Bryan Todd is the co-author of ”Ultimate Guide to Google AdWords” and Perry Marshall’s right hand man. (Perry’s humbly noted in the past that Bryan just might know a little more than he does about AdWords)
In this intriguing 23 minute discussion, my wife (Dr. Sharon Livingston), talks with Bryan about the more emotional side of advertising, including techniques for isolating the emotional benefits and “personas” driving click through and sales in an AdWords market.
Enjoy!
PS – You might also want to download my previous interview with Bryan, … a summary of the 10 fundamental differences between adwords money makers and those who continually struggle Bryan Todd Previous AdWords Interview
Part of the art of marketing is knowing exactly how hard to push your message, how much to promise, how much to hold back. For example, I just typed in “weight loss” in Google, and here’s the top ad:
Now, on first glance it strikes me as being right on the outter edge of believability.
When I reflect upon it seriously, I doubt it’s actually possible to lose ten pounds a week… EASILY and consistently. (Maybe you could do it the first week… or if you weighed 500 pounds when you started and walked 10 miles a day while only eating dirt and rocks, etc)
I’ll bet you anything these guys are “punching too hard” to build a loyal customer base, though they may be very profitable on the front end transactions.
On the other hand, a little further down the page was this ad:
I know for a fact the Medifast people–and their affiliates–build their profits on a continuity model (I once tracked the weight loss and meal replacement category for about 6 weeks) … look at the level of “just right punch” which is winning the long term customers.
Last, here’s one from page FOUR of the sponsored ads which is clearly not punching hard enough at all, in my humble opinion:
To drive home the point, here’s a VERY emotional, visual demonstration (pretty much everything my wife does is VERY emotional!) of the need to find just the right level of “punch” for your marketing campaigns … it’s only 2 and a half minutes, and I guarantee you’ll never forget it:
It’s common to hear internet marketers say “just outsource it” or “delegate or die”.
And of course, there’s really no way to earn $1,000 an hour if you’re busy doing $10/hr work yourself.
But, the vast majority of online educators leave out the critical piece … how the do you do that?
Not “where do you find good [...]
Display advertising is probably the most underutilized opportunity on the content network. One excellent scenario for leveraging this is when you’ve got a successful text ad already running on the content network. To learn how to leverage this in your AdWords account, please right click and download the MP3 and cheat sheet below.
Display Ad [...]
During the period of chaos when old models of the world recede, there’s always a feeding frenzy of profiteers and fame seekers who use the opportunity to “confuse and conquer”.
Take mental health, for example, in the mid 1930’s. This was a time when superstition and witchery had been debunked as the cause of mental illness, [...]
I challenge anyone to beat this customer service example.
Yesterday, Sharon and I went for a doctor’s appointment. (We both work with two very special doctors in Maine who cured my Lyme disease after 10 years, completely removed my long standing migraine headaches, restored my energy, and basically gave me my life back)
Now here’s the thing.
We [...]
I have to admit, I was a reluctant blogger because of my love of the “greased chute” model. I just didn’t want all those links distracting people from the sale, and I didn’t see what all the fuss was about. Plus, as I’m sure you all know, I regularly solicited feedback and engaged [...]
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