Chapter 6
Ten Internet Marketing Rules to Live By
Here are 10 simple Internet marketing rules to live by. Post them to your desk. Use them every day.
1. Invest Small When Starting Anything New
Always invest small when starting out. It's possible any ad you run may lose money. Always keep your risks and investment small whenever you're starting a new type of advertising. Even if you had that top-level copywriter write your ad, not everything they write will be a home run. It may need a few changes to produce the results you want. The market you're advertising to may not be perfect. There is no such thing as a Sure Thing.
2. Test Everything
Only one expert is right, and it's not me. It's your own personal test results. Test headlines. Test the length of your ad copy. Test audio and video on your sales page. Test a squeeze page before visitors get to the sales site. Constantly run two ads on Adwords for every ad group. Test a “try before you buy” offer. Test telephone follow-up. Quit blindly following gurus and test everything!
3. Be Unique
Don't ever be a me-too business. Take a look at everyone in your marketplace. What is different about you from them? Here's a quick exercise. Write down all the benefits someone gets from your product or service. Now cross off all the benefits they can also get from other people's products and services. What's left? If nothing is left, you may need to rethink or modify what you offer to provide something unique in your marketplace. ...
