“Sometimes Google AdWords is the least effective way to reach your target customer.”
A chance conversation in New York City shows why other advertising media may be better for you – because each form of advertising slices the world in a different, unique way
On a beautiful day in May I was in New York City for Gary Bencivenga’s now-legendary copywriting seminar, and taking the day off on a lovely Sunday afternoon. Just off Broadway and a few blocks from Central Park, I was drinking coffee in a donut shop when two guys struck up a conversation with me.
Turns out one of them was a senior sales executive for the Thomas Register. In case you’re not familiar, the Thomas Register is a very old company that, pre-Internet, used to make a gigantic set of green books that you would see in a company library, purchasing or engineering office. These books, which probably weighed 100+ pounds, were the national ‘Yellow pages’ for every kind of manufacturing you can possibly think of.
And pre-Internet, if you wanted to buy machine tools, adhesives, pump controllers, conveyor belts or literally hundreds of thousands of other items, the Thomas Register was probably the easiest way to find all of those things.
But now you just do a Google search. Right?
And that’s what this guy hears when he’s selling space at ThomasNet.com (they don’t even print those big books anymore) – his prospect says ‘Hey, I don’t need to advertise on your site, I’ll just advertise on Google.’
Well nobody’s in a better position than me to say that sometimes Google AdWords is NOT the best way for his prospect to reach a new customer! Sometimes it’s a lousy way to reach your target customer. Let me give you some examples: