Tuesday, December 25, 2007

Principled Profit by Shel Horowitz

iconiconNote: According to the author's website, Principled Profiticon was withdrawn when he published his new book, Guerrilla Marketing Goes Green, which includes 95 percent of the original contents of Principled Profit.  The image link will take you to Barnes & Noble's listing for the new book, but remember that this review is for Principled Profit!

I heard about Shel Horowitz's Principled Profit when I attended his workshop during the Muse Online Writers Conference. Unfortunately, I read this book a little over a month ago, and I'm finding it difficult to recall my impressions.

One thing I do remember is how it galvanized me on the idea of honest marketing. All of us know the annoyance of marketers who just won't go away — whether phone and door-to-door solicitors who won't take no for an answer, or stores with a "used car salesman" approach that makes you forget all about your purchase in favor of running far, far away.

Horowitz takes a totally different approach toward marketing. One thing he talks about is targeting only those folks who are most likely to make a purchase, rather than hitting completely uninterested consumers over the head with your product or services. It benefits both you and them: It saves you time and money, since you're not wasting it on people who simply aren't interested, and it saves the uninterested people the hassle and annoyance of fending off poorly planned marketing attempts.

2 comments:

Shel Horowitz, author, Principled Profit said...

Katharine, thanks for writing about my book, Principled Profit: Marketing That Puts People First.

Yes, it's hard to remember content. I review books, and I confess that I keep a page of notes, either written right in the flyleaf or on a separate sheet of paper.

One other key point in the book is that by treating people ethically and as intelligent people who can be partners with you, customers and even competitors can find it in their interest to send customers to you.

The first few chapters are available as a no-charge download at http://www.principledprofit.com - I think this is a book that can change the world.

Katharine Swan said...

Shel,

Thanks for visiting my blog, and thanks for your input on my post. I will be writing a more detailed review on another blog I keep, Reading For Writers.

Thanks for turning me on to these books during your presentation for the Muse Online Writers Conference!