How to Tell the Difference Between Good and Bad Online Marketing Education – Before You Buy

Here’s the sad truth about Online Marketing “education.” Most of it falls in one of two main strategies:

1. Tease, don’t teach

This looks like webinars, videos, and “special reports” that are nothing but long sales letters, with no valuable content in them. You can spot these stealth pitches by the frequent display of sales numbers, photos of fancy cars and expensive vacations, testimonials, and phrases like, “I don’t say this to brag, but to impress upon you…”

Now, there’s nothing wrong with including any of these elements in a presentation – after all, we want you to buy our stuff, and we understand that we have to sell it to you. But if all I’m doing is pretending to teach while I’m actually appealing to your fear and greed glands, I think that’s pretty disrespectful.

2. Open the firehose

This is a more subtle way of withholding value. I give you tons of information, speak fast, overwhelm you with data and options. And then I tell you about my paid training, in which I slow down and give you a step-by-step system that you can actually follow to make money.

Again, nothing wrong with making “simplicity and order” things of value that you have to pay for. But when the market consists of hungry and confused people searching desperately for a roadmap to success, I think it’s cruel to market by confusing them more.
Cliffhanger? Keep reading…

Are these your biggest challenges too?

Having gone through a few hundred AdWords For Dummies survey results in the past two days, I’m reminded how difficult it is to get going online.

In this 8 minute video, I share your top challenges (see if they sound familiar to you) and humbly offer a path from overwhelm to peace and productivity.

Here’s the 90-minute audio download I mentioned in the video:

Right-click to download the mp3 here

And please join the conversation by leaving a comment below!

Howie

Advanced AdWords Ad Writing Questions

When we write ads, we generally think about the problems our prospects face, and the solutions they want.

But there’s another layer to the onion; the way they want to change their feeling-state.

These two questions can help you write better ads, and also will aid in the design and copy decisions you make regarding your landing page.

Hey, Howie Jacobson here with a quick tip for you if you are writing AdWords ads.

So, one of the things we’re taught in marketing is to focus on features and benefits, to give people a sense of what’s in it for them.  And, so when we think about search, we often think about, well what’s the goal they’re trying to achieve, what do they want, how do they want it, and then we advertise something that’s going to get them there.

And that is a perfectly valid way to think about it, but I want to take this one step deeper and think about search a little bit differently.  Search is actually the way people move from one feeling state to another.  That’s the only reason we search.  That’s the only reason we do anything, to replace one feeling with a different feeling.

So, as you’re looking at the Google search results page and you’re also simultaneously holding in mind the image of your avatar, the ideal customer, the person who wants what you have, here’s two questions to ask yourself.

How is that person feeling now?  In the midst of their search, in the midst of their uncertainty, in the midst of their not being able to get what they want or to know what they want or to feel a sense of certainty or closure.  How do they feel about that right now?

And how do they want to feel when the search is completed successfully?  When they’ve got what they want, when they understand the landscape, when they’re ready to make a decision.

So, as you’re thinking about that, you want to write the ad that will promise them, as much as possible, the end feeling.

Sometimes you’re ad wants to acknowledge the initial feeling with a question in the headline.  Worried, scared, frightened, upset, eager.  And sometimes you just may want to say keywords that will clue people in to the feeling they’re going to get later.  Safety, security, you know, definite words that are about security, words that are about confidence, words that are about empowerment.

So, it’s just another layer to improve you ad writing, to think about those questions.  How do they feel now?  What’s the feeling they want to get rid of?  And what’s the feeling they want to obtain?

Please post a comment below, so we can keep the conversation going.


Too good to keep to myself

I just interviewed Alex Baisley, creator of the Big Dream Program. Originally, this was to be a Ring of Fire exclusive, but I was so moved by Alex’s words that I decided to make a gift of this interview to the entire universe.

It’s all about living big, expressing our dreams, and losing the distinction between work and life so that we can turn our entire existence into a giant symphony of our true nature.

Not a keyword or ad group in sight… ;)

Right-click to download the mp3 here. It’s 88 minutes long, so probably best to download to an mp3 player and go for a long walk in a beautiful place.

You can visit Alex’s site at http://BigDreamProgram.com. Look at the top navigation for the Calling Workshop. For the price of your name and email, you can watch it online.

And please posts your comments when you’ve finished listening. Let’s keep this conversation going.

The People I Learn AdWords From…

… are joining forces to promote Perry Marshall’s Maui AdWords Summit.

Over the next few weeks, Perry will be sharing interviews with Shelley Ellis, who must be triplets because nobody is that busy or knows that much; Brad Geddes, the man whose brilliance caused my hand to cramp from taking notes when we shared the stage in Germany last year; Rob Sieracki, the COO / Mad Scientist of Rocket Clicks; and several others.

Shelley will be speaking tomorrow on:

- Retargeting tips for high conversions
- YouTube traffic beyond viral videos
- How to copy an Adwords campaign over to Bing quickly and easily

I find that the quality of the pre-event interviews are often correlated to the ticket price – the more they want you to pay for a seat, the more good stuff they have to deliver up front for free.

So if you want to attend a high level AdWords seminar for free, with Perry rolling the dice that at least a few people will be so impressed that they’ll take the Maui plunge, register here with my affiliate link:

https://m171.infusionsoft.com/go/maui-pros/SC94217/

If you end up buying the seminar on my affiliate link, I get a pretty decent referral fee. I’d promote Perry’s stuff anyway, both out of loyalty to him and because he’s a brilliant marketer and teacher and top-notch guy.

But a hefty affiliate commission just makes it that much sweeter to do the right thing ;)

So if you’re considering attending, let me know what kind of bonus you’d like if you sign up on my link and I’ll see what’s possible. (Can you tell that I’m not very accomplished at this JV stuff?)

Facebook Ad Bidding: CPC or CPM?

Here’s a video explaining and demonstrating the Comparison Calculator for Facebook Ad Bidding.

For best results, click the Fullscreen button at the bottom right of the video player.

If you find this video helpful, please join the conversation by adding your comment or question below.

http://www.youtube.com/watch?v=py_Ic3x2WX4&hd=1

Google’s Insights for Search Tool

This keyword tool is a great way to get a panoramic view of a market. Watch the short video tutorial, then go and play with the search tool.

For best playback, click the Fullscreen button at the bottom right of the player.

Here’s the tool itself: http://www.google.com/insights/search

Join the conversation and leave a comment or question below.

Google AdWords Contextual Targeting Tool

The new Contextual Targeting Tool helps you create very smart ad groups for the Display Network. And maybe for the search networks as well.

Enjoy the video (for best playback, click the Fullscreen button at the bottom right of the player), and please leave a comment or question below.

Do you learn best by watching short video tutorials? If so, please check out LOMS, the Look Over My Shoulder AdWords Success Videos. Undergoing a total makeover for 2011, LOMS is the quickest, most pain-free way to learn the nuts and bolts of AdWords setup and management. Including AdWords, market research, landing page and follow-up strategies, LOMS is Google AdWords For Dummies brought to life.

Learn more here…

How to Differentiate Yourself from the Competition

One way to differentiate yourself from the competition is to position yourself as a helpful expert. In this short video you’ll discover two easy ways to do this. Enjoy!

Make sure to leave a comment or question and get involved in the conversation!


Audio Editing Quick Tip

A lot of my business involves telephone interviews. The trouble is, nobody wants to hear the pre- and post-interview chitchat.

In this video, I show you exactly how I record and quickly edit phone interviews with Audio Acrobat and Fission.

Right-click to download the video to your computer

Make sure to leave a comment or question and get involved in the conversation!

Click Here to Read the Transcript



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