perhaps 60%, but not the 90% people hoped; and most certainly NOT the 99% that was plastered all over CDC- and state-sponsored propaganda billboards around my home city of Chicago.

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The 20th anniversary of leaving my j-o-b https://www.perrymarshall.com/56746/20th-anniversary-talk/ https://www.perrymarshall.com/56746/20th-anniversary-talk/#comments Mon, 18 Oct 2021 01:27:12 +0000 https://www.perrymarshall.com/?p=56746   Last week, I gave a presentation to my Roundtable Europe mastermind group. The talk marked the 20th anniversary (to the day) of leaving my last – and final – j-o-b, as the marketing manager at Synergetic Micro Systems, Inc. (I left Synergetic to hang up my shingle as a direct marketing consultant, laying the foundation of what would become ... Read More

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Last week, I gave a presentation to my Roundtable Europe mastermind group. The talk marked the 20th anniversary (to the day) of leaving my last – and final – j-o-b, as the marketing manager at Synergetic Micro Systems, Inc.

(I left Synergetic to hang up my shingle as a direct marketing consultant, laying the foundation of what would become Planet Perry.)

The recording of that talk is below and I HIGHLY recommend you listen.

Why?

Because I summarize the journey I’ve been on over the past 20 years and how that trajectory led to what I’m doing with Evolution 2.0 and cancer research funding.

These are pursuits that dwarf anything I’ve ever done before.

It’s not just me. I’m discovering that this trajectory is mirrored in the lives of some of my top clients. (Maybe you’ll relate too.)

I also reveal an audacious goal: getting all of my work to be Renaissance Time work.

…And why you should too.

Listen below.

Download the MP3 (right-click & select “Save Link As…”)

 

Carpe diem,

Perry Marshall

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