Perry Marshall – 80/20 Masterclass 2024

SESSION 1: 80/20 Racking the Shotgun & Eradication (Business units, marketing channels, employees, vendors, product lines)

• A 30-minute exercise drops 4-6% of your top-line revenue into your BANK ACCOUNT with NO increase in sales. (Take your sales, divide by 20 and deposit that amount in your checking account. Will it make a difference in your life?)
• How to graciously “fire” money-sucking, time-sucking clients and customers so that not only do they not give you a 1-star Google review, they thank you for setting them free
• How to locate invisible “black holes” that suck your time, energy and money, don’t produce profit – how to cut fat and not touch a millimeter of muscle
• You ARE (already) taping dollar bills to 10% of everything you sell – so, by re-orienting the way you evaluate your clients, products and services, you can make more and do less (In fact, if I fail to prove this to you in the course, you can ask for your money back and get a cheerful refund)
• The counter-intuitive subtraction strategy for product and service planning that sharpens your Unique Selling Proposition while simultaneously cutting your hard costs by 20%
• Not only does 20% of what most companies sell lose them money… sometimes it’s as much as HALF. In other words… it’s possible that as much as HALF of what you do and sell – HALF of what your biggest client does and sells – is not only necessary but propels them backwards
• How to eliminate waste everywhere, without becoming “the dreaded hatchet man”
• How to send the ONE calculated signal that most ignore, but a few respond to
• The ONE thing that is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world
• How to identify, in advance, the entrepreneur’s worst nightmare: THE DESERT MIRAGE: The “juicy” “attractive” “sexy” prospect – or client – or market – that doesn’t have the money. Or doesn’t care…. the person who won’t be persuaded by anything… and filter them out so you don’t die of thirst!
• The one thing you must do before you bet your time or money on any sales or business project…The sordid, embarrassing story of what happened when I was afraid to do this
• The one thing that ALWAYS places you in the best negotiating position with customers
• The most valuable asset you can own in marketing
• One thing every marketer and salesperson MUST thoroughly master
• The one thing your website MUST do – which half don’t do at all and only 3% do well
• The #1 criteria for predicting whether your new product is going to be a hit
• A tool that will IMMEDIATELY cut your chances of product launch failure by 80% (in other words 5X more likely to succeed). Takes 10 minutes. It’s free to use – you can sell it to clients – and turn it into a 1-2 hour consultation session that turns their world upside down and inside out
• The absolute REVERSAL of normal sales “wisdom” that took me 7-10 painful years to grasp… and would have saved me a solid five years of misery and strain on my marriage
• The Handy rule of thumb that will consistently attract more money to you, every day, every month, every year

Those who ignore 80/20 or are not savvy to its finer points are forced to tolerate:

1. Cheap, fussy, nitpicky customers who mistreat you and your staff
2. Take 60-120 days to pay your invoices
3. Refer other lame-boy clients
4. Drag you through dangerous neighborhoods
5. Torture you with the most inane gossip
6. Ignore your best advice AND expect you to pick up the lunch tab

And then, after you’ve bent over backwards to fix THEIR mistakes, give you a one-star Google review.

(Didn’t you know? That’s what you get for throwing your pearls before swine, sir. No good deed will go unpunished.)

SESSION 2: The Invisible Money-Finding X-Ray Machine

Fractal 80/20 is The Power to Predict the Future

How to sell more to, and make more from, every customer

• How to turn ONE ordinary stat you read in the newspaper (“median 2022 home price is $428,700.00”) into a spectrum of precision market insights. I’m dead serious about this… this transforms any person who relates to numbers into a LETHAL market penetration machine.
• How to quickly size up… people in a crowded room at a networking event (or even a birthday party) – and find bosses, chiefs, star clients, “big cheese”

You will find a new product or opportunity with the Invisible Money Curve that will sell the first time you launch it.

We will find pent up demand in your current customer database that want to buy something without being convinced.

• X-Ray Iceberg Binoculars: How to scan testimonials or customer reviews from any product or sales page and immediately work out real – expected – typical results from the tiny morsels they give you. You can now “weigh” the entire iceberg by only spotting the tip!
• How to run an inexpensive market test over a few days or weeks and accurately predict upsells – downsells – client behavior, even entire businesses, from minuscule amounts of data.
• How to acquire the secret superpower of “scary accurate Wild-Ass Guesses” and “super-simple, bar-napkin arithmetic” that immediately tells you:…whether an investment pitchman is blowing smoke up your skirt
  …whether a product, company, employee, partner or vendor is ordinary or extraordinary
  …the breadth and depth of entire product lines, based on one skinny data point
  …the performance of entire sales teams and departments, based on one playerThere is not a business school in the world – nor book, course or marketing guru – that will equip you with this capability.

SESSION 3: 80/20 Crowbars for Your USP (3-5 Power Disqualifiers)

• The laser-speed shortcut to crafting compelling, “knock ‘em dead” “win ‘em over the first time out” sales messages – redefining your company, your competitive position, your offers, based on HARD deliverables and specific promises – uniquely eliminating the competition from consideration and forever freeing you from the lookalike commodity death-trap

Guaranteed: You will Increase your Unique Selling Proposition score by 20 points or more!

SESSION 4: Launch Successfully on your first attempt without going SPLAT

• How to use tiny bits of data gleaned here and there and judge: size of market, growth of that market, the competitive landscape stackup, who the major players are, whether you should enter that market, and how much profit (or loss) is waiting for you – even in the most shark-infested waters
  
• How to apply this to identify Star niches even in small markets where it would be hopelessly impossible to buy a market study
• How to find “cracks in the sidewalk” where you can succeed where others have failed
• Easy questions you can ask on the phone, in person, in surveys or via email, which will tell you your clients’ dream product, dream situation, for which they will happily fork over gobs of money
• How to wrench yourself free of “psychic salesmanship burdens” that are the inevitable consequence of YEARS of books, gurus, fads and accumulated failures
• How to know EXACTLY what leads – sales – new customers – prospects you should turn over to your sales people, and which ones you shouldn’t call (and which prospects you should erase from your hard drives)
• Do you run automated sales funnels?
• The counter-intuitive factor that says you should “throw money” at a minority of your best customers. How, when and where to do it.

SESSION 5: More Money for Agencies, Consultants, Web Designers, Freelancers, Copywriters and Service Providers…

How to turn 80/20 Chops into Extended Paid Consulting Gigs

In this session, you will discover:

• Simple questions that simply and easily set you up for effortless conversations that uncover pocket profits for clients
• Elevates web designers, ad agencies, copywriters, upwork freelancers, gig economy folks from interchangeable “human capital” into highly strategic, well-paid business advisors
• What you say to a potential consulting client to get them to write you a check
• The strategy I stole from a medical doctor that professionally disposes you to glean ALL the information you need from your client (even things the client may be deeply ashamed of) – cementing your authority and enabling you to benefit them in ways others cannot
• How to instantly add 20% to your client’s bottom line profit with near-certain probability of success the first time out
• How to make every customer list and segment they have 10-40% more profitable
• How to turn one $3K “trial balloon” into a $2,000 per month income stream, requiring only a few hours of work each week

The beauty of adhering to 80/20 is, the highest-paying clients also:

• Give you the most enjoyable projects
• Treat you with the highest levels of respect
• Pay their bills on time
• Take you to the finest restaurants
• Invite you to the most desirable destinations
• Engage you in the most fascinating conversations
• Give you the best referrals