Joe Vitale is the creator of Guaranteed Outcome Marketing and founder and CEO of Hypnotic Marketing, Inc. Joe Vitale will go down in history as one of the great copywriters and marketers of all time. Dr. Vitale is a student and historian of marketing and has studied the great salesmen of history. I think this historical knowledge gives him an edge over the younger online marketers of today.

Dr. Vitale is best known for his awesome copywriting skills. He is a master at creating newsletters, flyers, and ads that get peoples attention and make them run over each other to buy! He has an uncanny ability to delve into the minds of people and tug at the strings that make them want to spend their money. When you can do this you are a master marketer and a person that will be in demand by businesses to help them with their marketing efforts. Joe has established himself as one of the premier marketing consultants alive today. He has been rated as one of the top 25 public speakers on the subjects of sales and marketing. So when Dr. Joe Vitale speaks people listen, as the old E.F. Hutton commercial goes.

He has written many books over the years that I would recommend to anyone. They include "Hypnotic Marketing", "Hypnotic Writing", "Cyber Writing: How to Promote Your Product or Service Online", and "There's a Customer Born Every Minute: P.T. Barnum's Secrets for Business Success". If you are looking for some literature that will boost your sales and continue to use it as a reference book you need to invest in some of Joe Vitale's books.

Joe Vitale is someone that I truly admire and respect as a marketing giant. He comes with my highest two thumbs up rating. You will be able to utilize a tremendous amount of what he teaches and it will help your bottom line.

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Why I Think SERPs Should Go Beyond 10 Results by Stoney deGeyter Yesterday I was in the Universal and Blended Search session at SES San Jose. Shashi Seth from Cooliris provided what I thought was a rather interesting statistic: In the typical search, searchers hit the "next page" link less than 20% of the time. This means that less than 20% of searches actually get to the second page of search results. This leads to two important questions. 1) Are search engines simple not able to provide more than 10 relevant results for a query? 2) If they are, then why wouldn't they provide more than 10 results? It seems to me that if the search engines are confident that they are providing strong, relevant results to a query, that they would want to provide more results than just 10 to each searcher. This isn't an issue with advertising, with longer results pages more PPC ads can be displayed. Expanding the results provides a lot more freedom than they would otherwise have. I would think that providing more results on the first page would be a significant benefit to each user. More results means more options, which means more opportunity for the searcher to find what they are looking for. With blended results, I would think this might be especially important. Since we are mixing images, blogs, news and whatever else the engines find relevant into the first ten results, expanding beyond ten provides more opportunities for the searcher to find the page, or information that best satisfies their query. Which leads back to the first question. If the engines are still only providing 10 results on that first page, are they not confident in the quality of their results? Perhaps that question is answered by the users who click to the next page. Or more precisely, it's answered by the number of users who don't. Personally, I'd like to see engines default to 25 results. Ten results seems to stem back to the days of slow internet connection speeds. That's not an issue anymore. I think it's time for the engines to come out of the early internet ages and start providing more results per page. So to the search engines, I say... if you're confident in your results. Show us. Show us more results per page... by default. Free White Paper: How to Optimize for Google A free 10 page white paper on how to optimize a website on Google the right way - so the website succeeds. Publ.Date : Tue, 19 Aug 2008 12:48:28 -0600 One Pet Peeve Viral Marketing and Search Engine Optimization Have in Common by Jennifer Laycock While my roots rest firmly in the camp of search engine optimization and search engine marketing, I've spent the last year or two leaning more heavily toward the blogging, social media, viral marketing side of things. I'm often struck at the similarities between these methods. For instance, knowing your audience and creating content that makes them happy is generally the key in all four areas. Yesterday, I also realized the similarities in terms of pet peeves. When it comes to both viral marketing and search engine optimization, companies tend to put the cart before the horse. The Dreaded New Client Call There's not a search engine optimization company or consultant out there who hasn't gotten at least one phone call from a company that goes something like this... "Hello, we've just launched a new web site and we're trying to find a company to handle the search engine optimization for us." At this point, most SEOs put their forehead in their hands because they know these calls usually end with the phrase "if you'd only called me six months ago this would have been a lot simpler." You see, search engine optimization is one of those things that needs to be considered before you ever even begin building a site. You need to do keyword research to understand what your content focus should be. You need to do competitive research to create a link building strategy. You need to make sure the site is built in a manner that is search engine friendly. While it's always possible to go back and "fix" a web site to make it optimized, the greatest majority of sites would be much easier to optimize if the SEO had been called prior to the site design and build. When I talk to search marketers, calls from companies who want SEO services AFTER a site launches tend to rank at the top of the list for client pet peeves. Viral Works the Same Way The absolute biggest pet peeve I have about companies wanting to launch viral campaigns works exactly the same way. I get an email or a phone call that goes something like this... "We've just launched (a web site/media campaign/online game) and we'd like you to make it go viral." At this point, I tend to put my head in my hands because I know the conversation is going to end with "if only you'd called me six months ago, this would have been a lot simpler." In many cases, I have to flat out tell them "I really can't help you, but if you call me BEFORE you get ready to launch your next viral attempt, I'd be happy to help." You see, viral marketing is one of those things that needs to be considered before you ever even begin building a campaign. You need to go through brainstorming sessions on your capabilities, your goals and your customers. You need to track their conversation and understand what motivates them. You need to learn how to identify passion points, you need to build relationships with influencers and you need to have a strong feel for what plays and what doesn't play with your target audience. That all sounds difficult and complicated, but it's really not. Unfortunately, most companies are used to building marketing campaigns that focus on what they want to say instead of focusing on what their customers want to hear. They're used to pushing their ideas by buying ad space for their fancy (and often appealing) campaigns. They're not used to turning things around and seeing their products and ideas from the perspective of a consumer. It's Easier to do it Right Than it is to Fix Now it's completely and totally true that you don't always have to go back and fix these things from the start. Sometimes you come across a site that was built properly and simply needs a bit of a boost. Sometimes a company has a fantastic idea or campaign with great viral potential and they just need help seeding it and tracking it. But 95% of the time, that's not the case. Calling in help "too late" generally means a lot of wasted time, money and energy on both sides of the table. Consultants have to charge higher fees because they have to work around what already exists and companies often end up spending just as much time as they would have if they'd called in help before they got started. It's never "too late" to get help with a viral or SEO campaign...if you're willing to invest the time and money in doing it right and not simply determined to find a quick fix. If a quick fix is what you're looking for, I'd kindly point you toward paid search advertising and media buys and suggest you hold off on search engine optimization and viral marketing plans until next time. Just a friendly reminder from your local neighborhood marketer. Free White Paper: How to Optimize for Google A free 10 page white paper on how to optimize a website on Google the right way - so the website succeeds. Publ.Date : Thu, 07 Aug 2008 16:20:12 -0600 Surprising Branding Benefits of Search by Stacy Williams One of the great benefits of search engine marketing is that it's more measurable than most other forms of advertising and marketing. Search marketers are able to see exactly how many conversions (online leads or sales) they've driven, along with revenue generated and ROI. It's every marketer's dream! But are we missing half the picture by focusing on conversions? Just because we can easily measure conversions, does that cause us to focus solely on this single metric and ignore other, harder-to-track benefits of search engine marketing? I'm talking about branding. You may be surprised to hear how much search engines impact brand awareness and the propensity to purchase. Just seeing a paid search listing, for example, made searchers 38% more likely to have a perception of "exceptional quality" for the brands featured - they didn't even have to click to visit the advertised sites for this increase in brand equity to occur. High search engine rankings translate into perceptions of leadership and credibility across various industries studied. For auto insurance purchasers, 79% said search introduced them to brands they were previously unaware of (2). For wireless service customers, 61% said they expect brand leaders to consistently be in the top results (3). And for travel web researchers, 56% said they looked at a site they didn't intend to because it was one of the first few results listed (4). People using search engines are more likely to consider multiple brands (77% did so) than Internet users that don't use search engines (70%) or non-Internet users (46%). On average, searchers considered 2.5 brands before making a purchase (5). The positive impact that search has on nearly every step in the buying cycle is increasingly being recognized and valued by marketers. Companies are now actually more likely to use search marketing for increasing brand awareness (61%) than for selling directly online (58%) or generating leads (20%) (6). There's no doubt that conversions are critical, and fortunately it's easy for search marketers to measure the conversions they've generated. But it's important to remember that search impacts brand-building throughout the buying cycle, and is likely to have an even more positive affect on a company's brand -- and business as a whole -- than we'll ever be able to measure. Sources: Search Brand Studies, June 06 Yahoo Search Marketing Reach & Engagement, Nov. 05 The Role of Search in the Wireless Market, Aug. 05 The Role of Search in the Travel Research Cycle, Nov. 05 Yahoo's "Long & Winding Road"research, Dec. 06 SEMPO's annual survey of SEM agencies and advertisers, Jan. 08 Special thanks to Ron Belanger and John Cattarulla of Yahoo, whose presentation at the June meeting of the Atlanta Interactive Marketing Association brought these statistics to our attention. Free White Paper: How to Optimize for Google A free 10 page white paper on how to optimize a website on Google the right way - so the website succeeds. Publ.Date : Tue, 05 Aug 2008 16:06:30 -0600 Puppy's Picks - 08/6/08 by Jennifer Laycock I scan a few hundred feeds and read dozens of articles a day so you don't have to. From the difference between building links and building content to principles of influence to a quick and easy keyword research tip, check out a roundup of five posts I classify as "must-read" for the day. Lee Odden looks at the difference between building links and attracting links in a post over at Top Rank Blog. Lee throws in a bit of history on how and why link building came about and asks if we aren't finally getting to the point with integrated marketing where link building is more about content creation than link placement. It's a good question, but just as search engine optimization will never "go away," but rather will blend into best practice marketing, link placement will likely do the same. If you're a fan of keyword research tools and consumer insight tools, you'll want to play with Google's latest offering. Barry Schwartz offers a nice overview of the new Google Insights for Search tool at Search Engine Land, complete with screen shots and sample searches. I played around with it a bit myself today and can see quite a bit of practical use for it. Since we're on the topic of keyword research, Karon Thackston has a quick post over at Marketing Words reminding us of the need to run a search for ambiguous keywords to see what search results get served up. Sometimes a phrase we take one way is more likely to get taken another way. She gives a great example in her post for this. Earlier today I gave a webinar with the teams from Market Motive and Search Engine Strategies on Viral Marketing. Any time I speak on viral marketing or social media, I feel like I spend a lot of time reminding people of the need to understand what makes people tick and to help them learn how to better communicate with their customers. That's why I liked the "6 Universal Principles of Influence" post over at the fuelNet blog today. These are simple, common sense factors that any business or business person can put to work to increase their ability to spread their message. Last month I wrote a fairly critical review of the Lenovo Voices of the Summer Games project. I've been keeping an eye on the campaign as it moves forward and it's been nice to see some of the changes they've made and some of the new aspects being introduced. Today on his blog, Rohit announced he and Ogilvy team mate Kaitlyn will be partnering with bloggers to produce some blog content, photos and interviews from Beijing. They'll be bringing us stories on Olympic marketing, Olympic PR and hopefully some athlete interviews and spectator insight as well. If you want to take part or simply follow along, check out A Beijing Experiment. Free White Paper: How to Optimize for Google A free 10 page white paper on how to optimize a website on Google the right way - so the website succeeds. Publ.Date : Wed, 06 Aug 2008 18:12:36 -0600 Why I Still Won't SEO Flash Websites by Stoney deGeyter Because you only have one landing page. The wrong one. Free White Paper: How to Optimize for Google A free 10 page white paper on how to optimize a website on Google the right way - so the website succeeds. Publ.Date : Tue, 12 Aug 2008 08:30:23 -0600

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