Have you seen the visualisation of gravity being a heavy object on an rubber sheet?
Glenn Livingston (www.glennlivingston.com) describes a Marketing “Centre of Gravity”.
When we’re not focused, and it’s like having all our spend and resources put into a big wooden ball on the rubber sheet above.
We don’t make a *deep* dent because the ball isn’t dense enough to distort the rubber sheet.
If we focus our resources more and more, it’s like putting all our weight behind a much sharper/denser object on the rubber sheet above.
It means we make a deeper dent/hole, and start beating the competition.
And as we distort the rubber sheet more with a deeper hole, then our sphere of influence gets wider as more things start falling into the hole.
I see this all the time.
Kill off what’s wasting money and focus our resources behind the small % that’s profitable.
With our sharper shape, now put more weight behind it by pushing bids aggressively and try and burst through that rubber sheet.
Increased CPCs means a LOT more traffic (doubling CPCs often *quadruples* EPCs).
Good things start to happen.