To me, education is valuable. I have no fear of learning new skills.
Most regular people I’ve met don’t think like this though.
For as long as I can remember, my father dreamed that I would complete a PhD and become a university professor like him. This would have made him so proud.
I shattered those dreams for him.
Because, while growing up, I knew that kind of life was not what I wanted for me. When I was little, I didn’t like being told, “We can’t afford it”. I didn’t like that we’d never go anywhere just for a holiday–just because. I didn’t like being teased in school for wearing second-hand clothes.
I demanded more. And I went out and got it.
A couple of weeks ago, my father invited me as a guest lecturer at his university to teach Google as a research tool to a some post-graduate “computer assisted language learning” classes.ÃÂ
Now, I’m no stranger to presenting in academia. I traveled for many conferences as part of my postgraduate work and for my brief stint in “Corporate New Zealand”.
At the age of 21, my father couldn’t have been prouder when he accompanied me to one conference in Geneva where I presented my scientific research to a room-full of experts.
He probably wanted to re-create that experience. I know because he often reminices about our trip.
So as not to disappoint him, I wanted to create a mind-blowing fun presentation for his students.ÃÂ
As I faced the room and began speaking, what stood out for me was the total lack of interest of the class. I had virtually no audience participation. Students were in the back texting on their mobiles and talking.
It was hard for me to experience this. It was a reminder of why I hated academia so much.
As I looked at the students’ blank faces, I couldn’t help but think that the entrepreneurs I teach now are a much better audience. They have balls!
They attend the class because they CHOOSE to. And why shouldn’t they–typically they spend several thousand dollars for a weekend of learning in addition to traveling in, sometimes from other countries.
I remembered university.
My class-mates skipped more classes than they attended, they rarely studied for exams, and they copied assignments from one another at the last minute.
All they wanted was to pass the class with as little effort as possible. They just wanted to finish their degree requirements, get a piece of laminated paper–their “license to practice”. And then find any job so they can buy a used Honda, a home mortgage, and whatever bullshit fascinates a 20-something-year-old.
Entrepreneurs aren’t usually like this. But I still come across marketers-in-the-making who think like school kids.
These guys are looking for “systems” and people to do it for them. Sadly, some people still ask me to build lead capture pages and create campaigns for them.
How is this any different from my classmates who ordered the teacher’s manual before the textbook?
How are they different from students who copy each other’s assignments and cheat on the exam?
It’s not. And I don’t see any way around it: If you’re in marketing, lead generation is the most essential skill you learn.
Sure you can outsource parts of your business. But the cost would be way too high for most people starting out. Most lead generation companies will charge you a monthly base fee in addition to a percentage of everything you make. And you’ll have to pay the Google bill they accumulate. So you’ll need to trust their skill level to begin with!
In fact, I was recently offered just that by several businesses. They were ready to pay all advertising costs, $3,000 a month as a base, plus an additional $2 per lead generated. And if you know me, you’ll know I generate thousands of leads every day on Adwords.
Which means MY income would be guaranteed at 6-figures while theirs wouldn’t.
On the other hand, my course, PPC Domination which taught the very same skill I use–sells for a measly $177 with a guarantee and a generous refund policy.
Right away, you can see which is the better deal.
Pay two or three times your Adwords bill to someone else–or learn a life-long, multiple 6 and 7 figure skill for a tiny price?
Why the stark difference?
I asked my father after my Google lecture, “Why do your students pay fees to attend classes they don’t even pay attention to?”
He responded (and I paraphrase), “Humans are internally programmed to value education less than results. Information is not tangible. We have the same problem when campaigning to get academic journal subscriptions and software. The university administration will only approve applications for computers and hardware but not the software that makes them useful.”
Hmmm..Makes sense. Doesn’t it?
As well as the fact that it takes longer to learn a skill than to be given the result. It takes more than just auditing the class. It takes action.
Yet, when given a choice, true marketers prefer to learn “how” to market than to keep paying for someone else to do it for them. Because the skill allows you to make money at will.
Most home businesses revolve around advertising and traffic brokering in some way.
- Affiliate marketing is all about driving massive amounts of cheap traffic toÃÂ a sales page. The sales funnel, the product creation, and the distribution is not your job.
- CPA marketing is the same except you’re paid on leads instead of sales.
- Network MarketingÃÂ and direct selling is essentially affiliate marketing. You promote a company’s set of products and train new sales reps to promote the products. Which you can only do if you yourself can market.There is no product creation or management involved.
If you’re running any of these home business models, then the ONLY activity worth your time is creating traffic.
It makes little sense to call yourself an affiliate marketer, CPA marketer, direct seller, or network marketer if you don’t know basic traffic and lead generation!
I think of a PPC course I picked up two years ago by Perry Marshall called The Definitive Guide to Google Adwords. It cost me $49 once.
Within a few days I accumulated an Adwords bill of several hundred dollars with little to show for it. I could have asked Perry for a refund and ÃÂ said that Google Adwords doesn’t work for me.
But I didn’t.
I reviewed the course a few times and made some changes to my campaign. When I couldn’t figure something out, I read some more, used a new angle, and tried again.
A few days later I made my first sale.
Today, two years later, that’s how I make a living. Full time.
In fact, teaching what I know about advertising online has consistently made me LESS money than I have ever made using the same skill I learned in Perry’s course.
Not long ago, I was thinking–what if Perry Marshall had charged me, instead of $49, a tiny percentage of everything I earned as a direct result of what I learned from him?
I would be hundreds of thousands of dollars in debt! Knowing how much money he taught me to make, I would gladly pay if that were his fee. But it wasn’t.
No. To me, buying education is infinitely more valuable than buying result.ÃÂ
What do you think?
To learn more of Jim’s PPC advertising techniques, check out PPC Domination