AdWords Lessons from the iPhone

I recently received the lamest postcard from Verizon Wireless, my cell phone provider. It showed three of their latest cell phones – the Blackberry 8830 World Edition, and the Motorola MOTOKRZR and MOTOSLVR – and explained the features and benefits of each phone.

Ordinarily I wouldn’t judge a pedestrian promotion like that so harshly, but of course, this is still the week of the iPhone.

Motorola announced second quarter losses last week, as investors are calling for the head of CEO Edward J. Zander. Sales of Blackberries and Nokias are flat. Margins are razor-thin (or is that RAZR-thin?).

And Apple, a company that had never tried to compete in the cell phone market, has just redefined the entire industry with its revolutionary, or well-designed and well-marketed, iPhone.

And you’re telling me you’ve found an AdWords market too competitive to compete in?

If you wanted to name a highly competitive market in which the major players are all brand names, huge companies with millions of dollars in R & D scrambling mightily to produce the latest and greatest, cell phone manufacturing would be a hard one to beat. You might think these companies would be experts at giving consumers exactly what they want.

Uh-uh, apparently.

It turns out that everybody pretty much hates their cell phones. The way they look, the complicated interface, the unnecessary features, the features that weren’t included, etc. etc. etc.

You can’t really blame the cell phone makers, when consumers can be so irrational, can you?

And then along comes Apple, with a completely different vision of the relationship of the human to her or his technology. And now everybody wants one, despite the well-publicized limitations (including molasses-in-January web connection speeds and a spotty-at-best AT&T wireless network).

Now, I’m not suggesting you pick the most competitive market you can find and invent something crazy just to see if you can win market share. But you can use AdWords to drive qualified traffic to powerful surveys that will tell you, if you do them correctly, exactly what your market is and isn’t currently getting from existing vendors.

And I can almost guarantee that your competitors aren’t doing that. Because it’s harder than split testing, harder than keyword research, and harder than peel and stick.

And that "harder" gap is precisely why it’s so powerful. If you want to achieve things your competitors aren’t achieving, you have to be willing to do things they can’t or won’t do.

For over 15 hours of detailed audio instruction in the AdWords to Onine Survey method of market domination, visit

And if you like it, let me know. Call me from your iPhone.

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