About 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
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[content_toggle style=”1″ label=”Transcript” hide_label=”Hide”][00:00:01] Listen up speakers coaches consultants authors and anyone who has an idea might want to turn it into a business because you're in the right place at the right time. Well good recurring revenue radio where it's all about turning what you know into serious cash flow. Here's your host Richard Chancy.
[00:00:19] Hey this is Richard and I have got a home run interview for you today. It's with Terry Marshall. If you don't know who Perry Marshall is you are about to get your lead lift I promise. Let me give you the rundown on Perry Perry Marshall is one of the most expensive and sought after business consultants clients seek his ability to integrate engineering sales art and psychology. He's launched to movements in modern marketing. His Google Edwards books laid the foundation for the hundred billion dollar pay per click industry and techniques he pioneered. Our standard best practices. He's written the world's best selling book on web advertising. Ultimate guy to Google ad words and more recently he's turned 80 20 into a verb 80:20 is not just a fact about your business it's actions you take on your business. 80:20 is the central lever for every great strategy. His book 80:20 sales and marketing is mandatory in many growing companies. Let me just tell you this guy has made a huge impact on my life and my business and I can't wait for you to hear what he's got to say. Well hey this is Richard. I just wanted to say Perry thanks for joining us on the recurring revenue radio show.
[00:01:26] Hey it's great to be here Richard. And you know 80:20 is one of my favorite topics in my dad was a minister and you're talking to a lot of pastors and stuff so nobody needs leverage in their life more than a minister. And nobody has more little you know termites chewing on their time so it's probably a pretty good thing to be talking about.
[00:01:50] Absolutely and as we got into this you know from that crowd you know that there's a lot of a lot of you know that there's a lot of pastors in my crowd there's a lot of authors and speakers and coaches and consultants anybody that has a subject matter expertise that they want to figure out how to leverage that how to teach a bunch of people maybe make Assad in calm. And the reason I'm just pumped to have Perry on today is because what we're going to talk about today with this 80:20 role and his book has been a game changer I told him this before we started recording but this has been one of the minor shifts that had to happen for me to be able to impact the number of people that we've Antionette over 2000 churches in 20 countries and a lot of it comes out of this idea today. So let me let me set Perry up and just say this whatever you think you know about the 80:20 rule just don't think about it right now because what we're going to talk about in this a few minutes that we have did today with Perry is going to warp your mind. I promise you and a lot of you may remember if you listen to season 1 of this podcast you know that I've mentioned this book three to four times in episodes and I've linked to it several times so period. Let's dive in right off the bat and let's just talk about high level what is the 80:20 rule to the 80 20 rule.
[00:03:00] Let's talk about what people think it is.
[00:03:02] So probably most business people have at least heard of it and it says that 20 percent of your business comes from 80 percent of your customers and the other 80 percent your business comes from 20 percent of your customers. And I think a lot of people may know that.
[00:03:18] But but but people think what I thought you know a long time ago which was Yeah well you know that's a little interesting a rule of thumb that you find in business books but that's not really what it is what it is. It's the master law of cause and effect in the universe. It's true all over the place it is everywhere. OK.
[00:03:42] So the size of stars in the Milky Way galaxy is 80 20. Percent of the stars give off 80 percent of the light in in the in your front yard. The tree 20 percent of the branches carry 80 percent of the sap in the roads in your town 20 percent of the roads carry 80 percent of the cars. But here's the thing is there's an 80 20 inside every 80 20. And so if 20 percent of the roads carry 80 percent of the cars 20 percent of the 20 percent of the roads carry 80 percent of the 80 percent of the cars and 20 of the 20 of the 20 carries 80 of the 88 of the 80s so that means that 1 percent of the roads carry 50 percent of the traffic.
[00:04:39] Well you can keep you could just keep going till you're down to the last road. So for example 25 percent of all the traffic in the United States is on the big interstates Interstate 80 Interstate 90 Interstate 70.
[00:04:55] You know what 64. I don't know what interstates are by you but you know how many of those are there. I don't know 20 or 30 or 40. Twenty five percent of all the cars are on those even though there's millions of roads. And so this is absolutely everywhere. So people know me for writing the ultimate guide to google adwords which is the world's bestselling book on Internet advertising the way that I cracked the code on Google Ad Words because when I started using it it was new and nobody really understood it and there wasn't any real method to how you do this thing. I said hey wait a minute all of this stuff all these columns of data all these clicks all these conversions all these impressions all these ads all these columns of numbers. They're all 80:20 and my job is to find the 20 percent of an ad campaign that generates 80 percent of the results and optimize that because you could never optimize the whole thing.
[00:05:56] You'd be polishing turds until the end of eternity and you would never get anything accomplished. But you take these little levers in fact in Google Edwards most of it it's not even 80 20 it's more like 90 10 or ninety five five five percent of your Google ad campaign generates 90 percent of your traffic. Ninety five percent of your results. And so if if everything that works in sales and marketing works because of the 80 20 principle and so that's what maybe 80 20 sales and marketing is about if you can wrap your head around this you're going to have more time with your family. Less frustration. You're going to make more money you'll make more money from each customer. You'll get rid of customers that aren't even helping you. And you'll have a lot more sanity in your life. And I think you're seeing you know it was almost before we we started the recording you said 80 20 was even making you a little bit lazy. You know it should it should.
[00:07:05] Yeah. And so my experience with this when I read you also have a book called The Ultimate Guide to Facebook advertising. So the combination of that in the 80:20 book the 80:20 book this fractal idea around the 80:20 rule which is what you're explaining with the roads for me what it was was making a list. So I started making lists of everything that I do in my business and it was a very long list and anybody that's ever started a business or has a business like this you just kind of get comfortable not doing a lot of things that you just can't get to but when I organized that list and I went through the painful process of organizing and prioritizing that list to get down you know if I've got 100 things on that list I think it was a little bit more than that 100 things that that I do in my business and I get down to the top 20 and inside of that 20 things I go Academie 80:20 this again to the top four things. And then inside of the top four I went in one more level you talk about the fractal nature and going out to the third power so that 20 percent of the 20 percent of the 20 percent which means really point eight things on that list of 100. Generate 51 percent of my revenue. And what I decided when I went through that period was that point eight percent of things that one thing that I do that generates half my business was running a Facebook ad to a web and or 10 page.
[00:08:18] And so that's why the book was so critical as well because for me we were we had a lot of sideways movement going on. Right now we run 11 webinars twice a day. And when I was reading your book I was still I still felt like I had to constantly be creating new webinars when in reality I just needed to make sure that people were seeing the ones that we had done. You know they work and they cover it. We convert 12 to 13 percent of the people that see the web are about 7 percent that show that opt in for it. But that clarity to having that kind of clarity was huge so. So let me kind of twist this a little bit and say OK so for the guy that has written his first book and he's out there and he's hustling for a living to make money. How is how is this 80:20 rule useful for him when he's trying to go OK how do I shift my business from being an on stage content provider to be more of a business owner.
[00:09:08] Well so. So let's let's talk about your list of 100 things. You know we all got a list of 100 things that affect most of us probably have a list of 786 things. And and I think one of the best questions you could ever ask one of the most 80:20 ish questions you could ever ask is.
[00:09:26] All right. This list of a hundred things what one thing if I if I did one of these things today would justify me taking the rest of the day off for the rest of the week off. Right. So. So you get that that web in are you know like OK you know we did this one thing and it worked OK so you put it on autopilot and you and you get a Facebook get going and you get to our site we're just going to like we're going to grease that slide and we're going to make the absolute most of it. You know where it is for a while. It was this dormant asset that was just sitting there in it. It hadn't quite registered for you that it was what it really was and rate. And then you step back and you look at that list and you thought about it and you examined it like hey wait a minute I've got this one thing and it is work in my describing this right. Yes perfectly right. And so so so maybe you know maybe you double up or triple up or whatever you needed to do. And now all of a sudden you've got enough people going through there that well if I needed to hire a go for to go do the bottom 20 things are the less defy it could just completely cross out 20 more things on the list because frankly I don't really need to do them and I could take 10 things on that list and go well they're actually good enough.
[00:10:57] And this is just my perfectionism trained to you know drive me to an early grave. So I'm not going to do that. And then all of a sudden your cash flow is better. Now I don't know I don't know if I completely answered your question but but I do want to point out that that even even a small wobbly little business that's not really much to brag about.
[00:11:25] Most people are still there's still a customer there still a client or there's still an activity. It's really just sucking up more money and time than wait what it produces. And you're actually better off not doing at all where what we're conditioned to do is just be busy all the time. LAKE I don't think this way anymore. But there was a time in my life where I thought OK as long as I am working hard I'm not a bad guy. And that's that's especially you're especially vulnerable to that when your business isn't very successful yet.
[00:12:07] It's like I have to punish myself in order so that I can experience the consequences of being so unsuccessful so that I can get what I deserve which so that the universe is in balance like so man you know I'm I'm going to mow the lawn with the tweezers today because you know oh I sure shouldn't be reading a magazine or should. Sure shouldn't be you listening to music you know like there's this kind of self-punishment thing that happens. And like no wait you're you're a high level executive in training and like you shouldn't be doing anything that's really a waste of time in a lake. Now if there there is kind of an exception to this in a way and it's you know there there is this there's this period of time that happens to a lot of people where OK here here's an example of somebody who's so do you know who chip enjoying the gains are. Oh yeah. OK the home. What's the show called.
[00:13:19] Everybody with home repair. Yes something like that. A remodel home she goes in and takes them up. I've never really watched it but I kind of know their story right.
[00:13:26] Well they're they're in this like jet stream right now because in the last 12 months they've gone from this little TV show on HGTV to literally on people magazine. Yeah. OK. They're branded like this. They're on people magazine. Oh my goodness. Right. So they're like celebs now. Well OK. So that's an example of that happens to a lot of people on different scales.
[00:13:54] Sometimes it's so like your friend Casey you know he's been through that because you know his business has taken off and you've It sounds like you've been through that because your business has you know done done pretty well. Yeah right. You had your own miniature version of chip and Joanna Gaines get famous and all of a sudden the world is eating out of their hand and everybody wants to talk to them and all that. OK. Most people there is an 18 month. Like most people that get successful there is like this 18 month period of time where men make hay while the sun shines. You get your hit on the radio so take that hit song go on the road going to her. Make the fans happy sell albums sell posters sell T-shirts. Go go go go. Work 15 hours a day like do not stop. Do not like just go. OK. And like that isn't that isn't the time that you go take three week Mediterranean cruise. Right. OK. But but but but if your whole entire life is like that all the time for years and you never take a vacation and like you're making a huge mistake. You cannot work seven days a week for years and years and not pay a price. Fact I did a seminar where I was talking about more lifestyle stuff more spiritual stuff. And I said you guys you got to take a Sabbath like I don't care if you're religious or not. I don't care if you do it on Monday or Tuesday or Friday or Saturday or what.
[00:15:36] Or Sunday or what day of the week. But like you've got to take a day and a guy raised his hand he goes. My dad was a CPA he worked seven days a week for 30 years and then he went to jail.
[00:15:50] Oh good times. And he took all those days off in jail which is actually a good in a pinch on the jail it can be fairly relaxing. You know I I don't think it was a role actually. I know it's a total joke.
[00:16:08] Hey it's you know the thing you're talking about here Parry I mean like your hit your hit me in the throat because this is the number one thing that I struggle with. It is the work. I can't remember that. It might be blocks but that's probably wrong that the work expands to the time that you a lot as. And in my mind you're supposed to work 40 to 45 hours a week. And so I work on 40 you know 40 to 45 hours a week and I feel like a lot of weeks I get done and I'm like was any of that forward movement. The biggest thing that I learned you know through this process was when you work on things today that keep working tomorrow you don't have to work as much. And when I learned that through this whole process going through this 80:20 and really figuring out what are the important things to work on. I mean if I'm doing you know four to six hours of work that ask that compounds on itself that really is about all I need to work and in fact the one business that we have that's about what I'm working right now as we're launching these other things and that sounds impossible to a lot of people. But I think for me my business really started run in when I got more focused on what I was doing with that four to six hours of compound time. Yeah.
[00:17:14] In fact let's take that a step further. You know most people Truth be told get two to three hours of really quality work in any given day and the rest is filler. I think that's optimistic to say.
[00:17:30] And yeah and that's if you're focused in you and you're locked and loaded in your in your in your high production zone and that's that's kind of optimal and most people are way less than most people have terrible habits. But again you know if you if you're really in your zone you get about two or three hours of really good work in. And it's so 80:20 applies to times so. So now here's here's another.
[00:18:03] So here's the 80:20 of time. So. So think of it like this. Like you know 80 percent of most people's time they are doing $10 an hour work like even even people who make a six figure income spend a good chunk of their day doing not very valuable stuff. OK. Right. There's been there's what I call hundred dollar an hour. We all know at $10 an hour work it's like doing laundry or driving to the office supply store gassing your car or or checking email or doing the dishes or checking e-mail yes. OK then there's hundred dollar an hour work where you're doing something legitimately useful for somebody else you're serving a customer Your answer your own question you're moving the ball forward at least in some basic way. But then there's thousand dollar in our work. OK. And there's less of that but it's there. And there's also $10000 in our work where like like if you're negotiating a deal like if you're negotiating a $75000 deal and you spend an extra 15 minutes asking for this one extra thing that's worth ten thousand dollars then in your 15 minutes you made $40000 an hour for 15 minutes. And a lot of people they don't really even they're not even conscious of the difference between that $40000 an hour negotiation point versus Oh you know I think I'll go get a haircut right now. Right. OK. They're not even aware. And if you just if by writing this book I could just give people the awareness.
[00:19:55] There's ten hundred thousand and $10000 in our work and even if you do that $10000 an hour work only for three minutes. Or here's here's an example. You let's say you're a dentist and you know you got ads and the phone rings and stuff and your receptionist is doing her calls or checking her Facebook and she she picks up the phone she goes Harrison dental Associates. Please hold. And then the person holds and they were going to get a crown or something. And then because they're on hold they hang up and they call another dentist. Well how about how much is a crown. How many thousands of dollars did you lose in two minutes of hold time because the receptionist felt like texting her boyfriend right now or are dealing with a problem client or dealing right.
[00:20:52] Yeah. I mean so the example for me it's even one of the things that again I think this case I've listened to this book read this book I have it in every format that you put it out in. And one of the things that I realized was even now and thinking about it we've got 11 of webinars that run every day. One of them is called Six things pastors do to kill church growth. We've we've run it we've we've recorded it twice. And so we run it you know every day we've sold over hundred thousand dollars worth of business through that one web our That took us an hour to shoot it probably we probably have 15 hours in that that one web. And so it's not just hundred thousand. It is. There really isn't an infinite amount of money that you can make with some of your time. Same thing with the dentist office. If he takes an hour and spends an hour on building a better system for what happens when people call in and the is busy there's not somebody there which might be just hiring somebody you know hire in this firm. I that that that hour of his time has an infinite amount of money associated with it.
[00:21:51] That's right. That's right. And so people people think in terms of well you know paying this person $10 an hour so they should just be you know doing something that's worth $10 an hour all the time. It's like well the use of time is never actually that way. You could have these long stretches where they are contributing no value whatsoever. But you know it is if if they handle every incoming phone call correctly like I don't care I don't care if they're checking face. They take this as solid. But you know in principle like I don't really care if they're just checking Facebook as long as they do that super high level thing every time. The way that they're supposed to do it.
[00:22:37] And so businesses are full of little levers like this. They are all over the place.
[00:22:46] And the disadvantage that a brand new person or a starting entrepreneur is they don't know where those levers are and so they just think it's all about just activity activity activity.
[00:23:01] And as long as well you know my spouse my wife works at the hospital and she is changing bed pans and she's busting her butt. And so I just get to keep busy and then they just find busy stuff to do. And there's this funny thing that happens which is the busy so most people come here. The high leverage stuff because at some level they know it's important and they and the procrastination demons kick in. So I tell you a story I am about 12 years ago or something my business was fairly new and I was at a conference and my friend Bill pulled me aside he said hey let's have a drink. I got an idea for you. So we're sitting there drinking a beer and he goes. Perry I've got a million dollar idea for you guys and I'm really serious. And I think you'll make a million dollars from those. And if if if you do I want you to write a check to my favorite charity which is an inner city school in Philadelphia and I go OK. And he pitches me on this whole idea of a Google afterwards coaching program which I had never put together in fact coaching programs were kind of new Then I had to wrap my head around what he was telling me. And when he got all done explain to me I was like man this will work.
[00:24:23] And so I started putting it together well every time I would actually sit down and start working on this thing and putting it all together my procrastination demons would just start screaming at me like I I I I'll never forget I remember as clear as day. It's like OK it's 3:45 and get done with all my appointments today I got to sit down I got to write the sales promotion and I sit down at my keyboard and a voice inside my head says you've got to get a haircut and I'm like No we don't got to get a haircut.
[00:24:58] We are not getting a haircut right now. We are writing this thing. It was like I don't like to get haircuts. That's like the most boring stupid thing. I don't want to make small talk with some person but my procrastination demons were like well we'd rather do that than like you do something and it's going to make it more successful. And and I think this happens to a lot of people. OK.
[00:25:21] And busyness and perfectionism is the way that most people keep from ever doing $10000 an hour work because their because their focus and their use are they use and all their willpower on the the low return ideas and questions that they're trying to answer is that you think that's what it is.
[00:25:44] Yeah. And I also think look let's be honest. Most people at some level are afraid of success. What does that say.
[00:25:53] What's your definition what does that mean to you. PERRY That gets a lot. And I think people here and they go yeah that's true. But what does it mean.
[00:25:59] OK so. Well I think there's a bunch of layers to it. But here's some things that I've seen. I have seen people rescue defeat from the jaws of victory so many times. OK. I think people OK. Everybody wants to be more successful.
[00:26:21] Everybody wants to have more control of their life. But I think people feel guilt they feel self-condemnation they feel inferiority they hear all the messages in the media about you know rich people being bad. Most people have various religious garbage about about being successful. They don't they don't want to be the rich young ruler who you know doesn't care about the poor.
[00:26:49] And so they just stay poor. It's like well if I stay poor then I don't really have to be guilty of neglecting the poor because then I'll just be one of them. And like I I don't know how many people that just lapse into that like that's how they live their life. But it's a lot.
[00:27:06] Yeah. And I you know I grew up that way and that was one of the things that was ingrained in me that I had to get over to be able to be successful because I felt like success equals you're a bad person. And and you know if you're listening this I'll tell you you can be poor and still suck as a person you know and say everybody knows poor people. And we know rich people that suck. So the two things are. There's no correlation. You know correlation does not mean causation you know just because you got money doesn't mean in fact some of the most generous people I know some that we've you know my my friend Casey is one of the most generous people I've ever been around. And you know he is not poor. He is far from it. Right. Hey
[00:27:43] let me. Oh go ahead. Go ahead. Well just that that any of that kind of stuff that circularly around your head it will it will pull you away from the $10000 hour work by some other mechanism whether it's perfectionism or time wasting or drinking or. I mean who knows that that. I just want to say that that stuff is there that that when you make that list of a hundred things you go hey that one thing most people most people will experience resistance and that's actually one of the ways that you know that you picked the right one. So you kind of do jujitsu on your procrastination. You're like what do I feel like procrastinating about that. Well I think that's probably really productive that's at least a thousand dollars an hour work right there.
[00:28:41] That's that is. That's a profound thought. In fact if you listen and you don't wrap your mind around that and you do decide to kind of go from being you know just somebody that delivers content on stage or you know you're a sales guy and you know you can teach other people if you don't get your mind around that thing that if you don't do the hard thing you won't have a business because time after time period I'm sure this happens to you a lot more than it does me. People will call up and they want me to coach them or help them get their business going. And they're just like they're doing the 97 things on the list and not the top three things because those three things involve rejection or not feeling accepted. And so they but they that they're busy they're going we've talked about that but speak to the person that's you know they're making their list and they're trying to make that transition I think you're just you're such the right person to speak into that because of having made the transition out of an industry that you were educated in. So let's talk about that a little bit. You're by trade you're an electrical engineer right.
[00:29:39] That's. That's right. That's right. So double the degree and all that.
[00:29:43] So why are we talking to you about online marketing Why are you the authority in Google Ad Words and Facebook marketing and you've got an intellectual electrical engineering degree.
[00:29:54] Well so I was working as an acoustical engineer and my wife was three months pregnant and I got laid off and it turned out I ended up having to go in sales if I didn't want to move away from Chicago so I end up in a sales job and that was two years of bologna sandwiches and ramen soup and cold calls and banging on doors and all that kind of stuff the salespeople hate ok yep. And and I discovered direct marketing that there was this there was this thing out there.
[00:30:32] This is actually 1997 that there was this like there were people out there they wrote copy which is that stuff you see in catalogs where you know or the letters that you get in the mail. And the idea was hey you know what you can replace the cold calls and the pounding the phone and the pounding pavement with very smartly executed direct marketing. You don't have to make those phone calls again. And so to make a long story short I took a different job. We started using this we started using this on the internet and it worked. And that company ended up getting so I grew that business from $200000 to $4 million and the company sold for $18 million and it got some stock options in. And I was like wow what if I got really good at direct marketing instead of just being sort of OK at it. Well that was then about the time that pay per click and Google started coming along and I started using ad words and it was the coolest thing I ever saw. And well it turns out that an electrical engineer with a direct marketing background is the perfect guy to figure out google adwords because it's half engineering half psychology. And so that's that's why you're talking to a electrical engineer it actually makes perfect sense. It's just you know it's just a little more subtle. It's not so obvious on the surface. And so and then when I discovered 80:20 it was like hey wait a minute there's these layers and layers and layers of 80:20.
[00:32:11] There's another one inside every 80:20 there's another one and another one another one so you can stack these letters on top of each other and you can get like hype or leverage.
[00:32:23] And people sort of know this set a really basic intuitive level but they don't understand what the numbers actually are if you understand what the numbers are. Oh my word this is incredibly powerful.
[00:32:36] And so. So here's what I'm hearing you say and I know a lot more about Perry than anybody listening to this probably. And one of the things that I recently learned is your latest book is called Evolution 2.0. And when I first heard about it I was like that makes no sense. But then I listened to the book and I thought it is it's basically you've taken what you did with Google ad words and apply that same philosophical approach to going in and digging into evolution. So basically here's what I took away from that from that book is that evolution is basically like split testing or at least the first part of the book you explain how it works and you know some of the flaws and the strengths and weaknesses of it I'm like oh it split testing and so so it made a lot more sense. And how that makes is relevant to you that are listening is Perry knows what his superpower is. You know you know it is being able to dig in and really take something apart and understand it so that when he's speaking he's speaking in fact not just his way. I think this works. And then you took that super power and you turned it into several businesses and more. You know with this new book which seems to be a left hand turn from the content you've put out. But to me it's it's right in your wheel house you're going in and you're figuring things out and then taking new information to people is accurate.
[00:33:52] Yeah that's accurate. And the thing of it is is that it's all operating on the same set of principles. It's just manifesting in different ways. So so so let me give you an example that you could say what on earth does biological evolution have to do with Google AdWords. Well I'll tell you I'll tell you what it does. You
[00:34:16] said it actually you might be the first interview I've done where somebody actually like plucked this out of the air and identified it. Evolution is split testing. OK. So so if you've done Facebook ads Google ads if you've done any of that stuff even remotely correctly you know that you got to write a bunch of different ads and test them. You get winners and losers and your job is to sort through the winners and losers as fast as possible. Right. That's it. OK. Well so. So let's jump jump. Train tracks two different one you're taking antibiotics because you've got strep and you're trying to get rid of that strep. Well every time you go to the doctor and he gives the antibiotics what does he say about that bottle you have to finish the bottle or are you going to get even if even if you think you know you're all cured. Richard finish the bottle. Why now why does he tell you that. No idea. OK. If if you don't kill those germs dead. They will come back with a vengeance and they will be worse next time. Right. And again I. Yeah the germs are immune. And now there's no antibiotic that can kill them and we've all heard these stories of like there's some country and there's an outbreak and nobody's got an antibiotic of the people just die. Right. Right. And you don't want this to happen. Well here's what's going on. The germs are split test.
[00:35:42] I mean it's fascinating and you talk about that in the book and I definitely didn't mean to get us off on a tangent but what I want people to hear from you is the passion that you have with these things when you're digging into that superpower that you have. And the big point I want to make with that is it's so important to stay in your lane if you're you know whatever your subject matter expertise is. Be an expert in it before you go and teach other people how to do it. Because there are there are enough people out there that are not experts that claim to be experts. And when you find out what that superpower is and I think you've just nailed yours and it applies to a lot of different areas obviously. And to be able to take that thing and do what you love to do which it appears. The thing I loved about this last book was that you read it and the thing that you can tell all the way through that book is this guy is in his sweet spot. And for those of you listening find your sweet spot and go out there and just absolutely dominate it.
[00:36:40] And I think that's what you've done so well you know in 80:20 sales and marketing. I there's a chapter where I talk about finding your sweet spot. And and just flakes give you a super quick compressed version of this because I think this is worth talking about. And in between sales and marketing you know the Bookal go more depth but it's kind of like this you email five or 10 of your friends and you go hey I'm taken this course from Perry Marshall and I got this assignment and the assignment was this is how you give yourself permission to ask your friends this question. OK you say my assignment is to find out what is my unique capability what do I do better than anybody else in your opinion could you just describe it to me and send me email back by Thursday and and they'll send this back to you and what you do you take all the easy answers which generally they're very complimentary and they're really pulling out like what's special about you. And now you actually sift and sort of go OK I e-mailed ten friends eight of them said mentioned X and six of them mentioned Y and five of them mentioned Z and three of them mentioned a or b or c and you prioritize and and you you kind of polish and shake down to I I always tell people get down to like five or six words and phrases. So like for me here here's what my list is deconstructing which you just talked about. You basically told me that I deconstruct. Right. Right. Inventing writing teaching evangelizing encouraging that's what Perry does.
[00:38:30] When I when I emailed my friends that's the list that came up with. Now you come up with the list and you reduce it down to like six words that you understand what those things are. And now here's how here's how you do. You get the 80:20 squared or the 80:20 cubed out of your life as you go. All right I get six things on this list. Whatever I do every day. Most of the things I do every day need to be doing at least three of the six at the same time whatever they are. I mean maybe you're maybe you're a really empathetic encourager Or maybe you're a mathematician or maybe you're a preacher author or being the subject matter expert or whatever it is. But you stack them on top of each other. Right. So I don't just deconstruct but I also invent I don't just invent I also teach I don't just teach I also write. I don't just write. I also encourage like mix it together in a here's what will happen if what you're doing on any given day is for five or six of those things all at once.
[00:39:41] People will watch you and they'll go Oh my goodness that is magic. How does he do that. How did she do that. That's magic. It's really you forced your own stars to line up as what you did. You got super clear and most of us can't see our own gifts for what they are because they're too normal to us. It took I was not. I think I was 27 or 28 before I had any idea that my skills as a writer were worth anything to anybody. Wow. Yeah.
[00:40:15] Yeah that's not her. That's the path that you are all in.
[00:40:18] No I was an electrical engineer. What does an electrical engineer write. In fact I read the first report I ever turned in at work as an electrical engineer on my first job. The comment that I remember somebody saying was well you know other than the extreme verbosity that was a pretty good report. Well that's just a writer who has honed his craft at all is what that was. Yeah. OK I kind of enjoyed writing that report. Like yeah we went on this trip and here's what we did.
[00:40:53] Yeah. That's awesome that what you just said I was taking notes on that wasn't quite there. That is incredible. You know getting that because sometimes I think some of these skills or maybe even a blind spot you may not know that you have a skill until somebody says hey you know you're really good at this or I come to you for this thing the other thing is what people come and ask you to do repeatedly for them you know what kind of help are you giving people hey this has been incredible. So Perry I appreciate we went longer than I expected. How did people find out more about you.
[00:41:24] Well you should go to Perry Marshall dot com flash 80:20 8 020 p r y they are. SAGAL Dotcom's Leslie 80:20 in you can get 80:20 sales and marketing for a penny plus shipping which will cost you seven bucks in the U.S. or 14 outside the U.S. and we'll ship it to you. Now you can buy an end to that too. It will cost you more money and that's OK too. But the reason that you should go buy it on my web site is you will then see how I go about developing a relationship with people via e-mail. You'll get into my auto responder maze and you'll start to understand how how to sell with Chinese water torture and make people like it.
[00:42:11] That's awesome. And I will link to that below and I will make this offer this is a real offer. You buy this book and pay the shipping and if it's not worth it. E-mail me and I will have my assistant send you the money for the shipping. I am. I mean there's if I have five books I recommend that everybody must read in this industry. This would be number one. This would be the in book and listen to it too because it's the gentleman that narrates it. It's very well narrated. And the information is exciting. I'm going to throw two things at you that we're not going to talk about you need to get in there and learn and learn what Perry is talking about when he talks about a bleeding neck from your customers. You need to dive into that and what it means to rack the shotgun. And so I'm opening a loop right there for you intentionally because I want you to get the book because I want you to point back at me one day and said Man I'm so glad Richard twisted my arm to get that. So Perry thanks so much for being on. Hopefully we can do this again in the future. Keep doing what you're doing. I'm love your stuff.
[00:43:07] It was a pleasure to be under-rated. Thank you very much.
[00:43:12] Pay so much for listening to recurring revenue radio with Richard Chancey if you like this episode please review unsubscribe. Mine is online 24/7 never Recurring revenue radio where it's all about turning what you know into serious cash flow. We'll catch you next time on recurring revenue radio.