Getting Everything You Can Out of All You've Got

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 IncomeHis 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 return on investment (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. seuss book collection sets cat hat