A BRIEF OVERVIEW OF THE JAY ABRAHAM PHILOSOPHY AND STRATEGIES FOR CREATING GREATER SUCCESS, INCOME AND WEALTH

1. Formal Referral System
telemarketing
Direct Mail + Email + WebCopy
Barter
Breakthroughs
Testing
Add Ons +
business
Cross-selling
Risk Reversal
3 Ways to
Internet Marketing increase
Super-Summit business
love is better 2nd time
around
communication
Break even today, break
the bank tomorrow
USP
Client's Marginal New Worth
host-beneficiary relationships
Strategy of Preeminence
Fish where the big fish are

2. increase # of clients
increase the average size of the sale per
client THE SINGLE MOST IMPORTANT
3 Ways to increase business STRATEGY YOU CAN USE TO MAXIMIZE
increase the # of time clients return + buy
THE VALUE OF ALL OTHER
again
STRATEGIES IS TO COMMUNICATE ON
A REGULAR BASIS WITH EVERYONE
work on all three = geometric growth
WHO CONTRIBUTES, OR EVER WILL
CONTRIBUTE, IN ANY WAY TO YOUR
BUSINESS SUCCESS
breakthroughs are unconventionally fresh,
your challenge is to keep clients constantly
superior, more exciting ways of doing
connected to you
something
how valuable you are
ask yourself continually quot; Where's the big
overlooked opportunity here?quot; keep them thinking how good you are
communication
always discover the hidden opportunity in how much you care about them
every situation
the more contact + communication you
try to uncover at least 1 cash windfall for have with a person, the stronger + richer
your business every 3 months the relationship becomes. in business the
secret to keeping + growing clients is to
build a foundation based upon multiple
keep meaningful communication w/
Breakthroughs
streams of idea generation. get ideas from
everyone important to you
others
one of you breakthrough goals is always to
make your product or business special, to get your prospects + clients to see your
unique, + more advantageous in your business as offering them a superior benefit
clients eye or advantage that no other competitor offers
them
Breakthroughs increase in direct proportion
to the amount of networking, brainstorming, you must determine the most powerful
and masterminding you do with like minded, benefit or advantage you can possibly offer
success driven people outside your industry an existing or future client so it will be totally
irrational for them to choose to do business
with anyone but your company
YOU MUST IDENTIFY WHAT
when you limit your business to doing things ADVANTAGE OR RESULT YOUR
the same way every other competitor of CLIENTS WANT THE MOST
your does, you can only produce modest,
you must integrate your USP into all your
incremental gains at best
promotional, marketing, advertising, +
most business people don't realize it, but selling operations
business
they are in the client and prospect
the more clearly you telegraph what makes
generating business. that's the basic goal
you a better choice, the more often they'll
of all marketing
choose you over the competition
the pint is to focus on the one need, or gap
whenever 2 parties come together to that is most sorely lacking - provided you
transact business of any kind,1 side is can keep the promise you make
always asking the other to assume more or
IT IS CRITICAL TO ALWAYS FULFILL
all of the risk
THEquot;BIG PROMISEquot; OF YOUR USP
if you ask someone to take on all the risk,
Internet Marketing the USP is the nucleus around which you
their 1st inclination is not buy
'Super Summit' build your success, fame + wealth. SO YOU
your goal is to eliminate as much, if not all, BETTER BE ABLE TO STATE IT!
of the risk in the transaction for your client
try it. write 1 paragraph statement of your
take away risk, you lower the barrier to new USP. at first you will have trouble
action + eliminate the primary obstacle to expressing it tightly + specifically. it may
buying take 2 or 3 paragraphs or more. ruthlessly
edit away the generalities + focus on a crisp
1 of the biggest quot;competitive edgequot;
clear statement that promises the most you
advantages you'll ever gain is to always
could possibly offer.
make it easier for the client to say yes than
it is for them to say no. remember axiom: you will not appeal to
everybody. in fact certain USPs are
you totally + USP designed to appeal to only 1 segment of a
completely
market
guarantee the
ASSUME THE RISK IN EVERY
purchase for all your employees (or subcontractors) with
TRANSACTION YOU HAVE WITH YOUR
your client any public contact or client interaction, or
CLIENTS
anyone who impacts your business -MUST
FULLY UNDERSTAND, EMBRACE, +
Better Than Risk Free BELIEVE YOUR USP
compensating your client for their talk to your staff, write scripts, HOLD
dissatisfaction + valuing their time + trust is CONTESTS, + reward people who
the concept behind it distinguish themselves promoting your USP
consider offering the client something else Risk Reversal immediately following the sale, write,
in addition (a bonus) when they agree to e-mail, phone, or visit your clients. During
IT'S VITALLY IMPORTANT TO
purchase. offer them an exceptional the follow-up, make sure the clients feel
BTRF
INDELIBLY ETCH A STRONG,
money-back guarantee, but allow the client important + special, and that their initial
CLEAR, COMPELLING USP IN
to keep the bonus if he or she asks for a purchases are quot;RESOLDquot;. repeat your USP
THE MINDS OF YOUR
refund + remind the clients how it helped them
CLIENTS AFTER THEY'VE
make their purchasing decision
TEST THE MOST SPECIFIC TYPES OF BOUGHT FROM YOU
GUARANTEES + BETTER THAN RISK
FREE GUARANTEES YOU CAN BEFORE
I advice my clients to frequently offer special
ARBITRARILY DECIDING ON ONE
promotions to their clients by mail,
when you put a very specific + dramatic telephone, or in person.
performance-based guarantees or risk
by offering your clients genuine, specially
reversals on your selling proposition, your
priced deals, you endear yourself to them
a USP can come in
sales almost certainly soar.
the form of an
1st the client should always see the offer as
the longer the guarantee + the more occasional special
a logical extension of your basic USP
specific the performance expectations you offer.
test it yourself
make, the more people will buy if your USP is service, your preferred
promotions will be service based rather
RISK REVERSAL CAN BECOME AN than price based
IMPORTANT PART OF YOUR USP
2nd make it very clear that this special offer
weight-loss programs guarantee specific is only available to current clients
weight loss in a specified period of time
give staff reasonable authority to ensure the
make a complete list of every obstacle to promise behind your USP
your clients that might prevent them from
purchasing, dealing with, or choosing you
over your competition.

3. a formal client referral system will bring you
an immediate increase in clients and profit
add ons= you graduate the client to a larger
a referral-generated client normally spends
or superior alternative product or package
more money, buys more often, and is more
of goods or services
profitable + loyal than most categories of
business you could go after cross sell= is introducing the client an
additional product or service that will add or
REFERRALS BEGET REFERRALS they
increase the result of their transaction with
are self perpetuating
you or your company
every time clients deal w/ you in person,
every time
through sales staff, by letter, e-mail, or on
someone buys
the phone, diplomatically ask them for client
from your
referrals
company, you
you provide far too important a value + have an
benefit to allow all of the friend, coworkers, opportunity to adding product + services
family members, and colleagues of your increase the size
current clients to be denied access to you adding volume or time options
of the purchase
refuse to allow yourself to become a adding combinations (packages)
commodity. instead focus on your
when you close the sale, it's the perfect
contribution to clients lives + the ultimate
time to make an additional sale- particularly
impact that results
if there's a very good reason + benefit for
HE TOLD PEOPLE WHO REFERRED the client to buy your package deal. 60% of
PATIENTS TO HIM TO TELL ANYONE all clients will increase if you do it right +
THEY REFERRED THAT THEY offer true value
A PSYCHIATRIST I'VE ADVISED MADE
WOULDN'T HAVE TO PAY FOR THE
HIS BUSINESS BOOM BY FOLLOWING write the names of you 3 best selling
FIRST SESSION
JUST 1 PIECE OF ADVICE products
make now add the end result that clients desire
the law of consistency is such that if clients
ad-ons work when they buy these items
recommend you to someone else, they
for you
have committed themselves also. alongside list some of the ways in which
you might increase the value + benefit of
IF YOU WANT TO OPTIMIZE ANY
those goods + services to your clients by
BUSINESS, THEN YOU WILL HAVE AT
adding a product or service to a typical sale
LEAST 4 TO 5 DIFFERENT REFERRAL
SYSTEMS
observe what your clients do before they
who are the ideal prospects? buy your services, Can you provide that to
Add Ons them, too?
what is the benefit your ideal prospect
+
wants +needs watch what people do w/your service after
Cross-selling ways to they buy it, + offer to do it for them for a fee
what benefit or result does your competitor come up
what you need to know
provide see what people buy to go with your
with
product or service in the pursuit of their end
what benefit do you provide
result. make it available through you
what is the ideal prospect's biggest problem
Ask yourself how you would make a clients'
that is not being met?
end result even more complete
what are the demographics of your ideal IF YOU CAN SELL ANY PRODUCT OR
SERVICE THAT CAN BE OFFERED ON
prospect
WHAT I REFER TO AS 'TFN' (TILL
clients FURTHER NOTICE) BASIS, YOUR CAN
USE YOUR AD ON OR UP SELLING
employees
TECHNIQUE TO TURN A 1 TIME
competitors PURCHASER INTO AN ONGOING,
PERPETUAL, WEEKLY, DAILY,
prospects who can refer prospects to you MONTHLY OR QUARTERLY LOCKED IN
SALES. THE CONCEPT THAT DRIVES
prospects who didn't convert
THE MUSIC CLUB BUSINESS
Internet Marketing
other business + professionals
give clients three better options + a number
'Super Summit'
associations - unions, etc.. of them will choose 1 of the two additions
Formal
over their initial intent. give them superior
Referral
make sure you have a good or valuable value in each option you add, and they
System
product become benefited many more times more
than you do from the process
revere what you do
another approach to increasing the average
position yourself as different from your
transaction value is to use point of sale
competitors promotions. point of sale promotions are
nothing more than displays or signage that
show interest in your current clients by
grab the clients attention right at the point of
asking them about themselves
sale.
explain that even if the referral doesn't buy,
I STRONGLY URGE YOU TO LOOK AT
you will provide a valuable service for them
YOUR BUSINESS OR PRACTICE + ASK
explain that you get most of SELF quot;COULD I TAKE ANY OR ALL OF
your business from referrals THE PRODUCTS OR SERVICES I SELL +
give them both logical +
REPOSITION THEM TO BE MORE UP
emotion reasons why they
because you do, you're
MARKET?
should give you referrals
able to invest your money
+ time in providing a better
service
test everything. it's simple and the payoff
can be enormous
in the case of some
professionals who until you start testing different responses +
cannot ethically take pay set performance levels, your leaving massive
for referrals do other stage potential on the table
offer to give
things like donating for
them an with each specific ad compute the cost per
money to their favorite getting
incentive for prospect, the cost per close, the average
steps
charities referrals
the referral sale per prospect, the average conversion
per prospect, + the average profit per sale
offer to give their clients a product or against the control
service for free or at a discount and tell
WHEN YOU TEST ONE APPROACH
them that this is something that the person
AGAINST ANOTHER + CAREFULLY
referring you to them has bought them
ANALYZE + TABULATE THE RESULTS,
offer to give the referral a special incentive YOU WILL BE AMAZED THAT ONE
APPROACH ALWAYS SUBSTANTIALLY
have your client call or directly contact the
Testing OUT PULLS ALL THE OTHERS BY A
referral
TREMENDOUS MARGIN
do something in advance of asking for the
TEST EVERY SALES VARIABLE. any
referral for the person for who you want to
positive or negative data can help you
get referrals. THIS WILL INDUCE THE
manipulate dramatically the effectiveness of
LAW OF RECIPROCITY
your sales efforts.
keep in frequent contact w/ people who
NEVER TEST BIG IF YOU CAN TEST
have provided referrals in the past
SMALL
ASK FOR REFERRALS WHEN CLIENT IS
A/B SPLITS ALLOW YOU TO TEST TWO
MOST RECEPTIVE
APPROACHES WITH ONE HOMEPAGE
DON'T BE BASHFUL; ASK FOR
when advanced test quality of response
REFERRALS
instead of mere quantity
THANK YOUR CLIENTS FOR
whatever you think is your best selling price
REFERRALS
probably isn't
help your clients locate referrals for you.
ask them, quot;WHO DO YOU KNOW
WHO______?quot;
a health club's new clients are 80% from
referrals. when new people are introduced,
the emphasis is on service + results. when
they sign up, the club gets them to commit
to consistently come into the club and use
it- then they get them to promise to refer
friends so they can help them out, too. after
the new clients get results they were after,
the club asks them to write a letter of
recommendation

4. THE SINGLE MOST IMPORTANT
STRATEGY YOU CAN USE TO MAXIMIZE
THE VALUE OF ALL OTHER
STRATEGIES IS TO COMMUNICATE ON
A REGULAR BASIS WITH EVERYONE
WHO CONTRIBUTES, OR EVER WILL
CONTRIBUTE, IN ANY WAY TO YOUR
BUSINESS SUCCESS
your challenge is to keep clients constantly
connected to you
the next time you come home + find a stack
how valuable you are
of so-called junk mail in your mailbox, don't
pitch it into the garbage. take a few minutes keep them thinking how good you are
to read a letter or two.
communication how much you care about them
is one of the least expensive + most
effective ways for you to tell you full sales the more contact + communication you
story to your clients + prospects have with a person, the stronger + richer
the relationship becomes. in business the
a sales letter is nothing more than a secret to keeping + growing clients is to
conversation between 2 friends. 1 person keep meaningful communication w/
gaining knowledge from another everyone important to you
it must get readers
headlines are the key attention w/ powerful
trading your products or services for things
headline
offer the reader a desirable reward for
your business needs or wants is called
reading the letter
business barter
the letter must show clear + distinctive components don't rule out barter simply because you're
advantages in the body copy of sales in a profession + not a hard industrial
letter
the letter has to prove or validate your claim product
of benefit or advantages through factual
start by going to the most direct + logical
examples (testimonials)
prospects first, and then propose a direct
the letter must persuade the reader to reach exchange of your goods + services for
out + seize the advantage you promise theirs
trade retail dollar to retail dollar
your facilities
facts about your
whenever you require
reputation +the standing
research unlimited time to
something right now, + the
of your business take your goods or
person or company you are
location
Barter services
trying to trade w/ doesn't
night + weekend hours 1 on 1 need or want to. offer the he may assign the
barter prospective trade this option credit you are
details about employees experience, facts that may
offering him to
credentials, + skills impress you
Internet Marketing anyone else
reader
special delivery or production process which
'Super Summit'
your competitors don't have Direct Mail insist on assignability for any item or service
you ever receive credit for
+ E-Mail +
usage of data, records, documents + case
studies Web-Copy ground rules never try to trade your good or services at
anything else than retail value
names of prestigious past or present clients
+ their endorsements
the use of 3 or more separate transactions
to achieve your ultimate barter objective
pick up the phone + call our client service it still won't be triangulation
order lines profitable unless you
ask the reader to act
go to the nearest location
now
if used correctly, telemarketing can produce
don't let another day go buy without sending
explosively profitable results for almost any
for this free information
business or professional practice
i ask the reader to respond immediately to a telemarketing works best when you prepare
specific offer totally at my risk the way for it with a letter or ad that causes
prospects to write to you for more
i limit the time + restrict the quantity of the
information
offer, and clearly explain why
don't jump into telemarketing w/ both feet
i explain in detail the loss of sampling
until you've tested it on a small scale +
opportunities for free bonuses the reader
determined that you stand at least a fair
will lose by failing to respond in time jay's tips
chance of turning a good profit
i provide a better than risk free guarantee
be an interested + knowledgeable person
that makes it short of ludicrous not to take
me up on my proposition communicate to the prospect that you
understand their need + problems
i tell the reader precisely + in progressive
telemarketing
steps exactly how to respond let them know you have the solutions for
them
your sales letter should be warm, human,
sincere, honest, personal, and 1 on 1. your create a mutually convenient appointment
brochure or your company service report when prospect calls you time
should be technical
advise them don't sell them
reprint or excerpt your best testimonial,
guide them professionally
endorsements, + recommendations.
as with its counterpart Direct Mail, you need
NEVER USE A BROCHURE IN THE MAIL
to ethically lead your prospective client to
W/O AN ACCOMPANYING SALES
action, telling him what to do, when to do it,
LETTER TO AMPLIFY IT
how, when, etc.
you can use telemarketing to find out why
people don't buy from you to convert them

5. 1. compute your average sale + your profit
per sale
2. compute how much additional profit a
most businesses generate a substantial
client is worth to you by determining how
amount of profit from clients who keep
many times he or she comes back
repurchasing, again + again
3. compute precisely what a client costs by
acquiring clients at a break even or a slight
dividing the marketing expenses by the # of
loss + making substantial profits on back
clients it produces
end repurchasing is one of the most
overlooked + underutilized methods of client Client's Marginal Net Worth 4. compute the cost of a prospect the same
growth + generation available to you
way
until you know exactly how much combined
5. compute how many sales you get for so
profit a client represents to your business
many prospects
for the life of that relationship, you can't
determine how much time, effort, + expense 6. compute the marginal net worth of a
you can afford to invest to acquire a client in client by subtracting the cost to produce the
Break even today, break the bank
the first place client from the profit you expect to earn from
tomorrow the client over the lifetime of his patronage
many companies increase their clients +
profits merely by shifting their focus from
trying to make a huge profit on the
utilizing existing goodwill + strong bonded
acquisition of the client to making their real
relationships that other companies already
profit on all the repeat purchases that result
have established with people who are prime
from those new clients
prospects for your product or service
the goal is to make the 1st purchase so
ask self: quot;who already has a strong
much more appealing that people find it
relationship with people to whom I might be
harder to say no than yes
able to sell a noncompetitive but related
determine who in your marketing area is
give salespeople greater financial incentive product or service
already selling to the clients you want to be
to bring in new, first time clients can
contact the non-competing businesses +
reaching,and who has their trust, respect+
produce tremendous results in the right
ask them to introduce your product or
goodwill
situation
service to their audience. supply them w/
plenty of info on what you sell, + some
testimonials attesting to its quality
to put your clients needs always ahead of
your own they would be selling something that either
goes before, goes along with, or follows the
customer= a person who purchases a
product or service that you sell to people
commodity or service
all you have to do is contact those
client= A person who is under the protection
companies and make it easy +
of another customer vs. client advantageous for them to refer their clients
to you.
Always think of them as CLIENTS
1. your product or service is absolutely
think of your clients as dear, valued friends
noncompetitive to host's product or service
the biggest mistake people make in Internet Marketing
2. it's not going to take away or supplant
business is that they fall in love with the
'Super Summit' any income or profits the host would
wrong thing. they fall in love with their
ordinarily realize
product, service, or company
3. it augments their profits
you should believe passionately in your
CLIENTS product, service, or company. BUT YOU
4. they don't have to lift a finger or spend a
SHOULD FALL IN LOVE WITH YOUR
VENDORS dime. if they do wish to participate, that's
CLIENTS
even better
EMPLOYEES
5. you'll create all the marketing material -
TEAM MEMBERS
subject totally to their approval
THE MORE VALUE YOU GIVE OTHERS, host-beneficiary relationships approaching the host 6. you'll indemnify + hold them harmless -
THE MORE VALUE YOU GENERATE
plus you'll unconditionally guarantee every
you need to recognize the impact you have item or service sold
on people's lives in the business you are
Strategy of Preeminence 7. the host company can have all orders
conducting. what you render, and the way
and or services routed through them for
you render it, has changed their lives, +
verification
their families
8. point out it's purely bonus income for
on the phone clients = employees, clients,
them
treat them like a friend
suppliers
in person
they can share in the profit, they can get so
it means thinking about the client as more much per client, so much per prospect,
than just a checkbook. it means seeing him lead, or inquiry. it could be a fix fee for
or her as a valued business partner, doing it.
someone whose well-being and success is
if you're the host. you make the easy
directly tied to your own
money just for endorsing someone else
in doing so you
sometime the host company is
enrich your own
apprehensive about entrusting you w/ their
life, the lives
clients names. i always warrant personally
around you,
a successful business does not just start in writing, under penalty of punitive
your family, their
with just a great idea or product, rather is damages, i w ill not make their names
family,
starts with a desire to provide a solution to available to anyone else, or i won't use
employees,etc.
another's problem them for other than the express purpose
quot;how do i know it's not going to take away
you must first identify what your client really we'll do a small test 1st + measure
my clients?quot;
needs, even if your client doesn't recognize
what it is he needs
we'll create the product +service your most
what your really selling is a solution to their quot;i want control. i don't like you having comfortable with
problems objections control
you control the money, + i'll collect from you
how do i know i'll get paid

6. over 80% of all lost clients didn't leave for
an irreparable reason
you can instantly take action + get many,
even most of the clients back
when they come back, they tend to become
one of your best, most frequent, and most
loyal client groups'
they also turn into your best single source
of referrals
until + unless you first identify how many of
your old clients are no longer actively
dealing with your company, you can't begin
to immediately improve on that figure
something totally unrelated comes up. they
intend to come back but never get around to
it
they had a problem or unsatisfying last
purchase experience with you
3 reasons people stop buying
their situation has changed to the point
where they no longer can benefit from
love is better 2nd time around whatever product or service you sell
1st, tell them the truth. they haven't been
buying product or services from your firm
for quite a while + you sense something is
wrong
sincerely ask them quot;is anything wrong?quot;
before they have a chance to answer add
quot;have we done something wrong?, did we
offend you? because if we did, it certainly
wasn't intentional. is everything alright w/
your point of focus should be on them
your business, job, family, health, etc.?quot;
the important point is to focus on is to do
what do you say
whatever it takes to make them happy and
aware that their well being + satisfaction is
of the utmost importance to you.
if the client definitely won't come back to
this attitude + approach is so dramatically
you, thank him for helping you identify
different, unexpected, and impactful, it
weakness in your service that you can fix or
frequently turns the tide + breaks through to
eliminate. and in doing so massively
the lost client and actually wins him back
increase your future success
suspect= anyone who maybe, possibly,
somehow could or might someday have the
capacity to buy your service
suspect vs. prospect
prospect=someone who is qualified today
ads in magazines or newspapers,
brochures or letters, telephone calls, radio
or TV spots, should offer very specific
Internet Marketing qualifying propositions so that when they
respond they're qualifying themselves
'Super-Summit'
compiled= a categorical list of people who
have similar things in common
2 types direct response lists=include people who've
actually responded to previous solicitation
list is the most important
GET YOUR HANDS ON A STANDARD
RATE + DATA SERVICE DIRECTORY
($400 PER YEAR) 1-800-851-SRDS
call them and ask them if they would be
willing to make their clients or prospects
ask yourself quot;what other industry would
available to you
normally be selling to my clients?quot;
compile your own list
communicate + reward them frequently
don't overlook the value of your own list whenever possible, also secure your clients
E-mail address + permission to
communicate information + offers of value +
importance to him
Fish where the big fish are
i had a chiropractor client who targeted the
50 primary personal injury attnys in his
marketing area. each + every month, for the
next year, we sent a letter to every one of
those attnys telling them about my client
chiropractor + his areas of specialization +
reporting on cases he worked on. within a
matter of 9 months my client had picked up
15 of those 50 attnys + his practice tripled
i consulted for a PT (physical therapist) who
has built the 2nd most successful PT
practice in CA. he did it by identifying the
1200 physicians + chiropractors in his
marketing area who were most likely to
have the kind of patients who would need
physical therapy. we then took the prospect
list + systematically mailed them, + called
them., + mailed them, + called them over a
period of a year. he picked up 400 of those
1200 physicians + chiropractors as referring
clients