"Oh No, Perry, Please, NO!

Please Don't Tell Me You've Become One of THOSE Guys."

 

Question: What do you do if you’re an internet marketing specialist who has built his reputation on providing sound, practical, no-hype advice, and then... 

    What do you do when you’ve spent over seven years stockpiling loads of customer goodwill being the guy who cuts through the rah-rah crap with proven processes, and then... 

    What do you do when you’ve earned a reputation as the “go-to guy” in your consulting niche, and then... 

  • You uncover a secret that impacts traffic, conversions, sales, click-through rates, bid prices...everything...making gains of 20%, 40%, 100% instantly attainable?
  • You experience The Epiphany you’ve been waiting on for 5 years?
  • You hit upon your Magnum Opus idea?
  • You develop a Black Box with X-ray vision that sees the future and finds money?
  • You construct a marketing “engine” that can take any business from 0 to 60 in weeks rather than months or years.
  • You find the key that unlocks HOURS of productivity every week freeing you to grow your business by factors of 32, 500, 1000?
  • You solve your own personal “theory of everything” and watch – astounded - as it radically transforms your life and business...

    ...and then you realize it can change the lives and businesses of anyone who learns it and puts it into action?

 What do you do then? 

    Well, if you’re me, you keep it to yourself for 18 months! 

    Why?  

    Because when I realized the shocking potential of my discovery; when I saw the knee-buckling and mind-bending results it had on my life and business; when I began testing this formula on my clients’ business problems and saw the raw power it exerted, I suddenly realized... 

    “Oh, no! I if really tell people exactly how good this is...I’m going to sound like one of THOSE GUYS.” 

    You see, even though I had finally discovered the principle that has since gone on to revolutionize every aspect of my business life - and had a dramatic impact on my personal life as well - I just didn’t want to sound like one of “those” guys.  

    You know those guys? The “gurus” who somehow seem to find a “revolutionary, earth-shattering, life-transforming, blah blah blah” every other week
 
    I just did not want to sound like one of those guys.  “Please, Lord,” I cried, “don’t make me be one of those guys!” 
 

So I kept my mouth shut. 

    You see, one of my greatest sources of pride comes from knowing I can say with boldface confidence, “if you’ve read one of my books, or followed my email blasts, or subscribed to my newsletters, or been part of any of my coaching clubs, or attended any of my seminars, you’ve learned proven practical principles and processes...not hype, not ‘techniques & tricks’, not empty, wishful-thinking platitudes.”  

    I know I can say that boldly because I sweat blood for seven years making it sure it was true. It was friggin' hard work.   

    And I did all that hard work because I never wanted to get a letter like this...

Hi Mr. Marshall,

It's hard to reach you! Anyways, this is a short email to tell you how disappointed I am of the new direction you are taking with your business since the last few months.

I read your report on 80/20 and feel very uncomfortable with it. This is far from the quality of your book about Adwords.

Why this shift to the black magic of marketing stuff? You have hell of a great expertise in google adwords and online marketing, why not trying to investigate new ways of using it instead of sending us this kind of wishful thinking propaganda. Is that kind of stuff so profitable?

The 80/20 pseudo science has been over-exploited for more than 50 years now. Cut the crap and write us about what you do well! I'll not spend a dime on miraculous marketing recipes.

I hope to see you back on the "clear side".

Best regards,

Paul Chretien


Gee, isn't that special? 

    “Black magic”? “Miraculous”? “Wishful thinking”? 

    So...I’m one of “those guys” now. 

    So glad to have arrived.

    Why did I do it, you’re wondering? Why did I finally decide to suffer the slings and arrows of being called one of “those guys” by promising to unleash an “earth-shattering secret” at my May 17-18 Gladiator seminar?
 

    Because, while my reputation as a hard-nose marketer with an airtight reputation for “no hot air hype” is important to me, there are actually a few things that are even more important to me.  Like delivering the most effective tools and processes to my customers...regardless of how it makes me look in the short term.  

    And I can say, without hesitation, that this “tool” that I will reveal on May 17 is bigger, better, more practical and more fundamentally SOUND than any advice, principle, tool or technique I’ve ever given to anyone in seven years of consulting. Yes, it’s that big.  

    You see, this discovery has meant so much to me, and I’m so certain it will mean so much to you, that I’ve decided to cash in my “credibility chips”. I’m going “all in” and asking you to call my hand.  
 
Because I don’t bluff. 
 
    If this sounds too good to be true, remember it’s no-hype, ex-engineer, systems geek, Perry Marshall who’s saying it.   
 
So, what exactly am I going to reveal at the seminar on May 17-18?
 

    Well, it’s based on a principle you’re already familiar with...but it takes that principle and expands its application and impact in infinite directions. 

    A good way to begin is by sharing my reply to “The Letter I Hoped I’d Never Get”...  

Dear Paul,

The reason I’m so hard to reach is, I use the 80/20 rule to strictly limit who gets pieces of my valuable time.

I keep the phone calls down to just a handful each day. Every other Monday is heavy with consulting calls. Other days, the phone may not even ring even once.

Peace and quiet for me. Space to think, to create, to imagine.

This space allows me to get a lot more accomplished. Like taking care of my Roundtable Members. Writing my Renaissance Club Newsletter. Holding my Intensives and Mastermind Calls. It’s the reason why it’s possible for me to charge $725.00 per hour for my consulting time.  This protected focus time is the only reason my expertise is worth $725 per hour.

This is possible because I have layers of gatekeepers who protect me from time wasters.

In turn, I protect my STAFF from time wasters. If I didn’t have all those annoying forms on my website and automatic email replies that say “How to contact Perry Marshall Customer Service”, my staff would spend all their precious time answering questions from non-paying people who feel entitled to free advice.

Instead, my staff are making sure they spend their time helping paying customers solve their problems and make steady progress in their businesses.

Now... addressing my AdWords expertise and the subject of AdWords for which I am so well known.

First of all, Mr. Chretien, if you read any of my AdWords books you’ll find in them frequent references to the 80/20 rule and the 95/5 rule. My 80/20 epiphany five years ago came just immediately before I jumped into the AdWords market, and my success in the AdWords market is largely due to my use of the 80/20 principle within that market.

The “peel and stick” technique, which is so incredibly powerful, is a direct derivative of the 80/20 rule and was discovered by applied 80/20 thinking.

The reason I am the #1 AdWords guy in the world is not because I know more about AdWords than anybody else.

No, the reason I’m the #1 AdWords guy is, I’m better at SALES CONVERSION than any other AdWords guy. When I came into the market five years ago, there was literally a new AdWords e-book coming out every week. The marketplace was getting whored up with more e-books than you could shake a stick at.

It was a dogfight. And when the smoke cleared, there were three people left standing: Andrew Goodman, Chris Carpenter, and me. All very sharp guys. But anyway, the bottom line is, affiliates found they made more money promoting my book than all others. Two to three times as much, usually.

So the Unlimited Traffic Technique kicked in and the thing went quasi-viral. The proof of this is what happens when you type  perry marshall adwords  into Google. It says “results 1-10 out of 137,000.”

One hundred thirty seven thousand pages in Google about me and my work.

You think I did that?

No sir, I did not make all those pages.

My affiliates did.

If that isn’t an example of the 80/20 rule and 1000:1 leverage in motion, I don’t know what is, Mr. Chretien. But the reason my site converts better than anyone else’s is:

In Google AdWords in general, according to a study performed by AdGooRoo Inc., 3% of the advertisers get 50% of the traffic. So if you’re an AdWords advertiser who doesn’t understand the 80/20 rule, you’re screwed right out of the gate.

My “control” Google ad has a higher overall ad rank than 97% of my rivals; Google’s own ads are the only other ads that consistently show up under unpredictable broad-brush or random searches that include the word “AdWords.”

We engineered the landing page and sales letter around specific pivot points known to have especially high influence on conversion

We used Glenn Livingston’s survey methods, which generously apply 80/20 concepts, to identify the most important and influential groups within our target audience

The product offer is organized around a tiered pricing model based on my 80/20 research

In the first 15 minutes of every “Bobsled Run” we introduce the 80/20 Rule as a starting point and on the last call we devote an entire extended group seminar to this topic.

We divided our sales process into 80/20 segments, and there are at least ten major levels of ascension in the total sequence. I will describe these levels and the engineering of this sales funnel at the seminar.

Most of the real “action” in my business is not even visible or accessible to the casual visitor on my website. It’s almost all “underground” – in the realm of autoresponders and teleseminars, MP3's, snail-mail newsletters, DVD's and elite, private coaching clubs. Stuff that only insiders are privy to. Once again, an example of providing the majority of my resources to a minority of customers who matter.

This is in stark contrast to the conventional “wisdom” of indiscriminately sacrificing all your content to the Search Engine Gods as a peace offering. The 80/20-savvy person knows that electronic 'bots feed at the bottom of the food chain, not the top! In my world, the best items on the buffet should be served up to people, not robots.

I do not know of any principles that are more pervasive in all of nature than the 80/20 rule and the extreme inequality of everything. It applies to income levels of every citizen of the world, to the wealth levels of entire countries, to the Fortune 500 list, the Forbes 400 list, all the way up to the ten richest people in the world. It applies to rabbit populations and the size of craters on the moon. And it applies to every aspect of business.

Now, Mr. Chretien, there will always be people who believe that true, scientifically validated observations are pseudo-science. That is your theory. But I and my top students have an experience of success and satisfaction.

Those who have experience are never at the mercy of those who merely have theory.

Thanks for writing, and best of success to you.

Perry Marshall


Points of Huge, Powerful Leverage...Where Tiny Efforts Produce Huge Results.

     As you can see, 80/20 thinking has contributed mightily to my success over the past 5 years.

     And it all started on Saturday, March 8, 2003, in my favorite coffee hangout, Buzz Cafe...where my brain suddenly caught on fire.

    That fire continues to burn today.

    I was reading a book about the 80/20 Principle – which, as you know, is the old business adage that 20% of your customers produce 80% of your business, and the other 80% your customers only give you 20% of your business?

    Yeah, I already knew that. And I thought I understood it.

    But suddenly I saw something entirely DIFFERENT. Something NEW.

    In a moment, it hit me, the enormous depth of it. The nearly infinite layers and dimensions of it. (I’m not exaggerating when I say “infinite,” either. In fact, that’s your key to gain enormous leverage, as you shall see at the seminar...)

    Suddenly I saw way more than what was even in the book itself: Like the infinity of images that you see when you look in parallel mirrors.

    I saw that within this seemingly simple concept lay not merely the power to make incremental improvements, but grand, sweeping quantum leaps in productivity and income. I saw how it applied to things that I was doing right at that very moment.

    What happened next is an amazing story that I've hardly told to anyone, outside of a few close friends. Even my coaching clients and Roundtable members have only been allowed to see the tip of the iceberg that I’ll reveal on May 17.

    During the last 5 years I've taken the 80/20 principle and quietly added a completely new layer to it - a "black box", if you will - and incorporated it into every aspect of my business thinking.

    Like I outlined in the letter Mr. Chretien, I now use it to inform almost every business move I make.

       And the results for me have been staggering:

  • A 1000% increase in business in 48 months, from an already-respectable consulting practice
  • Regular monthly recurring cash flow from three levels of membership - Renaissance Club, Mastermind Club and Roundtable - and the income from each is within 10-15% of what my "X-Ray Vision" had predicted
  • A reliable way to predict and guage the success of any product offer, relative to others, relative to past successes
  • A clever way to cut spam complaints and email unsubscribe rates from 5-10% (which is normal) to less than 0.5%
  • An accelerated path for moving customers upward from entry level to top shelf, without arm-twisting, begging, pleading or annoying anyone
  • Time Freedom: I effectively took most of this past summer off: A week and a half in India, two weeks summer vacation with the family on the East Coast, a week of daddy/son camp and another week of daddy/daughter camp; I spent much of the rest of the summer and some of the fall working on a totally different set of projects.... yet sales held steady.
  • Personal Satisfaction: Winning messages inside your own mind are reinforced when you consistently get more done with less effort; when you chisel your way into even the most ferocious of markets against muscular, savvy competitors, and still win their grudging respect.  It's satisfying to watch other highly capable rivals attempt to enter but eventually leave with their tails between their legs... of knowing that because of your competence, your customers, partners, employees and vendors do better, they prosper, they have their own space to develop and grow.

    And on May 17-18 I’m going to show you how you can use this tool, this principle, to duplicate my results. The applications to your own online marketing are legion, even if your business isn’t all that sophisticated.

    Here are Just a Few Things You’ll Learn:

The Method that Easily Boosted Conversions and VISITOR VALUE by 53%, and achieves 30-60% gains consistently: I’ll reveal how to use my 80/20 x-ray to identify the tiny number of factors that swing almost all the response. The difference that determines your success or failure is usually a linkage of just three elements. You’ve only got so much time to get this right. Learn how to use tool to stop wasting your time making ineffective adjustments and start getting traction.

How to Write Seductive “80/20 Copy” that Sells: In a sales letter there are SIX elements that do most of the selling…everything else is filler. Many times the bond with your customer is created in one or two sentences. Those two sentences (usually not the headline) prove to be more important than everything else put together. Identify the psychic connections that cause visitors to take action and increase conversions fast.

How to Get More Visitors to Buy: The most frustrating thing is when you’re buying real clicks and they’re costing real money and people are just bouncing off of your website and spending no money. 100 clicks, 200 clicks, 300 clicks…. Nobody buys, your head feels like it’s being held underwater, and in madness and frustration you make changes, attempting to get a response. In this seminar I’ll show you how the 80/20 machine can quickly determine whether there’s life in your market and you’re “getting warmer” or if you need to completely shift gears and stop wasting time.

How to Earn Massive Compound Interest on Multiple Leverage Points. How to add 500:1 results from one area to 1000:1 in another, and get monthly returns with zero effort. Because... when it costs real money to market to a targeted list of people, there are clever ways to determine which ones will respond. What if you could send out a direct mail campaign only to the people who already have a high probability of responding? 

    There's substantial leverage there... but there's even more leverage in investing heavily in getting the exact kind of response you want... of increasing the likelihood of that response ten fold.  This right here is a technique that achieves ROI improvements anywhere from 20:1 to 500:1.

    In my 2-day, 4-man intensives, we are often able to take marketing campaigns that are frankly a mess, and by focused changes to one ad, one keyword, one sales funnel, one market research project, increase sales 20-30% - maybe tinkering with only six things.  Sort of like reaching into a race car engine, tweaking a couple of hoses, and getting 200 more horsepower. That's waaaaay easier than a complete engine rebuild.  

    Complete engine rebuild - usually NOT necessary!

How to Get Twice the Search Engine Traffic in Half the Time at Half the Budget: Most people think this is the most important thing. Actually, it’s the least important thing. AT FIRST, anyway. Most people think the traffic is 80% of the battle, but it’s really 20% of the battle. CONVERSION is 80% of the battle. This is the almost universal reversal of priorities… and isn’t the way people get this backwards a symptom of the human condition itself? Once conversion is solidly in place, traffic mysteries solve themselves nicely. I outline the Traffic Conversion Anvil, the 95/5 Rule and the Unlimited Traffic Technique.

  • Email Marketing Alchemy: There are a lot of people who would kill to have a customer list, a giant email list, like mine.  But... those same people would kill the list because they don't know how to treat it.  They would hammer it relentlessly and burn it out.  Murder, she wrote.  The goose that lays the golden egg, they would put that sucker on an exercise bike and flog it until it had a heart attack and died.

    Then they'd cut it open and see if they could pry some gold out of its butt.

    Not me, man.  I've combined the 80/20 rule with Stephen Covey's "fill the emotional bank account" philosophy and mastered the art of cultivating hot, responsive, rabid readers via email and snail mail.  While leaving the lukewarm and disinterested ones alone most of the time.  Some people get 100 times more email than others, and hang on every word.... some people only hear from me once in a blue moon.

    The magic is, everyone gets exactly as much as they want, and it happens automatically. That's the lever inside the lever, the DNA of not merely high leverage, but the proper amount of leverage all across the board.

How to Gain Google AdWords Traction This Week: Why literally 99% of the Real Estate in most Google accounts is nearly worthless and loaded with mindless distractions. How you can gain enormous traction with a series of 20 minute fixes.

How to Get “Kaizen” Improvement in Google Ad Groups and Campaigns: How to organize your groups and campaigns according to 80/20, across the board – for maximum improvement every month.

How to Avoid The Mistake of “Long Tail” Thinking – how and why it’s a great way to keep you broke. (Long tail thinking is poverty for most entrepreneurs, if you use it the way it’s taught in textbooks.) How to find a rich niche within the long tail, that’s profitable. Chris Anderson, eat your heart out.

How Your Public School Education Lulled You into Commodity Thinking – and why highly educated people have a harder time than anyone adopting an 80/20 mindset. The affects are crippling. If you’re feeling stuck right now… this is why!

Why Being #1 in Your Market is Not Only Vastly More Profitable It’s Actually Easier, Simpler and Less Stressful. You enjoy the best of all possible worlds.

Why 80/20 is a Pillar of the Unlimited Traffic Technique – and how one of the most successful viral marketing campaigns in history, “The Secret” DVD, actually was originally built and perfected with a Google AdWords campaign 

Rob: An 80/20 Black Box Case Study

    While it’s true that my “Magnum Opus” will have its official debut performance on May 17-18, I’ve been testing this “secret formula” in small doses on select clients for about a year...

How my “X-Ray Machine” doubled a simple Lead Generation site in only THREE MONTHS, provided a literal 2nd honeymoon for its owners and caused years of blood, sweat and tears to pay off in spades.

    About a year ago an entrepreneur, Rob, came to my 4-man Intensive from Europe. He was buying clicks on Google, collecting info with an opt-in form and selling sales leads.

    He was already doing everything “right.” Finely groomed Google campaigns, well-chosen keywords, professional-looking landing pages, a streamlined sales process. Not surprisingly, he was doing well.

    Rob felt as though he was doing everything he ought to be doing, but surely incremental improvements were possible.

    He thought we were just going to write some better Google ads, tweak his landing pages, the usual stuff.

    Yeah…. OK, we did eventually get around to all that.

    But I wanted to double his business first.

    So, I focused my “80/20 X-Ray” at not one but three dimensions of his business and in minutes – seconds, even – saw a huge opportunity, loads of money he was leaving on the table.

    Three additional “dimensions of value” that were untapped and just begging to be exploited.

    I asked him what he sold the leads for, and he told me. He described the customers who purchased the leads and his relationship with them.

    I said, “I think I know how you can double your business – and you can do it just as fast as you implement the idea I’m about to give you.”

    Rob is a man who acts on advice, and he began taking notes.

    First, there was the value of the leads themselves. He was charging a flat rate for those leads, and for the most part in his industry, people expect to pay a flat rate. A lead is believed to be a commodity. But I my X-Ray vision predicted he could get 2-3X as much money for some of those leads. With a 30% increase in average price overall.

    Second, I saw an opportunity in the delivery of those leads. Even something as simple as the speed at which they were made available. Hotline access to hot, fresh leads could be worth more money to the right people.

    Third, I saw a new dimension of value in adding a level of membership for his clients. I knew that if he could create a higher level of service for the most ambitious lead buyers, they would pay for access.

    I advised Rob to create a tiered system, like this:

1. He would invite his buyers to join an elite leads club, where they would pay a monthly fee get hotline access to the very best leads. More money for Rob through membership fees – selling exclusivity.

2. Hot fresh leads would be made available to Premium members only, under a preview system. They could bid for the leads and compete against fewer lead buyers because of their membership. More money for speed.

3. The best leads would be snatched up at a much higher price. After that, any unsold leads would be released to “garden variety” lead buyers. More money for quality.

    He executed and now instead of one source of income (leads at market price) he has three:

1. His usual earnings from standard “Market Price” leads

2. Rob collects a substantial amount of monthly membership fees from his Premium lead buyers

3. Premium Price leads, often sold within minutes of their release – for 30% to 200% more than before, it turns out!

    In three months Rob doubled his business. Just as I predicted.

    Actually, just as my 80/20 Machine predicted in just a few minutes of X-raying his business.

    Furthermore, he has now TRIPLED his business in the last 11 months. He did that by using 80/20 thinking to prioritize the many possible improvements to his website and choose only things that had the highest probability of payoff.

    Rob and his wife stopped in and attended our Roundtable on their way to Florida, celebrating a 2nd honeymoon. They’re RAKING it in. Highly profitable in what for most is a down market.

    (She says to me, “You know, Perry, I’m real mum about this recent success to my friends. They just get jealous. If I told them how much we’re making now they’ll think they deserve a share of it, and meanwhile, be completely oblivious to all the years we labored hard together in the trenches, making this thing happen.”)

    Dear reader, YOU know what it’s like to practically kill yourself making your business go. A victory like this would feel like climbing to the top of Mount Everest and skiing all the way down. The stress would melt away and the financial pressures relax. That feeling of constant overwhelm and information overload recedes. You’re finally rewarded, finally vindicated for your hard work and vision.

    You finally prove to the world and those around you that you really did know what you’re doing.

    I’d like to tell you that Rob’s smash success was because of Perry Marshall’s ingenious wizardry and intuition, but the truth is… it was a systematic process that I had already developed. It took mere minutes for me to lay it out for him, and a life-transforming, income-producing expansion became a reality. Years of effort came to fruition, and he now dominates a market that is becoming difficult for his increasingly alarmed competitors.

Once you possess the X-Ray vision that I reveal on May 17, you will be largely immune to factors like fluctuating bid levels and cut-throat price competition. Just as Rob is largely immune to a market that is sliding backwards.

    If the water level goes up and drowns your competitors… there will just be fewer competitors for you to contend with.

    Too bad. So sad.

    Hey babe… it’s either your neck on the chopping block or theirs. You decide.

    (If it bothers you that this is unfair, that’s because it is unfair. The 80/20 rule is the very DNA of the unfairness of the universe. It’s deeply and profoundly unfair. But it is honest. Fortunately, YOU get to decide which side of the fairness fence you want to live on.)

    If you want to prevail in your marketplace, your decision is already made.  
 
    In fact, that reminds me: I heard a rumor that they’re going to throw another recession soon. Maybe it started already? I forgot to RSVP. But you know what happens when they hold a recession?  What happens is this 80/20 stuff kicks into overdrive. “Survival of the fittest” goes into high gear, baby!

        In good times, the weak (those 80% who are only making 20% of the revenues in any particular market) can “get by” even if they’re not the sharpest knives in the drawer.

      But not in a recession. That’s “thin the herd” time, my friend.

     You’ll need the sharpest tools (not tricks and techniques) to cut through that jungle...and this is the sharpest tool I’ve ever developed.

    Here’s why... 

This is Not Your Father’s 80/20

How to Turn 16:1 into 1000:1

    The 80/20 rule says that if you hire 10 sales people, 2 of them will produce 80% of the sales and the other 8 will produce only 20% of the sales.

    Which means if they’re on commission, the guys who are successful make SIXTEEN TIMES as much money as the rest. That’s right, 16X. A sales manager who invests time developing the two best salesmen gets 16 times as much progress working with them, compared to working with the worst ones.

    This is true of customers, of employees, managers, departments…AdWords campaigns, product lines, market segments. In any business there are literally dozens of 16X spreads between seemingly equal people and projects.

    80/20 thinking happens when you discover how to identify the tiny number of AdWords elements that have 16X leverage… products with 16X leverage… market segments with 16X leverage.

    Those SIXTEENS start adding up fast. This is what enabled me to push past my previous income “limit”, and achieve enough profit to take myself out of the daily running of my business.

16 + 16 = 32

16 + 16 + 16 = 48

16 + 16 + 16 +16 = 64

    Simple enough, right?

    When those 16’s started happening, I felt the weight of the world begin to lift off my shoulders.

   

    But then I discovered something that pushed everything “To Infinity and Beyond”. You see, even if you understand EVERYTHING I just said you’re still leaving TWO THIRDS or THREE FOURTHS, even 97% of the money on the table.

Because adding SIXTEENS together is only the tip of the iceberg.

    The real power is not in adding the 16’s together, it’s when you multiply them.

16 x 16 = 256

16 x 16 x 16 = 4,096

16 x 16 x 16 x 16 = 65,536

    The number of people I know who truly get THIS, I can count on one hand.

    The real multiplying power of this eludes everyone else’s grasp.

But after May 17, everyone who leaves the room will walk out the door knowing this cold. You’ll see it, you’ll understand it, you’ll know exactly how to find leverage points of 100:1, 500:1, 1000:1.

    And let me tell you, once you’ve experienced 1000:1 returns on your time and money, you’ll never want to go back to 32X. You’ll be spoiled. 32X will seem like pocket change.

      Please, stop and think about that for a minute. 1000:1 returns on your effort. Even one small thing that you do today.  

    Remember, this little example is just one dimension of leverage among many.  What if you ALSO increase your visitor value by 53% by applying 80/20 thinking to your offer?  What if you ALSO increase your traffic by 120% in the first place, by applying it to 2% of your Google campaigns?  What if you ALSO cultivate the attention of your customers via online and offline communication so they're paying twice as much attention to you?

    What if you choose your market itself based on these same criteria?

    Do you see how this all flows together?

    It's elegant.  It's beautiful.  It's effective.  It's a more attractive way of thinking.

    Once these things start stacking up, there's hardly anyone in any market who can shove you aside.  You're there to stay, baby.  If that's where you want to be, you ain't movin'.

    What would that mean to your business? To your life?

    For me this has meant looking at virtually any situation in any sphere of life (not just business!) and recognizing there's a handful of important leverage points with do-or-die potential --- and a whole bunch of other trivia that can be safely ignored....  That there's cream to be skimmed off the top with relative ease, while most people stubbornly operate on the "wrong side of the tracks" and labor with angst and frustration.  On that cold day in the coffee shop in March 2003, I moved to the right side of the tracks... 

    ...and I want that for you, too. 

How to apply 1000:1 leverage in your marketing, right now – for immediate financial gain and liberation of your time.

    Before I explain what you can do with this, let me point out the most simple and obvious way that I use this in my business. I’ll prove to you that I use this myself.

    The least expensive product you can buy from me is The Ultimate Guide to Google AdWords which is about $17.00 on Amazon.com. ($16.47, actually.)

    The most expensive product you can buy from me is a 2-day, 4-man intensive and Roundtable Membership, which is about $17,000 per year. ($16,780.00 to be exact.)

    From $17 to $17,000, that’s a 1000:1 ratio of leverage. (See, I’m not joking about this 1000:1 stuff.)

    Did you know that both of those parts of my business generate the same amount of revenue? Or that they both require about the same amount of effort?

    And those numbers didn’t fall out of the sky. I fired up the x-ray machine and those are the numbers it churned out for me.

    And they flow together with an amazing synergy. I regularly see book buyers take that 1000:1 leap.

    You don’t need very many 1000:1 leaps before you have a VERY strong business that sustains the lifestyle you want to have, allows you to give to the causes you care about, furnishes a comfortable living for yourself and your family.

      This formula, more than all the other techniques and principles I’ve uncovered, has been responsible for the explosive growth of  my business.

    Growth that’s allowed me to give to causes that I care deeply about... provide comfort and security for my lovely and long-suffering wife.  (Man, she's put up with a lot o' stuff.) Travelling the world...

        In September of '04, I went on a trip around the world, literally.  From Chicago to LA to Fiji to Brisbane Australia.  From Australia to Kuala Lumpur, Singapore, Dubai in the United Arab Emirates; and then to Nairobi Kenya, and then home via London.

        I was gone for 2 1/2 weeks, I spent no more than 30 minutes a day checking up on my business, and when I got home there was more money in my bank account than when I left.  Pretty cool, huh?  That's the 80/20 mindset at work.

        That's not all.  While on that trip I tapped the most responsive part of my email list (while ignoring everyone else) and raised more than $20,000 for AIDS orphans in Nairobi.  Deepening my relationship with my customers in the process... more 80/20 thinking subtly at work.

The Exciting, Liberating, NON-Business Side to the 80/20 Principle

    Which brings me to another dimension of all this that deserves mention. The formula I’ll reveal applies not just to business probalems but to all kinds of other areas of your life.

    Like the development of your natural gifts and talents. You know you’re not perfect. There are only a few areas where you really excel, where you have that groove, that sweet spot, that special talent zone – and then there are a bunch of areas where you are just merely mediocre. Everyone is built that way.
 
    Frustration and stress sets in when you spend way too much of your time working outside your sweet spot. 

    But, you know what happens when you apply 80/20 thinking to your personal skills and development? When you stop wasting time doing things you’re mediocre at and start spending ALL your time in your sweet spot?

1. You stop feeling like such a chump. Listen, my friend, the world is a toxic, acidic, negative place. The whole planet seems bent on telling you what’s wrong with you. But here’s what happens when you’re inside your talent zone: People think you’re superman. They give you RESPECT.

I’m dead serious. Hey, I’ve got customers who think I can walk on water and it’s because they only see me doing stuff I’m GOOD at. (You don’t have to pick up my underwear or put down the toilet seat, something for which we can both be thankful.) Well when you start spending most of your time in YOUR talent zones, you’ll feel like Superman, too. And people will treat you like the special person that you truly are.

2. The effort you expend working on your talent zones is 16 times more rewarding than time spent working on your weaknesses. This is 80/20 thinking at its most satisfying.

3. You naturally pass that along to other people, simply as a byproduct of your own changes and growth. You become less judgmental of other people, knowing that a lot of their struggles come from the fact that they’re not operating in their strength areas.

I want you to operate out of a place of your greatest strength. And I’ll show you how to get there on May 17-18.  

    This is a seminal event. This is MY biggest business breakthrough. It’s been quietly developing in my mind for the last five years; I’ve been using it, developing it, refining it.  

And now the time has come to tell you about the “X-Ray Vision” part. An innovation that takes the 80/20 principle to a place no one else has ever taken it: To a realm of predicting the future… extracting huge insights from tiny bits of information… guiding you in the structure of sales funnels, back-end marketing systems and pricing strategies.

    What if the 80/20 rule could be applied as a predictive scientific tool, rather than just a rule of thumb?

    What if it could be used to make predictions about markets, about businesses, about problems and pain points and suppliers?

    What if you could take a tiny bit of information and plug it into a formula – and get a huge amount of predictive information out?

Most people use the 80/20 rule merely to look backwards at what has happened after the fact. (That’s kind of like predicting yesterday’s weather.)

What if you could use the 80/20 principle to predict the future?

What if there were a “black box” into which you could plug small amounts of data and receive clear directions to huge hidden markets and veins of gold?

What if, in markets where everyone else is just breaking even, you could see exactly where to get back 150%, 200%, 400% or more, on every click that comes to your site – even the expensive clicks?

    It’s possible.

    In fact I’ve developed an entire predictive technology around this, from scratch.

    Because in 2003, when I was beginning to work with this, I had an epiphany. The epiphany was: The 80/20 rule is not just a business rule of thumb, it’s a LAW OF NATURE...

   And a secret math formula.

    This sent me into full-on geek mode and my imagination started racing.

    First, I searched high and low for someone who had already cracked the code. But…I couldn’t anyone. Oh, to be sure, I found formulas, all kinds of them. But I couldn’t find one that really described 80/20 in the way I knew it could work.

    So, it was up to me to crack the code myself.

    But I kept getting stuck. Over and over and over again, I would hit a dead end. I would put it on the shelf, then pull it out again, then get stuck...but for reasons I'll explain on May 17, I kept at it.

    Finally, about a year and a half ago, I cracked the code. I finally found the formula. It just “clicked” in the middle of a meeting while I was doodling on a piece of paper. Dr. Glenn Livingston was watching me out of the corner of his eye. He probably thought “Oh, Perry’s doing math problems just to keep his mind sharp.”

    Nah… actually, I was in hot pursuit of the final piece of the puzzle. And right there I knew I had it. I solved the formula and then I used it to create a revolutionary new tool. A black box. An X-Ray machine. A future predictor.

    But relax, even though it took a former engineer in full-on geek mode to find it, you don’t need to be an engineer to use the tool, any more than you need to be a mechanical engineer to drive a car.

    Slowly, I started showing this tool to people… business colleagues, friends, even mathematicians… nobody had ever seen anything like it.

    I began to play with it. I was fascinated. It was almost spooky to plug numbers from various businesses into my “black box” and find that it could make predictive estimates about sales into new markets and the predictions were accurate to within 15%.

    Ferrari automobiles… pricey espresso machines at Starbucks… it works on my business, it works on my clients’ and Roundtable Members’ businesses… it even works with things that have nothing whatsoever to do with business.

    It literally applies to maps and trees and craters on the moon. It is that universal.

   Here are just some of the things it does for you...

• Finds profitable new markets and new market segments. With my formula, you can enter any market, buy some clicks, test one product at one price and the Black Box will show you at least three other market segments that are as big or bigger, accurately predicting how much money is in those markets. Ripe, low-hanging fruit, waiting to be picked.

Shows You How to “Find New Money” Inside Your Own Customer List. It will show you how much money they’ll pay, how much they’ll pay, and how many will “ascend to the next level”.

Predicts Profitable Pricing Structures. It tells you if you’ll make more money by offering a bargain-basement priced product. Maybe you will, maybe you won’t – but you can find out ahead of time without wasting time or money.

Determines, in Advance, the Cost of Increased Market Share. Going from zero to 1%, often that’s pretty easy, getting new customers is cheap at first. But it gets more difficult as you expand outward. Going from 1% to 10%, hard. 10% to 20%, even harder. How much harder? Now you’ll know.

• Teaches You Things about Your Competitors’ Businesses that they can’t even see themselves.

Influences Almost Everything You Do in Direct Marketing. AdWords campaigns. Keyword lists. Renting mailing lists. Writing sales copy. It has something vital to say about the “long copy vs. short copy” debate that’s been going back and forth for years (and the answer is unexpected). Testing and tracking – what to test, what to track. Even what you can safely ignore.

Shows You When Something is “Good Enough” vs. knowing that substantial improvement is possible. You’ll segment databases and customer lists and lift the cream off the top every time. You’ll identify under-served niches within niches. You’ll recognize characteristics of certain markets that seem to have bottomless, “deep pockets” and your new instincts will lead you right to those markets.

Makes Email Marketing More Effective. Gives you new strategies to combat things as basic as Spam Filters. The quantity and quality of communication your customers get from you exactly matches their appetite – as does their spending. You maximize every output and minimize every input.

Opens up Huge Blocks of Time You Are Now Wasting, freeing you up for the things you’d rather do. Like take your kid to summer camp. Improve other areas of your life and your relationships. Take a trip around the world like I did in the fall of 2004, spend no more than 30 minutes a day working on your business, and come home with more money in the bank than the day you left. You can do that too. It’s the 80/20 mindset, applied to real life and real business problems and real marketing campaigns.

    I’ve been developing this information for a long time now, quietly using it to groom my own business.  I used it when I launched my White Papers course, and did a teleseminar with only 200 people on the line and sold $11,000 worth of goods.  Without it, would've sold maybe $3,000 to $7,000.  Used it to generate what continues to be a 53% increase in visitor value for my Definitive Guide compared to the approach my rivals take.  

    Many times in phone consultations, I use this to formulate a definitive answer to a question in seconds or minutes - where before, who knows if I would have figured it out at all?  I’ve been teaching bits and pieces of it in private classes and seminars; A handful of my friends are using this tool to enhance their own businesses.

    Case in Point: I'm on the Board of Director's for a non-profit organization that does relief work in 3rd world countries.  The director was complaining that 4 out of 5 people who go on short-term relief visits go home, disappear and never send another dime.  

    Puzzling, considering they just went to Kenya or Mozambique or India and saw some of the poorest people in the world. You'd think they would 'get it.'

    I said, "Oh, that's the 80/20 rule.  80% of the people never 'get it,' about anything. Only 20% of them do. Actually, Alan, that's about par for the course."

    "But here's what you can do: You can make them ALL agree to sponsor a child for a minimum of 1 year after the trip (see, I'm sneaking some "forced continuity" which I borrowed from the marketing world and using it to help 3rd world countries here) and as long as they know that's the deal up front, they'll do it, and a lot of them will keep sponsoring the kid after the year is up.

    "I use it all the time in my business to sell newsletter subscriptions, I don't see why it wouldn't work here too.

    "And... your REAL opportunity is what you do with that special 1 person in 5 who DOES get it." Well, he understands that.  We're gonna skim more of the good stuff from the 80%, because we can... and there's going to be more focus on the performers.  The ones who DO get it.

    So... that's what they're gonna do.  And, with X-Ray vision, I can predict how many of them will stay 2 years instead of one... and how many of those 20% who "get it" will come back for another trip.

Nobody's Ever Seen All This Before.

    Roundtable members, coaching students and those who come to my 2-day, 4-man intensives have gotten more of it than almost anybody – which is at most an hour of discussion.

       But there is so much more that can be done with this that I’ve never explained to anyone. The seminar will be two days filled with hot, new, exciting material guaranteed to radically transform your business.

    Think of how profoundly certain ideas have changed your business life: Pay Per Click marketing – isn’t it hard to imagine not having the ability to post ads and see results as early as that same day? Or maybe you’re like me and you remember how liberating it was when you learned to generate sales leads without having to make cold calls anymore…Remember how that transformed your life?

    If you attend my seminar on May 17-18, I predict that in five years you will look back and think of “Perry’s 80/20 Seminar” in the same life-altering terms.

    How can I be sure? 

    Because the 80/20 Principle and the “Black Box” I just described are now such a core part of my thinking, they shape almost every business decision I make at some level. It’s “installed in my brain.” It enables me to get to the root of problems in seconds or minutes, that would take most people months of expensive experience.

    And I want you to have this too. Installed in your brain. One of the filters you use to make fast, effective, powerful decisions. Imagine the strength you’ll have, armed with these new layers of insight.

I will reveal all of this to you in an information-jammed, example-packed 2 day seminar in Chicago May 17-18, 2008. You will go home with tools that have never existed anywhere else – tools that will enable you to make simple, effective decisions with far-reaching insight, speed and agility.

And in two days you will have acquired a skill that will serve you for the rest of your life.

If this seminar helps you solve just two or three basic business problems, it will be worth whatever trouble you have to go to, wherever you have to fly in from, whatever investment it takes.

Most people will go home with far more than that. I predict you will experience an entire paradigm shift in the way you see the world around you. You will never see the world the same way again.

    This will be unlike any other marketing seminar you’ve ever been to. Because everything you ever knew or thought you knew about marketing will suddenly, neatly fall into a superstructure that naturally prioritizes your daily efforts and long-term plans and guides you directly to the most profitable veins of opportunity.

Course Options, Tuition and Travel Details*

*Current, paid-up Gladiator Club and Roundtable members come free; this is part of Gladiator Club.

    I am offering two levels of training:

Silver: 2-Day Workshop, Saturday May 17 and Sunday May 18. 9am-5pm each day. Tuition: One payment of $2800 or four payments of $774.

Gold: 2-Day Workshop with Additional 3rd Day: 12-Man 80/20 Mastermind to be held Monday May 19, 8am-5pm. Each member will have an opportunity to discuss his/her most important business challenges with me and no more than twelve other group members. Working lunch. You will go home with a customized action plan for your business. Tuition: One payment of $4600 or four payments of $1225.

Location: Close proximity to Chicago’s O’Hare Airport. You will receive further details after registration. You will want to fly in the night before and schedule your flight on Sunday at 7:30pm or later.

You May Bring: A spouse, direct employee or partner who has ownership in the business for no additional charge.

Performance Guarantee

    I offer three performance guarantees to those who attend this landmark event:

1. If by the end of the first day, you don’t feel you’ve gained immensely potent insights and tools you’ve never seen anywhere else, simply ask and you can go home with a complete and courteous refund and I’ll chip in an extra $250 for your travel.

2. If your sales are less than $100,000 per year, and you apply this to your business as we describe, you will be able to use this information to at least double your sales in the next six months, or your money back.

3. If your sales are more than $100,000 per year, and you apply this as we describe, you will be able to use this information to grow your business a bare minimum of 10% in the next six months, or $50,000 - whichever is greater - or your money back.

 

    How’s that for a guarantee?

    I think it’s a no-brainer.

    I think you'll agree.   

     This is my Magnum Opus. It’s my “theory-of-everything” for business success. Join me in the application of this powerful new knowledge and liberate your time, your money, and your imagination.

  I promise you’ll see that I what I’ve said here is 100% true and I have decidedly NOT become one of “those guys.” 

    To Your Success,

    Perry Marshall

P.S.: I just can’t pass up the opportunity to put out an “80/20 challenge” to you. If I had to guess, I’d say that about 20% of the people who say they want more money, greater financial freedom, less stress, greater personal satisfaction and a release from the drudgery of the rat race actually go to seminars that will help them achieve those goals.

    (Actually I don't have to guess, I know that. I have X-Ray vision. Remember?)

    The other 80% who say they want those things, just sit on their lazy, skeptical asses and day dream.  
 
    Which method sounds to you like a fundamentally sound, practical path to success...and which one sounds like “wishful thinking”?

   If you answer correctly, I’ll see you on May 17! 

Frequently Asked Questions: 

Q: I’ve read “The 80/20 Principle” by Richard Koch. How is this any different?

A: My formula, while based on the 80/20 principle, takes a descriptive formula and makes it a predictive tool. The 80/20 is just the tip of the iceberg. My formula is the whole ‘berg. I’ve used it to achieve 1000:1 results from my efforts. Those are not “traditional 80/20” results.  Furthermore, Richard is a management consultant and his book, though outstanding, is generic.  THIS seminar is the application of 80/20 to Direct Marketing - which has a whole infinite series of opportunities that I've never seen or heard in any book, on any CD, or at any seminar.

Q: If I don’t like it, you’ll give me an EXTRA $250 back?

A: Yes. If after the first day, you don’t feel you’re getting your money’s worth I will refund your tuition plus $250. No risk.

Q: Sounds kind of complicated, will I be able to follow this? 

A: Yes, no engineering or advanced mathematics degrees are required. If you can use a calculator, you can use my tools.

That said, I do want to give you a caution.  If you're the type of person who looks at a column of numbers - like a simple spreadsheet or a Google AdWords account - and you want to run screaming out of the room, you won't particularly like this seminar and you probably shouldn't come.  You do need to be comfortable with numbers.  

And... "numbers people" - people who ENJOY concepts and think in terms of percentages - if you're one of those people, you'll eat this up.  If you like Google AdWords, you'll like this.

Q: I’m just getting started with my online business. Is this too advanced for me?

A: No. In fact, I can guarantee you that nothing else you could do or invest in will provide you with a better "BS Detector" for evaluating opportunities and jump starting your new business than learning to use my “80/20” X-Ray vision. If you want to slash months off your “ramp up” time, this is the way to do it. 

Q: Do I need to be in the Gladiator Club to attend? 

A: No. Gladiators come for free as part of their membership, but anyone is welcome. Roundtable Members also come for free, and in fact if you sign up as a Roundtable member now and come to the 2-day, 4-man intensive at my home office April 30-May 1, you come to the 80/20 Seminar FREE. 

Q: What are the dates?

A: May 17-18, which is a Saturday and Sunday.  There is an optional 12-Man Mastermind on Monday May 19 for an extra fee. This will be an intensive session conducted by me; every member will have an opportunity to review your business and your current challenges with me and the group that day.

Q: Where is it?

A: A short taxi ride from O'Hare airport in Chicago, with a selection of affordable hotels very close by.

Q: How soon will I see results?

A: You can begin using the tool immediately on almost any aspect of your business and personal life. But I guarantee results within six months: if you currently sell less than $100k per year, you will double your sales in the next six months; if you currently sell more than $100k per year, you will make $50,000 more in the next six months or increase your sales by 10% whichever is greater.

Do the math. Will those kind of results pay back your tuition and then some?  Is it a no-brainer yet?  

Click here for Gold, (Extra 1-Day, 12-Man Mastermind on May 19) one payment of $4600 (you save $300)


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Perry S. Marshall & Associates 159 N. Marion St #295
Oak Park, Illinois 60301-1032 USA