01 8020presentation Handout

7/30/2019 01 8020presentation Handout

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http://trott.tv

visit for more:

Your Source For Knowledge


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1

Perry Marshalls 80/20Seminar for Direct Marketing

80/20 is

Examples of 80/20 in Action


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Biggest US Counties

Natural Gas Usage

Country Populations


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Wealth in the U.S.

Wealth in the U.S. (Contd)

2001: Top 1% of households owned 33.4%of all privately held wealth

Next 19% (managerial, professional, andsmall business) had 51%

20% of the people owned 84%

Leaving only 16% of the wealth for thebottom 80% (wage and salary workers).

Financial wealth: Top 1% of householdshad 39.7%.

http://sociology.ucsc.edu/whorulesamerica/power/wealth.html

Product Defects


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Product Defects (contd)

Top Food & Drug Companies

Top PharmaceuticalCompanies


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Top Electronics Companies

Show of Hands

Model Trains

Horses

TVs

Children

Domain Names

Customers

Trips to Chiropractor in last 12 mos

80/20 is Chaos80/20 is Fractal

Infinite Layers and Dimensions

xnew = xold2 + c

Infinite Fractal Zoom


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Scalability in Nature




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Scalability in Man-MadeThings




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80/20: From Rule of Thumb

to

Business Model

X-Ray Vision: Predicting theFuture

Howies Katrina Relief Teleseminar

Sheetrock - $25: Call + MP3

Paint A Room - $50: Call + MP3 + PDF

Hang A Door - $100: Call + MP3 + PDF + PrivateHot Seat Call

Tile A Roof - $500: Call + MP3 + PDF + PrivateHot Seat Call + Private Consult

Fly To New Orleans - $100: Call + MP3 + PDF +Private Hot Seat Call + Private Consult + Live 1-

Day Seminar with Howie and Ken

Predicted vs. Actual


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When I Return

Ill show you the Skew Curve and youlldiscover how to use it

Dr. Speedselling

John Paul Mendocha

The Bell Curvevs.

The Skew Curve

Bell Curve: What Most People Do (Focus is

Average-ness)

Skew Curve: What Gets Done and Who Does It(Focus is Results)


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The Skew Curve X-Ray

Vision Tool

Elements of the Skew Curve

Infinite Scalability

The left side

The right side

Median

Mean

Elements of the Skew Curve(Continued)

Addition vs. Multiplication - 10XMultiplier Thinking

Rule of Thumb: 1/5 the people will

spend 4X as much

5X the people will spend 1/4 as much


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Dimensions of CustomerBehavior That Obey The

Skew Curve R, F, M

Likelihood to Take:

Upsells, Cross Sells

Continuity Programs

Which products they buy

Which personalities they like

Good Old Boy Clubs, Cartels and JerryMeadows

Behaviors that follow theSkew Curve (Continued)

Customer service problems

Spam complaints

Returns & Refunds

Email boxes

Emails Opened

Links clicked on

Pages visited on your website

A 2nd look at the KatrinaPromotion


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Customer & Prospect Lists

A list is by definition the right-most

segment of the skew curve

Compiled lists vs. Response lists

Ascension

Descension

Retention

Any Action: Drawing a Dotted Line

Ascension

Detailed Explanation

Slow

Fast

Multiple Paths

Building The Maze

Spam filter strategy

Auto adjusting content to responsiveness

Good enough vs. Substantial

improvement possible


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80/20 Philosophy

New Bag of Tricks Treadmill

Well-Rounded vs. Sharp

Robert Clark story

Sales funnels should require people to jump

through hoops

People from the UK

Immigrants

Additive Leverage:16 + 16 + 16

Expanding Universe Theory1. Google AdWords

2. Search Engine Optimization

3. Other PPC's like Yahoo and Business.com etc etc.

4. Email promotions

5. Afliates

6. Press Releases

7. Direct Mail

8. Print Advertising

Multiplied Leverage:16 x 16 x 16

Series of filters

Cascading

Relational

Bigger transactions, more transactions,

more often

Unlimited Traffic Technique


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Visualizing High Leverage in aComplex Business

Tiny Number of Factors ThatSwing Response

Domain Names - John Wetherley story

Bobsledder Melissa Murphy:

CrazyforBargains.com/Pajamas 2.28% [original]

Fun-Pajamas.com 2.16%

FunSleepWearShop.com 1.14%

Fun-Sleepwear-Shop.com 3.54%

Tiny # of Factors (Continued)

Which keywords bring buyers

Small number of landing pages (maybe 1!)

Pie chart of desires (Livingston Handout)

AdWords market: Rank beginner vs DMer

vs. Corporate $

First 4 Seconds of a landing page

First 1 Second: BLINK


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The Quest for ZERO

Person Zero

Offer Zero

Nirvana

Utopia

Superman

Offers and CopyElements of a Guarantee

Sell Results, Not Procedures

Fine Print

Bobsled Run:Ifyou're accepted as a team member in my 12

week "Bobsled Run" and ifyou complete thehomework assignments, then you'll recoup yourtuition by May 2008 (through AdWords costsavings and increased sales), and you will makeat least $25K more next year than you would havewithout my help, oryour money back.

Whats Missing in B2B

Distributing Risk


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Ballsy Guarantees: ASEPCO

Lifetime Free Replacement Of Any ASEPCOTank Valve, No Matter Who Breaks It!

Sometimes a tank is dropped sometimesa valve gets hit by a forklift. No matter how avalve is broken, or who's at fault, we will

replace it free! No arguments. No excuses.Just a free replacement valve as fast as wecan make it.

Top-quality Product Or Its Free!

ASEPCO Continued

If your ASEPCO valve contains a manufacturing defect wewill Fix or Replace Your Valve -- and We Will Not Bill You!

Performance As Promised Or We Pay You!

If it is proven that a properly assembled ASEPCO valve isnot CIP/SIP in use:

We'll buy back our valve for a full refund

We'll buy you the replacement valve of your choice

AND we will pay the cost of replacing it in your ASME tank!

Note: We figure this is a safe bet, since we have not had aclaim of contamination in our entire history.

You can depend on ASEPCO products. And you candepend on US.

Leverage Points in Copy

Sales letter:

1. Offer

2. Price

3. Headline4. Sub-head

5. Opening Paragraph

6. FAQ style PS


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Leverage Points for PhysicalProducts

Photographs

Delivery Details

Shipping Cost

Widgets

Fractal Elements in Copy

Internal Repetition

Stories within stories

Testimonials with recurring themes

Scanning a sales letter: Dual Readership

Path

Thin slicing a book

Fractal Elements in Copy(Continued)

Highlighter Technique

Plucking Elements of Sales Copy forAds


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2 sentences that create the

psychic connection

The Principle of 120

120 characters

120 words

120 sentences

120 paragraphs

120 pages

120 chapters

120 books

Long Copy vs. Short Copy?

DM Elements that Obey SkewCurve

Direct mail:

Size, responsiveness, nixies

Adwords, keyword lists

Renting mailing lists


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Dividing Up Your Time

Hand-Written vs. Automated

Manual Labor vs. Marketing onAutopilot

Why Many Flounder:InTech vs. Kennedy

Newsletter

Why the info business is incestuous

Why all industries are incestuous

Like sells like

Stories sell stories

Desire for community and agreement

Desire for Dissent and Antithesis

Positioning Strategies

Published author immediate top 20% status

Turck story

Publicity is the bottom 20% but

Rarely works without

Magazines: Treat editors like a top 10 customer


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Books

Way to blanket the 80% Every book in the bookstore represents a

warehouse (small or big)

Novels

Health

Pets

Business

Sports

Enquirer

Back End

Equal Time, Equal Results,Unequal Focus

If you divide your business into 5 equal parts

1. 0-80 (80%)four fifths

2. 80-97.5 (17.5%) one sixth

3. 97.5-99.9 (2.4%) one in forty

4. 99.9-99.999 (0.1%) one in a thousand

5. 99.999-100 (0.001%) one in a hundred thousand

The 5X Principle for SalesFunnels

Search

Ad

Landing Page Signup

Action

Sale 1

Sale 2

Continuity


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80/20 Market Research

Choosing a Profitable Market

Chronic

Addictive

Some peculiar, annoying barrier to entry

Industrial buying cycle

A sharp lever: Chipping in

Unscratchable itches

Irrational fantasies


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Characteristics of ProfitableMarkets

Speaker cables and bull semen

Superstition

Idiosyncrasies of Hyper-Responsive Customers

Sales people

Golfers

Martial Arts Guys

The 80% opt-in page

Signs of Profitable Markets(contd)

Dentists

Chiropractors

Insecurities

Matching personalities in an info biz

Mutually Attracting Wounds

Existence of a Devil

Rock band bootleg theory

Statistics from USA Today

Approval rating of the President

How politicians exploit 80/20

Communism Socialism

Alchemy

The Average American Reads

Readers are leaders


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Skew Curve applied to MarketShare Cost

0 to 1% easy

1 to 10% hard

10 to 50% hard

50% to 80% easy

Firing Customers &Employees

Jack Welch

Heckler story

Story from this seminar

Those who bite the hand that feeds

them

Abusers

Google and Web Traffic

Top 3% in AdWords get 50% of exposure

Googles job: Enforce the 80/20 principle

process of ELIMINATION

A systematic difference in quality of

marketing is the secret

In a market where vendors break even, cost

of click matches left side of skew curve


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Google & Web Traffic (Contd)

Traffic: Most people think its 80% of the battle,its really 20%

The traffic conversion anvil, the 95/5 rule, and theUnlimited Traffic Technique

Peel and Stick www.perrymarshall.com/adwords/idealadgroup.htm

5% money making

5% money losing (Bryan)

Google and Web Traffic

Google, long-tail keywords, and distance

formula

Long tail: right way vs. wrong way to use it

From the Fringes to the JetStream

Prepare to be Shocked

You may be younger than you think.

Take the RealAge test and find out.

www.RealAge.com


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The Jet Stream

What Type of Mom You Are? -www.AreYouASlackerMom.com - 15 funquestion that will tell you what type of Parentyou are!

The Jet Stream

Do You Understand Men?

Learn "Secret Reason" Why

You're Attracted To Jerks & Players

TakeBackYourHeart.com

The Jet Stream

Photos: That's in my Gut?

This site guarantees to remove

really gross stuff from your gut.

www.BlessedHerbs.com


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The Jet Stream

Teen Abandons Baby

Teen gives away baby at bus stop

Responsible? Read & share your view

www.ResponsibilityProject.com

Why its impossible for Hillaryto Win

Industries that will Hugely Profit if Hillary

Gets Elected

Thin Slicing and Blink and 80/20

The Amazon 3-Star Theory ofPublicity & Controversy

Democrats / Republicans

Atheists / Christians (not agnostics)

Creation / Evolution

Pro Life / Pro Choice


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Human institutions notions of

equality

Tocqueville

Taxes

Public health care

Public education

Documents

01 8020presentation Handout