Day 7 – Pay Per Click (Yahoo)
Start today by logging into your Google Adwords account, and checking your stats.
We’ll be introducing you to Split Testing today, which is an essential tool of any serious marketer. Basically, split testing is when you display two versions of the same ad/ website and then compare which one performs better (eg. which one gets more leads or opt-ins). The winner is kept as it is, while the loser is slightly altered in some way. then the process is repeated again and again until you find the highest performing ad.
For example, let’s say we had 2 ads displaying in Google Adwords;
1.) Legitimate Home Business. Includes:
Coaching; Training. $3k to Start
And…
2.) Home Business Huge Income
Massive First Year Profit. Simple
Home Business System With Training!
www.HomeBusinessBuilders.com.au
We might then find that the top ad gets a Click- Through- Rate (CTR) of 12.5%, while the 2nd ad only gets a CTR of 8% (ie. for every 100 imnpresions, or displays, 8 people click on the ad). We then might conclude after enough evidence has been collected that the top ad is the better performer, so we should replace the 2nd ad with a new ad, and repeat the process.
Of course, this is an over simplified example, but the fundamental idea is there.
Remember: An impression is just when your ad is displayed- ie. when someone does a search for a keyword that you’re bidding on, such as ‘home business’s in australia.’ Regardless of whether someone clicks on your ad or not, it will still count as an impression.
By the way, I highly recommend that everyone buys the book “Google Adwords For Dummies.“ It comes with a $25 Adwords voucher, so will only cost you $10 or $15- quite a cheap investment considering it could potentially save you thousands in the long run. You don’t have to read the whole thing; just the chapters on keyword selection and split testing will be enough to get you started.
It’s very important that if you’re going to use Google Adwords, that you learn the basics first. Otherwise, you can use up your advertising budget very quickly and get little or no return
As we talked about yesterday, Google aren’t the only ones who offer search engine marketing…. there’s also Yahoo and MSN (Microsoft) to consider, plus a whole bunch of smaller search engines (who probably aren’t worth worrying about too much).
So let’s now take a look at Yahoo. Yahoo won’t get you as many leads as Google, but the average cost per click is much lower, since there’s no where near as much competition. Same as MSN.
Yahoo Videos
Calling Your First Potential Business Partners
Hopefully, you’ll be able to begin calling your first leads very soon. When they fill out the form on your page requesting more information, their details will be forwarded to you in an email. You should then aim to call them back within 24 hours (48 hours at the maximum). Remember, these people have requested that you call them; they are waiting to hear from you!
Whenever you call someone, always focus on finding out about them and what their motivations are; don’t do what some Home Business owners do and launch into a 10 minute presentation about why their Home Business is the greatest thing since sliced bread. Especially if you haven’t yet given them the chance to tell you what they’re looking for. Being too ’salesy’ will almost guarantee that you don’t succeed in this business.
We are not in the sales business, we are in the sorting business. Not everyone is going to be well suited to this kind of business, so you always want to make sure that you’re focussed on finding quality people, instead of focussing on making as many sales as possible. Let me give you a quick example of why using the conventional sales techniques is bad …
Imagine you wanted to buy a new car. You’d probably have some idea of what you wanted… maybe a sedan because you highly value a cars safety and fuel economy. You might then go to the car yard with a clear picture in your mind of what you wanted. And then out of the corner of your eye, you’d see the nearest salesman approaching with a look in his eye that screams “have I got deal for you.”
As he shakes your hand, he immediately launches into a presentation of all of the cars he has on show, and picks out out the nearest one to begin showing you all its features.
If this happened to you, how do you think you’d react? Chances are, you’d immediately begin to put your guard up; it would be obvious that this salesman didn’t care what you wanted or what was good for you… he just wanted to make a sale and earn his commission. He was more focussed on telling you why the nearest car was perfect for you, rather than first asking you what your idea of the perfect car was.
Remember, people like to buy, but they don’t like to be sold. It’s an unpleasant feeling when you sense that you’re being led through the typical sales process … because in the back of your mind, you know that this routine has been used a 1000 times before, and does not take into account your particular needs and wants. And this will lead to a lack of trust between the buyer and seller. Once that trust is broken, it’s near impossible to ever get back.
People buy from people they like, know, and trust. So focus first on getting to know the person you’re speaking to. Try to establish rapport. And try to build the relationship from a foundation of trust. By focusing on listening to what the other person has to say, and trying to establish what exactly they’re looking for in a home business, you’ll be able to determine whether they are right for your business or not. You’ll also be demonstrating that you care, and people will really appreciate that.
[Here's an idea; to help build a relationship of trust with your Potential Business Partners, consider adding them to your FaceBook or MySpace account. This way you'll be giving them the chance to get to know you some more, and you also will get to learn a little more about them.]
Focus on asking the right questions (if you’re doing more than 25% of the talking, you may be talking too much). Let them tell you about where they are coming from, and try to establish their motivation for starting a Home Business. Also, find out whether they are currently in a position to give this a fair go. At a minimum, they’ll need to be in a position to invest at the Discovery level, or have access to the funds somewhere down the track. They’ll also need to be able to spare at least 90 minutes a day when starting out …
As you do your callbacks, keep the Natural Selling Manual, by Michael Oliver close by. I also recommend that you browse over it for 10 or 15 minutes before you start doing your call backs for the day, just to get you in the right mode of thinking.
Here are some great videos by Michael Oliver;
An Easy and Effective Way to Start a Conversation;
Letting Go of the Sale
Spend some time on www.RadioLifePath.com and listen to the calls under ‘Connecting With Potential Business Partners.’ Not only is all this training for Free, but the calls are done by people who really excel in the Direct Sales business- so they know what they’re talking about.
If you really want to master your phone skills, then check out the two Free Videos below. They show Mike Dillard interviewing a guy named Mark Weiser, who’s done very well for himself:
If you haven’t touched base with your mentor recently, today may be a good time to do so. Share your goals with them; this will help to instil a sense of accountability, enabling you to stay focused and on schedule.
If you have not yet seen “The Secret”, go to www.whatisthesecret.tv and watch this life-changing movie online. The cost is $4.95 to view it online.
Start Day 9 the “Fresh Start” way
Register for the “Fresh Start” training call (remember to select your time zone when registering).