Great article in the January 29th issue of The New Yorker titled “What’s The Trouble?”.
It’s primarily a deep deconstruction of how doctors think and make a fast diagnosis under pressure. Which turns out to be dangerously flawed in many cases… especially if they like you.
But the article also makes an excellent cross-reference to how the same kind of thinking can affect business owners. This isn’t about evil or obtuse agendas… it’s about how a very natural way of looking at vast, changeable, and not always clear data can mess with your head.
There are many sites you can visit on the internet which tell you how much money they are making using Google Adsense. They even show you some screenshots of their earnings.
Is it just me, or does there seem to be something odd in all of this? If you were making thousands or tens of thousands of dollars every month, would you start selling an ebook for $47 telling other people how to do it? Would you just get bored with making all of that money and give it up in order to sell your secret for a few dollars?!
I am not saying that it is impossible to make a huge amount of money with Adsense. What I am saying, is that it is not easy. There is no get-rich-quick scheme. However, if you do put the work in and follow some basic rules, then there is a great chance to earn some serious money.
A dear friend of my family, Andonis Getsos, was a huge influence in my life.
Mr. Getsos gave me some invaluable advice. I'll share it with you in a moment. Allow me to tell you a brief story.
I was a teenager when I became very close with Andonis Getsos. A good friend of my parents, for some reason he took a great interest in me. We spent quite a lot of time together. He asked me to call him Uncle Tony.
He was an outstanding amateur wrestler in his youth. I also love wrestling. He used to enjoy wrestling on the beach with me.
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CHARLOTTE, N.C. - Before he moved to North Carolina in the mid-`90s, Joseph Michalek's New York buddies kidded him about coming to the land of moonshine and Mayberry.
This idea woke me up Saturday morning sometime before 5 AM.
I say “sometime” because it was dark and I really didn’t want to know what time it was.
I just wanted to go back to sleep, but the thought literally wouldn’t let me. After quite a bit of internal resistance, I finally rolled over and scribbled the words “Results vs. Activity” in the notepad I keep by my bed.
So what does it mean? Because I’ve worked with so many entrepreneurs over the years - hundreds directly and many thousands indirectly - I’ve had a chance to see what works and what doesn’t in business.
In 1918 Claude Hopkins published the book "Scientific Advertising." This book was so revolutionary - and so fundamentally correct - that I can say the following with a straight face:
Every person who is successfully selling online in 2007 is following Claude Hopkins' advice from 89 years ago, whether they know it or not.
In fact Bryan Todd and I consider Scientific Advertising such a landmark text that in our own book "The Ultimate Guide to Google AdWords" (now at your local bookstore), each chapter has a segment called 'Advice from Uncle Claude' where his sage advice applies to today.
The dirty little secret nobody is sharing with you (except me) is that some advertisers bid not on keywords but on domain names. There a few of these domain names, like LendingTree.Com can fetch up to a dollar per click. No kidding.
What’s the secret to profitable domain names, like LendingTree? These are very well known companies operating in profitable niches, like home loans for LendingTree.Com. Want more examples?
Eloan.Com (as well as Loan.Com). These two are from the same niche as LendingTree.Com, but not as profitable. FreeCreditReport.Com has multiple high bidders. So does CreditCard.Com. And OmahaSteaks.Com
I don’t write long copy because I like long copy.
I write long copy… because that’s what works.
You start at the beginning of your sales message… cover the points your prospect needs to hear in order to make a decision… urge him toward the right decision (buy your stuff)… and close with panache.
When you can do that in a few terse sentences, or in a single brief whiz-bang video, let me know. I’ll be right on your heels with my next pitch.
After almost three decades in the front-line trenches of business — slogging through the fog and chaos of multiple technological upheavals — I’m not holding my breath, though.
Is your business growing slower than you think it should? Do you suspect its slow pace might have something to do with ineffective marketing? Most entrepreneurs feel their business should be growing faster, but few know how to isolate the problem. Today we’re going to fix that.
The elements that affect the growth of your business will fit into one of four distinct categories. Understand these categories, and you’ll have a solid framework for self-examination:
1. Share of Voice
What's your percentage of the total exposure for all the businesses in your category? How much of the total signage is yours? What about TV advertising? Radio advertising? Newspaper? Direct mail? Web traffic? If there are news stories related to your category, do they mention your brand or someone else’s? What percentage of the word-of-mouth advertising is yours? Each of these things contributes to your total share of voice.
We've talked about headlines, subheads and photo captions, the critical attention getting and interest building components of advertising supported by good, effective copy. The fourteen tips that go into writing effective copy.
Now let's switch gears and talk about what I believe is the single most important device that gets your customers or prospects to buy... the call to action!
The call-to-action in the form of a response device. In person-to-person professional selling one of the most common failings in sales people is the fear of closing the sale. Or in other words, the reluctance to ask for the order.