80/20 Sales and Marketing - The Definitive Guide to Working Less and Making More (Perry Marshall)

80/20 Sales and Marketing - The Definitive Guide to Working Less and Making More (Perry Marshall)


This is definitely an all-time classic and must read for Internet Marketers as well as anyone in general. I literally start off each work day and determine WHAT is the 80/20 needle mover that I can implement today.

Table of contents

1. How 80/20 Works and Why

  • 80/20 applies to everything in the world that has positive feedback, from the income of 7 billion people to the Forbes 400.
  • Almost everyone talks about average, but average equals mediocrity. The 80/20 power curve is about results.
  • Top performers are not twice as good as average performers. They are more like 100 times better.
  • Everything that really matters in business isn’t linear, it’s exponential. 80/20 is about power laws. Powers of 10. Always think in multiples of 10.
  • 80/20 is everywhere you look; you can’t do anything about it because it’s a law of nature. all you can do is decide if you want to let it work for you or against you.
  • The 80/20 power curve is the most important chart in any business
  • The power curve is true whether you’re looking at 10 people or 10 billion.
  • Your top job as an 80/20 marketing professional is to move resources from the left to the right of the curve. (Offering bigger opportunities).

2. Racking The Shotgun

  • Send 1 calculated signal that most ignore, but a few respond.
  • That move, someone else might make it, you just have to then watch.
  • This separates that 80% from the 20%.
  • Before spending precious time/money on any sales, marketing, or business endeavor, you need to rack the shotgun.
  • People are self-identifying as the right targets or the wrong targets for you 24 hours a day.
  • It’s not just about customers; it’s about everything that makes money change hands: product lines you choose to sell, web pages you optimize, systems, etc.
  • Pareto Summary
  • “Rack the shotgun” means triggering your audience and seeing who responds.
  • Before betting time/money, must rack the shotgun.

3. You Can Do Better

  • If you can spend 80 percent of your time in front of the right people, you can triple your income.
  • Direct marketing, if he spent his time and money on racking the shotgun and paying attention to whose head whipped around, and rejected cold calling, he’d
  • Spend far more time having actual conversations with qualified prospects
  • They’d respect him much more