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N
PONIES
TRICK

SHO
T
GT
E

H A N D -WAV Y
CONTENT
The leading interactive internet marketing agency
IDEATION STUFF

STR TEG
A Y,

Ian
Lurie
@portenti

CO & F u d r
E
one

p re tc / n ti k o
ot n. oo erc p n
y
Y like this,
es,
n ‘ ’
o m.

REMEMBER THIS, IT’S IMPOR ANT
T

1 THE
PROBLEM
2 WHAT ‘STRATEGY’
IS
3 HOW TO BE
STRATEGIC

1

THE
P BL M
RO E

I
FRT
IO
E
G
D

THE 3 ST
AGES O
F
GRIEF

h e y, n o w o r r ie s , w e d id
g r e a t w o r k t o g e t her , i
un d e r s t a n d . yo u c a n hir e
u s a g ain w h e n yo u l e ave
t h a t d ump h e h e h e h e h e .M TU E
A R



w e d id g r e a t w o r k
t o g e t h e r . t h e y c a n hir e
u s a g ain w h e n t h e y
l e ave t h a t d u mp
hehehehehe.

R TIONALIZA O
A
TI

w hat t he
hel l ? !!!FRUSTR TI
A

WHY?!
!!

I DID A SUR
VEY

FIRED B C U E WE/THEY F
E A S…
AILED T
O
DELIVER V L E
AU
10
0%

50
%

0
%

Age
ncy

Cli
ent

POR
TENT NET P O O E S O E P
R M T R C R : ASSIVES &
DTAT R
ERCO S
Value

Transpa
rency

Cost

WHY?!
!!

C H E C K O UT
T HE S E O ! ! ! !

BUT
WHY?!!!

HEY! P O U T A E EASIER!
R D CS R

LET’S ‘PRODUCTIZE’ O R
U
SER
VICES!!!

sigh

DESIGN
SAC
ERH
M R E IN
AKT G
L CL
OA
SAC C NE T
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M R E I G LINK
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PI
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D V L P E T MOBILE
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UENCER
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AL
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EF R AC
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A K TN
TE
M R E I G ARBITR GE
A K TN
A
C NE T
O TN

I will write a 500 words SEO article on
any
topic in 2 days for $5
IN WRITING & TRANSLATION I COPYWRITING

.

_ I MAR

ET!NG

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THE T CTIC IS N W THE
A
O
PO UT
RDC

THE P O U T B C M S A HIGHER
R DC EO E
RNI G
A KN

THE P O U T B C M S A PRETTY
R DC EO E
W B PG
E AE

THE P O U T B C M S O E
R DC EO E N
FEA
TURE

C H E C K O UT
T HE S E O ! ! ! !

c h e c k o u t my
d ig it a l
c o n t e n t app
mo b il e
ma r k e t in g

C H E C K O UT
T HE S E O ! ! ! !

O UR PR O DUCT I S
J US T LI K E _ _ _ _ _
B UT FOR _ _ _

IF THE T CTIC IS THE
A
P O U T Y UR A
RDC O’E
ONE- RICK P N
T
OY

C H E C K O UT
T HE S E O ! ! ! !

NOOOOOOOOOO

THE T CTIC B C M S THE G A
A
EO E
OL

T
ACTICS L O EASIER
OK
O E TIME
VR

T
ACTICS SEEM LESS V L A L
AU B E
O E TIME
VR

DIMINISHING
RETURNS

“W ’ E N W EDITED 32 TITLE
EV O
T G ” “TR
AS
AFFIC F O O G N
R M RAI
C
S A C IS UP 1 % “THIS WEEK,
ERH
0 ”
W DID THESE 1 THINGS”
E
0

THE CLIENT DO NT BUY A T CTIC O
ES ’
A
R
A FEA
TURE

THE CLIENT BUYS A
N
O TO E
UC M

FIRED B C U E WE/THEY F
E A S…
AILED T
O
DELIVER V L E
AU
10
0%

50
%

0
%

Age
ncy

Cli
ent

M K THE O T O E THE P O U T
AE
UC M
RDC
AA
GI
N

C H E C K O UT
T HE S E O ! ! ! !

ye s p l e a s e ,
s t r a t e g y! b e t t e r
t han b ul l e t s !

2

WHAT
‘STRATEGY’ IS

FIRST, F W MYTHS MUST
E
DIE

$ 40 ,0 0 0 p l e a s e

O
N

$ 40 ,0 0 0 p l e a s e

“W N E A 2- EAR STR TEG
E ED
Y
A Y”

O
N

“W N E A 2- EAR STR TEG
E ED
Y
A Y”

THERE IS A STR TEG
A Y

O
N

THERE IS A STR TEG
A Y

STR TEG = G A
A Y
OL

O
N

STR TEG = G A
A Y
OL

STR TEG
A Y
A P N O A TO O P LC
LA F C I N R O I Y
DE G ED T A HE E A M J R
SI N
O C IV
A
O
GA
OL

O
N

STR TEG
A Y
A P N O A TO O P LC
LA F C I N R O I Y
DE G ED T A HE E A M J R
SI N
O C IV
A
O
GA
OL

- - - - - - - - - . Count e Narcotics/
Crime Ops

Coalition
Coalition
Avg C.OIN
Execution
Expen nce Capacity &
& Ski ll ' - Priorities
/
I

I\ \

:
OALI
TION

Duration
of
Operatlo

STR TEG ISN’T A
A Y
THING

A P N IS A
LA
THING

STR TEG IS A
A Y
N
AP O C
PR A H

STR TEG TESTS &
A Y
EXPLAINS T
ACTICS IN
TERMS O A O T O E
F N UC M

STR TEG TESTS &
A Y
ADJUSTS T
ACTICS IN TERMS
O A O TO E
F N UC M

STR TEG DRIVES GO T CTICAL
A Y
OD A
D CSO - A I G
E I I NM KN

3

H O W TO BE
STRATEGIC

F U C MO E T O
O R O P NNS F
STR TEG
A Y

1 SET

GOAL(S)
2 FIND PARAMETERS
3 USE THE FEEDBACK
4 LOOP DELIBERATE

REPETITION

LURIE S A
P CE
TOURISM

STR TEG
A Y

WEEEEEEEEEE

1

GA
OL

A MEASUR
ABLE O T O
UC ME THAT M A
E NS
SUCCESS

Y
OU A
RE
HERE

O
R
O KE E
DO KEY

2

P AMETERS
AR

CONSTR
AINTS, OPPOR
TUNITIES A
ND
METRICS

OPPOR
TUNITY: BIG
BDE
U GT

OPPOR
TUNITY: G E
R AT
POUT
R D CS

OPPOR
TUNITY: L
OW B DY
O
CUT
ON

w b a ee tog
e p g t s. r

OPPOR
TUNITY: A F
W UL
SITE

1.800.SPA.CERS

Lurie Space Tourism

99% survival rate!!!

Great space tourism by the
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w b a ee tog
e p g t s. r

OPPOR
TUNITY: A F
W UL
C NE T
O TN

Great space tourism by the
leading space tourism
company on Earth, Lurie Space
Tourism.
Our space tours are the best kind
of tourism you’ll find.
We promote and provide tours of
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is a fantastic round-trip moon
experience for moon travelers.

ASSET: A A I G
M ZN
I A EY
MGR

Y
OU A
RE
HERE

CONSTR NT:
AI
TIME

CRE
U R NT
METRICS

3

F E B CK L O
EDA
OP

EV UA
AL TION A
ND SELECTION OF
T
ACTICS

TACTIC/IDEA
DOES THIS VIOLATE
CONSTRAINTS?
WHAT’S THE
PRIMARY IMPACT?
REF
INE

WHAT’S
WHAT’S THE
THE COST?
SECONDARY
IMPACT?

PITCH/
PLAN

MEASURE T
ACTICS A AN
G I ST
O TO E
UC M

AS
K

IS THIS T CTIC, GV
A
I EN
P AMETERS,
AR
THE BEST W TO A HE THE
AY
C I VE
O TO E
UC M ?

JUSTIFY A
ND EXPLAIN
THIS
T
ACTIC IN TERMS OF THE
O TO E
UC M

4

DELIBERA REPETITION
TE

SCHEDULE R G LAR STR TEGIC
EU
A
SESSIONS

ENSURE O T O
UC ME REMAINS THE
FCS
OU

THE W O TEAM
H LE

NO P O E U AL STUFF
R CD R

2 HOURS, MINMUM
I

PUT IDEAS T R U
H O GH THE
F E B CK L O
EDA
OP

LEA WITH AT LEAST O
VE
NE
IDEA

SCHEDULE R G LAR CLIENT
EU
CHECKINS

PRESENT Y UR IDEAS TO THE
O
CLIENT

EXAMPLES

IDEA 1: REDESIGN THE LST
SITE

1.800.SPA.CERS

Lurie Space Tourism

99% survival rate!!!

Great space tourism by the
leading space tourism company
on Earth, Lurie Space Tourism.
Our space tours are the best kind
of tourism you’ll find.
We promote and provide tours of
Mars and the moon. Our Mars trip
is the best one-way option for
Mars travelers. Our moon option
is a fantastic round-trip moon
experience for moon travelers.

Free space sickness
kits!
Fastest transit to
Mars! Start your new
life today!
WEEEEEEEEEE

Space travel is cool!

Another happy customer

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ng
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content
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n
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ND EXPLAIN
THIS
T
ACTIC IN TERMS OF THE
O TO E
UC M

CRE
U R NT
METRICS

OPPOR
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O
OR
IMP VEMEN
RO
T

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ASSET: G E I A E
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OL

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INCREASE C N E SON R TE TO .
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A
6%

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00
9 mo
nths,
rm m e
e e br

IDEA 2: S CAL A DE CE
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U IN
BUILDING

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remarketing
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AINT: 1 Y
EAR TO MEET
GA
OL

TIME TO L U C 3 M N H
A N H:
OTS

TIME TO I P CT ? ? ?
MA
??

10 CUSTOMERS A
TTRIBUTED
LAST YEAR

D U LE A DE CE = 20 CUSTOMERS,
OB
U IN
AT BEST

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C U BE M CH BG E BUT WE D N
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U
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OR CER AIN
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A
OR LA
TER

IDEA 3: HIRING AN IN-HOUSE
TEAM

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st
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OPPOR
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CONSTR
AINT: 1 Y
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GA
OL

A E CY C S $750,000.00
GN
O T:

TIME TO L U C 3 M N H
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TIME TO IMP CT: 6 M N H ?
A
OTS

H GE IMP CT
U
A

BUT IT’LL T
AKE 9 M N H
OTS

DISCUSS W/ THE CLIENT, BUT
F
OR N W
O…

1 SET

GOAL(S)
2 FIND PARAMETERS
3 USE THE FEEDBACK
4 LOOP DELIBERATE

REPETITION

CLIENTS & C S O E BUY
U T M RS
AN O T O E
UC M

SO SELL THE O T O
UC ME
THEY W N
AT

STR TEG RECRUITS A D
A Y
N
E PO S T
M L Y ACTICS IN TERMS
O THA O T O E
F
T UC M

A D C N E T THE
N O NCS
T O
W.

Many

services

because
with

they

outcome.

companies
confuse
A

fail

tactics

deliberate,

strategic approach can fix that.

STR TEGY SA
A
VES ALL ONE- RICK
T
PONIES
B C U THEY’RE N ONE- RICK
E A SE
OT
T
A MR
NY O E

C H E C K O UT
T HE S E O ! ! ! !

i am d a
boss!!!

O
N
KINDLE
bit.ly/onetric
k

O E FIRE
PN

(M T H RI A Y
E AP O C LL
SPEAKING)
Ian Lurie
H A N D -WAV Y
@portentint
CONTENT
w w Then. o interactive internet marketing agency
w . ot leading IDEATION STUFF
p re tc m

p re tc / n ti k o
ot n. oo erc p n
y