“How To Think Like A

Marketing Genius"

By Jay Abraham

© 2005 The Abraham Group, Inc. - All Rights Reserved

This material may not be modified, re-sold, licensed,

assigned, offered as a bonus or auctioned without the prior
written consent of The Abraham Group, Inc.

To Contact The Abraham Group, Inc:

The Abraham Group, Inc.

27520 Hawthorne Blvd., Suite 263
Rolling Hills Estates, California 90274
Phone: 1(310)265-1840
Fax: 1(310)541-3192

Page 2
Chapter One: Jay Abraham Business Building and Marketing Mindset
Demystified ..................................................................................................................15
Principle Number 1: Find Joy In Your Life’s Work 15
How Do You Find What Brings You Joy? 16
Principle Number 2: Discover the Secrets of Successful People 17
Fire In Their Belly 17
Insatiable Childlike Sense Of Discovery… 18
Principle Three: Focus 19
Change Your Focus… And People Will Flock To You! 21
Most People Don’t Have A Clear Definition Of Their Problem 23
Principle Four: \Perspective - The Mindset to Make You Wealthy! 24
Always Look for Opportunities – Your Secret Wealth! 24
The Power of One Little Phone Call… 25
Principle Five: Know Your Purpose 27
Fall In Love With Your Customer 30
Provide Reassurance And Motivation To Use Your Solution 33
Principle Nine: The Power of Being Strategic 37
Principle Ten: Creative Emulation 37
The Concept of Emulation in Action… 39
Principle Eleven: Exploit Every Under-Utilized Asset 41
Use Your Goodwill… 42
From Raw Unrecognized Asset To Transactional Bottom-Line Profit 43
What Are The Assets You’ve Got? 43
Principle Twelve: Do Not Limit Yourself 44
Principle Thirteen: Emphasis the Benefits 45
Principle Fourteen: Time –Your Most Valuable Asset / Your Most Expensive Opportunity Cost 46
How to Overcome Procrastination – A Very Simple Process! 46
A Technique So Simple Yet So Powerful – It’s Embarrassing! 50
Don’t Avoid Doing The More Intimidating Things… Embrace Them With A Full Sense Of Adventure
And Passion! 51
Accomplishment Early In The Day Fuels Your Desire To Achieve More… 52
Tricks-Of-The-Trade For Staying On Track 53
Principle Fifteen: The Axiom for Life…You Make the Rules! 54
You Don’t Have To Do What Everybody Else Does… 55
Out-Of-Work Chef In Colorado Strikes It Rich! 57
It’s Just A Matter Of A Different Positioning… 58

Page 3
 There Are No Rules… 59
Principle Sixteen: Never Become a Commodity 59
How Any “Commodity” Business Can Be Transformed 60
Even The Ultimate “Commodity” Can Be Sold At A “Proprietary Premium” 61
Principle Seventeen: Enormous Profit Potential In Sequential Marketing 62
Principle Eighteen: Everything You Do In A Business Is A Process… 63
Principle Nineteen: What Business Should You Go Into? 64
How Do You Find These Opportunities? 65
Are You Worthy of the Goal? 66
Resources That Helped Me Immensely 67
I Have $4 Billion Worth Of Successes… 68
Chapter Two: Value Who You Are And What You Offer ...........................................71
Value What You Do 71
Model Success 72
Look At What’s Possible… 72
Why Don’t You Raise Your Prices? 73
Many People Respect A Higher Priced Service! 73
A Powerful Claim With Proof Will Support Your Price Rise 75
Your Self-Image Has A Major Impact On Your Income 77
How to Value Yourself in Transactions 77
You must believe you are worth it… 78
Keep In Mind The Value You Bring To The Table 79
Change The Rules! Play YOUR Own Game… 80
How Clients of Mine Changed the Rules and Created Enormous Value 80
How To Protect Your Financial Security And Optimizing Your Potential 87
You Must Break Out Of The Box… 88
Charge A Percentage Of The Savings Or Profit 89
Quadruple Your Income By Doing What You’ve Always Done… 90
Don’t Undervalue Your Skills 91
Why Your Really Worth $600,000 – not $50,000! 92
Advocate Your Own Value 93
Have a Super Salesman Represent You! 94
90% Of People Couldn’t Sell If Their Lives Depended Upon It… 95
Focus On That Which You Love To Do! 96
You Are Worth A Great Deal More Than Your Salary Would Indicate… 97
Which would you prefer – making 10% or 210%? 98

Page 4
 Figure Out What You Do Well! 99
How Valuing What I Do Brings Greater Value To You 99
Borrow great success strategies… 100
Don’t Cut Yourself Off From Everything You Know 102
Taking Major Risks IS NOT Necessary! 102
Profit Enormously From Your Expertise… 103
Denominate the results! 104
Tell Your Story… 105
Make Your Contribution…And Riches Will Follow 106
Remove Risk From The Shoulders Of Others 107
Perform In Areas Where You Know You Are Good! 108
Existing Businesses Can Deliver A Windfall! 108
If You Know What You Are Looking For… 108
Don’t Set Yourself Up To Be An Isolated “Island”… 109
Be A Deal Maker! 110
Here Is A Way To Learn Invaluable Information From Your “Competitors” 112
Start Without Committing Your Own Capital 113
What Do You Know That Can Add Incredible Value? 114
Leverage The Resources Of Others… 115
Being Appreciative vs. Being Appreciated 115
Life Is All About Contribution, Value, Benefit…. 118
Appreciate Is The Crux Of Knowing What You Are Really Worth… 119
Demand The Highest And Best Return Always… 120
Referrals Are The Highest Level Of Acknowledgement Of The Value You Have In People’s Eyes… 123
Interview with Paddy Lund 125
Chapter Three: Fall In Love With Your Customers .................................................129
The Most Powerful Intangible Asset You Can Possess… 130
See Yourself As Becoming An Agent Of Change, A Creator Of Value, A Value Contributor… 133
People Need Solutions, Not Strategy… 135
Leave your clients better off than when they started with you! 136
Don’t Make Conclusive Statements… 137
Let Them Take Ownership… 138
Don’t Pay The Price For Showing Off Your Brilliance… 139
Lower Your Clients Barrier Of Resistance 140
Your Clients Want To Feel Like You Worry About Them 141
The More I Let You In On My Process… The More You Buy Into It 142

Page 5
 Companies Fall In Love With The Wrong Thing… 143
Fall In Love With Your Team Members Too… 143
A Conversation with Tony Robbins - Passion Made Easy! 146
Passion Is Drive… And Drive Is The Single, Most Important Element To Success In Anything… 146
You Must Create A Magnificent Obsession 147
Passion Is One Of The Ultimate States… 148
“Describe to me the business from hell.” 149
We Have Unconscious Beliefs That Control Every Aspect Of How We Interact With Our Business,
And With Our Life. 150
Find And Focus Your Passion 151
Chapter Four: The Strategy of Preeminence ...........................................................153
You Are Your Clients Ultimate Trusted And Respected Advisor 153
What Is Innovation – How It Will Make You Rich! 154
The Psychology of Breakthrough Thinking 155
Create A Powerful, Continual, Formalized, And Systematic “Funnel”… 156
Amazon.com – How Their Strategy of Preeminence Fueled Their Stratospheric Growth 161
Don’t Settle For The Day-To-Day Status Quo Existence 163
Why In The World Would You Allow Your Business To Be Worth Less Than It Could? 164
Why We All Need To Be Held Accountable… 165
Key Points for Your Strategic Mind Set 166
Creativity And Innovation Is Not Limited To You 168
The Value Of Looking Outside Of Your Industry 168
Avoid The Inertia Of Your Industry… 169
Creative Emulation - The Ultimate “How-To”… 170
Redesign Your Business For Massive Growth… 171
The Secret Of This Success Lay In Two Areas Of Discipline… 172
Start Probing The Minds Of Other People For Profitable Ideas… 173
You Get What You Want When You Make The Rules… 175
You Don’t Get If You Don’t Ask… 177
Chapter Five: Optimization .......................................................................................179
Your Goal Is To Diversify And Stabilize Your Business And Protect It At All Costs… 180
Maximum Results For The Time With The Minimum Risk, The Minimum Effort, The Minimum
Expense 181
Deming’s Philosophy 182
What Deming’s Principles Mean For Your Business 183
A Philosophy Of Optimization 183

Page 6
 Raise The Baseline And Reduce The Variance… 185
Build Success Upon A Foundation Of Pillars 186
Build Multiple Pillars Of Success 186
Sell Your Customers on Your Philosophy 188
Profit By Optimizing Your Personal Philosophy 188
Profit By Optimizing Your Business Purpose 189
Consider the Implications For Your Business 191
It’s Time to Take Inventory 192
Systemization For Greater Profits and Less Work 199
Remember Abraham’s Law of Optimization 200
Set Up An Information Gathering And Discovery Process 201
There are Three Ways to Grow a Business 202
34 Marketing Strategies Which Make Up the Three Ways to Grow Your Business 202
Chapter Six: The Moving Parade ..............................................................................205
The “Moving Parade” is a very powerful dynamic… 205
People Are on a Continuum… 206
Not Only Are Your Customers A Moving Parade, But Your Products Are Also A Moving Parade… 208
Implications for Your Service Business 209
Implications for Your Professional Practice 210
Implications for Real Estate 211
Implications for a Retailer 213
Implications for the Technology Industry 213
The “Moving Parade” is a “River of Customers” 215
The “Baskin Robbins” Theory 216
Chapter Seven: Unique Selling Proposition ............................................................219
What is your USP? 219
Use Your USP To Profit Massively… 221
Ideally, A USP Is One Statement… 221
The USP: A Key Factor 223
Articulating your Unique Selling Proposition 223
How To Create a Unique Selling Proposition 224
Your USP — Your Killer Concept 226
Identify Needs That Are Going Unfulfilled In Your Industry 227
Focus On One Niche 228
Keep The Promises You Make 229
Clearly state your USP, preferably in the headline 229

Page 7
 Attract Customers and Conquer the Competition By Being Unique 229
Why a Unique Selling Proposition? 231
Stay Away from Empty Words 232
Deal In Highly Demonstrable Specifics — Comparable Specifics 233
Ask Yourself this Question 234
Give Them Your Solution — Or Somebody Else Will 235
Unique Selling Proposition Examples 236
What Affects Your Buying Decisions? 238
Be Able to Deliver on Your USP 239
Test to Find Your Ideal USP… 240
Marketing Your Uniqueness: Use Your USP in Ads and Promotions — And Get Results 241
The “Broad Selection” USP 241
The “Service-Oriented” USP 242
The “Value-Oriented” USP 243
The “Discount Price” USP 244
The “Snob-Appeal” USP 246
Adopt A USP That Addresses An Obvious Void In The Marketplace 247
Be Clear And To The Point 248
Suggestions On Finding Your Niche 249
Embrace, Believe, Postulate Your USP With Everyone 250
Use Your USP To Create Repeat Sales 251
Extend Your USP 252
Make Yourself Special To Your Customers 256
Jay and Joel Roberts Talk About Your USP 256
A “Hot Seat” That Targets Your USP 258
Chapter Eight: Lifetime Value ...................................................................................265
Understanding the Lifetime Value of your Customer (a.k.a. Marginal Net Worth) 265
Chapter Nine: Leverage and Exponential Business Growth..................................267
The Nine Driver’s of Upside Leverage and Exponential Business Growth 267
How Do You Change Strategies? 271
What Is the ROI On Your Own Capital Expenditures? 274
Double Your Profit By Adding Just One More… 277
Give Yourself Four Times The Budget… 277
How To Find Superstar Salespeople… 279
Profit By Tapping Into Your Contacts Regularly… 280
Like To Improve Your Business 2,100%? 284

Page 8
 Study Other People’s Ideologies… 286
The Missing Link —The Elusive Final Piece Of The Puzzle… 288
You Shouldn’t Steal From Yourself… 289
It’s Going To Transform Your Life… 290
“Funnel Vision Vs. Tunnel Vision” 291
You Have Three Tiers Of Clients 293
There Are Three Ways To Grow A Business… 294
The Principle of Multiple Pillars of Income 295
The Force Multiplier Effect 298
Adversity Truly Is Opportunity For People Who Learn To Embrace Challenge… 299
Take On Calculated Investments… 300
Chapter Ten: Benefits Over Features.......................................................................301
People Care Most About What Is Going To Benefit Them 301
How Do You Find The Highest Benefit? 302
Chapter Eleven: Why Establishing Trust Is Essential To Success .......................305
Why You Must Develop Goodwill with Your Customers 306
Your Highest and Best Use… 306
Opportunities and Options to Maximize Everything You Do 307
Trust is the Foundation of Relationships 309
The Three-Fold Way To Assure People They Can Trust You 311
The Value Of Consultative Selling 313
Why Empathy Is Critical 314
The Value In Host / Beneficiary Relationships 315
Make Your Offer Better… 316
“You’re Only Going To Benefit.” 317
There’s Another Side Of Trust –You Have To Trust The Client 319
Did You Know That You Already Have The Answers… 320
Make Sure You’re Talking To The Right Market 321
Chapter Twelve: Always Ask Questions..................................................................323
Figure Out What In The World Is Powering This Result… 324
The Power In Thinking About Combinations 325
“Where’s The Big Opportunity Here That Nobody Else Sees? 326
Connectivity is a Powerful Key to Success 328
Ask Questions to Find Your USP 328
Internet Marketing Consultation Questionnaire 329
Goals and General Internet Marketing Strategy Questions 329

Page 9
 Website Optimization Questions 331
“Email Marketing” Optimization Questions 332
How to Come Up With Money Making Ideas 333
Do Not Limit Your Scope… 334
You Can Learn Instantaneously Just by Questioning 335
Become A “Lateralist”! 336
The Value Of One Good Idea Acted Upon... 337
Accumulated Intellectual Capital at Virtually No Cost 337
Question Sequence for Telephone Selling 339
Chapter Thirteen: Upgrade Your Business Performance.......................................341
The Golden Secrets of Success 341
Why Shabby Acts Comprise – A Sure-Fire Formula For Failure 342
The Wisdom of Andrew Carnegie 343
Other Forms Of Business Dishonesty That Will Limit Success… 344
Companies Get Big Because They Practice Honesty 344
Word of Mouth is Critical 345
Without Integrity, No Company Can Have Positive Word Of Mouth 347
Make No Unwarranted Claims, Dubious Promises Or Predictions… 347
Service Starts With Empathy 349
This Is How To Make A Million Dollars… 350
Do Whatever Everyone Else In Your Competitive Marketplace Is Not Doing 351
Make Prospective Clients Overwhelmingly Delighted With You 351
Your Primary Task is to Add Value 353
The Universal Truth: Actions Speak Louder Than Words 353
Lemons Into Lemonade – How To Turn Around Even Dissatisfied Customers 355
Increase Your Customer’s Perceived Value and Unlock Your Profits 356
Always Qualify Your Prospects Up Front 357
Chapter Fourteen: Know Your Target Market..........................................................359
Write Down Everything You Know Generically About Your Customers 359
Get Back In Touch With The Real, Live Pulse Of Your Marketplace 361
Marketing To Your Customer’s “Comfort Zone” 362
The “Stair-Step” Approach To Marketing 363
Chapter Fifteen: Educate Your Customers..............................................................367
The Cornerstone of Marketing is Education 367
Take Your Customer By the Hand 368
Educate People to Appreciate the Value of What You Deliver 369

Page 10
 Tell Your Customers the Truth 369
Position Your Company As An Industry Expert 371
Send Out Press Releases 372
Defer “Self-Serving” For “Education-Rendering” Marketing 373
How To Win People Over In Droves 374
Educate Before You Ask Anybody To Buy 376
Make Them An Irresistible Offer… 377
Use Preemptive Marketing to Make Customers Think of You First 377
“Tell Your Story”! 378
Educate … Educate … Educate Your Customers and They Will Buy 380
Educate Your Customers by Giving “Reasons Why” 381
Massive Profits Are In The Back-End 382
An Illustrative Example of the “Because Factor” 384
Don’t Forget Credibility, Even On The Smaller Ticket Items 385
Increase the Perceived Value of Your Product or Service Through Better Customer Education 386
Ramp Up Desirability By Educating… 387
Value Is A Matter Of Perception, Not Just Reality 389
Educate the Prospect 391
Using “Paper Perceived Value” for the Ethical Bribe 392
The Ethical Bribe Technique Has Made My Clients Millions Of Dollars… 392
The Better-Than-Risk-Free-Guarantee 393
Please, Tell Me Your Reasons Why! 394
Let People In On The “Method To Your Madness” 395
The More Factual You Are With Me, The More I’ll Favor You 396
Motivating Your Clients To Action 397
Chapter Sixteen: Make the Best Offer Possible ......................................................401
Offer Greater Units of Purchase, Package Products Together, Give Price Inducements, and Make
Irresistible Offers 401
A Phenomenon That Has Driven A Multi-Billion Dollar Industry 401
Offer Bigger Units Of Sale, Bigger Inducements, And Bigger Packages… 402
Why Packaging Isn’t Just For Products 403
Offer Larger Units Or Higher Quality 404
Offer Price Inducements for Frequency 408
More Communication = Greater Profits For Life… 410
The Concept of Frequency 411
Offer Larger Units Of Purchase… 413

Page 11
 Test It For Yourself… 415
Are You Making Irresistible Offers? 416
Honor Frequent Purchasers for Being Special 416
Just Figure Out What You Can Do, And Then Test It 417
“I Have Generated Forty To Fifty Million Dollars Worth Of Lifetime Subscriptions” 419
Don’t Think They Are Not Being Lured By Your Competition… 420
Use Card Programs or Rebates 422
Making Irresistible Offers and Telling the “Reasons Why” 423
Convert Inquiries from Sales by Making Irresistible Offers 424
You Must Have Total Confidence In Your Product 425
It’s All A Numbers Game… 425
Ask Your Best Customers What They Want 426
Don’t Ignore The Possibilities in Packages… 432
Always Add to Each Transaction 433
Chapter Seventeen: Be In Front and Stay In Front of Your Customers ................439
Communicate Personally With Your Customers 439
The More Frequently You Communicate From The Heart About Their Interests… The Greater The
Connection… 440
People Are Silently Begging To Be Led 441
Don’t Forget About The “Moving Parade” 442
How To Be Booked Weeks In Advance… 443
Communication Must Be Strategic… 443
People Need A Third Perspective 444
You Are Their Most Trusted And Valued Friend 446
Become a Customer Or Client’s Pen Pal 446
“Pen-Pal” Marketing 447
The “Secret” of Communication… 448
Examples from All Types of Businesses 448
Chapter Eighteen: Constantly Test Everything.......................................................457
Don’t Ever Assume! Constantly Test Everything 457
How To Test 457
Keyed Response — The Key To Testing 458
Never Test Big If You Can Test Small 459
Telephone Testing 460
Direct Mail Testing 460
A Few Examples From My Files 462

Page 12
 Go Out in the Field and Test 463
For the Advanced Tester 464
Fast-Track Marketing Vehicles… 465
Putting It All Together 466
Hopkins In A Nutshell 467
Human Nature Is The Same Today 470
As In The Time Of Caesar 470
Remember To Always Test Your Direct Mail 471
Chapter Nineteen: Process Marketing Mindset.......................................................473
What Is Process Marketing? 473
Seven To Twelve Calls To Close The Sale 473
Break It Down To A Sequence Of Layers 474
All Communications Must Convey Value 475
Never Let Them “Off-The-Hook” 476
Explain, Describe, Articulate, Dimensionalize… 477
Process Marketing Has A Proven Science Behind It… 478
Real Estate Example of Process Marketing 479
Medical Practice Example of Process Marketing 481
Retailer Example of Process Marketing 482
Process Marketing for Artists 483
Process Marketing for the Service Industry 484
Jay Abraham’s Strategic Marketing Mindset Presentation 486
Seven-Step Marketing Implementation System 487
Three Ways to Grow Any Business 493

Page 13