“FINALLY GET IT DONE” AdWords Workshop


If you’ve said to yourself “I really should do…” when reading or listening to Ken McCarthy’s advice during the past year, and you’re spending at least $1,250/month on AdWords, this may be the most important web page you’ve read in the last 40 minutes…

Spoiler: This sales letter describes an exclusive 3-day AdWords/Online Marketing implementation workshop on June 22-24, 2007 in Durham NC. The cost is $3995/person, and it’s only worth it if you’re already successfully using AdWords, yet haven’t done all things you should to optimize your traffic and conversion. Instead of learning a bunch of new things, you’ll spend three days putting what you already sorta know into action. There are 12 spaces available, and when they’re gone, they’re gone. So read carefully, think hard, but don’t procrastinate if you want to attend…
Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

If you’ve been listening to Ken and Perry Marshall for any length of time, you know the fundamental AdWords and Internet Marketing strategies:

  • Uncovering your market’s hidden desires through comprehensive keyword research
  • Creating a laser-powerful USP to stand out from the crowd
  • Constantly split testing and improving Ad copy
  • Constantly split testing and improving landing page conversion
  • Using Peel and Stick to focus ad groups tightly around keywords and targeted landing pages
  • Building comprehensive autoresponder sequences to increase conversion and visitor value

And every year a whole bunch of people make huge amounts of money just by doing these basic things consistently.

And these things aren’t that hard…

And yet I’m guessing that you aren’t doing them all. Maybe not even most… Maybe not even half…

For almost everyone, there’s a GIANT GAP between knowing what to do and actually doing it. And that gap is the biggest obstacle to success in the world.

Because knowing what to do is the cheap and easy part. Ken’s Smart Beginner’s course is under $500, and has launched dozens of successful online businesses.

Heck, you could buy Perry’s Definitive Guide to Google AdWords for less than $50 and hold in your hands a complete blueprint for internet success.

The Knowing – Doing Gap

If you’re a System Club member and attended the free Club day that preceded this year’s System Seminar in Chicago in April, you got kicked around pretty good by Lloyd Irvin, internet marketing superstar. Lloyd talked about attending his first System Seminar in 2003, and deciding to take action and do all the fundamentals that the speakers were recommending. He’s made millions of dollars just off those fundamentals, and wonders why other people go to the same seminars he goes to, and yet do nothing with the incredible knowledge made available to them.

Perry and I were talking recently about the knowing-doing gap: why it exists and what to do about it. Perry talked about the Fear Factor at the wrap-up of the System Seminar this year: whenever he’s about to do something that will significantly grow his business, he gets scared. And now, after years of experience, he’s learned to recognize that fear as proof positive he’s about to do the right thing. So he leans into the fear and presses on.

For me, the knowing-doing gap starts with fear, but doesn’t end there. I get caught up in habitual responses, time-wasting tasks, and knee-jerk routines, and I keep myself busy instead of forging ahead. I’m a frigging genius at staying active. Peek over my shoulder and see the myriad ways I can avoid hard work:

  1. Checking email
  2. Hand-coding a website
  3. Answering phone calls
  4. Running to Staples for some office supplies
  5. Surfing the web for new time-saving software products to improve my productivity
  6. Downloading and installing trial versions of said software and playing with them
  7. Reading sales letters for new and better products, courses, seminars, and “mind over matter” personal development secrets that will give me even more things that I’m not doing.
  8. Reading blogs, forwarding articles from The Onion, watching Jon Stewart online
  9. Registering domain names that I may someday use (anybody interested in “humanchow.com”?)
  10. Doing half-assed keyword research for the domain names that I just bought
  11. Searching for funny quotes for a newsletter I stopped writing in 2004
  12. Visiting a website that I used to do work for to see how it’s changed since I left
  13. Running back to Staples for a magnetic whiteboard so I can put all my priorities on index cards and manage my time better
  14. Running to Home Depot for more mounting hardware for the magnetic whiteboard when the first set falls through the wallboard

Yes, I’m sure there’s fear going on. But I also know myself well enough to recognize well-grooved patterns, habits of procrastination and avoidance that are just easier and more pleasurable in the moment than the work that will pay dividends in the future.

So I said to Perry, “How come we all make such a big deal about implementation in the entrepreneurial marketing world?”

I mean, think about it. Was implementation a problem for most of human history?

Caveman: “I know I should go out there and chase down a mastodon, but first I’ll just repaint the  cave.”

Nomad: “I can’t deal with packing up the yurt one more time. Let’s just stay here this winter and take our chances.”

Farmer: “The corn is as high as an elephant’s eye, but I’m gonna sit on my butt and play my plywood mandolin until the crows eat it all. So sue me.”

And you know what? I was a school teacher from 1983 through 1998. I assigned boring, difficult and pointless tasks to students ranging in age from 7 through 14. They didn’t choose the tasks. They couldn’t see the benefit of the tasks. They didn’t get candy, or money, or external rewards of any kind for completing the tasks. But guess what?

98% of those tasks got done. Not all perfectly, not even all well. But the rate of “non-implementation” was negligible. The $64,000 Question: WHY?

Why We Procrastinate: Environment + Habits

We’re all hard-wired to fit in to our environments and the expectations of those around us. If you go to class and the teacher expects you to do your homework, you’ll do it. You may have to stay up late, to struggle, to cheat – but you’ll hand something in. Especially if you believe that your peers will do the same.

Sure, you can work your butt off to change your habits. But research shows (and we all intuitively get) that it’s much easier to change your environment and then develop new habits within that environment. It’s harder to eat healthy in your home than at Canyon Ranch spa. You’re more likely to keep your office organized if you don’t have to leave your chair to file papers.

Environmental Key #1: Social Pressure

If you’re in an environment where it’s easier to do the hard work than not do it, you’ll get things done. I’ve read about studies that show your income is an average of the incomes of the five people you spend the most time with. You rise – or fall – to fit in with the expectations of the people around you.

That’s why so many successful people hire coaches. Yes, we coaches are brilliant and all that, but basically the best of us are simply a temporary boss for hire. You do better because you don’t want to face my disapproval during our next call.

Environmental Key #2: The Right Tools

One of my favorite New Yorker cartoons shows a guy lying on the ground on his back with his feet up on a desk. The caption: “I’d be more productive if I had a chair.”

My students always had the tools at hand to complete their assignments. Pens and markers. Paper. The library. Rulers, protractors, compasses. Construction paper. Hair dryers and ping-pong balls. Clay and tubs of water. Barbie dolls and heavy duty garbage bags (don’t ask).

  • If you wanted to install Live Chat on your site, do you have the right tools? If you can’t program the code just right, do you have access to someone who can?
  • Are you running Google Analytics or some other web analytics tools yet? If so, is it correctly configured, so it gives you useful results and not tail-chasing jun? Do you know how to link it to your AdWords account, to your shopping cart, to your non-ppc traffic sources?
  • Do you have split testing software that makes it easy to split test web pages? To find out when your Google ad tests achieve statistical significance? Have you automated your AdWords reports to give you invaluable business intelligence on a regular basis?

Do you have the productivity tools you need to be as successful as you can be, or would you be more productive with a chair (metaphorically speaking, of course)?

Environmental Key #3: Time and Permission

In your regular work environment, do you have the time for high-level thinking about your business? Or are you mostly reactive, dealing with situations that arise from moment to moment?

Of course, you know that you could have the time if you really made that high-quality time a priority. So you also need permission from yourself to take the time to do the strategic, proactive work that separates the stars from everyone else. And the easiest way to get permission to do something is to surround yourself with others who are also doing it.

Set it Up Once, Then Benefit For a Long Time

The cool thing about internet marketing is how darn easy it is to put your systems on auto-pilot – providing you’ve created them in the first place. Set up Analytics right just once and you’re almost certain to make more money next year.

Imagine what you could accomplish during that time if you were given the proper environment: positive social pressure from peers who understand what you’re up to, the right tools, and time and permission to focus on the Big Stuff. Add experienced coaches and consultants guiding you to success.

Do you think you could:

  • Improve your ad CTRs and ROI?
  • Improve your landing page conversions?
  • Get Analytics working and stop wondering about which keywords and web pages are making and losing money?
  • Automate conversion reports and ad testing?
  • Tweak your keyword bids based on ROI to save money?
  • Finally roll up your sleeves and create the 3-month autoresponder series, or the 7-day mini-course, or the new sales letter to test against your control?
  • Peel and stick to improve your quality scores and lower your CTRs and bid prices?

And would those actions make a difference to your business?

I know you don’t have time to do this at home. If you did, you’d have done it already. So here’s my idea: Let’s block out the time and give you an environment that makes it easy to do it than not do it. Before you go to your next seminar to learn something new, how about making a commitment to advance what you already know, to put it into action.

Because actually doing it beats the hell out of thinking about doing it or reading about doing it.

Announcing the “FINALLY GET IT DONE” AdWords Workshop


After Perry and I talked back and forth for a while, we hit upon an idea: A short workshop focused 100% on implementation of things you already know you should be doing.

A very small group of people (12 maximum) working under my direction and guidance, doing the things that will take your business to a higher level. We’ll cover a topic, not in theory, but by applying it to your business. You’ll have at your fingertips access to processes and tools, code and coders, and anything else you’ll need to take the next big leap forward.

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

(Not very sexy, I know. I won’t be revealing any new AdWords tricks that will double your CTR in 10 minutes. No amazing new traffic generation techniques to chase. No amazing new AdWords tool that will compile keyword lists while you sleep. On the continuum from “Magic Bullet” to “Grunt and Sweat,” this workshop is definitely closer to the latter.)

If you apply and we agree that this workshop is a good fit, here’s what to expect:

The FINALLY GET IT DONE AdWords Workshop

Starting on Friday, June 22 at 9am, we’ll tackle a couple of action items per day, including:

  • Establishing Rock of Gibraltar Positioning in your marketplace
  • Conversion Tracking and Analytics – setup and automation
  • Keywords and Market Intelligence – long tail, other markets
  • AdWords Campaign Optimization (Peel and Stick, Bidding, Structure)
  • Improving Your Ads
  • Landing pages that get the job done (opt-in, sale, whatever)
  • Autoresponders and Broadcasts to increase conversion and lifetime value of a customer

Through independent work, small group feedback, contests, challenges, hot seats, brainstorming sessions, coaching from experienced workshop leaders, and hands-on help from programmers and Analytics consultants, you’ll FINALLY GET IT DONE.

(This is not a "LEARN MORE STUFF" seminar. I love those, and find them incredibly valuable to my business, but I generally find that when I get home I not only have seven new things to try, I’m behind on all the stuff I didn’t do during the seminar. So most of the new breakthrough strategies go into my "Someday/Maybe" file, and have no impact on my business at all.)

You’ll be working in an environment set up to enable your success, surrounded by coaches, consultants, and other participants. It’s the difference between trying to work out on your own and working out at the gym under the guidance of a knowledgeable and motivating trainer; a purposeful and motivating environment can make all the difference.

Rev Up Your Brain and Have a Blast!

If you’re worried that it will be "all work and no play," fret not. I know that simply chaining you to a desk won’t make you more productive, more creative, and more insightful. I’ve planned out a schedule that includes many different types of activities, so you stay engaged and don’t get bored or fatigued. After all, who cares how many autoresponder emails you can write in a weekend if they all sound like you’re writing from prison?

You’ll get your work done by engaging in hilarious and mindbending exercises like:

Trading Brains
    Write Me an Email
        Random Book Walk
            Dear Diary
                Don’t Sell Me…
                    Great Escape
                        Rule Breaker
and more…

And these aren’t gimmicky, feel-good simulations that have nothing to do with your business. These exercises are proven way to stimulate creativity, focus your energy, and get you unstuck. After all, if being productive feels like crap, you’re not likely to keep it up after you leave.

Not only will you get your work done, you’ll discover fun and energizing ways to work more productively in your home environment, so you can schedule your own FINALLY GET IT DONE workshop whenever you want.

We’ll work 9-5 on Friday and Saturday, with optional fun evening sessions, and 9-3 on Sunday, so you can fly or drive home on Sunday. Lunches will be brought in to save time and avoid horrible hotel food.

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

Workshop Details

Friday June 22

9-11am  What’s Your Story? Positioning/Copywriting Exercise

Your positioning includes but goes far beyond your USP. It answers your prospect’s question, "Why should I do business with you?" It’s the mental space you stake out in the minds of your market, and it informs everything about your marketing: ads, website colors and fonts, design of navigation, quality of audio and video, refund policy, you name it.

When your positioning is right, everything else gets exponentially easier. And you can’t nail your positioning once and for all, no more than you could pedal to the front of the Tour de France on Day 1 and coast for the rest of the race. I’ve never met anyone who couldn’t benefit from sharpening their positioning.

11am-1pm Testing and Tracking: Conversion Tracking and Reporting / Analytics / Split Testing

Testing and tracking is the nuts and bolts of marketing success. Before you roll up your sleeves and get to work improving your AdWords campaigns and sales funnel, you’ll put all the measurement tools in place, fine-tune the settings to eliminate noise and confusion, and identify the KEY NUMBERS for your business that you’ll be checking on from now on.

With conversion tracking and analytics, you’ve got literally hundreds of data points and graphs and charts and tables and screens to choose from. Too much data is the same as not enough when you’re trying to make intelligent business decisions. You’ll discover the most important numbers for your business, and set up reporting and analysis plans that will give you business-critical intel in seconds, not hours.

1-2 Networking Lunch/Free Time

2-5pm AdWords Optimization: Keywords and Ad Groups: Boosting Quality Scores and CTR, Lowering Bids, Weeding Out Unqualified Traffic

AdWords campaign optimization is not most people’s idea of a rip-roaring good time, but it’s the work that separates the men and women who do it from the men and women who don’t. Er, what I mean to say is, it’s the work that separates success from mediocrity or worse. You’ll dive into your campaigns and ad groups, prioritizing based on the 80/20 rule, and performing a major tune-up. You’ll move keywords, bid smarter, and identify hidden market segments based on the data.

5-7pm Dinner/Free Time

7-10pm Bonus Session (Optional)

Can’t say yet, but it will be fun, active, and creativity-boosting, and will reinvigorate your mind and body.

Saturday June 23

9am-12pm What’s Their Story? Writing and Testing Ads – Headlines, offers, rhythms, stories, URLs

Imagine, three hours to brainstorm breakthrough approaches to your ad writing and turn that brainstorming into ads that you can start testing right away. This session involves a lot of partner work and group work, so you can get out of your own head and start thinking like your customer.

The best thing is, the ideas you share with someone else are probably the same ideas you can use to boost your own profits. You just wouldn’t have thought of them when stuck in your own business.

12-1 Networking Lunch/Free Time

1-5 Staying in Touch: Autoresponders and Broadcasts

Four hours to devote to improving your email follow-up: Yowza! You’ll map out the goal of each autoresponder series, identify hurdles and detours that your prospects and customers are taking, and craft engaging and effective emails to entice them to the next conversion goal. Again, lots of group and partner feedback here, fast-paced exercises, and massive action.

You’ll end this session with many emails completed, and the scaffolding in place so you can easily create more whenever the mood strikes.

5-7pm Dinner/Free Time

7-10pm Bonus Session (Optional)

Like the previous day, but different. I’m still working on it…

Sunday June 24

9-12 From Clicks to Clink: Writing and Testing Landing Pages

Your landing page determines, within a few seconds, whether you’ve wasted a click or brought in an interested prospect. You’ll create landing pages to test against existing controls, and develop new landing pages to handle the traffic from new ad groups. With Erik’s help, you can play with headlines, images, background color, font, placement of offers, and other key elements.

By lunchtime, some of your new pages will be live, and you can start tracking conversion numbers in real time.

12-1 Networking Lunch/Free Time

1-3 Getting Things Done – Performance Enhancement for the Future

The amount of quality work – profit-making work – you’ll get done in these three days will be huge. But I’m not satisfied with that. We’re going to end the workshop by giving you the tools you need to have a WORK SURGE like this any time you want. It’s not as simple as "lock the door and turn off your cellphone."

You’ll learn how to use time pressure to your advantage, how to pace yourself, stoke your creativity on a moment’s notice, how to block time so you make progress every single day, and how to transition your business to the point where everything you do makes you more money over time.


The workshop will take place in Durham, North Carolina, USA, partly at the Hampton Inn on Hillandale Road, 18 minutes away from lovely RDU airport, which is big enough to have a runway and yet small enough to get you from the plane to ground transportation in minutes.

The other part of the workshop takes place in a beautiful wooded residential retreat 10 minutes from the Hampton Inn. I live in a co-housing community, and I’ve reserved the entire Common House (think condo association Club House, only less cheesy) for this event. Transportation will be provided.

The Common House is a perfect place to do “creative” work – sit back with your laptop and a cool glass of lemonade, write three emails in that autoresponder sequence, stretch and take a break with a stroll through the meadow, come back and write three more, take a ride on the zip line, finish the sequence. Surrounded by a bunch of other people doing the same thing.

Your Workshop Leaders

Howie Jacobson, Master Internet Coach (I gave myself that title, shortly after giving myself the certification of Master Internet Coach Trainer, which allowed me to bestow the Master Internet Coach title upon myself)

Howie Jacobson adwords coach

I’m a rare individual – one who can play two recorders simultaneously through my nostrils. No, that’s not what I meant to say.

Rather, I’m a high-performance coach who understands, practices, consults and teaches AdWords, split testing, copywriting, and online marketing. I’ve consulted and taught at big companies, written copy for solo entrepreneurs and huge organizations (does The Imperial Intergalactic Federation mean anything to you?), presented at The System Seminar, and coached over 200 people as part of Perry Marshall’s AdWords Bobsled Run.

My background in education, my work experience as an organization development and personal performance consultant and coach, and my internet marketing experience (creator of Leads into Gold, co-creator of The System Smart Beginners’ Course, owner of LowerYourBidPrice.com LLC) position me strongly as someone who can help you get over the hurdle and do that project you’ve been putting off for so long.

Click here to read some testimonials about my coaching from graduates of Perry Marshall’s coaching program.

In case you’re the sort of shallow person who is impressed by such things, I’m a PhD (never mind what in), and have a masters degree from Temple U and a BA from Princeton. I also won “Best Costume” at the South Orange Public Library Halloween Book party when I was six. I’m also the author of the soon to be published AdWords for Dummies (yes, those Dummies). (This website, www.askHowie.com, is being constructed to support that book when it comes out in the fall, but obviously it isn’t finished yet.)

AdWords for Dummies

Timothy Seward, Certified Analytics Genius and CEO of ROIRevolution (one of only 9 Google Certified Analytics Partners in North America)

Timothy and one of his top Analytics consultants will be available on Friday to correctly set up and help you analyze your web traffic.

Erik Wickstrom, Certified Master Marketing Programmer
and Co-Owner of LowerYourBidPrice.com

Having Erik onsite is like having access to Aladdin’s lamp for programming. If you need something tweaked on a site, want advice about scripts or tools for getting things done, or want someone to work with you to create clear project specs to take back to your webmaster or design team, Erik’s your man.

Mr or Ms. X

Mr. or Ms. X is so top-secret that even I don’t know who it is yet. But I figure we need another top AdWords coach besides me, so I’m on the trail of the perfect addition to the team.

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

Who Should Attend

I’m reluctant to spend a lot of time convincing you that this $3995 workshop is worth the money, because if you need to be convinced, it probably isn’t worth it for you. So instead of hyping the millions you’ll make, here’s a profile of the ideal participant:

A.    You spend a significant amount on clicks and know you could be getting more clicks and higher ROI if you did all the stuff you should be doing

B.    Your important ad groups receive more than 200 clicks per day (or more than 5000 impressions per day).

C.    You haven’t created different landing pages for each ad group.

D.    You don’t easily and systematically split test all your landing pages and consistently improve landing page conversion.

E.    You don’t generate conversion reports to assess keyword ROI and ad value on a weekly basis, at least.

F.    You don’t have Google Analytics or some other analytics program hooked up to your website, shopping cart and AdWords account.

G.    You don’t have fully fleshed out autoresponder campaigns for each stage of your sales funnel.

H.    You haven’t optimized your campaigns and ad groups in a while (including tweaking bids and peeling and sticking underperforming keywords).

If both A and B, and at least three statements from C-H describe your current situation, you are a strong candidate to benefit from this workshop.

Obviously, I don’t know exactly how much money you can make or save based on these three days, so these are just guidelines. You cannot register for the workshop without talking with me first. Together we’ll figure out if it will be a good fit.

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

The Guarantee

If you show up and don’t feel like you’ve gotten your money’s worth by the end of the day on Friday, I’ll refund your entire tuition. (That’s why we’re going to talk first before you’re accepted into the workshop – I need to make sure you can hit a grand slam while you’re here so I don’t have to eat any refunds.)

Application and Payment Process

You can’t order directly off the website. Instead, if you’re interested, click here to complete a "Request for Conversation" form. Once you do, I’ll contact you to schedule  a conversation to figure out if the workshop is appropriate for you, and then I’ll give you instructions for registering, if you so choose.

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

This is no false scarcity trick – I can only take 12 participants, and I’ll choose the first 12 who complete the application process and are accepted.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

Travel Details

Air Travel

You’ll be flying into small and friendly RDU, the Raleigh-Durham airport. In addition to Orbitz or whatever online booking service you prefer, check out Southwest.com, JetBlue.com and AirTran.com for great deals and (often) direct flights.


I’ve reserved a block of rooms at the Hampton Inn, which are available for $79/night. When I’m not on vacation with my family, I have a thing against spending hundreds of dollars for a place to sleep and pee. I like rooms that are clean, big enough to set up my laptop, and cheap. I also like that the Hampton includes breakfast and free wireless high-speed internet in the room and the lobby.

The rooms are available at the AdWords Workshop rate from Thursday through Monday morning. Call 919-471-6100 to reserve a room.

Hampton Inn
1816 Hillandale Road
Durham NC 27705
919-471-6100 phone
919-471-7026 fax

Airport Transportation

The Hampton Inn has a deal with a local cab company to transport guests to and from the airport for $25 each way. When you register, you’ll receive a packet with information on reserving a ride. Since there will be so few participants, we can try to coordinate schedules and save money and carbon by carpooling.

The Call to Action Repeated

If you’re interested in FINALLY GETTING IT DONE:

Click here to apply ($98 fee, refundable if your application isn’t accepted) and reserve your space.

Click here to submit a "Request for Conversation" to find out if this workshop is right for you.

Hope to see you in Durham on June 22!

To your success,

PS Can’t make this workshop but want to be notified about future workshop dates and locations? Gimme your name, email, and zip/postal code (plus country, if not US) and I’ll put you on the FINALLY GET IT DONE AdWords Workshop notification list.

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