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:
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, [...]
Traditional management of keyword match types within Adwords has changed dramatically as the years have passed, in particular as Google seems to have expanded it’s definition of how broad “broad match” really is.
While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.
Most [...]
The Content Network is perhaps the world’s biggest advertising opportunity AND simultanously the most difficult to use because targeting is done by THEMES, not keywords. Here’s the EASIEST way to ‘get’ content network themes and develop your adgroups with little effort!
Leads and Orders Generated For You by PPC Management Experts
A very small percent of your customers are responsible for a large percent of AdWords profits in most businesses. These are ’Hyper-Responsive’ AdWords because they buy everything you’ve got, beg for more, and tell all their friends.
It’s entirely possible to engineer your AdWords campaigns to more specifically attract Hyper-Responsive buyers. It’s also possible to design your [...]
I’ve got a few important updates for you.
First, we’ve compiled an Emotional Marketing Cheat Sheet which I know you’ll find useful. Getting the emotion right is especially important in small advertising space like AdWords and classified ads. This free cheat sheet has a specific example, but more importantly now contains a printable form [...]
Today I want to be sure you understand the distinction between keyword intelligence and market intelligence, because it’s an essential part of developing your hyper-responsive marketing message. (Listen to the free MP3 – Keyword vs. Market Intelligence)
NOTE: If you’ve heard the audio “4 Ways to Corner Your Market” before, you’ll find it included in this [...]
The AdWords Search Partner Network has been somewhat of a mystery to the owners of most AdWords accounts I’ve audited this year.
It’s been conventional wisdom that it’s worth separating Search Partners from Google (and separating both from Content/Adsense) … but as a matter of practice we find probably less than 5% of accounts are ever [...]
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