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

239 Pages·2019·3.77 MB·English

by  Perry Marshall, Richard Koch

Table of Contents

Title Page
Dedication
Foreword
Introduction

CHAPTER 1 - How 80/20 Works and Why
80/20 101
PARETO SUMMARY

CHAPTER 2 - Rack the Shotgun
PARETO SUMMARY

CHAPTER 3 - You Can Do Better
PARETO SUMMARY

CHAPTER 4 - 80/20 Traffic
The Yin and Yang of Media and Traffic Expertise
PARETO SUMMARY

CHAPTER 5 - How to Use the “Invisible Money” Finder at
www.8020Curve.com
Discover the 80/20 Power Curve–www.8020curve.com
The 80/20 of Sports Fanatics
PARETO SUMMARY

CHAPTER 6 - Simplify Your Life with the Power Triangle
Let the Power Triangle Work for You
Where to Get Lists
PARETO SUMMARY

CHAPTER 7 - 80/20 Conversion Now That You’ve Racked the Shotgun,
Make ’Em MOVE
The Five Power Disqualifiers
Case Study of a Successful B2B Sales Message
PARETO SUMMARY

CHAPTER 8 - Your USP
Business vs. Personal USP; Current vs. Natural USP
PARETO SUMMARY

CHAPTER 9 - It’s Not Failure. It’s Testing.
Why AdWords?
PARETO SUMMARY

CHAPTER 10 - Scale Up-Massively
Expanding into Other Media: Profiting from the Winner-Take-All
Phenomenon
The 21st-Century Path to Stardom
PARETO SUMMARY

CHAPTER 11 - Expand, Diversify, and Conquer Planet Earth
PARETO SUMMARY

CHAPTER 12 - Make More From Every Customer
The Principle of the $2,700 Espresso Machine
PARETO SUMMARY

CHAPTER 13 - Power Guarantees
The Incredible Magnetism of a Power Guarantee
Master Formula for a Power USP
PARETO SUMMARY

CHAPTER 14 - 80/20 = Harnessing Natural Forces
Where the Exponential Power of 80/20 Comes From
PARETO SUMMARY

CHAPTER 15 - Do You Wanna Make $10 Per Hour? Or $100, $1,000, or
$10,000?
“Can I Get a Raise? A Thousand Bucks an Hour, Por Favor.”
Take Back Your Life!
PARETO SUMMARY
CHAPTER 16 - Make $1,000 Per Hour Doing What You Love
Use Your Gifts: Focus on Your Talent Zone
Know Thyself
PARETO SUMMARY

CHAPTER 17 - 80/20 Hiring and Outsourcing
Sales Funnel in Reverse
PARETO SUMMARY

CHAPTER 18 - How to Get More $1,000 Hour Work Done with a Personal
Assistant
The Power of a Great Personal Assistant
PARETO SUMMARY

CHAPTER 19 - Fire the Bottom 10 Percent!
Yes, You’ve Gotta Fire the Bottom 10 Percent of Employees, Too
PARETO SUMMARY

CHAPTER 20 - 80/20 Controversy
The Amazon.com “Three-Star-Rating” Phenomenon of Hyper-
Responsive, Rabid Markets
PARETO SUMMARY

CHAPTER 21 - 80/20 Market Research in a Single Afternoon
How to Get $250,000 of Critical Market Data for Free with Nothing
More Than ...
PARETO SUMMARY

CHAPTER 22 - 1,000 Things to Pay Attention to—Only Three or Four
Matter Right Now
What to Measure, What to Track, What to Ignore
PARETO SUMMARY

CHAPTER 23 - RFM: The 3-D 80/20 of Profitable Marketing
RFM Is
PARETO SUMMARY

CHAPTER 24 - “My Latte’s Too Foamy!”
Charity Is Turning 80/20 Upside Down. That’s an Inside Job.
Dividing Pies vs. Baking New Ones
PARETO SUMMARY

CHAPTER 25 - Finally Achieving Breakthrough

EPILOGUE
APPENDIX - The Power Curve and 80/20 for Math Geeks
About the Author
Acknowledgments
Index
Teaser chapter
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Copyright Page
When Ray Kroc invented McDonalds, his brilliantly creative mind asked:
how do I eliminate the 80/20 rule in my business? His answer
was, turnkey it, Stupid! And that’s what he did. By doing so,
he created a revolution, and while doing that, he turned
the 80/20 rule upside down in his business.
Now you can do the very same thing. But, before you can do that, you
have to, just have to, understand what 80/20 really is! You’ll finally
understand why most people’s businesses don’t work and what
you absolutely, positively must do about it in yours.
You’re in for one of those explosive moments when an interesting notion
becomes a momentous epiphany because Perry Marshall is about to
blow your mind! Read slowly. Put down often. Do what Perry says.
Then we can all go out to lunch and celebrate!
—MICHAEL E. GERBER, AUTHOR, THE E-MYTH

If you don’t know who Perry Marshall is—unforgivable. Perry’s an
honest man in a field rife with charlatans.
—DAN KENNEDY, AUTHOR, THE ULTIMATE MARKETING PLAN

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.