SPS 039: 80/20 Book Sales & Marketing with Perry Marshall

Posted on Dec 9, 2022

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Perry Marshall has turned 80/20 into a verb. It’s an action you take on your business. It’s the central lever to any great strategy. Perry’s book 80/20 Sales and Marketing is mandatory reading in many growth oriented companies. It’s also one of my favorite books of all time. After reading it, I started giving copies away like I was Oprah. The book is legendary.

He also is a pioneer in web advertising, as the author of the Ultimate Guide to Google Adwords, he laid the foundations for the $100 billion pay per click industry. He is one of the world’s most expensive and sought-after business consultants. He has consulted in over 300 industries and even was an expert witness for Google AdWords litigation. He is a man that actually doesn’t need an introduction. Today, we talk about his book, marketing, advertising, and more.

You can find Perry here:
Perry Marshall
80/20 Sales and Marketing
Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes
Books by Perry Marshall
@PerryMarshall on Twitter
Perry Marshall Facebook Page

Show Notes
[01:58] Perry’s first book evolved organically. In 2002, he went to a seminar and started using Google AdWords.
[02:48] Perry discovered Google AdWords should be the first marketing step for testing. He was invited to speak at a Ken McCarthy seminar So, he made an ebook to sell at the seminar and on his website in 2003.
[05:15] AdWords became so popular that Perry had to work to stay current with his knowledge and ahead of the competition.
[06:09] The snowball effect of his testimonials worked for him, and it became a self-publishing success story prior to the Kindle.
[06:56] He was selling half a million dollars a year of ebooks.
[09:04] Wikipedia flagged Perry as a non-notable person. To have real longevity Perry needed to engage with the rest of the world.
[11:01] He went to an agent speed dating seminar and found an agent and got a publisher.
[11:58] He makes less money with the published book, but he is established as an expert. It is a long-term play to be a number one author on Amazon.
[13:24] How there can be good reasons to go the traditional route, but there are trade-offs.
[14:11] His first book was about beginner to advanced intermediate PPC or Google AdWords.
[15:28] The seminar got him great customers and testimonials.
[18:19] If you can become the number one expert, you can make a good living.
[19:02] 80% of the effects come from 20% of the causes.
[20:21] There is an 80/20 inside of every 80/20.
[21:03] 50% of customers comes from 1% of your business.
[21:50] In Google AdWords it’s closer to 90/10. Perry cracked the code on AdWords using 80/20.
[23:14] 80/20 became a staple of what he taught.
[23:52] Perry decided to write an 80/20 book because this was the secret to everything. He wrote the book that he wished he had years ago.
[25:23] 80/20 applied to book marketing. Purchasing a book is like racking a shotgun.
[27:40] Playing poker with marks or guys who are going to lose.
[29:05] Everything in marketing is like racking a shotgun.
[30:33] 20% of people who buy your book will actually read it. 20% of them become your customers.
[32:53] The penny book offer is like the Columbia record and tape club. He makes money off of the backend. The penny won in Columbia’s marketing tests.
[35:03] The advantage of reading a book over looking at a computer screen.
[38:10] How buying Perry’s book is a lesson within a lesson.
[38:35] The average person who takes up his offer spends about $25. You can learn a lot about marketing technique from how they sell the book.
[39:54] Perry is a legendary copywriter.
[40:46] Copywriting is the art and science of saying things so that people want to take action.
[43:03] How to make your book twice as good for $500. Go on Fiver and find candidates for reading your book. Pay 5 gigs or $25 to get them to read the book and answer questions. This can make your book twice as good.
[46:41] Write for an hour everyday, first thing in the morning.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Ken McCarthy
Andrew Goodman
Perry Marshall Round Table
The Jeff Herman Agency
Entrepreneur Press
The 80/20 Principle
The Marketing DNA Test
Fiverr
Eat That Frog
Perry Marshall
80/20 Sales and Marketing
Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes
Books by Perry Marshall
@PerryMarshall on Twitter
Perry Marshall Facebook Page

Disclosure: Some of the links above may contain affiliate partnerships, meaning, at no additional cost to you, Self-Publishing School may earn a commission if you click through to make a purchase.
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Chandler Bolt

Chandler is the host of the Self Publishing School podcast & the author of 6 bestselling books including his most recent book titled “Published.”. He’s also the founder & CEO of Self-Publishing School, the #1 online resource for writing your first book. Self Publishing School made the INC 5000 in 2018 (#2,699) as one of the 5,000 fastest-growing private companies in the US. Through his books, podcast, training videos, and Self-Publishing School, he’s helped thousands of people on their journey to writing their first book.

What is Self-Publishing School?

We help you save time, money, and headaches through the book, writing, marketing, and publishing process by giving you the proven, step-by-step process and accountability to publish successfully. All while allowing you to maintain control of your book–and its royalties.
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3 Comments

  1. kristy

    I use the RSS feed on my android to see others. Hopefully they create a webpage with the entire RSS feed soon, but until then, using your smart phone and something like iTunes or BeyondPod is the best option.

  2. Marina Avila

    Hello Chandler! Please, how do I see more podcasts? The last one is this, and I cant see the previous ones

  3. Marina Avila

    Hello Chandler! Please, how do I see more podcasts? The last one is this, and I cant see the previous ones

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