*** The Death of IM Newsletter Nov. 28th, 2006
Hi Guys,
Do you want to know the single biggest skill you can have online?
Read on…
Well, that really is not a fair question….
The reason being, there are 2 skills your must master to have success online.
And I will make you a guarantee, if you pay attention to the message, you can have everything you want in your business when you master these 2 things.
And there is not a person in the world that can argue this.
And guess what, sometimes the most simple things just get lost in the mix of it all.
So let me reveal to you the 2 almighty skills…
Ready?
Here they are :
1 - TRAFFIC
2 - CONVERSION
STOP!
Before you say something like, “No Kidding…”
Let’s take the time to really understand the power here.
But first, let me just say that being a master at one and not the other can bring no success to moderate success.
But when you are a MASTER at both, you are A force that can not be stopped.
Think about this. If you had 1 Million Visitors tomorrow, (TRAFFIC), but no way to monetize it, (CONVERSION), you would make no money.
Look at the numa-numa video on youtubube.com
http://youtube.com/results?search_query=numa+numa&search=Search
If you look at his first video, it went viral. Just counting the hits from his Top Ten, shows the following…
Views: 469,341
Views: 658,803
Views: 226,276
Views: 549,333
Over 1,903,753 hits to the video just on Youtube.com’s top ten for that search.
If you take all the other videos online about it, like video.google and other sources online, it would reach over 5 Million Visitors.
Know how much money he made with that.
A whopping $0.00
That is right. Traffic means nothing without conversion.
He got it fixed the next time. He did “NEW NUMA NUMA” this year and YouTube.com’s counts for that alone are over 150,000 views.
This time, he advertises a website to make sales. This high school kid figured it out.
TRAFFIC + CONVERSION = Profits
Many of us know the opposite. We have a website that converts, but no Traffic.
So if you have a site that converts at 24%, but get 1 visitor per year, it would take you 4 years to make a sale.
TRAFFIC + CONVERSION go hand in hand.
Now here is the what you need to do to make money online.
IDENTIFY BIG ROCK TRAFFIC SOURCES…
…and
Learn CONVERSION STRATEGIES.
You know what… I was inspired to write this newsletter today by John Reese.
***
Side Note:
If you are not on John Reese’s list, you can get on it at a few places.
- ReeseReport.com or
- MarketingSecrets.com/newsletter.html
And pay attention to his emails. Rumor has it for months that he has a follow up to TRAFFIC SECRETS or something. Forum Buzz has been wild for a few months since he hinted about “something”
I am waiting to hear about it soon. But all we have is that hint he made a few months ago.
But there is virtually no one that knows BOTH Traffic and Conversion like John. And if he has something to share, you want to at least be in the know.
Hopefully, he reveals gives us more on it soon.
Regardless, it is a great newsletter to be on if you are not yet on it.
END SIDE NOTE
***
Back to why I wrote this today. I talk a lot on stage about Traffic and Conversion when I speak.
But it was by John Reese who I (and many) first so it broken down as follow.
*************
From John Reese’s TrafficSecrets.com Course:
There are 3 ways to get Traffic
1 - Buy it
2 - Borrow it
3 - Create it
**************
Again, simple, eloquent, yet “extremely” powerful.
I will get to buying Traffic in a minute. But for the Borrow and Create.
We know Borrow to be:
Joint Ventures
Email Swaps
Integration Marketing
Having an effective Affiliate Program
And Create Traffic to be:
SEO - Search Engine Optimization
Writing Articles
Press releases
Blogging
While “Borrowing” Traffic is great and one of my favorite ways to get traffic, it is sometimes a short term strategy and only part of the Equation.
And “Creating” traffic is important, it can be slow tedious and take a while to see the fruits of the labor. It will come, but it takes time. It is like planting seeds on the internet. Sooner or later you will have grass, but you need to be patient.
*** Here is the wake up call.
Many marketers concentrate on the last two.
They require little to no budget at all. And the problem is, you are not in total control of the amount of traffic you want.
The bottom line is, while both are effective, you should only allocate a fixed amount of time to these each week. This should not make up your total marketing strategy for getting traffic.
Remember before I spoke of BIG ROCKS?
…Well, that comes from the analogy that if you want to be as effective as you can when filling a bucket you need to start with the Big Rocks.
OK, so you have gravel, stones, even sand.
To be effective, you start with the BIG ROCKS.
Then later, after your ADJUSTED the BIG ROCKS, you and the stones-adjust and pack it down, then the sand, pack it more, then you can even add the water.
Now, notice I said to ADJUST AND PACK before moving to the next step.
What that means, is you need to improve the big rocks before you go to the small ones. You can be more effective when you improve the big rocks first.
So how does this analogy tie in to TRAFFIC.
Well, I said a few things
1 - When you control TRAFFIC (and conversion) you are a force to be reckoned with.
2 - You need to BUY traffic
3 - You need to start with the BIG ROCKS
Get ready, I am about to expose to you one of the most mis-understood and under used tools on the market.
*** Google Adwords ***
You see, many marketers look at advertising as a cost or expense.
It is not. It is an investment.
But Newbies, and many others do not want to spend money.
They forget that spending money to make money is one of the most logical things you can do.
Spend $1 today to make $2
Well, then Spend $1000 to make $2000
GOOGLE ADWORDS = THE BIG ROCK
Now, many of you know I surveys the market recently.
The results are totally mind blowing.
Look at these survey results of thousands of people.
————–Recent Survey ———————
Have you ever used Google Adwords to drive traffic to your site?
No 69.47%
Yes 31.53%
Do you currently use Google Adwords to drive traffic to your site?
No 83.04%
Yes 16.96%
How much do you spend on Google Adwords to send traffic to your site each MONTH?
$0 78.97%
$1-500 18.38%
$501-$1000 1.57%
$1000-$5000 0.66%
$5000 or more 0.42%
—————–End Survey ———————
** Almost 1 out of 3 people never used Adwords to market online.
** And of those that DID try it, 50% of them quit using the most powerful tool on the planet.
(I will get to why first. And if you are reading, you may know the answer. It is one of the 2 things that control your destiny online.)
Now here is the saddest part.
58% percent of those that DO USE AdWords, spend less than $500 per month. Again.. Know why? You should, but if not, I will get there….
And only 3% of those that are CURRENTLY USING AdWords spend more than $1000 per month.
So let me tie this all together for you.
If AdWords is the BIG ROCK, that can get you all the TRAFFIC you ever wanted, why are you not using it?
Answer…
Come on, You should know.
POOR CONVERSION.
Heck, I bet anyone reading this can get 10,000 visitors to their site using Google Adwords. Set your budget to $5000 for the day and you may get 10,000 visitors.
But, with POOR CONVERSION, you will maybe make lose $7000.
Again, TRAFFIC AND CONVERSION go hand in hand.
The truth is, if you could spend $10,000 to make $14,000 you would do it every day of your life until it stopped working.
So why are many failing. (Because now we know every one should be using Adwords.)
The reason is, many never ADJUST THE BIG ROCK.
They either move on, or say “This is not for me.”
Remember, the good news is, when you know testing and conversion, your campaign is the worst it is ever going to be.
We need to remember this…
“We Can Only Improve That Which We Measure”
So you need make sure that you build your business with testing and tracking in mind. This will allow you to increase CONVERSION and make winning campaigns that will allow you to spend as much
money as Google will send you traffic for your keywords.
And then after you test the Campaigns for weeks and months, you can go after the smaller stones of Traffic that you can buy.
Or, you can start a new bucket, with Big Rocks in an new Niche or with a new product.
And once you learn what Conversion works for the last marketing place, you have a tested base to start with and a lower learning curve. Repeat.
Here are the basic things that need to be tested and improved in an Adwords Campaign.
#1 - The Copy in the Adwords Ad
#2 - The Landing Page
#3 - The Final Offer
I am not going to go into too much here, this is a course in itself.
But you need to
- spilt test your Ads in #1
- spilt test the conversion on your landing pages.
- split test i your sales pages
In each of the scenarios above…
… Split testing involves finding a “Control”, or the best converting piece to date and putting it against a test. If the test loses, try a new test. If the test wins, it becomes the control and you never stop until you feel your time is spent better improving other “buckets” with more potential.
Now, in order to me a pro with converting, you need to understand basic Sales Copy principles.
The best marketers, even the ones that outsource Sales copy, are still great students in sales copy and copywriting.
In fact, many of them are much better than their ghostwriters or copywriters they hire, but time does not allow them to do it all.
But, the key is, they take what is given to them by the copywriter and start testing from there based on their skills.
When you know the power of copywriting and why people buy, you know have what it takes to master Conversion when you combine that with testing and measuring.
So, here is what you should get out if this newsletter today.
#1 - When you master both Traffic and Conversion you control your destiny.
#2 - AdWords is the BIG ROCK in Traffic.
#3 - You need to be a master converting clicks to visitors, visitors to prospects, and prospects to buyers. You do this with Testing and understanding sales copy like a pro.
Yes, of course their is the list building etc. But that means crap, I mean it, until you stand on a foundation of TRAFFIC and CONVERSION.
Forget about much of the crap thrown at you to distract you.
Ask yourself this next time.
“Is this product going to help me get more traffic or increase conversion.”
You may have to read between the lines a bit to find the answer, but at least you know the right question to ask.
If you guys want to know some good tools to help you with this, let me know on by posting comments below.
There are great products NOW that can help you and in the coming months, there will be some New Adwords related products as well as tools to help you improve your conversion.
Share your thoughts on this newsletter, and if you need any recommended recourses feel free to let me know.
You know know what you need to do. Keep it simple and become great at simple things!
I will be in touch!
Mike Filsaime
November 29th, 2006 at 12:08 am
Hey man
Good post. Adwords and other PPC is definitely a big rock. I would say there are other possible big rocks, but for newbies who haven’t figured any of them out yet, AdWords is probably THE easiest way to get a lot of traffic instantly.
I am one of those marketers who spends over $5k per month on AdWords. It’s simply a numbers game. It does take time though. As I get busier and spend less time on my PPC campaigns, my ROI drops.
I respectfully disagree on the 2 most important skills, because I don’t think that traffic or conversion are skills by themselves. They are the RESULT of skills and specialized knowledge.
Traffic can be the result of advertising skills, SEO skills, etc…all of which are a part of being a well rounded internet marketer.
Conversion is the result of copywriting skills, testing, sales psychology, etc…
But that’s just semantics. I think you hit the nail on the head because traffic and conversion are the two most important ingredients for online sales success.
November 29th, 2006 at 12:29 am
I think one of the biggest stumbling blocks newer marketers face is that they can use Adwords to drive traffic, but, as you pointed out, their conversions… well… suck.
So they lose $ w/ Adwords and don’t even know where to begin with split testing were they to give it another go - which, often they can’t/won’t, as they’ve just killed their budget.
You need traffic to get the data to improve your conversions. Conversely, you need conversions to make it worthwhile procuring more traffic.
Not to mention how overwhelming all of the elements that go into traffic & conversions can be to a newer marketer.
Thanks for a thought-provoking message Mike.
-Michelle MacPhearson
November 29th, 2006 at 12:36 am
Pretty much any kind of marketing (internet marketing, direct marketing, etc.) comes down getting people to see your messege (traffic) then converting the traffic into some kind of measurable action (opt-ins, sales, etc.). This is accomplished with great copy.
Don’t underestimate the power of building your own customer database (list), because the best kind of traffic you can get is repeat traffic, and those repeat prospects and customers are most likely to convert.
Brian T. Edmondson
http://www.ListProfitAcademy.com
November 29th, 2006 at 1:27 am
Nice points. Great issue. Enjoyed reading it, Mike. Thanks
Dr.Mani
November 29th, 2006 at 2:10 am
Mike you hit the nail right on the head. A lot of people talk about building a list and granted that’s important, but if you can’t drive traffic to your web site and if you can’t convert that traffic into subscriptions and sales, you will never build a list.
However, if you can drive traffic and you know how to convert that traffic, even if you don’t have a huge list to leverage, you can still earn great money online.
I just read a report about a guy that made $4000 this month with no list. All he did was drive traffic to a web site with adwords, had some adsense ads on there and made money off the adsense ad clicks.
It’s all about Traffic & Conversion. That’s the foundation of internet marketing right there folks!
Roosevelt Cooper
http://www.rooseveltcooper.com/imhell/filsaimeblog.html
November 29th, 2006 at 2:40 am
Great Post Mike.
Sales online or offline, stills boils down to the number of sales presentations, and the quality and power of the presentaion.
The more sales presentations you make - traffic, the more sales you will have. The better you hone your skills of converting the presentations/traffic into sales/dollars. The more you will profit.
What I like so much about using Adwords - is it is business 101. I purchase traffic for x and I convert it for y. As long as y is greater than x you have a profitable business model.
As one who has recently re entered the Adwords world - I see daily a ROI of 2x-10x on ones that work - on ones that don’t work - I test some more and if still no-go/no/low conversion/no profit, I just quit purchasing traffic. Easy decision - its black and white.
-Ray La Foy-
November 29th, 2006 at 2:57 am
Hi Mike
Another thought provoking post
A few things
There is a big difference between running adwords for your own products, and running adwords for an affiliate program.
With your own product, especially when it is digital, quite often you have double the margin to play with until you find the winning formula.
Also with your own product, you have total control of the sales letter.
This doesn’t mean it is impossible to make money with Adwords as an affiliate, but there is higher risk. Ebooks like Affiliate Project X this year helped a lot of people with various strategies to overcome this.
It should be noted that Clickbank now have a policy on offering bonuses
Cashflow can be a huge barrier. I have actually had to shut down highly profitable campaigns because the money wasn’t coming in fast enough to cover the cost of marketing. By the time cashflow caught up, the site wasn’t converting as well, and didn’t provide enough tracking to refine the conversion process.
More affiliate programs need to include Adtrackz on the thankyou page so affiliates can track conversions, and advertise that they have it.
Clickbank does offer some improved tracking now
It can be very dangerous to have all your eggs in one basket.
It is much cheaper learning to convert free traffic than paid traffic. Free traffic is rarely as targetted as Adwords traffic.
Whilst it is true that if you spend money, you have a chance of big rewards over time, it accelerates the learning process, and amplifies the cost of mistakes.
I always caution people to start with a small amount of money, and then grow your business from the profits. It can be in the form of a monthly allowance, thus setting a barrier to prevent losses you can’t comfortably sustain.
November 29th, 2006 at 6:00 am
Nice post - thanks Mike.
I remember when I was first introduced to the twin concepts of Traffic and Conversion (in promotional material for the System Seminar, as I recall): it was something of an epiphany for me! So much of the “stuff” I’d been reading made sense because now there was a structure for it.
It seems so obvious now, but until these two concepts are pointed out, newbies find themselves lost in a forest of un-related techniques.
Or perhaps I was just very slow on the uptake!
Subsequently, in my search for a comoprehensive “structure” that covers the whole of IM, I have identified nine “Disciplines”, as I call them. Seven are IM specific, and two are more general, but still essential to success, I believe.
These are:
Finding & Testing Niche Markets
Creating & Finding Products
Traffic Conversion
Monetization (I’d separate this out from Conversion)
Traffic Generation
Testing, Security & Fraud (3-in-1! But Testing is the key one here)
Administration
+
Business Strategy
Motivation
My contention is that any IM topic can be related to one (or more) of the first seven of those disciplines.
And whereas no-one could disagree with Mike highlighting Traffic Generation and Conversion as the two key ones, you HAVE to apply them all to get any business off the ground.
You can see how I’ve broken them down into sub-topics within a Mind Map in the videos on http://im-index.com
November 29th, 2006 at 7:16 am
Thanks mike for the great advice. I really enjoyed reading. your new newsletter is excelent. I’ll be waiting for your next message.
I also enjoy being a subscriber of Jihn Reese. He is really strong.
November 29th, 2006 at 7:57 am
man.. i luv hearing from ya!
you’re damn right..
adwords is the big rock.
i realized that when i saw frank kern and ed dale
use it as the main (& most times the only) source
of traffic to their undies sites..
since then i’ve left struggling for all the othre kinds of
traffic and now spend all my time, energy and money on adwords
(for the traffic part).
even though it’s too damn compeitive in the IM niche
adwords is a Godsend in the smaller niches (flyfishing, dog training,
tattooing, etc)
it’s surely the most reliable traffic ever.
i’ve got most of the best adword courses on the market..
what i’d love to see (and be a part of) is a group of adword-using
marketers who share their test results within the group.
that way we can test out things faster & benifit from everyone’s
campaigns in a way.
so that’s the traffic part.
but i’d love to hear more about the conversion part from you mike.
i know it covers a LOT. so maybe you could keep sending a few
tips here n there..
n then launch a short guide on the best conversion tactics you know.
that’d be rocking!!
thanks for everythin’..
Shariq.
November 29th, 2006 at 9:50 am
Good Post!!
I wanted to ask a question about adwords guides. I have always heard that Perry Marshall’s guide was the best out there until recently and now everyone is saying that the new Adwords Miracle is even better. Do you have an opinion on the two or maybe one that is better?
Do you mind if I ask what you personally used to learn adwords?
Thanks for any help, it is badly needed:-)
Thanks,
Tammy
November 29th, 2006 at 9:53 am
Excellent, Mike!
I echo Eric’s sentiment re: skills vs. the result of applying skills, but great content nonetheless.
HOWEVER - If I’m not mistaken, there’s a serious error with what you said.
You show some statistics:
How much do you spend on Google Adwords to send traffic to your site each MONTH?
$0 - 78.97%
$1-500 - 18.38%
I think if we add these up, that comes to 97%. NINETY SEVEN PERCENT.
Then you said:
58% percent of those that DO USE AdWords, spend less than $500 per month.
Okay, maybe you’re rounding down just a little, but hey - I think it’s important to understand that ALMOST NOBODY
November 29th, 2006 at 10:55 am
Great newsletter Mike,
I notice that a lot of new and “experienced” business owners alike don’t spend a lot of time period on activities in their business that bring in money. Mainly because they don’t manage their time properly or more so they get Distracted doing other activities that don’t lead to money. (Opportunity Chasing).
They should start to spend more time on the 20% of activities that will bring in 80% of the results. We all want it easy so most can’t comprehend that you might have to spend a little money to make a little or a lot. Not that it is the only way, but it is a way.
Well just my 1 1/2 cents…lol
Kenneth Edwards
Increase Sales
November 29th, 2006 at 4:48 pm
Check out what the Atlanta Zoo did as it pertains to website traffic. They were getting 50,000 hits a day on their “baby panda” web cam. They ran the cam 24/7 but recently scaled back the hours to bankers hours. They said it cost too much for the bandwith. On top of all that you don’t have to opt in to see the video. hmmmm….seems like a huge mistake to me. If you ran the zoo wouldn’t you want all those people interested in the panda to be on your list? You might want to tap into them for fundraising, promos, suggestions, etc. Anyway, here is a link to the newspaper article about the cam: http://www.ajc.com/living/content/shared-blogs/ajc/pandas/entries/2006/11/27/zoos_panda_cam_hours_cut_back.html
November 30th, 2006 at 10:48 pm
Very useful post, Mike. Thanks for sharing that.
I appreciate the point you made about PPC having an advantage in that we as advertisers have a bit more control over this type of traffic. As someone else also mentioned, it’s business 101. That being said, AdWords is not an easy game to master, as you alluded to in the e-mail. And of course the rules are changing as well (i.e., the Google “slap”)…
I also agree with Andy that it’s obviously less risky to play the AdWords game when you’re getting 100% of the profits. When you’re an affiliate, it’s tough… And let me just underscore something Andy said. Recently Clickbank made a change to their hoplink syntax, the net effect is that affiliates can now pass an additional parameter in the URL to track keywords. This is huge. HUGE! So huge that I predict the ability to effectively track the conversion of individual keywords is going to make all the difference in the world for a Clickbank affiliate who is getting traffic from AdWords. And if any of this is news to anyone who is a Clickbank affiliate, you can read more details here: https://www.clickbank.com/whatsnew_20061114.html
At any rate, tracking in general is such an incredibly important part of any marketing campaign. And it’s something you rarely hear talked about, at least as compared with other components. So thanks for raising that as well. As you alluded to, John Reese is a tracking fanatic. And that right there should tell you something…
Regards,
- DA Palumbo
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