es. Big Picture: What a Web Site Doe got 50%? And what if ...

longingwimpInternet και Εφαρμογές Web

26 Ιουν 2012 (πριν από 5 χρόνια και 2 μήνες)

1.487 εμφανίσεις

th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne
si
t
e

wa
n
t
s
y
o
u

t
o

r
e
f
i
n
a
n
c
e

y
o
u
r

m
o
s
t
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o

h
u
n
d
r
e
d
s

o
f

t
h
o
u
s
a
n
d
s

o
f

d
o
l
l
a
r
s

i
n
t
o

d
e
b
t
.

T
h
e
ot
her
site wants to sell you a $90 sweat
e
r
.
On
c
e you
r
ealize that
the purpose of
a

W
eb page is to star
t
a conver
sation, i
t he
l
p
s

t
o
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
ir
s
t

p
a
g
e

w
e
r
e

a

p
e
r
s
o
n
,

h
o
w

w
o
u
l
d

i
t

d
r
e
s
s?

W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
?

I
n

a

b
a
n
k
?
Wh
a
t
about t
he s
econ
d page?
D
oes
it

h
a
v
e

a
p
er
s
o
n
a
l
i
t
y
?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
pe
r

i
n
c
h
,

a

f
i
xe
d

ch
o
i
c
e

o
f

c
o
l
o
r
s,
th
e
same siz
e. It costs just as
m
uch to
p
u
t

u
p

t
h
e

p
i
x
e
l
s

o
n

t
h
e

f
i
r
st

p
ag
e
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked

o
v
e
r

wo
u
l
d

r
ea
d

t
h
e

f
i
n
e
p
ri
n
t

t
o

d
i
sc
o
v
e
r
t
h
a
t
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
m
p
a
n
y

s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed

t
h
i
s
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps

t
h
a
t

g
o

f
r
o
m

a

s
t
ra
n
g
er

c
l
i
c
k
i
n
g

o
n

an

a
d
,

a
l
l
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
e
n

f
r
i
e
n
d
s
.

F
i
g
u
r
e

o
u
t

w
h
i
c
h

s
t
e
p

i
s

l
e
a
s
t

e
f
f
i
c
i
e
n
t
,
and fo
c
u
s
all you
r
energy on makin
g i
t

m
o
re

e
f
f
i
ci
en
t
.

M
e
a
su
r
e

e
ve
r
y
t
h
i
n
g
!
There’
s plenty m
or
e t
o talk about
on t
his

top
i
c
,

b
u
t

l
e
t

s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
wo

e
xa
m
p
l
e
s
o
n

t
h
e

n
e
x
t

p
a
g
e
:
Buy T
raf
fi
c
Even

two-y
ea
r
-ol
d
s
know

how
knoc
k
-knoc
k
jokes

work.

Y
ou
always
st
a
r
t
with
t
he

same
li
n
e.
Y
ou
always
get

a
r
espon
se
.

Y
ou
r
espon
d
with

a

struc
tur
ed,

pr
edict
a
b
l
e
r
espon
se
.

An
d
t
h
en

ther
e’
s
a

punch

l
ine.
It’
s
a

step-by
-step

progr
ession
that

makes
it
q
u
ite

ea
sy

to

buil
d

new
kn
ock
-knoc
k
jokes.

Some
of

the
same
st
ep-by
-step
t
hi
n
ki
n
g

goes
into

bui
lding

a

process

t
ha
t

gets
y
ou
what
y
ou
want
.
(Notice
t
ha
t

I
didn

t

sa
y

“building
a
W
eb
site.
”
That’
s
b
e
c
ause

the
p
rocess

takes
place
outsid
e
of

your

W
eb
site

at
times.
)
Cr
eating
a
kn
ock
-knoc
k
joke

i
s

very

str
aig
ht
forwar
d.

F
irst,

you
announ
ce
the

joke.

Th
e

jokee
then

chooses
t
o
ignor
e
y
ou
or

to
engage.
The

e
xc
ha
n
ge

that
f
ol
lows
is

si
mp
l
e.

And

sometimes

the
jokee

g
et
s
the
j
oke
and

smil
es.
Big Pict
ure: Wh
at a W
eb
S
ite Do
e
s
Big Picture #1:
A W
eb site must d
o at leas
t
one of t
wo thi
ngs
, b
ut probably bo
th:
• T
urn a s
t
r
anger into
a fr
ien
d, and a friend int
o a cus
t
omer
.
• T
alk in a t
one of voice t
hat pers
uades people to b
eliev
e t
he s
t
or
y yo
u’r
e t
e
l
ling.
Big Picture #2:
A W
eb sit
e

ca
n
caus
e
only f
our th
ings to
happ
e
n
in
the m
omen
ts after someo
ne se
es it
:
• Sh
e
clicks and goes s
om
ew
h
e
re els
e you
w
ant
her

to go.
• Sh
e
clicks and gives

y
o
u per
m
is
sion t
o fol
low up by email o
r
ph
one.
• Sh
e
clicks and buys s
o
methin
g.
• Sh
e
t
ells
a f
r
iend,
e
i
ther

by clicking or by bloggi
ng or phoni
ng or talking.
That’
s it.
If your s
it
e is
att
empt
ing to
do more than
this, you’re w
asting
time and
money and,
mo
r
e imp
or
t
a
n
t, fo
c
u
s
.
In this guid
e
, we’ll start with
B
ig Picture #1, becaus
e it

s fir
st.
KNOCK
©20
05
, Do Y
ou
Z
oo
m
, In
c.
U
nt
i
l

Se
pt
em
b
er
1
,

2
0
0
5
,

di
s
t
ri
bu
ti
on
of

t
h
i
s
eboo
k

by

em
ai
l
,

W
eb

si
te
,

bl
og
,

o
r
carr
i
er

p
i
g
eon

i
s
p
roh
i
bi
t
e
d.
After tha
t
, it
is pr
otec
t
e
d und
er the
li
c
ens
e.
N
o co
m
merc
ial
u
se, no

c
ha
ng
e
s. O
the
r t
h
an tha
t
, if
it’
s later

tha
n 9
/
1
/
05
, feel free

to

s
ha
re i
t,
po
st i
t, print i
t, or c
opy it.
about
ev
erythin
g you th
ink you kn
ow a
b
out W
eb sites
i
s
wrong. Wh
a
t
the
e
st
ab
l
i
sh
m
e
n
t

h
a
s
t
au
g
h
t

yo
u

ab
o
u
t

W
e
b
d
es
i
gn

an
d

st
ra
t
e
gy

is

l
a
rg
el
y

s
el
f
-s
erv
i
n
g
,
expens
ive, t
ime-c
o
ns
um
ing, and com
pletely in
e
f
fective.
This bookl
e
t
is

des
igned t
o change all th
at.
How

s that f
or
a promi
s
e?
If y
ou
don

t
have
a W
eb-site
probl
em
or you
’re no
t
int
er
est
ed i
n sol
ving
it
, t
his b
ookl
et
will be a comp
lete wa
ste of
tim
e
.
On th
e other hand, if
you’re

tr
yin
g to f
igure
o
ut ho
w
t
o
u
se
G
oo
gl
e
Ad
W
o
rds
o
r o
t
he
r
adv
ert
isi
ng

te
chn
i
qu
es
t
o
co
n
nec
t
w
it
h
y
ou
r
pro
spe
ct
s,
c
u
st
o
m
e
r
s,

d
o
n
o
rs,

st
u
d
en
t
s,

o
r
u
se
rs,

t
h
e
n

I’
m

b
e
t
t
i
n
g

y
o
u

l
l
f
i
n
d

so
m
e
u
se
f
u
l

i
n
f
o
rm
at
i
o
n
inside.
Th
is i
s p
ar
t

of
t
he
I
n
com
pl
ete
series o
f
ebo
oks
th
at
t
r
i
es t
o
ide
nt
ify
j
ust
a f
ew
im
port
ant
(
and
ov
erloo
ked
)
ide
as

an
d
s
el
l
you
h
ard
on
p
ut
ti
ng
t
hem
t
o
wo
r
k
f
or
you
.
I

bel
ieve
t
hat
your problem (
if you have a problem)
is
n’
t t
hat you
don’
t h
a
ve enou
gh data. Y
ou h
a
ve
to
o much dat
a
!
Y
ou d
on’
t n
e
ed
a
l
onger
b
ook or more tim
e
wit
h a talent
e
d
c
o
ns
ul
tant.
W
hat
y
ou
ne
ed
is t
he
cert
ain
ty
of
k
no
wing
t
hat

you
o
ugh
t
t
o
do
som
et
hin
g
(o
ne
th
in
g)
;
th
e
n
you need t
he w
i
ll to d
o it.
No wa
sted words
.
L
et

s go.
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
Wh
y
B
o
the
r?
G
uy
go
es o
n
a
sales
call
.
Aft
er a
wh
il
e,
th
e
pu
rchasin
g
age
nt
says,
“Are
yo
u
try
ing
t
o
sel
l
me somet
hing?”
The sale
sman h
e
sitat
e
s, th
en s
t
a
m
mers
, “W
ell, no
, of cours
e no
t… I’m just t
r
ying t
o
talk wit
h you….”
U
n
d
e
rs
t
a
n
d
ab
l
y
,

t
h
e

p
u
r
c
h
a
si
n
g

a
g
e
n
t

i
s
i
n
c
e
n
se
d
.


If

y
o
u

r
e

n
o
t

h
e
r
e
t
o

s
e
l
l

m
e
so
m
e
t
h
i
n
g
,
get ou
t and stop
w
asting m
y tim
e.”
Som
etimes it’
s har
d t
o embrac
e t
he fact t
hat, yes
, yo
u ar
e trying t
o s
ell
s
om
e
t
hing. It
mig
ht be a product
or
a ser
vice or

jus
t
a
n
idea. Y
ou m
ight
be try
i
ng to rais
e m
oney for
your univers
it
y or
h
e
l
p a battered woman fi
nd th
e
n
ea
res
t
s
helt
er
. But you
a
re trying
to
do s
o
methi
ng with you
r
W
eb site. If you’re not, g
e
t
out.
S
o
w
hat

are

yo
u
t
ry
in
g
t
o

do
?
Hav
e
yo
u
g
o
t
re
al
c
la
rit
y
a
mo
n
g
t
h
e
p
eop
l
e
o
n
y
ou
r
t
eam
?
A W
eb
pag
e isn

t
a
place
th
e way
S
tarbu
cks is
a pl
ace.
A W
eb
pag
e is
a ste
p i
n
a p
r
o
ces
s.
Th
e
s
t
ep
s

on

th
e st
oo
p
in
f
ron
t
of
y
ou
r

h
ouse
un
derst
and
(
if
st
eps
un
derst
and
an
yt
hi
ng)
th
a
t
they exist in order to get
you up or down. If you
a
sked th
e
architect what
a
n
y
particul
a
r step
is
f
or
, she wou
ldn’
t
hes
i
tate. T
he answe
r is ob
vious. The
purpose of t
his
step is to get
y
o
u to t
he next step. Th
a
t

s it.
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
KNOCK
KN
O
CK
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u

g
e
t

f
o
u
r
c
u
s
t
o
m
er
s

f
o
r

t
h
e

p
r
i
c
e

o
f

o
n
e
,

w
h
i
ch
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
mo
n
e
y

(
a
t

$
3
3

a

cu
st
o
m
e
r
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
at

m
i
n
t
s

m
o
n
e
y

(
a
t

$
5

a

c
u
s
t
o
m
er
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new custom
e
r
, th
en marke
t
ing is an expens
e and yo
u

w
o
n

t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
s
t
o
m
e
r
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat p
r
i
c
e

an
d

m
a
r
k
et
i
n
g

i
s

n
o
w

a
n

i
n
ve
s
t
m
e
n
t
.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

s
t
e
p
s

d
o
w
n
,

y
o
u

c
a
n

s
t
a
r
t

s
h
a
r
p
e
n
i
n
g

y
o
u
r

p
e
n
c
i
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
a
d
s

o
n

o
t
h
e
r
s
i
t
e
s
.

Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
a
s
y
o
u

c
a
n

m
e
a
s
u
r
e

t
h
e

c
o
s
t

p
e
r

c
l
i
c
k
,

a
n
d

a
s
l
o
n
g
as
t
he clicks
cost less
t
han they deliver

i
n

p
r
o
f
i
t
,

y
o
u

w
i
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his
an
al
y
s
i
s

u
se
s
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e

s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e

c
o
u
r
s
e
catalog on
line instead of h
a
vin
g to use

a

p
ri
n
t
e
d

v
e
rs
i
o
n
.

T
h
e

sa
m
e

m
a
t
h

a
p
p
l
i
e
s
.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of

i
n
c
re
a
s
i
n
g

t
h
e
p
e
rc
e
n
t
a
g
e
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

c
l
e
a
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rr
e
l
e
v
a
n
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se

t
h
e
i
r

w
a
y
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to

d
o
.

A

g
o
o
d

W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
av
e

t
h
e
m

d
o

i
n

t
h
e

f
i
rs
t

p
l
a
c
e
.
]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
prof
i
l
e

c
o
m
p
a
n
y

t
h
a
t

j
u
st

d
o
e
sn

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-prof
i
l
e

A
d
W
ord:
If you clicked on t
he ad, it
w
o
uld take

y
o
u

t
o

t
h
e
p
ag
e

t
h
a
t

f
o
l
l
o
w
s.
.
.
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy

Ad
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
o
r
t
.

And th
e

c
li
c
ks from t
hose
ads to
ok pe
o
p
l
e

t
o

t
h
i
s

p
a
g
e

a

p
a
g
e

t
h
a
t

s
a
y
s
i
n

b
o
l
d

b
l
a
c
k
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
cu
m
e
n
t
.

click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make

d
e
c
i
s
i
o
n
s

ar
e

m
u
t
e
d

o
n
l
i
n
e
.

T
h
e
re

s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about

su
b
t
l
e

c
u
e
s
o
f

t
y
p
e
f
a
c
e
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h

t
h
e
s
e
t
h
i
n
g
s

m
a
t
t
e
r
.
So, f
or

a
ll
those yea
rs
when
the guys i
n

t
h
e

t
e
c
h

d
e
p
a
rt
m
e
n
t

w
er
e

t
r
y
i
n
g

t
o

sh
a
m
e
y
o
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey
w
e
re

r
i
g
h
t
.

A

l
i
t
t
l
e
.
They wer
e a lit
tle right b
e
cause those

f
e
a
t
u
r
e
s
s
e
n
d

a

si
g
n
a
l

t
o

s
o
m
e

p
e
o
p
l
e
.

If

I

m
looki
ng for a cool firm, a f
ir
m
that get
s
t
ec
h
n
o
l
o
g
y
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
el
l

t
h
a
t

st
o
r
y
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to

s
el
l

y
o
u

o
n
.

T
h
e

sa
m
e

s
t
o
r
y

d
o
e
s
n

t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

I
b
e
x
.

T
h
e
y

t
e
l
l

a
n

e
f
f
e
c
t
i
v
e
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
g
h
t

t
o

b
e
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site

h
a
s

a

t
o
n
e

o
f

v
o
i
c
e
.

T
h
a
t

t
o
n
e

m
u
s
t

m
at
c
h

t
h
e
expec
t
ations of
the vis
i
tors
or th
e
y wi
l
l

m
i
s
u
n
d
e
r
st
a
n
d

wh
o

y
o
u

a
r
e
(
o
r
w
o
r
s
e,

f
l
e
e
)
.
Choo
s
e a ton
e

that m
a
t
ches
or exce
ed
s

t
h
e
t
o
n
e

o
f

yo
u
r
s
u
c
c
e
ss
f
u
l

c
o
m
p
et
i
t
o
r
s
.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[a
dve
rti
s
ement]
HOW
do
you t
ell a sto
r
y
that
peop
le want
to
hear?
I try to
answer
t
his qu
es
t
ion
in
All Marketer
s
Ar
e Liars.
Cli
ck here to
fin
d t
he b
log an
d t
he bo
ok.
Seth Godin’s
Incomple
te
Guide
to Building
a W
eb
Site that W
orks
Th
e F
i
v
e
C
ompon
ent
s

o
f

a

G
r
ea
t

B
l
o
g
Th
e
CEO

bl
og.
It
's
app
aren
tl
y
th
e
new
e
s
t

t
h
i
n
g
.

I
j
u
s
t

g
o
t

o
f
f

t
h
e

p
h
o
n
e

w
i
t
h

o
n
e

C
E
O
who's itchin
g to start, and rea
d
a
n
ema
i
l

f
r
o
m

a
n
o
t
h
e
r

wh
o

j
u
s
t

d
i
d
.
He
re's
t
he problem. Blogs wor
k when

t
h
e
y

a
re

b
a
s
e
d

o
n
:
Candor
Urgency
T
imeli
nes
s
Pithiness
and
Cont
r
overs
y
(m
a
yb
e
U
tilit
y if you
w
ant
s
ix)
.
Do
e
s th
is
sound l
ike

a
CEO
to you
?
Sh
ort
and
s
weet
: If
you
can't
be
at l
east

f
o
u
r

o
f

t
h
e

f
i
v
e

t
h
i
n
g
s

l
i
st
e
d

ab
o
v
e
,

p
l
e
a
s
e

d
o
n
'
t
bot
her
. Pe
o
ple have a
cho
ice
(
4.5 mil
lion cho
i
c
e
s
,

i
n

f
a
c
t
)

an
d

n
o
b
o
d
y

i
s
g
o
i
n
g

t
o

re
a
d
you
r

blog
, li
nk t
o y
our bl
og o
r

quo
te
y
o
u
r

b
l
o
g

u
n
l
e
s
s
t
h
e
re
'
s

s
o
m
e
t
h
i
n
g

i
n

i
t

f
o
r

t
h
e
m
.
Save the f
luff f
or
t
he annual repor
t
.
F
O
U
R
T
H

L
A
W
:

O
n

t
h
e

I
n
t
e
r
n
e
t
,

E
v
e
r
y
b
o
d
y

K
n
o
w
s
You

re
a D
og
The f
amous Ne
w Y
orker
cartoon
is ac
t
ually wrong. Even
t
h
o
u
g
h

t
h
e

c
u
e
s

a
re

f
a
r
m
o
r
e
su
bt
l
e
t
h
an

t
he
y
a
re
i
n
a
lm
o
st

an
y
o
t
h
e
r

m
e
d
i
u
m
,

b
e
c
a
u
s
e

w
e

r
e

h
y
p
e
r
a
l
e
r
t

t
o

d
i
s
t
i
n
g
u
i
s
h
th
e
g
ood from t
he bad and t
he r
eal fro
m

t
h
e

f
a
k
e
,

e
v
e
ry

l
i
t
t
l
e

h
i
n
t

m
a
t
t
e
rs
.
W
e not
ice
whi
c
h
s
erv
i
c
e you
r
blo
g is
h
ost
ed

o
n
.

W
e not
ice
yo
ur
S
ky
p
e handle and t
he
fon
t you u
s
e on you
r
bl
og or your
h
om
e

p
a
g
e
.
Ho
w
m
an
y

t
i
m
es

h
av
e
yo
u

l
ef
t

a
w
eb

pa
g
e

b
e
f
o
r
e

y
o
u

e
v
e
n

r
e
a
d

a

s
e
n
t
e
n
c
e
?

Y
o
u

wo
u
l
d
n’
t
let a do
c
t
or

w
it
h a pierc
ed t
ongue do

h
e
a
rt

su
r
g
e
ry

o
n

y
o
u
,

a
n
d

y
o
u

re

n
o
t

g
o
i
n
g

t
o
believe what you read on a blo
g that l
o
o
k
s
l
i
k
e

a
c
a
t

t
h
r
ew

u
p

o
n

i
t
.
In

t
h
e
IM

wo
rld
,

t
ee
ns
are
e
xt
ra
ord
i
na
r
i
l
y

g
o
o
d

a
t

f
i
g
u
r
i
n
g

o
u
t

w
h
o

s
a
ut
h
en
t
i
c
an
d

wh
o

s
no
t.
Th
ey
can’
t
even
t
ell
you
h
ow
th
ey kn
ow--may
be

i
t

s t
he
s
p
eed
th
e p
ers
o
n
is t
ypin
g,
or the word choices
--w
h
a
t
ev
er the clu
e
s
,

t
h
ey

k
n
o
w
. So
do you.
Th
i
s

m
ean
s
th
at

fak
in
g
it

on
l
in
e
is
act
u
a
l
l
y

m
o
r
e

d
i
f
f
i
c
u
l
t

t
h
a
n

d
o
i
n
g

i
t

i
n

t
h
e

r
e
a
l

w
o
r
l
d
.
Hir
e a gre
at
interior dec
o
r
ator and yo
u
r
s
t
o
r
e

l
o
o
k
s

g
re
a
t

f
o
r
y
e
a
r
s.

B
u
t

i
f
you
r
o
nlin
e pres
ence i
s
n

t
consis
t
ent
and
a
u
then
tic an
d ho
nes
t

o
v
e
r

t
i
m
e
,
people are going t
o do no
tice. A
n
d the
y

l
l

f
l
e
e
.
th
is
cas
e, I just mean at
tr
acti
v
e. G
ood
i
d
e
a
s
,

b
y

m
y

d
e
f
i
n
i
t
i
o
n
,

a
re

t
h
e

o
n
e
s
t
h
a
t

s
p
r
ea
d
.
At leas
t
in t
his
section o
f the ebo
ok!]
SECO
ND LAW: It doe
s
n

t

m
a
t
te
r

w
h
a
t

y
o
u

sa
y
,
it

mat
ters who you a
r
e
W
hat

I j
ust
sai
d?
Th
at

s
no
t
real
ly
t
rue.
At

th
e
be
gin
ni
ng
,
it

di
d
n

t
m
at
t
er w
ho
y
ou
we
r
e
,
becaus
e blo
gs
di
dn’
t h
a
ve subsc
ribers
or people who b
e
l
ie
ve
d

i
n

t
h
e
m

o
r
t
ru
st
e
d

t
h
e
m
or we
re comm
itted t
o th
e
m
. N
o
w
, th
ough, t
hings ar
e dif
fer
ent
.
So b
e
ar with m
e for a moment
, while
I

re
t
r
e
n
c
h

a
n
d

r
e
t
r
a
ct
.
Wh
e
n
Doc Sear
l
s
or Corey Doctorow

o
r

Jo
s
h
u
a
h

M
i
c
a
h

M
a
rs
h
a
l
l

s
a
y
so
m
et
h
i
n
g
,

o
f
cours
e it
matt
e
rs

w
h
o s
aid it
. They ar
e

t
h
e

D
a
n

R
a
t
h
e
r
s
o
f

o
u
r

a
g
e
.

F
o
r

a

w
h
i
l
e
.
The blo
gger
s with a fo
llowing get
bot
h

t
h
e

b
e
n
e
f
i
t

o
f

t
h
e

d
o
u
b
t

a
n
d

a

f
a
r

b
i
g
g
e
r
megap
hone.
B
ecause they
r
each m
ore
p
e
o
p
l
e
,

t
h
e
y

r
e

l
i
k
el
y

t
o

h
a
v
e

t
h
e
i
r
w
o
r
d
s

e
c
h
o
e
d
mo
r
e quickly
. And on
e
t
hing we’ve lear
ned
fr
o
m th
e
b
l
o
g
o
s
p
h
e
re

(
ye
s
,

i
t

s r
eally called
th
a
t
) is that
idea
s th
a
t
ec
h
o, get echoe
d
.

I
n

o
t
h
e
r
w
o
r
d
s
,

a

m
e
m
e

(
t
h
a
t

s w
ebt
alk for an
idea th
a
t
s
preads
)
w
i
ll get picked up
me
re
l
y

b
ec
a
u
s
e

ev
e
r
y
o
n
e

e
l
se

i
s

t
a
l
k
i
n
g

a
b
o
u
t

i
t
.
And so the bl
ogger
s who have ea
rned
t
h
e

a
ss
et

o
f

a

f
o
l
l
o
w
i
n
g

a
r
e
m
o
r
e
likely t
o s
pread s
p
r
eadable ideas
, whi
ch

o
f

c
o
u
r
se

f
u
rt
h
e
r
r
e
i
n
f
o
r
c
e
s
t
h
e
i
r
Fi
gur
e ou
t which category before you

p
u
t

f
i
n
g
e
r

t
o

k
e
y
b
o
ar
d
!
FI
RST L
A
W:
It’s not
w
h
o you are,

i
t’
s

w
ha
t

y
o
u

sa
y
.
Remember Dan Rather? or
T
om
B
rokaw?
Remem
ber
th
e L
A T
imes and even P
roctor
& G
amble?
It

u
sed

to

m
at
t
er
a

lo
t

wh
ere

an

id
ea

ca
m
e

f
r
o
m
.

W
h
e
n

a
n

i
d
e
a

c
a
m
e

f
r
o
m

a

m
a
i
n

s
t
r
e
a
m
media com
pany (MSM) or from a F
or
t
u
n
e

5
0
0

c
o
m
p
a
n
y
, it
w
as a lot m
or
e li
ke
l
y

to
spr
ead
. That

s because med
ia comp
anies had
fre
e
ai
rw
a
v
e
s

o
r

p
a
i
d
-f
o
r

n
e
w
s
p
ri
n
t
,

w
h
i
l
e
big corporations had t
he money t
o bu
y

i
n
t
e
rr
u
p
t
i
o
n
s.
T
oday
, all print
ing pres
se
s ar
e crea
t
ed equal
.

A
n
d

e
v
e
ry
o
n
e

o
wn
s
o
n
e
.

W
h
i
c
h

m
ea
n
s
th
a
t
a good id
e
a on
a

littl
e
b
log has a

v
e
r
y

g
o
o
d

c
h
a
n
c
e

o
f

sp
r
e
ad
i
n
g
.
Nobody
, it
s
eems, r
eads a lousy blog fo
r
ver
y
l
o
n
g
.

T
ake a look at t
he commen
t count
on some very popular blogs. They can

v
a
ry

b
y

3
0
0
%
t
o

1
0
,
0
0
0
%
.

T
h
at

s bec
ause the
good
ideas
spr
ead and t
he not
-
so-
go
od

j
u
s
t

s
i
t

t
h
e
re
.
[aside: good d
oes
n’
t h
a
ve anyt
hing t
o do with
quality o
r

e
t
h
i
cs

o
r

e
v
en

p
ro
f
i
t
a
b
i
l
i
t
y
. In
imp
or
t
ance
f
or
b
logs
,
bec
ause Goog
le

us
ed all t
he cr
oss
-linkin
g to rewa
rd t
hes
e blogs
with
a
h
igher
ranking.
I
n ot
her
words, gener
osity p
a
i
d off.
The m
or
e you
linked, th
e more

y
o
u got
linked to
. The more you got
linked t
o, th
e
high
e
r your Goo
gle r
ank. W
hich meant
more tra
f
fic. And on an
d on.
But, even th
ough bl
ogger
s ar
e
selfl
es
s
, blo
g r
eader
s ar
e
selfi
s
h
. They (
w
e)
r
eally have
ver
y lit
tle choi
c
e when you
thin
k a
b
out it
. W
e ar
e selfish beca
u
s
e we only have a litt
le
bit
of t
ime and th
er
e’
s too m
uch to read. So, as a r
esult, we ar
e very s
trict abo
ut what’
s
on

ou
r sh
ort
li
st.
W
e
are
m
ercil
ess i
n
de
let
in
g
a
bl
og

fro
m
ou
r
r
e
ader
i
f
t
he
b
log
ger
p
ost
s
to
o oft
e
n
a
b
out stuf
f that

s not releva
n
t to
us
. W
e ar
e always
ho
v
ering over the m
ous
e
but
ton,
r
eady to f
lee a
site at
a
m
oment

s notice.
Boin
gboin
g.net
is o
ne of
th
e m
os
t
po
pular b
logs on
lin
e
,
and
for go
od
r
eason.
I
t

s fu
nny
and
i
nt
eres
t
in
g
and
everyo
ne
else
r
ead
s it
,
so
I

do
t
oo.
Bu
t
when
I g
et
t
o m
y
blo
g
reader
an
d
t
h
ere
a
re
12
5
n
ew
p
ost
s,

wel
l,

yo
u
p
au
se
fo
r
a
m
om
e
nt

an
d
d
eci
d
e
wh
et
he
r
it

s
wo
rth
keeping up
. One day
, it
might
not
be.
TIME OU
T

f
or
a

fe
w defin
ition
s
A
BL
OG
is jus
t
a we
b
page, but a web page with
s
om
e

c
lever formatti
ng
FI
RST T
RU
T
H: C
lu
tte
r
80,000 n
e
w b
logs
every

da
y
.
19,000,00
0 different bevera
ges at St
a
rbucks.
19 fl
a
vors
o
f Oreos
.
172 profess
io
nal s
po
r
ts teams in t
he Unit
ed Stat
e
s
On
Septemb
e
r 28, 2004
, a

s
ear
ch on
“podcas
t” in
Googl
e
t
urned up 24 m
atches
. AS I
wr
it
e this, th
e

number is

17,000,000.
The amo
unt of
noise w
e’re living wit
h is e
xpl
oding. Th
e
re’
s a
n
e
xpo
nential in
c
reas
e,
but
we’r
e n
ot n
oticin
g it
beca
u
s
e it

s happeni
ng a lit
tle b
it at
a

tim
e
.
I
f
it were s
u
ddenly
tu
r
n
e
d
off
and we were transported t
o a t
hr
ee n
etwork uni
ve
rse, a world wit
h th
r
ee car
co
mp
an
ies,
si
x
radi
o
st
at
io
ns,
t
wo
k
in
ds
of

lau
n
dry
d
ete
rgen
t
an
d
t
wo

newsp
ap
ers,
yo
u’
d
go cra
zy lo
oking fo
r
someth
ing to
dis
t
r
act you
. J
ust because

y
o
u’r
e used to
the noi
s
e,
th
ough, do
e
sn’
t m
ea
n
it’
s not t
her
e.
And it
is
changin
g ev
erythi
ng.
Wh
e
n
you apply fo
r
a job
, s
o d
o a thousand ot
her
p
e
o
ple.
Wh
e
n
you se
e a ho
us
e listing
, s
o d
o a thou
s
and ot
her
p
e
o
ple.
Wh
e
n
you bid o
n a gr
il
led chee
se s
and
w
i
c
h
on eB
ay
, so do a th
ous
and
other people.
And when you
w
ant
people to
c
o
me to
y
o
ur
b
log or your w
ebsite, so do
W
H
O

S
©20
05
, Do Y
ou
Z
oo
m
, In
c.
Th
i
s

e
boo
k
is pr
otec
ted un
der the Crea
ti
v
e C
o
m
mon
s l
ice
nse
.
No
commerc
i
a
l
u
se,
no

c
han
g
e
s.
F
ee
l
free
t
o
sha
re i
t, po
st i
t, print i
t, or c
opy it.
Th
i
s

e
boo
k
is a
vailable fo
r free b
y
v
i
s
i
ting
htt
p://ww
w.set
hgo
din.co
m
. C
li
c
k
o
n m
y he
ad

to

f
i
nd

my blog.
I
f you

b
ought i
t, you

p
aid too

muc
h.
In

r
eturn, I’d

c
ons
i
d
er it
a

mu
t
u
al fav
or i
f

yo
u’d c
l
ick here
:
htt
p://feeds
.feedb
urner.co
m/typep
ad
/
s
ethsm
ainb
log
an
d su
bsc
ribe to the RS
S feed

o
f m
y b
l
o
g
. Y
ou
g
et the lates
t
o
n m
y d
oing
s
,
a
nd I

get to find you

w
hen
I’ve
g
o
t
s
omething
ne
at to sha
re. L
ike my
n
ew eb
ooks

o
r the l
a
test on

my new

s
ec
ret pro
j
e
ct...
Note:
T
o re
ad

the

d
oc
ument the ea
siest wa
y
, hi
t
co
ntrol L
or c
hoo
se
WINDOW
-->FULL
SCREE
N VIEW
o
r
VIEW
--
>
FULL
SCREE
N. or jus
t
CLICK HERE.
Th
en you

c
an

a
dva
nc
e wit
h

the

a
rro
w keys.
T
o re
turn to you
r co
m
p
uter
, hi
t E
S
C
.
Th
anks fo
r rea
ding
.
about
ev
erythin
g that
the web was
bui
lt on i
s
disappear
in
g. Fast.
If you’re c
o
nfused, join t
he club. Th
e
rules ar
e dif
fer
ent
a
n
d eve
ryth
ing is new
.
Eve
ry few year
s, it seems
,
s
om
e
p
undit
a
n
nounces that t
his tim
e
i
t's

different, t
hat all
th
e
rules have

c
h
a
n
ge
d
a
n
d the b
ig guys
shou
ld wa
t
ch out
.
Le
t
'
s
se
e,

t
h
e

l
ast

t
i
m
e
t
ha
t

h
ap
p
e
ne
d

w
as
sev
en

y
e
ars
ag
o
.
An
d

w
e
s
aw
t
h
e
m
us
ic

i
n
d
ust
r
y
tank,
polit
ics
chan
ge

forev
er
, JetBlue mo
p the f
loor with
Delt
a
an
d Amer
i
c
an,
A
m
az
o
n
cont
inue to g
ive
agit
a to retailer
s in t
he r
eal world and, o
h, yes
, t
he TV networks
destr
o
ye
d
.
W
ell, it
's
happ
e
n
ing again. Th
is
t
ime you’re r
eady
. I w
rot
e
t
his ebook to
help you
und
e
rs
t
and a few s
im
ple rules
t
hat will m
a
ke it
cr
ystal-c
lear what’
s a
t
s
t
a
ke and
how it
works
.
How

s that f
or
a promi
s
e?
This is not a f
a
q
a
n
d it’
s not t
he bloggin
g bible and i
t’
s incomplet
e a
n
d you m
a
y very
well alr
eady rea
l
iz
e ever
yt
hing t
hat’
s in here
.
B
ut
my guess
is that
you and you
r
team
haven’
t
focuse
d
all your energy and all yo
ur
ef
forts on m
a
xim
izing alon
g s
o
me of
these
principles. That’
s w
h
y I
wrote th
e
m
down.
W
e s
t
ar
t
w
it
h th
r
ee bas
i
c
ass
um
ptio
ns
and
then f
ollow up wit
h s
ix rules
WH
O’
S
THER
E?
th
a
t
s
eem t
o apply t
o most of
what’
s going on
online.
Th
is i
s p
ar
t

of
t
he
I
n
com
pl
ete
series o
f
ebo
oks
th
at
t
r
i
es t
o
ide
nt
ify
j
ust
a f
ew
im
port
ant
(
and
ov
erloo
ked
)
ide
as

an
d
s
el
l
you
h
ard
on
p
ut
ti
ng
t
hem
t
o
wo
r
k
f
or
you
.
I

bel
ieve
t
hat
your problem (
if you have a problem)
is
n’
t t
hat you
don’
t h
a
ve enou
gh data. Y
ou h
a
ve
to
o much dat
a
!
Y
ou d
on’
t n
e
ed
a
l
onger
b
ook or more tim
e
wit
h a talent
e
d
c
o
ns
ul
tant.
W
hat
y
ou
ne
ed
is t
he
cert
ain
ty
of
k
no
wing
t
hat

you
o
ugh
t
t
o
do
som
et
hin
g
(o
ne
th
in
g)
;
th
e
n
you need t
he w
i
ll to d
o it.
I’m
goi
ng
to
ass
u
me
that
yo
u’ve
got
o
ne o
f
a

few
goal
s
.
I
f
yo
u d
on’
t
want
t
o acco
mp
lish
an
y

of

t
h
ese

t
h
in
g
s,
f
e
el

f
ree

t
o
a
sk
fo
r
a

ref
u
nd

(
an
d

cl
i
ck

he
re
fo
r
so
m
e
e
n
te
rt
ai
n
m
en
t
..
.)
1. U
nder
stand h
ow a
n
d why the m
ains
t
r
eam m
edia is
d
y
i
ng.
2.
Figu
r
e
out
why yo
ur

organizati
on n
eeds

a fun
damen
tally
diff
er
en
t app
r
o
a
ch
to
th
e
web.
3. Em
br
ace t
he fact
that
you can’
t
jus
t
change yo
ur

tactics... t
he trut
h of
what you
do
and who yo
u ar
e has to change as w
ell.
4
.
Re
ali
ze

th
at

al
l
o
f

t
hi
s
is
v
ery
i
ne
xp
en
sive

an
d
v
ery
q
ui
ck
.
T
he

ha
rde
st
p
art

i
s
fi
n
di
ng
th
e
wil
l do it
r
igh
t.
No (more) was
t
ed wor
ds. Let’
s ge
t
s
t
ar
t
e
d
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
a mill
ion (t
en milli
on, a billi
on!) o
ther people.
Y
ou’ve just read that,
but you
didn’
t really believe it. Y
ou are a
l
most cer
t
a
i
nly living in
a diff
e
rent
w
orld, a world where
yo
u ex
p
e
ct
that som
e
p
e
o
ple ac
t
ually car
e about
you.
Y
o
ur
bo
ss n
od
s
her
h
ead
wh
en

s
h
e
h
ears a
bo
ut

clu
t
te
r
,
b
ut

tu
rns
rig
ht

aro
un
d
an
d
b
uil
ds
stuff
a
n
d marke
t
s
stuf
f as
if
it wer
e 196
9.
No one car
es a
b
out you
. A
lm
os
t
no on
e e
ven kn
ows
you exist.
SECO
ND TRUTH: Qualit
y
It’
s e
asy to wring your hands and whine abo
ut th
e dec
l
ine of wes
t
er
n civili
z
ati
on.
Eve
ry ti
me I
p
a
ss
a sign on
a
b
us
in
e
ss

that says
, “Qu
a
l
ity at It’
s B
est,” I
cringe.
Ev
ery
ti
m
e
I
h
av
e
t
o

ch
ec
k
m
y
v
o
ice

m
ai
l
w
it
h

t
he

h
orri
d

in
t
erf
ac
e,

or
th
ro
w
o
u
t
a
no
t
h
er
Mis
t
o olive oil
s
praye
r becaus
e it

s hopeles
sly clogged, I s
h
a
ke m
y head in sor
row
.
But t
he fact is that m
or
e stuf
f is better (and cheaper) than
it ever
was
b
e
f
or
e. Y
ou can
bu
y
far
bet
ter
fo
od
,
access

m
ore f
ree
con
ten
t
of
v
alue
, ca
ll
fu
rth
er an
d
mo
re o
ft
en.
..
yo
u
name it
, most ever
yt
hing is bett
er
(
or
if
not
better
, th
en much cheaper than it
use
d
to
be).
The relentless
m
a
rch of q
uality im
pr
o
v
em
e
n
t means that
mistakes

from you
r
bank t
o your s
h
oes
—are
a lo
t les
s comm
on. W
hen I
was a

kid, a pair
o
f
snea
kers
t
hat wer
e “good
enough” cost about
ten t
imes

(in t
oday’
s dollar
s) what
the
sa
m
e pair
woul
d cos
t
today
.
And nowhere is
t
his more obvious than i
n the cont
ent you
find o
nline. T
wenty year
s
ago—no,
e
ven t
en or five yea
rs
ago—i
t just was
n’
t t
her
e. Y
ou coul
dn’
t f
ind it
at th
e
librar
y f
or
f
r
ee or a
t
the b
ooks
t
or
e f
or
m
oney
.
As a
resu
lt
,
we’ve
b
ecom
e
ast
on
ishi
ng
ly
pi
cky
.
Pick
y
abo
ut
w
hat

we b
uy
an
d
p
icky
ab
ou
t
what we watch and picky abou
t what we re
ad. In a world wher
e t
her
e’
s a
l
ot of
c
l
utter
an
d
wh
ere
everyt
h
ing

is
goo
d
en
ou
gh
,
m
ost
o
f
t
he
t
im
e
we
ju
st
p
ick
t
h
e st
u
ff
t
h
at’
s
clo
s
e
or
ch
eap
or
fam
il
iar
.
But

when
i
t

s so
met
h
ing
w
e ca
r
e
ab
ou
t,
we
go

to
en
orm
ou
s l
eng
th
s
to
find t
he ver
y ver
y b
e
st.
THIRD TRUTH: Selfi
shne
ss
The idealists who star
t
e
d
the blo
gging t
r
end b
uilt a few comp
onents int
o the id
e
a of
blogg
ing th
a
t
made th
e
i
dea
t
hrive
.
The firs
t
w
as the id
e
a t
hat blog
s
se
l
fles
sly link t
o
each

ot
he
r
.
If
so
meo
ne
w
r
i
t
es so
met
h
in
g
th
at

you

want

to

respo
nd
t
o,

you

inc
lu
de
a
li
nk
to
it on
y
o
ur
b
log.
T
he
y
al
so
in
ve
n
te
d

t
he

i
de
a
o
f

a

bl
o
gr
ol
l
,
w
h
ic
h
is
a

l
ist
i
n
g
of

a

b
lo
g
ge
r’s
favorite blogg
e
rs
.
This s
eeming
ly s
m
a
ll
ges
tu
r
e ended up
having huge
click on
t
he log
o f
or good
ies on the we
b..
.
softwar
e b
e
h
ind it
s
o t
hat anyone (
includin
g you) can bui
ld it an u
pdate it
w
it
h no
techni
c
al kn
ow

how
.
The key element
s
t
hat make a web page a blog (o
ther
th
a
n
the blo
gging software
)
s
eem t
o be:
1. t
ime-
stamp
e
d
s
ni
ppets
2. posted i
n r
ever
se chr
o
nological order
A blo
g unfolds ove
r time, with the mo
s
t re
cent posts f
ir
s
t.
Blogs oft
en, b
ut d
on’
t
a
l
wa
ys, in
clude com
ment
s

from
re
aders
, a bl
ogr
ol
l to ot
her

blogs, a

w
ay to
s
ear
ch t
he
ar
chives and pas
t
posts a
n
d a bio of
the blo
gger
. Un
til
re
cent
ly
, it
w
as ver
y unu
s
ual f
or
a blo
g to be writt
e
n
b
y

an
y
o
n
e

o
t
h
e
r
t
h
a
n

a
si
n
g
l
e

i
n
d
i
v
id
u
al
.

T
o
d
a
y
,

t
h
o
u
g
h
,
i
t

s
n
o
t

u
nu
su
al

t
o

f
i
nd

t
e
am

b
l
og
s
(
l
ik
e
bo
i
ng
b
oi
n
g
.n
et
)
and blo
gs
written
by or
g
a
n
iz
at
ions.
RSS
is a s
ystem t
hat allows

a
b
log (or any web s
it
e) to
a
l
e
rt an
RSS
R
EADER
th
a
t
a
blog
has
been up
dated. That

s a
m
outh
ful, and
I
don

t care

pa
rticul
a
rly about
the
techno
logy but
I
car
e a lot
about
the im
plications.
RSS m
e
an
s
th
a
t
a us
er ca
n
s
ub
s
cr
i
be to any website that
s
up
por
t
s
RSS
. I
t
means
t
hat
once th
e us
er has
an RSS
R
eader (and t
her
e’
s one inside of MyY
ahoo and
Safar
i and
click on
t
he log
o f
or good
ies on the we
b..
.
soon just abou
t ever
ywher
e)
s
he can pick a dozen or 100 b
logs
and
hav
e t
hem ho
me
deliver
ed.
This is huge. It’
s huge becaus
e it
c
o
mpletely u
ndoes

the clutt
er
iss
u
e
.
On
c
e you
r

FE
ED
(t
hat’
s w
h
a
t
they call th
e R
S
S broadca
st)
is
in
my RSS rea
d
e
r
, it

s
goin
g to stay there unt
il I
t
ake
i
t out
. I
t
means

that you
get th
e
b
e
n
efit of
the do
ubt. It
means you’ve ear
ned at
tentio
n.
If there ar
e twent
y millio
n blogs in t
he wor
ld
a
n
d only 32 b
logs
i
n my RSS
R
eaders
,
guess
which on
es
get read firs
t
?
PODCAS
TING
m
ay
not
b
e what
yo
u
th
ink
it
is.
I
t
h
as

no
th
ing
in
part
icular
to
do
wit
h
iPods
,
for e
xamp
le. A
p
odca
st is a s
o
und fi
le

w
it
h an RSS f
ee
d
.
Wh
y is
t
he feed par
t
impo
r
t
a
n
t?
There hav
e b
e
en
s
oun
d files on th
e w
eb f
or
ever (firs
t
ex
am
ple, I
t
hink, was
t
he Be
n
&
Je
rr
y’
s w
ebsite a m
illion years
ago. Th
e
y h
a
d
a
cow t
hat mo
oed. But I digre
ss
.
Th
e
s
o
un
d
fi
les
just
sat
t
h
ere,
becau
se t
he
y’re
im
po
s
sib
le
t
o
browse.
It

s t
oo
h
ard
t
o
fi
nd
th
e
f
ile you want. T
akes
t
oo long.
Wh
e
n
Dave W
iner ca
m
e up with
the idea of
a
dd
ing RSS, h
e

did somethi
ng brilliant.
click on
t
he log
o f
or good
ies on the we
b..
.
He
allo
w
ed any websurfer
wit
h an RSS rea
d
e
r to
s
ubscr
ib
e
t
o audio!
T
h
is
ch
an
g
ed

so
un
d

p
u
b
li
sh
i
n
g
t
h
e
w
ay

h
o
m
e
de
l
iv
ery
changed t
he news
paper bus
i
nes
s.
Now
, instead of
having to
r
un
out and f
ind listeners
for ever
y rec
o
r
ded di
a
lo
gue or

r
adio-type show you
p
ut

t
o
g
et
h
er
,

yo
u
r
p
od
ca
st

au
t
om
a
t
ic
al
ly

n
ot
i
f
ie
s
ev
ery
o
n
e

o
f

y
o
u
r

su
b
s
cr
i
b
e
rs
.

An
d
,

i
f

an
y

o
f

t
h
o
se

s
u
b
sc
ri
b
er
s
ar
e using iT
unes, they can have your podcas
t
s
h
ow
u
p

i
n

t
h
e
i
r

i
P
o
d

t
h
e

n
e
x
t

t
i
m
e

t
h
e
y

c
h
a
r
g
e

t
h
e
i
r
b
a
t
t
e
r
i
e
s
and sync it up
(yes
, I know it
has
t
o do with
the iPod
now
, but
it d
idn’
t when
they s
t
ar
t
e
d
.)
Now
, it

s e
asy to set up yo
ur
RSS
s
t
r
eam in
iT
unes
so t
hat
ever
y
s
in
gle m
ornin
g on
t
he way t
o wo
r
k,
you
can

he
ar
wha
t
yo
u
w
ant

t
o
i
nst
ead

of

wha
t
Im
us
wa
nt
s
you t
o hear
.
Im
agin
e
ho
w
po
werf
ul
a
po
dc
aster
be
com
es
whe
n
she
h
as t
hre
e m
i
lli
on

peo
pl
e
list
en
in
g
to
her
ever
y single day on
their comput
er
s at work or
o
n their Rio mp
3 player
s in th
e
gym.
THRE
E KINDS
OF
BLOG
S
click on
t
he log
o f
or good
ies on the we
b..
.
c
T
H
ER
E?

KN
O
C
K
Wh
o’s
THE
RE?
click on
t
he log
o f
or good
ies on the we
b..
.
Y
es
, I know t
her
e are
t
wo kinds of peo
p
l
e

i
n

t
h
e
wo
r
l
d

t
h
o
s
e
t
h
a
t

b
e
l
i
e
v
e

t
h
at

t
h
e
r
e
ar
e t
w
o
kinds of peopl
e

a
n
d those that

d
o
n

t. But
there

r
eally and t
r
uly are three
k
i
n
d
s
of b
logs
.
CA
T BLOGS
a
re blogs for and by and ab
o
u
t

t
h
e

p
e
rs
o
n

b
l
o
g
g
i
n
g
.

A

c
a
t

b
l
o
g

i
s
a
b
o
u
t
your ca
t
and your datin
g trav
ails and
y
o
u
r

b
o
s
s
a
n
d

wh
a
t
e
v
er

y
o
u

f
ee
l

l
i
k
e

sh
a
r
i
n
g

i
n
y
o
u
r
pu
b
l
i
c

d
i
a
ry
.

T
h
e

va
st

m
aj
o
r
it
y
o
f

p
e
o
p
l
e
w
it
h

a

c
a
t

b
l
o
g

d
o
n

t

n
ee
d

or

w
a
n
t

s
t
ra
n
ge
rs
to
re
ad
it,
s
o
thi
s
eb
ook is alm
ost com
p
l
e
t
el
y

u
s
e
l
e
ss

t
o

y
o
u
.

Y
ou
alr
eady
have what
you
want!
BO
SS

BLOG
S

are
bl
og
s

u
sed
t
o
co
m
m
u
n
i
c
a
t
e

t
o

a

d
e
f
i
n
e
d

c
i
rc
l
e

o
f

p
e
o
p
l
e
.

A

b
o
ss

b
l
o
g
i
s
a
f
an
t
ast
i
c
c
o
m
m
un
i
ca
t
io
n
s
t
o
o
l.

I
us
e
d

o
n
e

w
h
e
n

I

p
r
o
d
u
c
e
d

t
h
e

f
o
u
r
t
h
-
g
r
a
d
e

m
u
s
i
c
a
l
.
It made it
ea
sy for me t
o kee
p
the par
e
n
t
s

wh
o

c
a
re
d

u
p

t
o

d
a
t
e
.
.
.

an
d

t
o

h
av
e

a
n

e
a
sy
-
to
-
fo
llow ar
chive o
f what had
a
lready
h
a
p
p
e
n
ed
.

If

y
o
u

d
o
n

t h
av
e a bo
s
s blog f
or

most
of yo
ur
p
r
ojects and activit
ie
s, I thin
k
y
o
u

p
r
o
b
a
b
l
y

s
h
o
u
l
d

t
h
i
n
k

a
b
o
u
t

g
i
v
i
n
g

i
t

a

t
r
y
.
Bo
ss
b
lo
g
s
do
n

t

n
e
ed

t
hi
s
eb
o
o
k
ei
t
h
e
r
,

b
ec
au
se

y
o
u

al
re
ad
y

k
n
o
w
w
h
o

sh
o
u
ld

b
e

r
e
a
d
i
n
g
your blog and
you have the m
e
ans to

co
n
t
a
c
t

a
n
d

m
o
t
i
v
a
t
e

t
h
i
s

au
d
i
e
n
c
e

t
o

j
o
i
n

y
o
u
.
The t
hir
d
kind of
blog is the kin
d mos
t

p
eo
p
l
e

i
m
a
g
i
n
e

w
h
e
n

t
h
e
y

t
a
l
k

a
b
o
u
t

b
l
o
g
s
.
These a
re the bl
ogs
o
f instapund
it and

S
c
o
b
l
e

an
d

Jo
i

It
o
.

S
o
m
e
o
f

t
h
es
e

b
l
o
g
s

a
re

f
o
r
i
nd
ivi
d
ual
s
(ca
ll
t
h
em

cit
i
zen

jo
urn
al
ist
s

o
r

o
p
-
e
d

p
a
g
e
s
)

a
n
d

o
t
h
e
r
s

a
r
e

f
o
r

o
r
g
a
n
i
z
a
t
i
o
n
s
trying t
o s
h
a
re their ideas

a
n
d age
n
da
s.

T
h
es
e

a
re

t
h
e

b
l
o
g
s

t
h
a
t

a
r
e

c
h
a
n
g
i
n
g

t
h
e

f
a
c
e
of m
ar
keti
ng, journalism and t
he s
pre
a
d

o
f

i
d
ea
s
.

I
w
a
n
t

t
o

c
a
l
l

t
h
e
se

V
IR
A
L

BL
O
G
S
.
click on
t
he log
o f
or good
ies on the we
b..
.
They’re v
i
r
al blo
gs
becaus
e t
he goal o
f

t
h
e

b
l
o
g

i
s
t
o

sp
r
e
a
d

i
d
e
a
s.

T
h
e

b
l
o
g
g
e
r

i
s
investing t
ime and energy in order

to
g
e
t

h
e
r
i
d
e
a
s

o
u
t

t
h
e
re
.

W
h
y
?

Lo
t
s
o
f

re
a
s
o
n
s

to
ge
t
consultin
g w
o
r
k, t
o change the
o
u
t
c
o
m
e

o
f

a
n

e
l
e
ct
i
o
n
,

t
o

f
i
n
d

n
e
w

cu
st
o
m
e
rs
for a busines
s or to m
a
ke it
eas
ier for
e
xi
s
t
i
n
g

c
u
st
o
m
e
r
s
t
o

f
e
e
l

g
o
o
d

a
b
o
u
t

s
t
a
y
i
n
g
.
Th
is
is
an
eb
oo
k
fo
r vi
ral
bl
og
gers.
It’
s
abo
ut
h
ow
t
o
m
ake
yo
ur
id
eas sp
read

f
a
r
t
h
e
r

a
n
d
with
more

impact.
If

y
ou
'
re
w
rit
i
n
g
f
o
r
st
ra
ng
e
rs,
t
h
at

me
a
n
s

y
o
u

r
e

b
u
i
l
d
i
n
g

a

v
i
r
a
l

b
l
o
g
.

T
h
e

f
i
r
s
t

p
r
i
n
c
i
p
l
e
is to m
a
ke you
r
ent
r
ies s
ho
r
t
e
r
.
U
s
e
i
m
a
g
es

a
n
d

t
o
n
e

a
n
d

d
e
si
g
n

a
n
d

i
n
t
e
r
f
a
c
e

t
o

m
a
k
e

y
o
u
r

p
o
i
n
t
.

T
e
ac
h

p
eo
p
l
e

g
ra
d
u
al
l
y
.
O
n t
he
oth
er

han
d, i
f y
ou're
w
rit
in
g f
o
r

c
o
l
l
e
a
g
u
e
s
,

y
o
u

v
e

g
o
t

a

b
o
s
s

b
l
o
g
.

T
h
a
t

m
e
a
n
s
you can m
a
ke you
r
ent
r
ies more r
ob
ust
.
Be

s
pecific. Be clea
r
. Be intellectu
a
ll
y r
igorous and leave n
o

w
i
g
g
l
e

r
o
o
m
.
T
akea
way: t
he s
tu
ff you'
r
e put
ting o
n y
o
u
r

m
a
r
k
et
i
n
g

s
i
t
e

o
r

i
n

y
o
u
r

b
l
o
g

o
r
e
v
e
n

i
n
your brochur
es or in your busines
s let
t
e
rs

i
s
t
o
o

l
o
n
g
.

T
oo m
uch inside bas
eball.
T
oo
many u
nas
ked question
s
gett
ing answer
e
d

t
o
o

so
o
n
.
T
akea
way: t
he s
tu
ff you'
r
e se
n
ding out

i
n

y
o
u
r
e
m
a
i
l

a
n
d

y
o
u
r

m
e
m
o
s
is too vague.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
positio
n at th
e

top of
the pyramid.
Fo
r
a while.
Be
cause once they get l
a
zy or stupid
o
r
s
e
l
f
i
s
h
,

t
h
e
a
u
d
i
e
n
c
e
w
i
l
l

f
l
e
e
.
Th
ey
will
f
lee
far
fast
er t
han
t
hey
f
led

C
B
S
.

It

w
o
n

t
t
ake
years. S
om
et
im
es

it

onl
y t
akes
a mon
th or two. A blo
gger
discover
s t
h
a
t

m
a
n
y

o
f

h
er

r
ea
d
e
r
s
h
av
e

t
ak
e
n

h
e
r
o
f
f

t
h
e
i
r
RSS
readers—becau
s
e
she p
osts t
oo
of
t
e
n

a
n
d

i
t

i
s

t
o
o

h
a
r
d

t
o

k
e
e
p

u
p

w
i
t
h

h
e
r
.
B
o
om
.
They’re gone and t
hey don’
t com
e bac
k.
So, yes, the f
ir
st t
w
o
law
s confli
c
t
. B
u
t

n
o
,

t
h
e
y

d
o
n

t. Becaus
e th
e s
ti
c
kin
es
s a
n
d the
power a
re diff
e
rent
than t
hey us
ed t
o
b
e
.
Peo
pl
e c
om
e
t
o
me
a
ll
t
h
e t
i
me
,
bel
ie
v
i
n
g

t
h
a
t

i
f

I
w
o
u
l
d

j
u
s
t

l
i
n
k

t
o

t
h
e
m
,

j
u
s
t

h
i
g
h
l
i
g
h
t
t
h
e
m
,

t
h
e
y

d

b
e

u
n
st
o
p
p
a
b
l
e
.

T
h
i
s
j
u
st

i
s
n

t

t
r
u
e
.

W
h
at

s
t
r
u
e

i
s
t
h
a
t

i
f

y
o
u

wr
i
t
e

so
m
e
t
h
i
n
g
gre
at
, and do it
over
and
ove
r and ove
r

a
g
ai
n
,

t
h
e
n

y
o
u

l
l

b
e

u
n
st
o
p
p
a
b
l
e
.

W
h
et
h
e
r
o
r
not
s
om
eone helps you.
Hugh
Macl
eod
i
s

a g
r
eat

examp
le
of
t
h
i
s
.

H
i
s

g
a
p
i
n
g
v
o
i
d
.
c
o
m

b
l
o
g

g
e
t
s

f
a
r
m
o
r
e

t
r
a
f
f
i
c
th
a
n
my blog,
but h
e
started from
s
cr
a
t
ch

j
u
st

o
v
e
r
a

y
e
a
r
a
g
o
.

N
o

m
ag
a
z
i
n
e

c
o
l
u
m
n
,
no b
ooks
,
no help f
r
om
the MSM. He

j
u
st

w
ro
t
e

an
d

w
ro
t
e

an
d

a
g
i
t
a
t
e
d

e
n
o
u
g
h

t
h
at
people n
oticed we he had to
s
ay
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
THIRD LAW:
WITH
and
FO
R
, not
AT
or
TO
Social m
e
d
ia is
social. N
o
t antiseptic
o
r

a
n
o
n
y
m
o
u
s

o
r
c
o
r
p
o
r
a
t
e
.
This means that
the wr
i
ting skills you

a
n
d

y
o
u
r
o
r
g
a
n
i
z
a
t
i
o
n

h
a
ve

h
o
n
e
d

a
re
n

t go
ing
to
help you very much. W
hen you wr
i
t
e

at
your audience, or ev
en

to
your audience,
yo
u’v
e m
ade
i
t
reall
y c
lear
th
at
yo
u
th
i
n
k

t
h
a
t

t
h
e
y

a
r
e

t
h
e

oth
e
r
,
an
d
you
t
hi
nk
t
hat

th
ey
ar
e you
r
s.
It is not
yo
ur
audience, of
c
o
ur
se. The audience be
l
o
n
g
s
t
o

i
t
s
e
l
f
.

A
n
d

i
f

y
o
u

t
a
l
k

a
s
i
f
th
ey ar
e n
ot li
ke you, t
hen i
t’
s aw
f
ully d
iffi
c
u
lt t
o keep u
p your po
si
t
i
o
n

o
f

i
m
m
o
r
t
a
l
i
t
y
.
T
hi
s
s
ub
t
erf
u
g
e
i
s
w
ay

ea
sie
r
t
o

d
o
on

t
e
l
e
v
i
s
i
o
n
,

w
h
e
r
e

y
o
u

h
a
v
e

m
a
k
e
u
p

a
n
d

t
h
e

e
d
i
t
i
n
g
room
. It’
s eas
y
to
do o
n radio,
because you
hav
e

a
n

F
C
C

l
i
c
e
n
s
e

a
n
d

t
h
e
y

d
o
n

t.
But
it’
s
hard to d
o on a blog
, bec
ause they hav
e

o
n
e

t
o
o
!
The best blo
gs
walk a ver
y fin
e line be
t
w
e
e
n

c
i
v
i
l
i
t
y
an
d

a
n
a
rc
h
y
, between pass
io
n and
p
riva
cy
.
W
e’
ve
al
l
vi
sit
ed

bl
o
gs
wh
ere
t
he
w
rit
er
l
e
t
s

h
e
r

h
a
i
r

d
o
w
n

j
u
s
t

a

l
i
t
t
l
e

t
o
o

m
u
c
h
.
Okay
, a lot
too m
uch. I don’
t want
or
n
e
ed
to kno
w
abou
t your cat

s oper
ati
on, th
a
n
k
you very much.
Rem
ember t
he
mo
s
t
im
po
r
t
ant
rule
of

a
l
l
:

I’m b
usy.
S
o i
f
you
weird m
e o
ut
or co
nfu
s
e
me or disr
espect me, I’m ou
t of
her
e.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
Blogs

a
r
e
like

movie
s
Blogs
work best when peopl
e
read them
over
t
ime. On
e

fr
am
e
o
f a movie isn’
t eno
ugh to
win an Ac
adem
y A
war
d, and
one post on
a
b
log isn’
t eno
ugh to
make a huge diff
er
ence.
My friend Je
rry

c
alls thi
s
drip m
a
rketing
. L
i
ke
an ancient
wa
t
er
t
or
t
ur
e, o
ne dr
o
p a tim
e
, b
uilding
until
it has an impact.
A
blog is a chance

to t
a
lk t
o people who
w
ant
to l
is
t
e
n
, to aggregate an audience that
w
ant
s
t
o talk back t
o
y
o
u
.
Be
cause of RSS, a bl
og allows
yo
u to be p
a
t
ient and
kind and t
o not
w
o
r
ry s
o m
uch about
a firs
t i
mpres
sion. Y
ou’re alr
eady in
a
relation
s
hip
w
it
h your re
aders
--
as long as you und
e
rstand th
a
t
the m
inut
e
yo
u bre
ak you
r
promise,

t
h
e
r
e
l
a
t
i
o
nship is over
.
Wh
a
t
s
ort o
f promise?
W
ell, t
her
e’
s a
p
opular blog in
w
h
ic
h
the blo
gger
decided t
o cook ever
y single rec
ip
e

in the Joy of
Cooking. S
he has
t
housa
n
ds
o
f r
eaders
. The mo
ment,
though
, s
h
e
d
e
cid
e
s to
us
e th
e blog to
s
t
a
rt relentle
s
sl
y

s
e
l
l
i
n
g

a

b
r
a
n
d

o
f

co
f
f
e
e
,

t
h
ey

l
l

l
e
av
e
.

B
e
c
au
s
e

t
h
a
t

s not t
he deal.
It’
s quite po
s
sible to h
a
ve a blo
g that’
s a
ll
a
b
out you
. A
b
out you
r
comp
a
n
y or
yo
ur
cat o
r
your boyf
r
iends. Wh
o knows

w
h
a
t
people will read (th
e
y watch who
knows
what
on TV
...).
The thin
g is
,
the expec
t
ations have to b
e
clear
f
ro
m

t
h
e
b
e
g
i
n
n
i
n
g
.
A frie
n
d s
ent
me over to Adobe’
s new
b
log. It’
s one developer
af
ter
ano
ther

w
ritin
g about
the stuff
they’re
working o
n, lit
tle min
utia about
new pr
o
ducts. N
ot
for ev
eryone! Exac
t
ly
. I c
an

t i
magine it’
s going t
o get Adobe on
e
n
ew
custom
e
r
. I c
an

t i
magine s
o
meone will choo
s
e to
s
urf

o
v
e
r

an
d

c
h
e
c
k

t
h
i
s

b
l
o
g

o
u
t

i
n
s
t
e
a
d

o
f
,

sa
y
, amih
otornot
.c
o
m. But t
hat’
s okay
. As
lo
ng as
Adobe do
e
sn’
t o
v
erinves
t
, as
lon
g as
t
hey unders
tan
d

t
h
a
t

t
h
i
s

i
s
g
o
i
n
g

t
o

b
e

a
sl
o
w
, low-r
et
ur
n p
r
ocess
on
buildin
g c
o
mm
u
n
i
c
at
i
o
n

a
n
d

u
l
t
i
m
at
e
l
y

l
o
y
a
l
t
y
, it

s a
great idea.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
l
o
g
s

a
n
d
t
h
e

N
e
w

W
e
b
WH
O’
S
THER
E?
WH
O’
S
THER
E?
WH
O’
S
THER
E?
WH
O’
S
THER
E?
WH
O’
S
THER
E?
WH
O’
S
THER
E?
Cir
culatio
n
is not
read
e
rship.
There a
r
e

m
any

m
agazin
es with
100
,000
c
i
rc
u
lat
i
on, bu
t

I’d b
e
stunn
ed
if

t
he n
u
m
b
er of peo
ple
wh
o
a
ctually
rea
d
a
n issu
e w
ere
ha
lf th
at.
On
the oth
er han
d
, th
ere are
do
z
ens of bl
ogs
w
i
t
h n
early
1
00
,00
0
r
eader
s
a
week.
Re
a
d
er
s,
not c
i
rculation.
Y
ou
shoul
d ca
r
e

a
b
out b
log
s
b
e
ca
u
s
e

th
ey

ar
e

b
i
g
g
er
,

fa
s
te
r

an
d
more p
owerf
u
l th
an most
magazi
n
es
. P
ower
ful
‘m
a
g
azines’
ru
n
b
y one

person...
B
l
o
g
s
ar
e
l
i
k
e
m
o
v
i
es
B
l
o
g
s
w
o
r
k

b
e
s
t

w
h
e
n

p
e
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m

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i
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a

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y

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a
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d
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m
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L
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a
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c
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i
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a
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e
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o

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t
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R
S
S
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a
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at
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k
i
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d

a
n
d

t
o

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wo
rr
y

so

m
u
c
h
a
b
o
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t

a

f
i
rs
t

i
m
p
r
es
si
o
n
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o
u

r
e

a
l
re
a
d
y

i
n

a
r
e
l
a
t
i
o
n
sh
i
p

wi
t
h

y
o
u
r

r
ea
d
e
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-a
s

l
o
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g

a
s
y
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u
n
d
e
rs
t
a
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d

t
h
a
t

t
h
e

m
i
n
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t
e

y
o
u

b
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ak

y
o
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r
p
ro
m
i
se
,

t
h
e

re
l
a
t
i
o
n
sh
i
p

i
s
o
v
er
.
W
h
a
t

s
o
r
t

o
f

p
r
o
m
i
s
e
?

W
e
l
l
,

t
h
e
r
e

s

a

p
o
p
u
l
a
r

b
l
o
g

i
n

w
h
i
c
h

t
h
e

b
l
o
g
g
e
r

d
e
c
i
d
e
d

t
o

c
o
o
k
e
v
e
ry

s
i
n
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l
e

r
ec
i
p
e
i
n

t
h
e

J
o
y

o
f

C
o
o
k
i
n
g
.

S
h
e

h
a
s
t
h
o
u
s
an
d
s
o
f

re
a
d
e
r
s.

T
h
e

m
o
m
e
n
t
,
t
h
o
u
g
h
,

sh
e

d
e
c
i
d
e
s

t
o

u
s
e

t
h
e
b
l
o
g

t
o

st
ar
t

re
l
e
n
t
l
e
s
sl
y

se
l
l
i
n
g

a

b
ra
n
d

o
f

c
o
f
f
e
e
,

t
h
e
y

l
l
l
e
a
v
e.

Be
c
a
u
se

t
h
a
t

s

n
o
t

t
h
e

d
e
a
l
.
I
t

s

q
u
i
t
e

p
o
ss
i
b
l
e

t
o

h
av
e

a

b
l
o
g

t
h
a
t

s

al
l

ab
o
u
t

y
o
u
.

Ab
o
u
t

y
o
u
r
c
o
m
p
an
y

o
r
y
o
u
r
c
a
t
o
r

y
o
u
r
b
o
y
f
r
i
e
n
d
s
.

W
h
o

k
n
o
w
s

w
h
a
t

p
e
o
p
l
e

w
i
l
l

r
e
ad

(
t
h
e
y

w
a
t
c
h

w
h
o

k
n
o
w
s
wh
a
t

o
n
T
V
.
.
.
)
.

T
h
e

t
h
i
n
g

i
s,

t
h
e

e
x
p
e
ct
a
t
i
o
n
s

h
a
v
e

t
o

b
e
c
l
e
a
r

f
ro
m

t
h
e
b
e
g
i
n
n
i
n
g
.
A

f
r
i
e
n
d

s
e
n
t

m
e

o
v
e
r

t
o

A
d
o
b
e

s

n
e
w

b
l
o
g
.

I
t

s

o
n
e

d
e
v
e
l
o
p
e
r

a
f
t
e
r

a
n
o
t
h
e
r
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
C
L
IC
K
T
O
DON
A
T
E
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne
si
t
e

wa
n
t
s
y
o
u

t
o

r
e
f
i
n
a
n
c
e

y
o
u
r

m
o
s
t
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o

h
u
n
d
r
e
d
s

o
f

t
h
o
u
s
a
n
d
s

o
f

d
o
l
l
a
r
s

i
n
t
o

d
e
b
t
.

T
h
e
ot
her
site wants to sell you a $90 sweat
e
r
.
On
c
e you
r
ealize that
the purpose of
a

W
eb page is to star
t
a conver
sation, i
t he
l
p
s

t
o
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
ir
s
t

p
a
g
e

w
e
r
e

a

p
e
r
s
o
n
,

h
o
w

w
o
u
l
d

i
t

d
r
e
s
s?

W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
?

I
n

a

b
a
n
k
?
Wh
a
t
about t
he s
econ
d page?
D
oes
it

h
a
v
e

a
p
er
s
o
n
a
l
i
t
y
?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
pe
r

i
n
c
h
,

a

f
i
xe
d

ch
o
i
c
e

o
f

c
o
l
o
r
s,
th
e
same siz
e. It costs just as
m
uch to
p
u
t

u
p

t
h
e

p
i
x
e
l
s

o
n

t
h
e

f
i
r
st

p
ag
e
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked

o
v
e
r

wo
u
l
d

r
ea
d

t
h
e

f
i
n
e
p
ri
n
t

t
o

d
i
sc
o
v
e
r
t
h
a
t
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
m
p
a
n
y

s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed

t
h
i
s
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps

t
h
a
t

g
o

f
r
o
m

a

s
t
ra
n
g
er

c
l
i
c
k
i
n
g

o
n

an

a
d
,

a
l
l
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
e
n

f
r
i
e
n
d
s
.

F
i
g
u
r
e

o
u
t

w
h
i
c
h

s
t
e
p

i
s

l
e
a
s
t

e
f
f
i
c
i
e
n
t
,
and fo
c
u
s
all you
r
energy on makin
g i
t

m
o
re

e
f
f
i
ci
en
t
.

M
e
a
su
r
e

e
ve
r
y
t
h
i
n
g
!
There’
s plenty m
or
e t
o talk about
on t
his

top
i
c
,

b
u
t

l
e
t

s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
wo

e
xa
m
p
l
e
s
o
n

t
h
e

n
e
x
t

p
a
g
e
:
Buy T
raf
fi
c
Eve
n
two-ye
ar
-olds

know how knock-knock jokes w
o
r
k. Y
ou always
star
t
w
i
th t
he s
ame lin
e. Y
ou always
get
a r
esponse
.
Y
ou res
po
nd with
a
structured,
predictable re
sponse. And th
e
n
there

s a
p
unch line.
It’
s a s
t
ep-
b
y-
step
pr
o
gr
ess
io
n t
hat m
a
k
e
s it
quit
e eas
y t
o bu
ild n
ew

knock-knock jo
ke
s.
So
me o
f t
he same
s
t
ep-by-s
t
ep t
hin
king
goes i
nto
bui
ldin
g a p
r
o
ces
s t
hat
gets yo
u what
you want
. (N
o
tice that
I
did
n’
t say “buildin
g a

W
eb site.” That’
s bec
ause the proces
s
takes plac
e o
utside of your W
eb site at t
imes
.)
Cre
at
in
g
a
k
n
ock
-kn
oc
k
jo
ke

is
ve
ry
st
raig
ht
f
o
r
w
ard
.
F
irst
,
y
ou
annou
nce
t
he joke. The jo
ke
e t
hen chooses
t
o ignore you or
t
o

en
g
ag
e.

T
he

ex
ch
an
g
e
t
h
at

fo
l
lo
w
s
is

sim
p
l
e.

An
d

so
m
et
i
m
es
th
e
j
okee
g
e
t
s
t
he joke and smiles.
Big Pict
ure: Wh
at a W
eb
S
ite Do
e
s
Big Picture #1:
A W
eb site must d
o at leas
t
one of t
wo thi
ngs
, b
ut probably bo
th:
• T
urn a s
t
r
anger into
a fr
ien
d, and a friend int
o a cus
t
omer
.
• T
alk in a t
one of voice t
hat pers
uades people to b
eliev
e t
he s
t
or
y yo
u’r
e t
e
l
ling.
Big Picture #2:
A W
eb sit
e

ca
n
caus
e
only f
our th
ings to
happ
e
n
in
the m
omen
ts after someo
ne se
es it
:
• Sh
e
clicks and goes s
om
ew
h
e
re els
e you
w
ant
her

to go.
• Sh
e
clicks and gives

y
o
u per
m
is
sion t
o fol
low up by email o
r
ph
one.
• Sh
e
clicks and buys s
o
methin
g.
• Sh
e
t
ells
a f
r
iend,
e
i
ther

by clicking or by bloggi
ng or phoni
ng or talking.
That’
s it.
If your s
it
e is
att
empt
ing to
do more than
this, you’re w
asting
time and
money and,
mo
r
e imp
or
t
a
n
t, fo
c
u
s
.
In this guid
e
, we’ll start with
B
ig Picture #1, becaus
e it

s fir
st.
K
N
O
C
K
©
2
0
0
5
,

D
o

Y
o
u
Z
o
om
,

I
nc
.
U
n
t
i
l

S
e
p
t
em
be
r

1
,

2
0
0
5
,

di
st
ri
bu
t
i
on

o
f

t
h
i
s

e
b
oo
k

b
y

e
m
a
i
l
,
W
e
b

s
i
t
e
,

b
l
o
g
,

c
a
r
r
i
e
r

p
i
g
e
o
n

o
r

a
n
y

o
t
h
e
r

m
e
t
h
o
d

i
s

p
r
o
h
i
b
i
t
e
d
.
A
f
t
e
r

t
h
a
t
,

i
t

i
s

p
r
o
t
e
c
t
e
d

u
n
d
e
r

t
h
e

C
r
e
a
t
i
v
e

C
o
m
m
o
n
s

l
i
c
e
n
s
e
.
N
o
co
m
m
e
r
ci
al

u
se
,

n
o

c
ha
n
g
e
s.

O
t
h
e
r

t
h
an

t
h
a
t
,

i
f

i
t

s

l
a
t
e
r
t
h
an

9
/
1
/0
5
,

f
ee
l

f
re
e

t
o

s
ha
r
e
i
t
,

po
st

i
t
,

pr
i
nt

i
t
,

or

c
o
py

i
t
.
T
w
o

I
m
p
o
r
ta
n
t
N
o
t
e
s
1
.

Th
e

p
i
c
t
u
re
s

ar
e

c
ru
m
m
y
.

T
o

se
e

a

be
t
t
e
r

v
e
rs
i
o
n
,

c
l
i
ck

on

a
n

i
m
ag
e
.
2
.

T
o

r
ea
d
t
h
e
do
cu
m
e
n
t

t
h
e

e
as
i
e
s
t

w
ay
,

h
i
t

c
on
t
r
o
l

L

o
r

ch
o
os
e
V
I
E
W

-
->

F
U
L
L

S
C
R
E
E
N
.

o
r

j
u
st

C
L
I
C
K

H
E
R
E
.
T
he
n

y
o
u
ca
n
ad
v
an
ce

w
i
t
h
t
h
e
ar
r
ow

k
e
y
s
.
T
o

r
et
u
r
n

t
o

y
o
ur

c
om
pu
t
e
r
,

h
i
t

E
SC
.
T
ha
n
k
s

f
or

r
e
ad
i
n
g
.
a
b
o
u
t

e
ve
r
y
t
h
i
n
g

y
o
u

t
h
i
n
k

y
o
u

k
n
o
w

ab
o
u
t

W
e
b

s
i
t
e
s
i
s
w
r
o
n
g
.

W
h
at

t
h
e
e
s
t
a
b
l
i
s
h
m
e
n
t

h
a
s

t
a
u
g
h
t

y
o
u

a
b
o
u
t

W
e
b

d
e
s
i
g
n

a
n
d

s
t
r
a
t
e
g
y

i
s

l
a
r
g
e
l
y

s
e
l
f
-
s
e
r
v
i
n
g
,
e
x
p
e
n
si
v
e
,

t
i
m
e
-
co
n
su
m
i
n
g
,

a
n
d

c
o
m
p
l
e
t
e
l
y

i
n
ef
f
e
c
t
i
v
e
.
T
h
i
s

b
o
o
k
l
et

i
s
d
e
si
g
n
e
d

t
o

c
h
a
n
g
e

a
l
l

t
h
a
t
.
H
o
w’
s

t
h
a
t

f
o
r
a

p
r
o
m
i
se
?
I
f

y
o
u

d
o
n

t

h
a
v
e

a

W
e
b
-
s
i
t
e

p
r
o
b
l
e
m

o
r

y
o
u

r
e

n
o
t

i
n
t
e
re
s
t
e
d

i
n

s
o
l
v
i
n
g

i
t
,

t
h
i
s

b
o
o
k
l
e
t
w
i
l
l

b
e

a

c
o
m
p
l
e
t
e

w
as
t
e

o
f

t
i
m
e.

O
n

t
h
e

o
t
h
e
r

h
a
n
d
,

i
f

y
o
u

r
e
t
ry
i
n
g

t
o

f
i
g
u
r
e
o
u
t

h
o
w
t
o

u
s
e

G
o
o
g
l
e

A
d
W
o
r
d
s

o
r

o
t
h
e
r

a
d
v
e
r
t
i
s
i
n
g

t
e
c
h
n
i
q
u
e
s

t
o

c
o
n
n
e
c
t

w
i
t
h

y
o
u
r

p
r
o
s
p
e
c
t
s
,
c
u
s
t
o
m
e
r
s
,

d
o
n
o
r
s
,

s
t
u
d
e
n
t
s
,

o
r

u
s
e
r
s
,

t
h
e
n

I

m

b
e
t
t
i
n
g

y
o
u

l
l

f
i
n
d

s
o
m
e

u
s
e
f
u
l

i
n
f
o
r
m
a
t
i
o
n
i
n
s
i
d
e
.
T
h
i
s

i
s

p
a
rt

o
f

t
h
e

In
c
o
m
p
l
e
t
e

s
e
r
i
e
s

o
f

e
b
o
o
k
s

t
h
a
t

t
ri
e
s

t
o

i
d
e
n
t
i
f
y

j
u
s
t

a

f
e
w

i
m
p
o
r
t
a
n
t
(
a
n
d

o
v
e
r
l
o
o
k
e
d
)

i
d
e
a
s
a
n
d

se
l
l

y
o
u

h
a
r
d

o
n

p
u
t
t
i
n
g

t
h
e
m

t
o

w
o
rk

f
o
r

y
o
u
.

I
b
e
l
i
e
v
e

t
h
a
t
y
o
u
r

p
r
o
b
l
e
m

(
i
f

y
o
u

h
a
v
e

a

p
r
o
b
l
e
m
)

i
sn

t

t
h
a
t

y
o
u

d
o
n

t

h
av
e

e
n
o
u
g
h

d
a
t
a
.

Y
o
u

h
av
e
t
o
o

m
u
c
h

d
a
t
a!

Y
o
u

d
o
n

t

n
ee
d

a
l
o
n
g
e
r
b
o
o
k

o
r

m
o
r
e

t
i
m
e
w
i
t
h

a

t
a
l
e
n
t
ed

co
n
su
l
t
a
n
t
.
W
h
a
t

y
o
u

n
e
e
d

i
s

t
h
e

c
e
r
t
a
i
n
t
y

o
f

k
n
o
w
i
n
g

t
h
a
t

y
o
u

o
u
g
h
t

t
o

d
o

s
o
m
e
t
h
i
n
g

(
o
n
e

t
h
i
n
g
)
;
t
h
en

y
o
u

n
e
e
d

t
h
e

wi
l
l

t
o

d
o

i
t
.
N
o

w
as
t
e
d

w
o
r
d
s.

Le
t

s

g
o
.
c
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
Wh
y
B
o
the
r?
G
uy
go
es o
n
a
sales
call
.
Aft
er a
wh
il
e,
th
e
pu
rchasin
g
age
nt
says,
“Are
yo
u
try
ing
t
o
sel
l
me somet
hing?”
The sale
sman h
e
sitat
e
s, th
en s
t
a
m
mers
, “W
ell, no
, of cours
e no
t… I’m just t
r
ying t
o
talk wit
h you….”
U
n
d
e
rs
t
a
n
d
ab
l
y
,

t
h
e

p
u
r
c
h
a
si
n
g

a
g
e
n
t

i
s
i
n
c
e
n
se
d
.


If

y
o
u

r
e

n
o
t

h
e
r
e
t
o

s
e
l
l

m
e
so
m
e
t
h
i
n
g
,
get ou
t and stop
w
asting m
y tim
e.”
Som
etimes it’
s har
d t
o embrac
e t
he fact t
hat, yes
, yo
u ar
e trying t
o s
ell
s
om
e
t
hing. It
mig
ht be a product
or
a ser
vice or

jus
t
a
n
idea. Y
ou m
ight
be try
i
ng to rais
e m
oney for
your univers
it
y or
h
e
l
p a battered woman fi
nd th
e
n
ea
res
t
s
helt
er
. But you
a
re trying
to
do s
o
methi
ng with you
r
W
eb site. If you’re not, g
e
t
out.
S
o
w
hat

are

yo
u
t
ry
in
g
t
o

do
?
Hav
e
yo
u
g
o
t
re
al
c
la
rit
y
a
mo
n
g
t
h
e
p
eop
l
e
o
n
y
ou
r
t
eam
?
A W
eb
pag
e isn

t
a
place
th
e way
S
tarbu
cks is
a pl
ace.
A W
eb
pag
e is
a ste
p i
n
a p
r
o
ces
s.
Th
e
s
t
ep
s

on

th
e st
oo
p
in
f
ron
t
of
y
ou
r

h
ouse
un
derst
and
(
if
st
eps
un
derst
and
an
yt
hi
ng)
th
a
t
they exist in order to get
you up or down. If you
a
sked th
e
architect what
a
n
y
particul
a
r step
is
f
or
, she wou
ldn’
t
hes
i
tate. T
he answe
r is ob
vious. The
purpose of t
his
step is to get
y
o
u to t
he next step. Th
a
t

s it.
So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make

d
e
c
i
s
i
o
n
s

ar
e

m
u
t
e
d

o
n
l
i
n
e
.

T
h
e
re

s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about

su
b
t
l
e

c
u
e
s
o
f

t
y
p
e
f
a
c
e
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h

t
h
e
s
e
t
h
i
n
g
s

m
a
t
t
e
r
.
So, f
or

a
ll
those yea
rs
when
the guys i
n

t
h
e

t
e
c
h

d
e
p
a
rt
m
e
n
t

w
er
e

t
r
y
i
n
g

t
o

sh
a
m
e
y
o
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey
w
e
re

r
i
g
h
t
.

A

l
i
t
t
l
e
.
They wer
e a lit
tle right b
e
cause those

f
e
a
t
u
r
e
s
s
e
n
d

a

si
g
n
a
l

t
o

s
o
m
e

p
e
o
p
l
e
.

If

I

m
looki
ng for a cool firm, a f
ir
m
that get
s
t
ec
h
n
o
l
o
g
y
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
el
l

t
h
a
t

st
o
r
y
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to

s
el
l

y
o
u

o
n
.

T
h
e

sa
m
e

s
t
o
r
y

d
o
e
s
n

t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

I
b
e
x
.

T
h
e
y

t
e
l
l

a
n

e
f
f
e
c
t
i
v
e
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
g
h
t

t
o

b
e
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site

h
a
s

a

t
o
n
e

o
f

v
o
i
c
e
.

T
h
a
t

t
o
n
e

m
u
s
t

m
at
c
h

t
h
e
expec
t
ations of
the vis
i
tors
or th
e
y wi
l
l

m
i
s
u
n
d
e
r
st
a
n
d

wh
o

y
o
u

a
r
e
(
o
r
w
o
r
s
e,

f
l
e
e
)
.
Choo
s
e a ton
e

that m
a
t
ches
or exce
ed
s

t
h
e
t
o
n
e

o
f

yo
u
r
s
u
c
c
e
ss
f
u
l

c
o
m
p
et
i
t
o
r
s
.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[a
dve
rti
s
ement]
HOW
do
you t
ell a sto
r
y
that
peop
le want
to
hear?
I try to
answer
t
his qu
es
t
ion
in
All Marketer
s
Ar
e Liars.
Cli
ck here to
fin
d t
he b
log an
d t
he bo
ok.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne
si
t
e

wa
n
t
s
y
o
u

t
o

r
e
f
i
n
a
n
c
e

y
o
u
r

m
o
s
t
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o

h
u
n
d
r
e
d
s

o
f

t
h
o
u
s
a
n
d
s

o
f

d
o
l
l
a
r
s

i
n
t
o

d
e
b
t
.

T
h
e
ot
her
site wants to sell you a $90 sweat
e
r
.
On
c
e you
r
ealize that
the purpose of
a

W
eb page is to star
t
a conver
sation, i
t he
l
p
s

t
o
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
ir
s
t

p
a
g
e

w
e
r
e

a

p
e
r
s
o
n
,

h
o
w

w
o
u
l
d

i
t

d
r
e
s
s?

W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
?

I
n

a

b
a
n
k
?
Wh
a
t
about t
he s
econ
d page?
D
oes
it

h
a
v
e

a
p
er
s
o
n
a
l
i
t
y
?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
pe
r

i
n
c
h
,

a

f
i
xe
d

ch
o
i
c
e

o
f

c
o
l
o
r
s,
th
e
same siz
e. It costs just as
m
uch to
p
u
t

u
p

t
h
e

p
i
x
e
l
s

o
n

t
h
e

f
i
r
st

p
ag
e
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
Buy T
raf
fi
c
Eve
n
two-ye
ar
-olds

know how knock-knock jokes w
o
r
k. Y
ou always
star
t
w
i
th t
he s
ame lin
e. Y
ou always
get
a r
esponse
.
Y
ou res
po
nd with
a
structured,
predictable re
sponse. And th
e
n
there

s a
p
unch line.
It’
s a s
t
ep-
b
y-
step
pr
o
gr
ess
io
n t
hat m
a
k
e
s it
quit
e eas
y t
o bu
ild n
ew

knock-knock jo
ke
s.
So
me o
f t
he same
s
t
ep-by-s
t
ep t
hin
king
goes i
nto
bui
ldin
g a p
r
o
ces
s t
hat
gets yo
u what
you want
. (N
o
tice that
I
did
n’
t say “buildin
g a

W
eb site.” That’
s bec
ause the proces
s
takes plac
e o
utside of your W
eb site at t
imes
.)
Cre
at
in
g
a
k
n
ock
-kn
oc
k
jo
ke

is
ve
ry
st
raig
ht
f
o
r
w
ard
.
F
irst
,
y
ou
annou
nce
t
he joke. The jo
ke
e t
hen chooses
t
o ignore you or
t
o

en
g
ag
e.

T
he

ex
ch
an
g
e
t
h
at

fo
l
lo
w
s
is

sim
p
l
e.

An
d

so
m
et
i
m
es
th
e
j
okee
g
e
t
s
t
he joke and smiles.
Big Pict
ure: Wh
at a W
eb
S
ite Do
e
s
Big Picture #1:
A W
eb site must d
o at leas
t
one of t
wo thi
ngs
, b
ut probably bo
th:
• T
urn a s
t
r
anger into
a fr
ien
d, and a friend int
o a cus
t
omer
.
• T
alk in a t
one of voice t
hat pers
uades people to b
eliev
e t
he s
t
or
y yo
u’r
e t
e
l
ling.
Big Picture #2:
A W
eb sit
e

ca
n
caus
e
only f
our th
ings to
happ
e
n
in
the m
omen
ts after someo
ne se
es it
:
• Sh
e
clicks and goes s
om
ew
h
e
re els
e you
w
ant
her

to go.
• Sh
e
clicks and gives

y
o
u per
m
is
sion t
o fol
low up by email o
r
ph
one.
• Sh
e
clicks and buys s
o
methin
g.
• Sh
e
t
ells
a f
r
iend,
e
i
ther

by clicking or by bloggi
ng or phoni
ng or talking.
That’
s it.
If your s
it
e is
att
empt
ing to
do more than
this, you’re w
asting
time and
money and,
mo
r
e imp
or
t
a
n
t, fo
c
u
s
.
In this guid
e
, we’ll start with
B
ig Picture #1, becaus
e it

s fir
st.
K
N
O
C
K
©
2
0
0
5
,

D
o

Y
o
u
Z
o
om
,

I
nc
.
U
n
t
i
l

S
e
p
t
em
be
r

1
,

2
0
0
5
,

di
st
ri
bu
t
i
on

o
f

t
h
i
s

e
b
oo
k

b
y

e
m
a
i
l
,
W
e
b

s
i
t
e
,

b
l
o
g
,

c
a
r
r
i
e
r

p
i
g
e
o
n

o
r

a
n
y

o
t
h
e
r

m
e
t
h
o
d

i
s

p
r
o
h
i
b
i
t
e
d
.
A
f
t
e
r

t
h
a
t
,

i
t

i
s

p
r
o
t
e
c
t
e
d

u
n
d
e
r

t
h
e

C
r
e
a
t
i
v
e

C
o
m
m
o
n
s

l
i
c
e
n
s
e
.
N
o
co
m
m
e
r
ci
al

u
se
,

n
o

c
ha
n
g
e
s.

O
t
h
e
r

t
h
an

t
h
a
t
,

i
f

i
t

s

l
a
t
e
r
t
h
an

9
/
1
/0
5
,

f
ee
l

f
re
e

t
o

s
ha
r
e
i
t
,

po
st

i
t
,

pr
i
nt

i
t
,

or

c
o
py

i
t
.
T
w
o

I
m
p
o
r
ta
n
t
N
o
t
e
s
1
.

Th
e

p
i
c
t
u
re
s

ar
e

c
ru
m
m
y
.

T
o

se
e

a

be
t
t
e
r

v
e
rs
i
o
n
,

c
l
i
ck

on

a
n

i
m
ag
e
.
2
.

T
o

r
ea
d
t
h
e
do
cu
m
e
n
t

t
h
e

e
as
i
e
s
t

w
ay
,

h
i
t

c
on
t
r
o
l

L

o
r

ch
o
os
e
V
I
E
W

-
->

F
U
L
L

S
C
R
E
E
N
.

o
r

j
u
st

C
L
I
C
K

H
E
R
E
.
T
he
n

y
o
u
ca
n
ad
v
an
ce

w
i
t
h
t
h
e
ar
r
ow

k
e
y
s
.
T
o

r
et
u
r
n

t
o

y
o
ur

c
om
pu
t
e
r
,

h
i
t

E
SC
.
T
ha
n
k
s

f
or

r
e
ad
i
n
g
.
a
b
o
u
t

e
ve
r
y
t
h
i
n
g

y
o
u

t
h
i
n
k

y
o
u

k
n
o
w

ab
o
u
t

W
e
b

s
i
t
e
s
i
s
w
r
o
n
g
.

W
h
at

t
h
e
e
s
t
a
b
l
i
s
h
m
e
n
t

h
a
s

t
a
u
g
h
t

y
o
u

a
b
o
u
t

W
e
b

d
e
s
i
g
n

a
n
d

s
t
r
a
t
e
g
y

i
s

l
a
r
g
e
l
y

s
e
l
f
-
s
e
r
v
i
n
g
,
e
x
p
e
n
si
v
e
,

t
i
m
e
-
co
n
su
m
i
n
g
,

a
n
d

c
o
m
p
l
e
t
e
l
y

i
n
ef
f
e
c
t
i
v
e
.
T
h
i
s

b
o
o
k
l
et

i
s
d
e
si
g
n
e
d

t
o

c
h
a
n
g
e

a
l
l

t
h
a
t
.
H
o
w’
s

t
h
a
t

f
o
r
a

p
r
o
m
i
se
?
I
f

y
o
u

d
o
n

t

h
a
v
e

a

W
e
b
-
s
i
t
e

p
r
o
b
l
e
m

o
r

y
o
u

r
e

n
o
t

i
n
t
e
re
s
t
e
d

i
n

s
o
l
v
i
n
g

i
t
,

t
h
i
s

b
o
o
k
l
e
t
w
i
l
l

b
e

a

c
o
m
p
l
e
t
e

w
as
t
e

o
f

t
i
m
e.

O
n

t
h
e

o
t
h
e
r

h
a
n
d
,

i
f

y
o
u

r
e
t
ry
i
n
g

t
o

f
i
g
u
r
e
o
u
t

h
o
w
t
o

u
s
e

G
o
o
g
l
e

A
d
W
o
r
d
s

o
r

o
t
h
e
r

a
d
v
e
r
t
i
s
i
n
g

t
e
c
h
n
i
q
u
e
s

t
o

c
o
n
n
e
c
t

w
i
t
h

y
o
u
r

p
r
o
s
p
e
c
t
s
,
c
u
s
t
o
m
e
r
s
,

d
o
n
o
r
s
,

s
t
u
d
e
n
t
s
,

o
r

u
s
e
r
s
,

t
h
e
n

I

m

b
e
t
t
i
n
g

y
o
u

l
l

f
i
n
d

s
o
m
e

u
s
e
f
u
l

i
n
f
o
r
m
a
t
i
o
n
i
n
s
i
d
e
.
T
h
i
s

i
s

p
a
rt

o
f

t
h
e

In
c
o
m
p
l
e
t
e

s
e
r
i
e
s

o
f

e
b
o
o
k
s

t
h
a
t

t
ri
e
s

t
o

i
d
e
n
t
i
f
y

j
u
s
t

a

f
e
w

i
m
p
o
r
t
a
n
t
(
a
n
d

o
v
e
r
l
o
o
k
e
d
)

i
d
e
a
s
a
n
d

se
l
l

y
o
u

h
a
r
d

o
n

p
u
t
t
i
n
g

t
h
e
m

t
o

w
o
rk

f
o
r

y
o
u
.

I
b
e
l
i
e
v
e

t
h
a
t
y
o
u
r

p
r
o
b
l
e
m

(
i
f

y
o
u

h
a
v
e

a

p
r
o
b
l
e
m
)

i
sn

t

t
h
a
t

y
o
u

d
o
n

t

h
av
e

e
n
o
u
g
h

d
a
t
a
.

Y
o
u

h
av
e
t
o
o

m
u
c
h

d
a
t
a!

Y
o
u

d
o
n

t

n
ee
d

a
l
o
n
g
e
r
b
o
o
k

o
r

m
o
r
e

t
i
m
e
w
i
t
h

a

t
a
l
e
n
t
ed

co
n
su
l
t
a
n
t
.
W
h
a
t

y
o
u

n
e
e
d

i
s

t
h
e

c
e
r
t
a
i
n
t
y

o
f

k
n
o
w
i
n
g

t
h
a
t

y
o
u

o
u
g
h
t

t
o

d
o

s
o
m
e
t
h
i
n
g

(
o
n
e

t
h
i
n
g
)
;
t
h
en

y
o
u

n
e
e
d

t
h
e

wi
l
l

t
o

d
o

i
t
.
N
o

w
as
t
e
d

w
o
r
d
s.

Le
t

s

g
o
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
click on
t
he log
o f
or good
ies on the we
b..
.
Wh
y
B
o
the
r?
G
uy
go
es o
n
a
sales
call
.
Aft
er a
wh
il
e,
th
e
pu
rchasin
g
age
nt
says,
“Are
yo
u
try
ing
t
o
sel
l
me somet
hing?”
The sale
sman h
e
sitat
e
s, th
en s
t
a
m
mers
, “W
ell, no
, of cours
e no
t… I’m just t
r
ying t
o
talk wit
h you….”
U
n
d
e
rs
t
a
n
d
ab
l
y
,

t
h
e

p
u
r
c
h
a
si
n
g

a
g
e
n
t

i
s
i
n
c
e
n
se
d
.


If

y
o
u

r
e

n
o
t

h
e
r
e
t
o

s
e
l
l

m
e
so
m
e
t
h
i
n
g
,
get ou
t and stop
w
asting m
y tim
e.”
Som
etimes it’
s har
d t
o embrac
e t
he fact t
hat, yes
, yo
u ar
e trying t
o s
ell
s
om
e
t
hing. It
mig
ht be a product
or
a ser
vice or

jus
t
a
n
idea. Y
ou m
ight
be try
i
ng to rais
e m
oney for
your univers
it
y or
h
e
l
p a battered woman fi
nd th
e
n
ea
res
t
s
helt
er
. But you
a
re trying
to
do s
o
methi
ng with you
r
W
eb site. If you’re not, g
e
t
out.
S
o
w
hat

are

yo
u
t
ry
in
g
t
o

do
?
Hav
e
yo
u
g
o
t
re
al
c
la
rit
y
a
mo
n
g
t
h
e
p
eop
l
e
o
n
y
ou
r
t
eam
?
A W
eb
pag
e isn

t
a
place
th
e way
S
tarbu
cks is
a pl
ace.
A W
eb
pag
e is
a ste
p i
n
a p
r
o
ces
s.
Th
e
s
t
ep
s

on

th
e st
oo
p
in
f
ron
t
of
y
ou
r

h
ouse
un
derst
and
(
if
st
eps
un
derst
and
an
yt
hi
ng)
th
a
t
they exist in order to get
you up or down. If you
a
sked th
e
architect what
a
n
y
particul
a
r step
is
f
or
, she wou
ldn’
t
hes
i
tate. T
he answe
r is ob
vious. The
purpose of t
his
step is to get
y
o
u to t
he next step. Th
a
t

s it.
So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make

d
e
c
i
s
i
o
n
s

ar
e

m
u
t
e
d

o
n
l
i
n
e
.

T
h
e
re

s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about

su
b
t
l
e

c
u
e
s
o
f

t
y
p
e
f
a
c
e
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h

t
h
e
s
e
t
h
i
n
g
s

m
a
t
t
e
r
.
So, f
or

a
ll
those yea
rs
when
the guys i
n

t
h
e

t
e
c
h

d
e
p
a
rt
m
e
n
t

w
er
e

t
r
y
i
n
g

t
o

sh
a
m
e
y
o
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey
w
e
re

r
i
g
h
t
.

A

l
i
t
t
l
e
.
They wer
e a lit
tle right b
e
cause those

f
e
a
t
u
r
e
s
s
e
n
d

a

si
g
n
a
l

t
o

s
o
m
e

p
e
o
p
l
e
.

If

I

m
looki
ng for a cool firm, a f
ir
m
that get
s
t
ec
h
n
o
l
o
g
y
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
el
l

t
h
a
t

st
o
r
y
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to

s
el
l

y
o
u

o
n
.

T
h
e

sa
m
e

s
t
o
r
y

d
o
e
s
n

t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

I
b
e
x
.

T
h
e
y

t
e
l
l

a
n

e
f
f
e
c
t
i
v
e
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
g
h
t

t
o

b
e
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site

h
a
s

a

t
o
n
e

o
f

v
o
i
c
e
.

T
h
a
t

t
o
n
e

m
u
s
t

m
at
c
h

t
h
e
expec
t
ations of
the vis
i
tors
or th
e
y wi
l
l

m
i
s
u
n
d
e
r
st
a
n
d

wh
o

y
o
u

a
r
e
(
o
r
w
o
r
s
e,

f
l
e
e
)
.
Choo
s
e a ton
e

that m
a
t
ches
or exce
ed
s

t
h
e
t
o
n
e

o
f

yo
u
r
s
u
c
c
e
ss
f
u
l

c
o
m
p
et
i
t
o
r
s
.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
Buy T
raf
fi
c
Eve
n
two-ye
ar
-olds

know how knock-knock jokes w
o
r
k. Y
ou always
star
t
w
i
th t
he s
ame lin
e. Y
ou always
get
a r
esponse
.
Y
ou res
po
nd with
a
structured,
predictable re
sponse. And th
e
n
there

s a
p
unch line.
It’
s a s
t
ep-
b
y-
step
pr
o
gr
ess
io
n t
hat m
a
k
e
s it
quit
e eas
y t
o bu
ild n
ew

knock-knock jo
ke
s.
So
me o
f t
he same
s
t
ep-by-s
t
ep t
hin
king
goes i
nto
bui
ldin
g a p
r
o
ces
s t
hat
gets yo
u what
you want
. (N
o
tice that
I
did
n’
t say “buildin
g a

W
eb site.” That’
s bec
ause the proces
s
takes plac
e o
utside of your W
eb site at t
imes
.)
Cre
at
in
g
a
k
n
ock
-kn
oc
k
jo
ke

is
ve
ry
st
raig
ht
f
o
r
w
ard
.
F
irst
,
y
ou
annou
nce
t
he joke. The jo
ke
e t
hen chooses
t
o ignore you or
t
o

en
g
ag
e.

T
he

ex
ch
an
g
e
t
h
at

fo
l
lo
w
s
is

sim
p
l
e.

An
d

so
m
et
i
m
es
th
e
j
okee
g
e
t
s
t
he joke and smiles.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
o
l
l
o
w

u
p

b
y

e
m
a
i
l

o
r
p
h
o
n
e
.


S
h
e
c
l
i
c
k
s

a
n
d

b
u
y
s

so
m
e
t
h
i
n
g
.


S
h
e
t
e
l
l
s
a

f
ri
e
n
d
,

ei
t
h
e
r
b
y

c
l
i
c
k
i
n
g

o
r

b
y

b
l
o
g
g
i
n
g

o
r

p
h
o
n
i
n
g

o
r

t
a
l
k
i
n
g
.
T
h
a
t

s

i
t
.
I
f

y
o
u
r

si
t
e

i
s
a
t
t
e
m
p
t
i
n
g

t
o

d
o

m
o
r
e

t
h
a
n

t
h
i
s
,

y
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Bi
g

P
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#
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b
e
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a
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t

s

f
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K
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o

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o

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In
c
o
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j
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a

f
e
w

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m
p
o
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t
a
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(
a
n
d

o
v
e
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l
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d
)

i
d
e
a
s
a
n
d

se
l
l

y
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u

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a
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d

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n

p
u
t
t
i
n
g

t
h
e
m

t
o

w
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rk

f
o
r

y
o
u
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I
b
e
l
i
e
v
e

t
h
a
t
y
o
u
r

p
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o
b
l
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m

(
i
f

y
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u

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a
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e

a

p
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m
)

i
sn

t

t
h
a
t

y
o
u

d
o
n

t

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av
e

e
n
o
u
g
h

d
a
t
a
.

Y
o
u

h
av
e
t
o
o

m
u
c
h

d
a
t
a!

Y
o
u

d
o
n

t

n
ee
d

a
l
o
n
g
e
r
b
o
o
k

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r

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e

t
i
m
e
w
i
t
h

a

t
a
l
e
n
t
ed

co
n
su
l
t
a
n
t
.
W
h
a
t

y
o
u

n
e
e
d

i
s

t
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e

c
e
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t
a
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f

k
n
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t
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a
t

y
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u

o
u
g
h
t

t
o

d
o

s
o
m
e
t
h
i
n
g

(
o
n
e

t
h
i
n
g
)
;
t
h
en

y
o
u

n
e
e
d

t
h
e

wi
l
l

t
o

d
o

i
t
.
N
o

w
as
t
e
d

w
o
r
d
s.

Le
t

s

g
o
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
Wh
y
B
o
the
r?
G
uy
go
es o
n
a
sales
call
.
Aft
er a
wh
il
e,
th
e
pu
rchasin
g
age
nt
says,
“Are
yo
u
try
ing
t
o
sel
l
me somet
hing?”
The sale
sman h
e
sitat
e
s, th
en s
t
a
m
mers
, “W
ell, no
, of cours
e no
t… I’m just t
r
ying t
o
talk wit
h you….”
U
n
d
e
rs
t
a
n
d
ab
l
y
,

t
h
e

p
u
r
c
h
a
si
n
g

a
g
e
n
t

i
s
i
n
c
e
n
se
d
.


If

y
o
u

r
e

n
o
t

h
e
r
e
t
o

s
e
l
l

m
e
so
m
e
t
h
i
n
g
,
get ou
t and stop
w
asting m
y tim
e.”
Som
etimes it’
s har
d t
o embrac
e t
he fact t
hat, yes
, yo
u ar
e trying t
o s
ell
s
om
e
t
hing. It
mig
ht be a product
or
a ser
vice or

jus
t
a
n
idea. Y
ou m
ight
be try
i
ng to rais
e m
oney for
your univers
it
y or
h
e
l
p a battered woman fi
nd th
e
n
ea
res
t
s
helt
er
. But you
a
re trying
to
do s
o
methi
ng with you
r
W
eb site. If you’re not, g
e
t
out.
S
o
w
hat

are

yo
u
t
ry
in
g
t
o

do
?
Hav
e
yo
u
g
o
t
re
al
c
la
rit
y
a
mo
n
g
t
h
e
p
eop
l
e
o
n
y
ou
r
t
eam
?
A W
eb
pag
e isn

t
a
place
th
e way
S
tarbu
cks is
a pl
ace.
A W
eb
pag
e is
a ste
p i
n
a p
r
o
ces
s.
Th
e
s
t
ep
s

on

th
e st
oo
p
in
f
ron
t
of
y
ou
r

h
ouse
un
derst
and
(
if
st
eps
un
derst
and
an
yt
hi
ng)
th
a
t
they exist in order to get
you up or down. If you
a
sked th
e
architect what
a
n
y
particul
a
r step
is
f
or
, she wou
ldn’
t
hes
i
tate. T
he answe
r is ob
vious. The
purpose of t
his
step is to get
y
o
u to t
he next step. Th
a
t

s it.
So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make

d
e
c
i
s
i
o
n
s

ar
e

m
u
t
e
d

o
n
l
i
n
e
.

T
h
e
re

s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about

su
b
t
l
e

c
u
e
s
o
f

t
y
p
e
f
a
c
e
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h

t
h
e
s
e
t
h
i
n
g
s

m
a
t
t
e
r
.
So, f
or

a
ll
those yea
rs
when
the guys i
n

t
h
e

t
e
c
h

d
e
p
a
rt
m
e
n
t

w
er
e

t
r
y
i
n
g

t
o

sh
a
m
e
y
o
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey
w
e
re

r
i
g
h
t
.

A

l
i
t
t
l
e
.
They wer
e a lit
tle right b
e
cause those

f
e
a
t
u
r
e
s
s
e
n
d

a

si
g
n
a
l

t
o

s
o
m
e

p
e
o
p
l
e
.

If

I

m
looki
ng for a cool firm, a f
ir
m
that get
s
t
ec
h
n
o
l
o
g
y
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
el
l

t
h
a
t

st
o
r
y
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to

s
el
l

y
o
u

o
n
.

T
h
e

sa
m
e

s
t
o
r
y

d
o
e
s
n

t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

I
b
e
x
.

T
h
e
y

t
e
l
l

a
n

e
f
f
e
c
t
i
v
e
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
g
h
t

t
o

b
e
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site

h
a
s

a

t
o
n
e

o
f

v
o
i
c
e
.

T
h
a
t

t
o
n
e

m
u
s
t

m
at
c
h

t
h
e
expec
t
ations of
the vis
i
tors
or th
e
y wi
l
l

m
i
s
u
n
d
e
r
st
a
n
d

wh
o

y
o
u

a
r
e
(
o
r
w
o
r
s
e,

f
l
e
e
)
.
Choo
s
e a ton
e

that m
a
t
ches
or exce
ed
s

t
h
e
t
o
n
e

o
f

yo
u
r
s
u
c
c
e
ss
f
u
l

c
o
m
p
et
i
t
o
r
s
.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
Buy T
raf
fi
c
Eve
n
two-ye
ar
-olds

know how knock-knock jokes w
o
r
k. Y
ou always
star
t
w
i
th t
he s
ame lin
e. Y
ou always
get
a r
esponse
.
Y
ou res
po
nd with
a
structured,
predictable re
sponse. And th
e
n
there

s a
p
unch line.
It’
s a s
t
ep-
b
y-
step
pr
o
gr
ess
io
n t
hat m
a
k
e
s it
quit
e eas
y t
o bu
ild n
ew

knock-knock jo
ke
s.
So
me o
f t
he same
s
t
ep-by-s
t
ep t
hin
king
goes i
nto
bui
ldin
g a p
r
o
ces
s t
hat
gets yo
u what
you want
. (N
o
tice that
I
did
n’
t say “buildin
g a

W
eb site.” That’
s bec
ause the proces
s
takes plac
e o
utside of your W
eb site at t
imes
.)
Cre
at
in
g
a
k
n
ock
-kn
oc
k
jo
ke

is
ve
ry
st
raig
ht
f
o
r
w
ard
.
F
irst
,
y
ou
annou
nce
t
he joke. The jo
ke
e t
hen chooses
t
o ignore you or
t
o

en
g
ag
e.

T
he

ex
ch
an
g
e
t
h
at

fo
l
lo
w
s
is

sim
p
l
e.

An
d

so
m
et
i
m
es
th
e
j
okee
g
e
t
s
t
he joke and smiles.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
o
l
l
o
w

u
p

b
y

e
m
a
i
l

o
r
p
h
o
n
e
.


S
h
e
c
l
i
c
k
s

a
n
d

b
u
y
s

so
m
e
t
h
i
n
g
.


S
h
e
t
e
l
l
s
a

f
ri
e
n
d
,

ei
t
h
e
r
b
y

c
l
i
c
k
i
n
g

o
r

b
y

b
l
o
g
g
i
n
g

o
r

p
h
o
n
i
n
g

o
r

t
a
l
k
i
n
g
.
T
h
a
t

s

i
t
.
I
f

y
o
u
r

si
t
e

i
s
a
t
t
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So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne
si
t
e

wa
n
t
s
y
o
u

t
o

r
e
f
i
n
a
n
c
e

y
o
u
r

m
o
s
t
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o

h
u
n
d
r
e
d
s

o
f

t
h
o
u
s
a
n
d
s

o
f

d
o
l
l
a
r
s

i
n
t
o

d
e
b
t
.

T
h
e
ot
her
site wants to sell you a $90 sweat
e
r
.
On
c
e you
r
ealize that
the purpose of
a

W
eb page is to star
t
a conver
sation, i
t he
l
p
s

t
o
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
ir
s
t

p
a
g
e

w
e
r
e

a

p
e
r
s
o
n
,

h
o
w

w
o
u
l
d

i
t

d
r
e
s
s?

W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
?

I
n

a

b
a
n
k
?
Wh
a
t
about t
he s
econ
d page?
D
oes
it

h
a
v
e

a
p
er
s
o
n
a
l
i
t
y
?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
pe
r

i
n
c
h
,

a

f
i
xe
d

ch
o
i
c
e

o
f

c
o
l
o
r
s,
th
e
same siz
e. It costs just as
m
uch to
p
u
t

u
p

t
h
e

p
i
x
e
l
s

o
n

t
h
e

f
i
r
st

p
ag
e
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked

o
v
e
r

wo
u
l
d

r
ea
d

t
h
e

f
i
n
e
p
ri
n
t

t
o

d
i
sc
o
v
e
r
t
h
a
t
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
m
p
a
n
y

s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed

t
h
i
s
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps

t
h
a
t

g
o

f
r
o
m

a

s
t
ra
n
g
er

c
l
i
c
k
i
n
g

o
n

an

a
d
,

a
l
l
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
e
n

f
r
i
e
n
d
s
.

F
i
g
u
r
e

o
u
t

w
h
i
c
h

s
t
e
p

i
s

l
e
a
s
t

e
f
f
i
c
i
e
n
t
,
and fo
c
u
s
all you
r
energy on makin
g i
t

m
o
re

e
f
f
i
ci
en
t
.

M
e
a
su
r
e

e
ve
r
y
t
h
i
n
g
!
There’
s plenty m
or
e t
o talk about
on t
his

top
i
c
,

b
u
t

l
e
t

s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
wo

e
xa
m
p
l
e
s
o
n

t
h
e

n
e
x
t

p
a
g
e
:
Buy T
raf
fi
c
Even

two-y
ea
r
-ol
d
s
know

how
knoc
k
-knoc
k
jokes

work.

Y
ou
always
st
a
r
t
with
t
he

same
li
n
e.
Y
ou
always
get

a
r
espon
se
.

Y
ou
r
espon
d
with

a

struc
tur
ed,

pr
edict
a
b
l
e
r
espon
se
.

An
d
t
h
en

ther
e’
s
a

punch

l
ine.
It’
s
a

step-by
-step

progr
ession
that

makes
it
q
u
ite

ea
sy

to

buil
d

new
kn
ock
-knoc
k
jokes.

Some
of

the
same
st
ep-by
-step
t
hi
n
ki
n
g

goes
into

bui
lding

a

process

t
ha
t

gets
y
ou
what
y
ou
want
.
(Notice
t
ha
t

I
didn

t

sa
y

“building
a
W
eb
site.
”
That’
s
b
e
c
ause

the
p
rocess

takes
place
outsid
e
of

your

W
eb
site

at
times.
)
Cr
eating
a
kn
ock
-knoc
k
joke

i
s

very

str
aig
ht
forwar
d.

F
irst,

you
announ
ce
the

joke.

Th
e

jokee
then

chooses
t
o
ignor
e
y
ou
or

to
engage.
The

e
xc
ha
n
ge

that
f
ol
lows
is

si
mp
l
e.

And

sometimes

the
jokee

g
et
s
the
j
oke
and

smil
es.
Big Pict
ure: Wh
at a W
eb
S
ite Do
e
s
Big Picture #1:
A W
eb site must d
o at leas
t
one of t
wo thi
ngs
, b
ut probably bo
th:
• T
urn a s
t
r
anger into
a fr
ien
d, and a friend int
o a cus
t
omer
.
• T
alk in a t
one of voice t
hat pers
uades people to b
eliev
e t
he s
t
or
y yo
u’r
e t
e
l
ling.
Big Picture #2:
A W
eb sit
e

ca
n
caus
e
only f
our th
ings to
happ
e
n
in
the m
omen
ts after someo
ne se
es it
:
• Sh
e
clicks and goes s
om
ew
h
e
re els
e you
w
ant
her

to go.
• Sh
e
clicks and gives

y
o
u per
m
is
sion t
o fol
low up by email o
r
ph
one.
• Sh
e
clicks and buys s
o
methin
g.
• Sh
e
t
ells
a f
r
iend,
e
i
ther

by clicking or by bloggi
ng or phoni
ng or talking.
That’
s it.
If your s
it
e is
att
empt
ing to
do more than
this, you’re w
asting
time and
money and,
mo
r
e imp
or
t
a
n
t, fo
c
u
s
.
In this guid
e
, we’ll start with
B
ig Picture #1, becaus
e it

s fir
st.
K
N
O
C
K
©
2
0
0
5
,

D
o

Y
o
u
Z
o
om
,

I
nc
.
U
n
t
i
l

S
e
p
t
e
m
b
e
r

1
,

2
0
0
5
,

d
i
s
t
r
i
b
u
t
i
o
n

o
f

t
h
i
s

e
b
o
o
k

b
y

e
m
a
i
l
,

W
e
b

s
i
t
e
,

b
l
o
g
,

o
r

c
a
r
r
i
e
r

p
i
g
e
o
n

i
s

p
r
o
h
i
b
i
t
e
d
.
A
f
t
e
r

t
h
at
,

i
t

i
s

p
ro
t
e
ct
ed

u
n
de
r

t
h
e
l
i
ce
n
se
.

No

c
om
m
e
r
ci
a
l

us
e
,

n
o
ch
an
g
es
.

O
t
h
er

t
ha
n

t
h
at
,

i
f

i
t

s

l
a
t
e
r
t
h
an

9
/1
/0
5
,

f
e
e
l

f
r
e
e
t
o
sh
ar
e

i
t
,
p
os
t

i
t
,

p
r
i
n
t

i
t
,

o
r

co
p
y

i
t
.
about
ev
erythin
g you th
ink you kn
ow a
b
out W
eb sites
i
s
wrong. Wh
a
t
the
e
st
ab
l
i
sh
m
e
n
t

h
a
s
t
au
g
h
t

yo
u

ab
o
u
t

W
e
b
d
es
i
gn

an
d

st
ra
t
e
gy

is

l
a
rg
el
y

s
el
f
-s
erv
i
n
g
,
expens
ive, t
ime-c
o
ns
um
ing, and com
pletely in
e
f
fective.
This bookl
e
t
is

des
igned t
o change all th
at.
How

s that f
or
a promi
s
e?
If y
ou
don

t
have
a W
eb-site
probl
em
or you
’re no
t
int
er
est
ed i
n sol
ving
it
, t
his b
ookl
et
will be a comp
lete wa
ste of
tim
e
.
On th
e other hand, if
you’re

tr
yin
g to f
igure
o
ut ho
w
t
o
u
se
G
oo
gl
e
Ad
W
o
rds
o
r o
t
he
r
adv
ert
isi
ng

te
chn
i
qu
es
t
o
co
n
nec
t
w
it
h
y
ou
r
pro
spe
ct
s,
c
u
st
o
m
e
r
s,

d
o
n
o
rs,

st
u
d
en
t
s,

o
r
u
se
rs,

t
h
e
n

I’
m

b
e
t
t
i
n
g

y
o
u

l
l
f
i
n
d

so
m
e
u
se
f
u
l

i
n
f
o
rm
at
i
o
n
inside.
Th
is i
s p
ar
t

of
t
he
I
n
com
pl
ete
series o
f
ebo
oks
th
at
t
r
i
es t
o
ide
nt
ify
j
ust
a f
ew
im
port
ant
(
and
ov
erloo
ked
)
ide
as

an
d
s
el
l
you
h
ard
on
p
ut
ti
ng
t
hem
t
o
wo
r
k
f
or
you
.
I

bel
ieve
t
hat
your problem (
if you have a problem)
is
n’
t t
hat you
don’
t h
a
ve enou
gh data. Y
ou h
a
ve
to
o much dat
a
!
Y
ou d
on’
t n
e
ed
a
l
onger
b
ook or more tim
e
wit
h a talent
e
d
c
o
ns
ul
tant.
W
hat
y
ou
ne
ed
is t
he
cert
ain
ty
of
k
no
wing
t
hat

you
o
ugh
t
t
o
do
som
et
hin
g
(o
ne
th
in
g)
;
th
e
n
you need t
he w
i
ll to d
o it.
No wa
sted words
.
L
et

s go.
c
J
u
s
t
KNOCK
KNOC
K
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
Wh
y
B
o
the
r?
G
uy
go
es o
n
a
sales
call
.
Aft
er a
wh
il
e,
th
e
pu
rchasin
g
age
nt
says,
“Are
yo
u
try
ing
t
o
sel
l
me somet
hing?”
The sale
sman h
e
sitat
e
s, th
en s
t
a
m
mers
, “W
ell, no
, of cours
e no
t… I’m just t
r
ying t
o
talk wit
h you….”
U
n
d
e
rs
t
a
n
d
ab
l
y
,

t
h
e

p
u
r
c
h
a
si
n
g

a
g
e
n
t

i
s
i
n
c
e
n
se
d
.


If

y
o
u

r
e

n
o
t

h
e
r
e
t
o

s
e
l
l

m
e
so
m
e
t
h
i
n
g
,
get ou
t and stop
w
asting m
y tim
e.”
Som
etimes it’
s har
d t
o embrac
e t
he fact t
hat, yes
, yo
u ar
e trying t
o s
ell
s
om
e
t
hing. It
mig
ht be a product
or
a ser
vice or

jus
t
a
n
idea. Y
ou m
ight
be try
i
ng to rais
e m
oney for
your univers
it
y or
h
e
l
p a battered woman fi
nd th
e
n
ea
res
t
s
helt
er
. But you
a
re trying
to
do s
o
methi
ng with you
r
W
eb site. If you’re not, g
e
t
out.
S
o
w
hat

are

yo
u
t
ry
in
g
t
o

do
?
Hav
e
yo
u
g
o
t
re
al
c
la
rit
y
a
mo
n
g
t
h
e
p
eop
l
e
o
n
y
ou
r
t
eam
?
A W
eb
pag
e isn

t
a
place
th
e way
S
tarbu
cks is
a pl
ace.
A W
eb
pag
e is
a ste
p i
n
a p
r
o
ces
s.
Th
e
s
t
ep
s

on

th
e st
oo
p
in
f
ron
t
of
y
ou
r

h
ouse
un
derst
and
(
if
st
eps
un
derst
and
an
yt
hi
ng)
th
a
t
they exist in order to get
you up or down. If you
a
sked th
e
architect what
a
n
y
particul
a
r step
is
f
or
, she wou
ldn’
t
hes
i
tate. T
he answe
r is ob
vious. The
purpose of t
his
step is to get
y
o
u to t
he next step. Th
a
t

s it.
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
So what

s
that
W
eb page for? What
a
bo
ut
this
one?
It s
eem
s
re
all
y

s
imp
le, does
n

t i
t? I
t

s not. It’
s not simpl
e

bec
ause many W
eb pages

a
re
comprom
is
es, des
ign
e
d
to do
three
o
r
six or
a h
undre
d
different t
hings. H
T
M
L is a
powerful to
ol, constantl
y

misus
ed by p
e
o
ple who believe that
jus
t
beca
u
s
e th
e
y can do
somethi
ng, th
e
y shoul
d.
So b
e
ar with m
e for a moment
, and pretend yo
u have

a
W
eb page th
a
t
does

jus
t
one
th
ing.
And th
a
t
it l
e
ads to ano
ther page that d
oes
just on
e thing
.
And
soon
(
as

s
o
on
as

po
s
sib
le),
you
r W
eb
pages l
ead
peop
le t
o
do
th
e t
hin
g yo
u
wante
d
th
e
m
to d
o all along, t
he r
eason you bu
ilt you
r
W
eb site in t
he firs
t
place
.
cl
i
c
k
on
the

log
o
for
g
ood
i
es
on
the

web
...
click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

K
NO
C
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy

Ad
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
o
r
t
.

And th
e

c
li
c
ks from t
hose
ads to
ok pe
o
p
l
e

t
o

t
h
i
s

p
a
g
e

a

p
a
g
e

t
h
a
t

s
a
y
s
i
n

b
o
l
d

b
l
a
c
k
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
cu
m
e
n
t
.

click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make

d
e
c
i
s
i
o
n
s

ar
e

m
u
t
e
d

o
n
l
i
n
e
.

T
h
e
re

s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about

su
b
t
l
e

c
u
e
s
o
f

t
y
p
e
f
a
c
e
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h

t
h
e
s
e
t
h
i
n
g
s

m
a
t
t
e
r
.
So, f
or

a
ll
those yea
rs
when
the guys i
n

t
h
e

t
e
c
h

d
e
p
a
rt
m
e
n
t

w
er
e

t
r
y
i
n
g

t
o

sh
a
m
e
y
o
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey
w
e
re

r
i
g
h
t
.

A

l
i
t
t
l
e
.
They wer
e a lit
tle right b
e
cause those

f
e
a
t
u
r
e
s
s
e
n
d

a

si
g
n
a
l

t
o

s
o
m
e

p
e
o
p
l
e
.

If

I

m
looki
ng for a cool firm, a f
ir
m
that get
s
t
ec
h
n
o
l
o
g
y
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
el
l

t
h
a
t

st
o
r
y
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to

s
el
l

y
o
u

o
n
.

T
h
e

sa
m
e

s
t
o
r
y

d
o
e
s
n

t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

I
b
e
x
.

T
h
e
y

t
e
l
l

a
n

e
f
f
e
c
t
i
v
e
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
g
h
t

t
o

b
e
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site

h
a
s

a

t
o
n
e

o
f

v
o
i
c
e
.

T
h
a
t

t
o
n
e

m
u
s
t

m
at
c
h

t
h
e
expec
t
ations of
the vis
i
tors
or th
e
y wi
l
l

m
i
s
u
n
d
e
r
st
a
n
d

wh
o

y
o
u

a
r
e
(
o
r
w
o
r
s
e,

f
l
e
e
)
.
Choo
s
e a ton
e

that m
a
t
ches
or exce
ed
s

t
h
e
t
o
n
e

o
f

yo
u
r
s
u
c
c
e
ss
f
u
l

c
o
m
p
et
i
t
o
r
s
.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and
m
e
d
i
a
fol
ks
. The p
r
oblem
is
t
hat it
looks like

a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
m
a
l
l
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same n
u
m
b
e
r
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se,

i
s
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to g
e
t
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e
:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[a
dve
rti
s
ement]
HOW
do
you t
ell a sto
r
y
that
peop
le want
to
hear?
I try to
answer
t
his qu
es
t
ion
in
All Marketer
s
Ar
e Liars.
Cli
ck here to
fin
d t
he b
log an
d t
he bo
ok.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
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I try to answer this question in Permission Marketing
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I talk about sneezers in Unleashing the Ideavirus
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th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
Buy T
raf
fi
c
Eve
n
two-ye
ar
-olds

know how knock-knock jokes w
o
r
k. Y
ou always
star
t
w
i
th t
he s
ame lin
e. Y
ou always
get
a r
esponse
.
Y
ou res
po
nd with
a
structured,
predictable re
sponse. And th
e
n
there

s a
p
unch line.
It’
s a s
t
ep-
b
y-
step
pr
o
gr
ess
io
n t
hat m
a
k
e
s it
quit
e eas
y t
o bu
ild n
ew

knock-knock jo
ke
s.
So
me o
f t
he same
s
t
ep-by-s
t
ep t
hin
king
goes i
nto
bui
ldin
g a p
r
o
ces
s t
hat
gets yo
u what
you want
. (N
o
tice that
I
did
n’
t say “buildin
g a

W
eb site.” That’
s bec
ause the proces
s
takes plac
e o
utside of your W
eb site at t
imes
.)
Cre
at
in
g
a
k
n
ock
-kn
oc
k
jo
ke

is
ve
ry
st
raig
ht
f
o
r
w
ard
.
F
irst
,
y
ou
annou
nce
t
he joke. The jo
ke
e t
hen chooses
t
o ignore you or
t
o

en
g
ag
e.

T
he

ex
ch
an
g
e
t
h
at

fo
l
lo
w
s
is

sim
p
l
e.

An
d

so
m
et
i
m
es
th
e
j
okee
g
e
t
s
t
he joke and smiles.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
o
l
l
o
w

u
p

b
y

e
m
a
i
l

o
r
p
h
o
n
e
.


S
h
e
c
l
i
c
k
s

a
n
d

b
u
y
s

so
m
e
t
h
i
n
g
.


S
h
e
t
e
l
l
s
a

f
ri
e
n
d
,

ei
t
h
e
r
b
y

c
l
i
c
k
i
n
g

o
r

b
y

b
l
o
g
g
i
n
g

o
r

p
h
o
n
i
n
g

o
r

t
a
l
k
i
n
g
.
T
h
a
t

s

i
t
.
I
f

y
o
u
r

si
t
e

i
s
a
t
t
e
m
p
t
i
n
g

t
o

d
o

m
o
r
e

t
h
a
n

t
h
i
s
,

y
o
u

r
e

wa
s
t
i
n
g

t
i
m
e

a
n
d

m
o
n
e
y

a
n
d
,
m
o
re

i
m
p
o
rt
an
t
,

f
o
cu
s.
I
n

t
h
i
s

g
u
i
d
e,

w
e

l
l

s
t
a
r
t

w
i
t
h

Bi
g

P
i
c
t
u
r
e

#
1
,

b
e
c
a
u
se

i
t

s

f
i
rs
t
.
K
N
O
C
K
©
2
0
0
5
,

D
o

Y
o
u
Z
o
om
,

I
nc
.
U
n
t
i
l

S
e
p
t
e
m
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e
r

1
,

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b
y

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m
a
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,

W
e
b

s
i
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b
l
o
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,

o
r

c
a
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p
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s

p
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p
ro
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ed

u
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om
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us
e
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.

O
t
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t
ha
n

t
h
at
,

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f

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t

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a
t
e
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an

9
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5
,

f
e
e
l

f
r
e
e
t
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ar
e

i
t
,
p
os
t

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,

p
r
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t

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r

co
p
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a
b
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t

e
ve
r
y
t
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y
o
u

t
h
i
n
k

y
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u

k
n
o
w

ab
o
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t

W
e
b

s
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t
e
s
i
s
w
r
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.

W
h
at

t
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a
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y

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.
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click on
t
he log
o f
or good
ies on the we
b..
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
If these
w
e
re r
ea
l
ly ad
s,
yo
u
could cli
ck on them
.
K
N
O
C
K

K
NO
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone
,

s
o

y
o
u

s
h
o
u
l
d
n

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who

y
o
u
r
v
e
r
y

b
e
st

au
d
i
e
n
c
e

i
s
a
n
d

g
o

st
ra
i
g
h
t

f
o
r
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore e
v
er
y
o
n
e

e
l
s
e
.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponen
t
s:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find
a

l
a
r
g
e

e
n
o
u
g
h

a
u
d
i
e
n
c
e
t
h
a
t

s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

t
o

t
h
e

st
o
r
y

i
n

t
h
e

v
e
r
n
a
c
u
l
a
r

y
o
u

u
s
e

t
o

t
e
l
l

i
t

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
p
l
e
t
e
l
y

d
i
f
f
e
re
n
t

c
h
a
l
l
e
n
g
e

f
r
o
m

a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
si
t
e

a
l
r
e
ad
y

k
n
o
w
s
w
h
o

y
o
u

a
re

a
n
d
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a
f
i
rs
t

i
m
p
re
s
si
o
n
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she cam
e

i
n

t
h
e

f
i
r
st

p
l
a
ce
.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to
k
n
o
w
?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
u
s
t

s
a
y

(
w
i
t
h
o
u
t

s
a
y
i
n
g
it
), “The smart t
hing t
o do
is

c
li
c
k
here
.

T
h
e

b
e
s
t

w
a
y

t
o

so
l
v
e

y
o
u
r
p
ro
b
l
e
m

i
s

t
o

c
l
i
c
k
here
.

Th
e A
BC (America
n
B
owlin
g
C
o
n
g
r
e
ss
)

w
i
l
l

i
n
v
a
l
i
d
a
t
e
a
3
0
0

sc
o
r
e

i
n

b
o
w
l
i
n
g
if t
hey find
that t
he alley has
b
e
en wax
e
d

t
o

en
co
u
ra
g
e

t
h
e

b
a
l
l

t
o

g
o

d
o
w
n

t
h
e
ce
n
t
e
r
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps

t
h
a
t

g
e
t

p
e
o
p
l
e

f
ro
m

h
e
re

t
o

t
h
e
r
e
.

W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
o
re

p
e
o
p
l
e
wi
l
l

f
o
l
l
o
w

t
h
e

w
ax
e
d

l
a
n
e

t
h
a
n

w
i
l
l
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
ear
c
h

E
ng
i
ne

O
p
t
i
m
i
z
a
t
i
o
n
?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will ha
p
p
i
l
y
wo
r
k

w
i
t
h

y
o
u

a
n
d
your team t
o do SEO
. SEO is the art
o
f

m
a
k
i
n
g

y
o
u
r

s
i
t
e

a
t
t
r
a
c
t
i
v
e

t
o

t
h
e
autom
ated spider
s th
a
t
Goog
le

a
n
d ot
h
er

se
a
r
c
h

e
n
g
i
n
e
s

se
n
d

a
r
o
u
n
d

t
h
e
W
eb. By changing you
r
site (and
helping

y
o
u

g
e
t

t
h
e

r
i
g
h
t

i
n
b
o
u
n
d

a
n
d
Y
ou can have as
m
any entrance
s to
your
s
i
t
e

a
s

y
o
u

w
a
n
t
.

I

c
a
l
l

t
h
e
s
e

p
a
g
e
s

l
a
n
d
i
n
g
pages
.”
A landing p
a
ge is th
e

plac
e you
link yo
u
r

a
d
s
t
o
.

I
f

y
o
u

v
e

g
o
t

a

m
u
s
i
c

st
o
re

a
n
d

y
o
u
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
a
t
a
l
o
g

O
n

S
a
l
e
,


y
o
u

s
h
o
u
l
d
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a s
p
e
c
i
a
l

p
a
g
e

y
o
u

b
u
i
l
t

t
h
at

m
a
t
c
h
e
s

y
o
u
r

ad
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
i
t
h

a

d
i
f
f
e
re
n
t

p
u
n
c
h

l
i
n
e.

T
h
a
t

w
o
u
l
d
n

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
w
e
e
n

y
o
u
r

a
d
s
,

y
o
u
r

m
a
r
k
e
t
i
n
g
,

a
n
d

y
o
u
r

l
a
n
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to
s
e
e

a
W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the use
r
d
i
g
s
d
e
e
p
e
r
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

diffe
r
e
n
t

f
r
o
m

ea
c
h
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
ag
e
,

p
re
f
e
r
ab
l
y

o
n
e

b
a
se
d

o
n

h
e
r

p
a
st

b
e
h
a
vi
o
r
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
-
s
t
e
p

p
r
o
g
r
e
s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
e
p
-
b
y
-
s
t
e
p

t
h
in
k
in
g

g
o
e
s

i
n
t
o

b
u
il
d
i
n
g

a

p
r
o
c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
i
n
g

a

W
e
b

s
i
t
e
.


T
h
a
t

s

b
ec
a
u
s
e

t
h
e

p
r
o
c
e
s
s

t
a
k
e
s

p
l
a
c
e

o
u
t
s
i
d
e
o
f

y
o
u
r

W
e
b

s
i
t
e

a
t

t
i
m
e
s
.
)
C
r
e
a
t
i
n
g

a

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e

is

v
e
r
y

s
t
r
a
i
gh
t
f
o
r
w
a
r
d
.

F
i
r
s
t
,

y
o
u
a
n
n
o
u
n
c
e

t
h
e

j
o
k
e
.

T
he

j
o
k
e
e

t
h
e
n

c
h
o
o
s
e
s

t
o

i
g
n
o
r
e

y
o
u

o
r

t
o
e
n
g
a
g
e
.

T
h
e

ex
c
h
an
g
e

t
h
a
t

f
o
ll
o
w
s

i
s

s
im
p
le
.

A
n
d

s
o
m
e
t
i
m
e
s

t
h
e
j
o
k
e
e

ge
t
s

t
h
e

j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
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v
e

t
h
a
t

j
u
st

b
e
c
au
se

t
h
ey

c
a
n

d
o
s
o
m
e
t
h
i
n
g
,

t
h
ey

s
h
o
u
l
d
.
S
o

b
ea
r

w
i
t
h

m
e

f
o
r

a

m
o
m
e
n
t
,

a
n
d

p
r
e
t
e
n
d

y
o
u

h
a
v
e
a
W
e
b

p
a
g
e

t
h
at

d
o
e
s
j
u
st

o
n
e
t
h
i
n
g
.
A
n
d

t
h
at

i
t

l
ea
d
s

t
o

a
n
o
t
h
e
r

p
a
g
e

t
h
a
t

d
o
e
s
j
u
s
t

o
n
e

t
h
i
n
g
.
A
n
d

s
o
o
n

(
a
s
so
o
n

a
s
p
o
ss
i
b
l
e
)
,

y
o
u
r

W
e
b

p
a
g
e
s

l
e
a
d

p
e
o
p
l
e

t
o

d
o

t
h
e

t
h
i
n
g

y
o
u

w
a
n
t
e
d
t
h
em

t
o

d
o

a
l
l

a
l
o
n
g
,

t
h
e

re
a
s
o
n

y
o
u

b
u
i
l
t

y
o
u
r
W
e
b

s
i
t
e

i
n

t
h
e

f
i
r
st

p
l
a
c
e.
c
li
ck

o
n

t
h
e

l
o
g
o

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
e
b
.
.
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
Fo
r
t
his
p
a
rt o
f the gu
ide, I
want
to ass
um
e
t
hat you
’r
e buyin
g the t
r
affi
c
t
hat com
e
s
to
your
site. I’m starting h
e
re becaus
e any fo
ol with m
oney can buy t
r
affi
c
.
A
nd
if you
li
ke t
he
r
esul
ts yo
u
get
from
t
hat
t
r
af
fi
c, yo
u can
b
uy m
ore
traff
ic.
I
f
t
he
boss want
s you
to
double t
r
affi
c
, yo
u ca
n
double t
r
aff
ic
.
B
uyin
g tra
f
fic is pr
edict
a
b
le a
n
d s
calable and
makes you look smart.
So, yo
u buy traffic. Let’
s ge
t
int
o a litt
le detail about
the smar
t
way

to do t
hat.
Everyo
ne’
s h
eard
of
G
oo
gle
, b
ut
a
surpri
s
i
ng
ly
smal
l n
um
be
r

of
p
eop
le
un
derstan
d
ho
w
Go
ogle makes billi
ons of d
ollar
s a year
. Th
e
y
do it
with
those lit
tle bo
x
es th
a
t
show up
next t
o the sear
ch res
ult
s
.
G
oogl
e calls t
his t
hei
r

A
d
W
ords p
r
o
gra
m
.
Ot
her sites o
ff
er

s
im
ilar p
rograms, b
ut
since
AdW
ords
i
s
th
e bigges
t
, we

ll us
e i
t as
an example. T
he dea
l
is
prett
y e
l
e
gan
t:

Pick a wo
rd or a phr
ase

tha
t
de
scr
i
be
s your pr
odu
ct.
(Y
ou

c
an eve
n
s
elect word
s that you do
n’
t
w
ant
us
ed a
s keywo
rds
.)

W
rite a sh
ort hea
dli
ne

f
oll
ow
ed b
y
a
sen
t
e
nce

tha
t m
a
kes a

p
romise.

F
i
gur
e out ho
w m
u
ch yo
u’re will
ing
to p
ay to get
o
ne pe
rso
n to cli
c
k
o
n that ad
one tim
e

(a
nd v
i
s
i
t
wha
teve
r pa
g
e yo
u’d li
ke them to visit).

F
i
gur
e out ho
w m
a
ny pe
ople you

w
ant a
t
tha
t
p
rice.
That’
s it. G
o to
ht
tps:/
/a
d
w
o
r
ds.google.com
and pu
t in yo
ur
in
fo.
click on
t
he log
o f
or good
ies on the we
b..
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% times $1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% tim
es
$5, whi
c
h
e
q
uals
(
ga
sp) $10
0.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
I
f

t
h
e
s
e
w
er
e

r
e
al
l
y

a
ds
,

y
ou
c
o
u
l
d

c
l
i
c
k

o
n

t
h
e
m.
K
N
O
C
K

K
NO
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem
t
h
e

sa
m
e

i
n
f
o
r
m
a
t
i
o
n
?
Wh
y make them t
he s
am
e

offers
? Wh
y

u
se

t
h
e
sa
m
e

v
e
rn
ac
u
l
a
r
?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and

s
h
o
w

r
e
p
e
at

v
i
si
t
o
r
s
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e no
w

f
re
e

t
o

t
a
l
k

d
i
f
f
er
e
n
t
l
y
t
o

d
i
f
f
e
re
n
t

p
e
o
p
l
e
.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ark
e
t
i
n
g
.

Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, y
o
u

s
h
o
u
l
d

d
o

j
u
s
t

t
h
a
t
.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you wan
t

y
o
u
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
en

t
w
o
-
y
ea
r
-
o
l
d
s
k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

wo
rk
.

Y
o
u

a
l
w
a
y
s
s
t
a
rt

wi
t
h

t
h
e

sa
m
e

l
i
n
e
.

Y
o
u

a
l
w
a
y
s
g
e
t

a

re
s
p
o
n
s
e.

Y
o
u

r
e
sp
o
n
d

w
i
t
h

a
s
t
r
u
c
t
u
r
e
d
,
p
r
e
d
i
c
t
a
b
l
e

r
es
p
o
n
s
e
.

A
n
d

t
h
en

t
h
e
r
e’
s

a
p
u
n
c
h

l
i
n
e
.
I
t

s

a

st
e
p
-b
y
-s
t
e
p

p
ro
g
re
s
si
o
n

t
h
a
t

m
ak
es

i
t

q
u
i
t
e

e
a
sy

t
o

b
u
i
l
d

n
e
w
k
n
o
c
k
-
k
n
o
c
k

j
o
k
es
.
S
o
m
e

o
f

t
h
e

s
a
m
e

st
e
p
-
b
y
-
st
e
p

t
h
i
n
k
i
n
g

g
o
e
s

i
n
t
o

b
u
i
l
d
i
n
g

a

p
ro
c
e
ss

t
h
a
t

g
e
t
s

y
o
u

w
h
a
t
y
o
u

w
a
n
t
.

(
No
t
i
c
e

t
h
a
t

I
d
i
d
n

t

s
a
y


b
u
i
l
d
i
n
g

a
W
e
b

s
i
t
e
.


T
h
a
t

s

b
e
ca
u
s
e

t
h
e

p
r
o
c
e
ss
t
a
k
e
s

p
l
a
ce

o
u
t
s
i
d
e

o
f

y
o
u
r

W
e
b

s
i
t
e

a
t

t
i
m
e
s.
)
C
r
e
a
t
i
n
g

a

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e

i
s

v
e
r
y

s
t
r
a
i
g
h
t
f
o
rw
a
r
d
.

F
i
r
s
t
,

y
o
u
a
n
n
o
u
n
c
e
t
h
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j
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s

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E
v
e
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s

h
e
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d

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f

G
o
o
g
l
e
,

b
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t

a

s
u
r
p
r
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si
n
g
l
y

s
m
a
l
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n
u
m
b
e
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f

p
e
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p
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u
n
d
e
r
s
t
a
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d

h
o
w
G
o
o
g
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e

m
a
k
e
s

b
i
l
l
i
o
n
s

o
f

d
o
l
l
a
rs

a

y
e
a
r
.

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h
ey

d
o

i
t

w
i
t
h

t
h
o
s
e

l
i
t
t
l
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b
o
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s

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s
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p
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x
t

t
o

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s
e
a
rc
h

r
e
su
l
t
s.
G
o
o
g
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e

c
a
l
l
s

t
h
i
s

t
h
e
i
r
Ad
W
o
r
d
s

p
ro
g
r
am
.

O
t
h
e
r

s
i
t
e
s

o
f
f
e
r
si
m
i
l
a
r

p
r
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g
r
a
m
s
,

b
u
t

s
i
n
c
e
A
d
W
o
r
d
s
i
s
t
h
e

b
i
g
g
e
st
,

w
e’
l
l

u
se

i
t

a
s
a
n

e
x
a
m
p
l
e
.

T
h
e

d
e
al

i
s
p
r
e
t
t
y

el
eg
a
n
t
:


P
i
c
k

a

w
or
d

o
r

a

p
h
ra
s
e
t
h
at

d
es
c
ri
b
es

y
o
u
r

p
ro
d
uc
t
.

(
Y
o
u
ca
n

e
v
en

se
l
e
c
t

w
o
r
ds

t
h
a
t

y
o
u

d
on

t

wa
n
t
u
se
d

as

k
e
y
w
or
d
s.
)


W
r
i
t
e

a

s
ho
r
t

h
e
ad
l
i
n
e
fo
l
l
o
we
d

by

a
s
e
nt
en
c
e
t
h
at

m
ak
e
s

a
pr
o
m
i
s
e
.


Fi
g
u
re

o
u
t

h
ow

m
uc
h

y
ou

r
e

w
i
l
l
i
n
g

t
o

pa
y

t
o

g
e
t

on
e

p
er
s
on

t
o

c
l
i
ck

on

t
h
a
t

a
d
o
n
e

t
i
m
e
(
an
d

vi
si
t
w
h
at
e
v
er

p
ag
e

y
ou

d

l
i
k
e

t
h
e
m

t
o

v
i
s
i
t
)
.


Fi
g
u
re

o
u
t

h
ow

m
an
y

p
eo
p
l
e

y
o
u
wa
n
t

at

t
h
at

pr
i
c
e
.
T
h
a
t

s

i
t
.

G
o

t
o

h
t
t
p
s
:
//
ad
wo
rd
s
.
g
o
o
g
l
e
.
c
o
m

a
n
d

p
u
t

i
n

y
o
u
r
i
n
f
o
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
So,
for ex
am
ple, you can bu
y “
F
lorida Retirement
H
om
e
” and
bid $1.2
0 per
click. T
ell
G
oo
gl
e
yo
u’
r
e
w
il
li
ng
t
o
t
ak
e
up

to

1,
000

peo
pl
e
a
d
ay
.
Y
o
u
m
ig
ht

get

fe
wer
(se
e
bel
ow)
,
but
you won’
t get
more.
He
re’
s w
h
y you migh
t get f
ew
er people t
han you as
ked f
or
:

The
re i
s
n’
t
e
nough G
o
og
le traffic. (The only peop
l
e who

s
ee your

a
d are pe
ople who typed in
the
ph
ras
e you’re
l
oo
ki
ng for
, and

a
s big
a
s Goo
g
le i
s
,
s
ome stu
ff i
s

s
ti
ll
ob
sc
ure
.
)

Y
ou
’re not bidd
i
ng hig
h en
ough to be li
s
ted up
top (wh
ere more
peo
pl
e
cli
c
k).

Peo
ple hate you
r
a
d and

d
on’
t cl
ick on it
. If you
r ad is reall
y ba
d, G
o
ogl
e wil
l send

yo
u a note an
d
fire you
.
I
m
a
gi
ne

tha
t—
a
m
e
dia co
m
p
any firing
a
n ad
vertise
r for ru
nni
n
g
ineffe
ctive ad
s.
There’
s a
n
a
rt t
o wr
it
ing an eff
ec
t
ive A
dW
ords
ad,
but t
hat isn’
t n
e
arly as
im
portant as
th
e
m
ath behi
nd it.
Okay
, it

s e
asier
t
han math
. I
t

s a
rith
metic.
Let’
s s
ay you t
e
l
l Googl
e
yo
u’r
e willin
g to p
a
y $1
per
click.
Of
the peopl
e

w
h
o get to
the page you send t
hem to
, figure that
20%
read what you
have to say a
n
d decide to cli
c
k o
n to t
he next step in t
he proce
ss
.
A
nd
20% a
g
a
in
s
t
$1
equals $5. (If t
hat bit
didn

t m
ake s
ense, make a pictu
r
e and yo
u’ll see
wh
a
t
I
’m
gett
ing
at
. If
on
e ou
t
of
fi
ve p
eopl
e ge
t
to
th
e secon
d
page,
yo
u h
ad t
o
bu
y f
ive cl
icks t
o
get
on
e
live one, which
means
t
hat she cos
t
you $5.)
Y
ou ju
s
t
s
pent
$5 to get
s
om
eone to
that n
e
xt
s
tep.
click on
t
he log
o f
or good
ies on the we
b..
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% agains
t
$5, which equals (gasp) $100.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
I
f

t
h
e
s
e
w
er
e

r
e
al
l
y

a
ds
,

y
ou
c
o
u
l
d

c
l
i
c
k

o
n

t
h
e
m.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
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it
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Th
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ealize that
the purpose of a W
eb page is to star
t
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sation, i
t helps to
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t
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p
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met you i
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D
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it
have a
p
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rsonality?
All W
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re cr
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l
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per inch, a f
ix
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c
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,
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s
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that
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t
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th
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mp
any’
s co
s
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per d
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rep
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page?
Here’s our f
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big rule:
V
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it
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s a s
eries
of
s
t
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p
s
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go from a str
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way

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wh
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ef
fi
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and fo
c
u
s
all you
r
energy on makin
g it m
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ic
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n
t. Meas
ure ev
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ng!
There’
s plenty m
or
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o talk about
on t
his

topic, bu
t let’
s ge
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the lay of
the land
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o
St
e
p
#2, P
ers
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T
ell a Story
All W
eb sites ar
e n
ot t
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w
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on th
e next page:
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c
a
n

b
u
y

“F
l
o
r
i
d
a

R
e
t
i
r
e
m
e
n
t

Ho
m
e”

a
n
d

b
i
d

$
1
.
2
0

p
e
r
c
l
i
c
k
.

T
e
l
l
G
o
o
g
l
e

y
o
u

re

w
i
l
l
i
n
g

t
o

t
a
k
e

u
p

t
o

1
,
0
0
0

p
e
o
p
l
e

a

d
a
y
.

Y
o
u

m
i
g
h
t

g
e
t

f
e
w
e
r

(
s
e
e

b
e
l
o
w
)
,
b
u
t

y
o
u

w
o
n

t

g
e
t

m
o
r
e
.
H
er
e

s

wh
y

y
o
u

m
i
g
h
t

g
e
t

f
e
we
r

p
e
o
p
l
e

t
h
a
n

y
o
u

a
sk
e
d

f
o
r:

T
h
er
e

i
sn

t

en
o
u
g
h

G
oo
g
l
e

t
r
a
f
f
i
c
.

(
T
h
e

o
n
l
y

p
e
o
pl
e

w
h
o
se
e

y
o
u
r
ad

a
r
e

p
eo
p
l
e

w
h
o

t
y
p
e
d

i
n

t
h
e
p
hr
a
se

y
o
u

r
e
l
o
ok
i
n
g

f
o
r
,

a
n
d
as

b
i
g

as

G
o
og
l
e

i
s,

so
m
e

s
t
uf
f

i
s
st
i
l
l

o
bs
cu
r
e.
)

Y
o
u’
r
e

n
o
t

b
i
d
di
n
g

h
i
g
h

e
no
u
g
h

t
o

b
e

l
i
st
e
d

u
p
t
o
p

(
w
he
r
e

m
o
r
e
p
e
op
l
e
c
l
i
ck
)
.

P
e
op
l
e

h
a
t
e

y
o
ur

ad

a
n
d
do
n

t

c
l
i
c
k

o
n

i
t
.

I
f

y
o
ur

a
d

i
s

r
e
a
l
l
y

b
ad
,

G
oo
g
l
e

w
i
l
l

s
e
n
d
y
ou

a

n
o
t
e

a
nd
f
i
r
e

y
o
u.

Im
ag
i
n
e
t
h
at

a
m
ed
i
a

c
om
pa
n
y

f
i
r
i
n
g

an

a
dv
e
r
t
i
s
er

f
o
r

r
un
n
i
ng

i
n
e
f
f
ec
t
i
v
e

a
ds
.
T
h
e
r
e

s

an

ar
t

t
o

w
ri
t
i
n
g

a
n

e
f
f
e
ct
i
v
e

Ad
W
o
r
d
s
a
d
,

b
u
t

t
h
a
t

i
s
n

t

n
ea
r
l
y

a
s
i
m
p
o
r
t
a
n
t

a
s
t
h
e
m
a
t
h

b
e
h
i
n
d

i
t
.

O
k
a
y
,

i
t

s

ea
s
i
e
r
t
h
a
n

m
a
t
h
.

It

s

ar
i
t
h
m
e
t
i
c
.
L
e
t

s

sa
y

y
o
u

t
el
l

G
o
o
g
l
e
y
o
u

re

w
i
l
l
i
n
g

t
o

p
ay

$
1

p
e
r
c
l
i
c
k
.
O
f

t
h
e

p
e
o
p
l
e
wh
o

g
e
t

t
o

t
h
e

p
a
g
e

y
o
u

s
e
n
d

t
h
e
m

t
o
,

f
i
g
u
r
e

t
h
a
t

2
0
%
r
e
a
d

w
h
a
t

y
o
u
h
a
v
e

t
o

s
a
y

an
d

d
e
c
i
d
e

t
o

c
l
i
ck

o
n

t
o

t
h
e

n
e
x
t

s
t
e
p

i
n

t
h
e

p
r
o
c
es
s.

An
d

2
0
%

ag
ai
n
st

$
1
e
q
u
a
l
s

$
5
.

(
I
f

t
h
a
t

b
i
t

d
i
d
n

t

m
a
k
e

se
n
s
e
,

m
a
k
e

a

p
i
c
t
u
re

a
n
d

y
o
u

l
l

s
e
e
w
h
at

I’
m

g
e
t
t
i
n
g
a
t
.

I
f

o
n
e

o
u
t

o
f

f
i
v
e

p
e
o
p
l
e

g
e
t

t
o

t
h
e

s
e
c
o
n
d

p
a
g
e
,

y
o
u

h
a
d

t
o

b
u
y

f
i
v
e

c
l
i
c
k
s

t
o

g
e
t

o
n
e
l
i
v
e

o
n
e
,

w
h
i
c
h

m
e
a
n
s
t
h
a
t

s
h
e

c
o
st

y
o
u

$
5
.
)
Y
o
u

j
u
st

sp
e
n
t

$
5

t
o

g
e
t

so
m
e
o
n
e

t
o

t
h
a
t

n
ex
t

st
e
p
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
In
the
next
st
ep,
you
ask f
or som
e i
nfo
r
m
at
ion
, m
aybe
even
a credi
t-card n
um
ber
.
On
ly
5% of
the peo
ple who are confront
e
d
with
this s
t
ep actually
go ahead and d
o what yo
u
need th
em to,
s
o n
ow your
cost is 5% agains
t
$5, which equals (gasp) $100.
Y
ou end
e
d
up paying $1
00 for ea
ch d
e
sire
d
outcom
e. $100 per s
ale.
T
he

go
od

n
ews
i
s
t
ha
t
so
m
e
o
f

th
o
se
p
eo
pl
e
wi
l
l
t
el
l
t
h
ei
r
f
rie
nd
s
(
and

y
ou

ge
t
a
dd
i
ti
o
na
l
cu
st
om
ers
f
or
n
o

add
i
ti
o
nal

co
st
s
,

be
cau
se
t
h
at
t
ra
ff
ic

is
f
ree)
.
S
ay

t
hat

t
h
e
ave
rage

wo
r
d
-
of
-mo
uth
val
ue
is 2
(e
ach cu
sto
mer b
ring
s

two
f
r
i
end
s
,
wh
ich
mean
s t
hat
wh
en
you
bu
y
a new cus
t
omer
, you’re r
eally b
uying th
r
ee). Y
our cos
t
per
o
utcome is now $33.
33.
So, o
ur
arithm
etic makes it clear
what
y
o
ur
o
nline marketing an
d W
eb str
at
egy is
acc
o
mplishing—n
e
w custom
er
s for a
b
out $33
e
ach.
What if
y
ou could make
that
first page
mor
e efficient?
Wh
a
t
if, in
s
tead of
pas
sing t
hr
ou
gh 20% of t
he people who saw it,
that
f
irs
t page
got 50%?
And what if
, instead of converting
5%
o
f th
e
p
e
o
ple who sa
w t
he s
econd step,
you
got 10%?
And fin
a
l
ly
, what if
your tell-a
-friend t
ools

got peop
le

to convert
three frien
ds inst
ead
of
t
wo?
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
I
f

t
h
e
s
e
w
er
e

r
e
al
l
y

a
ds
,

y
ou
c
o
u
l
d

c
l
i
c
k

o
n

t
h
e
m.
K
N
O
C
K

KN
O
C
K
KNOCK
KNOC
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
-
s
t
e
p

p
r
o
g
r
e
s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
e
p
-
b
y
-
s
t
e
p

t
h
in
k
in
g

g
o
e
s

i
n
t
o

b
u
il
d
i
n
g

a

p
r
o
c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
i
n
g

a

W
e
b

s
i
t
e
.


T
h
a
t

s

b
ec
a
u
s
e

t
h
e

p
r
o
c
e
s
s

t
a
k
e
s

p
l
a
c
e

o
u
t
s
i
d
e
o
f

y
o
u
r

W
e
b

s
i
t
e

a
t

t
i
m
e
s
.
)
C
r
e
a
t
i
n
g

a

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e

is

v
e
r
y

s
t
r
a
i
gh
t
f
o
r
w
a
r
d
.

F
i
r
s
t
,

y
o
u
a
n
n
o
u
n
c
e

t
h
e

j
o
k
e
.

T
he

j
o
k
e
e

t
h
e
n

c
h
o
o
s
e
s

t
o

i
g
n
o
r
e

y
o
u

o
r

t
o
e
n
g
a
g
e
.

T
h
e

ex
c
h
an
g
e

t
h
a
t

f
o
ll
o
w
s

i
s

s
im
p
le
.

A
n
d

s
o
m
e
t
i
m
e
s

t
h
e
j
o
k
e
e

ge
t
s

t
h
e

j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
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d
d
i
t
i
o
n
a
l

c
o
s
t
s,

b
e
c
a
u
s
e

t
h
a
t

t
r
a
f
f
i
c

i
s

f
r
e
e
)
.

S
a
y

t
h
a
t

t
h
e

a
v
e
r
a
g
e

w
o
rd
-
o
f
-
m
o
u
t
h

v
a
l
u
e

i
s

2

(
e
a
c
h

c
u
s
t
o
m
e
r

b
r
i
n
g
s
t
w
o

f
ri
e
n
d
s,

w
h
i
c
h

m
e
a
n
s

t
h
a
t

w
h
e
n

y
o
u

b
u
y
a

n
e
w

c
u
st
o
m
e
r
,

y
o
u

r
e

re
a
l
l
y

b
u
y
i
n
g

t
h
re
e
)
.

Y
o
u
r

c
o
st

p
e
r
o
u
t
c
o
m
e

i
s

n
o
w

$
3
3
.
3
3
.
S
o
,

o
u
r
a
r
i
t
h
m
e
t
i
c

m
a
k
e
s

i
t

c
l
e
a
r
w
h
a
t

yo
u
r
o
n
l
i
n
e

m
a
r
k
e
t
i
n
g

a
n
d

W
e
b

s
t
ra
t
e
g
y

i
s
a
c
co
m
p
l
i
s
h
i
n
g

n
ew

c
u
s
t
o
m
e
rs

f
o
r

ab
o
u
t

$
3
3

ea
c
h
.
W
h
a
t

i
f

yo
u

c
o
u
l
d

m
a
k
e
t
h
a
t

f
i
r
s
t

p
a
g
e
m
o
re

e
f
f
i
c
i
e
n
t
?
W
h
at

i
f
,

i
n
st
e
a
d

o
f

p
a
ss
i
n
g

t
h
ro
u
g
h

2
0
%

o
f

t
h
e

p
e
o
p
l
e

w
h
o

s
a
w

i
t
,
t
h
a
t
f
i
r
st

p
a
g
e

g
o
t

5
0
%
?
A
n
d

w
h
a
t

i
f
,

i
n
s
t
e
a
d

o
f

c
o
n
v
e
r
t
i
n
g

5
%
o
f

t
h
e
p
eo
p
l
e

w
h
o

s
aw

t
h
e

se
c
o
n
d

s
t
e
p
,
y
o
u

g
o
t

1
0
%
?
A
n
d

f
i
n
al
l
y
,

w
h
a
t

i
f

y
o
u
r

t
e
l
l
-
a-
f
r
i
e
n
d

t
o
o
l
s
g
o
t

p
e
o
p
l
e
t
o

c
o
n
v
e
r
t
t
h
r
e
e

f
r
i
e
n
d
s

i
n
s
te
a
d

o
f

tw
o
?
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
c
S
t
e
p

1
B
u
y

T
r
a
f
f
i
c
I
f

t
h
e
s
e
w
er
e

r
e
al
l
y

a
ds
,

y
ou
c
o
u
l
d

c
l
i
c
k

o
n

t
h
e
m.
K
N
O
C
K

K
NO
C
K
Now

the ar
it
hmet
ic looks like this:
50% tim
es
$1 equ
a
l
s
$2
10% tim
es
$2 equ
a
l
s
$20
A wor
d-of-mou
th value of
3 means
yo
u get fo
ur
custom
e
rs for the price of one, whi
c
h
means a tot
a
l
c
ost o
f $5 each.
W
ow
.
Y
ou’ve just t
ur
n
e
d
a

pr
oject
that lo
s
t
money (at
$33 a c
u
s
t
omer
, you’re
losing
—I’m
makin
g th
is
u
p—$3 a sale) in
to o
ne th
a
t
mi
nts mo
ney (at
$5 a custom
e
r
, you
’r
e
making
$25 in
pr
of
it).
If you’re los
in
g $3 on each new customer
, th
en marke
t
ing is an expens
e and yo
u won’
t
g
ro
w
.

If

y
o
u’
re

m
ak
i
ng

$
2
5
on

e
ac
h
n
ew
cu
st
o
m
er
,

yo
u

h
a
ve
an

i
n
f
in
i
t
e
am
o
un
t

o
f

m
o
n
ey
to
s
pend

bu
ying” cus
t
omers
at t
hat price—a
n
d marke
t
ing is now an in
v
estmen
t.
Congratulat
ions, you’re

a
h
e
ro.
O
n
ce
y
ou

ve
g
ot

t
h
e
p
ro
cess
p
art

o
f

th
e

ste
ps
d
o
wn
,
y
ou

ca
n
st
a
rt
sha
rpe
ni
n
g
y
ou
r
p
en
ci
l
wh
en
i
t
co
me
s

t
o
acq
ui
sit
io
n.
Y
ou

can
b
uy
p
ay-p
er
-cli
ck
ad
s o
n
sit
es
li
ke
Y
ah
oo
!
Y
ou

can
use the var
io
us
ad net
wor
ks to run you
r
ads on ot
her
sites. Y
ou can bu
y a
d
s
on
blogs
or ev
en o
n t
he
s
i
des o
f b
uses
.
As lo
ng
as

you
can
measure t
he
cost
per cli
ck, an
d
as

lon
g
as
t
he clicks
cost less
t
han they deliver in profit
, you win.
click on
t
he log
o f
or good
ies on the we
b..
.
KNOCK
KNOC
K
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
-
s
t
e
p

p
r
o
g
r
e
s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
e
p
-
b
y
-
s
t
e
p

t
h
in
k
in
g

g
o
e
s

i
n
t
o

b
u
il
d
i
n
g

a

p
r
o
c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
i
n
g

a

W
e
b

s
i
t
e
.


T
h
a
t

s

b
ec
a
u
s
e

t
h
e

p
r
o
c
e
s
s

t
a
k
e
s

p
l
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e

o
u
t
s
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f

y
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u
r

W
e
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s
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a
t

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)
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r
e
a
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a

k
n
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c
k
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k
n
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c
k

j
o
k
e

is

v
e
r
y

s
t
r
a
i
gh
t
f
o
r
w
a
r
d
.

F
i
r
s
t
,

y
o
u
a
n
n
o
u
n
c
e

t
h
e

j
o
k
e
.

T
he

j
o
k
e
e

t
h
e
n

c
h
o
o
s
e
s

t
o

i
g
n
o
r
e

y
o
u

o
r

t
o
e
n
g
a
g
e
.

T
h
e

ex
c
h
an
g
e

t
h
a
t

f
o
ll
o
w
s

i
s

s
im
p
le
.

A
n
d

s
o
m
e
t
i
m
e
s

t
h
e
j
o
k
e
e

ge
t
s

t
h
e

j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
o
l
l
o
w

u
p

b
y

e
m
a
i
l

o
r
p
h
o
n
e
.


S
h
e
c
l
i
c
k
s

a
n
d

b
u
y
s

so
m
e
t
h
i
n
g
.


S
h
e
t
e
l
l
s
a

f
ri
e
n
d
,

ei
t
h
e
r
b
y

c
l
i
c
k
i
n
g

o
r

b
y

b
l
o
g
g
i
n
g

o
r

p
h
o
n
i
n
g

o
r

t
a
l
k
i
n
g
.
T
h
a
t

s

i
t
.
I
f

y
o
u
r

si
t
e

i
s
a
t
t
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m
p
t
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g

t
o

d
o

m
o
r
e

t
h
a
n

t
h
i
s
,

y
o
u

r
e

wa
s
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t
i
m
e

a
n
d

m
o
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a
n
d
,
m
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m
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t
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f
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n

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s

g
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w
e

l
l

s
t
a
r
t

w
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t
h

Bi
g

P
i
c
t
u
r
e

#
1
,

b
e
c
a
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se

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t

s

f
i
rs
t
.
K
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m
e
a
n
s

a

t
o
t
al

co
s
t

o
f

$
5

e
a
c
h
.
W
o
w
.
Y
o
u

v
e

j
u
s
t

t
u
rn
ed

a
p
ro
j
e
c
t

t
h
a
t

l
o
st

m
o
n
e
y

(
a
t

$
3
3

a

cu
st
o
m
e
r
,

y
o
u

r
e

l
o
s
i
n
g

I

m
m
a
k
i
n
g

t
h
i
s
u
p

$
3

a

s
a
l
e
)

i
n
t
o

o
n
e

t
h
at

m
i
n
t
s

m
o
n
e
y

(
a
t

$
5

a

c
u
s
t
o
m
er
,

y
o
u

re

m
a
k
i
n
g
$
2
5

i
n

p
ro
f
i
t
)
.
I
f

y
o
u

r
e

l
o
si
n
g

$
3

o
n

e
a
c
h

n
e
w

c
u
s
t
o
m
e
r
,

t
h
e
n

m
a
r
k
et
i
n
g

i
s

a
n

e
x
p
e
n
se

a
n
d

y
o
u

w
o
n

t
g
r
o
w
.

I
f

y
o
u

r
e

m
a
k
i
n
g

$
2
5

o
n

e
a
c
h

n
e
w

c
u
s
t
o
m
e
r
,

y
o
u

h
a
v
e

a
n

i
n
f
i
n
i
t
e

a
m
o
u
n
t

o
f

m
o
n
e
y
t
o

sp
e
n
d

“b
u
y
i
n
g


c
u
st
o
m
e
r
s
a
t

t
h
a
t

p
r
i
c
e

an
d

m
a
r
k
et
i
n
g

i
s

n
o
w

a
n

i
n
ve
s
t
m
e
n
t
.
C
o
n
g
r
a
t
u
l
a
t
i
o
n
s
,

y
o
u

r
e
a
h
er
o
.
O
n
c
e

y
o
u

v
e

g
o
t

t
h
e

p
r
o
c
e
s
s

p
a
r
t

o
f

t
h
e

s
t
e
p
s

d
o
w
n
,

y
o
u

c
a
n

s
t
a
r
t

s
h
a
r
p
e
n
i
n
g

y
o
u
r

p
e
n
c
i
l
w
h
e
n

i
t

c
o
m
e
s
t
o

a
c
q
u
i
s
i
t
i
o
n
.

Y
o
u

c
a
n

b
u
y

p
a
y
-
p
e
r
-
c
l
i
c
k

a
d
s

o
n

s
i
t
e
s

l
i
k
e

Y
a
h
o
o
!

Y
o
u

c
a
n
u
s
e

t
h
e

v
a
ri
o
u
s
a
d

n
e
t
w
o
rk
s

t
o

r
u
n

y
o
u
r
a
d
s

o
n

o
t
h
e
r
s
i
t
e
s
.

Y
o
u

c
a
n

b
u
y

ad
s
o
n

b
l
o
g
s
o
r

e
v
e
n

o
n

t
h
e

si
d
e
s

o
f

b
u
s
e
s.

A
s

l
o
n
g

a
s
y
o
u

c
a
n

m
e
a
s
u
r
e

t
h
e

c
o
s
t

p
e
r

c
l
i
c
k
,

a
n
d

a
s
l
o
n
g
a
s
t
h
e

c
l
i
c
k
s
c
o
s
t

l
e
s
s
t
h
a
n

t
h
e
y

d
e
l
i
v
e
r

i
n

p
r
o
f
i
t
,

y
o
u

w
i
n
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
[Important
not
e
f
or
anyo
ne who isn’
t selling somet
hing!
J
ust becaus
e t
his a
n
a
lysis us
es
doll
a
rs
d
oes
n’
t m
ea
n
it do
e
sn’
t app
ly to you
. L
et

s s
ay you design t
he W
eb site for a
co
l
l
eg
e,

an
d

y
ou

d
e
te
rm
i
ne

t
h
at

t
h
e

si
t
e’
s
f
u
n
ct
i
on

i
s
to

e
n
ab
l
e
st
u
d
en
t
s
t
o

re
ad

t
h
e
c
o
ur
se
catalog on
line instead of h
a
vin
g to use a pr
i
nted ver
sion.
The s
ame m
ath applies.
No, the studen
ts
aren’
t gi
v
i
ng you cas
h
, but yes, the id
e
a of
incr
easing th
e

per
centage
o
f
p
eop
le
w
ho

fo
ll
ow
ea
ch
st
ep
i
s
sti
ll

clea
r
.
If

you

pu
t
u
p
so
m
e
in
te
resti
n
g
bu
t
i
rrele
van
t
l
in
ks,
an
d
p
eo
pl
e
f
ol
lo
w
th
o
se
and

lo
se
t
he
ir
way
,
t
h
at

s
co
s
t
i
ng

you
.
It

co
sts
yo
u
i
n
t
erm
s
of
th
e

effici
ency of
what y
ou set o
ut
to d
o. A go
od W
eb sit
e gets t
he larges
t
percentag
e
of p
e
o
ple to d
o what you set out
to h
a
ve t
hem do i
n the f
ir
st place.]
He
re’
s a
real-
li
fe ex
am
ple fr
o
m a high
-
profile com
pany that
jus
t
does
n

t get
it.
Fi
r
st, th
ey

r
an t
he followin
g high-profile AdW
ord:
If you clicked on t
he ad, it
w
o
uld take you t
o th
e
p
a
ge t
hat fo
llows
...
click on
t
he log
o f
or good
ies on the we
b..
.
KNOCK
KNOC
K
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
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H
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w
a
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I

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th
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q
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M
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oo
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G
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W
o
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k
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th
a
t
r
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ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
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e

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hey find
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he alley has
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ur
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e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
-
s
t
e
p

p
r
o
g
r
e
s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
e
p
-
b
y
-
s
t
e
p

t
h
in
k
in
g

g
o
e
s

i
n
t
o

b
u
il
d
i
n
g

a

p
r
o
c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
i
n
g

a

W
e
b

s
i
t
e
.


T
h
a
t

s

b
ec
a
u
s
e

t
h
e

p
r
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c
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s
s

t
a
k
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p
l
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W
e
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k
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s
t
r
a
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gh
t
f
o
r
w
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d
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F
i
r
s
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,

y
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u
a
n
n
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n
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e

t
h
e

j
o
k
e
.

T
he

j
o
k
e
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t
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c
h
o
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e
s

t
o

i
g
n
o
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e

y
o
u

o
r

t
o
e
n
g
a
g
e
.

T
h
e

ex
c
h
an
g
e

t
h
a
t

f
o
ll
o
w
s

i
s

s
im
p
le
.

A
n
d

s
o
m
e
t
i
m
e
s

t
h
e
j
o
k
e
e

ge
t
s

t
h
e

j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
o
l
l
o
w

u
p

b
y

e
m
a
i
l

o
r
p
h
o
n
e
.


S
h
e
c
l
i
c
k
s

a
n
d

b
u
y
s

so
m
e
t
h
i
n
g
.


S
h
e
t
e
l
l
s
a

f
ri
e
n
d
,

ei
t
h
e
r
b
y

c
l
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c
k
i
n
g

o
r

b
y

b
l
o
g
g
i
n
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o
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p
h
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o
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t
a
l
k
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g
.
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h
a
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s

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f

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t
o

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o

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Bi
g

P
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t
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#
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s

f
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a
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m
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sp
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“b
u
y
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c
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st
o
m
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t
h
a
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p
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,

y
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r
e
a
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o
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n
c
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v
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p
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s

p
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o
f

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s

d
o
w
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,

y
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t
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s
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a
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y
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p
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Y
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y
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c
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th
e

l
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go

f
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e
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o
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t
h
e

w
eb
.
.
.
[
I
m
p
o
r
t
a
n
t

n
o
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e
f
o
r
a
n
y
o
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w
h
o

i
s
n

t

s
e
l
l
i
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g

s
o
m
e
t
h
i
n
g
!

Ju
s
t

b
e
c
a
u
se

t
h
i
s

an
al
y
s
i
s

u
se
s
d
o
l
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ar
s
d
o
e
sn

t

m
e
an

i
t

d
o
es
n

t

a
p
p
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y

t
o

y
o
u
.

Le
t

s

sa
y

y
o
u

d
e
s
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g
n

t
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e

W
e
b

s
i
t
e

f
o
r

a
c
o
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e
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a
n
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y
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p
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s

c
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st
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u
.

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t

c
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n

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t
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y

o
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w
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a
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y
o
u

s
e
t

o
u
t

t
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d
o
.

A

g
o
o
d

W
e
b

s
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g
e
t
s

t
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e

l
a
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p
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p
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p
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t
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d
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t
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m

d
o

i
n

t
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f
i
rs
t

p
l
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c
e
.
]
H
er
e

s

a
r
e
a
l
-l
i
f
e

e
xa
m
p
l
e

f
ro
m

a

h
i
g
h
-p
r
o
f
i
l
e

c
o
m
p
a
n
y

t
h
a
t

j
u
st

d
o
e
sn

t

g
e
t

i
t
.
F
i
rs
t
,

t
h
e
y
ra
n

t
h
e

f
o
l
l
o
w
i
n
g

h
i
g
h
-
p
r
o
f
i
l
e

A
d
W
o
r
d
:
I
f

y
o
u

c
l
i
c
k
e
d

o
n

t
h
e

a
d
,

i
t

wo
u
l
d

t
a
k
e

y
o
u

t
o

t
h
e
p
ag
e

t
h
a
t

f
o
l
l
o
w
s.
.
.
c
l
i
c
k

o
n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
Th
ey paid
th
ousands of
do
llars

to
buy
A
d
W
ords wit
h keywo
r
d
s

like “Blog
ging
r
ep
ort.”
And th
e

c
li
c
ks from t
hose
ads to
ok people to
this page—a page that says
in
bold black
lett
er
s, “W
e’r
e sorr
y
, but
you do
not h
a
ve acce
ss
t
o th
is
do
c
u
ment.”
click on
t
he log
o f
or good
ies on the we
b..
.
KNOCK
KNOC
K
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
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I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
Wh
a
t
per
cent
a
ge o
f tho
s
e who clicked over w
o
uld re
ad t
he fin
e
p
r
int
to d
is
cover

that
gett
ing acc
ess
i
s
pretty easy?
W
hat
wo
uld
h
ave h
app
ened
t
o
th
e co
mp
any’
s co
s
t

per d
elive
r
ed
rep
ort
if
t
hey
fi
xed
th
is
page?
Here’s our f
irst
big rule:
V
iew your s
it
e a
s a s
eries
of
s
t
e
p
s
, steps that
go from a str
ang
e
r clicking on
a
n
ad, all
t
he

way

t
o
a
sa
t
isf
ie
d
c
ust
o
me
r
t
ell
i
ng

t
en

fri
en
ds.

F
ig
u
re
o
ut

wh
ic
h
st
e
p
i
s
le
ast

ef
fi
ci
en
t
,
and fo
c
u
s
all you
r
energy on makin
g it m
or
e eff
ic
i
e
n
t. Meas
ure ev
erythi
ng!
There’
s plenty m
or
e t
o talk about
on t
his

topic, bu
t let’
s ge
t
the lay of
the land
. On t
o
St
e
p
#2, P
ers
uasion.
T
ell a Story
All W
eb sites ar
e n
ot t
he s
am
e. There ar
e t
w
o
ex
am
ples

on th
e next page:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
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s
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e
p

p
r
o
g
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s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
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c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
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p
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s
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t
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k
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g
o
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n
t
o

b
u
il
d
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a

p
r
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c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
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g

a

W
e
b

s
i
t
e
.


T
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a
t

s

b
ec
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t
h
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p
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t
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p
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s
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gh
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f
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s
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a
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n
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t
h
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j
o
k
e
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he

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k
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y
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t
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n
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a
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e
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T
h
e

ex
c
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g
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t
h
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t

f
o
ll
o
w
s

i
s

s
im
p
le
.

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n
d

s
o
m
e
t
i
m
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s

t
h
e
j
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k
e
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ge
t
s

t
h
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j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
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n
g
e
r

i
n
t
o

a

f
ri
e
n
d
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a
n
d

a

f
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d

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n
t
o

a

c
u
st
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m
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r
.


T
a
l
k

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a

t
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o
f

v
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t
h
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t

p
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s

p
e
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p
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t
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b
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t
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st
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y
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re

t
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l
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i
g

P
i
c
t
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#
2
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W
e
b

s
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c
an

c
a
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se

o
n
l
y

f
o
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r

t
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n
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s

t
o

h
a
p
p
en

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t
h
e

m
o
m
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s

a
f
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s
o
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e

s
ee
s

i
t
:


S
h
e
c
l
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c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
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u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
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c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
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o
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t
o

f
o
l
l
o
w

u
p

b
y

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m
a
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o
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p
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e
.


S
h
e
c
l
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c
k
s

a
n
d

b
u
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s

so
m
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i
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g
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S
h
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s
a

f
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ei
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h
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b
y

c
l
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o
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b
l
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g
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n
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o
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p
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o
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s

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Bi
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P
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#
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Ad
W
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B
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g
g
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re
p
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t
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n
d

t
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cl
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b
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l
d

b
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a
c
k
l
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t
t
e
rs
,


W
e

re

s
o
r
ry
,

b
u
t

y
o
u

d
o

n
o
t

h
av
e

a
c
c
es
s
t
o

t
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s
d
o
cu
m
e
n
t
.

c
l
i
c
k

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n

th
e

l
o
go

f
o
r

g
o
o
di
e
s

o
n

t
h
e

w
eb
.
.
.
click on
t
he log
o f
or good
ies on the we
b..
.
KNOCK
KNOC
K
click on
t
he log
o f
or good
ies on the we
b..
.
All of t
he cues
peop
le r
ely on
to make decisions a
re mut
ed onlin
e. Ther
e’
s no s
m
ell or
to
uc
h
or

loca
t
ion. Th
er
e’
s v
ery litt
le s
ou
nd. So
w
e ob
s
es
s about
s
ub
tle cues
of
typeface
or color or
p
hotography
. It’
s har
d t
o over
estim
a
t
e jus
t
how mu
c
h
these
t
hings matt
er
.
So, f
or

a
ll
those yea
rs
when
the guys in t
he tech depar
t
ment
we
re trying to
s
ham
e
yo
u
int
o add
ing all
s
o
r
t
s

of coo
l W
eb f
ea
t
ures
,
I
h
av
e
to ad
mit
th
a
t
th
ey wer
e righ
t. A l
itt
le.
They wer
e a lit
tle right b
e
cause those features
send a s
i
gnal to some peop
le. I
f I’m
looki
ng for a cool firm, a f
ir
m
that get
s
t
e
chn
ology
, a firm t
hat wants to signal t
o me
ho
w mu
ch t
hey care abo
ut
techn
olog
y
, t
hen
a F
las
h
in
tro i
s
a
fin
e way t
o t
ell t
hat
s
t
ory
.
But it

s only a tin
y par
t
of what I’m t
r
ying
to se
l
l you on.
The s
ame story doesn’
t work
f
o
r
e
ve
ry
o
n
e.

T
h
er
e’
s
no

wa
y
yo
u

d

wa
n
t

t
o

f
i
n
d

a

m
o
rt
g
a
ge

a
t

Ib
e
x.

T
h
ey

t
e
l
l

an

ef
f
e
ct
i
ve
story—for

a
clot
hing com
pany
. That

s v
ery diff
e
rent f
r
om
the story you ou
ght t
o be
telli
ng, isn’
t i
t?
So, h
e
re’s a
nother general principle:
Like it or not
, eve
ry page on yo
ur
site has a tone of
voice. That t
one must m
a
t
ch the
expec
t
ations of
the vis
i
tors
or th
e
y will
misunders
tand
w
h
o you are
(
or
worse
, f
lee).
Choo
s
e a ton
e

that m
a
t
ches
or exce
eds th
e
t
one of
y
o
ur
succes
sful comp
e
t
itors.
click on
t
he log
o f
or good
ies on the we
b..
.
He
re’
s a
n
other ex
am
ple: This is
t
he W
eb site
fo
r

an
open
-
sou
r
ce
RSS
reader
.
The
goal
is t
o
att
r
act techies and ear
ly ado
pter
s and m
edia
fol
ks
. The p
r
oblem
is
t
hat it
looks like a
dif
fer
ent
kind of
s
it
e
.
I
t
looks

like a

s
mall
b
us
in
ess
-t
o-b
u
si
ne
ss
c
om
p
an
y

t
ha
t

s
st
ru
g
gl
i
ng
to
find it
s
voi
c
e.
Com
par
e th
a
t
s
it
e to t
his

one: Same nu
mber
of d
ots, tot
a
l
ly different t
one of voi
c
e.
The challeng
ing th
ing here, of cou
r
se
,
is
th
a
t
one pers
on

s a
p
pr
op
r
iate vernac
u
la
r
is a
n
other per
son’
s tr
i
te over
-des
ign.
T
h
e
r
e

s

n
o

w
a
y

t
o

p
r
e
d
i
c
t

w
h
a
t

t
h
e

v
i
s
i
t
o
r

s
worldview
i
s
goin
g to b
e
… n
o wa
y t
o
know t
hat a given pers
on
is
goi
ng to get
it.
W
h
ic
h
le
ad
s
t
o

an
ot
h
e
r
ge
n
eral

p
ri
nc
ip
l
e:
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

2
Yo
u
have to choose.
Y
ou are neve
r goin
g to pl
e
ase e
veryone, so you shouldn

t t
r
y
. If you do
, you’ll f
a
il
a
t
pleas
i
ng anyone. Ins
t
ea
d
, imagine who yo
ur
very bes
t
a
u
dience is
and g
o s
t
r
aight
for
th
e
h
ea
rt of
that
gr
ou
p—a
n
d ignore eve
ryone else.
Y
our bes
t
audience? Y
our bes
t
audience has
t
hre
e com
ponent
s
:
1.
It’
s large.
2.
It’
s li
kely to click on you
r AdW
or
ds or

f
i
nd

y
ou in some oth
er wa
y
.
3.
It’
s li
kely to res
po
nd to you
r m
e
ssa
ge.
If it’
s not #3,
the ot
her
t
w
o
don’
t m
atter
. If it’
s not #2
a
n
d #3, th
e
n
#1 doesn’
t m
atter
.
But if
a
l
l three w
o
r
k—if yo
u ca
n
find a large enough aud
ience
t
hat’
s interes
ted en
ough
t
o
cli
ck
an
d
f
ocu
s
e
d
en
ou
gh
t
o
respo
nd

to

th
e
s
t
o
ry
in
t
he
v
ernacu
lar
yo
u
use
t
o
t
ell

it

th
e
n
that’
s the audience you want
.
T
reat Dif
feren
t
P
eo
p
le Dif
feren
tly
A firs
t-ti
me vis
it
or

to your s
i
te is

a
com
pletely dif
fer
ent
challenge from a
re
p
e
at
vis
it
or
. Som
eone who is r
et
ur
n
ing to
your
site alrea
d
y knows
who
you ar
e and
what you
offer
. Sh
e
t
r
u
s
ts you, and
s
he’
s bac
k t
o look f
or
som
e
t
hing specific.
A new v
i
s
it
or
, on
the ot
her
hand
, is
b
us
y gett
ing a fi
r
st imp
r
ess
ion
.
click on
t
he log
o f
or good
ies on the we
b..
.
So why wou
ld you show bot
h of t
hem t
he s
ame in
formation
?
Wh
y make them t
he s
am
e

offers
? Why u
s
e th
e

s
ame ver
n
a
cular?
The goo
d news
is thi
s
: It’
s technically trivial to set a cookie and show repea
t
vis
it
ors
somethi
ng diff
er
ent.
Ar
m
e
d
w
i
th t
hat knowledge, you
’r
e now f
r
ee to t
alk diff
e
rentl
y

to dif
fer
ent
people.
Do
n’
t l
e
t
technical myt
hs c
h
a
n
ge your
m
ar
ketin
g. Y
es
, yo
u ca
n
ea
sily show diff
e
rent
pages
t
o re
t
urning visitors
. And
y
es, you should
do just t
hat.
TH
OUG
H
T
: No
S
uch
Thing as a W
eb S
i
te
As a
marke
ter
,
you
’ve
go
t
a b
un
ch
of
W
eb
pag
es. Y
ou
can
ca
ll
th
is c
oll
ecti
on
yo
ur “W
eb
site” if you want
to, bu
t it

s r
eally a bunch o
f connected W
eb pages
.
This is a

c
ritical di
s
tin
c
t
ion if
you want you
r
W
eb site (okay
, sor
ry
, could
n’
t h
e
l
p it)
to
deliver

more

pr
of
it and ef
ficiency
.
Wh
e
n
you se
n
d s
om
eone to
y
o
ur
W
eb site, don

t send t
hem to
your

home page. Hey
,
don

t even have a hom
e

pa
g
e
!
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
click on
t
he log
o f
or good
ies on the we
b..
.
c
S
t
e
p

3
[
ad
v
er
t
i
se
m
e
n
t
]
H
O
W
d
o
y
o
u

te
l
l

a

s
t
or
y
t
h
a
t
p
e
o
pl
e

w
a
n
t
t
o
h
e
a
r
?
I

t
r
y

t
o
a
n
s
w
e
r

th
i
s

q
ue
s
ti
o
n
i
n

A
l
l

M
a
r
k
e
t
e
r
s
A
r
e

L
i
a
r
s
.
C
l
ic
k

h
e
r
e

t
o
f
i
nd

th
e

bl
o
g

a
nd

th
e

b
oo
k
.
S
e
t
h

G
o
d
i
n

s
I
n
c
o
m
p
l
e
t
e

G
u
i
d
e
t
o

B
u
i
l
d
i
n
g
a

W
e
b

S
i
t
e

t
h
a
t

W
o
r
k
s
th
a
t
r
equ
ir
es her
t
o r
estate why she ca
m
e in th
e firs
t p
lac
e.
What do y
ou wa
n
t me
t
o
do?
If you don

t kn
ow the answ
er
, how can you
e
xpect t
he pros
pect
to know?
At

eve
ry
ste
p
al
o
ng

th
e
wa
y
,
y
ou

ne
ed
t
o

sta
ke
o
ut

a
p
osi
ti
o
n.

I
t

m
ust

say
(
wi
t
ho
ut

say
in
g
it
), “The smart t
hing t
o do
is

c
li
c
k
her
e. T
he best way to
s
olve yo
ur
p
r
ob
lem is to
click
here
.

Th
e A
BC (America
n
B
owlin
g Congres
s) will invalidat
e

a
30
0 s
core in bowlin
g
if t
hey find
that t
he alley has
b
e
en waxed to
e
n
c
o
ur
age th
e ball to go
down th
e

c
ent
er
of t
he alley
. A wa
xed lane isn’
t f
a
i
r
t
o oth
e
r bowlers
.
Bu
t
a
wa
xed

W
eb

sit
e
is
f
ai
r t
o

yo
u
an
d
t
o
y
ou
r
users.

Y
o
u
wan
t

to

creat
e
a
g
roo
ved

pa
th
,
a s
im
ple, eas
y-to-follo
w
ser
i
e
s of steps that
get people f
r
om
her
e t
o there. W
ill ever
y
pers
on f
ollow it
?
O
f cours
e no
t. But m
or
e peopl
e

w
il
l follow t
he wa
xed lane t
han will
click through
if you d
on’
t b
other to crea
t
e that p
a
t
h for th
e
m
.
AS
IDE: What
ab
out
S
earch
En
gi
n
e Optimization?
There a
re dozens (okay
, th
ousa
n
ds
)
of compani
e
s th
a
t
will happil
y

w
ork with
you and
your team t
o do SEO
. SEO is the art of
making your site attractive to t
he
autom
ated spider
s th
a
t
Goog
le

a
n
d oth
e
r s
earch engines s
end around
the
W
eb. By changing you
r
site (and
helping you
get the right
inbou
nd and
Y
ou can have as
m
any entrance
s to
your
site as you want. I call these pages
“landing
pages
.”
A landing p
a
ge is th
e

plac
e you
link your ads

to. If you’ve got
a music s
to
r
e and you
r
ad

say
s,
“T
he

Co
m
pl
et
e

Ca
rol
e
Ki
ng

C
at
al
og

O
n

S
ale
,”

yo
u

sho
u
ld
n

t

l
in
k
to

y
ou
r
h
o
me
page. Ins
t
e
ad,
y
o
u ought
to l
ink to a special page you buil
t th
a
t
matches your a
d
.
Of
c
o
ur
se!
On
c
e you
look at it
thi
s
way
, it
makes
perfect se
n
s
e. Y
ou woul
dn’
t t
ell a knock-
kn
ock
joke th
at s
t
ar
t
e
d
one wa
y b
ut ended
w
it
h a diff
er
ent
punch lin
e
.
That wouldn

t work.
S
am
e

t
h
i
n
g
i
s
t
ru
e

o
f

t
h
e
co
n
n
ec
t
io
n

b
e
t
we
en

yo
u
r
a
d
s,
yo
u
r
m
ark
et
i
n
g
,
an
d

y
o
u
r
l
an
d
i
n
g
pages
.
W
e’ve been trained by th
e e
n
gineer
s to see a

W
eb site as
a pyramid, wit
h a hom
e
p
a
ge
at t
he top and
a
n
ev
er
-incr
eas
i
ng r
ange o
f choices
as the user
di
gs
deeper
.
Ins
t
e
ad,
I
’d li
ke
yo
u to see a
W
eb site as
a ser
ies of proces
ses
, as

different from
e
ach
ot
her
as e
ach custom
er
is diff
e
rent.
A r
etu
r
n custom
er
ou
ght t
o s
ee on
e
p
a
ge, p
r
efera
b
ly one bas
ed
on her pas
t
behav
i
or
.
A cus
t
omer

w
h
o clicke
d
on an AdW
ords
ad f
or
“G
a
rage Door Op
e
n
er
s”
ough
t to
s
ee an off
e
r for a gar
age doo
r
, not
your s
t
a
n
dar
d h
ome page
Ob
v
io
us
ly
, th
ey

r
e se
ll
ing dif
fer
ent
thin
gs
. O
ne s
it
e w
ant
s
you
to refinance your most
val
uab
le
p
ossessio
n
(
you
r h
ou
se)
an
d
g
o
hu
nd
reds
of

th
ou
sand
s o
f
d
ol
lars
in
to

deb
t.

Th
e
ot
her
site wants to sell you a $90 swea
t
er
.
On
c
e you
r
ealize that
the purpose of a W
eb page is to star
t
a conver
sation, i
t helps to
an
t
hro
po
mo
rp
hi
ze
a
li
t
tl
e
b
it
.
If

th
e
f
irst

pag
e
were
a
p
erso
n,
h
o
w
wou
ld

it

dre
ss
?
W
o
ul
d
you t
a
l
k to hi
m if h
e

met you i
n a bar
? In a bank?
Wh
a
t
about t
he s
econ
d page?
D
oes
it
have a
p
e
rsonality?
All W
eb pages a
re cr
eated equ
a
l
: 72 dot
s
per inch, a f
ix
ed
c
h
oice of colors
,
th
e
same siz
e. It costs just as
m
uch to p
ut up
the pixels on th
e firs
t p
a
ge
as
it
does on th
e

s
econd. Y
et t
hey tell ver
y d
ifferent stories
.
W
h
at

p
e
rc
e
n
t
ag
e

o
f

t
h
o
se

w
h
o

c
l
i
c
k
e
d

o
v
e
r

wo
u
l
d

r
ea
d

t
h
e

f
i
n
e
p
ri
n
t

t
o

d
i
sc
o
v
e
r
t
h
a
t
g
e
t
t
i
n
g

a
c
ce
s
s
i
s
p
r
e
t
t
y

e
a
s
y
?
W
h
a
t

w
o
u
l
d

h
a
v
e

h
a
p
p
e
n
e
d

t
o

t
h
e

c
o
m
p
a
n
y

s

c
o
st

p
e
r

d
e
l
i
v
e
re
d

r
e
p
o
r
t

i
f

t
h
e
y

f
i
x
e
d

t
h
i
s
p
a
g
e
?
H
e
r
e

s

o
u
r

f
i
r
s
t

b
i
g

r
u
l
e
:
V
i
e
w

y
o
u
r

si
t
e

as

a

se
r
i
e
s
o
f

st
ep
s,

s
t
e
p
s

t
h
a
t

g
o

f
r
o
m

a

s
t
ra
n
g
er

c
l
i
c
k
i
n
g

o
n

an

a
d
,

a
l
l
t
h
e

w
a
y

t
o

a

s
a
t
i
s
f
i
e
d

c
u
s
t
o
m
e
r

t
e
l
l
i
n
g

t
e
n

f
r
i
e
n
d
s
.

F
i
g
u
r
e

o
u
t

w
h
i
c
h

s
t
e
p

i
s

l
e
a
s
t

e
f
f
i
c
i
e
n
t
,
a
n
d

f
o
cu
s
a
l
l

y
o
u
r
e
n
e
r
g
y

o
n

m
a
k
i
n
g

i
t

m
o
re

e
f
f
i
ci
en
t
.

M
e
a
su
r
e

e
ve
r
y
t
h
i
n
g
!
T
h
e
r
e

s

p
l
e
n
t
y

m
o
re

t
o

t
a
l
k

a
b
o
u
t

o
n

t
h
i
s
t
o
p
i
c
,

b
u
t

l
e
t

s

g
et

t
h
e

l
a
y

o
f

t
h
e

l
a
n
d
.

O
n

t
o
S
t
ep

#
2
,

Pe
r
su
a
s
i
o
n
.
T
e
l
l

a

S
t
o
r
y
A
l
l

W
e
b

s
i
t
e
s

a
re

n
o
t

t
h
e

sa
m
e
.

T
h
e
r
e

a
re

t
wo

e
xa
m
p
l
e
s
o
n

t
h
e

n
e
x
t

p
a
g
e
:
B
u
y

T
r
a
f
f
ic
E
v
e
n

t
w
o
-
y
e
ar
-
o
ld
s

k
n
o
w

h
o
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s

w
o
r
k
.

Y
o
u

a
l
w
a
y
s

s
t
ar
t
w
i
t
h

t
h
e

s
a
m
e

l
in
e
.

Y
o
u

a
l
w
a
y
s

g
e
t

a

r
e
s
p
o
n
s
e.

Y
o
u

r
e
s
p
o
n
d

w
i
t
h

a

s
t
r
u
c
t
u
r
e
d
,

p
r
e
d
i
c
t
ab
le
r
e
s
p
o
n
s
e.

A
n
d

t
he
n

t
h
e
r
e

s

a

p
u
n
c
h

li
n
e
.
I
t

s

a

s
t
e
p
-
b
y
-
s
t
e
p

p
r
o
g
r
e
s
s
i
o
n

t
h
a
t

m
a
k
e
s

i
t

q
ui
t
e

e
as
y

t
o

b
u
i
ld

n
e
w

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e
s
.

S
o
m
e
o
f

t
h
e

s
a
m
e

s
t
e
p
-
b
y
-
s
t
e
p

t
h
in
k
in
g

g
o
e
s

i
n
t
o

b
u
il
d
i
n
g

a

p
r
o
c
e
s
s

t
h
at

g
e
t
s

y
o
u

w
h
a
t

y
o
u

w
a
n
t
.
(
N
o
t
i
c
e

t
h
at

I

d
i
d
n

t

s
ay


b
u
i
l
d
i
n
g

a

W
e
b

s
i
t
e
.


T
h
a
t

s

b
ec
a
u
s
e

t
h
e

p
r
o
c
e
s
s

t
a
k
e
s

p
l
a
c
e

o
u
t
s
i
d
e
o
f

y
o
u
r

W
e
b

s
i
t
e

a
t

t
i
m
e
s
.
)
C
r
e
a
t
i
n
g

a

k
n
o
c
k
-
k
n
o
c
k

j
o
k
e

is

v
e
r
y

s
t
r
a
i
gh
t
f
o
r
w
a
r
d
.

F
i
r
s
t
,

y
o
u
a
n
n
o
u
n
c
e

t
h
e

j
o
k
e
.

T
he

j
o
k
e
e

t
h
e
n

c
h
o
o
s
e
s

t
o

i
g
n
o
r
e

y
o
u

o
r

t
o
e
n
g
a
g
e
.

T
h
e

ex
c
h
an
g
e

t
h
a
t

f
o
ll
o
w
s

i
s

s
im
p
le
.

A
n
d

s
o
m
e
t
i
m
e
s

t
h
e
j
o
k
e
e

ge
t
s

t
h
e

j
o
k
e

a
n
d

s
m
i
le
s
.
B
i
g

P
i
c
tu
r
e
:

W
h
a
t

a

W
e
b

Si
t
e

D
oe
s
B
i
g

P
i
c
t
u
r
e

#
1
:
A

W
e
b

s
i
t
e

m
u
s
t

d
o

a
t

l
e
a
st

o
n
e

o
f

t
w
o

t
h
i
n
g
s,

b
u
t

p
r
o
b
a
b
l
y

b
o
t
h
:


T
u
r
n

a

st
ra
n
g
e
r

i
n
t
o

a

f
ri
e
n
d
,

a
n
d

a

f
r
i
e
n
d

i
n
t
o

a

c
u
st
o
m
e
r
.


T
a
l
k

i
n

a

t
o
n
e

o
f

v
o
i
c
e

t
h
a
t

p
e
r
su
a
d
e
s

p
e
o
p
l
e

t
o

b
e
l
i
e
ve

t
h
e

st
o
ry

y
o
u

re

t
el
l
i
n
g
.
B
i
g

P
i
c
t
u
r
e

#
2
:
A

W
e
b

s
i
t
e
c
an

c
a
u
se

o
n
l
y

f
o
u
r

t
h
i
n
g
s

t
o

h
a
p
p
en

i
n

t
h
e

m
o
m
e
n
t
s

a
f
t
e
r

s
o
m
e
o
n
e

s
ee
s

i
t
:


S
h
e
c
l
i
c
k
s

a
n
d

g
o
e
s

so
m
e
wh
er
e

e
l
se

y
o
u

wa
n
t

h
e
r
t
o

g
o
.


S
h
e
c
l
i
c
k
s

a
n
d

g
i
v
e
s
yo
u

p
e
rm
i
ss
i
o
n

t
o

f
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