Important note: This is a critical and independent review and not a salesletter or an ad! The author of this review is not paid to write this review.

Product description and format

Paperback, 160 pages.

Review 

The modern marketing industry has a very serious problem: More and more people become kind of immune against all the sophisticated marketing methods used by this industry in order to get more customers.

Many people simply don’t trust the marketing messages that they get bombarded with all the time.

In the eyes of many people the Marketing industry has lost it’s credibility. They’ve heard all the promises so many times that they’re too skeptical to believe them.

According to Shel Horowitz, author of "Principled Profit", one major reason is the basic principles and premises that most marketing is built upon. The aim of the typical kind of marketing is to cause the customer to buy your product or service – whether your customer actually needs it or not.

Often this is equivalent to taking advantage of the customer. No one dares to say it, but that’s the truth. The focus is on what the company will get – namely the customer’s money. Not on the customer. If just the company gets the customer’s money, everything is okay. That seems to be the measure of success which many companies follow.

Instead of this self-centered focus, Shel Horowitz suggests a complete new way of looking at Marketing. What he suggests is actually a complete change of paradigm.

The basis of the new Marketing is The Golden Rule from the Bible: "Do unto others what you want them to do unto you".

Instead of looking upon your customers as just a way of getting money, consider them as cooperators – yes, even as your friends.

According to Shel Horowitz the paradox is that the more you leave your egoism and selfisness behind and instead focus on your customers' wishes and needs, the more they'll want to buy from you.

Now, in theory a lot of marketers have said something along this line, but in the 'real' world very few marketers have actually applied this principle to their business.

In "Principled Profits" Shel Horowitz shows you how to actually build your business on the Golden Rule.

It's obvious that Shel Horowitz has given this subject a lot of thought. This isn't just another who's paying lip-service to serving the customer and then has decided to earn some extra money by writing a book on service.

Shel Horowitz knows what he's talking about. And from my own - and many others' - experience with him he practises what he preaches.

Shel Horowitz gives you all the details you need to go ahead and change your overall business focus. His argumentation is strong and compelling, and he shows you how to actually change your focus. He shows you what a different focus will actually mean for you and your business.

Shel Horowitz doesn't keep it at a theoretical level. In the last part of his book (from chapter 14) he covers several effective ways of applying his general philosophy and strategy to your everyday business life.

This part of "Principled Profit" is an important part which makes it much more than just a book you either agree or disagree with. You get concrete help to apply the overall philosophy and strategy. And this is very important, in my opinion.

I really don't have any critical remarks on "Principled Profit". I totally agree with Shel Horowitz that much modern marketing is bankrupt. If you want to make it in the future, you need a different focus. You need to look upon yourself as your customer's helper.

Instead of looking upon your competitors as enemies, consider them to be friends, working towards the same goal.

This is based on the 'Golden Rule', and I couldn't agree more!

Overall assessment

"Principled Profit" is a much needed book.

If your only aim is to earn as much money as you possibly can, you probably won't like it. But you'll still learn a lot. And if you're to listen and change your own attitude, you'll probably also profit a lot from the lessons Shel Horowitz gives you.

"Principled Profit" is a very, very important and valuable book in my opinion. When you've read all the pure step-by-step marketing books and still wonder why you don't succeed, I suggest that you take a long and thoughtful look at this book.

Thus I highly recommend "Principled Profit" by Shel Horowitz.

Price (at the time of this writing)

US $17.50 (plus shipping)

Buying information

Website

www.principledprofits.com

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Accurate Writing & More
PO Box 1164
Northampton, MA 01061 USA


 

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413.586.2388 or 800.683.WORD


 

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