There are FIVE reasons pay per click search marketing is evolving to center on around the hyper-responsive PPC searcher:
1. The 80/20 rule means one out of 2,000 PPC visitors really matters online
2. PPC searchers look for real points of difference, and the hyper-responsive ppc searcher knows this better than anyone
3. Hyper Responsive Pay per click visitors have huge BS detectors, so if you can satisfy them, you should satisfy your entire search market
4. Hyper responsive ppc visitors are the best ones to give you the right pay per click BUYING LANGUAGE … the words you need to convince searchers to take out their credit cards and pay!
5. Hyper responsive marketers can help you estimate your ppc costs.
Watch this pay per click search marketing video to understand more!
Part 1:
To Lear More: Hyper Responsive Marketing Secrets
Part 2:
To Lear More: Hyper Responsive Marketing Secrets
{ 30 comments… read them below or add one }
Mr.Livingston I highly admire the system that you have put in place to develop a business based upon a solid foundation.I live in Florida..and I normally do business on ebay..from time to time I take the time to listen
to the valuable content you provide for the listeners and I must admit that
everything I hear coming from your behalf helps me understand my market
on a deeper level..I also enjoy the work of your partner in business Perry Marshall..
I have purchased Awords-Check-MAte by Howie and YOU..and also I had a pleasent time in listening to Mrs.Livingston were she took the time to go a little bit further in Self Esteem and purchase behavior…overall I think that the content that your colleagues and yourself provide is extremely helpful without any hype at all..and I really do think that you have fun putting on a good show..hands down you are one of my favorite Internet marketing teachers..
Hi. I don’t know how to use the codes and attributes. I feel that you make a lot of sense. I wonder how to catch the hyperresponsive after a sale. Maybe if I sell something on ebay and contact the buyer about his satisfaction, I could probe for the emotional keywords.
Thanks.
Hyper-responsive…80/20…1 in 2000…hmmm…80/20 * 80/20 = profit from small #; ignore target to whole mass, just focus in niche…ok, less than 1 in 2000…so we need to set hook here & penetrate tough skin to give him what he needs for his benefit & attact others along the path, hmmm…I’ll think about it. What else?
http://www.MandalaMultimedia.com
Hi Gleen,
Great info in the videos. The volume is really low on both…had to turn my speakers way up. I think a darker background would help too, as everything appears a bit washed out. Content is great!
pls turkojan gold pls send
great info
looking forward for more info
on how to find those people
thanks
Great stuff. When I launch my site I will definitely target Hyper Responsives before turning on campaigns. This research approach just takes 80/20 further and makes tons of sense. I love how sensible you are about marketing.
Please tell Sharon that “…Joseph M. Juran suggested the [80/20] principle and named it after Italian economist Vilfredo Pareto” (Pareto Principle). It was central to the Six Sigma/Total Quality Management philosophies of W. Edwards Deming et al. You could also tell her to check Wikipedia;) http://en.wikipedia.org/wiki/80_20_rule
Good stuff, Glenn.
Would you say the marketer who has yet to finish/complete his product (name, logo, color scheme, etc…) and website is at an advantage, in terms of honing in on the hyper-responsive elements – as opposed to the marketer who already built the product, etc… – and can only consider the ‘hyper-responsive’ elements in sales copy, PPC ads, funnel, etc…??
Thanks,
Joey Atlas
Fascinating!
This looks to be well thought out. And something that could easily be turned into a strategy. I’m especially intrigued by the hyper responsive language. Thanks for the tips to identify that language. It will be helpful throughout the whole sales funnel.
You guys know I love you,so don’t take this the wrong way…
What is a health nut like Sharon doing looking for microwaveble food in the first place?
http://www.mercola.com/article/microwave/hazards2.htm
Don’t worry, I’m a “health nut too”, and I drink Coca Cola first thing in the morrning
Thanks for the post and video.
I am quite new to your mailing list so the video was a real must for explaining your concepts in language for newbies
The 80/20 concept that you have linked in makes total sense – they are your fans that will buy all your products, leave the testimonials, send in letters. Being able to distinguish them is obviously very very important for future sales.
It is a tough concept to get your head around as it is so easy to just try and go for the whole market place and “get everyone” and if you are new in business as I am and have not seen this yet personally then it is quite hard to turn the other way and really go for the buyers – as much as it sounds like common sense – it must be the constant bombardment of advertising and misinformation about advertising that leads people to believe the whole market place is better for your marketing. At least we are one step ahead of the “recession crowd”
as if you use these concepts then the recession really doesn’t matter too much.
Italian economist Vilfredo Pareto (Wiki)
The original observation was in connection with income and wealth.
Pareto noticed that 80% of Italy’s wealth was owned by 20% of the population.He then carried out surveys on a variety of other countries and found to his surprise that a similar distribution applied.
Because of the scale-invariant nature of the power law relationship, the relationship applies also to subsets of the income range. Even if we take the ten wealthiest individuals in the world, we see that the top three (Warren Buffett, Carlos Slim Helú, and Bill Gates) own as much as the next seven put together.
Hi Glenn,
As always, great stuff! I can speak to the truth of this as I look closely at the many websites I’m running PPC on. To me this also speaks to the importance of having a solid back-end in place. In other words, how can you expect to capitalize on these hyper-responsive customers if you only have 1 entry product and nothing else to satisfy their appetite? The truth that “the money lies within the back-end” is as a result of the fact that there are these hyper-responsive customers in every market.
All the best,
Tyson
Great info as always Glenn, the hyper responsive are the ones who matter!
Best,
Caleb
Hey Glenn,
For the sake of argument and perhaps another way of seeing things, I’ll illustrate my point as a *Hyper-Responsive* consumer of marketing products. And indeed I am.
Credentials aside, what I look for in someone selling marketing courses or information is an understanding of the word; SIMPLE. Put another way – the ability to make complex concepts simple – or an awareness that “Whatever For Dummies” books are all time best sellers.
Isn’t the *Hyper-Responsive Consumer* that you are describing the most informed buyer in our market? We could call him our most educated buyer couldn’t we?
So how about this approach to what you are saying in 2 videos:
“The way to increase your entire campaign performance is to design your marketing around the buying triggers of the smartest buyers.”
Identifying and exploiting buyer’s emotions or reasons are SIMPLE marketing fundamentals. So why the convoluted explanation of smart buyers?
Com-on Glenn, your achievements are acknowledged and well known – but please keep it simple. It’s what all buyers want.
David
Hi Glenn,
Good stuff, but I have a quick question. When you say Hyper responsive *marketers* can help you estimate your ppc costs, are you imlying that hyper responsives are usually marketers? Maybe that makes sense. Also I’m guessing if you use hyper responsives to estimate sales per click, the results would be biased ‘cos these guys spend way more than average. How does one compensate for this? Thanks.
Tim.
Hey:
It also means that you have to genuinely “join the priesthood” of whatever it is you’re selling, in order to offer substantive and convincing reasons to buy. You have to be for real, and know what you’re talking about. No offense to anyone out there, but a new affiliate spin on something ain’t gonna create a lasting business.
Great info, I look forward to more information from you…
cheers
The danger of going after a Hyper-Responsive Consumer is the danger of focusing to much on a type of customer that may be fickle. So instead of spreading your risk over many customers, you are going for a small sub-set. Super Markets had the same idea with their rewards program on the ability to go after hyper-responsive consumers over 10 years ago. For whatever reason it has not worked as they planned.
The ideal for any market is to identify the 80/20 of the 80/20 and the logic you have placed on using surveys combined with some math to do this makes sense. The challenge is I have seen a bit of failure by businesses that focus on the top 1% of the market and ignore their existing business in the other 99% of the market, resulting in a lower overall sales and overall profitability. Or of the business that focuses on a particular segment, and when something happens in that segment do to a lack of spreading the risk, they also have problems.
So, let’s assume the hyper-responsive approach is very effective and result in high conversions. At some point the 20% will be converted and make a purchase, which leaves the rest of the 80% unresponsive. How do we categorize them? If the 80% were not initially hyper-responsives, can we ever move them to become hyper-responsives? What makes a person hyper-responsive? Is this personality driven? In other words, are there certain personality types that are prone to hyper-responsiveness? If so, that means the original 80% are most likely never going to be hyper-responsive and we will need to replace the converted 20% with a totally new set of 20% hyper-responsives that exist outside the original 80%, right?
Hi Glenn & Sharon,
I rate your “How To Double Your Business” course highly. Good to see you putting your attention further on Hyper-Responsives (HRs), and on forums and blogs as a good source to find them, their wants, frustrations and the language they use. One question I’ve been meaning to ask you is how you’d recommend including these sources in your research methods. Wouldn’t the different sampling methods distort the statistical analysis – mixing a somewhat random survey (of the population who responds to your PPC ads) with one that is much less so (self-selecting posters to forums/blogs)? I know you can copy their language use without statistics, but that’s only part of the results your system offers.
One of your system’s strengths is that it helps marketers interest prospects early on in what you call the ‘search continuum’ and thus make them less likely to investigate rivals’ products, and also reduce the cost of your PPC ads. But what I understand is that people searching using general terms are often less knowledgeable about the subject than ones using more refined terms. And any good teacher knows to use different language to someone new to a subject than to someone who already knows the field’s jargon. Moreover, an introductory course can contain very different content to one aimed beyond beginner level. So I’m not sure that you can focus only on HRs, who the above videos claim have already explored the subject enough to learn the jargon. Besides, I’ve got the impression that more information courses are sold to beginners than to experts, as they’re the ones who need to learn the most.
There’s another question I’ve been meaning to ask you. You recommend using your system with existing customers (your email list) as well as to prospects (found by PPC ads). The main problem to be overcome here, as I see it, is that when you email your list asking them to take a survey, they’re not in the middle of their search process. In the above videos you mention again how crucial that is, to get an accurate insight into the thinking and language used. I suppose it might also be combining different populations (customers & prospects) and/or different sampling methods… Any thoughts?
I actually thought that the majority of my income came from more than just a few clients, but the more I think about it, I realize the 80/20 really does hold true for me too.
hi Glenn,
How do you use this info as a super ppc affiliate when you do a huge volume – in different markets? Is there enough time to do all the research needed or do you just pick one of 2 markets to focus in on? ALso, do you focus on a market or a product? Ex. the health market is huge should you focus on a niche and only one product like arthritis or wt. loss- and in the market should you focus on one product in the market?
thanks,
Beverly
p.s. I’m trying to figure out how to use this in my field as an affiliate marketer- thanks!
Hi Glenn,
Your 1 in 2000 matches what Nassim Taleb mentions in his book the Black Swan. In the publishing industry and any information industry it is more like way less than 1% of authors make 99% of the revenues for publishers. The rest either lose money for publishers or just break even. It is not a Gaussian distribution at all. It seems the same is true of finding the hyperesponsive.
What a pleasure to listen to clear thinking about online marketing.
Glenn,
Once again, you manage to lead the way in understanding markets and buyers and marketing at a level that few in our industry achieve. I learn something new every time I listen to you. More importantly, I learn to think differently about what I do as a marketer, why I do it, and how I should be doing it differently and more thoughtfully. Thank you!
Pat
Very usefull information and direction to take.
BTW, I wouldn’t eat knowingly out off any plastic bowl, that was put in the microwave, regardless of industry pundits claims about ‘microwave safe’ plastics:-)
Your email said you’d like questions. Well, this is about PPC so it’s loosely related I can’t find a straight answer to it anywhere.
Can single word negative broad match keywords be used and have an advantage to use?
For example:
Lets say I was bidding on “Bass Guitar Lessons” and I didn’t sell specific artist, brand or band lessons, would it be a good idea to make negative keywords like:
-”Flea”
-”Metallica”
-”Gibson”
etc?
Applying Pareto’s 80/20 principle can be damaging. As I remember from my studies, both social psychologists and System Thinkers believe when you cut off a long-tail you don’t know what richness goes with it. It’s also the case another long-tail grows back again. I’ve both observed and experienced this many times. Regards search marketing, once you reach a certain volume of traffic you can get increased bounce rates, reduced page views and time on site but at the same time have traffic strongly increasing – where does that come from? That’s before you start analysing long-tail keywords, by which I mean keyword performance, not length of querie phrase – it would be paralysing.
As I keep telling my readers, there’s more value in the information (like this) you give away than in most of the for-sale products from IM wannabe’s.
Thanks for giving me yet another tighter focus on my activities. As you say, satisfying the most demanding tiny percentage of customers will set you up nicely for the broader range of potential buyers who see your material. Makes huge sense to me.
Regards,
Matt