Howard Jacobson

Howard Jacobson

Emotional Intelligence & Empathic Inspiration Officer


Howard Jacobson, PhD, is the Emotional Intelligence & Empathic Inspiration Officer (EIEIO) of, an online marketing agency dedicated to leverage like you wouldn’t believe. He’s co-author of Google AdWords For Dummies and creator of the Checkmate Method of competitive positioning. Howard write about marketing, business and life at Harvard Business, Fast Company, and the Huffington Post, in addition to his Search Engine Watch column.

Howard has been called “one of the great positioning strategists of his generation” by his teenage daughter, which is a huge compliment if you think about it.

Howard spends his leisure time pretending he’s not 46 years old, running in flip-flops and playing Ultimate Frisbee and folk-rock guitar. He also performs stand-up and improv in the shower, and occasionally in front of friendly crowds of paying customers.

Howard lives with his family in Durham, North Carolina and Champagne Castle, South Africa, depending on when you ask.

Articles by Howard Jacobson

Pre-PPC Strategies For Launching a New Product

Favorite Iinterests of women ... Whole Foods Market

These three steps, iterated until you get what you're looking for, can get you to the stage where it makes sense to invest in the creation of your Minimum Viable Product, at which point you can start using PPC to see if anyone will buy.

How to Win in the Google Stock Market

Stock market

A keyword's value depends on what kind of value you can extract from it – by repelling unqualified leads and attracting qualified ones. Through steady improvement, you can achieve market domination in one, and then an entire family, of keywords.

Search Triggers: A Secret to More Powerful PPC Ads

Sad Dog

Most people don't search for a solution to their problem until something triggers them to do something about whatever pain or longing they've been suffering. By understanding these common search triggers, you can make your paid search ads stand out.

Don't Hire Yoda to Run Your Search Marketing

Yoda Fountain

Your goal as a marketer in high-stakes situations is to reduce the perceived risk of “worse.” To offer the best escape route to the fearful. One of the best ways to do this is to be the anti-Yoda, to offer fully the commitment-free concept of “try.”

Your Hidden PPC Prospect: Google


Once you grok the basic Google concept (a win for the searcher is a win for Google), AdWords becomes not easy, but simple. Write ads and create landing pages and websites that serve your prospects’ first and your business second.