This action might not be possible to undo. Are you sure you want to continue?
© 2003 The Abraham Group, Inc. – All Rights Reserved
even marginally. The success you build will be enduring and allow you to add more pillars as you progress. I can guarantee that additional opportunities will become evident to roll out and fully exploit the advantage you have created. You can imagine that after 30 years in marketing that I have my favorites. I have researched. If you find it works. Strategy #1.Jay Abraham’s Top Ten Strategy Picks Introduction Over the years. If you do. my associates and my clients. However. especially when you think strategically. it would be foolish to implement these tactically. which I call a command/field strategy. Again. You have two choices (actually only one): 1) Be impulsive. or half heartedly. You’re leaving massive amounts of money on the table. created and applied literally hundreds of marketing strategies for my clients. -2- . adopt and apply to your business. impetuous and tactical by opportunistically or randomly implementing any of these strategies. Outlined below are TOP TEN of my favorite and most successful strategies which you can adapt. Here you have a real choice: You can either pick the single most obvious strategy and turn it into a SUPER-strategy… An overarching concept and plan which everything else comes under. and you will compromise their power to massively grow your business. you may want to consider implementing it as a master strategy or command/field strategy. 2) Your other option is to think and implement strategically. OR you can treat a strategy as a pillar under your currently existing overarching SUPER-strategy. once you’ve tested and debugged the individual details. That still can be true. although times have changed and the market has become rather impervious to mere tactically oriented efforts. you relegate them to being mere tactics. Strategies I consistently rely on to massively increase your business and create a level of business momentum that is unstoppable. their power lies in their being implemented strategically. Begin by picking just ONE of these strategies and begin by testing it. The “Power Parthenon” Strategy Years ago. if you do. I would think hard about their implications and ramifications on your business. These strategies have been worth billions of dollars in revenues and profits to myself. They could be massively profitably. it used to be that any single marketing tactic of mine could propel a company to almost instantaneous success. willy nilly. One word of caution: Although you can.
The only conditions are that you be willing to test and re-invest some of your profits into building additional pillars to increase your marketing foundation and grow your business. Maybe your first pillar should be to implement a referral system (since it’s the lowest cost). financial and marketing sense. However. I demand that my clients not think so mono-dimensionally and begin immediately to develop their own Parthenons so that they’ll always have multiple sources of revenues which they can rely on. Like pillars in the Parthenon in Greece. Host Beneficiary relationships which are developed and used strategically can be much more lucrative than just opportunistically or conveniently creating a joint venture here or a relationship there. you want to develop and implement multiple marketing efforts which advance your company on a rock solid and calculated basis. and then add additional pillars such as direct mail. It’s leverage on top of leverage. etc. salespeople. can be implemented quickly and relationships are one of the most leverageable “hidden” assets you have in your hands. -3- . email campaigns. If I only had to choose one. Why? Because they are easy to engineer.Jay Abraham’s Top Ten Strategy Picks That’s when I discovered the secret and power of developing a series of interconnected “sub-strategies” each connected and integrated to a single overarching theme or premise. In my work today. hands down I would choose Host Beneficiary and Joint Venture relationships. Just take a look at the credit card industry as one of the most successful strategic uses of these types of partnerships with their mailings to their clientele. Engineering Host Beneficiary Relationships I have been repeatedly asked over the years which of my concepts I treasure the most. Whatever makes business. Strategy #2.
maybe you advocate that people look at buying their clothes as an investment in their success. Then religiously follow through. Right now. in this day and age. To counter that phenomena. Every communication… every newsletter… every presentation… every sales meeting should reinforce the concept of the client being served at the highest levels through advocating your particular unique perspective and leadership.Jay Abraham’s Top Ten Strategy Picks Strategy #3. Structure your entire business to strategically take a stand. using it as an overall context for your business. its my favorite. The strategy demands that you are fanatical about serving your clients at the highest even level even when it may be easier or more profitable to do otherwise. Strategy #4. Or if you are in software. The Sequential Integrated Marketing Strategy As I said before. Don’t be one of those. single shot “home run” marketing endeavors are almost doomed. Establish yourself as a leader in your industry. -4- . I can tell you it was from someone who dominates their industry. Even in my own business. and advocate a certain course of action which every prospect and client should take and benefit from. Be one who thinks long term. only to have their efforts diffused and diluted because they were uncommitted and thinking short term. maybe you have a conviction about the importance of project management when implementing software. maybe you can offer a unique perspective on how the buyer can reduce their risk. Or if you are in retail. I developed a strategy of I call the “Sequential Integrated Marketing Strategy”. and is strategically rather than tactically oriented. If you’re in the real estate industry. Especially with the ability to exploit the power of email. I know lots of companies who have tried to implement it impetuously. unless you really understand your market and all the related dynamics. Their secret is simple (although it requires a long term view). The key to the success of the strategy of preeminence is to use it strategically. The Strategy of Preeminence Although I’m honor bound not to divulge who I originally learned this strategy from.
BUT--. -5- . Risk Reversal Strategy Last year. All will have some sort of “call to action” which you offer the opportunity to get more information or to order the product. I emailed my client list and asked them to give me success stories. It’s not about SPAM. Most of the people implemented risk reversal in response to a market demand or opportunity which they may have lost had they not tried it. At least a third of them referenced the success they had had with risk reversal. That’s good news. most reliable way to get clients. Strategy #5. you can only imagine the amount of business which would be transacted… for years to come. But if they did. It’s about first developing a marketing premise which you want to offer the market. business owners do not understand the power of developing a overarching strategy for acquiring high quality referrals. the prospect will feel as they are guided to buy your product with overwhelming evidence that it’s the right thing for them to do. Referrals Building your business using referrals is the lowest cost way. Then you nurturously educate. but it gets better.Jay Abraham’s Top Ten Strategy Picks This strategy is not about repeatedly assaulting your prospect into submission. that you are willing to go that extra mile to make sure it’s the appropriate choice for them.What if they implemented a risk reversal strategy on a strategic basis? What would happen if they implemented risk reversal as a corporate policy or as part of their USP? I’ll tell you what: They would have a decided advantage in the marketplace. I was pleasantly surprised with what I discovered. And the clients you get will not require a long sales cycle and will usually stay with you longer. that you care. case studies and testimonials. They’ll feel that you took the time. The challenge is again. edify and inform your target audience with a series of communiqués designed to approach the subject from a variety of different perspectives. Strategy #6. If done correctly. so that they can continuously rely on companies and people becoming high qualities clients in the future. Developing and integrating a referral mechanism.
Strategy #8. This is definitely a long term strategy. I’m also talking about reason why they should buy. I have a different take: I say tell them as much as you can afford to. you must become an authority/expert in your industry. white papers. They appreciate competence and professionalism. You can do that using several methods: 1) Have a book published 2) Write a column in an industry journal or local magazine 3) Give speeches at associations and industry events 4) Get interviewed 5) Develop a newsletter or e-zine or website offering your information and perspective Admittedly. this may take some time to build momentum. You must unhedgingly offer your viewpoints and perspectives and information to people in a public forum. I’m not just talking about features and functionality. They don’t want the prospect to know too much else they lose the sale. etc. To take advantage concept strategically. sources of more information. Educating The Customer Nearly every component and strategy has an underlying theme: To educate the customer why buying from you is the best choice. Many business owners and entrepreneurs think that educating the client should only be done if there are objections to a sale. Position Yourself as The Expert People want to work with people who know what they are doing. -6- . special reports. evaluations and assessments. But the rewards and profits can be profound. Strategy #9.Jay Abraham’s Top Ten Strategy Picks Strategy #7. I would create books. seminars and all sorts of other avenues for the prospect to become educated. the benefits derived. Core Story My colleague Chet Holmes has a great strategy which he calls Core Story. previous client testimonials and case studies. information nights.
“Think strategically” should become your mantra in business. I’m not doing the strategy justice with this brief overview. and other information designed to evoke a “Wow. growth. story) related to your product and industry. People even set up separate companies with full lines of products to promote them. but I can tell you that the clients which have implemented this strategy have seen tremendous results. won’t or don’t know how to. this presentation indirectly shows where a prospect is vulnerable or in pain. that may or may not be true. Depending upon the circumstances. The key is implementing it throughout the entire company. Or email him at cturner@covad. -7- .Jay Abraham’s Top Ten Strategy Picks In essence. you owe yourself a call to Carl Turner at 1(888)818-8878 or (310)944-9106. Those companies who fully exploit celebrities do so by integrating their image and testimonial into everything they do. Now if you have a challenge thinking strategically or if you want to become better at it.e. This kind of thinking is very strategic. If done well. And very effective. but the fact is--. Where he/she has an unidentified need. I didn’t know that!” from a prospect. revenue and profits you desire. figures. It’s loaded with very relevant facts. People like Nike even develop personalized products based upon them. you develop an extremely educational presentation (i. Summary You should begin immediately to adopt the perspective that thinking strategically is one the most powerful assets you have at your command. Celebrity & Expert Endorsements Most people think securing celebrity or expert endorsements is difficult or requiring huge amounts of money. Especially when 95% of all businesses either can’t. You can do this too.net. A way for your to garner and achieve all the success. statistics. Our Strategy Home Study Course will reorient your mindset and give you the specific direction you need to be strategically successful. Strategy #10.They are one of the most effective strategies for marketing success. Then the remainder of the presentation is designed to show how that need can be filled using the products and services of the company.
Jay Abraham’s Top Ten Strategy Picks Lastly. I believe it may be one of your remaining competitive advantages in today’s competitive business. regardless of which strategy you implement. I urge you adopt a more strategic mindset. -8- .
This action might not be possible to undo. Are you sure you want to continue?