Glenn Livingston
was a psychologist for suicidal adolescents (that was
depressing)...then a research consultant for mega-brands (too much
politics). He escaped to the refuge of online niche marketing. He fused
his prior skills into an accurate system for doubling your conversion
and successfully entering new markets with near-zero risk. The hit rate
with this now approaches 100%.
Perry Marshall interviews Glenn Livingston on how he:
- Insulates his markets from the competition (very often, with his method, competition actually increases his sales)
-
Distinguishes "price of entry" benefits from true "points of
difference" (things people expect in every product before they'll even
consider it vs. things they'll actually open their wallets for!)
- Mines for hidden gold in existing customer lists
- Identifies hyper-responsiveness and designs campaigns specifically for them
- Figures out whether a market is worth pursuing in the first place
-
Scientifically determines the right number of sub-segments in each
market so he can dramatically improve on the message-to-market match!
(You may think you're dealing with only one type of prospect, but it's
usually three or four!)
- Figures out his prospects' & customers' emotional hot buttons
-
Perhaps most importantly, how he identifies the "SEARCH CONTINUUM" and
LIFE CYCLE in any market so he can take people through step-by-step and
create a strong bond as a trusted adviser
Download transcript
The
next audio by Drs. Glenn and Sharon (his wife) Livingston discusses how
to minimize risk and maximize profits using surveys to dominate
markets. Your prospects will know you are getting to them before your
rivals in needs identification. They will also reach a purchasing
decision on you faster. In some ways it relates to the recent big idea
that is "The Long Tail":
Download transcript
The
3rd audio, a meaty one, describes Glenn's "4 Quadrants of Market
Research". You can find out more about your customers than anyone else
in your market...even the customers themselves!
The common excuse
is not having enough time, but according to Glenn, if not for his market
research process, most marketers get stuck in one quadrant (and do you
know which one?), and this severely limits their perspective on their
customers and prospects (if they've done any research on their market at
all).
The 1st step to establishing a new growth curve in your
business is uncovering insights about your customer you haven't yet
gleaned from your perspective. Discover how:
Download transcript
These
are critical insights Glenn has developed over 20 years of doing
research for hundreds of companies in his own business experiences. By
the end of the audio, you should know how to cover your the needs of
your market from all angles.
The 4th audio deals with
communicating with your customers and prospects to glean research data
through a survey or interview. It's more than just knowing how to talk
to people because apparently it is easy to screw up this part! Dr.
Sharon Livingston, a qualitative researcher for more than 20 years,
outlines 5 simple rules which can really give you the edge (especially
when you use them AFTER using a more structured, quantitative survey
method) in this 17-minute interview.
Download transcript
The
5th audio is about a special type of survey processing which happens to
be one of the most important ways that you can discover insights in
your survey data that will remain hidden to the vast majority of
marketers. Learn how to post-code your survey to get maximum conversion
leverage and why:
Download transcript
6th
audio: David Bullock is the advanced conversion strategist responsible
for bringing the "Taguchi" testing method to the public's general
awareness. He's also responsible for over $100 million in sales, so he's
definitely worth paying attention to!
Dr. Glenn Livingston
compares with David the similarities and differences in their conversion
methods, which can be implemented with a simple spreadsheet and a page
rotator:
Download transcript
7th
audio: Many people fail to realize just how easy it can be to motivate
purchasing behavior when you link it to raising your prospect's (or
customer's) self esteem...
But when you DO understand, a whole new world of emotional hot buttons opens up for you...
Here's
a concise, intriguing, and fun-to-listen-to 2-part interview of some of
the core concepts to understanding emotional motivation in advertising:
Part 1:
Download transcript
Part 2:
Download transcript
Would
it be wonderful for you if you could understand the ENTIRE spectrum of
keywords in a market as they come from the conversation, wants, and
needs in your customer's head when they typed in each one (and how they
moved from search term to search term)?
Then you'd have the ability to compete on even the most competitive words that everyone knew about.
SO
what if you consider yourself bad at keyword research, as in "finding
the most keywords with the least competition" if that is your criteria
for success? Glenn does. In fact he feels inept at it. That's why he
finds it necessary to record his 8th audio from his perspective...
By
the end of the audio you should know how to deconstruct and leverage on
the "search continuum" to gain a MUCH higher volume of leads at a MUCH
lower cost, take people OUT of the competitive environment EARLY in
their search behavior and create a bond with prospects that makes them
feel you're almost psychic.
Download transcript
But
perhaps there is a larger picture to the whole truth. No matter how
good the keyword tools become, no matter which one you use, and no
matter how much time you spend gathering and organizing phrases and
analyzing competition/KEI...
All you'll ever get from KEYWORD research is KEYWORD intelligence, NOT MARKET INTELLIGENCE!
Yes, it's true that you need a comprehensive keyword picture of your industry.
Yes, it's true that you need to meaningfully organize them into manageable, related groups.
But
it's also true that, no matter how specific the keyword phrases are
that you gather, no matter how voluminous your list is, and no matter
how well you organize them...
All you'll ever get from keyword
tools is KEYWORD INTELLIGENCE. And keyword intelligence is a necessary
but definitely NOT sufficient step for achieving your business goals.
What
you need is MARKET INTELLIGENCE...You need to understand WHO's
searching these keywords, WHAT they're looking for, WHERE they've been
looking before they got to those keywords, HOW they're going to proceed
to other words, WHY they're searching, WHAT their true pain points are,
WHEN they're most likely ready to buy, and WHICH groups of people belong
together based upon all the above.
Recently, Russell Wright
(quickly emerging as the de facto authority on latent semantic indexing
and keyword research in general) and Glenn got together and discussed
this distinction in detail.
Download transcript
Here's
another audio Glenn did with Perry Marshall about direct marketing
principles you can use to enter new markets and double your business.
The interview itself focuses on how psychotherapists can grow their
practices but please don't let this throw you. They just used the
hypothetical example of a psychologist to illustrate KEY PRINCIPLES
which can be applied to ANY product or service (yes, even yours).
Go have a listen audio No. 10 now. You'll be happy you did :-)
And
you'll be even happier to listen to this exclusive conversation between
Glenn and Jonathan Mizel. To Glenn, Jonathan is his savior who took the
thorn out of this lion's paw when he was on the verge of bankruptcy.
Jonathan does not speak publicly anymore, so make the best of your time
listening to his way of market research for entering new markets:
Download transcript
Fred
Gleeck reviews his take on the power of using laser-precise market
research to identify, enter, maximize, and dominate your area.
Download transcript
Have an awesome time listening! More audios on how to double your business soon.
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