Pay Per Click Market Research
PM: This is Perry Marshall. I’m here with Glenn Livingston and I’ve worked with a lot of people who are doing various
kinds of marketing, internet marketing, direct marketing and Glenn is definitely one of the sharpest pencils in the box. One of the reasons
for that is everything he does, he does with a lot of care and attention and thoroughness. I think the other thing is that Glenn brings a
lot of skills from pervious careers and previous backgrounds. I have since found that is where innovation always comes from, is when you
bring new insights from an existing place. Where they are not new there. Glenn’s brought a lot of stuff from psychology and research
work that he did. Some of these things, probably most of these things are normal everyday, not very profound or surprising things in those
fields, but in the field of marketing or internet marketing or especially the kind of internet marketing that very small companies or even
individuals can do, nobodies ever heard of this stuff. Right, Glenn?
GL: Absolutely, yeah.
PM: I can point to a number of students of mine, where it’s the same story in all the cases, where they developed a certain
set of skills, they learned things that other people don’t know and then start to apply them. So Glenn’s research method really impressed
me because initially it was getting 80% success rates in entering new markets and as it developed, he’s getting closer and closer to 100%.
When you can go into a new market and be somewhere in the vicinity of completely sure of whether it is going to work or not before you sink
significant money in it and when it passes all the tests and gets a green light through Glenn’s method that it works almost 100% of the time,
that is really impressive. If only Wall Street knew. Actually, Wall Street may eventually know, but it usually takes a long time
before it gets that far. So Glenn, you and I are going to talk about what is this that you do.
GL: We sure are.
PM: How can people make their businesses a whole lot more prosperous with it.
GL: We sure are, after I get done with having a great big swelled head from that introduction, I’ll come back to
earth and try to converse those things.
PM: Well, I am not too worried about that, nose to the grindstone; we’re all trying to get our work done, right?
GL: Yeah. Why don’t I pick it up from what you were talking about with the inter disciplinary
GL: It was actually very helpful to me that you pointed that out in the roundtable to me last year and I
realized that, you’ve got this background and you don’t realize that it just becomes part of how you think. But, I realized that is why I
was able to develop the system and with a background as a psychologist and I worked with largely suicidal adolescence and a couple of the
families, but I think that the skill that I took from that was listening for very subtle nuisances in peoples conversations and how that would
impact how I would go about treating them and how to connect with them and give them what they needed. Obviously, that translates to a
marketing concept, when you are trying to tune into the conversation that people are having in their head and you’re looking for very subtle
differences, not so much in the way that they present it, because the vehicle for interaction on the internet is the search engine and the
differences in the way that they type in keywords.
PM: Your adolescent example, the suicidal teenager one.
PM: Tell us about that.
GL: Well, it’s a very high risk situation so you have to identify whatever clues you can to figure out when do
you have to call a psychiatrist and get the patient to see one, get them on medication or into the hospital or get them to let you work with
their parents, their siblings or someone that is a support for them because, you know, if a patient is very suicidal, then to try risking, you
cant just talk to them in the office all by yourself. But on the other hand, if they were somewhat suicidal, it was actually a very bad
choice to call a psychiatrist or talk to someone else in their family because they would lose some esteem and they would become more frightened
of their impulses. So you really have to make that call, Now, what I’d find was, there were two distinct ways that people would phrase
their thoughts about killing themselves. One was; hey Doc, I’ve been thinking about killing myself and I wanted to talk it over. When
people would say that I am thinking of killing myself, I wouldn’t panic because there was some thought involved and usually that meant that they
are thinking that there must be a solution to their problem and they’re thinking that a professional could help them. Very frequently these
kids were kids that initiated the call in and of themselves, they weren’t dragged in. On the other hand, if people said; hey Doc I’m afraid
that I might kill myself. Well, where’s the thought? These people were usually people that were very overwhelmed. They didn’t
really see a solution. They were often dragged in by their parents or somebody that was very frightened for them and you had to take much
stronger actions. So that gave me a very strong clue as to how do I take action with this kid. If you translate that to a marketing
context, there are very subtle differences in the keywords that people type in and even offline, there are very subtle differences between the
advertisements that they respond to in different trade journals or magazines and sometimes differences in the trade journals and magazines
themselves, that will cue you into the exact conversation that is going on in their head so that you know how to bring them into your sales
process and connect with them and get them what they need. Classic example, your list knows me as the Guinea Pig Guy, and I never thought I
would be famous for being the guinea pig guy, but there is a big difference between people that type in guinea pig and people that type in guinea
pigs, plural. When they are typing in the singular, it turns out that they are usually looking for what is a guinea pig and what do they
look like and what is their origin. They are looking for a basic orientation.