Why 80% of Your Marketing is Wasted

80% of your marketing is wasted.

In an era of belt-tightening, this is an important message.

Having written and spoken on Pareto’s 80/20 principle, I started reading the book “80/20 Sales and Marketing” by Perry Marshall.

The image is an illustration of how we perceive our reality in sales and marketing as opposed to the harsh reality.

I was encouraged to buy the book by Marcus Hemsley in his excellent post. Have a read — link in the comments below 👇

Though 1/4 of the way in, it’s quite an eye-opener even to a seasoned marketer.

Something that really resonated with me and reinforced some areas was this:

👉 Selling to the right person is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world.

👉 Because the wrong person doesn’t have the money. Or the wrong person doesn’t care.

👉 The wrong person won’t be persuaded by anything.

As we sprint to the last 4 months of the year, how we finish, will be determined by what we do now.

👉 Rather than cut your marketing, look at where the efficiencies are.

👉 Reviewing where you are with a professional, fresh pair of eyes can make a big difference.

To finish, if you’re wondering who the author Perry Marshall is, here’s a brief synopsis.

🔸Perry Marshall is one of the most expensive business strategists in the world. He is endorsed in FORBES and INC Magazine.

🔸At London’s Royal Society, he announced the world’s largest science research challenge, the $10 million Evolution 2.0 Prize, staffed by judges from Harvard, Oxford, and MIT.

🔸He is a published scientist and aims to solve the #1 mystery in Artificial Intelligence and life itself.

🔸His reinvention of the Pareto Principle is published in Harvard Business Review.

🔸NASA’s Jet Propulsion Labs uses his 80/20 Curve as a productivity tool.

Enjoy the book.