Jun 28, 2017
“My biggest mistake was I didn’t understand how I sell.”
“Google and Facebook, they’re both these huge ecosystems. There’s lots of things that you can do, and there’s lots of ways that you can target traffic. It’s world within worlds.”
Today my very special guest is Perry Marshall. Perry is one of the pioneers of digital marketing and he actually grew by being one of the first leading authorities on Google AdWords.
According to Entrepreneur Magazine, “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.”
His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results.
I’ve decided to sell, am I a sales maggot now?
Well, there are people that are maggot-y. There are approaches that are like that, and it’s just a matter of not choosing that approach. There is another way to be.
I think if you’re really clear about that, that’s the first step towards eradicating some of your head trash that you might have around sales.
A lot of really good people, especially salt of the earth kind of people, really have a hard time with that…They don’t want life to be a big, giant, sales promo.
But on the other hand, we all have to persuade; we all have to be powerful. We all have to sell, we all have to enlist cooperation, we have to raise money, we have to get customers to write checks. Nothing happens until somebody writes a check and commits to something.
There are important things that have to go on in the world and we have to untangle ourselves from, “Oh, because I sell, does that make me one of those sleazy guys over there?”
NO, it doesn’t.
Discovering Google Adwords
I learned about pay-per-click, and I never really understood it until then. Google Adwords had just come out maybe a month or two before that, and nobody knew much about it, and most people didn’t even use Google yet back then because this was in 2002.
I said, “I’m an engineer, I love Google; I’m going to go do Google.”
Within about three days, I was like, “This is the most amazing thing I have ever seen in my life. Oh, my word. This is crazy. I am not telling anybody about this.”
How to do Facebook Ads
Facebook is hotter than Adwords right now. It’s probably easier to get started because it gets you more instantaneous results, but it’s getting competitive too.
Here’s what you have to understand about all of these things is they’re all based on – you have to track conversions, you’re putting a certain amount of money in and you’re going to get a certain amount of money out, and you just have to optimize until you get there and you have to incorporate a lot of creativity and a lot of different ideas because there’s no way to know what’s actually going to work. You just have to test like a banshee.