Customer Reviews

Principled Profit: Marketing That Puts People First

5 star:		(12)
4 star:		(2)
3 star:		(0)
2 star:		(0)
1 star:		(0)

 

 

As an advertising major in college turned off from the profession's focus on selling of products people don't really need, as a consumer all too often exposed to screaming car dealership commercials and bait-and-switch tactics, and as a new business owner... I was definitely interested in what Shel Horowitz had to say in this book!

The very first sentence, on the very first page, was sheer delight. As it happened, that page (and the five pages following it) contained endorsements and blurbs by the very well-known in the marketing field... and here's how the author introduced them: "Many of these blurbs are shortened for space reasons... The complete versions are posted at <http://www.principledprofits.com/blurbs.html>." My goodness! How many times have I, as a movie and book consumer, been deceived by three words taken completely out of context of a review? Not this time! This first sentence promised an entirely new approach.

The book includes practical advice ("Run your business in alignment with your core values; don't try to be something you're not") as well as practical statistics (i.e. "Gay and lesbian purchasing power is about $400 billion"), both of which a business owner can certainly use. While the practical advice may sometimes seem simple, in reality it is not. Using the example above, how many times, purely in a social setting in which literally nothing is at stake, are people tempted to try to be something they're not? How much more so when one's livelihood is on the line? The author's reminder is both apt and profound, and something to be taped to the top of one's computer monitor.

The author's marketing strategy is also both strong and logical. "I create marketing that has the prospect calling me!" is a typical example. Again, on first approach it seems simple---but few marketers take the time to really create the draw or pull that will create action in a consumer who really does need the product or service. Instead, we have announcers shouting to us over the radio that they will not be undersold! What difference does a car dealership's competitive ambition not to be undersold make to me as a consumer? Nada. On the other hand, last year while I was half-mindedly watching mortgage rates dive even lower, I received a simple, thoughtful letter from a mortgage broker giving me concrete information on how much I could expect to save at a certain interest rate compared to my current interest rate, how I could pay for the refinancing closing costs, and the steps to take to contact him to do it. I did refinance with that mortgage representative.

Some of the advice given in the book is fairly standard, but many other suggestions are both practical and new. And it's refreshing to see an author writing about turning down a sale when it's not right for him---and not necessarily for the reasons one might think.

CONS (1) Initially, I wished for less examples from the author's career and more from other companies. I did get that wish later on in the book (he cites some very interesting examples, in fact, such as Rosenbluth International, which "will go so far as to open a new branch office, just to serve a new account"); it just can take patience to get there. (2) The author extols two techniques which just did not ring right: flattering a prospect/playing into that person's ego, and putting time pressure on a person when it might not be the right time for the person to buy the product. These stood out all the more because the rest of the book is not like that. (3) One begins to wish the author would stop mentioning his other book, as one begins to feel that one is a sitting duck for a repetitive sales pitch. Enough already!

PROS (1) This book led me to question things I never thought to question, but should have; for example, the sentence "We need to gain market share" (read: we need to take some market share from a competitor). (2) The book serves as a great reminder where to put one's priorities. Beyond integrity and personal satisfaction (which is, after all, why we live life), for instance, the author quotes the CEO of Southwest Airlines, who reminds us, "Market share has nothing to do with profitability. Market share says we just want to be big; we don't care if we make money doing it. To get an additional 5 percent of the market, some companies increased their costs by 25 percent." (3) A balanced approach to many issues; I respect an author who gives both sides of the story or both pros and cons to an approach. (4) The book uses examples with which everyday consumers and readers will be familiar; for instance, a grocery store chain that pioneered the reservation of parking spaces for pregnant customers, and the office supply chain which rearranged its stores to steer its customers to the right technology for what they needed (I believe that's Office Depot).

(A note on the rating: The lack of half-stars on the rating scale didn't give me a good option for an accurate rating. At the time of this review I have only given 5 stars to one book, and not many four-star reviews, either. This book is above average. If I could have given a rating on a scale from one to ten, I would have given it a 7.)

The author makes a bold statement in Chapter 3: "Does the last chapter mean there's no place for salespeople anymore? Not at all---but it does mean that some businesses don't need a sales force if their marketing is properly effective." Bravo!

This is the sales and marketing book for the folks that don't want to feel sleazy about the whole process. Shel Horowitz shows how to sell more while doing good for the world and feeling good about yourself and your efforts. He gives specific, practical examples of people and organizations that are doing the things he advocates, and talks about ways to adapt the techniques to a variety of situations.

I purchased this book because I had seen samples of Shel's advice on the publishing community lists to which I subscribe. (That participation is, in fact, a perfect example of the kind of conduct advocated in this book.) I wanted to learn more about how to market my own consulting company. I did, and it works.

Do you believe that marketing means doing anything to get the sale and do in your competition? Shel Horowitz disagrees, and in this book he shows how putting people first can make you a marketing success.

In "Principled Profit," Shel Horowitz says that nice guys don't finish last. Honesty, integrity and quality are keys to building a successful business with repeat customers. According to Shel, "Too many businesses see marketing as a weapon of war. They think that to succeed, they have to climb over their competitors, fool their customers, and herd their employees into constricted conformity. I think that's just plain wrong."

According to Shel, you can create value in your own business by creating value for others. Form partnerships with customers, employees, suppliers and even your competitors. You will succeed by helping others to succeed. In an atmosphere of trust and cooperation, they will become a marketing force for you, spreading the word to others who will want to do business with you.

You can put the ideas in "Principled Profit" to work for you by only taking on customers you can serve well, networking and forming alliances with complementary companies and competitors, being honest in your copywriting and advertising, and treating those you deal with the way you would like to be treated.

Shel Horowitz is a highly-respected copywriter and marketing expert, and both the "how-to" and the philosophy in this book make it clear why.

True win/win marketing is the ideal everyone in business should strive for. Shel Horowitz's Principled Profit, Marketing That Puts People First is the definitive book on the art and practice of win/win marketing. He shows you how to create marketing that not only helps your own business, but by helping another business simply passes around success that enhances every business or situation it touches.

Horowitz not only practices what he preaches, he lives it. With true examples, he shows how the system works for just about every business situation imaginable. He shows that even helping your competition can help you help your own business.

Perhaps "principled profit" should be made the new mantra of business. Practicing Principled Profit bodes well for business, as well as in our personal lives. What a wonderful world this could be!

Well recommended for anyone, not just business people, looking to make a positive mark in this world.

Kitty Werner, author, The Savvy Woman's Guide to Owning a Home; How to Care For, Maintain and Improve Your Home, published by RSBPress.

Most business books are written by "experts" with MBAs or experience as big bucks consultants to Fortune 500 companies, and their advice seems to vary with the latest ideas emanating from the ivy league Business Schools. So it is refreshing to find a book that talks to microbusinesses, and that understands that some entrepreneurs have priorites besides getting rich. Shel Horowitz draws on his own experience as a consultant and book author/marketer to provide real world examples for those of us who see self-employment as a way to a more staisfying life.

Many theories of business concentrate on driving out competition. Usually these books are full of war metaphors: "beating" the competition, "winning" market share, "dominating" a market, and even "crushing" their competitors. Shel turns the tables on this and writes about cooperating with other businesses and cultivating an "abundance consciousness" that is not about merely making money, but rather an appreciation for the good things in your life. It is also an awareness that there is enough work for everyone and no need to think that your competitors' success is at your expense. He states that "you don't need to feel threatened by your competitors. Because there is enough for all of you, you may even find that you want to cooperate." Besides putting aside your fear of competiton, Shel wants you to engage in ethical behavior in every aspect of your business. He says that operating in an ethical manner will win you respect with potential customers and clients.

Ethical behavior, involvement in the community, and working together with others are good business principles, according to Shel. I like his thinking. While I believe these principles are especially important for microbusinesses, the book provides examples of how even large companies have created more value by partnering with other companies, even with their competitors.

In his last chapter, Shel talks about "Abundance and Sustainability in Business and Society." He suggests that marketing pricniples can be used to make the world better, that you can earn a good living and do good as well. This is a great message, and anyone trying to build a business should consider these powerful ideas.

I not only like what Shel has to write, but also how he writes as well, and can recommend this book wholeheartedly. Judging from the testimonials - including many well known people, everyone likes this book. As Shel writes, "This is an opinionated and personal book," but it's backed by Shel's over 25 years of experience and extensive 3rd party research.

Unlike "Grassroots Marketing: Getting Noticed in a Noisy World" which I'd describe as an easy to read yet comprehensive marketing textbook (note to self: stick on nightstand for review when I get home), this is a fairly quick read. The basic premise is that you can not only succeed, but flourish, by being nice. Nice guys don't finish last, they finish well in the pack, and do so much more happily than cut throat scumbags. Of course Shel doesn't use the term scumbags -- he's probably too nice to, but I'm not!

The one thing I'd add, is that with the wide spread of blogging and other "Web 2.0" technologies, if you're a scumbag, word gets out quickly - and that won't help your bottom line.

This is more than a "be nice" or "feel good" book, although it did make me feel good about being nice. It contains practical business advice. Since I read it in a somewhat disjointed fashion while traveling internationally with children, it's on my list to look at again SOON ,- I underlined advice I can put to use in my business soon.

The only part some people may find odd is the last chapter, as Shel notes. It's on a sustainable future, and to Shel it's the most important chapter.

Here is a quick recap of some of the principles and messages of the book:

* Ethical marketing works better
* Cooperation is an effective business strategy
* Gaining "market share" is usually a silly strategy

Shel has also started a campaign called the Business Ethics Pledge to actually change business culture to be aligned with the ethical, cooperative orientation to success. He's hoping to create a "tipping point" that would make business ethics scandals as unthinkable as slavery is today.

This is a refreshing, wonderful and practical book. Shel Horowitz tells you that integrity is not naiveté? and that you can stand up for what you believe in and still make a profit. I'd like to thank the author for his contribution and for showing me to enrich myself both personally and financially. Bravo!

A brief synopsis of this book:

It has some really practical points which help you to decide how to help yourself to become better at marketing your product and making it financially viable.

The initial pages discuss the bases of the author's marketing techniques:
The Golden Rule - based on ethics in how to conduct business relations and have a good social agenda that has the consumer in mind, focusing essentially on `Quality, Integrity, Honesty'.

Suggested approaches of ways of acquiring a customer base and ones that are not effective in respecting and valuing a clients and prospects are also given in ways which make you feel the author has experience in using himself.

It reads easily and sets out the ideas in a way which is understandable and for that reason, I've enjoyed reading it.

We've all been exposed to the adversarial salesperson; the one who only cares about making the sale at any expense. There is an alternative method of marketing, one that does not depend on an adversarial approach. This is the point of "Principled Profit" - marketing can be done in a manner that creates a win-win relationship with the customer. By marketing with Quality, Integrity and Honesty you can create a long-term relationship with your customers that results in even more sales.

In "Principled Profit" the author details multiple examples of cooperative marketing, community focused marketing, and how to turn suppliers and customers into evangelists for your products or services. The back of the book contains an extensive list of resources including copywriters, websites, and magazines. Basically, this is about applying the Golden Rule to marketing. While it is not a particularly large or copious book on marketing, it does cover what most marketing courses leave out - commitment to the customer in a long-term sustainable relationship via ethical and honest treatment.

Does something not sit right with you about the idea that we live in a "dog eat dog" world? Then this book will fill out that intuition with logical arguments and examples. Need some fresh marketing ideas for reaching customers without spending a fortune? You'll find some little-known but powerful strategies here, such as participating in discussion groups, bartering, and donating your product where it'll get public notice. Shel's sincerity and knowledge shine through every page of this book, encouraging you to pay attention to the voice in your head that says that honest marketing is the right thing to do. The news here is that besides making you feel good, integrity succeeds in the marketplace, too.