Why do search ads on Google work so well? Because people are often in “buy-mode” when they’re searching. They’re looking for something and often that’s something to buy. Google has cornered the market on reaching people in a commercial mindset. Marketers must find apertures to reach people in “buy-mode.” And, if they don’t exist or there aren’t enough, create them. Chapter 4: Mindset Matters QUOTABLE: “ Google lucked into the best business model in the history of business models.” – Michael Lazerow, CEO, Buddy Media GET GOOGLEY: Be mindful of the times when buying fills the mind.