Andy Black
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Your marketing centre of gravity
(Originally posted here.)
Have you seen the visualisation of gravity being a heavy object on an rubber sheet?
In this article, Glenn Livingston describes a "Marketing Centre of Gravity".
When we're unfocused, it's like having all our spend and resources put into a big wooden ball on the rubber sheet above.
We don't make a *deep* dent because the ball isn't dense enough to distort the rubber sheet.
When we focus our resources more and more, it's like putting all our weight behind a much sharper/denser object on the rubber sheet above.
It means we make a deeper dent/hole, and start beating the competition.
I see this all the time.
Kill off what's wasting money and focus our resources behind the small % that's profitable.
With our sharper shape, now put more weight behind it by pushing bids aggressively and try and burst through that rubber sheet.
Increased CPCs means a LOT more traffic (doubling CPCs often *quadruples* EPCs).
Good things start to happen.
People worry that focusing means they will not appeal to the wider market.
Counter intuitively though, as we distort the rubber sheet more with a deeper hole, our sphere of influence gets wider and more starts falling into the hole.
(Originally posted here.)
Have you seen the visualisation of gravity being a heavy object on an rubber sheet?
In this article, Glenn Livingston describes a "Marketing Centre of Gravity".
When we're unfocused, it's like having all our spend and resources put into a big wooden ball on the rubber sheet above.
We don't make a *deep* dent because the ball isn't dense enough to distort the rubber sheet.
When we focus our resources more and more, it's like putting all our weight behind a much sharper/denser object on the rubber sheet above.
It means we make a deeper dent/hole, and start beating the competition.
I see this all the time.
Kill off what's wasting money and focus our resources behind the small % that's profitable.
With our sharper shape, now put more weight behind it by pushing bids aggressively and try and burst through that rubber sheet.
Increased CPCs means a LOT more traffic (doubling CPCs often *quadruples* EPCs).
Good things start to happen.
People worry that focusing means they will not appeal to the wider market.
Counter intuitively though, as we distort the rubber sheet more with a deeper hole, our sphere of influence gets wider and more starts falling into the hole.
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