Last week my teenage son came home from school and announced that he likes melon. This was something of a major U-turn in his eating habits since he’s always declared melon to be a taboo food that he "hates".
So what caused the change? Who knows, perhaps a bit of peer pressure or maybe just curiosity. Whatever it was, he now gets to enjoy something that he has missed out on for years.
You’re probably wondering exactly what this has to do with business. Well, I realised that a friend of mine has exactly the same sort of thinking about Google Adwords advertising. Adwords are the "Sponsored Listings" you see at the top and right of the search results pages. He says that "nobody ever clicks on the sponsored listings, so they can’t be any good". This guy runs a business with profitable sales of £2-£3M per annum and has a talent for business. I was amazed that he could think like this!
Just in case you think the same, Google made $1.3 BILLION in the first quarter of this year from paid advertising, the majority of which comes from Adwords. When I saw that figure, I was not surprised – it is one of the fastest and most effective ways to target customers who are searching for a specific service or product. And, whereas you pay for the space for newspaper advertising, you only pay Google when somebody clicks on your advert, so you’re only paying for people with some level of interest in your product.
So, my friend’s comment that "nobody ever clicks on them" is clearly hogwash. I have several clients who use them extensively to generate a large proportion of their leads and it’s something I’d be happy to talk to you about if you want to generate more leads.
So do you have a hunch about something that is holding you back from making more sales…
Oh, my final question for you – how can I get my son (and daughter) to try berries – strawberries, raspberries, the lot! Neither of them will go anywhere near even though we have them regularly.