82 Endorsements by Entrepreneurs and Marketers
Principled Profit is HOT, Say Canfield, Levinson, and OthersSocial responsibility and ethics in business are long overdue. Combine them with the idea of marketing cooperatively and the power is enormous. That’s why such well-known figures as Chicken Soup co-creator Jack Canfield and Guerrilla Marketing master Jay Levinson (and many others) have lent their support to Principled Profit: Marketing That Puts People First. In addition to Jack Canfield and Jay Levinson, this page has comments from: speaker Tom Antion; marketing gurus Anne Holland, Al Ries, David Frey, John Kremer, Brian Jud, Mark Joyner, Margaret Lobestine and Eric Gelb; Mary Westheimer, CEO of Bookzone; Adventive’s founder and publisher John Audette; Ken Blanchard’s frequent co-author Sheldon Bowles; the editor of Writer’s Digest magazine, Melanie Rigney…and several professional marketers from around the world. Their comments (along with many others) follow: Please click on any name to go directly to that blurb, or scroll through to see them all.
“In a world filled with shameless self-promoters and hype-filled hucksters, Shel Horowitz stands out as an honest, ethical marketer. I like the clear, high-content, value-based, forthright approach to selling with integrity he teaches in Principled Profit, and from experience, I know his ideas can generate highly profitable results.” “The success of Chicken Soup is based on the reality that most people want to help others and want to do the right thing. Shel Horowitz shows in Principled Profit: Marketing That Puts People First that not only do people *want* to change the paradigm toward cooperation and people-centered behavior, but that they can profit handsomely by doing so. I’m delighted to recommend this book.” “I spend much of my time writing about the greedy, don’t-give-a-damn rip-off artists in both government and the corporate world-so it’s a fresh breeze indeed when I get to write about someone who KNOWS you can do everything RIGHT and still make succeed! Shel Horowitz’s book, Principled Profit: Marketing That Puts People First, is a welcome change from the scandals in the business pages. It’s everything you need to make a very nice livelihood and still feel pride when you look in the mirror.”
“Highly practical-this isn’t pie-in-the-sky theory or wishful thinking. These real-life business stories are useful for every CEO who wants to grow sustainable profits.” “Shel Horowitz’s call for ethics in the business world is just as relevant to the world of public management and politics. It’s all about serving the people with integrity and care. Sage advice for everyone.” “Everybody is in four businesses at the same time: the business they think they’re in, the marketing business, the service business, and the people business. Shel Horowitz’s superb book gives you the equivalent of an MBA in the people business. You’re going to love it and people are going to love you.”
“Shel Horowitz was one of my first influences ‘way back when,’ working his magic on me with his Marketing Without Megabucks: How to Sell Anything on a Shoestring and then his Grassroots Marketing books, both brilliant! The very fact that his own shoestring marketing efforts reached and sold me, so early in my own online venture (well before we started SiteSell), was proof enough for me! I’ve been an avid Shel-follower ever since, so I was honored when he asked me to read and comment on his new book… Principled Profit: Marketing That Puts People First.
“In today’s climate of corporate scandal and public cynicism, Shel Horowitz provides a deep breath of fresh air. He shows, on every page, that not only is it possible to succeed by appealing to the good side of human nature, but that the resulting success is easier to achieve and more satisfying, far outdistancing the outcome of ‘take-the-money-and-run’ approaches. People need to know that doing the right thing not only feels good, it works. This book communicates that message without preaching it. “One of my ‘Joynerisms’ goes like this: ‘The second best form of marketing is superb Customer Service. The first is Word of Mouth. You don’t have one without the other.’ Principled Profit shows you step by step how to integrate that kind of thinking into your business. It’s not just the ‘right’ way to do business. It’s the better way. On retrospect, I don’t think my friend Shel should have named his book ‘Principled Profit.’ He really should have called it, ‘The One and Only Way to Get the Most Profit Possible from Your Business.'”
“In the aftermath of the Enron, Global Crossing and Worldcom disasters, no message could be more timely than Shel Horowitz’s. In the long run, only an ethical approach to marketing works. “An exceptional and well-researched book that is totally in line with the way I have done business in the last 29 years. I urge every business owner, every speaker, and every serious student of marketing or psychology to buy it.” “Shel Horowitz has always been known for his nothing held back, non traditional, straight-shooting, and creative solutions to some of the most perplexing problems that plague entrepreneurs today. He’s not just an author, he’s an entrepreneur, so he knows from where he speaks!”
“It’s common in business to use the bludgeon of money to attempt to meet challenges. Famous for his frugal philosophy of doing business, Shel Horowitz has employed the more sophisticated tools of intelligence, ethics, cooperation, ingenuity and creativity. In his several decades of doing business successfully, he has continually sharpened those tools. Now he shares those tools with you. Read?and learn.” “Principled Profit is a revolutionary approach to business that will challenge even the most jaded, hard-nosed, bottom-line, make-the-numbers manager to re-think their approach. Horowitz makes the intriguing case that win-win, not only with customers, but also with competitors, can give business the biggest returns! In case after case Horowitz shows ethical and nice just isn’t about being a good guy—it’s about getting the biggest bang for your buck and the largest return on effort and investment. If you’re interested in success, you need to read this book.”
“In Shel Horowitz’s world, people do matter. The book combines the best of marketing and relationship theory with real-world examples and practical advice to create a winning, inspirational package. If we all adopted Shel’s advice to create value for others in everything that we do, the world would be a better place.” “At last, bold, usable approaches that fly in the face of traditional and sometimes unethical business wisdom. Chock-full of creative yet shrewd ideas for marketing successfully in the new millennium.” “Must you be ruthless in your quest for profits to be a successful business owner? Shel Horowitz explains, through examples, personal experience, and great advice, how to be highly successful and still sleep at night. Principled Profit: Marketing That Puts People First is a jewel of a book.”
“Shel Horowitz has got it right. No business can go it alone today. There’s far more to gain by teaming up with competitors than ignoring their existence or bad-mouthing them. The bigger the competitor you team up with, the greater the chance that you’ll end up with some of the business they can’t handle. There is a halo effect from hanging around with the best people in your field. Try it!” “You are the way you are for a reason. Ever wondered why you’re in the business you’re in? Why you’re interested in the things you do? It’s because you have a unique place in the world-one which nobody else can take, not even your closest competitor!
“2003 is the year of the entrepreneur, and Shel Horowitz’s marketing savvy?encapsulated within the confines of this content rich book—is the entrepreneur’s best friend and companion when it comes to taking action steps to fame.” “Shel Horowitz is a succinct and practical writer who has a knack for giving the reader useful tools and comprehensive understanding. Shel writes about what he knows, and what he knows—firsthand, from his own passions and everyday practice—is how to market goods, services, ideas and perspectives. His marketing is always lean but not mean, face to face without being in your face, and more memorable than the competitor, who spends too much casting wasted seed on unprepared soil. The marketeer who wants to succeed without losing identity and integrity will learn a lot from what Shel Horowitz has to share.”
“Shel, it’s clear that you have a complete command of marketing techniques and the psychology behind it. Forget these “bully” shove-it-down your throat, push sales tactics-Nice guys CAN finish FIRST! I’m a believer… if you put people first, you WILL win in business! Thanks for showing us that there is a place at the top for the kinder, gentler businesses.” “‘Honesty is the best policy.’ Shel Horowitz makes the case clearly, completely, and vigorously in his new book, Principled Profit: Marketing That Puts People First. Honesty is a core brand value. Shel shows you how and why to adhere to it, and more than anything else, how it can be used to increase business, promote your brand, retain customers and easily attract new ones at far less cost. This book is a winner! Honest!”
“Overflowing with creative, innovative and fun ideas to help you market yourself, your products and services inexpensively, effectively and ethically. More importantly Shel presents an underlying philosophy that you can take to all areas of your life but demonstrates repeatedly how pertinent and valuable this approach is to doing business in the 21st century. As the co-owner of a company that doesn’t actually sell product directly I still found Shel’s ideas worthwhile and usable. There are lots of anecdotes here and concrete examples too-it’s easy to see how you can make Shel’s techniques work for you.” “As a marketing consultant, copywriter and merchandiser, I know firsthand, (1) that a profitable long term business hinges on strong customer relationships and repeat business, and (2) how much harder it is to develop a new customer than to please an existing one. Shel Horowitz’s innovative new book, Principled Profit: Marketing That Puts People First, takes this concept well beyond customer satisfaction. Shel shows you HOW to build mutually beneficial and profitable relationships not only with customers, but with employees, suppliers, and even competitors. This partnership approach is both powerful and profitable. A terrific and long-overdue book.”
“As usual, you packed a lot of ideas into a compact, tightly written book. My favorite bit of advice: Get paid to do your marketing. Thanks to your inspiration, that’s exactly what I’ve been doing these days. And it’s paying off!” “Very wise words from a very wise man. Shel is a seasoned marketing pro who not only talks the talk, but walks the walk…of principled profit. His brilliance shines through and his methods will not only help you to make lots of money, but to feel great while doing so. And that, in essence, is free-enterprise-that the money you make is directly proportionate to how many people you serve and how well you serve them. “The essential key to marketing is making friends, creating relationships. Shel Horowitz is my friend (as well as my competitor). I wish him well. His book is a must read for anyone who wants to understand the new way of doing business and doing it well.”
“Principled Profit: Marketing That Puts People First states an important case for using ethical marketing principles not only because it’s the ‘right’ thing to do, but because its the smart way to do marketing. Shel Horowitz points out very clearly that the days of ruthless, winner-takes-all marketing strategies not only don’t work, but are destructive to your business. The best thing about this book is that it gives you dozens of easy-to-implement, low-cost honest marketing tactics that, in Shel’s own words…’not only feel better but work better.’” “I believe that the power of small business success is in working together. Shel has captured the strategies and tactics for doing just that in this book. Keep it handy on your favorite bookshelf. Use it to plan your marketing strategies year after year. If you implement the tools and tips outlined in this book, you’ll grow your business with a lot less effort. This book is a keeper that should be on every business owner’s bookcase.”
“Shel has nailed it. Principled Profit: Marketing That Puts People First shows that you can succeed in business without sacrificing your ideals. This should be required reading in business schools so that we can avoid another headline-grabbing avalanche of corporate misdeeds.” “Principled Profit: Marketing That Puts People First offers refreshing marketing techniques for today’s disheartening economic and environmental conditions. The book focuses on the importance of maintaining ethical standards, building relationships and providing quality services. It is filled with interesting and applicable tips, personal stories and examples. This is a must-read for anyone who wants to succeed in marketing and life!”
“Principled Profit: Marketing That Puts People First is one of the best books I’ve read on marketing (or any business subject for that matter) in a long time. The author, Shel Horowitz, has a pleasant and easy to read style and the book is full of useful information based on his many years of experience in marketing and business. I was particularly impressed with how Principled Profit: Marketing That Puts People First focuses very strongly on success coming from making the lives of everyone else better, rather than stepping on your neighbor to “move up the ladder.” He explains very clearly, and in detail how this way of doing business is the only sustainable system in the long run for yourself as well as your competition. I have always believed that cutting your competitor’s throat is just plain wrong, and I was glad to see Shel’s book presenting numerous ways for me to help my competitors and, at the same time, help myself. Thank you, Shel, for a much needed alternative to our current business model, “Survival of the Fittest”. We don’t need a world where most people are left to die when, instead, there can be enough for everyone.” “In Principled Profit, Shel Horowitz shows marketers how ethical marketing practices generate long-term paybacks through consumer relationships that last. For white-hat wannabes, it’s an appealing and viable alternative to the war-zone vision of the consumer marketplace.”
“An excellent look at traditional marketing strategies from a unique new angle; that of ensuring customer wants and needs are fully met in the framework of ‘doing onto others as we would have them do unto us.’ Kudos to Horowitz for this, his latest work?eminently readable and full of real-world examples that not only will instruct but also will inspire the reader.” “In an age of Enron ethics and Worldcom cons, it’s refreshing to read a book that clearly demonstrates the value of virtue. Based on research findings, case studies and his own business practices, Shel Horowitz shows us that straight shooting and long-term business success are not antithetical. There is gold in the Golden Rule, and Principled Profit: Marketing that Puts People First reveals why. This is a courageous and timely work. In the game of business, Horowitz takes a hard swing at a fast pitch and hits a home run.”?Yvette Borcia, Partner, Stern & Associates, Co-Editor, Stern’s Management Review, Co-author, Stern’s SourceFinder and All About Pay (fall, 2003) “Principled Profit: Marketing That Puts People First helps the reader understand that most aspects of business growth are not based on a zero sum game. Your gaining of market share doesn’t necessarily mean loss of market share for your competitors. Many entrepreneurs never realize this and therefore stoop to unethical methods in order to surpass (some hope to destroy) others in their market niche. Shel helps the reader, through easy to understand examples, learn techniques that yield a win-win solution for two or more business ventures… This book makes a strong case for treating others as you wish to be treated. This approach helps the business owner enjoy his or her career rather than fretting that someone else might be ‘eyeing their cheese.’ These are the types of principles?updated for today’s marketplace?that have built business leaders like Nordstrom’s, Avis, and Saturn. Study them, test them, reap your rewards, teach others the methods, and gain a greater enjoyment your career?and your life.”
“Business can thrive and flourish in an ethical environment. I’ve earned the respect of clients, vendors and, even the IRS due to my forthright behavior. So, I am gratified to see a book promoting business ethics, produced by an author of this caliber. This should be required reading in all business curricula.” “In a world of intrusive, misspelled spam, promising all sorts of nonsense, and billion dollar corporate failures, precipitated by unethical business practices, Shel Horowitz’s Principled Profit: Marketing That Puts People First is a welcome addition to an entrepreneur’s library. Horowitz shows us the most successful companies, such as Dell Computer and Johnson & Johnson, are based upon a desire to create value for the customer. I wish all marketing strategies were based upon Shel’s Magic Triangle of Quality, Integrity, and Honesty.”
“Ultimately, your customers decide whether or not your business succeeds. Use the principles in Shel’s book to infuse your marketing strategy with honesty and respect, and you’ll be rewarded with loyal, relationship-based customers that bring you continual?and increasing?profits.” “I got up early this morning and sat down in front of the fireplace to review Principled Profit: Marketing That Puts People First. Within a few minutes I had stopped “reviewing” and started reading. It was a treat to find a book that had real substance to it. The book teaches you how to increase your profits and create satisfied customers by working with your customers and your competition. I am already using many of its tools and techniques, although I had never put my ideas into words. It was very reassuring to see that these techniques work and to know that I am headed in the right direction. This is marketing as it should be done!”
“Having enjoyed Shel Horowitz’s tips and writings for years, I was pleased to read his newest book, Principled Profit. Shel gives great examples and common sense advice on marketing for your business. This book is a road map for ethical, effective and friendly marketing. The techniques will give experienced marketers new ideas and resources, plus Shel’s easy-to-read style makes this book an excellent introduction to marketing for the new business owner.” “Principled Profit dismisses “quick buck” marketing strategies and presents the real secret for succeeding in today’s increasingly cynical marketplace: establishing long-term client and customer relationships built on trust, integrity and reciprocity.”?Steven Van Yoder, author, Get Slightly Famous
“If you feel uneasy about the ‘killer marketing’ concept, you need to read this book. In marketing, an area where ‘he could sell sand in the desert’ is generally thought to be high praise, it takes someone like Shel Horowitz to make you see why that’s not a good thing. “PR LEADS grew to a six-figure company in less than 12 months by following ethical marketing practices, working with competitors, and following the other valuable concepts outlined in this indispensable book?and you can too!”
“Shel Horowitz has written a clear, well-organized book chock-full of practical ideas. Everyone involved in marketing, sales, or customer relations needs to read this unique blueprint for ethical and rewarding business practices. A timely book on a vital aspect of business.”?Lisa A. Smith, Nonfiction Editor and author of Business E-Mail: How to Make It Professional and Effective “Principled Profit contains a message that needs to be spread wider: cooperation, even with so-called competitors, can be beneficial for everyone to whom you come in contact. As more people read his book, I know it will be. Although Shel freely admits to being biased in this regard, his book is extensively footnoted with examples that support his points. Read it, practice it, live it.”
“Great read! I’ve been involved in one aspect or another of the marketing industry since 1982. Shel Horowitz’s latest book, Principled Profit: Marketing That Puts People First, is an example of the best in marketing advice. “This is the book for those of us looking for hard data to support our intuition. In case after case, Shel reminds readers that yes, there is a better way to do business. Yes, it really works. -And yes, each of us can make a difference.”
“Shel Horowitz has done his research. Filled with real life examples, his book provides Cliff Notes on the successful marketing methods of dozens of companies, condensed down to easy-to-read sections. I would recommend it as an overview of successful marketing methods. Just one of these examples may be worth a lot of money to your business!” “In a marketing world saturated with guerrilla marketing tactics and cutthroat marketing techniques, your book is a breath of fresh air.
“Years ago, Shel Horowitz showed the world how to effectively market spending next-to-nothing in Marketing Without Megabucks, which still sits on my reference shelf.
“Marketing requires looking at the glass as half full instead of half empty in order for a kinetic exchange of ideas and relationships to perpetuate. Embracing failure as well as success is necessary in order to succeed.” “The king of frugal, marketing-without-megabucks guru of bootstrap marketing has made the case for putting people first. Which people? Clients. Prospects. The people you do business with.
“Shel Horowitz’s Principled Profit is a course in marketing for mensches. Stop wallowing in the sleazy world of big business and learn how doing the right thing will actually improve your bottom line! “Principled Profits” is the wave of the future. Books on ethical marketing, like this one, are sorely needed in today’s world. Shel Horowitz’s “Principled Profit” is a winner–and one of the best books on the topic of ethical marketing that I’ve seen. Buy it for your CEO.” “The information in this book is needed by EVERYONE that has or is thinking about starting a business. It means the difference between success or failure.” Below the line are new comments which have come in since the book has been published.
“A very charming, intelligent, ingratiating human being shines through your text. I’m delighted to make your acquaintance, even if only on paper. Your “abundance” principles are especially engaging to me. I share your approach, if I may flatter myself to feel so. “Enormous compliments on your book! I am really enjoying it…one of the better marketing books that I have read.” “Does something not sit right with you about the idea that we live in a “dog eat dog” world? Then this book will fill out that intuition with logical arguments and examples. Need some fresh marketing ideas for reaching customers without spending a fortune? You’ll find some little-known but powerful strategies here… Shel’s sincerity and knowledge shine through every page of this book, encouraging you to pay attention to the voice in your head that says that honest marketing is the right thing to do. The news here is that besides making you feel good, integrity succeeds in the marketplace, too.” “It’s about time someone wrote a book about the way things REALLY work at the values and ethical level in the marketplace. Yes, there are scandals and scoundrels in business. But they’re truly in the minority. Because the people who last… the people with whom others most want to do business… the people who set the pace for the rest… are quietly and consistently principled individuals operating in a basically decent way. This book spells out what those people are doing and why it’s to your advantage to follow their lead.”
“This quotation particularly caught my eye: “Create value for others in everything you do. … You help yourself best when you’re helping others.” “This is a refreshing, wonderful and practical book. Shel Horowitz tells you that integrity is not naiveté and that you can stand up for what you believe in and still make a profit. I’d like to thank the author… Bravo!” “Shel Horowitz–one of the most ethical, honest and principled online marketers I’ve associated with.”
“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.
“I’ve been reading through it slowly over the last week or so, and it all makes a whole lot of sense. I think you’ve got your finger on the next new wave of marketing……how you can do well for yourself by doing good for others.”
“Each page of Principled Profit draws you toward the next. Shel Horowitz masterfully blends conversational style with logical flow and unparalleled research. His ethical, people-first message is the new paradigm in marketing. Principled Profit’s twenty-plus pages of resources and index means I’ll be referring to this book for years to come. Highly recommended.”
“Congratulations! A much needed book on a much needed concept by just the right person! You’re awesome!” “This is the sales and marketing book for the folks that wished the whole process didn’t have to feel sleazy. 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.
“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. “As a publisher of Christian books I have always considered myself as someone who practices highly ethical methods of conducting every facet of my business. But in reading “Principled Profit” I was challenged to take it to an even higher level. My communication skills improved, my listening skills are more of a priority now, having a win-win deal for both parties is something I reach for more than ever before. Ethical Marketing is so much more that just being an honest person. Striving to genuinely help others improve their lives and businesses rather than just make a deal, improves my own life and gives my business a new boost forward. I have already seen instant results from implementing Shel’s practical advice. And even though growing my business has always been a top priority, his book has convinced me that embracing my true dreams and vision to help others and society through the books I publish is a higher calling that will bring the greatest results. This is a book that I have already recommended to other business men and women in the last week since reading it, and will continue to do so for a long time.” “Shel Horowitz wants 25,000 people to endorse and spread the idea that ethical business is effective and profitable. His goal: a “critical mass” to make the next Enron impossible, because employees won’t cooperate with crooked directives” “Shel Horowitz is both the Johnny Appleseed and the Thomas Paine of ethical marketing. His book, Principled Profit, is the “Common Sense” for the 21st Century for those of us trying to make a better world for ourselves, our families, our communities, and indeed, the world. He shows, step by step, how I can help myself and my business by helping every customer, client and contact around me.” “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…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.” “This is a great book emphasizing successful marketing strategies based on ethical conduct, honesty and integrity the highest compliments to success. You have given me the basis for the “magic formula” for business success (PP + SP = EP) Principled Profit + Social Profit = Economic Profit. Applying the same strategies found in your book helped me unlock the secrets for achieving “ultimate profit success.” “I’m impressed with his thoughtful approach to marketing. Every entrepreneur and marketer should read his book Principled Profit.” “It’s what I call a “YES!” book– the principles and ideas presented are so compelling that you may find yourself shouting a few internal “YES’s” as you read. I could never (even if I wanted to) offer my copy for resale. I’ve written too much in the margins, and there’s half a pack of sticky notes fluttering from its pages! “I am quite sure that many of the strategies and tactics outlined in the book help me retain existing clients and obtain referrals for new ones. As Horowitz’s book points out, customers, vendors and even competitors will become one’s unofficial sales force by doing right by them. In fact, two of the biggest assignments of my life came from such sources: one, a referral from a customer; the other from a competitor who recognized that my particular expertise made me right for a job he may have been able to get for himself. Not only is Principled Profit an invaluable tool for people in any line of work, it’s an enjoyable read! Principled Profit is a great book. I’ve read great authors like Donald Trump, Robert Kiyosaki, Paul Zane Pilzer and Don Failla. But just two of them have really impressed me not just because of their abilities and their huge knowledge, but because of their ethic and their interest in making the world a better place to live in. Those people are Jack Canfield and Shel Horowitz, who also has inspired me to be a better networker and a better person. Thank you very much for giving other people the opportunity to be better though your books.
Comments on this WebsiteDear Shel, I read your website and I am ecstatic to be associated with you. I honor, admire and respect your socially conscious work principles more than I can tell you. If more individuals would follow in your responsible footsteps, then the accepted business practices of “profit over people” that contribute to environmental devastation, abuse of workers in third world nations, displacement of indigenous peoples, and much other suffering would be curbed. I am glad for my own good fortune that led me to discover you! Sincerely, Bette Kiernan
|
Shel specializes in affordable, ethical, and effective marketing for authors, publishers, small businesses, nonprofits, and community groups. Copywriter, marketing and publishing consultant, international speaker, and award-winning author of seven books. 