These 3 videos (at the bottom) explain exactly why Google is so amazing at marketing and what Microsoft need to learn. These are by Eben Pagan, founder of Double Your Dating and getaltitude.com. I suggest you watch all 3 of these videos because they contain a lot of free valuable information. I have made a few notes that follow the key points if you don’t have the time to spend 25 minutes watching them.
Notes on the Videos

• It is easier to get $10 out of someone if the perceived value of what you are selling is $100 than it is to get $1 out of someone if the perceived value is only $1.
• People are too narrow minded to let go of an immediate deal that they perceive as greater in Value than what it is on sale for. Monkey trap example: In Africa hunters make a hole in a tree and place a nut that is the same size as the opening of the hole. Monkeys will put their hands in a grab the nut, but will not be able to take it out because their hand is too big to exit the hole while holding the nut. Monkeys will stay clutched on to the nut and will not let go, which allows hunters to walk up to the monkey and kill it.
• Wealth is in the mind. Wealth is a mindset. If you don’t think with a wealthy mindset you will never become wealthy.
• Love getting the short end of the stick. It will make you money. (Reference to selling $100 of perceived value for $10)
• Psychological Experiment: There are 2 people: person A and person B. Person A is given the opportunity to decide how to divide $100 between the two of them. Person B was given the opportunity to decide if both of them would get what person a decided or nothing. Through this experiment psychologists found that there was a threshold at $80 to person A and $20 to person B where person B would rather see both of them get nothing that to walk away with $20. The experiment was repeated in a third world country where $100 was worth months of income, and psychologist found the exact same thing. People will walk away from a month’s income for free, just because they could not stand the thought of someone getting a better deal than them.
• If you keep your ideas secret and don’t show the value in your ideas to others, then you won’t get any attention at all. Eban Pagan’s view on this is that if you give away these amazing ideas for free, then people will ask themselves, “How much better is the product that they are selling, if they are giving this away for free.”
• Move the Free Line: Give away what are entry level products for free, and build your customer base. This will allow you to sell more profitable products to more people. Giving away information products for free with your main product is the best way to increase you conversion rate. They have the lowest cost and highest perceived value.
• Move the Depth Line: The more value you give on the bottom the deeper the relationship you build with you customer (Sounds similar to what the manufacture I talked about in my last post did with me. Gave a lot of free development and deepened the relationship with me). The more you deepen the relationship with the customer the more demand you will find for higher value products. Therefore create higher quality and higher margin products to offer you consumers that you have deep relationships with.
• Naming is the area where business owners and marketers spend the least amount of time, but is one of the most important. Create a name the plays well on the phonological loop such as alliteration or rhyming and juxtaposition. Example: Coca Cola and Palm Pilot and Blackberry, Marilyn Monroe, Capitan Crunch.

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