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:
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 [...]
What if you understood something about your market that no one else did.
What if you could see the entire STORY your prospect was engaged in … the problem they were solving, what role they wanted you to play, how they wanted you to transform their lives with your copy?
This has got to be one of [...]
Learning direct response marketing with AdWords isn’t unlike learning to play the piano.
(Glenn’s nephew, Benjamin Richman – 6 years old, playing “Ballade”)
You may sense the power of pay per click marketing, … you may have a sense of learning something grand, … you may realize that if you’ll only stick with it and continue practicing [...]
OK! Here’s the answer to the emotional ppc marketing puzzle I posed in yesterday’s post “emotional marketing wife loses mind” …
In yesterday’s post I told you there was a less than obvious marketing lesson for PPC marketers, and I asked people to guess what it might be. (If you go read the questions and [...]
My wife has officially lost her mind. She just sent me this picture the hygienist took with her phone while she’s in the dental chair (seriously … I just got the picture via email):
Sharon’s been kind of dental-phobic for years and she’s doing some pretty serious work this week. Apparently she talked the dentist into [...]
Sarah left an interesting comment about our list of 37 Emotional Benefits , and one which is almost always mentioned in one form or another when we consult with large companies about their branding … essentially ”I don’t see _____ emotion on the list”.
Here’s how the list was developed.
We started with hundreds of our own [...]
Here’s a fascinating observation about Adwords you’ll only hear from a shrink raised in a family of 17 psychologists, psychotherapists, and social workers.
You see, while your Dad was telling you ghost stories and taking you to baseball games, MY Dad was telling me a fascinating story about a study completed in a “mental [...]
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