This is a smart guy, and somewhere in here is useful information. But _so_ much filler, so much is useless and repeated constantly. What would have been a brilliant essay is puffed up to a "business book". Try starting at Chapter 7 where the "useful" concentration goes a bit higher.
I enjoy reading fantasy, science fiction, and horror the most. To improve, I read about language, psychology, spirituality, and art. I read about computer science and business for professional reasons.
This book provides a decent overview of sales, with a lot of examples from a successful salesperson. As a forewarning, a large part of my brain is probably devoted to ignoring advertisements and spam, so I have a lot of negative opinions about many sales techniques.
Review of Sales Techniques
Numerous methods and types of sales are discussed, with strategies explained. I have no doubt most businesses would find one or more strategies they haven't thought of. Personally, I reject about half of the strategies for my own business as they involve what I categorize as spam and stalking. Basically, I find methods of advertising to huge numbers people obnoxious if the information wasn't solicited, searched for, or professionally relevant. Am I losing business because of this? Yes. Am I wasting thousands of people's time with their own inboxes, telephones, and computers to obtain one client? No. My guess is this author has probably wasted the equivalent of ten human lifetimes in the amount of time he's made people think about his products and services.
With that being said, a lot of the ideas are useful suggestions for finding ways to sell products or services, or to enhance an existing businesses sales model. I will personally use a lot of the general ideas to improve both mine and my clients advertising and sales gateways, and use them in a way to respect people's time.
Another problem I had with the information presented is the same type of problem I have when viewing misleading advertisements. The author was a highly successful salesperson whose sales were for large businesses with huge product investments. Because of this, the example pricing and numbers given were understandably large. However, the way the information was presented mixed these numbers as if to imply regular and small businesses were able to easily achieve such numbers.
At one point, he even suggested using the best case scenarios for advertising income. Work for this joker and earn $100,000, like one person out of a thousand did one year after a very rare corporate sale. Basically, using the earning from the best out of a thousand or even hundred thousand to lead people astray, without explaining the specific case is very unlikely.
I am not sure if this was suggested to use in product or service advertisements, as the example was a salesperson to salesperson employment advertisement. From experience, I've learned that following up with advertisements like this lead me to pushy salespeople who have devised other half-truths and lies they aren't willing to put in writing. What I am paying for won't be product or service research, but to be robbed and bamboozled.
Great Educational Marketing Advice
In all fairness, the category on educational marketing had some great advice. Businesses that market with great information and studies are the types of businesses I usually find and eventually use.
Television, Radio, Billboard, and Newspaper Advertising
Great advice on some ways to format advertisements for these mediums. Although I personally ignore most advertisements, when being entertained, I do find some ads humorous or interesting as a consumer at times.
His descriptions of a website and his model were decent. He described a main site, with free articles, and compared it with a web site with one feature, a sign-up box. He mentioned more people filled out the sign-up box on the website without other information, but the article website had more traffic.
Interesting to note, although I'd never design a website with only an email sign-up box and product offering. I think it would be very ineffective for anyone but a person who already has a large following. One benefit of a website is to bring in unknown people and provide unique information and services, and perhaps sell stuff also. Website technology isn't designed only to force people sent there to sign up for a constant barrage of a salespersons spam.
An entire section was the author bragging about how he would repeatedly call and harass tons of people on the phone, and get a few responses and sales. He had a full methodology on mind controlling secretaries over the phone to have them go back and forth to talk to their bosses.