Category - Building an Online Business

2 Small Powerful Concepts to Explode Your Conversions
When to Kill a Profitable Campaign
“Hi, I’m Here to Fix My SEO”

2 Small Powerful Concepts to Explode Your Conversions

Why is split testing so important?

Because small changes add up to big dollars.

My favourite example comes from Colleen Szot, the world renowned infomercial writer who shattered a twenty-year sales record by changing just three words in one of her scripts.

You would miss them if you didn’t know where to look.

She didn’t insert superlatives, or extra promises, or yet another celebrity endorsement.

Here’s what she changed:

Version 1: “Operators are waiting, please call now,”
Record breaking Version 2: “If operators are busy, please call again.”

And sales took off in to the stratosphere.

It would be disingenuous to suggest that small wordplay can turn a losing product in to a multimillion dollar success. But it can certainly shape a winner.

Conventional sales logic says: make the sale as pain-free as possible.

Why would you piss off the customer by threatening to waste her precious time on hold?

Szot would argue that believable social proof is worth it.

After all, who is more likely to rip out your eyeballs?

The salesman peddling a product that is flying off the shelves, or a call centre full of eager, idle lions who haven’t been fed for days?

Whatever you are selling, you will sell more by adding social proof.

If you are in the service business, this means appearing busier than you actually are.

You are publicly seen to value your time; your writing is concise, your communication succinct. The world knows you refuse to take a shit without checking your calendar first. It’s a staple of your vocabulary that you only ever have room for one extra client.

If you are selling products, this means threatening to run out of them, or stop selling them, or start raising the price on them. Whatever you are selling, the cost of not acting now is always going to rise exponentially (even if the price doesn’t).

In both cases, the best possible reason for denying a customer your service or product is because somebody else got there first.

It’s annoying to walk in to a shop and find that shiny new gadget is out of stock. But it stings to see the last box snatched up by the guy ten paces in front of you.

Social proof creates intrigue, desire, validation.

Scarcity creates a monster.

Every piece of sales copy you produce should have both.

Extra: Read more about how I use social proofing and scarcity in my neuromarketing post series, originally published in 2012.

When to Kill a Profitable Campaign

Campaign A makes you $50/day. Campaign B makes you $10/day.

Which one should you work on?

Most people would say Campaign A.

There isn’t a correct answer.

What if Campaign A can be scaled to $100/day, but Campaign B can reach $1000/day?

Often we fail to compute one of the most important metrics of all:

The value of our time.

You only have 24 hours in a day.

A third of those are spent sleeping (and the rest are too often spent daydreaming).

If you are a one man team — like many affiliates — you need to pick the campaigns that have the biggest possible upside relative to your desired income.

It sounds so simple.

And yet you wouldn’t believe how many affiliates I see with big hopes and penny pinching campaigns.

On a typical day, how many hours do you spend ‘in the zone’ with your creative juices flowing? 2? 3?

Is it smart to waste those precious hours on a campaign that *even if it succeeds* will net you the same wage as a guy flipping burgers for The Man?

No offence, but I don’t think so.

There are exceptions.

If you can learn the craft whilst making a small profit, you are being paid for an extremely lucrative education.

That’s smart.

If you spend your time launching tiny campaigns on the assumption that lots of small wins will add up to one big success, you’ve got it tits up. The churn will beat you.

Get positioned where the economies of scale work in your favour.

Yes, even if it means giving up your profits.

It is much easier to hit success with one big campaign and dozens of losers. The alternative is lots of small winners that all need management to stay profitable.

Once you start managing small campaigns, its difficult to stop. You become emotionally invested in retaining small profits, putting out small fires rather than blazing a path to the bonanza.

On many occasions I have surveyed the carnage of my CPVLabs and made the tough decision to delete campaigns that were making me money.


Because time is money, and I was losing too much of it.

There’s a famous saying that goes:

“Take care of the pennies and the pounds will take care of themselves”


Not in this industry.

If you start managing pennies, you can forget about the pounds.

They belong to somebody with bigger balls and a bigger wallet.

“Hi, I’m Here to Fix My SEO”

Not so long ago, I vented my disgust at the Rise of the Content Marketing Moron.

Well, there’s a new moron in town.

And his name is The Complete Stranger.

The Complete Stranger comes with a massive sense of entitlement, and with requests that disrupt my day to benefit his.

Like the ‘link removal’ request.

I’ve had several of these in the last few weeks:

“Dear Blogger,

It has come to our attention that a third party agency has used questionable means to secure links to our website on your blog.


These links are harmful to our search engine strategy, and we would greatly appreciate if you could remove them at the earliest convenience.”


Why should I?

You hired this agency.

If they spammed up my blog with junk links, that’s my first reason to be pissed off.

If you then come and ask me to take time out of my day removing these links, that’s my second reason to be pissed off.

I don’t have the time, or desire, to worry about somebody else’s link building strategy.

And yet the first impression you get when dealing with 95% of these agencies is that the world needs to bend over backwards ASAP.

If you are trying to ‘disavow’ your rotten link profile, you can start by acknowledging that you are no more than a piece of shit on the bottom of my shoe.

And then start to grovel.

Nothing personal.

That’s just where you stand on my hierarchy of priorities.

Another request I hate:

“Can you make this link nofollow? Or remove the nofollow?”

You pretentious little fuck-urchin.

Is it not enough that I stopped to consider you? That I linked to you out of the gajillions of other pages on the web?

No, you want the link to be technically correct. Once again for your own gain.

This is where SEOs need to understand something important:

The only person who gives a shit about your link building strategy is you.

Every blogger or webmaster you deal with is doing you a favour when he takes up your requests.

But it will only be a favour.

And he’ll probably never link to you again, while feeling a sharp urge to douse your balls in petrol and start throwing matches.

There are a couple of exceptions where I have removed or adjusted links for guys that I know on a personal level.


But when a complete stranger lands in my inbox requesting that I get off my arse to fix a problem that he created on my property, then the answer is swift:

Fuck you.

Your world may revolve around SEO.

Mine does not.

Recommended This Week

  • Volume X is now the bestselling release in my entire Premium Posts series. If you haven’t picked up a copy, what’s wrong with you? Are you sick?

  • The volume is sponsored by Adsimilis, a network that does a better job of appealing to affiliates than most. Register an account if you haven’t already.

Copyright © 2014. Finch Media Ltd.