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

Perry Marshall , Richard Koch
5.0 out of 5 stars  See all reviews (4 customer reviews)
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Book Description

Aug. 13 2013
Marketer Perry Marshall converts the widely known 80/20 principle into a master framework that multiplies the power of everything you do in sales and marketing and makes scary-accurate predictions. It’s the ultimate secret to selling more while working less.
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.

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80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More + Ultimate Guide to Google AdWords 3/E: How to Access 100 Million People in 10 Minutes
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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.

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.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most helpful customer reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Worth every minute spent reading it. Dec 15 2013
Format:Kindle Edition|Verified Purchase
I was privileged to be part of a mastermind meeting in 2006 as the rest of the conference attendees were going over the basics of of Google Adwords. Perry used my note pad to draw out his 80/20 grid as shown in the book.
I still have the pad...everything Perry has ever taught me over the years has been incredibly valuable and cutting edge. I feel blessed to have met such incredible mentor. Perry's teaching and insights are second to none. Don't take my word for it but check out his site and see for yourself.
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1 of 1 people found the following review helpful
By Burtc
Format:Kindle Edition
While many know the Pareto Principle, a very select few realize that there is an 80/20 within the 80 and the 20. This is where the real magic happens and why 80/20 Sales & Marketing is a real mental mind shift in business and thinking. It’s a huge eye opener for anyone looking to take nearly any aspect of their business to the next level and beyond – and in record time.

The author Perry Marshall details in great perspective what you should be focusing on to achieve the maximum results possible. He goes into great detail on how to capitalize on the disproportions in the world & how to scale up exponentially.

The Pareto summary as Perry applies it:

- Five Times the people will spend one-fourth the money.
- One-fifth the people will spend four times the money.
- Almost everything that matters in business is exponential.
- The very bottom of the 80/20 curve sometimes over-estimates output.
- The number-one player is sometimes wildly more powerful than the others. This is called the King Effect.

In a world where leverage is king, this book is massive leverage. The 80/20 Power Curve tool Perry developed to show this principal is one of the most powerful, eye opening visuals you will ever see to back this up. The ROI on understanding the power in this single tool alone is worth exponentially more than the price of the book.

If you’re looking on how to gain an unfair advantage in business and life, The 80/20 Sales & Marketing book really is the definitive guide to working less and making more. I highly recommend.
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1 of 1 people found the following review helpful
By Timothy
I stopped dead in my tracks when I read this line in the book:

"There are only 3-4 things you need to focus on to get your business to the next level."

Maybe you aren't believing it (yet), but once you read "80/20 Sales and Marketing" you'll be thoroughly convinced YES, indeed, this is the truth. Like gravity, it's just a law of nature.

Upon this realization I instantly felt relief from the crushing weight of my "To Do" list. It's not like I could just dump it all per se, but realize all those little moments every day when I kept telling myself "oh, I should do that" had been adding up, and - dammit - I no longer *had* to do them all.

What a relief.

By reading this book, you'll get this realization: maybe there's 101 things you *could* do today, and maybe ALL of them *could* provide legitimate value for you, your customers, your family.

But once you understand a few of those items - 20% or less - will give you as much (or more) satisfaction as all others combined, suddenly you realize just because you *could* doesn't mean you *should*.

So instead of life becoming a race down your To Do list, it's more like a treasure hunt, wading through all of the possibilities and asking yourself, "Is this one of the magical 3-4 golden eggs that will REALLY make a difference for me?".

Deep down inside, we all know what really matters for ourselves, our businesses, our families, our customers. Through this book, Perry puts your conscience to rest, letting you know it's okay to focus on the critical few and leave the rest alone.

With a sigh of relief.... thank-you Perry!

Tim :)

- - - - -

Tim Francis Marketing

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Format:Kindle Edition|Verified Purchase
One of those books that you wish you've read earlier in your career. Great insight, Parato was somthing I'd take for granted...until this book.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.7 out of 5 stars  212 reviews
27 of 27 people found the following review helpful
5.0 out of 5 stars Brilliant Personal Revelations for my Consulting Practice July 30 2013
By Kevin Milani - Published on Amazon.com
Format:Kindle Edition
After spending several months evaluating myself with the help of some of my mentors, colleagues and friends, the 80/20 Sales and Marketing book pretty much told me the exact same thing it has taken me months of time in dialog with others to really discover about myself. The results completely make sense. I believe they are right on target. It is a valuable and useful tool.

To be more specific, I run a consulting practice and have 30+ clients. I used the 80/20 curve tool and discovered with that tool, that I could simultaneously decrease my client load while greatly increasing my revenues, just by being more selective about which clients I choose to work with. Putting this into practice is helping me to reclaim balance between my work and personal life as well as greatly increase my financial success.

This is just one example of how 80/20 has helped me in my consulting practice. After reading it, you start to see that 80/20 can be applied everywhere. Being a marketer, I consistently apply 80/20 principles to my marketing campaigns. I couldn't recommend this book more highly for both business and personal reasons.
19 of 19 people found the following review helpful
5.0 out of 5 stars Extremely valuable information - worth 100s of times the price Aug. 4 2013
By Amazon Customer - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
I have been a student of Perry Marshall for many years, and what I have learned from him has in no small way influenced the creation and growth of my business.

This book is a remarkable distillation of very smart business thinking, and provides a neat summary of much that Perry has been teaching for the past few years.

Perry is a strategic thinker, and so appeals to people who like to understand a big concept and then to apply it in various forms to their business. 80/20 is a very big - and very important - concept that has many applications to various aspects of business...and also to life.

This book will appeal to the geekier business owners. I use that term in a positive sense, because an appreciation of the value of "geek" subjects such as percentages and ratios is critical to growing a real, sustainable business. (You don't need be a math genius to get this book, just an appreciation of the importance of numbers.) If you prefer flavor-of-the month tricks, then this book might not be for you.

The bonus tools and documents that come with the book are extremely valuable. There is, for example, a cheat sheet that summarizes the book's main concepts. (That's 80/20 thinking for you - the most valuable chunk can be summarized in just a few words). There's also a link to an online tool that allows you to apply 80/20 thinking to your own business. I found this tool takes some time to get to grips with (especially for someone numbers-challenged, as I am), and perhaps the output graphs could be more detailed to be of even more concrete use. But these are just minor points. The book will give you 100x the value from the bonus tools alone.

All in all, this book is a ridiculous steal at the price it's for sale at. (Perry is also a talented writer - I found it hard to put down.)

(Kindle edition)
21 of 23 people found the following review helpful
5.0 out of 5 stars GREAT READ Sept. 7 2013
By Richard Koch (real name) - Published on Amazon.com
Perry Marshall is the first author since me and the astonishingly brilliant Tim Ferriss to write a book about the 80/20 principle and he has done a wonderful job. He is an expert on sales and marketing and has brought far more depth to 80/20 sales and marketing than anyone else could. Since selling and marketing and pivotal activities in life today that alone makes this book essential reading for anyone in business.

But there is more. He applies the principle to your daily work life in a different way than I did, and what he says is very powerful. He tells you to outsource everything that is a low value use of your time. He challenges you to say how much an hour of your time is worth - and the answer is, very different for different activities. And what he writes about the "fractal" nature of 80/20 takes that insight to a new level. He is very hot on upselling, because within the top 20% there is always another 20%, and nearly everyone misses the jackpot of selling to the uber-enthusiast at the very top of the power curve. So make sure that you have the very expensive and profitable products that the ultra-valuable customers want to buy. You can't market something if you don't have the right product.

Perry's book made me think and it is written in a bouncy style that really keeps your interest. I recommend the book very highly.
21 of 23 people found the following review helpful
5.0 out of 5 stars THIS BOOK WILL CHANGE YOUR LIFE! Aug. 2 2013
By michael strickland - Published on Amazon.com
Format:Kindle Edition
Just as Perry Marshall did not invent google adwords - but went on to become 'THE adwords guy' - Perry didn't invent the rule of 80/20 either.

It's a law of nature, and it's all around you.

It's inescapable. You can NOT avoid it.

What Perry gives you here is how to recognize and MASTER it. Not just in one area, but EVERY area. And not just in your business, in your LIFE.

With Perry's guidance in 80/20 I have 3X'd my business (and 4X'd my income!) over the past 18 months. AND I just keep ratcheting it up. 80/20 is not a 'one and done' application, it's an effortless process of constant refinement. Once you recognize it, you find yourself in it's constant gravitational pull.

It's no joke when I say I'd like to parade Perry through the streets of every town in the USA on my shoulders.

Mark my words - within 5 years Perry will once and for all leave the title of 'Adwords Expert' in the dust and become the 'Master of 80/20' while continuing to be among the most sought after business makeover experts on the planet.

Shame on you if you don't buy this book.

(Free access to his Marketing DNA test is reason enough to buy - I use it for EVERY employee and EVERY new job applicant. I don't even LOOK at resumes anymore - what a waste of time that is)
24 of 28 people found the following review helpful
5.0 out of 5 stars One Of THE Most Powerful Business Books I've Ever Read July 29 2013
By B. Hunt - Published on Amazon.com
Format:Kindle Edition
I don't think I blinked until about halfway through...

Like you, I've read dozens of books on business, success, and personal development. I forgot most of them almost instantly.

80/20 Sales and Marketing is not one of those books. This piece of work is one of those rare books that resonates with simple and powerful TRUTH. Its powerful core message immediately implanted itself in my brain, and - rather than sinking away - it has actually grown stronger. I'm seeing examples of how this works everywhere I look now.

I read this book inside three hours, and when I finished I just wanted to read it again.

It felt like Perry Marshall's words were removing the scales from my eyes.. I'd heard of the 80/20 rule in passing, but didn't really grasp its profound significance.. Not only to my business, but to my working relationships, my ideas about wealth, and my enjoyment of life.

I can say without hesitation that it has actually transformed my life. I know it will do the same for you.


Who should read this book? Anyone who works, basically. If you have a job, and you have any ambition in your soul, READ THIS BOOK!
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