Jay Abraham - Marketing Concepts They Won't Teach You at Harvard

 Jay Abraham: Marketing Concepts They Won't Teach You at Harvard Harvard

Marketing Concepts They Won't Teach You at Harvard Business School By  Jay Abraha Ho! to Multiply Your Business "esults While "educing Your Tie# "isk and $%%ort&

 Introduction: Who Is Jay Abraham !y Ho"ard #u$$

A %ot o$ peop%e asked that &uestion be$ore they read this book (ome o$ them "i%% sti%% ask it a$ter they've read the $irst $e" pages )There's nothing ne" here*) they say )I a%ready kno" a%% this stu$$ + it's common kno"%edge among us e,perts With a%% due respect* those un$ortunate peop%e "i%% probab%y never comprehend a very simp%e* $undamenta% truth A%% the notes had a%ready been discovered be$ore Mo-art came a%ong I hope you understand "hat I'm trying to say  Jay Abraham uses the bui%ding b%ocks everyone kno"s about to to create $inancia% cast%es %ike nothing anyone has ever seen be$ore And even though every sing%e one o$ his techni&ues uses %everage to mu%tip%y your marketing do%%ars beyond be%ie$* they're a%% based on a concept so corny some peop%e snicker "hen they see it in print That is: Marketing is "hat happens ha ppens "hen you're being good to your customers What cou%d be more satis$ying than being )good) to someone by $u%$i%%ing his.her needs What cou%d be more )nob%e) than te%%ing the truth about your product What cou%d be more re"arding than making money + %ots o$ money at the same time /%ease read on so you can decide $or yourse%$

CHAT$" ( Marketing Concepts They Won't Teach You At Harvard Business School

Concept Number One: eople are silently begging to be led They are crying out to kno" more about a business' product or service When you educate your customers* you'%% see your pro$its soar Think about your o"n e,perience When you consider buying any item or service + $or yourse%$* your home* $or your $ami%y* as

a gi$t* or $or your business* you o$ten don't kno" as much as you "ou%d %ike to And* i$ you have unans"ered &uestions about a product* you're %ess %ike%y to she%% out money to buy it Yet* "hen a company or sa%esman takes the time and initiative to ob0ective%y educate you about a%% the products in the $ie%d you're making a purchase in* they gain your trust and $avor immediate%y Your reaction to being educated is not unusua% 1ducation is a po"er$u% marketing techni&ue 1ducate your prospective buyer about everything 2inc%uding a $e" o$ the bad or %ess positive aspects o$ your product or service3 and you'%% se%% to a%most t"ice as many peop%e as you do no" This one concept + educating your customer + "i%% gain you a dramatic advantage over your competitors

Concept Number Two: Tell people !hat speci%ic action to take 4e" businesses rea%i-e that they must %ead the customer to action* in addition to deve%oping a compe%%ing marketing p%an /eop%e need to be e,p%icit%y to%d ho" to act to obtain your product or service There$ore + and this is incredib%y important + every sa%es ca%%* %etter* commercia% or persona% contact shou%d make the case $or your product 5ive the prospect a brie$ education* then take him by the hand* $igurative%y* and te%% him "hat speci$ic action to take ne,t I$ you're se%%ing an impu%se item* and.or i$ the o$$er is $or a %imited time* te%% your prospect to get in touch "ith you immediate%y And don't be abstract I$ you dea% by phone* te%% him to pick up the phone and ca%% a speci$ic number

Concept Number Three: Marketing is the ultiate %inancial leverage& When you run an ad* it costs you )6) do%%ars Whether the ad generates 78* 788 or 7*888 sa%es* the cost o$ the ad is $i,ed (o i$ you have been content generating 78 sa%es $rom an ad that costs you 97*888* and I can sho" ho" to generate 788 or 7*888 sa%es $rom the same ad space* your %everage improves 7*888 to 78*888 percent

o" you shou%d be asking yourse%$* )Can I get an ad to produce 78 to 788 times greater yie%d $or the same do%%ar) The ans"er is a resounding )Yes;) (imp%y test di$$erent head%ines* body copy* themes* basic propositions* and o$$ers
Concept Number Four : Advertising is nothing ore than salesanship& As obvious as it shou%d be* virtua%%y no one rea%%y understands this basic concept Advertising via radio* te%evision* maga-ines and direct mai% shou%d a%% be constructed and imp%emented in the same demanding "ay a sa%esman makes a pitch to a prospective customer 1ach ad shou%d make a comp%ete and compe%%ing case $or the product The ad shou%d a%so advocate your product to the prospective buyer in an educationa%* in$ormative* and $actua%%y supportive "ay Your advertising shou%d create visions o$ a mu%ti$aceted product in the minds o$ your customers

Many marketers scorn %ong* )reader+type) ads or %ong* meaty commercia%s and opt $or short* abstract* )cutesy) advertising !ut remember* advertising is sa%esmanship Wou%d you te%% your sa%esmen to stop their presentations in mid+stride Wou%d you te%% them to make %ess than a comp%ete and compe%%ing case $or their product or service Wou%d you te%% them not to ask the prospect to make a buying decision + to take action* i$ you "i%% Wou%d you instruct them to be $%ippant* cute or ob%ivious in the "ay they communicate "ith prospects =$ course you "ou%dn't; (o don't %et your advertising $a%% into the same e,pensive* non+productive trap =nce you %earn the di$$erence bet"een sa%esmanship and )cutesy) advertising* you'%% have an immediate advantage over virtua%%y every one o$ your competitors

Concept Number Five: eople don't appreciate !hat you've done %or the ) or !ill do %or the ) unless you educate the to the %acts& =ne o$ the saddest marketing mistakes I see is the $ai%ure o$ businesses to educate their customers about the uni&ue advantages o$$ered them I$ you've revie"ed 788 di$$erent manu$acturers o$ the products you se%%* %et your customers kno" It'%% impress them that you've screened out products that don't have the &ua%ity* endurance* "arranty* manu$acturing support* service guarantees or dependabi%ity you kno" they "ant /erhaps your guarantee is three times %onger or covers $ive times more prob%ems than your competitor's Your customer "on't kno" un%ess you tact$u%%y point it out

Concept Number Six: Bonuses can ake a pro%ound contribution to your overall sales proposition& !y care$u%%y ac&uiring high+perceived+va%ue* but %o"+cost bonus products* your $irm stands head and shou%ders above its competitors in terms o$ rea% va%ue provided to the customer There are an in$inite number o$ both tangib%e and intangib%e bonuses a business can )package) into a sa%es proposition

Concept Number Seven:  Turn the tables on the risk %actor !hen aking a sales proposition& The customer a%"ays sees the risk being predominant%y borne by him + not the sa%esman I$ you are the $irst company in your $ie%d to remove that obstac%e and assume the risk $or the customer* you gain an incredib%e advantage Most businesses de+emphasi-e the guarantee I$ you emphasi-e the guarantee and give customers something va%uab%e as a bonus* you've probab%y got a sa%e

Abraham /ub%ishing > ?@?8 Ha"thorne !%vd (uite ?B #o%%ing Hi%%s 1states* CA D8?@E > 78+?B+7FE8 Website: """abrahamcom