My five-year struggle with Google AdWords – and why they are good for you

Sheer stupidity: my secret copywriting weapon – but now I need help. Maybe you too?

As you may have noticed with exasperation I have a fund of bad jokes. A favourite is on my stupidity.  It often takes me a long time to grasp something, but afterwards I can explain it to anyone.

In a minute I’ll explain what Freud’s got to do with it, but first, my stupidity.

Many of your customers are as stupid as me – some even more so. Even those who are bright do not pay attention to sales copy. Why should they? But this inattention makes them as stupid as the rest.

That is why I always suggest you show your copy to an idiot and see if they understand.

Anyhow, for over five years I have been trying to understand how Google AdWords work. The reason is simple. Google AdWords – if you understand them – can transform your business.

They are NOT just about copy. They actually force you to get better business results. They make you do several things you should do – but most businesses don’t.

My partner Al does amazing stuff with them. I saw him save one business £63,000 in three months. I quizzed him for half an hour one day, and thought I understood. But I didn’t.

I spent hours with Perry Marshall in Chicago and London. No help. He’s too clever for me.

Only one man has helped me: Howie Jacobson – “AdWords for Dummies” author. I saw him speak at Ken McCarthy’s System Seminar. I understood every word. He made me laugh.

But I still needed help, so I determined to bring him to England for my EADIM business school. Then I thought I should get him to do a whole day, which he has agreed to.

This covers why Google AdWords matter – and why most people lose a bloody fortune because they change constantly, which makes outdated knowledge a licence to lose money.

Howie also does an extraordinary exercise which leaves you with at least 12 good new copy ideas to test. I shall help with this: it’s a technique I have tested with people over here and it works like a charm. Freud has something to do with it, though I’m damned if I can remember what.

I confess: I still don’t entirely understand Google AdWords. But I will after spending that day on October 3rd.

If you book by midnight on Sunday, August 19th, you can save £100. You will end up with copy that makes more money and and a business that makes more money.

I have already done a series of short Q and As with Howie. They have helped me a lot. I saw the light. I woke up at 3. a.m. this morning and wrote what I know is a killer line as a result. On its own that line can make thousands extra over the next year, but it took me less than 30 seconds to write.

I’m going to put my talks with Howie up, and you can watch. If they don’t make sense to you I will be amazed. Because as I say Google AdWords  forces you to become a better marketer and a better copywriter.

Hard to believe? Watch this:

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And if you don’t think you need to become a better marketer – fast, God help you. The economy won’t. The politicians won’t. Your bank won’t. But I guarantee Howie will.

And as I say, you can save £100 if you book by midnight on Sunday 19th August.

 

 

 

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

15 Comments

  1. The use of presuppositions in AdWords ads boosts CTR to amazing levels.

    One of my clients used a presupposition and made millions from the ad.

    1. greg waggett

      What is a presupposition? An example would do nicely.

      Thank you!

      1. A better question: how many millionaires have Harlan’s copywriting presuppositions created?

  2. look-a-likey – Drayton Freud??

    1. admin

      Guess what? I used to have a beard. During my “creative” period.

      And the mother of my favourite client ever, Victor Ross of Readers’ Digest, was a student of Sigmund Freud

  3. Here are some examples of pre-suppositions:

    Jane no longer writes fiction.
    Presupposition: Jane once wrote fiction.
    Have you stopped eating meat?
    Presupposition: you had once eaten meat.
    Have you talked to Hans?
    Presupposition: Hans exists.

    …. but I have to admit that I don’t understand what Harlan means by using them in AdWords, and it would be good to see some examples of this.

  4. … And I agree, there is an uncanny resemblance in the two photos at the top!

    1. Handy article – thanks Steve.

  5. Stanislav Dimitrov

    Nice article – thanks Steve!

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