80 - 20 Sales and Marketing

The Definitive Guide to Working Less and Making More

80 - 20 Sales and Marketing
80 - 20 Sales and Marketing.

‘Work less and make more money,' is music to all ears and this book shares the trick to achieving just that. The basis of the book is the 80/20 Principle, and author Perry Marshall shows readers how to save 80 percent of work by identifying the correct 20 percent of the market. The author tells readers that by applying the 80/20 Principle they will be able to quantitatively multiply money in the ecommerce space.

 

Content

The author first goes on to explain how 80/20 works, and why it is effective. The foreword by Richard Koch, whose book, The 80/20 Principle, inspired Marshall, is also interesting. Marshall’s book helps readers form the 80/20 Principle as a foundation. He then meticulously explains how ecommerce business owners can garner more customers, and generate greater traffic. The author shares helpful insights such as how to use “invisible money,” making use of the Power Triangle and what forms the Unique Selling Proposition or USP of an online business. The book contains valuable nuggets of information on how readers can expand and grow their business. Novel ideas such as getting $1,000/hour work done with a personal assistant, and firing the bottom 10 percent instantly grab the reader’s attention.

Author

Described by Entrepreneur Magazine as the No. 1 author and world’s most quoted consultant on Google Advertising, Perry Marshall is a name to reckon with in the sales and marketing space.

He has spearheaded the increasing popularity of Pay Per Click advertising and the 80/20 Principle. His books include 80/20 Sales & Marketing (2013), The Ultimate Guide to Google AdWords (4th Edition 2014), The Ultimate Guide to Facebook Advertising (2nd Edition 2014), and Industrial Ethernet (2nd Edition).

Marshall has consulted across 300 sectors including corporate finance, health and fitness, and computer hardware and software. He has a degree in electrical engineering, and resides in Chicago with his family.

Pros

The book propounds the 80/20 Principle, which promises to reduce time while inflating profits for any kind of business. The author presents a well-researched theory called the Pareto Principle in the book. The key, as explained in the book, is to be more selective and discerning while recognizing and even deciding a business’ target group. The chapters are detailed, and written in an easy style, which allows readers to understand and implement the 80/20 Principle without feeling confused or intimidated. At the heart of it, this is a marketing book which if used effectively can produce exciting results for businesses, especially ecommerce ventures. The bonus tools are an added advantage of picking up this book. Full marks to the author for including a web link, which cleverly summarizes the top 1 per cent of the book in a single page cheat sheet. And even if this does not entice the reader into implementing his mantra, the author’s confidence and bold statements about the effectiveness of the 80/20 Principle is hard to ignore.

Cons

While the book has interesting insights, it is not the most friendly to the numerically challenged. There are various numbers and statistics thrown around that could scare off readers.

Conclusion

This book is aimed for marketing professionals, as well as business owners, including ecommerce entrepreneurs, looking to minimize time and effort while maximizing revenues. The 80/20 Principle as espoused in this book is a fascinating learning tool for marketing students. The principle can also be applied to professional, as well as personal, life. This book is not only meant for marketing amateurs or ecommerce enthusiasts, it is valuable guide even for seasoned marketing or sales professionals looking to improve the performance of their businesses. 

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