621: Succeed By Failing 90 Percent of the Time: Pay Attention to What’s Working and Apply the 80/20 Rule to Your Productivity, Google Ads, and Facebook Ads with Perry Marshall

Perry Marshall is one of the world's most expensive and sought-after business consultants. Clients seek his ability to integrate engineering, sales, art and psychology. He launched two movements in modern marketing. His Google AdWords books laid the foundations for the $100 billion Pay Per Click industry, and techniques he pioneered are standard best practices. He wrote the world’s best selling book on web advertising, Ultimate Guide to Google AdWords.

More recently, he's turned "80/20" into a verb. 80/20 is not just a fact about your business, it's action you take on your business. 80/20 is the central lever for every great strategy. His book 80/20 Sales & Marketing is mandatory in many growing companies. His books are course material in several business schools.

Quotes:                                                                                                                                   

“Marketing always aligns with existing trends and natural forces in the marketplace. Anything effective in marketing works because it harmonizes with these larger forces, and you're simply directing or steering them slightly.” – Perry Marshall

“There are certain kinds of salespeople and sales modalities. If you put the wrong person in the wrong modality, you're just pounding a square peg into a round hole, which frustrates everybody.” - Perry Marshall

“The world is increasingly chaotic, making it harder to predict the future based on the past. It's becoming more difficult to foresee which product will go viral tomorrow based on what went viral today.” - Perry Marshall

Takeaways:

04:40 Fail fast and seek early customer validation by asking people to pay for your product before fully developing it.

14:01 Focus on the 20% of your skills and customers that generate 80% of your business results.

20:42 Stop trying to improve weak areas and instead concentrate on your natural strengths and talents.

35:45 Pay close attention to your reliable, low-maintenance customers who consistently generate steady business.

41:43 Recognize that business success often comes through incremental steps and experimental approaches, not overnight miracles.

Resources

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Filed in: Advertising • Archive 3: 2018-2020 • Copywriting • Interview • Podcast

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