Bruce P. Cran - Earn a Million Plus: The Little Known High-Income Occupation of Media Buyer

Earn a Million Plus

EARN

A MILLION

PLUS

THE LITTLE KNOWN HIGH-INCOME

OCCUPATION OF MEDIA BUYER

BRUCE CRAN

NEW YORK

LONDONNASHVILLEMELBOURNEVANCOUVER

EARN A MILLION PLUS

The Little Known High-Income Occupation of Media Buyer

2022 Bruce Cran

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Figure 1. How to increase profit.

Figure 2. Media on Maslows hierarchy.

Figure 3. The e-commerce funnel from source to checkout.

Figure 4. Traffic sources.

Figure 5. A high-performing e-commerce sales funnel.

Figure 6. Remarketing and retargeting.

Figure 7. Agency versus affiliate media buying.

My name is Bruce Cran, and I want you to earn a million dollarsor more. I want to pay Media Buyers, and some of the best examples are independent affiliates. This could be you.

I spent almost a decade at University doing what I believed I had to do to become successful: learning, studying, and working. Earning degrees. This was years ago, and back then the internet barely existed. Knowledge was contained in books and even if those books could have been digitized, the computers available to the average person didnt have enough memory to hold even a short book such as this one. It was basically the Stone Age.

But from my life as a student and my success as a trial lawyer, lets fast-forward to today where I am an accomplished businessman with wealth beyond my young selfs wildest dreams. One thing has become crystal clear: You cannot learn the fast-paced online world in a university. You can only learn it from hard work and self-studyor in the way a good lawyer is trained, through mentorship.

The things that are real and worth learning arent available to you in textbooks. Textbooks make money for people who sell textbooks, and thats about it. Sitting in a classroom with two hundred other students is an exercise in wasted time. It is through experience, real work with your sleeves rolled up for hours on end that you will come to truly understand the online space and the various ways to make money there, as I have.

The practical understanding of e-commerce is especially essential when it comes to performance marketing. Performance marketing is where the tire meets the pavement with direct-to-consumer sales and holds potential for huge profitsbut you dont get paid unless you achieve the desired result.

True performance marketing is only achieved when you can independently measure results with close to 99% accuracy, and that only exists in online marketing.

Imagine trying to do a Cost Per Acquisition (CPA) campaign in a print magazine, such as People. You place your advertising that asks your potential customers to call or mail a response to buy your productyou even offer them a code to enter that identifies the magazine where they saw the ad. Orders come from the phone, they come in the mail, but what percentage of the sales can you actually attribute to People magazine? More importantly, how much does it cost you to do this forensic work? And how long does it take?

Ive been there and done it all in the Stone Age of print. The short answer is it takes months of time to find answers and youre lucky if you come out with 50% accuracy. If youre being paid for every customer you created with your ad in the print magazine, do you accept 50 cents on the dollar? No, of course not. Well, you might say just double the CPA, but the result is too imprecise, and the payouts would jump around like an EKG heart-reading in the hospital room of a trauma victim.

The upshot: True performance marketing has never worked in traditional marketing because you cannot efficiently and effectively track the results.

Now imagine instead that you place a banner advertisement on the People website. You simply give the advertisement its own URL with a tracking code and any customer that comes to the product from that URL is automatically tracked. Moreover, you collect the browser fingerprint of the customer, which creates a unique identifier of their visit, so even if they return from a different URLyou know who that customer is. Browser fingerprints work by creating a unique key or label for a device, combining aspects such as IP address, browser version, monitor resolution, and plug-ins used. People will receive credit for the sale and certainly credit for the clicks on their website. You get your fair pay-out.

Thus, performance marketing is driven by the ability to track and report in real time. You generate sales or leads and accurately and efficiently track the information (plus more) to get actual credit (actual money) for your work. Performance marketing relies on meeting metricsconcrete, measurable targetsto get yourself paid. Platforms such as email, Google AdWords, Facebook and the like, need to be used and developed as they relate to classic direct marketing.

Convincing a consumer on the spot to buy the product or service youre pitching is the true talent of the new, unheralded position of Media Buyer. And a great Media Buyer is someone I will gladly pay a million dollars a year or more because they generate sales and brand recognition for my company.

You probably have questions... Good. The world is full of people promising outlandish amounts of money for little to no work. But this isnt that, not by a longshot. Buying media is multidisciplinary hard work and an occupation that has not yet achieved mainstream understanding or recognition. There are no movies, TV shows, novels, or songs available about affiliates and Media Buyers, but if cash rules the world, there will be soon.

Who is a Media Buyer? An affiliate? What do they do? What are they like? How do you become one? How do you know if you have the skills to succeed as a Media Buyer? Why would I, Bruce Cran, pay you a million dollars to buy media for my companyand why not just set up a website and wait for traffic?

These are great questions. In answering them, let me tell you a bit more about myself.

I was born in a small town in Australia and shortly thereafter moved to what was then a small town in Canada, in the 1970s. I was lucky enough to study computer science and business in the 1980s, and I graduated as a lawyer in the early 1990s.