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Book Review: Getting Everything You Can

Written by: Jay Hamilton-Roth

Article Overview: 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.

Book Review: Getting Everything You Can

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.

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Related Forum Posts
Re: Top 50 Lists - Hi Evan, How about "Top 50": -Inventor Blogs To Watch -Franchising Blogs To Watch -Business Book Review Blogs -Women Entrepreneur Blogs -Young Entrepreneur Blogs
My reading log - Hi OmnivoreInk, Before starting my business, I read the following books as research: -"The Art of the Start" by Guy Kawasaki -"The AdSense Code" by Joel Comm -"Don't Think Pink" and "Mind Your X's and Y's" by Lisa Johnson And since then I've continued my "research" by reading (in this order): -"Technical Tennis" by Rod Cross -"For One More Day" by Mitch Albom -"The Twits" by Roald Dahl -"Little Black Book of Connections" by Jeffrey Gitomer -"The Secret" by Rhonda Byrne -"The Profitable Retailer" by Doug Fleener -"Blink" by Malcolm Gladwell -"Little Gold Book of YES! Attitude" by Jeffrey Gitomer -"The Chronicles of Narnia: Prince Caspian" by C.S. Lewis -"Little Green Book of Getting Your Way" by Jeffrey Gitomer -"Harry Potter and the Deathly Hallows" by J.K. Rowling And I'm currently reading and am in the process of finishing the following: -"There's No Such Thing as Public Speaking" by Jeanette and Roy Henderson -"The Tipping Point" by Malcolm Gladwell -"The Book of Tells" by Peter Collett -"Little Red Book of Sales Answers" by Jeffrey Gitomer -"Chocolates on the Pillow Aren't Enough: Reinventing The Customer Experience" by Jonathan M. Tisch -"The Artist's Way: A Spiritual Path to Higher Creativity" by Julia Cameron -"The Inner Game of Tennis" by Timothy Gallwey
Re: Significance of Review Sites - Exactly! Review sites are very helpful for providing better understanding to a product or service.
My entry - 1. The Best Business Books Ever: The 100 Most Influential Business Books You'll Never Have Time to Read - this is a fascinating book about the history of Business theory, and I'd recommend it to anybody. 2. The Big Book of Small Business: You Don't Have to Run Your Business by the Seat of Your Pants, by Tom Gegax. Ditto. 3. PADI: The Business of Diving Book Okay, so this book won't be of use to anyone who doesn't want to start a scuba store, but I did, and this book was of course invaluable to me in reaching that goal.
UPDATES: Rules & Guidelines for Review My... - HI everyone, Just before the weekend approaches, wanted to let everyone know that the rules and guidelines for the new forum Review My... are up! The forum is meant for our members to ask for some constructive and honest critiques on their products, services or websites. Since it's a new addition, if you have any suggestions feel free to speak up. Have a great weekend everybody! Cheers, Ringo


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