How to market like a (Soviet) rocket scientist

During the space programme, NASA spent years and millions of dollars developing a pen that would write upside down and in a vacuum.

The Russians just used a pencil.

That’s because, while the Americans were trying to solve a “pen problem”, the Soviets solved a “writing problem.”

That meant the Russians had a broader solution set available to them – including solutions that didn’t use a pen at all.

The lesson? 

It’s knowing how to frame your problem at the right level. 

For example, SaaS founders/CMOs often say they’re looking for someone to help them “improve their Google Ads.”

If you frame the problem at that level, all your possible solutions exist within the Google Ads interface.

But, if you take a broader perspective – and, instead, say, “We want our Google Ads funnel to be more profitable” – suddenly you have a lot more tools to play with.

These include…

✅Rewriting your landing page so it converts better.

✅Creating multiple versions of your landing page, each one designed to appeal to different segments of your market. (Or different keywords.)

✅Analysing your signup pages and removing any roadbumps that are reducing conversions.  

✅Improving your onboarding email sequence.

✅Adding surprise bonuses if trialists become paying users.

✅User retention strategies to reduce churn.

✅Finding ways to monetise those trialists who don’t become paying users..

Each of those seven things, done well, will increase the profitability of your Google Ads funnel. 

(And all of these things done together can multiply your profits.)

But none of them take place within the Google Ads interface.

So, if your PPC manager is JUST a PPC manager, rather than a full-stack marketer, you’ll be limiting yourself to just a handful of solutions…  which might not even address the real problem.

Steve Gibson