Addicted to cheap leads?

Everybody wants to buy cheap clicks

Mel, A loooong time ago at a Dan Kennedy seminar at about 11: 30PM, I walked up to Joe Polish and asked, "Hey, can I buy you a hamburger and pick your brain?" He agreed. 15 minutes later, one of the things he said to me that night was, "Don't get addicted to the cheap leads." Let's say Facebook leads are $10 and the direct mail leads are $35. Joe said, "You don't want to just buy the $10 leads and skim the cream off the top. You want to build your economics so you can afford to buy the $35 leads, even if you fall somewhat below break-even on them. Because that makes it impossible for the people trying to knock you off to afford to be in all the places you are. That's how you dominate the market." That conversation fell out of my conscious awareness, but 2-3 years later after I was the king of Google ads I looked up and asked myself, "How did I know to so thoroughly dominate the AdWords market? It's as though something in my muscle memory kept telling me to dig deeper, deeper, deeper. Finally, I remembered that conversation with Joe. That must be where it came from. An awareness of the real price of real traffic. If you need to partner with a highly competent agency who is gonna charge you twice as much for every click because they know how to do it… because they have leverage and negotiation power with Google and Facebook that you do not… then if you are the star business and proposition simplifier in your space, you will be able to afford to pay them to do it. Rob Seiracki of OxOptimal always says, "Everybody wants to buy cheap clicks. Not us. We're trying to buy the best clicks for the most money. Not the 'good enough' clicks for $15. We want the super good clicks for $32. The premium customers." The difference between the winners and the losers is far greater now than ever before. In any market, there's gonna be three to six winners and 300 to 600 losers. And you have to be one of those winners. That means that you have to drill down into your perfect niche. It means Star Principle is more important than ever. It means Proposition Simplifying is more important than ever. It means a Definitive Selling Proposition is more important than ever. And it also means when you win, you win big. Given the monopolization of the Four Big Brothers, you may go analog, go stealth, go "off platform." If you can pull it off, it will be very hard to put you out of business. That is one path we will be lighting at my event in April. For more information click here to join New Renaissance Club if you're not already a member. There will be more information in the February newsletter. The other path, which some will take is: you go all-in on digital, meet the demands of the Big Brothers and pay the real price you need to pay. You find high-quality, samurai-level partners, buy the premium leads and dominate. That is the other path we will also be illuminating at the event. But you're going to have to face this beast. You can't play ostrich. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459