24th March 2017

Show Don’t Tell (a Short Sales Story)

Back in 2009 I was on a Local Enterprise Course in County Kildare with other business owners.

I got talking to two brothers who ran a Private Investigators firm.

They were interested in learning more about AdWords and we arranged to meet in a local hotel for coffee.

I arrived early so flipped open my laptop and logged into one of my own AdWords accounts.

I bid on keyword “private investigators kildare” and created an ad linking to their site.

They turned up and we started chatting.

I asked them to put themselves in the shoes of someone in Kildare who wanted to find a private investigator.

“What would you do if you wanted to find a private investigator in Kildare?”

“What would you search for if you wanted to find a private investigator in Kildare?”

I asked them to do the search on their laptop.

​They loved seeing an ad for their site on the top of Google.

One of the brothers sat back and smiled. “That was clever” he said, nodding slowly at me.

They were one of my first ever clients.

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