One thing I liked about the book is that he talks about AdWords as being the ultimate way to do quick testing of ideas and niches (or “muses” in his terminology).
Not a new idea. But he’s talking about AdWords as a key piece is rolling out a new business, and seeing if it’s viable.
Though one laughable thing was where he was giving an example of a person who had an expectation of 60% conversions from email subscriber to customer. So out of every 10 people signing up for the free newsletter, 6 people buy! And using that to guestimate was the return would be.
I like talking about how email marketing can increase your conversions, and is a vital tool to be profitable. But even I wouldn’t go so far as to say you can convert 60% of subscribers!
And he was writing this as if that was a normal expectation. Maybe there was a typo there.
Anyway, other than that everything else was “grounded in reality”
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