First let’s look at some realities.

1. What worked for another company may or may not work for you. The problem with the guys who claim to be able to get you on page 1 of Google results in two weeks—or any other big promise—is that what worked for another company is absolutely, positively, not guaranteed to work for your company.

I can point to one of our clients, who was literally swamped with leads—hundreds of leads per month—after we added two words to her advertising campaign. Yes, they were the right words; we were appealing to the Mindset of her customers. Yes, we try like crazy to get this same success for all of our clients. But every client, product, service, market, and customer base is different. It takes a lot of focused effort to figure out what is going to work for you. Which brings us to my second point.