First of all, I learned a great deal about AdWords. For instance, Perry teaches that being in the #1 position isn't such a great idea. With considerable humor he described watching a kid named Anthony surf the web. Anthony frantically jumped from site to site, with no apparent method, plan, purpose or order. Being #1 will result in lots of Anthonys dropping by, with no profit to you.

Perry said that if we are frustrated with our AdWords results it's because what we assume to be true about our customers ... isn't true. This rather obvious statement really got me thinking. It applies to all of life, not just AdWords or marketing and if everyone working on the Net would take it to heart, failure rates would be much lower. How often have you experimented with a marketing campaign and, when it didn't work out as you expected, given up in frustration and bitterness? I know I've been guilty of this foolish behavior at times. If we calmly acknowledged our wrong thinking, and took steps to make changes while testing our changes, we could always, ALWAYS succeed. Very cool.

When asked what was the greatest invention in the Universe, Einstein answered "compound interest". Perry Marshall reinforced this thought with a powerful idea: if we improve only 1% every day, we will improve (thanks to compound interest) 3000% in one year! Amazing thought, isn't it? Can't you improve a mere 1%? I know that I can. It's simply not that hard.

Perry Marshall offers an expensive coaching program for AdWords but he has an almost unbelievable guarantee: you will make $25,000 as a result of his teaching or your money will be refunded. The real kicker: the customer gets to decide if (s)he has received $25,000 worth of profits, not Perry! Now that is confidence!

Right now I am so busy that I cannot possibly take on another project, but when I am ready to become an AdWords Master, Perry is who I shall call. I give this man an A+.