Civilization is the result of abject terror.
Imagine our primordial forefathers and foremothers cowering in the shadows of the hostile environment of our early world.
Without the advantages of fangs, claws, fur, and sheer brute strength enjoyed by the saber-toothed tigers, mastodon, and woolly mammoths who shared the planet, we must have felt utterly defenseless, exposed, and alone.
Doubtless we would have perished from the face of this Earth as a species had it not been for our remarkable ability to form groups and unite against the common enemies that surrounded us on all sides.
Only by banding together were we able to successfully defend against attack … hunt successfully … and leverage the great human invention — the division of labor.
Eventually, organized groupings of human beings came to dominate the world. And God said it was good.
There was just one problem …
Having become such a dominant force in the world, our natural enemies became scarce. And since humans need a steady supply, rival groups formed and began to rape and pillage one another.
Funny thing is, it wasn’t always the largest group who did the lion’s share of the raping and pillaging.
Very early in the history of warfare, shrewd military and political strategists understood the power of “divide et impera” — divide and rule.
They discovered that by forcing the enemy to divide its forces and then dealing with those forces “in detail,” a small highly organized group could defeat a much larger one.
And so it is today, on the battlefield of traffic and conversion …
Yet few entrepreneurs understand or appreciate this.
They send a single, solitary campaign out into the marketing melee — attacking the tidal wave of traffic head on — full frontal. And then they wonder why it’s so darn hard to make a buck.
What should they be doing?
They should be employing the age-old strategy of divide et impera, dividing the available pool of traffic into manageable chunks, and then writing customized sales copy to penetrate each one of those chunks individually.
Allow me to explain …
How to jostle your way into hotly competitive, seemingly impenetrable markets …
Suppose you want to tap into weight loss traffic. It’s a humongous market, but there are many different kinds of people looking to lose weight and many reasons why they want to do it.
Most marketers will try to put a single campaign in front of that traffic. They will do their best to pull the widest appeal out of their research, and seek to express that appeal in the most forceful way possible.
Or maybe they’ll pick a certain subset of the available traffic, and focus their attention on that.
Invariably what they discover is that only a small portion of the overall traffic pool is profitable. Sometimes that portion is large enough to make the product successful, sometimes not.
Tweaking and testing can increase that pool of profitable traffic, but there are limits.
Increasingly, savvy marketers are overcoming this problem with a powerful new strategy, and coming up big. How? By front-ending a single product with multiple differentiated ads and landing pages, each one specifically targeted toward a subset of the available traffic.
Instead of just giving up on unprofitable traffic, they morph their sales copy strategically to make more of that traffic profitable.
Instead of having a single campaign selling the product, they have multiple campaigns — weight loss for parents, weight loss for teens, weight loss for young women, weight loss for new Moms, weight loss for mature men, weight loss for mature women, weight loss for busy professionals, and so on.
The copy’s targeting is therefore uncompromised. It can tap more clearly into the myriad desires, fears and frustrations of the overall market.
And as a result, it converts far more effectively than the one-size-fits-all approach most marketers use.
I’ll give you a real life example …
For many years, I had a money-making product I used as a front-end lead generator for my business. I started with copy that speaks broadly to people who have a dominant desire to be in business for themselves. My ads ran profitably on a couple of dozen sites.
Simply by taking that copy and tweaking it to appeal only to women, I was able to make another handful of sites profitable. By tweaking it again to appeal to parents, another handful became profitable.
I targeted investors and widened my net still further. At that point, I had four different campaigns arching out in different directions to sell a single product.
I know this sounds like a lot of work, and it is. But that’s one of the reasons it’s so incredibly effective. Most of your competitors just don’t have the copywriting horsepower to do it.
But don’t YOU be intimidated by the extra work. Remember, it’s really just the front part of the campaign that needs to be customized.
Once you get past the ad and landing page, your campaigns can pretty much converge save minor alterations. The heavy lifting is in the ads and landing pages.
With keyword advertising, as an example …
You start with a long list of keywords and then organize them into tightly related keyword groups. Beginning with the group that promises the most traffic at a reasonable cost, you write a campaign from top to bottom that addresses the needs of the people doing those searches.
Next, you rinse and repeat for other keyword groups, by writing new ads, new landing page headlines and leads …
How tackling a market “in detail” explodes your traffic and fattens your bottom line …
Of course, you can also do the same sifting and sorting based on the specific capability you are selling. Suppose you’re a financial advisor and you do investments and insurance and retirement planning.
You can attract the same demographic in different ways. Some are thinking about investments. Some are considering insurance. Others are in need of retirement planning. And if you meet them where they are at …
…The result is a much tighter match between what your prospect is typing into the search engine and your ad. And a much tighter match between your ad and your landing page in each case.
This has a major impact on the relevancy of your ads and therefore your costs. And it has a major impact on your conversions as well, allowing you to increase your bids and suck traffic away from other bidders.
When using placement targeted ads, you look at the available pool of sites and categorize them by the kinds of people who frequent them. Then you write a separate campaign for each of these groups. Same drill for interest targeted ads.
This gives you higher click through rates which means more traffic. And it gives you a higher conversion rate which means you can raise your bids and attract still more traffic.
To demonstrate, I’ll give you a few hypothetical test panels for the weight loss example above:
Weight loss for women:
Image of swimsuit model
Thousands of Women like Sandy Here are Feeling Sexy Again Who Never Thought They Would …
New miracle nutrient slims you gently … naturally … effortlessly… melts up to 25 pounds in as little as 30 days …
Finally, fast, safe weight loss without starvation diets, drugs, or surgery is within your reach. Read on for the exciting details …
Weight loss for parents:
“Mommy MY NICKNAME AT SCHOOL IS FLABBY! I’m not eating for the rest of this week …”
Kids can be mean as hell. Obesity can leave your child emotionally crushed and scarred for life. Here’s how to solve your child’s weight problem, starting today …
Weight loss for over 40s:
Did you know?
Obesity is The Leading Cause of Diabetes In Men and Women Over 40!
This revolutionary new eating plan could be your best defense …
Same product, different campaigns … That’s how you divide and rule. That’s how you can gradually dominate highly competitive, seemingly impenetrable traffic sources online.
Are you already doing this?
If not, maybe it’s time you book a free strategy call and put divide et Impera to work.