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80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More, by Perry Marshall
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Review
“If you fail in your ability to apply the rules of ‘opportunity discernment’, 80/20 and The 4% Factor in your life as an entrepreneur, you’re wasting 96% of your valuable resources. Hungry for more wisdom and examples of how to turn your business around with the 80/20 rule and The 4% Factor? Grab the 230-page book.” – Eric T. Wagner, FORBES“Your pricing strategy is wrong if you aren’t doing this”– Leonard Kim, INC“I LOVE 80/20 Sales and Marketing!” – Jeff Walker Creator of the Product Launch Formula“I’ve recommended 80/20 Sales and Marketing to thousands of people. It’s required reading for my marketing, product and sales team members. It’s the single most useful marketing book I’ve ever read.”– Emerson Spartz, CEO – Dose.com“It pays to study Perry Marshall.”– Frank Kern“If you haven’t read 80/20 Sales & Marketing, you’re out of your mind.” – Sam Carpenter, Author, “Work The System” Perry Marshall is a sales and marketing ninja. Read this book, apply the lessons, and slice your way to victory. -Chris Guillebeau, New York Times bestselling Author, The $100 Startup Perry Marshall is the Gene Schwartz of the 21st century. Schwartz's book, Breakthrough Advertising, is every bit as current as the first day it rolled off the press in 1966. Perry's work is like that. Perry has consulted with the best marketers on the planet for over a decade. He combines the attributes of the most calculated engineer with the artistry of a poet. He delivers the deepest dive into the “80/20 Principle” you’ve ever taken, as it applies to copywriting, buying traffic, scaling traffic, dominating markets, and sales conversion. 80/20 is not a rule of thumb; it’s a law of nature and a way of life. If you are not following Perry’s formula, you are leaving millions on the table. -Brian Kurtz, Executive Vice President, Boardroom Inc. Perry has been THE go-to wizard for using Google Adwords as the mega-valuable tool for entrepreneurs it was meant to be, and I recommend his materials without hesitation. Without his insights and advice on pay-per-click, I can't even imagine where many successful online business owners (in literally hundreds of industries) would be right now. Deservedly, Perry's now stepped into the mainstream and is no longer the best-kept secret of niche entrepreneurs. The unique tools in this book are game-changers for anyone looking to take their business to the next level. -John Carlton, Legendary Copywriter and President, Marketing Rebel Inc. Perry Marshall's teaching on 80/20 was so riveting I cancelled my appointments for the afternoon and read the entire manuscript. It is a gold mine in insight and depth. I am still processing it! -Lance Wallnau, President, Lance Learning Group Very often, the most powerful ideas in the world are laying around in plain sight unappreciated, poorly understood, and unused. One such idea was Google's AdWords system. It may be hard to believe now, but for many long months after it was released, this ingenious new approach to advertising —which now amounts to about about 90% of Google's prodigious income —was dismissed by the pay-per-click advertising experts of the time. The Pareto Principle is another idea that contains incredible, but largely untapped power. Many have heard of it, usually as the 80/20 Rule, but until recent years it was one of those ‘so what?’ factoids that most people fail to appreciate let alone do anything with. Amazingly, the same guy who first sorted out how to use Google AdWord's profitably, is the very same guy who has breathed fresh life into this most productive of mathematical insights. If you are a marketer or business owner, or anyone who wants to be more successful in this world, wrapping your head about the 80/20 Rule as it is explained by Perry Marshall will be the single most effective thing you can do all year, any year. -Ken McCarthy, CEO, Amacord, and Founder,The System Seminar for Internet Marketing Every once in a while, a book arrives that seems to speak the right message at the perfect time. 80/20 Sales and Marketing is one of those books, and one that will prove to be a milestone in the marketing canon. I hadn't finished the first few pages before I knew beyond doubt that I was reading something that would be extremely significant for my business, and my life. I barely blinked before I was halfway through! Perry Marshall has delivered a work of simple genius. He reveals a pattern that is so woven into natural law that, when you open your eyes to it, you'll see it all around you. Leaving no stone unturned, he then takes you by the hand through a complete business master class, covering marketing, personal effectiveness, time management, advertising, cash flow, hiring, firing, loving the work you do, and making a real difference. I can safely guarantee that 20% of this book will take your success to the next level, and within that just a few gems will skyrocket you to another place completely. -Ben Hunt, Author, Convert!: Designing Web Sites to Increase Traffic and ConversionPerry's 80/20 course was of those pesky life-changing experiences. Now I’m heading off to go do it.-Randall Ingermanson, Author, Writing Fiction for DummiesYou will be stunned how scary accurate the Marketing DNA Test is. - Brad Richdale, Legendary Writer, Director, Producer, and Direct Marketer We have started using the DNA test on all candidates we interview, and it seems to be remarkably accurate and insightful. I say this with some qualification, having taken assessments by DIVINE and a DISC profile not too long ago. MarketingDNA stands with the big boys!-Hans Riemer, President, Market Vantage, LLCWhen I was a kid, my favorite board game was Chutes and Ladders. I loved it when I landed at the foot of a ladder and could take a short cut to victory. Reading 80/20 Sales and Marketing gives me the same feeling. Though Perry and the rest of us look at the same world, he sees the hidden order of things—the ladders to success that almost nobody recognizes. He's taken the 80/20 Principle farther than it's ever been taken before, and shares tools so powerful that I challenge anyone to implement these insights and not quintuple their business within two years. -Howard Jacobson, Author, Google AdWords for Dummies There are a lot of smart marketing gurus out there. At one time or another, I've been on most of their email lists and spent five figures on their products. But, if I had to choose just one to listen to, it'd be Perry. If you only pay attention to Perry Marshall when it comes to AdWords, you are missing the boat. From copywriting to conversions to email auto responders and much more, Perry has proven himself to be one of the most astute direct marketers and business strategists, online or offline, around today. -Adam Kreitman, Words That Click, CrazyEgg.com The fact that I have my own TV show in Poland is directly connected with Perry Marshall's 80/20 Productivity Express. -Gregory Mogilevsky, TV Host, "Biznes w Sieci" ("Business in the Net") on TVN CNBC in Poland, Warszawa, Poland I took Perry’s 80/20 course last year and had the most productive year of my life. No exaggeration. -Michael Arnold, President,The Natural Fertility Experts Ltd, London, UK As of today for 2013, my client base is down 23%; revenue is up 43%. It’s like I was in second gear for a year, and now I’m in fourth. More speed, less RPM. -Adam Libman, Libman Tax StrategyI bought the Perry Marshall marketing system quite a few years back, his book, Ultimate Guide to Google AdWords, white papers course, and a few other very useful courses and seminars and implemented them. I went from working all the time and killing myself to all of a sudden making more money, starting a second and third business and having a huge amount of time off when I wanted to! I still do a lot of work, but on my terms now. -Jade Sullivan, Access TradingI’m a productivity junkie, and I’ve done just about every book, training, or system, from Stephen Covey to David Allen. Perry’s course has been some of the best teaching on this subject I’ve ever experienced. In the first session, I reclaimed an extra hour per day; by the third session, I totally revolutionized how I run my business. I was too busy to take it. Ha ha—I took it anyway. Cut my average workweek by about 20 hours and more than doubled, almost tripled, my income. Brought on two major, six-figure clients. Have two more knocking at my door right now. Literally booked solid. Fully on track to clear $1 million in revenue for this year. Made room for me to become a major contributor in my church, but not the way you think. Yes, we give money, but what I'm speaking about is the fact that I've been free to lead financial peace classes and be available in other ways, for my church. Stopped doing things that I was good at, but that were not the highest use of my time— a major leverage point. -Ray Edwards, Founder & CEO, Ray Edwards International, Inc.
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From the Author
Are You Tired of the "New Bag Of Tricks" Treadmill Yet? Forbes Magazine said "96% Of What You Do Is A Waste" in Eric Wagner's review of this book. It's true. If you've been marketing online for any length of time, you've gotten daily pitches about all the ways to get web traffic....Search Engine Optimization, 999 variations on Social Media; Building Co-Registration Email Lists, Banner Ads, Inbound Links, Pay Per Click, Popups... Some Crazy Viral Marketing Scheme That You Hope Will Work...How many of those things do you think you can master? Is your head hurting yet? Mine is.You can buy at least a dozen books that promise you to teach you some technique that is going to make you rich.Well, my friend, I got tired of the Technique-Of-The-Month club a LONG time ago. I'm not on that bandwagon anymore.The 80/20 Principle is THE most powerful lever in business. It is the ultimate simplifier because 95% of this stuff is a waste of time. It's literally the first thing any sales or marketing professional should master. It's not merely a rule of thumb, it's a law of nature. Most people have no idea how many layers of selling power it contains. That's why I wrote 8020 Sales and Marketing. I thought I understood the 80/20 Principle - then I experienced an epiphany, something I'd never seen anywhere else. It led to a formula that I began applying in my business and clients' businesses, producing explosive growth. It was crucial to cracking the code on Google AdWords and led me to become the best selling author on the subject of Google advertising. Soon I began developing tools that reveal deep insights from seemingly trivial bits of data.  If you're a "numbers person" and you're just starting out in sales or marketing, this book will become the master framework for everything you do and everything you learn going forward. If you're an experienced sales or marketing pro, this book will redefine your very profession.
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Product details
Paperback: 230 pages
Publisher: Entrepreneur Press (August 13, 2013)
Language: English
ISBN-10: 1599185059
ISBN-13: 978-1599185057
Product Dimensions:
6 x 0.6 x 8.9 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
405 customer reviews
Amazon Best Sellers Rank:
#32,689 in Books (See Top 100 in Books)
I received this book for free, through a promotion by the author. I think it was a penny plus shipping and handling. It's basically a half-dozen pages of the author explaining the 80/20 rule (which you can simply read on Wikipedia). What follows is 100 pages of the author telling you that the rule is amazing, everyone who has come to understand the rule has had their mind blown, and your personal and professional life will be radically transformed if you simply use the rule. It's a bizarre book. A cultish, hypnotic loop. Tony-Robbins-type stuff. Over, and over again, the author repeats the rule and just keeps talking about amazing it is. But that's about it.The book is vague in its target audience (anyone in "sales" or "marketing"), and that's probably intentional on the author's part-- in order to sell more books and seminar packages. It becomes pretty obvious once you've read the book that what the author really wants is not for you to be amazed by the content of the book, but for you to give him your email address. Of course, there's nothing wrong with that. It's just a form of marketing. He wants a list of prospective clients with which to sell seminar packages. This is an old technique. I once remember a furniture salesman telling me that his sales went through the roof once he started giving full-size candy bars (not the "fun size" or "bite size") to prospective customers. It's called the "principle of reciprocity" and the author is using it here by giving away a free book in return for your contact information.The book itself is short on details as to how to actually put the 80/20 rule to use. The author has a hard-on for extraordinarily wealthy people who can pay nearly limitless amounts of money for a widget or service. Who in sales doesn't? But attraction to wealthy consumers alone is not helpful. His theory is that you should ignore the 80% of the people who can't afford your widget or who will be difficult to sell to, and instead focus on the 20% who can afford your widget or who will be easy to sell to. Okay, great! How do we do that? *crickets*I give the book three stars because even though it was a disappointment, it was free, and I've certainly read many worse books on sales and marketing.
We all know with the 80/20 principle is, but we all got it wrong. Just like you I thought 80/20 was all about getting 80% of your business from 20% of your clients. Turns out I was only partially right. In less than an hour of studying this book, Perry Marshall explains the hologram and the fractal thinking behind the 80/20 curve.Now that I finished my first pass through this book, I already understand how to generate 14% of my profits and 21% more revenue from my next sales campaign.When you apply 80/22 pricing models, you’ll never priced things the same again. Why? Because you’ll understand that approximately 4% of the people who buy your product would gladly pay many times more than the asking price for a higher level of service. It’s mathematically guaranteed!As I continue to let 80/20 expand inside my mind, I too can see multiple applications for many aspects of how to apply in my life.Thanks Perry, the best book I’ve bought so far this year!
The '80/20 Rule' isn't a rule at all - it's a LAW. And just as the Law of Gravity effects your daily life in many ways everyday - so does the Law of 80/20. Bottom line: Understanding 80/20 will enrich your life - and pocketbook - in ways you can't begin to imagine. NOTE: Perry also provides a number of resources/tools you can access to help with EXECUTION (ie -just don't 'learn' - DO)
This is definitely an all-time classic and must read for Internet Marketers as well as anyone in general. I literally start off each work day and determine WHAT is the 80/20 needle mover that I can implement today.This has never failed me and even if I work 2 hours in a given day if a crisis or issue comes up in the business, I know I moved the needle forward as I do the 80/20 FIRST THING, EVERY DAY.Also, this is an easy and entertaining read so you can knock it out in a few days but its extremely impactful.
Perry Marshall gave me Massive new insights into how Powerful the 80/20 rule is in my business, but more then that he shows how it can be quantified so that you can work on the 20% that actually matters and will grow the business. This is one of the most important business books EVER. And I mean that. I have read it through TWICE and have referred to it again and again. This is a tool box in a book. Seriously get it. And then focus on the 80/20, 95/5, 99/1 , it will blow your mind and fatten your wallet! - Gene K.
A great book. It takes the 80/20 principal to a deeper and amazing depth that I never realised existed. If you think you understand the Pareto principal but only use it at the first level you will be in for a surprise. Start with 80/20 and then apply the 80/20 principal to the previous "20", then do it again to the remaining 20 and so on. You will need to read the book to see the magic that appears (especially in relation to price points for your products).
I can't say enough about this book. My business coach recommended it to me last year when I was really spinning my wheels, and it was some of the best advice I've ever received. I now finally realize that we naturally spend 80% of our time on wasteful activities that bring little to know benefit to our lives. And it's totally normal, and you will always do it. It's literally a law of nature. The key is to stop, get off the merry go round, pay attention to the results of everything you do, and do more of what brings the positive results you are looking for. This book not only clearly explains why that concept is true and necessary, but provides lots of ways to implement it into your life. At the direction of this book, I eliminated more than 1/2 of the service offerings at my company, fired 20% of our clients, and I am now finally working a normal work week for the first time in a decade, while actually making more money! Trust me, this stuff works!
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