Thursday, April 7, 2011

The Shortcut to Online Success

By Carl Weiss

Not many people know this about me, but before I became an online marketing professional, I made my living playing and teaching blackjack for more than 20 years.     What made me successful in casinos the world over was one basic principle:  “Never play another man’s game by his rules.”

By this I mean that the reason that most people fail at the gaming tables, as well as online, is due to the fact that they are all trying to beat a game that was designed to separate them from their money.  If you truly want to beat the dealer, you need to identify an advantage and exploit it in as efficient a way as possible.  In the casinos this involved card counting and team play.  On the internet it involves analyzing keywords and creating a platform specifically designed to generate either a sale or a response.

Having worked with hundreds of companies over the years, I can state categorically that their biggest complaint had to do with online results, or the lack thereof.  Most companies either have little if any presence on the major search engines, or else they have terrific position but are woefully inadequate when it comes to translating traffic into leads or sales.  In either case, the problem usually comes down to the fact that their homepage was never designed to generate a response.  It was designed by a graphic artist to “look good.” 

It’s like the players who used to attend my seminars.  They were all wondering why they were losing, when for the most part they didn’t even have a solid grasp of basic strategy, let alone card counting.  What I routinely told my players also applies to businesses looking to generate results online.

“If you want to play to win, you need to understand the math of the game.” 

In short, you need to identify a game’s vulnerabilities and then create a situation that allows you to exploit the vulnerability. 

On the gaming floor this required employing spotters who were trained to count cards and signal the count to the “Player.”  Online what it takes is an analysis of longtail keywords which are then priced on Adwords.  

For instance, for a local chiropractor, I found out that out of 18 potential keywords, only two cost more than a dollar per click.  Armed with this information, I created several keyword-related videos and mini-sites.  This way, instead of having to wait for months to generate a page 1 result on Google, we began to generate traffic and leads in less than 30 days.  Since the mini-sites and videos were also optimized for search engine penetration, they will inevitably work their way up the search engine over time.  But in the meantime, the client is only too happy to be be generating business now as opposed to having to wait months for traditional SEO to kick in.

As PT Barnum once said, “there’s a sucker born every minute.”  The moral of the story is that if you want to play with an advantage, you need to put yourself in a situation where it is more probable that you win then that you lose and let the suckers keep the lights burning for us knowledgeable players.

If you want to win online, give the pros at a call at 904-234-6007.  They will analyze your complete web presence for FREE and present you with a report that will show you how you stack up against the competition, as well as how to turn the tables.

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