MONEY MAKING

SECRETS OF
MARKETING GENIUS
JAY ABRAHAM AND
OTHER MARKETING
WIZARDS
A No-Nonsense Guide to Great Wealth
JAY ABRAHAM

100Mills.com
 Money Making Secrets of Jay Abraham - Page 1

MAIN IDEA
Marketing is the engine that drives every business forward. Without customers, a business is going nowhere. With a dynamic
marketing program, any company offering a good product or service can grow flourish and prosper. The key to marketing is to
understand the needs of your prospects and clients, and how those needs relate to your product and service. Focus on that, and
you’ll be able to develop great marketing which can offset almost any other competitive disadvantage your company may suffer
from. In the final analysis, a business stands or falls on its ability to attract and hold customers.

1. Customers and the Need to Educate Them . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2

The greatest asset a business has is not its products or services but its customers. Quite simply, every
business stands or falls solely on its ability to attract and retain customers. Most companies focus solely
on attracting new customers, but it is actually old customers that are the key to growth and profitability.
2. Host Devices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
Most businesses spend vast resources attracting new customers when, with a little thought, they could
instead more profitably focus on people who are predisposed to buy.
3. Start-Up Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
The three most important start-up marketing tools are:
1. The in-person call, where you meet with prospective clients, introduce yourself and solicit their business.
2. A follow up letter.
3. A telephone call to follow up on the matters discussed and express your availability to help.
4. Unique Selling Proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
The heart of marketing is your Unique Selling Proposition (USP) -- the distinctive and appealing idea
which serves as a point of differentiation of your business from every other competitor.
5. Direct Response Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4
Advertising that evokes an immediate response or action is the only type of advertising that should be
undertaken, and should form the basis for your entire advertising program.
6. Writing a Good Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4
To write a good advertisement:
1. Command attention 2. Show people the advantage of using your product or service
3. Prove that what you’re advertising delivers that advantage
4. Persuade people to grasp that advantage 5. Make a call for action
7. Converting Prospects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
Once you’ve gone to the trouble and expense of advertising or marketing for new business, it’s illogical
not to use your best efforts to persuade those who respond to actually begin doing business with you.
Therefore, make doing business as simple, inviting, informative and enjoyable as possible -- while you
tenaciously follow through on every possible lead.
8. Direct Mail Marketing and Telemarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
With the availability of computers and a history of success, direct mail has become an important marketing
tool for all products and services. Telemarketing can be used for products that are high margin, high price.
9. Marketing Help From Your Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6
The people who sell you products and services stand to gain most if you succeed. Therefore, look for
ways to offer them the opportunity to be rewarded lavishly when you succeed -- by offering them
performance based incentives which are far greater than their usual charges.
10. Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 6
Many new businesses fail because they neglect:
1. Public relations or publicity 2. Merchandising 3. Promotions
Therefore, if you master these three areas, you can cost-effectively generate more than enough
awareness to provide a steady stream of clients and customers.
11. Marketing for Professionals and Other Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
For most professional businesses, a series of informative, educational ads which establish you as a
source of reliable information in your professional field will be far more productive than ads that simply
place your name in front of potential clients.
12. How to Put On a Great Marketing Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
A great marketing campaign:

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1. Starts with your Unique Selling Proposition (USP)
2. Utilizes an effective sales offer
3. Avoids the major marketing pitfalls
4. Incorporates a world-class marketing perspective
5. Generates results.

1. Customers and the Need to Educate Them
Main Idea
The greatest asset a business has is not its products or services
but its customers. Quite simply, every business stands or falls
solely on its ability to attract and retain customers. Most
companies focus solely on attracting new customers, but it is
actually old customers that are the key to growth and profitability.
Supporting Ideas
Selling more to your existing clients or customers is always going
to be more productive than solely trying to attract new customers.
To achieve that, strengthen the relationship between your
business and your customers by:
1. Developing practical ways to keep in touch -- by phone, mail,
e-mail or in person -- so that you can build rapport and so
that you can learn how to serve them better.
2. Providing post-purchase reassurance every time they buy
from you. This will often take the form of a thank you note,
which resells the value of your company and reassures them
of the value of your products or services.
3. Giving your clients the very best possible deals and
guarantees you can possibly offer.
4. Letting past clients in on preferential pricing opportunities
ahead of those who have never done business with you.
5. Building trust with your clients by being ethical and honest,
and by focusing on their needs and their requirements rather
than your own.
The cornerstone of any effective marketing plan should be
developed around the objective of educating your clients about:
1. Your product and your firm.
2. How they can use your products and services to save money,
build a better quality of life, be more efficient, etc.
3. On broader subjects which they find interesting.
As a result, an educational marketing campaign will endear you
to your customers. You then supplement that educational
marketing program by delivering more than anybody else
delivers. An educated customer, receiving more than they
expect, is an unbeatable business proposition.
Key Thoughts
‘‘Your best prospects are your existing customers. If you’ve been
putting all your marketing efforts into acquiring new customers,
stop and divert some of your resources into reselling, upselling
and cross-selling to those same customers. In every way
possible -- through package inserts, regular mailings, special
offers -- stay in touch with those customers and get them used
to buying from you.’’
-- Jay Abraham
‘‘One of the saddest marketing mistakes I see is the failure of
businesses to educate their customers about the unique
advantages offered to them. Education is a powerful marketing
technique. Educate your prospective buyer about everything
(including a few of the bad or less positive aspects of your
product or service) and you’ll sell to almost twice as many people
as you do now.’’
-- Jay Abraham
100Mills.com
Money Making Secrets of Jay Abraham - Page 2
2. Host Devices
Main Idea
Most businesses spend vast resources attracting new
customers when, with a little thought, they could instead more
profitably focus on people who are predisposed to buy. Ask:
1. What do people really want when they buy from me?
2. What related products are these people already buying?
Once you identify these complimentary products, you can then
enter into customer sharing arrangements with other businesses
which are already selling those types of products.
Supporting Ideas
In essence, the concept here is that of an endorsed relationship.
You identify businesses which are already serving customers
who are prime prospects for your product or service. You
approach those businesses, and work out a mutually beneficial
tie-up under which in exchange for access to their customer
base, you will provide them with compensation. This is a win-win
proposal -- your marketing becomes more effective and they
generate added value from their existing assets.
To achieve this, you must calculate how much you can afford to
spend on marketing. That is determined by calculating the
life-time value of a new customer to your business:
LV = (P x F) x N - MC
where:
LV is the life time value of a customer or client
P is the average profit made from each sale
F is the number of times a customer buys each year
N is the number of years customers or clients stay with you
MC is the marketing cost per client (total costs / no. of clients)
Once you’ve calculated the lifetime value of a client, you know
how much you can spend to attract a new client or customer.
You also know how much you can afford to give away to a host
to attract a new client or customer.
The concept is simple:
1. Identify companies that are already selling to those you want
to reach.
2. Negotiate a mutually beneficial relationship with those
companies in which you deliver value to them in exchange
for access to their customer list.
3. Focus your marketing on the pre-conditioned prospective
customer pool rather than the population at large.
Key Thoughts
‘‘A business generally spends its marketing dollars to reach a
vast audience and they only do business with a fraction of this
audience. In conventional marketing, this is taken for granted.
But what if you could eliminate a lot of the expense of
"prospecting" and only spend your time and money on people
who are ready to buy? Conversely, what if you could recoup the
investment you’ve made on past prospects whom you couldn’t
convert into customers -- money you have written off as a "cost
of advertising". Furthermore, what if you could do all of this with
very little effort?’’
-- Jay Abraham

3. Start-Up Marketing
Main Idea
The three most important start-up marketing tools are:
1. The in-person call, where you meet with prospective clients,
introduce yourself and solicit their business.
2. A follow up letter.
3. A telephone call to follow up on the matters discussed and
express your availability to help.
None of these devices will work, however, if you don’t have
integrity -- a superior product, delivered with excellent service
and providing customers with superior value-for-money.
Supporting Ideas
In its purest form, marketing is simply promoting your product or
service -- expanding on strong points and benefits while
offsetting weaknesses and objections. Keep that goal in mind at
all times, and let it color and influence every marketing initiative.
The essential start-up marketing steps are:
1. Research your potential customers, buyers and competitors
and their preferred distribution systems before you
commence.
2. Talk to potential customers. Look at your product from their
perspective -- what needs does it meet.
3. Follow the 3-step start-up marketing structure: meet --
follow-up with a letter -- contact them again by phone.
4. Develop all necessary systems to follow through and ensure
a high quality product or service ultimately and efficiently
reaches the customer.
5. Develop a post-sale follow up system to build rapport and
provide an opportunity to upsell customers to better
products, cross-sell other products or generate referrals.
Key Thoughts
‘‘In business, the one fellow you never think much about, whom
you don’t know, sits back and controls the whole thing, and that
fellow is your customer. I have often said that all the profit and
loss on any manufacturer’s books are the applause and hisses
of the customers.’’
-- Charles Kettering, inventor, General Motors
‘‘Because its purpose is to create a customer, the business
enterprise has two -- and only these two -- basic functions:
marketing and innovation. Marketing and innovation produce
results; all the rest are costs.’’
-- Peter Drucker, management consultant
‘‘Don’t talk machines. Talk the prospect’s business.’’
-- John Henry Patterson, founder, National Cash Register
‘‘If there is any one secret of success, it lies in the ability to get
the other person’s point of view and see things from that person’s
angle as well as from your own.’’
-- Henry Ford, founder, Ford Motor Company
‘‘Most people don’t put forth a concerted, ongoing effort to sell.
They don’t persevere, they’re not tenacious, they try one time
and then give up. If you nurture and purvey a series of overtures,
new business will enhance its closure rate many times.
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Experiment and find out for yourself. I think you will find it
worthwhile.’’
-- Jay Abraham
Money Making Secrets of Jay Abraham - Page 3
4. Unique Selling Proposition
Main Idea
The heart of marketing is your Unique Selling Proposition (USP)
-- the distinctive and appealing idea which serves as a point of
differentiation of your business from every other competitor.
Supporting Ideas
A USP is the nucleus for the entire business operation. It
articulates why customers should do business with you rather
than with anybody else.
USPs can be built around numerous competitive advantages,
including:
1. A broader selection.
2. Larger discounts.
3. Greater levels of advice and assistance.
4. Greater customer convenience.
5. Top-of-the-line products.
6. Exceptionally fast service.
7. Premium quality service beyond the norm.
8. Better warranties than anyone else offers.
In addition, a USP may be a hybrid combination of two or more
separate focuses.
A good USP:
1. Identifies the distinctive market need only you fill.
2. Is stated in a clear, concise paragraph or 3- or 4-sentences.
3. Should be restated every time you communicate with clients
or prospective clients.
4. Is vital to your marketing and business success.
Examples of good USPs:
We offer legal services for the working class. We’ll take your
personal injury case on a contingency basis if we believe in
you. If you think you need a lawyer, but don’t know for sure,
come for a free initial consultation.
We offer exclusive, expensive, non-essential adult toys which
are all unique, high-tech and can’t be found in ordinary stores
or gift shops.
We have five times the selection, four times the color choice,
three times the number of convenient locations, two times the
warranty and half the markup of any other dealer.
We sell the same brands of equipment as Company X -- at
25% to 75% less and with a longer warranty.
Most computer companies sell you a computer and leave you
to figure out how to use it. We provide individualized training
to help you get started -- and double the warranty period with
a free replacement machine should your computer ever break
down.
Mass market health clubs have hundreds of people all trying
to use the machines at once. At our club, membership is strictly
limited -- plus we have more machines than anyone else.
Key Thoughts
‘‘Your entire marketing and operational success should be built
upon your Unique Selling Proposition. It’s ludicrous to operate
any business without carefully crafting a clear, strong, appealing
USP into the very fabric of that business’s daily existence.’’
-- Jay Abraham

5. Direct Response Marketing
Main Idea
Advertising that evokes an immediate response or action is the
only type of advertising that should be undertaken, and should
form the basis for your entire advertising program.
Supporting Ideas
Institutional advertising puts a company’s name in front of
consumers in the hope that when they need that type of product
or service, the advertiser’s name will come to mind. Direct
response advertising, by contrast, answers questions, provides
facts, gives specific reasons why your product or service is
superior and asks the reader, viewer or listener to take
immediate action.
Direct response advertising can take several forms, including:
Direct mail
Print ads in newspapers or magazines
Radio or television advertising
Coupons or other incentive devices
Telemarketing
The advantages of direct marketing are:
1. It can supplement the marketing programs already underway
in an existing business.
2. It is an affordable way to reach market segments which will
be most receptive to your product or service offering.
3. The results are measurable and quantifiable.
4. It is an excellent way to up-sell or cross-sell additional
products and services to existing clients.
5. It is a low-cost method of generating new business.
6. It can be used to reach people in areas outside your area.
7. It can be used to leverage small sales volumes into
significantly larger sales.
8. It’s a productive way to communicate, empowering you to
create more customer relationships.
9. It can be used to increase the effectiveness of a sales force
by generating leads.
10. It can be an excellent use of free staff time during slow
periods in the business day.
Direct marketing focuses on a qualified audience using one or
more media for the express purpose of providing those people
with a reason to do business with you and to respond by mail,
telephone or with a personal visit.
Key Thoughts
‘‘Direct-response advertising is salesmanship in print or over the
air. As salesmanship, it makes a complete case for the company,
product or service. It overcomes sales objections. It answers all
major questions and it promises performance or results. It backs
the promise with a risk-free warranty or money-back guarantee.
Direct response advertising compels readers, viewers or
listeners to take action, to visit your establishment, call in or send
you money.’’
-- Jay Abraham
‘‘I honestly don’t believe you’ll ever find a safer, lower-risk,
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higher-profit method of increasing your business or profession
than direct- response marketing.’’
-- Jay Abraham
Money Making Secrets of Jay Abraham - Page 4
6. Writing a Good Advertisement
Main Idea
To write a good advertisement:
1. Command attention
2. Show people the advantage of using your product or service
3. Prove that what you’re advertising delivers that advantage
4. Persuade people to grasp that advantage
5. Make a call for action
Supporting Ideas
Advertising is nothing more than salesmanship in print, on the
air or in pictures. To be effective, advertising must focus on the
unique benefits delivered by your product or your service -- from
the customer’s perspective. Therefore, you emphasize results,
not features.
The five basic advertising concepts are:
1. Command attention.
Most usually achieved by a headline, which must attract
instantaneous and immediate attention. The best headlines
vividly portray the benefits to be derived or the problems that
can be avoided. In essence, a headline is an advertisement
for the advertisement, and must reach people where they
live.
2. Show people the advantages of your product or service.
Answer the assumed question: ‘‘What’s in this for me?’’
Useful, specific and factual information should be included
to articulate precisely what benefits are available from the
purchase of your product or service.
3. Prove that what is being advertised delivers.
Provide all the background information required to establish
your bona-fide capacity to deliver. This may include
informatio n tha t establishes credibilit y and pas t
performance.
4. Persuade people to grasp that advantage.
Add compelling reasons why the prospective customer or
client should seize the moment -- the real hard sell part,
accentuated by an appeal to their emotions.
5. Make a call for action.
Offer a specific inducement to get them to act immediately:
a booklet, a sample, a demonstration, a consultation, an
introductory price available for a limited time, special
bonuses for ordering one way or another and so on.
Good advertisements are multiplied salesmanship -- they can
multiply the effect of a good salesman over a vastly larger pool
of prospective customers or clients.
Key Thoughts
‘‘But few, if any business owners truly understand the purpose
or reason for running an ad. It’s to stimulate a direct and
immediate response -- either a qualified inquiry, phone call or
visit to your facility -- or better yet, to promote an instant sale.
Nothing else warrants expending the lavish funds that ads cost.’’
-- Jay Abraham
‘‘Analyze your ads. Take your winningest approach and begin
testing different versions against each other. Improving each
component increases your leverage that much more. Use a
coupon, department number, mailing label code or different
telephone numbers to track the response rate for each variation.’’
-- Jay Abraham

7. Converting Prospects
Main Idea
Once you’ve gone to the trouble and expense of advertising or
marketing for new business, it’s illogical not to use your best
efforts to persuade those who respond to actually begin doing
business with you. Therefore, make doing business as simple,
inviting, informative and enjoyable as possible -- while you
tenaciously follow through on every possible lead.
Supporting Ideas
The pre-eminent fear for most new customers will be a fear of
making a mistake. You offset that entirely if you shift the risk of
doing business from them to you -- by offering them a
better-than-risk-free guarantee. How:
1. Offer to refund their money on a no-questions-asked basis.
2. Offer bonuses they get to keep, even if they ask for their
money back.
Other ways to convert more prospects into customers:
1. Charge less for an initial purpose, explaining to customers
you’ll make more if they are happy repeat purchasers.
2. Add extra incentives -- longer warranties, free bonuses for
an order by a specified date, etc.
3. Offer a bonus if they pay in full rather than in installments.
4. Offer package deals -- including add-on products or services,
converting a one-off sale to an ongoing contractual
arrangement, assembling a lot of products or services
together, etc.
5. Offer finance and funding options -- extended payment
period, credit card charging, etc.
6. Offer additional information to educate the prospect about
the value of the opportunity being offered to them.
7. Offer a trade-up offer incorporating something they already
own.
8. Offer special packaging, assortments or delivery services.
9. Offer special incentives like a ‘‘name your own price or pay
only what you think it’s worth’’ type of deal.
10. Offer comparative data with other competitive products or
services.
11. Offer a small and inexpensive product first in the hope of
gaining their trust and making more substantial sales at later
stages.
12. Use the marketing test approach -- you are only offering this
special price to measure what the market response would
be, etc.
13. Provide a tangible reason (a tax bill, for example) why you’re
making an absolutely unrepeatable offer at present.
14. Offer to pay them if they refer someone else that buys.
The options are limitless.
Key Thoughts
‘‘It surprises me that most companies never put themselves in
their customer’s or prospect’s position. Why else would they
make doing business with them so hard. By making it inviting,
easy, informative, non threatening, educational, inspiring and
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fun to do business with you, you’ll loft your company above the
competition.’’
-- Jay Abraham
Money Making Secrets of Jay Abraham - Page 5
8. Direct Mail Marketing and Telemarketing
Main Idea
With the availability of computers and a history of success, direct
mail has become an important marketing tool for all products and
services. Telemarketing can best be used for products that are
high margin and high price.
Supporting Ideas
To develop a great direct mail advertising program:
1. Make a list of all the benefits and advantages customers will
derive from their purchase.
2. Pick out the single most powerful and most compelling
advantage.
3. Build a headline around that advantage -- stressing the
desire to be young, distinguished, attractive or wealthier
through means of making a purchase.
4. Develop a sales letter that uses that headline to capture
attention, provides the reader with all the factual information
they need and motivates them to act.
5. Put together whatever supplementary items are applicable
-- a brochure, an introductory note to persuade them to read
the letter, an order form, a reply envelope, etc.
6. Rent a mailing list (see the Yellow Pages for mailing list
brokers) or make arrangements to access the mailing list of
some business selling a complimentary product or service.
7. Evaluate your results, both from the perspective of cost per
thousand pieces mailed and costs per order generated.
8. Continue to test and refine your direct mail package over
successive mailings -- varying one element or another and
determining the difference in results achieved.
To succeed in telephone marketing:
1. Develop a plan -- know exactly what you want to achieve with
each call.
2. Prepare a list of topics to discuss, along with a list of relevant
questions.
3. Always check you haven’t called at an inconvenient time.
4. Have enough questions to make it interesting but not so
many it comes across like an interrogation.
5. Get the ball rolling with broad questions and progressively
narrow your focus as the call proceeds.
6. Provide feedback -- show them you’re paying attention to
their thoughts and their ideas.
7. Don’t try and manipulate them into giving you business -- it
insults their intelligence.
8. Be relaxed, be conversational, let them finish talking and
listen carefully.
Key Thoughts
‘‘When selling by telephone, you have approximately thirty
seconds to convince the customer to listen to you. You need an
opening statement that captures their attention, conveys who
you are, what you want and why the prospect should listen.’’
-- Jay Abraham
‘‘Once you’ve mastered direct mail, you possess a potent
marketing tool that can stretch your marketing abilities many
times over.’’
-- Jay Abraham

9. Marketing Help From Your Vendors
Main Idea
The people who sell you products and services stand to gain
most if you succeed. Therefore, look for ways to offer them the
opportunity to be rewarded lavishly when you succeed -- by
offering them performance based incentives which are far
greater than their usual charges.
Supporting Ideas
The concept here is very simple:
1. Go to all the vendors you deal with, and offer to reward them
on a performance basis rather than a set fee or charge.
2. Structure an incentive plan which is generous (from their
perspective). In fact, it must be seen as an exceptional
opportunity for them to be compensated what they’re truly
worth rather than what the market will bear.
3. Develop a clear, measurable and consistent system for
measuring performance-to-results. This will enhance the
integrity of the reward system, and encourage the vendors
to out perform themselves.
4. Move your focus away from making substantial profits on the
initial sale. Instead, create opportunities for your own profit
to be derived from:
a. Future resales to those new clients.
b. Upsales to better and more profitable products.
c. Cross sales to additional products.
In other words, give away to your vendor most of the profits
from the initial sale and make your profits on the back-end
additional business you transact with those new clients and
new customers generated.
5. Structure the arrangement in any way which makes it
irresistible to those vendors -- which usually involves offering
generous compensation on an exclusive basis.
Approached creatively, there are a large number of people who
are potential marketing venture partners to team up with. You
can leverage their talents, their capabilities and their assets by
virtue of the commercial arrangements offered.
Key Thoughts
‘‘I suggest you start thinking -- right now -- of all the vendors you
deal with and how you could put a deal together that would entice
them to work for you on a variable compensation plan. Look at
your own business and see how much you can offer them, either
on the front-end or the back-end or both, and then prepare your
sales pitch to persuade them to go for it. I think you’ll be truly
surprised at the power of this unique concept.’’
-- Jay Abraham
‘‘I truly believe that if you diligently apply yourself to integrating
this new concept into your business, you can grow your business
exponentially into a marketing powerhouse virtually overnight
because of all the valuable resources you’ll have behind you in
the form of vendor partners who will be working harder than ever
for your success. Once you master this concept, you’ll be able
to position your business far above your largest competitor. You
could overtake them with no risk.’’
-- Jay Abraham
100Mills.com
Money Making Secrets of Jay Abraham - Page 6
10. Public Relations
Main Idea
Many new businesses fail because they neglect:
1. Public relations or publicity
2. Merchandising
3. Promotions
Therefore, if you master these three areas, you can
cost-effectively generate more than enough awareness to
provide a steady stream of clients and customers.
Supporting Ideas
Successful public relations can be more than 10-times as
effective as paid advertising in terms of results alone. To get
someone in the media to notice your business:
1. Develop a press release for your business. The release
should be directly relevant to those in your target market, and
should address some issue of consumer interest rather than
simply announcing you’re in business and would like some
additional customers.
2. Boil your press release down into one hook or one angle --
one unique point that can immediately capture the focus and
attention of the newspaper editor, the radio station producer,
etc. Make that angle the headline of your press release.
3. Prepare your release professionally -- include a dateline, the
most important information at the top, the facts and figures
and conclude with whom should be contacted for further
information, and details of how to contact them. Print the
press release on your letterhead neatly and tidily.
4. Send your news release to all radio stations, television
stations, local newspapers, metropolitan newspapers,
national newspapers, trade magazines or papers, and every
other media that reaches your target audience. Include a
brief note with each, indicating your willingness to provide
further information if required.
More important than the mechanics of developing a good press
release is an awareness of the issues and fears that consumers
face. If you provide new ways to help people avoid costly
mistakes, achieve more, save money or develop a better quality
of life, the media will be interested. You may also tie in with a
celebrity somehow or represent an important trend which is
quickly emerging.
The focus is on becoming newsworthy, and then making certain
the people that cover the news know about you.
Key Thoughts
‘‘One of the most powerful techniques every business should use
is free publicity. As the name implies, there is no cost, just the
time and effort required to attract attention to your business.’’
-- Jay Abraham
‘‘Whether we like it or not, the very fabric of society is sewn
together by publicity. The public loves reading, seeing and
hearing publicity, whether they’ll admit it or not. Sports pages are
nothing but publicity,. Shows like "Entertainment Tonight" and
"The Tonight Show" are nothing but publicity vehicles.’’
-- Ron Tepper, public relations expert
‘‘Public relations is advertising you don’t pay for.’’
-- Ron Tepper

11. Marketing for Professionals and Other Businesses
Main Idea
For most professional businesses, a series of informative,
educational ads which establish you as a source of reliable
information in your professional field will be far more productive
than ads that simply place your name in front of potential clients.
This same principle can also be adapted to almost any other
business.
Supporting Ideas
To supplement the effect of your information based ads:
1. Develop a short report that can be sent to those that contact
you, along with a description of your business and the kind
of work you specialize in. You can also include some case
studies and other materials.
2. Test different versions of your ads. Find out which angles
consumers are most interested in -- and fine-tune future ads
accordingly.
3. Develop yellow pages ads that are value-oriented, and that
provide a risk-free way to start doing business with you.
Focus on your USP in your yellow pages ad.
4. Build your business using a direct mail program. Even a
simple one page letter that expands on the theme of your
print ads will increase the results.
5. Consider newsletters. They can educate, inform and service
both existing and potential clients. Give so much information
for free that people will find it useful and worthwhile.
Encourage them to call you to discuss these matters in more
detail.
6. Offer a free seminar or lecture to build awareness of your
business. Make the seminar directly applicable to the needs
of your clients, and invite other speakers to participate from
complimentary fields of specialist knowledge. Capture the
names and addresses of everyone who attends, and follow
up with simple, professional letters.
7. If you have a good seminar, study what would be required to
turn that seminar into a tape program or study program. Offer
that as a promotional tool to attract new customers.
8. Approach large companies and offer to give staff lectures on
a regular basis about your area of specialization.
9. Make standing offers to other people in complimentary fields
that you’re willing to pay them a specified fee for any referrals
they send your way.
10. Allocate time and resources to your marketing program.
Don’t just leave it to chance -- be proactive.
11. Leverage your marketing by barter. Offer payments in
services for other products and services you would normally
pay for in cash or credit.
12. Be willing to bring new clients in at an initial loss in
anticipation of the value of the future business they will do
with you.
13. Time your marketing expenditure judiciously so you incur the
expenditure in one financial year and derive the benefits in
the following tax year -- delaying the need to pay tax for a
year.
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14. Look for an acquisition. Buy an existing business, introduce
better marketing techniques and grow the new combined
Money Making Secrets of Jay Abraham - Page 7
business at a faster rate than you could have achieved
separately.
15. Develop weekend (or longer) trips for your clients that mix
instructional seminars with cruises and other activities -- thus
making them tax-deductible for your clients.
16. Approach your local newspaper with an offer to write a
weekly column on your specialist field. Don’t even ask for a
contributor’s fee -- just a by-line so your credibility is
enhanced.
17. Approach larger corporations with an offer to become their
designated specialist in your field. Offer to provide them with
a monthly newsletter they can send to all their staff members,
or some other practical and beneficial services.
18. Offer a 24-hour information line using a recorded message
that is changed at regular intervals. Make this available to all
current and potential clients or customers as a public service.
19. Organize seminars which people pay to attend. Put together
high perceived value packages of information and
supplementary speakers. Use your imagination.
20. Offer public clinics in which members of the general public
can come along to discuss matters without incurring any
costs or future liabilities.
21. Make donations of time or materials to charities and other
community based groups.
22. Develop a mailing list of existing client preferences. Offer
those people early-purchase opportunities, new season item
previews and so on.
23. Develop a mail order branch for your company’s operations.
24. Use variations of the marketing test approach as the
rationale for periodic drives to add new customers and new
clients to your business.
25. Enter into strategic alliances with your competitors. Offer to
pay them an introduction fee for the name and contact details
of each person they didn’t sell to. Offer to give them your
unsuccessful contact information on a similar basis.
26. Offer products on a pay-what-you-think-it’s-worth basis.
(Especially good if the stock would be sitting in your shop or
warehouse earning nothing otherwise).
27. Offer loaner products to replace equipment which is away
being serviced.
28. Offer to give away something free to everyone who brings
your print ad into your shop and buys one other item.
29. Continually look for additional products and services you can
sell to existing clients -- either by yourself or in joint venture
arrangements.
30. Offer incentives for additional business, frequent purchaser
discounts, loyalty programs, etc.
Key Thoughts
‘‘Effective advertising does not have to be crass and commercial,
but it must be used to get your name out to the public. If your
name is not familiar to people, they will not come to you. If you
expose your name to sufficiently large numbers of people, some
of them are bound to need your services. Your task is to combine
and recombine the marketing concepts into new and creative
applications to your specific business.’’
-- Jay Abraham

12. How to Put On a Great Marketing Campaign
Main Idea
A great marketing campaign:
1. Starts with your Unique Selling Proposition (USP)
2. Utilizes an effective sales offer
3. Avoids the major marketing pitfalls
4. Incorporates a world-class marketing perspective
5. Generates results.
Supporting Ideas
1. Your Unique Selling Proposition (USP)
Ask: If I were a prospect contacting my business, what would it
take to get my attention? What needs would I want met? What
promise would I want fulfilled?
That will give you some clues of what your USP should be. Refine
your thinking by asking: What USPs are already being fulfilled
by competitors?
Your USP is the ‘‘big promise’’ of your entire marketing program
-- the point of differentiation and the essence of your sustainable
competitive advantage.
2. Utilizes an effective sales offer
To develop an effective sales offer:
1. Develop a headline that captures immediate attention.
2. Talks about the benefits -- from the customer’s viewpoint.
3. Identifies the specific needs filled by your product or service.
4. Offer risk-free guarantees -- making it easy to do business.
5. States a specific sales proposition.
6. Outlines how prospects should act.
7. Motivates to take action.
In essence, the sales offer develops a powerful and compelling
case for why people should give you their business. It answers
their assumed questions, motivates them to respond and
provides everything they need to make an informed decision.
3. Avoids the major marketing pitfalls
The major marketing pitfalls are:
1. Ignoring testing and trying to dictate what the market wants.
2. Making an incomplete case for immediate action.
3. Failing to acknowledge the needs of the prospect.
4. Failing to use as many marketing options as possible.
5. Failing to find out the market’s opinion on the offer.
4. Incorporates a world-class marketing perspective
To develop a world-class marketing perspective:
1. Read every good ad you can lay your hands on. Make a file
of the ads you like -- you may be able to adapt those ideas.
2. Observe how consumers behave -- in shops, in public places
and in other business environments.
3. Get out on the front lines, working alongside your sales staff,
service personnel and so on.
4. Order something from your own company under an assumed
name and see how well you’re performing.
5. Listen carefully to any feedback from a customer and your
employees.
6. Encourage your marketing people to try new and innovative
ideas.
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7. Acknowledge your staff, your vendors and your customers.
Serve them with no holds barred.
Money Making Secrets of Jay Abraham - Page 8
8. Keep a marketing notebook. Jot down anything innovative
you see being used elsewhere.
9. Test, test, test. When you stop testing your marketing, you
stop improving. Look for added leverage.
10. Improve the best producing marketing programs and drop
the worst.
11. Develop advertising and marketing that suits your product or
service. Don’t shout -- if it’s not appropriate.
12. Develop ads, sales materials and marketing campaigns that
are compelling and factual.
13. What you say is more important than how you say it. Develop
truly great business ideas, and great business marketing will
naturally follow.
14. The more you tell, the more you will sell. Pack more facts into
your marketing than anyone else.
15. Once you put together a great marketing program, don’t get
tired. Keep going. Keep fine tuning. Keep improving and
enhancing.
5. Generates results.
In the final analysis, every person in business is in the business
of selling. A good product or service is required -- no amount of
marketing can overcome an absence of value for the customer.
But marketing ultimately creates a satisfied customer -- or else
it is a waste of resources.
A simple technique to generate business:
1. Capture the names and addresses of all your customers --
perhaps by offering a prize of some sort and letting them
enter by writing down their contact details.
2. Regularly write to them simple letters, offering them
meaningful incentives to do more business with you a reward
that fits your product or service.
3. Find creative ways to get your clients or customers to do
more and more business with you.
‘‘As long as the reward is directly related to your product or
service, you can’t lose. No matter what you offer, you’ll be doing
more than your competitors. After all, how many times have you
gotten a letter from a restaurant in your neighborhood, or a
message from the florist where you bought that Valentine’s Day
bouqet, or a free offer from the hardware store for some washers
to fix those leaky faucets? Not often, right? In fact, probably not
ever. Why not get started today? It’s so simple, it’s so seldom
done, and it’s so profitable. And that’s the bottom line.’’
-- Jay Abraham
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