Principled Profit: Marketing That Puts People First

I not only like what Shel has to write, but also how he writes as well, and can recommend this book wholeheartedly. Judging from the testimonials - including many well known people, everyone likes this book. As Shel writes, "This is an opinionated and personal book," but it's backed by Shel's over 25 years of experience and extensive 3rd party research. Unlike "Grassroots Marketing: Getting Noticed in a Noisy World" which I'd describe as an easy to read yet comprehensive marketing textbook (note to self: stick on nightstand for review when I get home), this is a fairly quick read. The basic premise is that you can not only succeed, but flourish, by being nice. Nice guys don't finish last, they finish well in the pack, and do so much more happily than cut throat scumbags. Of course Shel doesn't use the term scumbags -- he's probably too nice to, but I'm not! The one thing I'd add, is that with the wide spread of blogging and other "Web 2.0" technologies, if you're a scumbag, word gets out quickly - and that won't help your bottom line. This is more than a "be nice" or "feel good" book, although it did make me feel good about being nice. It contains practical business advice. Since I read it in a somewhat disjointed fashion while traveling internationally with children, it's on my list to look at again SOON ,- I underlined advice I can put to use in my business soon. The only part some people may find odd is the last chapter, as Shel notes. It's on a sustainable future, and to Shel it's the most important chapter. Here is a quick recap of some of the principles and messages of the book: * Ethical marketing works better * Cooperation is an effective business strategy * Gaining "market share" is usually a silly strategy Shel has also started a campaign called the Business Ethics Pledge to actually change business culture to be aligned with the ethical, cooperative orientation to success. He's hoping to create a "tipping point" that would make business ethics scandals as unthinkable as slavery is today.

True win/win marketing is the ideal everyone in business should strive for. Shel Horowitz's Principled Profit, Marketing That Puts People First is the definitive book on the art and practice of win/win marketing. He shows you how to create marketing that not only helps your own business, but by helping another business simply passes around success that enhances every business or situation it touches. Horowitz not only practices what he preaches, he lives it. With true examples, he shows how the system works for just about every business situation imaginable. He shows that even helping your competition can help you help your own business.Perhaps "principled profit" should be made the new mantra of business. Practicing Principled Profit bodes well for business, as well as in our personal lives. What a wonderful world this could be!Well recommended for anyone, not just business people, looking to make a positive mark in this world.Kitty Werner, author, The Savvy Woman's Guide to Owning a Home; How to Care For, Maintain and Improve Your Home, published by RSBPress.

This is the sales and marketing book for the folks that don't want to feel sleazy about the whole process. Shel Horowitz shows how to sell more while doing good for the world and feeling good about yourself and your efforts. He gives specific, practical examples of people and organizations that are doing the things he advocates, and talks about ways to adapt the techniques to a variety of situations. I purchased this book because I had seen samples of Shel's advice on the publishing community lists to which I subscribe. (That participation is, in fact, a perfect example of the kind of conduct advocated in this book.) I wanted to learn more about how to market my own consulting company. I did, and it works.

Do you believe that marketing means doing anything to get the sale and do in your competition? Shel Horowitz disagrees, and in this book he shows how putting people first can make you a marketing success. In "Principled Profit," Shel Horowitz says that nice guys don't finish last. Honesty, integrity and quality are keys to building a successful business with repeat customers. According to Shel, "Too many businesses see marketing as a weapon of war. They think that to succeed, they have to climb over their competitors, fool their customers, and herd their employees into constricted conformity. I think that's just plain wrong."According to Shel, you can create value in your own business by creating value for others. Form partnerships with customers, employees, suppliers and even your competitors. You will succeed by helping others to succeed. In an atmosphere of trust and cooperation, they will become a marketing force for you, spreading the word to others who will want to do business with you.You can put the ideas in "Principled Profit" to work for you by only taking on customers you can serve well, networking and forming alliances with complementary companies and competitors, being honest in your copywriting and advertising, and treating those you deal with the way you would like to be treated.Shel Horowitz is a highly-respected copywriter and marketing expert, and both the "how-to" and the philosophy in this book make it clear why.