“Jay Abraham was my inspiration for becoming a copywriter and marketing consultant. His sales letter promoting his ‘Your Marketing Genius At Work’ newsletter ignited my imagination and led to me studying and mastering the techniques of the classic and present day masters from whom I learned and owe a great debt of gratitude. From Jay, I got connected to Gary Halbert, Robert Collier, Claude Hopkins and many others you can read about on this site. Jay has never failed to excite my imagination about what can be done to improve a business with a great marketing strategy. I learned much from him and I hope you do too.“
Dear, Valued Friends
Abraham’s strategies are built on the principle that clients should be treated as dear, valued friends. His “strategy of preeminence” is based on the notion that your purpose is to figure out exactly what your clients want and give it to them – -even if they don’t know what it is yet. For instance, say you run a hardware store. A customer comes in to buy a drill. But is it really a drill the customer wants, asks Abraham? No, it’s a hole. It’s your task to show your customer how to get the best possible hole for his needs, transforming yourself into a trusted adviser and — most important – – setting the stage for repeat business.
Identifying Breakthrough Opportunities
Another key concept is that of identifying breakthrough opportunities. Abraham urges you to look outside your own industry to borrow successful practices you see. For example, Federal Express took note of the banking industry’s method of clearing checks overnight and applied this to the shipping industry. Banks send all checks to a central processing unit, then onto the appropriate branches. FedEx adapted the hub-and-spoke concept, where every package is sent to a central location(Memphis, Tenn.) and then flown to its final destination. Abraham points out that when you become the first in your industry to use a new technique, your results should multiply immediately.
Abraham’s other ideas range from how you can win back former customers to how to get the most out of the Internet to how to barter with other businesses to keep your costs down. An entire chapter is devoted to each of Abraham’s strategies, with plenty of clear examples of how they’ve been used successfully.