The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures:...

30
The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly Successful Joint Ventures, Strategic Alliances, Partnerships and Other Lucrative Host-Beneficiary Relationships © 2005 The Abraham Group, Inc. --- All Rights Reserved (This product is provided under license to the purchaser. This product and material it contains may not be copied, modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc.) To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192 To find out more about Jay Abraham’s products and programs, visit: http://www.abraham.com.

Transcript of The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures:...

Page 1: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

The Five Super Books

Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly Successful Joint Ventures, Strategic Alliances, Partnerships and Other Lucrative Host-Beneficiary Relationships © 2005 The Abraham Group, Inc. --- All Rights Reserved (This product is provided under license to the purchaser. This product and material it contains may not be copied, modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc.) To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192 To find out more about Jay Abraham’s products and programs, visit: http://www.abraham.com.

Page 2: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Joint Ventures: From Mediocrity to Millions Table Of Contents FOREWORD BY JAY L. ABRAHAM .................................................................................... 8 YOUR JOINT VENTURE DEAL-MAKING “JUMPSTART” ........................................................................ 8 SECTION ONE: MAKING THE CASE FOR JOINT VENTURES.......................................... 16 CHAPTER ONE: A LIFE-CHANGING SECRET.................................................................................... 16 “The Case Of The Missing Boxers” Saves YOU From Joint Venture Blunders ..................... 17 What Does Tom Sawyer Know That You Don’t?.................................................................... 18 What Is A Joint Venture? (The Answer Is Deceptively Simple, Yet Unbelievably Powerful!) 19 CHAPTER TWO: THE INCREDIBLE VALUE OF JOINT VENTURES ........................................................ 21 The “C” Word - How It Can Annihilate Your Efforts ................................................................ 21 Why Joint Ventures Are Bumping Mergers As Your Best Strategy........................................ 22 You Can’t Argue With Success: The JV Stats YOU Should Know......................................... 23 CHAPTER THREE: THE WORLD AT YOUR DOORSTEP...................................................................... 25 Why JVs Are The Ultimate Tactical Lever .............................................................................. 26 Harness The Power of “O.P.M.” - Other People’s Money ...................................................... 26 How To Make Your Joint Ventures Deliver A Ton Of “Cluck For The Buck”......................... 27 How You Can Build Your Own JV Empire.............................................................................. 27 11 Ways Joint Ventures Make YOU The Big Winner ............................................................. 28 44 Additional Reasons Why Joint Ventures Can Make You A Small -- Or A HUGE -- Fortune30 The Many JV Perks That Can Be YOURS (And Slippers Are Only One!) ............................. 33 A “Candy Store” Of Resources Awaits You............................................................................ 34 CHAPTER FOUR: WELCOME TO MY WORLD… WAYS TO USE JOINT VENTURES .............................. 36 Turn Unused Assets Into Your Windfall.................................................................................. 38 Mega-Successes Want To Share Their Secret With YOU!.................................................... 38 How You, Too, Can Pull Rabbits From A Hat......................................................................... 40 A Cornucopia Of Opportunity Is Yours For The Taking.......................................................... 42 SECTION TWO: THE JOINT VENTURE MINDSET............................................................ 44 CHAPTER FIVE: THE FUNDAMENTALS............................................................................................. 45 How You Can Turn One Person’s Distress Into Your Mutual Bonanza ................................ 46 You Can Easily Learn To Be A MASTER Joint Venturist -- Here’s How................................ 47 CHAPTER SIX: THE POWER OF LEVERAGE...................................................................................... 49 Don’t Be Fooled By The Dark Side Of Leverage.................................................................... 49 The “Flip Side” Of Leverage Keeps You On High Ground ..................................................... 49 CHAPTER SEVEN: YOUR CREATIVE GENIUS ................................................................................... 51 Here’s The Good News: You’ve Never Really Lost Your Creativity!...................................... 52 How To Unleash YOUR Creative Genius............................................................................... 52 Why You Can -- AND SHOULD -- Make The Rules............................................................... 53 CHAPTER EIGHT: FINDING THE DEAL ............................................................................................. 54 Discover Your Money Connection, And Unearth Riches ....................................................... 54 Put “The Perpetual Motion Remodeling Machine” To Work For YOU.................................... 54 Visualizing The Concept Will Line People Up Behind YOUR Venture................................... 55 With Control, Understanding, And Mastery Of The Deal… YOU Call All The Shots ............ 56 CHAPTER NINE: HIGHEST AND BEST USE ...................................................................................... 59 Time Is Always Of The Essence - The Tenet That Works In YOUR Favor............................ 59 How Prioritization Amplifies Your EVERY MOVE................................................................... 60

Page 3: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Outsource Your Way To Massive Wealth............................................................................... 61 How The Mythical “The Man For All Seasons” Sabotages Your Life ..................................... 61 “Home, James…” - Two Golden Words That Can Super-Charge Your Day........................ 62 CHAPTER TEN: VIABILITY............................................................................................................... 64 How You May Be Diluting Your Own Hard-Won Success...................................................... 64 The Low-Hanging Fruit Yields Your Sweetest Rewards ........................................................ 66 How You May Be Setting Your Prospects Up For The Big Fall.............................................. 67 Don’t Be Fooled By The Online Marketing Fantasy ............................................................... 69 CHAPTER ELEVEN: DOABILITY ....................................................................................................... 71 How To Find YOUR Match Made In Heaven.......................................................................... 71 How Your Prospect’s “Worst” Problem Can Be Your BEST FRIEND .................................... 71 “Access + Affinity + Delivery = Perfect Setup” - Your Infallible Success Equation ................ 72 HEED THIS WARNING SIGN: “Spikes May Cause Severe JV Damage…”.......................... 74 Know EXACTLY When Financing Your JV Makes Irrefutable Sense .................................... 75 What YOU Can Learn From A Hooker ................................................................................... 77 Tie Up The Rights, Then Test The Venture - Your Path To Prosperity.................................. 77 The Well-Worded Opener That Will Seal Your Deal .............................................................. 78 CHAPTER TWELVE: DISTRIBUTION NETWORKS ............................................................................... 80 Why You Should NEVER “Settle” For One-Shot Deals.......................................................... 82 Get The Deal By The Tail - And YOU Can Wag The Dog!..................................................... 84 Wearing Two Hats Can Double Your “Take”.......................................................................... 86 Why YOU Have An Edge Over ANY Finance MBA .............................................................. 89 CHAPTER THIRTEEN: CREATIVE COMPENSATION, CREATIVE DEALS ................................................ 91 The Dollars and “Sense” Reality That Works In Your Favor .................................................. 91 Why Distribution Is Your Key To Unlimited Wealth ................................................................ 92 Learn The Secret Of The Real Estate “Masters”.................................................................... 93 How To Craft The Contract That Bridges Crucial Gaps And Protect YOUR Interests........... 94 Why Establishing Your “Payday” Keeps The Wheels Turning ............................................... 94 “Every Last Penny”-- The Adage That May Dilute Your Efforts.............................................. 95 When To Expect “An Open Book” - And What To Do When It’s Closed… ............................ 95 How To Keep Your Deal On The Straight And Narrow Path.................................................. 97 How You’ll Know When It’s NOT About Money...................................................................... 98 Anything’s Up For Grabs - Your “Unlimited Options” Mantra ................................................. 99 The Million-Dollar Question: “Who Has What YOU Want?” ................................................. 103 CHAPTER FOURTEEN: LET’S TALK ENDORSEMENTS….................................................................. 105 When “He Said, She Said” Is A GOOD Thing For Your Deals............................................. 105 Know When You Need Celebrity Endorsement - AND When You DON’T........................... 106 How To Harness The Power Of Capital Investment............................................................. 106 How To Tap Into ”The Mother Lode” .................................................................................... 108 Instant Credibility Can Be YOURS - Here’s How….............................................................. 108 The Psychology…................................................................................................................. 109 Here’s How to Get Started…Finding the Right Endorsers to Promote You and Product or Service............................................................................................................................ 110 How to Sell The Concept to The Endorser… ................................................................... 110 Key Point: Endorsements are NOT a One Shot Deal---Structure Them As a ongoing Relationship, Profit Center, Revenue Stream… .............................................................. 112 How Much Affinity Does this Endorser Have? ................................................................ 112 From Concept to Offer….................................................................................................... 113 If Your Business is a Start-Up?......................................................................................... 113

Page 4: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

What Do Potential JV Partners Look For?........................................................................... 113 “I Found a JV Partner! -- How Should I Compensate Them?”...................................... 114 The Value of Names and E-Mail Addresses .................................................................... 114 Compensation as Motivation ................................................................................................ 115 Letters of Agreement ............................................................................................................ 115 The Hardest Part and the Key To Success…................................................................... 116 Commitment......................................................................................................................... 116 How To Get -- AND STAY -- Squarely In The Middle Of Your Deal .................................... 116 CHAPTER FIFTEEN: NON-LINEAR THINKING .................................................................................. 119 Thinking “Out of the Box” Opens The Vault.......................................................................... 124 The Diving Board Model - A “Springboard” To Disaster....................................................... 125 How The Power Of The Parthenon Supports Your Modern Empire .................................... 126 Licensing Successful Processes Extends Your Reach - And Explodes Your Results ........ 128 SECTION THREE: THE “HOW TO’S” OF JOINT VENTURE PRESENTATIONS .............. 134 CHAPTER SIXTEEN: TARGETING PROSPECTS ............................................................................... 135 How To Know When To Enlist The Competition .................................................................. 135 When To Target The Big (And Not-So Big) Fish… And How To Know The Difference....... 136 Opening The Dialogue 101 - Your Wealth-Building Primer.................................................. 137 Why Your Communications Should Literally DROWN In Confidence.................................. 137 How To Capture The Perfect Tone For Your Proposals ...................................................... 138 How To Know When To “Play Your Ace” ............................................................................. 139 Why Personal Contact Is Absolutely Indispensable............................................................. 139 “It’s All About Them” - Words You MUST Live By ................................................................ 140 How To Reach The Finish Line… One Step At A Time ....................................................... 142 How To SUPER-GLUE Your Prospects To YOUR Goals.................................................... 143 A Simple Test Could Reveal This Classic Win/Win….......................................................... 147 CHAPTER SEVENTEEN: WHY DO GOOD IDEAS BITE THE DUST?.................................................... 148 How To Keep Your Prospect’s Foot OFF The Brakes ........................................................ 149 What To Do If Your Proposal Is STILL Refused................................................................... 151 How To Eliminate The Risk For Your Prospect And Smooth Your Path To “Yes!”.............. 152 How To Keep The Deal Moving............................................................................................ 153 CHAPTER EIGHTEEN: THE MOST COMMON MISTAKES JV BEGINNERS MAKE.................................. 157 Common Mistake #1: Dwelling Too Much on the Theory..................................................... 157 Common Mistake #2: Not Knowing How to Communicate................................................... 157 Common Mistake #3: Biting Off More Than You Can Chew................................................ 164 What A Crash Course For An “Olympic Hopeful” Can Teach YOU ..................................... 165 Why Mentorships Can Be INVALUABLE.............................................................................. 167 How Overextending Your Capabilities Send You Into A Tailspin......................................... 171 Why I’m Happy To Tell YOU… “Yes, Even I Make Mistakes!”............................................. 175 What To Do If Your Joint Venture Falls Flat ......................................................................... 178 How To Make Progressive Communications YOUR Key To The JV Kingdom.................... 179 Put The Awesome Power of Collaboration To Work FOR YOU........................................... 181 Case Studies Put Experience Under YOUR Microscope..................................................... 181 Discover These Four Keys to YOUR JV Success................................................................ 183 “You Only Have Two Hands…” And How That CAN’T Hurt You! ........................................ 183 Make The Sky YOUR Limit................................................................................................... 184 What The “Jay Abraham School of Franchising” Has To Teach YOU................................. 184 How The JV Mindset Unleashes Your JV Empire ................................................................ 185 How Many Small Victories Will Balloon Your Joint Venture Success .................................. 186

Page 5: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

SECTION FOUR: REACH FOR THE STARS.................................................................... 188 CHAPTER NINETEEN: MY RECOMMENDATION TO YOU .................................................................. 189 How Reverence For Your Contribution (Or Lack Thereof) Will Make Or Break Your Deal . 190 How To Stay On The RIGHT Side Of A Very Fine Line… ................................................... 192 CHAPTER TWENTY: THE STRATEGY OF PREEMINENCE ................................................................. 195 Why You MUST Know The Difference Between Giving Information And Giving Advice ..... 196 Why It’s YOUR Job To Help Provide Focus ......................................................................... 196 Your Essential Success Secret: People Buy For Emotional Benefit .................................... 199 Six Critical Questions to Ask Before You Do ANY Promotion.............................................. 200 12 Words That Will Change Your Life Forever:.................................................................... 200 Why You MUST Sell End Result, Not Steps to Get There ................................................... 201 Why “Show Me” Is More Powerful Than “Tell Me”................................................................ 202 Ways To Put Massive Success Within Your Prospects’ -- AND YOUR -- Grasp................ 202 Why You MUST ALWAYS Make The Customer The Center of Attention........................... 202 SECTION FIVE: YOUR JV “PEP TALK” (OR, “THE MOST VALUABLE PEP TALK YOU’LL EVER RECEIVE”) ........................................................................................................... 204 The Curious Observation That May Change Your ENTIRE Outlook ................................... 205 How Accepting Mediocrity Is KILLING Your Future ............................................................. 205 Principle #1: There Are No Rules ........................................................................................ 205 What Are Your Rules? (Your Own Answer May Surprise YOU!) ......................................... 209 Principle #2: Waking Up From Cultural Hypnosis And Mental Myopia. .............................. 209 How Looking Out Windows, Not In Mirrors Will Change Your Life ...................................... 210 Principle #3: It’s Easier To Make Large Leaps Than Little Steps......................................... 211 Principle #4: Knowing How And Where To Invest Your Time ............................................. 212 Principle #5: Stepping Outside Of Your Box........................................................................ 213 Principle #6: Turning Obstacles Into Opportunities ............................................................. 214 Principle #7: Creative Emulation.......................................................................................... 216 The Five Critical Factors Of Passion That Will Open Your Eyes ......................................... 220 The Entrepreneurial Mindset’s Twelve Elements - Why You Should Make Them Yours .... 225 Are You A Charity? ............................................................................................................... 232 What You Can Learn From The FedEx Model ..................................................................... 233 Learn The Secret To My Own Success - The ONLY Three Ways To Grow A Business..... 239 Your Most Revealing Question Are You Limiting Yourself? ................................................. 244 How The Power Of Relationships Builds Momentum FOR You........................................... 245 Everyone Can Use A Push: How To Ensure That Others Are Furthering YOUR Goals .... 248 Eight Power Principles That Will Guarantee Your JV Success............................................ 251 The Eternal Value of Integrity: How It Focus Your Entire World .......................................... 257 The Essential Keys To Having A Good Reputation Deal With A Couple Of Issues:.......... 260 YOU Can Choose Your World.............................................................................................. 261 SECTION SIX: YOUR JV ASSET INVENTORY ............................................................... 263 Let’s Define An Asset…........................................................................................................ 263 Your Skills List: The List That Will Open Your Eyes............................................................. 266 Your Knowledge List: YOU Are A Valuable Resource ......................................................... 268 Your Relationship List: A List That Will Multiply Your JV Power .......................................... 270 Your Greatest Opportunity Is… (The Answer Will Surprise You!)........................................ 271 How To Reframe Your World To Create Massive Success ................................................. 273 SECTION SEVEN: THE PERFECT JV FIT....................................................................... 274 CHAPTER TWENTY-ONE: SCENARIO #1: BUSINESS OWNERS ........................................................ 276 CHAPTER TWENTY-TWO: SCENARIO #2: FOR EMPLOYEES............................................................ 307 CHAPTER TWENTY-THREE: SCENARIO #3: MIDDLE-PERSON ......................................................... 333 BONUS/APPENDIX A: JOINT VENTURE DEAL MAKING PROPOSAL LETTERS........... 388 BONUS/APPENDIX B: JOINT VENTURE STRATEGY CONSULTATION TRANSCRIPT .. 418

Page 6: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

“How To Think Like A Marketing Genius" By Jay Abraham © 2005 The Abraham Group, Inc. - All Rights Reserved This material may not be modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc. To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192

Page 7: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter One: Jay Abraham Business Building and Marketing Mindset Demystified……………………………………………………………...................15 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

Page 8: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Two: Value Who You Are And What You Offer ...........................71 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

Page 9: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Three: Fall In Love With Your Customers...................................129 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..............................................153 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 ..........................................................................179 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

Page 10: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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...............................................................205 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...............................................219 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

Page 11: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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.....................................................................265 Understanding the Lifetime Value of your Customer (a.k.a. Marginal Net Worth) 265 Chapter Nine: Leverage and Exponential Business Growth....................267 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.........................................................301 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 ..........305 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

Page 12: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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......................................................323 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.........................341 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............................................359 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

Page 13: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Fifteen: Educate Your Customers..................................................367 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 .......................................401 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

Page 14: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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 ....439 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............................................457 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...........................................473 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

Page 15: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

How To Grow Your Business Geometrically… 18 Immediately Actionable Ways To Windfall After Windfall… Volume I By Jay Abraham © 2005 The Abraham Group, Inc. - All Rights Reserved This material may not be modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc. To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192

Page 16: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter One: Reactivate Old Clients...........................................................1 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................38 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 ..................................................................86 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

Page 17: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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..................................................................122 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

Page 18: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Five: Host/Beneficiary Relationships And Joint Ventures…… 210 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

Page 19: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

How To Grow Your Business Geometrically… 18 Immediately Actionable Ways To Windfall After Windfall… Volume II By Jay Abraham © 2005 The Abraham Group, Inc. - All Rights Reserved This material may not be modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc. To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192

Page 20: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter One: Upgrade Skills of Your Sales Staff......................................11 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...........................................................31 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.....................................................71 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

Page 21: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Four: Enhancing Profits with Telemarketing ...........................113 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 ............197 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

Page 22: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Six: Direct Response Advertising...................................................221 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

Page 23: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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

Page 24: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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

Page 25: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

How To Grow Your Business Geometrically… 18 Immediately Actionable Ways To Windfall After Windfall… Volume III By Jay Abraham © 2005 The Abraham Group, Inc. - All Rights Reserved This material may not be modified, re-sold, licensed, assigned, offered as a bonus or auctioned without the prior written consent of The Abraham Group, Inc. To Contact The Abraham Group, Inc: The Abraham Group, Inc. 27520 Hawthorne Blvd., Suite 263 Rolling Hills Estates, California 90274 Phone: 1(310)265-1840 Fax: 1(310)541-3192

Page 26: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter One: Internet Marketing ...............................................1 Chapter Two: Direct Mail.............................................................16 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

Page 27: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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..............................................................270 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

Page 28: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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 Page 7 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

Page 29: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

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 ..........403 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 ..........................................443 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 .....................................................453 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

Page 30: The Five Super Books Joint Ventures: From Mediocrity to ... · The Five Super Books Joint Ventures: From Mediocrity to Millions Jay Abraham’s Insider’s Guide to Engineering Highly

Chapter Seven: Barter .................................................................................471 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