This is a guest post by Larry Brin and Sergey Page. It is written from the perspective of guys hitting on girls, but similar analogies can be drawn for girls looking to snare that perfect 6.
Everyone loves Google. From searching how to get your girlfriend last minute flowers on Valentine’s day to hitting a girl up in between dates on Gtalk, what’s not to love? (Ok so Google Plus is pretty lame but for the scheming gentlemen it is a great way to categorize your gf, mistresses, and yet-to-be-conquereds in their own circles).
What most people don’t know is that Google makes all of it’s money off of Internet advertising. Yes, that’s right – Google makes almost $40 billion (with a capital B) a year on Internet advertising. Countless businesses advertise on Google, and the good ones (including Amazon, eBay, and University of Phoenix – any fellow alums out there?) in turn make tons of money from their customers. The bad ones, well they just lose a lot of money paying Google and get nothing in return.
Lonely on a Saturday night? You are basically the crappy online store showing “Free iPod” ads and then actually trying to sell them in the age of iPhones. Your mission, if you choose to accept it, is to become an Amazon. Be the store that has a product for every woman. Satisfy your customers time and time again.
But first…let’s learn more about the world of Internet advertising. Most online stores run advertising to sell a product. To do this, they pay to get a lot of ads shown to a lot of people. They do this realizing that only a small portion of users will actually click on their ads. After users click on their ads, an even smaller portion of users will eventually make a purchase.
Technically speaking, this is known as a marketing funnel.
There are three main numbers that online stores track through Google’s advertising system:
- Impressions – the number of times my ads were shown to users
- Click throughs – the number of times those users clicked on one of my ads and arrived on my site
- Conversions – the number of sales from users that arrived on my site
In the world of dating, there is ALSO a marketing funnel:
- Impressions – the number of girls you meet and talk to at clubs, community service events, and church (wait did we say that??)
- Click throughs – the number of phone numbers you get from girls you talked to at above events
- Conversions – the number of girls you [insert your own goal]. Some guys define a conversion as a date. Others see it as casual sex. For others still, it’s about landing that future wife. Whatever you define as your conversion is up to you, but realize that you had to go through many impressions and click throughs to get a single conversion.
What separates Amazon from your typical failed online stores is that Amazon has spent countless hours optimizing the hell out of each part of this marketing funnel. Amazon knows exactly what ads to show to get as many clicks as possible. Then it optimizes conversions by showing great products backed by great service and free shipping. They get consumers to spend a TON of money. In contrast, the typical online store tries random things and hopes for the best. Oftentimes, they will try to show a bunch of ads on Google without thinking about how to get users to click on them. Or they will get a lot of click throughs, but not bother making their website professional and inviting. Users bounce after clicking through.
The same can be said of the dating world. Are you going to take a haphazard, “let’s see what happens” approach with your dating life? Or, are you going to be scientific, analytical, and 10x more successful than the next guy? If your answer is an excited YES, keep reading.
Many guys complain about not meeting women and don’t do anything about it. If that’s you, start by first meeting more women and getting your impression count up! Even if you are great on first dates, if you aren’t meeting any women you aren’t getting any. Go out to bars, nightclubs, community service events, and church (dammit, we did it again) and start talking to girls! There’s no easier way to get your impressions up than putting yourself out there.
Other guys are really bad at getting phone numbers even if they meet a lot of women. Why spend all your time focusing on meeting more women, if you aren’t able to get “click throughs” from at least a few of those you do meet? If that’s you, get a new wardrobe, learn how to walk and speak with confidence (this is more important than money or good looks), and stop talking about your job, sports, and how you live with your mom. Learn the right way to ask for a phone number, and it’s NOT “so can I call you sometime and maybe we can hang out?” Your job is to get that prized click through, the coveted phone number, as efficiently as possible.
Finally, we all know some guys that are absolutely fantastic at serving impressions and getting many click throughs. They are highly social and active, meeting tons of new girls week in and week out. But they are absolutely terrible at converting. They act desperate by spending $300 on a first date or take too long to make a move, and girls quickly lose interest. These guys often complain about how they get put on the friend ladder all the time, then go out and talk to 100 more girls. That’s great, but if you don’t know how to convert, you are spending your time focused on the wrong part of the funnel. If you are already meeting a lot of girls, getting phone numbers, and not converting, don’t try to solve your problems the brute force way by meeting more girls. They will inevitably throw you in the friend zone too! Figure out why your store is not getting sales! If this is you, make a conscious effort to improve your game after you have gotten a girl on a first date. Learn how to close dammit.
The morale of the story is quite simple – the first step of improving your dating life is to Understand Your Personal Marketing Funnel. If there is a single broken part (and for most guys it is at least one, if not all three parts), you are severely limiting your opportunities to become a profitable online store like Amazon. Once you understand the strengths and weaknesses of your funnel, you’ll be able to FIX the broken parts and almost magically get tons of paying users (beautiful women) in no time at all.
In our next three guest posts, we’ll talk about tried and true tactics for optimizing each piece of the funnel – impressions, click throughs, and conversions.