**A few seats remain available but
Engelbrecht House is full for this class. Sorry.

Are You Willing to Be Wrong
If it Means You Double Your Business?

Each of us has assumptions. Some of those assumptions are wrong.

Wizards of Web 2010: Right Questions, Right Answers


Digital marketing – mobile phones and devices, social media, search engines, disruptive new business models and all manner of always-on interconnectivity - has accelerated the pace of competition, innovation, and word of mouth for all businesses, even brick-and-mortar ones. Did you know that over 70% of the population actively engages with emerging media several times a week? Would you be surprised to learn that the fastest growing segment is also being courted by the AARP? Over 50% of consumers are using the Internet before making a purchase in shops. Over 75% of people don't believe that companies tell the truth in advertisements. Your brand is no longer what you say – it’s what your customers are saying about you.

Welcome to 2010.

Smug experts are dangerous in digital marketing, yet they seem to be everywhere we look. During your two days at Wizards of Web 2010, Bryan and Jeffrey Eisenberg will teach you how to filter golden nuggets of fact from roaring waterfalls of hype. You’ll know which questions to ask and be able to instantly recognize the answers that are meaningful. In two short days you’ll be “expert proof.”

Wizards of Web 2010 will supply no “foolproof solutions,” “magic answers” or “turnkey programs.” Solutions, answers and programs change constantly. The right questions, however, never change.

Do you know the right questions?
 

Personal handheld devices will soon track your current location, learn your interests, recognize that you have friends nearby and recommend activities with coupons because it knows where you are and that you have free time in your schedule. This same device might also see that your refrigerator and pantry are missing some items and create a shopping list for you at the grocery store. You’ll do very little searching; news, entertainment, correspondence and commercial content will be served to you based on your preferences and those of your peers.


Science fiction? Not at all; these things are being done today.
Question: Which of these will impact your business, and how soon? Which rumors can you stop worrying about? Come to Wizards of Web 2010 and we’ll tell you.


Conventional wisdom is usually more convention than wisdom.


The brothers Eisenberg defied conventional wisdom more than a decade ago. It has since been proven they were right. Exactly right.  The Eisenberg Brothers were outsiders who shouted that “The New Economy” Emperor wore no clothes.  Many of the principles they espoused 10 years ago have become best practices in digital marketing.


Market leaders aren’t afraid to be wrong. Market leaders lead. Their tools are better questions, insightful analysis and committed execution.

• Tony Hsieh, the CEO of Zappos defied conventional wisdom when he decided to sell shoes with free shipping, free returns and chatty call centers.
• Michael Dell defied conventional wisdom as a young man when he chose to build to-order computers in the shadow of the Tech Giants of that day.
• Marc Randolph and Reed Hastings not only defied conventional wisdom, they were stark raving mad to think Netflix could compete with Blockbuster Video.
• Jeff Bezos defied conventional wisdom when he decided book buyers would be willing to wait for the book to be shipped to them instead of just driving to the nearest bookstore. Amazon.com is currently responsible for 25% of all ecommerce sales.

Challenging your assumptions, your data, and even your business model can deliver a huge payoff but only if you’re open-minded enough to admit yesterday’s decision may have been wrong. Do you have the humility to take your business to the next level? There will always be a competitor trying to do it faster, better or cheaper. You’ve got to stay current and be sure you’re doing it right. Most businesses don’t realize they’re answering the wrong questions until a competitor makes it clear to them.

Here’s some of what you’ll learn at Wizards of Web 2010:

• Why relevance, credibility and navigation trump brand in digital marketing
• What you need to know about platforms like: Facebook, Twitter, Foursquare and Groupon
• Why reaching a larger or simply more targeted audience may not deliver more leads and sales
• Why website redesigns often fail to deliver more leads and sales
• That you don’t choose to be transparent but you can choose to be authentic
• How Google imposes a hidden burden we call Google’s Secret Simple Tax on Pay-Per-Click advertising
• How search engines actually work and what you can do to be found by customers
• How social media is already affecting your business even if you aren’t involved
• What can be measured, what can’t and what matters
• How potential and actual customers expect to interact with your business
• What you can test, how to test it and what is worth testing
• What skills your team can’t do without
• How to make the most of limited resources and stop making excuses
• What data you need at your fingertips and how they impact your financial statements
• How to accelerate positive word of mouth about your business
• How to challenge your preconceptions by focusing on the right objectives & metrics


How will you take advantage of the coming digital trends? 

The brothers Eisenberg have been successfully advising clients from the FORTUNE 50 for nearly a decade. They’ve also advised a number of the most exciting start-ups in the world of digital marketing. We could easily boast of their clients, their New York Times bestselling books and their worldwide fans, but we’ll leave these things for you to Google for yourself.


The Eisenberg Brothers have studied; written and taught pay-per-click advertising, web analytics, search engine optimization, conversion rate optimization, testing, usability, web technologies, social media and the persuasive elements of design and copywriting. There are, of course, fundamental principles that apply to each of these things but contrary to conventional opinion, there are very few hard rules.


The brothers will challenge your digital assumptions during these two days. You’ll definitely be required to think outside the conventional box. Are you up for it?

Only 50 people will be allowed attend this breakthrough strategy class. Ponder too long and you’ll find the class has been sold out. And there won’t be another one for at least a year.

Tuscan Hall will seat over a hundred people comfortably. The Eisenberg Brothers’ Wizards of Web classes have always filled the house and had standing room only. We’re limiting the class to only 50 because that’s the maximum number on which Bryan and Jeffrey can lavish real attention.

Bryan and Jeffrey will present information in small bites and then conduct exercises to facilitate discussions among the students. This is similar to what they do with clients who pay them hundreds of thousands of dollars.

Very soon there will be hundreds of people who will wish they had heard about this 2-day event sooner. But it will be too late. The 50 seats will have been snatched up by quick decision-makers like you.

Will you take advantage of the digital trends; or will they take advantage of you?

Wizards of Web 2010
November 3-4


Cost $2,000

As always, Acadgrads receive a 50 percent discount at checkout
Register by phone and/or check on the availability of rooms in Engelbrecht House, the student mansion on the campus of Wizard Academy, by calling Kristin at (512) 295-5700