Perry Marshall has turned 80/20 into a verb. It's an action you take on your business. It's the central lever to any great strategy. Perry's book 80/20 Sales and Marketing is mandatory reading in many growth oriented companies. It's also one of my favorite books of all time. After reading it, I started giving copies away like I was Oprah. The book is legendary. He also is a pioneer in web advertising, as the author of the Ultimate Guide to Google Adwords, he laid the foundations for the $100 billion pay per click industry. He is one of the world's most expensive and sought-after business consultants. He has consulted in over 300 industries and even was an expert witness for Google AdWords litigation. He is a man that actually doesn’t need an introduction. Today, we talk about his book, marketing, advertising, and more.   You can find Perry here: Perry Marshall 80/20 Sales and Marketing Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes Books by Perry Marshall @PerryMarshall on Twitter Perry Marshall Facebook Page   Show Notes  [01:58] Perry's first book evolved organically. In 2002, he went to a seminar and started using Google AdWords. [02:48] Perry discovered Google AdWords should be the first marketing step for testing. He was invited to speak at a Ken McCarthy seminar So, he made an ebook to sell at the seminar and on his website in 2003. [05:15] AdWords became so popular that Perry had to work to stay current with his knowledge and ahead of the competition. [06:09] The snowball effect of his testimonials worked for him, and it became a self-publishing success story prior to the Kindle. [06:56] He was selling half a million dollars a year of ebooks. [09:04] Wikipedia flagged Perry as a non-notable person. To have real longevity Perry needed to engage with the rest of the world. [11:01] He went to an agent speed dating seminar and found an agent and got a publisher. [11:58] He makes less money with the published book, but he is established as an expert. It is a long-term play to be a number one author on Amazon. [13:24] How there can be good reasons to go the traditional route, but there are trade-offs. [14:11] His first book was about beginner to advanced intermediate PPC or Google AdWords. [15:28] The seminar got him great customers and testimonials. [18:19] If you can become the number one expert, you can make a good living. [19:02] 80% of the effects come from 20% of the causes. [20:21] There is an 80/20 inside of every 80/20. [21:03] 50% of customers comes from 1% of your business. [21:50] In Google AdWords it's closer to 90/10.  Perry cracked the code on AdWords using 80/20. [23:14] 80/20 became a staple of what he taught. [23:52] Perry decided to write an 80/20 book because this was the secret to everything. He wrote the book that he wished he had years ago. [25:23] 80/20 applied to book marketing. Purchasing a book is like racking a shotgun. [27:40] Playing poker with marks or guys who are going to lose. [29:05] Everything in marketing is like racking a shotgun. [30:33] 20% of people who buy your book will actually read it. 20% of them become your customers. [32:53] The penny book offer is like the Columbia record and tape club. He makes money off of the backend. The penny won in Columbia's marketing tests. [35:03] The advantage of reading a book over looking at a computer screen. [38:10] How buying Perry's book is a lesson within a lesson. [38:35] The average person who takes up his offer spends about $25. You can learn a lot about marketing technique from how they sell the book. [39:54] Perry is a legendary copywriter. [40:46] Copywriting is the art and science of saying things so that people want to take action. [43:03] How to make your book twice as good for $500. Go on Fiver and find candidates for reading your book. Pay 5 gigs or $25 to get them to read the book and answer questions. This can make your book twice as good. [46:41] Write for an hour everyday, first thing in the mor