I just got off the phone with a friend who was considering getting started with Adwords.

The first thing he asked was which tools I’d recommend. He reeled off a list of the latest “guaranteed success” PPC software he was considering and asked which one was best.

I answered with another question:

“If I gave you a boiler, radiators, pipe and fittings – as well as the worlds best blowtorch, flux, solder and pipe benders – could you fit me a heating system?”

He said:

“Well, no. Because I don’t know how to fit a heating system.”

Exactly.

But you’d be surprised how often marketers (and plumbers) think otherwise.

….

Back in the plumbing days, I’d occasionally see a fresh faced guy turn up on site in a brand new van and the latest work wear. He’d have a van full of the latest Bosch or Dewalt power tools, Bahco spanners and every other expensive tool you could think of.

And none of these tools would have a mark or a scratch on them.

That’s when me and the others always knew. We could tell what he’d be like before he’d even touched a single piece of pipework…

All the gear, no idea.

The tools would come out, his immaculate dust sheet would be laid and… He’d struggle.

Everything would go wrong. Fittings wouldn’t fit, fixings wouldn’t fix and joints wouldn’t hold water.

“Why wasn’t this in the mail order course?”
“I’ve got all the tools, why isn’t this working?”

We could see those thoughts flashing across his face – usually minutes before he’d ask for help.

Me and the others would always oblige, but not without merciless ribbing and general piss-take. In fact, the poor sod would have a permanent – and deeply unflattering nickname within 5 minutes flat.

It was the tradesman’s version of “tough love”. And most of these amateurs would eventually get their act together and learn the trade properly.

When I say “properly”, I mean 4 days a week hands-on work, then 1 day a week theory – for 4 years straight.

Doesn’t matter if you blow £5000 in tools, you’ve still gotta earn your trade. Learning from professionals, getting experience and making mistakes – just like everybody else.

It’s the only way to get good.

So you can understand why I’m surprised when rank beginners try to bypass the learning curve with tools and quick-fix courses in the marketing field.

The internet marketing world is particularly guilty of this phenomena. SEO, pay per click and social media tools being the worst culprits.

To prove the point, let’s put “internet marketing logic” into the real, offline world.

Consider:

• Would you open an accountancy practice armed with nothing but a copy of Sage or Quickbooks software?
• Would you expect to become a famous millionaire chef after you bought a top of the range AGA?
• Would you start a fashion company because someone sold you a sewing machine, then assured you this tool was the “secret” to guaranteed success.

Of course you wouldn’t – and neither would I. It’s pant wettingly ridiculous when you think in an “offline” way.

So why does common sense fly out the window when we go online?

Why do so many believe the latest tool or “secret” will shortcut them to success – no matter how ludicrous the notion?

I don’t know for sure, but what I do know is this:

Hope is much much easier to sell than study, work and experience.

Maybe that has something to do with it?

….

Anyway, now that I’ve bashed the hell out of Adwords software and courses, you may be wondering where to go to get started with Adwords, as my friend did…

Now would be an excellent time to insert some self serving propaganda about the latest adwords tools/software/courses/ebooks that I’m an affiliate for. But that ain’t gonna happen (well, not today at least).

Instead, I’m going to suggest you buy a book. Yep, a real-life 3D one you can hold, with pages and everything.

It’s the same book I suggested my friend go out and buy. It’s about 10 quid on Amazon and is called “Adwords for Dummies” by Howie Jacobson. (He’s got an updated version out next month)

If you’re new to Adwords, it’s a brilliant place to start. (Even if you’ve been doing it a while, you may pick up a couple of tips.)

Read it and implemented what you’ve learned. You’ll get the chops to grab even the most old, worn out and dog-eared tools and create a decent Adwords marketing campaign.

It won’t make you rich overnight, but bang-for-buck, you won’t find better if you’re a beginner.
(The other, more personal alternative is to get direct help from me. Plug plug.)
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~George.

PS: Here’s a couple of installation pictures from “back in the day”. We fitted hundreds of these boilers and were always obsessed with neat, straight pipework and attention to detail.

It’s always been a weird “pride” thing with me. Probably from the days as an apprentice where quality of work came first and time or cost were secondary. Guess it’s not a bad approach, whatever business you’re in.

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