This date is a personal one for me, which I will explain in a minute, as two extraordinary events happened on May 18 1910.
On May 18 1910, thousands of people took to their roofs, huddling for comfort and praying for salvation. Many believed the end of the world was near. The source of their anxiety was the return of Halley’s Comet, from its 75-year odyssey through space.
The tabloids jumped in, and discussed the catastrophic effects of the gaseous comet on the Earth’s atmosphere, causing many to panic. Despite a number of previous documented appearances having caused no deaths, the 1910 return of Halley’s Comet was widely perceived as a threat to mankind, allegedly due to noxious vapours emanating from its tail.
This may be the first apocalyptic panic founded on a scientific, rather than religious misapprehension. In actual fact, the tail of Halley’s Comet never came any closer than 400,000 km to the Earth’s surface, and would not have been harmful at any distance.
The other extraordinary event that happened on May 18 1910 is that my mother was born in Glasgow, Scotland. She then graced this earth for 90 years, and passed away in 2000, getting her two wishes of reaching 90, and seeing the new millennium.
Obviously, a lot has happened to mankind and mother earth in the past 100 years. And even more has happened to business, and how it is transacted, even since this new millennium started. I am sure my mother would marvel at all of the new technology that has transformed the way we work; especially the way the Internet has dominated our work life.
The real thing that has not changed however, is that people are still people, and we are emotional living beings, who react the same way people reacted 100 years ago, and will still react 100 years from now.
So, instead of telling you another thing about Google Adwords, I want to emphasize that if you want to get people to notice your company, you have to appeal to their emotional side.
You have to do this, even in a B2B selling situation. You must realize that almost all purchases are made from an emotional view, and justified by a rational view. And this is especially true in B2B purchases as well.
Let me give you an example. Not too long ago, I was helping a software company with their sales and marketing. We went to visit and demo the software to a potential client. We showed the software to the CIO and one of his managers, and two of the people that worked for this manager.
The two people loved this software, as they could see how much easier it would have made their job. But I knew that this company was not going to buy it, because of this manager.
The manager was probably in his early sixties, and you know what that meant? It meant he didn’t have too long before he retired. I would guess he was going to retire in about 2 years.
So, this guy didn’t want anything to do with something that would disrupt the next two years of his working life. He was only a first level manager, so not someone who was very ambitious. And although he obviously had some allegiance to this company, not enough to disrupt the next two years of his working life.
You could just see his emotions, thinking about the many late hours he night have to work to install this software, and how it was going to completely disrupt his personal life. As you can guess, we didn’t have a hope in hell of selling this software to this company.
This is an aspect we often forget when we are selling to other companies. We try and look at the features of our products and how they will affect how this business works, for the better. But we have to look at the person who makes the decision, or has a major influence on the decision, and discover how we can emotionally get that person involved in the buying process. In this case, it just wasn’t going to happen.
So, now I am going to pick up my sister, and we are going to go to the grave of our mother and father, and have an emotional few moments wishing our mother a happy 100th birthday. And then we’ll have lunch and discuss our mother, and how she raised us, and many of the great emotional moments we all had together.
You must tie emotion into your marketing.
And if you really want to grow your business and your revenues, Google PPC is probably the best, most effective, and least expensive way to do it.
However, like any good business decision, and in order to get the best results from Google, you need to be monitoring your PPC Campaign regularly, as Google is always working different ways to help people search. So get a qualified person to work with you.
You need someone who works with Google on a daily basis, as I do. Please contact me at any of the listings below for a free consultation about your Google Adwords campaign.
If you would rather not wait to see all of the reasons, and you would like to receive all 20 reasons today, simply reply to this email with “send me the reasons” in the subject area, and I will send you the guide entitled, “20 Reasons You Need to Use Google Adwords in Your Business”.
Kind Regards,
