Jay Abraham Super Book Collection
Book # 1 |
Joint Ventures: From Mediocrity to Millions
Topics Include...
- The Incredible Value Of Joint Ventures
- Ways Of Using Joint Ventures
- The Most Common Mistakes JV Beginners Make
- The Power Of Leverage
- Finding The Deal
- Highest And Best Use
- Non-Linear Thinking
- Distribution Networks
FOREWORD BY JAY L. ABRAHAM
YOUR JOINT VENTURE DEAL-MAKING “JUMPSTART”
SECTION ONE: MAKING THE CASE FOR JOINT VENTURES
CHAPTER ONE: A LIFE-CHANGING SECRET
- “The Case Of The Missing Boxers” Saves YOU From Joint Venture Blunders
- What Does Tom Sawyer Know That You Don’t?
- What Is A Joint Venture? (The Answer Is Deceptively Simple, Yet Unbelievably Powerful!)
CHAPTER TWO: THE INCREDIBLE VALUE OF JOINT VENTURES
- The “C” Word - How It Can Annihilate Your Efforts
- Why Joint Ventures Are Bumping Mergers As Your Best Strategy
- You Can’t Argue With Success: The JV Stats YOU Should Know
CHAPTER THREE: THE WORLD AT YOUR DOORSTEP
- Why JVs Are The Ultimate Tactical Lever
- Harness The Power of “O.P.M.” - Other People’s Money
- How To Make Your Joint Ventures Deliver A Ton Of “Cluck For The Buck”
- How You Can Build Your Own JV Empire
- 11 Ways Joint Ventures Make YOU The Big Winner
- 44 Additional Reasons Why Joint Ventures Can Make You A Small -- Or A HUGE -- Fortune
- The Many JV Perks That Can Be YOURS (And Slippers Are Only One!)
- A “Candy Store” Of Resources Awaits You
CHAPTER FOUR: WELCOME TO MY WORLD… WAYS TO USE JOINT VENTURES
- Turn Unused Assets Into Your Windfall
- Mega-Successes Want To Share Their Secret With YOU!
- How You, Too, Can Pull Rabbits From A Hat
- A Cornucopia Of Opportunity Is Yours For The Taking
- SECTION TWO: THE JOINT VENTURE MINDSET
CHAPTER FIVE: THE FUNDAMENTALS
- Here’s The Good News: You’ve Never Really Lost Your Creativity!
- How You Can Turn One Person’s Distress Into Your Mutual Bonanza
- You Can Easily Learn To Be A MASTER Joint Venturist -- Here’s How
CHAPTER SIX: THE POWER OF LEVERAGE
- Don’t Be Fooled By The Dark Side Of Leverage
- The “Flip Side” Of Leverage Keeps You On High Ground
CHAPTER SEVEN: YOUR CREATIVE GENIUS
- How To Unleash YOUR Creative Genius
- Why You Can -- AND SHOULD -- Make The Rules
CHAPTER EIGHT: FINDING THE DEAL
- Discover Your Money Connection, And Unearth Riches
- Put “The Perpetual Motion Remodeling Machine” To Work For YOU
- Visualizing The Concept Will Line People Up Behind YOUR Venture
- With Control, Understanding, And Mastery Of The Deal… YOU Call All The Shots
CHAPTER NINE: HIGHEST AND BEST USE
- Time Is Always Of The Essence - The Tenet That Works In YOUR Favor
- How Prioritization Amplifies Your EVERY MOVE
- Outsource Your Way To Massive Wealth
- How The Mythical “The Man For All Seasons” Sabotages Your Life
- “Home, James…” - Two Golden Words That Can Super-Charge Your Day
CHAPTER TEN: VIABILITY
- How You May Be Diluting Your Own Hard-Won Success
- The Low-Hanging Fruit Yields Your Sweetest Rewards
- How You May Be Setting Your Prospects Up For The Big Fall
- Don’t Be Fooled By The Online Marketing Fantasy
CHAPTER ELEVEN: DOABILITY
- How To Find YOUR Match Made In Heaven
- How Your Prospect’s “Worst” Problem Can Be Your BEST FRIEND
- “Access + Affinity + Delivery = Perfect Setup” - Your Infallible Success Equation
- HEED THIS WARNING SIGN: “Spikes May Cause Severe JV Damage...”
- Know EXACTLY When Financing Your JV Makes Irrefutable Sense
- What YOU Can Learn From A Hooker
- Tie Up The Rights, Then Test The Venture - Your Path To Prosperity
- The Well-Worded Opener That Will Seal Your Deal
CHAPTER TWELVE: DISTRIBUTION NETWORKS
- Why You Should NEVER “Settle” For One-Shot Deals
- Get The Deal By The Tail - And YOU Can Wag The Dog!
- Wearing Two Hats Can Double Your “Take”
- Why YOU Have An Edge Over ANY Finance MBA
CHAPTER THIRTEEN: CREATIVE COMPENSATION, CREATIVE DEALS
- The Dollars and “Sense” Reality That Works In Your Favor
- Why Distribution Is Your Key To Unlimited Wealth
- Learn The Secret Of The Real Estate “Masters”
- How To Craft The Contract That Bridges Crucial Gaps And Protect YOUR Interests
- Why Establishing Your “Payday” Keeps The Wheels Turning
- “Every Last Penny”-- The Adage That May Dilute Your Efforts
- When To Expect “An Open Book” - And What To Do When It’s Closed
- How To Keep Your Deal On The Straight And Narrow Path
- How You’ll Know When It’s NOT About Money
- Anything’s Up For Grabs - Your “Unlimited Options” Mantra
- The Million-Dollar Question: “Who Has What YOU Want?”
CHAPTER FOURTEEN: LET’S TALK ENDORSEMENTS
- When “He Said, She Said” Is A GOOD Thing For Your Deals
- Know When You Need Celebrity Endorsement - AND When You DON’T
- How To Harness The Power Of Capital Investment
- How To Tap Into ”The Mother Lode”
- Instant Credibility Can Be YOURS - Here’s How
- The Psychology
Here’s How to Get Started…Finding the Right Endorsers to Promote You and Product or Service
How to Sell The Concept to The Endorser
Key Point: Endorsements are NOT a One Shot Deal---Structure Them As a ongoing Relationship, Profit Center, Revenue Stream
How Much Affinity Does this Endorser Have?
From Concept to Offer
If Your Business is a Start-Up?
What Do Potential JV Partners Look For?
“I Found a JV Partner! -- How Should I Compensate Them?”
The Value of Names and E-Mail Addresses
Compensation as Motivation
Letters of Agreement
The Hardest Part and the Key To Success
Commitment
How To Get -- AND STAY -- Squarely In The Middle Of Your Deal
CHAPTER FIFTEEN: NON-LINEAR THINKING
- Thinking “Out of the Box” Opens The Vault
- The Diving Board Model - A “Springboard” To Disaster
- How The Power Of The Parthenon Supports Your Modern Empire
- Licensing Successful Processes Extends Your Reach - And Explodes Your Results
SECTION THREE: THE “HOW TO’S” OF JOINT VENTURE PRESENTATIONS
CHAPTER SIXTEEN: TARGETING PROSPECTS
- How To Know When To Enlist The Competition
- When To Target The Big (And Not-So Big) Fish… And How To Know The Difference
- Opening The Dialogue 101 - Your Wealth-Building Primer
- Why Your Communications Should Literally DROWN In Confidence
- How To Capture The Perfect Tone For Your Proposals
- How To Know When To “Play Your Ace”
- Why Personal Contact Is Absolutely Indispensable
- “It’s All About Them” - Words You MUST Live By
- How To Reach The Finish Line… One Step At A Time
- How To SUPER-GLUE Your Prospects To YOUR Goals
- A Simple Test Could Reveal This Classic Win/Win
CHAPTER SEVENTEEN: WHY DO GOOD IDEAS BITE THE DUST
- What To Do If Your Proposal Is STILL Refused
- How To Eliminate The Risk For Your Prospect And Smooth Your Path To “Yes!”
- How To Keep The Deal Moving
CHAPTER EIGHTEEN: THE MOST COMMON MISTAKES JV BEGINNERS MAKE
- Common Mistake #1: Dwelling Too Much on the Theory
- Common Mistake #2: Not Knowing How to Communicate
- Common Mistake #3: Biting Off More Than You Can Chew
- What A Crash Course For An “Olympic Hopeful” Can Teach YOU
- Why Mentorships Can Be INVALUABLE
- How Overextending Your Capabilities Send You Into A Tailspin
- Why I’m Happy To Tell YOU… “Yes, Even I Make Mistakes!”
- What To Do If Your Joint Venture Falls Flat
- How To Make Progressive Communications YOUR Key To The JV Kingdom
- Put The Awesome Power of Collaboration To Work FOR YOU
- Case Studies Put Experience Under YOUR Microscope
- Discover These Four Keys to YOUR JV Success
- “You Only Have Two Hands…” And How That CAN’T Hurt You!
- Make The Sky YOUR Limit
- What The “Jay Abraham School of Franchising” Has To Teach YOU
- How The JV Mindset Unleashes Your JV Empire
- How Many Small Victories Will Balloon Your Joint Venture Success
SECTION FOUR: REACH FOR THE STARS
CHAPTER NINETEEN: MY RECOMMENDATION TO YOU
- How Reverence For Your Contribution (Or Lack Thereof) Will Make Or Break Your Deal
- How To Stay On The RIGHT Side Of A Very Fine Line
CHAPTER TWENTY: THE STRATEGY OF PREEMINENCE
- Why You MUST Know The Difference Between Giving Information And Giving Advice
- Why It’s YOUR Job To Help Provide Focus
- Your Essential Success Secret: People Buy For Emotional Benefit
- Six Critical Questions to Ask Before You Do ANY Promotion
- 12 Words That Will Change Your Life Forever:
- Why You MUST Sell End Result, Not Steps to Get There
- Why “Show Me” Is More Powerful Than “Tell Me”
- Ways To Put Massive Success Within Your Prospects’ -- AND YOUR -- Grasp
- Why You MUST ALWAYS Make The Customer The Center of Attention
SECTION FIVE: YOUR JV “PEP TALK” (OR, “THE MOST VALUABLE PEP TALK YOU’LL
EVER RECEIVE”)
- The Curious Observation That May Change Your ENTIRE Outlook
- How Accepting Mediocrity Is KILLING Your Future
- Principle #1: There Are No Rules
- What Are Your Rules? (Your Own Answer May Surprise YOU!)
- Principle #2: Waking Up From Cultural Hypnosis And Mental Myopia
- How Looking Out Windows, Not In Mirrors Will Change Your Life
- Principle #3: It’s Easier To Make Large Leaps Than Little Steps
- Principle #4: Knowing How And Where To Invest Your Time
- Principle #5: Stepping Outside Of Your Box
- Principle #6: Turning Obstacles Into Opportunities
- Principle #7: Creative Emulation
- The Five Critical Factors Of Passion That Will Open Your Eyes
- The Entrepreneurial Mindset’s Twelve Elements - Why You Should Make Them Yours
- Are You A Charity?
- What You Can Learn From The FedEx Model
- Learn The Secret To My Own Success - The ONLY Three Ways To Grow A Business
- Your Most Revealing Question Are You Limiting Yourself?
- How The Power Of Relationships Builds Momentum FOR You
- Everyone Can Use A Push: How To Ensure That Others Are Furthering YOUR Goals
- Eight Power Principles That Will Guarantee Your JV Success
- The Eternal Value of Integrity: How It Focus Your Entire World
- The Essential Keys To Having A Good Reputation Deal With A Couple Of Issues:
- YOU Can Choose Your World
SECTION SIX: YOUR JV ASSET INVENTORY
- Let’s Define An Asset
- Your Skills List: The List That Will Open Your Eyes
- Your Knowledge List: YOU Are A Valuable Resource
- Your Relationship List: A List That Will Multiply Your JV Power
- Your Greatest Opportunity Is… (The Answer Will Surprise You!)
- How To Reframe Your World To Create Massive Success
SECTION SEVEN: THE PERFECT JV FIT
CHAPTER TWENTY-ONE: SCENARIO #1: BUSINESS OWNERS
CHAPTER TWENTY-TWO: SCENARIO #2: FOR EMPLOYEES
CHAPTER TWENTY-THREE: SCENARIO #3: MIDDLE-PERSON
BONUS/APPENDIX A: JOINT VENTURE DEAL MAKING PROPOSAL LETTERS
BONUS/APPENDIX B: JOINT VENTURE STRATEGY CONSULTATION TRANSCRIPT
Book # 2 |
How To Think Like A Marketing Genius
Topics Include...
- Marketing Mindset Demystified
- How to Value Yourself in Transactions
- Be A Deal Maker!
- People Need Solutions, Not Strategy
- The Psychology of Breakthrough Thinking
- Lower Your Clients Barrier Of Resistance
- Why Don’t You Raise Your Prices?
- There Are No Rules…
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
Book # 3 |
How To Grow Your Business Geometrically I
Topics Include...
- Reactivate Old Clients
- Get Your Clients to Buy More and More Often
- 37 Ways and Examples to Nurture Customers Through Communication
- Three Ways to Reverse Risk
- Referrals in Four Easy Steps
- New Profit Centers Change Customer’s Marginal Net Worth
- Targeted, Leveraged Approach
- 12 Points Of (Often Free) Distribution
Chapter One: Reactivate Old Clients
- Attrition Happens for Relatively Simple Reasons 1
- You Have an Obligation to Show How Much You Care 2
- Reestablish Contact 3
- Half of Your Inactive Customers Stopped for No Good Reason 4
- Enrich Your Customers and Enrich Yourself in the Process 5
- You Have Everything to Gain, Nothing to Lose 6
- Stay Connected and Avoid Attrition 6
- Communicate, Communicate, Communicate 7
- Reactivating Old Customers & Clients...featuring Michael Basch 9
- To Escape The Ordinary You’ve Got To Look At The Outrageous 10
- What’s Extraordinary Today Is Ho-Hum Tomorrow 15
- Look At It From Your Customer’s Perspective 17
- Be Constantly Innovative 18
- What To Do When You’re Front Page on The Wall Street Journal 20
- Get Really Clear About Where You’re Going 21
- Examples of Customer Reactivation 35
Chapter Two: Communicate Frequently With Your Customers
- Get Your Customers to Buy More and More Often 38
- Follow-Up 39
- Reinforce The Buyer’s Buying Decision 42
- Practice Perpetual Reselling and Cross-Selling 43
- Begin A Perpetual Communication With Your Customers 44
- Repeat Business For Many Is An Untapped Gold Mine 45
- Moving Parade 49
- Work Your Customer List And Your Prospects 55
- Why Follow-Up Selling Is Worthwhile 57
- Never Rule Out Telemarketing 57
- Post-Purchase Reassurance 58
- Repeat Sales and The USP 59
- Communicating With Your Prospects 60
- The Easiest Way to Grow is to Stop Losing Customers 64
- Build Relationships and Keep in Touch 65
- Keep Track of and Develop Relationships with Your Customers 70
- Value Customers by Communicating Frequently 71
- 37 Ways and Examples to Nurture Customers Through Communication 73
- Be Proactive to Outsell the Reactive 76
- The Gold Mine Under Your Nose 77
- Show A Continual Interest In Your Past Customers 79
- Communicate Personally, Formally, and Consistently 84
Chapter Three: Risk Reversal
- Reverse Risk to Put Your Sales in Forward Drive 86
- Removing the Risk 88
- Put Your Business in Fast Forward Through Reversed Risk 89
- Three Ways to Reverse Risk 89
- Who’s Afraid of Reversed Risk? 92
- Can You Profit from Refunds? 93
- Put Your Offer to the Test 93
- Half-Hearted is Half-Baked 94
- Emphasize Risk Reversal 95
- An Offer They Can’t Refuse: Develop a Powerful Risk-Reversal Approach 96
- Risk-Reversal Questions: 98
- Turn The Tables on Risk in Your Sales Proposition 99
- Risk Reversal Is A Strong Conversion Technique 99
- My Most Liberal Guarantee Ever 100
- The Power Of Risk Reversals And Preview Periods 102
- Better Than Risk Free Guarantees 103
- Performance Guarantees 103
- Offer Extended Guarantees and Incentives 104
- The Definition of Incentive 105
- You Must Sell The Incentive 106
- Elaborate on the Concept of Risk Reversal 107
- The Better-than-Risk-Free Guarantees with a Bonus 108
- Take the Risk Out of Relationships 109
- Risk Reversal in Action 109
- Risk Reversal Should Be Integral to Your Selling Process 110
- How to Build an Effective Guarantee 111
- Use the Strongest Guarantee You Can Offer 111
- Take The Risk Out Of Buying 112
- Build Trust with Your Guarantees 113
- How to Strategically Implement Risk Reversal 115
- Risk Reversal Improves Your Performance 118
- Two Examples of Risk Reversal 118
Chapter Four: Referral Systems
- Turn Your Best Customers Into Voluntary Sales Representatives 122
- Don’t Settle for Passive Referrals 122
- Revere the Benefits You Give 124
- Referrals in Four Easy Steps 124
- Offer a Special Incentive 125
- Make Referral Sales by Forming a Club 126
- Clubs Can Work for Any Business 127
- Try More Than One System 128
- How My Clients Have Profited Through Referrals 131
- Real Life Success Stories 132
- Five Step Plan for Getting Referrals 133
- Never Turn A Customer Away: Referrals Are A Two-Way Street 134
- A Referral May Not Be Worth As Much As A Sale, But It’s Something 135
- Referral Systems Are The Key to Optimization and Exponential Growth 136
- Information You Should Know In Order To Optimize Your Referral Systems 137
- Referral System Template 138
- The Exponential Effect of Referrals on a Business 144
- Referral System Example 145
- Referral Strategies 146
- Require Your Customers To Give You Referrals 152
- Stop Spending A Lot Of Money On Advertising 152
- Use Cost-Effective Alternatives 152
- Developing Referrals With And Without Your Customer Base 153
- How to Use the 93 Referral Examples 156
- 93 Referral Examples 158
Chapter Five: Host/Beneficiary Relationships And Joint Ventures
- Reap The Rewards From Someone Else’s Advertising Budget 210
- Host/Beneficiary Defined 212
- Targeted, Leveraged Approach 212
- Start by Making a List 213
- Target Specific Companies, Starting with the Small Ones 214
- Set Up the Appropriate Relationship 214
- A Two-Way Valve for Profit Flow 215
- Structuring The Deal 217
- New Profit Centers Change Customer’s Marginal Net Worth 219
- You Are Not Going To Gain A Customer For Free 220
- Making It Work for You 221
- Here’s How to Get The Relationship Going 222
- Address the Fears of the Host Immediately 227
- Typical Objections You Should Be Prepared to Answer 228
- Things to Watch Out For 229
- If It Doesn’t Cost You Time or Resources and Makes You Money, Do It 231
- Start Out with a Pilot Program 231
- Host/Beneficiary Relationship Examples 232
- Three Reasons Why Businesses Do Not Implement Profitable Activities 236
- Generate An Ongoing Stream Of Business 237
- Joe Karbo’s Horse Gambling Paid Off 241
- You’ll Be Amazed At What You Can Come Up With 242
- Those Methods May Be “Unconventional” But They Work 243
- Client Success Stories 244
- The Economy Is Making It Easy For You! 249
- Keep Your Eyes Open For Opportunities 251
- Specific Applications 252
- Piggyback 252
- Give Your Host a Real Gift — Special Treatment 254
- A Host/Beneficiary Works With Anyone 255
- Joint Ventures 256
- Joint Venture Marketing: A Broad Umbrella of Opportunities and Possibilities 259
- Opportunities in Distressed Businesses 261
- Link Your Business with Competitors 262
- Keys to Endorsements 264
- Grow Through Endorsements 265
- Competitors Can Help You 266
- Look at the Dynamics They Offer You 270
- Look For Business Assets That Aren’t Being Maximized 270
- Partner or Perish 273
- Strategic Alliances Aren’t New 274
- Endorsing Other People’s Products To Your List 276
- Strategic Alliance Template 278
- Your Most Valuable Asset is Your Goodwill 279
- Endorsing Other Products or Services 284
- Harry C. Picken’s Cross Promotion Ideas 287
- 12 Points Of (Often Free) Distribution: 289
Book # 4 |
How To Grow Your Business Geometrically II
Topics Include...
- The Strategy of Up-Sell, Cross-Sell
- Fast Cash Boosters
- When The Prospect Calls You
- Building A Valuable Back-End
- The ABC’s of Direct Marketing
- How To Buy Media For Pennies On The Dollar
- Putting Headlines To Work
- How To Analyze Responses Carefully
Chapter One: Upgrade Skills of Your Sales Staff
- Benefits of Sales Training: (Strategic vs. Technique) 11
- Formal Training Makes All The Difference 13
- Increasing Sales Skills Levels 14
- Take Action and Take Control 16
- Increasing Sales Skills Levels – Vision Success Weekend 18
Chapter Two: Qualify and Pre-Frame
- Qualifying Leads Up Front and Pre-framing Your Customers 31
- Getting Leads From Your Competitors 36
- Getting Vendors to Generate Leads for You 36
- Lead Generation and Conversion 37
- Pre-frame or Program Customers to Buy More and More Often 39
- Give “TFN” Selling a Try 43
- Pre-framing or Programming Customers 45
- Use “Reasons Why” in Pre-Framing 48
- A Wish, a Hope, and a Goal for Your Customers 49
- Programming is Meeting Needs Systematically 50
- Future Pacing Takes the Customer Forward 52
- Offer Products or Services On a Timetable 56
- Acquiring Qualified Lists 57
- Know Your Target Market 57
- Ways To Create Irresistible Offers 67
Chapter Three: POS, Cross-Sell, Up-Sell
- Point of Sale Promotions, Up-Sell and Cross-Sell 71
- The Strategy of Up-Sell, Cross-Sell is Based on Preeminence and Optimization 71
- Up-Selling Should Be at the Top of Your List 74
- Any Business Can Up-sell 75
- Up-Selling Produces Exponential Returns 76
- Up-selling Refers to Any Additional Sales Activity You Do at the Point of Sale 77
- You Can Employ Up-selling Anywhere, Anytime in the Sales Process 78
- Packaging Complementary Products Together 80
- Larger Units of Purchase 83
- Don’t Be Afraid of the Bump 84
- Add Value When You Up-Sell and Cross-Sell 85
- Bundle Products or Services 87
- Sell ‘Em What They Want 87
- Page 4
- Use Point of Sale Promotions 89
- Offer “Good, Better, Best” Options 90
- Use Volume Discounts 91
- Never Sell Them Less Than They Need! 91
- Up-Selling Will Help You Grow 92
- Up-sell Or Resell Right At, Or Immediately After, The Initial Sale 94
- Fast Cash Boosters Up-Sell 94
- Use This Script To Up-sell Your Customers Like Crazy 95
- Two-Step Selling 96
Chapter Four: Enhancing Profits with Telemarketing
- Grow Your Customer Base and Increase Transaction Frequency by Using Telemarketing 113
- Using Telemarketing To Boost Your Profits 113
- Maximize Telemarketing With Frequency and Consistency 118
- Telephone Selling Behind Sales Letters 119
- Never Rule Out Telemarketing 120
- Meld Telemarketing To Your Operation 120
- Uses and Applications for Telemarketing 121
- Re-Examine Your Pricing 124
- Organize Your Activity 125
- Should You Undertake Telemarketing? 126
- Check Up On Your Telemarketers 128
- What Kind Of Product Or Service Lends Itself To Telemarketing? 130
- Qualify Your Telemarketing Prospects 130
- Don’t Telemarket To The Phone Book 130
- Set Up Mail Before Calling 131
- How To Hire Telemarketers 132
- Two-Tier Calling Can Qualify Interested Parties 132
- Keep The Telemarketers On The Phone 133
- Monitor What Telemarketers Say 133
- You Have About 30 Seconds To Appeal 134
- Learn To Ask Questions — It’s The Best Way To Sell 134
- A “Service” Call Is A Good Introduction 135
- Telemarketing Don’ts 136
- How To Use The Telephone 136
- When The Prospect Calls You 136
- How To Respond To A Prospect Who Writes 137
- Using The Telephone To Follow Up Leads 138
- Appraising Your Telephone Skills 142
- Using Predicates in Telemarketing 144
- A List of Predicate Words for Your Reference 144
- A List of Predicate Phrases for Your Reference 145
- Telephone Testing 147
- Telemarketing Follow-Up 147
- Examples Of Telemarketing In Action 148
- Press Releases and Telemarketing 156
Chapter Five: Develop A “Back-End” Of Products and Services
- Working the “Back-End” 197
- Explore Back-End Selling 198
- Make Conservative and Inexpensive Tests To Determine Your Market 200
- Building A Valuable Back-End 200
- Break Even on the Front-End 201
- Marketing Mistake: Not Having A “Back-End” 203
- Avoid the High Cost of Acquiring New Customers 204
- Be Pro-Active on Behalf of Your Customer’s Best Interests 205
- A Good Back End Makes a Good Business 207
- Lifetime Value and Marginal Net Worth 208
- The “Back-End” Must be Consistent with Your Primary Market 211
- Dramatically Improving What You Do 216
- Integrate “Back-End” Sales on an On-Going Basis 217
- Distribution is Leverage 218
Chapter Six: Direct Response Advertising
- What Is Direct Response Advertising? 221
- The ABC’s of Direct Marketing 222
- Why Use Direct Response Advertising 223
- The Giant Companies Use Direct Mail 224
- No Company Can Get By Without Advertising 224
- Advertising is Nothing More than Salesmanship 227
- Salesmanship in Print and/or Over the Air 228
- Advertising is Salesmanship 228
- Direct Response Sells Benefits 230
- People Care Most about What is Going to Benefit Them 230
- Direct Response as Opposed to Institutional Advertising 231
- Ads Should Be Created to Stimulate a Direct Response — Immediate Action 231
- Cut Back On Costly Institutional Advertising 232
- Use Direct-Response Advertising, Not Image Advertising 233
- Targeting Your Buyer – Your Platform 234
- For a Bull’s Eye, Use the Right Arrow 235
- Identify Your Unique Selling Proposition 236
- Use Your USP 237
- Choose Your Direct Marketing Media 237
- Direct Mail 239
- PI Advertising Can Make Sweet Deals For All 243
- Who Does Per-Inquiry Advertising? 244
- What Types of Media Allow Per-inquiry Advertising? 244
- Timing Your PI Offers 245
- Why Would An Advertising Medium 246
- Use Per-Inquiry Advertising? 246
- Bounce Back Advertising 248
- A Few Things For You To Know About Classified Ads 249
- How To Make Yellow Page Advertising Work For You 250
- Television Advertising’s Unique Features 251
- Are You Using Your Choice of Media Correctly? 252
- “Drip-Feeding” is Better Than One “Big Bang” 254
- Making A Deal 254
- How To Buy Media For Pennies On The Dollar 254
- How To Make Deals That Can Cut Your Advertising Cost 258
- Identify Your Market 259
- Your Lists and Markets 260
- Envelope or Carrier 261
- Your Teaser Envelope 261
- Headlines: Key to a Successful Ad 262
- Your Headline 263
- Writing Good Headlines That Pull 264
- How Many Words Should a Headline Contain? 265
- Power Words Produce Powerful Results 266
- Attraction of the Specific 266
- What Kind of Rewards Do Good Headlines Promise? 267
- Tips About a “Negative” Approach 267
- Putting Headlines To Work 268
- Headlines for “Broad Selection” USPs 270
- Headlines for “Service-Oriented” USPs 271
- Headlines for the “Snob Appeal” USP 271
- Tips On Headlines That Work Best 272
- The Primary Viewpoint — The “Point of You” 272
- Now, Let’s Write a Headline for Your Business 273
- Don’t Stop Now — The Fun Has Just Begun 274
- Stale News to the Advertiser May Be Fresh News to the Reader 275
- The Power of Emulation 275
- Power Headlines Produce Powerful Results 276
- A Sure-Fire System for Creating the Best Headlines for Your Client’s Ads 278
- Ways to Strengthen Your Headline Once You Have Your Basic Idea 278
- Headlines — the Most Important Element 280
- Find The Dominant Benefit — Make That Your Headline 281
- What Advertising Genius David Ogilvy Has to Say about Headlines 282
- Claude Hopkins Has This to Say About Headlines 284
- Who Needs A Good Headline? 284
- Effective Copy Made Easy 285
- Make The Reader A Guarantee 285
- Where Would You Be Without Your Customers? 286
- Put the Main Benefit in the Headline — Don’t Save It for Last 292
- Don’t Put A Question In The Headline 292
- Body Copy 298
- Your Opener 299
- Your Sell 300
- Think of Your Customers as Individuals 300
- Lead Your Customers To Buy 300
- Let Your Customer Try Your Product 301
- “Cheap” May Not Be Your Strongest Appeal 302
- Personalizing Can Help You Sell Product 303
- Avoid Diminishing the Value of Your Product 306
- Target Your Prospects Appropriately 307
- Don’t Brag — Just The Facts Please 307
- Be Specific 308
- Draw Your Claims From Your Foundation 309
- Say It First — Preemptive Marketing 309
- Tell A Story — Stories Appeal To Individuals 310
- Creating Great Copy 310
- A Proven Pattern for a Good Sales Pitch 311
- Effective Ads Can Run For Years 312
- Tell the Truth, But Make the Truth Fascinating 313
- People Will — And Do — Read Long Copy 314
- Every Advertisement Should Be A Complete Sales Pitch 314
- The Powerful Case 315
- Use Testimonials In Your Copy 316
- Channel and Direct “Desire for the Product” To You 317
- Sell The Benefits — The “Functional Product” — What It Does 318
- Satisfy the Market’s Desire By Underscoring Benefits 320
- Persuasion Techniques In Print 321
- The More You Tell, The More You Sell 322
- Promote What the Customer Really Wants 324
- Do You Even “Need” To Compete On Price? 327
- One Final Word On Price Cutting 328
- Follow These Body Copy Tips 328
- Credentialize Yourself 329
- Your Offer 330
- Emphasize Risk Reversal 331
- Now Close the Sale 331
- Testing is the Key to Successful Advertising 332
- Don’t Change It Because You Are Tired of It 334
- A Product Can Be Advertised Without Investment 334
- Use Advertising To Do Product Acceptance Research 335
- You Can Prove Advertising’s Effectiveness 336
- Test Your Method of Illustration and Layout 337
- Here’s How To Set Up Your Tests 338
- Testing “Small” Can Reduce Downside Risks 340
- Analyze Responses Carefully 342
- The Importance of Your Headline 343
- Don’t Forget to Test! 344
- Cutting Your Cost Per Sale 346
- A Few Steps To Maximizing Your Advertising 346
- Key-Coding 347
- Some Pointers on...Using Graphics To Sell 349
- The Bottom Line On Advertising Lies With Its Integrity 350
- Increase Your Lead And Inquiry Generation Through Advertising 351
- The Advantages and Disadvantages of Small Ads 352
- Ten Limitations of Small Ads 352
- Ten Advantages of Small Ads 353
- Print Advertising 357
- A Key Point To Remember About Direct Response 359
- Model On What Others Are Successfully Using 359
- How To Use Illustrations To Help Advertisements Sell 360
- Write Ads that Work 364
- Giving Up Too Soon On What Works 366
- Forgetting Who Your Customer Is 366
- A Grab Bag of Cautions, Encouragements and Details 367
- All-Time Great Gimmicks: 369
- Stop Spending a Lot of Money on Advertising; Use Cost-Effective Alternatives 369
- How to Save Advertising Dollars by Negotiating Per-Inquiry Deals with Media 370
- Don’t Waste Advertising Dollars 372
- Marginal Net Worth 373
- Why People Keep Doing What They Do 374
- Creative Emulation 378
- How To Write A PI Ad 381
- Getting PI Ads Placed 383
- Print Advertising 384
- Yellow Page Advertising 384
- Commission Advertising 384
- Producing Your Ad 386
- Other Essentials 386
- Launching a Mail-Order Division: 387
- How to Establish a Mail-Order Division 387
- Catalogs, Direct Mail Letters and Other Vehicles 388
- Headline Examples 389
- Headlines For Selling Financial Products and Services 400
- Headlines For Recruiting Purposes 402
- Headlines For Selling Subscriptions 403
- Headlines For Selling Books 404
- Headlines For Selling Personal Products 407
- Headlines For Selling Home Study Courses 409
- Headlines for Selling Business Services 411
- Letter Templates 413
- Direct Response Success Stories 415
- Set Your Own Standard 433
- Telemarketing 433
- Should You Undertake Telemarketing? 433
- Seven Keys to a Winning Sales Pitch 435
Book # 5 |
How To Grow Your Business Geometrically III
Topics Include...
- Use Connecting Words…
- The Power Of Affinity And Turning It Into Revenue
- Find the Unique Hook
- Telling the Right Story
- When To Pitch Your Product
- Special Events for Preferred Customers
- Licensing Your Products and Services
- Increase Your Sales With Barter
Chapter One: Internet Marketing
Chapter Two: Direct Mail
- Your Tireless Sales Force 16
- The Reasons You Should Use Direct Mail 18
- The Giant Companies Use Direct Mail 19
- Put A Salesperson At Your Customer’s Convenience 19
- Generate New Business 20
- Direct Mail’s Many Uses 20
- The Wizard Speaks 24
- How to Make Direct Mail Work for You! 25
- Putting the Package Together 26
- Getting the Right List 30
- Using Computers To Target Your Best Mailing List 31
- Test, Test, and Test Again 36
- A Step-by-Step Guide To Writing Effective Sales Letters and Brochures 38
- The Seven Essentials of Powerful Sales Letters 39
- Present The Facts, State The Basic Truths 44
- How Long Should Your Letters Be? 57
- Read Your Mail, See What “They” Are Doing 61
- Fancy Stationery Offers No Advantage 61
- Layout and Art 65
- Envelopes 67
- Get Immediate Action 70
- Action Stimulators 73
- Other Techniques To Close More Sales 76
- That Personal Touch 79
- Copywriting — To Outsource, Or Not To Outsource… That Is The Question 80
- Analyzing the Copy 91
- Human Interest Direct Response Copy 92
- Use Connecting Words… 93
- Joe Karbo’s Advice 94
- The Power of Customer Endorsements 97
- Use Testimonials 97
- More On Testimonials Boosting Response 98
- Crafting Your Brochure 100
- Coupons Can Help You Track Response 102
- Send Your Clients An Unexpected Gift 103
- Tactics to Maximize Your Results — and Profits 104
- The Power Of Affinity — Turning Affinity Into Revenue 104
- Drastically Increase Revenue By Regaining Inactive Clients 107
- Reestablish Contact 108
- Regular Communication is Key 110
- Arrange Third-Party Deals 111
- Use Courtesy Mailings to Rev Up Sales 113
- Planning Regularly Scheduled Contact with Customers 114
- Continuity in Correspondence 114
- Become a Customer Or Client’s Pen Pal 117
- Finding Your Ideal Customer 118
- A Lesson in Efficiency 119
- Use a Targeted List 120
- A Simple Way to Build a Potent Customer Mailing List 121
- Building the Database 123
- Mathematical Modeling 126
- Renting Mailing Lists 129
- If You Know a Company That Is Going Out Of Business, Buy Their Customers and The Right to
- Fulfill on Orders 133
- Restructuring the Customer Capturing System and Database 135
- Segmenting the Customer List 136
- Fully Utilize Your Customer List 136
- Reactivating Old Customers & Clients 138
- Contacting New Customers 144
- Focus Your Efforts 146
- Your Most Important Asset Is Your Customer List 147
- How To Look At A Name: The Value Of A Specific Customer 148
- Acquiring Qualified Lists 150
- Offer A Consideration To The Host For The Benefit Of His/Her List 153
- Mailing List Rental Is Another Income Generator 155
- Testing Can’t Be Stressed Enough! 157
- Four Key Rules Most Direct Marketers Overlook 158
- Mailing And Postage 158
- Media 159
- Distribution 160
- Follow-Up 162
- Fund Raising 164
- Offers 166
- Printing and Typography 167
- Products 168
- Sampling 169
- Special Occasions 169
- Specialty Advertising 169
- Show Me The Money! 170
- Cost Per Thousand 170
- Cost Per Order 174
- Projecting and Budgeting 175
- More Detail on Testing: Scientific Testing For Increased Response 177
- Some Ideas On What To Test 180
- Now Let’s Test The Tester — You! 184
- More Tips To Stimulate Your Creativity 185
- 34 Ways To Make Direct Mail Work For Your Customers 188
- Letters That Increase Profits Like Crazy 190
- More Examples 203
- Pulling More Income Out of the Client’s Customer Base 210
- Selling Products to a List Never Before Mailed 211
- Boiler-Plate Scenarios: Four Simple Letters to Instantly Boost Profits by $25,000 211
- Selling High Ticket Items 218
- Identifying Potential Clients: Prefacing Letters to Set Up a Potential Client for Your Phone Call 219
- Letters to Solicit Clients in Vertical Markets 228
- Four Letters That Keep Customers Coming Back — and Profits Rolling In 231
- Industry Suggestions 235
- Great Examples 240
Chapter Three: Public Relations
- What Is Publicity? 270
- Work the Publicity and Public Relations Machine to Your Advantage 272
- Be Alert To Promotion Opportunities — Call Them 273
- Most Businesses Fail Because They Neglect to Promote Their Business 274
- Know Who Your Customers Are 274
- Promote Your Business To Them 275
- Find the Unique Hook 277
- The Nine Points of a Good News Release 277
- Don’t Waste the Valuable Time of the Media With Unimportant Trivia 278
- How to Generate Real News 279
- Quality Over Quantity 279
- Know Where To Put What 279
- Use the Consumerism Angle 281
- Targeting News Releases 283
- Zeroing In On A Target 284
- The Case of the Ketchup King 285
- The Three Agendas of Public Relations: 288
- Most People Mismanage PR in a Crisis 290
- Four Quick Ways to Get Print PR 290
- The Benefits of Using Radio for Publicity 291
- You Must Tell the Right Story 293
- Your Story Is Not An Expanded Advertising Message 294
- Remember: The Press Does Not Owe You a Living! 294
- Tie Your Story To Top National Stories vs. Top Local Stories 295
- Your Story Should Piggyback Something Newsworthy 295
- Add Your Story as a “Spin” on the Trend 296
- To Make Your Story Relevant Add A “Twist” Or “Hook” 299
- How to Fit the Consumer Into Your Story 300
- Get Your Story Taken Seriously, Not Just Half-Read and Thrown in the Trash 301
- Step-By-Step Procedure 302
- How to Orchestrate a Perfect Appearance 306
- How to Pitch Your Product Without Failing on your Face 307
- When To Pitch Your Product 308
- Be Prepared to Receive the Response 308
- How Publicity Can Feed a Starving Company 309
- Direct Contact Can Push Publicity 309
- PR Ideas 310
- Examples of Story Angles for Media: 314
- Seize the Opportunity to Create More and Better Media Coverage 317
- Don’t Forget to Say Thank You in a Meaningful Way 317
- Make Media Relations a Two-Way Street 318
- Am I Important Enough to Be Called By Name? 318
- Should I Retain the Services of a Professional Publicist or Public Relations Firm? 318
- Are You Prepared for the Response? 319
- Always, Always Make Time for the Press! 320
- Acquiring Qualified Lists 323
- Distinguish Yourself Through Charity 323
- Doctor Marc Rogers’ Magic Top Ten News Release Templates 324
- How To Use These Templates 324
- Template #1: New product or service launch 327
- Template #2: New business scores 329
- Template #3: Winning an award 332
- Template #4: New appointments 335
- Template #5: Anniversaries 337
- Template #6: Business expansion 339
- Template #7: Surveys 343
- Template #8: Issues 346
- Template #9: Charities and Sponsorship 349
- Template #10: “Competition” 351
- Excerpts from Consulting Calls 352
- Use the Holiday Season to Improve Your Business 364
- Drawings Draw Customers 364
- Forget Cards — Send a Holiday Letter 364
- Host a Party — a Big Party 365
- Distinguish Yourself Through Charity 365
- Public Relations Excerpts from One of My Seminars 371
Chapter Four: Offer Special Events for Customers and Prospects
- Run Special Events (“Closed door” sales, preferred customer offers) 403
- Using Special Events to Bring in First Time Buyers 403
- Special Events Can Serve Many Purposes 404
- Consider Having A Ongoing Series of Special Events 405
- Using Special Events for Existing Customer Base 405
- Using the Media to Attract People to Your Special Event 406
- Make Special Offers for Existing Customers 407
- Special Events for Preferred Customers 408
- Using Special Events to Move Products 409
- Special Events to Make Customers Feel Special 410
- Offer “Preferred Customer” Discounts 410
- Keys to a Successful Special Event 411
- Examples and Ideas for Special Events 412
- The Best Programs Recognizing the Customer as Someone Special 436
- A Conversation with Fran Tarkenton 438
- Set Yourself Apart From Competitors 439
- A Conversation with Chet Holmes 440
Chapter Five: Marketing Your Unused Assets
- Make an Inventory of Your “Hidden” Assets 444
- Use Your Competitors’ Resources 445
- Sell Your Unconverted Leads to Competitors 446
- Licensing Your Products and Services 448
- How To License Your Own Concepts 448
- Market Ideas You’ve Learned Here To Your Industry Or Local Businesses 450
Chapter Six: Buying Other Businesses
- The Dealmaker: The Philosophy Of Putting Deals Together 453
- Know Your Business Purpose 453
- Are You Ambitious? 454
- Finding Your Business 454
- The Reason Those Businesses are for Sale 455
- The Proposal 457
- How Do You Turn the Business Around? 459
- Putting Deals Together 460
- Where You Find Good Deals 461
- Don’t Do It If You Can’t Buy Low 462
- The Dealmaker As Strategist 462
- Establishing Yourself As A Dealmaker 463
- How To Make A Lasting Impression 464
- Regarding Your Reputation 464
- The Bank That Got Away 465
- How To Buy A Bankrupt Bank 466
- The Auction 466
- Why It Didn’t Work 467
- Words of Wisdom from Tom Phillips, Entrepreneur 467
Chapter Seven: Barter
- An Overlooked Profit Opportunity 471
- Create Purchasing Power At Will 471
- Increase Your Sales With Barter 473
- Pay Hard Costs With Soft Dollars 474
- Get Easy Terms of Your Choosing 476
- Leverage Your Dollars with Barter 477
- How to Approach People for Barter Deals 478
- Remember, You Sell the Benefits and the Advantages 479
- Barter for Advertising 480
- You Can Use Barter to Finance Growth 481
- Turn Excess or Obsolete Inventory into Cash 484
- Recycle Dollars Right Back Into Your Pocket 484
Special Bonus |
Mr. X book
Topics Include...
- Become A “Personality” Your Clients Recognize
- Leading Your Client By the Hand
- Find Synergistic Relationships From Which To Profit
- Unique Selling Proposition
- Package Deals As An Effective Marketing Maneuver
- How Do You Turn the Business Around?
- “Cheap” May Not Be Your Strongest Appeal
- Cutting Your Cost Per Sale
Chapter 1: CUSTOMERS
- Your Greatest Asset – Is Your Customers
- Your Best Prospects Are Your existing Customers
- Keep An Accurate And Timely Customer List
- Begin A Perpetual Communication With Your Customers
- Reinforce The Buyer’s Buying Decision
- Upsell Or Resell Right At Or Immediately After The Initial Sale
- Increase The Marginal Net Worth Of The One-Time-Only Customer
- Practice Perpetual Reselling And Cross-Selling
- Ethically Exploit All Available Marketing and Redeployment Opportunities
- Let The Marketplace Decide What They Want
- Make Conservative And Inexpensive Tests To Determine Your Market
- Understanding The Marginal Net Worth Of A Customer
- Break Even May Not Be What You Think
- Calculating Your Customer’s Value
- Consultant/Client Interview Illustrating Geometric Growth
- Become A “Personality” Your Clients (Customers) Recognize
- All Business Start-Ups Should Have A Follow-Up Strategy In Place
- Overlooked Opportunities Exist In All Businesses
- Use Simple Phrases At Closing Time To Add Undiscovered Profits
- Using Telemarketing To Boost Your Profits
- Repeat Business For Many Is An Untapped Gold Mine
- Your Offer Must Be Compelling
- Use Limited Availability To Motivate Customers
- Educate…Educate…Educate Your Customers And They Will Buy
- The cost of Reselling An Existing Customer Pales to Getting A New One
- Observe Customers Closely To Understand Their Needs
- Work All Complaints, And Read Your Mail
Chapter 2: EDUCATION
- You Must Out-Market Your Competitors
- When You Educate Your Customers, You’ll See Your Profits Soar
- You Must Lead Your Customer By the Hand
- Always Give Your Customers The Reasons Why
- The More Factual You Are With Me, The More I’ll Favor You
- Educate People To Appreciate The Value Of What You Deserve
- Tell Your Customers The Truth
- Position Your Company As An Industry Expert
- Send Out Press Releases
- Defer “Self-Serving” For “Education-Rendering” Marketing
- Use Preemptive Marketing To Make Customers Think Of You First
Chapter 3: HOST DEVICES
- Find Synergistic Relationships From Which To Profit
- Offer A Consideration To The Host For The Benefit Of His/Her List
- New Profit Centers Change Customer’s Marginal Net Worth
- You Are Not Going To Gain A Customer For Free
- Host-Beneficiary Relationship Examples
- Three Reasons Why Businesses Do Not Implement Profitable Activities
- Never Turn A Customer Away, Profitably “Refer”
- A Referral May Not Be Worth As Much As A Sale, But It’s Something
- A Wonderful Way To Generate An Ongoing Stream Of Business
- How To Create A Host/Beneficiary Relationship
- Address The Fears Of The Host Immediately
- Typical Objections You Should Be Prepared To Answer
- Things To Watch out For
- If It Doesn’t Cost You Time Or Resources And Makes You Money, Do It
- Start Out With A Pilot Program
- You’ll Be Amazed At What You Can Come Up With
- Those Methods May Be “Unconventional” But They Work
- Mailing List Rental Is Another Income Generator
Chapter 4: START-UP MARKETING
- Start Out With A Professional “Logo” (Trademark Image)
- No Company Can Get By Without Advertising
- Forgo Institutional Advertising
- The Bottom Line On Advertising Lies With Its Integrity
- Rarely If Ever Does A Product “Sell Itself”
- Grow The Value Of Your Customer’s Business
- Various Steps of Marketing
- Your Goal Should Be To Capture The Dominant Market Position
- 20% Of Your Customers Will Contribute 80% Of Your Volume
- Show A Continual Interest In Your Past Customers
- Offer Your Customers What “They Want”
- Companies Get Big Because They Practice Honesty
- Word Of Mouth Is Critical
- Without Integrity, No Company Can Have Positive Word Of Mouth
Chapter 5: MOTIVATIONAL MARKETING
- Do Away With Indecision Soon And Choose A Definite Goal
- You Are What You Think You Are
- Know Exactly What You Want
- Your Thoughts Control Your Actions
- Every Adversity Carries The Seed Of Greater Benefit
- Your Marketing Ideas Must Be Nurtured And Integrated Into The Blueprint Of Your Future
- All Ideas Begin As The Result Of Definiteness Of Purpose
- So Much Of What We Accomplish In Business And In Our Marketing Success Hinges On Our Mental Attitude
- Persistence Is Insurance Against Failure
Chapter 6: UNIQUE SELLING PROPOSITION
- Adopt A USP That Addresses An Obvious Void In The Market-Place
- Identify Needs That Are Going Unfulfilled In Your Industry
- Focus On One Niche – Keep The Promises You Make
- Be Clear And To The Point
- The Price-Discount USP
- The Service-Oriented USP
- The Quality/Snob-Appeal USP
- Reinforce Your USP In Every Aspect Of Your Marketing
- Suggestions On Finding Your Niche
- Embrace Believe, Postulate; Your USP With Everyone
- Use The USP To Create Repeat Sales
- Extend Your USP
- Carry Out Your USP In Your, And Your Employees, Actions
- Convey Your USP Even To Dissatisfied Customers
Chapter 7: DIRECT RESPONSE
- Salesmanship In Print And/Or Over The Air
- Direct Response Brings Measurable Results
- Direct Mail
- Identify Your Market
- The Giant Companies Use Direct Mail
- Telemarketing
- Should You Undertake Telemarketing?
- Print Advertising
- A Key Point To Remember About Direct Response
- Model On What Others Are Successfully Using
Chapter 8: WRITING
Chapter 9: ADVERTISING
- Advertising Is Salesmanship
- People Care Most About What Is Going To Benefit Them
- They Want To Know You’re Qualified To Help Them
- Cut Back On Costly Institutional Advertising
- Ads Should Be Created To Stimulate A Direct Response – Immediate Action
- Direct Response Ads Help Conserve Your Investment
- Cutting Your Cost Per Sale
- A Few Steps To Maximizing Your Advertising
- The Importance Of Your Headline
- Testing Is The Key To Successful Advertising
- Test Your Method Of Illustration And Layout
- Here’s How To Set Up Your Tests
- Testing “Small” Can Reduce Downside Risks
- Analyze Responses Carefully
- A Product Can Be Advertised Without Investment
- Use Advertising To Do Product Acceptance Research
- You Can Prove Advertising’s Effectiveness
- Making Headlines Work For You
- Telegraph Your Advertising Message To Your Primary Prospects
- Think Of Your Customers As Individuals
- Lead Your Customers To “Buy”
- Let Your Customer Try Your Product
- “Cheap” May Not Be Your Strongest Appeal
- Personalizing Can Help You Sell Product
- Avoid Diminishing The Value Of Your Product
- Target Your Prospects Appropriately
- Don’t Brag, Just The Facts, Please
- Be Specific
- Draw Your Claims From Your Foundation
- Say It First – Preemptive Marketing
- Tell A Story – Stories Appeal To Individuals
- Effective Ads Can Run For Years
- Tell The Truth, But Make The Truth Fascinating
- People Will And Do, Read Long Copy
- Every Advertisement Should Be A Complete Sales Pitch
- Use Testimonials In Your Copy
- Channel And Direct “Desire For The Product” To You
- Sell The Benefits – The “Functional Product” – What It Does
- Satisfy The Market’s Desire By Underscoring Benefits
- Find The Dominant Benefit – Make That Your Headline
- The More You Tell, The More You Sell
- Never Assume That Because You Know What You Mean, Your Reader Will
- Promote What The Customer Really Wants
- Do You Even “Need” To Compete On Price?
- One Final Word On Price Cutting
- How To Use Illustrations To Help Advertisements Sell
- Grab The Reader And Attract Attention With Your Headline
- Show Prospective Customers The Advantage Of Using You
- Persuasion Techniques In Print
- Closing The Sale
- You Should Be Able To Write Your Own Best Ad
- A Few Things For You To Know About Classified Ads
- How To Make Yellow Page Advertising Work For You
- Television Advertising’s Unique Features
- The Advantages And Disadvantages Of Small Ads
- Ten Limitations Of Small Ads
- Ten Advantages of Small Ads
- How To Make Deals That Can Cut Your Advertising Cost
- PI Advertising Can Make Sweet Deals For All
- Who Does Per-Inquiry Advertising?
- What Types of Media Allow Per-Inquiry Advertising
- Finding Your Advertising Niche
- Timing Your PI Offers
- Why Would An Advertising Medium Use Per-Inquiry Advertising?
- How To Write a PI Ad
- Getting PI Ad placed
- It Helps To Know Someone Who Knows Someone
Chapter 10: CONVERTING PROSPECTS
- Turning Prospects Into Buyers
- Begin The Sales Process With The Very First Contact
- Make Doing Business With You Inviting, Fun, And Easy
- Customer’s Desires And Situations Are Constantly Changing
- Regular Communication Can Be Rewarding
- Risk Reversal Is A Strong Conversion Technique
- Strong Guarantees Help You Convert Prospects To Customers
- The Better-Than-Risk-Free Guarantee
- Adding Other Incentives For Your Prospects To Buy
- Some Lessons From Enterprising Entrepreneurs In Mexico
- Package Deals As An Effective Marketing Maneuver
- Repackaging Existing Products Or services Wins Renewal Business
- Following Up On Sales Lead
- Techniques That Help Get The Order
- Using Common-Sense Market Research
- Validate The Market Before You Invest
- The Creative Emulation Marketing Test Concept
- Another Way To Get A Priceless Marketing Education
- Sure-Fire Special Promotions
- Special Cash Promotions
- Turning Problems Into Opportunities
- The “Tax Problem” Promotion
- The “Marketing Test” Approach
- Using “Paper Perceived Value” For The Ethical Bribe
- Post-Purchase Reassurance
- Referrals
- “Assumptive Letters”
- The Two-Step Approach
Chapter 11: DIRECT MAIL MARKETING
- The Four Types Of Direct Mail Promotions
- The List Is The Most Important Factor
- Components Of A Direct Mail Package
- Using Computers To Target Your Best Mailing List
- Read Your Mail, See What “They” Are Doing
- The Reasons You Should Use Direct Mail
- You Put A Salesperson At The Customer’s Convenience
- You Generate New Business
- The Carrier Envelope
- The Sales Letter
- Joe Karbo’s Advice
- The Component’s Of A Sales Letter
- Headlines Are The Key
- The Body Of A Sales Letter
- Present The Facts, State The Basic Truths
- Close That Deal To Make The Sale
- How Long Should Your Letters Be
- Put Technical Information In Your Brochure
- Coupons Can Help You Track Response
- Your Reply Envelope Pays In Response
- Basic Considerations
- Action Stimulators
- Copy
- Credit Cards
- Distribution
- Enclosures
- Envelope Mailing
- Envelopes, Reply
- Follow-Up
- Formats, Direct Mail
- Fund Raising
- Guarantees And Warranties
- Inquiry Handling
- Lay-out and Art
- Mailing And Postage
- Marker
- Media, Other
- Objectives
- Offers
- Order Forms/Response Vehicles
- Presentation
- Printing And Typography
- Products
- Response
- Sampling
- Special Occasions
- Specialty Advertising
- Testing
- Cost Per Thousand
- Cost Per Order
- Projecting and Budgeting
- Questions For Review
- Scientific Testing For Increased Response
- Some Ideas On What To Test
- Questions For Review
- Analyzing The Copy
- An Overlooked Technique
- Human Interest Direct Response Copy
- The Power Of Customer Endorsements
- Use Testimonials
- Send Your Clients As Unexpected Gift
- The Power Of Risk Reversals And Preview Periods
- More On Testimonials Boosting Response
- Other Techniques To Close More Sales
- Eight Letters That Increase Profits Like Crazy
Chapter 12: TELEMARKETING
- Qualify Your Telemarketing Prospects
- Don’t Set-Up Mailing Before Calling
- How To Hire Telemarketers
- Two-Tier Calling Can Qualify Interested Parties
- Keep The Telemarketers On the Phone
- Monitor What Telemarketers Say
- You Have About 30 Seconds To Appeal
- Learn To Ask Questions, It’s The Best Way To Sell
- A “Service” Call Is A Good Introduction
- Telemarketing Don’ts
- How To Use The Telephone
- When The Prospect Calls You
- How To Respond To A Prospect Who Writes
- Using The telephone To Follow-Up Leads
Chapter 13: MARKETING HELP FROM YOUR VENDORS
- How Your Vendors Can Help You Market Yourself
- When Costs Weigh Less Than Results
- The Principle Of Variable Incentives
- Building A Valuable Back-End
- How To Get Vendors To Finance You!
- Adjust The Deal To Your Circumstances
- Better Results With Less Risk
- Why Variables Work
- Your Success Means Their Success
- Bringing Variable Compensation Into Sharper Focus
- How Much Risk Are You Asking Them To Take?
- How Spending More Can Get You More
- How To Structure The Deal For Easy Renegotiating
- Use Compensation That Has Perceived And Real Value
- Look Around At What Else You Can Offer
- Find Areas Of Mutual Benefit
- Turn Your Vendors Into Venture Capitalists
- How To Find And Approach The Right Vendors
- Know Your Facts And Figures
- How To Profit From Vendor/Supplier Relationships
- Creating A Competitive Atmosphere
- Other Ways To Use Vendors
- How You Can Profit From Professional Relationships
Chapter 14: PUBLIC RELATIONS
- How To Turn Publicity Into A Powerful Sales Tool
- What Is Publicity?
- The Benefits Of Using Radio For Publicity
- You Must Tell The Right “Story”
- Your Story Is Not An Expanded Advertising Message
- Your Story Must “Piggyback” Something “Newsworthy”
- You Can Piggyback On Current Events, Trends Or Fads
- Trends Can Be Spotted If You Look Carefully
- Add Your Story As A “Spin” On The Trend
- Top National Stories vs Top Local Stories
- To Make Your Story Relevant Add A “Twist” Or “Hook”
- Fit The Consumer Into Your Story
- How To Approach The Producer
- A Step By Step Procedure
- What You Will Send
- What Else You Should Send
- Calling The Producer
- Contact Them Again and Again
- Your Appearance
- Avoid Making Your Appearance A Commercial
- Avoid Yes/No Responses
- Avoid Beating A Dead Horse
- How To Orchestrate A Perfect Appearance
- How To Pitch Your Product Without Falling On Your Face
- When To Pitch Your Product
- Be Prepared To Receive The Response
- The Press Release
- How Publicity Can Feed A Starving Company
- Direct Contact Can Push Publicity
- Be Alert To Promotion Opportunities – Call Them
- Most Businesses Fail Because They Neglect To Promote Their Business
- Know Who Your Customers Are
- Promote Your Business To Them
- Find The Unique Hook
- Learn The “News Release Format”
- The Nine Points Of A Good News Release
- Know Where To Put What
- Use The Consumerism Angle
- Targeting News Releases
- Zeroing In On A Target
- The Case Of The Ketchup King
Chapter 15: BUILDING A POWERFUL SALES FORCE
- A Problem-Solving Approach Can Dramatically Increase Orders
- Pushing Your Salesperson’s “Hot Button”
- You Should Never Stop Learning
- Tips For Coaching Your Sales Force
- Making The Most Of Rejection
- Six Key Strategies For Dealing With Rejection
- Eleven Top-Notch Suggestions To Improve Your Listening Skills
- Begin By Closing The Sale
- How To Handle The Failure Syndrome
- Constantly Recruit Salespeople For Your Force
- Offer A Desirable Payoff To Your Sales Force
- Profile The Job And The Employee
- Play Off Your Salespeople’s Values
- What To Look For In A Salesperson
Chapter 16: BARTER
- The Advantages Of Barter
- Determine Your Barter Leverage Position
- Start With The Obvious
- Offer Unlimited Time/Date Use
- Go Wild With Possibilities
- Triangulation The Hidden Key To Greater Barter Riches
- The Restaurateur and the Auto
- Setting Up A Three-Way Trade
- Finding Your “Hidden” Profits
- Get the Gas and Insurance Free, Too
- Some Possible Variations
Chapter 17: MARKETING FOR PROFESSIONALS
- Yellow Page Ads That Pull
- Effective Direct Mail Letters
- Newsletters for Your Current Practice and To Attract Clients
- Using Lectures and Seminars to Draw Potential New Clients
- Tapes and Transcripts of Seminars Are Powerful Marketing Tools
- Developing A Professional Business
- Investing Time and Money in Marketing
- Bartering Services to Leverage Marketing Power
- Marginal Net Worth: Bring In Clients at Loss and Still Make A Fortune
- Reducing Taxes and Getting Your Write-Off Back
- Buying Practices
- Tax-Deductible Cruise Seminars
- Rolling Revenues and Expenses from Corporate To Personal Income and Back
- Columns with Your By-Line in the Local Newspaper
- Becoming the Medical or Financial Director of Businesses
- Twenty-Four-Hour Information Hotlines
- Profitable Seminars
- Clinics To Increase Cash Flow And Profits
- Follow-Up On Clients
- A Short Course In Humanese
- Time Donations Bring Maximum Marketing Dividends
- Tracking Results Of Advertising
- Using Other People To Fulfill Your Obligations
- Creating Instant Stature, Respect and Prestige
Chapter 18: MARKETING FOR SPECIFIC BUSINESSES
- Clothiers
- Wholesalers
- Mail-Order Business
- Lawyers
- Coin Dealers
- Travel Agencies
- Health And Fitness Clubs
- Tanning Salons
- Car Dealers
- Oral Surgeons
- Hotels
- Financial Planners/Insurance Salespeople
- Bus Coach Travel Companies
- Mutual Funds
- Video Rental Stores
- Software Publishers
- Mom-And-Pop Grocery Stores
- Banks
- Credit Clean-Up Services
- Loan Brokers
- Importers
- Plant Services
- Office Equipment Companies
- Quickprint Shops
- Mini-Warehouse (self-storage) Facilities
- Newsletter Publishers
- Investors
- Newspaper Publishers
- Carpet Companies
- Carpet Cleaning Companies
- Restaurants
- Beauty Supply Distributors
- Franchisors
- Florists
- Office Supply Stores
- Bakeries
- Telephone Answering Services
- Pet Shops
- Accountants
- Dry Cleaners
- Liquor Stores
- Heating And Air-Conditioning Services
- Advertising Agencies
- Medical Specialists
- Dentists
- Resume Preparation Services
- Pharmacists
- Retirees
- Employees Of Companies
- Entrepreneurs
Chapter 19: MARKETING WHAT YOU KNOW
- Licensing Your Products And Services
- How To License Your Own Concepts
- Market Ideas You’ve Learned Here To Your Industry Or Local Businesses
- Learn What Others Do And Teach Their Concepts
- Here’s A Simple Licensing Pitch
- Putting On Focused Seminars For A Fee
- View Every Marketing Opportunity As A Chance To Profit
- Turning “Used” Assets
Chapter 20: HOW TO PUT ON A GREAT MARKETING CAMPAIGN
- Taking Your Clients By The Hand
- Motivating Your Clients To Action
- The Powerful Case
- Sitting Around The Fire
- Answer Their Questions!
- Get People To Respond
- Avoid The Major Marketing Pitfalls
- Develop A World-Class Marketing Perspective
- Where I’m Coming From
- Be A Great Marketer
- Our Setting Giving John A Hand
- Giving John A Hand
- Can I Afford To Do This?
- Contacting New Customers
- Let’s Be Realistic
- The Old “Any Excuse For A Sale”
- “But I Don’t Own A Restaurant!”
RECOMMENDED READING
Glossary
The Profit Glossary
Total investment in the set...
$500
That's less than $100 per book, if this resonates with you, contact Rob Colasanti immediately at RobColasanti@abraham.com or (727) 480-8853. You can also access his easy to use, call scheduler software by clicking the button below.