One of the business people is a store owner who got 'lucky' and managed somehow to raise $2 Million from a group of fellow investors who were persuaded to help him go 'national.' So, he gathered all the cash together and got ready for a massive roll-out of Google PPC advertising. He also decided to use print and TV 'image' ads.

He won't bother to learn about how to research and develop a winning Google PPC campaign and customized landing page for his site. Because he has one simple belief; he's got, 'enough cash to crush the competition ...and money is what matters when it comes to winning in marketing.'

He believes there are so many terrific advertising opportunities! Like a kid in a candy store, he's ready to over-indulge. But if he says yes to every opportunity, he'll spread resources thin. He'll give a little to a variety of advertising outlets. But as a result, every marketing project will be cursed by insufficient resources.

The other guy? He's a great copywriter who has only $75,000. He doesn't have any investor friends or anything like that. He doesn't have anything whatsoever, except a place to live, a computer and $75,000.

But get this: This other guy has an 'A+ Google brain.' He knows what it takes to make Google PPC work for him in direct marketing. And what he doesn't know, he's willing to learn.

Once again, using your mind's eye, I want to 'fast-forward' six years in the future and take another look at these two people. Where's the store owner - the one with the $2 Million? I bet he's bankrupt. Or has given up, after throwing tons of cash at Google and trying to make 'image' advertising work for him, in print and on TV.

Skeptical? Let's face it, when someone has a lot of cash to spend on almost any marketing project, they typically end-up blowing it on things that really don't work. Why?

Because the pressure is on to get sales going as quickly as possible. Typically, they tear-through marketing dollars like wildfire through a tinder-dry forest. Time is rarely taken - and the effort barely made - to properly prepare, develop and test.

What happens when the store owner's $2 Million runs out? What does he do then? Go back to operating a small local store? I bet not. I'll wager he wants to keep on operating in the 'big time.' But how can he? He's got a bunch of investors who want their money back. He's got no cash and no really valuable skills.

My guess? He'll go bankrupt. Maybe even turn to crime, get caught and go to jail.

Now let's talk about the second guy. I'll wager that when we meet him six years later...he truly has a good life. Probably a wonderful wife & kids plus all the possessions he wants.

What does this mean for you? It means having money does NOT mean having security. Neither does having investors, business 'connections' or longevity on the job. The only things which represent any type of security in today's world are...

- a Desire to Learn and Change

- a Reasonably Sharp Wit, and

- above all, the Ability to Execute!

These are exactly the skills the copywriter had. He knew how to put himself in his prospect's shoes...and to research, create and develop something others wanted. These truly are valuable skills in today's markets.

And others will pay you money - a LOT of money - to do this for THEM.

The copywriter prepared for Google advertising campaigns by;

- Starting fairly small

- Learning how to write copy that sells online

- Structuring Google ads for maximum impact

- Not going for the #1 PPC position in Google search (it's a waste of money)

- Split-testing by running Ad Variations at all times

- Grouping keywords tightly and having tailored ads for each group

- Placing search keywords in headlines and body text

- Learning bidding strategies that beat the competition

- Using proven, winning ad structures and phrases

- Taking customers to a tailored landing page, and never using their site's Home page

- Testing, testing, testing

Look, if someone knows what it takes to write Google PPC advertising and can produce web pages that sell, you can even do this to them; take away all his or her material possessions and all business contacts. Everything, except a computer and internet link (let's allow them to have something) !

Later, you can come back and visit them again in say, two years. Know what? That person will have rebuilt their life...just like it was just two years earlier when you'd taken away everything they had. Cash, investments, houses, autos, boats, business contacts.

Do you know why? Because what they've got between their ears is the most valuable money-making skill anyone can possibly have in today's world...

They Can Write A Google and Webpage Sales Message That Works! In other words, they've grown an A+ Google brain.

Do you understand what this means? The ability to write a profit-producing sales message in Google PPC, and the ability to follow-through on that ad with a matching sales message on a dedicated web page, is EASILY the most valuable money-making skill on the planet!

And it's going to be that way for a very long time to come.