How to win the search engine lottery

Are you using SEO as a way to get leads? If so, you'll want to read this...

Last week I had the opportunity to be a fly-on-the-wall at Dan Kennedy's Titanium Mastermind group...

If you're not familiar, Kennedy has written 18 books on marketing, publishes 12 different marketing related newsletters each month and is known as the world's highest paid copywriter.

The 17 companies represented were each doing from $1 Million to $10s of Millions in business each year, each in a different industry--consulting, professional services, sports, brick & mortar retail...even a "chain" of churches.

Not one of them mentioned SEO as a marketing strategy.


'Cause you can't control Google.

All you CAN DO is chase the changing "algorithm" and hope they pick you to win the search engine lottery this week.

Sure you can influence how you rank, but there are no guarantees you'll get ranked or that your position will last. Why play that game?

The one constant among all of the companies I observed last week is this: they all use paid media as the primary way to get a lead.

And of the paid media used, all but one uses direct mail as the #1 client getting tool.

Here's why...

  1. The Post Office doesn't judge your mail piece, and only deliver it if it deems it appropriate. You pay, they deliver.
  2. Search only reaches the people who are actively looking for what you offer. Many more people will show interest, and buy, if given a compelling offer.
  3. Paid media, and direct mail in particular scales. You can start with a small investment to a small list...test...then mail more and more as you grow.
  4. In search, even if you do get 1st page ranking, you're listed next to competitors. Easy for your prospect to get distracted and find someone else. In the mail, it's rare to find a competitor in the same mailbox (unless you're selling pizza).
  5. There's a direct, measurable, and fast connection between action and result in paid media (if you use direct response).

Are you using tools you control to generate leads?


PS - Happy St. Patrick's Day!