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80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Paperback – Illustrated, August 13, 2013

4.7 4.7 out of 5 stars 1,392 ratings

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Purchase options and add-ons

Stop "Just Getting By" ... Master The 80/20 Principle And Make More Money Without More Work.

When you know how to walk into any situation and see the 80/20's, you can solve almost ANY marketing problem.

80/20 can demolish any sales and advertising problem.

"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

If you're a sales and marketing professional, you can save 80 percent of your time and money by zeroing in on the right 20 percent of your market. By page 5 you'll be applying 80/20² and 80/20³ to gain 10X, even 100X the success.

With powerful 80/20 software (online, included with the book), you'll apply the Pareto Principle to:
  • Slash sales & marketing time-wasters (page 117)
  • Locate invisible profit centers in your business (page 31)
  • Advertise to hyper-responsive buyers and avoid tire-kickers (page 93)
  • Gain "Pareto principle" positions on search engines (page 70)
  • Differentiate yourself from rivals (page 67)
  • Gain esteem in your marketplace (page 154)
Created by direct marketing and sales consultant and best-selling author Perry Marshall, unique tools show you exactly how much money you're leaving on the table, and how to put it back in your pocket - then reinvest for even greater success.

You'll identify untapped markets (page 164), incremental improvements and high-profit opportunities, gaining time and greater income potential.

Easy Read

"It is an easy read...very accessible, shortchapters, and actually quite entertaining," says Susan Kruger, Master of Education & founder of SOAR Study Skills. This book is peppered with stories that demonstrate powerful sales principles.

Optimized for Speed Learning

Specially marked "Pareto Points" help you digest the most valuable 80/20 Principles in 1-5 minutes. Each chapter concludes with a Pareto Summary. The book features an online 1-page "80/20 Cheat Sheet."

80/20 = Law of Nature The 80/20 Principle is an inviolable law of nature, which makes it the #1 organizing principle of every business. Perry shows how to laser focus the 80/20 Principle in outsourcing, hiring, publicity, controversy, market research, lead generation, and web traffic; online, offline and social media (page 82). He also shows you how to glean huge insights from tiny clues, not only in your own business but from competitors.

Online Marketing Tools Come with the Book Supported by online services including The 80/20 Power Curve, which helps you find invisible money, and the Marketing DNA Test, a personal assessment that zeroes in on your natural selling assets, this timeless guide is a game-changer for seasoned and novice marketers and sellers.
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Popular Highlights in this book

Editorial Reviews

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“If you fail in your ability to apply the rules of ‘opportunity discernment’, 80/20 and The 4% Factor in your life as an entrepreneur, you’re wasting 96% of your valuable resources. Hungry for more wisdom and examples of how to turn your business around with the 80/20 rule and The 4% Factor? Grab the 230-page book.”
– 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” 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 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.
 I thought I understood the 80/20 Principle - then I experienced an epiphany, something I'd never seen anywhere else. It led to a formula that I began applying in my business and clients' businesses, producing explosive growth. It was crucial to cracking the code on Google AdWords and led me to become the best selling author on the subject of Google advertising. Soon I began developing tools that reveal deep insights from seemingly trivial bits of data.  If you're a "numbers person" and you're just starting out in sales or marketing, this book will become the master framework for everything you do and everything you learn going forward. If you're an experienced sales or marketing pro, this book will redefine your very profession.

Product details

  • Publisher ‏ : ‎ Entrepreneur Press; Illustrated edition (August 13, 2013)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 230 pages
  • ISBN-10 ‏ : ‎ 1599185059
  • ISBN-13 ‏ : ‎ 978-1599185057
  • Item Weight ‏ : ‎ 12 ounces
  • Dimensions ‏ : ‎ 5.98 x 0.71 x 8.82 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 1,392 ratings

About the author

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Perry Marshall
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Perry Marshall is one of the most expensive business strategists in the world. He is endorsed in FORBES and INC Magazine.

At London's Royal Society, he announced the world's largest science research challenge, the $10 million Evolution 2.0 Prize, staffed by judges from Harvard, Oxford and MIT. He is a published scientist and aims to solve the #1 mystery in Artificial Intelligence and life itself.

His reinvention of the Pareto Principle is published in Harvard Business Review. NASA’s Jet Propulsion Labs uses his 80/20 Curve as a productivity tool.

His Google book laid the foundations for the $100 billion Pay Per Click industry. Marketing legend Dan Kennedy says, “If you don’t know who Perry Marshall is — unforgivable. Perry’s an honest man in a field rife with charlatans.”

He has a degree in Electrical Engineering and lives with his family in Chicago.

Web: www.perrymarshall.com || www.perrymarshall.info || www.evo2.org

Customer reviews

4.7 out of 5 stars
1,392 global ratings

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Customers say

Customers find the book's content insightful and helpful, with examples and case studies. They describe it as well-written and easy to understand. Readers consider the book valuable and worth every penny. The book is described as concise and fast-paced, walking the reader through the process logically. However, some customers feel the 80/20 principle lacks practical application.

AI-generated from the text of customer reviews

173 customers mention "Information quality"173 positive0 negative

Customers find the book's content insightful and useful. They appreciate the clear explanations, helpful examples, and case studies. The book provides a wealth of knowledge and information that will revolutionize their thinking about everything. Readers say it applies sound and logical principles and is a remarkable distillation of smart business thinking.

"..." - the one in which you realize someone's given you a clear path to grow any enterprise and the only thing that could stand in your way is your own..." Read more

"...There are a TON of great marketing lessons in here, both explicit and implicit - and they're equally valuable if you pay attention to them...." Read more

"...The visual depictions of his statements are really good in this book. It is hard to absorb statistics. It's much easier to consume numbers visually." Read more

"...Most importantly, it will revolutionize your thinking about everything; it will especially open your eyes to the personal power *you* have to make..." Read more

47 customers mention "Readability"47 positive0 negative

Customers find the book easy to read and informative. They appreciate the author's writing style that feels like he's in their head. The book is described as a quick, clear read for beginners.

"...On that note, the whole book is written and formatted in a very readable manner. The chapters are short, concise, and to-the-point...." Read more

"...First, you must read this book. Period. It is an easy read...very accessible, short chapters, and actually quite entertaining...." Read more

"...Perry is also a talented writer - I found it hard to put down.) (Kindle edition)" Read more

"...Perry has a way of writing that almost feels as if he's in your head talking to you...." Read more

27 customers mention "Value for money"27 positive0 negative

Customers find the book valuable. They say it's one of the best sales and marketing books they've read, providing a different perspective on economics.

"...products and services (as most non-fiction is), you'll be happy with its stand-alone value...." Read more

"...of reasons to dig deeper into Perry's funnel, although the book delivers heaps of value, you'll find yourself wanting to go further down the rabbit..." Read more

"...The bonus tools and documents that come with the book are extremely valuable...." Read more

"...the most important chapter to read is chapter 12 "Make More Money From Every Customer - 80/20 Economic...." Read more

24 customers mention "Ease of use"24 positive0 negative

Customers find the book easy to understand. They appreciate its concise and logical explanations, making it accessible and straightforward to follow. The book provides practical solutions and explains concepts in an uncomplicated way that anyone can grasp.

"...The chapters are short, concise, and to-the-point...." Read more

"...First, you must read this book. Period. It is an easy read...very accessible, short chapters, and actually quite entertaining...." Read more

"This book is kind of repetitive, is easy, but I would pay even twice the price if I knew how much I could improve my life like it did...." Read more

"...Great analyses for numbers folks, but Perry breaks it down well so that anyone can grasp." Read more

12 customers mention "Pacing"12 positive0 negative

Customers find the book has a good pace. They say it's an enjoyable, fast-paced read that walks them through the process in a logical manner. The content is straightforward and satisfying to read and implement.

"...Once I got there it was clearly worth the patience to get the benefits from the journey...." Read more

"...An enjoyable and fast-paced read for any business person." Read more

"...As a small business owner, my time is very valuable. Learning to prioritize is so crucial." Read more

"Great book, great content! Couldn't stop reading and finished the whole book in one weekend...." Read more

9 customers mention "Accuracy"9 positive0 negative

Customers appreciate the book's accuracy. They say it demonstrates the 80/20 principle with mathematical precision and provides a predictive approach to using the formula. The book is concise and to the point, making it easy to measure the results.

"...The chapters are short, concise, and to-the-point...." Read more

"...The 80/20 principle is something universal, i applied to so many things in my life that is countless, the author go so deep and have so many..." Read more

"...applications of the 80/20 principle and demonstrates, with an engineer's precision, why the principle works as it is grounded in nature itself...." Read more

"I really enjoyed this book; 80/20 is a misunderstood concept, and moving past theory into practical use is terrific...." Read more

4 customers mention "Application"0 positive4 negative

Customers find the book's application lacking. They mention it's useless and lacks practical applications.

"...rather than just an interesting padded out concept with little practical application." Read more

"...The author admits at the start of the book that 80/20 doesn't work for everything, but nevertheless it is still a great principle to keep in mind..." Read more

"I couldn't even get through this book it's so bad. The first few chapters basically scream "80/20!" At you relentlessly...." Read more

"Useless!" Read more

Best book ever.
5 out of 5 stars
Best book ever.
80/20 Sales & Marketing book. Wow! Just start reading it and every time I finish a chapter I find it addicting that I want to read the next chapter.
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Top reviews from the United States

  • Reviewed in the United States on October 28, 2013
    The title of this book grabbed my attention as soon as I saw it. The reason is that I read Richard Koch's book 'The 80/20 Principle' back in the late '90s when it was first published. Although the book by Mr. Koch intrigued me, I didn't figure out how to take its theories and put them into practical and profitable use.

    After reading Perry Marshall's book, I realize what the problem was. I'm a person who needs to see "the forest before the trees"; to get a clear view of the big picture before seeing how to chunk down into details. This is especially true within the confusing and cluttered worlds of sales and marketing. That's what this book by Perry Marshall can do for you. It can give you that "aha moment" - the one in which you realize someone's given you a clear path to grow any enterprise and the only thing that could stand in your way is your own possible unwillingness to use discipline in staying on that path.

    There's a diagram on page 86 that clarifies everything so much for me - gives me that view of the forest - that I just want to refer to it whenever I might feel overwhelmed by sales and marketing information. On that note, the whole book is written and formatted in a very readable manner. The chapters are short, concise, and to-the-point. And even though the book is an obvious marketing piece for Mr. Marshall's bigger products and services (as most non-fiction is), you'll be happy with its stand-alone value. You'll likely feel as I do - that you have a clear choice to go on learning more from the author or you can take the terrific info he's provided here and on his website to figure the rest out for yourself. That's refreshing.

    Obviously, I'm really happy I've read this book. It's marked up with highlighter at this point. I'm sure I'll refer to it again and again. It'll likely be marked further with underlines and margin notes. Perry Marshall's taken the mystery and hard work out of deciphering the practicality of Richard Koch's work. I highly recommend it - unless you happen to be one of my direct competitors ("Haha").
    8 people found this helpful
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  • Reviewed in the United States on May 22, 2014
    I've heard the "80/20" rule in passing throughout my life. And for the most part I disregarded it as just kind of a blanket theory like "work hard" or "do what you love" - common sense without practical application. But Perry really impressed me with this, and that's not easy to do. He gives numerous examples of 80/20 in action in day-to-day life and really demonstrates with empirical data that it applies to EVERYTHING.

    I've always been a big fan of leverage. But this book has trained me to see through 80/20 goggles. And he really drives home the point that the real power isn't in understanding 80/20, but 80/20 multiplied. The top 20% of the top 20% and so on, 80/20 multiplied until you're focusing on the exponential leverage - the top 1% of things that will have massive impact on your business and life.

    For that reason alone I highly recommend this book.

    But 80/20 applies to learning too - and if you're in sales and marketing, there are MASSIVE insights here into what Perry is focusing on in his own business. My initial skepticism was that "80/20" is a great hook for a business book - and I wasn't wrong. It has wide appeal - but it delivers. It also gives you plenty of reasons to dig deeper into Perry's funnel, although the book delivers heaps of value, you'll find yourself wanting to go further down the rabbit hole, and Perry provides plenty of (free) opportunities to do so.

    If you watch closely Perry is "racking the shotgun". He's automating his funnel. He's rapidly disqualifying. He's practicing exactly what he preaches - and he does so in a way that doesn't take any value away from the book. There are a TON of great marketing lessons in here, both explicit and implicit - and they're equally valuable if you pay attention to them.

    I titled this "80/20 Is A Double-Edged Sword" because while it's powerful, it's also easy to fall into the trap of always pursuing a faster/easier way of doing things, and in the process never accomplishing anything. I see people do that all the time. But this provides a great roadmap into focusing on the areas you can leverage for massive results. Just be sure to ACT on the advice and not falling into the trap of thinking you have to reach the point of 100% leverage before you take action.

    If you spend $100 on this book, take the lessons to heart and never pay attention to Perry again, your money would be well spent. Fair warning though - if you're the kind of person who appreciates these kinds of strategies, you're most likely going to find yourself immersed in Perry's world long after this book...

    ...Which is fine. You can ignore the tools and bonuses, digest the book and walk away, you'll get much more than your moneys worth. Or you'll find yourself sucked in to Perry's funnel - which whether you decide to buy from or not you'll get a front-row seat to an 80/20 sales and marketing education done right.

    Final Thoughts: Judging the book alone. Pay attention to what he teaches - pay just as much attention to what he does. Do that alone and this could easily be the most valuable sales and marketing education you'll find anywhere. I highly recommend this - that includes close friends and family. If you're involved in sales, marketing or entrepreneurship, I highly suggest grabbing it right now and reading it today.
    16 people found this helpful
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  • Reviewed in the United States on January 9, 2022
    I've had my own business for years now, and I have known since at least college about the 80/20 principle, or the Pareto Principle. Tim Ferriss talks about it in The Four Hour Workweek. I was not impressed by the cover that much. I opened it up and really enjoyed the sample. The visual depictions of his statements are really good in this book. It is hard to absorb statistics. It's much easier to consume numbers visually.
    2 people found this helpful
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Top reviews from other countries

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  • zlliwz
    5.0 out of 5 stars Highly Recommended !
    Reviewed in Canada on February 16, 2024
    great book... a must read
  • Kamalmsharma
    5.0 out of 5 stars great book
    Reviewed in India on January 12, 2025
    Great insights. 80-20 is such a powerful idea and Perry shows many examples which gets your mind initiated to find more examples where you can leverage it.
  • Andre
    5.0 out of 5 stars brilliant
    Reviewed in the United Kingdom on June 28, 2024
    A must read. Perry does an amazing job at taking 80/20 to the next level. And, as you will learn, life expresses through this principle.
  • Andre Aguiar
    5.0 out of 5 stars Muito bom
    Reviewed in Brazil on March 24, 2019
    Além de explicar os princípios sobre a regra 80/20, ele mostra como ela pode se aprofundada em cada aspecto do trabalho.
  • Naoufal
    5.0 out of 5 stars Great advice for managing your focus
    Reviewed in France on March 13, 2020
    Great book, I am a new professional in Sales and knowing this at a young age will really take you ahead of other Salesmen.