Ravi's Rants

Rndaom, Yet <Well Formed/>

How To Destroy A Brand In 30 Seconds

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I’ve been a fan of Guy Kawasaki for a while now.

Not a fan-boi type, but still admired him enough to call myself a “fan”.

I follow him on Twitter, read his blog occasionally, and love to watch his videos as he is a great presenter and speaker who adds a lot of humor and wit to his speeches.

And then, I started reading about his recent keynote speech at SES 2009, NY (Search Engine Strategies).

Watched a couple of videos. Read a couple of articles.

He says stuff like… (paraphrasing here)..

* Twitter is just a marketing tool

* It’s all about how many followers you have

* Go get as many followers as you can

* Autofollow everyone just because they followed you

* It’s ok to “Ghost-tweet”.

Wow, that’s like Seth Godin saying it’s ok to spam, and email is just a marketing tool you should use to spam folks thoroughly.

Wow, that’s really shocking!

Someone I held in such high esteem, talking with such emotional disconnect and impersonal attitude towards followers (who are basically your fans – like me!).

Yeah, it did take more than 30 seconds. It took probably about 15 minutes. But the Guy Kawasaki brand has been irreparably tarnished, from where I stand. And where I stand is all that matters to me, doesn’t it?

Yeah, it doesn’t take too much to lose your fans. Just a little bit of disrespect will do the trick.

Guy Kawasaki: Un-followed.

1) Article: Guy Kawasaki: Twitter As a Tool for Social Media

2) Sage Lewis Interview: SES 2009

What Would Microsoft Do?

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Here’s something I completely forgot to add to my earlier post about “What Would – – – – Do?“…

Yes, I do occasionally think “What Would Microsoft Do?“.

And then of course, I do EXACTLY the OPPOSITE – especially when it comes to the quality of their products, their marketing, and their branding (or lack thereof).

So here’s yet another brilliant piece of marketing from Microsoft.

It really makes you cringe – and makes you wonder, is this the best they can come up with in spite of having all that money?

(Original) Brilliant “Host Your Own Windows 7 Launch Party” Idea from M$ (Original)

And here’s a parody of the ad….

(Parody) Brilliant “Host Your Own Windows 7 Launch Party” Idea from M$

Saving Money vs. Making Money

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I have a friend whose main purpose in life is to find deals and bargains and cut costs.

He once spent several weeks filling out an insane number of really long forms and processing rebate information, for a mail-in rebate promotion for a laptop. And he purchased that crappy, low-end laptop because that was the only one which had a mail-in rebate promotion available.

On top of that, he then wasted hundreds of hours in lost productivity because of the terrible performance of the low-end crappy machine which was very slow and kept crashing because it didn’t have enough memory and other resources.

He spends at least an hour a day looking at how else he can save money.

Switching his Phone, TV and Internet services from Cable Co. to Phone Co. when the former has a new customer promo. Then 6 months later, when the promo expires, switch back all of his services – Phone, TV and Internet – back from Phone Co. to Cable Co.

He is on the phone several hours a week, asking companies for discounts, looking for deals, filling out rebate forms, browsing online for deals, clipping coupons, driving tens of miles because some store somewhere is selling something for less, spending several hours during the weekend picking up used free stuff that people would rather give away (than trash them) on Craigslist.

He is the ultimate money-saving-machine. And he probably saved about $3,000 by being on top of his game.

The Flip Side

And during that same time, I have created 3 new products, tripled the size of my mailing list, wrote blog posts which brought me new paying clients and business contacts, improved several of my existing products, re-wrote and optimized multiple sales pages, launched 2 new membership sites with paying members, gave away my book for free online and still ended up selling several hundred digital copies, and made thousands in profits, and primed my business to make several tens of thousands more within the next few months. You could say roughly about $20,000 in profits in the same time frame.

$3,000 SAVING money.

– OR –

$20,000 MAKING money.

Doh!

What Happens When You Get Too Good At Marketing

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WARNING: SHOCKING LANGUAGE FROM CUSTOMER BELOW

Ok, so maybe the title was a little dramatic, but still, I didn’t know I was *this* awesome at marketing 🙂

Over the weekend, when I thought of giving away my best-selling book on Amazon for free on the book’s blog, I never imagined that my copy writing style & marketing prowess would bring out such strong emotions in people… 🙂

So, on one of the email groups that I’m a part of, I announced that they could get my book for free. And apparently, one guy wanted to just buy a digital copy right away. And when he couldn’t find a “buy” button on the blog, here’s what he wrote:

“You have no Fucking idea how to sell – you are a third world CUNT – when a prospect has already made a decision to buy you should provide the click button to buy – you have failed – because you – do not believe that you can succeed – am I right cocksucker?”

Now that is an EXACT copy-paste from his email.

Now here’s my dilemma:

I was so furious initially, that I wasted most of my day yesterday plotting revenge on this guy, and how to ruin his career and online reputation. I wrote up an entire blog post spending several hours, detailing every email exchange we had. But didn’t publish it.

See, on one side, I wasn’t sure if going ahead with my revenge saga would do me me any good at all. Too much time wasted non-productively, too much negative energy – the usual “law of attraction” stuff.

But on the other side, jerks like this can’t go on without facing any consequences, and go on like business as usual after such a racist rant.

But then peace prevailed. And I have decided to let go.

But feel free to comment below and let me know what you think.

(Here’s the offer that started this all: http://NBLEB.com/blog/ )

My Chat With A (Rather Clueless) Google AdWords Support Specialist

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My question was very simple: I wanted to know how I could promote products using CPA (Cost Per Action) on the Google Network and allow publishers who have access to “AdSense Referrals” to promote my products by placing a piece of code on their web sites, and when someone clicked over to my web site and purchased one of my products, the publisher would get a piece of the sale.

Classic “Affiliate Program” stuff – where this time around, I wanted to be the merchant, and not the affiliate.

I contacted a Google AdWords Specialist on chat – who turned out to be not as much as a “specialist” as you would think they would be.

Read the chat transcript below to see how long it takes for the rep to even understand my question, and give out a meaningful answer. It is painfully obviously that I know more about Google Products than her!

But I am glad that she eventually gave in and deferred the question to a “technical specialist” (read: someone who knows their $hi#).

Completely unedited except for minor reformatting for readability, and removing of private content.

Chat Information: Thank you for contacting Google AdWords. Please hold a moment while we route your chat to a specialist who will help you with your question: “”.
Chat Information: AM has received your message and will be right with you.

AM: Hello Ravi. Thanks for contacting Google AdWords. I’m happy to help you.
AM: Could you clarify what you mean by referrals?
AM: Ravi, are you there?

Ravi Jayagopal: yes
Ravi Jayagopal: I meant, how would I advertise through Adsense Referrals?
Ravi Jayagopal: I’m currently using Referrals as a publisher
Ravi Jayagopal: I want to advertise my product through Referrals, so that publishers can promote my product, and then I would pay them a commission based on sale
Ravi Jayagopal: you there?

AM: Well, I am actually an AdWords specialist so I am really not familiar with AdSense Referrals.
AM: However, you can find out more at https://www.google.com/adsense/static/en_US/Referrals.html?gsessionid=N8x_KdsMNys.
AM: Referrals Help Center
AM: In the Help Center, there is a Quick Start guide.

Ravi Jayagopal: I don’t want Adsense referrals, actually
Ravi Jayagopal: I want to “advertise” – so wouldn’t that fall under “AdWords”?
Ravi Jayagopal: Publisher -> Adsense
Ravi Jayagopal: Advertiser – AdWords
Ravi Jayagopal: No?

AM: Yes Ravi, but you asked about Referrals.
AM: Referrals is not a part of AdWords.
AM: It looks like you already have an AdWords account.
AM: What do you have questions about in particular?

Ravi Jayagopal: Ok, here’s my question: Right now, as a “Publisher”, I pick out referral ads and display them on my site, and I make money when my visitor clicks on those referral ads and goes on to buy something. With me so far?

AM: Yes Ravi.

Ravi Jayagopal: Ok, now I want to put my “Advertiser” hat on and promote my product so that “other” publishers can promote “My” product through the referrals network
Ravi Jayagopal: how would I become an “Advertiser” and promote my product?

AM: Through the Content Network.

Ravi Jayagopal: Ah, that’s what I wanted to know
Ravi Jayagopal: So is there a way to say “Referrals” when I put my ad out on Adwords?

AM: You do already have an AdWords account with the email address <>.
AM: All you will need to do to appear on other sites is to opt into the content network when you create your campaigns.
AM: We don’t use that term.

Ravi Jayagopal: But when I opt-in to the “Content Network”, it automatically becomes just a PPC campaign right?

AM: We call your advertisements ads and we call our publisher sites ‘the content network.’

Ravi Jayagopal: I don’t want it to be PPC, but a CPA item

AM: You can also create a CPM campaign.
AM: Cost Per Impression if you’d like.

Ravi Jayagopal: not CPM. I’m talking about CPA – cost per action
Ravi Jayagopal: which is what Referrals is – CPA.

AM: That is not an option right now Ravi.

Ravi Jayagopal: then how are all these advertisers on Adsense Referrals?

AM: Again Ravi, I’m not familiar with AdSense referrals.

Ravi Jayagopal: Is there someone higher up who can help me with this question? Because it is definitely not an AdSense question – because AdSense is for Publishers

AM: If you want to contact the AdSense team to ask them about that, you can email them directly at adsense-support@google.com.

Ravi Jayagopal: and I am talking as an Advertiser

AM: Ravi, they will only be able to tell you what I am telling you, that you can create advertising campaigns that you’ll pay on an impression or click base.
AM: Those are the only options right now for our advertisers.

Ravi Jayagopal: So how are these advertisers advertising on a CPA basis? That’s what I want to know
Ravi Jayagopal: If you don’t know the answer, I would appreciate if you could put me through to someone who does
Ravi Jayagopal: But don’t tell me I’m asking the wrong question

AM: Please hold on just a moment Ravi.

Ravi Jayagopal: Ok, thanks

AM: CPA is not an option at this time in your account Ravi. I just checked with our technical specialist.

Ravi Jayagopal: Why? And when would it be?

AM: It’s a limited beta right now. If you give me the best email address to reach you at, I can email you if it does become available.

Ravi Jayagopal: ok…thanks…it’s <>

AM: You’re most welcome.

Bottom-line:
You cannot yet sign up as an “Advertiser” and promote your products through Google “Referrals”. It is in limited beta, and unless you were invited to be part of the beta, you would have to wait until they open it up to others.

As much as I love Google and probably qualify as a “Google FanBoi”, I have to say, Google sucks at most things not handled by their machines (read: Human Beings).