Would you consider yourself a risk-averse person?
Do you take pride in making business decisions carefully and
If so, then I have some BAD news.
Risk averse people don’t get much traffic.
More in a minute. But first this…
The other day, my dentist contacted me to remind me it was
time for my routine 6-monthly check.
I made an appointment.
On the day, the secretary called to say that my “cleaning request”
was declined by my insurance.
Apparently I get 1 clean per year–and I used mine 6 months
Lately i’ve noticed my insurance has been declining a lot of stuff that should
be pretty standard.
Like they wouldn’t cover my wife’s blood tests and scans for
her pregnancy. Despite the fact that I bought a specific maternity policy for
her, despite the 1-year waiting period they imposed (which means I had to pay a
full policy year without being able to make a single claim before we could use
…and despite the very small upper-limit they impose, much
less than any standard, natural birth labour would cost in the worst hospital
in the state!
To have normal stuff declined is just frustrating.
It’s typical here though…the insurance industry is not heavily
But if an insurer like this existed back home in New
Zealand, they’d be considered a fraud and find no customers.
An insurer SELLS the elimination of risk… and these guys seem
more risk-averse than their customers!
They put insane restrictions on every part of the policy,
from waiting periods, to limits on cover, to tedious administrative procedures for
routine day-to-day stuff.
And in the end, they could get MORE profit, more customer
…With LESS work!
Truth be told, all insurance is designed to make more from
selling policies than they have to pay out. And every insurer has its own
procedures to give the customer the impression they will take all the risks on
But if they just charged a little more on the premium, raised
their upper limits, and kept all other restrictions the same, most people would
happily pay the policy and have no complaints.
Insurers here are too scared to do that though.
Online marketers working on getting traffic behave the same way.
As a result, they get less traffic and make much less money than they should…while
working a lot harder than they need to.
I see these characters all the time.
They work very hard at KILLING their traffic, and they think
somehow that makes them smart.
A more fitting name is “control freak”.
Control freaks are delusional. They think they are perfect
beings who should never make mistakes…and if they control every aspect of
something, then they can defy fate and ensure they never lose.
I’m not being mean. It’s just a well-known fact, that the
best laid plans often go astray.
A common strategy used by many who do PPC advertising
is to use very small, very tight groups of “exact keyword matching”…
They think if they control the exact keywords that searchers
can use to trigger their ad, they’ll pay less.
In reality, exact keyword matching costs more AND shows your
ads to less people, so you get less traffic.
A more effective strategy is to loosen up the restrictions
on the keywords so your ads are seen more…and then tighten up your ad copy so that
less unqualified people will click them. You’ll pay less, get more exposure,
and have a better quality of visitor.
Another common thing is to religiously split-test every
little thing, even when testing doesn’t make sense.
Just some examples, there are many more practices being taught as “smart” but they’re just dumb.
Even if you don’t understand what i just said, don’t worry.
My point is that
this stuff complicates your life unnecessarily, gives you more stuff to learn
and more to do…without even having a worthwhile pay-off.
You get less traffic…
…poorer quality visitors…
…And you pay more for it.
Is that what you
An entrepreneur can’t be so risk-averse as to control the
small-stuff while forgetting the big picture.
You make a REASONABLE effort to avoid MAJOR loss, and then
you run with it.
Small mistakes, little errors you can handle.
But big deadly ones, you want to avoid.
Which is a really important distinction between how I teach
PPC traffic from how all the other experts out there do. My Traffic KickStart
method, it doesn’t try to control the little stuff.
You get lots of good traffic instantly.
And there’s only a 90-minute “learning curve”–total length
of the tutorial video.
What you waiting for? Learn it today. Get traffic without hassle.
More info at the link
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