I want you to do something for me. Actually, it’s for you.
Sit down. Relax. Close your eyes. Now, get in your customer’s head!
I understand that every time you listen to a marketing “guru” or attend a seminar or read an e-book or watch a free video about marketing or copywriting, you’re told to do this very same thing.
If you’re anything like me, you roll your eyes (while thinking “not again…”) and begrudgingly, halfheartedly do the task. But you don’t do it well—cause you’re just not that into it. And since you just half-assed it, your results are not that great.
But let’s take a look at this for a moment. Is there any validity in it? Or is it just some “lovee dovee, touchy feely” exercise designed simply to occupy your time? For the “teachers” to feel that they are important?
Let’s say you sell a diet program. And 90% of your customers are mainly interested in losing weight so that they look better.
You’ll get a much better response if you focus on how your diet program will help them look better–and all the feelings and emotions that come with that.
Their clothes will fit them better, they’ll be able to buy nicer clothes, people won’t stare at them as much, their higher confidence will help them achieve more. Yada Yada Yada.
Focus on what they’re thinking. Offer them what they want. And BAM! Conversion City.
Now, what if you had harped about how your diet plan will make them healthier? You can mention their decreased blood pressure, their lower cholesterol, and their decreased chances of diabetes.
Major disconnect. That’s what you would have. That stuff has nothing to do with what’s on the mind of your customer. You aren’t entering the “conversation in their mind”. And you aren’t going to make the sale.
Now, enter pay-per-click marketing (PPC). Pay-per-click marketing allows you to write ads and then “buy” spots on certain keywords where you want your ads to display (on Google, Yahoo, and Bing/MSN). You just tell them how much you’re willing to pay.
If somebody goes to Google and types in your keyword, your ad will show up. You now have the chance to convince them to click on your ad, go to your webpage, and buy your stuff or opt-in.
Can you see how writing an ad that “talks” to your customer can increase your click thru rate (CTR) dramatically? Which ad do you think will have a higher CTR? An ad that promises to “lower their blood pressure” or one that promises to “fit them in that new, pretty dress”? I think you get my point…
Definition: Your CTR is the percentage of people that see your ad and click on it.
Ok, so now you’re convinced. By talking to your customer and offering them exactly what they want–you will make more money.
But getting in your customer’s head—sometimes that’s not so easy.
And making matters even more difficult and complicated—not all your customers are the same. Duh. Each customer is unique. Every one of your customers has something different on their mind.
“It would be impossible to talk to EVERY SINGLE ONE OF THEM!”
Impossible? Not even close. In fact, with pay-per-click marketing, you can do exactly that.
With PPC, you choose which keyword your ads displays on. You choose what your ads says. And you choose where your ad sends your customer (which page on your website).
And since every keyword that we target represents a different customer–each wanting something unique–we are able to use the information gleaned from what they typed in to display an ad that talks specifically to them.
We can make them an offer crafted just for them in an ad written just for them. We can then send them to a landing page made just for them, reinforcing their unique offer.
In short: With PPC, we can give every customer exactly what they’re asking for from the beginning to the end. And they tell us exactly what they’re looking for by the keyword they typed in.
EVERY KEYWORD REPRESENTS A DIFFERENT CUSTOMER. And by typing in that keyword, they’ve just told us exactly what’s on their mind!
Example: I own a company that sells drum pedal replacements for the video game “Rock Band”. The pedal is compatible for Playstation 2, Playstation 3, Wii, and Xbox 360.
Let’s say somebody types in “rock band pedal ps2”. It’s safe to assume that they’re looking for a pedal for their ps2 system. So, it makes sense that there’s a higher chance they’ll click on my ad if I write:
“Rock Band Pedal PS2” Vs. “Rock Band Pedal” Vs. “Rock Band Pedal Xbox”
Sure, they might click the 2nd ad, but the 1st ad speaks more directly to EXACTLY what’s on their mind. And I know that the PS2 is on their mind because THEY TOLD ME!
Now, if they had typed in “rock band pedal xbox”, there’s a much better chance to get them to click by going with:
“Rock Band Pedal Xbox” Vs. “Rock Band Pedal” Vs. “Rock Band PS2”
Talk To Your Customer—Make More Money—Literally & Immediately!
CONCLUSION: I just showed you how talking to your customer and entering the conversation in their mind will get you more clicks—more targeted clicks. And more targeted clicks means more conversions which means more money.
Talking to your customer really will LITERALLY make you more money.
MORE CLICKS FOR LESS MONEY:
NEXT POST: I call this the “icing on the cake”. In addition to skyrocketing your revenue– talking to your customer will actually DECREASE YOUR PPC COSTS too. In two different ways! I’ll tell you about both in my next post.
Now, Go Kick Some PPC Butt!
