JayAbrahamTopTenStrategyPicks.pdf

Jay Abraham’s

Top Ten

Picks

Jay Abraham’s

Top Ten Strategy Picks

Introduction

Over the years, I have researched, created and applied literally hundreds of marketing

strategies for my clients. These strategies have been worth billions of dollars in revenues

and profits to myself, my associates and my clients.

You can imagine that after 30 years in marketing that I have my favorites. Strategies I

consistently rely on to massively increase your business and create a level of business

momentum that is unstoppable.

Outlined below are TOP TEN of my favorite and most successful strategies which you

can adapt, adopt and apply to your business. I would think hard about their implications

and ramifications on your business. They could be massively profitably, especially when

you think strategically.

You have two choices (actually only one):

1) Be impulsive, impetuous and tactical by opportunistically or randomly

implementing any of these strategies. However, if you do, you relegate them to

being mere tactics, and you will compromise their power to massively grow your

business. You’re leaving massive amounts of money on the table.

2) Your other option is to think and implement strategically . Here you have a

real choice: You can either pick the single most obvious strategy and turn it into a

SUPER-strategy… An overarching concept and plan which everything else

comes under. OR you can treat a strategy as a pillar under your currently existing

overarching SUPER-strategy, which I call a command/field strategy.

Begin by picking just ONE of these strategies and begin by testing it. If you find it

works, even marginally, you may want to consider implementing it as a master strategy

or command/field strategy. If you do, I can guarantee that additional opportunities will

become evident to roll out and fully exploit the advantage you have created. The success

you build will be enduring and allow you to add more pillars as you progress.

One word of caution: Although you can, it would be foolish to implement these

tactically, willy nilly, or half heartedly. Again, their power lies in their being

implemented strategically , once you’ve tested and debugged the individual details.

Strategy #1. The “Power Parthenon” Strategy

Years ago, it used to be that any single marketing tactic of mine could propel a company

to almost instantaneous success. That still can be true, although times have changed and

the market has become rather impervious to mere tactically oriented efforts.

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Jay Abraham’s

Top Ten Strategy Picks

That’s when I discovered the secret and power of developing a series of interconnected

“sub-strategies” each connected and integrated to a single overarching theme or premise.

Like pillars in the Parthenon in Greece, you want to develop and implement multiple

marketing efforts which advance your company on a rock solid and calculated basis.

Maybe your first pillar should be to implement a referral system (since it’s the lowest

cost), and then add additional pillars such as direct mail, email campaigns, salespeople,

etc. Whatever makes business, financial and marketing sense. The only conditions are

that you be willing to test and re-invest some of your profits into building additional

pillars to increase your marketing foundation and grow your business.

In my work today, I demand that my clients not think so mono-dimensionally and begin

immediately to develop their own Parthenons so that they’ll always have multiple sources

of revenues which they can rely on.

Strategy #2. Engineering Host Beneficiary Relationships

I have been repeatedly asked over the years which of my concepts I treasure the most.

If I only had to choose one, hands down I would choose Host

Beneficiary and Joint Venture relationships.

Why? Because they are easy to engineer, can be implemented quickly and relationships

are one of the most leverageable “hidden” assets you have in your hands.

However, Host Beneficiary relationships which are developed and used strategically can

be much more lucrative than just opportunistically or conveniently creating a joint

venture here or a relationship there. It’s leverage on top of leverage. Just take a look at

the credit card industry as one of the most successful strategic uses of these types of

partnerships with their mailings to their clientele.

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Jay Abraham’s

Top Ten Strategy Picks

Strategy #3. The Strategy of Preeminence

Although I’m honor bound not to divulge who I originally learned this strategy from, I

can tell you it was from someone who dominates their industry.

Their secret is simple (although it requires a long term view). Establish yourself as a

leader in your industry. Structure your entire business to strategically take a stand, and

advocate a certain course of action which every prospect and client should take and

benefit from.

Then religiously follow through.

Every communication… every newsletter… every presentation… every sales meeting

should reinforce the concept of the client being served at the highest levels through

advocating your particular unique perspective and leadership.

If you’re in the real estate industry, maybe you can offer a unique perspective on how the

buyer can reduce their risk. Or if you are in software, maybe you have a conviction about

the importance of project management when implementing software. Or if you are in

retail, maybe you advocate that people look at buying their clothes as an investment in

their success.

The key to the success of the strategy of preeminence is to use it strategically, using it as

an overall context for your business. The strategy demands that you are fanatical about

serving your clients at the highest even level even when it may be easier or more

profitable to do otherwise. I know lots of companies who have tried to implement it

impetuously, only to have their efforts diffused and diluted because they were

uncommitted and thinking short term.

Don’t be one of those. Be one who thinks long term, and is strategically rather than

tactically oriented.

Strategy #4. The Sequential Integrated Marketing Strategy

As I said before, in this day and age, unless you really understand your market and all the

related dynamics, single shot “home run” marketing endeavors are almost doomed.

To counter that phenomena, I developed a strategy of I call the “Sequential Integrated

Marketing Strategy”.

Right now, its my favorite. Even in my own business. Especially with the ability to

exploit the power of email.

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Jay Abraham’s

Top Ten Strategy Picks

This strategy is not about repeatedly assaulting your prospect into submission. It’s not

about SPAM. It’s about first developing a marketing premise which you want to offer

the market. Then you nurturously educate, edify and inform your target audience with a

series of communiqués designed to approach the subject from a variety of different

perspectives. All will have some sort of “call to action” which you offer the opportunity

to get more information or to order the product.

If done correctly, the prospect will feel as they are guided to buy your product with

overwhelming evidence that it’s the right thing for them to do. They’ll feel that you took

the time, that you care, that you are willing to go that extra mile to make sure it’s the

appropriate choice for them.

Strategy #5. Risk Reversal Strategy

Last year, I emailed my client list and asked them to give me success stories, case studies

and testimonials.

I was pleasantly surprised with what I discovered.

At least a third of them referenced the success they had had with risk reversal. That’s

good news, but it gets better. Most of the people implemented risk reversal in response to

a market demand or opportunity which they may have lost had they not tried it.

BUT--- What if they implemented a risk reversal strategy on a strategic basis?

What would happen if they implemented risk reversal as a corporate policy or as part of

their USP?

I’ll tell you what: They would have a decided advantage in the marketplace.

Strategy #6. Referrals

Building your business using referrals is the lowest cost way, most reliable way to get

clients. And the clients you get will not require a long sales cycle and will usually stay

with you longer.

The challenge is again, business owners do not understand the power of developing a

overarching strategy for acquiring high quality referrals. Developing and integrating a

referral mechanism, so that they can continuously rely on companies and people

becoming high qualities clients in the future.

But if they did, you can only imagine the amount of business which would be

transacted… for years to come.

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