Jay Abraham calls himself "America’s Number One Marketing Wizard". His client list is impressive and in his 25 years he has amassed a lot of knowledge about what works - why - and when.
In this dense book (published in 2000), Jay focuses on using marketing to increase your business revenue. His book starts with a simple formula:
Number of clients * Average Client Sale * Sale Frequency = Total Income His book then proceeds to show ways to increase the number of clients, increase the average client sale, and/or increase the sale frequency.
The book contains a very useful 50 question list to help you focus your marketing ("Where do my clients come from specifically (demographics)? When I create a new client for my business or profession, who else have I directly created a new client for? Who are my biggest competitors and what do they offer that I do not?").
While some of Jay's suggestions require larger budgets to achieve, some of his ideas are quite provocative:
• Calculate the lifetime value of a client and spend appropriately to capture new ones.
• Better than risk-free guarantees • Create better add-ons - what does your client need before using your product? After? Make it easier to purchase automatically.
• Always test your marketing pieces (split-testing, telephone, email, sample, price, etc.) Measure your ROI. Consider split testing.
• Creating host-beneficiary relationships • Creating a (detailed) referral system • Regaining inactive clients • Direct mail piece suggestions • Pre-qualifying leads • Telemarketing scripts • Bartering Each of the chapters is full of case studies and examples that help to explain his principles. Any one of these ideas could produce a wealth of results for your business.
Book Review: Getting Everything You Can - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Jay Hamilton-Roth
(Visit Jay's Website)
Jay Hamilton-Roth founded Many Good Ideas
(www.
ManyGoodIdeas.com) to help small
businesses brainstorm, design, and
implement effective marketing strategies.
He combines creativity with common sense
to demystify the process of getting great
results. He has used his high-tech
background from MIT to help him launch
five businesses. He consults with
companies in a wide range of industries
and publishes a monthly marketing
newsletter and daily marketing blog (ask.
ManyGoodIdeas.com)
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Jay Hamilton-Roth's
Complete
List Of
Small-Business-Consulting
Articles
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If you enjoyed this article, get Jay Hamilton-Roth's Complete List of Small-Business-Consulting Articles For FREE!
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