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80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Paperback – August 13, 2013
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– 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”
-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 Conversion
Perry'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 Dummies
You 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, LLC
When 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 Strategy
I 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 Trading
I’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.
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.
Author interviews, book reviews, editors picks, and more. Read it now
Top customer reviews
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Discovered that Perry is from Nebraska (like me) and that he is an engineer (like me) - so I thought to myself, why not reach out and connect? Good luck with that idea - the guy lives behind an electronic fortress which is odd given the story he tells about accessibility on page 145.
If you're looking to exploit and get rich, then this book is for you.
If you're truly trying to help people, I'd keep looking.
This clear disrespect and desire to take advantage of others resources.. Just reflects incredibly poorly on the man's integrity. Get someone else to create the product, so he can reap all the profit, and not share a dime. I personally would never buy one of his products, if he thinks someone can give a month of their life to him, but he's not willing to compensate for it.
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book "80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More" by Perry Marshall. In the book, Perry Marshall helps you understand that the 80/20 rule is fractal, meaning it’s a repeating pattern where the smallest parts resemble the whole. So, inside every 20 percent is another top 20 percent. And that’s why we you benefit most from the principle when you apply it at its upper reaches. The more you apply this principle to your sales and marketing, the more efficient and profitable it becomes.
For example, let’s say you’ve identified the 20% of your customers who represent 80% of your profits. If you don’t stop there you’ll find that 20 percent of the 20 percent of customers are ultra-valuable, at least potentially. That means that four percent of your customers may account, or could account, for 64 percent of profits. If you know who these customers are and provide them with what they really want, all you have to do is double sales to them and you have another 64 percent of revenues.
And that is what the majority of the book is about - showing you how to identify your most profitable customers (or prospective customers) and provide them with what they want. In essence, the book shows you how to figure out what’s working in your marketing and sales so that you can do more of what’s working and less of what’s not working. If you read, understand and apply the principles in the book, you will start to look at your business and even your time in a completely new and much more efficient way.
And to listen to an interview with Perry Marshall about "80/20 Sales and Marketing", visit MarketingBookPodcast.com
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.
Most recent customer reviews
An excellent must read for any online entrepreneurs.