Jay Abraham

Money Secrets Revealed Uncover Your Hidden Assets May 20, 2006

My information is about being.

Real world Fast Paced Non Theoretical Stimulating Exciting Outcome focused

& Did I mention PROFITABLE !!!!!

Who I am. What Im all about. Why Im here.

Business Growth Expert Marketing Strategist Profit Generator Performance Enhancer Accountability Officer Possibility Compass Bar Setter A Result Multiplier

Finder of hidden assets, overlooked opportunities, underperforming activities, undervalued relationships, under-utilized distribution channels.

Making the Money Connection

Seeing correlations, combinations, implications and tangible meaning no one else comprehends.

Getting you/your business more profit performance/productivity from . The same efforts or less! The same time or less! The same investment or less! The same opportunity or less!

Its all about leverage: working on the geometry of your business Two kinds, good and bad (like cholesterol) Costs you the same no matter what the result

How do I do it?

Funnel Vision vs. Tunnel Vision

An approach thats as common as dirt in one industry can have the impact of an atom bomb in yours, if . . . .

youre the first and only company in your industry using it.

The difference between mediocrity and millions is marketing/strategy.

Im All About Leveraging

Great marketers arent born they are made!

Same for great strategists.

Marketing and strategy are sciences, not art. They can be taught, learned, mastered by YOU!

Our Focus/The Seven Sciences of Masterful Marketing

Hidden Assets Overlooked Opportunities Underperforming Activities Undervalued Relationships Underutilized Distribution Channels Untapped Selling Systems Little Known Marketing Approaches

The System of Breakthroughs I Use

(and the foundations they are based upon)

Marketing Strategy Innovation Management

Strategy vs. Tactics

The difference between Strategy (planning) and Tactics (doing). Strategy is the science of planning and directing large scale operations. This is distinguished from tactics which involve skillful methods and arrangements of the forces used to gain an end.

Learning To Become Unbeatable Make Irresistible Propositions And Offers Out Advantage/Benefit Competition

Irresistible vs. resistible Unbeatable vs. beatable

Five Ways To Create Business Wealth

1. 2. 3. 4. 5. Current Income Future Income Windfall Income Psychic/Emotional Wealth Asset Wealth

1. Current Income Constantly increasing current income and profits is the first determinate of business wealth creation.

2. Future Income: If your business doesnt have highly predictable, strategic, long term revenuegenerating programming in place, that assures continuous flow of profits and sales well into the upcoming years --- you DONT have a business at all.

3. Windfall Income There is no business out there I know that cannot uncover a five to seven figure profit windfall within six months.

4. Psychic/Emotional Wealth Unless you have the certainty, confidence, peace of mind, vision, low stress, control, power, persistence, perceptiveness, high ethical standards and unstoppable drive, you cant possibly pilot the strata of unstoppable business growth and income youre after.

5. Asset Wealth Few business owners ever build a business they can sell for a lot more money than they take out of it in a year. Yet a business asset value should be one of the major wealth creations you achieve from your business efforts.

The Strategy of Preeminence

Most trusted advisor Client vs. customer See better approaches Hopefulness, my wish for you

The Strategy of Preeminence

Youre not getting the full story The World According to ______________ You deserve the highest and best outcome Hopefulness for a greater/richer tomorrow

The Strategy of Preeminence

Moral obligation - Not to sell more or less than you need - Not to sell less quality, quantity components Fall in love with . . . . Future pacing transactional value of result Put words into feelings Only viable solution

Items we will be leveraging and maximizing for you

Ads You Run

Promotions You Do

Sales Efforts You Make

Leads You Generate

Sales Communication/ System You Use

Influences You Gain/ Have Access To

Success Stories You Create

Skill Sets You Possess

Marketing Activities You Use

Yellow Page Ads You Run

Direct Mail/ Sales Letters/Mail Drops

Website/E-mail/Search Engines

PR

Catalog/Brochure

Seminars/Tradeshows

Sales Force

Endorsers

Referrals/Word of Mouth

Brand Repositioning

Distribution Channels

Selling Systems

Prospecting

Seven Ways To Out Think, Out Perform, And Out Earn Your Competition

1. Maximize what you already do

2. Multiply the opportunities available to you

3. Monetize unprofitable areas of your business

4. Create new products/services

5. Profit from your competition

6. Reclaim past expenditures

7. Become strategic instead of tactical

8. Penetrate new markets

7 Marketing Concepts They Wont Teach You at Harvard

1. People are silently begging to be led

2. Tell people what specific action to take

3. Marketing is the ultimate leverage

4. Advertising is nothing more than salesmanship

5. People dont appreciate what youve done for them, or will do for the, unless you educate them to the facts

6. Bonuses can make a profound contribution to your overall sales proposition

7. Turn the table on the risk factor when making a sales proposition

21 Power Principles

1. Dont Keep Your Clients From Buying

2. Use Test Marketing to Maximize Your Sales Results

3. Build and Profit From a USP

4. Grow Through Endorsements

(The Power of Others) Tom Sawyer School of Business

5. Reverse Risk to Put Your Sales in Forward Drive

6. Make Top Quality A Top Priority

(Know what it and value mean to your client.)

7. Link Your Business to a Strong Partner

8. Pay Only For Results

9. Manage Your Assets Wisely

10. Borrowing Winning Strategies

11.Be Proactive to Outsell the Reactive

12. Use Non-Ad Ads

13. Turn One-Time Customers Into Life-time Buyers

14.Find and Use Your Hidden Assets

15. Seven Ways to a Winning Sales Pitch

15b. Seven Keys To A Winning Sales Pitch First, say something that gets the prospects attention. Second, tell the reader/listener/viewer why he or she should be interested in what you have to say.

Third, tell them why they should believe that what you say is true. Fourth, prove that its true. Fifth, list all the benefits of your product or service.

Sixth, tell the reader/listener/viewer how to order. Seventh, ask them to order right away.

16. Preemptive Advantage

(Only viable solution)

17.Work With Other Peoples Money, OPE, OPI, OPR

18. Get Twice as Much Done in Half the Time

(John Dudeck)

19. Use Direct Mail/Sequential Marketing But Use It Right

20.Develop Multiple Income Sources

21. Know Your Niche

The Power of Testing to Multiply Results Testing Factors

Headlines

E-mails From: Lines

Creatives

Proposition/Positioning

Proof
Testimonials Endorsements, contrast, compare, quantify

Future Pacing

Risk Reversal

Bonus

Call To Action

The P.S.

Risk Reversal

Four Types Of Risk Reversal

1. Complete money back guarantee 2. Better-than-money back guarantee

3. Partial money back guarantee 4. Pay after product/service performs (pay after you profit)

Three Facets of Reverse Risk Money-back guarantee Complete refund plus Bonus Incentive Emotional risk reversal, i.e. increase prospects confidence in their purchase

Risk Reversal - A Simple Five Step Formula

Risk Reversal Step #1 What in dollars and cents, is the best reported either testimonial or case study, measurable, quantifiable feedback you have gotten from a satisfied client, buyer?

Risk Reversal Step #2 What is the penalty to your client or prospect of staying where they are right now?

Risk Reversal Step #3 What is your competitors most powerful and superior guarantee?
(How can you favorably outperform it?)

Risk Reversal Step #4 What is the minimum based barebones expectation you can guarantee somebody they can get from favoring your business and starting to deal with you?
(Be as specific as you can.)

Risk Reversal Step #5 What is the biggest tangible, MINIMUM guarantee that you would be willing to warrant to somebody?

Three Types Of Entrepreneurs

1) The people who are constantly making things happen 2) The ones who watch things happen.and 3) The people things keep happening to

Five Keys To Winning Business Around The World

1. Skills and Mindset

2. Process, Structure and Commitment

3. Quarterly Review And Improvement, Reassessment And Restructuring

Monetizing, Measuring, Improvement -- Optimization

4. Motivation And Authentification

5. Mentoring And Masterminding

Force Multiplier Effect

Its a military term. Its a capability that, when added to and employed by a combat force, significantly increases the combat potential of that force and thus enhances the probability of successful mission accomplishments.

Its a proven process of dominating and preeminently owning your market in commercial, in entrepreneurial, in business terms, and it all ties together. Its letting the full force of lots of different factors carry you to greatness without you having to lug it and push it.

The Power Parthenon Strategy of Geometric Business Growth

Three ways to grow a business

Increase the number of clients ( 15 ways to do it ) Increase the size of the transaction / purchase ( 8 ways to do it ) Increase the frequency of purchase and the monetary value of each client ( 6 powerful ways to do it )

Increase the # of Clients

Increase the Average Pounds Per Sale

Increase the Repurchase Frequency

Total

1000

100

$200,000 $200,000

OPTIMIZATION

OPTIMIZATION OPTIMIZATION
Increase the # of Clients Increase the Average Pounds Per Sale Increase the Repurchase Frequency

Total

1,000
10% Increase

* *

100
10% Increase

* *

2
10% Increase

= =

$200,000 $200,000
33.1% Increase

1,100

110

2.2

$266,200 $266,200

A 10% Increase in Each of the Three Areas Equals a 33.1% Increase in Revenue.

OPTIMIZATION OPTIMIZATION
Increase the # of Clients Increase the Average Pounds Per Sale Increase the Repurchase Frequency

Total

1,000
10% Increase

* * *

100
10% Increase

* * *

2
10% Increase

= = =

$200,000 $200,000
33% Increase

1,100
33% Increase

110
25% Increase

2.2
50% Increase

$266,200 $266,200
250%

1,333

125

$499,875 $499,875

Look What Happens Now. The Results Are Exponential

To Grow Your Client Base, You Can Focus On:

Increasing your lead generation through:
Referral systems Acquiring clients at breakeven up front and make a profit on the back end Guaranteeing purchases through risk reversal Host-beneficiary relationships Advertising Using direct mail Using telemarketing Running special events or information nights Acquiring qualified lists Develop a Unique Selling Proposition Increasing the perceived value of your product/service through better client education Using public relations

Increasing your client retention rate by:

Delivering higher-than-expected levels of service Communicating frequently with your clients to nurture them

Increasing your conversion from inquiry to sale by:

Increasing sales skills levels of your staff Acquiring clients at breakeven up front and make a profit on the back end Guaranteeing purchases through risk reversal Host-beneficiary relationships Advertising

This and the next two accompanying pages show you 28 totally proven, frequently unrecognized, and almost totally underutilized ways to grow your business. Do you see how many exciting and powerful options and opportunities you have available to you right under your nose?!

To Increase the Average Transaction Value, You Can Focus On:

Improving your teams selling techniques to up-sell and cross-sell Using point-of-sale promotions Packaging complementary products and services together Increasing your pricing and hence your margins Changing the profile of your products or services to be more up market Offering greater/larger units of purchase

To Increase Transaction Frequency, You Can Focus On:

Developing a back end of products that you can go back to your clients with Communicating personally with your clients (by telephone, letter) to maintain a positive relationship Endorsing other peoples products to your list

Running special events such as closed door sales, limited pre-release and so on Programming clients Price inducements for frequency

3 Advanced ways to grow your business even faster, safer, easier

Penetrating new markets ( 7 ways to do this ) Adding new products / services ( 10 ways to do it ) Purchasing your competitors business or assets ( 5 ways to do it )

Revenue
Direct Sales

Most businesses continuously rely on one marketing approach to grow and sustain their business (The Diving Board Philosophy)

Revenue
Direct Sales

What happens when that one approach becomes less effective? Your business stream diminishes and you begin to lose market share.

Revenue
Joint Ventures
Direct Sales
All it takes is ONE BIG IDEA Which one will you pick for this?!

What would happen to the stability of your business as you begin the process of formalizing your marketing profit centers?

Revenue
Joint Ventures
Referral Systems

Telemarketing

Advertising

Direct Sales

What would happen to your revenue level and profitability if you combined a wide array of marketing approaches? (The Parthenon Philosophy)

Direct Mail

Host/Beneficiary Relationships

Endorsements

Developing a Back End

Revenue

List the marketing pillars that your business is currently on.

Calculating Lifetime Value, Marginal Net Worth, Allowable Cost

Whats the Marginal Net Worth of a Client?

Copywriting Formulas

AIDA A - Get Attention I - Arouse Interest D - Stimulate Desire A - Ask For Action

Robert Collier Formula Attention Interest Description Persuasion Proof Close

Victor Schwabs AAPPA Formula A - Get Attention A - Show People An Advantage P - Prove It P - Persuade People To Grasp This Advantage A - Ask For Action

Bob Blys Formula

According to Bob, all persuasive copy contains these eight elements: 1. Gains attention 2. Focuses on the customer 3. Stresses benefits

 4. Differentiates you from the competition 5. Proves its case 6. Established credibility 7. Builds value 8. Closes with a call to action

Bob Stones Formula

1. Promise a benefit in your headline or first paragraph your most important benefit. 2. Immediately enlarge upon your most important benefit. 3. Tell the reader specifically what he is going to get.

 4. Back up your statements with proof and testimonials. 5. Tell the reader what he might lose if he doesnt act. 6. Rephrase your prominent benefits in your closing offer.

7. Incite Action NOW!!

Orville Reed
Benefits Tell your reader from the very beginning how your product or service will benefit them. Believability - Back up your statements of benefits with believable evidence.

 Bounce - Write with enthusiasm, keep your copy moving. Keep the prospect interested. Transfer your enthusiasm for the benefit to the prospect.

RS Template
1. 2. 3. 4. Superscript teaser Headline attention of desired Subhead Salutation audience

Attention

Interest

5. Opening hook if you...then 6. Your story credibility 7. Heres what this is all about 8. USP 9. Appeal 10. Benefits, Benefits, Benefits 11. Bullets 12. 13. 14. 15. 16. 17. Bonuses Dont Decide Now you cant lose Price dropdown - justification Risk Reversal - Guarantee close the deal buy now PS

Desire

Action

The 12 Pillars of Strategic Business Growth

1. Continuously identifying and discovering hidden assets and over-looked opportunities in your business

2. Mining cash windfalls each and every month of your business

3. Engineering success into every action you take or decision you make

4. Building your business on multiple profit sources instead of depending on one single revenue generating source

5. Being different, special and advantageous in the eyes of your customers and clients

6. Creating real value for your clients and employees for maximum loyalty and results

7. Gaining the maximum personal leverage from every action, investment, time or energy commitment you ever make

8. Networking, Masterminding, Brain-Storming with like minded, success driven people who share real like experiences and shortcuts with you

9. Turning yourself into an idea generator and recognized innovator within your industry, field or market

10. Turning yourself into an idea generator and a recognized innovator within your industry or market.

11. Reversing the risk for both you and your customers in everything you do (so the downside is almost zero, and the upside potential nearly infinite).

12. Using small, safe tests to eliminate dangerous risks and adopting funnel vision instead of tunnel vision in your thinking.