Krafty Internet Marketing Forum

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[center]Jay Abraham advertising classics[/center]



JAY ABRAHAM is widely described as America's #1 marketing expert. He has consulted with more than 10,000 clients in over 400 different industries over the past twenty five years. Mr. Abraham is the founder and CEO of his own consulting company, the Abraham Group, Inc. He has won praise from USA Today, the New York Times, the Los Angeles Times, Washington Post, Entrepreneur Magazine, Success magazine and Inc. Mr. Abraham specializes in solving practical marketing problems and finding innovative ways to increase bottom line profits.
From Wikipedia, the free encyclopedia:
Jay Abraham (born January 8, 1949) is an American business executive, conference speaker, and author. He is known for his work in developing strategies for direct-response marketing in the 1970s. In 2000, Forbes listed him as one of the top five executive coaches in the US. He is the founder and CEO of the Abraham Group, a marketing consultant firm focused on providing growth strategies to businesses.
From Inc.com:
Over the course of his more than 25-year career, Jay Abraham has helped more than 10,000 business in over 400 industries increase their bottom line, including Charles Schwab & Co., IBM, and Citibank. In the past five years alone, he has earned $70 million in consulting fees.

Dear, Valued Friends
Abraham's strategies are built on the principle that clients should be treated as dear, valued friends. His "strategy of preeminence" is based on the notion that your purpose is to figure out exactly what your clients want and give it to them - -even if they don't know what it is yet. For instance, say you run a hardware store. A customer comes in to buy a drill. But is it really a drill the customer wants, asks Abraham? No, it's a hole. It's your task to show your customer how to get the best possible hole for his needs, transforming yourself into a trusted adviser and - most important - - setting the stage for repeat business.

Identifying Breakthrough Opportunities
Another key concept is that of identifying breakthrough opportunities. Abraham urges you to look outside your own industry to borrow successful practices you see. For example, Federal Express took note of the banking industry's method of clearing checks overnight and applied this to the shipping industry. Banks send all checks to a central processing unit, then onto the appropriate branches. FedEx adapted the hub-and-spoke concept, where every package is sent to a central location(Memphis, Tenn.) and then flown to its final destination. Abraham points out that when you become the first in your industry to use a new technique, your results should multiply immediately.

Abraham's other ideas range from how you can win back former customers to how to get the most out of the Internet to how to barter with other businesses to keep your costs down. An entire chapter is devoted to each of Abraham's strategies, with plenty of clear examples of how they've been used successfully.







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