In fact, it’s actually easier—businesses built on ethics and on putting people first will thrive and prosper—if they know one simple truth

By Shel Horowitz, award-winning author and copywriter with over 30 years experience

Do you know what happens to me over and over again when I tell people I write and speak about business ethics?

People tell me, “Business ethics! That’s an oxymoron! There’s no such thing as ethics in business.”

I’m guessing that you already know better—that you were drawn to this page precisely because you already know that businesses can and do succeed when they follow the core principles that are most important to their owners—and perhaps you’re already looking for the strategies and tools to help you put that into practice.

But apparently, there are a lot of other people who need to be convinced. So when I hear “oxymoron,” I reach into my bag and pull out a copy of my award-winning book, Principled Profit: Marketing that Puts People First…and let them look. Almost instantly, I watch their eyes grow big and round as they go through all the endorsements in the front. N,ext, they open the book and start reading. And then there’s a moment of magic where they reach into their pocket or purse, pull out their wallets, hand me a twenty and say, “I need this book. I need it now! I’m buying this one, and don’t worry about the change!

Why does this keep happening?

Because this book shows you how to be more successful in business than ever before—by harnessing the key principles of business ethics—and by developing and implementing easy, affordable, yet extremely powerful marketing success strategies that are only available to ethical businesses!

“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

Please click here to read endorsements from 78 other entrepreneurs and marketers, including Guerrilla Marketing founder Jay Conrad Levinson and many other best-selling authors, the former editor of Writer’s Digest, former U.S. Secretary of Labor Robert B. Reich, and successful CEOs like Anne Holland (MarketingSherpa.com), Mark Joyner (Simpleology), and John Audette (Adventive).

Of course, the book describes these strategies in detail. But I believe that the more you give, the more you receive—so I’ll share a few of the basic concepts with you right here and now:

The Magic Triangle of Ethics
Honesty, Integrity, and Quality. Build your business on these and you’re well on the way to success. (Principled Profit explores this starting on page 20.)

The Abundance Principle
By now, you’ve surely heard about the Law of Attraction—the idea that you manifest in your life the things you focus on. The Abundance Principle is a corollary of that, and I’ve been teaching it for more than ten years—long before the movie, “The Secret,” was released, and long before all those business ethics scandals started hitting the papers. When I started looking at ethics in the wake of those scandals, I realized that the Abundance Principle was absolutely crucial to ethical companies’ success.

In fact, if you approach the world with an attitude of abundance, the world lets you tap into that abundance—and the things you seek somehow come to you. (The whole of Chapter 6 is dedicated to this idea.)

The Meaninglessness of Market Share
For most of us, market share is completely irrelevant. Let’s look at my business as an example. I’m a copywriter, marketing and publishing consultant. I’m guessing that I serve something like 0.0000000000001 percent of the market—but my calendar is usually full. What does it matter to me if I don’t have all the work there is to do? I couldn’t handle even a tiny percentage of it anyway. There’s plenty to go around because the world is abundant. (Chapters 9 and 10 include lots of examples of how companies ranging from Apple Computer and Southwest Airlines down to one-person home businesses put this into practice).

And That Secret Truth that Enables Business Success?
At the top of this page, I stated that businesses can succeed with ethics if they understand one simple truth Are you wondering what that truth might be? Here it is:

Your marketing must leverage both your ethics and your passion in order to create viable systems that cause others to help you succeed.

And that takes many forms. A few examples:
• Why your competitors’ success not only isn’t an obstacle, it can actually help you succeed (Chapter
• How “biological marketing” enables you to reap hundreds of times more than you sow (Chapter 4)
• Why smart, customer-centered marketing succeeds when ordinary sales techniques fail (Chapter 2)
• How to turn your marketing from an expense to an income stream—not just from its results, but for the very act of marketing (Chapter 14)
• How to convert your customers, complementary businesses, and even competitors into your Sales Ambassadors (Chapter 8 again)
• Why the customer experience is a more powerful testament to your brand (whether positive or negative) than all the slogans and logos and advertising and marketing materials in the world—and how you can harness this to benefit your business (Chapter 11)
• How to stay honest and true in your copywriting while boosting your response: 4 trigger points, 10 keys to include in your copy, and 12 “helper” elements to construct successful marketing materials (Chapter 13)
• Six specific ways to highlight your ethical commitment in your media publicity and other traditional marketing (Chapter 12)—and 12 specific marketing tools that work well for ethical marketers (Chapter 14)
• How to leverage your marketing skills to make a huge difference in the wider world—to help create the type of world you want to live in (Chapters 15, 16, and 18)
• 56 specific resources for further exploration, plus 20 copywriters who can make it happen for you (Chapter 19)

I started writing about these amazing concepts in 2002, and the book—groundbreaking for its time—was published the following year. In 2003, there were almost no books on how to succeed through ethics (there are more of them now). That’s OK—I’m used to being ahead of my time, and I’ve been deeply gratified to see society slowly turning from dismissing these principles as too “out there” toward accepting them as common sense.

Meanwhile, the book continues to get accolades:
• Winner of an Apex Award for best book in the marketing/PR field
• Republished by Panorama in Mexico (in Spanish) and Jaico in India (in English)
• 1000 copes purchased by Southwest Airlines (for the President to give to people he wanted to impress, I’m told)
• Honorable Mention in the DIY Awards
• On of the only self-published books ever to break the Amazon Top 100 in a bestseller-for-a-day campaign on its own merits, without any additional bonuses
• Inspired (and is featured in) the song, “Principles of Profit,” by Australian rocker Joel Falconer/NDK
• Favorably reviewed in Publishers Weekly, Foreword Magazine, Excess Voice (copywriting newsletter), Readers Preference, Inside Strategic Relations, Midwest Book Review, Brainy Tidbits, Ethix Magazine, Business Essentials, Bright Ideas, Fearless Reviews, Heartland Reviews, Buzz Reviews, BookPleasures.com, Direct Marketing Review, Spirit in Business Network, and elsewhere. Click here to read the reviews
• Nominated for an Ethan Award (entrepreneurial excellence)
• American Booksellers Association Booksense 76 Pick by Bob Spear of Heartland Reviews

And interestingly enough since beginning this work, I’ve noticed that my own copywriting and consulting business is attracting a higher class of client: people who say flat-out that my ethics work brought them to me, and who are often easier to work with and more eager to hire me for longer, more complex, and more frequent projects. In other words, when I started to focus more on what I really want to be doing, more of that work started coming to me, just as claimed by proponents of the Law of Attraction. Even though I understand the principles involved, I’m still amazed (and thrilled)!

I Could Charge Hundreds of Dollars for This Information—But You Get Change From a $20 Bill!
If you harness the information in this powerful book, it’s quite likely that thousands of dollars extra will begin to flow to you each year—and it’s certain that you’ll be able to hold up your head high and feel pride in your ethical business, even as you watch others compromise their principles (and pay the price). As a marketer, I know that I could package this in a three-ring binder or as a set of audios and charge hundreds of dollars for it. But my goal is to get this information into the hands of as many people as possible, and to help change the shape of business; I couldn’t do that with a high-priced product. I believe in giving great value in all my books, and I decided right from the start that I’d make the book extremely affordable.

Thus, the list price of Principled Profit: Marketing that Puts People First s just $17.50 plus shipping for the paperback edition (in either English or Spanish), or $16.50 with no shipping charge for the e-book edition (English only).

Sign the Pledge and Save 43 Percent—Yours for Just $9.95
But you can do even better. I’ve started an international campaign to make crooked business as unthinkable a decade from now as slavery is today; people have signed this Pledge form over 30 countries already. Sign the Business Ethics Pledge and you can get your copy of Principled Profit (English edition, print or e-book) for just $9.95 plus applicable shipping. In other words, for about the price you would pay buy a fancy cup of coffee for yourself and a friend, you can have this life-changing information that could set you on a permanent course toward ethical profitability.

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