Humor me for a couple, okay?

Imagine there’s a really exclusive event you want to attend.

Doesn’t matter what it is… (dinner at the White House… with a famous person… partying at the Hefner mansion…) the details don’t matter. Whatever you’d consider the experience of a lifetime.

So you hear about the event. You want to be there so bad you can taste it!
Better yet? Tickets are free.

But there’s a catch.

There’s a list of challenges to earn the ticket. Like some bizarre quest for glory from an old fairy tale. You have to be a hero.

Millions will apply, but there’s only 10 tickets.

You work your tail off and you earn that ticket.

Except?

The event is ruined by gate crashers. Ruined.

People have climbed over walls, broken into windows and found every way to get in – except to do the hard work you did to earn your way there.

To top off the chaos? Some bozo sold bogus tickets.

A lot of the gatecrashers didn’t follow the process you did. Heck, they didn’t even know about the process.

They saw an ad for the event, excitedly paid for a ticket – and believe they’re there rightfully. They’re as excited as you are.

And they’re protesting louder than the window breakers.
Because they innocently believe they belong there.

The bouncers are going nuts.

For every two people they heave out the door, there’s four more to replace them.

That’s what it’s like being Google.

Everyone Wants to Get On the First Page of Google.
Problem is, Most People Don’t Understand the Criteria

Google changes their algorithm about 500 times per year. Know why?

To keep gatecrashers out.
Including the ones that don’t know they’re gatecrashers.

The first page of Google is (supposed to be) for the 10 sites that offer most value to the target customer, based on the words they Googled.

Let me show you.

If you’re interested in learning the yoga basics, which site do you think would be more helpful?

The first site is a sales page. Nothing else there. Buy or leave.

The second site is a rich resource. It looks professional. Yes, there are products to buy. It’s a commercial site. But there’s information, too. Good, solid information that people like enough to share on Facebook, Twitter and other social sites.

The site on the right earned it’s ticket by creating visitor value.

Do you think the 2-page information devoid should surpass it in rankings? Ever?

• Even if it trades a bajillion links with other sites?
• Even if it buys paid links?
• Or spends hundreds on seo software?
• Or pays a crackerjack SEO company?

To the end user, site B has more value.
More information. More credibility. More popularity.

That’s how to get on the first page of Google. Be among the top in your market.
Because that’s what belongs on the first page of Google.

Incidentally, Did You Know SEO Software and Link Trades are Violations of Google’s Terms?

Google views links as a “vote of confidence” for your site. And when someone links to your site voluntarily, with nothing in return, that’s what it is.

One way links have value. Paid/trade – not so much!

And software? Here’s why it’s against Google’s terms. Google gets 34,000 searches per second.

• That’s 2 million searches per minute…
• 121 million per hour…
• 3 billion per day…
• 88 billion searches per month

Do you think they want software hitting their servers hourly or daily to check if a webpage moved up or down in ranking? No, they don’t.

Of course the software makers don’t tell you that!
Would you buy it if they did?

How Some SEOs Add to the Confusion

A lot of SEO companies (and people) talk about “reverse engineering” the competition. Which sounds logical to most people. Get the same number of pages and links, and you’re set.

Right?

And wearing Marilyn Monroe’s clothing will turn any woman into an almost-Marilyn. Right?

It was never about the number of pages or links. It’s about value to the end user.

SEO itself isn’t “bad” – but the way it’s implemented sometimes IS

When millions of people want to get on the first page of Google, but there’s only 10 spots available…

When millions of people don’t know how it works in the first place…

Let’s just say a lot of companies (and people) have made a very tidy profit selling seo products and packages targeting people who don’t understand the process. Bogus tickets to the ball.

This is How to Get On the First Page of Google… Straight from the Horse’s Mouth…

You know that list of challenges? Here it is. Posted by Google, at Google, for the world to read.

When you talk to people – in person – about what you sell… how do you talk? Does your website do that?

Think about conversations you have with people who are interested in the field you do business in.

• Do you know enough to speak about your field?
• Do you know what interests them?
• Why they’d want what you sell?
• What they’re afraid of?
• Or hoping for?
• What makes them laugh?
• What questions they’d ask if they could talk to you?

Because, people like and trust people who know their field. Content shows that you know your field.

And if you “can” have those conversations, are those conversations on your website? Or on a social media site.. or a blog… or posted in content sharing channels?

Or are you kind of like site A? Do you offer only commercial pages to “make the sale” – but no supporting information… no conversation?

If a person approached you in person, wouldn’t you have a conversation?

Shouldn’t you start those conversations online so people don’t seek answers from your competition?

How I Can Help You Improve Your Ranking and Get On the First Page of Google

Now that you know how to get on the first page of Google, I’ll tell you how I can help you.

• SEO/Keyword Analysis: If you don’t know which keywords to target, or where your site needs help, an analysis will show you the details you need to know.
• Blog Design: If you don’t have a blog/article/content area on your site, I can add one to match your existing site so it’s seamless to flip from site to content. So you can add content regularly without ever needing to know a lick of “code”
• SEO Copywriting: If you don’t have time to create content, or prefer not to, I can research and create content for you. Content that can be used for your site, your blog, guest blogging or article syndication with backlinks. Your choice.
• SEO Copy Editing: If you have content, or can create it, but you don’t know how to optimize your content for optimal ranking, I can tweak and edit your content to increase SEO score.
• Link Building Packages: I can syndicate new or existing content to increase exposure.
• Keyword Monitoring: I can monitor keywords and ranking to ensure that they’re improving, not declining.

You’ll notice that most of the options include content. Writing it, editing it and/or distributing it. That’s because it’s very hard to create visitor value without creating content.

Which means you can become the kind of site Google wants on page one.

For more information, feel welcome to contact me

“It was devastating. My teacher started crying, all the girls started crying…”
Jim Johns, Houston; remembering the assassination of JFK on Nov. 22, 1963.

A Jamaican woman stopped. Legs buckled under her. Clasped her hands and cried, “My son in one building… my daughter in the other…”
Jenna, New York; remembering 911; Sept. 11/01

Business strategists loudly proclaim the merits of repetition. Yet, from the pages of time, the voice of late author Tryon Edwards softly whispers an inescapable truth;

“We rarely forget that which has made a deep impression on our minds.”

Neil Armstrong landing on the moon… Bob Hope’s smile… September 11th… The assassination of JFK… First love… Moments forever etched in our memories.

Not by repetition, but by emotional impact.

Ninety percent of websites fail. Eighty percent of new businesses fail.
They fail, not by lack of desire, but by lack of impact.

Most business owners are afraid to walk the edge. Afraid to stand up and stand out.
Afraid to be different.

Sadly, the best results the timid get — is to stay forever invisible.

Anita Roddick’s vehement protests against animal testing in the name of beauty rocketed The Body Shop to success despite an advertising budget of — zero.

And Seth Godin’s Purple Cows… and the Starbucks experience… and who of the Coke generation can’t sing along with the tune “I’d like to buy the world a Coke…”

If you long to be remarkable, but you’re a little short on courage, ask yourself this;

What do you stand for?
What stirred your heart and led you to the path you walk?

Harness the power of what you stand for — what you love — and in the words of a humble Jesuit priest…

You shall have discovered fire.

Eyes turned to the front of the room at the now familiar sound of “Groucho” turning the paper on the flip chart.

He closed the flip chart. Leaned it against the wall next to the door.

Seeming oblivious to the class, he set his briefcase on the desk. One by one, he placed his felt markers in the little pockets in the top of the briefcase.

Glancing at the class, he began to gather up his notes. Tapped the stack on the desktop.

Tap, tap. Tap.

He put them in the briefcase. Click. Closed the briefcase.

Following his lead, students began to gather up notes, papers and ads. Pens were tucked into pockets and purses.

Still silent, Groucho placed his briefcase next to the flipchart, right beside the door. Almost casually, he strolled to the desk. Perched on the edge.

“What are you doing?” he asked.

Brief silence, as 20 people pondered the question.

“Getting ready to leave?” Elvis-guy ventured. The question mark was audible.

“What makes you think it’s time to leave?” Groucho asked. Glancing around the room, the expressions were pretty comical.

With an exaggerated expression of sudden understanding, eyebrows raised, Groucho announced “Ahhh- I see! You thought that since I packed up my things….”

Mumbles of agreement came from the class.

“That would be an assumption?” Groucho asked…

“Subconscious parallel assumptions!” he announced, watching the class for reaction. He stood up and paced the room.

“If you walked into the Gucci store, you would expect the watches and handbags to be authentic Guccis, right? Yet.. if you walk into a bargain store and see a bag labelled Gucci on sale for $10, you assume it’s a knockoff. Yes?” Heads nodded in agreement.

He continued.

“I had a meeting a few years ago. A very memorable meeting,” he said very intently. He paused, as though in reflection.

Turning, he snorted. “Don’t remember a damn word he said. I DO remember the ketchup on his tie. Very unprofessional, the ketchup.” He laughed, amused by the memory.

“Assumptions,” he said again, with exaggerated emphasis.

“They can work for you or against you.” He waved his hand around wildly, holding up his pointer finger.

“One. ONE typo can change your ad from dynamic to unprofessional. Just like the ketchup. It’s subconscious.”

He explained that the human brain is wired to protect us. That we look for clues that something isn’t what it seems.

He went on to discuss the parallel assumptions people make.

• If your ad is misleading, people assume you’re dishonest
• Or that the product is inferior and mislead to sell it.
• That if your ad looks amateur, you are, too.
• If you have typos in your ad, you’re unprofessional, too.

He emphasized that if YOU come across as unprofessional, your product instantly becomes inferior, too.

Glancing at the clock, he announced that he had one more assignment. As students shuffled to pull out pencils and pens, he held his hand up like a traffic cop.

“Go – buy a notebook. The 99 cent kind.”

“Everytime an ad, or a salesperson, does something to turn you off… to lose the sale – big or small – write it down. Everytime an ad, or a salesperson, does something to light up your eyes and make the sale – big or small – write it down.”

“The more you put in your notebook, the more you’ll understand. You will be surprised at what you discover. About yourself first. What you respond to. And about selling, second.”

Walking over to the door, Groucho turned to the class.

“Understand that people make assumptions based on what you say and what you do. If you don’t learn how to make that work for you, it will work against you.”

He tucked his briefcase under his arm. Picked up the flowchart. With a smile and a wink, he was gone, leaving us to ponder just a while before we went on our way.

The kind that comes from many voices whispering excitedly. Anyone walking by would have thought there was some type of covert operation being planned.

Heads bent, brows furrowed and pencils flew across paper, scratching furiously. Ads were being rewritten.

It’s funny how one small noise can freeze a room.

All heads lifted in synch, eyes turned to the front of the room at the sound of Groucho turning the paper on the flipchart.

He uncapped his felt marker with a flourish and wrote boldly on the flipchart;

“Advertising is all about Unleashing Desire!”

He pointed his marker at a slouching Elvis type in the second row.

Wagging his eyebrows and rolling his eyes in true Groucho fashion, he drawled “What do YOU desire?” .

After the laughter, the instructor surveyed the room, arms crossed on his chest. “Seriously. What do you think are the two things that people desire most?” he asked.

Someone laughed.

A tentative voice from the back of the room suggested, “Money?”

Groucho paced the room thoughtfully. “Anyone agree?” he asked.

A few voices mumbled in agreement.

“What’s the first thing you’d do if you won a million dollars? he asked. He pointed at students at random. “Pay off bills,” “Quit my job,” “Go on vacation,” “A new car.”

“Do you suppose,” he asked “that people don’t really want money itself? That maybe they really want what money represents to them?”

The instructor paced the room silently for a moment. He looked out the window and combed a hand through his hair.

Turning, brows furrowed, and asked; “Did you know that all your wants and all your needs stem from two primal desires? Gut level, deeply instinctive primal desires.”

You could have heard a pin drop. Elvis was actually looking curious.

Striding to the front of the room, he underlined the words on the flipchart.

“Advertising is all about Unleashing Desire”.

Carefully, he printed underneath it;

“Our primal desires are:
1) to experience pleasure and
2) to avoid pain.”

Tapping the marker on the flipchart for emphasis he stated clearly; “Every single thing humans do – stems from one of these two primal desires.”

He went on to explain that if an ad focuses on primal desires, it is more successful than if it just talks about product features. And, an ad that elicits emotion based on a primal desire is one powerhouse of an ad!

He explained that “You can afford the house of your dreams” is better than “Affordable mortgages”.

That “Stop the pain, Fast!” sells better than than “The best headache remedy”.

He asked us to open the newspaper and find six ads that did not address a primal need. And rewrite them so they do.

Do you want to write copy, sales pages and ads that sell? Really sell? Look for ads that don’t address a primal desire. Attach each ad to a piece of paper. Underneath the ad, rewrite it so it addresses a primal desire.

When you’ve done a few dozen, you’ll start to see a difference in the oddest place.

Your sales.

See, if your ads don’t cut it, people assume your product doesn’t either. But wait… that’s a subconscious parallel assumption, and that’s the topic for the NEXT issue! Silly me!

Click here to read Psychology of Selling, Part 3

I was working in advertising & retail management for a national company.

(This is no admission of age, I stopped aging years ago.)

There I sat, among a room full of strangers, awaiting the start of a course called “The Psychology of Selling.”

Little did I know the impact it would have. I use those lessons still today. They apply as much online as they did offline.

Just as the class was starting, a somewhat frazzled young man, tie askew and hair ruffled, hurried in the door.

The instructor, who reminded me of Groucho Marx, shrieked loudly; “DON’T SLAM THE DOOR!”

Then, he turned and looked at the class, grinning, and asked:
“What did you just visualize?”

The entire class started to laugh.

He laughed and said, “Please close the door quietly.”

The poor guy closed the door and slunk off to a seat, probably wishing a hole would open up in the floor.

The instructor grinned. “Not bad,” he said. “Not five minutes into the class and you learned Rule 2!”

He turned and wrote on a flipchart:

“People can not visualize a negative”

Wildly waving his felt marker, he explained that if we give people a negative command they visualize the opposite. That if you say “Don’t slam the door,” we visualize a door slamming.

That applies to marketing, too.

That’s why “call today” and “do it now” get better results than “Don’t wait”.

One brave soul (was that me?) raised a hand and asked what rule number one was. The instructor stopped. Flourished his hands dramatically and made a great show of capping the felt marker and placing it on the table.

Mr. Late was grinning at me across the room. I was beginning to wish for that hole in the floor.

In a very melodramatic manner, the instructor sauntered up to a young lady in the first row. He was whistling. I breathed a sigh of relief.

He grinned at her for a minute, then held out his hand and said, “Give me your pencil”. She did.

Grinning wider, the instructor walked through the rows of chairs waving the girl’s pencil over his head. “People – follow – directives”, he announced.

Suddenly he stopped. He pointed the pencil at yet another student. “If I told you to jump off a bridge, would you?” he asked. The student snorted and said no. The instructor went on to say that people – as a rule – will follow a directive if there is no apparent reason not to. Personal harm is a pretty good reason not to. Fear. Suspicion. Doubt. More reasons not to.

As a whole, we are even more inclined to follow a directive if it will result in a positive gain.

The discussion carried on, of course, but with that thought in mind, take a good look at your ads. Your articles. Your webpage copy. Do you include a directive? Every time?

The buzzword for it is a “call to action”. Are you telling people what “to” do? Or what “not” to do?

Test your ads. Test your copy. Make one small change – to the last sentence. Use a directive. A positive one, not a negative one. Keep a notebook and log the results with each change.

Sure, it takes a little time. You’re worth it. The difference… could be absolutely amazing!

Click here to read part 2