82 Endorsements by Entrepreneurs and Marketers


Principled Profit is HOT, Say Canfield, Levinson, and Others

Social 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.

Jack Canfield, CEO, Chicken Soup for the Soul Enterprises
Jim Hightower, Former Texas Commissioner of Agriculture
Anne Holland, Publisher, MarketingSherpa, Inc.
Robert B. Reich, Former U.S. Secretary of Labor
Jay Conrad Levinson, author, Guerrilla Marketing series of books
Melanie Rigney, Then-Editor, Writer’s Digest magazine
Dr. Ken Evoy, President, SiteSell.com/SiteBuildIt.com
Brian Kurtz, Executive Vice President, Boardroom Inc., Publishers of Bottom Line/Personal
Mary Westheimer, Founding President, Bookzone.com
Mark Joyner, #1 Best Selling author of The Irresistible Offer, The Great Formula, and Simpleology
Bob Bly, Master Copywriter
Al Ries, author of several best-selling marketing books
Fern Reiss, author, The Publishing Game
Marcia Yudkin, author of Six Steps to Free Publicity and other books
Tom Antion, Small Business Internet Marketing Expert
Eva Rosenberg, MBA, Publisher, TaxMama.com
John Audette, Publisher, Adventive
Sheldon Bowles, Co-author with Ken Blanchard of Raving Fans
Brian Jud, author, Speaker, Marketing Strategist
Azriela Jaffe, syndicated business columnist
B.L. Ochman, Marketing Strategist, Journalist, Speaker
Simon Young, Managing Director, Simon Young Writers, New Zealand
Marisa D’Vari, President, Deg.Com Communications, author, Building Buzz
Ira Bryck, Director, University of Massachusetts Family Business Center
Kristie Tamsevicius, WebMomz.com, author of I Love My Life
Walt Boyes, Principal, Spitzer and Boyes LLC
Susan Z. Martin, Where Can I Buy A Car Online
Eric Gelb, MBA & VPA, author, Book Promotion Made Easy
Martha Retallick, owner, LRP Designs
Bob Burg, author of Endless Referrals, Winning Without Intimidation
John Kremer, author, 1001 Ways to Market Your Books
David Frey, President, Marketing Best Practices Inc.
Denise O’Berry, The Small Business Edge
Harry Hoover, Managing Principal, Hoover ink PR
Melanie Rembrandt, owner, Rembrandt Communications
Josh Samuels, Melaleuca Independent Distributor
Mona Doyle, The Consumer Network, Inc.
Steve Yankee, Writer, Consultant, Workshop Leader
Yvette Borcia, Partner, Stern & Associates
Jim Deitz, The Franchise Doctor
Peter Hupalo, author of Thinking Like An Entrepreneur
Susan Carter, Small Business Operations Consultant
Mark Frank, author of Start Your Own Home-Based Website Design Business
Susan Sanders-Kinzel, Cumuli Ezine Finder
Steven Van Yoder, author of Get Slightly Famous
Laurel Lyon, Minisitetemplates.com
Dan Janal, Founder, PR LEADS
Lisa Smith, author of Business E-Mail: How to Make It Professional and Effective
Don Goddard, owner, Calm Spirit Oriental Medicine
Keith Thirgood, Creative Director, Capstone Communications Group
Susan Tull, Susan Tull Marketing Communications
Patrick Kilhoffer, Directconnectionsint.com
Linda Caroll, http://www.MultimediaJungle.com
Ed Osworth, author and Consultant, Creator of the Internet Marketing Index
Karyn Zoldan, owner, Bridgemarketing.com
Ned Barnett, APR, CEO, Barnett Marketing Communications
Lorenzo Rothery, Profitonthenet.com
Jim O’Donnell, author of business and inspirational books
Tim Warnock, translate-to-success.com, Assisi, Italy
David Garfinkel, author, “Advertising Headlines That Make You Rich”
Virginia Brucker, www3.telus.net/webelieve
Jeffrey Eisenberg, bestselling co-author of Waiting for Your Cat to Bark, Call to Action, and other books
Dr. Mani Sivasubramanian, heart surgeon and Internet marketer, India
Cathy Stucker, IdeaLady.com
Nancy Klarman, Klarman Information Resources
Shirley McDermott, Uncommon Buffalo Press
Bobbi Chukran, Simple Pleasures Photography
Eric Dondero, author, Worldwide Multilingual Phrase Book
Lorilyn Bailey, CEO, NewsBuzz.com
Lee Godden, author of ZenWise Selling
Margaret Lobenstine, author of Secrets of the Renaissance Soul: How to Make “Too Many Interests” Work for You
Marion Gropen, CEO, Gropen Associates, Inc. and moderator of two publishing-industry discussion lists
Kitty Werner, author, The Savvy Woman’s Guide to Owning a Home
Pamela L. Schwagerl, publisher/owner, Tsaba House
Dan Snow, U-Publish.com
TJ Walker, Media Training Worldwide
Ted Demopoulos, co-author, Blogging for Business
Bill Carlson, the Profit Mentors
Patrick Byers, CEO, Outsource Marketing
Janice Campbell, Director, National Association of Independent Writers and Editors
Jayne Pearl, Author
Eduardo Izquierdo, Puebla, Mexico

“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.”
—Bob Bly, master copywriter and author of numerous books on writing
as a business

“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.”
—Jack Canfield, CEO, Chicken Soup for the Soul Enterprises, Co-author, Chicken Soup for the Soul at Work

“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.
—Jim Hightower, “America’s #1 Populist,” author of There’s Nothing in the Middle of the Road but Yellow Stripes and Dead Armadillos and other books, former Texas Commissioner of Agriculture

“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.”
—Anne Holland, Publisher, MarketingSherpa, Inc.

“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.”
—Robert B. Reich, Former U.S. Secretary of Labor, and Professor, Brandeis University

“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.
—Jay Conrad Levinson, author, Guerrilla Marketing series of books

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.
“What can I say? Shel had me locked in immediately
‘Too many businesses… think that to succeed, they have to climb over their competitors, fool their customers and herd their employees into constricted conformity.’
‘It all boils down to this: you make your own success by helping others succeed?you succeed without selling your soul.’
‘… win-lose marketing… is a dinosaur. It won’t survive.’
“This is not so much a “how to” book, although there is lots of specific advice (I’ve photocopied and taped the “10 keys to great copywriting” on the wall beside my monitors, for example). But it’s the overall approach, the adjustment that it will make in your mindset, that is so important. Taking this man’s advice to heart will make the difference between leading a stress-filled “what’s wrong” existence and a bountiful “business is a joy” life. For anyone who wants to market effectively AND make this world a better place to live, this book is for you.”
—Dr Ken Evoy, President, SiteSell.com/SiteBuildIt.com

“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.
“Horowitz’s well-documented real-life examples provide a framework for ethical, successful marketing. It’s well written, so it’s easy to read, not something that can be said of many such books. Principled Profit: Marketing That Puts People First should be required reading in every marketing class.
—Mary Westheimer, Founding President, Bookzone.com

“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.'”
—Mark Joyner, #1 Best Selling author of The Irresistible Offer, The Great Formula, and Simpleology

“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.
?Al Ries, author of several best-selling marketing books

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.
—Tom Antion, Small Business Internet Marketing Expert

“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!”
—Azriela Jaffe, syndicated business columnist and author of thirteen books

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.”
—John Audette, Publisher, Adventive

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.
—Sheldon Bowles, Co-author with Ken Blanchard of Raving Fans and three other books

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.
—Melanie Rigney, Then-Editor, Writer’s Digest magazine, Editorial Director, Writer’s Digest Trade Books

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.”
—Brian Jud, author, Speaker, Marketing Strategist

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.”
—Lorilyn Bailey, CEO, NewsBuzz.com

“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!”
—B.L. Ochman, Marketing strategist, journalist, speaker

“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!
“In this book, Shel Horowitz paints a picture of a business world populated by real human beings-genuine caring people who’ve discovered their competitors are really collaborators; and their threats are really opportunities. People who’ve learnt to do well while doing good. Sound too ‘out there’? Shel puts legs on the ideals and gives examples of how ordinary business owners around the world are discovering just how effective “the Golden Rule” really is in their business and personal life.”
—Simon Young, Managing Director, Simon Young Writers, New Zealand

“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.”
—Marisa D’Vari, President, Deg.Com Communications, author, Building Buzz

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.”
—Ira Bryck, Director, University of Massachusetts Family Business Center

“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.”
—Kristie Tamsevicius, WebMomz.com, author of I Love My Life

“‘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!”
—Walt Boyes, Principal, Spitzer and Boyes LLC

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.”
—Susan Z. Martin, Where Can I Buy A Car Online

“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.”
—Eric Gelb, MBA & CPA, author, Book Promotion Made Easy and Editor, Publishing Gold E-zine

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!”
?Martha Retallick, owner, LRP Designs

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.
“Follow Shel’s advice. Your current customers, your new customers, and your bank account will be richer for it.”
?Bob Burg, author of Endless Referrals, Winning Without Intimidation, and other books

“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.
?John Kremer, author, 1001 Ways to Market Your Books

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.’
?David Frey, President-Marketing Best Practices Inc.

“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.”
?Denise O’Berry, The Small Business Edge

“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.”
?Harry Hoover, managing principal, Hoover ink PR

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!
?Melanie Rembrandt, owner, Rembrandt Communications

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.”
?Josh Samuels, Melaleuca Independent Distributor

“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.”
?Mona Doyle, The Consumer Network, Inc.

“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.”
?Steve Yankee, Writer-Consultant-Workshop Leader

“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.
?Jim Deitz, The Franchise Doctor

“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.
?Eva Rosenberg, MBA, Publisher, TaxMama.com, Noted financial and Internet speaker

“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.
?Peter Hupalo, author of Thinking Like An Entrepreneur and owner of Hupalo, Ltd

“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.
?Susan Carter, Small Business Operations Consultant and author of How To Make Your Business Run Without You

“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!”
?Mark Frank, author of Start Your Own Home-Based Website Design Business

“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.”
?Susan Sanders-Kinzel, Cumuli Ezine Finder

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.
“This book is full of valuable ideas-in fact, it would do very well as a marketing primer, as it introduces a lot of frugal marketing concepts, as well as touching on conventions like AIDA and adapting them to ethical marketing principles. I can hardly wait to put “marketing ju-jitsu” and other tips into practice for my fledgling web design biz-and I’ve never had that action to a marketing book!
“But the real value?to me?of this book ?is its emphasis on an ecology of marketing and business, which can evolve in parallel with human society towards a non-predatory, sustainable way of life. I found the last part of the book particularly inspiring, even though it’s not specifically about marketing. Quite frankly I think everyone should read it!”
?Laurel Lyon, Minisitetemplates.com

“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!”
?Dan Janal, Founder, PR LEADS

“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.
?Don Goddard, owner, Calm Spirit Oriental Medicine

“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.
Shel has managed to put onto paper, clearly and succinctly, marketing principles that I’ve been using successfully for many years. In addition, his book has shown me a number of new ideas which take ethical, customer-oriented marketing to new levels.
“Shel, thanks for continuing to be a clear light in an often murky industry.”
?Keith Thirgood, Creative Director, Capstone Communications Group

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.”
?Susan Tull, Susan Tull Marketing Communications

“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!”
?Patrick Kilhoffer, Directconnectionsint.com

“In a marketing world saturated with guerrilla marketing tactics and cutthroat marketing techniques, your book is a breath of fresh air.
Not only do you outline a more successful methodology for marketing and sales people, but you wrapped up excellent customer retention technique in the package. Having been in marketing for over two decades, I have to agree with you. The pie is not finite.
“Consumers today are exposed to more and more advertising and are becoming less and less responsive to the ads that bombard them on a daily basis. That’s why both new and seasoned business owners and marketers need your book if they want to get results from their marketing efforts.
In addition to being a great read, I also enjoyed the wealth of references to consumer surveys and complementary business materials. I’ve already subscribed to two new publications.
If this is, as you say, a highly opinionated book, the marketing world needs more opinions like yours. Excellent work, as usual.”
?Linda Caroll, http://www.MultimediaJungle.com

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.
In his latest book, he tells the truth about how I and many others see the future of marketing. He convincingly shows that the real profit lies in treating your customers like the absolute gold they are instead of treating them like ‘marketing demographics.’
“He shows how and why ‘nice companies finish first’ and gives countless eye opening examples of ways you can easily increase your bottom line by doing the simplest things that will put you ‘head and shoulders’ above your competition in your customers eyes.
“Not that Shel thinks competition is bad. Matter of fact, he shows you how to succeed by working WITH your competition, not against them.
Everything about this book will make you feel good about growing your business because the steps he outlines are completely ethical, uplifting and customer oriented.
?Ed Osworth, author and Consultant, Creator of the Internet Marketing Index

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.”
?Karyn Zoldan, owner, Bridgemarketing.com

“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.
“Business in this cyber-age, where computers talk to databases, and “bots” make lots of decisions-when “intelligent” machines are supposedly taking the place of thinking people, Shel Horowitz reminds us that it’s all about people. All about relationships. All about people dealing with people.
“But that’s just the beginning. Conventional Marketing Wisdom (how’s that for an oxymoron) says that “critical mass” requires 7 impressions within (depending on your product) anything from 18 months to just two weeks. But Shel places that hoary old shibboleth in its place-EVERY single marketing impression can be THE one that motivates the prospect to reach for that checkbook!
“But that’s not all-far from it. For example, forget about zero-sum marketing-you can win AND your competitor can win. In fact, Shel shows you how, if you do it right, you can even turn your competitors into allies. Talk about radical!
“And in example after example, radical notion after radical notion, Shel doesn’t just make the assertion about something that challenges everything we thought we knew about marketing-he gives readers chapter-and-verse examples that make the case for one simple concept after another that … well, could just revolutionize everything.
“As a long-time reader of Shel Horowitz’s previous books, I have to keep wondering why I’m surprised to see such a remarkable collection of wisdom-busting innovative ideas, all in one place. The answer is simple: His slap-on-the-side-of-the-head ideas are so at odds to what you learned in marketing school (or in the marketing school of hard-knocks) that he always surprises, always rewards. Always gives you more than you paid for, more than you expected … BUT NEVER more than you really need to know in order to succeed.”
?Ned Barnett, APR, CEO, Barnett Marketing Communications, author of nine books on PR, advertising and marketing

“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.”
?Fern Reiss, author, The Publishing Game

“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.
?Lorenzo Rothery, Profitonthenet.com

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.
“Gratitude, oddly, does not seem to come necessarily with prosperity, as you say. I left a big job nine years ago in Boston and came out to teach at a small, liberal arts, college in Indiana. In the process, I took an 80% pay cut and, within three months, my dear wife of a quarter century, the mother of our three boys, one of whom was only six at the time, was diagnosed with terminal breast cancer. Over the last nine years, we have battled her subsequent heart failure, followed by a miraculous heart transplant, kidney failure, lung failure and so much more. It never seems to end. This spring, she’s been down with shingles and double pneumonia. But through it all, she’s been a beacon of strength and hope. Her courage has worn off on me. And I think we have proved, in a small way, to be helpful to many others. At least, Lizzie has. I wrote a book about us that I sold this spring. It will be published next spring.
“Just wanted you to know that I appreciate what you’ve sent me; yes, for the business ethics it speaks of, but even more, for the person and the life that radiates out of its pages like heat from a stove. God bless you, Shel”
?Jim O’Donnell

“Enormous compliments on your book! I am really enjoying it…one of the better marketing books that I have read.”
?Tim Warnock, translate-to-success.com, Assisi, Italy

“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.”
?Marcia Yudkin, author of Six Steps to Free Publicity and other books

“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.”
?David Garfinkel, author, “Advertising Headlines That Make You Rich” http://www.adheadlines.com

“This quotation particularly caught my eye: “Create value for others in everything you do. … You help yourself best when you’re helping others.”
“That captures so succinctly my hopes for Gifts from the Heart. I wanted to create a book that had something new to say, and help fundraisers help themselves while we met our own objectives for the cancer society, while helping readers create a more caring holiday.
“I think our vision, which you sum up so beautifully, is the real reason that we have been able to sell 17,000 copies without a distributor or marketing budget. One of the unanticipated joys of this project, however, has been meeting customers who have become friends. I have penpals all over North America, who forward news clippings and articles about people contributing in positive ways. I never expected that at all!
“You are absolutely right when you tell readers to develop good customer relations. And not just because you or I want to sell them something, but because we are increasingly in need of that connection in what seems to be a less-friendly world.”
?Virginia Brucker www3.telus.net/webelieve

“This is a refreshing, wonderful and practical book. Shel Horowitz tells you that integrity is not naivetĂ© and that you can stand up for what you believe in and still make a profit. I’d like to thank the author… Bravo!”
?Jeffrey Eisenberg, bestselling co-author of Waiting for Your Cat to Bark, Call to Action, and other books (review posted at www.amazon.com)

“Shel Horowitz–one of the most ethical, honest and principled online marketers I’ve associated with.”
?Dr. Mani Sivasubramanian, heart surgeon and Internet marketer, India

“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.
“In “Principled Profit,” Shel Horowitz says that nice guys don’t finish last. Honesty, integrity and quality are keys to building a successful business with repeat customers. According to Shel, “Too many businesses see marketing as a weapon of war. They think that to succeed, they have to climb over their competitors, fool their customers, and herd their employees into constricted conformity. I think that’s just plain wrong…”
“Form partnerships with customers, employees, suppliers and even your competitors…they will become a marketing force for you… Taking on customers you can serve well, networking and forming alliances with complementary companies and competitors, being honest in your copywriting and advertising, and treating those you deal with the way you would like to be treated.
“Shel Horowitz is a highly-respected copywriter and marketing expert, and both the “how-to” and the philosophy in this book make it clear why.”
?Cathy Stucker, IdeaLady.com

“I’m enjoying the book immensely. It’s very synergetic with others with which I am working such as “Attracting Perfect Customers” by Stacey Hall & Jan Brogniez. I also have your book “Grassroots Marketing” which I reviewed & recommended for a business development group of clients from Drake Beam & Morin last year.”
?Nancy Klarman, Klarman Information Resources, New Milford, CT

“Echoes the sentiments I have felt for many, many years. I’m taking it to my public library and recommending they buy it and have a few other people I will buy copies for.
“This book is a jewel. It sparkles and gives me hope and lately that’s an important word, considering the state of the world.”
?Shirley McDermott, Uncommon Buffalo Press

“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.”
?Bobbi Chukran,
Simple Pleasures Photography

Well-known Internet Guru Shel Horowitz challenges long held marketing assumptions with a new somewhat controversial approach. Instead of winner take all, Horowitz preaches a win/win approach to business, even taking it as far as advising a cooperative strategy with potential competitors. He also castigates the sleazy “Sales jerk” approach which is all too common in this age of unsolicited telemarketing and internet spam. Offers a fresh and unique perspective. Also, very helpful general marketing advice, throughout. Should be required reading for all MBA graduates…”
?Eric Dondero, author, Worldwide Multilingual Phrase Book

“When I meet with other companies and talk about partnering, using the principles of Principled Profit are always part of my presentation. There are so many wonderful ways to make a profit…and doing it with integrity…and using the principles of Shel Horowitz…is the best way to do it! In fact, I’ve been using the book as a thank-you gift after some high-level meetings, and the response has been terrific.”
?Brian Kurtz, Executive Vice President
Boardroom Inc., Publishers of Bottom Line/Personal

“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.”
?Lee Godden, author of ZenWise Selling,

“Congratulations! A much needed book on a much needed concept by just the right person! You’re awesome!”
?Margaret Lobenstine,
www.togetunstuck.com and author of Secrets of the Renaissance Soul: How to Make “Too Many Interests” Work for You

“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.
“I purchased this book because I had seen samples of Shel’s advice on the publishing community lists to which I subscribe. (That participation is, in fact, a perfect example of the kind of conduct advocated in this book.) I wanted to learn more about how to market my own consulting company. I did, and it works.”
?Marion Gropen, CEO, Gropen Associates, Inc. and moderator of two publishing-industry discussion lists

“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.
“Horowitz not only practices what he preaches, he lives it. With true examples, he shows how the system works for just about every business situation imaginable. He shows that even helping your competition can help you help your own business.
“Perhaps “principled profit” should be made the new mantra of business. Practicing Principled Profit bodes well for business, as well as in our personal lives. What a wonderful world this could be!
“Well recommended for anyone, not just business people, looking to make a positive mark in this world.”
?Kitty Werner, author, The Savvy Woman’s Guide to Owning a Home; How to Care For, Maintain and Improve Your Home, published by RSBPress

“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.”
?Pamela L. Schwagerl, publisher/owner, Tsaba House, www.TsabaHouse.com

“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”
?Dan Snow, U-Publish.com

“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.”
?TJ Walker, Media Training Worldwide, New York, NY, www.mediatrainingworldwide.com

“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.”
—Ted Demopoulos, co-author, Blogging for Business

“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.”
—Bill Carlson, the Profit Mentors

“I’m impressed with his thoughtful approach to marketing. Every entrepreneur and marketer should read his book Principled Profit.”
—Patrick Byers, CEO, Outsource Marketing, Seattle/Responsible Marketing blog, http://responsiblemarketing.com/

“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!
—Janice Campbell, Director, National Association of Independent Writers and Editors, http://www.NAIWE.com

“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!
—Jayne Pearl, www.jaynepearl.com, www.kidswealthandconsequences.com

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.
Shel Horowitz…shares with us in this work a series of revolutionary marketing concepts, especially for those who consider marketing like a game of win-lose…Highly recommended to improve your results without looking for angry clients or unnecessary enemies.

—Eduardo Izquierdo, Puebla, Mexico

Copywriter and well-known blogger Mordechai “Morty” Schiller reviewed all three of Shel’s marketing books here.

Comments on this Website

Dear 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