can’t figure out what works.
frustrating to have ads that just refuse to perform – landing pages that won’t
convert – and product pages that don’t sell.
happens to the best of us (even me sometimes).
story about my brother will help illustrate.
See, Awab is
an “out of work” Civil Engineer.
SO strange considering he’s a new graduate without experience.
little brother, is a smart kid. He’s about 20 IQ points brainier than me, and I’m
a certified genius.
qualifications are excellent–
degree from the University of Jordan and a Master’s degree from the University
But he can’t
seem to find a job.
In fact, he
can’t even get an INTERVIEW.
following up with him every few weeks to see where he’s at. And it’s getting a
little weird now.
More than a
year has passed and still no job and no interviews.
on the other hand, who graduated the same time, from the same universities,
found a job immediately after graduating and 6 months later was promoted to a
Senior Engineer role.
brother, who was top of the class, is still out of work.
him, “What do you think is the problem?”.
“I think it’s
my bloody degree from Jordan. They see that and they don’t even want to
interview me. I’m trying to get it credited to Auckland so I can just redo it
now,” he responded.
your friend get a job with the same Jordan degree?”
he lied about his experience–said he worked for a year and a half, which he didn’t,”
look–it’s kind of obvious by now you’ve got nothing more to lose. You already
know what the worst case scenario is: You don’t get a job you weren’t going to
“So why don’t you test extremes. Just to see
what works,” I said.
(This is a
strategy I use all the time with my ads…more on this shortly)
So I advised
him to apply with two versions of his CV to different jobs.
In one he would
fully exaggerate everything, addresses all the issues he thinks his application
And in the
other, he is self-sabotage-ingly honest..eg,
“I have no
experience whatsoever. In fact, you probably shouldn’t bother with me if you’re
looking for someone who will exaggerate their accomplishments so you can go
through the ritual of decoding reality from lies in. But one thing I got going
for me is that I am insanely honest”
the idea and he went off.
Today, he told
me he got his first call-back for an interview.
No, he didn’t
use my example. The answer was simpler than that.
He merely tested
applying with a “white” name…
And it worked.
diagnosed his problem and now it was time for the solution.
he go get his name officially changed and try again (which is easy to do).
Ok, so the
moral of this story?
I do this
ALL the time when I run into a frustrating challenge–An ad that won’t get
clicked, a landing page that won’t convert, or a sales page that won’t sell…
I go all
out extreme and test until I identify the problem.
And it almost
Traffic KickStart Method, I show you a really easy way to test. It’s not
split-testing…it’s just a way to diagnose your ads for problems so you can fix
we use an “audience hot buttons” exercise to test several “desire” points that
we can push with your audience. Depending on which buttons they respond to, we
expand our reach by pushing on just the buttons that get response.
learn more about my testing method here…
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