| Get a 48 hour power injection for your website: Mel, Ever been frustrated at the size limit of those tiny Google ads? 25 characters for the headline and 35 characters for each of the other three lines. Not enough room to say very much, is it? But there's a story behind the size of that ad. Yahoo/Overture originally had more room than that. Google tested a various sizes themselves... some of my customers were beta testers for other sizes, including 200 character ads... but Google eventually settled on 130. Later, Yahoo settled on the exact same format. 130 characters. 130, that's the absolute max. Why is that? Because experiments proved that 130 is the optimal size for text message ads on the Internet. If you have something good to say, that's enough space to say it - to say just enough to get a person to go to the next step. If you can't say it in 130 characters, you ain't got nuthin' to say. Isn't it interesting, 130 characters is also about the max amount of text that fits on a highway billboard? Isn't it interesting, 140 characters is the size of a Twitter Tweet? Isn't it interesting, most classified ads in most newspapers and magazines are about the same size? The classified ad at the top of this email is about that size. Isn't it interesting, cell phone text messages are 160 characters - nearly the same size? It's a good size. Plenty of room if you choose your words carefully. One of the things I talked about at my famed 80/20 Seminar in Chicago is that 5 is a magic number. That if you want to segment peoples' level of interest, multiples of 5 are a great way to build your funnel. Step 1: 130 characters in a Google ad ...eventually you end up with a group of people who will read an entire 130 page book... at each step you've got a smaller number of incredibly interested people. Years go by and you might end up with an even smaller number of devout students who own 130 books on one topic. Maybe you're like me and you & 4 other friends have each written entire books on Google AdWords. Maybe you're like me and you've written 5 books on Google AdWords, not just one. (Bookstore book, e-book, Blackbelt Course, 2 seminars, multiple coaching programs...) To me, THIS is the answer to that old "long copy - short copy" debate. You start with a little and you take people through the steps until they're sold. Some drop out and there's nothing you can do about that. Once the interested ones are sold, some of 'em still want more. Give them more... and more... and more... ...until they're satisfied. The best customer is the one who keeps coming back and wants more, more, more. The Hyper-Responsive Customer. Design your business for THAT customer, scratch HER itch, and she'll stick with you through thick and thin. You'll be immune to the ups and downs of interest rates and economies and all that surface level stuff. Go deep - in multiples of 5. Perry Marshall P.S.: Do you like the Ultimate Guide to Google AdWords? Write an Amazon review **NOTE: Do not reply to this email. Visit http://www.PerryMarshall.com/help with any questions or concerns. |
Perry S. Marshall & Assoc
159 N. Marion Street #295
Oak Park, Illinois 60301
United States
(312) 386-7459
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