User:Copywriter12/sandbox/Perry Marshall

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Perry Sink Marshall (born April 10, 1969) is an American online marketing strategist, entrepreneur, and author of several books, including Ultimate Guide to Google AdWords, 80/20 Sales & Marketing, Ultimate Guide to Facebook Advertising, and Evolution 2.0: Breaking the Deadlock Between Darwin and Design.

Biography
Marshall is the son of a pastor. He graduated with a degree in Electrical Engineering from the University of Nebraska-Lincoln. He was a national sales manager at Synergetic Micro Systems prior to their purchase by Lantronix in 2001. In 2001, he founded Perry S. Marshall & Associates, a marketing consultancy, and published his first book, Industrial Ethernet - A Pocket Guide. It was followed by a second and third edition, co-written with John Rinaldi. An introductory guide on planning, installing and maintaining industrial Ethernet networks. Marshall also wrote about mobile networking, and power over Ethernet.

Work
Marshall has been profiled in Click Here to Order: Stories of the World's Most Successful Internet Marketing Entrepreneurs by Joel Comm and Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus by Michael Miller.

Guerrilla Marketing and Google AdWords
Marshall started working with AdWords in 2002 soon after it was first introduced. He released Guerrilla Marketing for Hi-Tech Sales People, in which he likened the use of AdWords and emerging social media to the graffiti and flash mobs of Jay Conrad Levinson's guerrilla marketing - economical attention-getting that created a grassroots customer base. He consulted and wrote on the strategy of customers finding their vendors using the newly developing search advertising; "when the customer finds you, instead of you finding the customer, his or her perception of you is different." He documented the process and released the Definitive Guide to Google AdWords.  Ultimate Guide to Google AdWords followed in 2007; it has been quoted in several other books   and was reviewed by Kirkus Reviews.

Split testing
Starting with his first book on the subject, Marshall advocated AdWords split testing for market research and captured a set of guidelines for using split testing around types of ad copy and page positions that included precise wording. He coined the term "AdWords stupidity tax" for the premium Google charged on broad matching of search items.

Facebook marketing
In 2011, Marshall published Ultimate Guide to Facebook Advertising, in which he focused on guerrilla marketing techniques to social media. He explored the social media economic bubble and advocated methods of leveraging Facebook for opinion research as well as publicity. This guide has also been quoted in several other books  and was reviewed here.

Fractal 80/20
Marshall has spoken about Richard Koch's 80/20 rule as it applied to internet advertising and his philosophy of investing in grassroots marketing. He expanded on this philosophy in his 2013 book, 80/20 Sales and Marketing, where he discussed the rule as a possible truism across several economic bands. It has been reviewed in the Huffington Post and Inc.com referred to it as one of the "5 Best Sales Books of 2013."

Marshall wrote about the notion of 80/20 as a fractal phenomenon which informs pricing strategy. Leonard Kim of INC Magazine summarizes: “Within every 80/20, there is another 80/20 inside of that, then another 80/20 inside that...4% of your customers will generate 64% of your revenues; 1% of your customers will generate 50% of your revenues; 0.2% of your customers will generate 40% of your revenues.” Marshall expanded upon his ideas in a Harvard Business Review Italia article.

Evolution
Marshall is the author of Evolution 2.0: Breaking the Deadlock Between Darwin and Design, a text in which he discusses his support for evolutionary creation. He has advocated the Third Way position in radio debates and has delivered lectures on the topic on television and, for example, at a conference of the American Scientific Affiliation and at Arizona State University. Marshall's book is reviewed in a discussion of "Evolution and Faith, Updated" and also here. He founded the Evolution 2.0 Prize, a search for origin of biological information. Geneticist George Church of Harvard Medical School discussed the prize in an interview with Frontline Genomics.