80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More

by Perry Marshall, Koch (Foreword by)

Overview

Guided by famed marketing consultant and best-selling author Perry Marshall, sales and marketing professionals save 80 percent of their time and money by zeroing in on the right 20 percent of their market — then apply 80/202 and 80/203 to gain 10X, even 100X the success. With a powerful 80/20 software tool (online, included with the book), sellers and marketers uncover how to slash time-wasters; advertise to hyper-responsive buyers and avoid tire-kickers; gain coveted positions on search engines; differentiate themselves from competitors and gain esteem in their marketplace. With the included tools they’ll see exactly how much money they’re leaving on the table, and how to put it back in their pockets. Sellers will identify untapped markets, high-profit opportunities and incremental improvements, gaining time and greater profit potential. Supported by online tools from Marshall, including The 80/20 Power Curve, a tool that helps you see invisible money, and a Marketing DNA Test, a personal assessment that zeroes in on one’s natural selling assets, this timeless guide promises to change the game for seasoned and novice marketers and sellers.

Product Details

ISBN-13:	9781613082362
Publisher:	Entrepreneur Press
Publication date:	07/22/2013
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
Sales rank:	505,050
File size:	3 MB

About the Author

Perry Marshall the number-one author and world’s most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save literally billions of dollars in “AdWords stupidity tax.” His Chicago company, Perry S. Marshall&Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results.He’s been featured at conferences in the U.S., Canada, Ireland, Great Britain, Israel and Australia. He’s shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Gary Halbert, Harvey Mackay and Les Brown. He’s consulted in over 200 industries, from computer hardware and software to high-end consulting, from health&fitness to corporate finance.
Richard Koch is the author of The 80/20 Principle, which has sold more than a million copies, and been published in approximately forty languages. He is also a successful entrepreneur and investor whose ventures have included Filofax, Plymouth Gin, Belgo restaurants and Betfair, the world’s largest betting exchange. He was formerly a partner of Bain & Company, and co-founder of LEK Consulting. He has written more than twenty acclaimed books on business and ideas.

Table of Contents

Foreword Richard Koch xvii

Introduction xxiii

Chapter 1 How 80/20 Works and Why 1

80/20 101 5

Pareto Summary 13

Chapter 2 Rack the Shotgun 15

Pareto Summary 17

Chapter 3 You Can Do Better 19

Pareto Summary 22

Chapter 4 80/20 Traffic: Where You Go to Get Customers 23

The Yin and Yang of Media and Traffic Expertise 29

Pareto Summary 29

Chapter 5 How to Use the "Invisible Money" Finder at 8020Curve.com 31

Discover the 80/20 Power Curve-8020curve.com 31

The 80/20 of Sports Fanatics 35

Pareto Summary 41

Chapter 6 Simplify Your Life with the Power Triangle 43

Let the Power Triangle Work for You 45

Where to Get Lists 52

Pareto Summary 53

Chapter 7 80/20 Conversion: Now That You've Racked the Shotgun, Make 'Em MOVE 55

The Five Power Disqualifiers" 57

Case Study of a Successful B2B Sales Message 61

Pareto Summary 64

Chapter 8 Your USP: Unique Selling Proposition 65

Business vs. Personal USP; Current vs. Natural USP 67

Pareto Summary 68

Chapter 9 It's Not Failure. It's Testing 69

Why AdWords? 70

Pareto Summary 75

Chapter 10 Scale Up-Massively 77

Expanding into Other Media: Profiting from the Winner-Take-All Phenomenon 77

The 21st-century Path to Stardom 81

Pareto Summary 83

Chapter 11 Expand, Diversify, and Conquer Planet Earth 85

Pareto Summary 90

Chapter 12 Make More From Every Customer: 80/20 Economics 91

The Principle of the $2,700 Espresso Machine 93

Pareto Summary 99

Chapter 13 Power Guarantees 101

The Incredible Magnetism of a Power Guarantee 103

Master Formula for a Power USP 106

Pareto Summary 108

Chapter 14 80/20 = Harnessing Natural Forces 109

Where the Exponential Power of 80/20 Comes From 110

Pareto Summary 114

Chapter 15 Do You Wanna Make $10 Per Hour? Or $100, $1,000, or $10,000? 115

"Can I Get a Raise? A Thousand Bucks an Hour, Por Favor" 117

Take Back Your Life! 121

Pareto Summary 123

Chapter 16 Make $1,000 Per Hour Doing What You Love 125

Use Your Gifts: Focus on Your Talent Zone 125

Know Thyself 128

Pareto Summary 132

Chapter 17 80/20 Hiring and Outsourcing: It's Not an Interview, It's an Audition! 135

Sales Funnel in Reverse 137

Pareto Summary 140

Chapter 18 How to Get More $1,000/Hour Work Done with a Personal Assistant 141

The Power of a Great Personal Assistant 144

Pareto Summary 146

Chapter 19 Fire the Bottom 10 Percent! 147

Yes, You've Gotta Fire the Bottom 10 Percent of Employees, Too 149

Pareto Summary 151

Chapter 20 80/20 Controversy: Get Famous by Polarizing Your Market 153

The Amazon.com "Three-Star-Rating" Phenomenon of Hyper-Responsive, Rabid Markets 154

Pareto Summary 162

Chapter 21 80/20 Market Research in a Single Afternoon 163

How to Get $250,000 of Critical Market Data for Free with Nothing More Than Your Computer, an Internet Connection, and a Lazy Sunday Afternoon to Spare! 164

Pareto Summary 170

Chapter 22 1,000 Things to Pay Attention to-Only Three or Four Matter Right Now 171

What to Measure, What to Track, What to Ignore 173

Pareto Summary 178

Chapter 23 RFM: The 3-D 80/20 of Profitable Marketing 179

RFM Is 179

Pareto Summary 184

Chapter 24 "My Latte's Too Foamy!" 185

Charity Is Turning 80/20 Upside Down. That's an Inside Job s 190

Dividing Pies vs. Baking New Ones 194

Pareto Summary 195

Chapter 25 Finally Achieving Breakthrough 197

Epilogue: The Story Behind the Story 205

Appendix: The Power Curve and 80/20 for Math Geeks by Perry Marshall and Brian Woodruff 209

Armed with the 80/20 Power Curve, You Can Glean Volumes of Insight from Simple, Ordinary Statistics 210

Life as Number 1 vs. Number 2 vs. Number 3 219

About the Author 221

Acknowledgments 223

Index 225

Editorial Reviews

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 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 Publisher