Chapter One: Jay Abraham Business Building and Marketing Mindset Demystified
* Principle Number 1: Find Joy In Your Life’s Work 15
* How Do You Find What Brings You Joy? 16
* Principle Number 2: Discover the Secrets of Successful People 17
* Fire In Their Belly 17
* Insatiable Childlike Sense Of Discovery… 18
* Principle Three: Focus 19
* Change Your Focus… And People Will Flock To You! 21
* Most People Don’t Have A Clear Definition Of Their Problem 23
* Principle Four: \Perspective - The Mindset to Make You Wealthy! 24
* Always Look for Opportunities – Your Secret Wealth! 24
* The Power of One Little Phone Call… 25
* Principle Five: Know Your Purpose 27
* Fall In Love With Your Customer 30
* Provide Reassurance And Motivation To Use Your Solution 33
* Principle Nine: The Power of Being Strategic 37
* Principle Ten: Creative Emulation 37
* The Concept of Emulation in Action… 39
* Principle Eleven: Exploit Every Under-Utilized Asset 41
* Use Your Goodwill… 42
* From Raw Unrecognized Asset To Transactional Bottom-Line Profit 43
* What Are The Assets You’ve Got? 43
* Principle Twelve: Do Not Limit Yourself 44
* Principle Thirteen: Emphasis the Benefits 45
* Principle Fourteen: Time –Your Most Valuable Asset / Your Most Expensive Opportunity Cost 46
* How to Overcome Procrastination – A Very Simple Process! 46
* A Technique So Simple Yet So Powerful – It’s Embarrassing! 50
* Don’t Avoid Doing The More Intimidating Things… Embrace Them With A Full Sense Of Adventure And Passion! 51
* Accomplishment Early In The Day Fuels Your Desire To Achieve More… 52
* Tricks-Of-The-Trade For Staying On Track 53
* Principle Fifteen: The Axiom for Life…You Make the Rules! 54
* You Don’t Have To Do What Everybody Else Does… 55
* Out-Of-Work Chef In Colorado Strikes It Rich! 57
* It’s Just A Matter Of A Different Positioning… 58
* There Are No Rules… 59
* Principle Sixteen: Never Become a Commodity 59
* How Any “Commodity” Business Can Be Transformed 60
* Even The Ultimate “Commodity” Can Be Sold At A “Proprietary Premium” 61
* Principle Seventeen: Enormous Profit Potential In Sequential Marketing 62
* Principle Eighteen: Everything You Do In A Business Is A Process… 63
* Principle Nineteen: What Business Should You Go Into? 64
* How Do You Find These Opportunities? 65
* Are You Worthy of the Goal? 66
* Resources That Helped Me Immensely 67
* I Have $4 Billion Worth Of Successes… 68
Chapter Two: Value Who You Are And What You Offer
* Value What You Do 71
* Model Success 72
* Look At What’s Possible… 72
* Why Don’t You Raise Your Prices? 73
* Many People Respect A Higher Priced Service! 73
* A Powerful Claim With Proof Will Support Your Price Rise 75
* Your Self-Image Has A Major Impact On Your Income 77
* How to Value Yourself in Transactions 77
* You must believe you are worth it… 78
* Keep In Mind The Value You Bring To The Table 79
* Change The Rules! Play YOUR Own Game… 80
* How Clients of Mine Changed the Rules and Created Enormous Value 80
* How To Protect Your Financial Security And Optimizing Your Potential 87
* You Must Break Out Of The Box… 88
* Charge A Percentage Of The Savings Or Profit 89
* Quadruple Your Income By Doing What You’ve Always Done… 90
* Don’t Undervalue Your Skills 91
* Why Your Really Worth $600,000 – not $50,000! 92
* Advocate Your Own Value 93
* Have a Super Salesman Represent You! 94
* 90% Of People Couldn’t Sell If Their Lives Depended Upon It… 95
* Focus On That Which You Love To Do! 96
* You Are Worth A Great Deal More Than Your Salary Would Indicate… 97
* Which would you prefer – making 10% or 210%? 98
* Figure Out What You Do Well! 99
* How Valuing What I Do Brings Greater Value To You 99
* Borrow great success strategies… 100
* Don’t Cut Yourself Off From Everything You Know 102
* Taking Major Risks IS NOT Necessary! 102
* Profit Enormously From Your Expertise… 103
* Denominate the results! 104
* Tell Your Story… 105
* Make Your Contribution…And Riches Will Follow 106
* Remove Risk From The Shoulders Of Others 107
* Perform In Areas Where You Know You Are Good! 108
* Existing Businesses Can Deliver A Windfall! 108
* If You Know What You Are Looking For… 108
* Don’t Set Yourself Up To Be An Isolated “Island”… 109
* Be A Deal Maker! 110
* Here Is A Way To Learn Invaluable Information From Your “Competitors” 112
* Start Without Committing Your Own Capital 113
* What Do You Know That Can Add Incredible Value? 114
* Leverage The Resources Of Others… 115
* Being Appreciative vs. Being Appreciated 115
* Life Is All About Contribution, Value, Benefit…. 118
* Appreciate Is The Crux Of Knowing What You Are Really Worth… 119
* Demand The Highest And Best Return Always… 120
* Referrals Are The Highest Level Of Acknowledgement Of The Value You Have In People’s Eyes… 123
* Interview with Paddy Lund 125
Chapter Three: Fall In Love With Your Customers
* The Most Powerful Intangible Asset You Can Possess… 130
* See Yourself As Becoming An Agent Of Change, A Creator Of Value, A Value Contributor… 133
* People Need Solutions, Not Strategy… 135
* Leave your clients better off than when they started with you! 136
* Don’t Make Conclusive Statements… 137
* Let Them Take Ownership… 138
* Don’t Pay The Price For Showing Off Your Brilliance… 139
* Lower Your Clients Barrier Of Resistance 140
* Your Clients Want To Feel Like You Worry About Them 141
* The More I Let You In On My Process… The More You Buy Into It 142
* Companies Fall In Love With The Wrong Thing… 143
* Fall In Love With Your Team Members Too… 143
* A Conversation with Tony Robbins - Passion Made Easy! 146
* Passion Is Drive… And Drive Is The Single, Most Important Element To Success In Anything… 146
* You Must Create A Magnificent Obsession 147
* Passion Is One Of The Ultimate States… 148
* “Describe to me the business from hell.” 149
* We Have Unconscious Beliefs That Control Every Aspect Of How We Interact With Our Business, And With Our Life. 150
* Find And Focus Your Passion 151
Chapter Four: The Strategy of Preeminence
* You Are Your Clients Ultimate Trusted And Respected Advisor 153
* What Is Innovation – How It Will Make You Rich! 154
* The Psychology of Breakthrough Thinking 155
* Create A Powerful, Continual, Formalized, And Systematic “Funnel”… 156
* Amazon.com – How Their Strategy of Preeminence Fueled Their Stratospheric Growth 161
* Don’t Settle For The Day-To-Day Status Quo Existence 163
* Why In The World Would You Allow Your Business To Be Worth Less Than It Could? 164
* Why We All Need To Be Held Accountable… 165
* Key Points for Your Strategic Mind Set 166
* Creativity And Innovation Is Not Limited To You 168
* The Value Of Looking Outside Of Your Industry 168
* Avoid The Inertia Of Your Industry… 169
* Creative Emulation - The Ultimate “How-To”… 170
* Redesign Your Business For Massive Growth… 171
* The Secret Of This Success Lay In Two Areas Of Discipline… 172
* Start Probing The Minds Of Other People For Profitable Ideas… 173
* You Get What You Want When You Make The Rules… 175
* You Don’t Get If You Don’t Ask… 177
Chapter Five: Optimization
* Your Goal Is To Diversify And Stabilize Your Business And Protect It At All Costs… 180
* Maximum Results For The Time With The Minimum Risk, The Minimum Effort, The Minimum Expense 181
* Deming’s Philosophy 182
* What Deming’s Principles Mean For Your Business 183
* A Philosophy Of Optimization 183
* Raise The Baseline And Reduce The Variance… 185
* Build Success Upon A Foundation Of Pillars 186
* Build Multiple Pillars Of Success 186
* Sell Your Customers on Your Philosophy 188
* Profit By Optimizing Your Personal Philosophy 188
* Profit By Optimizing Your Business Purpose 189
* Consider the Implications For Your Business 191
* It’s Time to Take Inventory 192
* Systemization For Greater Profits and Less Work 199
* Remember Abraham’s Law of Optimization 200
* Set Up An Information Gathering And Discovery Process 201
* There are Three Ways to Grow a Business 202
* 34 Marketing Strategies Which Make Up the Three Ways to Grow Your Business 202
Chapter Six: The Moving Parade
* The “Moving Parade” is a very powerful dynamic… 205
* People Are on a Continuum… 206
* Not Only Are Your Customers A Moving Parade, But Your Products Are Also A Moving Parade… 208
* Implications for Your Service Business 209
* Implications for Your Professional Practice 210
* Implications for Real Estate 211
* Implications for a Retailer 213
* Implications for the Technology Industry 213
* The “Moving Parade” is a “River of Customers” 215
* The “Baskin Robbins” Theory 216
Chapter Seven: Unique Selling Proposition
* What is your USP? 219
* Use Your USP To Profit Massively… 221
* Ideally, A USP Is One Statement… 221
* The USP: A Key Factor 223
* Articulating your Unique Selling Proposition 223
* How To Create a Unique Selling Proposition 224
* Your USP — Your Killer Concept 226
* Identify Needs That Are Going Unfulfilled In Your Industry 227
* Focus On One Niche 228
* Keep The Promises You Make 229
* Clearly state your USP, preferably in the headline 229
* Attract Customers and Conquer the Competition By Being Unique 229
* Why a Unique Selling Proposition? 231
* Stay Away from Empty Words 232
* Deal In Highly Demonstrable Specifics — Comparable Specifics 233
* Ask Yourself this Question 234
* Give Them Your Solution — Or Somebody Else Will 235
* Unique Selling Proposition Examples 236
* What Affects Your Buying Decisions? 238
* Be Able to Deliver on Your USP 239
* Test to Find Your Ideal USP… 240
* Marketing Your Uniqueness: Use Your USP in Ads and Promotions — And Get Results 241
* The “Broad Selection” USP 241
* The “Service-Oriented” USP 242
* The “Value-Oriented” USP 243
* The “Discount Price” USP 244
* The “Snob-Appeal” USP 246
* Adopt A USP That Addresses An Obvious Void In The Marketplace 247
* Be Clear And To The Point 248
* Suggestions On Finding Your Niche 249
* Embrace, Believe, Postulate Your USP With Everyone 250
* Use Your USP To Create Repeat Sales 251
* Extend Your USP 252
* Make Yourself Special To Your Customers 256
* Jay and Joel Roberts Talk About Your USP 256
* A “Hot Seat” That Targets Your USP 258
Chapter Eight: Lifetime Value
* Understanding the Lifetime Value of your Customer (a.k.a. Marginal Net Worth) 265
Chapter Nine: Leverage and Exponential Business Growth
* The Nine Driver’s of Upside Leverage and Exponential Business Growth 267
* How Do You Change Strategies? 271
* What Is the ROI On Your Own Capital Expenditures? 274
* Double Your Profit By Adding Just One More… 277
* Give Yourself Four Times The Budget… 277
* How To Find Superstar Salespeople… 279
* Profit By Tapping Into Your Contacts Regularly… 280
* Like To Improve Your Business 2,100%? 284
* Study Other People’s Ideologies… 286
* The Missing Link —The Elusive Final Piece Of The Puzzle… 288
* You Shouldn’t Steal From Yourself… 289
* It’s Going To Transform Your Life… 290
* “Funnel Vision Vs. Tunnel Vision” 291
* You Have Three Tiers Of Clients 293
* There Are Three Ways To Grow A Business… 294
* The Principle of Multiple Pillars of Income 295
* The Force Multiplier Effect 298
* Adversity Truly Is Opportunity For People Who Learn To Embrace Challenge… 299
* Take On Calculated Investments… 300
Chapter Ten: Benefits Over Features
* People Care Most About What Is Going To Benefit Them 301
* How Do You Find The Highest Benefit? 302
Chapter Eleven: Why Establishing Trust Is Essential To Success
* Why You Must Develop Goodwill with Your Customers 306
* Your Highest and Best Use… 306
* Opportunities and Options to Maximize Everything You Do 307
* Trust is the Foundation of Relationships 309
* The Three-Fold Way To Assure People They Can Trust You 311
* The Value Of Consultative Selling 313
* Why Empathy Is Critical 314
* The Value In Host / Beneficiary Relationships 315
* Make Your Offer Better… 316
* “You’re Only Going To Benefit.” 317
* There’s Another Side Of Trust –You Have To Trust The Client 319
* Did You Know That You Already Have The Answers… 320
* Make Sure You’re Talking To The Right Market 321
Chapter Twelve: Always Ask Questions
* Figure Out What In The World Is Powering This Result… 324
* The Power In Thinking About Combinations 325
* “Where’s The Big Opportunity Here That Nobody Else Sees? 326
* Connectivity is a Powerful Key to Success 328
* Ask Questions to Find Your USP 328
* Internet Marketing Consultation Questionnaire 329
* Goals and General Internet Marketing Strategy Questions 329
* Website Optimization Questions 331
* “Email Marketing” Optimization Questions 332
* How to Come Up With Money Making Ideas 333
* Do Not Limit Your Scope… 334
* You Can Learn Instantaneously Just by Questioning 335
* Become A “Lateralist”! 336
* The Value Of One Good Idea Acted Upon... 337
* Accumulated Intellectual Capital at Virtually No Cost 337
* Question Sequence for Telephone Selling 339
Chapter Thirteen: Upgrade Your Business Performance
* The Golden Secrets of Success 341
* Why Shabby Acts Comprise – A Sure-Fire Formula For Failure 342
* The Wisdom of Andrew Carnegie 343
* Other Forms Of Business Dishonesty That Will Limit Success… 344
* Companies Get Big Because They Practice Honesty 344
* Word of Mouth is Critical 345
* Without Integrity, No Company Can Have Positive Word Of Mouth 347
* Make No Unwarranted Claims, Dubious Promises Or Predictions… 347
* Service Starts With Empathy 349
* This Is How To Make A Million Dollars… 350
* Do Whatever Everyone Else In Your Competitive Marketplace Is Not Doing 351
* Make Prospective Clients Overwhelmingly Delighted With You 351
* Your Primary Task is to Add Value 353
* The Universal Truth: Actions Speak Louder Than Words 353
* Lemons Into Lemonade – How To Turn Around Even Dissatisfied Customers 355
* Increase Your Customer’s Perceived Value and Unlock Your Profits 356
* Always Qualify Your Prospects Up Front 357
Chapter Fourteen: Know Your Target Market
* Write Down Everything You Know Generically About Your Customers 359
* Get Back In Touch With The Real, Live Pulse Of Your Marketplace 361
* Marketing To Your Customer’s “Comfort Zone” 362
* The “Stair-Step” Approach To Marketing 363
Chapter Fifteen: Educate Your Customers
* The Cornerstone of Marketing is Education 367
* Take Your Customer By the Hand 368
* Educate People to Appreciate the Value of What You Deliver 369
* Tell Your Customers the Truth 369
* Position Your Company As An Industry Expert 371
* Send Out Press Releases 372
* Defer “Self-Serving” For “Education-Rendering” Marketing 373
* How To Win People Over In Droves 374
* Educate Before You Ask Anybody To Buy 376
* Make Them An Irresistible Offer… 377
* Use Preemptive Marketing to Make Customers Think of You First 377
* “Tell Your Story”! 378
* Educate … Educate … Educate Your Customers and They Will Buy 380
* Educate Your Customers by Giving “Reasons Why” 381
* Massive Profits Are In The Back-End 382
* An Illustrative Example of the “Because Factor” 384
* Don’t Forget Credibility, Even On The Smaller Ticket Items 385
* Increase the Perceived Value of Your Product or Service Through Better Customer Education 386
* Ramp Up Desirability By Educating… 387
* Value Is A Matter Of Perception, Not Just Reality 389
* Educate the Prospect 391
* Using “Paper Perceived Value” for the Ethical Bribe 392
* The Ethical Bribe Technique Has Made My Clients Millions Of Dollars… 392
* The Better-Than-Risk-Free-Guarantee 393
* Please, Tell Me Your Reasons Why! 394
* Let People In On The “Method To Your Madness” 395
* The More Factual You Are With Me, The More I’ll Favor You 396
* Motivating Your Clients To Action 397
Chapter Sixteen: Make the Best Offer Possible
* Offer Greater Units of Purchase, Package Products Together, Give Price Inducements, and Make
* Irresistible Offers 401
* A Phenomenon That Has Driven A Multi-Billion Dollar Industry 401
* Offer Bigger Units Of Sale, Bigger Inducements, And Bigger Packages… 402
* Why Packaging Isn’t Just For Products 403
* Offer Larger Units Or Higher Quality 404
* Offer Price Inducements for Frequency 408
* More Communication = Greater Profits For Life… 410
* The Concept of Frequency 411
* Offer Larger Units Of Purchase… 413
* Test It For Yourself… 415
* Are You Making Irresistible Offers? 416
* Honor Frequent Purchasers for Being Special 416
* Just Figure Out What You Can Do, And Then Test It 417
* “I Have Generated Forty To Fifty Million Dollars Worth Of Lifetime Subscriptions” 419
* Don’t Think They Are Not Being Lured By Your Competition… 420
* Use Card Programs or Rebates 422
* Making Irresistible Offers and Telling the “Reasons Why” 423
* Convert Inquiries from Sales by Making Irresistible Offers 424
* You Must Have Total Confidence In Your Product 425
* It’s All A Numbers Game… 425
* Ask Your Best Customers What They Want 426
* Don’t Ignore The Possibilities in Packages… 432
* Always Add to Each Transaction 433
Chapter Seventeen: Be In Front and Stay In Front of Your Customers
* Communicate Personally With Your Customers 439
* The More Frequently You Communicate From The Heart About Their Interests… The Greater The
* Connection… 440
* People Are Silently Begging To Be Led 441
* Don’t Forget About The “Moving Parade” 442
* How To Be Booked Weeks In Advance… 443
* Communication Must Be Strategic… 443
* People Need A Third Perspective 444
* You Are Their Most Trusted And Valued Friend 446
* Become a Customer Or Client’s Pen Pal 446
* “Pen-Pal” Marketing 447
* The “Secret” of Communication… 448
* Examples from All Types of Businesses 448
Chapter Eighteen: Constantly Test Everything
* Don’t Ever Assume! Constantly Test Everything 457
* How To Test 457
* Keyed Response — The Key To Testing 458
* Never Test Big If You Can Test Small 459
* Telephone Testing 460
* Direct Mail Testing 460
* A Few Examples From My Files 462
* Go Out in the Field and Test 463
* For the Advanced Tester 464
* Fast-Track Marketing Vehicles… 465
* Putting It All Together 466
* Hopkins In A Nutshell 467
* Human Nature Is The Same Today 470
* As In The Time Of Caesar 470
* Remember To Always Test Your Direct Mail 471
Chapter Nineteen: Process Marketing Mindset
* What Is Process Marketing? 473
* Seven To Twelve Calls To Close The Sale 473
* Break It Down To A Sequence Of Layers 474
* All Communications Must Convey Value 475
* Never Let Them “Off-The-Hook” 476
* Explain, Describe, Articulate, Dimensionalize… 477
* Process Marketing Has A Proven Science Behind It… 478
* Real Estate Example of Process Marketing 479
* Medical Practice Example of Process Marketing 481
* Retailer Example of Process Marketing 482
* Process Marketing for Artists 483
* Process Marketing for the Service Industry 484
* Jay Abraham’s Strategic Marketing Mindset Presentation 486
* Seven-Step Marketing Implementation System 487
* Three Ways to Grow Any Business 493