All the World’s a… Mirror

Deep Thoughts 8 Comments »
Last week I made the terrible mistake of looking at my face in the 5x magnifying vanity mirror in our upstairs bathroom.
 
I saw a lot that I couldn’t do anything about, at least not at 6:30am without a scalpel and belt sander, but the thing that really got me was the condition of my nose.
 
In the regular mirror, my nose looks fine: good skin, no forests growing out of my nostrils. Perhaps a bit larger than Hollywood prefers, and with a slight bump at the bridge courtesy of a self-inflicted racquetball injury in 1978, but all in all, a fine specimen of a shnozz not in need of urgent remedial attention.
 
 
But the magnifying mirror told a different story:
  • Long black hairs like warthog bristles sprouting from the bridge
  • Clogged pores
  • Dead skin and dirt piling up like dead leaves over a storm drain
Yikes!
 
So I switched on the magnifying mirror light, grabbed a very expensive Rubis tweezers that my wife does not let me use (hope she misses this issue of the BOPzine) and went to work.
 
First, I yanked the offending hairs off the top. That took about five minutes – as my eyes got used to the grotesquely magnified view, more and more of these hairs started appearing.
 
Second, I put down the tweezers and went to work on the whiteheads until my nose was red, swollen, and sore.
 
Finally, I took a scalding, soapy hot wash cloth and rubbed until you could practically see the nerve endings.
 
Then, satisfied with my excruciatingly painful “extreme self-care,” I turned back to the regular bathroom mirror to see the results.
 
After the redness subsided, I was shocked to discover that I couldn’t see a difference. My new, refurbished snout looked exactly like it had before I went all depilatory on it.
 
And I’m guessing if my regular mirror didn’t notice that my nose was an unkempt mess, the people in my life didn’t either.
 

It’s All Mirrors

So my mistake here was looking at the wrong mirror for feedback. And you know what? We humans do that all the time…
 
Let’s start with the difficult-to-swallow premise that everything and everyone in our life is a mirror for us, because we project ourselves outward onto the world.
 
It’s easier to see others do it that do catch ourselves, of course, because when we project we think we’re actually seeing reality. It’s the same illusion that we experience at the movies, forgetting that we’re just staring at a blank silver screen because of all the lights being projected onto it.
 

What the Heck Am I Talking About?

Maybe an example or two will help here.
 
Sometimes my children aren’t perfect. (Shocked, are you?)
 
They don’t clean up their rooms when I ask them to. They dawdle in the morning, reading comic strips and listening to books on tape instead of hurrying downstairs and taking responsibility for their breakfasts and lunches. And occasionally, once or twice a minute, they annoy each other.
 
The reality – the actual silver screen – is simply a series of facts:
  • Children who do not clean their rooms to my specifications of what a clean room looks like (which is much much cleaner, by the way, than my vision of what a clean entrepreneurial office looks like).
  • Children reading The Book of Bunny Suicides at 7:52am instead of packing their lunches or brushing their teeth.
  • Children saying things to each other in a voice calculated to be overheard by a parent, “If you haven’t made your lunch yet, why are you reading The Book of Bunny Suicides instead of doing your job?”
My interpretation of those facts can range from exasperation to annoyance to frustration to epic victimhood (“Why is the universe punishing me like this? Is this retributive justice for my own squalid childhood?”) to snooty anger that renders me far more annoying and unhelpful than anything they can come up with.
 
Or I could just see a couple of tired kids just being kids.
 
The silver screen doesn’t change. It’s what I project upon it that ends up being what I see “out there.”
 
And the less drama and suffering I load onto the screen, the more effective I can be in shifting the situation.
 

Business Mirrors

Some of my mirrors, career-wise, have been mentors who showed me the good in myself. They realized that I looked to them to discover who I was, and they intentionally reflected back my best potential.
 
Other mirrors have been neither as friendly or as intentional. Like the speakers at the online marketing events I attended in the early 2000s who displayed huge affiliate checks in their PowerPoint presentations. I looked at them and saw easy money and effortless opportunity, and me a poor schlub who just couldn’t figure out how to crack the online marketing code.
 
Like the online sales letter writers posing next to their mansions while I stared at the promised on my computer screen in a small house “outside of Princeton” (as I told people because I was embarrassed that I couldn’t afford to live in Princeton (or even “just outside of Princeton” – Lawrenceville and Hopewell were also well outside my price range).
 
Like the dozens of gurus whose pitches were calculated to make me – and my fellow insecure, struggling newbies – look at myself as a failure because I had not yet attained their level of success.
 
In fact, those mirrors did more to slow down my development and hold back my business than any competitor or any recession could possibly have done.
 
How do I know they were just mirrors? Because I look at them now and laugh – they have almost no hold on me anymore.
 
I’ve discovered that even the rich, “lazy” ones work 14 hours a day, six days a week to convince me that they’re rich and lazy.
 
I’ve discovered that a lot of the online Super Success Stories are just smoke (and yes, mirrors) – meticulously crafted illusions that don’t hold up to scrutiny.
 
But much more important, I’ve matured enough to realize that my net worth and my true worth are two completely different things.
 
I’ve stopped judging people – rich, middle-class, begging with a cardboard sign at the intersection of 15/501 and Interstate 40 – based on how much money they earn and spend and save.
 
So those greed and despair mirrors related to my income have nothing powerful left to reflect back to me.
 
I can be thrilled to see a really successful launch – even by a so-called “competitor” – without feeling that underlying spasm of jealousy.
 

Who are Your Mirrors?

You know you’re looking into a mirror when what you see comes with a negative emotional charge. When you look out into the world and suffer because of what you see.
 
Let’s take inventory:
  • Where are we projecting your own insecurities and fears out into the world?
  • What gets our blood boiling?
  • What makes us feel weak and ashamed?
  • What turns us against ourselves, muttering curses like “I’ll never figure this out”?

 

What Can We Learn from Mirrors?

Those mirrors, as much as they may manipulate us and twist us in knots, are our best teachers.
 
They show us unhealed parts of ourselves.
 
They reveal areas where we don’t yet take full responsibility for our own lives.
 
They point to paths of inner growth that can magically and ironically get us what we want at the same time as they make the attainment of what we want not such a big deal.
 
And they show us, in stark and unmistakable detail, the place where change starts – in our own consciousness, before it manifests in our actions and results.
 

Lessons from the Mirror

I had a roommate my sophomore year in college who used to talk to himself in the full-length mirror as he combed his hair after a shower. “You sure are ugly,” he’d tell his reflection as he meticulously parted his hair. “It’s a good thing you’re such a good lover.”
 
As I think back, he was really saying that his looks didn’t matter – gorgeous, cute, so-so, or ugly – because he was attractive based on his attitude alone. An attitude, if I might translate it for a business crowd, of “I sure can be of top-notch service.”
 
My shock at seeing my ugly nose turns out to be an invitation to go deeper into my own inventory of what’s OK and not OK about me. On a superficial level, I’m doing well these days. Liking myself. Not getting too caught up in envy or blame or victimhood.
 
But at 5x magnification, it looks like I’m not done yet. I still have projections yet to claim as parts of myself that I’ve misplaced “out there” somewhere.
 
But that’s OK.
 
Because I sure can be of top-notch service… ;)
 
Wishing you a holiday season in which gratitude fills you and surrounds you,
Howie

Segment your traffic from a single keyword

Ad Creation No Comments »

When one of your important keywords represents different market segments, you've got to make some tough landing page choices. If you try to appeal to all the segments at once, your page will be bland, vague and uninteresting. Yet if you choose one segment, you disregard the others. What's an advertiser to do?

Ambiguous Keyword Example

nanny placement agency

Who's looking for that? Families looking for nannies, and nannies looking for jobs.

As you can see from the screenshot of the Google SERP (search engine results page), the advertisers focus on the families. There's more money to be made by placing a nanny with a family than by getting another candidate on your roster.

And a nanny looking for an agency is likely to dig into the website to find the "Apply for a Job" page. Because they might be more motivated and therefore willing to put up with more steps, it's logical that the advertiser would make them second banana to the family looking to hire Mary Poppins this minute.

So the landing page would focus primarily on parents looking for nannies, with a link somewhere for the nannies looking for families. Not a perfect solution, but the best one we have available to us.

Actually, had.

New: Ad SiteLinks

Google has just introduced a new AdWords feature called "SiteLinks" that allow you to specify up to 10 specific landing pages in addition to your main one. Here's an example:

It looks like this feature – currently in limited beta – is available only for ads in the premium positions – above the organic links on the left, rather than down the right side. And there's no word about partner or content networks at this point.

So soon you'll be able to run your nanny ad with some additional links:

For Parents    For Nannies
For Kids
         For Julie Andrews

Keep a lookout for this new feature in your account – it will appear in campaign settings, under a tab named "Ad extensions".

And start watching the SERP for good and bad examples of this new feature.

Moving Keywords to a New Ad Group

AdWords Optimization 4 Comments »

A reader wonders:

When you copy a keyword to another location, all values are reset to zero, is there some sort of delay in transferring or does this mean they are starting from scratch? – I have keywords that are great performers and I’m concerned that I will lose their status if I move them.

My response: Read the rest of this entry »

Why I Stopped Beating Myself Up

Deep Thoughts 17 Comments »

I’m lying on my bed right now, laptop in my lap, pretty much unable to move.

This morning, while I was getting into position for my morning yoga practice, I wrenched my lower back and collapsed onto my mat.

The pain shot up my spine, down my legs, and left me shaking and gasping.

And you know what? It’s all cool.

Self-Acceptance: A Cornerstone of Business Success

I realize this isn’t my usual article, chock full of business strategies and online marketing tips. But truth is, business tactics and strategies are only as effective as the human beings who execute them.  Read the rest of this entry »

Why My Broccoli Casserole Sucks

Deep Thoughts No Comments »

I’ve been on a rant lately about how changes in AdWords are likely to shift the arenas of potential competitive advantage from keyword wizardly and campaign optimization to a much deeper factor:

Uniqueness

If you haven’t yet, spend an hour reviewing this week’s webinar, the AdWords 2010 Prognostication Call. (Available only in the Ring of Fire, click here to join. And once you’re a member, look out early next week for an interview with Sean D’Souza, explaining exactly how you find your uniqueness, how you develop it, and how you propogate it.)

Today, check out this quote from a NY Times op-ed piece about the demise of Gourmet magazine by Christopher Kimball, the editor of Cook’s Illustrated, bemoaning the “sound bite” web and the democratization of expertise.

The shuttering of Gourmet reminds us that in a click-or-die advertising marketplace, one ruled by a million instant pundits, where an anonymous Twitter comment might be seen to pack more resonance and useful content than an article that reflects a lifetime of experience, experts are not created from the top down but from the bottom up. They can no longer be coronated; their voices have to be deemed essential to the lives of their customers. That leaves, I think, little room for the thoughtful, considered editorial with which Gourmet delighted its readers for almost seven decades.

To survive, those of us who believe that inexperience rarely leads to wisdom need to swim against the tide, better define our brands, prove our worth, ask to be paid for what we do, and refuse to climb aboard this ship of fools, the one where everyone has an equal voice. Google “broccoli casserole” and make the first recipe you find. I guarantee it will be disappointing. The world needs fewer opinions and more thoughtful expertise — the kind that comes from real experience, the hard-won blood-on-the-floor kind. I like my reporters, my pilots, my pundits, my doctors, my teachers and my cooking instructors to have graduated from the school of hard knocks.

In fact, Gourmet did not die because readers fled to Google’s broccoli casserole recipes at the expense of better quality information. The reasons are far more complex than that.

And the author doesn’t realize that what he wants is what everyone wants – real, honestly-won, confident expertise.

The person who clicks your ad or the link in your Tweet is also hoping to find a pro’s advice at the end of it.

So no matter how much time you spend tweaking AdWords or SEO or any of the technical channels, pay 10 times as much attention to the quality of what’s flowing through those channels.

And if you have a good vegan recipe for broccoli casserole, please let me know.

Free Webinar for Complete AdWords Beginners

AdWords Basics 3 Comments »

My friend Timothy Seward of ROI Revolution (he and his team helped write the Analytics chapter of AdWords For Dummies, which is why I owe him big time) is offering a free 3-part webinar designed to help complete AdWords beginners get up to speed quickly.

I think this is a great idea, except for the “completely free” part ;)

Dates: October 27, 29, November 3.

I chatted with Timothy on the phone for 7 minutes about the webinar series, who should sign up, and what you’ll get. (Mostly to get you to like Timothy, since he’s such a decent and bright fellow.)

Listen to the recording to find out if the webinar is right for you:



Go here to get the details from the ROI Revolution blog and register.

Don’t Blame the Moths

Business Strategy 1 Comment »

I’m reading A Book of Bees, by Sue Hubbell. Today she talked about some threats to the health of beehives, including various kinds of moths who lay their eggs in empty hive cells.

Lots of amateur beekeepers, upon losing their hives to infestation, shake their heads and mutter, “The moths got ‘em.”

Hubbell has little sympathy for this fatalistic view.

Strong hives have nothing to fear from moths, she explains. They can spare the resources to defend themselves.

It’s the weak, poorly tended, over-stressed hives that succumb to the moths.

The moths aren’t the cause of the problem. They’re just an opportunistic symptom.

What are your business moths?

Competition?

Sluggish demand in a recessionary economy?

Expensive advertising?

Here’s the good news: these factors are at play throughout your industry. The moths didn’t just choose your hive.They’re flapping around everywhere, looking for opportunity to deposit their voracious larvae into any business unable to defend itself.

And in terms of the moth of competition, there’s a simply prevention you can implement all by yourself.

Be so different that the term “competition” becomes ludicrous.

Why being different is more important than ever

According to Ad Age, Google is offering flat rate advertising options in two test markets, San Diego and San Francisco. They’ve figured out that most small businesses, no matter how hungry they are to appear on the first page of Google, will simply not participate in an advertising program that requires reading a 408-page For Dummies book just to get in the game. So they’re experimenting with a solution that’s as simple as the old Yellow Pages ad: tell us what you do, sign the check here, and forget about it.

Google sets its bids and keywords based on – guess what – the data they’ve gleaned from all the advertisers currently in that marketplace.

You can cry about it if you like, but that isn’t going to put rosemary and tarragon olive oil on your bread tonight.

The signs are everywhere – AdWords is getting dumbed down so ordinary people (the ones who don’t read blog posts about marketing) can participate. (Don’t believe me? Just check your brilliantly researched “long tail” keyword list to see how many keywords Google has disallowed because they don’t get enough searches.)

Let’s look at the reductio ad absurdum here: AdWords becomes just like the Yellow Pages, with fixed rates and Google’s own “ad specialists” writing most of the ads (this time supported by data rather than “what looks nice”).

How do you win in such an environment, where the old AdWords advantages have all faded away?

By being extraordinarily different. By standing out. By knowing your customers’ hearts and minds better than they know themselves. By developing relationships of trust, loyalty, and reciprocity so they get the most value (goods and services) from you while you get the most value (money) from them.

Yes, there will always be room for AdWords brilliance. Just listen to my interview with Richard Stokes of AdGooroo.com, in which he demonstrates how to use competitive research to enter any market and be profitable within one week (yes, it took my breath away). (The interview is in the Ring of Fire, so if you’re not a member yet, go here to try it for a month for just $20.)

But the DNA of marketing is not in tricks. Not even in data.

No, the DNA of marketing is your unique spirit. Your unique voice. Your unique expression of life itself.

Marketing is Unlearning

Ultimately, the craft of marketing is simply unlearning almost everything you learned as a child, as a student, as a young adult, about conformity.

And unlearning almost everything you picked up about knee-jerk non-conformity.

Becoming aware enough of yourself to know yourself, and to then enter into relation with others as an authentic source of knowledge, inspiration, and help.

Being solid and grounded enough to listen, really listen, to customer feedback. Even if it hurts.

Being strong enough to ignore and reject criticism and praise that tries to pull you away from your core essence. That seeks to shame or flatter you into pleasing others, rather than serving the world through your own joy and power.

Market from that place, and the moths can’t touch you.

AdWords Tools Gone – But Not Really

AdWords Basics 2 Comments »

So Google insists on making changes, even after the second edition of AdWords For Dummies has gone to press. How annoying! ;)

A couple of weeks ago, I was teaching on a live web clinic and I wanted to show someone how to use the Keyword Tool within the AdWords account.

Trouble was, I couldn’t find it.

Fairly embarrassing, considering my positioning as the guy who can explain AdWords. A little like Rachael Ray not being able to use a can opener.

After some fumbling around, I found the Keyword Tool, hidden under a new tab called “Opportunities.”

Let’s take a quick tour:

See the list of tools, down the left side? The keyword tool still owns pride of place, on top, as it should be. It’s a wicked useful tool, and it provides better info than a host of paid keyword tools. (If you don’t yet know how to use it to tell the difference between profitable and unprofitable markets, watch the free Traffic Surge web clinic here and then register for Traffic Surge, which starts October 8, 2009).

Really, that’s all I have to say today.

The AdWords – Landing Page Connection

Landing Pages 1 Comment »

A reader wonders:

What’s the relationship between AdWords and the landing page? How should keywords  be used on the web site to achieve consistant quality rankings? Google gives me low quality scores because it says my landing page quality is “Poor.” What can I do?

My reply:

Your landing page has two customers: Google, and the visitor. If you don’t please Google (as represented by a “No Problems” designation), then the visitor doesn’t matter. They won’t ever see your landing page.

So let’s start with Google. Read the rest of this entry »

When There Are No Ads

Keywords 5 Comments »

A reader asks:

I just finished going through your book Google Adwords for Dummies.

In plunking around in Google search (now that I know what those results down the right side mean), I’ve noticed that some search terms result in zero Google Adword ads on the result page.

Would that indicate that firms who would likely use Google Adwords see no value in Google Adwords for their businesses?

My reply:

When there are no ads for a given keyword, it’s either because it has a huge search volume that no one has figured out how to monetize, or because it has such a low search volume that it’s not worth the effort of writing ads for.

Here’s an example of a very popular keyword that doesn’t attract advertising:

bridges

This keyword gets about 2 million searches per month. Take a look at the Google SERP (search engine results page) for bridges:

Picture 2

As you can see, no ads.

In the examples that you gave me (which I’m not sharing publicly), I see very long tail, specialized keywords that Google may not know what to do with. If the search volume is very low, Google will disallow the keyword. This forces you to bid on more general keywords with higher search volume. This makes Google happy by aggregating auctions and keeping bid prices high.

It also makes life easier for many advertisers who can’t be bothered to brainstorm lots of keyword variations.

For example, if I wanted to sell off my collection of Three Mile Island paperweights (of course, I never would), I might bid on the keyword Three Mile Island Unit II Dedication Acrylic Paperweight.

And if you typed in that exact search term, you would hope and expect to see my ad. But in fact, all you’d see are a few ads for paperweights:

paperweight serp

If I wanted my ad to show up when you search for the long tail keyword, I need to bid on the broad match for acrylic paperweight and hope that Google  finds it a good match. Annoying, but that’s the way things are in 2009.

Google wants to show ads for every search (ads is how they make their money). So if you see zero ads for a search, it’s because nobody has figured out how to make money from that keyword.

For your specialized, long tail keywords, you need to find the more general keywords and bid on those in broad match.

But for some B2B markets, you may find that so few of your prospects exist in the world (let’s say, Directors of HR at Fortune 1oo companies, or purchasing managers at injection molding factories) that AdWords is an impractical way of reaching them. In that case, focus on SEO for the long tails (easy to rank high) and take out ads in print and online journals and go for PR.

Anybody else out there confused about keywords? If so, please check out the Traffic Surge course that begins October 8, 2009. My guarantee is that you’ll go from beginner to Market Master in 8 weeks.

Or, if you’re just interested in fine paperweights, I’m entertaining offers:

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