Jay Abraham Mastermind Marketing 1

Man 1: And in this corner, weighing in at over $6 billion in revenue

generated for his clients and associates, hailing from Los Angeles,
California, and pound for pound generates more proftable break through
marketing ideas than any man alive, give it up for Jay L Abraham
!Applause and cheering"
Jay: #kay, wow $ello %e&ll start with a 'uote (t&s not an original
one, but it&s an appropriate one (t&s from a colleague named )ob *roctor
)ob *roctor says, and ( agree, that almost every business owner, and
aspiring entrepreneur out there in the world, struggles silently with a non+
verbali,ed 'uestion that is decimating their capability for greatness -hey
don&t even know they&re struggling with it -he essence of the 'uestion is,
&Am ( worthy of this goal.& &Can ( really build a competitive business, and
stay around, in light of all these big companies trying to marginali,e and
turn me into a com /unclear 01223. Can ( really reach my vision. Can (
really compete in this very, very, very, very global world, with the internet
and all kinds of di4erent solutions to the same problems. Can ( really
make half a million, a million dollars. Can ( really build a business that will
endure, that has value.&
)ob says, and ( agree, 5-hat is absolutely, positively, and totally an
erroneous 'uestion to even consider5 -he right 'uestion to always ask
yourself is, &(s the goal worthy of me and my company.& %hy. you ask
)ecause once you learn how much more is possible, from /unclear 01663,
fll in the blank7 the same opportunity, the same time, the same
investment, the same activity, the same people, the same relationships,
the same distribution channels7 you will see that you have been
unintentionally restricting, limiting and accepting a fraction of the number
of clients you could be generating, the si,e of the transactions you could
be creating, the number of products and services you could be nobly and
o8cially helping your market place ac'uire and beneft from
*lease turn the phones o4 because (&m attention+defcit, and if you do,
then everyone will hate you because (&ll have to look at you and stop, and
start again and repeat from the very beginning because (&m very
programmed7 and then everyone will be like, assail you, and it&ll be
terrible, and ( don&t want to have that on my conscience
%hat was ( talking about. 9hould ( start over again. *lay the music again
:ave, (&ll go to the back
!Laughter"
-ony, how you doing man. %hat was ( talking about. ( really am, (&m
opposed to /unclear 2;12<3
Jay: is the goal worthy of you. )ecause when you understand how much
more leverage you have in your marketing, in strategy, competitive and
/unclear ;1063 as you can in your mindset, it will blow your mind (t will
rock your world (t will transform you )ut that&s what we&re going to get
to =ot a couple of things ( want to say right now, and then we&ve got a
very rigorous speaker list ( only work from notes, ( do free form7 ( know
e>actly what ( want to talk about, but ( have to look at notes occasionally,
because ( want to make sure ( don&t forget a critical point
#kay, frst of all, all of you, we&re here for a reason :i4erent reasons for
di4erent ones of you, but you&re here basically to learn how to grow your
business geometrically, from a proft stand point, not ?ust top like
revenue @ou&re here to learn how to be masterfully more strategic in your
marketing process @ou&re here to learn how to compete at a level of
formidability and prowess, and acuity that will ?ust basically topple,
decimate and dominate everybody else you&re trying to address @ou&re
here to learn a strategy of business that will so liberate and animate your
spirit7 it&s called 9trategy Aemetics, and you may not know that
@ou&re here to learn the meaning of business life @ou&re here to learn how
to make the power of geometry harness it&s ama,ingly potent self to your
every beck and call $ow many people in this room have a historic basis
or background with me7 you bought my stu4 in the past. Baise your hand
#kay :own
$ow many have attended a program of mine in the past. #kay, so about
C6D of you #kay, this is a cool program (&ve done 62 programs in my
professional life7 they range from 6,222 to 62,222 dollars -his program,
the Eastermind Earketing *rogram, has spawned more success stories
that are documented, about CC,;22 (t has transformed more people&s
businesses by giving them a fundamental understanding of how strategic
marketing is the bed rock of all things great for their business (t is giving
them the focus, the understanding and the power to compete
successfully, to get their businesses growing and growing7 and this is
going to be the frst time in seven years, that ( have reconstituted and
delivered it, and the crowd is wonderful, that the people here will get a lot
out of it, but you have to understand how we do business )ecause if you
don&t7 if you&re new to it or you&ve forgotten, less than a stellar e>perience
(f you embrace what we&re all about, it will be ?ust euphoric times two7 it&ll
be the most + it&ll actually + orgasmic endeavour you&ve ever had First of
all, (&m not going to give you a program, you&re going to give it to yourself
And ( have every confdence in your ability to give yourself the greatest
program of your own life @ou&re not here for Jay Abraham to dole out
theoretical wisdom in a very static manner7 you&re here to get
transformed7 you&re here to learn how to put into action strategies, tactics,
and implement them on a sustaining systematic basis ( will do it many
ways7 ( will teach you what ( know
( will teach you what ( have e>perienced, but to really demonstrably
evidence it, ( will pluck from the audience, all kinds of people,
continuously, who have done that in their real life, who have seen the
power, who understand it intellectually and conceptually, and from a
construction stand point, foundationally + how it works7 ( will make them
go to the mike, and (&ll make them share case study after case study,
because ( want it to be real
( do not have any need or desire to be your intellectual entertainment (
have enormous capacity to be a catalyst ( have enormous desire to be
basically your advisor ( have enormous commitment to move you to
action, but you&ve got to commit to yourself -his is all about
collaboration (t&s all about everyone for each other %e&re like the 662
Eusketeers
And we&ve got to basically make this the greatest contribution, the
greatest collaboration7 we have C6 or CG e>perts, not one of which is here
to really purposefully sell you anything7 theyHre here to basically give from
the depths of their heart, e>pertise that is critical to the foundation we&re
after7 and number 0to work on their own business at the tables with
you -hey&re going to be here for the duration with the e>ception of two or
three, and it&s going to be killer
( don&t like anyone worrying or concerning themselves with what in the
world is going to happen, so let me give you a 'uick advance, and (&m
going to have to stop in three minutes because we promised )rian we
would get him on and o4 fast, because he&s got to catch a plane %e
orchestrate our programs very, very strategically )ut we change them at
will (t&s not about me being this great, on the podium, theatrical
presenter (&m relatively good, but (&m really a shirt+sleeve entrepreneur
who has worked my whole life on the front+lines of capitalism (
understand business from an intimacy, and a reality, at an empirical level,
that very few of you probably will ever achieve7 and (&m going to try and
summari,e and distil it down into such elegant simplicity, it&ll be
impossible for you not to engineer breakthroughs
$owever, as we go through our intended format, ( might change it at will
%e have no shame about making the event and the e>perience and the
result the best we can for you, and ( am a continuous work in process 9o,
here&s what we&re trying to do #n :ay C, we&re trying to open up your
paradigm, evidence to you how much more is possible, get you grounded
in foundational Jay Abraham stu4, introduce you to perspectives that will
raise your own bar, get you to see that you can do anything, but only if
you reali,e what you&re trying to do and work backwards from it7 then
we&re going to teach you the ne>t day, the power and the integral
importance of being strategic instead of tactical
-hen on the ne>t day, once we understand all is possible, and reduce
down what the hell you want for yourself, what your optimal goals are,
and we engineer it backwards7 and then we&re going to show you that the
key to getting it all instantly and sustainably is changing your strategy,
we&re going to then build for you tactics7 the elements of delivery that can
do it for you -hen fnally, we&re going to spend hours and hours building
an action plan that will really achieve the goals, so you don&t go home ?ust
feeling good, and go right back to the status 'uo7 and then you&re going to
present it to each and everybody around the table, because they&re going
to decide whether you really got it, or whether you need help And we&re
going to help you, so before you leave, you&ve got it all down -hat&s
pretty much what we&re going to do, isn&t it Bick.
( didn&t follow one note, so ( probably screwed up :id ( forget something.
%hat did ( forget.
!Ean inaudible in the background"
( drive everybody cra,y, because they spent the last three weeks working
on this, and ( forgot to look at it #kay, ( am so Iattered that when we
decided to do this, we called upon a lot of chips that were owed me, or
hopefully, we hope people would invest forward in, and one of the most
appreciative responses to my call was a very good friend, and a
remarkable seminal thinker, in about 0< disparate elements of high
business and personal performance )rian -racy has written so many
books ( can&t name them all $e&s done so much research, and he&s such
an ama,ing man, because he constantly grows and pulses, analy,es
researches, and always is ahead of the curve on what basically makes
people, businesses, organi,ations and individuals grow, thrive, achieve,
succeed, masterfully lead7 and he&s one of the brightest minds ( have
ever, ever met, and he&s one of the most interesting people, because he&s
not static
$e&s the epitome and the personifcation of &grow or die& $e&s going to
basically set the stage for you and e>plain to you what he thinks are the
most critical elements you need to grasp about the business arena, about
yourselves, and about how to reconcile the two Bather than say anything
else, (&m ?ust so Iattered, and he came here ?ust to do this for you7 he&s
got to catch a plane at C21J27 we&re privileged to have )rian set the pace
for the game we&re going to have follow, and there&s one last thing ( want
to say ( want you to understand7 ( see life as the ultimate J: movie, and
us7 myself and all my accomplishes in merry, merciless money making,
having the only pair of glasses in the whole theatre7 and we have the
ability to make the rules, to change them, to play whatever game we want
as long as it&s highly ethical, highly e'uitable, and gloriously fulflling for
all involved
-hat stated, ( didn&t follow any of my notes )rian, wherever you are,
thank you and =od bless you for doing this for us
!Applause"
Brian: -hank you Jay, ( am delighted to be here with you %hen Jay
called me, he said would ( come and speak on a 9aturday morning7 ( made
an agreement with my family and my children7 ( would not speak on
weekends, and so ( said, &@ou know, ( don&t speak on weekends,& and he
said, &@ou know what, + & Could we + how are we doing with that sound
there. As the philosopher said, &life is ?ust one damn thing after another&
!Laughter"
Anyway, ( don&t normally speak on weekends, but he said, &@ou know, but
this is going to be <22 millionaires @ou&re going to be talking to
millionaires @ou can&t get an audience like this& And so what ( found is
that everybody here is either a millionaire, or you intend to be, is that
correct.
!Cheering"
Bight Kery interesting point, Aapoleon $ill, when he started writing his
books on success, you know Andrew Carnegie opened the door for him to
622 of the richest men and women in America, and he interviewed them
for 00 years7 and the frst person he started with was Andrew Carnegie
and Andrew Carnegie had a reputation $e was called the &Eillionaire
Eaker,& because more e>ecutives who went to work with him from humble
beginnings, became millionaires, than had ever been created by any
single e>ecutive in history And Aapoleon $ill&s goal7 because he wanted to
be a millionaire maker as well, with, by sharing this research, but ( will tell
you, Jay Abraham is the true Eillionaire Eaker $e is the one who makes
millionaires
!Applause"
$e is our Eillionaire Eaker for the 0Cst Century, so ( said, &Alright, if (Hm
going to be able to speak in a whole room full of millionaires, then (&ll
come& -hen he said, &)ut you must understand,& he said, &( can&t pay you
anything& ( said, &%ell, that&s okay, because if you ask, (&ll come& )ecause
( owe Jay a lot of favours, he&s been a very good friend, he&s given me
good advice, great input7 ( consider him to be the guru of successful
marketing in business 9o ( said, &#kay, well, (&ll come, and ( won&t charge&
And he said, &)ut you have to be good, it has to be a good talk&
!Laughter"
9o ( said, &Jay, ( promise (&ll come, and (&ll be good for nothing&
!Laughter"
9o here ( am Luestion1 who&s the most important person here.
!Audience replies &Ee&"
Kery important 'uestion by the way, because the answer is you are the
most important person here And how important do you think you are, is
the critical determinant of everything that happens to you in life *eople
who consider themselves to be important and valuable are totally
di4erent from people who don&t like themselves, or who feel inferior or
inade'uate #ne of the most important battles we fght in life is over all
the di4erent inIuences that tend to pull us down and tear us down -he
fact is that you are important @ou are some of the most important people
in the world
(n your own world, all the stars and billions of planets revolve around you
anyway )ut you&re important to your family, you&re important to your
children, you&re important to your employees, youHre important and you&re
important in a special ( am a student of entrepreneurship7 ( spent 06
years studying the economics of entrepreneurship as well as the practice,
and ( have been very successful as an entrepreneur, (&m happy to say
%hat ( learned is this7 is that CD of people in our society can create ?obs
MMD of people can work at a ?ob once it&s been created #nly the
entrepreneurs create ?obs And it is the entrepreneurs + all the ?obs in
America7 G2+M2D percent of all the ?obs in America, are being created by
entrepreneurial businesses @ou are the engines that literally drive our
society @ou are the ones that create the ?obs, that create the
opportunities, that pay all the ta>es7 if that doesn&t make you mad,
nothing else will
@ou are the ones that provide opportunities, provide ?obs7 you are the
future (n fact, ( ?ust came back from Bussia7 ( was in Bussia last week
working with + on an entrepreneurship pro?ect that (&ve been working on
now for C0 years 9ometimes things take a lot of time to come to fruition7
but my goal + and ( was at the Nremlin, meeting with the assistant to
Kladimir *utin on this7 and (Hve got complete support all the way down,
and it is to do a crash course on entrepreneurship for the 9oviet Onion, or
for Bussia + it&s no longer the 9oviet Onion )ecause they don&t understand
economics, and they don&t understand free markets, and they don&t
understand proftability -hey were taught for years that these were all
evil things, and now they realise7 and Kladimir *utin in con?unction with
=eorge % )ush, has said &%e have got to turn Bussia into an
entrepreneurial democracy And we&ve got to do this 'uickly&
9o what (&ve designed is a really neat program, and it&s a crash course7
because what (&ve found is this -hat a country is successful to the degree
to which it&s entrepreneurs are respected, cared for, tended, nurtured,
fertili,ed, and encouraged And a country is unsuccessful to the degree to
which entrepreneurs have a hard time 9o the most successful countries in
the world7 the freest, the most prosperous, the most wonderful countries
in the world are the ones that have the greatest number of entrepreneurs
And the Onited 9tates, if thereHs a sweepstakes, and Onited 9tates won
the sweepstakes this year, worldwide is the most entrepreneurial country
in the world %hich means that it&s more possible to start here or to come
here, and to build a business and become wealthy, than any other country
in the world, ever in the history of man on Parth 9o you are at the front of
the line @ou&re at the front of the line in terms of becoming successful,
here, right now (f you can&t do it here, it&s not possible to do it Aow you&ll
have to learn how to do it, but the fact is that you can do it
And our ?ob today7 my ?ob in the little bit of time that ( have7 is to give you
some ideas, and then Jay&s ?ob and the ?obs of the other wonderful people
here, is going to build on that )ut let me ask you a second 'uestion
%hat&s the most important part of today. And this entire conference.
!Audience replies + unclear"
%ell the answer is7 and it&s very important, the answer is what you do
afterwards $i John (t&s not the fact that you&re here, it&s what you do
afterwards7 it&s the actions that you take And (&m going to give you a very
simple principle First of all, you are very important 9econd of all, what
you do afterwards is the critical determinant Action orientation is the one
identifable 'uality of really successful people 9uccessful people are in
action, they&re in motion, they are moving, they are doing things, they are
trying things ( cannot tell you how important this is7 is that the faster you
take action7 Bich :eKos told me this, long before he was one of the richest
men in the world $e said, &)rian, we have found in our research,& he said,
&that there is a direct relationship between how fast a person takes action
on a new idea or opportunity when they hear it, and how likely it is that
they will ever take action on anything&
Aow, if you do something repeatedly over and over again, what do you
develop. @ou develop a habit Aow, M6D of everything we do in life is our
habits 9uccessful people have good habits 9uccessful people have done
certain things over and over again, until they become automatic -hey get
up early, they get going, they prepare, they plan their days, they make
calls, they get out there, they pay their ta>es, they do their ?ob properly (n
other words, they do the things that lead to success, alright.
Onsuccessful people have bad habits Let&s ?ust say unsuccessful people
don&t have good habits yet, alright. 9o the development of habits is the
key to success All successful people have good habits Aow, if you hear a
good idea and you take action on it 'uickly, and every time you hear a
good idea, you try it out, what kind of a habit are you going to develop.
@ou&re going to develop the habit of action orientation, you&re going to
become the kind of person who&s a moving target ( know people who are
worth millions and hundreds of millions of dollars7 entrepreneurs that have
never had a day in business school7 tenth+grade dropouts7 but they have
one 'uality is they&re action oriented 9o if you hear something good
today7 and you&re going to hear so many good things in the ne>t couple of
days7 if you hear these things, the most important thing is, imagine an
archer pulling the bow back7 your ?ob is to take action as 'uickly as you
can
Aow, if you take action, only two things can happen7 what are they.
!Audience replies"
@ou can either succeed or you fail Aow, if you succeed, good7 you do
more of that, wonderful (f you fail, what happens.
!Audience replies"
@ou learn something, which makes you smarter, makes you wiser, makes
you tougher, and pushes you forward Aow, here&s the interesting thing
%e only learn to succeed by failing (t is impossible to succeed without
failing, and the most successful people are the biggest failures -he
people who succeed the most, fail the most (&ve had this argument with
people, they say,& #h no, successful people are ?ust lucky people -hey
?ust kind of lucked into the right opportunity&
Ao, thatHs not the case 9uccessful people fail over and over and over
again, but they keep picking themselves up, and trying, and they keep
getting smarter and smarter and smarter -hey had four millionaires, self+
made entrepreneurial millionaires, interviewed on television recently, and
they asked them during the interview7 they were sort of around the couch
like this, &$ow many di4erent businesses have you tried before you found
the one where you made a million dollars.& And they hadn&t even thought
about that, so they had a commercial break, and these guys sat down and
calculated up, and it came back on again -he average was C< -hey had
given C< shots on average7 some had given J2, some had given C07 but
there was C< on average
Aow, 'uestion, okay, did they fail C6 times and then succeed the C<th. #r
did they get smarter and smarter and smarter until they were impossible,
impossible to stop And that&s e>actly what happens with you 9o therefore
whenever you get knocked down, whenever you fall on your face, say
&-his is part of the process7 this is the price that you pay -his is the price
that you pay to be in the top CD -his is the price that you pay to be a
millionaire& Can you become a millionaire on the cheap. Can you become
a millionaire 'uick and easy. #nly idiots buy lottery tickets, and they say,
&#h, (&m going to become a millionaire by buying a lottery ticket&
Ao (&m here by the way, to tell you (&ve got some bad news for you -wo
things1 one, you&re not going to win the lottery 9o don&t buy any more
tickets -he lottery ticket is a stupidity ta>, it&s the only ta> people pay
voluntarily
!Laughter"
Aumber two7 ( hate to tell you this7 there is no long+lost relative who&s
going to die somewhere and leave you a pile of dough 9o the only way
that you&re going to become healthy is all by yourself, and you&re going to
become wealthy by applying what we learn here Aow, ( have studied
success all my life, and (&m going to try to give you ?ust, in the time that
we have, some really good ideas, the best ideas ( know 9o, what ( have
found7 and ( started o4 my life so far behind ( thought ( was frst
!Laughter"
( do not graduate from high school, ( fnished in the half of the class that
makes the top half possible
!Laughter"
And ( worked at laboring ?obs for years and years, until, when ( can no
longer get a labouring ?ob, (, like you, got into sales @ou know how we get
into sales in entrepreneurship. %e back up and we hit something7 we get
out to see what it was, and it&s a sales ?ob -here we are, and then we
Iounder around7 and then after spinning my wheels for about 6 months, (
fnally went and asked somebody, &%hat are you doing di4erently from
me.& And he told me, and ( did it ( asked the top person in my company,
who was selling fve or ten times as much as me7 &$ey, what are you doing
di4erently.& And he said, &%ell, this is how ( sell,& and ( won&t go into the
details of it, but he had been trained by a Fortune 622 company, he had
twelve, CG, 0; months of intensive training $e knew how to sell in a
logical and orderly way
9o ( begin to sell in a logical and orderly way, and my sales went up -hen
( began to come to conferences like this, and take notes, and practice
what (&ve learned7 and my sales went up And ( began to read books and
listen to audio programs, and my sales went up until they made me a sale
mangler And eventually they said, &%hatever you&re smoking, share it
with other people,& because it worked 9o now (&ve trained more than half
a million sales people worldwide, and many of them, countless of them,
are millionaires today )y the way, in America today, we have fve million
self+made millions Five million -hat is greater + and there&s seven million
in the world7 fve million are in the O9 -hink about that, okay.
Aow, if you have fve million self+made millionaires, where do they all
come from :o you know where <MD of self+made millionaires come from.
<;D come from entrepreneurship <;D come from the people in this
room And 6D come from sales And what do you think the most
important single skill for entrepreneurship is. 9ales7 the ability to sell what
you have (t&s a complete idiot who say, &(&ve got a great product, (&ll ?ust
fnd somebody to sell it& @ou must be out of your mind (f they can sell it,
they won&t work for you -hey&ll sell their own stu4, they&ll make money
elsewhere
9o therefore, <MD, or almost G2D of your possibilities of becoming a self+
made millionaire contain within yourself and what you&re doing right now
And so your ?ob is ?ust to fgure out how you&re going to do it %ell, what (
found was7 and this is + where are they. P>cuse me -here we go, got it
!Laughter"
(f you want it done, you&ve got to do it yourself #kay %hat ( found was
that the law of cause and e4ect is what predicts everything -he law of
cause and e4ect is the reason for everything that happens Aow if you
only had one or two self+made millionaires in America, you could say that
was a remarkable coincidence )ut if you have hundreds, and thousands,
and millions of self+made millionaires, then you have to assume
something&s going on here 9o what we say is, &9uccess leaves tracks7& fnd
out what successful people do, and do the same thing -he law of cause
and e4ect says, Qif you do what other successful people do, you get the
same resultsH
Aow, here&s the great application of the law of cause and e4ect7 it is that
thoughts are causes and conditions are e4ects @our entire outer world is a
reIection of your inner world -his is the great discovery in all of human
history7 to me it is the greatest of all discoveries ( read it every day, and
every single time ( read it, (&m ?ust Iabbergasted $ere is the great
e'uation, are you ready. -he great e'uation is ?ust this (t says that your
outer world is ?ust simply a reIection of your inner world (f you want to
change anything on the outside, you have to change something on the
inside -his is why *eter :rucker says that &Nnowledge and know+how are
the keys to the 0Cst century& Nnowledge plus know+how, or knowledge
and skill, are the keys to the 0Cst century
(t&s because what happens when you learn new things. @ou change the
person you are on the inside As you change the person you are on the
inside, your outer world begins to change to reIect it 9o here is the great
discovery, and (&ll write it in red @ouHve heard this many times, but again,
it is the basis of all religions, and all philosophy, and all metaphysics, and
all psychology, and all success7 it is that you become what you think
about, most of the time @ou become what you think about, most of the
time @ou become what you, think about, most of the time
Aow, here&s the 'uestion + by the way, this is always true, e>cept there are
+ there are some e>ceptions, because if there weren&t some e>ceptions,
then every young man would turn into a young woman by the age of 02
!Laughter"
And all fat people would turn into pi,,as #kay 9o, you become what you
think about most of the time 9o the good news has been done And by
the way, this is the rule7 all the research has been done, we don&t have to
reinvent the wheel All the good ideas have all been found, we ?ust have to
learn them and apply them7 we have to take action on them Action
orientation #kay, so then the 'uestion is7 and they&ve interviewed over
J62,222 entrepreneurs and we sliced and diced them up by how
successful they are, and they&ve looked at the top C2D of entrepreneurs
And by the way, everybody here in this room is in the top C2D, or you
intend to be (s that correct. 9ay yes
!Audience shouts &@es&"
#kay, so what they did is they asked these people what do you think
about most of the time. %hat do you think about most of the time. And
can you guess what successful people think about most of the time.
!Audience replies + inaudible"
%ell, it&s a little bit more than that, but ( will tell you, there is a particular
mindset that leads to success, it&s absolutely slam+dunk guaranteed, that
if you have the proper mind set, you will be a great success in life )ut not
only that, you&ll be happy all the time %hich is as important as anything
else7 you&ll be a happy success, alright %ell, here&s what they fnd7 they
fnd that happy successful people think about what they want, and how to
get it, most of the time @ou think, &-hat can&t be that simple& @es,
successful people think about what they what and how to get it
9uccessful people have very clear goal, they know who they are, and what
they want, they know what their priorities are7 but they think about what
they want and how to get it all the time
9o (&m going to teach you your operative word, which will guarantee your
success in life, and the word is simple, 5$ow5 9ay &$ow&
!Audience shouts &$ow&"
From now on, whenever you have a goal, you say, &$ow do ( achieve it.&
%henever you have a bill7 &$ow do ( pay it.& %henever you have a
problem, &$ow do you solve it.& %henever you have an obstacle, &$ow do
you overcome it.& )ut from now on, the only 'uestion that you ask is
&$ow.& And it&s very interesting7 ( was speaking to a self+made multi+
millionaire a couple of weeks ago, ( went in to speak to him7 he has 0M
companies $e bought in an entire roomful of all of his e>ecutives, and
said &)rian,& he said, &Just talk to them for three hours and tell them
anything you want& And so ( did, and at the end of it, he came up to me
and he said, &)rian, you started with nothing, and you started as a new
immigrant to this country7& he said, &)rian, that word &$ow,& he said, &=ee,,
(&ve known that in the past and (&ve forgotten in, it&s the most important
thing ( learned,& he said7 &-hat&s going to become our operating word
throughout all of our companies&
%e&ve got lots of challenges, and the markets are up and down, and the
stock market is up, and the customer&s come and go, and so on7 but the
critical 'uestion, how. And here&s what happened, when you ask the
'uestion &$ow.& it&s like stepping on the accelerator of your own car,
sitting in neutral !Eimics a car" And it throws o4 sparks of ideas
Bemember, ideas are the keys to wealth in the 0Cst Century, so when you
keep asking &$ow.& and then &$ow else.& and then &$ow else can we do it.&
and &$ow else.& and &%hat&s another way to do it.& And you keep asking
&$ow,& and you get everybody thinking in terms of &$ow,& what you do is
you become intensely solution oriented
Aow, here&s an important point @ou have two types of people in the world,
the bottom7 the G2 or M2D who are problem oriented, and talk about their
problems all the time7 and then you have the top people like yourself who
think and talk about the solutions all the time 9o one of the most
important orientations that ( learned, is successful people are solution
oriented Aow, from now on, remember, the natural tendency of human
nature7 it&s almost like gravity, okay (n that our natural gravity is to talk
about what we&re worried about, what we&re an>ious about, who we&re
mad at, what our problems are and everything else, but the top people
don&t do that
-hey discipline themselves, so they wait, stop7 thereHs no future talking
about things that have already happened that can&t be changed %e can
only talk about the things that we can do something about, so the only
'uestion we ask is &$ow.& @ou have a problem, how do you solve it. And
you become intensely solution oriented, and your 'uestion is &%hat is the
solution.& &#kay, ( know we have a problem, what&s the solution. @es, (
know that happened, but what&s the solution. @es, ( know we have a
di8culty there, but what do we do now. %hat&s the ne>t step.&
)ecause what we fnd, is that solution oriented people are future oriented
people Aow, does anybody here + 'uick 'uestion + does anybody here
have a light bulb + light at home with a dimmer switch on it. #kay, ( see
some of you are too tired to raise your hands @eah, those are the people
that like to go through the revolving door of life on somebody else&s push,
you know. &( won&t raise my hand, (&ll let the person ne>t to me raise their
hand&
!Laughter"
La,y buggers !Baises voice" $ow many people have dimmer switches at
home, for Christ&s sake.
!Audience shouts"
-hank you so much, gee, %e&ve got to put more ?uice in that co4ee, Jay
Anyway, so a dimmer switch can be controlled mechanically by either
turning it or pushing it up and down #kay, that&s a dimmer switch Aow,
when a dimmer switch is on full, it&s fully bright, okay. %hen a dimmer
switch is down, it&s low and dark @ou have a dimmer switch on your brain,
and this is critically important @ou have a dimmer switch on your brain,
and it&s the critical determinant of your success and happiness in life7 it&s
so simple @ou have tremendous mental abilities, but it&s like a light bulb7
it&s turned down, then it ?ust gets very, very little light )ut if it&s turned
up, it gives you tremendous life %hen you dimmer switch is on full, and
it&s full bright7 you are creative, you are positive, you are confdent, you
are happy, you are powerful, you have high energy, you&re immune
system is strong, you need less sleep, you&re more e4ective in your
interactions with other people7 it&s everything good when your dimmer
switch is on full
%hen you dimmer switch is down low, because of problems, di8culties7
you get worried, you get an>ious, you get nervous, you&re frustrated,
you&re irritable, you snap at people, you don&t sleep well at night, and so
on :oes anybody know what (Hm talking about. And our dimmers
switches, by the way, are going up and down all the time Aow, a physical
dimmer switch you control with your physical + mechanically, with your
hand And a mental dimmer switch, you control with your thoughts And
there are certain thoughts that you think that keep your dimmer switch on
full #ne of the things that&s going to happen is a result of this conference,
is not ?ust at the end of the conference, but throughout the conference,
you&re dimmer switch is going to go &%ham, wham, wham,& you&re going to
+ &)oom, boom7& you&re going to have ideas and sparks, because whenever
you hear a good idea, that you think can help you, your dimmer switch
goes on full (t makes you happy
$uman beings are naturally creative, and whenever we have a good idea
we feel happy, it ?ust kind of &%hoo7& even if we haven&t done anything
with the idea yet, we feel happy ( mean, if we sit there and think about
what we&re going to do afterwards or go + well, never mind, ( won&t go into
that (t makes us happy Anyway, the very anticipation of an event -hey
say G6D of all of our emotions are determined by our anticipation of what
will happen (f we think, &(f we use this, we&re going to be more successful,&
it makes us happy ?ust to learn the idea
9o there&s certain thoughts that you&re thinking7 ( could spend all day on
this, but when you think about solutions, your dimmer switch goes on full
%hen you ask the 'uestion &$ow.& your dimmer switch goes on full %hen
you think about the future and where you&re going7 and Jay was talking
earlier about having a clear reason, mission, vision, which we&ll talk about
in a second7 for you future, whenever you think about an e>citing future,
your dimmer switch goes on full And the interesting thing is, if you keep
thinking about the things that you want, and how to get it, and you think
about your problems and how to solve them, you think about your goals
and how to achieve them7 eventually it becomes a what.
!Audience murmurs"
(t becomes a habit and you develop the entrepreneurial mindset -he
entrepreneurial mind set is a person who&s always positive, forward
orientated, thinking about where they&re going, thinking about how to
remove the obstacles, -he non+entrepreneurial mind set is a person who&s
passive, waiting for things to happen, complaining about life, wahh wahh,
bitch, bitch, moan, moan &Ey mother didn&t love me, my father was this,
my childhood sucked& :id anybody here have a lousy childhood, say yes
!Audience shouts &@es&"
=ood =et over it
!Laughter"
%e don&t want to hear about it anymore ( don&t ever want you to talk
about your lousy childhood ever again )ecause do you know how many
years are consumed, and what ( found in meta+physics was this, the more
you think about sub?ects that make you unhappy, the more unhappy they
make you And eventually you get to the point + 'uick aside, sidebar no
e>tra charge, Jay
!Laughter"
%hat&s the most popular prescription drug in America. *ro,ac, and it
replaced Kalium, which replaced something else7 and *ro,ac is an anti+
what. (t&s an anti+depressant Aow, today we have C222D increase in the
last C22 years, a thousand percent increase in depression in America &(&m
depressed, they&re depressed, they&re ?ust depressed, they&re so
depressed, they&ve got to have pills, (&m so depressed& %hy are so many
people depressed. %ell, they did a 00 year study at the Oniversity of
*ennsylvania, and they fgured out why *eople are depressed because
they sit and think about their problems all the time
-hey sit there and + have you ever made tea7 you put hot water, boiling
water into tea, and you forget about it, and the hot water works on the
leaves, and they steep @ou know what steeping is. -hey steep, and tea
becomes darker and darker and darker %ell, the word that they came up
with at the Oniversity of *ennsylvania + this is in a psychological study +
was the word &mullH Onsuccessful people, unhappy people mull over their
problems, they think about their problems all the time, they steep the tea
leaves of their problem, they mull7 and their minds become blacker and
blacker And pretty soon they actually change + their thoughts actually
change the chemical construction of your body, and they actually make
themselves physically ill (t&s called psycho+somatic medicine *sycho7 the
mind, make soma7 the body, sick
G6+M6D of our health problems today are psychosomatic, as people are
?ust thinking over their problems, and the more you think about your
problems, the more depressed you become 9o they say, &(&m depressed&
Aow, people say, &%ell, this person has a bio+chemical problem that&s
leading to depression @es, it&s called stinkin& thinkin&
!Laughter"
-hat&s what it is (t&s what they&re doing @ou know, if ( said, &@ou become
what you eat,& you would say, &%ell, everybody knows that& ( mean, if you
eat really good healthy foods, fruits, vegetables7 everybody knows the
proper foods to eat7 if you eat these foods they eventually a4ect the
chemistry of your body, cell structure and everything else Pverybody
knows that, don&t waste time with that %e&ve heard that a million times,
okay. %e don&t eat any better, but we heard it, okay. Aow, it&s the same
thing7 you become what you think about7 whatever you feed into your
mind -hat&s why coming to a place like this + do you know how many lives
have been changed by coming to a conference like this. -here&s
something about being in a room full of incredible people, all of who have
great ideas, ambitions, hopes, aspirations and so on7 that creates a force
feld of energy in the room, and you will have ideas $ere&s my promise
@ou&ll have an idea, Jay will be talking, or someone else will be talking7
you&ll have an idea, and it&ll spring into your mind like one of those little
lightning things in the cartoons, and it&ll have nothing to do with what the
person is saying
And it&ll ?ust, &)oom,& this idea + ?ust &)oom,& like that And what you do,
here&s the rule, catch the idea and write it down %hen you get an idea,
don&t wait Just write it down 'uickly, because that idea might be worth
the whole conference, and nothing in the conference was about that idea
)ecause the room7 there&s an atmosphere of intelligence in this room that
everybody can tap into (t&s almost like an electrical force feld that you
can tap into 9o your ?ob is to keep your mind on what you want And the
reason why people are depressed is that they&re going to talk about what
they don&t want all the time 9o when a person starts talking about
something they don&t want, say, &(s that what we really want. (f we don&t
want it, let&s stop talking about it&
Aow, a friend of mine who is a psychiatrist, said, &(n 06 years of psychiatric
counselling,& he said he most common two words he ever heard7 when he
met with a client for the frst time, or even later7 were these two words
And the words are &(f only& &(f only, if only, if only (&d done this, if only (&d
done that, if only he or she hadn&t done this, done that7 if only my parents,
if only my spouse, if only my kids, if only ( hadn&t hired that 9#) that
robbed me blind7 if only, if only, if only&
%ell, you can take all your &if only& and your &could haves& and your &should
haves,& and add 62 cents and buy yourself a cup of co4ee at a cheap
place, okay. -he fact of the matter is, that all if onlys refer to the past (&m
going to give you a piece of advice, is let the past go -he past has only
one value for us7 it teaches us to be successful in the future 9o what you
do is you sort the wheat from the chafe, and you take out the things from
the past that were helpful, and let the rest go And don&t ever say &if only&
again &(f only ( invested in real estate in this area C2 years ago, ( mean&
%ell you were broke then and you&re broke now, so shut up
!Laughter"
(n other words, get your head out from wherever it is stuck, and get on
with the future And don&t worry about the past -he past, you can&t
control the past G2, M2D of people&s energies are immersed in worrying
and talking about the past @our ?ob is to be future+oriented @our ?ob is to
be solution oriented @our ?ob is to think about and talk about what you
want and where you&re going7 that&s the key to successful
entrepreneurship Pntrepreneurs are in motion, in a forward motion, all the
time Aow, there&s an incredible thing7 (&ll come back to this in a minute,
but when ( was in China recently, ( found that the Chinese + ( was speaking
in 9hanghai, we&ve got 02 million people in 9hanghai %oo (&ll tell you,
thank =od those entrepreneurs don&t come over here, they&d eat us alive, (
mean, these people eat raw meat ( mean, they&re hungry, (&ll tell you
what C6 hours a day, that&s slacking, you know
9o anyway, but the Chinese believe in luck -he Chinese believe a lot in
luck, okay. And the reason is because throughout all the history of China,
there have been wars and revolutions, and famines, and plagues, and
mass murders, and one tribe massacres another7 so life has been
e>traordinarily unpredictable, right up until recently, by the way7 the way
the Communists come over, kill tens of millions of people and so on7 you
never know what&s going to happen 9o, the Chinese believe that a lot of
everything that happens in life is luck %ell, ( have studies this sub?ect for
many years, and what (&ve found is that there&s a di4erence between what
we call luck, and what is called chance
Aow, chance is what takes place in casinos @ou draw cards, you roll the
dice, you put your money down on the roulette table7 none of which you
know anything about, but + ah, but this is chance7 you have no control
over it, you have no control %hat we fnd, by the way, is that
entrepreneurs do not like games of chance Pntrepreneurs do not gamble,
they don&t go to Las Kegas, they don&t buy lottery tickets, they do not
believe in gambling And by the way, if you believe in gambling, get it out
of your head, because what it does, it&s a defect in your computer (t&s a
bug that eventually poisons the whole program, because the gambling is
always an attempt to get something for nothing An attempt to get
something for nothing starts o4 with a little tiny thing, and it actually
grows, and it gets worse and worse, and then we have Pnron, and all of
these scandals that people go to ?ail for years and years
9o, what ( found is that luck is really a matter of probabilities Aow, there&s
a probability that everything will happen -here&s a probability that if you
Iip a coin, it&ll come down heads or tails %hat&s the probability. Can we
turn on these light full please. %ho turned the lights down. *lease turn up
the lights, okay :on&t touch those lights, (&ll smack your hand -his is not a
nightclub, this is a seminar, right.
Ah, so, what is the probability that a coin will come down heads or tails.
62D @ou could Iip a coin all day long, what&s the probability ne>t time.
Always 62D Aow, there&s a chance in America, that the people will
become millionaires %hat is the probability of you becoming a millionaire
if you&re in America ( mean, ?ust basically if you&re born in America, grew
up in America #r you could move to America %hat&s your probability. (t&s
6D 6D of American families have a net worth of more than a million
dollars )y the way, please understand this, everybody in America starts
of broke America was started by brilliant, brilliant people who decided to
create a country where people could start o4 with nothing, and become
successful
(t&s the only country in the history of the world that has a Constitution, )ill
of Bights, :eclaration of (ndependence, and legal structure that is
designed for the common man Ao other country, in human history, has
ever had it Aow, you&ve got a lot of left wing, pinko, limp+wristed people
in government, who think that America should be a great Communist
society, and so on, and so these people are always trying to raise ta>es
and increase regulations, and diddle with the law -hey have tried to fght
9upreme Court Justices who want to interpret the law the way the
founding fathers wrote it, and all these other people want to game the
law And there&s people on the left who are always trying to game the law
-hey believe the law is there to be broken if you can get away with it
%e&ve had them in o8ce for G years, okay. And that&s why we have so
much trouble today7 everybody thought that the law was there to be
gamed 9o you&ve got so many people trying to cut corners, the fact of the
matter is, society is not ruled by law7 it&s a society ruled by chaos
%e must have law and order (f you don&t like the laws, we work to change
them, but we obey the laws #ne of the most important things about
being an entrepreneur, is always pay your ta>es, always obey the law
Aever do anything that is dishonest (f ever you do anything that&s
dishonest, it&s like putting your hand into a bear&s mouth, and the bear
closes their ?aws7 getting out of the legal system is a nightmare :on&t
ever get into it Are you with me so far. :on&t ever + they say that
entrepreneurs are always trying to cheat on their ta>es7 don&t ever cheat
on your ta>es %e don&t like ta>es, we all fght for people like )ush, who
wants to lower ta>es, but don&t ever mess around with your ta>es #nce
they catch you, they&re the most terrible human beings that ever lived,
those people in government Awful #kay, well, so
!Applause"
9o, it&s really important (t&s better to be poor and honest, than be rich and
dishonest, because remember, as 9atchel *age once said, &@ou better keep
moving, because something might be gaining on you& #kay, they&re
gaining on you and you always get caught *eople think, &%ell, (&ll game
the system7& you&ll always get caught 9omething about the legal system7
you always get caught 9o don&t get caught
9o anyway, probabilities -here&s 6D probabilities Aow, that&s pretty good
probabilities7 highest probabilities in the world7 6D will become
millionaires And as ( was saying before, by the way, about being broke,
well some people complain, &%ell, ( don&t have any money, how can (
become rich.& %ell ( got news for you7 nobody has any money to start o4
with American&s like being broke so much, they keep going to it
throughout their lifetime
!Laughter"
)eing broke is the normal thing, all self + self+made millionaires on average
have been broke, or nearly broke, J0 times 9o if ever you&ve come to the
edge, you&ve come almost + gotten broke or you got deeply in debt and so
on, ?oin the crowd %hen you get deeply in debt, and you get under the
gun, and the pressure is high, and you&re in an emotional pressure cooker,
and you are scrambling7 you know what&s happening. @ou are learning at
an incredible rate, like a fusion reaction #ne really tough business
e>perience that almost destroys you, if you don&t + as /unclear3 said, &%hat
doesn&t kill me makes me stronger7& one really tough business decision will
teach you more lessons that will enable you to be successful than
anything you can imagine As a matter of fact, when you are going
through hell, you say, &-hank =od, oh boy, this is really helping&
!Laughter"
&)oy, am ( learning a lot& #kay 9o, the fact is, if you&re playing with the
gun7 well, if you&ve got 6D chances, it&s like playing Bussian Boulette with
a gun that has CM chambers loaded, and one empty -here&s !imitates a
barrel of a gun spinning", and push the + /unclear3 the bullet, and not good
odds, okay. 9o what is your ?ob throughout life, in terms of becoming
wealthy and happy. @our ?ob is to increase the.
!Audience replies"
*robabilities And everything that you learn that helps you to become
better, like here, increases the probabilities %hen you think about the
solutions, you increase the probabilities %hen you know e>actly what you
want, you increase the probabilities %hen you treat other people well,
you increase the probabilities %hen you take good care of your physical
health, you increase the probabilities And you&ll fnd that fnancial success
is rare, but it&s a result of a whole series of probabilities -he person who is
successful has done a whole lot of little things #ne thing they didn&t do,
they didn&t step on their own windpipe by doing things that were
dishonest
#kay 9o, what we fnd is that the most important single 'uality for
success as an entrepreneur + number one 'uality is the 'uality of
optimism Pntrepreneurs, in studies of tens of thousands of successful
entrepreneurs, we fnd that entrepreneurs are optimistic -hey&re positive
about themselves Aow does this mean that they&re positive all the time.
Ao, it ?ust means that in general, they tend to be positive and
constructive about their life and their work And that&s why Aapoleon $ill,
in the middle of the depression, wrote his book and said that the key to
success is a positive mental attitude Pverybody goes, &%ow, that&s a
remarkable thing&
(t&s a positive mental attitude *EA Aow, optimism is what they
discovered at the Oniversity of *ennsylvania as being the predominant
'uality of the highest paid, most successful and highest paid people and
happiest people in our society 9o optimism7 and what the conclusion was
that optimism was learned *eople learn to be optimists or they learn to
be pessimists -hey learn to be optimists by thinking about things that
they want, and they learn to be pessimists by thinking about the things
that they don&t want And they learn to be optimist by thinking about their
future and their possibilities and they learn to be pessimists by thinking
about what happened in the past that they can&t change Are you with me
so far.
Aow, here&s the rule from =ary Rukav $e says, positive thoughts
empower %henever you think a positive thought, you feel more powerful
%hen you think a negative thought, it disempowers, it weakens you,
makes you angry, turns your dimmer switch down 9o there are three
ways that you become an optimist Aumber one is you think and talk
about what you want -hink and talk about what you want, and how to get
it
-his is + if you ?ust did this, by the way, go home now )ecause ( promise
you this, the more you think of talking about what you want, and the more
you focus on how to get it, which is why we&re here today, the faster you&ll
move ahead -he greater the probabilities will be that you&ll be successful
Aumber two is, they look for the good (magine that everything that
happens, happens for a good reason, so look for the good in every
situation Look for the good in every person @our business went broke7
well that&s okay, it was a lousy business anyway @our house burned down7
well, that&s okay, we needed a new house closer to the o8ce @our car got
stolen7 well, the ashtray&s were full, who cares @ou know
(n other words, you become + you always look for the good Aow, here&s an
interesting thing (t&s like a dog looking for a bone7 &sni4, sni4, sni4, sni4,
sni4& (f you keep looking for the good, you will fnd it (n the )ible it says,
&9eek and you shall fnd7 for all who seek, fnd it& (t means that if you look
for the good, you will fnd something And the interesting thing is your
mind can only hold one thing at a time, positive or negative (t&s called the
law of substitution 9o therefore, if you look for the good, you knock out
@ou block out, by substitution, all negative thoughts 9o if your life is going
to hell in a hand basket, you say, &#h, that&s good -hat&s good, that&s
great&
9o these are your words7 &-hat&s good& % Clement 9tone would say
&-hat&s good,& all his life7 he started o4 selling newspapers on the streets
of Chicago, and died worth $G22 million And he taught people to always
be optimistic, always look for the good And the wonderful thing is, if you
look for something good in any situation, you will always fnd something
good Aow, here&s the second key to + third key + to becoming an optimist7
you seek the valuable lesson And this is so important7 you make it a habit
to always look for the good, and seek the valuable, valuable lesson in
every situation And if you seek the valuable lesson, surprisingly enough
you&ll always fnd it
(n studies of hundreds and hundreds of self+made millionaires, multi+
millionaires and billionaires, you fnd that every one of them have
developed a habit, a habit of looking into every single setback or di8culty,
for the lesson And they always fnd it -here&s always a lesson that is
actually worth more than the problem And sometimes it is the lesson that
turns your life around 9ometimes a setback, when it occurs, in retrospect,
you say, &-hank =od that happened, because if hadn&t happened, (&d have
kept on that course of action, instead of going on this course of action,
where ( achieved my great success&
Aow, here&s something that was discovered, by the way, by )uckminster
Fuller, and it&s very important (t&s called the theory of procession And it&s
not discussed anywhere, but it&s something that ( have learned, and it was
rediscovered in a C0 year study and )abson College, amongst successful
entrepreneurs And they called it the corridor principle -hey said that
when you set o4 to achieve your success, usually your target is here,
okay (t&s a certain amount of sales, a certain amount of proftability, and
you start of down a corridor, like you&re walking down the corridor of this
hotel And as you walk down this corridor, towards your target, because
that&s where you think it is, something happens and your path is blocked
#kay. -he market changes, collapses, run out of money7 a thousand
things happen $owever, at this point, another door over here opens And
there&s another corridor, so you start down this other corridor And your
target seems to be down here (t seems that the target has shifted, and
you start down there, and, as you start down this here, you hit another
block
)ut each time you hit a block, another door opens and you start down
another block And you start down here, and you hit a block, and another
door opens And this is the way life is And eventually what happens7
another door opens, and you eventually, by the way, fnd another door
opens, and eventually, you fnd yourself at your target, which was
fnancially independence7 you fnd yourself there in a totally di4erent way
to than you e>pected Almost every single person who succeeds, succeeds
in a di4erent way, a di4erent area, a di4erent product, di4erent service,
di4erent market, di4erent customer base, di4erent business model7 than
they started o4 with )ut they said, &Aow, here was the key to success&
-he di4erence between successes and failures is successful people
wanted to have everything ?ust right before they started down the
corridor
( mean, unsuccessful people 9uccessful people ?ust started And so the
most important word that you&ll learn is the word &launch& (s &launch&
towards your goals, ?ust throw yourself, as we say, leap, and the net will
appear 9o what you do, is you get a good idea, you ?ust launch @ou
pro?ect into action, you take action on it with no guarantees of success
And (&ll tell you, this is what they found at )abson College in C0 years, in
the entrepreneurial faculty -hey found the di4erence between successes
and failures is that successes are willing to try with no guarantee of
success Failures are always wanting a guarantee Always want to be sure7
&( want some kind of guarantee that ( will be successful if ( invest my time
or money&
)ut successful people sort of say + they think it through, they take a
chance, they get an idea here from Jay or someone else, they say, &(t
sounds good,& and they ?ust try it Aow, as soon as you try it, what
happens is you get feedback, instantly And the feedback, gives you
feedback that enables you to self+correct, and change course, and often,
you will self correct and you&ll get feedback7 &%hoosh,& and you&ll change
course7 &%hoosh,& you&ll change course7 &%hoosh,& you&ll change course7
keep changing course7 be like a long+tailed cat in a room full of rocking
chairs ( mean, you&re moving all the time And the interesting thing is, the
more you move, the more you change direction, and the more you&ll take
in new information and ideas, the more you increase the what.
*robabilities that you&ll be successful
And when you fnally achieve your success, people will say, &@ou know,
you&re ?ust lucky&
!Laughter"
&%ell, ( got up every morning early, ( worked hard all day, ( planned my
time, ( worked on high priorities, ( attended every conference, ( listened to
tapes, ( read books, ( did all of these things for C6 years, and fnally broke
through and made a million dollars, and that was ?ust luck. %hile you
stayed at home watching television, scratching your belling and bitching
about your childhood.&
!Laughter and applause"
( love you guys, (&m so happy to be with you, because we are all the same
( mean, ( feel like you&re my brothers and sisters, because we&re all going
through this (&m running my own businesses right now7 (&m one of the few
people who&s built a million dollar (nternet business @ou know anybody. (
make more money than Ama,on
!Laughter and applause"
-heir volume is greater but they still don&t make any money And ( cannot
tell you all the heartaches that (&ve been through $ow many times do you
get lied, deceived, cheated, swindled. ( mean, this goes with the territory
9mall business people seem to be either victims of our society7 everybody
wants to tear a piece out of them, until you become big enough to tear a
piece back Alright #kay
9o launch with no guarantee of success, and that&s the key thing
9uccessful people think it through and then launch with no guarantee of
success -he most important single 'uality for success is courage Just
have courage and its sister 'uality7 self+confdence Courage and self+
confdence Aow, courage and self+confdence are learned 'ualities $ow
do you learn courage and self+confdence.
=oing right back to Aristotle7 how do you learn it. @ou practice it whenever
it&s re'uired And even if you don&t feel courageous, you take a deep
breath and you do it anyway @ou ?ust whistle through the graveyard
( remember this story of motivation -his fellow is on his way home one
night and he&s running 'uickly, and the sun is setting, and he&s in a real
hurry, and he should probably be home for dinner, and he lives way on the
other side of this city cemetery And he things, &%ell, ( could really save
some time if ( ?ust cut through the cemetery& 9o he says, &(&ll cut through
the cemetery& 9o he&s hurrying through the cemetery as fast as can7 he
doesn&t want to be in the cemetery, and it&s ?ust nightfall, and he comes
racing around this hedge and he drops right into an open grave, that had
?ust been dug, for use for the ne>t day And it&s about C2 feet deep and
about ; feet wide, and about G feet long, for a large casket, and he drops
And he falls in the + the earth is soft, so he doesn&t hurt himself, and he
lands in this grave And he says, &=ee,, whoo& And he looks up, and it&s
night, and he starts shouting, &$elp, help, helpS& -here&s nobody there
&$elp, help,& nobody&s there And he thinks, &(&ve got to get out of here&
9o he started ?umping up and he starts to brace himself against the wall,
and he ?umps up, and it&s ?ust too high, it&s ?ust too wide, and he can&t get
out $e keeps pulling the edge down and he thinks, &:amn, this is stupid,
what a stupid thing to do, why didn&t ( watch where (&m going,& and he
tries, and fnally + he&s e>hausted, and he&s tired and dirty7 he&s sitting
there and he thinks, &%ell, the worst that can happen is that (&m stuck here
all night long, and they&ll fnd me tomorrow morning Ey family will be
upset& Jesus, he&s dumb And he sits down there in the bottom of the
grave and it gets completely dark, and he&s sitting there ?ust sulking,
okay. &:amn, damn, damn& -hen he hears this !knocks on something"
and then &)oom, boom,& and then somebody comes and drops + falls in the
other end of the grave
!Laughter"
Just the way he did And he&s sitting there like this is the pitch black + &(sn&t
that funny, that&s e>actly what ( did& And he the guy picked himself up
and he swore, and he started to ?ump up and he tried to get out and
everything And he says,& -hat&s ?ust what ( did& And he sits there
watching in the dark, his eyes have ?ust ad?usted to the dark7 he sits and
watches this guy swearing and getting all dirty and everything else And
he thinks, &%ell, ( might as well let him give it his best shot -hat&s what (
did& 9o he sits there 'uietly, then he fnally says + the guy is going
!breathes heavily", and he says, &%ell, ( should probably, you know, tell
him (&m here& 9o he gets up and he puts his hands on his shoulder and he
says, &9ir, you can&t get out of here& )ut he didS
!Laughter"
(t&s ama,ing what you can do with motivation #kay Aow, ( ?ust want to
ask you a 'uick 'uestion :oes anybody here have any problems.
!Laughter"
%ell, here&s the rule Life is a continuous succession of problems, and
when you enter onto the entrepreneurial seas, they will be storm+tossed
And there will be nothing but problems up and down *roblem after
problem after problem As a matter of fact, problems are inevitable,
they&re unavoidable, they&re continuous, like the waves of the ocean -hey
?ust keep coming Aow, unfortunately or fortunately, there will be a break
in your problems, and it&s called a QcrisisH
!Laughter"
9o you will have + and ( believe that problems and crises are very much
like the waves of the ocean @ou have the surfers& waves that come in
every seventh wave 9o you have problem, problem, problem, problem,
problem, problem, CB(9(9S !Bepeats" And so on 9o your life is like a
person whose heart is defbrillating, !mimics heartbeat", )oom
9o + and by the way, if you&re an entrepreneur, you&re going to have a
crisis every two to three months #ne of the rules is7 running an
entrepreneurial business7 every two to three months you&ll have a crisis
that can sink the business if you do not respond to it e4ectively -hat&s
?ust the way the world works -hese are the probabilities
And so what that means, by the way, and this can be a personal crisis, a
health crisis, a family crisis, a fnancial crisis, a customer crisis7 who knows
what it is (n fact, your ability to deal well with problems and crises is
really the test (t&s the mark of whether or not you&ve got what it takes to
be successful 9o what that means is that everybody in this room is either
in a crisis right now, has ?ust gotten out of a crisis, or is ?ust about to have
a crisis
!Laughter"
Aow, if you go to a doctor and you take a stress test, okay, and the doctor
gives you a stress test and they put you on the e>ercise machine and you
get your heart + frst of all they take your pulse, get your heart rate as
high as they can, then they take your pulse again7 then 6 minutes and C2
minutes later, they take your pulse7 what are they testing for.
@our recovery rate, that&s right Aow, please understand this, it&s a very
important point (s that if you have a crisis, a setback, a problem7 the only
way that you cannot be upset when you have a setback, a reversal, a
problem of any kind is if you ?ust don&t care Aow, it&s not possible to live +
only sociopaths and people who get elected to public o8ce + you know the
problem with politics, and ( won&t talk about politics anymore, because it
?ust makes us mad -he problem with politics is the world politics (t&s the
root (t comes from the =reek &*oly& means many and &tics& means
voracious bloodsuckers
!Laughter"
Anyway what they do is they test, and what they do is they test to see
how 'uickly you recover 9o you will have problems and crises, and you
will respond to them Pvery time you have a setback, according to the
psychologists, you + it feels like an emotional punch in the solar ple>us (t
feels like a shock, it actually stuns you when you have a setback (t&s like
!mimics getting punched", and you&re disappointed, and it kind of stops
you for a while And sometimes you&ll get angry, and sometimes you&ll
lash out -his is normal and natural, it&s okay #nly if you don&t care about
the result, can you not respond $owever, in medicine, we call this your
recovery rate, but in psychology we call this your response ability
%hat is your response ability. $ow 'uickly do you respond to di8culties.
Aow, nothing wrong with being set back, but how fast you respond -he
key is not getting your heart rate up, but how fast do you recover. -hat&s
the mark of health And physical health, if you have a very fast recovery
rate, fve or ten minutes7 your heartbeat&s back down to normal, what that
means is pretty much your whole system is pretty good -hat&s one of the
very best tests of your overall health, is a stress test -hat&s why anybody
over ;2 who applies for an insurance policy has to have one7 it&s a real
good test, okay
%ell, your stress test7 it comes all the day Almost every day, you&ll have a
stress test, and you&ll be a little bit taken aback when things go contrary
to your e>pectations, but the 'uestion is how 'uickly do you respond.
$ow well do you respond, and then your responsibility is the key
9o here&s the three words that you want to learn to use for the rest of your
life, and they are the words, &( am responsible& ( am responsible ( am
responsible ( don&t blame anybody else, ( am responsible ( take
responsibility 9ay it, say ( am responsible
!Audience says &( am responsible"
%hat that means7 (&m in charge of my own life ( have chosen this life (
have chosen to be an entrepreneur (t&s going to have ups and downs and
turbulence and everything else7 (&m going to have setbacks and reversals
on the way to becoming smart enough to become rich and to hold on to it
#kay, so (&m not going to complain or bitch or whine or moan about it, (&m
only going to do the third things, which is seek the valuable lesson 9eek
the valuable lesson 9o we look for the + we think and talk about what we
want, we look for the good and we seek the valuable lesson And here&s
the wonderful point, as ( said before, you will fnd the lesson if you look for
it
9o here&s a critical thing ( want to teach you with regard to problems (
want you to take your biggest problem in life right now, whether it&s a
personal problem, health problem, fnancial problem -ake your biggest
problem in life, which is the problem that causes you the most concern or
worry or aggravation Just think about what it is Aow we all have
problems stacked up like dinner plates
And the top dinner plate is our biggest problem, and the ne>t dinner plate7
we all lots of them, okay )ut there always tends to be one that&s kind of
bothering us the most %hat ( want you to do for the rest of your career is
to imagine that your biggest problem of the moment has been sent to you
by a great power that loves you, and wants you to be successful and
happy And this great power knows that the only way you can be
successful and happy, is if you learn critical lessons on the way through
And these lessons + you only seem to learn lessons + this power knows you
well7 you only learn lessons when it hurts $ave you noticed that.
%e don&t get free lessons Pvery lesson costs us money, costs us time,
costs us emotion And so when we have paid the price for a lesson, that is
the time when we&re the most open to learn 9o your ?ob is to look into
your biggest problem, and say, &%hat is the lesson contained in this
problem. %hat ( am ( meant to learn that will help me in the future to be
better.&
Jay Abraham Mastermind Marketing 2
And if you look into it, my promise is you&ll fnd it )ut don&t ?ust settle for
the frst lesson )ecause lesson often are in several levels And so what
you do is you say, &%hat else could be the lesson. And what else is the
lesson ( could learn here. And what else might be the lesson that (&m
meant to learn.& )ecause this problem has been sent to you to help you
-his power loves you and wants you to be successful And so this power is
structured this intricate lesson for you, so that you can learn it, and if you
learn it, it&s almost like a trophy7 you can take it and go to the ne>t level
(t&s almost like an e>amination certifcate that you pass7 you can now
graduate to an ever bigger set of problems and crises
!Laughter"
)ut you cannot move ahead *eople in life move up to the degree to which
they solve the problems at their level )ut you only solve problems by
looking for the solution and looking for the lesson in each problem Ey
friend, :r + Aorman Kincent *eel, used to say &%hen =od wants to send
you a gift, he wraps it up in a problem& And the bigger the gift that =od
wants to send you, the bigger the problem he wraps it up in Aow, ( know
many of you feel like its Christmas morning at your house )ut every
single problem you have contains a gift And if you&re looking for the gift,
your dimmer switch goes on full (f you&re looking for the gift, you&re more
creative and positive (f you&re looking for the gift, you&re more optimistic7
you feel more in control
(f you&re looking for the gift, you have more energy, you feel better about
yourself @ou feel powerful Are you with me so far. Aow, they sound like
mind tricks, but these are the things that have been discovered
throughout all of human history as being the key ways of thinking of the
most successful and happy people And at certain points, you&ll reach a
point where you are, by habit, a positive, constructive, optimistic person7
you still have reversals but you&ll ?ust bounce back from those reversals
And leadership + my friend Colin *owell7 ( worked with him many times,
said, &Leadership is the ability to solve problems 9uccess is the ability to
solve problems And the way we solve problems is we search for the
solution and we look within each one for the valuable lesson And my
promise is, you&ll always fnd it
( have four children, okay ( was, like a philosopher said, &)efore ( had any
children, ( had four philosophies about raising children, and now ( have
four children and no philosophies&
!Laughter"
And ( learned something from my family, and my parents were critical,
destructive, not great parents7 had no e>perience, alright *lus they went
through the :epression, plus %orld %ar 0, plus my mother was raised in
the Boman Catholic Church7 and so ( say &( come by my feelings of guilt
and unworthiness honestly&
!Laughter"
And so, however and ( used to complain about that ( remember with a
young woman ( was going out with some years ago, and ( ?ust started
complaining about my father7 &%ahh, wahh, wahh, wahh,& which we all do7
and she said, &)rian,& she said7 &9top for a second Are you happy to be
alive.& ( said, &@es& &Are you happy to be the person you are.& ( said, &@es&
-hen she said, &9hut up&
!Laughter"
&)ecause at least you&re parents got you here and gave you a ticket to
/unclear 01;63, okay. -hey gave you an opportunity to be the person you
are, so don&t complain about them anymore7 ( don&t want to hear it& And (
never did -hat was the end of it ( said, &%ell, yeah, they got me here
-hey dropped me o4 here, and (&m happy to be here -hey may have
screwed up on everything else but they did that alright& 9o ( made a
decision, though7 but the great thing for my kids + when my kids came
along, ( said, &)y gum, my kids are not going to be destructively criticised,
they are not going to be physically punished, they are not going to be
made to feel like they&re bad kids, (&m not going to shout at them and tell
them how terrible they are7 (&m not going to do any of the things that my
parents did to me&
9o what ( did is, ( did a reverse And ( was conscious + and my wife and (
are very, very in tune to this our kids have never been critici,ed and never
been punished7 physically punished, and you know what. #ur kids are
great kids -hey are stand up kids7 they are confdent, they are positive,
they are happy, ( mean, they are ?ust wonderful children
And whenever they have a problem, my mother was one of those gunny+
suckers @ou&d made a mistake when you were <, she would still rub it in
your face like a piece of poop when you were C<
!Laughter"
!Laughter" And so, how ( + and ( used to complain about that ( remember
with a young woman ( was going out with some years ago, and ( ?ust
started complaining about my father7 &%ahh, wahh, wahh, wahh,& which
we all do7 and she said, &)rian,& she said7 &9top for a second Are you
happy to be alive.& ( said, &@es& &Are you happy to be the person you are.& (
said, &@es& -hen she said, &9hut up&
!Laughter"
&)ecause at least you&re parents got you here and gave you a ticket to
/unclear 01;63, okay. -hey gave you an opportunity to be the person you
are, so don&t complain about them anymore7 ( don&t want to hear it& And (
never did -hat was the end of it ( said, &%ell, yeah, they got me here
-hey dropped me o4 here, and (&m happy to be here -hey may have
screwed up on everything else but they did that alright& 9o ( made a
decision, though7 but the great thing for my kids + when my kids came
along, ( said, &)y gum, my kids are not going to be destructively criticised,
they are not going to be physically punished, they are not going to be
made to feel like they&re bad kids, (&m not going to shout at them and tell
them how terrible they are7 (&m not going to do any of the things that my
parents did to me& 9o what ( did is, ( did a reverse And ( was conscious +
and my wife and ( are very, very in tune to this our kids have never been
critici,ed and never been punished7 physically punished, and you know
what. #ur kids are great kids -hey are stand up kids7 they are confdent,
they are positive, they are happy, ( mean, they are ?ust wonderful
children
And whenever they have a problem, my mother was one of those gunny+
suckers @ou&d made a mistake when you were <, she would still rub it in
your face like a piece of poop when you were C<
!Laughter"
@ou know what (&m talking about. %e all had parents like that %ell + so
what ( would do, is, my kids make a mistake7 they get into trouble with the
law, they get in trouble at school, something like that (&d bring them in, (&d
sit them down and ( would say, &Alright, what happened.& And they tell me
what happened ( say, &%ow, well gee,& )ut ( got into a lot of stu4 when (
was young )y the way, if you have good kids, good kids get into stu4
:on&t be so prissy =ood kids get into stu4 Crummy kids sit at home and
look at a stick, okay.
!Laughter"
=reat kids get into stu4 )ecause why. )ecause they&ve got energy,
they&ve got ideas -hey get into stu4 and they make mistakes $uman
beings make mistake @ou and ( are adults and we make mistakes every
day -hey&re kids, they have no e>perience, they make mistakes 9o when
my kids make a mistake ( say,& Alright, alright, ( did the same sort of
things Alright %hat did you learn. %hat did you learn from this.& First of
all ( say, &:o you accept responsibility.& &@es ( am responsible& &%hat did
you learn.& And they say, &%ell, ( learned about this, and ( learned that,
and ( learned this and ( learned that& And ( said, &-hat&s great& 9o what we
do is we take the problem or challenge they have, we put it in the middle
of the desk, and we talk about it as though it happened to someone else
And we say,& %ell, what should we do now. %hat are you going to do,
what&s your ne>t step.& and so on
And we ?ust talk about it like it&s ?ust a neutral thing And we talk + and my
kids come up with great solutions7 what theyHre going to do, what they&re
not going to do ne>t time, and so on ( said, &)oy, that sounds pretty
smart @ou might want to think about this as well,& and ( maybe put in a
little bit, and so on Ey son&s walk away, my daughters walk away, and
they don&t feel guilty and they don&t feel their parents don&t love them or
anything else7 they feel their problems are normal (t rains, you have
problems, you make mistakes, life goes on Bight. And that&s what ( do
with my sta4 as well @ou had a problem, ( say, &#kay, well, everybody
does the best they can %hat do we do ne>t time to make sure this
doesn&t happen.&
And here&s one of the most wonderful e>pressions you can use for people
that you work with for the rest of your life7 it&s the e>pression &ne>t time&
Alright. -he rule is, never beat up somebody for something that is already
happened that can&t be changed Aever criticise a person for something
they can&t do anything about7 they can&t change A person comes in1
&@ou&re late& -hey can&t go out and come in early @ou know. @ou smashed
up the car. ( come home, my wife has smashed up my car 9he&s + it&s a
Eercedes, new Eercedes !Eimics crying" &(t doesn&t bother me, doesn&t
bother me& Anyway, she got into the car, she was in a hurry, and one of
my kids got into the backseat, left the door open 9he backed out of the
garage with the door open
!Laughter and groaning"
$as anybody ever had this happen. -wice. !Laughter" And ( call home + (
remember, ( called home, and she said, &)rian, (+(+(&m so sorry, ( drove your
car, blah blah& ( said, &$oney, the car can be f>ed :on&t worry about it,
it&s a done issue, it&s okay Cars can be f>ed Forget about it, don&t feel
bad about it& )ecause she&s got this whole Catholic stu4 too ( said,
&Forget about it& 9he said, &Beally.& ( said, &Absolutely @ou know, what&s
done is done @ou didn&t do it on purpose, did you.& &Ao, of course not& 9o
it&s over *eople don&t do it on purpose
Ey son + ( was away in + ( gave my son my car to drive when ( went o4 to
Pngland -he second day ( was there, ( called home and )arbara said, &Are
you sitting down.& ( said, &@es& &Eichael drove your car o4 the road into a
ditch $G,222 damage And he feels terrible, he feels absolutely dreadful
$e is ?ust so upset, he&s walking around like a person sentenced to death,
knowing that you&re going to call anytime And he&s ?ust terrifed& %ell, (
call him late at night in Pngland, so it&s early in the morning here 9o (
said, &(s he there.& 9he said, &@es, he&s there& ( said, &=et him so ( can talk
to him& 9o she went and she called him, &Eichael, your father&s on the
phone ( know @ou come and talk to him Eichael, come here& ( could this
+ !Laughs" 9o Eichael comes on the phone7 he&s not a really outspoken
guy, he&s very cool And he says, &$ello& ( said, &Eichael, ( understand you
wrecked my car& $e said, &@es ( did& ( said, &%hat happened.& $e said,
&%ell, ( lost control going around&
( know what happened Nids don&t understand power7 stomp on the gas,
car goes ( said, &9o what happened, and where did it happen.& $e said,
/unclear <1;63 &%ell, are you okay.& &(&m okay, ( was wearing a seatbelt&
&%hat happened to the car.& $e said, &(t was about $G,222 damaged, it&s
wrecked, the whole front& ( said, &)oy, you must have wrecked it bad& $e
said, &@eah, oh it&s a real wreck ( went right over the edge of the ditch,&
and everything else ( said, &Eichael, ( want to tell you something Listen
to me& $e said, &@es.& ( said, &(&m not mad at you (&m not mad at you (t&s
okay -hese things happen Life goes on, it&ll be okay %e&ll f> the car, life
will get back to normal + (&m not mad at you& $e said, &@ou&re not mad at
me.& &(&m not mad at you& &Are you sure.& ( said, &@es, absolutely Nids are
more important than cars, and ( love you, and (&m happy7 (&m proud that
you&re my son&
!Applause"
And he said, &Beally.& ( said, &@es,& ( said, &Aow, you have a good day and
don&t worry about it, we&ll get past this and life will go on& And he said,
&Beally.& and he hung up the phone and ( spoke to my wife 9he said, &@ou
transformed him $e ?ust transformed he&s ?ust happy again (t&s like he
?ust had a blessing of some kind& %ell, do that with every member of your
family, whenever they make a mistake 9ay, &$ey, you&re more important
than the mistake, you&re more important than the money& :o it with the
members of your sta4, do it with the people you work with Aever beat
anybody up for making a mistake, because nobody does it on purpose
-hey&ve given it their best shot, they did what they thought was the right
thing at the time Bight.
Aow there&s a dual value here, right. Aumber one is, you + frees you7 you
don&t have any anger, no blame, no recrimination, no criticism + it&s frees
you completely, and it frees them completely (t makes you powerful, it
makes them powerful (t builds loyalty with them, and you, you feel
stronger, it makes better relationships #kay, so from now on, whenever
somebody has a problem, say ,&%ell, ne>t time this occurs, why don&t you
have both hands on the wheel, you know.& -here&s always ne>t time
#kay, well that brings us to some the most successful principles that we
have + what have we got here. =ee,, (&ve got about C6 minutes7 ( want to
?ust cover two or three critical things with regard to business, that are not
going to steal anybody&s thunder %hat (&ve learned in business is that
there&s a series of C&s that are key to your success in business And &C&
number one is the C of clarity And here&s the interesting thing7 the more
clear you are about who you are and what you want, the more positive
and optimistic and focused you are -he more energy you have, the more
powerful you feel And you heard Jay&s opening comments7 one of the
most important things you think about is your vision for your business
%hat would you want your business to look like sometime in the future.
-he biggest mistake we make is we become preoccupied with operating
our business on a day+to+day basis, and we lose sight of the vision7 we&re
climbing the mountain but we&re looking at where we&re placing each foot,
rather than keeping an eye every so often up on the top of the mountain
where we&re going 9o what is your vision. And the way you do this, is you
always ideali,e And an ideali,ation7 what you do is you ask yourself, &(f
my business was perfect in every way, what would it look like. (f my
future home was perfect, my health was perfect, my fnances were
perfect.& #ne of the most important things you want to do in business is
say, &(f my reputation amongst my customers was perfect in every way,
how would people talk about my business.& -hat&s your vision -hey want
to talk about your business like you have a wonderful business, wonderful
people, fne products, fne services, great back up, tremendous
responsiveness, a ?oy to work with
@ou see, if you will focus on making your business something that people
talk about in the highest of terms, you&ll be ama,ed @our customers will
sell for you, your customers will tell other people to come And the key to
success in business is for your customers to be selling for you For your
customers to become your advocates 9o what is your vision. Aow, the
other thing that you want to be concerned with, is you want to be
concerned with your purpose And )ob *roctor&s 'uote there was talking
about the &%hy& of your business %hy are you in business, and &why& is
always defned in terms of how your business serves other people And
the 'uestion is this, is + always is, &%hat do ( do. %hat does my product or
service do. %hat is the &does& versus the Qis.&
Eost people in business start o4 with the &is& -his is what ( sell and this is
why it&s good, but all successful people eventually start talking about what
my product or service does for you %hat this seminar does for you, is it
gives you a series of absolutely, incredibly valuable tools, that you can
use week after week , month after month, year after year, to become
millionaires -hat&s what it does (t&s not ?ust a place where you sit and you
have workbooks and things like that -hat&s what it is, but what it does is
what counts (n selling, by the way7 we talked recently about this7 the
most important single skill you can develop is the ability to sell And the
ability to sell is a business skill And ( want to tell you something, all
business skills are learnable
%hat are all business skills. All business skills are learnable Aow, here&s a
rule @ou&re weakest key skill sets the height of your income -hat&s very
important to understand, this -here&s a series of skills that you need to do
your business7 your weakest key skill sets the height of your income @our
weakest key area sets the si,e of your business And all business skills are
what. -hey arelearnable 9o you can learn any skill that you need to
learn to achieve any goal that you want to achieve for yourself (f you
want to become a millionaire, you have to stand back and you have to ask
yourself this great 'uestion &%hat one skill would help me the most.
%hat one skill would help me the most. %hat one skill would help me the
most.& And throughout this conference, by the way, you keep asking
yourself, &(f ( was really good at what one key skill, which one skill would
help me the most.&
And whatever that skill is, set it as a goal and make a plan, and work on it
every day $ave you ever said, &%ell, (&m not very good at copywriting&
%ell, copywriting is a learnable skill7 it&s a business skill )y the way, can
anybody here drive a car. Just a 'uestion here
!Audience responds3
-hat&s a rhetorical 'uestion, but do you know what it takes to drive a car.
First of all, it take a series of lessons, and then you have to memori,e a
hundred di4erent codes, you have to read all of the drivers manual, you
have to take a test under controlled circumstances @ou have to learn to
coordinate both hands, both feet, eyes, motion, depth, something like C6
di4erent senses, and it&s very nerve+wracking, especially for the person
teaching you when you&re learning
)ut if you can drive a car with all that&s involved in driving a car, it means
that you can learn any business skill that you need to become a
millionaire Aow, please understand this7 the greatest single obstacle to
your success is not in the e>ternal world, it lies within our own self+doubts
%e doubt that we can master a skill )ut all business skills are.
!Audience replies, &Learnable&"
Learnable And there is no business skill you cannot learn @ou can
become e>cellent at writing copy, e>cellent at selling, e>cellent at
marketing, e>cellent at negotiating, e>cellent at interacting with clients,
e>cellent at getting bank loans7 you can become e>cellent at anything
that you feel is necessary for you 9o keep asking yourself, what one skill,
if ( was really e>cellent at it would help me the most. And you know what
the answer is. (t&s almost always &selling& *lease understand this, that
G2D of all of your e4orts as an entrepreneur must be focused on selling
-hey must be focused on selling, selling, selling @ou must get up in the
morning and you must be thinking all day long about selling more to your
clients
Aow, ( don&t mean to take e>ception with people who say that you should
be working on your business rather than in your business, okay. ( won&t
take e>ception e>cept to say it&s the biggest crock of bullshit ( ever heard
in my whole life #kay. And ( will tell you why this is (t&s because the only
time you are working on your business + if your business has reached such
a large level that you have competent sta4 at every single level, and you
are coordinating as the president, you&re senior e>ecutives working in the
business Ontil then, you&ve got to get in there and work your bleeding you
know what o4 And the way you work it o4 is you ?ust sell all day long
( promise you this, ( give you what ( call my minutes theory $ow many
people here would like to double their income in the ne>t few months.
#kay (&ll give you a way to do it :ouble the amount of time you spend
face+to+face with prospective customers :ouble the amount of minutes
each day you spend face+to+face with prospective customers And ( can
promise you this, if you&re a complete blithering idiot with drool going
down the side of your face, and you double the number of minutes you
spend face+to+face with people who can buy from you, you will double
your income And (&ll give you the Iip side of that coin7 is there is no other
way -here&s no other way to grow our business e>cept to create
customers -hat&s what *eter :rucker says, that&s what everybody says
Create and keep customers
9o what you do is + people think, &(&ll cut costs, and (&ll hire the right
people, and (&ll place the right ads,& and everything else All of those are
helpful, but in the fnal analysis, the ground troops have to go in and take
the ground -he sales people, you, have to go in and make the sales, and
get out + there&s another thing that many entrepreneurs say &%ell, (&m not
very good at selling so (&ll hire some good sales people& =et that out of
your mind -he fact of the matter is, learning how to sell is a key skill @ou
must be good at selling, and selling is a business skill and all business
skills are what. -hey arelearnable
Aow, (&m not trying to sell any of my programs, but ( have people come to
me every single day -his week, (&ve been speaking all over the country
*eople come up to me and they tell me literally, life+changing stories
about how their bum was dragging in the dust, they were the bottom of
their sales force, they were broke, they had a beat+up car, living at home,
and they got psychology of selling, or /C616;3 selling techni'ues, or they
took another sales training program, and now they&re making several
hundred thousand dollars a year, they&re the top sales person in their
organi,ation, they have beautiful homes in beautiful neighbourhoods7 they
could not sell anything, because they hadn&t simply learned how
Aow, if ( said to you, &:o you know how to make a souTU.& Ao, you don&t
know how to make a souTU (f ( said to you, &Look, within 0; hours, if you
don&t know how to make a souTU, (&m going to blow your brains out&
Could you learn how to make a souTU in 0; hours.
!Laughter"
Audience member 1: (n C2 minutes
Brian: (n C2 minutes
!Laughter"
%ell, that&s lots of bu4er room in it Aow, okay, this is an important
'uestion here, because we&re talking about motivation (f the motivation is
high enough, you can do anything Bemember, you can&t get out of here
-he motivation is high enough, bang, you can do anything $ow would you
learn to make a souTU. %hat would be the very frst thing you do. %hat&s
your name.
Audience member 1: Les
Brian: Les %hat&s the very frst thing you&d do, Les.
Les: (&ll ask
Brian: =o ask somebody who knows how to make a souTU :uhh, duhh
@eah, wow, that&s a deep thought @ou know, most people have never
done that. Changed my life when ( was a young man %ent to the top
sales person, &%hat are you doing di4erently from me.& And he told me
and ( did it And if there wasn&t somebody around, what would you do is
you would go to the frst bookstore and you would do what.
=et a cookbook, get a recipe, make a souTU Eaybe you have to
e>periment, would it work the frst time. Eaybe not, but you got 0; hours
and boy, within 0; hours you&re going to be serving a great souTU -he
motivation level is very high (n other words, if you want to accomplish
anything, ?ust get the recipe %hat do you think this J days was for. (t&s
?ust recipes -his is basically cooking school %hat you&re doing is you&re
learning how to prepare fabulous businesses And with everything that Jay
is teaching you, everything the others will teach you, it&s ?ust recipes7 ?ust
ways for you to become better
9o clarity is critical, it&s really important %hat one skill would help you the
most, and be absolutely clear about your goals )e absolutely clear about
your goals (&m going to give you a very simple 'uestion, goes back to
thinking + becoming what you think about most of the time %hat are your
three most important goals in life right now. %rite them down -hree most
important goals in life right now %rite them because you&ve got J2
seconds
02 seconds left %rite 'uickly (f you can&t think of anything, write &money,
money, money& -en seconds Five, four, three, two, one, stop Aow, this by
the way, is the method you can use for the rest of your life (t&s called the
'uick list method (t&s one of the best goal+setting techni'ues, ( think, ever
discovered And what it says is this (f you only have J2 seconds to write
down your three most important goals, your answer will be as accurate as
if you had J2 minutes, or J hours )ecause when you&re forced to write
them down, your subconscious mind works at incredible speed, and your
three goals will ?ust go, &*op, pop, popS& to the top of your mind
Aow, let me guess (n most cases your three goals are a fnancial goal, a
health goal and a relationship goal $ow did we do. !Laughter" And that is
the way it should be 9ome people wrote, you know, &Lunch, lunch, lunch&
)ut the fact of the matter is that those are your three ma?or goals, those
are the triangle7 is your fnancial goal, your relationship goal, your health
goal, and each one of them feeds the other, and that is a well+balanced
life Aow, the only 'uestion you ask from now on is the 'uestion what.
!9ome audience replies"
$ow. From now on, you think about those goals and you think about them
all day long, and the only 'uestion you ask is &$ow.& @ou make lists of
di4erent ideas that you can write down, di4erent ways that you can
achieve the goal @ou ask yourself &%hat&s holding me back from achieving
the goal.& (f you have a problem or an obstacle, you say, &%hat can ( learn
from this that will help me to be more successful in the future.& )ut you
keep your mind on those three goals, and from now on, you discipline
yourself for the rest of your career, to think and talk about what you want,
and refuse to think and talk about what you don&t want, right.
!Audience responds"
Aow, let me tell you a 'uick story7 (&m sorry my time is up, ne>t time (
come ( get more time )ut let me tell you a 'uick story -wo little boys,
Johnny and Jimmy Johnny is an optimist $e&s happy, he&s cheerful, he
laughs all the time, he tells ?okes, he&s a parents& delight @ou can hear him
singing throughout the house, his parents are delighted )ut his twin
brother Jimmy + C2 years old -win brother Jimmy is a pessimist, he&s a
complete pessimist7 he&s always complaining, always whining, always
hurting himself, doesn&t like what he&s served to eat, he wets the bed
when he&s C2 years, ?ust a real pain #bviously, the genes got split up
wrong or something
%ell, the parents, by the age of C2 reali,ed they have a real problem7
something is out of balance with these two twin boys 9o they take them
to a child psychologist *sychologist does an analysis of the boys and
comes back to the parents and says, Q@es, there is a problem here Johnny
is a real optimist, he&s o4 the clock ( mean, he&s so positive its
unbelievable $e&s obviously going to end up as an entrepreneur some
day and attend Jay Abraham seminars&
!Laughter"
&Little Jimmy however, is a complete pessimist, itHs ?ust not normal for a
boy C2 years old to be so negative Aow Johnny is so optimistic it looks
like he&ll try anything, he&s so optimistic he might even be a danger to
himself at a young age )ut Jimmy is so pessimistic he could hurt himself
as well, so we need to do something to bring them back into balance& And
they said, &Christmas is coming,& so what they did is they had a little
e>periment At Christmas time, everybody went down around the tree and
all the presents were for little Jimmy the pessimist -his is kind of going to
be a shock therapy, okay.
Little Jimmy the pessimist7 every single Christmas present, and he opened
the presents, but he didn&t like the si,e And he didn&t like the color, and
he didn&t like the model, and it wasn&t what he asked for and it wasn&t
what his friends had, and it wasn&t what he wanted and it wasn&t what he
put on his 9anta Claus list, and he had a complaint about every single
problem And at the end of the present opening, he&s sitting there
surround by presents and wrapping paper, and he bursts out into tears
and says, &-his is the worst Christmas ( ever had in my whole life& @ou
may have some people like that working for you
Anyway, little Johnny&s sitting there smiling, happy for his little brother,
and so on, and then fnally he says, &(s there anything for me.& And the
parents they&d almost forgotten, they were ?ust beside themselves -hey
said, &#h yes, there&s one present for you , it&s out in the garage& 9o they
took him out to the garage, they open the garage and there, in the double
garage is an G+foot high pile of horse manure -he whole garage is full of
horse manure $e says, &%ow, that looks like horse manure& -hey said,
&@es, that&s your Christmas present& &%ow, horse manure, wow (&ve never
seen so much horse manure %ow& And he&s looking at this and they say,&
@es, that&s what you get for Christmas, that&s your only present &%ow&
And he stands there ?ust looking at the horse manure
And the parents stand there for a while and nothing happens, so the
parents go in the house to have breakfast After about half an hour, they
say, &Johnny, Johnny& $e&s not around And they say, &=ee,, ( hope we
haven&t overdone it here, didn&t work with Jimmy, maybe we overdid it& 9o
they went back out to the garage, open the door and there&s Johnny And
he&s diving up and down this pile of horse manure $e&s burrowing in the
horse manure, he&s laughing, he&s having a fabulous time with his horse
manure And they say, &Johnny, Johnny, what are you doing.& $e says,
&%ith all this horse manure, there&s got to be a pony in here somewhere&
!Laughter and applause"
)ut my fnal point is this, is that you will have many ups and downs in the
course of your business career, but the law of probability says that if you
keep looking, there&s got to be a pony in there somewhere, right. -hank
you very much, =od bless you -hank you
!Applause"
-hank you guys, thank you )yron -hank you John -hank you -hank you,
and thank you Jay for having me
Jay: Come on, thank you )ut ( want to ask two other 'uestions, and then
we&ll rush you o4 to get your plane Am ( on. Can you hear me okay,
:ave. Luestion one, %hat do you want + what one other thing + you&re
gone, ( do a great ?ob or somebody else does a great ?ob, they&re getting
ready to leave for the weekend
!9houting in background to turn the mike on"
( turned it on Ao ( turned it o4
Brian: -here you go
Jay: %e are a seamless organi,ation, ( apologi,e for the lighting, you
should take them to task %hip me with a red noodle %hat one other
thing, more than any other overriding insight that will haunt them
favourably for the rest of their life, do you want them to think about the
besides what you ?ust concluded with, so that it will ?ust basically drive
them ?ust deliriously batty with clarity. %hat&s the one thing you want to
be remembered for and you want to transform !unclear 2612<" with the
rest of their life.
Brian: Just one thing is take action on what you learn, and remember the
more actions you take, the more things you try, the greater the
probabilities are that you will be successful And if you&re an absolute,
complete idiot but you try every single things that makes sense to you,
and you try it as fast as you can and you look into it for the lesson, you
must be successful -here&s the one 'uality of entrepreneurs coming from
every single country in the world, who come here, who achieve great
success, is there&s intensely action+oriented 9o where you hear these
things, don&t fall into the trap of the weakling and the person who means
well, who ?ust says, &%ell, that&s a good idea,& and they take it home and
they put the book on the shelf7 is immediately put at least one idea into
action, and then another, and then another, and then another And (
promise you, you will become a millionaire
Jay: 9o having pre?udice is bad but a pre?udice toward action is good.
Brian: @es, absolutely
Jay: #kay, that&s good -hank you man, you were great ( owe you big
time Beally appreciate it
Brian: -hanks
Jay: -hanks so much
!Applause"
Jay: #kay, make sure we get him to the airport
Brian: -hank you guys, thank you -hank you -hank you
Jay: %e&re going to have fun in a minute %e got something really cool
getting ready to happen Are we ready, Bick. @es, not yet. #kay, we can
play a little bit more ( need some energy Anybody get any ideas out of
that.
!Eusic playing and people clapping"
@ou ready. Aot yet. #kay, well (&ll catch up -urn it o4 a minute, :ave, and
(&ll catch up with a couple of insights 9omebody come up here and clean
this little thing while (&m talking for a minute, please, or some papers here
-urn it o4 now
#kay, a couple of points while we&re waiting %e&re getting ready to
interview Fran -arkenton because he&s got to catch a plane, he was going
to be available in a di4erent mode, but he&s got to catch a plane and we&re
lucky he&s going to wait for us, and we&re trying to connect right now
-hey&re going to let me know when he&s there
-he concept of Eastermind Earketing has some rules that you have to
know or you&ll have an inferior result -o gain optimal beneft, result,
transformation for yourself and your business, you&ve got to do the
following Aumber one, be committed to open up and contribute and be
vulnerable, and tell people what you think, tell people constructively what
you think, tell people candidly where you&re weak Aumber two, you never
ever, ever sit at the same tables with the same people more than once
-he goal of this is, ( brought together 662 very switched+on, very action+
oriented, very, very ethically opportunistic, very, very pliable and highly
e>perienced minds from three or four hundred industries, who have been
spending on average, C2 or 02 years doing what they&re doing -hey have
e>periences, they have perspectives, they have knowledge from all kinds
of di4erent vantage points, to share @ou will never in your life, unless
someone is emulating, innovating or knocking my concept o4 at the end
of the event where it is purposely design to have 662 people contribute,
advise, brainstorm, network, mastermind, idea share and collaborate at
the highest level -he only possible way you can beneft, is to every break,
ever ma?or break come back and sit somewhere di4erent with someone
di4erent (f youHre here with a spouse, if youHre here with a partner in
business, with your sta4, donHt you dare sit with them after this moment
because itHs the dumbest thing you can do @ou got the rest of your life to
talk to them, you got J days and J6 hours drain and suck dry -he
respective, the e>periences, the ideas, the di4erent point of views, the
di4erent paradigms, all these people in the room have the opportunity to
contribute if you open up and collaborate
9o shame on you and everyone youHre deputise if you see anyone sitting
at the same place in a room with the same people more than once, call it
to my attention, we will have them taken outside castigated, reprimanded,
we are going to put a big grade scarlet A on them, they are going to walk
around a dunce head, okay
!laughter"
@ou think (Hm kidding. (Hm not Ao one is going to orchestrate this kind of
opportunity for you in your life, but ( can only bring you the water, if you
donHt want to drink it, itHs shameful but itHs only shame on you :id we fnd
him.
Fran.
Fran: $ello, Jay
Jay: %owS @ou sound like =od, man $ow are you.
Fran: (&m good, fne thank you7 and (&m not sitting ne>t to anyone that (
sat with an hour before
!Laughter"
Jay: 9o, here&s the deal @ou are very gracious, and ( want to ?ust pick your
mind and ?ust do like a raw shock ( want to give you about fve, or si>, or
ten, really pivotal, entrepreneurially relevant 'uestions after ( set you up
for three minutes And then (&d like you to have at it and do your very best
in the J2 minutes or so you got @ou&ve got to catch a plane, what, J2
minutes.
Fran: @ep, (&ve got to leave here in about J2 minutes
Jay: %e&ll do it, and somebody raise your hand and remind me when we&re
06 so ( don&t take advantage )ut here&s what (&d like to do First of all, you
all know who Fran -arkenton is, he&s basically + he&s a world+class, hall of
fame 'uarterback, but what most people don&t know is he&s an even
superior entrepreneur $e&s started + ( know of G but + how many
businesses have you started or do you own.
Fran: C6
Jay: C6 businesses, every one of them he&s made positively cash Iow
positive, in 62 or <2 days, he&s basically sold them for hundreds of millions
of dollars7 he&s become a very, very, good, dear friend of mine, ( adore
him, he&s been very gracious to share with you perspective $e probably is
an even superior entrepreneur than he was world+class 'uarterback, and
he loves entrepreneurialism, he&s involved in a number of ventures, and
he&s here today via a phone to share with you some very, very no
nonsense + really, really impactful ideas that are designed to get all the
crap out of your system and move you to focus on what really is real and
what isn&t 9o Fran, can ( ?ust ask you some 'uestions.
Fran: =o to it
Jay: #kay, frst of all, you&ve seen a lot of entrepreneurs7 you know that
mine are at a higher level probably, of commitment, achievement %hat&s
the one big mistake, more than any other singular one you think most
entrepreneurs slash professionals or /unclear C1663 oriented, decision+
making managers are making right now that are keeping them and their
business form really achieving its potential. And then, the Iip side is,
what in the hell should they do to change that immediately.
Fran: )y being too theoretical (n other words, you&ve got to take an idea,
and that idea has got to make sense (t&s got to make sense from a
product idea, a service idea7 there&s got to be a need for the product, a
need for the service And we&ve got to get real, when we think about that
And then there&s got to be priced in a way that&s of value there, and then
we&ve got to be able to e>ecute a strategy, and e>ecute is the key word
9o many people, not only entrepreneurs, but big business people, are the
worst at this -hey have all this wonderful planning and all this great
theory, and they put up all these charts and all these theorems, and they
never get down and wrestle the bear to the ground
@ou&ve got to take that idea and wrestle that bear to the ground until you
are able to get it Iowing and e>ecuting, and it doesn&t do it ?ust the frst
time out of the bo>, or the second time out of the bo> %hen we were
playing football, ( would design our passing game for our team for most of
my career, and ( would get with our o4ence coordinators and we&d get on
the board, and we would design the passing game, and it looked so great,
and it was ?ust perfect )ut sometimes, and many times we&d go out to the
feld to e>ecute it7 we found out that on the board it was good, but we ?ust
couldn&t get people to e>ecute it properly
And entrepreneurs are the best business people in the world, because if
you understand that survival, you&ve got to understand how to make
money And you&ve got to get real, you cannot work this with ?ust theories
@ou&ve got to take that idea, wrestle it to the ground and e>ecute it -hat&s
why, very seldom, do you ever take an idea that makes sense, that hits all
the criteria of common sense, that you really get real with it, and take it
out and make it work in the frst month or the second month (t takes
some times two to si> years to really take that really good idea and really
learn to e>ecute it and fnd out what it&s going to take to make that thing
work, and the term ( use is wrestle that bear to the ground 9teve )allmer,
who&s a great friend of mine, who is the CP# of Eicrosoft, and he&s now
worth a hundred billion, like =ates7 ( think he&s worth 06 billion )ut
)ulmer is an operator, )allmer is a visionary but he wrestles those bears
to the ground
And a couple weeks ago, in the Aew @ork -imes, there was a tremendous
article about )allmer, and )allmer&s background is, he went to $arvard
with =ates, and =ates left school early, and )allmer was the manager of
the football team7 he&s a big bear of a man And he&s very aggressive And
he says the thing that he likes about business today and the things that
he and =ates have done since they&ve been there in CMG2 and &GC, is they
take an idea and they ?ust smash that idea down and mash it down, and
mash it down, until they see whether it&s going to work or not (n other
words, it&s kind of like :r *hil says, Jay, on television7 you&ve got to get
real @ou really got to get real with your business and make that thing
e>ecute, and when entrepreneurs do that, and we&re much better at it that
big business guys, but the ones of us that don&t do it well are the ones
that have the most problems getting something o4 the ground and
working
Jay: -hat&s good (&m going to change the game @ou did an interview with
me a couple of years ago, and (&ve distributed countless copies, and
people said it really changed their life @ou gave them a strategy about
making people&s lives better o4 because you were in it Aow, (Hm going to
challenge you and put you on the spot to do a little stream of
consciousness on that, because it dovetails into some belief systems that
(&m going to lay foundations of in about an hour @ou want to talk about
that.
Fran: #h yeah ( really + you know, business and life cannot be ?ust about
me (t cannot be about my greed and my e4orts, that ( ?ust want
everything to work for me )ecause the essence of life, the reason we
were put here is to make things better for other people )e it our spouses,
our children, our grandchildren, our friends, and even our enemies Pven
our enemies And when we can have that presence about us, our life could
be more productive And ( think that transfers right into business, because
the essence of business is this (&ve got to have a product or a service that
truly makes somebody else&s life better, or makes their business better
And when ( have that business + that product or service that does that,
then (Hve got a legitimate chance to make it work, and (&ve got to make
sure that when that customer buys my product or service with their
money, that ( am going to + you&ve heard this so many times but it&s so
true + it&s going to be + the reality is better than the promise -he reality of
the product and how it works -he reality of the service and how it works,
is better than the promise
)ecause we do have a cynical, ?aded world out there, and that we do not
believe most advertising messages %e do not believe most speeches that
we hear %e do not believe the promises because we&ve been
disappointed ( worked at the Coca+Cola Company + was on the Coca+Cola
Company )oard for + Coca+Cola Pnterprises )oard for C0 years 9tarted my
business grad with Coca+Cola Company, a great marketing company )ut
they will tell you, in all their research, that M2 plus percent of all the
advertising that goes across the airwaves, and on the billboards, people
don&t believe And that&s why when we can go and our message is clear
that we&re here to provide, our product and our service will make your life
or your business better, and when that&s delivered, then that causes the
greatest advertising of all And that&s word of mouth advertising
And ( believe that that thing that&s intrinsic in each one of us, to help other
people, has got to be the same philosophy in business )usiness is not
about trickery (t&s about legitimacy, it&s about delivering the promise
better + the reality of the delivery is better than the promise we gave
Jay: @eah, (&m going to now ask you a di4erent 'uestion @ou&ve got the
great dual advantage of hanging out with huge corporate icons and tens
of thousands of very, very passionate entrepreneurs %hat do you think
the di4erences are, what do you think each + what do you think
entrepreneurs could take from big corporations that they need to master
right now.
Fran: %ell, the best entrepreneurs are the ones who know what they
don&t know 9ee, sometimes we get intimidated by the $arvard )usiness
9chools, and the 9tanford )usiness 9chools, and the people that have
high+falutin& degrees and the chemical engineers, and the lawyers, and
the accountants %e think, &%ell, somehow ( don&t have all that
background& %ell, unfortunately, my son ?ust fnished $arvard )usiness
9chool a few years ago $e went to undergraduate school at *rinceton,
and ( spent some time up there with him And they taught them all about
pie charts and all about case studies and so forth And he can make a
beautiful presentation A *ower *oint presentation )ut the one thing that
they didn&t teach at $arvard )usiness 9chool7 and ( dare say they don&t
teach at any business school across this country, is how to make money
$ow to make money
And you go to those schools also, and the people that come out of there
come out to be consultants, or they come out to be investment bankers
Aone of them come out to be in charge of sales, in charge of making
something happen And ( don&t care what we&re in, service business or
product business, nothing happens until the sale is made7 and yet in our
most advanced schools, we don&t teach that %e don&t + that&s kind of a
lower case deal
And what ( do believe though, that the big companies do have and
acknowledge somewhat is that that chairman or president of a big
company does have access to people that have great knowledge7 the
speciali,ed knowledge -hat CP# really understands that he doesn&t + he&s
not a lawyer, he&s not necessarily a fnancial person, he&s not necessarily a
marketing person, or not necessarily a technology person7 but they have
access to those people that have e>perience and di4erent disciplines of
business
And ( think the entrepreneurs who really do7 and ( do7 understand what we
don&t know as well as what we do know, but know7 and here&s what genius
is + an entrepreneur7 is know that we don&t know, and know where to go to
get the help
Jay: =reat
Fran: -he best lawyer, the best accountant, the best ta> advice Aow, we
may not take that advice )ut we make a decision based on good
knowledge of people who have great e>perience in those disciplines
Jay: =reat Let me now ask you another 'uestion @ou&re + you impress
me7 we&ve had a relationship now for, ( don&t know, a reasonable long
time
Fran: Long time
Jay: @ou&ve been a good friend and (Hve watched you continuously evolve
%hat do you think are the greatest secrets and the greatest philosophical
strategies that an entrepreneur can have about continued evolution. (t&s
like grow or die %hat are your thoughts for them, because you&re always
interpreting something, you observe7 you&re lucky, you get to talk to
people, you read, you navigate at very high levels, you take the
information, you internali,e it, you e>trapolate it, you reconstruct it, you
come up with very, very actionable, very, very, very foundational things
-ake you, translate it and talk it down and give a recommendation to all
these 662 people here, who are eager to fgure out how they can be more
+ they don&t know they&re eager but they&re going to be by the time they
leave + eager to be more, let&s say, more committed to constant evolving
change, improvement, innovation, etc @ou do that all the time, and (&m
always ama,ed when we talk because you&ll go into the latest insight, the
interpretation, the action, how you layer it onto your previous beliefs, how
you may ?ettison something else -ake that and sort of shake it up and
come back with a comment
Fran: Change for change sake is stupid 9peed for speed&s sake is stupid (
do this ( am thinking my business all the time ( dream my businesses all
the time ( look at data every morning (&ve got a whole list of things that (
want to measure that happened the day before, and ( look at that data
and ( make sure it&s accurate data so that ( can get a real picture of what
we&re doing -hat drives me to think about things that may be working, or
things that are not working, trends up or down7 and it doesn&t bother me
when (Hm doing things that are not working (t bothers me when ( don&t
recogni,e they&re not working, and ( want to )9 myself to say, &#h, that&s
going to work in time&
( want to look at the reality of the numbers, the reality of the strategies
that we&re working, and then that fuels ideas Aow, that&s not enough
%hen it fuels the ideas, ( never, Jay, never, never, never, never, do ( make
a decision without getting massive input Eassive input
Jay: P>pand on that, because my ne>t 'uestion was going to be on your
concept of due diligence, because it&s very powerful when we talk about
how you look, evaluate, e>amine, and really reIect on an opportunity, a
decision 9o ?ust give us a few minutes on that
Fran: Alright, (&ll ?ust say, (&ve got a core of ten people in my o8ce, and
they&re ?ust + these are ?ust good working people (&ve got a couple that are
good fnancially, (Hve got a couple of technology people, and ?ust some
other base people ( involve everyone of them, and ( get their input (&m
thinking about this &-his is not work, but (&m thinking about doing this,
this, and this7 and this seems to make sense to me, but tell me why it
doesn&t make sense to you, tell me why it&s a cra,y idea&
( set it up so they can tell me and be free to tell me, that ( want them to
tell me, why the idea&s no good And so many times we set up as bosses
and leaders, &$ere&s my idea7 ( want you ?ust to rubber+stamp it for me and
tell me how smart ( am& ( don&t want that, ( want my people + ( don&t need
them to tell it&s a good idea, ( want them to tell me all the things that are
wrong with this, all the Iaws it has, all the Iawed thinking, all the Iawed
strategy7 and once ( get all those things /unclear C1203, then ( may be
calling anybody, including yourself, including other people that ( reach out
to, and ( will talk to them and run my idea and fnd out where my Iaws are
in the thinking 9o therefore, when ( do + if ( do then decide to e>ecute
some part of the idea or the entire idea, ( really have a pretty good idea of
what the negatives are, where the problems are, and hopefully address
them beforehand, but will recogni,e them more 'uickly because ( can
anticipate them
(n football, we didn&t have a hundred pass plays or a hundred running
plays %e had fve pass plays and fve running plays that we could run
against J2 di4erent defences )ut we knew every little nuance of that, we
knew no matter what they put up, no matter what kind of blit, or what
kind of coverage or what kind of + we had bought it through beforehand so
when it happened, we could react to it 9o when ( go to e>ecute, ( want to
have all this input from people, other minds7 they don&t have to be brilliant
minds, it&s ?ust other people&s viewpoints and thinking to fnd out what it is
that my problems are /Onclear 01CM3 they sei,e a Iaw, so ( can anticipate
it, so when ( go forward with it and something happens, ( can react
'uicker :oes that make sense.
Jay: (t&s great And also, he does incredibly + Fran tries lots of things (&m
going to teach you not to shoot for the fences on risk but to be willing to
take all kinds of wonderful, wonderful e>perimentations, but Fran does
enormous due diligence before he makes a commitment, to make sure the
facts he presented are correct, he understands it thoroughly, and he&s
pursuing it with the right knowledge in place Let me switch again
Fran: Let me go one step further there, too, about partnerships ( have
many people that ( want to partner with, and some people that want to
partner with me )ut before ( go to sell an idea to somebody, to enlist
their support, to enlist their partnership, ( want to be sure in my heart of
hearts, my mind of minds, that that partnership that (&m asking for will
enhance them at least as much as me, if not more -hat it&s a partnership
that if ( was the on the other end, would be one that ?ust makes all the
sense in the world )ecause if (&ve got to sell an idea to that partnership,
and ( sell it hard, and it doesn&t work out for them, then (&ve wasted all my
time, all my + ( could be doing something else7 and it&ll never work for the
other party %e cannot be selfsh, and say, &%ell, this is what ( want (t
may not be the best for them, but (&m going to go pursue it anyway
Jay: (t&s great, and everyone knows you from being on -K, three times
9uperbowl, AFL $all of Fame, but (&d like you to take your business career
and think about the three or four defning elements that you&ve learned
from the best inIuences you&ve either met, been mentored by, read7 and
then try to + if you would be such a gracious person as to try to translate
those and give those three or four or fve lessons to us, that would be
great And then ( have two more 'uestions and then you can go and catch
your Iight, and (&m very appreciative
Fran: First of all, the most intellectual + supposedly intellectually smart
people are not the most help And ( will say it this way (&m not sure what
smart is 9mart is somebody fguring out how to make money with good,
honourable products, and get them to market @ou know, A#L + let&s look
at -ime+%arner #ne of the great + maybe the greatest media company in
the world, been around a hundred years -hey had all the smart
investment bankers, all the smart lawyers, ac'uisition lawyers -hey had
all the smart accountants -heir board was made up of other chief
e>ecutive bosses of all the old+boy networks, of the big companies, and all
the degrees -wo years ago, they ?ust didn&t merge with A#L, they were
bought by A#L A#L had the power -hey made as dumb a decision as
ever has been made, with all of these smart + so+called smart theoretical
people
And ( believe that the most important assets ( have as an entrepreneur is
what ( ?ust said a minute ago ( know what ( don&t know ( don&t have all the
answers ( don&t have all the e>periences ( have a lot, but ( don&t have
them all And ( have got to reach out to people that are doing it, people
who are into the get real stage And the people that are doing it are
entrepreneurs Last night, ( was having dinner with one of those
entrepreneurs7 he&s 60 years old, his name is Kernon )rinson And he is
one of the most successful automobile dealers an American has been for
;2 years 9imple guy *oor, dirt+poor, Oniversity of =eorgia, third+string
catcher, about 6 foot 6, they called him *eewee in college /unclear 61J03
And what he learned, he learned what he didn&t know, and he reached out
for help, and he&s a classic entrepreneur, but he learned how to make
money $e knew that he had to have a marketing plan that made sense,
he had to have a fnancial plan that made sense, that made money And (
never have believed, as you know, the greatest assets (&ve had7 is that (
believe that (&ve got to use my money, my money7 and ( didn&t have much
money when ( started all this stu4 out7 to go and build something
(f it&s my money, and (&m risking my money, (&ll go out and make it work
'uicker, (&ll get the cash Iow faster, and (&ll understand, as an
entrepreneur, that the life of the business is cash+Iow And ( want to get
the cash+Iow really 'uick (&ll start smaller, ( won&t go out and try to
con'uer the world, ( don&t try to go out and do the great + a big customer,
or do the elephant deal (&m going to take small steps ( want to go out and
see how it works, ( want to test it and test it, and test it, and while (&m
doing this, (&m going to spend my cash very, very wisely, and (&m going to
get myself the cash+Iow very, very 'uickly, because my mortgage
depends on my cash Iow Ey car payment depends on my cash+Iow Ey
children&s education depends on my cash+Iow, and when that&s the case, (
fnd myself being more careful with the spending of that cash
Jay: =ood =imme this7 you read and you&ve inIuenced by books and
people %hat one book or source or person or maga,ine do you think
every entrepreneur in this room should be mindfully attentive to on a
regular basis, or at least be aware of the work of, or the teachings of7 and
why.
Fran: #h boy, ( don&t think it&s that simple, Jay
Jay: #kay, then tell me
Fran: ( don&t think it&s that simple ( think an entrepreneur has got to be
like the hunter in the woods @ou&ve got to smell the moment @ou&ve got
to have your eyes open @ou&ve got to be like an animal out in the woods
surviving And (&m getting on my plane this afternoon to go to a family
reunion for the -arkenton family in Aorthern Kirginia
(t&s the frst one we&ve ever had, and (&m going to get on that plane and
(&m going to converse with my kids, (&m going to read various business
maga,ines, and (&ll pick up three or four at the )ig 9pace operation7 (&m
going to be with a lot of people tonight, and (&m going to go fnd
interesting people to talk to, but (&m going to get them to tell me about
their life, going to get them to tell me what they&re about, how they work
and how they make it and how they + (&ve ?ust got my + ( think you&ve got
to have your antennas up in every environment we&re in
And what that does is it creates a system internally that makes you so
much more aware of everything around you, all the things that are going
on And ( don&t think ( can point to a person or a book, or a maga,ine, to
do that ( think you&ve got to do it all
Jay: -hat&s good And that was a trick 'uestion, because ( was setting you
up for that answer, and you gave Ao (&m serious7 he was, because ( knew
his belief system Last two 'uestions ( don&t + and you know me7 (&m not
very avid + sports oriented, and probably half this room isn&t, many of the
women7 there&s a lot of women here %hat one insight would you give
everybody that they could take a huge page or lesson from learning that
sports demonstrates, teaches and is a metaphor for that entrepreneurs
don&t always grasp. -hen ( have one fnal 'uestion
Fran: %ell, frst of all, (&m happy you&ve got a lot of women there #ver
half of the people in my o8ce + over half of my e>ecutives are women
%omen are better business people than men !Applause" )ecause they
have greater sensitivity, a greater feeling, and when women get really
involved7 when those women can get in business, like that women can get
involved in raising a family %hen they can get that way, then a women&s
power in business is ?ust beyond, beyond And (&m happy that women are
in that room this morning, because ( think it&s a very, very important part
of the growth of business in this 'uestion Aow, what&s your other 'uestion
there about the sports metaphor.
Jay: Ao, it&s good ( said, (&ve got all these little boys here who are ?ocks
Christie, who you know, is a ?ock (&m not, (Hm an intellectual, and yet (Hve
learned so much by slowing down and seeing what ( think the correlation,
the metaphor, the lesson is sports + ( think everybody should slow down
and see what sports teaches you about life, and (&m sure it&s had an
incredible, let&s say, foundational key to you )ut (&d like to have a
summary of what you think everybody, whether you&re sports oriented or
not, can learn about, that sport&s teaches you about success in business
Fran: Alright, that&s a fair 'uestion, and (&ll tell you my feeling of that (
played competitive sports since ( was a CJ year old freshman at Athens
$igh 9chool, in Athens, =eorgia *layed varsity baseball, football and
basketball, four years in each sport %ent on to college and played four
years of college football, and CG years in the Aational Football League
And sports happens 'uick Football game&s over in 62 minutes Aine
innings of a baseball game (t happens 'uick, and you almost live from
moment to moment (f you win7 &#h man, ( got the answer Ey thinking is
right and my strategy is right, my e>ecution is right (&m on top of the
world, it was a clear winner and a clear loser, and we&re the clear winnerS&
And you get to the point where you really are impressed with yourself @ou
really say, &(&ve got the answer& $ow many times that happens to a sports
person now is unbelievable And when your team is having success and
you&re on a roll, and you won fve and si> and seven and eight games,
you&re sure that you have the answer And every time you get there, you
hit a stone wall ( mean, you hit a wall that you ?ust + your whole world
crumbles @our whole world crumbles and all your belief system of all your
strategy and all your thinking, is ?ust + in 62 minutes time, that other team
has driven you into the ground
And you go away from that with great depression, and great an>iety
&%hat&s wrong with me. %hy wasn&t ( able& and so forth And so what
you do, you get a balance @ou reali,e, it really is never as good as you
think it is, and really isn&t as bad as you think it is And what you have to
understand, that it&s an ongoing evolutionary process @ou never have the
answer @ou&ve got to continue your antennas up @ou&ve got to continue
scratching and digging, and wrestling that bear to the ground to fnd
better ways to do it Pven when you think it&s going good @ou know the
old thing, &(f it ain&t broke, don&t f> it.& #h, bad statement (f it ain&t broke,
it&s going to be broke soon (t&s going to be broke soon, and you&ve got to
go and fgure it out beforehand
And this is the same way7 we get going in business, we have a strategy
that&s working, and we&re making a little money, and we say, &)oy, ( fnally
captured it,& right. And then, wham, it goes away (t happens to big
companies7 ()E came out with mainframes, of course :ominated the
world, owned the world =ot very greedy, very selfsh, and hired the best
people in the world, the smartest people in the world And guess what.
-hey almost lost their company in the late CMG2&s and the early CMM2&s,
because they missed the client server world
-hey really had a chance to buy Eicrosoft in CMG6, when Eicrosoft was
doing $62 million a year, and they refused -hey were going to crush
=ates, and crush )allmer And they fred their Chairman7 unheard of -hey
fred their Chief -echnical #8cer, they hired Lou =ertsner And ( happen to
know7 Lou went in and they said, &%hat&s your vision for ()E.& $e said,
&Kision. (f we change the course of what we&re doing, we&ll be out of
business in a year& (f that can happen to big business, obviously it can
happen to our entrepreneurships, and our business and our products
9o therefore, our antennas have got to be up (f it&s working today, then
you&ve got to fgure out how to make it work better $ow to improve your
service, how to improve your product, how to e>pand your marketing, how
to e>pand your delivery system, how to get more customers, how to form
partnerships that are real partnerships, not ?ust phony partnerships $ow
we can improve the whole process, because somebody + the
environment&s going to change, the world&s going to change, new
products, new services come in, and it will impact our business And so
therefore, the lesson in football happening in about 62 minutes of a game,
and (&m not sure that they lesson takes that much longer in the world of all
business and entrepreneurship, and that&s why we cannot ever be
satisfed and content with where we are %e can never be satisfed and
content with our knowledge system
#ur knowledge system has to enlarge, and we have to be sure to dig
down to the reality, not ?ust the dream of what we want it to be, because
we get caught up in what we want things to be, and we lose what they
really are
Jay: -hat&s great, okay (&m going to amend that (&m going to put two
'uestions together, and they&re di4erent, but because ( want to, then you
know that&s fnality and you can get packed and get on your plane -he
frst 'uestion is, you&ve been a friend of mine for a long time, you&ve
gotten to e>perience me and my intellectual clarity @ou&ve seen me when
( was attention defcit, you&ve been to one of our programs, you&ve talked
to people to come to it ( want + this is day C, this is hour three ( got
probably C0 to C6 hours today, and the same for three more days
#ur goal is to frst of all, today, teach these people how to see how much
more is possible from the opportunity, from the e4ort, from the
commitment, from the people, from the capital, from the relationships,
from the distribution channel -hen tomorrow to teach then to think
strategically, not tactically -hen after we do that, to get them to raise
themselves to a higher level of eminence and distinction
-hen to get them to deploy a strategy and put it all together Nnowing
what you know about the good, the bad and the bi,arre about me, what
would you recommend they do, or what one thought would you tell them
so they can get the most. Aot from me, but from the e>perience And
then the last thing after that, presume that we had Linda captive, we
kidnapped her and we wouldn&t ransom her for any amount of money7 the
only way you could get her back was to give one great actionable insight
that everyone in this room could put into action immediately, and it would
make a meaningful impact in their business %hat would it be and then (&ll
thank you and let you go Iying
Fran: #kay First thing, ( think, and to all you people there, ( have spent
hours and hours and hours brainstorming with Jay over the phone (&d be
at my lake house, he&d be at his beach house, and we&d out no time
constraint on our thinking, on our sub?ect matter ( think the opportunity
you have there for the ne>t couple of days with Jay, is to open your minds
up, don&t try to get fnal about anything you&re thinking7 let him ?ust fll
you up with what can be, and ideas And he will fll you up with ideas that
are valid, but some are going to be really valid for you And ( think that +
?ust open your hearts up and open your minds up and ?ust drink without
any fnality to it Aot trying to make a decision on what&s good and what&s
bad or what can work or what can&t work or how you&re going to e>ecute
whatever you&re going to e>ecute
)ut ?ust drink the whole thing7 take good notes while you do that And out
of that, out of that, try to keep the key ideas that are fresh in your mind
when you walk away from there that you think are ideas that you can
e>ecute, that you could put into place, and that&s always the biggest
challenge Aow, the reality of life is this1 it&s not an G2V02 rule anymore (
think it&s a M6V6 rule ( think 6D of the people do M6D of the work 6D of
the sales people do M6D of the sales And (&m going to challenge each one
of you there7 that it won&t be ?ust the drinking of the information that
you&re going to get there, it&s going to be what you do with it And if we
know history, 6D of you will do something with it, and M6D won&t
-hat&s a tragic, tragic thing ( would ?ust like to encourage all of you to be
part of that 6D and take these great ideas $e is as good a marketing
thinker as ( have ever e>perienced in my life ( think his ideas7 once he
gets them all out there, and when you look at them in depth, they&re really
kind of simple ideas And simplicity is the key to success Less is better
than more 9implistic information that we can thoroughly understand is
better than /unclear ;1CM3 information that we ?ust cannot put our arms
around And ( think that that&s the key to it
And the key to getting my wife out of the bars that y&all would hold her in
is this #nce you walk away from there, then ( would encourage you to
take ideas and the things that Jay brings in there, and ( would strongly
encourage you to take one, two, three, or four of them that&re apt to what
you&re doing, and to doggedly go in and wrestle that idea to the ground,
until you can get it to e>ecute properly in the environment that you&re in
(tHs not about the dream, it&s about the reality Beality makes dreams come
true And that&s why that pop psychologist, who ( think is pretty good7 :r
*hil7 is so popular, because he doesn&t always say to people what people
want to hear $e gets to the deal of &Let&s get real& And if we can get real
about our business, then we can get real about our life, then we have a
much better chance of solving our problems
And until we really get real and the knowledge that we&re not as good as
we need to be, that my business is not as good as we need to be, it&s back
to the things in therapy7 that you know, a person has an alcohol problem
-hey cannot solve that problem, or drug problem until they admit, (&ve got
a problem %e&ve all got + we&re not any of us as good as we need to be
#ur businesses are not functioning as good as they need to be
functioning, until we acknowledge that we have some Iaws here, we have
some systems that are not working ( need to kind of reinvent myself and
reinvent my business and make it a lot of better -o do that, we&ve got to
get into the stage and get real Aow, ( hope you can get out of there with
those great ideas and then bring them to the &get real& stage of e>ecution
Jay: -hat&s great -wo things7 frst of all, thank you from everybody&s
heart, you&re a gracious, gracious man Aumber two7 ( owe you big
Aumber three7 (&m going to be there -hursday and Friday if you tell Jill
when, and we&ll get together, and if you want to spend a lot of time, fnd
something for my C2 year old to do7 if you want to spend a little time, (&ll
take you to lunch )ut ( appreciate it, and
Fran: #kay, one other thing, Jay, ( ?ust want to get a little lighter note out
( look forward to seeing you -hursday ( happened to be in Aew @ork this
last week7 -uesday, %ednesday and -hursday, and ( happened to spend
-uesday evening, Jay, with this (talian immigrant adult7 who&s close to my
age And it was interesting, Jay + ( only played football with the Aew @ork
=iants for fve years of my CG7 ( played CJ out in Einnesota7 and ( didn&t
reali,e, Jay, how big a celebrity ( was in Aew @ork )ecause every bar that
me and the (talian immigrant went in7 and Linda was with me also, in
addition to the (talian male immigrant7 would go in, every bar and
restaurant we went in, ( got a standing ovation And the (talian immigrant
with me was a guy named Budi =iuliani !Laughter" )ut ( knew it was for
me, at least ( told Linda it was
Jay: #hh, that&s great
Fran: )ut by the way, to share with you people out there, ( did have a
chance to see Budy =iuliani and have dinner with him, and then ( went to
visit his o8ce the ne>t day )ut what he&s done is an ama,ing thing7 he&s
brought ;2 people from + they work with him in the city of Aew @ork, and
set up a consulting company called =iuliani Consulting A friend of mine
set it up for him And he brought out the people that ran the police
department, the fre department, the guy that did all the MVCC emergency7
( got together with all of them (t was a great e>perience, and what they&re
doing is doing a consulting company7 ftting a need here $ere&s an
entrepreneurial business7 ftting a need, building a business model to help
countries and cities and companies that are dealing with some
catastrophic situations And there&s a lot of those in American business
today
-he chief of police from Ee>ico City was in there And how good was it for
him to be in there with the former Chief of *olice of the city of Aew @ork,
who understands the problems of a police force $e has assembled people
that have done the work in those particular areas, and he is building a
robust business And =iuliani, with all of his celebrity, has got his feet
grounded, and he wrestles that bear to the ground $e gets it down to the
nitty+gritty, he gets it down to the &get real& stage, and he&s providing
because of that An unbelievable service to those that he&s working with,
and you&ll hear a lot about =iuliani consulting, but ( want to tell all of you
that he is as good as you thought he was, when we&ve seen him in action7
MVCC, and before MVCC, and after MVCC, but anyway =od bless all of you,
happy holidays to you -hank you Jay
Jay: -hank you Fran, have a safe ?ourney, have a great reunion, thank
you
Fran: Alright )ye+bye
!Applause"
Jay: #kay, 9hell, where are you. Ey daughter Eichelle, you here. %e&re
going to take a break in about 0 minutes (Hve got a couple of things to say
which (&ll say again, probably -he workbook you were issued is only one
ffth of your workbook @ou&re going to get another one, later today or
tomorrow, which is speaker workbook And on day three, sometime in the
afternoon, you&re going to get a big tactical one that&s got about fve or si>
hundred pages of tactics -hen you&re going to get a C:+B#E that&s got JM
of the best books in business over the last three years, after reading about
C622, that have be detailed and analy,ed by a colleague and partner of
mine who&s in the room, who will be on the power panels7 and you&re
going to get 620 actual case studies that some people in this room, who
are returnees, have created7 and others
%e&re going to try to break about J2 minutes at a time because it&s such a
large group, but we have to start ( got a lot to do @ou should get psyched
up -his is the one time in your life ( can bring 662 people together from
around the world %e&re going to go long, we&ll probably eat late7 lunch will
probably be three o&clockish, we&re going to try to go to C21J2, CC1J2
tonight, and probably every other night %e&ll try to keep your energy up,
but balance yourself out
And ( want to acknowledge a couple of things7 ( have C< or so e>perts
here -hey&re all here for two reasons #ne, to contribute at the highest
level, and number two, they want to be ?ust like you (n part of the group,
collaborating and growing their own enterprises7 they&re not here to go out
/unclear CC1CJ3 their phenomenal theoretical wisdom and then traipse o4
A couple of them have time problems7 Fran, )rian, Eark, Kictor $ansen
)ut they&re coming anyhow, to give to you -hey&re not coming because
they&re paid, they&re coming because ( have been able to contribute to
them, and they want to give back to you, and they want to get back from
the dynamic and the ideas7 really work and collaborate
( want all the speakers or the e>perts and the power panel, or otherwise,
?ust stand up, so you can get an idea of who they are 9o you know these
are real people who are here Andy, %illiam, Earshall, Pdwin, :an, 9hree +
(&m not going to pronounce it, Eike /unclear CC1623, 9cott, Chet, )ob %ho
else. Anybody else. -roy, in the back John, %inton7 these are all here,
they&re here to contribute, but ( want you to know, this is not like your
mother&s old seminar -his is so mind+boggling di4erent, but don&t try to
think through what&s she going to do ne>t, and this isn&t the model7 be
thinking /unclear C01C03, be in the moment
Jay Abraham Mastermind Marketing 3
Jay: (s it on now. #kay, alright %e&re supposed to play Bawhide but we
didn&t, so presume you heard it #kay, everyone, please, shh :ave, play
something really loud for a minute Just play something really loud for a
minute (s it on now. #kay, alright %e&re supposed to play Bawhide but
we didn&t, so presume you heard it #kay, everyone, please, shh :ave,
play something really loud for a minute Just play something really loud for
a minute
#kay, don&t play something really loud for a minute7 by the time we get it
played, it&ll be too late !Eusic plays" #kay, we&re ready to start =et
yourself ready #kay. #kay Alright #kay, now we&ve got to go, everyone
!Claps hands"
Ey microphoneHs supposed to on, is it. *ut it up higher #kay, alright,
okay %here&s Les /unclear C1263. Les, where are you. %e need a e>pert
answer, seek -erry for a minute over there in the corner, she needs to ask
you a 'uestion
#kay, so now we got to little bit of philosophical grounding Aow ( want to
start building a bit here, but (&ve got to e>plain the process to you, from
my vantage point and all the other e>perts are going to function Are you
all at a di4erent table, yes or no. !Audience replies &@es&" #kay, and keep
it up because you&re on your honor, and if you&re with the same person
you came with, dumb, dumb, dumb, dumb move #kay, so how many
people received the e>tremely voluminous, weighty, heady, diverse and
hopefully, impactful grounding materials.
#kay, keep your hands up if you went through some, most, all of them.
Neep your hands up if, in going through them, you got ideas you were able
to act on right there and then in your business. Neep your hand up if
acting on those ideas actually made you a proft 9tand up if it actually
made you a proft #kay !Applause" #kay, stop, where are our mikes.
-here&s about C2 of you7 very 'uickly, go to the mikes and spread out
%here are the mikes at. #ne&s there, where&s the other one at, Bick. $ere,
we&re going to walk around (&m going to point to you, you&ve got one
minute or less to tell who you are, the kind of business you&re in and the
one idea or so that you acted on before you came, and what the impact
was, and if there&s a dollar measurable element7 because ( want to make a
point in a minute 9o, okay, you frst
Man 1: Ey name is Nenneth Pmbery, (&m from Cleveland, #hio -he name
of my business is *rogressive Advertising and Earketing
Jay: #kay
Man 1: -he ideas that ( used is the idea of uni'ue selling proposition
Jay: #kay, how did you use it.
Man 1: ( went to a + ( bought a car from a car dealer, from a former
football player 9i> months later, ( hadn&t heard from the man, but when (
got the car, everybody treated me with great accolades 9i> months later,
( hadn&t heard from him7 ( went back to him and told him how he could be
more uni'ue is his community and make a lot more money ( showed him
how, in his advertising, he could make it a fun proposition7 showed that
when you buy a car from me, all the other accolades you get7 and the
man&s business actually doubled, and ( made $06,222
!Applause and cheering"
Jay: -hat&s pretty good -hat&s good, ( like that #kay 9o what, stop,
'uickly %hat would you tell everybody that they might learn from the
e>perience you got before you ever came to + that they might do in their
own life.
Man 1: %ell, if you have an idea, think of how it&s going to help someone
else, write that idea down, write a list of people that you want to go talk
to, and go talk to them
Jay: #kay, thanks ( want to move very fast, because ( ?ust want to get
some perspective Bight here, whoever&s on top of this 9omebody in my
sta4, help move the mike up and down, so it works easier
Man 2: $i, it&s )ob Bothman from Pngland
Jay: $ow you doing man, long time, no see
Man 2: ( know
Jay: 9ame business.
Man 2: 9ame business, yep
Jay: $ow&s it doing.
Man 2: Fantastic
Jay: #kay
Man 2: (&m a professional gambler, ( sell horse+racing information, and the
thing that
!Laughter"
Jay: @ou guys + what&s the concept, it pays a wage of W62, is that what it
is.
Man 2: :oes it. @ou&ve got a good memory
Jay: (&ve got a great memory And basically, he only bills you if the bet
wins
Man 2: @ep Anyway, after reading + in fact there&s a 'uestionnaire, the
very frst thing ( was going through it and saying what the customers
want, and ( thought, &-hey&d like to know they&re defnitely going to win&
And it suddenly occurred to me, (&m not doing a very good risk reversal
And so, we&re mailing a list at the moment, that&s 'uite a good response
but a very poor conversion, and we had a lot of en'uiries, converting at
about JD, whereas our average is about M And so ( rewrote the mailing
piece, did a total risk reversal, and o4ered the same people money
myself, to put on the horse, so they could see how it ran
And it immediately + hello.
Jay: @eah, still there
Man 2: (t uplifted it from 0M to MCD, about
Jay: -ranslate that to dollars
Man 2: %ell it ?ust means that the last three months, we&re sitting on
about $J2,222 in immediate revenue, and that probably translate to about
$C22,222 over the ne>t year, with the back end from them
Jay: %hat&s the lesson everybody else can learn from you.
Man 2: -hat risk reversal is fantastic and the more you can take for
yourself, so much easier it is for your clients
Jay: =ood point, )ob, thank you
Man 2: -hank you
!Applause"
Jay: =ood having you back
Man 3: Bick Lewis, resourcing marketing Besource marketing is
essentially mortgage marketing for a mortgage company (&m a partner in
%hat we did was + the problem with mortgages is it tends to be viewed as
a transaction or a commodity %e + there&s a lot of things you can do with
mortgage if you actually know how to do it, but the clients don&t know that
necessarily 9at down with a fellow who had ?ust retired from a CP#
position of a Fortune 622 company, showed him to use a mortgage to
reduce his outIow of e>pense from $0022 a month to $G60 a month, free
up $C02,222 in cash !missing audio" action, he asked us point blank
why you should pay us that kind of money, and we said, &%ell, essentially,
what is di4erent about this mortgage from what you&ve got is that you&re
making money with it for a change& ( said7 &%e&re making you how much
money over the ne>t fve years.& $e said, &$J;2,222& ( said &(s that worth
$C6,222 to you.&
Jay: And he said
Man 3: $e&s bought it
Jay: 9o what&s the lesson you would tell everyone here that you learned,
and that they should take away from that story.
Man 3: $ow to not become a commodity Find a way to separate and
di4erentiate your product or service from the &me+too&s& that are out there,
by providing signifcant e>tra value and educating the client to the
perspective where they appreciate what they&re receiving
Jay: =ood, okay, thank you (&m going to be very 'uick, fast and 'uick
!Applause" /Onclear 221;;3 to the ground, wrestle him
Man 4: Earky Anthony, -raining Force 9uccess, and we put together a
marketing programs using Eastermind as the way to create creativity and
get it Iowing ( went to a large o8ce manufacturing company7 the process
of a Eastermind was new and innovative to them, so ( told them that we&d
do the frst month or two completely risk+free, so that the people got into
the Eastermind process (n doing that, ( got all sorts of breakthrough
ideas -hey become our long+term client, we&re on a contract now -hey&re
giving me referrals also, to other copier companies throughout the
country
Jay: =ood Lesson learned and lesson everyone else can apply is.
Man 4: Always fgure out a way to utili,e risk+reversal (f you know that
your product is going to really work for your client, walk your talk, put
your butt on the line, and the client will feel good about that, and you&ll
feel real good when you develop a long+term relationship
Jay: and you&ll fnd + when ( started doing + ( started as a contingency
performance advisor7 ( only got paid if my stu4 performed7 ( didn&t win all
the time -hey never lost because ( was the one more at risk than them
-hen if ( talked a fee, ( would always make sure that was a validating
process %hen we did the frst seminars, we had + there were $C6+02,2227
we had $6,222 che'ues we didn&t deposit until half way through the whole
thing, like two and a half days into it7 you guys are on a risk reversal First
time ( did Australia, we had a million dollars in che'ues Anybody from
Australia in the frst one ( ever did sitting at the back of the room. For
three days, and the deal was, if we didn&t give you + ( can&t remember
what we promised + $C2+C6,222 minimal yield in ?ust the frst two days,
they could leave respectfully and get their end cash che'ue -wo left7 we
didn&t care )ut when you use risk reversal, it forces you to perform at a
much higher level of value, performance and comparability
(t&s ?ust powerful, when you get the 620 case studies on Eonday + or did
they already get them. -hey already got them. #kay, when they get them
on Eonday + ( don&t know what that is + in there you&ll see that of 620
documented, very, very modelable stories, and strategies and e>amples
you can directly and indirectly apply to your business + something like
what, Bick, J2D of them were based on variances of risk reversal. ( know,
( knew that7 ( was ?ust going to catch him o4 guard ( was testing him )ut
they are, you&ll see %hich way did ( go. ( ?ust did you @our turn
Man 5: $i Jay, (&m Kirgil %alker, ( work for a company7 Cascade 9ealance
in *ortland %hat we do is waterproofng and sealant materials and
gla,ing %e had a large client who, over a very small margin of dollars,
decided to switch their business after having a long relationship with us,
and we decided to use a risk reversal as a concept
Jay: $ow&d you apply it. (&m going to hurry everyone, only because ( want
to make a point $ow did you apply it.
Man 5: %ell, what we o4ered them was the ability to purchase,
essentially, 6 weeksH worth of material without paying + well, to get 6
weeksH worth of material without paying for it And then we managed the
inventory on their side
Jay: -hey were credit worthy right.
Man 5: P>actly
Jay: And so nobody else would do that for them.
Man 5: -hat&s right And what it gave us was an opportunity to go back to
a client where we thought what we were o4ering was big customer service
that they really en?oyed, when what they really cared about was price,
and we identifed with the greed that they had
Jay: And so you got them back and what did
Man 5: Actually, you know, what it&s done is it&s gotten us in the door %e
haven&t gotten them back yet, but where price was keeping us out, now
o4ering them this opportunity has brought us back in
Jay: -erms + you were able to counter+program on terms
Man 5: -hat&s right
Jay: 9o whatHs the lesson to everybody.
Man 5: (&m going to sound like a skipping record7 the lesson is utili,e
!Audio missing" -he initial o4er seems if you can 'uantify the ultimate
beneft of retaining this customer, then go big with what your initial o4er
is because you&re going to keep them
Jay: =ood, thank you
!Applause"
Man 6: $ello, everybody, Ey name is /unclear 2270J3 (&m from $olland
(&m in the web hosting business
Jay: Long drive
Man 6: @eah (t&s about 6,222 miles (&m in the internet business, hosting
websites %e already had some things in place like good headlines, long
sale copy, risk reversal, testing everything )ut the thing that made us a
lot of money is rewarding referrals 9o we started an a8liate program,,
which is easy to track on the internet, and we have implemented that in
about two and half months ago, and it has increased our sales with 622D
Jay: 622D. %hat does that pro?ect out to.
Man 6: %ell, in dollars that would be like $62,222
Jay: *retty impressive %hat do you think the lesson everybody can take a
page from here is.
Man 6: -he most important lesson is to test everything, do not think that
you know what your customer wants, and be generous when you reward
somebody for a referral *eople get 06D of the frst sale, because we
recogni,e a lifetime customer value of it
Jay: #kay, and you&ll fnd as we get into today and tomorrow, that about
MJ di4erent referral strategies we&ve uncovered, most people don&t apply
one of them, and they range from ?ust people having an eagerness to
validate the wisdom of their own choice, to economic incentive, and
everything in between, and we&ll go through and grade it depending on
the situation -hank you 9ir.
Man 7: $i, Jay Nevin :unellen at =uaranteed Besumes, ?ust outside of
Einneapolis, Einnesota
Jay: ( wonder what =uaranteed Besumes does, hmm, what can (
Man 7: *reface1 ( owe you my $J22,222 house that ( ?ust bought in
August, because ( built my whole company based on a guarantee7 there
are no guarantees in resume services until ( read a sales letter from you
si> years ago ( took resume, resume, this, that thing, A+plus, alphabetical,
=uaranteed Besumes, boom 9ales have gone up e>ponentially ever since,
si> years ago, so ( ?ust bought my dream home thanks to you ( owe you
Jay: %hat do you guarantee people.
Man 7: Besults for a full year, if your resume doesn&t perform for you, (&ll
rewrite it or refund your money
Jay: And no+one else has got the chut,pah, the balls to do it, do they.
Man 7: -hey have guarantees, but they&re buried on page C2 of their
website typically, and mine&s up front on every page7 it&s on my business
card, everything ( do -hat&s ?ust a preface, this isn&t the stu4 ( did last
week, so thanks frst of all for my home (n the past two weeks, ( raised
my rates, ( went upscale7 raised the rates but ( changed the terms, so
prices went up J2D but now you can pay on terms And it&s working ( also
recommitted myself to consultative sales7 ( shut up and let the client tell
me his or her problems (&ve been doing it sporadically, but ( retyped my
sales script
Jay: @ou got it + doing it systematically and formally
Man 7: P>actly Consultative sales and going upmarket, changing the
prices and giving them terms can serve, really + that&s going to do $C2,222
in new business, ?ust over the ne>t year -hat doesn&t include the referrals
Jay: %hat&s the lesson in those two e>periences for everyone in this
room.
Man 7: @ou can play with your rates if you also play with your terms7
customers are open to that -hey&ll fnd the money, in any economy And
second, consultative sales works7 there&s no one sales trick that works for
everyone
Jay: %e going to do a huge session on it in a few minutes7 ( agree, thank
you
Man 7: @eah -hank you, Jay
Jay: -hank you
!Applause"
Man 8: $i Jay
Jay: $ello
Man 8: %ell, you haven&t bought me a house, but you can buy me a car, (
think
Jay: #kay
Man 8: Aick %eb, Luasar E: (&m from (taly %e used a headline %e&ve
interviewed some of our international customers to fnd out what they
would like
Jay: %hat kind of business.
Man 8: Eedical publishers %e asked our customers what kind of
problems they would like our products or our competitors& products to
solve for them, or what kind of benefts they would like #ur customers are
the international pharmaceutical companies And they told us they&d like
our sales forces to be motivated, we&d like our receiving physicians to be
interested in our products 9o ( manipulated that to write a headline, and
we got a new customer the day before ( left $e&s made an order for
$J0,222, and he&s already paid that and his product will be ready in
August And as a result of that, we&ve also reduced our production cost on
another pro?ect for about 6 or $<,222, so we&re almost $;2,222 up
Jay: 9o what&s the lesson.
Man 8: %ell, think about what your customers really need, what they
want to do with your products, and act upon it
Jay: =ood -hank you
Man 8: -hank you
Jay: )y the way, tomorrow, we&re going to interview somebody for about
C6 minutes, who speciali,es in helping businesses fgure out what their
customers or their competitorHs customers, clients, want and how to really
create it for them, and open up massive new markets and new distribution
channels 9o it&s a great prelude @es.
Man 9: $i Jay
Jay: $i
Man 9: Ey name is -omaso /unclear 61C63, (&m from (taly ( live in Aew
@ork for about ; years now ( work both in the Puropean market and
American ( don&t have a headline or a title ( have multiple income +
multiple sort of incomes And ( try to really come here and thank Jay,
because he is my ground $e grounds me up in the morning7 as soon as (
get up, ( put the tapes, and &vroom,& the state of mind goes in there, and (
allow myself to really be more focused and not have + ( applied the
powerful techni'ues he has, and simplicity And (&ve opened up a whole
new line of income, not only for me, but also (&ve created some more ?ob
opportunities for other counsellors
Jay: Can you describe one because it&s + you&ll learn + all of you, by the
way, any law or + e>cuse me + that you !Audio missing" (t&s so
wonderful, but (&m about moving everybody to action through very specifc
reference e>amples, so for this segment, 9trategic *urpose, pick one
action that you did, that you can ?ust say, &$ey, ( did this, it did this, and
you guys can learn that from it&
Man 9: #kay (&m a personal trainer, on top of that, so what ( did is, (
wrote a letter to my advisor, my fnancial advisor, and (&ve re'uested him,
&Can ( give a gift from me to your clients.& And (&ve used that + a good
sales /unclear G1C23, but also, ?ust reminding him that there was no price
for him, there was no side of him that he had to fnance me for anything,
it was ?ust a gift
Jay: And what happened.
Man 9: %ell, we sent out the letters, and ( have a database now with 022
clients that (&m sharing with him (t only cost me for the printing and the
Jay: %hat was the economic impact, how much is that worth.
Man 9: $<,222 more a month, of personal training income, which is great
Jay: And what&s the lesson that you think everybody here should take
from that.
Man 9: 9ure, it&s to really act, to really + you can do all the programming
in the world, you can listen to all these tapes, but it really is acting7 and (
acted And (
Jay: =reat, good, thank you Appreciate it
Man 9: -hank you
!Applause"
Jay: *oint of reference7 (&m going to get more and more, as we get deeper
and deeper in the three days7 interactive )ecause that&ll the ?ust + (&ll
e>plain something and (&ll make you guys all e>plain it, and when you hear
somebody interpret what they think the lesson is, that may be totally
di4erent than you think it is, or you think it is7 that&s why ( bought 662
people together, to share ideas, perspectives, without7 as Fran said7
discriminating :on&t worry about it right now, ?ust get the broadest
spectrum and then you can sort it out later7 we start building your optimal
plan on Eonday -hank you so much =o ahead
Man 10: $ow you doing Jay.
Jay: (&m good
Ea C21 -om /unclear C1663, from (nner 9ystems -echnologies %e repair
medical e'uipment, and ( use a $ost parasite techni'ue
Jay: Aow it&s called host benefciary7 we printed it wrong (t was host
parasite when ( frst came out, but now it&s politically more correct to call
in host benefciary, so use it in the right + even though we incorrectly put
it in the book, which is shameful, do it correctly
Man 10: 9orry about that, (&ll update the notes #kay $ost benefciary
Jay: $ost benefciary, that&s right
Man 10: ( actually + we developed a cleaning methodology for medical
e'uipment, and ( actually went to my competitor since they can&t do that,
and he gave me his e'uipment, for a fee, and we are using it 'uite
successfully
Jay: $ow much money is it worth to you, roughly.
Man 10: About $<6,222, and we gave our competitor $C6,222 of that
Jay: Lesson learned.
Man 10: :on&t be afraid to go ask Pverybody likes making money
Jay: %e&re going to talk about the strategy for this, and we&re going to
give you scripts before the weekend + the long weekend is over -hank
you
!Applause"
Man 11: $i Jay, my name is *atrick )oggs, (&m from Pasy-el and we&re
utili,ing the host benefciary relationship, purely by accident, in that we
market a turn+key package of discount telecommunications and internet
services to and for our marketing partners, and whether they&re sports
franchises, newsletters, or radio personalities, network marketing
companies, or whatever
Jay: 9o give me one application
Man 11: -he one application is in the frst section of one of your books7
the most important thing was + the most valuable thing you have is your
customer base %e sit down as a sta4, and we started saying, &%hat type
of assets do we have with our customer base, what can we do.&
Jay: -angible and intangible
Man 11: P>actly
Jay: #kay
Man 11: %ell, the frst + in the past J2 days, we generated an additional
$CG2,222 a month in found money that we didn&t have before
Jay: $CG2,222, by doing an inventory
Man 11: $CG2,222 P>actly, by ?ust
Jay: #verlooked assets, hidden opportunity, underperforming activity,
undervalued resource7 is that right.
Man 11: -hat&s absolutely right, and since ( + we came out on -hursday
morning, and since we&ve been out, the sta4 have been working up
additional ideas that will probably double or triple that number, within the
ne>t 62 days
Jay: Lesson learned, lesson
Man 11: -he most valuable asset you have is your customer base, and
you&ve ?ust got to get all of your Eastermind alliance type sta4 to throw
out ideas and when you do that, you&re going to get a lot of brain power
from people + and a lot of thought processes, from people that you never
really counted on before, and you really open up your mind And this
seminar, ( think, will continue to grow for us in that respect -hanks
Jay: =reat %e&re going to have on 9unday night, Alan. ( always + di4erent
colleagues and partners and di4erent businesses, and one of them has
developed a whole thesis on re+thinking inside the bo>, and he&s got a
matri> where he looks at all the opportunities, all the leverage points7
taking my stu4 and manipulating it (t&s really powerful
Wman 1: =ood afternoon, (&m from the Coaching Academy in the ON,
and (&d like to say three things very succinctly First of all, we recently did
a marketing mail+out to 0J,222 people, and we got a J<D response rate7
with a free gift
Jay: %hat was the opening sentence or headline.
Wman 1: ( can&t actually remember, if you ask Jonathan, Jay, who&s
sitting over there, he&ll be able to tell you
Jay: #kay
Wman 1: And, so that was J<D, it&s increased business by, in your
terms, $J62,222 9econdly, when people rang up, we were mindful that
we had to 'ualify the leads, which ( think is e>tremely important And
thirdly, on this issue of referrals, if you do not ask for referrals, you do not
think that you&re worth it
Jay: =ood -hank you
Wman 1: -hank you
!Applause"
Man 12: Ey name is :r -om Collins, (&m a dentist in /unclear 61603,
California, and we decided to market to our e>isting customer base, or my
patients %e sent out a postcard that said + had a headline, and we o4ered
a bleaching of their teeth, which is normally $;22, for $C2M, and it&s been
very successful, but the back+end selling is even more interesting,
because
Jay: @ou never did this before.
Man 12: Ao Ao, no #ne patient last week came in, and her teeth had
gotten whiter, but she wanted them whiter 9o ( did porcelain bondings on
all her anterior teeth, and so the back+end selling was e>cellent, so
Jay: (t was in her best interests for what she wanted =ood
Man 12: -hat&s right, and now she&s talking about doing all her teeth
)ecause she wants them all white like this
Jay: %hat&s the lesson learned.
Man 12: -he lesson learned is, your customer base is really a trusted and
true friend to you, and also back+end selling7 if you can give a 'uality gift
to + they said to me, &%hy are you doing this.& ( said,& )ecause you&ve
been a loyal patient of mine for X amount of years, and it&s Christmas, so
(&m kind of like giving this away& And so it&s a win+win situation
Jay: %orth it =ood lesson :id you get + did you put o4 that person we
talked about.
Man 12: @es, absolutely
Jay: =ood :idn&t think ( remembered, did you.
Man 12: !Laughs" @es ( knew you would -hanks
Jay: =ood @ou&re welcome
!Applause"
Man 13: $ello Jay Ey name is )rad Chestnut, (&ve actually been /unclear
<1063 for 'uite a few years ( own insurance automation and marketing
consultants, and a multitude of di4erent programs through the *rodigy
notebook really opened my eyes to some thought process
Jay: =ive me one
Man 13: =ive you one -he one that made the most money, or the one
that.
Jay: Ao the one that + it doesn&t matter (&d rather have the one that&s the
most universally interesting Let&s assume, if you&re back and you&ve been
a follower of mine for a while, that you made money from it, or you&re not
stupid 9o, he&s applying it 9o let&s take the one that&s the most
universally impactful to these people
Man 13: ( work with insurance agencies e>clusively, and what ( did, ( went
to one of our + another company that also works with insurance agencies +
created a relationship with them -he ob?ective and goal was to work o4
their customer base %ell, it was a little bit tough situation to try to pull
o4 ( said, &%ell, let me do the marketing piece for you frst, on our
customer base, so you can beneft from us frst& Loved it *ut the piece
together, did a marketing up for them, for our own customers
Jay: 9o you invested forward for them.
Man 13: :id it frst for them
Jay: %hat happened.
Man 13: -he results were phenomenal7 about G2D of people went with
him (t was phenomenal
Jay: And what happened for you.
Man 13: First of all, ( have a very close relationship with my customers,
(&ve got C22D customer satisfaction, so ?ust me suggesting it comes
across very strongly with them
Jay: 9o the authority and the gesture is very, very favourable received.
Man 13: @eah
Jay: 9o what&s the lesson here to everybody.
Man 13: %ell, that was the frst half of the battle -he second part of the
battle7 ( wanted them
Jay: -o do you
Man 13: -o do the same thing for me, but ( wanted to write the piece
Jay: #f course
Man 13: %ith him signing the bottom
Jay: Eakes sense
Man 13: %hich we did, and he also has a very strong relationship with his
people -his was put out about a month ago, the lead count on this has
come in7 it&s absolutely phenomenal ( would say we&re looking about a 06+
J2D lead hit from the thing
Jay: %ow
Man 13: %e have about a M2 day sale cycle, so the numbers are still
coming through
Jay: %hat do you think, conservatively, it&ll be worth.
Man 13: (&m betting we&re going to probably pull about, in gross revenue,
somewhere around C62+022,222
Jay: Lesson.
Man 13: %ork the people who are working your same customers, develop
a relationship and + we&re not competitors, but we can create a very
positive working relationship together to complement each other
Jay: -hank you !Applause" *ete, we missed each other the other night (
was with /unclear C1JC3 getting a massage when you called, then ( had a
meeting, then ( was like, burnt out, but we&ll see each other tomorrow,
okay.
Man 14: =ot it
Jay: $ow are you.
Man 14: Fantastic
Jay: Pven better when we get our deal going
Man 14: @ou got it
Jay: #kay, what&s the story here.
Man 14: #kay, so we get all these emails from + you&ll be getting in
9eptember, so we&re thinking, &=ee,, what the hell&s he going to do to us,
beat us into submission here.& And one email after another for the events
coming up, and we&re thinking, &%ell, gee,, why can&t we do this
ourselves.& And we said, &%ell, we can&t, because we&ve got a lot of
products and we can&t push all of our e4orts into one particular product
over a ; month period& &%ell, why can&t we do it over a month.& &( don&t
know, let&s try it& &%ell, maybe we&ll lost a lot of email customers& &%ell,
let&s try it and let&s see if people drop out or not.
Jay: And how big is your email list, ;2,222.
Man 14: *ardon me.
Jay: @our email list is ;2,222.
Man 14: @eah about ;2,222
Jay: Pveryone told + every internet e>pert says &@ou&re cra,y, don&t do that,
they&re too long, they&re o4ensive, they&re going to de+subscribe +
unsubscribe&
Man 14: Ao, the longer the emails we send out, the more sales that we
get And we will send out + we have one email that&s 6,222 words long
Jay: And did it make an economic impact you can e>trapolate.
Man 14: %ell, yeah %hat we&re ?ust talking about there, instantly and
immediately doubled the sales for each campaign for any of our products
And this was for ?ust one segment of our list, the + we made an immediate,
in that frst two week period, $02,222 -hat was o4 of 6,222 names
Jay: Lesson.
Man 14: %hen you see something that&s working for someone else, see if
you can fgure out how to get it to work for you
Jay: -est it
Man 14: @eah
Jay: -hank you %ell.
Man 15: Ey name is %ill =reen, ( ran trade associations and the thing
that gave me the most value was that big long 'uestionnaire, because it
stimulated my thought, so the 'uestion asked, &%hat was the one thing
that stops your + the big resistance for your company.& And we&ve been
trying to develop a healthcare program for seven years And because of
that 'uestion, ( made a phone call7 we developed that healthcare program
for everybody, that allows us to open up a new association for + we have a
market of about C million people, and now we have a market of ;6 million
people 9o ( don&t know what the total value of that is going to be, but if it
is representative of what we&ve done, it&s probably worth $02 or $J2
million to us
Jay: Lesson.
Man 15: Lesson was don&t forget to go back and remember the things
that you really want, and go after them
Jay: =ood, thank you
Wman 2: $i, my name&s %endy Bobins, we have a product called the
-ingler, which is a head massager, and we used part of our database to
?ust ask people to refer three friends *eople who had bought our product
before, liked it7 refer three friends to us %e got C,222 referrals within a
few hours, basically
Jay: :id many + any of them buy.
Wman 2: @eah, we&re still tracking it ?ust to make sure that we can
identify e>actly who bought what, but what&s really cool about it is we
were able to automate the system 9o what it means is the auto+
responder goes out, and every week it asks them to do something else, do
something else, and refer more people 9o that&s great, because it cost us
nothing
Jay: %hat&s the lesson.
Wman 2: -he other 'uick thing that we did is we created
Jay: Just one, ?ust one, only because + if you&re already at the mike, stay,
but nobody else up, because (&ve got to + this is an e>ercise + ( want a
lesson though, ( need a lesson, don&t leave =ive us a lesson in there
Wman 2: -he lesson is, use your customer database to use referrals,
ask them via email7 it doesn&t cost you anything to refer three friends (t&s
really easy to ?ust create a 'uick little form, they&ll literally refer people to
you (t&s phenomenal7 you&ll use your auto+responder and you&ll ?ust keep
going, going, going, going
Jay: =ood -hank you
Ean C61 $ello Jay, =ill Eeyer from Atlanta, =eorgia And one of the lessons
that ( learned and that actually we&re in the process of implementing
%hat we do is we do fnancial transaction processing over the (nternet %e
process che'ues electronically7 (&ve already been introduced to -ony, ( see
you looking over at him )ut in any event, one of the things that we&ve
done with this new product is we&ve brought together the ability for online
gaming, casinos who have a ma?or problem getting money into their
accounts, and so we were already working with a software vendor who
already has a software, and there&s a maga,ine called =ambling #nline,
and ( come to fnd out the guy lives three blocks from my house 9o ( got
in touch with him, and ( said, &Pric, what ( really need you to do is to email
your customer base and tell them what we&re doing& $e&s like, &#kay, what
do ( need to do.& And so we put together a relationship, and that email + it
may have already gone out, but it&ll probably go out ne>t week
Jay: Onless it really is lame, it&s going to transform your business
Man 16: @eah, it&s + ( can rattle o4 numbers, but until ( see it happen + (&m
pretty fred up about it, so
Jay: /unclear3 %hat do you think the lesson is.
Man 16: Lesson clearly is + frst of all, this is a new business, we&ve been
in some other fnancial processing businesses, but this one is, fnd out
who&s got your customer and go strike a deal with them
Jay: =reat point, thanks 9ir.
Man 17: $i, -om /unclear 610M3, L-A Eedia %e do + we sell products on
the radio, and two years ago the internet thing happened, you know, and
we&re buying up all the radio time, and it ?ust killed us %e were doing
really well on the front+end of everything we were selling, because media
was a4ordable -hen all of a sudden, it went berserk -hese people had
more money than they knew what to do with7 they were buying media for
nothing, and driving the price up and it forced us to rethink what is was,
how we&re going to stay in this game And after attending one of your
seminars, it ?ust blew us away as to what the possibilities were in the back
end %e ?ust didn&t have to deal with it before, so we started working the
back end and
Jay: %hat happened.
Man 17: ( could ?ust tell you, it&s ridiculous, it&s ridiculous !Laughter" %ell,
we basically ended up selling + at the back ends& the most lucrative thing
anybody could do7 ( think, anyway, after doing this %e basically ended up
selling in one single product in the back7 we ?ust sold over $CC2 million,
brought J0 to the bottom line, but it didn&t cost + because you don&t have
the advertising costs, you don&t have + it&s ridiculous
Jay: %hat&s the lesson.
Man 17: -he lesson is, ( don&t care what you get out of all of the this7 if
you develop a back end, you ?ust sit there and go to the bank (t&s a
beautiful thing !Laughter" )ack end of
Jay: @ou&re right, you&re e>actly right 9o, thanks !Applause" -hree points,
three points @ou are lucky @ou are lucky because ( am a mellow fellow at
this point in my life @ou are lucky ( am a mellow fellow because (&m going
to tell you why ( stopped doing the Eastermind Earketing seven years
ago )ecause ( got tired of sending out killer grounding materials to
everybody who thought ( was trying to use them to deIect the cost of my
programs, and instead, didn&t get that ( wanted to pay for the program for
them if they would ?ust study them, implement them, fnd one or two
applicable + not big, but immediate applications, and use it
( got tired of C2 or C6 percent of the people making $6,222, $622,222,
millions, and most of the people doing nothing )ut (&m a mellow fellow
today ( don&t have anger + because ( used to + did ( used to get mad at
people. Anybody been to any of my old programs. %ho. Baise your hand
Am ( a mellow fellow now. (&m not going to castigate you, (&m not going to
point out and walk you on stage, and say, &%hy in the hell didn&t you do
that when ( sent it to you three months ago, Fred.& ( wouldn&t do that to
Fred like ( used to, right Bick. ( wouldn&t )ut ( would say to you this
( didn&t spend almost $622 in hard costs to send you stu4 that we sell
separately for very really $CC,222, when (&m in the mood to sell it, which (
don&t do very much because all ( do this for is ?ust for fun, and (&ll tell you
my reasons in a minute7 for you to have heavy, e>pensive paperweights. (
did it because my hope, my belief, my desire, and truthfully, my
e>pectation was that you would read the damn stu4, that you would listen
to it7 that you&d fnd an idea, apply it + and everyone would stand and be
at that mike Bemember what )rian said. ( mean what Fran said about
G2V02 now, M6V6.
And what )rian said. ( want you guys to be in the 02 or the fve, but it&s up
to you, ( can only bring you to water -he stu4 (&m teaching you is the by+
product of me spending 06 years, many of those CG hour days, going
through two marriages, losing $J6 million to e>+wives and rapscallion,
roguish, ?ust terribly infdel oriented partners that didn&t turn out to be
very good, and learning a lot of very painful lessons, making a lot of
observations, studying the good, the bad, the ugly of a billion dollars
worth of marketing e>periments, to try to discipline, simplify, and compact
it into a peremptory, a three+day and a C0 month follow up e>perience7
but ( need you to help me, ( really do (t&s very important
Aow, let me tell you what (&m here for, for the ne>t three days Let me tell
you why (&m here to do it (&m going to cover as much ground as ( have
and we&re going to do it in se'uences, because (&m trying to layer e>perts
who have some rigid timelines, and you&ve got to be Ie>ible, will you.
!Audience replies &@es&" And you got to understand, this is not a regular
seminar, ( don&t purport to be the likes of, and are good friends of mine7
-ony Bobbins, or any of the other people7 (&m a very + (&m a real
entrepreneur and (&d advise you is to try to open up and share with you
9ome things we&ll do are a little long, a little short7 work with us, keep your
energy up and we&ll get you motivated
9o here&s what the fve or si> things (&m trying to do here this weekend for
you are Aumber one, ( am committed to you And ( want each and every
one of you to be committed to each other, to redefne and open up your
mindset to the kind of possibilities that strategic+based marketing can
produce for you Aumber two7 ( want to turn you into a more masterful
marketer than anybody else you compete against in your feld, sector,
industry, locale, depending on + and ( want to raise your standards
)ecause maybe you&re local but you should be regional, or maybe you&re
local and you&ve got this incredible system and you should be at least
licensing or selling it to somebody else ( want to teach you how to master
+ frst of all, recogni,e, understand, acknowledge, recogni,e, all your
overlooked assets, hidden opportunities, underperforming activities,
undervalued relationships, under recogni,ed resources7 and learn how to
deploy them, how to harness them, how to harvest them, how to deploy
them in a systematic, sustaining, compounding basis
( want to + ( should know all this + teach you how to use the (nternet
intelligently ( don&t purport to be an (nternet e>pert, but ( will tell you,
even though ( don&t turn mine on, (Hve helped about 02 people triple their
website presence, and we sold and made + we made $G22,222 in the last
four months screwing around with one email campaign @ou wouldn&t be in
this room + ( mean, (&m pretty proud of the fact that we sold to the better
part of <22 people of $6,222 attendance, and we sold ;22 $0,222 tape
set, ?ust by our feeble understanding of email, so there&s something to be
learned7 not about how great ( am, but what we have discovered that is
di4erent *lease turn it o4, or leave it outside, because it&s ?ust going to
drive me cra,y -hank you
Finally, ( want to teach you how to get breakthroughs and (&m going to
give you breakthroughs )ecause (&ve studied the highest and the most
consistent performers in all the sectors, and they are to the company -he
individuals and the ones who engineer the ma>imum 'uantity, 'uality and
consistency of breakthroughs in, frst and foremost, strategy, then
marketing, then innovation and then management7 and most people don&t
have a clue what marketing, strategy and innovation are, so ( probably
should try to defne it, shouldn&t ( Bick.
9o (&ll try to defne it (&m going to defer to a couple of other people 9ee if
( got some notes here Coincidentally, ( brought some :o ( have it. #kay
Eost companies + and you&ll get to this + by the way, in your workbook
there&s three or four redundancies -hey&re there partially as a mistake
and partially on purpose $ow could that be. %ell, we accidentally
replicated things and instead of pulling them out, ( thought, &@ou know,
these are so powerful that if you read them two or three or 06 times, and
you reiterated them and indelibly imbedded them in the catacombs of
your mind, it would be the wonderfullest thing you could do& 9o we&ve
kept them there so you&ll be forced to read them over and over again,
because they are so pivotal
)ut (&m going to read strategy ( believe MGD of all companies ( look at
don&t have a clue what strategy is -hey&re totally tactical, they live for the
moment, they&re only lifestyle+oriented, they are so oblivious 9trategy
can mean many things, but (&m going to use a militaristic term that was
sent to me by a retired Colonel, who also is a Jay Abraham ,ealot7 and he
said + by the way, most people use + sometimes seem to confuse strategy1
planning, and tactics1 doing &9trategy is a science of planning and
directing large scale operations -his is distinguished from tactics, which
involves skilful methods and arrangements of the forces used to gain an
end& $e&s an old soldier and he can&t resist mentioning these, because he
thinks most people don&t have a clue
Eost people don&t have the wildest idea of where they&re trying to get to,
and why they&re trying to get to it, whether the reason they&re trying to
get there is the right reason, whether the goal they&ve set for each other +
the other goal, the thing we had about whether it&s even worthy of them7
you&ve got to become more strategic Earketing, in my mind, and this is a
fragmented e>planation, but it&s a good one All marketing is is educating
(t&s frst and foremost educating yourself to know who your best target
market is %ho the hungry, starving crowd is Ae>t, it&s educating the
starving crowd to see that they have a massive problem that they may
never have recogni,ed or verbali,ed
-hree, it&s having them see that you have the only viable solution to that
problem And then :7 it&s getting them to desire the result, the solution,
the protection, the beneft, the e>perience, the entertain + that whatever
you&re selling, so badly now, not in the future, and only from you7 because
you clearly are the only one that understands it -hat&s all marketing is7
it&s educating people to see that they have a problem or an opportunity,
to reali,e that the problem or opportunity is solvable or reachable, or
tappable7 that there&s only one person, entity in the world who gets it at
the level, the enlightened operational, strategic and tactical level, that
can solve it for them7 and that is you, your company, and that they need it
done right now
-hat&s all it is Bick, was that ade'uate. #kay %hat was the other thing (
was going to defne. (nnovation can be technology but it&s not,
necessarily All it is is bringing greater advantage to somebody&s life or
business, that they value, appreciate and desire (t all integrates together
(t can be technology7 it can ?ust be basically something as simple as
having better terms, or going to them, or + ( pay 62D premium because (
got a guy that picks up my laundry %e sold easily 62 times more people
to this event, because ( was able to take twice the risk on you, and didn&t
mind if you took a year to pay me -hat&s innovation, ( think, when most
people can&t get 02 people at $C,222 in a room, isn&t it.
)ut am ( high+tech. Ao Ao, (&m very low+tech, (&m almost non+tech, (&m
almost technologically an imbecile )ut that doesnHt mean that can&t be
the most innovative person you know, and ( can get someone to
implement and e>ecute and deploy whatever kind of technology ( need
Man: $ow about leverage, Jay.
Jay: $ow about leverage. :id you write down my defnition. (s it in here.
%here&s it at. %hat page is it. %hy don&t you throw it up here.
Man: ( don&t know if it&s in the manual but it&s
Jay: #kay, (&m all about leverage7 (Hm getting ahead of myself but it&s
okay Leverage is the ability to make a transaction An opportunity An
asset @ield a higher result + upside leverage7 ( should 'ualify that And
we&re going to e>plore, we&re going to dissect, we&re going to analy,e and
we&re going to defne, and then weHre going to basically master so many
elements and facets of strategy this weekend, or this long weekend7 it&s
unbelievable #kay
Man: Force multiplier
Jay: Force multiplier, you&ve got to learn ( didn&t e>plain to you, but (&m all
about working on the geometry of your business @ou can&t work on the
geometry of business if you don&t get into a little bit7 even if you&re a
pacifstic individual7 ( see an #rthodo> Jewish gentlemen, and today, for
this moment, be a little bit militaristic Can you do that. #kay, throw
#rthodo>ic or Babbinical caution to the wind, okay.
#kay, we&re going to look at force multiplier because this is going to
transform you -his is how, in the middle Past last time, they were able to
slaughter them so 'uickly, and this time, if it comes to a war, most
probably it will ?ust decimate them because it&s the capability that, when
added to and employed by a combat force, signifcantly increases the
combat potential of that force, and thus enhances the probability of
successful mission (t is the discipline of creating multiple avenues of
penetration at the same time )y land, by sea, funnel attacks, /unclear
CM1;M3, there should be some other attack + overhead attack, side attack,
missiles7 forging ahead to penetrate ahead, advance intelligence, soften
the enemy, prepare them for the big one, air attack, stealth attack7 it
should be in paragraphs so it&s easier to read
A proven process of dominating your market in military terms (t&s a
proven process of dominating and pre+eminently owning the market in
commercial entrepreneurial business terms (t all ties together %hat it
means is, it&s going after them from many di4erent vantage points
Eilitary has got this whole integrated approach, and while they hope that
the frst attack annihilates them, they really e>pect it to be one of + have
you ever hit a piYata. @ou know how a bunch of di4erent forces fnally
cracks it, and you don&t know + it doesn&t matter if you hit it here, it might
break here.
%ell, the force multiplier is hitting at the target from many, many vantage
points -here&s a concept you&ve got to learn now, and it&s not original to
me (t&s a guy who wrote a book called Onleashing the %arrior %ithin
%hat&s his name.
Man: Bichard Eachowic,
Jay: %e tried to invite him two times and he was out of town, ( think,
which was tragic because (&m going to steal his thunder by giving you his
concept $e&s a former Aavy 9eal instructor who took the training and
translated it to the business community $e&s cool $e says all it&s about it
three things Aumber one7 fgure out what your primary target is Aumber
two7 what&s the primary weapon to knock it down And number three7
what&s the most e4ective way to move it Kery simple )ut then he says
most people get all cluttered and all kinds of munitions + he says all you
want to know right now is what&s the most important single target you&ve
got to knock down frst so you can move to the ne>t one and the ne>t one
and the ne>t one
And he says, you&ve got to knock it down, you don&t ?ust reach it Nnock it
down, annihilate, get the mother out of the way + e>cuse my phrase, but
get it out of the way so you can move on to the ne>t thing Force
multiplier goes !Audio missing" powerful weapons as you can mobili,e,
makes them all cost ?ustify, or strategically cost ?ustify7 and we&ll get into
that later today or tomorrow And it guarantees you a successful result
without discriminating or caring which one it is
%ho&s on my email list. %ho got at lost one email from me about this
event. -wo emails about this event. -hree emails about this event. -en
emails about this event. 02 emails about this event. An o4er to be on a
conference call, an o4er to get a transcript, an o4er to get reports, an
o4er to talk to me personally. Anybody. %ell, guess what. Pvery time we
did that + Carl, where are you, are you in the room. A di4erent 'uantity,
an element of you came forward And week one, maybe it was C2, week
two maybe it was 06 more
:id you guys see the audacious, ballsy, seemingly brass, but very sincere
and straightforward and heartfelt email ( sent last week, that said only
contact Carl if you&re ready to buy. A hundred people responded to that A
hundred people spent $0,222 because we ?ust kept advancing and
penetrating from every vantage point :oes that work. One'uivocally
:oes it all work. $ell no Could ( tell you which one works best and which
one doesn&t. Ao, and ( don&t have to ( did research and collaboration for
about 6 months on a pro?ect that ( did, that ( didn&t go forward with, with
one of the pre+eminent multi+variable testing companies in the world +
probably the pre+eminent, wouldn&t you think.
And one thing that they learned that ( already knew was a lot of things
you try singularly, they don&t do very much for you, they don&t do
anything Left + ?udging their own vacuum, their own static mind7 but you
put combinations together, the result is profound @ou looked at that And
it can be massive but you can&t achieve the incredible payo4 if you don&t
let the force be with you -he force multiplier e4ect #kay 9o, are you
curious why (&m doing this. ( mean, if you think (&m doing it for the money7
maybe + we spent $622,222 so far to get you here ( spent more on
getting the grounding materials that only C2 or C6D of you so far have
even looked at probably, in your hands, than most of you gave us down
%e basically have got more little bins and things where we spent 62, or 62
or C22 grand on the frst workbooks we&re giving you
(&m here for four reasons Aumber one7 (&m in a great mood and ( want to
share it, because ( did 62 programs when ( was mad at everybody
!Laughter" Am ( right. Bight, ( was mad, ( was angry, ( thought, &%hy
man.& )ecause ( came from a background where ( had a do,en clients7 we
made millions of bucks7 ( made millions of buck from them (f they didn&t
follow through, (&d ?ettison them and ( didn&t tolerate them, and ( was so
pissed at people who didn&t make the most of what they had the
opportunity to do, and ?ust sore at a high level, that ( would ?ust get mad
And ( reali,ed that you need help sort of se'uencing, and evolving7 and
(&m mellower and (&m older, and in a great mood (n the last fve or si>
years, ( went through basically a mid+life crisis7 ( stopped working, ( got
tired, and ( studied all the new changes and all kinds of di4erent things,
and ( have an enormous amount of things ( want very much to share with
you7 because ( don&t know that (&m going to do this kind of event ever
again, because ( frankly am more focused now on working with operating
businesses where ( get small fees, but pieces of the deal
(n order to do that, ( have got + ( started out being only a contingent
marketing e>pert All ( did + nobody knew who ( was, and behind the
scenes ( had a do,en clients, (&ve de+facto ran, strategi,ed, directed, ran
out of a bedroom in my house + very comfortable bedroom overlooking the
ocean, but never went anywhere, made millions of dollars, stopped doing
it, because a niche market guru, became somewhat theoretical, went back
and learned everything again ( need to redefne to myself everything that
made me great, to make me even greater so all of you make more money
from the people that ( help
-hird, is (&m actually hopeful that if ( do a great enough ?ob of educating all
of you this weekend, youHll see how much more is possible7 but thereHs
about 02 of you here that are large enough and underperforming at such
an embarrassing level, that we&re going to be matches made in heaven (
don&t know who you are, and you&ll fnd me, or fnd one of my partners, if (
do my ?ob correctly And then fnally, and probably ahead of my own self+
serviness, (Hve got all these people (Hve helped over the years, and (&ve
really watched them grow and prosper7 ( want them, and (&ve seen their
technology and methodology7 ( want them to come together and share it
with you, and ( want, in the process, for them to use the e>perience to
grow their own business7 and these are the e>perts, and ( want to have
fun ( want to have a good time And ( want to see you guys transform and
not ?ust + ( don&t want to be your intellectual entertainment And that&s
why we&re here
Correctly said, Bick. !Applause" Bick is my monitor %hen we did a pre+call
that we took the liberty of transcribing and putting in your book7 it&s a
little embarrassing but you can see how we set the stage for everyone7
and we tried to canvas + and by the way, thank you so much (&m at a
point in my life where your acknowledgement is very much appreciated
but unnecessary7 your action, your implementation, what you do with it7 is
the greatest compensation you&ll ever give to me or somebody like me,
and that&s the =od&s honest truth
%hen we canvassed all the e>perts out there who are going to talk, we
said, &%ell, what do you think.& Bead it, because we actually decided it
was profound enough that we put it in the front for you -his was pre+call
we had with everybody ( said, &( don&t want to call and ?ust have every
man or woman for themselves7 ( want it to be integrated ( want everyone
to be able to understand everyone else&s point of view and build on it and
they integrate it& )ut there were four points that came out of all this,
don&t you think Bick.
!ic": -hree
Jay: -hat&s what ( said, there were three points !Laughter" (&m ?ust
testing everyone, ( know e>actly what (&m doing Aumber one7 lack of
focus Aumber two7 lack of e>ecution Aumber three
!ic": Lack of strategy
Jay: Lack of having access to a special microphone.
!ic": Ao, no, you were supposed to talk about that
Jay: #kay Lack of strategy ( ?umped, (&m ?ust having fun -hat almost
every company looked at didn&t even understand what strategy was, they
were tactical, they were living moment to moment, lifestyle oriented7 they
had to sell their business, they couldn&t get even a fraction of what they
made really, net, in a year -hey were stuck in a well+paid employ -hey
didn&t look at the asset as something they were husbanding for the future,
they were building, compounding -hey weren&t strategic, they weren&t
trying to put into place systems that would sustain for them Chet $olmes
could do a lot more about that when he talks7 but we want to address that
now
Aow, now, last thing ( want to say, then (Hm going to get into
understanding all more about me until we have to stop7 is that much of
what ( cover today, tonight and tomorrow, will seem to you to be
reminiscent, e>plicative, duplicative, e>actly the same as stu4 that ( sent
you in preparation Aow, do you think that is because ( don&t have
anything else to talk about. :o you think that&s because (&m trying to
really avoid being original, or delving into the depths of my creative
capability. #r do you think it&s because ( have learned, over 06 years, that
intellectual understanding is not the same as transactional capability. And
that maybe we need to have a lesson right now in the di4erence between
process+learning and event+learning. 9hould ( give it to them real 'uick.
@ou&re going to do it, but you&re going to do it better )ut it underpins
everything ( do, and why the process is critical -wo ways to learn1 process
and event Pvent is what most of us have been weaned on %e buy a
book, we get a tape set, we go to a J day e>perience, statically where an
e>pert lectures to us authoritatively $igh up, looking down at you And
you soak in the information, and you&re blown away, and you go home and
it&s so cool, and you try to tell people, and they go, &@eah, what.& And then
the status 'uo creeps in and grabs you by the neck and s'uee,es you,
and its Eonday morning, and you can&t remember anything because you
took no notes or cryptic notes7 or if you took notes you don&t look at them
(&m looking at you, because (&m talking to you7 you get that don&t you. (
can tell $e&s going, &( think ( can relate to that&
And you end up with this much beneft but a great weekend and you&re
gone $C,222 or $6,222 *rocess training can only, at best, get you this far
(t can change your mindset, and that&s what (&m going to do with certainly
Pvent training is how you keep going back and building on it (t&s how the
military learns, it&s how doctors learn, it&s how pilots learn Anybody here a
pilot. Anybody here a professional pilot. For what airline. /inaudible
2M12;3 #kay, can ( ask you a 'uestion7 you Iy ?ets. %hen you decided to
become a pilot, did somebody give you the airplane pilot&s manual, give
you an hour or two in a simulator and throw you the keys to a <;< and
say, &-ake it up.&
Audience member 1: Ao
Jay: :id you instead have to go through arduous process of studying +
basically, theoretically studying it, simulatedly studying it, by sitting in a
seat a watching, studying it by holding and feeling, studying it by trying it
a little bit and getting a little bit more daring.
Audience member 1: P>actly right.
Jay: (s that a good way to learn.
Audience member 1: (t&s e>actly right7 it&s a great way
Jay: (t&s the only way, really, if you want to master it, because then you
become subconsciously competent at doing things automatically, when
scenarios happen, right. (t&s not ?ust you&re not the most articulate guy
about it, theoretically Any doctors in this audience, medical physicians.
%hat kind. /(naudible reply M1663 -he gentleman7 there&s a mike here
Audience member 2: Pmergency medicine
Jay: =reat, stand up :id you decide you wanted to be + please And by
the way, if ( seem rude, it&s not + ( love you all, ( really do, (&m in a great
mindset7 but (&m going to be 'uick and curt because (&m going to go over
on everything, and ( want to get right to the point, so if (&m rude, it&s in
your best interests because (&m trying to cut it to ?ust the essence so you
learn that
%hen you went to + no pun intended %hen you went to medical school,
did they give you + what&s the name of the big + ( think it&s got somebody&s
name, something&s Eedical=ray&s Anatomy :id they give you a cadaver
and a scalpel, and then about a day later, say, &Come on in the operating
theatre, you&re going to do a heart.&
Audience member 2: Ao, we spent at least J months in the anatomy
lab
Jay: And then you spent how much time reading about it, and watching it,
and going from dead animals, cadavers, to live little things, to holding, to
suturing, to get a little deeper, a little deeper.
Audience member 2: -wo years before we begin clinical stu4
Jay: (s that a good way to learn. (s that a good way to learn.
Audience member 2: %ell, it&s the only way, yes
Jay: *robably the only way, isn&t it really, if you really want to be profcient
and masterful at it. And you&ve got to keep doing it -hank you Anybody
here retired from the military. $igh ranking. $igh ranking.
Audience member 3: Ea?or
Jay: Ea?or&s pretty good !Laughter" ( mean, do they basically say okay,
recruit, here&s the manual, here&s a helmet, here&s the keys to a $06
million tank.
Audience member 3: -here&s a whole lot of training, they ?ust keep
building you as a person
Jay: (s repitition important for profciency and strategic aTuency.
Audience member J1 Bepitition is:ay in, day out ( mean, twice a year
you go to the feld and do gunnery e>ercise
Jay: (s that ?ust to waste time and ta>payer&s money.
Audience member 3: Ao, it&s to stay awake all night, and learn and learn
and learn, and do it so when you&re tired, you can still e>ecute
Jay: -o live, and to drive, and to win the war.
Audience member 3: -hat&s correct
Jay: -hank you Eac Boss, who&s a great, great, great, great friend and
probably the brightest mind in business7 and ( call him the :ionne 9anders
and the + who did we used to call him before :ionne 9anders was good.
%ho was it. )o Jackson of business, because he understands all the stu4
that he can&t possibly /unclear 221JM/ in one lifetime7 says that today
business is war %e did a seminar years ago and it said &=row or :ie&
Eac&s thesis tonight is going to be &%in or die,& isn&t it Eac. $e says
whether you like it or not, it&s a militaristic world, and you&ve got to
understand it7 not to be brutal, but to be strategic And do you agree with
what (Hm saying about strategy. #kay, okay. 9o, Bick where are you.
!ic": Bight here
Jay: %ait, ( screwed up so much, what should ( do now, because ( want to
make sure we do + no, ( got all these notes (&m not following #kay, what
do you think the best thing to do right now
!ic": @ou are following but it&s random and spontaneous !Laughter"
Jay: -hat&s okay, no -hat&s okay7 are you en?oying this. (f ( get a dictated
thing that was ?ust canned, it would be boring, and it would be so
impressive+sounding but it wouldn&t + (&m about making sure you get a
result @ou don&t care how ( do it, do you really. @ou don&t care if ( do it, or
if ( get this guy to do it for you7 all you care about is getting it And keep
that in mind7 you didn&t pay for Jay Abraham to babble incoherently or
pontifcate theoretically, that&s a waste Anybody can get someone to do
that @ou paid for a result
!ic": -alk about *eter :rucker
Jay: #kay
!ic": Earketing
Jay: -hat&s good Look on the wall up here (t&s on screen in a minute
*eter :rucker, arguably the most masterful management business e>pert
of our time, says something pretty profound (&m going to read it7 it&s on
the board over here $e says that, to 'uote + and there&s a couple of dots,
only because there was more fller but it wasn&t conte>tually any change
)ecause it&s purpose is to create a customer + ( would now call it a client,
which we&ll e>plain in a while -he business has two and only two
functions Earketing and innovation Earketing and innovation Earketing
and innovation produce results All the rest are costs (f you don&t turn
yourself into a masterful strategic marketer, at best you are sub+
optimi,ing, at worse, you&re screwed !Laughter" #kay
!ic": Becording and /unclear 01JG3
Jay: #kay, alright ( refuse + ( did 62 programs in CMGM to CMM6 or CMM<
Eastermind stopped in &M6 ( never do the same one twice, for three
reasons (&m attention+defcit7 ( can never fnd my notes (&m not lying, am
(.
!ic": -hat&s why (&m here
Jay: -hat&s why Bick is here )ecause ( add all these notes in, ( could
never fnd them 9o he&s like my memory Aumber 0 is ( was so committed
to trying to stretch and try di4erent ways to move people to action
Aumber J, ( reali,ed that where you are now, basically based on what (
hope ( and Eark, who&s going to come, and Chet, who&ll talk today, and
Eac, who&s going to hammer it home tonight7 will impact you, is there&s so
much higher you can go 9o much more you can accomplish, so many
more people and levels you can impact and contribute to, that !Audio
missing" and that even by Eonday, that your limited paradigm today is
miniscule compared to where you&ll end up %henever ( get into the ,one +
because ( don&t remember a word ( say, ( insist that every word be
protected and preserved for ever, for your beneft )ecause if you go to a
static, lecture+based big e>pert7 you feeble little underling, type of a thing7
at most you&ll retain <D of that -hat&s research, scientifcally based @ou
go to Jay Abraham program, you&ll do maybe JD Aot because (&m more
feeble, but because (&m more breakthrough, more tangible, more action,
more provocative @our mind&s going to be tripping out and you&re going to
think of all these permutations, you&re going to be talking at the tables,
people are going to sharing their insights, you&re going to be seeing all
these applications7 you&re not going to hear half of the stu4 that goes on,
which is okay for now, but once you go home and reali,e that you are
twice or thrice, or ten or C22 times more of the potential business person
or company than you ever thought possible7 a lot of the things that you
would discount7 because they don&t seem to apply to you now in your
current static circumstance will be very important And ( refuse to harness,
harvest and articulate that for you, not myself, but out of everybody, and
not make it your prisoners& forever
)ut in giving it to you, ( assume three things -hat you&ll listen to it Aot
once, but many times, because process learning is about listening and
getting more and more things out of it -he greatest book that ( ever read
for my own growth, was called 9cientifc Advertising (t was written by
Claude $opkins (t was written in CMCM ( read it 62 times And very like +
someone who&s very religious, committed and reads the )ible over and
over again7 every time ( read it, ( got another distinction, another
breakthrough that made me, each time, probably $C million plus and (
regrettable ?ust stopped when ( burned out about 6 years ago, and (
started again reading it, and it&s instantly paid o4
@ou can&t listen to the tapes of this if ( orchestrate this dynamic properly
enough times, and have your people listen to it7 and ( would even get it
transcribed And if you guys want to, later on we&ll fgure out a way you
guys can all get it transcribed for cost, and we&ll fgure someone who&ll do
it for you Aote+taking From today forward, ( want you to take a pad + we
got enough pads, you got two pads there, and if we run out, (&ll buy you
more ( want you to do two things Pvery minute + it&s going to be the
hardest thing you&re going to do and ( will yell at you (Hm a mellow fellow,
(&m so + and by the way, ( may not get everything ( want in this time, but
worry not, before you leave you&ll get everything we promise you ( ?ust
got to set the stage for everybody
(f you don&t do this, you&re going to be missing on probably G2D of the
opportunity Eost people are not used to taking great notes Eost people
are not used to saying, &%hat about that. (s it directly or indirectly
applicable to me.& Eost people don&t reali,e that they great breakthroughs
in your business will never come from within7 they will come from without
(f you look at great breakthroughs and the origin, almost none of them
come from within FedP>7 FedP> wouldn&t be here + Eike is here7 if they
hadn&t borrowed the $ub and 9poke processing system from the Federal
Beserve )ank
Boll+on deodorant wouldn&t be here if they hadn&t borrowed the process
from the roller pen, with the centrugal force concept Kery good Fibre
optics, that everybody credits to -elephony, the telecommunication + they
wouldn&t have come here if you would have depended + do you know
where it came from. Aerospace (t was borrowed forward Any of you guys
who are re+growing your hair because of Eono>odril. -hat wouldn&t have
been here if they hadn&t have created it for acne )reakthroughs don&t +
great breakthroughs, powerful breakthroughs, strategic breakthroughs,
marketing breakthroughs, innovation breakthroughs7 very rarely come
from within -hey come from travelling outside your comfort ,one, outside
yourself, outside your business 9ome of you have already been + we know
that 9ome of you have forgotten it who knew it Eost of you never heard
of it before, don&t know it
Anybody ever travel outside of your city. @our state. @our country. Aorth
America. -he %estern Continent. #kay Pvery time you go a little further,
you see di4erent, really fascinating things :i4erent cultures, di4erent
values, di4erent foods, di4erent climates, di4erent clothes, right.
:i4erent moralities )ut it grows and e>pands you, it makes you broader,
it makes you more knowledgeable, it makes you more aware )roadens
your perspective -ravelling outside your business will do that also %hy.
%hy, because the approaches that are the most powerful, you&ll learn, are
common place in other industries and they&re totally unknown in yours A
concept that&s as common as dirt, (ndustry A can have the power, the
impact, the proftability, the pre+emptability and the pre+eminence of an
atom bomb, if you&re the frst one to understand it, to use it, or
combinations of it and other ones like it, in your world @ou&ll never do it if
you don&t study other people
( am going to force you for three merciless days and nights, and the
reason that ( almost begged you all to eat lunches and dinners together, is
that ( want you all to share your di4erent perspectives ( want to share
your hopes and your dreams ( want you to share what you got out of
something today, and how you&re going to use it, so somebody that didn&t
get that will get what you got7 and if you talk to a hundred people today,
you&ll get a hundred di4erent perspective you never would have had, and
02 of those will be things you never would have used7 and the force
multiplier e4ect will be with you, and it&s unbelievable :oes that make
sense.
!ic": Absolutely
Jay: #kay, what ne>t, Bick.
!ic": @ou have a choice @ou could launch into Aine :rivers and Abraham
C2C
Jay: %ell, what&s our timeline with Eark and
!ic": @ou&ve got 62 + you&ve got ;2 minutes
Jay: #kay Let me do an overview of Abraham C2C
!ic": #r the interaction %ith strategic 'uestions
Jay: @eah #kay Let&s do a little of that frst %e got three things to do and
(&ve got it very orchestrated but ( never follow it Ao, but it&s okay Again,
trust me on this7 this concept of the feld of dreams is what you&re part of
(f our goal is to give you, and have you give yourselves, the most
incredible outcome possible, and have you turn yourselves into strategic
marketers, highly, highly integrated, masterful entrepreneurs, and haveZ
Jay Abraham Mastermind Marketing 4
an incredible strategy and then tactics to deploy it $ow we get you
there is not important -hat we get you there by Eonday night is all
important :o you understand that. And you&re all going to get there
di4erently, and ( can promise you, you&re all going to get your
breakthroughs at di4erent points, and that is normal (&ve done 62
di4erent variances of this, so don&t try to wait for something to happen,
and don&t even ask me about any 'uestions about, &Am ( going to do this,
am ( going to do that.& ( will do everything you need done, because if (
don&t, you&re going to have the chance to ask me a 'uestion about it7 like
you, and if you don&t shame on you )ecause ( am here, and if ( can&t
answer it, (Hll go to the audience who might be able to answer it better,
because ( don&t have any pride7 ( ?ust want the truth, because the truth
e>perientially, is what will really drive you to greatness
9o let me give you a chance to get to know each other, okay. %e&re going
to do + we&ve got, in the workbook + where, what page.
!ic": (&m not + the strategic 'uestions are not in the workbook, they&re in
the
Jay: Aot in the workbook, but thatHs okay
!ic":they&re in the grounding materials
Jay: %e tried to create a neat workbook that was a little di4erent7 for what
reason (Hm not sure, but it works out %eHve got a bunch of interesting
'uestions ( want to ask you And we&re going to go through about three of
them, then (&m going to have you write down the rest and ask them of
yourselves at lunches and dinners -he frst one is + and this is going back
in time %hat initially got you started in business in the frst place. %hat
passion, what goal, what circumstance. )ecause a lot of you have lost
connection with the passion that started and you had it in the frst place,
and to become a masterful strategic marketer, you really have to do that
@ou really have to do that And ( need to know, and ( need you to get back
in touch with your roots %hat was it. %as it, &$ey, when ( saw this
opportunity ( thought, man we could do better, we can make this outcome
better, we can protect people better, this is a great deal, ( love this feld, (
love the people in it& %as it your technology. %hat was it. %hat got you
started.
And then ( ask you as you&re writing that down7 do you still have that
feeling in your heart today. :o you still have that connection, do you still
relate the same way, or did you lose it somewhere between being
connected in the beginning, day+to+day, dealing with people, and moving
up to being the ?ack of all trades and the manager, and the bookkeeper,
and the bottle washer and the CP#.
%hat&s the ne>t 'uestion. %hen you frst started, how did you attract your
frst client. (t says customers7 we didn&t change that (t should say clients,
and you&ll see why in a minute %hen you started, and you had nothing
but an idea and a little bit of capital, or no capital, or a lot of capital
Eaybe you were one of these (nternet start+ups #r you got raised by
private fund investing %hat did you do when you had to make things
happen.
:id you call on people. :id you send letters, did you do something much
more e4ectively then, and then you got enough critical mass and enough
momentum that you stopped doing that and you bought other people in
or you moved yourself to a higher level, and things you did + maybe not
consciously, systematically7 but regularly because it was the only way you
could get things going7 you stopped doing now.
Ae>t And are you doing that today7 number two %hy did your clients
originally buy from you. Eaybe it was your passion, maybe it was your
personal accessibility, maybe it was the vision you had, maybe it was your
/unclear 2212G3 vinegar, your + when ( started out, ( was so young and (
was energetic and so full of possibilities that ( ?ust +( overwhelmed people,
and they submitted ?ust to the force of my enthusiasm %hat was it about
you7 and the 'uestion is, are you still that person today. (s your business
still that entity today. (s there more.
!ic": -hree
Jay: #kay, so (&d like you to answer those right now, and then (&d like you
to take + each table + (&d like you to take one of those, because we don&t
have time7 any one of those7 (&d like you to answer to the group 9ay, &Ey
name is Jay Abraham, (&m a marketing e>pert !or whatever your business
is", (&m from this, and my answer is this& And (&d like you to also share
what, if any, other thought, like underlying thought ?ust came to mind as
you were answering that Like, &9hit, (&m not doing that anymore& #r,
&:arn, ( did this everyday and it built $J million, and then ( decided to be a
CP#, and ( stopped doing that, and we plateaued and now we&re at 06,
and if (&d only hired somebody behind to do the ne>t level and the ne>t
level, we might be at GJ& #r whatever, okay.
9o take a minute to answer those 'uestions, and then
!ic": Jay. $ow about if they shared their biggest outcome that they&re
looking for this weekend, as a part to 'uestion number four.
Jay: #kay, we&ll do that -hat was going to be another e>ercise but we&ll
do it Also at the end, after you&ve said what the answer is to ?ust one
'uestion7 and you&re going to be on your honor system because (&m going
to stop at C2 minutes7 you won&t get all the way around, but you&ll get to
know each other a little bit more intimately 9hare the one biggest
outcome 9o it&s Eonday night (t&s M122 or C21227 and ( know some of you
have to leave early, thank =od we&re going to have tapes, isn&t it. And
we&ve done our ?ob And you&ve helped me help you7 turn you from
marketing midgets to masterful + some of you are already very masterful,
but you&ll be better7 to ?ust gloriously masterful strategic marketers, and
you&ve got a plan in here
%hat do you want to walk out with + what one thing more than anything
else, must Jay Abraham give you and your company, or Jay Abraham&s
attendees, or Jay AbrahamHs e>perts, or some combination there, of give
you, and you, and you as could be di4erent 9o that you feel you&ve got
more than you wanted %hat thing are you going to ?udge us, and ?udge
the event, and ?udge all the contributions, and ?udge your feelings and
interactions on more than anything, and why. -ry to make that the last
thing, and then we&re going to start in one minute
:ave, now ( do need some mellow, reIective, soul+bearing, candid,
vulnerability+inducing music, okay. And while you&re doing this, so you
know this, the paintings in this room donHt come with the room (t&s a
client of mine, who ( don&t get paid from7 ( take his art in kind because (
love it ( own fve pieces and three of my pieces are here, and (&m going to
challenge you to fgure out which ones they are And ( ?ust thought ( had
them bring a couple of pieces for me one time, and they coincided with
the programme7 it was so cool that ( said, &$ey, why don&t you decorate
the whole place.& $e&s here working on his business7 /unclear J1263 where
are you.
Wman: ( saw him out in the hallway
Jay: And he&s brilliant, and his work is collected by the 9ultan ofwhere.
Wman: *resident of Aeiman Earcus
Jay: #f Nuwait, the *resident of Aeiman Earcus, Bichard )ranson has his
stu4, Andre Agassi has his stu47 ( have his stu4 ( ?ust thought it would ?ust
knock you out7 its cool stu4 isn&t it. !Agreement and applause" ( said,
&:ecorate the place,& so he bought his whole collection here for us
!Applause" And this is a pro?ect he&s working on right now, with the Aobel
Foundation, to commemorate their C22 years, and it&s the heart of peace,
and ( thought, &-hat&ll be a cool emblem that we could appropriate for the
weekend&
9o, okay, we&re ready to start. %ho&s going to be out o8cial timer + who&s
got a Bole>. !Laughter" #kay, who wants to give it to me as a gift. %ho
believes in tithing. Ao. #kay, is your Bole> accurate
Wman: @eah
Jay: %hat&s your frst name.
Wman: *at
Jay: *at, you don&t need to take it o4 #kay, it is C1C; on our digital $C2
clock, what time does your Bole> say. #kay, at C10;, *at, the Bole> o8cial
timekeeper is going to ?ump to her feet and say what. -imeS
Wman: (t&s C10;
Jay: #kay, so you got C2 minutes, we&re not going to get done7 we&re
going to start it =o ahead Ose your time wisely !Audience chatters"
doing lots of this all weekend, but it&s powerful, isn&t it. :id you guys get
any insights from it. #kay, where&s the roving mike. Bick. #kay, Bick, (
need a roving mike runner7 one of my sta4 come here please Baise your
hand, somebody at each table that got a hell of an insight out of what ?ust
happened A real interesting insight that applies to something meaningful
in their business life Baise your hand #kay, only two. -hat&s interesting,
but that&s okay @ou don&t have to #kay, when we do e>ercises like this,
they&re designed to do two things =et you to see how many di4erent
ways other people see and sei,e life @eah, well, it&s ?ust too much + (&d
rather + okay
(&ll have you guys who raised your hands go to the mike, ?ust because we
can&t get in there as easily as we wanted to because of the confguration
9orry about that And the key to this event is going to be your willingness
to stop for a moment, fguratively and literally, to think through what you
got from that e>perience, what the biggest insight7 (+A+C+(+-+P, ( think #r (+
A+9+(+=+$+-, whichever it is7 and or both
Audience member: (+A+9+(+=+$+-
Jay1 @eah, but it could be also provoking you7 depends on your thought
And also the action it&s going to cause you to do di4erently in your life,
and if you force yourself at every e>perience you have at the tables in
here, to think that way, and say, &%ow, what about that is actionable.& (
didn&t fnish by the way @ou&ll go to the mike if you had an insight from
what ?ust happened, that will positively change some way or something
you do, or something you&ll reIect on in life ( was going to start with my
pads7 ( was going to show you what to do
Can you see that. -hat&s a vertical line that cuts a pad like a third, two+
thirds -hat&s how ( would start taking notes, with the left third being what
(&ll call &linear literal,& and the right being &translational and applicational,&
and you can call it anything else you want because (&m not in the right
words at the moment )ut what you want is7 somebody&s going to say
something, and it&s going to impact you, like &(&ve got to do a back+end& 9o
you&ll write that down on the left, because that the literal linear )ut then,
you&ve got to force yourself7 this is something no+one else has ever made
you do, and (&m the only one that&ll force you to do it7 and if you do it
diligently from this point, throughout the rest of the long weekend, and
the long evenings7 you&ll do it forever
9top and say, &%hat&s the specifc action, coe8cient or correlation that
that generic theoretical, philosophical, general thought or insight has to
my business.& For e>ample, create a back+end #kay Figure out a service (
can do for due, or fgure out a way to get people to buy myblank blank,
and then sell them C6 of my blank -ake it to something more specifc
%hy. )ecause if you don&t, if you delude yourself + and ( think (Hve got a
very good mind, ( think ( got + even though (&m attention+defcit, ( can
remember a lot of really ama,ing things, as you&ll see7 because (&ve got
people here from 02 years that come back, and (&ll remember Eaybe not
the name, but a face and a business, and an element ( don&t remember
s'uat of my own events, and (&m blown away by some of the insights ( get
from you all @ou won&t remember anything if you look at your generic list,
like develop a back end (n the moment, your mind is going to be so
stretched, so focused, so basically appliably opened up, that it will, if you
ask it to give you very specifc frst stage applications, but if you don&t
make those applications, a prisoner forever on paper
( make my stream of consciousness, or my &in the ,one& a prisoner forever
for you on tape @ou got to make your thoughts a prisoner forever on
paper, and let me tell you what ( might do 9o (&m going to encourage you
to make great notes, and great interpretive ones, because a lot of shows
and a lot of programs, (&ve made people give their notes to somebody else
and trade them, and if you take crappy notes you might get crappy notes
9erious Am ( ?oking. ( do some very unusual things, because ( want it to +
(&m serious, this is not intellectual entertainment
-his is about forcing, pushing, ca?oling, inspiring, ruthlessly but lovingly
keeping you committed to giving yourself an enduring breakthrough
#kay. Alright, so once you&ve had a breakthrough, or an insight, run to the
mikes #nly one person, and it&s our timekeeper %hat, the people that
don&t keep track of time, right.
Wman 1: -hank you, *at )urns, general manager of the Eillionaire
9ummit At our table we had C0 people, and every single person had an
ulterior motive other than being here
Jay: For e>ample.
Wman 1: #h, ?ust, buy land for their business, to increase their e>posure
about the personal branding, about coming after contacts that would be
here7 it was all about secret agendas or inside agendas
Jay: #kay, and so what do you think the lesson to everybody about that
might be7 or the insight that people might take if they hadn&t seen + see, (
want people to understand (f 662 of you are hearing me say something,
that 622 are getting something totally di4erent Aot necessarily better or
worse, but there&s so many options and perspectives, and the more of
those ( can open up to you kaleidoscopically, the more choices, the more
combinations, the more force multipliers you guys can commandeer 9o
what&s the insight for everyone to capture from your insight.
Wman 1: For my insight, is ask everyone that you meet 'uestion
number ;,
Jay: %hich is. %hat&s your outcome.
Wman 1: %hat&s your outcome
Jay: And why.
Wman 1: )ecause it&s going to give you an immediate, well
Jay: Ao, no, and why Add why to the 'uestion
Wman 1: -he why is for me, that it&ll give me an immediate insight on
who that person is And you can cut through all the other stu4
Jay: (t&ll challenge you to see life from a whole di4erent perspective
-hank you
Wman 1: Absolutely
Jay: =o ahead
Wman 2: $i, my name is @vonne =reer7 )aton is what&s on all of your
sheets, but =reer&s the name ( use professionally And ( said, &=od must
have put me at that table with these wonderful people on purpose,&
because they&re doing so many similar things ( have a company, *ower
Rone7 it&s a ftness based business and (&m also a radio broadcaster, %L9
in Chicago And ?ust earlier today, my husband, who&s here with me and is
my partner on the radio, had an insight ?ust based on some of the things
that Er -racy had to say about giving away services, because *ower Rone
is not doing very well fnancially
And ( had this idea that we should have ftness parties, and bring people
out, and not to the health club, but to the community centre or a church
or wherever, and get them out of the traditional ftness atmosphere And
we were struggling with how to get advertising and marketing to get
people to these parties And his insights earlier today were, &%ell, have a
grass+roots e4ort& @ou actually go to people&s homes, have people come
in, and you do a mini+presentation ( also have a line of e>ercise videos,
and he said, &%hoever hosts the party, let them get a percentage of
whatever e>ercise videos they sell after you&re gone )ut you ?ust show
up, you talk for free, and then invite them to the party on the back+end&
Jay: %hat&s the lesson that everybody can take from your insight.
Wman 2: :on&t be afraid to give it away
Jay: #kay, good
Wman 2: And as ( was sitting here at this table, -omas,o, who you heard
from earlier, is a personal trainer $e said he picked three people from his
neighbourhood who were obese, and for free, he trained them $e
consulted with them and with their doctors, and developed a program,
and it e>ponentially increased his business7 and he only dealt with J
people for nothing
Jay: -hanks ( have a young man who does my cars $e comes to me, he&s
from *eru And he had no business and one day he was lamenting, and (
showed him how if he went in all the aTuent neighbourhoods, knocked on
doors, was straightforward, o4ered to do the frst wash no strings
attached7 that he would build a great business, and now + he ain&t big, but
he makes $6222 a month, and he&s got two associates doing all the work
for him $e really does work !Laughter"
Man 1: Ey name is Bick %ilslayer, (&m from the Aikido 9chool of 9elf+
:efence in Aew @ork -he lesson that ( got was tapping into the power of
why %hy we do things And really emotionali,ing and connecting with
that to use that to overcome the fear that might prevent action in
growing
Jay: =ood ( like that, thank you )ob.
Man 2: $i =entleman at my table said his outcome was to fnd 02 people
here that he could work with (nitially ( thought that seemed 'uite
ruthless, and then ( suddenly thought, &Ey =od, there is actually such a
wealth of people in this room that you can learn from and learn stu4& And
the second thought was, &%ho else has my customers.& because he was
looking for people who had large databases of customers he could use
Jay: Let me share with you a secret that you will reali,e by Eonday night
-here are people that came here ?ust to connect with you that don&t even
know they&re here for that reason And there are people that you came
here to connect with that you don&t even know you came for to meet And
there will be people who have missing elements that you didn&t even know
you needed or had
And it will be remarkable, and there will be contacts, there will people who
have e>pertise, there will be resources, there will be not self+serving,
manipulative, diabolical, /unclear M1JG3, ?ust self+serving deals7 they&ll be
very e'uitable and very value+added and very wonderful networking7 and
not ?ust economical gain, but intellectual e>change or collaboration of
e>pertise, of skill sets, of e>periences, of learning curves7 but believe me,
this is the best chance you&ll get, but once you learn this you&ll be able to
go back and be able to master it all the time #ne last 'uestion %ho do
you like in the ffth at )elmont.
!Laughter"
Just ?oking )ob is a professional gambler, he&s got a handicap in business
that he&s very successful all throughout Purope
Man 2: @es
Man 3:1 @eah, Frank Eaddock, Becycled :ollars Earketing, it&s Forest City,
Aorth Carolina (&m a start+up marketing company with an emphasis in
border transactions also ( think you&ll be hearing about some barter over
the weekend And the gentleman asked me a 'uestion at the table7 he&s
right (&ve got two clients right now, one is a non+proft organi,ation in Aew
@ork City, and the other one is a roofng company in *oughkeepsie, Aew
@ork Last 'uestion, the gentleman asked me, &%ell, who&s your target
market.& And at this particular point, (Hve got them essentially from
referrals, or old friends of mine, for that matter )ut that&s a 'uestion to
ask really7 is what + to tighten up the target as much as possible, for that
matter
Jay: =ood, thank you
Man 4: Ey name&s Aed )aranovich, (Hm with the Pnlightened Eillionaire
program At our table, we have a number of people who are in transition
)ut the insight that ( got
Jay: (s that ?ust coincidentally, or did you all come together7 the
transients7 did you ?ust sort of meet outside and attract each other.
!Laughter"
Man 4: (t may be coincidence, but
Jay: #r could it be karma.
Man 4: (t could be karma
Jay: 9urreptitious ( mean, it&s serendipitous
Man 4: 9erendipitous, right
Jay: #r either
Man 4: -he princess of 9erendip1 there were three of them and they
serendipitously came together 9o we serendipitously came together, and
the insight that ( drew from that !Audio missing" useful, because they
have the point right now where + one lady says, &(Hve got the money, (&ve
got the time, (&m looking for a new business interest& And several other
people were in that same !Audio missing" -he insight that ( got is ( took
your concept of leveraging, by going to your already e>isting customer
base, and saying, these people are leveraging by going to their already
e>isting, e>periential base, and drawing on that
9o what they&re learning is going to amplify them, as you would say,
geometrically -hey&re already smart, they&ve already arrived, they&re
already high achievers, and they&re taking it to the ne>t level by coming
here to learn, and it&s going to do a lot more for them than somebody who
didn&t have anything to start with
Jay: =reat, that&s great -hank you %ho here loves taking plenty of notes
and is really good at it. %ho can multi+task, who loves taking notes. #kay
Baise your hands, keep your hands up #kay, you, stand up, what is your
name. Pllen *atterson, you ?ust become the resident secretary + not
treasure, ?ust secretary of the event (&m going to give you notes to keep
for me of things ( want to make sure we get done before Eonday night,
and you&ll give them to Bick, and he&ll make sure that we do them And
one of them is7 a lot of you are + you&re not the multi + )rian said
millionaires7 most of you probably are millionaires7 probably a surprisingly
large number may have more wealth than ( do, in this room, because you
put it into assets, rather than income streams like ( do7 but you probably
spend a lot of money, let&s say, speculating on all kinds of other
businesses, and (&d like + ( did it yesterday before ( came here + a two hour
session with a group of investors trying to tell them what ( would do if (
were they before (&d spend any money on any kind of investment, and if (
had a troubled investment then (&ll try to give you, if time allows, a criteria
and a little bit of a template, so before you piss away money
unnecessarily, you could put them through a performance sort of a
criteria, a viability 'uotient7 know the things to do
For e>ample, )rian was talking about selling (f ( were a venture capitalist,
if ( were an angel investor, ( would never put money in any company that
didn&t frst invest massively in consultative selling ( don&t sell it, Andy
Eiller does, and )rian&s got good stu4 on it7 but ( would + because
'uantitative selling will transform the performance and the success
probability of almost any organi,ation Einimum 02D, ma>imum maybe of
C222D, and everybody in the organi,ation that has any public contact
should do it7 but most people don&t know about that, so make it a note and
( will make sure + and tell me your frst name again one more time Pllen
or $elen. ( said Pllen didn&t (. %hy didn&t you correct me. Are you afraid.
Come and go,&$eyS Ey name&s $elenS& $elen will be our secretary 9o
every time we have an insight, you give it to Bick, okay.
Alright, sir.
Man 5: @eah, my name&s $oward $o4man, (&m a dentist, ( do cosmetic
and sedation dentistry down in Eiami
Jay: #kay
Man 5: #ne of the things ( noticed at the table here, and ( keep hearing
repeatedly, is everybody comes with a di4erent agenda, everybody hears
everything di4erently, and everybody hopes to get something di4erent
out of this And the easiest way to fnd out what anybody wants is to ?ust
ask, and say, &%hat is it that you hope to get out of this, what are your
hopes and aspirations.& and in doing so, you&re asking them what they
need to hear, what they want to hear, so that they can be sold, so that
they can convince themselves to do business with you
Jay: @ou ?ust gave the answer + were you on one of the dental calls we
did.
Man 5: Eissed it
Jay: %e did them with + one of the dentists was saying how powerful it is7
he ?ust asked his patients about what their outcome is, why they wanted +
what their result would be and what the problem is of not doing it, and
then he repeats it back to them very nobly, and it&s like they&re putty in his
hand, because he&s listened, he&s heard them, heHs acknowledged, he&s
empathic
Man 5: (tHs a done deal
Jay: @eah *retty simple, pretty powerful )y the way, Fran said something
that (&d like + it&s about one + ( mean, (&m not humble but (&m also not really
arrogant like ( used to be, but ( &m going to be very clinical about one thing
that (&m world+class at that (&m going to take a point of making clear to
you from the beginning -here&s nobody, ( think, better at understanding
comple> things that are marketing+oriented and reducing it down to
simple, elegant simplicity, and sometimes ( can reduce them to such
simplicity that something like that is so ?ust matter of fact, you don&t
reali,e how powerful it is
%hat he ?ust told you can translate to almost everything you do with your
prospects, with your team, with your family, with anyone you want to
ethically gain benevolent control of, to advance a 'ualitative and noble
agenda (t&s very powerful, and about M2D of the things we&ll cover are
very powerful, but they&ll seem so simple that you won&t write them down
Bemember what ( said. :raw a line on the page7 left hand is the generic,
literal one, the right hand is the real meat and what it means to you,
because you&re probably defnitely going to be e>changing your pad at
least temporarily with somebody, and trying to fgure out what, making
heads or tails out of what they saw, that you didn&t -hank you
Man 6: Ey name is *at 9olis, Jay, you might remember
Jay: ( know, you&re a physician from -e>as, you&re in weight control $ave (
got a good memory.
Man 6: @eah, very good
Jay: -hank you
Man 6: -his is my fourth seminar, ( wanted to share -he reason ( came
up to the mike was + ?ust wanted to tell you a little bit about what (&ve
gained out of the seminars -he frst two seminars ( came to were in CMM;
and &M6, to learn about my gynaecology practice -he O9* that we
developed as a group7 interestingly enough, the whole group participated
in the development of my O9*
Jay: (t was a powerful dynamic, wasn&t it
Man 6: (t was very dynamic And then ( came back a third time, ( came
back for the work college -hat&s where Jay puts you up on the hot seat for
a couple of hours and all your marketing material and so forth
Jay: -hose were fun, weren&t they.
Man 6: (t was very, very e>citing7 very worthwhile %hat ( wanted to tell
you Jay, is to give you an update what happened -his was in the early fall
of CMMM, went back and (&d already developed this company up to the sale
of it (&d invented a new weight loss business, invented the new weight
loss program, and ( was going to sell it to doctors across the country And
Jay gave me a lot of ideas7 we were going to distribute it through
pharmaceutical companies ( went back and Fen+*hen had their
malpractice situation, you know with Fen+*hen
( put it on the back burner, and then ( took a garden product that (
invented and basically had received four patents on (&m in the process of
licensing this as we speak, Jay And ( wanted to show you an idea that (
picked up while ( was here, but ( had a law frm in :allas who&s
representing me -hey&re the second largest law frm in the Onited 9tates
-hey charge $622 an hour -he billing ended up + ( paid them $J2,222 in
legal fees in about a ; month period
And so ( had enough money to sustain it for a period of time, but we had
not even gotten into heavy negotiations and they informed me that the
legal fees were going to be somewhere around $02,222 a month, with
hotel bills, airline Iights
Jay: %hat happened.
Man 6: 9o basically Jay, ( thought about it and + basically ?ust went ahead
and made them an o4er of paying them twice their normal fee -hey had
never done that before -hey took it to the board and they accepted it
Jay: (t was contingent on what, on basically.
Man 6: #n basically, when we close out frst deal, they get two X + twice
their normal fee
Jay: %hat did that save you in cash Iow.
Man 6: ( would say in the last three months, (Hve saved probably maybe
$J2,222
Jay: And they&re going to be motivated to get you an hell of an outcome
so you can write a check, huh /unclear 01;03
Man 6: (t is unbelievable7 ( ?ust can&t tell you how attentive they are right
now !Laughter"
Jay: %hat&s the lesson, *at. %hat&s the lesson.
Man 6: -he lesson is ?oint ventures or host benefciary7 there are many
di4erent permutations, and in this particular case, Jay, it&s really an
unusual permutation because in this case it&s not really + or (&m paying
them a proft7 ( guess ( am in a way, but (&m really thrilled that ( was able
to complete the pro?ect, hopefully, without having to spend any money
Jay: -hat&s great -hanks a lot, it&s good to have you back Last two and
then we got to get to Eark
Wman 3: $i, Eit,y $asslinger, *ioneer 9pirit Pnterprises ( have small
fnancial and marketing systems implementation company, and ( was
startled today at how few people had implemented anything or taken
action from all of the material that you sent ( have a very small company,
and (&ve made probably a few thousand dollars over the ne>t few months
from reali,ing a hidden asset, and as ( watched what was going on this
morning, ( saw how narrow EichaelHs had been + they&re great ones, but
they&re narrow, and now Eichael is, for this weekend, to be one of the fve
percent of the people that come out of here that is a completely action+
oriented people + person, in that ( continue to make those steps and
completely change my life
Jay: =ood (&d like to have that goal be appropriated and impute that to
every one of you, because you can do it, you should do it, but it takes
action7 and unfortunately many of us are comfortable enough or are +
Eark will maybe talk a little bit about it + you&re not complacent, but (
don&t think people know what it&s like to perform, really, at optimum (t
feels so good
Wman 3: Bight
Jay: (t feels so good to connect, to contribute, to function, to think, to act,
to interact, it&s ?ust so good -hank you Last.
Man 7: $i, my name is Chidakash, and (&m with 9erenity -ransformational
-ours, and what has really surfaced for me is a contradiction (t&s become
'uite clear + contradiction within myself, with something like this
-ransformational -our company (&ve been in it, but ( have an attitude
about business ( always have7 ( learned it in reaction to my dad, sorry
about that Jay )ut that&s where it came from, an attitude that business
isn&t where ( want to be7 and yet (&m in it, so (&m not as fully in it as (
should be and could be7 and being in something transformational, it&s all
kind of new age stu4 that (&ve been hiding out in for 'uite a long time
%hat (&m really fnding very e>citing is that ( have found that there is no
contradiction, as ( look out to what (Hve heard in the last little while, and
what ( heard around my table, between this sort of transformation and
business and new age (t all fts together really beautifully %hat&s ?ust
happened at my table is that (&ve ?ust received an invitation to get
involved more closely with -om Easson, who&s with *ro+Easter&s =olf
-raining Centres7 to promote my -ransformational -ours (t 'uite blows me
away
Jay: 9o what do you think the lesson + what&s the lesson.
Man 7: -he lesson for me is simply to ?ust remove my limits -he limits
that ( have are in my brain, and if ( can ?ust drop them, and open to
anything and any possibility, and all the people +all of you here, then the
possibilities are limitless
Jay: %ell, one of the things (&d like to end before we bring Eark on with, is
that we + for some reason, one of the really interesting + when ( was
talking to Fran privately about insights in big corporations7 well he started
talking about it but ( didn&t delve that deeply because ( didn&t think it was
relevant to that segment, but ( probably should have $e said one of the
things he thought that big corporations had over entrepreneurs7 that they
recogni,ed what they didn&t know and they were not afraid to ask and
solicit from all kinds of e>perts, and they understood advisory boards and
)oards of :irectors, and they would spend sometimes too freely on
consultants, because they wanted to be the best they could in wherever
they were weak7 and they wanted to be better than they were if they good
or great
( think most entrepreneurs + where&d you guys come from, ( swear there
was nobody up there before %eHre going to have to + you guys, don&t no
more come up because we got to get Eark on, he&s got a place he&s got to
be Eost entrepreneurs think they have to be an island -hey&re afraid to
think + it lowers them to say, &$ey, (&m struggling here $ey, ( don&t
understand something,& or &$ere&s my goal, ( don&t know how to get
there,& or &$ere&s the goal and here&s how ( think (Hm going to get there,&
or, & $ere&s how (&m trying to get there,& or &$ere&s the path (&m taking, is it
the best way. $ave you got a better approach, what do you think.&
Beali,ing that we always have the right to discriminate %e can listen, we
can value it, we can e>amine, we can consider, we can reIect, we can
borrow freely elements, or re?ect them #kay, thank you Last two and
nobody else come up because (&ve got to stop after this 9ir.
Man 8: @es, my name is )yron Aelson, of the Aelson Concentrator ( have
to tell you, Jay, that (&ve been attempting to lose weight, and if you
couldn&t see me, ( must be succeeding !Laughter" Anyway, ( want to talk a
little bit about the facility of giving something away to make your business
perform %hat we sell is a machine for the recovery of fne gold %e, 02
years ago, it started in my carport with sampling done in the back yard,
and then eventually, a little larger, a little larger -oday, our lab takes in
samples and does work and charges for it, and is pretty well self+
supporting And the machines themselves are known world+wide, and we
are the e>cepted authorities in that business
And this is all from giving away the sampling e4ect in the beginning And
something a little later side, ( was recently + became unengaged, if you
will, and went to a dance and spotted a very beautiful lady get up to
dance, and she was having a little trouble on the Ioor with her partner,
and ( thought, &#h boy, this guy can&t dance& 9o, make a long story short,
( worked up the courage to go ask her =uess what. 9he couldn&t dance a
step Aot a step
And so a little later, ( thought about this and ( started watching my feet
while ( was dancing ( went over, gave her my card, and said, &$ere, call
the cell number on that card7 you want to learn to dance, (Hll teach you, no
strings attached& ( gave it away =uess where ( am today. !Laughter"
Man 9: Ey name is Joel )urrows, (&m marketing consultant7 (&m part of
your -uesday night class #ne of the things that struck me when we were
sitting at the table, is ?ust the power of talking with people And in
particular, if you come to an event like this, where you&re working with
other people that are very entrepreneurial, the power of talking with those
people 9omebody asked me how ( got started ( ?ust talked to some
people ( thought had good products, and now (&ve got some clients lined
up, and (&m moving forward And that was it, so
/(naudible C2106 + C21JC3
Jay: #4, on. 9orry, ( was talking over there From this break forward, until
you get on your airplane or get in your car to go home, every break + and
you go take care of your bodily functions and make your phone calls, and
turn your phones back on, use the rest of the time to go up to fve, ten, 02
people you don&t know, tell them who you are, what you do, what&s your
insight, what&s your outcome7 and every time you go through it + because
when we get done with lunch, (&m going to get into deep stu47 06, J2 key
elements and you&re going to do stu4 with the table, and we&re going to
start building on it, because we&re ready now
And share your insights, because that is the dynamic that&ll make this the
richest + open up -his is a group of 662 people who are ready to basically
contribute, collaborate, respect your confdences, celebrate your
successes, commiserate7 but not allow you to wallow in areas that you
have not been successful, and will share their insights, their e>periences,
but only if you open up (f you stay with + if you go and you hang out with
your own people you came with at lunch, that&s so shameful (f you fnd
three people you like right now and you spend all your time with them and
don&t get a chance to commune with J2 or ;2 other people7 that&d be so
tragic
#kay, Eark Kictor $ansen, besides being another very good and very dear
friend of mine, is a remarkable man $e&s dedicated + ( don&t have your bio
to read from, but he&s dedicated his life to really moving, motivating and
inspiring, teaching, training, ?ustZ
Jay Abraham Mastermind Marketing 5
Ztransforming men and women in business, and in personal life, to see
and see so much more potential $e has written countless books, he&s
done tape sets, he&s probably best known today as the co+author of the
Chicken 9oup for the 9oul series, which has sold so far.
Mar": G2 million
Jay: And growing $ow many di4erent variations.
Mar": 6C
Jay: 6C variations $e and another friend, colleague, client of mine, )ob
Allen, ?ust came out with a wonderful book called &-he #ne Einute
Eillionaire& (t is on -he Aew @ork -imes as.
Mar": Aumber one this 9unday
Jay: Aumber one today + this 9unday coming up !Applause and cheering"
Niller book, killer book Eark is very graciously come down here ?ust to
contribute to you7 again, he&s a dear friend, we have a lot of commonality
%e&re both attention defcit, !laughter" which means we&re e>traordinarily
creative geniuses, right.
Mar": Correct
Jay: And we forget and lose everything %hatever you ask us to talk
about, don&t e>pect it, because we&ll do whatever we think is in your best
interests, and normally, we&re insightful enough that we&re correct, and if
we&re not, you&re stuck with it anyhow Eark and ( share the same
birthday, and we have many similar traits, and we both like very
conservative ties !Laughter" And with that stated, Eark is going to come
here and spend an hour teaching youwhat, Eark. (&ll get out of your way
and get my papers outta here, frst of all
Mar": First of all, thank you Jay, thank you
Jay: -hank you
Mar": =ive Jay a round of applause !Applause" @ou know, ( have paid to
come here, so it&s nice to get it turned around !Laughs" $ow many of you
read a Chicken 9oup for the 9oul book7 could ( see. Baise your hands #h
thank you $ow many of you read a second helping. -hird serving. %e
still have a market !Laughter"
Lady here in LA gets a brand new car, she&s en route to work, has a
fender+bender 9he&s all distraught and all discontent -he guy said, &Look,
lady, it&s a minor accident, go in your glove compartment, pull out the
insurance papers, we&ll take our notes and be on our way& =oes in the
glove compartment, fnds the insurance papers, and on the top is a little
yellow sticky from her husband (t says, &$oney, in case of accident,
remember it&s you ( love and not the car& All the women, go &Awww&
!Laughter" All the guys, go &@eah, right& !Laughter"
%e&ve done all those Chicken 9oup books for di4erent markets, and we
won&t sell a book that sells less that J and half million, and Jay asked me
to talk to you about how to do that And one of them&s called Chicken
9oup for the P>pectant Eother&s 9oul ( mean, in the world, there&s M2
billion new+borns a year, so it&s a great market %e&ve got a story about a
; year old who&s a thumb sucker *arents have done everything7 they&ve
wrapped it, coated it, tapped it, /unclear 016G3 combed it, and nothing
works Bight before they&re o4 to church, :ad says, &)oy, you keep sucking
your thumb, here&s what&s going to happen to you @our stomach&s going
to e>pand and it&s going to e>plode&
9ure enough he sits in a pew ne>t to a woman who&s M months pregnant
!Laughter" All the way through the service he&s looking at her askancely
After the fnal &Amen,& he walks up to her and says, &( know what you&ve
been doing& !Laughter"
%ith that, how many of you would like to write a best+selling book. Could (
see you raise your hands. #h great Pveryone touch yourselves and say,
&(Hm readyS& !Audience responds" -ouch your neighbourHs should right and
left and say, &( see you&re ready& !Audience complies, then laughs"
Aow, one of the ways to sell books is obviously to do seminars, and we do
cartoons, so you can go to cartoonscom and fnd your own, and they
should be self+deprecating -his one says, &Could we complain that you
need it. Aumber one, chicken soup is good for the Iu Aumber two, it&s
nobody we know& !Laughter" And if you really pay attention to Jay&s
seminar, you&re going to need this one, from our friend /J16J3 (t says,
&:ear (B9, ( &d like to cancel my subscription, please remove my name
from your mailing list& !Laughter"
Aow, ( start with that because some of you say, &%ell, ( can&t be funny& @es
you can, you ?ust steal the good cartoons, but pay for them7 that&s
intellectual property if you want to do that 9o if you ready to have a mega
best+seller, one more time say, &(&m ready& !Audience replies"
%hen we started, Jack and ( got turned on + actually ( don&t know to say it +
CJ; CJJ publishers + sorry there&s two things First of all, we went to Aew
@ork JJ publishers all said, &$it the road, Jack& ( said, &Look, it&s okay if
you don&t like him, but (&m a nice guy& -hen our agent fres us, then CJ;
publishers here at the + it was then )ook P> + it&s now )PA1 )ook P>po of
America )y the way, it&s back here in LA this spring, and if you&re going to
come, ( do a whole days& seminar in front of it on how to make every book
a best+seller, and this is ?ust the tip of the iceberg
%e left a copy with two guys that owned $ealth Communication And they
said, &%ell, we&ll read it overnight,& and the ne>t morning they said, &%ell,
we cried, and our soaked shirts, and it was really good, so we&ll try it and
we&ll publish 02,222 if you promise to buy all of them at 6 bucks each,&
which is e>actly a Kanity *ress, which ( would not recommend %hat were
you prepared to do. (f it doesn&t work, you&ve got to be prepared to self+
publish Can you make a fortune self+publishing. -he answer is @es
%hat&s the answer7 everyone thunder it !Audience replies, &@es&"
@eah -here&s lots of ways to do it %hoops, let me get this clicked back so
we can keep moving $ere&s the deal7 write your book #nce you do a
great book, it&s got to be an e>cellent book, what kind of book has it got to
be. =reat and e>cellent %hat&s it got to be. !Audience replies" P>cellent
and great -hen you&re only C2D done -hat&s why ( keep studying with
Jay, and yeah we do have the same birthday, and we go to each other&s
birthday parties and we love each other&s families and all that And one of
my daughters wants to study marketing with Oncle Jay
9o anyhow, the point is, M2D of it is marketing, hustling and doing it
9orry, Er Eandel, now that you&ve been published, (&m afraid you have to
leave our writers group !Laugher" @ou know a real best+seller takes a year
and a half $ow long&s it take to get to top. A year and a !audience
replies, &$alf" %e hit two slides at once, but we started June 0Gth, CMMJ7
the book came out %e did all the buck+breaking behaviour, we did all the
normal marketing7 we didn&t do all the bypass marketing And you&ve got
to have it hit in the frst month $ow fast you got to have it hit in. -he
frst!audience replies &Eonth&"
)ecause every book that goes in a bookstore today is a consignment
book -hat means if it doesn&t roll and you don&t have velocity and
network marketing, they call it7 momentum, that book gets to go kiss,
kiss, bye+bye -hat&s why you go into a bookstore every month and it rolls
over, and you say, &%ell, these authors7 it&s not fair that Eichael Crichton
goes back to number one& @es it is, ( love Eichael Crichton and ( read him7
but you know, or whoever And we sold G2 million books because we hit
titles that they want And we&ve hit some titles that people don&t want,
and we&ve got to eat it lately, so you know, (&m telling you both sides of it
%rite a great book Pveryone say, &(&m going to write a great book&
!Audience complies" Aow, the easy way is maybe write a fve page
article7 content+rich every day7 and ( know tomorrow when we&re in the +
yeah tomorrow or night + Eonday, )ob Allen&s going to do a -K tele+
conference from Atlanta !Audio missing"
#ne minute, and from CAA studios, he&s going to talk to you, and one of
the things that happens is that you write a great book and )ob7 why (
bought that up7 is that he says every word he writes is worth $02, so
every day he writes C,222 words no matter what time he has to get up, so
he knows he&s got 02 grand before he goes out7 and it&s that or e>ercise,
so you&ll see in pictures !Laughter" $e skips e>ercise with me a lot
Anyhow, make it as universal as possible or make it as specifc as
possible @ou can take over either one of those two markets (t works both
ways, but when ( did this part of the slideshow, it was for Chicken7 use a
panel of diverse readers
%hen we interview the C2C best+selling authors, like Nenny )lanchard, and
9pencer Johnson, who wrote &#ne Einute Eillionaire,& and then he went on
to write a lot of other books more recently7 &%ho Eoved Ey Cheese,& for
9pence7 is that both of them said, &Look, feedback is a breakfast of
champions& Pveryone say that please !Audience complies"
Pveryone in marketing knows you test, test, test, test, test @ou die behind
the scenes, not in front of it @ou never want to die in the marketplace
And when you&re asking people about your titles, you never ask stupid
'uestions like everyone asks7 &%ell, do you like this title.& &@es& &Are you
going to buy it, are you going to give me 02 bucks for it.& (f they say no,
then don&t do that titleS
)ut (&m talking over a large number of people, and like when we did the
teenage book, our publisher said, &@ou guys have blown it this time, they&ll
never buy it (&ve got teenagers that buy C:&s, concert tickets, and
clothes& %ell, we sold C0 million of ?ust -een C, and we&ve got four in that,
because you do both hori,ontal marketing7 one through si>, with Chicken
one, and then every book that works, and Eother&s 9oul7 but then you also
go over vertical marketing, where we took over the women&s market, the
mother&s market Bight now we own the Christmas market %e got a brand
new little book out called &Chicken 9oup for the Christmas 9oul + Nid&s
-reasury& Pvery book that sold, our partner is 9alvation Army7 they&re
giving + we got the names of a million kids that have never had a book
%ell, ( grew up in ab?ect poverty7 my parents + we had books in :anish,
because my parents were :anish ( though everyone went to the :anish
)rotherhood on 9aturday night, and had friends like -orvill and 9ven and
Ona, and stu4 like that7 names you never heard 9o you come up with a
great title, and here&s some great titles1 %ho Eoved Ey Cheese. $ow
many of you have read Cheese. #kay, can ( see, raise your hands.
9pencer makes $0 million a month with that one book $e&s a medical
doctor who went to $arvard7 heHs a brilliant guy who (&d love to spend a
half hour talking about ?ust him #bviously, Chicken, #ne Einute Eanager
did it -hink, =row Bich7 Aapoleon $ill is about 62 million books -he
*rayer of Jabe, in one year sells CC million copies, by my buddy :r )ruce
%ilkinson $ow many of you read Jabe,. %hat happens is, it does what it
says (&m going to ask you to do @ou&ve got to have instantaneous
behavioural change Pveryone say it please !Audience complies"
%hen you read a Chicken book, it gives you one of seven e4ects (t gives
you + when ( talk to C2,222 marines who say, &%e don&t cry, but you made
our eyeballs sweaty& !Laughter" @ou know. #r you get a lump in your
throat or a change in perspective, like the little kid said, &:ear Eark and
Jack, (&m C2 years old and my name is Byan #wen, (&m in the ;th grade (
never bought a book, but every day in class my teacher reads a story to
us to calm us down, and ( saved my allowance for 6 weeks and bought
your book and ( went home and read a story to Eommy, and for the frst
time ever, she cried %e had a heart+to+heart, soul+to+soul talk&
:o we need more of those or less of those, everyone. !Audience replies
&Eore&" Eore And Jabe, does that7 it gets you to believe some stu4 you
may never believe Fish teaches you how to do customer service at a
level, because their students are both 9pence and )lanchard $ave giant
goals %e say we sell a million and half in a year and a half7 we&re going to
do a billion books by 0202 A: (t doesn&t cost anymore to have big goals,
and here&s the goals that we started with, and we did a million three the
frst year, and then fve million of the original, and then + we get called up
by the guy who owns the Costco *rice Club, 9aul *rice $e says, &Look, you
guys, everyone thinks it&s a cook book, and ( want you to do a cookbook& (
said, &9aul, we don&t do cookbooks& $e said, &-he frst order is a 'uarter
million& ( said, &9aul, ( can do a cookbook& (t ?ust + it got me real 'uick
%e&re at G2 million books right now in 0220, and our goal is a million
books, but we had a kid that took a picture with me at the Aational
9peaker Association7 Rig Rigler, this kid, *ete %alken and myself, and
writes me a letter and says, &(&ll show you how to sell a billion in a day& Je4
calls me back and says, &:o you know the kid& ( said, &(Hm in the picture,
you saw that, but J2 seconds maybe ( met him& 9o ( called him back and
for three hours he told me how to sell a billion in a day, doing payroll
deduction through every corporation $e&s the number one guy in payroll
deduction (t&s taken us two years to set it up, but it&s what we teach in
#ne Einute Eillionaire, right.
-here&s two ways to get rich, the long way and a short way %hich one do
you want, everyone. -he. !audience replies, &9hort way&" %e want you
to do both Bight. )ut the long way is compound interest A dollar a day,
66 years, 06 grand but at C2D is 0 million <62 and at 02D it&s a billion
dollars Pveryone say &a billion& !Audience complies"
Just one dollar a day, if you get 02D like %arren )u4et, like Jrd, 6th bank
he has for the last J0 years, like the =erard =roup -here&s a ton of us that
are making that kind of money And you sit there + &%ell, (&m ?ust going to
pee my pants and stay broke& %ell, that&s a dumb idea !Laughter" ( teach
the best thing you can do for the poor is not be one of them !Laughter"
Ey ne>t door neighbour down in Aewport )each has the largest plumbing
/unclear 61CJ3 #n the side of his truck it says, &A Iush beats a full house&
!Laughter" -he list that you want to get people to buy from + are four lists
now Aew @ork -imes, *ublishers& %eekly, O9A -oday %hen we came out
with + on #ctober C<th with #ne Einute Eillionaire, we did a8liate groups,
and we mailed out C0 million emails in one day, and it started at Ama,on,
which is the fourth one not listed here, ( forgot to plug it in, but is at
G<,222 )y C2122 we were <267 we melted down their system, and then
we went to number one, stayed there for the ne>t 6 days %e decided to
do that again :ecember Jrd, ?ust to blow the rest of the books out of the
bookstore7 because that&s the new buying sigma, because Ama,on&s the
world&s biggest retailer, and every teenager knows that&s where you go
And the point is, we did it again and screwed up their whole systems, and
+ the other thing we did when we were on this book tour7 we&re in
head'uarters where Ama,on is -hey&ve got more stealth there than when
( went to the *entagon, after we did Chicken 9oup for the American 9oul
(t was ama,ing, the buildings are all covert and it takes a while to get +
you&ve got to carry a card in your pocket wrapped in your money that
says, &(&m so happy& Pveryone say, &(&m so happy& !Audience complies"
)ut it&s got to have your goal on it, and it&s got to be signed by you and
whoever makes a di4erence %hen Jack and ( won the )ook of the @ear,
=eneral Colin *owell was in the green room with us for breakfast7 he says,
&$ow do you guys sell so many books.& ( pull out my little thing, and Jack&s
kicking me like my wife does under the table7 &@ou&re going to show a four
star general that card.& ( said, &%ell, that&s what we used to sell C6 million
books a year, ( think it&s a pretty good idea&
And you&ve got to look at it four times a day %hy. $ow many of you have
clutter in your lives. $ow many of you ever get o4 track. $ow many of
you procrastinate. $ow many of you got any messes going on, at any
level. Eentally, physically, fnancially, socially, spiritually, marketing. @ou
have this, and you look at it breakfast !Audio missing"
)ecause the last thought you pertrabate your brain cells with is when
you&re going to get + ( had a woman come up to me and say, &Come on
Eark, tell the truth :on&t you ever get depressed.& And ( said, &Aope,
never& And she said, &#h, how depressing& !Laughter" (f you ever need me
?ust come to Earkvictorhansencom, it&s that easy
%rite a wall of a business plan )ut do pro?ections for your fve years, ten
years and a hundred years Bichest guy in Japan was ?ust with my buddy
$arvey EcNay, $ow to 9wim with 9harks7 and he said &Could ( see your
business plan.& -he guy showed him a J22 year business plan $e said to
the Japanese guy, &$ow are you going to do that.& $e said, &*atience&
!Laughter" @ou know. (nvest M2D of your time marketing, selling, self+
promoting, advertising, hustling new business -here&s always a way
Pveryone say, &-here&s always a way& !Audience does"
%e came on this new book tour, everything went wrong First of all, ( had
sniper in %ashington, screwed up all that -hen the election screwed up
all that -hen the Angels won the /unclear 221663, the night we&re here,
and screw up our audiences, because we&re doing an infomercial 9o
there&s a lot of stu4 that can get in your way ( want you to go to )ook
P>po of America7 the number is G22+6<J+22J<, or it&s
)ooke>poamericacom @ou know, there are C2,222 publishers there %hy
are there C2,222 publishers. Pveryone can get published, that includes +
touch yourself, say, &Ee& !Audience complies"
%hy. )ecause -en 9peed *ress ten years ago said desktop publishing is
going to make it, there&s <G million of us with racing bicycles7 (&m a racing
bicycle afcionado7 (&ve been racing since ( was nine years old7 the point is,
is that they made it because there was a market, there&s a niche to grow
richer Jay and ( are even working on a book called &=row Bich in your
Aiche,& which is a title that ( worked and we&ve talked about at length -he
point is, go there + and it&s right here in LA, and you&re for three days + for
me the frst time ( went in, it was an intellectual orgasm, because anyone
who does anything has got to turn it into a book
*resident got paid $C2 million for a book he hasn&t fnished !Laughs and
laughter from audience" $e&ll be there this year though, ( think And he&s
doing a tell+all story in one room while his wife&s doing a tell+all story in
another room, and Eonica&s in the third room, so (&m interested in hearing
that !Laughter" Any of you fnd that utterly fascinating. @eah, ( do
Anyhow!laughs" #h well, okay, (&ll keep moving
9elling, marketing and self+promoting is what it&s all about )e innovative,
do stu4 that nobody else ever did %e&re doing Chicken 9oup for the
=rieving 9oul7 we pre+sold 6 million to all the funeral homes, cemeteries,
mortuaries, and crematoriums, before anyone&s even seen the book %hy.
)ecause they trust us as a brand %hen ( read 9teven 9pielbergHs book, it
said he made $G22 million on P- and made a billion and half on licensing
( said, &Jack, we&re going to go into licensing& $e says, &%hat do you know
about licensing.& ( said, &Aothing, but )ucky when ( was in high school
said, &Pvery system has an inside and an outside,& so let&s fnd it7 it&s only a
02 year old system, (&ll memori,e it& (t does CJ6 billion a year, we&ve now
got JM essentially number one products7 all products bounce up and down,
but ( mean, we&ve sold more calendars than anyone, last year we GM<,222
compilation discs where we put together music with Byan #&Becord right
here, a couple of blocks from where we&re being right now And then ( do
this centrefold with the words in it
:o some stu4 that never did it, and make it happen Pveryone say, &(&m a
make it happen person& (&m a.!audience replies" -his is what Jay talks
about C22D of the time is, are you actionable. And then the rule of seven7
you&ve got to do seven + hold up seven fngers %hat have you got to do.
9even marketing things, every day, no matter what :on&t go to sleep
until you do it (f you miss seven on Eonday, how many have you got to
do on -uesday. !Audience replies &C;&" (f you miss Eonday and -uesday,
where are you at on %ednesday. !Audience replies, unclear" @ou&re in
deep doo+doo, right. @eah
%P did Chicken 9oup for the %riters& 9oul with )ud =ardner and ( did the
last interview here with one of my heroes -he guy who started the
-onight 9how $is name is. Aot Johnny Carson, he was on it !Onclear
responses" Aot *arr 9teve Allen 9teve Allen writes the way (Hm asking you
to write, ?ust like ( say you ought to multi+task, because youHre intrinsically
a multi+tasker $e had 0G tape recorders at his house, and he would run,
and he wrote songs like + little money makers, like &$appy birthday to you7&
did you know that. ( mean the guy ?ust dictated, and he says, &@ou never
have a mental block& (sn&t that good -ony. @ou ?ust + if you hit something,
you go to the other pro?ect that you&re hot on
Aow, the other thing7 (&m Iying back in #range Country, and (&m a
neophyte on a computer basically, ( want to be fast and e8cient and grow
to an afcionado, and the guy ne>t to me says, &@ou&re too slow, let me
show you the better way,& and ( said, &9how me& ( said, &%hat do you do.&
$e said, &(&m the head of innovation at Eicrosoft& ( said, &Ey boy, my boy&
!Laughter"
)ill =ates created *ower *oint, which ( hope all of you use to *ower *oint
*icture your pro?ect, because your mind is G<D visual $e learned from
%alt :isney to story board everything, and that&s what he created it for (
got 6G pro?ects going, which drives my wife and my team7 most of whom
are here, (&ll introduce them in a minute to you7 nuts ( said, &$ow many of
you guys work with )ill =ates.& $e&s got C622 + that&s one thousand si>
hundred7 di4erent *ower *oints in they work on every day for three hours
with (an )omber and Aathan /unclear ;16C3, and this guy, and seven other
people, and they got all of them %hy. )ecause you werenHt born
endowed, you were born over+endowed And you go on, &#h no man, my
doctor, my teacher taught me ( should have one thing at a time to do&
-hey&re so full of crap, they don&t know what they&re doing, and they&re
broke, probably ( wouldn&t listen to someone who doesn&t have any
money
(s *ointer talking to this thing. ( don&t know if he is or not )ut he&s the frst
web+centric guy $e&s the guy who + they hired him and our buddy, :ave
)erry7 who&s very funny7 to sell all the stu4 for ()E when they did :ragon
Easter and all that $e makes about $< million a year doing a niche that
none of you have ever even thought of $e does parachutes and every
year he parachutes with =eorge )ush senior, and you see him, and (&ve
had him at some of my seminars where we have it on the screen that he
and =eorge )ush are parachuting down7 then he runs into side bar and
un,ips his thing, and starts + un,ips his coat, not his pants
Anyhow, /unclear 61;23 )e your own + or hire a *B person if you can7 guys
like Bick Freshman, /unclear3 is good, )ob Aewman&s good, Ariel Ford&s
good -here&s a lot of good ones but you want + if you&re going to do
books, do somebody in the book industry7 they&re going to cost you about
$6,222 a month, but make them actionable (n other words, if you&re going
to do radio drive time, which works from + here in this Coast, Jam to 6am,
basically, because people go to work pissed And when they go to work
disenfranchised, they want to get out of what they&re doing and do
something else 9o it&s the ,one of our heart touching books or our money+
making books And then, phone interviews
%hen we interviewed 9cott *eck, he said, &Look, (&ve been C0 years
number one on -he Aew @ork -imes )estseller List& 9o we waited out his
name, put ours where it was, but he says, &(&ve never missed a radio
interview Aow, some days ( do 02 so ( don&t have to do them for 02 days,
but that&s how ( made $;2 million with one little book7
Pveryone take your fnger, point it at your temples, go, &$mm, that&s
interesting& !Audience does" Aow, those records are being broken by the
second richest woman in Pngland&s name + she&s a writer, her name is
!inaudible reply from audience" @eah after the Lueen7 here&s a woman
who&s got such galloping chut,pah that what does she do. 9he says,
&Coca+Cola, if you want to do this thing +& here&s a lady who wrote her book
at Ec:onald&s for =od&s sakes Bight. And here&s a woman who says, &@ou
can give me $C62 million and we&ll start putting it in our movies& 9o can
you learn a lot. -he answer is yes Can you study this. @es
%riters, ( think are tremendously interesting )e on maga,ines $ere&s one
of the maga,ine&s (Hm currently on, and we have the owner in it -his is
called *ersonal )randing Eaga,ine *eter Eontoya stand up =ive this
man a round of applause !Applause" %e&re going to pass this around so
you can look at it *eter&s had myself on the cover, %yan on the cover,
9teadman =raham, #prah&s boyfriend, on the cover7 does a lot of them
$e&s going to one with Jay -ake that, pick that, pass it around
@ou need to be on covers At Christmas time you need to be on a do,en
covers @ou say, &%ell, there&s not that many& -here&s C;,222 maga,ines7
thereHs CG,222 newsletters (f you can&t do it, it&s because you haven&t
done anything
Aot me7 (Hm afraid to call somebody else how to do it -hey&ve got to put
somebody on the cover, why not you. And have fun doing this thing
Bight. Eake sure you give a toll+free number Aow, the number that made
022 million the frst year came out was G22+FL#%PB9 (t&s called a vanity
number %hy. -he average husband goes home, and if you want to know
how important an anniversary or birthday is, try missing one !Laughter"
(t&s called cut o4 for two weeks, gang :uh + my little teenage daughter
would go &:uh& Bight.
#urs is G22+9#O*)##N %hen we did some radio interviews, we had to
say that three or four times, and we&d get 6G calls in the ne>t few minutes
(t&s ama,ing what can happen @ou&ve got to make it easy for the client
%hen you&re selling books though, you&ve got to do it + the way we did it is
all our stories are three pages or less And what we said it, &:id you read
page 0J.& )ecause it&s a paragraph ( hear you say, &$ow important&s the
story.& %hen we&re trying to sell + the guy who does AmericaHs Funniest
$ome Kideos, Kin /unclear G1J03 on ourselves7 we&re there for two hours,
he&d tell us, &Beality -K is what&s hit now, and you guys are out of the
,one&
-hen his partner, Lloyd %inthropHs, says, &Last night my school teacher
wife came home with that little book7& this is fve years ago now7 &And read
me one story Can ( tell you the story. Little old man is sitting on a bus on
a country road, and it&s bouncing up and down, but he&s carrying two
do,en red roses Across the aisle is a demure C< year old girl, beautiful
blonde, who keeps looking askancely at the Iowers After a few minutes
he arrives at his spot, he walks over to her, lays the Iowers in her lap and
says, &( was going to give them to my wife )ut ( think she&d like you to
have them& Little girl starts crying uncontrollably and watches as the old
man shuTe+foots o4 the bus As the bus takes o4, he watches as he walks
into the cemetery&
*eople read the book at bookstores7 when no+one came to my book
signings, which why would they come. Ao+one ever heard of Chicken
9oup, right. (t&s Jewish /unclear M1063 and all that, but it didn&t register
right away )ut then they would read it and they&d go, &#h ( like this& And
then our book became a handle+on book, which was our goal 9o you&ve
got to have something + the e'uivalence, if you&ve got it, is a movie trailer
Bight. -railers are now at the front+end of the movie, and you get to watch
them for 02 minutes before the movie starts
:o free reports in the periodicals, ?ournals, newsletters, but always include
your name and phone+number so they can get to you Like, if you want to
go to my website, we download free + a thing called (dea -ithing ( was the
spokesperson the American Bed Cross four years ago7 they&re out of blood,
( was with %illiam 9hatner, Li,a =ibbons7 and ( said, &Look, chiropractors
and ( have been friends + or 62,222 of them, (&ll do + how many :C&s (&ve
got in here. Any chiropractors. =ot three or four, fve #kay, so we sent
out a letter and said, &Look, doc, ( want you to call G22+=(KPL(FP, ( want
you to ad?ust a hundred patients free because you and ( have been friends
for 02 years A lot of you made millions because of me& )ecause ( did all
the seminal tapes on + when we fnished Chicken 9oup, both Jack and ( are
upside down + about $C;2,2227 we&d invested everything and we didn&t
have any money, and (&d been working with chiropractors, so (&d do certain
tapes, you know, &$ow to do a Eillion :ollar *ractice,& because (Hd met all
the guys and ladies, and &$ow to do a *aediatric *ractice,& or &$ow to get
the Bight Chiropractic Assistant,& and all that
Anyhow, so ( sent it out to all the docs7 we had J2,222 of them bring in
C22 patients7 we went up to J22,222 pints of blood in one week All
because you ask )ecause you&ve to A+9+N to =+P+-, but every one of you
can do that7 because if you&ll be charitable towards somebody you need to
do business with, there&s no limit to what you can do )efriend the
gatekeepers7 there&s JJ of them in the book business (&ll ?ust give you
one
(ngram used to be the seminal distributor of books -hey did it to
everybody %e call @9=, who was running it before they tried to get
bought by )A + )[A, and we said, &%e&ll buy breakfast for all your
telemarketers,& because everyone calls up and says, &( want three of this,
si> of this,& and (&m in Eoose Jaw, Canada7 and then they said, &%ell,
what&s hot.& and they said, &#hh Eark and Jack were ?ust here with
Chicken 9oup for the =olfers& 9oul7 they hugged me and they kissed me
and they signed it !9ni4s" -heir story is so good, can ( tell you the story.&
And then they say, &%ell, we&ll take 02 of that,& and it was great, and we
went up C< points on O9A -oday the ne>t day
)ecause gatekeepers can do it Pnrol other speakers %hen we went to
the Aational 9peaker Association, we did a show and tell7 we said, &%e&ll
give you our #ne Einute Eillionaire free7 we got a thousand of them, take
a free book,& and then we said, &%e&ll do a telephone call with all of you
and teach you how to do it& And now for the whole month of :ecember,
they&re talking about our book Like ( doubt )rian -racy mentioned it today
because ( was coming, but (&m going to show him in a minute, and stu4
like that @ou can get incredible results if you ask
%hen you&re doing the book signings, re'uest an ad budget :o stu4ers,
get maga,ines, create commotion %hen nobody came to the biggest
bookstore in Canada, ( bought balloons and ( broke them on the crystal
like this, and then ( started taking pictures of me + anybody walking down
the hall, if you walk down the hall, :octor, you and ( can get a picture
-hen ( say, &)y the way, did you see this book.& %hatever it takes to get it
done
)efriend the bookstore owners, get pictures of them -oday, youHve got to
carry your digital camera, and a smal camera + 9+E+A+L, one L7 camera is
$C2M, take 0G; pictures, you can carry it in your pocket, it&s the si,e of a
postage stamp =et pictures and then say, &Can ( email those back to
you.& And you write it &( like you,& and then you say, &Are you going to give
me front promotion.& @ou&ll be the only author that does stu4 like that
Create a videotape (f you go into any of the bookstores right now, $ulk
$ogan has a videotape $e says, &(&m going to wrestle with you if you don&t
buy my book& %ell, it&s an interesting little idea, right.
$ave your publisher buy the + now this + the publisher has to do, because
this is e>pensive real estate A book store today is ?ust a piece of real
estate, ?ust like a grocery store is a piece of real estate that you put
groceries in And what you want is the front of the store when they walk
in7 the window, the aisle or the end aisle is where the people buy, because
they bump into your book And then obviously you&ve got to have a good
cover and all that
-here&s two kinds of stores -here&s book stores7 )[A, )ooks A Eillion, all
that stu4, media players7 then there&s club stores Club stores now outsell
book stores %hy. )ecause it costs more or it costs. !Audience replies
&Less&"
:uh Bight. )J&s7 there&s a lot of them, and there&s one company,
Advanced Earketing, that sells all that stu4 )e creative ( told you ( had
the chiropractors sell on the book, and ( was doing Chicken 9oup for the
Chiropractor7 so we got Chicken 9oup for the :ental 9oul $ow many
dentists have ( got in here. Bight @ou give your + ( know that you&re a
special surgeon, ( heard when you stood up, so you&re dis'ualifed, but
only + he&ll tell you my numbers are right7 only half the people in America
go to a dentist, am ( right :oc. -hat doesn&t work as far as (&m concerned
:oes everyone need good dentistry. %hat&s the answer. !Audience
replies &@es&"
(t adds C2 years to your life7 all that kind of stu4 9o the dentistry + we&ve
increased dentistry by C2D And as a result, ( met the guy who created
dental Ioss7 he&s a billionaire with a piece of string %hy aren&t you rich.
!Laughter" :uh (s there anybody here who hasn&t had a piece of string in
their life, ( guess. Create events with hooplaHs %ell we did + we tithed on
every book, which ( recommend to you7 we teach it in #ne Einute
Eillionaire, if you&re not into it + and you don&t have to do it to your Church,
you can do it to your philanthropy cause or your creation7 but when we
decided to do it in LA, we went to Onion Bescue Eission7 we fed C2,222 in
LA and -urkey :ay was the clichU ( wrote with Jack, and we were on the
front page of O9A -oday =ot bigger promotions than anyone else
@ou can do all kinds of cool stu4 (dentify a charity, like ( said, and then
you get to put their emblem on it Bed Cross has a million fve hundred
thousand volunteers at centres right up to number C @ou know, because
they e>pose it from inside, and they got the e+list of every veteran in
America 9o when we did Keterans& 9oul, who did we partner with again7
sent it to the top. -here&s our books, and we did it all in a decade
Aow, some of you are going to be told, &%ell, you can only promote a book
in M2 days& (n M2 days, you can&t make it a bestseller ( said it takes how
long. A year and a. !Audience replies, &$alf&" )ut the bookstores will tell
you that, and the publishers will tell you that -hat&s why right now to sell
a million books7 we&re going to be on a decade+long plan And if you want
to help us, we want help And not only do ( do the books, but we also do
these seminars ( do seminars7 we&ve got Eary EcNay, who&s sitting right
here somewhere, where are you. 9tand up Eary, ?ust so they see you
=ive her a round of applause !Applause" 9he does all my seminars
-hen )ob and ( did a seminar called the &#ne Einute Eillionaire 9eminar,&
which we&re selling on the infomercial, and then for those of you that are
millionaires that want to go towards being a billionaire, and also be
charitable, philanthropic7 in the ,one of like a *aul Aewman, we have my
dear friend *at )urns who runs a millionaire&s summit =ive her a round of
applause of you would please, !applause" and talk to her about that if
you&re interested
Boyalties7 for a starting author, you get 6+C2D, and they&re going to want
two books, and the average advance is C0 grand, and you don&t get paid
any more until you recoup the advance (f you&re an established author,
you get 02D Aow, you&ve got to make sure you&ve got a good intellectual
property attorney :o we have any intellectual property attorneys in here.
(t&s the only kind you want to be negotiating this, because this is a
slippery slope -his is the same as the movie business, where you see
Pddie Eurphy and Art )uchwald make + movies make C02 million or +
when ( won the $oratio Alger Award, my classmate, one of them + one of
the ten of us, is -om 9elleck, and he paid for a movie called -hree Een
and a. \Audience replies, &)aby&" And never got paid one penny
C02 million it made, and he didn&t get paid a penny :uh &Ao, ( can do it
myself, ( don&t need no lawyer& @eah, bend over #kay, so it&s real easy
Aow, Jay told me to tell you the truth, so if that o4ends any of you, write
Jay $e doesn&t get enough mail Eega best+selling authors like 9tephen
Ning and that get 62D of the deal, and today you can do ?oint+venture
deals that are a little even better than that %hat am ( doing now. 9ell the
book frst, then write it 9ell the book frst, then write it Just like when (
started the seminar business 0G years ago after ( went bankrupt Ey guy
taught me, sell the seminar and then write it 9o ( went and sold in little
insurance o8ces and then ( went back and stayed up all night, freaking
out, &$ow am ( going to put this together.& 9eminar products, service or
license
:o you think )ob and ( wrote + (&ll show you + we&re going to show you how
to do it ( always begin with the end %hat do you begin with. -he
!Audience replies, &Pnd&" 9tart at the end %e said, &Look, we&re going to
write a kick+ass movie that outdoes -itanic, outdoes Een in )lack %e&ve
got the frst movie that we fgured out how to market to get C2 million
butts in seats day one )ob sat on the airplane and rolled me any idea,
and ( said, &Cool& %e went to Aew @ork + now, it is Bandom $ouse that
bought us + CJ publishers said !makes noise", &can&t happen& this little
that&s holding our butterIy Ariel Ford was getting married, she had Nenny
/unclear C<1;J3 to sing at her wedding, they had a little tetrahedron under
every chair, we + when Nenny was done singing we released the
butterIies, and ( said, &%ow&
)ecause in sales, you all know the fve steps + ( don&t know what )rian
taught today, but + he probably taught prospect, present, and follow+up (
teach it a little di4erent1 prospect, present and close )ut the trip is + )rian
and ( are great friends + the trip is, is that we released butterIies %ell, the
Chairman of the -ime %arner&s diving under his table7 we&ve got it all on
videotape, because we bought a videotape and we bought a little !laughs"
cell cameras, and they&re going, &AahS (nsects& And it was great fun, so it
worked a little di4erent than we thought !Laughter"
-he lady with the blonde hair, in the middle is the world&s greatest agent7
sold 622 million of :anielle 9teels& books7 John =risham, John =rey, and
now our #ne Einute Eillionaire And when Bandom $ouse said, &%ell,
we&ve give you a 'uarter million& ( say, my little teenage daughter&s got
this, everyone!Audience says, &:uh&" :uh $ow much have you got to
get. A million )ob and ( are rich )ucky taught me, get your feature days
paid for so you can a4ord to do pro?ects %hat can you a4ord to do.
!Audience replies, &*ro?ects&"
*ro?ects @ou can sit here and you say, + pick anything, right. (&m helping
inspire the planting of CG billion trees around the planet, right. 9o if you&re
alive, plant three trees, ( ask all of you %e&re going to clean up the ocean
with %ieland7 we&re doing Chicken 9oup for the #cean Lovers& 9oul, we&re
/unclear CG1663 ten miles of the =reat %all of China, right before the 022G
#lympics %e&re going to re + ?ust like (&m forcing the planet, we&re
restocking the sea with cage fshing like ( ?ust saw in (reland, and it cleans
it up And ?ust + there&s such cool things to do if you put together a team
and got a dream
Aow, we&re on our book tour and that&s what our cover looks like Aow,
when we sat with the world&s best book cover designer, which we wrote in
the contract that we had to have7 the guy did =risham and my other hero,
Crichton, and all that $e gave us a garbage cover, and we had a little
&Come to Jesus& meeting, and we said, &Look, it&s our cover, and we don&t
want a cover that looks like a business book& )ecause you have to have
an element of distinction, right. 9o, have you ever seen a business book
look like that. !Audience says, &Ao&" Ao, and you haven&t seen anything
that bold and it stands out, and we said, &(tHs got to be face out on every
cover,& so we ?ust want to do it
%hy. %hat is the deal. %hoops %hat&s our vision. #ur vision is this (Hm
talking about thinking big, right. @ou&ve got to sell a million books pre+pub
%hich, by the way, we almost pulled that o4 -en million books post+
publication, because we need ten million to fnd a million people to play
with us and work hard enough, be actionable enough, to use Jay&s word7 to
get a best+selling series Aever do something without se'uelling and
pre'ueling it :oes that make sense.
&Ao, man, =eorge Lucas does that, duh& @ou know. )lockbuster Eovie+s, it
should be7 ( should plurali,e7 it created a million millionaires $ow many of
you want to create an e>tra million because of our book. Baise your
hands $ow many of you are willing to give away a million if you make an
e>tra million. ( rest my case7 we&re going to have a million times a million,
thatHs a trillion dollars ( don&t care what your philanthropy cause + Church,
temple, /unclear 021JC3 is, you did that And we&re going to create billions,
actually trillions
Aow, you start with the end in mind, so what do you do. @ou write up
what&s going to happen before it happens *ublishers& %eekly, January Cst,
notice it&s 022J7 who wrote the copy. )ob and Eark !Laughter" 9o its Aew
@ork -imes tops of fction and non+fction list7 we&re right now number one,
but we want to be on both lists $ow do you do that. Kolume !Laughs"
@ou know, you can do + and by the way, ?ust like + they say, &$ave they
given you any crap about that.& -he same thing they did when ( wrote
Chicken -hey said, &@ou can&t be in the best+seller list, you&re a multi+
authored book& ( said, &%ell, you&ve got the )ible there, and that&s got 66
authors& !Laughter"
%hat does Jay teach you. @ou&ve got to out+think them, out+market them,
out+serve them, out+sell them, out+work them, out+manoeuvre them7
because they&re going to try to sink your ship Pvery good idea is born
drowning %hich is why you don&t let your lawyer in at the front+end of
your deals !Laughter" Anyhow #ne Einute Eillionaire + and if any
attorneys are in here, my little brother is a J:, and ( love J:&s 9ometimes
%hen they&re on my side
$ere&s the marketing plan that we did, because you&ve got to have a kick+
ass marketing plan @ou&re all in marketing7 what did Jay ?ust teach you
that *eter :rucker says. %ho, if you ever see *eter, he sucks on his pipes
before he ever answers a 'uestion, and the times up (t&s interesting to
watch *eter talk !(nhales" =ood think he came along before dope Could
you imagine him sitting in front + !(nhales again, audience laughs"
$ere&s what Jay told me to do $e says, &Look, why don&t you bring the
best marketing minds together.& 9o ( said, &Jay, that is like a way cool
idea,& so we scheduled the day, January J2th a year ago, and Jay says, &(&ll
be there,& and then all of a sudden Jay wasn&t there7 but we bought
everybody else and )ob&s on the left and (&m on the right And this is + we
had Joe /unclear 001003, we had Joe 9ugarman, who makes $C62 million a
year with )lue )lockers7 owns over a billion dollarsH worth of Ealian real
estate7 and he told us all kinds of cool stu4 to do And then )rian -racy
said + oops, ( ?ust hit black for one second ( missed it $e said, &%ell, we
ought to use #ccamHs Ba,or& And ( said, &=od that&s a great idea, )rian&
And ( hit )ob7 &Let&s do that !%hispers" %hat&s #ccamHs Ba,or.& !Laughter"
:id he teach you #ccamHs Ba,or today. :o it the best, easiest, fastest
way ( said, &Aow, there&s a clear idea %hat is that.& $e said, &9ell one guy
a million books& ( said,&*4ft )rian, that&s so good, why don&t you do it.& $e
said, &( didn&t think ( could& ( said, &%ell, ( didnHt either&
)ut we had one guy who was my best student, Jimmy =ri8n, who 02
years ago hired me as a consultant7 every 9aturday, ( spent time with, we
took him for a hundred to a half million, into a million, and then he&s now
the highest running guy in the life insurance business7 ?ust sold =eorge
9oros the biggest policy in history1 $022 million 9o ( said, &( eat at the
$arvard Club regularly with 9andy %ahl, (&ll get him to do it& Looks like
that 9andy, now that he&s out of the doo+doo of the last couple weeks, he
paid o4 that 6 million and all that, so it looks like things are going to Ioat
for him again %here did ( put that little changer.
9o he says he wants to do it, and it looks like he wants to take a million
%P sold a hundred thousand to you, 9aul, and a hundred thousand here
and there %e showed this marketing plan to the little group that we
bought together %e had Eelanie =ri8th, Antonio )anderas&s wife, in the
room, and all kinds of cool people 9he is a great marketer, has a great
company
%hen ( showed that to :on Ning when he came to one of our seminars,
you know, he&s the guy with + *atti La)elle in male form !Laughter"
Anyhow, :on Ning says, &@ou know, opportunity is the greatest charity,
Eark,& and he said, &And if ( knew how to market as good as you do, (&d be
a billionaire& $e says, &$ell, (&m only worth $J62 million& !Laughs" ( go,
&@ou&re doing fne, you&re doing fne& !Laughter"
-he goal is that we want to pre+sell ten million tickets to the movie
theatres before they get there Are we going to do it. %hat&s the answer.
!Audience says, &@es&" @eah, because we fgured out how %hy. %hat do (
teach in my tapes. -hat the si,e of your 'uestion determines the si,e of
your result (f you ask anaemic, dumb, weak 'uestions7 &$ow do ( make
$J2,222 a year.& @ou&ll fgure it out, it&s easier to ask + make $J million a
year, $C2 million $ollywood Beporter7 when we wrote that up too, and it&s
so cool + (&m out of time almost so (Hm racing through this, and ( apologi,e,
but + our agent is over at Cannes Film Festival %hen they give a million,
those guys in the mailroom sell those scripts
-his guy follows her all the way to Amsterdam7 she calls us up and says
&@ou&ve got to talk to this guy& =uy calls up and said + we ended up putting
it in a book because it was such a cool thing7 because the right hand side
is fction7 he says, &@ou guys are my heroes -wenty years ago ( read )ob
Allen&s /unclear 061223 ( started Iipping single families, then multi+units,
then strip malls then shopping centres& And he said, &(&ve done so well,
two years ago =od said, &9ell everything @ou&re worth $0 billion, make the
most + C6 most make a di4erence movies&& $e said &(Hve got to do you
guys& movie&
And right now he&s ?ust fnished Anthony $opkins + has done the new
Aapoleon movie which comes out in January7 he&s ?ust fnished $oward
$ughes& movie with Jim Carrey And so he came sat in our audience when
we were doing a book tour here a couple of nights ago, and he said,
&%hoa, you guys have gotten really solid on this stu4 ( got to take this
book& And he brings over a little guy that owns a company called
:reamssomething or other And 9pielberg reads it and says, &%hoa, this
has also got to be reality -K7 we need to have %ho %ants to be A
Eillionaire meets 9urvivor, and we&re going to call in Eillionaire 9earch&
9o we&re getting to do that too, and we&re going to + because our fastest
millionaire so far has been four months, nine days, right.
-his husband and wife got fred, so they bought ten properties and
became millionaires, and ?ust + cool stu4 9o, can you write stu4 and make
it come true. -he answer is!Audience replies, &@es&" 9ee, the intangible
creates a tangible -hat&s what he&s teaching you )ut somebody would
say, &%ell, ( go to the bank and show me your fnancials& (rrelevant $ere&s
your fnancials + point to you self and say, &$ere&s my fnancials&
!Audience does" @ou know, it&s not out there
-he book should be a lead generating device -his is what )ob Allen
taught his teacher 9teve Covey, his mentor And then Covey went out and
sold C0 million books, turned it into $0 billion -hat seems like a pretty
good transaction Always think + how do you always want to think.
!Audience replies, unclear" =ood -hat&s it, and now Jay gets to come up
here and interview me *retty e>citing !Applause" =o ahead, give me a
round of applause for being cra,y enough to bring me here -hank you
#kay, you&re not on yet.
Jay: ( apologi,e, they&re rehearsing a band ne>t door and ( went down
/unclear 0<12J3 and said, &$ey, what are you guys doing. 9top that %e
got an e>pert over here& 9o Eark, okay 9o, we got people in here who
probably never thought in their life about writing a book for bookstores, or
trying to be a best+selling author Ean, they&re business owners ( have a
belief system that says that every one of you should have a book or a
book in process, even if you
Mar": #r even write a story for Chicken 9oup, if you want, because that
gives you what he&s going to say ne>t, ( think Eake it credibility
Jay: %ell, it gives you credibility (t gives you negotiability, gives you pre+
emptibility, gives you distinction (f everyone&s trying to get a ?ob in a
certain category, and you&re the only one that&s written one or two books
on it, who would you hire, all things being e'ual. (f there are fve choices
of a supplier or a vendor, and one wrote a book, even if he or she
published it themselves initially, or co+published it with a reputable
publisher7 even if they didn&t make a dime, ?ust for legitimacy, frst round
(s that stupid, or is that very powerful. (s it. 9o, let&s ask two 'uestions
(&m going to switch from book publishing, but you ?ust gave a really
interesting overview on how you made a book a best+seller for traditional
trade distribution7 trade meaning bookstores
Let&s take the elements that you ?ust went through, let&s totally not apply
it to a book Let&s apply everything you ?ust said to somebody&s business
or life Could you ?ust take us
Mar": P>actly the same
Jay: 9o tell them
Mar": @es 9o frst of all, you&ve got to have a great title, like we said 9o
whatever your business is, it&s got to be a great title, like that&s what ( said
G22+FL#%PB9 is a super title because a husband goes home and goes,
&:uh& (f ( don&t have Iowers there, you can call and hey charge you four
times as much to have them there within one hour -hat&s where they
make all that proft And the same with G22+EA--BP99P9, once the guy
got it, right. )ecause you need a bed, or whatever -he same + so all the
principles + G2D of all businesses are the same, it&s only the distinctions
Jay: )ecause they didn&t take the kind of notes that they probably should
be because they weren&t thinking7 (Hm trying to not put you on the spot7 go
through the eight or ten things, because you whisked through your *ower
*oint fast, and ?ust say + what are they. =o back, what are they. (f you
can&t remember you can go back to your *ower *oint
Mar": #kay, we said frst of all you&ve got to have a great title, you&ve got
to have a great book, or great product, or great service, or great + if you&re
selling your personality
Jay: #B great articulation of what it is7 a great O9*
Mar": @eah, great + by the way, you&ve got to have three parts to that $e
teaches O9*7 uni'ue selling proposition, and ours is, change the whole
world one straw at a time, or create one million millionaires7 or in the old
days when ( was selling seminars, (&d sit ne>t to this gentleman who&s a
good friend, and he&d say, &%hat do you do.& and (&d say, &(&ll triple your
income, double your time o4& -hen (&d shut up and he&s got a &now ( own
this conversation,& for the ne>t three hours on the Iight, and (&d sell him
whatever (&m going to sell him
9o you&ve got have a O9* but you&ve also got to have an P9* -his is what
Kictoria&s 9ecret teaches And the other day we&re on -K with Kictoria&s
9ecret models, nationally with F#X %e get there at si>, we walk into the
green room and all the women are naked, and ( go, &#oh, ( think we&re in
the wrong room, but boy was that interestingS& !Laughter" 9o the guy
introduced us, on a national show which gets replayed all day long, and
says, &-oday we&ve got the millionaires + going to teach you how to make a
million in a minute, and after them we&ve got Kictoria&s 9ecret girls doing
Christmas lingerie& $e said, &-his is going to be our most up+lifting show
ever& !Laughter" (t has a longer story but ( better leave it alone
!Laughter"
#kay, so %e had one single guy travelling with us that was hitting on all
three
Jay: #kay, so, the point, the point )ecause ( want to keep you on point
%e&re two attention defcit guys having a conversation -his is fun
Mar": -he point, so great product, great service Ae>t you&ve got to have
feedback, which is the breakfast of champions !Laughs"
Jay: 9o, so Neep on point :amn
Mar": @ou&ve got to have a good distributor, you&ve also got to have a
team Pveryone take your inde> fngers like this 'uickly please *ut it
together and say, &#ne and one e'uals eleven& !Audience does" (n a
Christian model, Christ never did the miracle water into wine until he had
C0 disciples %hat it means and what we did in one minute, is we said,
&Look, youHve got to have four kinds of people,& which ( didn&t always know
@ou&ve got to have a creative7 that&s my ?ob @ou&ve got to have an
advancer7 that&s )ob Allen&s ?ob and Jack Canfeld&s ?ob $e is a creative,
by the way @ou&ve got to have a refner, that&s usually your analyser7 your
lawyer, your doctor @ou got to have him or her then you&ve got to have
the e>ecuter, and in our case it&s the publisher, whether is $ealth
Communication or Bandom $ouse
Jay: #kay, ne>t #kay, switch, we&re playing a di4erent game
Mar": =ood
Jay: *rior to being the co+author of probably the most successful book
other than the )ible, Eark spent his life studying a number of very, very
interesting elements that could be tragic, and it&d be sacrilege for him to
leave and not share $e understands three things1 your capability of
performing at a much higher level7 how 'uickly and how importantly it is
to change your paradigm7 how you can&t accomplish anything if you&re not
focused on e>ternal contribution7 and the power, the inordinate and
remarkable and ama,ingly compound performance capability that
masterminding and networking has And if you&ll take all four of those
understandings, shake them up and turn them into a tapestry of
comment, that would be very good
Mar": #kay !Laughter" %ell, ( think that this is our year Pveryone say
yes !Audience does" (s there anyone who doesn&t believe this is your
year. -his is also going to be your decade, because most of you are going
to do more in this decade than ever before, because the computer
leverages us ( mean, a *entium ; now can process in and out and all at
the same time %hat that does is that e>ternali,es your mind for the frst
time in history And what you&re going to be able to do during this meeting
is power mastermind and network with the people you need, and now that
you know you need four kinds of people, you&re going to fgure out how
am ( weak, how am ( uni'ue $ow do ( put this together, how do ( package
that. )ecause whoever you need is in this room Pveryone say that + we&ll
do it in the frst person %hoever ( need is in this room Pveryone.
!Audience says it"
( don&t know who you need, and by the way, you don&t need me @ou&ve
got plenty of + you&ve got a lot of frepower (Hve got plenty of friends in
here, (&m saying hi to some of you @ou&ve even got the world&s greatest
artist, 9par over there, who&s got almost a million dollarsH worth of artwork
on the wall %ould you give him a round of applause. !Applause" 9par
/unclear J016G3 over there, our good friend
%hat Jay teaches is you want to variegate it among friendships, because
you donHt know who can pull something o4 And some of the charitable
stu4 + charitable stu4 gets you to everybody you need, because at the
charities7 especially if you live here in LA or Aew @ork, or one of the big
cities7 you get with everyone
Jay: %hat&s even better is small cities )ecause everyone is the same
Mar": @ou know the who&s who are running them P>actly correct )ut
here in this city
Jay: $ow many di4erent charitable, philanthropic activities are you
involved in. And how many have gotten you + you&ve benevolently gotten
in for the right reason, but how many have produced pretty impressive
relationships.
Mar": (ncredible, that&s where ( was going to go J< di4erent charities
we&ve done in our book 9ome we&ve done the same again and again,
because ( love the American Bed Cross Last year we did the /unclear
JJ1;G3 and ( was a spokesperson with Eelanie =ri8th, and ( ?ust adore her
)ut the one ( was going to tell you about is, when ( was C6, ( started a rock
group, because the )eatles came on Pd 9ullivan7 ( called my best little
:anish buddy and ( said, &%e&re starting it,& and we did it, and two weeks
later we were making $C< an hour And then ( grow richer and richer7 this
is what ( told Jay ( said, we went to the @ECA&s and they&re empty on
Friday and 9aturday night, so ( said, &%ell, look, we&ll do a ?oint venture (
get 62 you get 627 we charge $6& &@ou&re a C< year old kid, frst name. Are
you going to pay 6 buck to come and see all the women that are about
your age. @ou get paid C2& Bight, okay !Laughter"
%e were flling the place to C,222 people a night Ey older brothers were
bouncers and they said, &%ell, some nights we have 0,222 in di4erent
@ECA&s& ( live in the =old Coast area, and while ( was poor, there was
plenty of money in Lake Forrest and all those great places outside of
Chicago And ( was sometime was walking away with $6,222 a night7 ( had
way more than enough to go to college7 ( had a car and a motorcycle, and
all kinds of cool stu4 And ( wanted to meet *aul EcCartney, it was one of
my goals for a long time, and then at :octor Landmine, *aul was ?ust here
and Jay Leno was there, and ( got to meet *aul EcCartney, and ( told him,
and it was really touching For J2 or ;2 years, ( wanted to meet this guy,
and ( fnally got to spend real prime time with him
And the, because we&re the icon in books, Jay Leno does a ?oke about
Chicken almost weekly, and the last one was we found )in Laden&s diary
that said, &=et up at fve, don&t shower, don&t shave7 go to the bookstore
and buy Chicken 9oup for the Cold+$earted )astard&s 9oul& !Laughter"
Jay: #kay Let me take another 'uestion
Mar": (&m as fractal as he is, so
Jay: Like ( said, two attention defcit guys trying to have a contributing
conversation, is a ?oke (t&s a ?oke )ut the intent is + the saying is if good
intentions ruled the world we&d both be Ale>ander the =reat 9o, talk
about the power of building a mastermind )ut frst, do you understand
what (&ve tried to put together for three days for these people.
Mar": @ep, yep
Jay: 9o give them some advice on + ( mean, you&ve been through one or
two of my programs %hat should they do to get the most out of this and
then to take it to much higher levels when they get home.
Mar": :ecide what your ma?or + you know, Aapoleon $ill would say + on
his deathbed, after he&d interviewed all the 622 and spent time with my
hero Andrew Carnegie, and ( want you to go Andrew Carnegie&s house in
Aew @ork, it&s MCst and 6th Avenue7 it&ll blow your mind because the guy
with a third+grade education became essentially the frst billionaire + the
frst great philanthropist + started the whole philanthropic deal and the
frst line in his house, and the free,e that he wrote is, &Ao+one can get rich
without enriching all others& Pveryone go !whistles" !Audience does"
Anyhow, Aapoleon $ill said two things &(f you&ve got it, you&ve got it
@ou&ve got to have your defnite ma?or purpose7 what&s your goal, what&s
your mantra, what&s your purpose. (f you don&t have a goal, get a goal7 if
you don&t have a purpose, get a purpose& Aumber two is, you&ve got to
have a dream team to pull o4 your scheme, and deliver your theme, so
you have multiple streams of income& (t&s that simple
Jay: -he ne>t 'uestion
Mar": ( think it&s that simple
Jay: Ae>t 'uestion @ou&ve interviewed, and you have addressed tens,
hundreds of thousands of entrepreneurial groups %hat are the biggest
recurring mistake, problem, or oversight that they&re guilty of, and what&s
the easiest, fastest, 'uickest, tangible way + from your vantage point +
that they can change that and get a better e4ect.
Mar": #kay, two Aumber one is that you think you&ve got to have money
to make money7 and it&s you times the system e'uals unlimited results,
and you&re in the envelope here, the cocoon, to get that system And
number two is that you&ve got to have a team, because a team7 you can
pull o4 miracles Aobody can pull o4 miracles, and we got Eike Fry here,
who when we wrote on the right hand side that we wanted this little,
always together toy to take our little heroin out of the dog roll part of life,
and
Jay: Bight hand side of the book7 he&s like me, he thinks you know what
he&s talking about
Mar": #h =ood $ere&s one of the books, and here&s one of my other
partners, -om *ainter ( didn&t know he was here $ere&s what the book
looks like (t was G22 pages and we edited it down, but on the right hand
side is the logical side7 the C2C millionaire a+ha&s And on the left hand
side + Bichard, could you turn this down ?ust a hair, please. #n the right
hand side, we&ve got a butterIy7 the caterpillar comes into a butterIy and
then it Iies o4 the page7 you become a self+actuali,ing person )ut in our
proposed movie, we&re e>pecting to have Julia Boberts be the lead there7
Prin )rockovich7 and she loses everything, her husband dies, her mentor
comes in as my Eaya Angelou, her evil nemesis is going to be hopefully
played by Anthony $opkins, who says, &@ou couldn&t make a million in a
million years& And Eaya Angelou, who is the + if you ever get a chance to
hear her, walk across cracked glass -his woman was raped at seven
years old, told her mother, the ne>t day she has her + the guy&s got his
head kicked in on the front porch7 he does an auditorium on speech for
the ne>t seven years $er grandmother says, &=irl, if you like poetry like
you says you likes poetry, poetry ain&t poetry until you talks it& And now
she is the poet laureate of the world, as far as (&m concerned 9he is
profound, prolifc7 (&ve been on her *)9 show, she&s a $oratio Alger winner,
she&s #prah %infrey&s mentor Aobody makes without a mentor, gang
9o that&s be the third thing you&d have to have, is a mentor )ut this ?ust
teaches you, you&ve got to put together teams that have deliverable
responses that you know, that they&ve already proven themselves :oesn&t
mean you have to, it means you&ve got to get on a high performance team
to get it delivered
Jay: -wo more 'uestions #kay @ou and ( have been friends for a while
Mar": -wenty years, (&d guess
Jay: And, what do you think is the biggest lesson + the thing (Hve learned
from you is to think at a much higher level, have very fnite goals, and
have a plan working backwards to get that %hat have you learned from
me that maybe (&m not + and (&m not trying to grandi,e me, (&m trying to
see an insight that ( don&t see, that ( can have pre+emptively shared in
case ( miss it And then ( got one more 'uestion
Mar": $e said that was the last !Laughter"
Jay: Ao ( said there were two, didn&t (.
Mar": $e is the best /unclear JM10G3 on the planet !Laughter"
Jay: ( like that word
Mar": -hat&s something that has the /unclear JM1JJ3 the right word at the
right time in the right place to get the right result, right here and right.
!Audience says, &Aow&" -his guy is the best word merchant in the
=odfather of long copy, and (&ve really learned that and (Hve tried to
imitate him until ( can emulate him, and that&s why we have books that
we&ve got to edit back down to ;22 pages, which fries the publisher
Jay: %hat&s the answer. !Laughter"
Mar": -hat was the answer
Jay: 9o what&s the application
Mar": %hat was your 'uestion again. !Laughs and laughter from
audience"
Jay: %hatHs something that you think that ( teach that ( don&t know (
teach, that they can pick up on ,that maybe on their own they won&t see.
And maybe ( don&t see.
Mar": Just that you hang out with the fnest minds in the planet on a full+
time basis
Jay: And they ask a lot of 'uestions -hey ask a lot of 'uestions
Mar": )y the way, there&s nobody more laser beam than Jay And he has
been very kind7 in like one minute, ( bet you you&ve given us three days of
investment of your time, and shared your good thinking
Jay: @ou reciprocated /unclear ;210C3 )ut + okay, lastly, and then you can
go to your ne>t impact + he&s impacting people all day, and he&s very
gracious to come down hereV $e&s on a book tour, and you&re going to be
in Atlanta on Eonday, because your partner )ob, unbeknownst to you, is
going to do a surprise video, if we can get the connection right for about
C6 minutes, and you be able to wave and say hi too, if you&re there with
him
%hat&s the one, overriding insight and application coe8cient that you
want to have left people with. @ou&re going to leave in a minute, you&re
going to drive back down the )oulevard and go on to your ne>t
endeavour, and these people who you may or may not ever see in your
life, are going to go back, and they&re going to do something And you
have a chance to hopefully implicitly have accomplished that by what you
did + but you could e>plicitly accomplish it And if you leave with a hopeful
wish they got at least &blank,& and that they will do minimally, &blank,& with
it %hat are those two blanks.
Mar": ( really believe what #prah says is correct7 is if you ?ournal every
day and you ought to ?ournal in color And when she was doing -he Color
*urple, she was sitting ne>t to 9teven 9pielberg and he&s writing up
:ream%orks7 she copies it into her ?ournal with his permission, changes
her name1 #prah, to $arpo, and obviously you read in Fortune Eaga,ine,
she became the frst female billionaire7 and now she&s doing a company
?ust like *aul Aewman, to create the frst legacy 9he&s always tithed, but
now she&s going to create a Aewman Rone, that&s going to be able to do
billions 9he&s going to create the biggest cosmetics company, literally,
and do it globally from the frst day, so ( think you gotta ?ournal
And number two is you&ve got to absorb books -his guy will give you a
book list that ?ust doesn&t 'uit And ( read + ( don&t know how many of them
will read all the books that you listed ( think back then there were ;22
and ( bought a lot but didn&t
Jay: Ey publisher was mad $e said, &%on&t you give C0.& And ( said, &( did
a service to people& ( mean, it depends -here&s a list of di4erent books
for a lot of di4erent + by the way, you do have to grow or die @ou&ve got to
be able to + and you need a way to compactly, really grasp a lot of
information (&m doing + (&m involved with Earshall and Pdwin in their book,
and they owe us a service7 and ( think you&ve got to be connected to so
many other ways of harvesting, harnessing and digesting, and really
compressing knowledge, because you need it
( mean the what knowledge is doubling the body of information,
knowledge that you have the opportunity and the necessity to
comprehend, master, and really incorporate, is by doubling or tripling
every nine months or so
Mar": %hatever
Jay: 9cary #kay, so, your parting thought to them is.
Mar": Bead and ?ournal
Jay: #kay, good
Mar": #r ?ournal and read7 either way
Jay: #kay ( have only one more thing to say #riginally, when we knew
that Eark was going to be here, we were going to urge you if you thought
about + see, ( like the mind+set elements in the book because it stretches
your mind %as going to encourage you to go out and get a copy %e
thought, &#h what the hell,& so we bought you all a copy
Mar": =ive Jay a round of applause *lease, he bought all of you a copy
!Applause and cheering"
Jay: (t&s too burdensome to try to bring them all in here and distribute it7
we&ll give everybody a /unclear ;J1JJ3, so on the way out you can pick it
up at the counter And ( want to thank you for coming and giving to us so
freely @ou&re gracious !Applause"
Mar": -hank you
Jay: -hank you
Mar": -hank you, thank you, mwah, thank you
Jay: %hen you get back, we&ll talk about birthday, but if we don&t talk
soon, we won&t have time for birthday parties
Mar": @eah
Jay: (&m so lucky to have friends like Eark, who will give themselves, and
(&ve got a lot of them, very kind to do that @ou&re a wonderful man %e&re
going to stop for lunch !Cheering" #kay, but as ( said, if for three days in
your life + so you don&t get mad at me (Hm not trying to do deprivation, (Hm
not trying to be a power monger7 ( don&t think in your life, you&re going to
have a chance to be inculcated by this fear, and the e>panse of the
perspectives, minds, that (&ve been able to organi,e, and (&m not ?ust
talking about the brilliant e>perts, (Hm talking about the brilliant
contributors in yourself And for three days and nights, if you&re strained a
little bit, and a little tired, a little bit uncomfortable, then go with it,
because it will pay dividends compounds forever
%hen we come back for about a half an hour, a colleague of mine is going
to set up the C0 criteria, or the C0 key core competencies you gotta work
on, and then (&m going to bring Eac Boss, my colleague, up and we&re
going to work through 06 key elements to really out+market your
competition %e&re going to go through Abraham C2C, we&re going to get
you soluably entrenched, and do a lot of work around the table, and we&re
going to have a lot of fun And by the end of the evening + where&s Andy.
Andy Eiller are you here.
Andy: @eah, (Hm here
Jay: )y the end of the evening, they&re going to have a good fundamental
understanding of consultative selling in a very broad sense, and you&ll try
to get some interaction, right.
Andy: @ep
Jay: )ut we&re going to have fun -rust me, don&t come up to me and say,
&Are we going to talk about such and such.& %e&re going to talk about
everything and anything that is relevant for you, if you take responsibility
for it (f you don&t we won&t :oes that make sense. $ow. )ecause (Hm
going to cover all the things that ( know, and then you&re going to say,
&%hat about this.& and one of three things are going to happen (&ll either
have a cool answer for you from my e>perience #r ( won&t be /unclear
;61;<3 (&ll plump out of 662 people of which CM are e>perts of the highest
magnitude that ( know, and about J2 other ones are e>perts coming to
build their own practices %e&ll get answers from them, and then we&ll go
to the own group after that :o you understand that.
@ou can&t lose unless you don&t contribute @ou&ll give yourself a great
outcome if you play the game, to collaboratively contribute #kay, what
time, Bick7 an hour and C6 minutes. (&d like an hour and C6 minutes -he
food&s out there, those of you on a meal plan -hose of you who aren&t, (
think that you should consider it )e back here at ;1C6 ;1C6, thanks guys
$ow was it. =ood.
Jay Abraham Mastermind Marketing 6
!=eneral chatter in the background"
Man 1: double the number of sales /unclear 2212<3 -his price includes
62 of the Fortune 622 companies /unclear3, a tycoon, ?ust a really great
guy also, he&s really fun to listen to, and ( promise you you&re perspective
will be forever transformed 9o with that, (Hd like you to give it up forChet
$olmes !Applause"
#$e%: -hank you -hanks bud Ey mike on. (s my mike on. Ao it&s not @ou
guys hear me. #kay, does anybody know the worst time to go on when
you&re a speaker !Audience shouts, &After lunch&" -hank you -hese guys
get food coma, and ( have to come on here and try to keep you awake
9o (&m going to start with you all standing up, please Fact is, that M2D of
the energy that goes to the brain is generated by movement of the spine
9o (&d like you to literally twist your spine around %hat you&re doing right
now, is you&re actually pumping cerebral Iuid into the brain %e&ve got
some chiropractors in here, you guys back me up, right. #kay, stretch to
your left -o your right 9ee, (&m doing the opposite, ?ust to make it + (&m
trying to confuse you )ack, forward #kay, now stay standing, (Hve got a
little e>periment for you 9o this is the sure+fre way to make sure you
don&t fall asleep on me while (Hm talking
#kay, so this session is called Rero to a $undred Eillion Just keep
standing And + if this doesn&t work + we&re going to talk about how you go
to a hundred million dollars, and even if that&s not important to you, like
you don&t want to get to a hundred million dollars7 there&s going to be
some lessons here that every entrepreneur needs to learn in order to
make their company run really well And ( know we had some people over
here complaining that they couldn&t see the screen over here :on&t worry
about it, ( know we put it on this plasma screen here, but ( will say
everything that&s on the screens (f you can&t see it, don&t fret over it
#kay, so $ere&s a little 'ui, $ow many people here are in companies of
a million dollars or more + keep standing, everybody else, under a million
dollars, sit down #kay, so that&s ama,ing -hat&s probably only about less
than half the room Alright, how many people are in companiesfve
million dollars and up, keep standing Pverybody else under fve million,
sit down #kay 9o that&s practically like GD
And then how many people are in companies ten million dollars or more,
keep standing Pverybody else sit down
Wman 1: :oes it have to be your own company, or you represent that
company.
#$e%: (t has to be your own company, yes -he owner of the company,
keep standing #h, ( ?ust had a bunch of people sit down !Laughter"
-here&s one guy here with C6 employees, + company with ten million
dollars or more in sales Alright, so sit down (Hm going to have you stand
up again in a few minutes Let me ?ust tell you the facts G6D of
companies in America will never reach a million dollars Carl, can we have
that door permanently shut, please. -hank you
9o G6D of you will never reach a million dollars, and in fact, only M6D + (&m
sorry, only 6D will reach $6 million, and only 0D will ever get to $C2
million 9o MGD of all companies in America are small business, and
they&re under $C2 million in sales #nly C in 06 will survive C2 years or
longer 9o now (&d like those of you who are the company owner, if you&ve
been in business for C2 years or longer in the same company, stand up
%ow -hat&s an anomaly, and it says a lot for Jay and the kind of
companies he attracts #kay, have a seat 9o, my 'uestion to you is,
what&s the di4erence. %hy do some companies get to $C2 million and
other companies never get past $C million. (t&s not that people start o4
saying, &(&m only going to grow to 022,222& A lot of people start o4 with
much bigger goals, and we&re going to establish that in a few minutes 9o
in most cases, itHs not the product7 meaning that +CM6<, a hamburger ?oint
opens, and it&s called Joe&s $amburger Joint7 and we go back J2 years
later, and it&s still Joe&s $amburger Joint CM6<, another hamburger ?oint
opens and we go back J2 years later, and it&s Ec:onald&s
Aow, my 'uestion to you is, is the hamburger made at Ec:onald&s really
that much di4erent. !Laughter" %e&re talking like $;2 billion a year,
versus $J22,222 a year, for Joe&s $amburger 9tand %hat is the deal
here. 9o what it turns out to be, is + (&m ?ust upstaging myself here + is it&s
really the skills or the learning curve of the entrepreneur (n other words,
what you bring to the table is what&s going to make the di4erence of how
far you can really go (t is generally not the idea, because someone else
will start with one idea
( was corrected by somebody recently7 ( kept telling them the -om %atson
story, about how he built ()E, and somebody wrote me in an email, and
said, &#h, by the way, did you know that -om %atson was famous for
saying, &Computers will never work,&& or something like that, because he
actually has data+processing + started with some simple thing, anyway
)ut he had the foresight, and the vision, and the leadership, and the
?udgement and all those other things that it took to try and turn what
could have been Joe&s 9tationary 9tore, into ()E
#kay, so it is the skills of the entrepreneur that makes a di4erence 9o my
'uestion to you is, what kind of person grows a company to a million. Just,
what kind of person does it take, because (Hm going to tell you in a
minute, what kind of person it takes Just get a company from nothing to a
million, because G6D of companies in America won&t ever get there And
then to get to fve million, that&s a di4erent person, di4erent skills7 you&ve
got to think di4erently, and (&m going to tell it to you @ou&re going to be
clear, you&re going to believe me, you&re going to know (Hm right
And then C2 million is 'uantum leap from a million ( mean, you&re talking
about $C million a year and then going to $C million a month %hat kind of
a person, what kind of changes do you, as the entrepreneur, have to make
in order to have that happen in your company. #kay, and then a hundred
million + because this is called Rero to a $undred Eillion + or a billion,
right. And ( say, skyscraper, anyone.
9o, now, let&s ask another very important 'uestion, and we&ll get some
reality check here $ow many of you in the room + now let&s take you back
to when you started the company Aot what your feelings are now,
because we&ve got a lot of people who are in business ten years and
you&re + ten years can beat anybody down, and can change your
perception, and you give up on a lot of stu4 9o ( want to know, when you
started your company, how many people in the room had the desire to
take the company to at least a million dollars, please stand up %hen you
started your company, did you want to grow it to at least a million dollars,
stand up
9o that&s almost everybody, right. )ecause we&ve got a lot + will the
employees of companies who want to go beyond a million dollars, stand
up. )ecause ( ?ust don&t want to have any deception here Alright, so that
means that almost every company in the room here, at least wanted to
grow to a million dollars, right. 9o there are some of you in the room who
don&t want to grow to a million dollars, keep standing please )ecause this
keeps you awake after lunch7 this is deliberately planned, ?ust to make
sure you guys aren&t going to fall asleep on me, and ( will have you stand
all through thisno (&m kidding
)ut, now, the 'uestion becomes, how many of you wanted to grow to fve
million. Neep standing %hen you frst started the company, the goal was
you&re going to grow to at least fve million or more -en million or more
9o still like M2D of the room + saying this for people who aren&t going to
see this on tape, who aren&t going to see, they can hear it (t&s like M2D of
the room wanted to get to ten million #kay, have a seat 9o why haven&t
you. %hat&s it take. Aot trying to embarrass anyone, (&m trying to give
you the tools that you&re going to need to get there Beal practical stu4
Alright, one million is easy (t says your workload is + it shows a guy totally
overworked here #ne million is easy + well, ( say not e>actly, because
what it takes to build a company to a million dollars7 anyone with passion,
drive and hard work can build a company to a million dollars working half
days Can anybody tell me what a half day is. -hat&s right, if 0; hours is a
full day, what&s a half day.
Bight. 9o, (&m telling you + because (&ve seen a lot of companies that are
utterly and totally dysfunctional, and when (&m fnished here, you&re going
to know e>actly what ( mean by dysfunctional (&ve seen a lot of
companies that are completely dysfunctional, and ?ust the owner is ?ust so
passionate and he&s got so much drive, and he works so hard, he&s ?ust
dragged that company to a million dollars on the pure sweat of his back
And you might get to $0 million by doing the same thing, but ( guarantee
you, you will not get to $6 million, and you sure as heck will not get to $C2
million ?ust on passion and hard work
9o, it should be nice to know that you&re not going to have to work ten
times harder, if you really want to still go to ten million, like some of you
people kept standing to tell you me you want to do )ecause you can&t
work ten times harder, can you. Aot if you&re working half days now
-here&s only another C0 hours in the day 9o, clearly the owner working
half days to do a million, can&t possibly work ten times harder to get to
$C2 million 9o the point is, it should be a great relief to you to know
you&re only going to have to work smarter, not harder Bight, and ( want to
try and give you that
9o what do you need to reach ten million and beyond. (&m going to tell
you in the ne>t fve, si> slides And when ( tell you , you will hear what (
say, you will understand it intellectually + come on, got to point right at
this thing + you will agree with all the principles, you will know that it&s the
thing you should do, and you will still not do it !Laughter" #kay, this is
what ( call reverse psychology (t&s like when your kids were little, you used
to be able to say, &( bet you can&t get me a drink of water& &#h yes ( can,&
and they&d run o4 and get you a drink of water, and now they&re C; and
they go, &@eah, you&re right, ( can&t help you out there& !Laughter":oesnHt
work at all anymore
9o why won&t you do it. -his is more reverse psychology %ell, because
here&s the key guys $ere&s what it takes to get to ten million and then
beyond (t&s pig+headed discipline and keeping your eye on the ball Aow,
(&m going to take e>ception with )rian -racy&s comment, where he said,
&%orking on the business is a bunch of crap, all you got to do is ?ust sell,
sell, sell, sell& %ell, (&ve got a lot of clients that sell, sell, sell, sell, sell
really well, and the company is nothing but problems And it&s because no+
one&s stopping to work on the business 9o, the 'uestion really is, to work
on the business, but what should you be working on. And that&s where
people get stuck -hey don&t really know what to work on, so you ?ust
come to these events, and you get tons of ideas7 you&re not really sure
where to go with all of it, and so what (&d like to do is kind of give you a
blueprint in the ne>t half hour, that ( have here, and help you get there
%ell, frst is that you want to work on being proactive instead of reactive7
and it&s kind of obvious, but ( love what Fran -arkenton said7 he thinks the
G2V02 rule is now the M6V6D rule And so M6D of your time is probably
spent doing things that yield very little results, working in the business
and if you&re lucky, 6D is on things advancing the business and moving
the business forward #kay.
9o there&s di4erent needs at di4erent levels of growth, but the bottom line
is you defnitely need to work on the business, and (Hm going to give you
some really clear e>amples, and (Hm going to make it real easy for you
And the key + if ( could get this thing to move forward + is what ( call the
&three *&s& 9o this is interesting, because the frst time ( unveiled this
concept7 ,ero to a hundred million7 and ( have a cassette program coming
out /unclear ;10J3 )ill Conan, called Rero to a $undred Eillion, where (
take this much further than the half hour we&re going to here today7 but
the frst time ( was e>posed to it, ( was running a bunch of trade shows for
Charlie Eunger, and + if you don&t know who he is, he&s %arren )u4ett&s
partner, they started )erkshire+$athaway when it was $M million, and
today it&s $M2 billion, or something7 and Charlie is the co+chairman, and (,
stupid kid that ( was, 0G years old7 got a ?ob working for this guy ( had no
idea who he was, but it was a fantastic opportunity, because you go to
Charlie Eunger, a billionaire, with an idea, and he&d say, &@ou think you
can do a good ?ob at that.& And (&d go, &@es ( do,& and he&d go, &%ell, go
ahead&
9tarted trade shows, bought maga,ines7 it was so much fun, oh =od, ( had
a ball )ut ( learned a lot, and one of the things ( did at one of the trade
shows is put on this conference where we analy,ed the kinds of people
who grew companies And ( got this epiphany At the time, ( was running
nine di4erent divisions7 ( was so busy, ( was working C0 hours a day at the
o8ce and then go home to do three or four hours a day7 worked every
single weekend ( remember going on vacation in $awaii, and getting an
average of C6 to C6 fa>es a day -his is my vacation, you know. And some
of you know e>actly what (&m saying
And then ( got this epiphany, and ( reali,ed that everything that had any
kind of impact in the company had to start and end with me because ( had
not established what the three *&s are, and it says the most successful
companies constantly focus on the three *&s, and they are1 *lanning,
*olicies, and *rocedures Aow how many people here own *PL. #h we&ve
got a good number of you in the room 9o you guys know e>actly what (Hm
talking about, but (Hm going to put a new spin on it for you7 and ( know
some of you are guilty of still not doing stu4 at *PL, so ( hope this is
impactful repetition being the mother of skill )ecause ( go deep on this in
our *PL program, but planning policies and procedures7 when you work +
(&ve had 62 Fortune 622 clients, and they have tons of planning sessions
for everyone
-hey have 'uarterly planning, they have annual planning, they have
monthly planning, they have policies for everything -here&s nothing + it&s
like in your company + how many people have sales people. 9o (&ll pick on
you ?ust for a minute Eicrophone. @ou took my mike, Bick $ow many
sales people do you have. 02 sales people. /inaudible 616C3 gentleman,
mike
#kay, what&s the policy for follow+up. $ow many times are they supposed
to follow+up with a prospect who says no. $e&s got a policy for that @our
mike doesn&t work. !Laughs" 9o you actually have seven follow+up
procedures for a customer who says no. And they&re strictly adhered to in
the organi,ation.
Man 1: Ao !Laughter"
#$e%: !Laughs" #kay, how many other people + ?ust wait a second + how
many other people with sales people + frst of all, how many people with
sales people, raise your hands $igh, come on, so we can see them And
then, where you have seven, or even three standardi,ed policies for
following up on a customer who says no Neep your hand up if you do Like
( person + 0 people, three, four, and a *PL over here, ( know
#kay, and then what&s the policy on follow+up after the customer buys. (s
it up to the sales person or do you have procedures in place for that. -his
guy is good -his guy is good #kay, let&s pick somebody else !Laughter"
-hanks, thanks Ao, that&s good, that&s okay
-he point is, most companies don&t have policies for that and it&s funny7 a
sales person will come up to you and go, &%hat&s our policy on if they say
no, how many more times should we try.& And most entrepreneurs will
look at them and go, &( don&t really know ( don&t really have an answer for
that& And so what ( try to do with companies is systemati,e everything
and + here&s the learning curve $ere&s e>actly how ( got to this ( was top
producer every place ( ever worked -he last sales ?ob ( had, ( was out
selling the ne>t fve sales people, all put together, and ( couldn&t
understand why they didn&t hire more guys like me Bight. %hy don&t they
?ust hire more guys who love to cold call in the morning $ow many people
here love to cold call in the morning. $ow many people here are in sales.
Pverybody should raise their hands
Almost everybody raised their hands when ( say how many people love
sales, and three people raised their hands when ( say how many people
love to cold call in the morning @ou know why. (t takes a warped
psychological profle, no o4ense intended, so you and ( are the two in the
room who have that warped psychological profle )ut it is a uni'ue
psychological profle that really loves to cold call in the morning 9o what (
did is, ( got this ?ob working for Charlie Eunger, and ( tried to hire nothing
but sales super stars ( was determined7 ( said, &@ou know what, when ( get
in a position of authority, (Hm going to hire nothing but guys who love to
sell& 9o ( hired what ( thought were great sales people7 all you guys who
hire sales people, you know e>actly what (Hm talking about $ow many
superstars are there in the world. And how hard are they to fnd. Beally
hard to fnd
9o ( actually developed ama,ing techni'ues in that area @ou *PL guys,
you know e>actly what (&m talking about )ut the point is, then ( started to
+ so if ( wanted them to try C0 times to get an appointment, because the
average sales person actually statistically will give up after only two
re?ections
9o, what&s your policy for how many re?ections they should face before
they give up. And if you don&t have a policy there, then you&re running
like, Joe&s $amburger Joint, not like Ec:onald&s, because Ec:onald&s have
got policies for everything @ou know what (Hm saying. Eorgan 9tanley has
policies for everything )ut if you don&t have policies and procedures for
each area where you want some competency in your company, then
you&re not ever going to have a great company, and you sure as heck
can&t grow to C2 million and beyond And (Hve got clients who get stuck
Aow, ( only work with Fortune 622 clients, prior to meeting Jay, and (&ve 62
of them, so (&ve had some great success7 million dollar fees, to go in there
and help them And Jay says to me, &%ell, you know +& and it is frustrating
too, working with a Fortune 622 company, because if ( make a suggestion
at %ells Fargo, it&s like a year before anything happens with that And the
layers and the things7 and now working with smaller companies with this
high+Iying deal that Jay&s come up with, ( can have like an immediate
impact
=ot a company, si> weeks /unclear 2216G3, we were like doubling their
sales And (&ll tell you the e>act story tomorrow7 how we did it, and every
one of you in the room will be able to do it, and you&ll be able to apply the
combination of my skills and Jay&s skills for yourselves
9o, sort of like Jay says, &%hat&s a forensic reconstruction +& forensic person
reconstructs the crime and tries to fnd out how it happened7 what&s a
forensic reconstruction to see how many situations re'uire your input,
where you could apply the J *&s 9o because every area of your company
you need to do this + and (Hm going to e>plain this really well in a minute
here #kay, the more you utili,e the three *&s, the better the company will
run without you7 every Ec:onald&s runs with the same 'uality control @ou
can go to the one in $arlem, or in Nentucky, or in )everly $ills7 you&re
going to get the same e>act hamburger, and the same e>act French fries
(&d like to see any of you do that -hat&s a real great accomplishment
9o here&s a great true story7 and there&s a lot of lessons for you to learn
about this Carpet cleaning company comes to us7 one of the largest in the
country, and that&s not saying much for carpet cleaning companies
because most carpet cleaning companies are too guys in a truck, -his
guys& got ;2 trucks, or whatever it is And he comes to us and he says, &(
have J2,222 customers, and ( want you and Jay to help me get 62,222
customers& 9o Jay starts on him7 he says, &%ell, how often do those
customers buy from you.& &-hey only buy about once every three years&
9ee, he also does rug cleaning too And he says, &@ou ever try to get them
to buy more often.& &%ell, yeah, probably, send them coupons, discounts,&
&:o they ever buy more often.& &Ao, not really About once every three
years, no matter what you do&
9o Jay comes up with this idea7 it&s called the =old 9ervice And instead of
trying to sell them after the fact, what he said is, let&s get them when they
call in and sell them on a service to buy more fre'uently Aow that ?ust
sounds real logical, right. Aow, that&s Jay&s gift7 he comes up with those
ideas7 when you hear me go, &@eah, that&s a great idea& And so we get in
there and + now, my particular approach is (&m very research oriented7 (
like to know everything about the company and the situation7 you *PL
guys know e>actly what (&m talking about7 ( go deep 9o ( hire a researcher
and we do some studies, and we fnd out that your carpets have a
dramatic impact on the health of your home7 as a matter of fact, the
environmental protection agency even studied the impact of professional
cleaning + ( can&t believe this, but it was like one of those &#h my =od + &
you know, they&ve actually studied + because your carpets capture dust,
pollen, bacteria, dust mites, their faeces and the bacteria that feeds on it7
so it&s all in your carpets, and what occurs is that + that&s good that your
carpets capture that, because it&s like a big health flter, but after about
si> months, it gets saturated
9o you&ve seen these professional cleaners7 they come in with this hot
steam cleaning, you know !makes a noise" and it ?ust melts everything7
kills all the bacteria and everything in your carpets %ell, with that little 62
second education that ( ?ust gave you , four out of C2 people are signing
up for the =old 9ervice And (&ll show you in a minute what it did for his
business7 it&s profound, because + do the math @ou have J2,222
customers buying once every three years, instead of + now, J2,222
customers buying si> times every three years %hat is that going to do for
your company. #kay. 9o you could see the guy&s hands trembling with
Jay laying this out and me saying, &@eah, we&ll do this&
9o then we started + oh, and then the other thing we do is we fnd out, in
fact, they have a lot of other services they only mention when the client
asks for it And the way ( found out is (&m listening7 they tape calls for us
so we could hear what the sales people were doing7 and here&s this <G
year old woman, and the sales rep knows (&m listening, right. #r knows (
will be listening, because we&re taping it7 and she has her rug, and they
take the rugs out of the house to clean them, because they can clean
them twice as good that way + in fact, you should never have your rugs
cleaned in the home, they should + because they can be rolled up and
taken to a factory and really cleaned well Aow (Hm turning into a carpet
cleaning sales guy here, because ( know so much about this now
)ut anyway, so she says, &%ell, what about the padding underneath the
rug.& And she says, &%ell, how olds the padding.& 9he says, &(t&s ten years&
9he goes, &#h no, you can&t clean that, it&ll ?ust disintegrate, ?ust get a new
one& 9o ( write down &=et + sell padding& :oes that seem like an easy
thing here, to make some <G year old woman + she said she&s in a walker,
you know, go out and get padding7 so ( go to the owner, ( go, &@ou should
sell padding& $e says, &#h, we do& &@ou do.& !Laughter" @ou want to tell
your sales people you do that, you know
9o it was about si> things like that, and you&ll hear Jay&s whole thing on
strategy and pre+eminence7 it means you have, as he puts it, a moral
obligation to serve that client in every single way + he&s going to do a
whole thing on this, ( don&t want to upstage him )ut the point is that you
have a moral obligation to at least mention that, okay. 9o ( start to
implement ( get in there, ( e>plain it to the sales people7 let&s pretend
you&re all carpet cleaning sales people, and ( ?ust e>plain to you what (
e>plained to you, right. ( e>plained to them what ( ?ust e>plained to you,
and intellectually you understand it right away )ut now you&ve been doing
it a certain way, and you guys know what (Hm talking about, who have
companies who have employees, you&ve come to these events, you&ve
heard good ideas, you go back to your sta4, you say, &%e&re going to do +
we&re going to pre+empt the competition, we&re going to o4er a =old
9ervice,& and they tried it and so + when ( work with a company, ( virtually,
literally run the sales meetings
#ne hour a week, every week, (&d get on the phone and (Hd run the sales
meeting, and so (&m running the sales meeting, ( introduce the concept,
they all say, &=reat,& we give them a basic script + big mistake, needs to be
an e>act script7 they all get on the phone, they try it, come back the ne>t
week, ( say, &$ow did it go.& &(t didn&t work :idn&t work at all& &:idn&t work
at all.& &@eah almost everybody said no& &#h, really, well let&s get some
actual facts, okay. Bob, how did you do.& &%ell, ( pitched it to ten people
and only four said yes& !Laughter" ( swear to =od -rue story
9i> out of ten people said no, and he thought it&s a total failure And now +
so then, we ?ust kept going at it (&m telling you, in si> months of weekly
workshops to get it working beautifully And that&s when ( said pig+headed
determination + if you guys own Joe&s $amburger 9tand right now, and (
said to you, &Let&s get it to work like Ec:onald&s,& and you go in there, and
you&ve been working at Joe&s $amburger 9tand for three years, and now (
want you to be able to put down si> burgers, Iip three at a time, go this
way + you&ve never done that @ou know, so then we get you to do it, you
try it a little bit, and after a couple of hours, you go, &Ogh (t doesn&t work&
And Joe comes to me and says, &(t&s not going to work7 we can never be
Ec:onald&s& &%hy not.& &%ell, ( mean we tried it& &$ow long did you try it.&
&-ried it for hours& %ell, ( can tell you as a guy who worked in Ec:onald&s,
the frst day, that&s all ( did )ut by the end of the day, guess what.
!Eakes whooshing noises" @ou know, ?udo burger Iipper here @ou know,
it&s really fast + you can get good at anything if you stay at it
9o it&s about you having the pig+headed determination to take the areas of
your company that need to be improved, and to stick with them -o take
Jay&s ideas of cross+sell, up+sell, of strategy pre+eminence, and work at it
weekly, but the secret is going to be, guys, si> months for si> things #h,
by the way, results1 G<D increase in sales performance in one year For a
guy who had increased about 6D per year for a hundred years !Laughs"
And (&m not e>aggerating here7 it&s the fourth generation that own the
business ( mean, it&s profound
@et, average sales person was doing $00,222 a month7 now he&s got guys
doing $C26,222 a month *lus, another tip for you again + ?ust little tips as
we go + then ( said, &Alright, well these other guys are so resistant7 let&s
bring in a new guy& )ecause a new person is not going to have any
resistance to the old ways Little tip for all of you7 trying to implement
something new. )ring in somebody new and train them the way you want
them to do it right from the start
9o we trained the new guy7 the new guys goes to $C26,222 in his ffth
month And all the other top producers who were saying this wasnHt going
to work are now all of a sudden doing it like a champion racehorse on the
telephone every day, because the heat got up in the kitchen @ou
understand what (&m saying.
Alright, so Fifty di4erent ways to implement7 my point is ?ust stay in their
face #kay, everybody stand up Lunch coma setting in7 ( see some people
do,ing !Laughter" ( hate that #kay, lets twist that + come on baby -wist
the spine, bend, come on + especially you + she&s sound asleep over here
!Laughter" #kay, good #h, you&re not. Alright, good #kay, thanks =ood
#kay, case study number two -his is a little more detailed, and it goes to
my conversation with the gentleman before7 and you said yeah they had
seven procedures7 do they follow them. @ou say no7 it&s because you&ve
got to be on that, like until it&s the policy (tHs not &here&s an idea& (t&s our
policy, and it must be strictly adhered to, and you&ve got to be pig+headed
determined about it -his is what we&re going to do7 and you&re ?ust going
to keep working them, and every week you&re going to come back, and
once a week, every single week, you&re going to work on that until it&s ?ust
+ they&re all doing it
And ( did that with Charlie Eunger&s frst company /unclear M1JJ37 doubled
the sales in C6 months7 and you have to see the reaction of a billionaire
when he sees a 0G year old guy double the sales of a maga,ine that&s
been around for a hundred years, with 0 and JD increases for a hundred
years $e was ?ust astonished )ut nothing compared to the other nine
divisions he gave me, and ( doubled the sales of every one of them using
all the stu4 (&m going to tell you today and tomorrow
)ut most of it is ?ust the pig+headed determination, to see + that&s why it
shows this fellow here7 it&s like the tip is + so this is your top producer, and
this is what he would do in every single situation %ell, every person
needs to duplicate that, and you start to put it into place 9o ( have a
telecom client7 this is Jay and ( again7 and they + (&m teaching them how to
scope on + anyway, so we get on the telephone and they start calling to
try and get appointments, and then come back the ne>t week and you
monitor it, and say, &#kay, how did we do.& &%ell, we +& #ne sales guy
goes, &#h ( made CJ< calls& &=reat, how did you do.& &( made three
appointments& &Fantastic&
)ecause every deal they get is like C22 grand $e got three appointments
in one week -hat&s a good week, right. And a lot of guys in here would be
happy to have every sales rep you have getting three appointments a
week, right. %hat do you sell.
Audience member: Beal estate
#$e%: Beal estate. @ou&d love them to be !clicks fngers" -hree is probably
light for real estate )ut anyway + ( have got to stop using him+ he&s a bad
e>ample !Laughter" :on&t let me call on you again 9o, anyway, they go
out there, and he gets three appointments, and ( go, &#kay, ( mean CJ2
calls, he&s got three appointments, how many pitches did you do.& &( did
CJ& &9o, oh @ou did CJ and got three, that&s pretty good =reat %hat
happened to the other C2. &#h, they hung up on me& &%hat do you
mean.& &%ell, they basically said (&m not interested and they hung up on
you&
9o ( go, &-hen what did you do.& &Aothing, they said they weren&t
interested& &#h 9o what we have must not be very important& )ecause if
we hang up on a single re?ection, what we&re selling can&t be + ( mean, the
thought to me if someone goes away after me re?ecting them one time, is
that it must not be very important if they went away after a single
re?ection 9o ( say to the owners + and this is with the whole sta4 listening7
( say, &%e need some follow+up procedures,& because today, getting top of
mind + or getting mind+share is very e>pensive (n fact, studies show its si>
times more to get that guy who says, &(&m not interested + & si> times more
e>pensive to get that guy on the phone, and to get him to say, &(Hm not
interested,& than it is for the other CJ2 calls that you made
(n other words, you made a ma?or accomplishment %hen somebody
listened to you enough to say, &(&m not interested,& you got into their mind+
share Aow, if you want to stay in their mind share, you better follow up
like a champion racehorse And so, like ( say here, what would a top
producer do. %hat would a top producer do. And again, you guys, how
many people in the audience either have a top producer working for them
or have been themselves a top producer.
#kay, so you know what a top producer is going to do. $ere, ( wrote it
down Eassive diligent follow+up, more determined in the face of re?ection
9o my point to you is, let&s build procedures that make everybody function
that way7 and that&s what ( did for Charlie Eunger&s companies ( built
procedures ( had C0 steps to get an appointment with everyone, because
studies show it takes G 9o you come to work for me and ( say, &$ere&s the
C0 things you&re going to do to try and get an appointment with
somebody& And then ( would spell it out &$ere&s the frst promo piece,
here&s the call you&re going to make, he&s the charge key you&re going to
send7& it was all laid out for the sales reps
And then &$ere&s the ten follow+up steps, so we&re going to bond with
them, here&s the way the sales calls +& every single aspect of it until the
place ran like a fnely tuned machine Anybody have a company running
like that, in here.
Ean, it&s so satisfying, ( got to tell you And you know how ( did it. #ne
hour a week -hat&s all %orking on the business )ut that one hour + (&m
going to show you e>actly how you guys need to do Alright #h, so my
point here is that it took three weeks of me badgering the owner to get
him to institute those procedures 9o, ( said it, you know, and then in the
third week + and ( know he&ll be listening to this, so ( don&t want to
embarrass him7 hereHs a really good guy and ( love him, and he knows
that (Hm ?ust saying that because he&s actually going to be listening to this
on tape !Laughter"
)ut ( said to him, &Look, you&re wasting my talent and your money :o you
really want to be wasting all that. %eHve talked about this for three weeks
in a row7 you need to proceduri,e these follow+up procedures& %e need +
and thereHs another thing they had, and again, you&ve got to be like a
scientist 9o ( got them so good at closing appointments And ?ust like
three+four weeks of these one hour calls, ?ust coaching them, working with
them, letting them role+play, making it better and better each and every
time =iving them better scripts, better promo pieces, better everything
-hey got so good at closing appointments, that + like ( said, they were
closing three out of ten, then they get the guy on the phone7 they close it
so hard, come a week later it&s time for the appointment, the guy looks
down like, &#h yeah, that telephone guy #h yeah, cancel that&
9o they started to get two out of three who would cancel 9o now what do
we need to do about that. %e needed fve procedures to make sure that
they don&t cancel, and so my point is that it took me three weeks to
badger the owner, of three weeks of these kinds of calls in a row before (
fnally got him to go, &#kay, okay, (&m going to build the procedures&
9o that&s my point7 when ( say to you pig+headed determination, that&s
what it really takes, And if you don&t have that, you&re never going to build
a great company, because that&s what it takes )ut (Hm going to make it
even simpler for you, alright. )uilding procedures that would have every
person perform at the height of performance And (&m going to show you
e>actly how to do that $ow much time do you need. ( already said it&s an
hour a week
*roactively, at the same time, every single week (Hve changed the course
and direction of growth curve of hundreds of companies ?ust with this one
thing Just spend one hour a week, take it, put it on the whiteboard %e
can run a meeting right now to improve any area of your company, any
place where you&re having problems7 you put it on the whiteboard, and
then we work on how we&re going to solve it %e plan, we put it into
e4ects and procedures, and then we make it a standard policy within the
company And if you do that, you will have profound results
-he secret is that the process is continuous and incremental (n other
words + ( have another client (&m working with, and the frst workshop we
do7 and it says it here First workshop that you do, here&s what you do @ou
sit down7 if you&re by yourself in your + how many people are a one man
army. Baise your hands + actually stand up #ne man army, stand up
#kay, 'uite a few of you #kay, now sit down Aow everybody else stand
up Just making sure you guys are not falling asleep7 okay, that good
-hanks, sit down
Alright, so the frst workshop that you&re going to do+ this is what ( do (f
you hire me, and (Hm on the phone with you and your sta4, (Hm going to
say, &Alight everybody, we&re here because we want to grow really fast,
and we want to build a really bulletproof company7 we want to slaughter
the competition, and we&re going to have some great curves %e&re going
to be highly proftable, and ( want everyone here to give me at least three
things standing in the way of that kind of growth& And it&s great ( mean
you&ve got to be an owner who really wants to improve to invite someone
into your company to go and ask that 'uestion of your employees,
because every embarrassing thing that&s wrong with it is going to come
up )ut the minute you do that, you&re on your way to making a great
company 9o you do it @ou go back + after this meeting, you sit down with
your sta4, those + you here with the sta4, and you say, &%hat three things
are standing in our way.& @ou don&t point to people Let me tell you how
not to do a workshop @ou donHt go like this &Let me hear three
suggestions right now on how to improve the company&
@ou don&t put that kind of pressure on people Let them think Let them
think, because (Hve had + taught these programs and had people say to
me, &( tried workshops and they didn&t really work& &%ell, what did you
do.& &%ell, ( ?ust said &#kay, ( want to hear an idea on how to solve our
problem of such+and+such&& And the guys like, and afraid to say anything
in front of + let everybody take some time 9o if you say to you right now,
&( want three ways to get better appointments (&m going to give you fve
minutes right now to think of it,& and we ?ust kept 'uiet7 guess what. (n
this room, we&re going to have J,222 ways or J22 ways to get more
appointments, and you guys are all going to help do that 9o that&s what
you do in your own company
9o the frst thing ( ask is what&s the problem -his particular client (Hm
mentioning here is Case 9tudy J actually, it doesn&t say it #ne of the
things that comes up is too many e>ceptions to the rule -his company
has grown to $C; million, with two people starting of in the spare bedroom
of their house, and they were doubling sales, and then they hit this
plateau and they&re ?ust stuck -hey can&t go any further And it&s because
they&re not doing this stu4 -hey&re still running like, a Eom and *op
organi,ation7 no o4ense intended, because (Hm pretty sure they will also
be listening to this tape )ut they love me because (&m taking good care of
them, and ( love them
)ut the point is that theyHre not solving the problems 9o ( said, &%hat&s
e>ceptions to the rule mean.& And they say, &-oo many things where we
don&t have a rule about it so we&ve got to go to this one, go to this one, go
to that one,& and things get elevated all the way up to owner of the
company Customer service things 9o then the ne>t workshop is &too
many e>ceptions to the rule &( want three e>amples from everybody&
#kay, so then customer service comes up &Alright, customer service
%hat are some of the e>ceptions to the rule. ( want three answers from
everybody& 9o we had eleven ma?or management people in this company7
we come up with a list (t&s 00 + not J6 because after a while, things
duplicate, right.
(f you have a workshop in your group, and the same problems don&t come
up from a couple di4erent people, (&d be shocked 9o you don&t end up7 if
you have si> people in the workshop7 you don&t end up with CG things, you
end up with C0 things, before you start to hit + the same things are coming
up 9o then, they had CG customer service complaints that continuously
were not able to be solved by the customer service reps themselves, and
had to go to + okay, come on guys ( see three people sleeping =et up
9tand up please -wist that spine ( hate lunch coma (t&s for your own
good )reathe, yeah -ake a good breath7 that nice stale air in here, yes
Eove the body, there you go 9tretch this way =ood, alright, thanks
9o anyway, they had CG customer service issues that continually made
their way all the way up, in some cases, to the CP# of the company, and
we solved M of them in an hour Aine things that have burned people&s
time for ten years7 we solved in an hour #h, and then this says, &Pvery
person will give a di4erent answer& )ecause it&s interesting, like the
receptionists& perception of what&s holding up the company, can be very
di4erent from the sales managers& perception (t&s very di4erent than a
customer + ( mean, the receptionist will bring up things that you didn&t
even know -hey call it the iceberg of ignorance Like management only
really knows about 6D of what&s going on in the company
Again, unless you&re a one man army And if you&re a one man army, you
spend that same one hour writing down for yourself P>cuse me
Pverything that&s going to stand in the way of you growing that company,
and then in the ne>t week, you write one of them on the whiteboard and
you try to come up with solutions And then you take the solutions + and
here&s the ne>t steps you do guys @ou break it down )ecause if you
don&t break it down, you&re wasting your time, it&s not going to get solved
if you say, &#h that&s a good idea, why don&t you try that ne>t week and
see how it goes& (t&s not going to happen
#r, &#kay, well let&s try a bunch of di4erent things& @ou&ve got to be very
specifc @ou&ve got to run the company like you&re a serious entrepreneur
(tHs like, the e>ample ( gave of Joe&s )ank versus %ells Fargo )ank, you
know. At Joe&s )ank, when you come and you say, &%hy don&t you go sit
with )ill here for a little while, and watch how he does it and do what he
does& @ou think they do that at %ells Fargo, or do you think they have a
training director, training manuals, videos that you watch, tests that you
take7 long before you ever observe someone else, and that&s what makes
a di4erence
#kay, so break it down %e have tasks, deadlines and procedures7 so we
came up with these nine solutions to the customer service 9o ( go,
&Alright, who&s going to do it.& )ecause we&ve got to have people that will
do it &Alright, you&re going to do it. %hen are you going to have
something that we as a group can look at. Are you going to have it ne>t
week. (s that good.& &Ao, that&s not reasonable because it&s -hanksgiving,
we ?ust went through this& &#kay, how about the following -uesday.& (
happened to do -uesday with this company every week And so, &@eah, (&ll
have it by the following -uesday&
And then we&d take that and we&d start + you know, break it down7 is my
point And ?ust like a scientist, go and f> it Little by little, step by step
Bemember guys, you ?ust want it continuous and incremental, and ( said
to these owners7 and they know (&m right, they already completely get it7
that a year from now, of these kinds of workshops + and we made really
ma?or progress in like four or fve weeks + but a year of those kinds of
proactive, f>ing every little thing in your company7 a year from now, you
won&t have to work half as hard as you do now ( am telling you Just do it
Let&s see Can you commit ?ust one hour, if it&s dramatically improved the
business. (nvolve your sta4, make it mandatory Ey time is up
Completely !=roans from audience"
Jay: Finish, fnish, fnish $e&s coming back + wait, there&s more ( told you
you&d be transformed !Applause"
#$e%: ( made the main point, but let me do like three minutes and then (&ll
wrap #kay, so you don&t have to think of everything, your sta4 will give
you their opinions, and all you do is ask )igger companies, the only thing
you need to bring to those meetings is your ?udgement And ( teach this to
the clients that ( have7 they&re a little bigger Just come to the meeting
Like, a lot of companies, the CP# thinks he&s got to come up with
everything (&ve got a client7 66 shoe stores, and before ( came along, he
thought he had to come up + &( need a solution for this& ( go, &@ou&ve got 66
store owners, let&s ask them @ou don&t have to bring anything to the
meeting e>cept you&re ?udgement& And he&s like, &@eah ( like that idea&
!Laughter" &(&ve been working really way too hard here& #kay.
9o it&s about thinking like a Fortune + !Audio cuts o4"
9o there&s C0 areas of competency that make up a great business7 here
they are #kay -ime for training, master level skills $ere&s how you get
master level skills, everyone 9trategy versus tactics, /unclear CC1;J3
against clients7 that&s something you got to be really good at,
understanding the art of sales, e4ective presenting + ooh, that&s a really
good segment Eastering the telephone, the dream C22 sell + man, that&s
going to revolutioni,e your business someday, if you ever learn it -ime
management, how to run a cold company for good+time management,
follow+up procedures7 you already know that&s important 9etting
standards for overachievement +(Hve got to get to the end because (Hve got
a ?oke here =oal setting, hiring, hiring sales superstars7 a really important
competency7 and blah, blah, blah
Bole of a great leader7 the one with the most passion wins Beally
important (f you&re passion to improve your business is greater than the
resistance of your sta4, you will prevail, and the business will improve As
stated when we began, you need pig+headed discipline and the ability to
keep your eye on the ball, which is to constantly work on the business, not
?ust in it
(f you want master level skills in all these areas, ?ust start working on
them, because it&ll make a huge di4erence And so that can be you with
one person, with one idea here or there, or you can be a machine with 60
proactive, one hour sessions to improve every aspect of your company,
and all of it starts to cross+reference, you get a profound + fnal promise to
motivate you1 -his could be you if you religiously spend one hour working
on your business #kay, that was ?ust a ?oke 9ee how powerful visualate
+oh, how&d that get in there. #kay, thank you !Applause"
Jay Abraham Mastermind Marketing 7
Jay: now, was to position you brieIy to understand that there&s a lot of
predictable science to growing a business -he thing that ( stand for more
than anything, is that it really isnHt an art, it is a science7 it can be learned
and mastered by any one of you and every one of you, provided you&re
willing and able to follow some systems and strategies, and that&s what
we&re going to try to do Chet&s going to be back, and he&s not going to be
constrained, so he&s going to concentrate on the two critical elements that
( think are the *areto principle7 the G2D of what he&s all about, and it&s
going to give you a really good foundation
$e and ( are involved in lots of di4erent consulting and ?oint venture
activities, and some of you might hear from us later, but he&s really here
to teach you, later on, how to do a :ream C22 and to be very strategic
-hank you, Chet !Applause" $ow are you guys feeling. $ave you got
energy or not. (s your stomach full. !Audience replies, &@eah&"
#kay, so here&s what ( think :ave, ( think we should do @ECA for a
minute !Laughter and cheering" ( think we should all stand and do it (&ll
do it with you and make sure my ,ipper&s up7 ( ?ust changed !Laughter"
#kay, so + wait, wait until we all stand, hold on Eac Boss, you can do it,
because you&re a perfect @ECA guy Eac Boss is going to help me for the
ne>t session7 he&s my colleague from time gone by, for like 62 di4erent
seminars, and he&s the greatest @ECA guy ( ever seen, aren&t you.
!Laughter"
#kay, we&re going to do this with energy, right. A little energy @ou guys
are great $e actually talked to Killage *eople, ( swear to + okay, ready.
!Clapping" Louder, :ave Louder !@ECA plays and audience claps along" (
don&t know all the words though, you have to help me ( don&t know all the
words @ou can sing, Eac ( don&t know, whatever ( know how to do that
%e&ll have fun Little louder :ave Louder Bick Little louder, Bick -hat&s
good !9ings along" =o ahead, Eac, sing Can you feel the energy, Eac.
@ou feeling good man. Almost done (t&s good, we needed this
#kay, :ave, weHre ready Alright !Cheering and applause" #kay, we&re
ready
Mac: @ou&ve been practicing that
Jay: Ao, ( knew that + my wife + Eac knows this, this is so cool )efore (
burnt out on business, or about the same time ( turned 62
Mac: #h yeah, the birthday party
Jay: And this is so cool 9o my favorite group + because (&m fro,en in time +
are the Killage *eople ( love the Killage *eople !Laughter" -hey&re my
heroes 9o for my 62th birthday
Mac: *articularly the policeman, wasn&t it.
, and we had philosophical discord, with + all over the world Aow, most
parties if you invited 022 people from all over the world, what, a hundred
would come. 9o my daughter Eichelle, who&s around here + :ave, we&re
getting back up here + takes me out, come home + it&s like <1227 the house
is full
Mac: :idn&t Eark Kictor take you and Iy you all over.
Jay: Ao, Eichelle did )ut Eark Kictor was there too, he got stuck in my
*orscheit&s a long story $is big body got stuck in the *orsche and locked
himself in !Laughs" Anyway + it was hilarious + for three hours, no one
found him !Laughter" ( have an old *orsche with a manual lock at the
bottom, and it was really complicated, and he somehow got in to move it
and got locked in it for three hours !Laughter")ut, anyhow, ( come in the
house
Mac: -hat&s the story you heard, anyway
Jay: -his is so cool Come in, and there are 022 people all dressed as
Killage *eople7 and you were a cowboy
Mac: @eah, yeah
Jay: -hey Iew in from everywhere three guys who are my e>+partners7 (
never talked to, didn&t even want to see where they are + it was wild, it
was ?ust wild And about C2122 + were you there when the police came.
Mac: #h yeah !Laughter"
Jay: 9o the police come + this is so funny
Mac: And not only did the police come
Jay: /unclear C12;3, so the police come, and frst thing happens is my wife
comes to the door, and our neighbours were complaining (t was a pretty
wild party And everyone&s dressed in
Mac: #f course, he didn&t invite them
Jay: :idn&t invite the police 9o they say, &@ou gotta stop this& And she
says, &#r.& And they said, &%ell this is a warning, if we come back, we
gotta give you a citation& And she said, &-hen what happens if we keep +&
and they said, &-hen we have to send a helicopter& And she went on, and
she says, &%ell, frst of all, (&ve spent like G2 grand for this party& And she
said + and she had like the Killage *eople + it was great + she had Killage
*eople from Las Kegas who Iew in -hen, as she was talking, all these
police dressed guys came in to her, drunk, from the party
Mac: And women
Jay: And women And then they said, &(t&s okay #8cers, we got the matter
well in hand& And they were looking at + !laughter" 9wear to =od 9o then
my wife basically takes over, because they fgured out + because these
guys were not policeman 9o she goes, &#8cer, here&s the deal (f the
ticket is C22 bucks, we&ll pay it (f you bring the helicopter and they charge
us a couple of grand, my husband will get the biggest kick out of it& And
he said, &@eah, but the ne>t time we&ll have to arrest someone& And she
said, &Can we volunteer someone, like + an airline + and get volunteers and
pay them.& !Laughter"
And they got so e>asperated with my wife, they ?ust left !Laughter"
Mac: (-&s true
Jay: And you&ll meet my wife tomorrow, because she&s going to come 9he
doesn&t know ( talk about her behind her back, but this is the same person
+ if you guys heard about it + that taught me how you make the rules, and
how + /unclear 01J63 correctly + how erroneous most of our perspectives
are + and (&ve got to tell a 'uick story about /unclear3
Mac: @ou&ve got to tell that, yeah
Jay: -he airline story.
Mac: @eah, for sure man
Jay: (-&s like a defning moment in my life and my respect for my wife
Mac: ( still tell it all the time
Jay: 9o, we&re doing a seminar Ey father dies, like the ne>t week %e
have to go back to (ndianapolis (&ve got a lot of kid, grand + not grand+kids
+ all kinds of kids to take (t was very e>pensive, and it was like last
minute, but they had bereave + (t was O9A Air + they had bereavement
Mac: -hey had like C2 kids, 6 adults
Jay: A lot people, ( was taking family, so it was like G grand or something
=et to the airport, the damn Iight&s cancelled because of weather
Mac: (t was a bli,,ard (n the Eid+%est
Jay: ( won&t go through the whole story, because it&s a really cool story (t
tells you about seven things )ut to make a long story short, we got put on
a di4erent Iight7 a -%A Iight, and we got there, and the poor woman on
-%A was e>asperated
Mac: %ell, ( think it is funny, because he&s at the line, and the lady says,
&%e can&t help you sir& And he&s saying
Jay: Eac, something&s harassing him, what is it.
Mac: will you please move on. And he said, &%ell& $e looks round, and
he says
Jay: #ne secondis it me.
Mac: &(s anybody going anywhere, what&s the rush.& @ou know, because
there&s like J22 people sitting around there waiting for a plane
Jay: @eah, ( said, &%hy. %hat&s the big deal. %e can&t get anywhere& (
mean it was ?ust J22 people + anyway to make a long story short, they
didn&t want to give me a ticket, but ( was well read + like you&ll be + and (
refused to leave Aicely And ( said, &9o you have no obligation to make
good if it&s not my fault.& And they said, &%ell& And ( said, &*ut it in
writing, ?ust put it in writing that you have no obligation, and that +& and to
make a long story short, we got C2 tickets to -%A for free7 but that wasnHt
the big deal
%e got on -%A %e get there, and the poor Iight attendant is e>asperated
because it was going to be a low attendance afternoon Iight And all
these Iights got cancelled, and they had like J22 people -hey were very
nice, but they said, &%e can&t promise we can get you guys all together&
And ( was + the old Jay was not as nice and easy+going, was it
Mac: Ao
Jay: ( was going, &*4t, p4t,& and like smoke coming out of my ears And
(&ve got all these little kids (&ve got kids 6 months old, a kid a year and
half old, a kid three years old, and it&s like, #h =od7 what are you going to
do. 9o frst place we come + you know, they hold back a lot of the really
choice + like the bulkheads, for either really important people or for
invalids until the end 9o the frst ticket we had7 one ticket was a
bulkhead *rime, desirable place, right. 9o ( very nicely asked the guy,
and ( said, &@ou know, this has been a mess, would you mind trading with
us anywhere. %e got this one seat, and can we get two.& And the guy was
?ust a real ass $e said, &Absolutely not ( reserved this 6 weeks ago, (
always get the bulkhead7 ( won&t do it& And (&m getting like furious,
because (&m thinking what the hell are we going to do with one kid here,
one kid there And the angrier (&m getting + !makes noises", red, and ( was
a lot heavier then, ( was going to beat the crap out of him, something
really bad
Ey wife starts laughing (&m thinking, okay, (&m ready to e>plode in anger,
and she&s laughing her head o4 9he said, &(t&s no problem sir& 9o she puts
the baby carrier in the /unclear 61J63 + !Laughter" 9ticks + wait, ( swear to
=od + sticks the baby in there, looks at the guy, and says, &(f he cries a
little, give him this,& and gave him the bottle !Laughter and clapping" &(f
he cries a lot, you might want this,& and gave him wipes, and left And (
reali,ed in a moment, we didn&t have a problem7 he did And we left
!Applause and laughter"
Aow, to make a long story short, because it was ?ust an aside about my
wife who&s so cool + is that all our kids sat together on the Iight
!Laughter" And ever since, we&ve never had problems7 when we reali,ed
it&s not our problem, it&s somebody else&s And if you take that attitude, it&s
sort of cool Anyhow
Alright, so Eac Boss, =od bless him is really the )o :errick, the :ionne
9anders
Mac: Ao, not )o :errick, no !Laughter"
Jay: !Laughs" !Applause" %ait, it&s after lunch %ait, wait + @ECA
Mac: about your wife
Jay: Ao, thatHs true, ( was thinking about my wife7 she&s very attractive
)efore his se> operation, he was )?orn :errick !Laughter" Anyhow, he and
( have been through a lot together ( trust him implicitly $e gets me better
than sometimes ( get myself $e&s going to help me help you comprehend
the basic Jay Abraham, and then we&re going to build a lot of tactical
elements so you see how it comes together :o you want to do that, or do
you want to do a little e>ercise.
Mac: P>ercise
Jay: #kay, we&re going to do a very 'uick e>ercise
Mac: @ECA
Jay: @ECA -his e>ercise is based on + it was darling watching you do it
!Audio missing" on a 9aturday, it&s a wonderful sight (t&s a wonderful
sight to behold ( have to ask a 'uestion At lunch, did you, in fact, truly
and honestly meet di4erent people. :id you discuss what has transpired,
and did you get some clarifed impact. @es or no !Audience replies, &@es&"
:id everybody get at least one interesting insight that maybe + not the
defning insight of the program, because we&re at the outer periphery, but
it was pretty interesting and pretty reIective, and it was actually 'uite
provocative, and you&re thinking about it a little bit even now, residually.
@es, no. !Audience replies, &@es&" =ood #kay, you have ten minutes, and
there are ten of you7 you got one minute each to say what the biggest
insight you got from your discussions with other people that you had
never thought about, at lunch was And if you have time in that one
minute, what you&re going to do about it, if anything, and then we&re going
to start in our process 9o :ave, do you have the Pnya music + the easy
music.
(n ten minutes, and then + where did our Bole> timekeeper go.
Mac: $ave somebody at each table sort of volunteer to be a moderator
Jay: @ou guys + yeah moderator and advancer, but in ten minutes we must
stop, so where are you. 9o ten minutes, you know the drill #kay, go for it
:ave
Jay: Eac is going to hold me accountable Bick, are you around. Come on,
because we&re going to do some *ower *oint&s now #kay, what ( want you
to see is that some of you here will see life, see an e>perience, see an
opportunity, to see a transaction, to see a dynamic so di4erently that you
owe it to yourself and try to grasp what they grasp -here&s an old Pastern
philosophy statement, and it&s by a =uru named Nrishna /unclear 221J23
+not sure, but ( think it&s him And it&s something to the e4ect +and ( won&t
do this with /unclear3, but your goal in life is to observe, e>amine,
understand, analy,e, empathi,e + what else. 9tudy how other people see
a situation Aot to agree with them, but you have to appreciate them
because that&s their reality
And if you talk + if you had the good fortune, which ( wish ( could7 ( wish (
could be a Iy on the wall of every one of your minds right now and listen
to everything that goes on for every minute remaining, and every one that
has already transpired, and hear how you saw it and what your thoughts
were (t&s like, to Eark + what he did, it was obvious that everyone was
going to get + that there were certain implications (&m not sure you all
would have if ( didn&t try to connect it Eaybe (Hm the lame one, but it
doesnHt matter
-he truth of the matter is, there&s so much to grow and learn from how
many other people see a situation di4erently And you want to add to
that.
Mac: Just that ( think you saw in Eark Kictor, who came to this program as
they were +( think before Chicken 9oup, if (&m not mistaken
Jay: @eah, they attended7 they paid and they came And Jack
Mac: And they&ll attribute to Jay that they learned how to run those
changes here, and then perfected the art in the way that now they&ve
become a publishing phenomenon that hardly anyone has ever seen
before ( don&t know of anyone who&s ever seen the number of successful
roll+outs of a concept7 spins and twirls
Jay: -hat theyHve done.
Mac: @eah
Jay: @eah, they took it to an art form, they really did
Mac: )ut did you see what they did. And you can do the same thing with
your business
Jay: $e gets what he&s trying to say, but (Hm not sure when got it, that
even though he&s using it as a metaphoric e>ample, a book7 it doesn&t
really matter ( hope you all got that -here&s another thing Pven if you
don&t want to have a book + be a best+seller, a book is a hell of a great
vehicle for credibility and pre+emptive positioning As ( say to you and
your kids, they&re trying to get a ?ob7 let them write a book, and all things
being e'ual + well, (Hd hire someone who went to that trouble before (&d
hire somebody who didn&t, wouldnHt you.
Mac: @eah, ( mean it&s a
Jay: *articularly if it was authoritative and a good read (f they couldn&t
write (&d pay somebody to write it, ?ust a + university %hat&s it cost to get
a really good grad student to do something like that7 do a manuscript7 not
a lot, does it. ( mean, and he teaches marketing at Columbia
Mac: And e>ploits grad students
Jay: -hat&s a /unclear 016G3 right, but not + ?ust intellectually !Laughter"
%e&ll protect you
Mac: 9orry !Laughs"
Jay: -his is like, the frst day #kay, so here&s what we&re going to do, and
Eac&s going to help me (Hm going to give you an overview of what ( think
Jay Abraham C2C is, because ( don&t care where you are on the Jay
Abraham curve7 you either learned it, know it but don&t do it7 you sort of
learned it but don&t know it all7 you sort of learned it in the last month or
so, through whatever grounding materials you read or perused or
scanned, but you really haven&t done it7 or you never heard it before (t
doesn&t matter because they&re so foundationally critical to building
geometrics, sustaining and compounding growth
9o, let me try to do it the way that ( would, and then Eac and Bick will
help me simplify it for you so we can get it 'uick and then build on it 9o,
(Hm about a couple of things (&m about leverage, which ( think (
demonstrated earlier7 did ( do the leverage or not yet. #kay, ( did a group
yesterday #kay, no matter how you marketers sell + there&s two kinds of
leverage7 doctors + doctors in the audience, raise your hand Eedical
doctors #kay Eedical doctors. #kay -wo kinds of cholesterol7 good and
bad, right.
-wo kinds of leverage, good and bad )ad kind7 you set out, you&re going
to buy an asset or a piece of e'uipment or an income producing
something, and as long as it works and either appreciates and you can sell
it, or it makes more money7 you&re okay, right. (f it doesn&t, you&re
screwed, aren&t you. )ig time %hy am ( thinking you&re a pathologist. Are
you. %hat are you.
Audience member: *sychiatrist
Jay: ( knew you were something close, ( knew you were medical
!Laughter" Ao, ( couldn&t remember Ao, (Hm sorry, ( was close7 ( was only
o4 by + started with a * though didn&t it. %ant me to guess your weight.
!Laughter" 9o, there&s two kinds of leverage in business7 good and bad
Earketing is almost infnite upside (t costs you the very same f>ed
e>pense, no matter what you market7 to dispatch a sales force7 whether
they make an e4ect + ten calls a day, C6 calls, 02 + it costs you the same
on those calls whether they secure 62D appointment, C2D, C6D Costs
you the same on those appointments whether they close one out of C2
presented, one out of 6, one out of two, one out of one
Costs you the same to close them whether they sell on average of $C22,
or an average of $J22, an average of $J,222 Costs you the same to get
that client whether the client buys one time, whether he never buys
again, buys one time every si> months, one time every three months, one
time every month, one time every week Costs you the same to send a
newsletter7 a lead generating letter, a catalogue, a brochure, whether it
a4ects half a percent response7 C2D response
Costs the same whether there are leads coming in, whether you close on
one out of + CD, 6D, C2D (&m trying to hurry thins, because it applies
everywhere (f you go to trade shows, costs you the same to rent the
booth and put up a big canvas sign where it blatantly states a name
nobody cares about, or a promise of a result, that ten times + how many
people come by Costs you the same to get people&s cards, whether itHs to
put on a fshbowl, ?ust to win the free -K, or whether they&re looking for a
result that they can&t wait for you to send them viable and important
information on
Costs you the same to buy those leads where they convert one percent,
C2D, etc Costs you the same to sell them + whether you sell them one
thing + never sell them anything else, or whether you integrate three or
four other products or services Costs you the same to get the leads that
don&t convert, whether you fgure any reclamation use for it or not
( can go on and on, but the point of leverage is, if you can get salespeople
who normally got C2 calls in a day7 to get C0,and who would have used to
close 6D, to close 02D, and who used sell $022, to close $;227 and clients
that used to buy two times a year, to buy four And people who used to
buy thing, to buy three, and people who didn&t convert, to now be worth
more money to you than the people who were at trade shows + used to
get C22 lousy people wanting a free -K, to get J22 who canHt wait for you
to do a proposal for them
-he leverage in that is so dauntingly staggering, that you can&t even
comprehend it And the reason that ( have 6 or $< billion to my name, and
the reason that ( have a reputation that sounds hyperbolic and so
unbelievable, is not that ( really am a purveyor of hype or chicanery, it&s
because so few people demand, accept or really, yield anywhere close to
even a fraction of a fraction of the outcome of the result, of the
productivity, of the proft, of the sales, the e4ort, the activity, the
opportunity should produce (&m all about enhancing leverage7 working on
the leverage @ou want to comment.
Mac: -here&s one little catch -he leverage comes from testing and
tracking )ecause one thing you can tell about marketing7 it is
e>ptrapolatable7 something that works on say, even a small as 622 leads,
will probably work on the 6222 you have in your database And the bigger
the number you&re testing, the more the e>trpolatability and the more the
leverage
Jay: @ep =ood
Mac: And keeping track means not ?ust looking at your bottom line, but
seeing if, in fact, you got that + the sales men went out with the new
pitches, Chet was saying, with the upsell And you can&t trust their &%e did
good, you did bad,& because you have to look at the numbers (f you don&t
look at the numbers, you can&t make that independent evaluation As
Chet&s story illustrated
Jay: #kay %e over here. Aow, ne>t, (&m about something called
optimi,ation, which is what ( said7 broken down to its simplest terms, it&s
about getting the ma>imum for minimum time, e4ort, risk, investment
(t&s about highest and best use of your opportunities, your investment,
your people, your capital7 human and otherwise %ho here is in
commercial real estate, either directly or indirectly. #kay, you know what
highest and best use means. @es. -hose of you who don&t, it&s a very
important metaphoric e>ample
Let&s pretend that we were in )everley $ills on Bodeo :rive @ou know
what Bodeo :rive is And across the street from the )everly $ills $otel on
Bodeo :rive, let&s presume there was a big three+acre lot with a beat+up
two bedroom, one bath, horribly ramshackle7 ?ust really ugly, little
thousand s'uare foot house, that was almost untenable And we wanted
to buy it (t would not be appraised by a commercial appraiser as a two
bedroom, thousand s'uare foot house $e or she would look at it and
appraise it, in that location, on that lot, at what it could be worth7 a lot
converted to its highest and best use As a high rise, as a hotel, as a
parking garage, as a shopping mall, as an o8ce comple>
@ou have to look at your life and your marketing decisions on the same
criteria (n order to optimi,e, however, you can&t optimi,e until you frst
identify all the options, all the opportunities, all the choices you have
above and beyond the approach you&re currently taking, because as ( said
earlier, most people + what ( learned early in my career7 you look at
hundred, you look at ;22 industries as ( have, you fnd that M2D of them
market a totally di4erent way, and none of those ways are necessarily
uni'uely applicable to them7 it&s ?ust that (ndustry A doesn&t know what
(ndustry ) is doing (ndustry ) doesn&t know what (ndustry C is doing A
concept common as dirt, as ( said earlier, can have the power and the
impact of an atom bomb if you&re the frst and only business to use it in
your industry
-owards optimi,ation1 you can&t optimi,e until you frst identify all of the
activities and the processes you are engaged in ( did work for :eming,
&M0 or &MJ7 the organi,ation + great training for me ( did a lot of e>perts
and in order to help the e>perts, ( had to learn their e>pertise, and :eming
was the father of process improvement @ou should all know that (f not,
you should do a little bio research on the guy, because he was brilliant
$e&s the one that taught Japan how to go from 9chlockmeisters to
purveyors of incredibly high 'uality products
$e did it by saying everything could be broken down to a process As a
process it can be identifed, it can be measured, monitored, 'uantifed,
improved :id ( say them wrong + in the right order.
Mac: ( think 'uantifed and probably early + one step away
Jay: Luantifed, and measured
Mac: %ell, measured is 'uantifed right. Eeasured, 'uantifed
Jay: ( don&t know #kay, e>trapolated, too #kay, here&s what he would do
$e applied it all to output, throughput, manufacturing, operations $e&d
look at C0 di4erent people or C0 di4erent lines in production, and say,
&%ell, what&s uni'ue about + let&s fnd the key elements that are relevant to
us& -his one&s got ;2D greater productivity per day -his one&s got C0D
greater downtime -his one had J2D fewer re?ects -his one is down 06D
less for + all the variables -hen he&d say, &%hat is it about this one that&s
di4erent.& And he fgured out that there may be 06 impact points that
somebody consciously or unconsciously had fgured out, but everybody
else didn&t know it
$is goal + he&d say + and (Hm going to use a demonstration to see if this
makes sense, Eac, because my A:: may confuse people $e would say
that + he&d produce it down to this -his is a process, okay. (n a process
there is variation -his is the band of variants -his is the best performing
one, this is the worst All this is in between (n the manufacturing, this
may be + and this applies to maybe 06 di4erent activities (f we were
looking at productivity -his may be C62D of budget -his may be 62
9omebody else online, maybe doing G2 9omebody else maybe doing M6
9omebody else maybe doing CC2
%ell, he&d look and see what this person&s doing, or what this line is doing,
and this7 that these aren&t + and his goal was to teach all these people
what this is 9ort of the early stages of best practices )ut his goal was to +
he used to into variants + to reduce the band of variants, to bring this up
to here, by bringing all these people up closer to here, and then raise the
base line, because these people would fgure out what all these people
were doing better than them :oes that make sense. #r is it too
confusing. #kay, so warp speed ahead and translate it to the revenue
generating side of your business
Mac: And of course, the reason why :eming became such a guru, was
that he developed his models as basically a stat+ a government
statistician early on
Jay: /unclear C;1C<3
Mac: $e couldnHt even get arrested here, but he went to Japan in the 62&s
and 62&s, and totally revolutioni,ed their business, because they
understood the impact, and they were at a place desperate enough to
compete in the world economy, where they had their infrastructure wiped
out7 they could start from scratch and put in these controls And so when
they came back again in the G2&s and M2&s again, the whole art of
Japanese management + and statistical management + they were really an
e>port coming back as an import
Jay: =reat point 9o now, we look at marketing And there&s two things to
look at Jay Abraham is all about two di4erent things First of all, starting
with where you are now, because you have velocity and critical mass and
motion in place @ou&ve got stu4 going, you&ve got shit going on Aot being
vulgar @ou&ve got ads running, you&ve got phone calls coming, you&ve got
referrals coming in, you&ve got sales people going out, you&ve got
catalogues being sent, you&ve got people coming in your door, you&ve got
annual events, sales + frst thing ( try to get people to do is fgure out what
in the hell they&re doing process wise, and then ask themselves a couple
of 'uestions
Aumber one7 is that approach the highest and best use of the ob?ective.
For e>ample, your goal might be to try to get a lot of leads, and maybe
the only way you know is to cold call on the phone, when in fact there&s
fact 02 or J2 or 62 better alternative options that can be less time+
consuming, less e>pensive, far greater yielding 9o you&ve got to look at
what you&re doing now, and fgure out how to do it
-he ne>t thing is look at how many people in your organi,ation are doing
it, and how di4erent performance levels are #r, how many di4erent
people in your industry are doing it, and how many di4erent performance
levels there are #r optimally + because ( try to get people to travel
outside their industry + how many more people outside your industry have
found a better way to accomplish the end result. -he goal is the same,
but the means to achieve it that you have available, once you start
practising what (&m trying to teach you7 are near infnite %ouldn&t you
agree.
Mac: @eah, ( think you gotta take them through the three way + ?ust for the
basic three ways
Jay: Let me go through the three ways to grow a business model, right
now )ecause this is paramount to working on the geometry of the
business Pverybody asks me, &Jay, how many ways are there to grow a
business.& And for C6 years, (Hve said, &@ou think there are thousands, but
there are three and only three that ( believe in& Bick, go ahead
Aumber one7 increase the number of clients Pveryone still thinks &know
them as customers,& we&re going to talk about the strategy parameters in
a minute, and we&ll talk about clients Pveryone works almost all their
money, all their time, on trying to get more clients Aumber two7 increase
the average transaction value7 the si,e of the sale And also + or the
components that are combined into it Aumber three7 increase the
fre'uency of re+purchase !Audio missing" more residual value out of
each client, or more utility Eaybe they have nothing else + you have
nothing else to sell, so fguring out how to either get more things from
other people you can sell to them that complement you, or at least get
referrals or the like out of them #kay, (&m going to show you + those of
you who have seen it before, as impressive as it is or as trite as it may
seem, if you aren&t doing it diligently, you would take great, great, great
benefts writing this down and reIecting on what you&re not doing 9o
we&re going to do a little model
%e&re going to take a hypothetical + and it&s in one of your workbooks )ut
( think you&re better o4 writing this down, because when you write it by
hand, it settles in your brain better :on&t go +
Mac: (f ( had to make a guess, M2D of businesses focus on that frst bo>
Jay: @eah, it&s done, it&s done And let me tell you
Mac: And stopped there, trying to increase the number of clients -hat&s
what they + start and stop at
Jay: Bight And the ludiacy of it is this7 it costs you si>+ten times as much,
takes you three, four, fve times as long, costs + it e4ects human capital
immensely #nce you&ve made this sale, getting them to buy more,
getting them to buy more often takes minutes7 takes almost no money (t&s
all based on the relationship you establish at the get+go, and how
strategic you are )ut let&s look at a model, for those of you have never
seen this7 and those of you who have seen it, let&s revisit it again, because
the more you revisit it and + Eark said you look at this card four times a
day
( would think you guys should look at the ne>t fve or si> points (Hm going
to cover + three ways to grow a business model, power *arthenon,
optimi,ation7 probably two or three times every day, and make sure you
hammer it in to everybody that works for you 9o we&ve got a hypothetical
business here that has a thousand + should be clients, ( don&t know why
Mac: $ypothetical Pnglish business
Jay: Pnglish business ( don&t know why it&s a hypothetical Pnglish
business, but i didn&t do it Anyhow, there&s a thousand clients transacting
a hundred dollars of sales every time a purchase, and buying two times a
year 9o we e>trapolate, or we e>tend it, and what do you have. @ou have
a thousand people buying $C22 twice 9o that business is doing 022,222
in this case, pounds %e probably picked a slide up from one of the ON
ones that we used to do
#kay, what would happen if we tried to improve only slightly. Aot the kind
of monster improvements that (&m known for, and that people in this room
+ (&m going to get them to show you with your hands, that they&re really
possible, but we&re ?ust going to go for a little conservative + we&re not
going to try to swing for the fences %hat happened if all we tried to do is
get a C2D increase across the board. And in case you think, &Jay, we in
brutal competitive times, we are in brutal economical + we are in brutal
psychology time for consumers -hey&re looking for commodities, they&re
look to hammer us down,& etc etc etc
Let me ?ust try to give you instantly, three or four ways you could + out of
the maybe 62 available, or C62 + that you could increase the number of
clients, not customers7 that is a typographical era7 it should have been
changed but that was an old slide Aumber one1 how many people in this
room have any clients, buyers, patients, customers if that&s what you want
to call them, but you won&t in a minute + that don&t buy as often as you
would like. $ow many have people have bought before, maybe don&t buy
even at all right now.
$ow many know honestly what you&re attrition rate is. Baise your hand
Look around the room $ow many know what attrition means, raise your
hand !Laughter" $ow many don&t. $ow many people would like to.
Attrition is a word that refers to the number or the percentage, or the
'uantity of people that stop doing something with you7 that stop
subscribing,, that stop buying, that stop visiting you
Pverybody that&s ever + unless you&re very uni'ue, you don&t have C22D
conservation or retention, you have attrition 9ome businesses have
atrocious attrition -he newsletter business that Eac and ( know well, they
bring in a hundred people, they lose <6 of them in the frst year, don&t
they.
Mac: Eany of them do
Jay: Eany of them do Aot all, but many @ou all have attrition (f you + frst
of all you&ve got to know who they are and where they are, or you can&t
save it and stop it 9econd, you&ve got to try to stop and reclaim them7 get
them back -hird you&ve got to reali,e why they&re leaving so you can put
into place a conservation, or attrition aversion programme to + or
avoidance program, to minimi,e or eliminate it (f you cut your attrition in
half, it&s like giving you an absolute increase of that amount P>cept that
having to spend $622 in 6 months to sell them, basically you spend
nothing at all7 it goes to the bottom line
Let me give you a 'uick insight in why people stop doing business with
you -here are three main reasons All three can be used advantageously
for you in an ethical manner Aumber one7 they had an interruption in
their life that had nothing to do with you77 maybe they went on vacation,
maybe they got sick, maybe they got sent overseas, maybe there was
unusual weather, maybe they + doctor&s orders7 they couldn&t work out
%hatever it is, something happened to stop them from doing regular
business with you, and the negative elements of a habit took hold And for
no reason that&s negative whatsoever to you, they stopped and they
either don&t do it at all, they went to an alternative, or they ?ust found
somebody closer or di4erent7 but it has nothing whatsoever to do with
negative from you
(f you fnd out who those people are, if you call them, visit them, send
them a letter, write them, email them7 in the order ( ?ust said7 you&re going
to get the tapes, and you did nothing more than try to literally contact
them and say, &Jay, (&m worried (t&s been a year since you last transacted
business (t&s either something&s wrong with you or something&s wrong
with us, and if it&s you, we care too much to let you guys be in trouble
%e&ll work with you if you need our help (f it&s us, and we did anything to
o4end, or disturb you, ( didnHt& do it consciously ( need to know about it
because even if we never do business again, it&s terribly important to me
that the last transaction you do with my company be a satisfying and a
proftable one7 and ( gotta make it right&
-hose words are very powerful7 (Hve used it very successfully for clients,
and it&s on this tape, so ( urge you to listen to it @ou do that and that
alone, and it will save or reactivate certainly 62D or more -hat&s the frst
reason Pven the ones that didn&t reactivate will be so favourably disposed
that they&ll turn into referral sources for you
-he second one, which is a very powerful one, is1 they had a bad
e>perience Eaybe the product didn&t come when it was supposed to, or
didn&t perform7 maybe it was missing a part, maybe your people didn&t call
them back and service them right, maybe you&re supposed to do
something post+purchase and you didn&t, maybe they ?ust felt like it was
not what it was proposed Eaybe a service person delivered something
and walked over their white carpet and stained it, maybe a guy delivered
something and ogled their wife or their daughter Any of a number of
things could have happened Beally -hat you don&t know about, but you&re
being accountable for (f you call with the utmost of heartfelt sincerity, and
use the same thing + &(f we&ve done anything, boy, it certainly wasn&t
conscious (&d like to have the chance to correct it, improve it, and
hopefully we can reactivate + rekindle the relationship )ut even if we
don&t, (&ve got to do the right thing& $alf those people have such humanity
and such goodness and such heartfelt response for you, theyHll start
dealing with you immediately -he other half, even if they don&t, will be
impressed and tell other people
-he third reason you lose people is they outgrew the need for you product
-hese are a great source for referrals if you develop a referral generating
system 9o that&s one way you can get C2D -he ne>t way1 how many
people in this room + this is the mind blow, are you ready for the mind
blow 'uestion of the week. Eaybe. Eaybe. !Audience shouts, &@es&" (t&s
that or another version of @ECA
Mac: @es, yes, we&re readyS
Jay: Eind blow 'uestion or @ECA
Mac: ( think we&re ready
Jay: #kay !(mitates drum roll" $ow many people in this room can honestly
say that C2D or more of their business up to C22, emanates directly from
either word of mouth or referrals. Baise you hand #kay, ( want you to
take a minute and fgure out what that is as a percentage conservatively7
and then multiply that out times the volume you do, and then get a fgure
in your mind, okay. #kay, you ready. (&m going to arbitrarily point to
people, and (&ll call you out by color or shirt or something, because ( want
you to say what the percentage is, and what the dollars are And (&m going
to make a point that is going to blow your mind #kay. @ou&ve got J2 more
seconds %ould somebody + oh we&ve got sparkling water, thank you
Beady. #kay Baise your hand though, if referrals + ( guess, raise your
hand if referrals aren&t a part of your business Aow, ( would ask anybody
who doesn&t have referrals why you don&t have them Pven you )ob (
would say there&s something wrong with either + you havenHt given
permission to people to do it, they don&t think you want it, or they donHt
see very much value in it, or they&re embarrassed by it @ou&re as + ( mean,
maybe they&re embarrassed by it ( don&t think you give them permission
to tell their people that might want tosomething -here&s some reason (f
you aren&t getting at least some referrals, there&s something wrong with
the credibility or the 'uality or the perception, or you&re inhibiting people
!(naudible comment from member of audience" ( wouldn&t, but we&ll talk
about that in a minute
#kay, so those of you who get referral, (&m going to arbitrarily go around
=entleman in the striped shirt in the far end :o you get referrals. $ow
much percentage. ;2D. %hat&s the dollar worth. Annual $J0,222
=entleman in the blue shirt with the beard @eah, do you get referrals.
Audience member1 @eah
Jay: $ow much percentage.
Audience member1 About G2D percent
Jay: Pight ,ero. %hat&s the dollar.
Audience member1 /inaudible M16J3
Jay: A year. #kay =entleman in the back who wooed your either
girlfriend, or wife by teaching her to dance (sn&t that you with the beard.
@ou :idn&t you say you gave somebody your card. %ell, okay, but do you
get referrals. !Laughter" $ow much, what do you think. Just give me a
conservative fgure 6D, C2D. $ow much. %hat&s it in dollars. #kay, $C<
million a year. A year right.
#kay, let&s see -hereHs somebody there with a yellow shirt and his hand
over his nose ( can&t hardly see you, but do you get referrals. #kay,
what&s the percentage. 9even percent. $ow much is it in dollars. #kay
%ho gets referrals that are least $622,222 a year more. 9tand up
Mac: Look to your right
Jay: 9tand up #kay ( want to make a point -hose of you standing + and
(&ll have all of you stand, but this will be ?ust as easy #r in fact, you know,
everybody that gets referrals, stand up (&m going to make a better point
All of you stand up And the ones that you saw maybe do half a million or
more #kay, all of you standing up, remain standing if you have in place
right now + even if you&ve been in Jay AbrahamHs septor of inIuence for a
long time + at least one, systematic, formali,ed, year+round, constant
referral generating process system that everybody works at key+operative
times, that you monitor, you manage, and that you&re really following
diligently. (f you&re doing that, remain standing (f you&re not, sit
%e&re not done, we&re not done #kay, so M2D of you sat down -he rest of
you standing up, remain standing if you have at least two programs that
you&re working on continuously $alf sat -hree. $alf again Four
programs. Five. Kirtually everyone but Eichael and partner @ou can sit,
Eichael #kay, now, we have looked at ;22 industries %P have found MJ
unduplicated referral generating systems that cost you nothing initially,
some are monetary induced most of them are much higher planes of
intellectual compensation and psychic rewards for people who either want
to feel good about contributing or want to feel good about their own
purchase -he point is this1 almost all of you who sat down who don&t have
any, which is about M2D, and the 62D who got only one, and the rest of
you have maybe, on average, two and a half7 probably spend a lot a hell
of a lot more money on advertising, on sales forces, on trade shows, on
every other form of let say, less performing marketing %ould you agree.
And that there&s something fundamentally wrong with that picture, would
that make sense.
)ecause + and this is going to be the defnitive when you&re trying to
decide does Jay really know his stu4 or not + you&re don&t to have to wait til
tomorrow at 0122, you can decide right now, because ( &m going to make a
prediction, a hallucinatory, deluded prediction, Eac7 and we&ll see if (Hm
really a charlatan and a sham, because ( donHt& know it, or whether (&m a
lucky guesser ( believe that + see if (Hm right as you go back down
memory lane, and con?ure up an image of all the clients that you&ve
gotten on referral + that referral generated client7 number one, buys
faster, number two7 buys more7 number three7 doesnHt negotiate as much,
pays more towards full price7 number three7 buys more often7 number
four, buys more things, number fve7 is more en?oyable to deal with, and
number si>7 refers more people7 and number seven7 is more proftable
Am ( right or wrong. !Audience replies, &Bight&"
#kay, so do you see how easy it is to grow + what happened to our three+
way model that was on there.
Bick1 ( havenHt put them back here, because we were
Jay: #h, okay, okay (&m trying to show you how easy it is to get a C2D
increase 9o far (Hve shown you two Andy Eiller, where are you.
Mac: And this is ?ust one bo> in a list of
Jay: #h yeah, (Hm ?ust giving you the outer peripheral (Hm trying to show
you how easy it is to get geometric growth in your business
Mac: Aever even went near raising your conversion level of leads, for
instance
Jay: #h no, we haven&t done anything
Mac: -his is one little
Jay: ( was trying to show you it&s a no+brainer -hat + and those of you who
we copied + one of the reasons ( stopped selling seminars7 we come up
with a nuance and Carl would talk to them and say, /unclear 01S63 and
Carl would say, &Beally.& And they&d say, &yeah, ( know all that& And he&d
say, &=reat Jay loves to hear people who are really doing stu4, will you tell
me the seven or eight referral systems you&re operating and the C6 or 02
things you&ve tested in the last year. Eaybe the + about the seven or eight
strategic alliances you have in place.& And they&d go, &!Coughs" Ey
mother&s calling me& !Laughter"
And this is like, really, this is + Fran said something about me which was a
great compliment but also it&s my bane ( reduce this down to such
elegant simplicity that people here think, &#h, okay& -hen they sort of ?ust
discount it because it&s too simple sounding ( ?ust showed you already +
(&m going to show you one more, and that&s ?ust a few, to show you how
easy it is to get C2D Beally, it&s easy to get ;2 or 627 (&m going to prove it
in a minute
Andy&s going to be on, screwing up your time, but you&re going to be on,
and you&re going to teach people that the singularly most powerful lever
you&ve got is consultative selling ( don&t teach it $e does and he&s doing
this ?ust for us, to contribute, but he&s a great person to go to for it )ut
you can go to an Andy, who&s the tops, you can go to get a book, you can
get a tape set, you can get a hack sales trainer, and if they&re decent at all
+ Andy would have to agree with this + you&ll get a great outcome %on&t
they.
Consultative selling, properly understood, has got more leverage than
anything else you want to make a comment. A little prelude to tonight. (f
you put it in your + implement actuate and put a system in place + it&s all
about systems isn&t it. (t&s all about systems )ecause my biggest,
disgusting element of most of the people that (Hve trained + (Hm not
disgusted with you, (&m disgusted with the fact that you&ve got to + went
for them and went right back to the standard /unclear J16J3 @ou didn&t
start building on it and layering it
)ack at the three ways to grow business )ut anyhow, Andy + Andy&s going
to mesmeri,e you tonight7 we&re screwing around with his timeline a little
bit, but he&s going to be so great, in spite of + okay, back to the three way
model, Bick Ao pressure 9orry, we have it backwards here
9o, ( mean, ( don&t have time to go through all the elements right now, but
we will in a few minutes (n fact ( will $ow many in this audience who are
previous Jay Abraham attendees have used some of my methods to
increase your number of clients more than C2D. Baise your hand Eore
than 02D, raise your hand Look around the room Eore than J2D, raise
your hand Eore than ;2D raise your hand :ouble. -riple. #kay
$ow many in this room have used this stu4 to increase the si,e of the
transaction more than C2D, raise your hand 02D. J2D. ;2. :ouble.
Look around the room -hese are because people did a little bit $ow
about fre'uency of purchase. C2D more. 02D. J2. ;2. #kay $ere&s the
deal (f you&ve only got + put the ne>t slide in (f you&ve only got a C2D
increase across the board, which ( swear to you , in almost every situation,
time allowing to bring some people up here, will orchestrate for you And
keep in mind, the greatest illustration7 that is Costco, or 9am&s Club7 ?ust
by letting people buy bigger 'uantities -hey doubled or tripled or
'uadrupled or ten+timed the unit of sale And even if they only made half
the proft on ten times the sales, it&s still like triple the proft they made
from the transaction :oes that make sense. Am ( being too fast for
anybody.
(f you&ve only got a C2D increase across the base, it&s not a C2D + and
when it&s e>tended, it&s JJ and a third percent increase And to a lot of
businesses that are marginal, that could be triple, 'uadruple, ten times7 it
could be all the proft Let&s get a little more daring Ae>t slide
Let&s presume you went for a JJD increase in the si,e of the clients, and
that&s not hard to get, because ( gave you three elements that could
probably do that if you systematically follow them Let&s say you went for
06D increase in the si,e of the sale7 and that&s not even going to be hard
once you learn and follow the strategy and parameter + a lot you heard
but most of you don&t really follow it to the - %e fgured a 62D increase
was realistic because those people let clients buy at their own fre'uency,
which is not in their best interests A simple model of reference is good
( get my hair cut every two weeks %hy. )ecause ( want to look like ( got
my hair cut ( want to look my best ( want to look the most authoritative,
the most powerful, the most handsome + ( want my wife to think (&m really
hot !Laughter" (&m serious ( want to feel great about myself, ( don&t want
to feel like (&m looking shabby or looking Iat or whatever Eost people
though, go about once every 6, G, C0 weeks, which isn&t optimal -hey
don&t know it7 their stylist let them do whatever they want, because they
like the money7 they&re doing them a disservice
As (&m going to teach you in a few minutes7 (&m going to teach you the
strategy parameters, and it&ll teach you to have a moral obligation, to not
let people buy whenever they want, whatever they want )ut you have an
obligation to make certain they buy the ma>imum 'uantity, 'uality,
combination and fre'uency, so they get the greatest outcome, because
it&s not about you making money (t&s about them getting a great result
about them getting the greatest result you could orchestrate for them,
and if you let them buy less, they&re getting screwed And you&re part of it
@ou&re consciously perpetrating a bit of a sham, because you&re stealing
productivity, proftability, protection, en?oyment, e>perience from them,
and you can&t allow that
)ut the model + because (&m attention defcit, ( almost got on a tangent +
Eac, slap me $e throws me o4 and ( go boom, into a table (f you only got
those increases, look what it would be Aever even + one double -he
doubling is because ( don&t think most people buy anywhere as close to as
fre'uent as they should for the ma>imum outcome + ( mean, beneft for
themselves (t would be 062D (f you really went for doubles, which is not
impossible to do, it would be G22D increase in business -his is how you
engineer geometric growth, and it&s only one of about seven ways we&re
going to do
Mac: And this is + let me ?ust give a little insight to something you&re
going to hear on Eonday -he details -he reason thereHs so many people
in this room is because Jay and Carl and their team managed to increase
what was the standard conversion percentage of leads for this kind of
program, from CD to C2D )ut + by using e>isting assets, and to some
e>tent, the magic of technology, so it&s a little teaser for Eonday, when
you hear in detail how they did that )ut thatHs a thousand
Jay: (t&s going to be cool, (&m going to do a half hour on Eonday morning
e>plaining e>actly how we did it7 the psychology, the construction of it,
the methodology, the technology and how it directly and e>plicitly applies
to each and every one of you businesses and how to run with the ball and
do the same thing in your business
Mac: And a thousand percent increase in the conversion that was already
above industry average
Jay: -hat&s right, you&re not lying And the truth of the matter is, we have
about 06 people that didn&t show up at the end, which is very
disappointing, because they stole places from people that could have
been here7 we had a room that was bigger, but we literally turned down
02 or J2 people, and we stopped selling and most of the home studies
would have come live, but we couldn&t put them anywhere7 and that&s
because of the message we want to /unclear 010G3 #kay, so
Mac: %e need to go to the ne>t + ?ust on a framing level + the ne>t two
bo>es in a
Jay: (Hve already talked about that faster ( know, you&re too slow
Mac: Ao -oo detailed
Jay: ( always have to keep Eac speeded up because he&s so slow ( mean,
understand
Mac: (f he&s A:, (&m A::
Jay: :on&t worry about it, we&ll get you where you&re supposed to go by
Eonday %e don&t always go + when we get started after something we
havenHt done for seven years, it&s like a train (t&s a little di4erent out of
the track, and then you build momentum, but you don&t care as long as (
get you there, do you really. And if you trust me, (&ll get you there,
because (Hm committed to it (&m committed you&re all going to get at least
$C22,222 breakthrough, or you&re going to get multiples of that by
Eonday night, if you help yourself do it ( can&t do it all for you , but ( can
open up the spicket, if you guys want to drink from it
#kay, ne>t slide Let&s do the *ower *arthenon #kay, so now we&re going
to do the ne>t area of leverage
Mac: @ou need to do the other two bo>es, you haven&t even touched on
them
Jay: #h yeah, ( ?ust told them that )ut we&re going to go
Mac: Let&s ?ust do the slide, brieIy
Jay: @ou want to go back to it. %hich one. $e always does this to me
Mac: Average transaction value, right.
Jay: %e already talked about it though
Mac: #kay
Jay: :idn&t ( already talk about that. !Audience replies, &yes&"
Mac: #kay Alright
Jay: ( did, we ?ust went forward and backwards again ( hurried through it
?ust to show that they knew it %e&re going to visit the actual ways to do
this later7 ( ?ust want you to get clear on the macro global elements and
how you engineer geometry into your business 9o are you clear, or am (
confusing the heck out of you. !Audience replies, &Clear&" #kay, good
#kay, go to *ower *arthenon
-he ne>t area of leverage, which has been around for a long time is the
power *arthenon of geometric business growth, and it&s broken down in
two ways -he diving board versus the *arthenon ( believe7 and (&ve
looked at about 62,222 companies and Eac agrees with me7 okay, that
most businesses in this country remind me of a diving board (n that M2D
of their business, by and large, is dependent on one approach and one
revenue source (t reminds me of a diving board (f you can envision that
being a diving board7 the top being the revenue, the bottom being the one
lowly + even if it&s generating a lot + lowly support beam that&s producing
it
First of all, ( don&t + my metaphoric analogists mind + ( don&t see a diving
board being a mechanism to propel you up permanently to growth @ou do
go up temporarily, in the process of plummeting down ( see this very
dangerous Pven if you&re making a lot of money -he moment any factor
changes in your business world, like oil prices double7 they cost you twice
as must to make a sales call, competition emulates your selling strategy
-his is an e>ample7 we hypothetically said direct sales+ for those of you
that can&t read anything + but we ?ust said a lot of people ?ust have direct
sales people $ow many people in the room + raise your hand + have a
sales force, either captive, salary, independent, manufacturer&s rep7 raise
your hand
Neep them up if those people are comprehensively and professionally
consultatively trained Neep your hand up if you trained them all in
consultative selling Lot of room for improvement, Andy #kay, raise your
hand if you have been trained in consultative selling 9o it&s about C;+C6D
of the room #kay 9o this is my vision of what businesses look like today,
including )rad /unclear 61;23 $ere&s !Audio missing"
(t&s dangerous Aumber one7 any change that happens e>ternally could
screw you up Aumber two7 you&re sales force could say, &$ey, we got the
relationship, the owner + he or she isn&t here, she&s in the ivory tower7
when they started they did all these great things7 now they&re a
CP#Ve>ecutive, they don&t even know who the clients are, ( got the
relationship, ( can get anybody to /unclear 2210C3 for me, or fund me (
can go down the street with my contacts and make ten times as much&
:o you think that won&t happen in a world that /unclear3 will tell you is
totally free+agent oriented now. (f it&s every man or woman for
themselves7 no loyalty.
Aumber three7 people who come to programs like mine and take action,
that 6D7 will say,& $mm -here&s all these sales people that are okay
compensated, but that guy or woman doesn&t have a clue about Jay
Abraham&s stu4, ( think (Hll hire those people and pay them a signing
bonus, and give them an incredible bonus if those people stay with me for
a period of time -hey won&t reali,e it7 they&re the real asset (&ll decimate
that person and triple my business overnight And it&ll cost me almost
nothing $mm& #r any other number of things @ou&re e>posed you&re
e>posed
Aow, how much better o4 are you + ne>t slide + if you add even Cmore
element to your selling system to stabili,e it. Let me ?ust arbitrarily add in
?oint ventures there, but you can see even visually, it looks a lot more
sturdy, doesnHt it. Ae>t slide %hat happens, however, if you really got
serious and built what ( call a power *arthenon, and ( say that because it
reminds me of the *arthenon in =reece + Bick, could we see the picture of
the *arthenon in =reece for one minute. %hich you&ll see that itHs been
around for eons, it&s survived more changes or civili,ation, more military,
insurgencies, more acute weather, and the only real reason it looks even
that bad, is some imbecile used it as a munitions storage armament in
%orld %ar 0, and a bunch of rockets went o47 it&s so sturdy, it&s still
around (sn&t that what you want your business to be like. =o back to the
graphic now
9o our goal for you is to broaden what you&re doing with G or C2 more
pillars that you&re not using, that will access the marketplace from
multiple streams, from multiple leverage points, from multiple impact
points For e>ample, and this is not limited to7 we said in addition to direct
sales, what if you did telemarketing. Beferral systems, ?oint ventures,
direct mail, advertising, develop a back end that you didn&t have.
Pndorsements, host benefciaries7 one of those are a little nuances which
we&ll try to go into, time allowing, tomorrow First of all + (&m sorry
Mac: Pmail marketing, web marketing
Jay: #h yeah, we didn&t fnish -he point is, if you have all those in place
as proft centres, as revenue streams, as key strategic elements that are
being tactically deployed to reach your ob?ective, here&s what will happen
-hree things Aumber one7 you&re going to criss+cross, pollinate, and a
force multiplier will take e4ect to certain markets )ecause they&ll all get
hit with the same thing, and theyHll move them And thatHs the thing we&re
going to teach you about Eonday morning, that Carl and ( did with all
those emails and other things Aumber two7 you&re going to penetrate
di4erent segments of the market in di4erent ways, and you&re going to
open up all kinds of opportunities that can be integrated and evolve
forward
Aumber three7 you&re going to hedge your bet Aumber four7 youHre going
to bring the power of geometry to bear another way %hy. )ecause if
C22D of your business was coming from direct sales7 but if telemarketing
now added another 6D7 if referral systems now added, let&s say, 02D
which it should because the average person&s room got 02 or J2D
already, and they weren&t even doing anything formal -hey didnHt ask for
them, they didn&t structure, they didn&t give permission, they didn&t give
incentive, both psychic and fnancial (f ?oint ventures produce 02, J2, ;2D
+ we did $C million plus and made <62 in the last four months with Er X
All of you in the room7 how many in this room came from /unclear ;12C3
raise your hand Look around there $ow many of you came from #>ford
Club, raise your hand Look around the room
$ow many of you came from Parly to Bise, raise your hand $ow many of
you came from + what was another one that we did. Bobin&s. Baise your
hand *ut them down $ow many came from let&s see, Bobert Allen. Baise
your hand %hich other ones, Carl. /inaudible3 Joe /unclear3, raise your
hand 9ome more, Carl
=ary Aorth, raise your hand #kay, all of you raised your hand, stand up
#kay, it&s going to be a little disruptive, but we haven&t done this for a
long time =o to the outer group + go anywhere away from your table =o
round the wall =o round the walls ( want to make a point7 graphically,
you guys )ecause we want to show you how powerful this stu4 is
/inaudible comment from audience ;16J3 @ou could, you could )ecause
the point (&m making + the principles are enough + the single principle&s
fne + the main decision+maker
#kay, look around this room and multiply those heads by $6222 that we
wouldn&t have had if we didn&t do other selling systems besides us going
through our list Eultiply those people times $6222, to see the graphic
implications of what (&m showing on that board :oes that make sense to
you. :oes that make sense to you. !Applause" #kay, you can sit down
-hat&s really powerful, don&t you think.
Mac: And if you would have gone down the list, they wouldn&t have been
any more people
Jay: @eah, we didn&t go down the whole list, by the way, thereHs another +
but (&m trying to make a point @ou do this + =ary Aorth did C2 people,
-ony Bobbins did 62 people, we did ;22 people, somebody else did 62
-he cumulative e4ect though, incrementally, it cost 622 grand to do this
At 62C (Hm in proft, you understand that. At 622 (&m in pretty good proft,
at J million (&m in a lot more proft and you will be too but you gotta get
that intellectually :oes that + do you want to embellish that.
Mac: #nly that that dynamic, it didn&t take + once you had one a8liate set
up, setting the ne>t one up is relatively easy And it&s ?ust a 'uestion of
making a couple of phone calls 9o it isn&t as if it&s 'uintupled your
workload (n fact it made everything possible
Jay: And before you ask me, yes ( will teach you how to do strategic
alliances and ?oint ventures tomorrow night, okay. !Laughter" (s that what
you were going to ask.
Audience member1 @es
/inaudible 'uestion for audience member 61063
Jay: ( do di4erent things to di4erent people 9ometimes ( help them
market for nothing ( gave them what they wanted ( gave them what was
the best incentive to ethically + or like the people here ( mean, the people
that came and spoke for me for free, came because ( made them a lot of
money, and ( did stu4 for them (t was fair e>change Aow, but the point
you gotta reali,e is that there&s more to it
Like, let me show you all the ways you can use this (t&s the mind blow
And these are ?ust few 9o you got these sales people in the feld, probably
sub+optimal, cold+call, knocking on doors, don&t have a good 'uality list,
don&t have a pre+'ualifying system, don&t have appointment setting, don&t
have anything, don&t have anything you&re milling out7 you could use
telemarketing, which is the frst category of e>ample7 to do a few di4erent
things Let me tell you + let me count the ways @ou could use it to
penetrate markets that don&t cost ?ustify sending a sales man or woman
to @ou could use it to sell products or services all over the world that you
couldnHt& really a4ord to have a facility for @ou could use it to set up
appointments for sales people, you could use it to confrm appointments,
to make sure that they&re C22D people /unclear <10M3, that we&re ready
and allocated a time
@ou could use it after a sale to upsell them more things @ou could use
them + once you&ve got a client + to get them to buy more things more
often @ou could use them to e>clusively sell other products and services
that are K(* oriented @ou could use it for post+purchase /unclear <1;63
which is to avoid a cancellation @ou could use it to reactivate , which is
changing attrition @ou could use it for what, Eac. -elemarketing
Mac: %ell, you can use all of it for cross fertili,ation, because many of
your prospects and potential clients will be on multiple avenues
themselves, and if you do enough of these things, they get reinforced (f
they see a direct mail package, and then they see advertising, they&re a
synergistic e4ect Pven if the advertising is direct advertising 9o you
never know what modality people will buy into, or what is the confrming
third or fourth or ffth or tenth contact, than it&s necessary to enclose, but
the synergistic e4ect of doing all these things is very high
Jay: Also, the point is, the high probability that one of those is going to be
a home run is very high For e>ample, when you send a letter out + those
of you who send letters out + if you call behind it, you can increase yield
by as much as three to fve or a thousand percent Aow, before you say it,
&%hoa, we can&t get anybody on the phone& we know that )ut we take a
di4erent attitude than most people %e think it&s about leaving very, very
provocative, consistent, se'uential messages, because you are having a
conversation with that person&s voicemail, whether you acknowledge it or
not
(f you do referral systems, you found out that on your own, you&re doing
ten to a hundred percent %hat do you think would happen if you formally
tried to do it. %ho is the person that came to the mike earlier and talked
about referrals went up J22D. Baise your hand #r more 9omebody did
Couple of you were here this morning, when you were talking about
something that happened beforehand. 9omebody did, didn&t they. (&m
sure of it
Mac: @eah they did, yeah
Jay: (t&s J22D (Hm not saying you get J22D, but if adding that one pillar
got you J2D more7 you&re doing a million now, it&s $J22,222 with almost
no marketing cost -hat may triple your income, and that&s one thing -he
odds of getting a home run are pretty good ( have generated, for myself
and clients, in e>cess of $C billion with endorsed relationships $C billion
plus *robably two or three7 ( stopped counting -he odds of you getting
something if you do it right7 we will teach you tomorrow night + or
tomorrow day, (Hve got to see where the schedule is + how to do it
masterfully =ot to e>ecute =ot to drink from the well if we take you
there )ut one of these is going to be a home run, don&t you think, Eac.
And you don&t care which one it is Bemember force multiplier e4ect. )ut
the point is
Mac: And some may not work at all
Jay: @eah, who cares
Mac: )ut that doesn&t mean you need to do every single one, but you
do
Jay: -his is the goal, you&re evolving towards this
Mac: @ou do try to build several columns under you r roof
Jay: Aow (&m going to blow your mind and show you if you want + do you
like this concept of leverage. Opside leverage. !Audience replies, &@es&"
Can ( take it a little higher. !Audience says, &*lease&" #kay, so now you
got your three ways to grow a business model Aow you got +red won&t
work Aow you got your + this is like microscopic + look at three pillars,
right. =uess what you can do. @ou can build sub+pillars under each one
-elemarketing7 you can have a separate one doing lead generating
through sales feld 9o everyone&s selling out of the market A separate
one, reactivating And each one of these can be + and it doesn&t end
And that&s how + (&m merciless and ruthless about driving people to higher
levels of incremental performance and combining them to geometric
growth Eac, do you want to make a comment.
Mac: ( think it&s su8cient
Jay: (t&s pretty powerful, isn&t it. !Laughter" Aow, let&s go and look at three
other ways7 my &B&s,& that a colleague of ours that Eac and both have had
business relationships with, named -om *hillips, believes in $e says
there&s three additional ways -he frst one
Mac: -his is the guy who, ifZ
Jay Abraham Mastermind Marketing 8
Zyou remember, ten years ago, took his whole company, and
Jay: -o :isney %orld.
Mac: -ook over 0222 people
Jay: you went too, didn&t you.
Mac: #h yeah
Jay: $e ?ust rented like four <;<&s, but he took $C222, in about ten years,
probably to what, $;22 million. #r something.
Mac: $e took $C222 and as of at the C6 year mark he was a $062 million
company
Jay: -wo fve oh.
Mac: And then + without any debt, any long+term debt
Jay: $e also bought a bank, didn&t he.
Mac: %ell, that&s the thing + he&s doing
Jay: /unclear 221;;3 programs, and this is like
Mac: Ey wife works for him, still $e&s doing it again $e&s taking every +
?ust because he wants to7 he&s taking everybody on the :isney Cruise ne>t
year
Jay: (t&s probably cheap right now !Laughter" (tHs the weekend without
meal service
Mac: ( suspect he&s renegotiated that, because he did it before7 the
incidents recently )ut he ?ust wanted to do that, so )ut he&s a very
smart guy, he&s wonderful
Jay: %e had him at the X+Factor, and here&s his three ways to grow
business, which is somewhat di4erent than mine
Mac: -his one is + this corresponds to all Jay&s techni'ues
Jay: @eah, but you know what. $e makes this +this is a disciplined element
of his business
Mac: ( went to work for him from a Fortune 622 company, which
pretended to do planning And then ( went to his company, which was
fraction of a fraction of the si,e, and they did real planning, bottom+up,
ground + ?ust totally grounded planning Pverything specifc, and they
made it happen, they drew it @ou didn&t go back the ne>t year, or the ne>t
si> months and go, &=ee, adding C2D to everything didn&t work& %hich is
the modality in a lot of big companies
Jay: )ut they had to present + all the managers had to basically + they had
to engineer a growth7 it&s got to be a predictable growth in the business,
then they got to present to the e>ecutive team, how they&re going to do it,
and what happens if they don&t and how they&re going to do it anyhow
Mac: Op and down through the company
Jay: And they work backwards
Mac: -hey spent a full month on planning, at least And it works And he +
he&s a very smart guy
Jay: =o back a minute, ( want to use an analogy @ou know the stupid + the
little balloons in our thing =o back to that for a minute
Mac: And you know one thing he did that was really fun for that
Jay: And this is something + go back7 and you&ve seen where he used to do
this.
Mac: %ith your
Jay: -his is part of optimi,ation, but you&ve got to start with the end result
and vision in mind, then you&ve got to work backwards %hat the heck is
the strategy or /unclear 01JM3, what&s basically the philosophy and mind+
set @ou&ve got to work backwards And whatHs going to deliver. (f you
guys donHt have a + ( mean, saying grow our business 02D this year7 if you
don&t have it reduced down to systems and work backwards and look at
the highest and best way to do it and what&s going to happen if you don&t
do it anyhow, you&re not going to get it :o you think, Eac.
Mac: ( think thinking will get you there
Jay: #kay, go back now to -om *hillips 9o the frst thing he says or make +
growing your e>isting product or service, a regular product + if you&re a
one man or woman business, get yourself, fnd somebody here that you
can present to, annually or every si> months, or get your accountant or
your attorney, or trusted friend, and make them hold your feet to the fre
Mac: And what this means is if you have a success with something that
you fgure out in the process of going through this e>perience and using
Jay&s techni'ues, you don&t ?ust stop there @ou hold your own feet to the
fre and keep on going, as long as you want that business to be yours
Jay: %hat&s the ne>t one. (ntroduce a new product or service or strategic
alliance each year $e, every year makes sure he ends with up a new
product, a new service, a new market he penetrates And it&s ingrained in
his success strategy, isn&t it.
Mac: Absolutely
Jay: -he third one is make at least ac'uisition each year Ac'uire assets,
distribution networks7 it&s usually better than buying a business #kay
(ntroduce a new product or service or strategy alliance + it&s supposed to
be strategic, it&s a typo Pach year -he ne>t one is make at least one
ac'uisition each year, and he believes in ac'uiring the assets or
distribution networks is usually better + ( think ( said distribution networks
+ than buying + we played with it in interview that time + than buying the
business For ta> reasons, for legal reasons7 but the point is, you can + one
of the greatest ways to grow your business + a lot of people in your
industry right now who probably aren&t doing as well as you, even if you&re
struggling And you&re all struggling, but some of you aren&t
And if you fnd out who&s got a good reputation but making no money, you
could take over their clients, their business, integrate it in yours +
incrementally it might not cost you very much more to service them7 you
could pay them a share of the revenue or the profts forever7 they&d make
more money for doing nothing than they probably make right now working
C0 hours a day -he could sell all their products, get out of their leaseZ
!Audio missing"
pretty good salesmen or women in the beginning, you could put them
out to work in the feld for you, and give them an incredibly generous
commission on the frst and residual sales they generated and if you did
that all day long, you could triple or 'uadruple your business that&s one
thing Aumber two7 you take products you&ve got to new market, you
could create new products for new markets
Eost people stubbornly, doggedly, and ostrich+like, steadfastly live in the
past7 they don&t really want to think about changing, growing, and making
the current success obsolete )ut if you don&t do it consciously to yourself,
guess what. -here&s somebody out there that&s planning right now to do it
to and for you
Mac: #ne of -om&s benefts of doing this, which is perhaps the hidden
beneft, is if you actually do go out and do an ac'uisition trip, go look at
properties, and the ac'uisition&s in your business, you get to look at
everything they&re doing, and what&s working and what&s not 9o even if
you end up not buying anything
Jay: -he education is ama,ing
Mac: @ou see the vendors, you get the vendor relationships opened up to
you7 it&s shocking really what some people will show you in the course of
trying to sell a business And so even if you end up not being the
successful bidder
Jay: you should always look at as many businesses as you could at least
e>amine all day long (t should be a great process you go through
Mac: And as a head+hunter trip as well
Jay: #kay then we have + now whatHs ne>t. %e can&t decide whether
that&s a way or that&s a + we&ve discussed whether that&s ?ust an e>tension
or that&s ?ust a way, because it&s very interesting what it means %hat do
you think.
Mac: (t can be both ( mean it can be in some categories +
Jay: 9o we have a colleague +
Mac: (f it&s important enough +
Jay: %e have a colleague who is Jay Abraham trained, who came here one
day and said, (&ve got a seventh way& ( said, &%hat is it.& And he said,
&Accelerate the buying cycle& And ( said, &%ell, yeah, that&s interesting& $e
said, &Eost people don&t even reali,e the faster you bring them to sale, the
more they buy, the more proft they make, the more revenue you make,
the more asset value your business has got& And, at least think about it
because you have control -hese are the kind of variables + ( feel
Mac: the thing that distinguishes Costco from a regular department store
is turnover -hey turnover probably ten times as much as a normal retail
operation -hey only work on gross GD margin, but it doesn&t matter,
because their turnover is so enormous
Jay: And truthfully, to all of you, (Hm slowly trying to layer this, and (&m
trying to crock+cook you today and tomorrow7 and then we&re going to
build you into really formidable strategic systematic money+making sales
and marketing machines by Eonday afternoon, but if ?ust stop now, you
already get more things right now or re+remember + those of you that
have been introduced to + more things than all your competitors
combined :oes that mean that this is the easiest world to live in. Ao
:oes that mean that you&re going to have fearless, ruthless competitors
trying everything possible, ethically and otherwise to bring you down. Ao
:oes that not mean that consumers are out there trying to marginali,e
and turn you into commodities. Ao :oes that mean you have to accept
it. Absolutely not @ou&ve got license with the stu4 we&re going to get into
now, it&s going to ?ust liberate you in such a light + what should ( do ne>t.
Mac: -en marketing mistakes
Jay: #kay, now, we&re going to go through the fundamental + do we take
them to 02. /unclear J12G3 %e /unclear3 about 02
Mac: 02, yes of course
Jay: )ut we might back up because + some of them are not yet ready for
primetime mistakes @ou can laugh ( like that Ey ego is nourished by
laughter !Laughter" Again !Laughter" Little louder $o+ho, good, thank
you, thank you Appreciate that #kay, so we&re going to go through two
things %eHre talking leverage Jay Abraham is a very simple person (
really am (&m an opportunitiesH although + and (&ll be an ethical one ( want
to do the least ( can and get the most ( can get from it, now and forever
more (t&s pretty simple Am ( right Eac.
Mac: Absolutely
Jay: (&m a pragmatist and an opportunist, it&s that simple 9o we&re going
to start with somewhere between ten and twenty %e created 02 but (
haven&t pared them down because ( was going to do it the day before and
( didn&t 9o ( might pare them down as we&re talking but to somewhere
between ten and twenty marketing mistakes every one of you7 and
believe me7 every one of your competitors are making and this is
leverage C2C (f they are costing you, if they are dragging your results
down if they are costing you /unclear ;1C;3, or reducing your outcome if
they are compromising your productivity, if they are depleting your profts,
and you stop doing it and do nothing more than stopping, what
happened.
:uh, as Eark Kictor $ansen would say #kay, so think about + is this hard
so far. (t isn&t really is it. (s it. Aow, we&re trying to get your mind set to
see how much more is possible and how much fun it is -o me life is one
?oyous, playful game7 not being disrespectful to you, but it&s so much fun,
because no one gets it And you&ve got glasses + we&re giving you these
J: glasses and we&re saying, &$ey, let&s go to the movies for the rest of
our business life& 9o letHs look at some marketing mistakes in the core
/unclear ;1663
#kay, number one7 not testing all of your marketing ideas + and that isn&t
even the best + not even testing all the facets Eac, why don&t you give
them the pallet of things and ways and applications
Mac: @ou can test message, media + message gets almost all the
emphasis, but if you do a statistical analysis, and it&ll show you itHs much
more important to test the list you&re sending to the group you&re
advertising to, than it is the message -he message has to be
appropriately matched with the audience that you&re making it to
Jay: 9ome is, but not necessarily where you&ll fnd it +
Mac: %hat&s that. 9orry ( couldn&t hear
Jay: @eah, it is an /unclear 61J;3 but (&m not going to refer you to do it %e
want you to hear it, we don&t want you to see it (f we wanted you to see
it, we would tell you where to go !Laughter" -hat&s not a double entendre,
serious ( mean, you won&t get it the same way (f you hear it and you write
it down, you&ll get it at a di4erent level -he workbook will be with you
forever, and (&ll have Bick give us reference points on stu4 tomorrow, so
we will refer you to it (f you want to look through it and not be
concentrating at your prerogative + and (&m not trying to take anyone to
task + there&s method to our madness -he mind learns better when you
write it down
Mac: @ou may think it&s self+evident, but the truth of the matter is (&ve
worked with do,ens, if not more than do,ens of direct marketing
businesses who are very sophisticated, and most of the time, all they test
is message, and they test small increments of where they&re sending the
message to
Jay: Aow, again, poor Eac, ( drive him cra,y, because ( talk, talk and then
( interrupt him And ( apologi,e from both me to you (&m all about
leverage ( see something it&s like, ( see not dead people7 ( see live
opportunities And ( want to point out another insight ( don&t think people
see -here are probably, in the test pallet + what (&ll call impact points7 (
don&t know, sometimes there could be C2, C6 impact points in an activity
Pach one of which, you could improve performance from C2, to 02, C22D
Aow, (Hm trying to not be + really, ludicrously lavish, but (&m talking about
having fve or ten ways to get twenty to twenty one times greater yield
from the same transaction And thatHs like, mind+boggling, isn&t it. And (&ve
given some of the spectrums of yield the di4erences and testing of price,
and often
Mac: -he 0C22D is a fgure that comes from merely testing headlines
Jay: -hat one thing
Mac: And it&s :avid #gilvieHs fgures that + a great advertiser and direct
marketer, and even in big campaigns, he&s seen as big as 0C22D (n all
honestly, we&ve seen infnite di4erence %eHve seen nothing come back on
one headline, and proftable ventures come back on another )ob Eorrison
was a
Jay: -his guy did $0C million worth of books with a book titled &%hy 9#)&s
succeed in )usiness and Aice =uys Fail& And 9#)&s was an acronym for
9mart #perating )usiness *eople, but he frst came out with a tepid title
called &-he Pntrepreneur&s Eanual& $e sent that out and got ,ero
response $e sent out the same mailing piece with the headline ( ?ust told
you, and he did W0C million, or $06 million
Mac: @eah, he retired on that
Jay: *retty big di4erence, but, by the way, those of you who don&t do
direct mail !Audio missing"
(&m like, that doesn&t apply to me, ( don&t use headlines @ou sure as heck
do -he headline is the opening phrase a salesperson uses when he or she
tries to get an appointment or make a presentation (t&s the message you
leave on a phone (t&s the sub?ect matter, andVor also the frst line in an
email (t&s the signage at a trade show e>hibit (t&s the headline opening +
it&s the statement on catalogue, it&s the bold descriptor underneath every
sub+product in the catalogue %hat else is there.
Mac: (t&s the tie you wear, it&s the stamp you put on an envelope
Jay: %ell, you&d agree with that wouldn&t you.
Mac: (t&s the car you drive, it&s everything that catches or anything that
frst catches someone&s attention or doesnHt (t&s the grabber, it&s the thing
that makes + that focuses the attention on your communication, and says,
&-his might have something in it for me&
Jay: :o you remember + ( don&t remember their names right this moment,
but they&re in :enver and they have a furniture store that does about $;2
million And these guys took my stu4 to the EJ and they tested
everything, and they found out for e>ample that one opening embraced,
when people walked in their store, predisposed J22D more people to buy
-hree times more leverage, ?ust from people walking in the store, by
saying one G word sentence, di4erently @ou want to guess what it could
be.
!Audience mumbles suggestions" Ao $ere&s what it was7 you&ll never
guess it (t&s this &And what ad brought you into the store today.&
Mac: P>cellent
Jay: 9o it cut through all the )9, took them right to it, they gave them an
education )ut they tested like 06 di4erent ways, because these guys took
this seriously, and they took a story that was doing like J or $6 million to
$;2 million, in two locations7 which is pretty good in the furniture
business
Mac: @ou can test things like, at a trade show, if you sell through trade
shows @ou can test where you put the front table, and the design of
whether or not you have a trap as a booth, or whether you have an open
booth #r whether you have people out front, or standing back, or
Jay: #r whether there&s a beneft in the signage, and bulleted features and
benefts on boards underneath, or whether there&s nothing
Mac: #r having real sales people or having career show people, who hand
out the balloons
Jay: -hat&s right
Mac: @ou test all those things fairly fast
Jay: And sometimes what we found + ( mean, the tests (Hve done, 06D of
the successful results are totally counterintuitive so you know what that
means is. (f, like ( was talking to Fran about his wife, holding her captive
(f your life depended on it, and you had to put money for the life a loved
one /unclear 01663 your business, you couldn&t necessarily know7 and you
don&t need to know All you need to do is conservatively test and not bet
the store
Mac: Case in point %ith all the bank mergers + banks changing names,
changing names, and it&s usually the big fsh that gets to put their name
on something Aations )ank bought )ank of America, or merged with
)ank of America $ugh EcCall was the chairman )ig ego, well deserved7
was about to + the whole world was about to see everything go Aations
)ank -hey ?ust decided to check, and did a survey on brand name,
acceptability, visibility, positive feelings, and guess what. %hich name
came back stronger. Euch stronger, by a factor of two )ank of America
or Aations )ank.
!Audience says, &America&"
Mac: And at the last minute they pulled the plug on Aations )ank as the
corporate title Aow, on the other side, you could look at all the phone
companies that have thrown away years of brand building and put funky
names on their companies and started from scratch Aow, what they&re
paying attention to there, ( don&t know )ut that&s headlining too
Jay: %here&s Nim $enry. Are you still here. @ou&re Nim. $e was here
earlier7 are you still here. Ao Nim $enry&s a friend of mine7 he used to be
involved with Bough -imes when they were at their peak, and by changing
one price from C0M to 6M, was something like, 'uadrupled sales And you
could + what are the other things. %rite this down, by the way
Mac: %ell, we&ll go through it
Jay: And this is the things + like this is leverage C2C at the highest
magnitude7 you got like C0 things you can test, and (&m going to show
something really cool, that is in the workbook in a minute7 on this =o
ahead
Mac: (t&s + obviously, test price point @ou can test absolute price point, or
relative price point @ou can test
Jay: %e&ll take turns7 we&ll play like, a game @ou do one, (&ll do one
Mac: #kay, you do one
Jay: @ou can test the o4er or proposition
Mac: @ou can test the format of your message, whether it be direct mail
envelope or on maga,ine, or even a postcard7 you can test your format,
whether it should be in an email or
Jay: (t doesn&t have to be written
Mac: For instance, one interesting piece of information that a ?oint+
venture partner and ( have discovered recently, is defnitively email + at
least in his market place which is a business+to+business market place +
html e+letters were pulling three or four hundred percent, persistently over
/unclear 61JJ3, if you understand7 for the plain type -hat was totally
against what all the pros would tell you, but it&s proved out over the last
si> months so defnitively
Jay: )ut it doesn&t work to others ( havenHt /unclear 61;J3
Mac: $-EL.
Jay: @eah
Mac: @ou have to test, you can&t make any absolutes %hat other people
are doing is a lead
Jay: (t&s indicative but not defnitive7 you&ve got to basically + you&ve got to
commit to be + and whereHs Earshall. Earshall Ferber, where are you.
Come to the mike, and now&s your big chance to do a two minute solilo'uy
about innovation and testing, and it&s relevance Can you do that.
Earshall, say hello to everybody ( promised you guys this would be
e>citing Earshall has got a like, ;22 (L, and before you talk, he&s got this
incredible dichotomy7 he was the protUgU of both :emi, and also
)uckminster Fuller -hat&s real !Audio missing"
innovation, which is basically trying all kinds of wild and woolly
e>periments -he others were about optimi,ation, which isn&t wasting a
cent $ow do you reconcile the two. $mmm
Mars$a&&: %ell, the whole concept here7 what got Japan + it&s success7 was
reducing variations and going through 'uality :emi says what is
management in one word. %hat is a manager in one word.
Jay: ( know now
Mars$a&&: *rediction
Jay: *redictability
Mars$a&&: @ou know, and his concept was any statement devoid of a
prediction conveys no knowledge 9o his whole idea was prediction,
prediction, prediction, and you won&t get a /unclear 221J;3, that&s what
you want -hat&s why the Japanese cars + it&s the second and third hundred
thousand miles that makes the di4erence between a Japanese car and
anyone else, because that&s the way they designed it, to reduce the
variation 9o that&s one side -he other side is, it&s innovation what&s killing
Japan right now, because they&re stuck in the paradigm of optimi,ation,
not innovation Aow, that means the o4ers that you want diversity, you
want the greatest, most outrageous di4erences as you can get
9o you&re looking a + you want to get the people that you really can&t
stand, and put them in your room and actually pay them to be there, and
be a pain in the butt, because they&re going to get a few things di4erently,
and it&s really hard7 because once you&ve got the idea that you&re going to
go with, then what the heck do you do with that cra,y guy that ?ust gave
you + you want to fre. 9o the Japanese have killed their economy because
they have gone totally to the :emi theory of optimi,ation, and there&s no
new product
-he banks are sitting here7 they don&t + what are they going to do. 9o this
country being the model + see, there&s no elegant way to innovate e>cept
increase the variation and be a deviant"
Jay: )e a + so this + give us a very broken down to an entrepreneurial
level7 (Hm trying to encourage people, theyHve got to test a lot of stu4
=imme some + gimme a prospective or a solilo'uy on it from a di4erent
focal thrust that&ll move them to be so motivated that they&ll go back and
do something
Mars$a&&: Like you say, nothing is proven until it&s tested And test the
cra,iest ideas you can
Jay: And tell them some of the wild things that proved successful that you
never would have predicted
Mars$a&&: %ell, who goes to a spa. @ou know. ( mean, ( didn&t think truck
drivers would go to a spa, so!Laughter" it turned out that they
happened to really like that @ou know, certain pieces + (Hm ?ust trying to
say, that&s as wild as it gets, that&s not where ( would e>pect truck drivers
to be + so how far out is that. ( didn&t even want to test that
Jay: )ut do you agree with me7 if you want to grow, you&ve got to
engineer breakthroughs, and breakthroughs are only going to come if you
try some wild and woolly things conservatively.
Mars$a&&: -he whole this is1 hire that person that you can&t stand when
they come into the room, because they drive you cra,y, and they think
absolutely the wrong way, and you couldn&t put up with them for ten
minutes, because you ?ust want to throw them out7 because how stupid
could they possibly be. And yet, that&s the person who&s going to come up
with the cra,y idea
(nvariably, every innovative idea comes outside of the traditional norm,
and like it or not, all of us have out patterns and as long as we stay in that
pattern + what you&re doing here is trying to perturb the system, let us see
outside of it, and the problem of course is that we&re very familiar and
habitual And a lot of things are good for a habit, but not in a world like
we&re in now, when C2J billion people and + $C2J billion was ?ust reduced
out of the budget today, or yesterday in California %hat does that mean
for people. Lots people are going to now what. $ave to become much
more creative than they&ve ever thought about, and they&ve been in
employment business
9o, if you start to look at the variability being a blessing rather than a
Jay: @ou&ve got to fnd it, and you&ve got to look for it, right.
Mars$a&&: @ou&ve got to, and + the person that makes you so
uncomfortable, and makes a statement that you think
Jay: ( agree with you , but ( think you got + we&re trying to get these
people not ?ust to higher that, but to internali,e
Mars$a&&: %ell, test it then, test, you know
Jay: Ao, no, that&s okay, but the point is, they got to be committed
ideologically, philosophically, and transactionally7 that they&ve got to
engineer breakthroughs through testing a lot of supposition, and when
they get a winner, all it is is a better control to try to improve on, isn&t it.
Mars$a&&: %ell, it + the thing about Pderson was, he wasn&t really better at
his success rate than anybody else, the thing he did is he tested so many
more things than anyone else, so they looked at that team here, and his
ability to test was magnitudes higher than anybody else during that
domain And his success rate wasn&t really better than anybody else&s
Jay: Just his commitment and his prolifc /unclear ;10J3 ability
Mars$a&&: /unclear ;10J3stupid, and make things really stupid, you
know $e tried doggy hairs for his light bulb7 he tried all kinds of stu4, and
none of it worked until fnally something did -he point being, failure was
an essential part of his ingredients7 so you know, &( didn&t fail, ( ?ust
successfully found what didn&t work& And that was his perspective7 and if
you look at the great leaders, they never say failure is failure7 they say
&%e botched this, we had a false start, it was a glitch& -hey don&t say, &(
screwed up& -hey say, &$ey, ( ?ust learned something&
And your idea of testing7 testing, testing, testing (f you start putting a grid
on this stu4 + and if you go to Japan, which (&ve been to and (&ve spent
time + you know, (&ve carried :emi&s book7 his bags and his books
Pverything&s about being perfect And they&re perfect now and they&re
dying
Jay: 9o what&s the lesson for all these people. And what we&re + tie
together what (&m trying to say with what you ?ust said
Mars$a&&: %ell, two things #ptimi,ation comes after you&ve got the great
idea that&s been tested to be true -hen you optimi,e the heck out of it7
but the beginning is ?ust messy, falsely, stupid, and if you don&t test, you&ll
+ it&s nuts (t&s totally nuts
Mac: @eah, there&s a tension there between looking for the ne>t
breakthrough and optimi,ing the process
Jay: $ow do you reconcile the two.
Mac: :on&t Jay, got it
Mars$a&&: it happened with Lotus7 ?ust take Lotus C0J, right. -hey had
the + they went through + why. -hey werenHt heading new products 9o a
good friend of mine went ahead and said, &%ell, look Let&s ?ust now take
the frst ;2 people that were hired at Lotus C0J,& because they weren&t
getting any new products &And let&s send them now through your
employment thing here, and we&re ?ust going to change the names but
we&re going to keep basic resumes the same, including the president7&
okay. Aot one even got a call back
Jay: Beally.
Mars$a&&: (t was the frst ;2 people7 not one of them got a call back
Jay: -hanks Earshall /Onclear 612J3
Mac: Alright Ao, you need to
!Applause"
Jay: #kay, ne>t
Mac: *ower through
Jay: #kay, before, earlier, ( made another point did ( make my point. #n
that. #kay, ne>t one Earketing mistake number two7 running institutional
advertising Eost people don&t understand that ads should be made to
?ustify their e>istence -here are two kinds of advertising (nstitutional,
which is more in terms of + what do they call it. -ombstone advertising7 it&s
a declaratory statement1 Eac Boss&s Furniture Company -here&s no
beneft, no call+to+action, no o4er, nothing (t&s ?ust a declaratory
statement7 &$ey, we&re here guys, you want to favor us with your business
for no reason&
-hen thereHs direct response advertising and it&s self+e>planatory (t&s
designed to telegraph a beneft, an advantage, make an o4er, make a
proposition, provide a call+to+action, generate a positioning, imbue a
product to serve as a company with + to mention1 to get a targeted
prospective client to raise his or her hand and contact them, visit them,
email them, come in, call in, phone it7 whatever it is %hen you run
institutional advertising, it&s a crapshoot whether it ever pays o4, and if it
does you can&t tell
%hen you run direct response advertising, it always pays o4 or you stop
running it and you get free institutional value in the process (t&s pretty
self+e>planatory7 the way to turn everything into institutional + ( mean a
direct response advertising, is make o4ers Call+to+action #4er people
assessments, reports, benefts, free consultations, bonuses, premiums,
incentives Eac, you want to build on that.
Mac: Ao, because we probably should /inaudible G12C3
Jay: -hat&s okay, we&ll do it -hatHs fne %e&re okay %hat time is it right
now. %e&ll do two more and then we&ll stop and we&ll take a break, a little
break, at < #kay, so the /unclear G1CC3 is run direct responses7 not ?ust
display adverts7 emails + it&s like everyone makes fun of our emails, and
yet our emails, to a little C< or CG thousand list, generates $< million
worth of direct sales, and yes, we did lose about 022 mailers list who de+
subscribed7 and when ( looked up G2D of them, they never bought
anything from us anyhow
Mac: (nstitutional advertising in essence, is any advertising or messaging
that doesn&t ask for an action :oesn&t have to be a purchase action7 it can
be an involvement action, it can be an information action
Jay: Can be &let us asses it,& &get a free report,& &come to a seminar7&
anything and everything lead generators do Aumber three + caught you
o4+guard didn&t (. -hree. #kay Aot articulating and di4erentiating your
business Eost people don&t have a clue what makes their business any
di4erent (f ( asked you before you were introduced to me, why people buy
from you and not your competitors, half of you couldn&t give me any
answer -he ones that would try feebly would say, QLuality, service,
dependability& -hat doesn&t mean anything to anybody -hey&re general
abstract platitudes
@ou&ve got to be able to + and if you can&t articulate why they buy from
you, you should feel damn lucky with whatever business you get *eople
buy because they either see advantage or beneft in buying either from
them or in buying what you sell (f they don&t it&s only the luck of the draw,
and you don&t have any right to retain them Eac, you want to talk about it
a little bit.
Mac: %ell, ?ust that it&s probably the most powerful and yet most elusive
'uestion (f you are in a commodity business, you may not, in face, have a
uni'ue selling proposition, a uni'ue strategic positioning (t becomes your
?ob to develop one @ou arenHt born with one
Jay: (ts good7 it&s a good point Bick made a good point, because each
one&s an independent business7 you are uni'ue because thereHs a lot more
personali,ation, but it&s only evident if you tell people (Hm trying to think
who we had + ( was doing something with somebody Eaybe one of you
guys, last night, about something and it was so cool what they did, but
they never told anybody about it, and they were so shocked and they
started telling people about it, and their business tripled
@ou know how when FedP> came out, they said + this is when everybody
else was ?ust basically schlocky, undependable package delivery, when it
absolutely positively has to be there by C2amZ !Audio missing" if you&re
dissatisfed with any purchase, at any time, for any reason, you&re going to
have a refund, a credit, e>change7 no 'uestions asked @ou know how
when :ominoes came out, initially before the accidents, they said &$ot,
fresh, delicious pi,,as delivered to your door in J2 minutes or less, or it&s
yours free& @ou know how when Avis came out, they said, Q%e are number
two, so we have to do more and try harder& -hat&s a uni'ue selling
proposition -hat&s a pre+emptive move that instantly articulates what&s
di4erent, why you&re superior, why you get it, why people should deal with
you @ou&ve got to move to make that + not ?ust lip service, but deliver on
it, and instil it throughout your whole organi,ation
Ae>t Earketing mistake number four7 not having a back+end product or
service (t costs you a fortune, a fortune, to ac'uire a client, a buyer (t
costs you almost nothing to add far more tiers of purchase, fre'uency,
and residual value to it ( canHt make this work e>actly well, because (
don&t know how to erase, which is pretty stupid )ut it&ll cost you a fortune
to get here frst + yes 9aid black on it though Cost you a fortuneto get
frstsale !Laughter" (&m going to vie against + take 9par&s paintings
down7 (&m going to do a bunch of stu4 tonight7 we&ll put them up, okay.
!Laughter" %orks for me !Applause"
Costs you nothing, almost to, at the point of sale, add to it Costs you
nothing, almost, at the point of sale, to set people up to buy over and over
again Costs you nothing to add new purchases once you have their trust
and their faith, and when you don the strategy /unclear 012G3, which we
will absolutely teach you in the ne>t segment7 youHre doing them a
greater service
%ho is the gentleman who came and said your business took o4 + the
radio guy + after you had to fgure out the back+end. %here are you. And
you said it was millions of dollars, right. #kay, you guys + all of you + have
to work on the back+end @ou either have a back+end or you should there
are either other products or services you sell, and you&re letting people
not buy, because you&re not being proactive7 or it&s other products or
services that complement, precede, correspond to, or follow the purchase
of your product that you should arrange to make available to them
through you also, and make the lion&s share of the proft on it %e&ll get
into that later Eac, you want to talk anymore on that. :id (.
Mac: (f you think that might overlap with increasing fre'uency of a
purchase or some of the other concepts7 they do -hey&re not + they&re
interlocking concepts, they&re not +having a back+end is not ?ust having
another product to sell
Jay: ( was trying to see if there was another board so ( could + would you
erase this for me, Bick. Another thing that&s really critical ( can&t fgure
out how to erase it Another thing that&s really critical -he more back+end
stream you&ve got, the more marketing money you can a4ord to invest to
ac'uire a client, to induce a sales person to sell7 do you understand that.
(f you&re selling one product, and the product sells for $C222 and you
make W022 on it, and that&s all you do7 you&ve got whatever you can a4ord
of that $022 for advertising, for sales, for overhead
(f that&s the frst sale, and in fact, because you have seven or eight or ten,
or a lifetime of back+ends, and that&s no longer your whole e>istence, it&s
really your lead generation, because you&ve fgured out how to get 06
more sales over the ne>t three years, at an average of $C22 proft apiece
@ou ?ust increased your allocable amount of money you can invest in
ac'uiring that client, that purchase, by C2, 02 times7 which means you
can play wretched havoc with all your competitors that don&t get that
Mac: (f you&re a single produce, for instance, direct+marketed business,
you can&t a4ord to be in business (t costs too much money to raise that
customer to have one product to sell @ou need to have an array of
products before you can independently go in, MMD of the time
Jay: )ut, you don&t have to create them themselves
Mac: -hat&s right
Jay: -hank =od for creativity, ingenuity and stupidity Creativity because
people create all kinds of things (ngenuity because they go to the point of
formali,ing them, producing them, creating them 9tupidity because they
don&t know how to market them, and they&re sitting in garages or in
companies gone bad, or in patterns that never get produced All you got
to do is fnd somebody who&s got something they don&t know what to do
with, and you don&t have to buy it from them7 you could license, royalty,
?oint venture with it7 keep the lion&s share and make so much money
%hen ( started burning out on my business, which ( did, in about CMMG or
CMMM7 ( had about ;2,222 people who bought about $62 million form me,
and ( was tired7 ( didn&t have the creativity to create another program 9o (
went out to people all over, including + where&s Chet. &$ey Chet, do you
like that.& and (&d get the best stu4, and (&d package it together and (&d
negotiate fercely and (&d get <2, G2, 62, M2D of the proft ( made millions
of dollars by bringing their complimentary products to my list, and
repackaging them and endorsing them
-here&s so many ways you can create a back+end @ou can be proprietary,
that you create (t could be a logical e>tension, it could be ac'uiring or
?oint venturing other people7 and ( could get into this for hours7 but am (
confusing or stimulating. !Audience replies, &9timulating&" #kay -his is
really big time Corollary is create a proftable and systematic back+end,
and the triple corollary is create multiple ones %e&ll do one more and then
we&ll stop
Mac: @ou may or may not know this, but Jay&s whole career
Jay: )efore ( became marketing guru
Mac: %as that he found money in people&s businesses
Jay: (&d go to all these companies and all of a sudden (&d make them $C2
million in windfall profts, because (&d found back+ends they didn&t know7 or
( created them, or ( ?oint ventured them ( mi>ed and matched, and ( took
a friendly share of the revenue
Mac: And he&d go and they would say,& )ut we want to know how to get
new customers& And he&d say, &%ell, okay, but we have a proft deal, so (
think we&re going to do the back+end frst& !Laughter" And so they never
got back to getting the new customers part
Jay: -hank you Bemember the :avid
Mac: -hey didn&t need them
Jay: Bemember the :avid $all story.
Mac: @eah
Jay: %e had this guy who had his newsletter $e was selling his newsletter
for $C22 $e had C222 people, and he would only run ads if they broke
even And ( said, &%ell, did you ever look at the correlation between how
many people buy the newsletter, buy your investment products.& $e said,
&Ao& %e looked at it7 it was ama,ing, it&s like out of C222 subscribers and
$C22, he had like 062 were buying on average, about $J2,222 And ( said,
&:ummy, you could buy them the damn newsletter, because your back+
end is that&
9o we went out, we bought C;6,222 people on subscription, made him
$06 million on the back+end in the frst year, selling his products and
services )ut youHve got to look at correlation @ou&ve got to + as Earshall
said + monitor, measure, 'uantify
Mac: Look for a8nities
Jay: 9o the corollary is always determine + oh e>cuse me Last one Last
one until we break Aot understanding your + should be clients + clients
and their needs and desires 9ee, one of the big problems7 and it&s more
e>acerbated today, for those of us who are not willing to change7 and (&ve
been one of those and (&m not anymore7 is that what we think is valuable,
our client may not !audio missing"
said, if we don&t understand, if we aren&t empathic, if we don&t live in their
world, if we don&t put ourselves in their shoes, we can&t really play to their
needs And (&ll try to do a distillation of the strategy of pre+eminence in
some bullet points later tomorrow7 (&ll do the essence of it when we come
back, but (&ll do a bigger + time allowing + tomorrow And it has to do with
empathi,ing, with understanding what&s guiding and leading them, and
until you know what they want, you can&t play to their needs Ontil you
can articulate and verbali,e what they feel in their heart, in words that no+
one else has ever given, you won&t own them
Bemember what we did + one of the greatest Easterminds we ever did7
and ( try all kinds of things that we e>periment with and forget to ever do
again #ne of them was when we asked everybody what their biggest
challenges, frustrations, hopes and dreams were %ent around the room, (
wasted about + ( thought + about 6 hours doing it and everyone thought (
was cra,y, but you could see physically the countenance and their faces
and everything changed when they got it o4 their chest7 the frst time
they verbali,ed what they wanted to get closer to and what they wanted
to get away from And it was liberating, because now they understood it (t
was like a weight o4 + wasn&t it. %ant to say anything.
Mac: ( ?ust want to say, when you take this break, and it&s relatively
short
Jay: @eah, C6 minutes on this one
Mac: -ry for C2, and if everybody&s back for C6)ut concentrate on your
frustrations and articulating your top three + your challenges and
frustrations, so that you can share it with your table when you get back
Jay: @eah, because we&re going to do it #kay, break now for ?ust C6
minutes ma>, okay. (t&s <,come back at <1C6 on the dot, or before
-hanks *ut some fast music on !Audience chatters" /2212C1J;C03
(Hve ?ust got to say, you&re slow
Mac: @ou&re getting deeper, thatHs the
Man 1: @ou guys are so good
Jay: -hat&s Eac, (&m ?ust following suit
Man 1: @eah, but come on
!ic": 9o you guys have a couple of choices
Mac: Five pounds of sugar and a two pound bag $ow you doing.
Wman 11 (&ve always thought you guys were brilliant
!Eusic playing and audience still chattering"
!Audio is silent /221261J60J3 + /221C6166C63"
!Eusic playing and audience chattering" /22102120023
Mac: %eHve got a lot of ground to cover (t&s a long day /unclear 021023
that Chet was talking about
Man: Are we waiting for them to come up, Bick. Are we waiting for Jay. (
wonder if Eac wants to fll a little time :id you want to fll a little time
while we&re waiting.
Mac: ( need to go get a tea, but do you want to put it on me and keep it
o4, and then. #kay, because ( don&t mind if you put it on me, but ( need
to go get a tea #r water, or something
Jay: Are we having fun yet. !Audience cheers" ( can&t hear you !Eore
cheering and clapping" Louder !Loud cheering" Come on, come on
!%histling and cheering"
!Audience chattering /2210C10J0G3"
/2210016;CC3
Jay: Am ( on. Am ( on. @es, okay %e&re going to fnish real 'uickly the
marketing mistakes7 we&re going to do a really powerful e>ercise that (
think will be very, very impactful 9o okay, Bick, you want to work the rest
of them. %e&re going to do fve more, then we&re going to print out the
other 02 for you, because you&re getting the general idea -he idea is you
are unintentionally, unknowingly, un+purposely restricting, limiting the
amount of clients, the si,e of the transaction, the fre'uency, the
aggregate proft, the ease, the success, the competitive advantage7 ?ust
because you&re doing dumb things that you might not even thought of,
and if you ?ust stop doing them and nothing else, it&s upside leverage
And that&s a pretty e>citing and liberating thought to contemplate, isnHt&
it. At least for me it is #kay, letHs do the ne>t one Ae>t one Bick #kay,
stop Ao, go back, ( didn&t see it #kay -his is a really key element of my
philosophy7 (&m going to do it very 'uick, because ( want to get to the
point where we can do some fun things @ou must educate your way out of
a business problem @ou can&t ?ust cut your price A lot of people get in
trouble, and they think ?ust cutting price is going to be the answer *eople
won&t buy things unless they appreciate it
( usually do an e>ercise that was pretty cool, and (&ll try it again %ould
you like to buy my wife&s *orsche for $66,222. $e said no Ey wife has a
*orsche that she ?ust got and it has C,222 miles on it (t stickers for
$CJ6,222, but it was a friend of mine&s car7 it was a dealer, he tricked it
out (t&s got about 06,222 options on it, there&s only two other ones in the
country that colour and with that combination #ne of them is a famous
rock star, the other is a famous actor %e turned down a price of $CC2,222
two days ago %ould you like to buy my wife&s car for $62,222. !Audience
says, &@es&" @ou get the point.
@ou build it, you revere it, you demonstrably compare it, you demonstrate
it, you illustrate it, you analogi,e it, you metaphorically compare it7 and all
of a sudden it has value, and you can&t ?ust lower price Eac.
Mac: /inaudible 061C63 (f you go in and make an o4er, and that o4er is
accepted immediately, what&s your reaction. @ou&re massively scared, if
not disappointed, because you fgured you negotiate hard enough )ut if
the seller comes back to you and says, &%ell, ( don&t think so, this is worth
so much more7 look at the landscaping, look at all the new plumbing& And
the negotiation takes place over time, and educationally you buy into the
value of the proposition, you&re satisfaction is much higher even if you pay
a higher price, because of the education factor Pducation is the pre+
emptive
Jay: And that&s what marketing is
Mac: (f there&s one thing ( learned from Jay is that education is the pre+
emptive factor in marketing
Jay: %ho gets my emails. Aow, you may think they&re long
!Laughter" but ( have a belief system which works for me And it works
at training programs, it works with clients, it works for clients to their
prospective market, and it works in letters ( educate and tell the truth,
and ( let them in to my method to my !Audio missing"
(f ( didn&t tell you what ( was doing here and why ( was doing it, you&d be
?udgmentally + you&d be critical, you&d be frustrated7 but because you
understand what (&m trying to do, and it&s in your best interests and (&m
working through it, and (&m changing as we go, and it doesn&t matter what
format ( want, ( ?ust want to get you the best outcome fnancially7 you&re
very appreciative and you&re tolerant and you&re having a good time,
aren&t you. )ig di4erence
Pducating people is what marketing is all about Parlier, ( think when ( was
trying to e>plain it, ( don&t know if could hear it when ( said it&s about
basically educating them to frst of all see that they have a problem, or an
opportunity they haven&t recogni,ed they could capitali,e on 9howing
them what the impact of capitali,ing it or not acting on it is, showing them
how you have the only understanding of how to e>ploit or protect or avoid
it7 getting them to desire an outcome right away and getting them to
desire that outcome from you (t&s all educational, isn&t it Eac.
Mac: -here&s an old Latin phrase which is much admired by Classicists,
and is completely wrong (ts &Bace ipsa lo'uitur,& which means &-he thing
speaks for itself& %ell, even in poker, you have to call your hand, you
can&t ?ust lay it down @ou&ve got to say what you&re up to, you have to
e>plain what you&re doing *eople do not necessarily perceive the value in
your proposition without e>planation Earketing is establishing value
beyond the immediately apparent -hatHs what it&s all about
Jay: 9o when youHve got a problem, people can&t appreciate it #ne time, (
sold + ( had a client that had two+three hundred thousand dollarsH worth of
inventory in ?ewellery, and they tried to sell it themselves and sold
$C,222, and ( sold C22D of it out in about three days, by describing it,
e>plaining it, telling them what it was worth + it retail, and how they got it,
and ( don&t have time to get into this, but do,ens of stories7 but anytime
(&m called in to solve a marketing + e>cuse me + a business problem, an
inventory problem, a sales problem7 ( go to education frst and foremost,
because that&s an infallible and probably the most powerful friend you&ll
ever have Ae>t
Aot making doing business with your company easy, appealing and fun
Aow, we arenHt perfect, because ( don&t really try to do seminars much
anymore, and even products, but anybody who&s part of our 06 or J2 step
communication cycle had a lot of fun with it @ou saw ( was having fun
with you7 ( was trying to make it easy and en?oyable Eany people take for
granted the process of dealing with their client @ou should step in your
client&s shoes @ou should try to buy from yourself7 you should buy from
your clients @ou should make a list of all the companies and al the
individuals that you love to do business with as a business and as an
individual, and ask yourself why and what.
%hy you like it and what (s Eike )ash here in the room. Eike.
Mac: $e was in the back when ( saw him
Jay: $e was in the back. #kay, well Eike )ash hopefully tomorrow + he&s a
co+founder of FedP>, and he&ll talk about really being sensitive %hen
FedP> came into their greatness, it&s because they reali,ed that their ?ob
wasn&t to sell the CP#&s7 it was to make the CP#&s assistant look good in
his eyes And you&ve got to reali,e what your real goal is %hat your real +
what your market really wants %hat they need %hat they value, not
what you value @ou may think this is the greatest watch, because it&s
smooth to the hand, it&s this + ( may think that that&s not as important as
the fact that it&s made out of CG carat gold, and it&s got a + the things that
are maybe not as relevant to perfection
Also, a lot of times when people are not making it easy to do business,
they&re not sensitive to making it easy to call to do it ( think that
voicemail sucks ( think that a lot of people who save money because they
don&t want to pay for a receptionist are really dumb7 because ( think it
costs most high+ticket businesses!Applause and cheering"a lot more
than it saves them )ecause you don&t mind paying a premium to talk to a
human being who will listen -he greatest attribute you will ever cultivate
in today&s economy is respect and empathy7 ( think Eac.
Mac: %ell, you have to perceive that + when you hire that receptionist7
and this is the mistake that a lot of businesses make7 they perceive it as a
clerical ?ob (t&s the number one sales ?ob for anybody who does ma?or
business in their company
Jay: (t is, it&s the frst contact -hey&ve got to be happy, they&ve got to be
so e>cited they get the chance to talk to so many wonderful people All
the time at the o8ce + where&s Carrie, are you here. %hereis Carrie here
anywhere. Aobody&s here !Laughter" ( bring them all, stand in the room
when it&s /unclear ;16;3, nobody&s here
Mac: (t&s like that restaurant you didn&t want to go to anymore because (
said, &%hy don&t you go there.& $e said, &(t&s too crowded, nobody goes
there anymore& !Laughter"
Jay: (t is, that&s right )ut my o8ce looks forward to all the fascinating and
interesting people we&re going to talk to %e look forward to how many
ways weHre going to help solve people&s problems %here&s :avid
%agenford, are you here. Anybody here.
Mac: Eike )ash is back
Jay: Eike )ash, we were ?ust talking + you&re our hero, and you weren&t
here -oo late )ut :avid %agenford is a mentor of mine $e&s brilliant and
barmy, he&s going to stretch your mind when you ever borrow a dime $e&s
going to show you all kinds of permutations and spins and
Mac: )ut let&s get through these marketing mistakes !Laughter"
Jay: $e taught me this -he more problems you solve, the more empathic
you are, the more money you make Ae>t Aot telling your clients the
reason why ( think the most honorable, respectful, and powerful thing you
can do is let people in on the method to your madness -ell them the
reason why you do things, you&re doing things, what it means to them,
why you&re doing it, how it&s going to work Nnowledge is power =ive
them knowledge7 they&ll feel powerful, theyHll trust the person who
liberated them7 think in terms of old civili,ations7 liberators got hoisted on
people&s shoulders and lofted tithe highest pinnacle of stature, presidency,
rulers -hat&s what you&ll get -ell people the reason why and give them
the basis
*eople won&t buy, they won&t sell, they won&t take action unless you give
them competent, 'ualitative, compelling, logical reasons why, and
emotional permission to do it (s that fast enough.
Mac: -hat&s not ?ust Jay&s opinion7 there&s a very interesting book called
&(nIuence1 -he *sychology of *ersuasion,& by Bobert Cialdini, where he
demonstrates that working totally independently + what really turned out
to be Jay&s concepts7 they tested them in a social psychology setting and it
actually tested whether + how well tolerated it was for somebody to break
into the copy line ahead of + by giving no reason + for the spectrum +
giving no reason, to giving a totally nonsensical reason, because such and
such, and some really powerful &because&
And people break into the copy line with giving no reason half the time got
decked, and when they + all they had to do is say, &)ecause,& and it didn&t
matter what the because was )ecause the acceptance of somebody
breaking in with ?ust using the word &because,& was almost as high for
&)ecause the planets are not in alignment,& to &)ecause the CP# needs this
right away& (t made no di4erence
Jay: )ut to your advantage, you have integrity, so you won&t ?ust
capitali,e on that psychological power7 you&ll always a8> it to a logical,
compelling reason, but people need to have a reason for doing things7
reason for buying, reason for selling, reason for going to work for you,
reason to marry you, reason to buy into your + whether you&re doing it in
business and in your personal life7 always + it is an immutable law Ae>t
Mac: #nly the Earines don&t have to tell you why !Laughter"
Jay: (&m going to use a close to home e>ample %e get tired of things a lot
shorter than our market + a lot before our market tires of them ( used to
do car dealerships7 it was hilarious -hey&d get a camping that would work
like ad, and they&d get tired and change it and one time ( had a big one
and ( worked through the numbers, and it showed it would take + we
fgured out + like the LA -imes and the readership of J million people,
there was something like J,222 used cars sold a week7 and we fgured out
it was point something of the readers7 and then ( showed them that
people arenHt that e>cited about getting their hands all smudgy going
through the classifeds unless they&re really ready to buy, and for that ad
to stop workingZ !Audio missing"
Jay Abraham Mastermind Marketing 9
Mac: avenue (&ve got, and he told me this great story about them
preparing a terrifc campaign, spending months on it, and it went for fnal
approval, because it was some new concepts all the way to the top of
what was Aational :airy + seal+tested that time7 and the Chairman took a
look at this and said, &(Hm so tired of this campaign, we have to stop
running + we need to do something else& (t had never run -hey had
already + it had been in+house the whole time !Laughter"
Jay: 9o here&s the deal, here&s the deal #nce you start measuring,
monitoring, 'uantifying and improving, you never stop running marketing
that works @ou keep running it and running it until it stops, and then you
stop running it only if, when and after you fnd something superior7
because once you know the lifetime value, the marginal net worth of a
client7 which is how much you can allowably e>pect to make from them,
which tells you what you can a4ord to invest to ac'uire them, you may
even be able to make out like a bandit when you lose money on
marketing, but you don&t stop anything when it stops working
$ow many people here do direct mail. Bun + do lead generating, direct
sale catalogues7 raise your hand $ow many do it like you&ve got a Iight.
@ouHll do a mailing a month or something like that7 raise your hand %ell,
most of you don&t reali,e if you mail a list and it pulls X, you could mail it
the ne>t day and it&ll pull 62+<2D of X, and sometimes more than C22D of
X, and your ?ob is to keep mailing and mailing
Aow, Carl, are you here. Carl. %e did emails to the same list $ow many
did we do. Boughly. -hree Ee and you duplicated and a couple of times
you sent 02 to everybody !Laughter" And he accidentally sent 06 once.
9o we probably sent ;2 Aow, each time we did it, what happened. :idnHt&
we get another ;2, 62, 622, 622, C,222 leads.
#ar&: @es
Jay: (t&s accumulative, se'uential e4ect Eac.
Mac: (t&s + this is + you ?ust really can&t say Pspecially with doing direct
response, things work until they don&t
Jay: #kay we&re not specifcally talking about + ( know
Mac: And then sometimes they stop working7 you suspend them for a
while, but you keep them around, because
Jay: And bring them back
Mac: (t&s the 9outh will rise again, at some point, and that campaign that
worked before will probably work again at some point
Jay: @eah, but don&t abandon ?ust because you&re tired of it #kay, last
one7 ( want to tell the =ary Albert story, because it&s good
Mac: #h yeah
Jay: (t&s a great story about a colleague of mine that ( hadn&t seen for
years, but he used to do mail order seminars $e&d go around the room
and he&d say, &#kay, let&s do a hypothetical situation %eHre going to all
own a restaurant in Los Angeles, and we&re giving each one of you a
singular advantage over everyone else in /unclear 01;03 @ou get to pick
it& %hat do you want as your advantage, sir. #ne advantage in a
restaurant in Los Angeles, what do you want it to be. :o you want the
only Ec:onald&s, do you want the only all+chicken restaurant, you want
the only barbe'ue restaurant, you want the only restaurant + he&s got + girl
with the fringe, what do you want.
Wman 1: Kegan
Jay: Kegan #kay, what do you want. #ne advantage7 what is it going to
be. #kay you can have vegan too, you can have + something else @ou can
have. #kay, great /unclear J1C23 %hat do you want. )est location she
wants to have it at the intersection of four di4erent highways %hat do
you want. @ou&re right $e wants a starving crowd, and that&s what you
want
Eost people are the most lame at going after markets @ou&re proIigate,
you&re promiscuous, you&re not discriminating about fguring out where
the best buyers lie @ou don&t even look at your own profle and your client
base to fgure out who&s got a higher propensity to buy and what kind of
demographic or generic types they are =o where the buyers are (t&s like
in the book we wrote, they said %illy 9atin got + he was the great bank
robber, and they said, &%hy do you rob banks.& And he saidand he
said. !Audience shouts answer" -hat&s where the money is !Laughter"
@ou should have robbed paper boys.
)ut it&s really true (t&s really true Ask yourself + it&s like, (&ll tell you a story
about )rian, my son )rian basically used to sell for Canon copier $e had
the Pastern 'uadrant of Los Angeles, he had no target list, he had nothing
known about him, and he was making eggs ( looked at him and said,
&-hat&s the dumbest thing in the world =o to the company, ask them for
profles, demographic profles, psychographic + whatever you know about
the kind of buyers, the kind of companies that have the highest probability
of buying /unclear ;1023 using them over again, where they are7 get a
mailing list, organi,e it completely geographic&
and he started doing that and he worked ;2D and made about three
times more (t&s not really that hard, is it Eac. Leverage is pretty easy if
you step back and you look at it pragmatically7 it&s pretty logical, isn&t it.
#kay, now my 'uestion to you1 :id anybody get anything out of those
ten. !Audience says, &@eah&" did anybody get anything out of the previous
part of this day. !Audience says, &@es&" :id anybody get anything out of
the interaction you&ve done with any of the people at lunches, at the meal
breaks, at the tables, yes. !Audience says, &@es&"
#kay, ( want you to take, now, ( want you to take two minutes and think
about what the biggest single insight, a+ha, revelation, implication7 that
you&re going to do di4erent is #ne7 not a lot, one single, the most
important to you right now of all, that you&ve gotten so far from this day
and ( want you to write it down (t could be from what ( did, from what Eac
did, from what )rian -racey did, from Eark did, from Chet, from me
?oshing somebody7 from anybody talking to you, from anybody sharing
their outcome, from any combination7 it doesn&t matter #ne big insight
asset %rite it down
@ou&ve got C2 minutes to present it to around the table Pach person&s got
one minute or less7 then each table, appoint a chairman or woman7 and
you really only have C2 minutes, so if you don&t get done, stop And the
rest of you, you can do it at the break Kote on the best single insight, and
that winner is going to go to the mike&s and that&s going to be how we&re
going to conclude before dinner, okay. 9o you&re going to share + yes.
Man 1: :o you want the insight and the application, or ?ust the insight.
Jay: %hatever you can get in the one minute (t&s up to you, but
chairman
Mac: And if you can do, why not throw in the 'uantifcation too7 see what
the
Jay: 9ay here&s what (Hm going to do, it&s great )ut you&ve got to take a
minute or less, okay. :ave, put some mellow music on -imekeeper.
=imme two minutes and then yell at me, and then we&ll take ten And then
we&ll vote and we&ll get people to the mikes -his is good #kay, put on
some Pnya, low and 'uiet Pither that or Aeon :ance, one or the two
Mac: %e got the 9teve Alpen stu4.
Jay: %e don&t ( should
Mac: ( think ( have one + (&ll bring one down from
Jay: ( like his stu4, he&s nice
Mac: @ou should his new stu4, it&s great
Jay: $e&s a very bright guy, 'uality guy -his is going pretty good %e
need a new timekeeper %ho&s got a Bole>.
Jay: =ot a chairman, make a chairman of the table, wherever you got to,
stop *lease #kay, ( doubt if you got all the way around the table7 ( would
encourage you to continue this process with whatever new group you
meet at dinner, and ( would encourage and recommend that you do not sit
with anybody you already sat with anytime today, including the ones you
came here with, but whomever has done it so far, if you have a chairman,
appoint what you think was the most universal insight, that if that insight
were shared at the mike, for everyone else to hear, they would get a killer
e>panded perspective on something they may not have thought about
that&s very valuable to their business Choose that person, an then raise
your hand when your table&s ready
#kay -his table, this table, this table in the back, this table go to the mike
over there -able in the back, got your hands up, you go to the mike @ou
guys go the mike that are waving @ou guys, send your person to the mike
@ou send your person to the mike @ou send your person to the mike @ou
guys in the back, send your person to the mike $ow many do we need.
Mac: -hat&s good
Jay: 9top there
Mac: For now -hat&s good for now
Jay: #ne, two, three, four, fve, si>it&s good #kay -alk real 'uietly, come
on Kote 'uietly #kay, sir. -ake a minute and a half and share your insight
and what you&re going to do with it, okay. And the kind of business you&re
in #kay, shhh, shhh, please 'uiet
Man 1: (Hve been selling e)ooks online for the last four years
Jay: P)ooks, okay
Man 1: And (&ve been throwing away these marketing techni'ues for
about four years, but my biggest insight today was how you can
repackage the same content over and over and over again, such as taking
the content and selling it as a seminar, a video, tape series, a newsletter,
a transcript
Jay: =reat insight, great insight %hat&s the implication to everybody in
this room.
Man 1: so you can take almost anything that you know, and package it in
multiple formats
Jay: =reat, brilliant, good -hank you !Applause"
Wman 1: Ey name is :ebra :elosario, and (Hm in the entertainment
business7 ( create television and flm And what ( + develop our franchise
properties, and what ( reali,ed was that even though ( had sold an old
franchise to a big studio, and they had e>ploited it, and ( got to do that
and e>press all the di4erent areas and the multiple platforms it could go
out on, and now ( had created a new property that ( was developing and
building7 ( reali,ed that ( have a huge fan base that ( can go back to,
create something that relates to that brand, up + bring the fans back to
the table and say, &And now (Hve got this for you& 9o it&s a direct line to go
to an established brand, and then create a new brand based on the ne>t
property, and on the /unclear J1C63
Jay: A lesson for everyone who has got their pen pensively in hand,
waiting to write is
Wman 11 (&m sorry.
Jay: -he lesson that you want + you can teach
Mac: for anyone else
Wman 1: #h, that once you establish a following, once you establish a
fan base, they know who you are, they know they 'uality of your work,
they know the soul of your work7 that you can go back to them at any
time, give them more of what they loved from you in the past
Jay: And they&re eager and appreciative
Wman 1: P>actly, because you&re giving them more of what they
already love
Jay: =reat insight, thank you
Wman 1: and then move on to the ne>t one
Jay: (&ll move fast because ( want you guys to go to lunch + to dinner
=ood
Ean 01 (&m in communications, and so far everybody (&ve met with has all
done something similar, relative in one way -hat we all related to three
things )rian -racey said Action, solution and future orientation %ell, we
all in our businesses have forgotten to do certain things7 we all come back
to the same three fundamentals that we need to address
Jay: =ood #kay, ( love it -hanks )ut wait, ( ?ust wanted to see how many
di4erent perspectives there are, and why and how it&s so important to
plumb the depths of perspective that everybody in this room has got the
capacity of sharing with anybody else, and everybody else, because it&s
going to broaden your mind set and open your paradigm to so many
hybrids you can combine together Just blow your competitors out of the
market
Wman 2: (&ve been writing a newsletter for eight years, and (Hve got
about 6,222 or more + no 06,222, sorry, people who (&ve marketed to who
have, at one time or another, been a subscriber And (&ve got all their
names and addresses Pvery now and again, we send them a card and we
fnd out that they&ve changed their address or whatever And (Hve got a
book that ( can take out of my newsletters, that (&ve been itching to do,
but ( didn&t think ( could market it Aow, ( know ( can market it !Laughter"
Jay: -hat&s good -hat&s great, that&s good And you know what, itHs like
)ob Allen, who you&ll meet on Eonday morning ( think, and there&s about
06 or J2 or 62 people here from him7 maybe you&re one of them -hey&re
all looking for books and things to sell @ou can also take it to all kinds of
complementary markets and ?oint venture and licence to them =reat
insight
Wman 2: ( don&t know if they&ll want mine though
Jay: %hat is it.
Wman 2: :eath by *rescription !Laughter and applause"
Jay: #hhh
Mac: %ell, you never know until you ask
Jay: =ive it up =o ahead
Wman 3: Euriel /unclear 61;;3, ( have this little bitty kitchen store in
*hoeni>, Ari,ona, and ( have a killer mailing list, every one of whom has
been in the store ( mail them once a month, courtesy of Jay&s marketing
strategies
Jay: EurielHs a great student $ow many of our programs have you been
to, or
Wman 3: %ell, ( kept telling people it was si>, but actually it was seven
Jay: $as it helped your business.
Wman 3: @ou kept me in business, Jay
Jay: )ut she really applies it, she&s not + she doesn&t fght it, she ?ust goes
out and tries stu47 it doesn&t all work but she&s built this incredible
personality and voice and relationship with her market (t&s very
impressive
%oman J1 @ou know, one of the things about the programs, Jay7 ( always
felt that the million dollar7 the silver bullet7 was not for me )ut ( worked
really hard at instituting all the detail, and it ?ust works Anyway, (Hve got
these fabulous relationships also with all the top chefs in *hoeni>, who like
to come and do cooking classes for us, and you know, it&s ?ust kind of
obvious, isn&t it, that they need customers7 they&re all hurting for
customers in their wonderful restaurants nowadays (&ve got this gorgeous
mailing list and ( pay them a lot of money
Jay: -hey all love food
Wman 3: @eah And ( pay them a lot of money to come do cooking
classes for us, but (&ll bet that they&d be delighted to have the use of my
mailing list under my auspices of course7 to come and do free cooking
classes for me
Jay: -hat&s a great point -hat&s great, ( like that Lesson to everybody else
is.
%oman J1 Ose your relationships7 think about the host benefciary
relationships and how you can beneft somebody else by using the assets
that you have
Jay: =ood
Man 3: At our table, we have real estate7 we&ve got electronic
manufacture, we&ve got marketing, we&ve got mortgage, we&ve got
medical %e all had a variety of insights and we&ve all decided that we&ve
tried lots of things before and it hasn&t seemed to work, so
implementation is what we&re focused on, specifcally when Chet
mentioned about the three *&s )y using the three *&s + and that&ll only
happen if we individually possess more passion than our sta4 has
resistance )ecause most of us have tried things before7 all these great
ideas, and never gotten them o4 the ground, and the reason why is our
sta4 beats us down to the lowest level of them (f we have su8cient
passion, then the sta4 will win because we will win by overpowering them
(f we allow them to drive us down to the lowest level, not only do we lose,
but they lose as well
Jay: -hat&s great
Man 3: (mplementation, the three *&s, greater passion
Jay: =reat -hat&s great, and tomorrow you&ll be really good when he
concentrates on the two most leveragable elements of his whole
methodology -hank you
Man 4: Ey name&s Jim Ford, (&m in communications -he one thing we
talked about was + and the one thing that (Hve got now, is this changing
the focus of our employees in the company that are dealing with
customers, from something that&s negative and apprehensive about
making a mistake, or trying to solve a problem, to fnding a good thing
with the problem so they can solve it7 and also if they do make a mistake,
use some kind of positive feedback to them, so that they don&t make that
mistake again
Jay: =reat -hank you And Eike )ash will be very, very impactful to you
tomorrow Ae>t
Man 5: $i, my name&s Lou Altman, (Hm the president of =lobefone, and we
help international business travellers frustrated with cell phones or
satellite phones that don&t work where they&re going %e&re going to
increase our revenue this year ;2 to 62D by doing nothing 9o ( have
eleven words (t&s not rocket surgery, you ?ust have to do it Any of those
strategies, anything at all, is going to impact our business at a measurable
scale, because we have done nothing in the past And it&s common sense,
right. !Laughter"
Jay: @ou&re talking to the choir here
Ean 61 (t&s a one word answer1 :uh !Laughter"
Jay: Alright, thanks =reat
Wman 4: $i, @vonne )atten again, and ( promise this was not my idea to
be up here7 my table asked me to come up here and speak for the second
time
Mac: Ey table made me do it, huh.
Wman 4: %e have all been impacted across a variety of levels over the
course of the day, and let me say thank you to all of you @ou are
wonderful people, and ( am learning by leaps and bounds over the course
of ?ust this one day7 (Hm looking forward to the rest of the seminar ( was
really impressed and touched when Eark Kictor $ansen was talking about
doing lots of things, because in addition to the ftness business with the
e>ercise videos and the workshops, and the radio show with my husband,
( also have a line of children&s books and songs to go with them, and (Hm
working on another book for grown+ups as well And ( spend so much time
working in the business7 (&m doing the writing, (&m doing the singing, (&m
doing the teaching of the classes, (&m talking on the radio7 that when Chet
got to talking about on the business, it was like, duh
( have no three *&s (&ve done no planning, (&ve got no policies, (&ve got no
procedures 9o literally, every time it came to us having a workshop, my
husband and ( would say, &#kay, who&s in charge of the sound system,
who&s in charge of getting the Iyers out, who&s in charge of writing down
who&s coming so we know how to contact them again.& Literally, every
time we do something, we start from ground ,ero, which is my most ma?or
marketing challenge, because that&s the name of my ftness video series7
and of course, after 9eptember CCth, nobody wants to see any program
called &From =round Rero,& on their store shelves !-entative laughter" )ut
to a person at our table, the three *&s are what impacted us the most
Jay: =ood -hanks a lot
Wman 5: $i, (&m Linda 9locomb, ( teach people how to invest in
government securities that have high rates of return, high level of safety
backed by real estate, and ( teach them how to do this from the comfort of
their home using the (nternet And one of the key things that we felt that
our table was the primary focus, was the follow+up, and the planned
method of follow+up7 and not only following up by one method such as
email or phone, but combining multiple methods1 phone, email, snail mail,
lumpy mail7 altogether, and creating a defned pattern of follow+up
Jay: =ood, thanks ( was looking + guys, even if you&re a little tired, make
those pens work, because if you don&t imply and + implication this e>ercise
is a waste, ( ?ust basically mined 662 people, found the most important 62
insights so ( basically compressed it down and articulating what it is
*lease force yourself to make an interpretive comment, and start doing
this the rest of the day @ou&ll appreciate me for forcing you -hanks a lot
Mac: #r if you have a contribution for these people, pass it on
Jay: @eah, pass it on @eah, write it to us, and we&ll bring it out tomorrow or
later tonight Eac&s going to do a lot of work with you =o ahead
%oman 61 Ey name is 9arah and (&ve been a business manager of a
seminar company, and we bring big speakers to our community and
produce events, and we also have our own in+house business
development seminar, which is sort of a microcosm of what we&re doing
here7 called the &9uccessism that Aever Fails& And the theme that
emerged from our table was systems %hatever the problem is, it is
creating a particular system for handling that that is the solution, whether
it&s the three *&s, or multiple streams of revenue, so you have the pyramid
instead of the diving board7 but the system is going to be the solution for
your business so take the time to solve the problem, knock down the
target, create a system for getting referrals, create a system for your
marketing
Jay: -hat&s good -hat&s good7 that&s very impressive, ( like that one 9ir.
Man 6: Ey name is Franklin 9anders, (&m in the physical gold and silver
business, and ( publish a newsletter about the gold and silver markets
And the thing that we talked about was that it&s easy after you&ve been in
the business a long number of years, to become ?agged with it 9o that
you fall out of touch with you original passion7 it&s ?ust like being married,
you have to stay in touch with that original passion
Jay: =reat insight
Man 6: And if you lose touch with it, then you&ve got to go back and for
your customer&s sake, you have to put together a program that gives +that
works him through step+by+step, what he needs in the way of information,
and then implementation
Jay: =ood ( like that a lot, thank you -his is good ( hope people are
writing notes and thinking about the implication to them
Wman 7: $i, (&m 9usanne Ec)rian, (&m an emerging visual artist, so in a
lot of ways, (&m coming here at ground ,ero, wherever you are7 with no
clients and + so part of what (Hm coming away with is my personal insight,
is + and (&m looking around the room and (&m thinking, how much more
energy is there in here because there&s beautiful art on the walls. Ey god,
( could do that ( have so many friends who do seminars and other sorts of
things like that, that ( could ?ust help beautify their presentation (f ( get
sales out of that, that&s really cool And you know what. ( know a heck of a
lot of other visual artists who are also ?ust dying for e>posure ( mean, this
is in the + what you really want are sales, but a lot of people ?ust simply
need the practice as an emerging artist, at getting an e>hibition together7
at getting stu4 framed7 getting it on the wall, and talking to people as
they come by and look at their artwork
-hat&s my personal insight, and itHs like, &#h my gosh ( can do this& and
(&m coming away with such a great deal of hope, and ( think that the most
common insight that ( was gathering from our group at the table was
simply, we&re fnally asking the 'uestion &how.& and getting a lot of relief
in the sense that you&re fnding answers in amongst a very safe,
supportive environment, with your peers
at my table suggested, &Ey gosh, why can&t my clients become my
peers. ( can use the education process to have them become part of the
process instead of me versus them&
Jay: -hat&s great, thank you
Man 7: Ey name is John )arr, and our table thought that the statement
about breakthroughs being a driver for change, made a lot of sense %e
all are creatures of habit, it&s hard to search out of our areas of e>pertise
)ut if you meet people, or ?ust work in di4erent areas7 that&s where growth
+ not totally, but thatHs where growth can occur Kery positive
Jay: =ood, good, /unclear 221;<3 #kay, that&s great, thank you And you
should all take a page from that -hank you very much
Man 8: Ey name is Eark %alker, and we have a construction material
wholesale business in *ortland, #regon %e started in CMM; (n the late
M2&s we came across this X+Factor program that Jay had put out, and we
bought a home study version and implemented, very systematically, the
things that we learned from that
Jay: $as it worked.
Man 8: %e ?ust missed the (nc 622 by C6 percentage points
Jay: %ow
Man 8: 9o it was very dramatic And it was a systematic approach to
developing prospects, customers7 cultivating those customers, following
up routinely and continuing to work those systems day after day, that
produced those results %e stopped doing that because we got so busy
And we plateaued 9o as we surveyed the table, the general thing that
came out was, you&ve got to return to a systematic, consistent approach,
test it, make sure it works, and do it time after time after time And don&t
stop doing it when you&re successful
Jay: =reat, thank you
Man 9: (&m %ill )onner, and ( work for Parly to Bise some of you might
receive that -hereHs the often ignored referral program, which ( was
reali,ing that if only 0D of our subscribers referred us, we&d get C;22
names these names are valued at around $;2 apiece, so that&s like
$62,222 that we were ignoring, and it could be a really proftable thing if
we ?ust do a couple of programs
Jay: (f you have good will, and do you have people who trust you, and you
trust them, and you&re really dedicated, and you don&t put together
systems to encourage and help them make it easy to refer 'uality people
they know they work with, that work for them7 shame on you (t&s a great
insight, thank you
Man 10: $i, my name&s Joe 9hank, and (&m president and CP# of 9oftware
9afety %e do software 'uality consultant in the pharmaceutical industry (
guess a common theme at our table really reIected on Chet $olmes&
comments on the three *&s, and actually, part of our consulting process is
doing policies and procedures for pharmaceutical companies with respect
to their computer systems )ut we don&t have policies and procedures
ourselves, for sales And conse'uently our sales are kind of one
dimensional, so if we have a sales failure where a customer re?ects talking
to us, or re?ects a proposal or re?ects anything, we pretty much move on
to the ne>t one And it&s pretty e>pensive proposition, so our biggest
insight was getting some procedures to handle sales re?ections, to keep
fnding ultimate ways to convert them to the ne>t step
Jay: =reat, thank you
Man 11: Ey name is 9teve )ourne, ( work for a company that designs,
markets and sells nutritional supplements in felds + primarily to
endurance athletes And ( think what we learned, or what was universally
accepted at our table was the need to rely not ?ust on one avenue of
marketing, but on several And ( know for me and our company, what (
found happens to me is, one areas of marketing works so successfully that
( or the company tends to neglect other areas that we either have not
tried yet, or that have already worked, and we maybe + it&s ?ust we get the
blinders on or we get more complacent and we rely too heavily on ?ust one
area of marketing, and ( think our goal is to implement more areas of
marketing, so that we can garner new customers and reach our old
customers ( think that was the thing
Jay: %hat do you think the lesson to everybody is.
Man 11: :on&t rely ?ust on one area of marketing, test everything, take
some risks, and you know, when something works, don&t neglect or forget
about the other things that have worked =o with everything
Jay: =reat -hank you ( want to go fast only because ( want to get you all
done7 (&ve got to set you up for a really powerful dynamic tonight =ood
Man 12: (&m Jack Nlein, (Hm in the commercial real estate business, and
our table basically felt that referrals, which is largely uncovered and + one
thing we should probably do is frst account for what the value of a referral
is Ey own personal case7 our referrals are worth about $06,222 apiece,
and we don&t have a formal referral program Frankly, we have
implemented Jay&s ideas for an e>tensive period of time, and we have
great new client ac'uisition programs, great follow+up with e>isting client
programs7 but we don&t have a referral program %e ?ust accept what
comes to us, so ( think the biggest motivator is determine the value of one
of these things, that&s very easy and tangible to see, and say get o4 your
butt and get something done -hanks
Jay: =reat
Man 13: $i, (Hm Cli4 Johnstone, with Adrian :esigns %e manufacture gold
chains here in California -he thing that came up at our table was using a
multiple approach on a certain attack, and the one idea that come up is
with trade shows, we never know e>actly what itHs going to get to attract
somebody to a trade show 9o we&ve done + instead of doing one mailer or
two mailers, we&re doing four or fve di4erent mailers to the same crowd,
and it&s ama,ing which particular one actually people respond to they
don&t come with it + and even we&re surprised ourselves as to which one
they respond to And to sort of continue to multiply on that )ecause (
think we&re
Jay: /unclear 61J23, your good credit, you&re down doing lots of di4erent
integrated things, aren&t you.
Man 13: Bight
Jay: And the Nimble e4ect is very powerful
Mac: $ow big a di4erence between the fve di4erent.
Man 13: (&d say there&s a J2D increase in ?ust attendance Just from
using
Mac: )ut you found a big di4erential between the various pieces.
Man 13: @ou mean one piece over another one. @eah, it shocks us that
sometime everybody will come with one or two, and the other ones not at
all
Jay: *retty good if you&re doing multiple one, isn&t it.
Man 13: (t&s good that we did
Jay: #kay
Man 14: Ey name 9teve Nrause #ur company develops health and
nutrition products and skincare products7 it&s defnitely high 'uality7
they&ve got an o>ygen+enhanced base, and (&ve been spending so much
time, over the last si> years, working at the business, that (&ve forgotten
my frst passion, which was marketing and sales And ( have to tell you ,
the problem with the greatest paradigm was reali,ing that ( haven&t been
taking care, not of my customers, because ( do that7 but ( haven&t been
taking care of myself, in coming to events like this to reali,e there are
others who can be incredible resources And ( think that&s probably the
thing that ( can take away from this7 is that don&t forget to take care of
yourself
Jay: =reat, thanks
Man 15: @eah, Chris %ray, with (CC )usiness *roducts, (ndiana Carbon,
and we deal in supplies + we do supplies from (-:*, all the down through
o8ce supplies And ( was ?ust overwhelmed here7 and our table was7 with
so many ways to make money, it ?ust ama,es you with all there is )ut
what really hit me, is the referrals and the hands going up all over the
room, and then these people saying it was like C2, 02D and up, that they
were generating from referrals And (&ve got a database with thousands of
people7 happy customers 9ome people have been buying from me for 02
years Aever have asked them for a referral -here will be a referral
procedure in place at my company, by the end of ne>t week !Laughter"
-hank you !Applause"
Jay: =reat Carlis Carl here.
Mac: @eah he&s right there
Jay: :o we have, in the tactical force, do we have referrals in there.
#ar&: @es
Jay: 9o we&re giving you, on the last day, like four of fve hundred page
tactical, and itHs got MJ referral systems in it, ( think 9o you&ll en?oy that a
lot
Mac: Literally, MJ
Jay: /unclear G1;M3, talk and transcribe7 (&ve spent a lot of money putting it
together and transcribing it for you, because it was a tape thing 9o you&ll
get it, and it&s like ;22 pages, ?ust &here&s the tactics& 9o you&ll en?oy that
!Applause" @es. %ait a minute, it&s not working @ou&ve got to pay
attention, :ave7 the guy&s over here
#ar&: /inaudible M1263 your grounding material has a better program
Jay: -hen, okay, so you&ve already got that in there, use it %e&ll talk
about + Carl, ?ust write it down for me, we&ll talk about it in the morning
Man 16: $i ( think that one important point )rian -racey said is that
successful people fail (f you fail, you&re not a loser, and it&s very important
because a lot of people, they don&t start because they&re afraid to fail )ut
it&s part of the process, and you ?ust learn from it Eove on
Jay: =reat 9ee, testing7 there&s no negative (f something doesn&t work,
you can almost be gleeful and say, &%ell, ( don&t have to spend any time in
that direction, ( can go over here& :o you remember + a lot of people that
are my age or older + (Hm going to be 6;7 when we were kids, you would
get a toy robot And the robot would hit a wall and do a 'uarter turn, and
hit another wall and do a 'uarter turn (f ( point it over there, it would go
out that door if you gave it enough time to test and ad?ust
Ose that as a metaphor7 you&re ?ust getting closer to the answer, do you
understand that. Just never believe that you should drop a lot of money or
a lot of e>pectations7 test lots of things, don&t be ?udgemental, don&t try to
wish for something7 ?ust watch and ?ust assassinate what works and what
doesn&t and run with wind7 and cut your losses on the losers, and you&ll be
massively successful
Man 16: Ao o4ense to Jay or the other speakers, but ( think the number
one thing in here is the energy @ou look into people&s eyes, and they&ve
got that passion, and that hunger, and
Jay: %eHve cracked that element
Man 16: ( love that part And ( guess when ( go back, that&s what ( &m
going to go after, but our number one + Ey name is Curtis $ogan, and (&m
with a company that does Christmas lighting and landscape lighting7 so
we&re elves at our best, spreading Christmas cheer7 but we&ve grown so
fast and so 'uickly that we&ve been caught up in that sucking, swirling
sound, with really no focus -aking that to a marketing ploy7 we teach our
guys to market with a riIe 9hoot7 powerful shooting in one direction %ell,
you know ( hear about having variety and things like that, so ( think we&ll
alter that %e&ll shoot with a shotgun, and if people don&t know what a
shotgun does, it sends out pellets, and it hits every di4erent place, which
is our variety -hen we hone in on those, and maybe we shoot those with
the riIe, with the paunch and with the vigour, and the testing and the
tracking, and all the things that we&ve talked about ( think we can be
more successful in that way 9o (&m saying being focused in our marketing,
tracking it, but still be open+minded to try a number of di4erent things,
?ust like the shotgun shell
Jay: =reat, thank you
Wman 8: $i, my name is :enise Eichaels, and we had a lot of great
ideas going around our table, and a pretty democratic discussion7 ( would
say the number one vote+getter out of all of them came from one
gentleman when he said, &( am criminally neglecting my clients&
Jay: -hat&s great, that&s great And tomorrow we&ll do the strategy
parameters so you can understand the moral obligation you have to make
sure they never buy less than they should, less combinations, less 'uality,
less fre'uently7 for their beneft, not yours
Man 17: $i, my name is Cory /unclear C01CC3, and at our table, the idea
that we found probably the most universally applicable was the concept
that your greatest weakness is the limit for your earnings7 that )rian
-racey brought up, and a lot of times in your business, you spend a lot of
time on these things, that you go, &%hy am ( spending all my time on this
stu4. (t&s driving me cra,y& )ut when you recogni,e that&s what&s holding
you up, it might be easier to ?ustify the time spent on those things and
take the hour a week, as Chet said, and get those systems in place, and
work on your weakest link7 because then you&re going to raise everything
up about what you&re doing 9o that was our a+ha
Jay: =ood, thank you #kay, only because its
Mac: %ell, believe it or not, he&s going to sugar+coat it @ou won&t eat
unless you know + until we have dinner
Jay: %e got to get you to eat or you&re going to be mad at me
Mac: -hey&re going to close the kitchen
Jay: %e get so energi,ed that we don&t eat for these things, but truthfully
(&ve got to get you out and so we can get you fed and back, so
Bickwe&ve got something you need to do when you get out, you can ?ust
pick them up, right. #kay, here&s the deal Earshall, Pdwin, who will +
where are you Pdwin.
Mac: %hy don&t we ?ust tell them + but if you have the energy when we
come back
Jay: %e&re going to do the rest of them
Mac: Anybody who wants to
Jay: Anyone at this table who&s in the line, weHre going to do you when
you come back, only because we&ve got to get you fed (&m sorry, and +
isn&t this a wonderful dynamic. 9o please don&t be o4ended7 don&t leave
yet, don&t leave yet *lease, wait please 9orry %e got another dynamic
that is a really interesting e>ercise for tomorrow7 were not done %eHre
going to come back and Eac&s going to be here7 we&re going to do other
stu4 )ut Earshall, Pdwin + ( am involved in a service where we analy,e +
Earshall reads ;2 books7 he&s an animal, he reads ;2 books a month, fnds
the one that&s the most pivotal, analy,es it, interviews the author, does all
kinds of incredible things, and he&s published ;2 of them so far
-hat&s like reading C622 %eHve taken a do,en of the best ones of the
most relevant to you7 weHve printed out one for each one of you %e want
you to take one (t&s about a C2 page summary + you have all JM in a C:
you&re going to getwhen. Eonday.
!ic": (t&s on Eonday
Jay: )ut that&s not the point %e want you to read it tonight or tomorrow7
it&ll take you like C2 minutes, C6 minutes, and we want you to make a note
of the insights you got from it that you can apply to your business, and
we&re going to do an e>ercise in the morning, and you&re going to see how
important it is to read and learn about all the new ideas and new
perspectives out there and fnd a way to synthesi,e it, because we&re
going to show you how much power that is 9o pick one up on the way
out, right.
!ic": @eah, and then you tell them what to do for tomorrow morning
Jay: All you do tonight is read it and comprehend it, and be ready to talk
about what you got out of it in the morning Aow, what else. :id we
change everything around or not.
!ic": -omorrow morning there will be placards on each table and a title of
/unclear C;1663 that you will take home and read tonight
Jay: 9o you&ll sit at di4erent tables #kay, you&ve got the tipping point all
sitting together to discuss it @ou understand that. Just+ you&re going to
have a reading room, and it&s going to be really killer
!ic": -hen you sit and compare notes
Jay: #kay, what about speaking. %here are we on the speaking for
tonight.
!ic": -he speaking is + you&re on and then Eac is on, and then
Jay: Alright, okay 9o come back and it&ll probably be Eac because he&s
got about three killer hours on direct response $e&ll fnish this, the lines,
because ( think getting what these people got is incredible, but ( think you
should all do the e>ercise with one another, at the other tables you do,
and then Eac&s going to work you through advertising, direct response,
right. And all that goes bump in the marketing night And then tomorrow
morning
!ic": -omorrow morning, <122, you will be in /unclear C616J3
Jay: And he&s going to do a killer + when he&s fresh + a killer one on
consultative selling, and we&ll continue
!ic": <am
Jay: @eah, we changed the rules #h, you want to go to si>.
!ic": %ant to make sure you guys appreciate Eac&s level of competency
and e>pertise in + he has laboured endlessly over the last C6 years to put
together one of the fnest programs on direct response copywriting -his is
a session you do not want to miss
Jay: #h, yeah, it&s going to be killer
!ic": @ou do not want to go home until he goes home
Jay: #h yeah, because here&s the deal Eac will sit through and work with
your copy $e&ll do clinics right here, on the stu4 you guys want $eHll say,
&#kay, here&s how you build it7 let&s take your ad, let&s take your sales, let&s
take your email, let&s see what&s wrong with it Let&s build it, let&s discuss
it& $e&s a killer + and we changed it around because
!ic": $e&s a genius
Jay: %e want you to have more time with him, because we think it&s going
to transform you for tomorrow&s events And then Andy&s going to switch,
so bear with us %e know we&re stretching you, but for three days in your
life, believe me, you&re not going to go home and fnd 662 people open to
giving, youHre not going to fnd CM e>perts willing to basically give their
hearts out and do this, so weHre ?ust trying to bring it all together And (&m
trying to do it in three days so it doesnHt kill you and charge you like, one
ffth of what we normally do7 because ( think it&s going to be a killer for
you )ut work with us a little bit, okay. !Applause"
#kay, thanks guys 9ee you
!ic": %as it good. =ood
Audience member: Ao dessertS
!ic": Ao dessert. %hat was great about it.
Audience member: (t was fast, it was hot
Mac: (t was done
Audience member: (t&s been paid for
!Audience chattering"
!ic": Alright Can we close the doors. Can we get the doors closed.
Luestion, 'uestion $ow many people did not get their analysis. @our
/unclear 221623 analysis by Earshall Ferber $ow many people did not get
their copy. #ne + anybody else. -wo #kay, those people that did not,
there&s going to be a person7 /unclear C1263 Fo>, as you leave, okay *ick
up your copy Aow, this is for everybody you want to read that tonight
@ou want to pick out, you want to be impacted by it, you want to fgure out
what you&re learning from it, you want to be prepared to discuss it
tomorrow (t&s going to be one of the important e>ercises, trust me on that
one #kay
%hen you come back tomorrow + as you&re going into the room, ( want you
to be clear about this7 you want to sit at the table that has the title of the
analysis that you have #kay. Anybody not get that, raise your hand 9o,
you want to + you did get it. :id you get it. #kay, alright
Audience member: (s there something else besides this.
!ic": Ao Just be prepared to discuss it, alright 9o with that said, you
guys are in for a real treat @ou&re satiated, you&re full, you&re ready to go,
and ( canHt tell you how happy ( am for you that you have the opportunity
to listen to this man $e is one of the + he is a reservoir of how to posture
your company using the cryptic word
Mac: not ?ust /unclear 016;3 -hank you very much, ( really appreciate it
Ao, ( do
!ic": 9o here he is!Laughter"
Mac: Ao, no, ( donHt mean to + no
!ic": @ou interrupted your own + (&m painting the halo
Mac: ( know, but one of the + there are a couple of curses in life #ne is a
noble birth, and the other is a powerful introduction, where you disappoint
everybody after !Laughter" %ouldn&t you rather sneak up on them, and(
don&t know 9o under promise and over deliver, that kind of stu4 Ao, (
really do appreciate your kind words, and you&re right, ( have been
working on this for more than C6 years, and (&ve tried to put the congealed
product of my e>perience
Congealed is probably not the right word !Laughs" Copywrite /Onclear
J1;23, fro,en ordistilled -hat&s what it is 9ee, this is copywriting ?ust
here, ?ust + we ?ust improved the pitch right on the spot (&m going to start
it + let me tell what we&re going to do
(&m going to start with a little bit, a 'uick kind of Iash review of some
strategy principles that ( work with, and then segue into some ad
principles, but what ( really want to do is get down and dirty with + there
are at least C2 people here that have bought things that ( want to work
with here And then ( also want to run you through an e>ercise, so we&ve
got a pretty heavy schedule *lease, if ( run through some principle stu4
really fast, reali,e it&s ?ust + you probably have some feeling for this
already ( ?ust want to review it for you And (&m going to be running back
and forth + ( forgot my wireless presenter thing + (&m going to be running
back and forth between here and the podium to do my laptop, and since it
+ (&ll probably get over there less than ( want to, becauseAo, this is fne
(&ll ?ust live with it
#ne of the things that we&ve been talking about here is strategy %hat is
strategy. And the importance of strategy is this -he importance of
strategy is + and ( have a 'uote + ( have 'uotes from *eter :rucker, too
)ut the importance of strategy is this 9trategy is, everybody&s e>cited
about the how 'uestion And it&s an important 'uestion )ut the tougher
'uestion is the blank slate 'uestion -he strategy 'uestion is why, what,
and where
%here are we going to go, Coach. %hat&s the plan, Coach. @ou can take
the one you got, the one you inherited, the one you accepted, but a real
strategy 'uestion is, do you do by land, do you do it by sea, do you take
that ob?ective or that ob?ective frst :o you even fght the battle. And
strategy comes from the =reek word &strat]gos,& meaning general o8cer
in the military sense
And it&s the mind+set of the leader And it&s the art and science of
leadership $ere&s the problem that ( see everybody facing now And this
has only gotten e>acerbated + it&s always been a little true, but as
communications and transportation and all our forces make this + /unclear
612G3 global village, you even + no matter that you don&t have a national
business, that you&re a local business7 you are in a global framework, and
consumers, clients, customers7 are making global choices %hen they go
down and order a cup of co4ee, do they buy it from 9tarbucks, or they go
to :unkin7 :onuts. :o they go to a little greasy spoon. 9o global choice
9tarbucks is a multiple+tentacled international operation, that&s all focused
on creating a product and service of world+class proportions, and yet, it&s
?ust a cup of co4ee And the way that our communications system, and
out marketing systems and everything are coming together now, as a
strategist and copywriter, and market myself, you fnd more and more
that you really don&t have lots of choice about becoming a global
competitor
@our competition, no matter what business you&re in, is + ( have some pre+
framing 'uestions here -o make yourself globally competitive7 because
even though you may have the dog+on+a+chain, local business,
everybodyHs going to come in at you -he big guys are targeting you, the
people with marketing leverage, the people who can spend a million
dollars on advertising because they&re spreading it over a thousand
outlets And you have to compete with them 9o ?ust + here&s a little
strategic /unclear <1;637 it&s in your workbooks ( don&t know what the
page is, but it&s in there now @ou don&t have to write it down, you don&t
have to write this stu4 down7 this is all printed out for you
)ut think about it 9tart with your own goals ( know ( heard a couple of
people at the mike before we broke for dinner, talking about how they had
lost the passion in their business And boy, if you don&t have + if you lost
that, you&re ?ust marking time until you&re out, because things are so
competitive now7 ( don&t have to tell you that -hings are so competitive
now, and there&s so much talent and so much ability to communicate
around, you really have to want to win @ou have to really love what you&re
doing and put in more that you could ever really put in rationally
9o ask yourself these 'uestions about, are you having fun anymore. %hat
could you add or eliminate to en?oy life more )ecause (&ve noticed that a
lot companies (&ve worked with7 particularly ( worked with the Chief
P>ecutives, or the owners, that are principals -he thing that&s holding
them back is, they really don&t want to be in their business anymore
-hey&ve lost interest -hey want to simply it and get out of it, and they
have to get themselves aligned with what they want to do so they have
some ?uice 9o you have to ask all these framing 'uestions of yourself
Are you running your business or is it running you. %hat would happen to
your business if you took a month vacation. -hat&s without cell phones,
communications, fa>es7 ?ust took o4 ( call it the *eterman :rill And as the
business got beyond your point of en?oyment. -hese are all 'uestions you
really should answer before you really decide on a business plan #ne of
the things + if you have a business plan that you fnd yourself not being
able to e>ecute, because it ?ust doesn&t happen, you have to ask yourself,
is it possible that your business plan brings you personally in a direction
you don&t want to go to.
And if you&re the driving force in that business, it isnHt going to happen (f
that business plan involves having you spending more time in your
business and you want to spend less time in your business, you won&t
e>ecute @ou&ll be stopped And you may not know it, and you may not
understand why you can&t bring yourself to it And then you have to look
at the nature of your business do you have a business that&s a hobby, a
cause, a high+wire act or an art form. (Hve seen all the above7 they can all
be successful, but you have to understand where you are 9ome of them
are more successful than others
$ereHs another fact of life now 9trategic planning 9trategic planning is
almost debt @ou can make plans, and you should make plans, but the
notion that you&re going to e>ecute that plan three years out, or fve years
out the way you wrote it7 is pretty unlikely @ou may get certain fnancial
goals, but fve years ago + what was that. CMM<. %hat was missing from
the mi> in &M<, or ?ust coming on the hori,on. (nternet ( mean, it was
there, but it was one of those, you know, funny guys running around doing
it, and there were all these people trading funny stocks and all that sort of
stu4
And now, the stocks have disappeared!laughter"but the (nternet&s still
here And the (nternet&s become an essential part of many people&s lives7
in fact, the ones you can a4ord to reach these daysZ !Audio missing"
or, if there&s a division between the 'uick and the dead, is probably the
(nternet ( mean, that&s a fact of life 9o what can you do with strategy in
the instant age. @ou can plan ahead, but don&t e>pect to e>ecute your
plan as written Bevise it every si> months, if you have to Eaybe even
every 'uarter, take a look at it @ou may have to change
A book (&d recommend very much for your thinking, is a book called &-he
(nnovator&s :ilemma,& by Clayton Christensen (t&s not his most recent
book but it&s their core book $e&s a board member of Cisco, a $arvard
)usiness 9chool professor7 very insightful guy (f you&ve ever heard
anybody use the term &disruptive technology,& + he basically says, &(n every
big organi,ation, as technology progresses, the seeds of a ma?or
enterprise&s destruction are contained in its successful patterns& )ecause
it will tend to go against the new, ridiculous technology, like the (nternet
was seven or eight years ago, and not be able to incorporate it into its
:AA And it will knock it out of the bo>
( have a + (&ve got to fnd the slide, it may not be in this + but thereHs a very
interesting + e>cuse me for doing this Ao, not here ( ?ust wanted to touch
on some of these things, because ( want you to think about them when
you&re making your business plans )ecause you can really align yourself
personally with your business goals7 you would be successful, because all
your energy will be there Aow, what is + this isn&t very nice to say + what&s
the important + to do the right thing, that you do the thing right. %hat is
that.
%ell, if you e>ecute a strategy that has success built in, that has + that&s
doing the things rightlet&s say you start with a hundred points&
potential (f you have a strategy that can deliver G2 points, and you only
e>ecute at 62D, you&ve got ;2 points (f you have a strategy that starts,
they&ll be able to deliver 62 points, and you e>ecute at G2D, what have
you got. At G2D,which is twice as e4ective on the e>ecution side, you&ve
got ;2 points @ou ?ust + the right strategy primes you for success @ou can
be less e4ective an e>ecutor, but if you pick the right strategy, the
strategy has robustness, and will carry you along And ?ust that alone is
why strategy is so important
Aow, there&s a very interesting business development that&s happened
between the prevailing business model prior to, probably CMG67 was + or
maybe into CMM2, but &G6 is probably a good year And it maybe even
started earlier7 was that the prevailing $arvard )usiness 9chool thinking
planted to down to the last drop, was dominant in American business )ut
somewhere along the line, this disruptive technology that Christensen
writes about + 9ilicon Kalle7 the silicon chip changed that, and strategy for
9ilicon Kalley has always been, get it out there and f> it later
%e&ve all sworn at it, but we buy the products anyway, because we need
them %e want them And ( think in my other set of slides, which (&ll switch
to, ( have the relative value of a dollar of sales in the market capitali,ation
of =E versus Eicrosoft A dollar of sales in the marketplace7 and this is +
held true over the last fve years, even with the ups and downs in the
market7 a dollar of sales in Eicrosoft is worth ;G times in the market place,
what a dollar of sales at =E is worth Pven though =E arguably has more
assets, more business7 it&s ten times the si,e in terms of dollar volume
And employees, and products7 it doesnHt matter -he market cap is ;G
times di4erent on that dollar of sales And what&s that. (ntellectual
property supremacy. $aving a niche that&s a probability for profts. @our
guess is as good as mine, but it seems to be the truth
-his is very important on strategic planning Jay&s mentioned, and he&s
going to do more Pver heard of the *areto principle *areto principle
comes from an (talian sociologist in the CMth century, named Kilfredo
*areto7 it&s also called the law of the vital few (t says that in any list of
activities, ob?ects, randomly derived, G2D of the value of that list, will
reside in 02D of the items And it seems to be a phenomenal + this is a
phenomenal logical, it&s ?ust like, it ?ust happens that way (t&s one of those
rules that seems to bear out And it&s also conversely true7 you Iip, for
instance if you have a customer list, it&s also true that G2D of your
problems will be with 02D of your customers
And one of your tasks as a marketer, and as a strategist is to go for those
vital few as part of your business )ecause you can&t a4ord to service all
the rest -hat&s also the fundamental rule in marketing a8nity )ut with
*areto&s rule on a strategy, you do the activity that takes + which activity
take the most work and produces the least return and the least
satisfaction7 you do less of it, right. Bather than proving you can be right
And what activity takes the least work and produces the highest return
and the highest satisfaction7 you do more of it
And as ( said, you ask these strategic 'uestions1 what, where, why. (f you
start with how, you don&t think about where you&re going )ecause you&ve
already picked the course @ou&ve got to take you and whoever thinks
strategically with you, to fgure out where you&re going 9o these are all +
this is ?ust one 'uestion on this presentation ( want to leave you with
%hat would you want to invest + would you invest in your business if it
werenHt yours.
(n this presentation, in the workbook, ( have some other 'uestions ( want
you to ask yourself )ut that&s not the whole point of this presentation, (&m
going to get to the ad clinic, andlet&s see here %hy won&t this.
Aow, ( started doing these seminars with Jay, as some of you who (Hve met
in previous incarnations thought ( started doing this when ( was on the + (
was the back+end guy at + we created the back+end at *hil&s *ublishing7 an
enormous newsletter publisher that at one time had a million and a half
subscribers, in fnancial and investment (&ll pay people, and somebody
called me up, and ( had created all these things, and (, to some e>tent,
modelled some cra,y deals ( had seen in some other newsletters, and a
mutual + what turned out to be a mutual friend called me up and said,
&@ou&re the new Jay Abraham& ( said, &%ho&s the old Jay Abraham.&
!Laughter"
And ( was on the Past Coast, and so one thing lead to another and he
arranged a meeting, and we arranged to do a couple of deals, and we&ve
been friends ever since (&ve been on my own since &GM, as consultant and
marketer )ut in that period of time, we did some of the frst seminars
together, and ( flled in when somebody else dropped out, and ( guess (&m
cheap, at least for Jay Ao, (&m still doing it And one of the things that (
love doing is this ad clinic, but ( do want to get to some of these
principles -hey&re all in here, it&s late, ( don&t want to keep you and run
this through the way + because this presentation right here could be a full
day (&ve done it in a day, two days7 getting detailed )ut ( want you to ?ust
get a sense of it tonight
$ere are some levers that you can pull %e&re talking about leverage
Leverage is using a small indicator, a small move, to move big things, to
make big things happen And that&s what we&re working for7 a little in, a lot
out And you know the old saying people used to have on their military
patches, &Lead, follow, or get out of the way& ( don&t think that&s true
anymore ( mean, ( &ve seen too many businesses where if youHre not the
niche winner, you&re ?ust not going to make it ( don&t know if that&s true in
your business, but it&s best to perceive if that&s true )ecause there may
be no second ( can&t through every business here and analy,e it as (&d
like, but ( think now it&s lead, or get out of the way Just because you can
fnd another niche )ecause there may be no room for a second, of any
vitality, unless you&re coming on an established business that has gotten
big and stayed big
$ere are fve things, fve points, that if you master these concepts, you
will be a marketing genius )ecause very few business people have all
these down, and ?ust understand them7 how to manipulate them Oni'ue
9elling *roposition Oni'ue 9elling *roposition is really, answers the
'uestion, &%hy should ( put your product, service, or o4ering at the top of
my list.& and act there %hy should ( pick you to be number one. )ecause
for someone to buy your product or service, to pick you, you have to be
at the top of a list -he list may be derived of lots of little lists7 you may
have lots of di4erent characteristics, but that moment of e>ecution7
they&ve had to pick you, the balance of features and benefts7 had to pick
you to be number one
)ecause number two didn&t get picked, didnHt& get bought 9o
understanding O9* in this position power is very important -hen we
talked a little bit about testing, not about the mechanics of testing, but
the psychology of testing7 and a lot of what (&m saying comes out of my
direct marketing background And direct marketing has become more and
more inIuential in business, now And has a4ected the general advertising
feld tremendously =eneral advertising is way, way o4 in the last couple
of years, and it&s not ?ust because of the dot bomb7 there arenHt& any dot
coms to buy cra,y ads at the 9uper )owl7 itHs not ?ust because of that
(t&s because that and MVCC created an atmosphere where people said,
&%hy were we spending all that money.& And &%hat did we get for it.& And
they said, &%e didn&t do it last yeardidnHt really hurt that much& And they
are looking for results 9o testing, and creative leverage7 testing gives you
the opportunity to look for results Pverything (&m talking about here will
be in a results oriented frame -here is such thing as brand building if
you&re NelloggHs or *roctor and =amble, or Colgate )ut ultimately, that&s
bottom+line oriented too, if you know people or brand managers -hey ?ust
have enough money that they can a4ord to do things almost any smaller
business can&t a4ord to do @ou can&t do what they do
Just like it&s very hard to play tennis the way the pros paly7 they&re low
percentage shots unless you&re a high level pro @ou should probably fnd
some other strategies List and media a8nity comes back to that birds of
a feather Iock together -o go + when you think in direct marketing terms
of a market place7 if youHre not marketing oriented, you look at a
marketplace, you&ll say + all the small business people, &%ell, (&ll ?ust fnd a
list, (&ll get one of those things for $02 you can buy on disc where you get
C2 million small businesses, and (&ll ?ust take a random assortment around
my business& %ell, no one can truly e>plain this, but you&d be much better
o4 by a factor of C2 or 02, often, to buy a list of maga,ine buyers of +if
you&re going for that small business + of (nc, or Pntrepreneur, or -he
Pconomist7 and that list will respond to a direct marketing o4er at a factor
of 6, C2, even 02 times what a so+called compiled list would do
-he a8nities is + a8nities are things like clusters of behaviours, which
may not be linearly connected, but they&re connected in behaviour And
you usually fnd + you can ?ust fnd some kind of link for instance, aTuent
+ most of us can see it 'uite clearly in an aTuent market %hen you pick
up a platinum card maga,ine called :epartures, even though itHs no direct
connection, they have ads from all the world+wide anti'ue dealers in
there )ecause they see an a8nity between wealth and people collecting
high end anti'ues, or high+end golf clubs And it&s that kind of natural
connection, and it goes up and down the socio+economical spectrum -hat
you try to fnd clusters of behaviour7 one thing indicates something else (t
can be a real science For you , it might be ?ust knowing that if you&re in a
local business, you might ?ust know thatZ!audio missing"
All your customers come from north of a particular geographic boundary
@ou ?ust take a look7 you try and look for these things, these patterns, that
you can take advantage of, or you can fnd that G2V02 rule risk reversal is
another ma?or lever for you to pull on (t&s + despite the fact that + and Jay
is probably the master of risk reversal of all time )ecause Jay + risk
reversal lowers that threshold of commitment (Hve had any number of
people tell me at these gatherings, at whatever price Jay puts on them, &(f
( know ( can walk out at some point, what&s my risk.& And it&s that feeling
of being able to interact and fnd value that risk+reversal does7 on a gut
level, you know what it is
)ut it&s testable (t&s one of those things you can see where adding an
e>plicit warranty, guarantee, risk reversal, makes a di4erence And
something where people are very reluctant to move7 Jay pioneered the
better than risk free guarantee, where you get a payo4 ?ust for engaging
in the e>ploratory activity 9o even if you terminate the transaction, you
walk away better, you walk away with more that you had before, even
though you don&t complete the transaction
For instance, anybody who signed up as a lead person on this a8nity list,
got tremendous materials for /unclear C1;03 the program, certainly, but
they walked away with more than they had to start with (t&s a better than
risk free guarantee @ou have to look at your numbers and your conditions,
and what you can o4er and what you can&t (t&s not as straight as
everybody should give the same deal, but risk reversal is a great
motivator for overcoming the threshold of behaviour when there&s either
suspicion, lack of knowledge, fear, bad previous e>periences7 there are
lots of things we have to deal with
And then the last lever that ( think is super important and it can make you
an instant marketing genius without writing a word of copy is the power of
lifetime value Lifetime value is a concept that says + and goes into your
capitali,ation and what you think your risks are Lifetime value is the
profts and the stream of earning that a customer will generate over their
statistical life Aow, you don&t look and say, &%ell this customer& your
average customer delivers $622 in the frst sale (t&s a $622 sale of which
the 02D + well let&s say a J2D margin And that&s $C62 business
)ut if you know they have an G2D chance of doing it over the ne>t 0;
months, you have the same + you have an G2D chance of getting that
$622 again @ou have $;22 with that J2D margin7 you have an e>pected
$C02 added to the lifetime value, and you can do that out as far as you
can statistically pro?ect And that will give you a sense of how much that
customer is worth coming in the door -hat&s often the advantage of a big
business over a small business A big business can look and say, &%e can
a4ord it, we can a4ord to get that customer at that price, because we
know if we retain them over a period of time, we can a4ord holding them
at a particular cost until that pays o4& (nsurance works that way, a lot of
businesses, that only big businesses seem to be able to a4ord to go into
)ut it&s a real competitive advantage, if you understand your own
dynamics
( talked about winner take all =lobal production plus global
communications, global distributing (t means global choice and global
contribution And this is what + this session, what Jay&s all about, what (&m
all about + why ( concentrate on marketing )ecause the most costly thing
in business is to ac'uire a new customer And anything you can do to have
that customer deliver more is the marketing e4ort And these days + and (
don&t think it used to be true + these days, big business has learned, and
somewhat + to some e>tent from watching Jay, ( can tell you, big business
has learned to get its act together, and some of the big businesses are
very strong competitors And if you think they&re not, look at %al+Eart
%al+Eart uses itHs buying power, it uses it purchasing power, which drives
+ anybody who&s done business with %al+Eart + anybody does business
with %al+Eart. ( don&t mean buying from them7 you selling to. -hey drive
the most merciless bargains you&ve ever heard -hey know e>actly down
to the mill, e>actly how much his vendor makes from the product And
they&ll drive them down to that mill, because they have a proposal right
from + they have a proposal from the competition7 they know where they
can go, and they use that as competitive advantage, and they have a
machine
9o if you&re in business against them, you have to o4er something they
don&t o4er And then we have the (nternet And the (nternet + what do you
get out of the (nternet. ( heard information (nformation gives you what.
*ower ( mean, you can go + @ou can do a price search even with
something as simple as my assignment, and you can come up with J2 or
;2 choices on a commodity product, and at CD di4erence on price on
(nternet o4ers, can mean as much as 62D of sales Choices go from CD
di4erence in price, because people + these are commoditi,ed transactions,
people say, &%hy won&t ( go with the lowest price.&
9o it&s brutal, and it&s driving people&s margins down, because you frankly,
as a consumer or as a purchaser in a business, you have more
information, and everybodyHs chunk is getting shaved a little bit 9o you
can beneft from that as a buyer, you can communicate better as a seller,
but + you&ve probably heard of the term disintermediation, which is
eliminating the middle men, and most of us are middle men of one kind or
another 9o it cuts deep
-hereHs another reason7 why concentrate on marketing. )ecause
marketing is the most highly leveraged + and Jay went through this
morning a little bit + most highly leveraged activity you can have ( mean,
if you look at + this is ?ust e>periential + cost+cutting Cost+cutting in an on+
going business, can actually cost you money, for a good period of time (f
you have to lay employees o4 with some kind of tenure7 if you have to
close down lines of businessesZ
Jay Abraham Mastermind Marketing 10
Zthat can actually cost you money in the short run And even at best, you
might be cutting capacity and ability to deliver 9o what can you get out of
it. Eaybe 02D. *roductivity gains, doing things a little better7 you might
get 02D out of it ( suppose in the e>treme case, you might get 62D As (
said, these are all in your notes, if you look in -echnology and
automation7 well, you can get some kick, particularly as we&re in the most
productive society today @ou can get kicked maybe + even if you get
C22D kick on technology
@ou don&t have to, technology + one of the biggest unassumed business
risk is people installing new software -heir business might never survive
9o technology is not free, but marketing, as Jay was going through ?ust
before we broke7 your chance of leveraging the same marketing money
and getting something more out of it by using some of the direct response
disciplines weHre talking about, because even though theyHve e>tended
into cyberspace, the disciplines are still the same
%e went through a period of time, when Jay, fortunately for himself,
decided to take some time away7 where the logic of sales and marketing
seemed to be turned on its head, and there was a new paradigm And the
world seemed to be di4erent )ut it didn&t turn out that way, and the same
paradigm is governing7 two and two still have to add up to four -here is
no such thing as customers how are di4erent ( mean, there are still other
people at the end of the computer, and they still have their human
motives 9o marketing and marketing economics are not being held up by
elusory venture capital anymore, which is what happened And there&s still
a lot of that to hit the fan )ut, right now, you still have the option of going
back and building a business on marketing principles, and getting
tremendous a8nities out of your marketing money, by testing, using
creative leverages, using risk reversal, and spending the same amount of
money redirecting it, and getting 62+6222D more return
Just look at what they did here, which is really remarkable -he thousand
percent lift in conversion, not in lead generation, but in conversion they
got into this program, by using email properly )y using the uni'ue
advantages of email, and it changes the skew a little bit A lot of this
crowd is probably on average, fve years younger than an average Jay
crowd, ( would say that over the last seven years Eaybe even a little
more
9o your wants and needs are going to be slightly di4erent, which is why
we have all the rock and roll !Laughter" (t&s leverage, leverage, leverage,
because it&s money for nothing (t&s returns for nothing, to use the old
brothers in arms 'uote And if you know the rest of it, it&s up to you Fi>ed
costs + using f>ed cost, f>ed budgets, and getting leveraged returns And
this needs a little clarifcation
(n Jay Abraham&s terms, what is marketing. Earketing is doing the
simplest, most powerful thing you can do to get to where you want to go
-here&s no limits, there are no rules around that, there&s no bo> around
that (f doing your best marketing e4ort is to make one phone call to the
right buyer, and that&s it, that&s your marketing e4ort @ou don&t have to
gear up a whole campaign Earketing is fnding the most reliable path to
success, probably through communication (t&s becoming the business you
and your investors want your business to be
-his is something that we always fght, which is when ( call them mouse+
trap methods -he most prevalent method in business today, is + and has
been forever in America + is that if you build the better mousetrap, what
happens. -he world would beat a path to your door %ell, ( don&t think
that&s true %e all know inventors with garages full of mousetraps,
because they forgot to ask if in fact anybody wanted a better mouse+trap
=P apparently made a better mouse+trap at one time And it had to be
electric, because that&s what =P does !Laughter"
And a friend of mine, who was a strategic planner with =P told me the
story And they made this better mouse+trap and it really went !makes
electrical sounding noise" And essentially electrocuted the mouse
!Laughter" And all he had to do was take it and shake the mouse out into
the trash, and start over again )ut the problem was, what do most people
do with mouse+traps. -hey get their husband or their boyfriend, and then
the boyfriend takes the broom and the dustpan and sweeps it into the
dustpan and throws the whole thing into the trash, right.
-hey don&t take the mouse+trap apart and reuse it7 it&s only 06 cents
Aobody really wanted an electrocution mode!laughter"so back to the
drawing board on that one 9o make sure you + your customers + but you
need to ask, you can&t ?ust assume @ou have to ask your customers
creatively (f you&re in a new business, you can&t ?ust go out and ask your
customers if they would like something First of all, if you&re going to ask
them anything, ask them and attach a price to it And often the case is
research will only show you a general indication, and if you can&t + the best
test of whether something will tell is to make a prototype7 or even not7
and make a + what they call a dry test, and see if you can sell it in
advance to producing it )ecause people are usually not picking up the
product and selling it, and in some cases you might have to
)ut see if people will actually pay for your product before you really sign
on and sell the family farm to fnance it -he :E revolution, as ( said, is
a4ecting advertising tremendously Companies are really all of a sudden
under this global competition and thinner margins, and everything else,
had to look for performance (f anybody remembers that great start of
=hostbusters, when the =hostbusters guys are up and they&re about to be
thrown out of the labs at Columbia, and they&re having to do something to
get a ?ob And they&re saying, &%hat are we going to do.& And somebody
says, &Eaybe we can work in the private sector& And )ill Eurray says, &#h
no,& he says, &%e don&t want to work in the private sector -hey want
results& !Laughter" (t&s very funny7 if you haven&t seen it for a while )ut
direct marketing, direct response, as a discipline, brought a mind+set to
advertising, which has been a very interesting process of uncontrolled and
unmonitored creativity, for the most part
And rule number one in direct response, for better or for worse, is get
results Bule number two is see rule number one And it&s taken that mind+
set and transplanted it into cultures that didn&t have that before (t&s been
a crunching ad?ustment for a lot of advertising departments, and they&re
not entirely happy with it )ut it&s a new reality and as an independent
business of less than global proportions, as most of you are here, you&re
way ahead of the curve
@ou really have to know your own internals, too @ou have to know what
makes your company tick and + (&m talking about focus %hat makes your
particular company + what&s your strong suit. %hat can you play to. %hat
can you do well 9hould you go into every venture thatHs possible. Ao, you
should do ones that + use your assets, your strategic set + best 9o you
have to know what those are (&m going to give you another million dollar
advice for 06 bucks -hereHs a great book by Eichael Bobert, called
&9trategy, *ure and 9imple&
-his is a guy who does top+level mega corporate re+positioning %onderful
book about thinking about your strategic heartbeat in your business (
won&t take the time to even tell some of his + O9*7 what can your O9* be.
(t can be as simple as price or discount7 it&s the most elementary -hat&s
especially on a commoditi,ed product, but if you have the best price, and
you have e'uivalent feature set, that is a uni'ue selling proposition it&s
one that&s easily undermined, and one that&s + it&s susceptible to attack by
a well+capitali,ed competitor, but it&s not one to ignore
@ou could point to Eicrosoft undermining all kinds of markets7 proven in
court, incidentally /unclear C21C03, (Hm not making any ?udgements, but
they come in a devastate a market by giving away a product free #r
bundled with another product And sooner or later they charge for it, one
way or another, but if you + it&s very hard to compete against that 9o
price alone is a di8cult one to compete on Aow, value is a whole di4erent
world (f you&ve got price value relationship, now + what&s the best+selling
lu>ury car in the county now.
(t&s Le>us, isn&t it. -he Japanese came in, looked at this market, and then +
the Japanese use Eartian logic when they come into a market -hey don&t
pretend to understand America )ut they have to go survey the markets,
and they fnd out what people want And they give them to them at a
price + they give them e>actly what they want at a price that&s
competitive Osually they try to give them a 02D price advantage *retty
hard combination to beat -akes a lot of work
so all these things can be O9*&s, and you will have a uni'ue amalgam of
style and combinations of things, but these are your magic buttons to
think about7 your discount, value, design, uni'ueness, convenience,
service level, performance, reliability
( mean, way back when ()E was ()E, do you know why they had such a
lock of the mainframe market. )ecause7 service -heir service was the
ultimate in the business they kept their stu4 running, and they bundled
their service -hey were ultimately forced by the F-C to unbundle service
and product -hey had service and product bundled in, and until they were
forced to break them apart, and price them di4erentially, they had an
absolute lock, because their service, their hardware + and it was their
hardware + ( mean, we&re all focusing on getting a computer now for $<22,
that could have run the 9pace *rogram !Laughter" And yet, what&s the
frst thing that happens when you get the blue screen of death. %ho do
you talk to.
( mean, the reason :ell has been able to have it&s wonderful business
model is that they&ve taken some of these principles and they&ve rolled
both service and price into a package Forbes, ( believe it was, did a thing
a year and half or so ago, on seeing who had got religion, who had got the
direct marketing model And they sent out an order for C2 computers and
some small network stu4, to :ell, =ateway, at the time7 $*, Compa' and
()E ( think it was, they looked at what they had after two months %ell,
:ell had delivered its order in seven days, complete, and had come and
installed it =ateway had done + actually delivered in fve but they had a
couple of problems7 they didn&t get it installed til seven And this was like,
J6 or 62 days later
Compa' and $* were still corresponding, and ()E hadn&t responded to the
re'uest !Laughter" And so, you know, you have to e>ecute your business
model well 9o there&s options there for your O9* %hen you think about
O9*7 and we&ll try to work on it a little bit tonight7 (&d like to say you are
developing a &you& attitude And rather than ?ust uni'ue selling proposition
for a particular product, you have to see if you can nest your uni'ue
selling proposition from that product, inside your company&s strategic
strengths And see + you come out of your strongest, what&s best for your
company with the set of assets and talents, and skills you have, and nest
your selling proposition in that
(t&s a springboard for all your marketing -hat&s fairly abstract, but we&ll try
to look at some A O9* doesn&t have to be something an ad agency would
give you an award for7 an ad council will give you an award for (t ?ust has
to be something that&s most meaningful and pre+emptively placing you at
the top of the list for that moment of purchase
@es, FedP> has built an empire on this concept, whether or not they even
say it anymore )ut if you have + and this should be on the same line + if
you have + if you&re out in the boonies and you see a sign on a diner that
says, &Pat at Joes, open all night,& it&s + you know, you look around and it&s
?ust dark windows7 that&s a pretty powerful O9* )ecause if you want a
co4ee at that time of night, that&s your choice And they communicated it
at the right place and at the right time #r, as you&re leaving Las Kegas, or
coming into Las Kegas, you see those signs that says &Cash for your car
now& *retty compelling composition7 at the right time, in the right place
!Laughter"
:oesn&t have to be + but it&s not7 and this is where it gets hard, because
we have to get the focus o4 us, into + it&s not about you , it&s about your
customers, your clients7 what they want Aot the cleverest technical
achievement, not how long you&ve been in business Although those can
be supportive things, but + not that you have a new conveyer system, but
their product will arrive faster, cleaning, with no defects -hey don&t care
about your conveyer system -hey care about what they&re going to get
-hey might want to know about your conveyer system if in fact they&re
concerned about handling, but they want to know + the frst thing they
want to know is the product&s going to arrive in better shape @ou see a lot
of companies and people are advising their high profts =enerally
speaking, that&s not appealing to me as a consumer ( want value added to
me ( assume you&re trying to make money, but don&t brag in my face 9o
that&s a little steer on O9*
-his is that wonderful *eter :rucker + &all into central functions of business
or marketing innovation, all the rest are costs& )ecause the purpose is to
create a customer And this whole 'uestion of O9*, think of it as carbon,
your carbon @our companyHs carbon7 your product KB carbon, your carbon
devices7 and a carbon can either be a coal, at hundreds of dollars a ton, or
it can be a diamond, at thousands of dollars a carat (t&s all coal (t&s how
you handle it 9o, one&s a commodity, and the other can be rare and
uni'ue 9omewhere on the scale, you want to move up the scale7 and you
make it di4erent, make it uni'ue, make it invaluable, make it
impassionedly desirable %hich is why diamonds are sold not on + the
gemmological institute + when :e)eers, and the diamond institute does
the campaign, they don&t sell it + how do they sell it. Bomance (f you&re
watching the guilt!laughter"but not on the cut, clarity, carat, weight,
and colour -hey don&t sell the four C&s, the three C&s anymore
Aow, this is an interesting list *ositioning Bemember when ( said you had
to be number one at the time of attack. ( frst put this list together C2
years ago, and ( haven&t changed it, but the only one that isn&t number
one still in its category + arguably two + is -arget, which is still number two,
and A-[-, because who knows what A-[- does these days !laughter" )ut
it&s a persistent list -o get to top of mind + people ?ust don&t have that
much + how many hooks in their mind for number one -hey have choice
%e all want to make the choice for life %e&re forced by circumstance to
move o4 it, but we all want to ?ust be reIe>ively reaching for that, so if
something gets to that top choice position, it takes something to dislodge
it
Ey friends in the tech universe say, &@ou&ve got to have a fve X or a ten X
beneft factor to move technology out, and have a new technology moving
into its spot& 622D to C222D performance advantage if you really want to
bring a product into a market with a reasonable chance of success And
even then it&s only because there&s so much, even in the tech market,
there&s so much inertia
%e&re getting into the + please don&t say everybody is your market
Pverybody isn&t your market (f you try to reach everybody, you will go
broke before you reach anybody And we&ll get into that deeper -hese are
niches -hey may be fantasy, they may be realistic Eicrosoft went after
the global desktop, the global sliver they went after the desktop, the *C
desktop -hat&s what they went after Aot mainframes, not mini&s -hey
went after the *C desktop and want to command it
And then several airlines vie for the business traveller&s airline )ut it +
fantasy7 ta> advisors who work directly with the (B97 as long as you
thought they were on their side, you&d be happy with that, wouldn&t you
$[B )lack is using that And a doctor who would come to you7 now what a
O9* that would be )ut thatHs ?ust fantasy !Laughter" Earketing mind+sets1
seeing opportunities where you saw obstacles Ao failures, ?ust tests Ao
failures, ?ust tests Ao matter what hard lessons you have, and sometimes
they come easier than you might think
Aow, here&s copy writing Copy writing is not about ?us producing print ads
or any kind of ad Copy writing is salesmanship, in whatever multiplication
medium you fnd (t&s not ?ust + it&s taking salesmanship, and taking it in a
form where you can replicate it, to some e>tent, mechanically or
technically, and deliver7 for a fraction of the cost of a one+on+one
relationship7 to your targeted market (t is so + we familiarly call it copy
writing, but it isn&t ?ust copy writing (t&s salesmanship, and so it doesnHt
really matter what + yes there are some e>pertise, knowing what formats
and what things work better and worse
)ut the fundamental sales proposition is a psychological proposition7 it
has nothing to do with getting G22 in your Pnglish college boards =ood
salesmen, frst of all, are the best copy writers $ere& a couple of /unclear
0012<3 from out things Find out + follow your + if you can&t sell it one+on+
one, then nobody can sell it one+on+one7 youHre unlikely to be able to sell
it in any other medium, unless you totally make it up %hich we know
happens 9o you want to fnd out why people buy, because copy writing +
and my goal here is not to turn you all into copy writers, but in many
cases make you managers of copy writing, and know what principles +
where you can intervene, and whether you have a right to say anything
about somebody&s copy (f you can put yourself in the mind+set of your
client or customer while you look at copy7 whatever form it might be1 -K,
radio7 if you can put yourself in the mind+set of + if you can understand
your customer, then you have a right to manage that copy Aot somebody
who happens to be good with words !Audio missing"
Zsomething for their portfolio #r for their friends down at the art
institute, or for the copywriter&s club where they&re going to give each
other awards )ecause a lot of times, people putting this stu4 together on
a professional basis, have everything in mind but selling your product And
you have to be very careful, so even if you&re not going to be your top
copywriter, this is a function you need to manage And although ( certainly
subscribe to Eichael =erber&s observation7 he wanted you to work on your
business, not in your business7 sometimes you really do need to work in
your business, and if you let marketing get too remotely away from being
your core function, it&s very dangerous -here&s lots of + one of the great
marketers in the Onited 9ates dies this last week Anybody know who
Boone Arledge was.
$e was the inventor of the modern A)C, %ide %orld of 9ports, Eonday
night football, a whole panoply of other stu47 created industries out of
making an e>perience out of these things7 and became president of A)C
because of it, because he was a great marketer )ut, remember, if you
can&t really sell it in person, you can&t sell it in print or any other medium
And you need to tap into feelings *eople analy,e with their thoughts, but
they act with their feelings, and this is true in business+to+business as well
as consumer And that weHre all people and we respond to our feelings
#ur feelings are actors7 analysis is not an actor And its benefts, not
features7 and wants not needs
-his is a great phrase of sometime cra,y and wonderful copywriter named
=ary $albert, that Jay mentioned earlier *icture with pleasure -hat&s your
goal when you&re putting copy together $ere a couple of other little rules
:on&t be a comedian, unless you&re :avid Letterman -ake the purchase
seriously And there&s an old document7 it isnHt on here, but it still seems to
be true, and ( keep hearing rumours of its death, but it doesnHt seem to be
true in practice7 which is the more you tell, the more you sell, in direct
response (f you have a compelling message, you need to tell people
about what you&re doing
Aow, thereHs a lot of detail, but your challenge is + there are millions,
literally millions of messages7 tens of thousands people get every day (
think the psychologists say we&re screening out C6,222 message a day
9creening through them, dismissing them, blocking them out And you&ve
got to get somehow through that, to get heard ( mean, ?ust think about
the simple act of sorting your mail, or your email with your fnger on the
key and the !makes whooshing noise"gone right. $ow long does that
take. Kirtually not at all 9o somewhere along the line you have to catch
that one that isn&t blue screened out of there $ow do you do that.
%ell, in email, you&ve got two things that are prime determinants to be
keepers %hat are they. %hat&s the frst thing that some research has
shown that is the prime determinant of keeper in email. 9ender From line
Aot necessarily the sub?ect line, although there&s a lot of psychology in the
sub?ect line, but that&s where the a8nity comes in (f you have a trusted,
positive relationship, that from line + this is true with every other medium,
but we&re all interested in email7 including me, and it&s certainly an
unbelievably powerful device, particularly when you have a sound
business model to start with
)ut, ?ust to think about how 'uick you evaluation process takes place, ?ust
look at your watch Bight now 9tarting now -hat was fve seconds $ow
many decisions could you have made in fve seconds. 9everal @ou could
have dismissed!makes noise"yeah, you could have + emails, things in
your mail, you could have gone !makes clicking noise"gone 9omebodyHs
+all year work on a promo is down the drain, because you didn&t catch
them 9o it&s brutal out there, and so you have to answer, what&s in it for
me. :o ( know you. And the A+pile or the circular fle7 that&s your fate
Aow, there&s some fundamental principles but ( want to do something, ?ust
+ ( want to show you + here&s a breakthrough of marketing toolkit ( put
together for you ( talked about some of these things already, how you put
stu4 together, the strategy 'uestions7 but here&s a fundamental priority
list of what you want to put together, and the frst thing is the audienceZ
!audio missing"
(t&s in the workbook, folks )ut if you want to write it down, (Hm not going
to discourage you #f a thousand points7 the starving crowd, you need fnd
at least half to start with %hat o4er you make to the starving crowd is
probably the other half And everything else is kind of glass @ou can&t sell
+ if it&s a starving crowd, you&re probably not going to be selling them diet
recipes @ou&ve got to fnd whatHs appropriate for the audience you&re
going to
$eadlines are very important and make tremendous di4erence under the
author, but if your o4er +you can have a great headline, but if your
fundamental o4er of product and your delivery of beneft isn&t matching
your audience, it doesn&t matter how good it is at getting attention ( could
give you a million e>amples )eautiful copy is very small, aesthetics,
really, in response, is not that important7 only if it doesn&t clutter up, and
?ust being clever (t&s worth nothing and often counter+productive (&ll get
back to some of this -hese are some of the things in a8nity7 product,
price, profle, medium, fre'uency, regency7 (&ll get back to that A list is a
market you can reach with communications technology, and ( talked to
you about response lists, compiled lists @our own list should be + your own
house list should be your best list -his is fundamental $ow many people
know what &A(:A& means.
Attention, interest, desire, action (f you have an ad that builds those
things in, whatever form of communication7 a motivating communication7
we&re calling it an ad Aow, one of the things about copywriting is there&s a
reason it&s called copywriting -he copy part can be really important
:on&t, ?ust because + follow models that worked @ou can adapt them for
your own purposes Jay&s provided you a hundred greatest headlines7
there&s a whole ad book some of you have )ut think about this Attention,
interest, desire, action (n the back of your workbook7 and these are prep
tools you get7 in the back there&s something called an ad template ( think
it&s one of the very back pieces in the workbook, in the big binder
And what you&re going to do right now is use that ad template, or piece of
paper, and you can ?ust go for it And what you&re going to do is you&re
going to take the ne>t C2 minutes, and you&re going to write an ad, in
whatever medium you like, and you&re going to pick a product or service
that you have or want to sell7 and you&re going to write an ad, okay. Ao
pre+amble :o as much, or as little as you can And you&re going to think
about all these components O9*, risk reversal, marketplace, headlining,
format @ou&re going to think about all these things
)ut then you&re going to sit down and see whether rubber meets the road
And then we&ll see what Ioats to the top here, okay. -en minutes. And
you can cheat7 you can ask other people&s opinion, if you couldZ !audio
missing"
#kay, (Hm going to ask you to wrap up a little bit here, and then you&re
going to spend fve minutes or maybe (&ll give you ten, (&ll see how it goes
( want you to read your ads to your table mates, as far as the + what&s a
good workable group7 si> at a time. At these tables. $alf a table to each
other, or not more than + because you can&t get down to the other end,
sohalf a table *ick your half table, and if your table is a short table,
you&ve got E(A&s7 you can pull down together a little bit And you&re going
to read your ads to your table mates and get their comments, and then
two from each table are going to share them with us #kay. (&m not asking
+ a friend of mine said, &:on&t do that with your kids,& he said,& :on&t say
okay, sounds like you&re asking them permission& @ou say, &:o you
understand.& (tHs all the way you say it, huh
!Audio missing" out of this Ao, but, has anybody done that. #r did (
totally misdirect everybody. -ry to take what you&re doing with the ad
template7 where you&ve framed out, and (&ll give you another fve minutes,
and try to take that and put it together in a short but working ad on ?ust a
piece of paper Let&s assume you were doing, at minimum, a postcard,
okay. -hink of it as a postcard (t doesn&t have to be a postcard, could be
a C6 second radio spot Could be a cable + ?ust whatever )ut do
something that&s readable (Hm sorry ( misdirected you to the ad template
( gave you the ad template because ( want you to think about it, not
because ( wanted you to do a full e>ecution -he ad template will walk you
through a real ad campaign and make you think about it At least you
know it&s there, that&s a positive
-hat&s a fundamental principle of direct response, is tell people e>actly
what you want them to do, and make sure it&s what you want them to do
:on&t assume they understand ( gave you a misdirection and you did it
(t&s my fault, ( apologi,e ( don&t think it&s all lost, butwe didn&t get the
product we wanted, because + take that fve minutes and sketch
something out
!Audio missing"
time here, so ( want to do something collective )ut come on up %e&ll
forget that + weHll disintermediate the process and forget the collaboration
at the tables 9o come on up and ?oin7 we need a couple of the hand mikes
to pass along %e can move the screen way back, so people can look at
each other and sco4, and kind of talk to each other behind their hands,
and all that stu4
#kay, we got a hand mike. $and mike up here. #kay *ressure, pressure,
pressure #kay, we&re going to cut it o4 there, that&s it #kay, we ?ust don&t
have time %e don&t have time for all this anyway, but( ?ust need one or
two @ou can only talk one at a time anyway, isn&t that right. =ood #kay
frst mover&s status goes to + tell who you are, where you&re from and what
business you&re in
Man 1: $i, my name&s *eter =uberman, (Hm from 9an Francisco, and the
company ( /unclear C1C63 a building company called Circle Lending %hat
Circle Lending does is
Mac: Can (. Let me do this :on&t go into an elaborate e>planation of
what your company does if you&re + after you read your ad, then if we
think we need to know, we&re going to ask you )ut read your ad, because
your ad has to go + you can&t go with your ad, and say, &@ou know, what (
really meant to say was& !Laughter" &%hat ( didn&t mention here,& and
&)efore you read that, you really should& @ou can&t do that, it&s got to
speak for itself, in this particular case
Man 1: #kay, ( think ( can preface this by saying this a direct mail ad that
/unclear 012C3
Mac: -hat&s fne
Man 1: baby boomers, that sort of thing 9o you get the ad, and
Mac: (&m sorry, there&s a little discipline to the hand+heldthe best thing
to do is to put + e>cuse me *ut your thumb up and point the thumb at
your mouth like that )ecause that&ll put the microphone globe pattern +
pick up pattern in the right relationship
Man 1: $ave you ever had family or friends ask you for money. Almost all
people lend money to family and friends Eost of the time a lack of record+
keeping leads to problems about /unclear 01JM3, probate problems, as well
as confusion and misunderstanding /unclear 01;;3 -his is the problem
that you probably have Circle Lending provides a solution (f you would
like to have successful loans without any issues that cause guilt and
tensions in the relationships you have with those that are close to you,
you need to use Circle Lending (f you&re in this position, go to
wwwcirclelendingcom Bead about us and set up a loan
Mac: #kay, give it a numerical score and ?ust /unclear J1C63 it out 9cale
of ten !Audience shouts out numbers" 9o you think he has his basic
building blocks there, hasn&t he, in that ad. ( mean, you have some
'uestions, right. @ou have some 'uestions that are sort of, &%hatHs the
pricing.& ( mean, there may or may not be 'uestions you want to put
answer in the ad &%hat&s the pricing, is there any risk reversal.& (s there
any risk reversal.
Man 1: Ao, ( mean, Circle lending + ( mean, you set up a loan
Audience Member: that&s all the website7 the whole idea&s pretty
obvious /Onclear J1;;3 and it&s like, you know what. Ey son is asking for
money, and the son of a gun doesn&t pay you pack, and ( can&t + and his
mother&s giving me grief, how do ( get out of the pickle. %ww
Mac: @eah, so he may actually have gone + if what he&s looking for is an
interested lead, he may have gone one step too far $e may actually have
to back o4 a little bit and tell a little less )ecause what you really want is
to go to your website, which is your second stage of your sell *oint the
microphone at your mouth ( have a lav, so you can&t have one
Man 1: %hat we found out is that we can send the /unclear ;1CM3 to our
site %e have two customers, they&re borrowers and lenders %P get a
borrower and they have to fnd the lender, and if they&re a lender they
have to fnd a borrower
Mac: )ut then they&re not family and friends anymore.
Man 1: %ell no @eah, they are family and friends, but what (&m saying is
you can either market to borrowers or you can market to lenders
Mac: %ell, don&t you have to market to both.
Man 1: @ou market to one, and they fnd you
Mac: %here do you think you might fnd people in this position. %hat
media would you have to go to. %here do you think you might get people
in the + because it&s a kind of &everybody and nobody& market, isn&t it.
Man 1: @es, it is an everybody and nobody market, and we don&t have
enough customers yet to really do a demographic profle %hat we&re
doing is hitting people who are starting small businesses -hat&s where
we&re getting our customers right now, but we feel thereHs a larger market
if we hit people who are + net worth of one plus million )ecause we
fgured anyone who&s worth that much have to ask for loans from
someone
Mac: -hat&s a good presumption
Man 1: And the close range on lenders is about M out of C2 the close
range on borrowers is much less
Mac: #kay -hanks $e has a lot of elements in that ad7 he did pretty well
with it $e could think about risk reversal7 where ( might go best, where he
could look, but an interesting ?ob And has your basic pieces there (t isn&t
elegant writing, but it doesnHt need to be elegant writing, and that&s the
frst thing about copy writing Copy writing needs to be succinct and
direct @es sir. /inaudible from audience 61;M3 Bight, ( understand, but (Hm
not sure that we can get all your comments on record, but (&ll try to repeat
if it&s important (f you have an e>tensive comment, weHll have to get you
to a mike, but (Hm going to try and translate =o ahead 9o who you are
Man 2: Ey name is Leonard /inaudible 61CC3
Mac: %hat business are you here for.
Man 2: ( market on the (nternet, /inaudible 61C63
Mac: 9uccessfully. @eah, okay
Man 2: /inaudible 61J23
Mac: @ou&ve got to keep the mike up there, because it really can&t pick up
Onfortunately if you&re
Man 2: crises he was talking about this morning, we have ups and
downs /inaudible mumbling 61;J3 ,ero market budget, and you can too
:ear friend would you like to catapult your online sales, revenue7 into si>
fgures =ive me fve minutes of your time and read this letter /unclear3 (
went from broke and about to get evicted to now driving a Eercedes, by
using a simple /inaudible3 9o these are my /unclear3 are e>tremely
competitive, and if you want to sell successfully online, you must have
these simple and powerful keys, methods and techni'ues to get your
customers to give you their hard+earned money /(naudible <10;3
Mac: #kay thatHs + don&t apologi,e, it&s a sign of weakness, ?ust keep
going
Man 2: @ou&ll will learn everything you need to know to be successful
online, /unclear <1J;3 %hy you need at least ten domain names and not
?ust one, where to get the best price for domain names, how to get high+
'uality targeted tra8c to your site in less than a /unclear3 per visit -he
problem with today&s search engines and what we can do about them
%hat are the most powerful marketing techni'ues that saved my business
from /unclear3 And how you can free multiple streams of income from
your website
Mac: #kay, these are all what you&re going to learn from + and now you&re
going to make an o4er.
Man 2: @es, sure %ith my one+on+one consulting opportunity, show you
step by step what you need to make your business a success (n fact, (
guarantee your success (f you don&t increase your sales by at least 62D
after implementing my techni'ues, ( will give you C22D of your money
For free consultation call
Mac: #kay, and what&s your call to action.
Man 2: $ave them call me out here
Mac: $ave them call you 9o it&s a lead gen, at this point.
Man 2: -his one is (f ( was doing a book, ( would say &click here to buy
right now&
Mac: so you&ve done this before, as the sailor said when he visited Aew
#rleans
Man 2: Correct
!Laughter"
Mac: @ou sound like it + see, he managed to get + in fve minutes, he
managed to get the essence of his message up, and he&s got a lot of
interest $e&s got you at least with a call to action, he&s walked out in a
very workable form And you&re taking on a problem like this, ?ust as )rian
-racey taught you 'uick goal setting :o a 'uick take on your prospect,
because you should be able to get the O9* and the fundamental
proposition clear, by ?ust forcing it out :on&t sweat it, at that point -hat&s
not the point, to sweat it
Man 2: Aormally, this would be C6 pages by the time (&m fnished, and we
would have a few calls to action, more than ?ust one, and lots
Mac: -hey may want to know your name a little clearer
Man 2: Aico *+( +C+# +* +B /unclear M1J63
Mac: And do you have an easy
Man 2: C+@, and you can reach me at nico^cashcowscom, or ?ust type in
cashcowscom /unclear M1;3
Mac: #kay, now the call to action was ?ust a + was it a call me. 9houldn&t
you add a web + shouldn&t you.
Man 2: %ell, thatHs the thing, because (Hm speaking in front of people, (
would ?ust give out number if ( wasand my website ( didnHt really have
time to fnish this
Mac: -hat&s fne Ao, thatHs good
Man 2: #n the web ( would directly ask for the order or say, &$;MM6 or
$C26,& or whatever it is -hen they click here, tell the description of the
money back guarantee, and then it would take them to the ne>t page
where it would say, &@es, Aico, ( would&
Mac: -hank you -hank you very much for sharing that with us, and ( &m
appreciate to see what you can do in fve minutes @ou can see, if you get
to it, you can black it out in fve minutes -his is part of the value of this
e>perience And (Hm sure that other people will be talking to you
afterwards7 please snare him %ho&s ne>t at the mike.
Man 2: #ne more thing7 it took me four years to be able to write like this
Mac: ( bet it did -ook you + ( don&t know how old you are but it took you
as long as you&re + doing this kind of thing is that you&re using everything
you know about your market, your human psychology, your product place,
your customers, your inter+relations (t&s not one thing %hat you&re
striving for is in a sales prospect like this, is what&s been called the
greased shoot #r grease slide @ou want the prospect to go down the
slide, not hitting any ra,or blades or bumps, or rust spots or anything
that&s going to slow them down @ou want them to go from the top to the
bottom, smoothly and slickly Aothing stopping them, nothing going, &#h,
noS #h no& 9o, the greased shoot -here weren&t any stoppers there, were
there. (n his copy.
Beading it out loud, not matter how e>perienced or how good the
copywriter, reading it out loud to a group, you get the + when you hit the
spike in the greased shoot, people go, &#h Oh+huh,& and it&s really visceral
(t&s interesting because people follow it along, you&re seducing them with
your approach =o ahead
Wman 1: /inaudible CC1;03 (t&s ?ust a little display type ad (t says clip,
a little
Mac: And where would you run it.
Wman 1: ( would run it in a maga,ine
Mac: %hat kind of maga,ine. -here are only C6222 maga,ines %here.
Wman 1: /unclear C01203 or Aetwork marketing
Mac: #kay, you&re going to run it in network marketing maga,ine
Wman 1: -his is the +Lose up to ten pounds or ten inches in C2 days,
guaranteed7 in caps /inaudible C01C63 si,es in only C2 days C; meals
included and all three products for only $6MM6 Free computeri,ed body
analysis7 $66 value -o frst 06 callers7 GC<+;0;+602;,
wwwfrstftnessnetVhealthyday %hat do you have to lose.
Mac: P>cept weight !Laughter"
Wman 1: =uaranteed
Mac: :oes she have a risk reversal. Can she beneft from it, because itHs
kind of a pig in a poke7 you know what you&re buying right
Wman 1: Eoney back guarantee
Mac: *ardon me.
Wman 1: (t&s got a money back guarantee that guarantees
Mac: #h, it does, sorry, that went by me
/inaudible CJ120 from audience member"k guarantee
Wman 1: 9ir, where it says lose up to ten pounds and ten inches in ten
days, money back guarantee /inaudible CJ1CJ3 For J2 days @ou have J2
days J2 day money back guarantee
Mac: %ell, not until you make + you haven&t made the price o4er (
wouldn&t make the terms guarantee until ( had put the price in front
somewhere7 because it&s going to be putting the cart before the horse @ou
want to get through the psychology of, &%ell, what does it cost.& ( mean, if
it costs a buck, ( don&t really care that much about the guarantee (f it
costs a thousand, ( care a lot more, in terms + so there&s a lot of interaction
on that Aow, why would you pick that medium. %hy would you pick the +
you got a free ad.
Wman 1: Ao, (&m a columnist in a maga,ine7 (&ve been a columnist for
over G years, so obviously ( have a built in following there, so that would
be
Mac: )ut, that you may have a following, but is there any reason to
believe that there&s a concentration of people who want weight control
products for themselves, in the network marketing maga,ine.
Wman 1: %ell, ( think there is, simply because my husband and ( have
run a full page ad for about C2 years, and we&ve gotten a big response
Mac: #kay -hat&s a good answer
Audience Member: %hat&s uni'ue about your/unclear C;10J3
Wman 1: )ody chemistry correction %e&re the only ones that correct
fve ma?or body chemistry things in ten days, it&s not ?ust
Mac: )ody chemistry correction.
Audience Member: @ou know what ( would do is think and reduce your
cost to &per meal&
Mac: Beduce your cost per meal. %ell, ( don&t know + you see, there&s lots
of di4erent sales points here, and we could work any one of these ads,
productively spend an hour + to look and see + does she have + however, (
did hear a comment, &:oes she have a uni'ue selling proposition.& (s it a
clear one. (s it a beneft oriented one. Ao, it&s a feature oriented one,
right. %hat is it again.
Wman 1: Correct your body chemistry while losing weight and si,es in
only ten days.
Mac: but what did you call the process.
Wman 1: )ody chemistry correction
Mac: (s that phrase used in your ad.
Wman 1: Correct your body chemistry
Mac: Ao, but at least that&s beneft orientation7 she doesn&t ?ust lay out
the process And what&s the headline.
Wman 1: Lose up to ten pounds and ten inches in ten days, guaranteed
Mac: (t&s like back pain always works for chiropractors& induces the
'uestion of what are they looking at at the moment 9o it isn&t + given the
state of the weight loss product market, you might say, &(f all else has
failed,& + you might go to the person who&s the multi+buyer, because they
tend to have heard that pitch before, a million times 9o you have to say,
&( acknowledge you&ve been down this road, but this one really works,
really, really, hones, honest& #kay, thank you !Applause" ( understand
this is a di8cult process and ( appreciate everybody&s bravery and +
Man 3: :id you ?ust want me to start.
Mac: @es, lets& start + ?ust introduce yourself, and your company, so that
people can talk to you later
Man 3: Ey name is Chidacash and (&m with 9erenity -ransformational
-ours Pnter the mystery, a life transforming tour to Eachu *icchu =o
beyond the normal travel e>perience Journey into the past, saviour the
high Andes of *eru Pn?oy time to linger in ancient (ncan ruins @ou will
also have the opportunity, in this remarkable e>perience, of C< to e>plore
new dimensions of your own potential =ain insights and learn new skills,
which will empower your life when you return home 9pring or fall, limited
number )ook early to ensure space And all inclusive fare Kisit our
website or phone + and (&ve got the number7 G22+M;;+06667 for more
information and a free booklet on getting the most from travelling in
another culture Bemember to ask about our guarantee of satisfaction
Mac: #kay, what was the headline again.
Man 3: Pnter the mystery7 a life transforming tour to Eachu *icchu
Mac: (&m sorry, what was the frst word. 9orry, (&m not getting it
Man 3: Pnter
Mac: #h, enter the mystery
Man 3: Pnter the mystery
Mac: %ell, that&s one that might work, and you might have a couple of
others -hat&s a particularly + your proposition is fairly straightforward, but
the headline on that sort of ad, and the framing7 illustrations around it
would be critical in your response patter Pnter the mystery might be too
transcendental, and you might test something + &Kisit ancient ruins and
transform your soul,& or something, @ou might test some variations on
that
Man 3: (&ve considered a transformation tour to Eachu *ichu
Mac: )ut that&s
Man 3: -he same thing
Mac: -hat&s the same thing, and try and + the thing to test there would be
some big concept, not little changes and phraseology, but some big
conceptual di4erences %hat else could he sell.
!inaudible comment from audience member CG10;3
Mac: -ranscend your reality -hat&s still along the same mystical lines
Aow, does he want to sell + this is a positioning 'uestion (s he more
e4ective selling travel. #r internal e>perience change process.
!Comments from audience" (t does come back to his market, but that&s the
kind of thing you test @ou try and fnd whether you&re better o4 leading
with the internal 'uestion, or the e>ternal 'uestion -hose are two things
to start right away -he other is what are the triggers for people buying
your services in your direct e>perience %hat makes them.
Man 3: %ell the image of Eachu *icchu itself And it&s been 'uite ama,ing
because with what we&ve put out already, we&ve had people who have ?ust
come for the walk, and then they discover more And we&ve had people
come there particularly for the spiritual side of it
Mac: Aow, the 'uestion is, are you more + and this is a testable 'uestion
%hat if you did a headline that said, &)ored.& or &)ored with life.& ( don&t
know if that would work better, but you see, that tests a di4erent
psychological button, and rather than assuming them want
transformational psychological change, all you&re doing in attracting them
in a particular state that they fnd in themselves, and then providing a
route out -hat would be a testable thing )ut thank you very much, and
it&s a real pleasure to hear your ad, and ( wish good luck with your
business, !Applause"
(sn&t this interesting. ( mean, at this hour of the night, with really ?ust a
couple of minutes to block this stu4 out, and people doing a pretty good
?ob
Man 4: Ey name is Earvin Nnighter, and ( have a pharmacy in Kancouver
(t&s one of the products (&m marketing right now Cut your drug costs by up
to 62D *rescription drugs in Canada and produced by the same high
'uality manufacturers @ou can mail or fa> your prescription to Eark&s
/unclear 0210;3 *harmacy in Kancouver for fast, convenient service, and
have your prescription mailed by e>press post For order form, call CG<<+
<;<+666;, or check our website at wwwr>canadaforlesscom
Mac: %ho&s your target customer.
Man 4: Americans !Laughter"
Mac: Ao, no, no #kay, what are most people&s reaction to this. /inaudible
comment from audience member 021;G3 ( couldn&t care less, my insurance
company pays for it, right. (f your covered, if youHre covered
Man 4: MC million people aren&t covered
Mac: ( understand )ut you say, &Oninsured.& or &:rug& + see, it&s Iag + you
have to Iag somebody&s special need (f you tested &Oninsured.& or &:rug
costs eating you alive.& or something that Iags an immediate felt need7
you&ll get a stronger intake into the ad #nce you get into it, your
proposition&s pretty clear, given that you have to sell prescription
pharmaceuticals, and there might be a 'uestion on + you might want to
say, &Customs, no problem %e ship internationally& 9omething so that it
says the mechanics won&t weigh anybody down )ut when you&re
headlining, you want to get at the deepest felt psychological need that
covers the most people in your marketplace Luestion.
Audience Member: #ne thing ( /unclear 0C1;G3, you said e>press post,
you don&t call it
Mac: -hat&s right, for America, it&s not e>press post, it&s either e>press
mail, or overnight e>press or something like that )ut we don&t say
e>press post And that&s an important nuance to pick up, although it would
tend to confrm your Canadian origin !Laughter" -hank you !Applause"
Man 5: Ey name is =reg )aroni, and this is an actual radio ad that aired
Mac: #kay, good
Man 5: And ( won&t tell you what ( do, because hopefully the ad will do
that %ill you e>pose criminals, or invite them into your business.
(ntellifacts intelligent background checks are the most accurate and
a4ordable searches nationwide (ntellifacts o4ers personali,ed customer
service that you can trust %hether you hire one person or thousands_,
call (ntellifacts now (t&s all up to you CG22+02G+M;00 -hat&s CG22+02G+
M;00 (ntelligent hiring means knowing the facts (ntellifacts
Mac: #kay, that&s pretty good, right. %hat&s one thing that ( heard wrong
with it. Eaybe it&s ?ust my ears but one thing ( heard. :o you want to
e>pose criminals. ( don&t frankly care about e>posing them, all ( want to
do is avoid them !Laughter" P>posing them sounds like it has liability for
me, so ( go, &( don&t know about that (&m not in law enforcement, (&m ?ust a
business man& 9o that one might chill + if they think they&re getting
involved with litigation and prosecution, and they have to be a witness
and stu4, it&s a killer 9o that could be a spike in your shoe 9o you want to
test some variations on + what&s the headline, if you ?ust read it without
that.
Man 5: (ntellifacts, intelligent background
Mac: Ao, no, whatHs the headline now.
Man 5: #h, it&s &will you e>pose criminals or invite them into your
business.&
Mac: Are you inviting criminals into your business. Just forget about
e>posing them (sn&t that a powerful enough proposition. !Audience says
&yes&" 9ee, e>posing them may be something you want to do, but chances
are + this is where you have to get feedback from people who can give you
+ who have their antenna up, as Eark Kictor and )rian + you have to feel
that stu4 through
Man 5: (nitially we had it written to totally keep criminals away from your
business
Mac: @eah.
Man 5: And the feedback we got is of somebody who&s paid their debt
back to society and wants a ?ob, -here ought be a ?ob that&s suited
Mac: %ho did you + now, see, this is a really important point -here&s
feedback and there&s feedback -here&s feedback, which is chatter from
people who aren&t real prospects And then there&s the other kind of
feedback, which is + what do we call that. )uyers, customers, clients
-hat&s feedback -hat&s the feedback you should listen to @ou can&t satisfy
everybody else&s social engineering goals @ou have to survive in a tough
business, so there&s a lot of feedback you&ll get from people, which is
totally e>traneous, and you can say to them, &:o you own a business. :o
you have employees. Are you worried about security concerns.& &Ao, (Hm a
social activist& !Laughter" @ou go + you really have to pay attention to
where people are coming from, because the only feedback that truly
matters, other than moral, legal and ethical concerns, are from people
who are customers, clients, and potential customers /inaudible comment
from audience member 061J03 @eah
Man 5: -hat&s the way it is Absolutely (f we got it wrong + yeah %e did
the background and we reported inaccurate information Aow, let me
clarify that -hat means inaccurate and doesn&t match what the courts
have,
Mac: Aot proper due diligence
Man 5: Aow, if the court is inaccurate, then we have liability, which
happens all the time, believe it or not
Mac: Are you bonded.
Man 5: %e have errors and omissions insurance
Mac: $ow much.
Man 5: #ne million
Mac: #kay, we&re insured + our results are insured to one million dollars
9ee if you can do that
Man 5: -hey don&t care about that
Mac: #h, maybe they don&t and maybe they do -ry it in an ad and see (
mean, the fact that you can get bonded, somebody else has taken a
million dollar risk on you, and they may not be the closer in it + it may not
be the frst thing they look for, but it may be a pre+emptive positioning for
picking you out over another service, that isn&t bonded or doesn&t say so
-hanks
Man 5: #kay, thanks
Mac: -hank, you, very good !Applause"
Man 6: alright, this is an ad in a trade maga,ine for entertainment
industry $eadline1 :o you want to work full time as an actor. 9A= says
only C2D of their members work full time %e teach you what they know
in only a tenth of the time they took to learn it Learn how to get the ?ob,
and learn
Mac: 9ay that + sorry, ( didn&t 'uite hear that one -hat last line7 ( didn&t
'uite hear it
Man 6: ( didn&t even stumble7 (Hve got to do it again.
Mac: Ao you didn&t, it ?ust didn&t register
Man 6: #kay %e teach you what they know and a tenth of the time they
took to learn it Learn how to get the ?ob and learn how to sell the ?ob once
you&ve gotten it (f, after our training, you don&t feel you&re a better actor
than ever before, take back you&re tuition7 we don&t want it Call us toll+
free7 GGG+<26+G6;2 for a free consultation, and get the edge over all those
other actors, now
Mac: #kay, what&s wrong with this ad.
Audience Member: Eakes it sound like that happens /unclear 0<1;M3
Mac: @eah #kay, the other is, &we teach what they know& -he &they& is
kind of a Ioater, isn&t it. ( mean, you don&t know whether 9A= knows, and
who says they know of anything about keeping their actors employed full
time. :o they pretend to give people full time employment. 9A=.
Man 6: Ao, it&s ?ust + 9A= only + 9A= says7 it&s like a state, it&s a 'uote
9A= says only C2D of their actors work full time
Mac: Bight )ut who is it youHre saying you know better than. #r.
Man 6: #h ( see, yeah (&m saying that the successful actors, yes7 the C2D
of successful actors who work full time
Mac: #h, okay %ell, say successful actors again -hat /unclear 0G1J03 got
lost on me -hat&s a much more believable proposition, if you say +
Audience Member: Just say &in a tenth of the time,& not + to learn ( don&t
care about that last little bit
Mac: @eah, that&s right @eah, in a tenth of the time you&re wasting. 9ort of
stu4 like that
Audience Member: ( would do it as a time frame instead of a tenth of
the time
Mac: Like what. -ime frame like what.
Audience Member: 9i> months, si> weeks
Mac: Besults guaranteed in some period of time. %ell, you could try that
-hat&s a testable proposition -hat&s the kind of stu4 you test to see if it
makes a di4erence /(naudible comment from audience member 0M12<3
Man 6: *robably not %e couldnHt& do it ( don&t think anybody could (n
fact, ( know nobody can
Mac: Aow, you might test a couple of variations of headlines, and another
concept might be rather than them being worried about being employed
full time, you could say, &Actors and prospective actors :oes your family
believe you&ll never make it.& ( mean, it&s a little more + !Laughter" )ut
thatHs the kind of stu4 you try to refne, get a little bit more gut+level
concern in #kay. -hanks (t&s great
Man 6: -hank you
Mac: (Hm going to move through fast, because ( want to hear + most of
these are pretty well constructed, but you ?ust hear the way you can tune
this :o it in a mastermind + create your own little mastermind group
that&s sort of like this7 people who are good business people, and have the
sense for sales and have their eyes and ears open7 and you get feedback
on how to put your ads together (t&s a collaborative e4ort, itHs not a
singleton7 you&re not /unclear J210;3 up in his garret, writing a novel -his
is an ad, it&s a sales process (t&s like salesmen getting together and
sharing their best stu4 -he process is closer to that then it is to writing a
novel
Man 7: $i, my name is Joel )urrows, (&m a marketing consultant, based
out of -emecula, California -his is an actual ad
Mac: %hat kind of consultant.
Man 7: Earketing consultant
Mac: Earketing, okay
Man 7: -his is an actual ad that ran for a client of mine -hey advertise to
the heating, ventilating, and air+conditioning market And they sell a
particular product that helps to lay out sheet metal patterns $ere it goes1
*ut a layout e>pert inside your computer All the solutions you need in one
integrated package Fast, easy layout, without e>pensive plasma
e'uipment Pasy, a4ordable estimating7 seamlessly integrated Aow even
the smallest shop can a4ord computeri,ed pattern layout development,
fabrication, estimating, and ?ob costing 9o easy, even beginners can do
layout, so versatile you can customi,e fttings to virtually any dimension,
with the click of the mouse Eetric or standard measurements allows for
any metal thickness =reat teaching and learning tool P>act point si,ed,
optimi,ed metal and cut waist :esigned to fab software (nc :ownload
your free trial at wwwdesigntofabcom, and receive a free gift &( literally
saved hundreds of hours and thousands of dollars immediately after using
this software, and it is so easy to use, ( was using it to make fttings in
minutes& -ippy Luda, shop attendant, Los Angeles
Mac: #kay, and if that testimonial could read ?ust a little tuning, and &(t
added $CJ6 an hour, it pays for itself pretty fast& @ou get a value
proposition payo4 on a 'uantitative basis %hat was the line in there
about &put so+and+so in your computer.& 9ounded like -he 9opranos
!Laughter" *ut a.
Man 7: *ut a layout e>pert inside your computer
Mac: $ow about &it&s like having a layout e>pert inside your computer.&
)ecause, really, you have this + !makes noises" !Laughter" Ao, but it&s a
good, straightforward ad :id it work.
Man 7: 9he mailed out CJ,222
Mac: -o whom.
Man 7: -o the subscriber base for 9nips Eaga,ine, which is a prominent
maga,ine in the $+back
Mac: Controlled circulation, or paid circulation. Controlled in the
publishing business7 you have two di4erent kinds of maga,ines Controlled
is, you start getting the maga,ine one day, and you don&t know why
!Laughter" And si> months later they send you a card saying, &(f you want
to continue receiving this maga,ine, please sign this card and put your
proper title, and your phone number, and whether or not you employ
more than half a person& And that&s a controlled circ
Man 7: -hat&s the control, and then what was the other one.
Mac: 9ubscription
Man 7: 9ubscription
Mac: 9ubscription, paid subscription, is worth literally fve to ten times in
terms of a8nity and advertising value, what a controlled circ publication
Man 7: -hat&s a good 'uestion7 ( don&t know the answer to that
Mac: )ut the CJ,222 has to be weighed and + maybe everybody gets it
and nobody reads it
Man 7: -his is what happened 9he sent out CJ,222 of these the frst
week in Aovember 022 downloaded the free trial
Mac: -hat&s good
Man 7:Aobody&s purchased it
Mac: -here&s a Iaw in her second stage then Pither, A7 what&s the frst
thingHs most likely. -he product doesn&t work, right.
Man 7: Ao, it works great
Mac: #r else, the installation process is a bear, scary, ate something on
your computer.
Audience Member: -hey downloaded it. -here&s no auto+responder back
to follow up.
Man 7: #h yeah 9he&s got an auto+responder, an email follow+up, a letter
follow+up
Mac: (s it an e>piration + is it a crippled or timed download.
Man 7: (t&s a J2 day trial
Mac: Eaybe you want to make it a shorter trial from point of download7 it
blows up in a shorter period of time
Man 7: #kay
Mac: what&s the price point.
Man 7: 9he&s got a few price points7 $C222, $0222, $J222,
Mac: ( don&t know if you can sell a thousand dollar program through
download )y itself (t&s too much ( think if there&s ?ust a day + maybe you
can demonstrate it, but it would seem that a thousand dollar program is
pretty pricy, as stu4 goes now And that&s ?ust maybe too high a price
point, to be selling through that methodology Aeeds, more packaging, she
should investigate price point, frst of all 9ee if there&s a price hurdle
there A thousand bucks is pricy
Man 7: @eah, well they actually had a lower price before
Mac: And.
!Audio missing"
Mac:cost
Man 7: no, they had some reasons for doing it, but
Mac: )ut internal reasons -hey werenHt market acceptance reasons or
anything like that, they were
Man 7: @eah, ( think they had some internal reasons for doing that
Mac: %ell, that&s what happens with internal reasons -hanks (t&s very
good, it&s an interesting ad :id you have a 'uestion on it, or is.
Man 7: -here was the follow+up issues ( think we need to work out
Mac: @eah, that&s right, because your whole advertising process isn&t done
until the o4er is made, and there&s an opportunity to respond, so the fact
that this might be a good lead gen, which it clearly is7 that&s not where it&s
failing (t&s failing with something we can&t see 9ee, because 022
downloads is a lot of downloads for something like this /unclear comment
from audience member 221JG3 @ou know, do they have a test.
Man 7: (t&s a very niche market, and thereHs not, as far as ( know, there&s
not any other companies that are selling this particular software, that&ll do
these things as a stand+alone package -here are other companies that
are selling it as part of a plasma table system, that costs $;2,222
Mac: @eah, that&s right, say that in the ad if you can, because that&s a real
value builder -he issue becomes are you better o4 selling it as a sales
strategy 'uestion7 you&re better o4 selling it as packaged product, with full
support and documentation7 is customer service a big + do they have any
customer service. (s there any tech rep service. ( mean, there are a lot of
issues downstream from where you were going -hanks + we&ve got a
whole bunch of people
Audience Member: Can ( comment on this.
Mac: -ry and get feedback7 if you have these issues and you want to talk
to him about this, go talk to him, if you think
Audience Member: Can ( say something for the guy. ( have a tip for him
Mac: (&m sorry, ( can&t see you 9ure, go ahead
Audience Member: %ell, what&s very important is that you market
directly to the decision makers (f all kinds of people read that maga,ine,
and the download is free, so a lot of salespeople or even + all kinds of
personZ
Jay Abraham Mastermind Marketing 11
Zkinds of people read that maga,ine, and the download is free, so a lot of
salespeople or all kinds of personnel can download it and try it, but you
have to direct + market direct to the decision makers, so the headline of
the ad must focus in on the decision maker7 the one who has the money
to buy the product
Mac: and that&s a very + you probably heard him say focus on the decision
maker -hat&s a tricky 'uestion @ou sometimes need the end user to
stimulate the decision maker, because the decision maker + that is to say
the fnancial gatekeeper, isn&t always the end user 9o you have to get
evidence in their hands it&s worth the money, or have a guarantee %ith a
thousand dollar price point7 even a $622 price point7 if you had a
performance guarantee + &%e guarantee we&ll save you 02 hours of
professional time in the ne>t month& /(naudible comment from audience
member /C10M3
%ell, it&s a lot of tactics with that, and ( wish we had time to go into them
all, but you should pay attention to some of these dynamics, and started
paying attention no to this front+end, which worked, but to the secondary
steps :an.
Man 8: Ey names& :an )antley and ( own a trade school &Adores men
and women :o you love hunting and fshing but hate your ?ob. =ain a
clear advantage Learn a career that will complement y our outdoors
lifestyle )e you own boss, make your own hours, control you destiny Call
the *ennsylvania (nstitute of -a>idermy for more information about your
new career CG22+=BP@F#X, or visit wwwstudyta>idermycom
Mac: Beactions. /(naudible comment from audience member 010C3 %ell,
itHs an interesting 'uestion, because ( actually talked to him about his
earlier %hat&s your naive assumption about school ta>idermy. %hat are
they teaching you to do. 9tu4 animals -hat&s not what he&s teaching
them (-&s a $0J,222 product that +it&s a school of ta>idermy business7
yeah you have to learn how to stu4 animals, but it&s a business course7 it&s
a business opportunity course, in many ways 9ee, this is what you&ve
done is an interesting thing
@ou&ve said the a8nity here that you&ve discovered is outdoors people )ut
your headlining could be di4erent from that, and this is where you test
positioning @our headlining could be &$unters, fsherman + do you want a
business and profession where you&re totally on your own.& 9o you could
sell the business proposition dominant, not the love of the outdoors Pven
though youHre targeting outdoors people as a prime proposition, because
they&ve proved to be your market 9o your positioning could be the people
looking for a business proposition, somewhat related to their core
interests and that&s how you test the positioning And we talked about
whether or not you should name to 9chool of -a>idermy )usiness, or
(nstitute of -a>idermy and )usiness, so the business aspect, which is
dominant in his course, could come up higher, rather ?ust than the naive
assumption you&re ?ust going to learn to put the deer on the wall %hich is
what ( think most people would assume, without any other prompt to the
contrary
Man 8: @eah, the business today has changed %e do a lot of dioramas
<6D of the work we do in our private studio is large life si,ed animals
done on dioramas, so
Mac: %ell, you could also do another positioning, which is &ten surprises
about ta>idermy as a business and profession& And go through some of
these things of interest that you&re ?ust adding to here now -hat&s great
Man 8: -hanks
Wman 2: $i, my name&s )arb 9teel, and we sell high tech health
products that help take away pain -his is an actual email that went out to
J,222 people who had opted into receive more information from us %hy
do thousands of Canadians buy and use 9olartherm Eega Belief Cream.
)ecause it works Aow available for the frst time in the O9, this mega
strength therapeutic cream is specially formulated for the relief of pain of
muscles and ?oints (t provides warmth and comforting relief for hours Aot
only does it have menthol to dull the pain, but it also contains a special
patented strength of E9E with professional+grade aromatherapy (t is like
an aromatherapy massage in a ?ar :o you su4er from pain. :o you su4er
from arthritis. 9imple back ache. Einor aches and pains. -urn to relief
you can count on 9olartherm Cream, $0;M6 for a C month supply Pither
the pain goes away or you don&t pay 9pecial o4er1 $C2 o4 9olartherm
Eega Belief Cream with any purchase of our soothing 9olartherm wear7
which is our back+end, which we really want to sell Call CG22, 0; hours a
day, or order online at wwwsolarthermbi,
Mac: #kay, now, pretty good ad. %hat&s missing. #ne enormously
important element is missing
Wman 2: Oni'ue selling proposition
Mac: Ao
Wman 2: %hat.
Mac: -estimonials -he single most important + in non+prescription
medicine7 alternative medicines, and treatments, is testimonials )ecause
you can&t present scientifc evidence, and people go, &@eah, okay, ( guess it
won&t hurt me, but will it really work.& And the most compelling evidence
is from a credible and passionate testimonial
Wman 2: -hat&s a point
Mac: And the more the better
Wman 2: -hat&s a great idea %e had a problem with uni'ue selling
proposition, because the F:A lawyers say we&re not allowed to say it&s
uni'ue
Mac: -hat&s where a testimonial can say, &( never found anything like this&
Wman 2: *erfect
Mac: And you can&t say it, but they can, because it&s their personal
opinion
Wman 2: @eah
/(naudible comment from audience member 01C63
Mac: %hy does it start with a 'uestion. $ow would you rephrase that as a
'uestion.
Audience Member: ( would take + though she has it as a 'uestion, (
would
Wman 2: %hy do thousands of
Mac: %hy would the blanket assertion be better than the 'uestion.
)ecause you like it better. Ao, because (Hm ?ust saying, 'uestions are a
lead in A 'uestion, if you have an interest in the 'uestion7 you implicitly
want to read the answer -he statement may or may not be intriguing (t&s
the kind of stu4, if you really have an opportunity, you can test )ut
'uestions that have an intrigue factor are good as headlines -heyHre
dangerous, however, if you don&t know what you&re doing, because you
can say, &%ho can imagine a more powerful proposition that *reparation
$.& And you go, &%ho cares, ( don&t know, ( don&t want to know&
(f it can be answered more than one way, by a sceptical soul, you don&t
want to ask the 'uestion (f the 'uestion leads you into the copy, it might
be powerful $ow to&s are e>cellent headlines, of course
Wman 2: Like, how to thousands of Canadians fnd relief from pain. $ow
do they fnd.
Mac: %ell, that&s a little + but how thousands of Canadians fnd relief from
pain might be powerful
Audience Member: )ut the answer is &because it works Q:o you think.
Mac: -hat&s where the testimonial approach + her answer is that it works
-he only evidence you can say that is from testimonials @ou probably
can&t even say, &)ecause it works&
Wman 2: 9o ( can say, &Learn what 9olartherm uses,& or say.
Mac: P>cuse me.
Wman 2: Learn what 9olartherm
Mac: Bight, but you really to re+plot the ad so you actually have some live
testimonials in there -hat&s a critical element in that -hanks
Wman 2: #kay, thank you
Mac: (&m sorry we&re pushing you through it7 it would be wonderful to go
into depth, but we&re dropping like fruit Iies at the California border here
!Laughter"
Man 9: $i, my name is %ill =reen -his is an ad that ( would run in
Eillionaire Eaga,ine, the Bob Beport, and Pntrepreneur -he headline is,
&$ow much are really worth. %ould you diligently work 02 hours a week to
accumulate $02 million over the ne>t ten years, and save thousands on
your income ta> as an added beneft. Free $022 information package,
including four training videos 9end $02 to cover shipping and handling
to1& and then the address
Mac: %hat do you think. =reased shoot, problems with the copy,
something where you ?ust go nuh+uh /inaudible comments from audience
612J3 %ell, as a lead gen, interestingly enough, specifcity can work
against you as a lead gen %hat was your original proposition. Bead that
frst paragraph
Man 9: #kay &%ould you diligently work 02 hours a week to accumulate
$02 million over the ne>t ten years&
Mac: %hat does that sound like. 9ound like 02 hours a week7 &%here am (
going get that. ( don&t even have time to go to the bathroom right now&
!Laughter"
Man 9: ( think my market is e>ecutives out of work -hat&s my market
Mac: %ell, then say, &Are you an unemployed e>ecutive. %ould you be
able to give + not 02 hours + two hours a day + yeah, two hours part+time
9omething, because 02 hours sounds like you should be getting paid for it
Man 9: )ut it is a lot7 $02 million is a lot
Mac: @eah, but you know what. (t&s like winning the lottery + it&s too much
-hat&s one of those things you should test -hat payo4 is so big, that most
of the people could not aspire to making that much money -hey wouldn&t
allow themselves to think about it (f you&ll see, some very good bi, op ads
will say, &:o you want to make $C,222, $J,222 or even $C2,222.& -hat&s
because when people read it, they pick the aspiration point that they&re
comfortable with, and they don&t see the other ones And so + because if
you say, &Just $C2,222,& you might be able to ?ustify it, but it might fall Iat
as a + because you ?ust screened out + you might be able to say + you can
show logically that it would pay o4 that way, but people don&t believe that
they can make that much 9o that&s one of those things
Man 9: Ey sense is that ( want to screen people out ( want nothing but
the top echelon
Mac: %ell, then you would !Laughter" 9o, if thatHs what you want, that&s
good
Man 10: (&m Eike Levy with &%e Aotify& from the 9an Francisco )ay area
-his is a draft for a direct mail postcard &Oncover buried treasure in your
business )usinesses routinely su4er loss of revenue in con?unction with
relocating their o8ces and operations %e Aotify, the move
announcement specialists, guarantee that your move announcement will
provide bottom+line pay o4 *roducing move announcements yourselves
commonly re'uires 0;22D more sta4 time than %e Aotify, with uncertain
follow+through and unknown results Call %enotifynet today, before it&s
too late %e answer the phone G22+6G62M;M6, wwwwenotifynet&
Mac: Anybody else confused. :o you have any idea what they do. %hat
the service is. ( don&t, ( mean, you&re + move announcements )ecause
you shifted into that real fast, without e>plaining what it was, and (Hm not
sure it&s self+evident %hat is it, and what&s the beneft. %hat&s the
actual.
Man 9: (t&s for businesses that are relocating, and need to communicate
with everybody they do business with
Mac: @ou need to say that very + you can&t, even though it may be a
throw+away to you, it isn&t a throw+away to anybody else (t&s not a familiar
+ it&s something they do once every blue moon, and they don&t think about
that as a + the move + &-ake away one part of the moving nightmare (
mean, nightmare of moving& 9omething like that, which is, &all the millions
of people you&ve got to notify7 customers, whatever, we do that for you&
Bather than say &move announcements,& which ( think isn&t on anybody&s
do list, per say 9o you have to remind them that they have to do it (sn&t
that right.
Audience Member: (tHs like a wedding announcement or something
Mac: @eah, ( don&t think + even though you may be right, it&s not
something that ( would say, and you can ask around, that most people
have on their list already 9o you&re introducing + you&re assuming itHs a
given as something they&re worried about, and ( think you have to do a
little more selling of the product + proposition frst -hat&s my reaction =et
some feedback -hank you (&m going to + because it is really late for you
guys, and ( still want to take on the individual copy stu4 for the people
who gave them to me (f they want to stay And otherwise, (&ll do it for
them + because ( know you&ve got <122 tomorrow -his is still + we used to
do this two, three o&clock in the morning Ao, no, no, you sleep after the +
you sleep -uesday -uesday, you got time
Man 10: Allergy relief in 02 minutes, with herbs :ear friends, and ( know
you have allergies, and ( know you su4er from runny nose, headaches,
and
Mac: -ry and bring the mike up a little closer Just start over )ecause you
were a little bit out of range of the mike
Man 10: #kay (s it better.
Mac: @eah, that&s better
Man 10: #kay Allergy relief in 02 minutes :ear friends, ( know you have
allergies and you su4er from a runny nose, headaches, and watery eyes (
know the medication you&re taking will relieve your symptoms, but it also
will give you some side e4ects, and is also kind of dangerous for you to
drive while you&re taking medication %e have herbal solutions for that,
and within 02 minutes of the taking, you can get relief without side
e4ects And ( do have a testimony here, you want to read it.
Mac: @es
Man 10: -he herbs prescribed by :r %ong has been a big help with a
severe allergy problem ( have had for years ( have no runny nose, no
watery eyes, and very little congestion at night Autumn is a very heavy
allergy season for me, and ( have been doing so well lately, that ( have
had people ask me who my allergist is ( sleep all night and wake up very
restful ( have not had this kind of sleep in over two years
Mac: :id you have risk reversal in here.
Man 10: 9o the supply of herbs is for two weeks for $J2, and
Mac: -hat&s not a risk reversal, thatHs ?ust a sale proposition
Man 10: @eah, and we o4er C0 month money back guarantee, no
'uestions asked, and no /unclear3 either
Mac: C0 months, huh
Man 10: 9o call 6C0+;6J+6J60
Mac: ( think you need to ad?ust + you have to ad?ust your risk reversal to
people&s /unclear ;10M3 concern %hat&s the frst thing this ad needs. A
headline, right. &Are your allergies driving you cra,y.& 9omething that
encapsulates the feeling, not the symptoms7 but the feelings people have
about their symptoms
Audience Member:really blurry, and say, &Can you read this, or are
your allergies blinding you.&!Laughter"
Man 10: $ow about &%hen allergies hit, what happens to you.&
Mac: %hat&s that.
Man 10: %hen allergies hit, what happens to you.
Mac: (t&s testable ( think you could fnd something that&s impactful and
short, that is in a short phrase, how people feel about their own allergies,
not how you feel about their allergies
Man 10: 9o saying, &Are your allergies driving you cra,y.& -hat one you
would test.
Mac: ( mean, that&s down the line that ( would go &Are you allergies
embarrassing + are your allergies an embarrassment.& ( mean, you can run
some changes on how people feel about their allergic symptoms
/(naudible comment from audience member 61J;3 %ell, because you&ve
got to + you can&t sell everybody everything all the time /(naudible 61;;3
-hen you have allergies !Laughter" %ell, this is a littlethat&s a strategy
'uestion, and a good one to ask And maybe you could take to him about
that, because that might work, but ( donHt know that $e seems to have
targeted allergy presenting + presentation *eople who are allergic know
they&re allergic, and are a defnable and in fact, Iaggable market, where a
lot of other symptoms + although there might be a payo4 (f it&s a cold for
instance, the only time you&re feeling that is when you have a cold, when
if you&re an allergic, you know it + either you ?ust had an allergic reaction,
or you&re ?ust about to have one, so
Audience Member: -hat&s like rolling, right, how you
Mac: @eah, and so you have to get them at the optimal psychological
moment -hanks (Hm going to power through at least, to give you guys
some chance at sleep )ut this line never ends, my =od %e&ve added ten
more (&ll do it ( don&t care, (Hm worried about you, not me )ut (&ll do it if
you + if you stand up here, (&ll punch it out with you
Wman 3: $elena Long, from 9as'uatch from Canada, =lobal Eoney
Eanagement Club, and we do seminars and fnancial planning and stu4
like this &*aying too much ta>. $ow much ta> have you paid this year.
Could you do a better ?ob than the (B9 of using this money. *erhaps you
would invest those dollars and retire early&
Mac: %ell, when you heard that, whereHs her headline. -hat&s it right
there -hat&s the + you pull that up @ou say, &Can you do a +& because
that&s a very impactful way of saying that &Could you do a better ?ob with
the (B9, using your own money.& ( mean, thatHs a concept you bring up
top, not one you bury in the copy %hat was your starting headline.
Wman 3: *aying too much ta>.
Mac: %ell, ( mean, that&s okay, but a ,inger proposition + &could you do a
better +& that&s more impactful (t ?ust is
Wman 3: #kay &*erhaps you would invest those dollars and retire
earlier Eaybe you would take your family on a winter holiday Beduce or
eliminate your debts, support your church, buy a new car, renovate the
kitchen7 the possibilities are endless Eonday to&
Mac: And the solution is right at hand 9ee, you want to suggest you have
a solution &9olution is easier than you might have dreamed,& or &Just a
phone call away,& or + you want to bring that circuit + the need back into
the fulflment of the need, which you&re providing
Wman 3: #kay And what ( had was, &Eonday, :ecember C6th, 0220,
<1J2pm, LA Airport $ilton An accountant lawyer will e>plain how you can
reclaim your ta> dollars Ao cost, no obligation B9K* to1 phone number,
or email for further info&
Mac: %hat sort of clientele do you anticipate. %hat time of person.
Wman 3: Eiddle to upper income people
Mac: )ecause you want to do something7 if you have a special appeal to
certain types, you want to Iag that as best as possible &:o you make
more than X thousand dollars a year.& &:o you pay more than X thousand
dollars in ta>es& 9omething that says, &#h yeah, /unclear J1C<3 me in& 9o,
thanks, good Attention, interest, desire, action
Man 11: Ey name is Clive 9war,ski, (Hm a fnancial advisor, and this may
be a postcard mailing or an ad in a publication like Forbes or (nvestor&s
)usiness :aily ( start o4 with a 'uestion1 &@earn to keep more of the
dollars you earn. Let me show you the way (n a few short hours, you&ll see
how you can have more money than you think =o to
wwwcliveswar,skicom -ake me up on my improved, no risk, special free
o4er, and begin to win&
Mac: %hat&s it missing. Credibility factor, right. %ho is he. @ou&re
essentially handing + any fnancial proposition, you&re handing over your
money to someone, and the frst thing is, &%ell, ( like the happy talk, but
who is this person.& 9o, &Let a fnancial professional with X@R + fnancial
credential, bonded to $C2 million, J2 yearsH e>perience, and a track record
of X@R, help you reach these goals,& rather than ?ust an open ended,
&$ere&s what you want& )ecause what&s your market place, do you think.
(s it sophisticated or unsophisticated.
Man 11: 9ophisticated
Mac: 9ophisticated, they want to know who the hell you are (t&s the frst
'uestion, who are you. -hey&ve heard every fnancial pitch, they get C2 a
day -hey get ten fnancial advisors a day smiling and dialling -hey get +
this is, &$old the phone please for Joe 9chmoe from Eorgan 9tanley& &$i,
)ob, how are you doing today. %anted to talk to you about mutual funds,
municipal bonds&
Man 11: :oes it matter if credentials go beyond my name.
Mac: Ao, because you&ve got to get it up front, because it&s sort of like +
as Aristotle said, &-he frst principle of rhetoric is the character of the
speaker& 9o the character of the speaker matters @ou&re making what
sounds like a lot of + sounds too good to be true claims, unless you have
some credibility when you&re saying it (f it came on a letterhead and you
were a known 'uantity, better, in the particular tone you&ve chosen to at
least have your credentials be commensurate with the promises you&re
making
Man 11: Eakes sense
Mac: -estimonials for the e>tent that they&re permissible. 9ure
-estimonials are always + testimonials are the great secret weapon of
direct response marketing -estimonials are third party endorsements
-here&s some rules and F-C rules7 there are lots of + but still (f they&re real
or vouchable, there&s nothing like testimonials )ecause it says, &-his guy&s
for real -his proposition is for real -his product&s real& -ake care =ood
night
Man 11: =ood night
Man 12: Ey name is Nen /unclear 610M3 , and my company is a feature
flm production licensing company7 we make fve or si> feature flms a
year, and (Hm branching a new division which is selling the e4ects portion
of the company %e have animators, so (&m talking to visual e4ects
coordinators at the studios, advertising
Mac: @ou&re selling the animation services.
Man 12: @es
Mac: As like, somebody on contract.
Man 12: Bight And my ad is a direct letter or mail piece to them -o the
visual e4ects coordinators7 (Hm pretty certain production companies,
advertising agencies and studios
Mac: 9ure, okay
Man 12: &Could your production use more money.&
Mac: %ho. %ho&s it to.
Man 12: -his is to the visual e4ects coordinator of
Mac: :oes it say. :oes it have little Iag up in the corner that says, &Kisual
e4ects coordinators.& -o
Man 12: Like a letter.
Mac: Onderline A call+out
Man 12: :ear Joe 9hmoe
Mac: (t doesn&t have to be &:ear& @ou can ?ust Iag it up on the
Man 12: #h, visual e4ects coordinatorsokay &Attention&
Mac: &F@(, visual e4ects coordinators& ( mean, something that says if
you&re
Man 12: -hat would be more like an email wouldn&t it. :irectly to their
email, once ( fnd out what their email is, ( have their name on it, and
Mac: @ou still should Iag them because they&re looking down for a reason
to read it
Man 12: #kay Flag
Mac: @ou&re talking to me #kay @ou know my ?ob title, you know my
function anyway @ou may not know anything else, but you know that
Man 12: ( know your ?ob title &Could your production use more money.
Aow you can have ma?or studio level e4ects at independent prices #ur
Pmmy award winning team is ready to work for you, and with the addition
of our new Puropean facility, your production dollar travels even farther
Call us for a bid and receive our Kolume C Boyalty free stock footage C:
absolutely free Animators are standing by Call us at OF# e4ects at GCG+
G;6+2;66 or visit us at wwwufoe4ectscom and download our promo
Mac: %hat&s the sales cycle on it. $ow long.
Man 12: $ow long for the C:.
Mac: Ao, what will they know + what do they need to know before they
can make a commitment to you. %hat are they likely to check out.
Man 12: %ell ( think theyHre going to, frst of all, it&s a fnite group of
people who (Hm competing against 9o they know this is a feature flm
company7 now they&re seeing us as an e4ects + so the time limit is, if they
have a ?ob that theyHve got coming up, they will get this email or letter,
and they&ll go right to the website and see our stu4, call us immediately
for a bid Also the fact that thereHs a C: in here for free, of stock footage7
and to these guys, that&s got value7 and it&s free
Mac: @ou see, more convincing is &#ur schedule is flling up fast, give us a
call&
Man 12: #h ( see *ut urgency there
Mac: )ecause also, posture @ou&re selling real hard, you&re leaning real
into it, and you&re + so you&ve got to come back a little bit and sell
professional posture, frst, rather than all the !makes noises"7 which
sounds, for a professional sell, youHve got to be a little careful not to look
like you&re desperate
Man 12: #kay, so
Mac: #r you say, &Check out our work, we&re booking now& Just something
that says, &%ell, they&re hard to get, but this is my opportunity
Man 12: -hey&re available right now
Mac: %ell, you say, &-he schedule&s flling up, we still have a couple of
slots for thebut you know, they&re flling up fast&
Man 12: -hat&s good
Mac: Aow, does it make a lot of di4erence. (t might ( mean, it&s a tonality
thing
Man 12: @eah, demand (t&s always the same in that business, if you&re in
demand
Mac: (f you wouldn&t like reading that ad face to face with + to say, you
made a call to one of your prospects, and they said, &%ell, we didn&t see
the ad,& and you said, &(&ll read it to you& And if it made you cringe reading
the ad, you shouldn&t
Man 12: 9houldn&t do it
Mac: 9houldn&t do it @ou should do something you&re happy, that theyHd
be happy to hear
Man 12: (&d probably minimi,e /unclear J1;C3
Mac: And it&s believable from you And it&s in the right tonality (f you&re a
leader in features, or even a player in features, then
Man 12: #n the independent level, we are %e&re the leaders
Mac: @ou can say that + you can say, &-ake the animation facility + put the
animation facilities of a scrappy and successful independent, to work for
you&
Man 12: #kay
Mac: Limited availability As Eark -wain said, &@ou can sell anything in this
country as long as you sell one to a customer& !Laughter"
Man 13: (&m :avid Cathers, my business is an o8ce furniture doctor7
basically go into o8ces, repair their chairs and fles and stu4, but this one
is directed more towards sales of new chairs or /unclear ;1JJ3 &:id you
test drive your o8ce chair ?ust on the showroom, or did you try one of
ours free for day long, for two weeks, to really feel the comfort. $ave you
gone to an o8ce furniture store when you&re tired after a long day, since
that&s the only time you can fnd in your busy schedule.
:idn&t that new chair feel great, at least the fve minutes you spent in it.
Any chair might feel good at this time of day, after walking around all
those stores, too )ut after you take the chair to the o8ce and plant
yourself in it for a full day, how does it feel. (f you would like, the o8ce
furniture doctor will bring a new chair to you after listening to your needs
and wants, and let you try it in your o8ce, at your desk7 your comfort
,one, for two weeks -hen you decide Call the o8ce furniture doctor
today, 06J+G6G+J2GJ -his doctor makes house calls
Mac: $mm (nteresting %here does the + (&m a little concerned with o8ce
furniture doctor ending up being somebody who sells you a replacement
product than a remediation product )ecause, it&s ?ust like a bait and
switch
Man 13: P>actly
Mac: And its like, &#h, that&s not really what they&re selling,& and all of a
sudden, the air goes out of your blue, because your e>pectation was here,
and then to go, &#h, they&re ?ust selling furniture& %here if you + and (
understand the concept you&re reaching for7 you&re M2D there, but o8ce
furniture doctor sets you up slightlywrong @ou could say + ( mean, if you
say, &%e can ad?ust& ( mean the pitch could be, &%e could ad?ust + we&ll
do our best to make your current installation work for you& And maybe
you can &And if all else fails, maybe we can fnd the right prescription for
a comfortable solution& )ut you don&t start with, immediately we&re going
to throw out the chair you spent $C622 on @ou know, that&s a hard sell
Man 13: @eah Appreciate it
Ean C;1 $ello, my name is Alec -homas, (Hm with
Mac: @ou see, a lot of what (&m saying has nothing to do with the copy, it
has to do with the sales proposition and the interaction ( mean, it isn&t the
words, the words are fne (t&s the concepts that sell (t&s the salesmanship,
it&s the psychodynamics of the relationship
Audience Member: )ring in what we do frst, and then that&s the
ultimate ruse
Mac: )ut you may not reali,e how strong a direction that &doctor& sets you
up in a particular direction Kery strong And so you have to be aware that
that&s + you have a whole set of e>pectations, based on that premise7 that
you have to deal with from then on in
Man 14: $ello, (Hm Alec -homas with *E=roupcom *E=roup like, *E,
night+time And we market website design and tools for real estate agents
Mac: And the *E =roup is related to when you work, or.
Man 14: Actually, the name of the company is *erformance Earketing
=roup, but we found that thereHs a couple where thereHs companies
around the country7 they have that7 so we&re + (&m actually toying with
changing it to *rime Eeridian + night time, because we do work mostly at
night
Mac: (f you + that whole trade name aspect, if you + you&ve got to fnd
some kind of uni'ue spelling or concept within that to make it work
Man 14: Bight, that&s why we&re going with perhaps the *E + *rime
Eeridian, or whatever that&s called for night time )ut any case
Mac: (t&s actually post meridian
Man 14: *ost meridian, thank you
Mac: )ut *rime Eeridian is better *rime always being better than post
Man 14: #kay, there we go $ere we go &At *E =roup, we help real
estate agents get more leads, listings and sales %e&re so good at what we
do, we guarantee results %e&ve helped some agents reach personal
goals, and have helped others reach the highest levels of distinction in
their respective agencies Aot ?ust o8ce level, but regional and national
*E =roup has helped agents double, triple and 'uadruple their web
business #ne of our clients did so well, he bought his own nationally+
known franchise Another clients, simple put, outgrew the desk fees and
opened their own independent o8ce, located in the heart of the fastest
growing + in one of the fastest growing lu>ury communities in the region
( better stop here because ( know that fear of success is the number two
cause of procrastination Eaybe you don&t want to sell twelve, $662,222
plus homes in ?ust two years, like another one of our clients 9everal went
over $C0 million Eaybe you don&t want to work that hard Eaybe you ?ust
want to make&
Mac: :on&t say that -hat&s a spike, isn&t it. @ou don&t want to work that
hard -hat&s like a + you&re out of here, bud @ou got that hook
Man 14: A lot of agents say that&s too hard for me, so that&s why (&m
trying to answer that 'uestion before they say it
Mac: @eah, but you know what, it&s like + if your prospect + treat them with
respect, you see )ecause they&d say, &@ou&re not talking to me anymore& (
mean, it&s a real subtle thing, you have to listen to that
Man 14: #kay
Mac: -hat&s why you have to go + if people are going, &Oh+huh, uh+huh,&
they&re nodding their heads7 classic sales + if people are nodding their
heads and then all of a sudden they go !silence on audience", bad sign
Man 14: #kay 9o the ne>t one was &Eaybe you ?ust want to make sure
you&re not getting left behind (n any case, we can&
Mac: -hat&s another negative @ou want to build up a positive image (
mean, you can go slightly down the negative path @ou can&t go too down,
( mean7 the sales proposition + you can&t go too far down this negative
caricature path #nce you start to belabour that, you lose rapport (t&s a
rapport break, and people want to re+establish rapport immediately (f you
go on long with it, you ?ust lose them, totally
Man 14: -hat&s goingokay /inaudible comment from audience member
C1263
Mac: @ou say + you can do a lot of things with it @ou could say, &(f you&re a
performance master&s client,& + ( ?ust re+framed you &(f you&re a
performance master&s client, you are willing to work the e>tra hours @ou
are willing to do this @ou are willing to do that %e work hard and you do
too& *hrase it + re+frame it, positively, so that ( can identify with it
Man 14: #kay, okay Let&s fnish here &(n any case, we can help you
achieve your (nternet goals, because we speciali,e in web+based real
estate marketing @ou&ve seen our Iyers for years, and we&re still here and
stronger than ever Beal estate agents that decided to add our (nternet
marketing e>perience to their business plan, have achieved the results
mentioned above&
Mac: (nternet business marketing technology :on&t mean to interrupt
you, but business marketing technology goals, or business marketing
goals, or new technology goals, but not (nternet goals :on&t have any
(nternet goals, per say
Man 14: #kay &Aow it&s time for you to beneft from the e>perience
gained while producing those results @ou can skip all the time consuming
and costly trial and errors, bypass all the dot com hype, and let us show
you how to succeed on the (nternet -o get started on a guaranteed path
to success, call CG22+J;6+<2;6 *9 Kisit wwwrealtestimonialscom, to
view real testimonials written by your peers about what *E =roup has
done for them @ou&ll see why we can guarantee your success **9 9tart
022J o4 on the right foot by investing in your (nternet presence this year,
and write o4 your ta>es + write it o4 on your 0220 ta>es :on&t wait until
022; to get your money back Let Oncle 9am help you pay for your 022J
marketing e>penses, by taking advantage of a ta> beneft real estate
agents are entitled to -alk to your ta> advisor to see how you 'ualify&
Mac: @eah, e>cept for the &talk to your ta> advisor7& you could put that in
little, tiny print, something like that ( mean, &9tart making the (nternet
work for you today& -hat&s where you want to + you want to end on a
strong proposition7 on a re+summation of your central theme, not on, &#h,
talk to your lawyer& -hat&s the last thing you want to do !Laughter" @ou
may have to talk to a lawyer, but you don&t want to send them over there
Audience Member: 9ounds like your /unclear J1JC3 was to ask them to
read testimonials on your website.
Mac: @eah, there&s a case for that, if it&s a lot of businesses out there
trying to pitch, who can&t get the testimonials, or failures and stu4
Man 14: %e have over + around 62, 62, <2 testimonials on the website
Mac: #4ering a white paper is a great + and white papers still pull like
cra,y (f you ever o4er a white paper on &$ow to get the most out of your
(nternet site&
Man 14: %ill that work with real estate agents.
Mac: @es #h yeah, sure
Man 14: #kay, because /unclear ;1263 in some cases
Mac: 9ure, internet+oriented one
Audience Member: Can ( make a comment.
Mac: 9ure
Audience Member: %hen the sales pieces involves them to sell benefts,
but in the gimmick, you talk a lot about &we& &%e can do this, and we can
do that& Frankly, ( don&t want to hear about you, ( want to hear about what
you can do for me, so you have to address me as a reader of the ad, not
talk so much about yourself -alk about me $ow can ( beneft
Mac: *oint&s well taken $e said that the beginning part he talks about
&we& a lot, rather than talking about the beneft orientation of what you do,
and (&d have to go back and analy,e it e>actly where that falls o4 the
wagon )ut, your basic proposition is correct @ou need to have beneft
orientation, rather than what ( call things with an &( & problem &( do this, (
do that&
Man 14: %ell, what we&re trying to do is position it, like you&re talking
about credibility, to
Mac: @eah, but that may be a second stage thing (f + the frst thing you
want to do in any kind of these things is tap into the felt and precede me
Man 14: 9o the headline, &At *E=roupcom, we have helped real estate
agents get more leads, listings and sales %e&re so good at what we do,
we guarantee results&
Mac: %ell, ( wish ( had time to + let&s work on that later Eaybe sit down
with him and try and help him with the ad )ecause ( really want to get
these people on, and it&s headed towards C01C6 9o, ?ust to give you an
advice in case you want to bail (&m /unclear 61;<3 master7 (&ll keep
pushing you to to plain
Man 15: $i, )ill 9haw -his is going to facilities managers, in a letter
&:ear whoever 9top doing my ?ob instead of your own $ow many times
have you had to stop your own work to listen to an employee complain
about the ?anitor. &-hey forgot my garbage, thereHs no toilet paper, my
computer was unplugged& $undreds of companies across America are
saving time and headaches by switching to #me>, the o8ce maintenance
e>perts 9ystems proven by decades of e>perience cleaning A+class o8ce
space ?ust like yours, guarantee results that are competitive price Call the
professionals at #me> today for a free evaluation of your needs, and a no
obligation 'uote (t may ?ust free up enough time of your day to get you
home on time *9 @ou must be happy with our service after C; days, or
you won&t owe us a dime&
Mac: #kay, any comments. ( have some, but
Audience Member: 9low breaking (t took a while into the ad before we
really knew what you were doing
Mac: @our shock opening turned me o4 rather than turned me on (n other
words, there&s not enough conte>t there for you to say, &9top doing my
?ob& (t sounds very self+interested on your point -here may be a
conceptual way to re+frame that Ose that %hat&s the alternate.
Man 15: &9top the interruptions&
Mac: -here&s probably something there conceptually @ou have to fnd the
right phrasing, because right now, you have to make the beneft like, &=et
home& @ou could say, &Eanagement&s secret + o8ce facilities
management secret weapon $ow you can get home and get your feel up
before 6122,& or something ( mean, do something where it&s a payo4 for
them Bather than you&re worried about whose ?ob it is, because it sounds
like you&ve got a shop steward in your pocket ( mean, you don&t
anybody&-his is my ?ob, and you can&t touch it& @ou don&t want to start
down that path )ut the payo4 is big for them personally Are they the
specifer decision making as to whether to hire the service.
Man 15: -he bigger the ?ob, the less likely so
Mac: %ell, that&s an issue that would have to be dealt with $ow to make
the case for + making the case to get the headaches o4 your chest, save
your company money at the same time ( mean, you have to have a
payo4 for everybody7 for the management and for yourself personally (f
you make ?ust the personal appeal, they can&t sell it (f you make the
personal and + because they have to now take this proposition and sell it
to the authori,er -o the real specifer, decision maker #kay.
(&m sorry we can&t go through everything on the basis that (&d like, but
we&re ?ust trying to get you
Man 16: :avid Beader, Beader Law Corporation in Los Angeles %e
represent individuals and companies in bankruptcy cases, in business re+
organi,ations and bankruptcy litigation -his is aimed at the individual
bankruptcy segment of our practice (t&s a classifed ad or display
classifed (t will appear in maga,ine that targets senior citi,ens, meaning
anybody over 66 -o goal the direct response from people over 66 or
referrals of family members who are having fnancial di8culty Beads as
follows1 &Are you being pushed to the while by your creditors. have you
had enough. Are you ready to take back your fnancial future.& -hen the
te>t &Are creditors calls and letters becoming a daily part of your life.
$ave fnancial downturns a4ected your peace of mind. :o you wonder if
there is any way of living a normal life again, free of creditor harassment.
Beader Law Corporation has helped hundreds of people like you regain
their fnancial footing %e have strategies that will ft your needs For a
confdential review of your options, order to receive a free copy of our
special report, &C2 Luestions and Answers on )ankruptcy,& contact Beader
Law Corporation JC2+66<+GMCC Kisit our information packed website at
wwwreaderlawcom&
Mac: #r call a personal counsellor. ( mean, this is like people in trouble,
they&re not + visiting the website may or may not be a
Man 16: 9ometimes they&re not ready to pick up the phone and have
person+to+person contact -hey want to
Mac: 9ure And that&s a great thing to say &(f you&re not ready to pick up
the phone, get more information& @our opening. %hat is it.
Man 16: #kay &Are you being pushed to wall by your creditors. $ave you
had enough. Are you ready to take back your fnancial future.7
Mac: -hat&s something you could work on, because it&s + &pushed to the
wall& @ou say, &Are you paying your credit cards with credit cards. And
about to go up in smoke.& ( mean, the other thing + the basic Iow is fne (
might be able to pick it apart -he 'uestion ( have which you started with,
is the presumption of market, so people over 66 ( don&t think that
corresponds with my understanding of that market @ou&d have to test
various market places, but my guess is that people7 ;2, with a lot of credit
card debt, are the most likely candidates @ou&d have to get some + maybe
you can get some demographics on bankruptcy, and fnd a medium that
matched
( mean, for instance, there might be + what are they doing to get by. Are
they reading something in the paper, are they reading the want ads in the
paper. Are they selling o4 merchandise. Can you put an ad in the
pawnbroker&s section in the classifed. @ou need to fnd a place where
there&s a high probability where your targets are + because your
proposition&s fairly straight up 9o you need to fnd your market -hat&s
going to be the trickiest thing ( know from talking to other people with
bankruptcy practice
)ecause it&s very di8cult to bankruptcy to look like everybody and
nobody 9o, maybe you have a letter or something that + what&s the frst
sign of trouble. -heir mortgage servicer. Can you buy a list form
mortgage services about stu4 about to go to foreclosure. Can you get in +
can you get a list from those pre+foreclosure.
Man 16: there are things like that published, that could be gotten
Mac: @eah And you send a letter or you make a phone call or whatever to
those people )ut fnding that psychological, almost ready to go under
person, is the critical point
Man 16: -hank you /inaudible comment from audience member C01063
Mac: (f it&s not too e>tensive, and you&re going to make a lot of
comments, (Hm going to ask you to come to a mike, becausestarting to
feedback. From that. #kay, (Hm not supposed to hunch over #kay, no
hunching #kay, thanks ( wish we could spend more time, but perhaps
we&ll get a chance to get you some feedback from
/(naudible audience comment C01623 Already it&s not been + (Hm kidding
here #kay, be short, come on
Audience Member: #kay, the headline was made up of three 'uestions
-hen you start the te>t with also three 'uestions
Mac: @eah, it&s a little di8cult
Audience Member: :idn&t answer any of the 'uestions
Mac: @eah, it&s a problem, problem solution approach (t has to be more
succinct, it has to get to the nub 'uicker $owever, if he demonstrates
empathy with the position of the potential customer, it&s not all bad
#kay, so that + as long as the empathy is there, the structure may be a
little clumsy, but the empathy will override )ut he has to fnd something
that grabs them, at that particular moment And certainly can be cleaned
up, and if we were re+writing the whole thing on the spot, he&d be well
served by re+writing it
Man 17: #kay (&m $oward $o4man, ( do sedation dentistry, and (&ve
written a radio ad targeting the business person %e go on to radio
stations, mostly talk radio, and
Mac: @ou already do this.
Man 17: ( already do this with a di4erent commercial Like it&s + re+wrote
something a little di4erently #kay &:o you have time to visit the dentist
every week for months and months. (f not, sedation dentistry may be the
answer for you to achieve the smile of your dreams (&m $oward $o4man,
a dentist in La Kentura, Florida, who treats many busy people, like
yourself, from all over the country ( understand your concerns and fears
about time and comfort Osing small&
Mac: (&m going to inter?ect %hy do they come to me. %hy do they come
all the way across the country to me. )ecause that&s the 'uestion you got
right away %hy are they coming all the way across the country. 9o
answer it 9o why do they come all the way + because ( have a uni'ue,
patented, proprietary, not to be duplicated, methodology system,
practice, whatever @ou want to come in with that
Man 17: &Osing safe, small pills, (&m able to sedate you, and accomplish in
one or two visits, what might take months of visits in the traditional
manner @ou know the reasons you havenHt taken care through the years
Aow&s the time to achieve the great smile you desire Call now for free
information about sedation dentistry at J26+MJJ+J2<2 -hatHs J26+MJJ+
J2<2&
Mac: %hatHs a spike there. 9afe, small pills, right. 9mall pills is deadly
@ou&ve got to say, &9afe, local or low +& you come up with a + could be &non+
invasive& 9ome kind of description that doesn&t say pills Low threshold
anesthetic Come up with something that + painless is important but also,
why the small pills.
Man 17: )ecause that&s what we&re using, we&re using pills instead of
Mac: %ell, whatHs in the pills. %hat&s in the pills. *lacebos.
Man 17: Ao
Mac: ( mean, ( don&t know, it&s a pill, so why pill.
Man 17: (&ll work on your mouth with the pill
Mac: #kay, what&s the pill
Man 17: (t&s tria,olam
Mac: #kay, and what kind of anaesthetic is it.
Man 17: (t&s in the Kalium family
Mac: And so &%e use a mild tran'uiliser to take away your fear and your
memory.& -hat&s another spike.
Man 17: A mild sedative
Mac: &A mild sedative so that you feel no pain and
Audience Member: $ow about like, &Ao shots, no gas, mild oral
sedative&
Mac: -hat&s good ( like that, that&s very good
Man 17: (t&s a mild oral sedative, however we do use shots and gas as
well
Mac: 9o the e>tent that you can&t say that @ou can say, you could weasel
it a little bit7 that&s a professional term
Audience Member: 9ay pain relief techni'ues
Mac: @eah &%e use as little medication as possible&
Man 17: (&ve been running a di4erent ad for about three years,
advertising these as a small, safe, blue pill, and ( have people all over the
city approach me and say, &( want your magic pill& ( mean, they love it
Mac: 9afe, blue pill @ou didn&t say blue before7 ( would have a totally
di4erent feeling Ao, ( don&t know ( mean, ( personally would test it
without, see what ( get )ecause there are certain people who will like
that, and then other people who will be scared of it 9o ( don&t know -hat&s
my reaction ( asked them, and that&s what ( got, because (Hve got the
same problem with it -hat could be ?ust me -hat could be the kind of
stu4 you need to test
Audience Member: /unclear 221C;3 magic pill to makepainless
Mac: @eah, if you could say magic with 'uotes around it, then that might
be for your market7 appropriate -hat&s good *oint of interest %hat&s
di4erent between this one and the one you&re running.
Man 17: -he other one is more to the phobic patients Fear
Mac: Just phobic of dentistry, period.
Man 17: *eriod (f going to the dentist is one of your greatest fears, you
need to know you&re not alone
Mac: And we have a solution for you
Man 17: And then we go into a whole thing7 &@ou wouldn&t think of having
your tonsils or your appendi> taken out with sedation&
Mac: And what was the lead here. And what was the prosp.
Man 17: :o you have time to visit the dentist every week for months and
months.
Mac: Ey guess is your phobia ad will out pull this, three or four to one
)ut you don&t know ( don&t think the time factor, for most people, is the
dominant factor )ut that would be my + that&s ?ust a guess, and that&s
testable
Man 17: Bight now (&m getting business people in, who + (&ll accomplish a
do,en visits& worth of treatment in one day
Mac: %ell, you put that in a business publication ( mean, as a broad+
based consumer thing %e&re talking about testing7 this is the kind of thing
you can test -his is the kind of thing you can show big results and big
di4erences in pay o4 And if not, if they both work, then you&ve got two
ads to run, not one #kay. /inaudible comment from audience C1JG3
Eaybe, maybe not Eaybe it&s not necessary, maybe they know they do
and they&ve ?ust been putting it o4
Man 18: Ey name is *at 9olis, gynaecologist from $ouston And this is a
letter that we&re going to do direct mail with -he headline1 &$ow can you
help yourself prevent cancer of the cervi> and many of the other problems
other women are e>periencing today by having your gynaecologic e>am
and *ap smear. :ear Eiss, do you know that it is estimated that this year
in the Onited 9tates, about 00,222 women will die from cancer of the
reproductive organs. J<,222 from cancer of the breast. J6,222 from lung
cancer. And J2,222 from colon+rectal cancer. Eany of these deaths can
be avoided Parly detection, giving a better chance for cure is the key #ur
o8ce is available to you to provide your 'uality gynaecological testing,
evaluation and treatment :uring your gynaecological e>am, a *A* smear
will be done to screen for cancer of the cervi>, and a mammogram can be
scheduled if indicated to screen for cancer of the breast
-he following additional services can be provided for you, including
gynaecology and fertility, reproductive medicine, female laser surgery,
micro+surgery, pregnancy testing, family planning, *ap smears, laboratory
tests and feminine hygiene products and vitamins, for you that are
available in the o8ce #ur o8ce philosophy is to provide you with the
following1 attentive, personali,ed, e8cient gynaecologic care, positive,
reassuring and professional treatment on an individual basis -o listen and
communicate with our patients with care and respect *rovide multiple
/unclear J1J03 services and products in the same o8ce, for added
convenience Courteous, friendly, pleasant sta4 )i+lingual physician and
sta4 Clean, 'uiet and comfortable o8ce atmosphere Eost insurance
plans are accepted Call the o8ce for a complete list&
Mac: Aow, what was the headline.
Man 18: -he headline is &$ow you can help yourself prevent cancer of the
cervi> and many of the other problems other women are e>periencing
today by having your gynaecologic e>am and *A* smear.&
Mac: @ou might want to simplify that, and come up + and this isnHt a fnal
answer, but something like &:on&t become a cancer statistic& -ry to
encapsulate that, in a shorter, more dramatic fashion And you can repeat
that line down in copy After you go through the statistics7 so &:on&t
become a statistic& -hat could be your theme 9o they don&t have to
understand all the statistics, other than they&re scary and you want to
avoid them
Man 18: ( ?ust have a bit more1 &For additional o8ce information and
gynaecologic information, please visit our website at
wwwhoustongynacologycom @ou can also listen to me live on 9panish
radio stations1 La -remenda, /unclear ;1;M3 radio, N Live and Lue )uena,
MJJ FE #ne of patients, /unclear3, has this to say about our gynaecologic
care1 5( have been a patient of :r 9olis since CMM0, and (&m very satisfed
with the way he&s managed my problems $e listens to my problems,
answers my 'uestions, and makes communication easy ( would
recommend him to anyone that might need his services5 -hat&s Eartha
*ineda, a radio celebrity (f you don&t have a gynaecologist or if you&re not
satisfed with the gynaecologic care you&re currently receiving, please call
today at <CJ,& and the number For your appointment, and to receive your
complementary brochure, /unclear 61J23, your health and ob+gyn e>ams
/unclear3 *9 )ring this letter with you by 0JV2CV2J, and ( will also give
you a free M2 day supply of our health plus multi+mineral, multi vitamin
Mac: (t&s basically well structured ( have a feeling7 and ( have to go
through it7 that you could probably tighten it up by about a third -here&s
some redundancies, but no, the proposition is clear (&d worry a little bit
about who you&re sending it too and whether or not you&re professional
vocabulary might not be intimidating to a more lay+market -hat would be
my frst level of concern
Man 18: Mac:, what was that statement you made initially, about the
headline.
Mac: #h, ( said, &:on&t become a cancer statistic& Are there any other
thoughts on that. )ut that&s + ( think it&s a very deliberate and respectful
approach Eaybe, you list a little over the heads of + (&ve worked with
some lay people to read it to, and have them ask you every time they
don&t understand something, and put a simpler formulation ( mean, (
understand it fne, but ( wonder if your target market would )ut ( think it&s
a very nicely set+up letter, but as ( said, ( worry about the vocabulary
level
Man 19: =ood morning folks
Mac: %e can talk about this stu4 tomorrow
Man 19: (t&s morning already, yes Earc Anthony, -raining Force 9uccess
in Aew @ork City -his is a direct marketing letter that will be going to @P#
members7 essentially business owners that make over a million dollars a
year, minimum, in revenues (t starts out with a 'uote in nice bold letters
that 'uick and easy to read 5Learning to solve the challenges of hiring a
winning team, leveraging sales e4orts, and managing sta4 allowed me to
go from a start+up business to G million in sales in only fve years, with
virtually no start+up capital5
Mac: -hat&s a dissertation, not a headline !Laughter"
Man 19: long copy letters
Mac: @eah, only Jay can write those things, you have to get Jay to write
that, because ( can&t write those things
Man 19: #kay, well 5All while maintaining ;6D proft margins in an
industry that averages only C6D margins And fve years later, sold my
interest in the company for $C6 million5 -hen it says, &:an Farish, Prnst
and @oung Pntrepreneur of the @ear :ear P>ecutive, as a fellow @P#
member, ( have many coups in the marketing and coaching career, and
proudly can say that having convinced and coached :an Farish, one of my
clients and close friends, out of retirement, to give a private advisory
meeting to a select group of my friends and business associates, is one of
the biggest $e will share each of his business breakthrough strategies
that allowed him to sell his business for $C6 million at the age of J;& then
( mention a specifc success in hiring superstars, then ( mention another
specifc success in getting e>cellence from the sta4, and then mention
sales and marketing breakthrough that he&s created
&:an is not a seminar presenter, or rah+rah motivator $eHs a direct and
decisive, pull no punches, make it happen entrepreneur and CP# )ecause
of this, he&s agreed to share his insights and solutions&
Mac: -his is your lead, right here -his is your lead -he other stu4 + bring
that all the way up to the top
Man 19: -hank you &)ecause of this he&s agreed to share his insights and
solutions, but insisted on limiting the meeting to only eight people $e
wants the discussion to be candid, with a vibrant Iow of ideas that is
personali,ed to the issues of each of my select guests As a fellow @P#
member, ( am personally inviting you to be one of the select few that can
tap into :an&s entrepreneurial genius and practical solutions Call 0&
Mac: -his is a negative sell @ou need to set this up like, &@P# special
event, or spaces limited to eight& 9o you really want to be pushing
e>clusive + this is so e>clusive you can&t get in Eaybe a little bit, you know
+ so you want to say + you want to have the reclusive e>pert + &Beclusive
e>pert enticed out of retirement for one special session& 9omething like
that )ecause you want to have this push+pull between the opportunity
and the limited availability
Man 19: %hat& we&re saying there then is, we said there&s only eight
people
Mac: -hat is Jay&s sell ( call this )rigadoon marketing @ou say, &@ou better
come now because it may not happen again for a hundred years& (t&s true
too #f course it&s almost more + my favourite thing in marketing is to say +
people go7 when you work on some copy, and you go, &%ell, that&s a great
pitch, and it&s true too& (t has the additional beneft of being true, so that&s
+ the things that have truth to them and their limited availability are very
powerful
Man 19: #kay And then as you go to the close, letHs see &As a fellow
member, (Hm personally inviting you to be one of those select few& then
it&s, &At such+and+such a time, call 0C0+6GJ+CGJ; today to participate
Mac: For a pre+appointment @ou want to keep the posture high For a +
you have to have some little threshold for 'ualifying7 e>actly right
Man 19: -he alternative ( had was ?ust not actually saying it in the close
there, but saying, &@ours truly, Earc Anthony& -hen &*9 ( will call you
onblankat such+and+such specifc time to give you more details&
Mac: @ou know, that used to be a classic sales approach, but the truth is,
if you don&t meet that appointment, they think you&re a ?erk And youHre
not restricted from doing it anyway, so to announce it and then not do it
would be worse than not announcing and doing it 9o it&s a 'uestion of if
you&re going to make that commitment, assume that theyHre going to wait
for you to call
Man 19: Bight, that&s what we do and then we schedule into the books
with that7 the alarm goes right o4
Mac: @eah, but you know how + ( don&t know @ou can try it out
Man 19: -hat&s something that would be testable
Mac: @eah, that&s something you could try out and see if it works
Man 19: 9o with what your advice was about moving that one part
Mac: %ell, you need to make it sell #nly Jay can write those convoluted,
stacked headlines $e&s a master at it And he is because each of his
segments have an embedded proposition in each line And they&re sort of
threaded together like a CMth century novel7 but you could bring any one
of them and can bring any one line out as a headline
Man 19: 9o you&re saying, like take the
Mac: )ut (Hm not saying you should do that -his is professional level
presentation @ou want to see if a more professional approach handles it A
lot of people will ?ust stop at that long, convoluted thought And you want
to make some part of it distilled7 not congealed -hanks :istilled, so that
they get the beneft
Man 19: 9o what are your thoughts about keeping the Prnst and @oung
Pntrepreneur of
Mac: Prnst and @oung is fne
Man 19: )ut ?ust shorten that to some degree.
Mac: @eah, it&s that concatenation of ideas that one has to be e>tremely
skilful + if thereHs one bad thing Jay teaches people by e>ample, is that he
pulls of copy tricks or the e'uivalent of a
Man 19: $alf+court shot.
Mac: @eah, of a half court, or three+'uarter court shot at the bu,,er And
nobody else can do it, and that&s + it&s a very tricky thing to emulate
Man 19: -hank you Mac:
Mac: 9ure
Audience Member: @ou have to get rid of the part where he says &$e is
my client and friend& #nce you say friend, that takes away the credibility
Mac: @ou could say associate, but + &close associate& @ou can say + client,
yeah it means you&re + that&s right, client is good, isn&t it. /inaudible
comment from audience member3 @eah
Man 19: Could ?ust leave it as client, and take out
Mac: @ou could say close associate, if you want to say you have a deeper
relationship, but friend is probably + right, because you say all of sudden
it&s not a business proposition
Man 19: -hanks, Alan
Mac: %hat were you going to say.
Audience Member: ( wouldn&t even use client, ( would use close
associate, because if you&re trying to build him up as this really big guy,
then they will feel, &%hy don&t ( ?ust /unclear C;1023 if he&s your client.&
Mac: @eah, there&s a danger of that )ut you understand + once again, this
isn&t copywriting, this isn&t fne language, this is sales nuance sensitivity,
and you know, all these things are important, because every one of those
nuances e4ects + ( mean, when we read these things, we&re all going,
&-humb up, thumb down %here am (. (s it thumbs up.& %e&re ?ust going
through it, and we&re going, &:o ( go further. :o ( go on to the ne>t
paragraph, do ( go on to the ne>t sentence. (s this a reason to throw it
away.& -hat&s the process we&re going through all the time, is thumbs up,
thumbs down thing7 and so you&ve got to be really attentive to something
that&s + people are looking for a reason to throw it in the trash
Man 19: -hank you
Mac: 9ure, pleasure
Man 20: $ello, my name is Bobert *ierce from 9he8eld, in Pngland (&m
opening a fsh and chip restaurant in January ne>t year
Mac: %here. -here, in 9he8eld.
Man 20: (n 9he8eld, yeah (t&s a big industrial area And this is a direct
mail letter ( wanted to send to the directors of the local frms7 mainly
engineering frms
Mac: (s there something uni'ue about the fsh and chips.
Man 20: @eah, they taste very, very good -he service is e>cellent #n the
takeaway side, weHre perhaps one of the 'uickest fsh and chip shops
you&ll ever go in7 you don&t spend most of your lunchtime
Mac: 9o if there is a payo4, that&s it, right @ou&re 'uicker in and out, so
that&s the sell to the potential industry.
Man 20: -hat&s the sell to the takeaway side7 obviously if you&re sitting
down in the restaurant it&s
Mac: @ou&re planning a truck delivery service, or pre+packed + like, can you
have a truck.
Man 20: Aot a truck, not really, not with fsh and chips #nce you&ve
wrapped them up, you&ve got a very limited
Mac: #h ( understand, you have fries + fryers + some place7 like in Canada
they have + they probably don&t have them anymore, but they did have +
they used to take a lot of school buses and turn them into fsh and
chippers
Man 20: @eah %e&ve delivered in the past
Mac: Ey father lives in Canada
Man 20: @ou know, single orders at the time
Mac: (t was ?ust a thought because + bringing the service to someone is a
powerful proposition
Man 20: Actually, ( was thinking the other day, we have a way of doing
that, if we do decide to go down that route )asically if we send a
sunIower seed in a plant pot to a frm, and say we&re having a
competition on who can grow the highest sunIower, and we&re going to
phone you up every week to see how tall it&s got
Mac: $mm, interesting %ell, letHs hear your letter7 (&m sorry ( got you o4
on a
Man 20: Bight, as ( say, this is to the directors of local frms &An invitation
to get the best fsh and chips you&ve ever tasted bought for you :on&t pay
a penny %hy would ( make such an o4er. $ow many times have you
taken a client to lunch, maybe to impress them. %ould you risk taking
them into a restaurant that you&ve not personally checked out frst. (
didn&t think so. -hat&s why (&d like to invite you to lunch in my fsh and
chip restaurant ( want you to e>perience the taste, the colour, the aroma,
the crunch of the crispy batter, and the e>pert service, so you can decide
for yourself if it&s somewhere you&d like to bring your clients (Hll pay for it7
it won&t cost you a thing Pveryone has their favorite fsh and chips and
your clients are no di4erent ( want them to appreciate you for bringing
them here, because then hopefully, you&ll come back again
#f course, you may decide not to return, but (&m willing to take the risk
and leave the choice to you -o take advantage of this o4er, all you have
to do is bring in this letter, and mention it to the waiter, that lunch is on
me (&ll come over and personally introduce you to my business, show you
why we do what we do, and the kind of service you can e>pect %e&re only
J22 yards from your company, and there&s plenty of parking across the
room Lunch is from CC1J2am to 01J2pm (f you wish to bring someone
with you, the o4er is good for you both ( look forward to meeting you
soon Bobert *ierce *9 )y the way, this is what the managing director of
X@R company had to say when he came in& then a testimony
Mac: Aow, you&re e>pecting these people to become your core customers7
the managers.
Man 20: @eah, the directors of the local companies, or their sales
managers
Mac: 9o will it be tablecloth service and that sort of stu4, or is it more
informal service.
Man 20: Ao, it will be good service (&m not necessarily sure about
tablecloths, but it will be good service
Mac: @eah 9o it would be more of a lunch + more of a sit down lunch spot
for middle management and above.
Man 20: @eah
Mac: 9o even though + you could take a salesman to lunch there, or
whatever.
Man 20: -hat&s right yeah ( wanted to target that higher end, and ( think
there&s more of a chance for referrals from that kind of market
Mac: %hat have you got to have on tap.
Man 20: $ow do you mean on tap.
Mac: )eer !Laughter"
Man 20: bottled beer mainly7 wine
Mac: %ell, you might mention you have a license and
Man 20: @eah, that&s a good point, we&re fully licensed
Audience Member: (s that going to be included with the meal.
Mac: %ell, no, but
Man 20: Ao, that&s e>tra
Mac: Aot as a free + well, you know what, a bottle
Man 20: %e could package that together, but
Audience Member: give them a free lunch, and you mention that7
then they get there and they don&t get the beer, there&s a bait and switch
thing going on
Mac: @eah there&s always a danger on that @ou can say, &)ut you can buy
them a short one,& and + ( mean, if they really think they&re inIuential, and
they&re worth sending a letter to
Man 20: %ell, this letter is mainly to get them in, and obviously
Mac: @ou might to test an o4er that isn&t ?ust a free lunch, but it&s buy one
get one free =et one with my complements, so you bring a friend7 so you
double the impact, and you make it a social occasion, and they split + you
know 9o it costs you a little less, and you get twice as much bang for the
buck
Man 20: %ell, that&s something ( could test really, between two
Mac: 9ure, absolutely -hat&s why ( threw it out there @ou might want to
make up a coupon or something that is this invitation, that they can
present, rather than the letter7 that they actually + you want to have a
little card, right, that goes with the letter + oh, you want them to call for
the card. #r do you want to ?ust enclose it.
Man 20: (t did cross my mind to say that &@ou may want to call, so we can
reserve you a table&
Mac: (t&s a little + it would be more e4ective if you ?ust sent the card
Man 20: Like a small invitation, like wedding invitation type card.
Mac: @eah, that&s right
Audience Member: (s the word &hopefully& in there or + is that bringing
him down some, like.
Mac: @ou know, ( think it&s a very natural letter, and it doesn&t lose me (
might pick at it, but ( donHt& think it&s a Iawed concept (t&s such an
unusual proposition, he&s obviously sincere, which is the most important
thing7 and 'uality oriented, that that comes through and we can&t address
every + but that didn&t strike me as a serious + it sounded like a natural
rhythm in the speech /(naudible comment from audience 0C12<3 @eah, the
fast + you need to say, &(f you need to get in and out, we&ll get you +& you
know, the fast service might be something to think about #f course, if
you&re taking somebody for lunch, you don&t want to be hustled out,
either, so there&s a downside to that @ou want fastZ
Jay Abraham Mastermind Marketing 12
Zservice on takeout, or + and you want, within your lunch, you want to be
able to do it within your lunchtime &%e&ll get you in and out, back to work,
happy& whatever 9o play with that concept, but it&s a good point
Man 20: -hanks
Mac: -hanks, and well maybe you can give him a hand with that, without
changing his essential character $i
Wman 4: $i, (&m Leah Francia, and (&m a life health insurance agent, and
( speciali,e in long+term care insurance
Mac: #h yeah
Wman 4: #kay -his is the frst ad ( ever wrote 9o we&ll see how it goes
Mac: $ave you been selling.
Wman 4: (&ve been in the feld for over two years, but (&ve never done
print ad 9o marketing is new for me
Mac: 9ure
Wman 4: And (&ve been changing it a little bit, while ( was in line
listening to you #kay &%hat if you were a burden to your family.
Accident, illness, old age, or Al,heimerHs can result in your needing to
receive custodial care for many years Family takes on the burden to care
for you, hire care givers or pay for you to be in a nursing home Long term
care insurance protects you, your family, and your hard+earned assets
Aow is the time to long into your options For a free booklet e>plaining the
coverage and the cost of long+term care insurance, call CG22+& whatever
Leah Francia, Long term care Ptcetera
Mac: %ell, you happen to tap into something ( happen to know something
about And you can&t sell the fear of those diseases7 they&re too hard for
anybody to incorporate @ou can + there are two aspects to the long+term
care sell #ne is, is it precipitated by another family member, a younger
spouse, children, who are worried about it. -he concern is + or if it&s self+
directed, it&s &@ou don&t want to be a burden to your family& #kay. -here&s
also + ( know, but if you document it, it becomes !makes noise" 9hoot me
!Laughter" And so, there&s also myths of long+term care approach, which is
+ may surprise you to know that most people, to get long+term care, for
not more than M months7 and they return home with an enormous bill
-hat&s happens to be true
9o there&s a lot of statistics you can gather about long+term care that
really, are di4erent than the conception Eost long+term care is not
terminal, and that&s + most people go, &)y that time ( won&t even know it,
who cares. And (&ll be bankrupt and& @ou could say there are a lot of
fnancial considerations, some long+term planning that needs to take
place @ou want to protect your + this is &*rotect your assets while you still
can& -hat&s part of the underwriting, because otherwise you get people
who are uninsurable, so you have to get people who are in their prime of +
who are still in prime health before you can insure them
9o there are a lot of steps to this one7 it&s not + but one of the things ( can
tell you for sure is, you can&t sell directly the individual those fears + those
debilitating conditions @ou can talk about the impact of those conditions
on their family, and the fact that most people are not + the biggest worry
isn&t that when they go in for good, under Eedicaid, or whatever it is + (
can never keep those two straight + is when, if the fact that they can have
ruinous e>penses for a time -hereHs also some fnancial planning stu4 on
family law that you might bring up a little &@ou may well know that there
are some provisions you should make as soon as possible, to protect your
family&s assets, so that your whole family isn&t devastated&
9o there are a lot of + this is very tricky sell )ut ( can tell you, the fear
part7 the fear&s there7 it&s too high And once you get too high a fear in a
proposition, people ?ust screen out the whole thing
Wman 4: 9o more like protection without the fear *rotection without
Mac: And protect your family (&m sorry. #h, you&re + sorry, ( was listening
to you, but she couldn&t hear you through
Wman 4: ( was saying that then going more for the protection, and not
at all the conse'uences, ( guess, or the + you know, fear, it&s so tricky in
this feld because reality is fearful )ut ( think that that&s why ( took the
bravery to come up here, because
Mac: %ell, take a look at what other people are doing, because it is a
mind + trying to talk about that is a minefeld )ut to talk about all the
debilitating + the terminal, debilitating diseases, might be enough to scare
a family member into forcing their parents to get it, if they&re still healthy,
but it&ll ?ust turn the parents o4
Wman 4: Actually, my target market is between the J2 and 62 year old7
that&s really my target market
Mac: )ut that&s not + there are several sub+markets in there you can&t
address at the same time
Wman 4: @eah, true ( mean, my average age right now is 6<
Mac: And that&s appropriate, but those are + you want to protect your
spouse&s + you have to really dig into what the real motives are @ou
probably need to ask some 'uestions before you sit down and write this
again #kay. (t&s not a copywriting task, e>actly ( mean , it is, but it&s a
comple> one #kay.
Wman 4: #kay, thank you
Mac: 9ure ( might be able to fnd you a sample of some stu4
Man 21: $i Eac
Mac: $i
Man 21: Ey name&s Jim )ertakis, and we&re in the + well, )ertakis
:evelopment is my company7 weHre in the manufactured home
community development business, and we&re very focused
Mac: Community development.
Man 21: Community development %e&re very focused on the back+end,
because we get people that purchase homes and lease lots from us, and
we ?ust
Mac: %here are you located.
Man 21: =ross *oint, Eichigan
Mac: #h
Man 21: 9o we do it in 9outh+Past Eichigan and -e>as 9o, (&m not going
to give any more than that7 (&m ?ust going to see if my ad sells itself here
Mac: 9ure, go ahead
Man 21: &)rand new homes valued at $<2,222 from only $JM,222 Are we
stupid, or are we that good. :ue to the slow economy, :eutsche )ank has
repossessed 00 brand new homes from a dealer&s stack at $idden Biver
9outh :eutsche )ank had a problem, because banks don&t sell homes7
they loan money %e solved their problem at a great windfall savings, and
we&re willing to pass the savings on to you, ?ust for becoming of $idden
Biver 9outh 9ound too good to be true. %e guarantee a great purchase (f
:ata+Comp Appraisal, the nation&s leading appraiser of manufactured
homes, doesn&t appraise your home for at least $02,222 more than your
purchase price within M2 days of closing, we&ll buy your home back, no
'uestions asked #nly 00 homes7 when they&re gone, they&re gone Call
now7 6C<+06;+6G22, or visit us at hiddenriversouthcom $idden Biver
9outh&
Mac: %hat&s your headline.
Man 21: )rand new homes valued at $<2,222 from only $JM,222 Are we
stupid, or are we that good.
Mac: ( don&t know, that might work ( mean, ( like the basic concept, but
you might want to say &Limited time windfall opportunity,& or you might
say, &Becession& you might want to word it more
Man 21: %hat part, the stupid part.
Mac: @eah, because that might + ( mean, ( know from auto advertising7
one of the things you don&t want prospects in that kind of sale to think, is
that you&re smarter than they are -hat&s why all the auto dealers get on
personally and look like idiots )ecause their customers walk into the
dealerships with the concern that the dealers are too smart and they&re
going to take advantage of them7 which of course they do7 but they don&t
want to seem that way, because they want to look like the guy&s an
a4able dolt And to suggest that you&re smart might put their guard up
-hat would be my concern with that line 9o you might want to
Man 21: (&m ?ust curious, &Are we stupid or are we that good.& (s that +
assumes that we&re
Mac: %ell, ask somebody else %hat does that say to you. :on&t like it.
Man 21: $ow do you take that.
Audience member1 @eah, didn&t like it ( thought if you ?ust skip right to the
end -he frst paragraph was strong -he 'uestion ( had too was when you
said, &9o we&ve decided we want to pass the savings on to you, ?ust for
moving here& ( was like, why. ( guess ( didn&t get why you wanted
Mac: )ecause maybe you could say + you could come up with some
reasonable but vague+sounding business inventory overload
Man 21: (&m ?ust curious7 you said why would we want to be a resident.
Audience member1 Ao, why would you + like what&s the interest for you at
passing on the savings. ( ?ust /unclear3 why would you want to save me
forty(&m not sure
Mac: -he issue is why + because you&re not on a mike + why
Man 21: %hy be a resident. -hat&s what your 'uestion + why would
they
Mac: %hy would you be that nice a guy.
Man 21: For the back+end7 we want them to be a resident )ut they don&t
know that
Mac: @eah, and you can say, &%e have this special opportunity with an
inventory overstock, because of + and you can help us out and become a
member of the community besides&
Man 21: #kay
Mac: @ou don&t want them to think too hard about it
Man 21: #kay, that makes sense
Mac: 9o, it&s a 'uestion of how sophisticated a market place is, and yours
is + a $J2,222 windfall might be enough to get their attention, and ?ust be
satisfed with it, especially with the proposition that it&s going to appraise
for $02,222 more than they bought it for (-&s a pretty good proposition
Man 21: %hat were they two comments at the beginning. @ou said
Mac: %ell, that particular phrase7 the &Are we stupid.&
Man 21: Bight, take that out7 but you were saying something else in
there #r ?ust take it out entirely.
Mac: -ake it out ( don&t think it helps or hurts ( mean, ( don&t think it
helps, and ( think if you&ve got directly from your proposition to your
opening paragraph, which ( think is pretty strong, if ( remember
Audience member1 Also, 'uestion7 when you name a specifc appraisal
frm, whether you&ve got some sort of inside deal
Mac: @eah
Man 21: %ell, the reason ( name them is they&re the nation&s largest
appraisal frm, so
Mac: )ut why don&t you say + can you say that nation&s + the 'uestion is,
does a specifc appraisal frm somehow indicate funny business. And the
answer is, can you say that frm7 the nation&s leading appraiser, or
Man 21: ( said that, it said that &:ata+Comp Appraisal, the nation&s
leading appraiser of manufactured homes& And that&s why we use them,
because + you want to take
Mac: 9ay ma?or independent appraiser And use the word independent,
so it doesnHt look like you&re getting a shell game
Man 21: Ea?or independent7 okay Alright, good -hank you
Mac: )ut other than that, sounds like a very powerful proposition in and of
itself )ut the 'uestion of where you deliver this medium7 (Hd be tempted,
given the dynamics of the manufactured home market, to do radio Aot
Man 21: Badio and print @eah
Mac: And maybe mail + radio7 &Look for our ad and further information in
the paper,& or whatever, so you get a !makes clicking noise"
Man 21: #kay, good -hank you
Wman 5: (&m Juliette Paston this is an ad that&s a middle part of the
sales process #kay, this is an ad that&s a middle part of a sales process
-hey&re going to be searching on search engines for the term &Coral
calcium& -hey&re already going to know what that is
Mac: Coral calcium
Wman 5: Coral calcium And they&re going to be clicking on a fresh ad
that we&re paying for by (mpressions, so we want to have a high click+
through -hat says, &(s coral calcium safe. Click here now& Beal simple,
direct -here&s a lot of confusion in the coral calcium industry, so they
probably will + a lot of people are looking around a lot
Mac: $ave you run than term through the overture search engine.
Wman 5: #h yeah, we&re already doing that term
Mac: Ao, but ( mean, have you looked at that. $ave you looked at the
searches and done yourself.
Wman 5: @eah, oh yeah
Mac: #kay #verture is a company that sells essentially search engine
optimi,ation that you pay per + several di4erent ways of paying, per click
through + and you get an optimum position )ut they have a very
interesting search engine which is open, ?ust if you know how to go into
the site, and you can plug in a term and see how many times that term
and associated terms were searched for in the last month, worldwide And
it&ll give the whole /inaudible comment from audience member3 @es And
it&s terrifc (f you want to look and see + ( found out some fascinating
things that + is fascinating thing
Audience member1 %here is that.
Mac: -here are several of them, but overture is the biggest seller of
those7 of search engine optimi,ations7 you know, =oogle, @ahoo7 they get
the prime placements, and they have a whole bid system so that you can
move yourself up and down the search engine optimi,ation )ut they also
have this tool ,so you can look at what search terms you want to grab
Wman 5: (f you type in &coral calcium,& it&ll show everything that
includes coral calcium in there
Mac: Coral + from coral to calcium, probably
Wman 5: (t&ll show me people searching for that plus a whole bunch of
stu4
Mac: 9o it&s very useful
Wman 5: %e&re not even bidding on coral calcium or #verture too much,
because it&s too e>pensive
Mac: -oo e>pensive @eah, you really need to do something else
Wman 5: %e&re doing (mpressions on =oogle, and it&s about J6 cents a
click through instead of $022 or more on #verture
Mac: @eah -ry to speak into the mike, ?ust for the record, since nobody&s
here
Wman 5: #kay this is the
Mac: Ao o4ense intended -he real hard coreHs here only Aobody&s here7
that&s a stupid thing to say
Wman 5: #kay, this is the copy that&ll be on the page they land on after
they click the
Mac: #kay
Wman 5: (s coral calcium safe. 9afe for you, safe for the environment.
%ell, that depends on who you ask Companies that sell marine coral will
tell you it is safe for you and the environment )ut companies that sell
/unclear 01663 sea coral will e>plain that mining coral calcium can be
damaging to the environment, and possibly your health 9o who&s telling
the truth. Lots of confused people call and ask us that 'uestion every day,
and they are very grateful when we educate them about the coral calcium
industry, cutting through all the self+serving hype -hey always thank us
for our honesty %e created an educational report + (s coral calcium really
safe. + because we understand your frustration and confusion, and
because we know that you want to discover the truth @ou ?ust want
someone to be honest with you so you can make an informed decision -o
receive &(9 coral calcium really safe.& fll out the short form below and you
will receive the report in your email bo> right away All we ask is that you
give us feedback on the report in a few days, because we want to make
sure we answer all your 'uestions
-hen it&s got a form below that says, &@es, (&m tired of being confused and (
want to know the truth about coral calcium (n e>change for this valuable
information, ( agree to fll out a brief survey in a few days, with the
understanding that you will not contact me again unless ( ask& And then
name and email
Mac: %hat&s your goal. %hat&s your business goal here.
Wman 5: -he goal is for us to reach more people Bight now
Mac: Are you trying to sell something.
Wman 5: #h yeah, we&re selling coral calcium Bight now what we&re
doing is having them go directly to our site that sells the product, but
since we&re paying per impression, we want to increase out click+throughs
and grab people who are not clicking through 9o ( fgure with something
that&s intriguing + is it safe, with a free report, it&s going to grab more +
right now we got about C6D click+through, which is pretty good, but ( want
to do this ad in rotating, ?ust to see if we can get a higher + and we&re
tracking everything with ad tracker, so /unclear ;1;;3
Mac: %ell, it&s worth a try ( wonder if your approach is so obli'ue that it
would be very di8cult to concert the leads ( can&t tell which side you&re
on, from that copy particularly -hat might be good and might be bad (t&s
certainly worth trying, because of your strategy )ut sometimes it&s safer +
not safer, but sometimes it&s more e4ective to go more directly at them
Wman 5: @eah, ?ust go ahead and have the report on the webpage, do
you think.
Mac: %ell, say you had &:ownload it here,& or you have a summary of the
report, and you say, &And here&s our recommendations& And so you ?ust
don&t + you don&t try and three or four+step it, which you have now
)ecause the thread can get pretty week -hatHd be my concern -hey&re
already several layers down, ?ust to fnd you where you are (t may well be
that it&s ?ust too deep, too nested, to get
Wman 5: %e could ?ust put the report on the web page7 ( thought about
doing that
Mac: @ou could do that -he 'uestion is, how do you build the a8nity
between that + you&re not taking any opportunity to put a brand up, or
even a company brand or + to get that pre+position for coming later,
because right now ( don&t know if (&m going to get something from a
research institute, or + (& don&t know what&s going to come -hat might be
good + ( mean you can try it, see what happens ( mean, they might be
open to an obli'ue approach
Wman 5: /unclear 61J03 something di4erent to test, to seeokay
Mac: @eah ( don&t know if your market is su8ciently sceptical to wonder
what&s in it for them And whether or not you need to answer that
'uestion, you&d have to + (&d have to try it and see 9ee if it made a
di4erence
Wman 5: -hey&re pretty confused %e have a lot of people calling that
are really, really confused
Mac: #kay, now you can say + you could either disclose a little bit about
who you are, ( suppose, and see if that helps or hurts -hat&s the sales
proposition (t&s an obli'ue sales proposition, so it&s hard to
Wman 5: -hank you
/(naudible comment from audience member <1C23
Mac: @eah, ( know -hatZ !Audio missing"
Audience Member: raise, most likely want products
Mac: Nind of go + kind of open the proposition at the end -hat was my
reaction too $e said, they&ve already had to for coral calcium to get there,
and chances are, they want to make a decision, so maybe you could have
even a couple of nested pages, like, &$ere&s our report, here&s our
recommendation, here&s a special o4er,& without making them go back
and forth, and back and forth ( agree with you on that =ive them an
opportunity at the end of the cycle to buy your recommendation, with risk
reversal /(naudible comment from audience member 221JM3 #kay
Audience Member: Just saying, if you donHt try to make the sale, they&re
going to back to #verture and click on someone else/unclear 221;M3
Mac: Bight, that&s right, because it might be too long a thread for them to
say + because there&s no suggestion you&re going to solve the problem7 get
them product And ( think you + my tendency would be to say +
Wman 5: -he free reports goes into a lot of
Mac: And maybe it does, but it&s + recommendations and some special
o4ers ( mean, people who are already that committed, want to buy, even
if they&re confused -hey ?ust want somebody to sign o4 on it (-&s a tricky
proposition, but thank you7 ( do agree with that
Wman 5: ( think we&ll ?ust put it directly on the site then
Mac: #kay Eaybe we can talk about that later
Audience Member: ( was going to suggest something 9he might ?ust
want to put the opening, &$ow would you like to know the facts and stop
/unclear C1JJ3
Mac: Nnow the facts and stop the confusion. =reat line -hat might +
that&s a great line, that&s a real clarifer7 that&s the kind of + when you&re
looking for a headline, that&s kind of what you want + you want to cut
through it, get to the beneft Kery nicely phrased -ry that ( would
defnitely try that :efnitely writing that one down right now !Laughter"
=o ahead, please
Wman 6: Ey name is :oris *ayne and ( am going to be targeting this to
pre+'ualifed investors and investors& clubs + local investor&s clubs And it
would say, &)ack by popular demand (nvestorHs real estate seminar @ou
will get three full days packed with hands+on, action+based information
And then in bullets it says, &$ow to ac'uire real estate for less, from A to
R $ow to protect your assets $ow to invest wisely with the latest, most
lucrative, fnancial in the most + in the latest most lucrative fnancial
arena %e will walk you through your frst three real estate transactions
(t&s only $MMM7 nine hundred and ninety+nine dollars )ring a partner for
?ust $CMM -he frst 62 people to sign up online get the free report of &%hat
Beal Pstate )rokers :on&t %ant @ou to Nnow&
%wwcreativefnancialsolutionscom 6;J0;&
Mac: (&d have to go through it in detail ( think you&re closing copy actually
belongs at the beginning, and the seminar is the fulflment of the problem
+ it&s the solution to the problem, not + you do a nice ?ob of setting up the
benefts, but the seminar and the three days is more compelling after you
say what they&re going to learn, than it is beforehand -hat&s my gut
reaction7 ( don&t know if anybody else has that (n other words, start with
what you&re + what&s the opening proposition. =o to a free seminar.
Wman 6: (t&s not a free seminar7 you get a free report (f you sign up on
+ the frst 62 people to sign up for the seminar online, get a free report
Mac: #kay -hat + okay + and the seminar has the payo4 that you
mentioned, at the bottom. (s that right. Bead it again, because ( lost track
of the proposition
Wman 6: 9orry &)ack by popular demand&
Mac: And maybe ?ust because (&m tired )ut
Wman 6: @eah, me too &(nvestors real estate seminar @ou will get three
full days packed with hands+on&
Mac: %ho&s &you.& ( think you need to Iag
Wman 6: @ou, the investor )ecause it&s
Mac: )ut ( think you need to Iag that &you& @ou say &(nvestors will& (
mean, maybe the way you say it, because ( want to know that you know
who ( am in this particular case
Wman 6: &(nvestors will get three full days packed with hands+on,
action+based information& And then in bullets, it says, &$ow to ac'uire real
estate for less, from A to R $ow to protect your assets $ow to invest
wisely in the latest, most lucrative fnancial arena&
Mac: ( don&t know what area the real estate investor marketplace you&re
going for, but if it&s more the individual investor, they&re more worried
about profts and maybe risk avoidance, than they are about investing
wisely )ecause they&re doing fast turnover deals, they&re not talking about
long+term mutual fund type investing -hey&re talking about doing Iips
and everything else 9o the words &wisely,& that doesn&t translate to
somebody thatHs looking for 'uick profts 9afely, or with limited + with
minimum risk, personal risk, or whatever7 but in other words, there&s + in
your benefts&
Wman 6: ( said &lucrative fnancial arena&
Mac: -hat&s fne, but there was other more prudent words in there, that
didn&t strike at the core of the value+set of the real estate investor of that
type %hat&s the other one. -here was
Wman 6: ( said &how to protect your assets, and how to invest wisely&
Mac: @eah, (&m not sure that&s + (&m not sure protecting assets is + ( would
investigate whether that&s a goal, because they really want to leverage
their assets
Wman 6: %hat we do is seminars where we teach real estate, and then
we have another facilitator come in and teaches asset protection7 and
then we have another person who is a fnancial guru and we fgured with
that arena, we have the target
Mac: Are they buying income properties. Are they buying asset place.
Wman 6: %e&re teaching them how to purchase real estate, but it&s the
same audience we&re also going to be selling to them7 it&s going to be a
di4erent person speaking
Mac: ( think you need to get + well, (&m not going to /unclear ;1C63 + you
need to get closer to + you need to go to some real estate seminars that
are some of the real estate bi, opportunity seminars, and then some that
are the investor seminars7 because they don&t mi> -hose two crowds are
not + don&t have anywhere near the same psyches -he people who are
real real estate investors who are cash Iow investors, and that sort of
stu47 and who are really asset protection oriented7 are absolutely not at
all in the same camp with people who are appreciation, Iip, business
opportunity investors -hey ?ust don&t have anything in common7 you can
talk to my fnd )arney /unclear ;1663, if you can fnd him here tomorrow
Wman 6: Can ( introduce you to some people with our
Mac: )oth. (n the same room. ( can tell you + you can talk to a lot of the
real estate guys here7 they ?ust don&t sit in the same room
Wman 6: Beally.
Mac: @eah ( mean, it&d be very hard to appeal to both at the same time
-he ones who are interested in rapid appreciation and stu4, or buying
cheap and stu4, are generally + they may have some assets, but they&re
generally not wealthy -hey&re looking for a high leverage business
opportunity7 where the other ones are totally di4erent psychologically
Wman 6: 9o should ( maybe not be targeting it to investors.
Mac: ( wouldnHt try to force them into the same room ( mean, ( &d go after
one or the other, but ( think thereHs a market + but ( think you have to
have + my gut feeling7 it may wrong7 you could try and see how you do
with this, because you&ll appeal, but if you&re talking about prudent
investors, that&s a whole di4erent mind+set than lucrative investments and
high proftability investments $igh leverage investments7 they&re ?ust not
+ as ( said, it&s a comple> + talk to )arney /unclear 61CC3 tomorrow
Wman 6: )arney /unclear3.
Mac: @eah, he&s around
Audience Member: #ne last thing, when you say buy for less, ( would
say something like &buy for less in the market now& /unclear 61CM3
Mac: @eah
Wman 6: ( wasn&t sure e>actly what to say, because ( didnHt want to step
on any real estate agents& feet
Mac: -hat doesn&t touch the agents at all -hat doesn&t cut their + it&s a
'uestion of what part of the market you&re trying to sell to And whether
you&re talking to real asset investors or whether you&re talking to bi, op
investors (t&s an enormous gulf in the real estate business )ut you need
to e>plore that a little more with people who&ve done it
Wman 6: #kay, great
Audience Member: (f people want more information + you&re coming to
somewhere for more information, does anyone want more information.
Mac: %ell they want to know whether your system works or not, ( guess
Audience Member: )ut information, you know
Wman 6: %e have a targeted market of people, we belong to investor&s
club and we have people clamouring to us, wanting to know more
information, so we provide these seminars, and at the same time, we have
people from the seminars that also the asset protection goes hand in hand
with obtaining
Mac: And what are you selling in the end. Are you selling.
Wman 6: %e&re selling information
Mac: Ao Are you selling information products. Are you selling service.
Wman 6: %e&re selling the knowledge of how to obtain
Mac: )ut are you in the end, selling an information package, or are you
trying to get transactions as brokers, lawyers + are you essentially using
the information as a leader gen.
Wman 6: )oth
Mac: )ecause it&s a very di4erent business @es.
Audience Member: ( was going ask her %hat you might want to do is
call some of the people that attended the seminars and ask them what
they found of greatest value to them, and then these people are the same
people you&re marketing to + if you&re marketing to the same people + type
of clients, they&ll tell you what they found to be the most interesting part
of the
Mac: the suggestion is, is she should call some people who have gone to
some of the previous seminars and fnd what they found most valuable,
and you could sense the kind of response you got to your program (t&s an
e>cellent suggestion /unclear comment from audience member3
Wman 6: %e did And (&ll ?ust go back to those and
Mac: And what did they say. :on&t know.
Wman 6: ( wasn&t at that one and (&m actually standing in behalf of my
husband who must have gone to bed because he&s not out here
Mac: #kay %ell, (&m going to try and wrap it up, the last couple of people,
so
Wman 6: #kay, thanks
Wman 7: %ell, marketing has been a bit of a struggle for me, so here
goes -his is for our business development seminar, which we + our target
market is small business people &Are you a slave to your business.
Connect the dots and make your work, work for you @ou can learn how to1
nail your niche, master your markets, transcend time, ma>imi,e
management, and leverage leadership 9how stratospheric sales and
crush the competition (f you attend the success system that never fails,
you will gain strategic and tactical means you need to succeed *riceless
income generating ideas, for only $C06, including lunch and materials (f
you don&t receive dramatic, innovative, proftable result+getting solutions
by the end of the day, we&ll refund your money 9eating is limited, so call
now JC0+MGJ; 9wisher 9eminars7 connecting the dots&
Mac: Bisk reversal.
Wman 7: @eah, if you don&t receive dramatic, proftable, innovate result+
getting solutions
Mac: #h, okay
Wman 7: )y the end of the day, we&ll refund your money
Mac: )y the end of the day, okay
Wman 7: ( had by the end of the day, you won&t pay, but
Mac: %hat&s your goal with this.
Wman 7: (t&s to get people to come to the seminar
Mac: And then what&s your goal beyond that.
Wman 7: -o back+end sell them probably a consultation package, and
maybe some tapes from the event and possibly other products
Mac: #kay And it&s $C06. -he package.
Wman 7: Emh+hmm
Mac: %hat si,e business you target.
Wman 7: 9elf+employed, struggling small business people, who are
probably over+worked and understa4ed, and don&t have a lot of systems
in place
Mac: (n a way, you should Iag that at the beginning &Are you self+
employed, struggling with your small business.& ( mean, ?ust like you said
it, because you really need to market niche it, because businesses cover
so many sins
Wman 7: 9o &Are you a slave to your business.& is too generic, or.
Mac: (t&s fne, but
Wman 7: )e more specifc
Mac: -hat&s fne, but even before that, you want to set the + you want to
do the identifer7 you want to Iag down e>actly who you&re talking to
Wman 7: #kay
Mac: so they know you&re talking to them, because they know they&re not
the same as a $J million drycleaner
Wman 7: Bight
Mac: right, so they know they&re di4erent, so you&ve got to + e>actly the
phrase you used at the beginning, that&s the frst thing A lot of big
promises there ( mean, you could e>periment whether you&re better o4 +
frst of all, the price point7 you may fnd that $;M is a whole lot better than
$C067 maybe ?ust doesn&t allow anybody to come in @ou may fnd that
thereHs an absolute price point about what people will do, especially if
your goal is essentially back+end
Wman 7: %ell, we&ve been pretty successful with this price point so far
Mac: $ow + selling how.
Wman 7: 9elling
Mac: Aewspaper.
Wman 7: Actually, largely by calling, cold calling and calling contacts
Mac: #h, well that&s good, if you can make that work
Wman 7: %ith Iyers
Mac: =enuinely speaking, something has to be at least that price point to
cold+call )ut that&s + and your numbers are relatively small.
Wman 7: %e like to have between 06 to ;2 people
Mac: And you&re able to fll a room by calling.
Wman 7: 9o far
Mac: that&s good, that&s good /inaudible comment from audience
member C01;03 @eah, that might be + well, he&s right about that Eake it
$0;M and make it half o4, because that&s a much more appealingyeah
-he 62D
Wman 7: @eah, we talked about that earlier, we talked about
Mac: -he 62D discount
Wman 7: Like, bring two friends and you come for free, or something
like that
Mac: -hat&s good too Absolutely -hat&s because you want volume, (
guess, on that
Wman 7: @eah
Mac: %ell, those are both e>cellent things you should integrate
Wman 7: #kay
Mac: @ou might want to do a little more + might want to be + talk a little bit
about e>perts or whatever, and not ?ust about the benefts about the
e>perts that they&ll meet
Wman 7: #kay
Mac: )ut it sounds pretty solid, and it&s a 'uestion of getting it in front of
the right people, and whether or not the personal sell would take the price
point up (f you had to do it in a newspaper, (&d be worried if it were over a
hundred )ut like, test that
Wman 7: @eah, it&s a consultative selling
Mac: @eah, yeah
Wman 7: (tem
Mac: %ell, that&s great (t was worth it to wait this long )ut (&m sure
there&s much to talk about later on, but
Man 22: $i (&m Bobert Jones, (Hm a pharmaceutical sales representative,
and this
Mac: (ndependent. Are you working for a.
Man 22: Ao, ( work for Johnson [ Johnson
Mac: Oh+huh
Man 22: -his is for a book that ( want to sell, about helping people get
?obs in pharmaceutical sales
Mac: #h
Man 22: -he headline&s probably a small classifed ad &$ow to launch
your career in pharmaceutical sales and earn $;2,222 to $<2,222 a year,
with no resume, no contacts and no science background $igh
performance pharmaceutical sales professional shows you how to land
any pharmaceutical sales ?ob on the planet, with a guaranteed success
system For a free report, call CGGGG+;<G+J022, or visit our website at
wwwe>clusive?obscom&
Mac: $mm And what&s your business goal with this.
Man 22: (nitially is to make $C222 a month and then eventually replace
my income
Mac: %ell, okay, is it to + ?ust to sell the information. #r do you have a
seminar proposition underneath it, or do you have a back + do you have an
upsell or a back+end.
Man 22: (-&s to get the person to buy + to get the free report, and then
get them to buy my book
Mac: #kay, but you can&t + it&s pretty unlikely you&re going to sell enough
books with that approach by itself (f you call the book &A 9pecial Beport,&
and you put $C62 price + or $C22 price on it, or $022 + and add some other
+ free consulting or something, then you&ve got a better proposition
Man 22: #kay
Mac: (f the + ( wouldnHt give away too much on the front end of that,
because there&s only a certain amount of secrets, so if you give away too
much on that, they&ll say, &Aow ( know enough& ( personally think you&ve
got a seminar sell
Man 22: #kay
Mac: Bather than a book sell
Man 22: $ow would you work that.
Mac: *retty much the way you&ve done it, but ( wouldn&t + (&d say you can +
you get a free special report, and personal sessions withyou see, rather
than trying to sell books + books are a funny thing @ou can make a lot
more money selling special reports, than books @ou can put a much
higher price on them and a special report + books say + taped seminar7
doesn&t have that much more cost fulflment than a book does, but has
ten times the value + a hundred times the value
Man 22: #kay
Audience Member: /Onclear 01JJ3 a report is easier to produce on your
own, whereas a book7 you don&t put hard covers on them, /unclear 01JG3
Mac: @eah, people have e>pectations of book production7 he said And a
special report, you can take down to 9taples and get them comb+bound
and it looks ?ust fne and everybody thinks it&s e>clusive, which it is
)ecause a book is a more commoditi,ed thing7 it&s a very cra,y business,
books
Man 22: #kay, so ?ust to kind of rephrase what you&re saying @ou&re
saying ( should + instead of doing a book, do a special report and then
back+end with the seminar, or are you saying
Mac: @eah, or maybe o4er the whole thing up front, as a seminar + or a
seminar and a consultation
Man 22: )ut would ( include the price in that.
Mac: Eaybe, maybe not -est it, because ( think it&s + essentially, you&re
selling a business opportunity, which, if it&s properly priced and everything
like that, could be C622 bucks And you might want to play with + that
wouldn&t be + if you really delivered, it would be worth C622 bucks, so (Hm
not saying + you should test all those things up
Man 22: Bight, ( understand
Mac: )ut it&s going to be pretty hard to get the volume you need with ?ust
a book And a book priced + people ?ust won&t pay certain + no matter how
good the book is, if you put it between the comb+binding and call it a
special report, you can get two or three times the money for it @eah (t&s
specially prepared for ( mean, you can do all kinds of stu47 you&ve got lots
of Ie>ibility
Man 22: #kay -hank you
Mac: #kay. (&ll think about that, butlast, but certainly not least $ello,
Eichelle =etting up for the ne>t shift. /(naudible ;1CJ3 @eah, well @eah,
it&s the Alamo
Wman 8: Ey name is $eidi )ear, and ( am the founder of -reasure (sland
*ress &5(f you want more harmony, money and unlimited good in your life,
employ these prosperity principles now5 A 'uote by Eark Kictor $ansen
=ot motivation. 9tudies show that the frst hour of your day is the most
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and motivate yourself, your employees, or your sales team to new
heights, by picking an inspirational harmony card each morning, and
carrying it with you throughout your day -he front of each card contains a
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back -he harmony cards look like $C22 bills and will keep your mind
focused on success Pach set of 6; is elegantly packaged in a clear vinyl
pouch, with a gold+embossed header card
-he $armony program is simple, e4ective and easily integrated into your
routine -hese success principles will transform your life when used on a
daily basis Custom print your company logo on each card, and keep your
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cards make a great gift, premium or promotion -o order, call CG22+<M6+
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shipping is free Call for special pricing, for custom orders or 'uantity
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J2 days for a full refund&
Mac: =ut reaction. -oo much information on the product, because you
give away + it should be something of a surprise, the kit7 it strikes me
-here&s too much clarity at the front+end @ou need to sell the promise and
the tease of the promise of delivery, rather than the physicals of the
product (f you sell the physicals of the product, you go, &#h, it&s ?ust some
cards,& whereas if you sell the magic, they wait + the magic is a surprise,
they don&t know what it is (n that particular case, specifcity hurts
)ecause + do you understand where (Hm getting + coming from. And
because the magic is important + how am ( going to get these things. And
you say, &9pecial techni'ue for harmoni,ing your house& &$ow to keep
yourself self+motivated every day& )ut don&t give away the secret until
they get it, because the price point is + it&s not a high price point (n fact, it
probably should be higher )ut that would be + my general frame on that
%hich is, build up the magic and you can use the 'uote7 but don&t sell the
commodity level of the product :oes that make sense.
Wman 8: @eah
Mac: #kay Comment.
Audience Member: (&ve ?ust got to say, ( think that + ( like the bit about
the frst hour of the day7 studies show that that&s the most important 9o (
think you can keep that, and say &%e&ve evolved a special routine,& or
Mac: ( might be more vague actually ( might say, &-here are certain times
of the day way productive than others& )ecause once you get + in this
particular thing, once you get too close to it, you go, &#h that&s what that
is& And it may not be right, but it&s testable, certainly, because frst hour
of the day is appealing, but you don&t want to give away too much of the
magic @ou want to keep + ( donHt& know how you balance that o4 ( mean,
it&s a tricky copywriting situation, because you want to suggest the magic
$e may be right7 that might be something you can give awayyes.
Audience Member: ( was going to add that, because we&re in marketing,
we know what &a8rmation& is, but maybe to the lay public, (&m not sure
everybody would know what a8rmation is As opposed to really telling
them, &%e&re going to give you the gift of being inspired&
Mac: :o you have any testimonials.
Wman 8: @eah
Mac: Ey suggest + my sense is that this is a whole testimonial package
and you get a surprise package when you get it Bather than
commoditi,ed harmony cards )ecause one is a life+changer and the other
is a package of stu4 @ou want to avoid the package of stu4, my personal
sense is )ecause it&s an emotional product, not a physical product (n
essence the feelings, how you get those and the magical parts, and how
that fts together, it&s much more important than the physicality of cards
#kay. ( don&t know if anybody else seconds that, butyes.
Audience Member: /Onclear ;1023 you start with something ine>pensive
and then go up
Mac: #h yeah
Audience Member: %ith this, ( would consider not doing that and doing
a tape series based on each of these =o through each of them e>plaining,
going more fully into them, e>amples and testimonials from people
Mac: And try to sell the whole system @eah, ( can see that @ou could do it
+you could test it several di4erent ways, but that&s an e>cellent
suggestion7 to do a tape set, make it a more e>pensive + because it&s a
feelings package (f you had a one+tape intro, that could set up a big tape
set @ou could play with the permutations on that )ut keep in mind that
you&re selling the feelings, not the physicals
Wman 8: #kay -hanks
Mac: #h sure -hank you /(naudible comment from audience member
61263 -hose are +that&s + only you would have to work out the discount
o4er, and certainly time sensitivity&s almost always good on an o4er, if
you can make it believable /(naudible comment 61003 @eah, that&s right7
there might be seasonal sensitivity, or you identify other trigger points
where people want that in their house, or they want it as gift -here are
certainly + (Hm sure there are trigger events, trigger moments that would +
would be worthwhile e>ploring
Wman 8: #kay, thanks
Mac: 9ure -ake care -hank you everybody @ou&re real bitter+enders, (
really appreciate it !Applause"
Audience Member: Are we going to go through the copy stu4 tomorrow.
Mac: @eah, (&ll do it independently or whatever, (&ll sit down with you guys
and/inaudible 61CJ3
!Chatter in background then silence to end of audio"
Jay Abraham Mastermind Marketing 13
!ic": %e still have a couple of other people but they look like meandersH
out there 9o we&re going to get started 9o you got one more binder
coming tomorrow And ( think it&s twice as thick 9o it&s pretty cool, hey.
Again, thank you for your patience -he ne>t gentleman is worth the wait
$e is *resident of 9andler (nstitute of Kirginia 9andler -raining (nstitute of
Kirginia7 and he is an e>pert on the art and science of consultative selling
( don&t know much more than that, but based upon working with him for
the last day, he&s a really great guy7 ( think you&ll en?oy it 9o welcome
Andy Eiller
!Applause"
Andy: -hanks, Bick #kay, thank you =ood morning !Audience replies,
&=ood morning&" $ow many +( ?ust want to give a round of applause to the
troopers who were here last night at two or two thirty %here are you
guys. 9tand up !Applause and cheering" -here&s commitment Bound of
applause for these guys
!ic": #h my goodness
Andy: #kay Just so ( can kind of get a feel for who&s here and what&s
going on, how many + where&s the Puropeans. Folks from Purope. #kay,
so ( got some of you there #kay, Central and 9outh America. $ow many
of you folks. #kay Any hands up, because (&m not seeing them #kay, any
from Asia. *acifc Bim area. #kay Australia. !9ome audience members
shout &@eah&" #kay, there we go !Laughter" Alright Canada. Aorth
America, right. ( wasn&t thinking O9 and Canada, ( was ?ust Aorth America
#kay, here&s the reasons why ( ask )ecause there&s three things ( want to
go through this morning And we&ve got ;6 minutes, ( believe (&ve got to
'uarter after ( want to show you the mind+set of a buyer %hat is it that
people have to go through and how do they buy. -hat&s the frst thing
9econd thing ( like to do is show you kind of di4erent sales models or
methodologies, and ( like you to fgure out which one are you using And
then the third thing ( like to do is ( like to show the model that ( use, and
the mind+set that goes with it
)ecause if you do the model but you don&t have the right mind+set, it
won&t work And that really applies to everything, and when ( frst saw
Jay&s strategy of pre+eminence, and ( saw the model that ( was using, (
thought, &-here&s a perfect ft here& 9o what (&d like to do is (&d like to get
two volunteers7 because (&d like to play a game show called &*assword&
Anybody remember that. !Audience says, &#h yeah&" #kay #r the modern
day version ( guess is the &$C22,222 *yramid& 9o ( need two volunteers7
can ( get them.
#kay, so come on up ( donHt know if there are stairs over there.
!ic": @eah
Andy: #kay )y the way, ( like to reward people who volunteer so here&s
02 bucks for each of you !Kolunteers say &All right&" All right 9ee, it pays
to volunteer !Applause and laughter" #kay, whatHs your name.
Man 1: *eter
Andy: *eter #kay, *eter, kiss me. %hoa
Man 2: :avid
Andy: :avid #kay, :avid ( want you to stand right here, and ( want you
to face *eter *eter, ( want you to be here Aow, you can&t see the monitor,
right. %ell, you can see that, but you can&t see the *ower *oint.
'e%er: -hat&s right, yeah
Andy: #kay, weHre going to do a J2 second password Aow, you know
how this is played right. @ou&re supposed to give *eter hints
(a)id: Bight
Andy: And you can&t tell him anything about the actual word itself, but
you&ve got to give him words to make him guess it
(a)id: #kay
Andy: And*eter you&re going to stay straight forward, becausesee the
password.
(a)id: @eah
Andy: 9o (Hm going to give you J2 seconds and see if we can get *eter to
guess, okay.
(a)id: #kay %e can use single words.
Andy: @ou got the handheld.
!ic": @ou&re going to have to pass that back and forth
Andy: @ou can only use single words
(a)id: :amn !Laughter" Earket7 products7 buyer
'e%er: Pconomy. !Laughter"
Andy: $elp him out, help him out !Audience shouts out suggestions"
'e%er: 9hop. Earketing. 9hop. 9elling.
(a)id: Osed car Ey employees
'e%er: )usiness.
(a)id: Consultants
'e%er: Company.
(a)id: *eople that are here !Laughter"
Andy: $ow about + let me help you out Osed car *olyester !Laughter"
9nake oil
'e%er: 9alesman
Andy: Ahh, there we go #kay, round of appolause -hank you very much
#kay, thank you guys Appreciated #kay, is that o4. Aow, here&s the
reason we played the game %hat was the trigger word, *eter.
'e%er: 9nake oil
Andy: 9nake oil, right. #kay, so we started using the nice words @ou
know, consultants and all those things7 but then we started coming up
with snake oil, used car + ( heard used car over here (t&s like, that&s got to
be it, right. )ut that&s what you have to deal with when you&re out there
selling, when there is no relationship built Let me say that again %hen
there is no relationship built, that&s what you have to battle against when
you&re out there trying to sell %hy. )ecause there was some bad apple
before us who did e>actly that Pverybody had one bad sales e>perience.
#kay 9o doesn&t it make you a little mistrustful, a little gun+shy.
9o that is what happens 9o, what buyers have done is + what they&ve
done is they&ve put in ways to protect themselves %hether you&re selling
to individuals, whether you&re selling to corporations, couples7 whatever
-hey&ve done something + they&ve put something in place to protect
themselves until they fgure out whether they can trust you or not And in
the sales world, trust is everything 9o, let&s go look at the ne>t thing
%hat is your approach. %hat (&d like you to do is7 (&d like you to write
down on a piece of paper, at your table7 and (&ll have you ?ust spend a few
minutes sharing7 what is your approach when you&re out there selling.
%hat kind of method do you use. And (&m not looking for a particular
name, but if you have like, &$ere&s our fve step selling process, or we use
eight steps, or ten or two,& or whatever it is7 (&d like you to take ?ust a
minute, write down what your model is and we&ll see a little later7 is your
model working for you, or is your model working against you.
!9ilence from <126 + <10G"
:on&t worry about writing it out in sentences7 if you can ?ust kind of give it
+ each step like a one or two word#kay, give you J2 more seconds
!9ilence from beginning to 2212M"
#kay, everybody got it. #kay Let me show you three approaches to
selling 9ome of them are consultative, some of them aren&t (f you look up
here on the screen at the top left corner $ere&s the traditional way of
selling And in marketing it&s called &canvassing,& where you go out and
you&re going to present to everybody that you can, right. -his typically
means you&ve got one product or service7 you&re going out and ?ust talking
to everybody that you can, because you ?ust got started7 you don&t have
any money, and you&re trying to get ramped up
(t&s not a bad way to work7 it works, but you&re going to go out and present
to everybody7 &$ey this is what (&ve got -alk to me Are you interested.&
And then after you present, you&ve got these stalls and ob?ections7 you try
to close them #kay, and sometimes they buy and sometimes we get
thrown out, but the whole thing is, if we&re doing it right we&re going to
beat them into submission and eventually close them and get a deal,
right. (sn&t that the way that it works. And if you&ve never been trained in
selling, that&s probably the way you did it Ey frst sales ?ob7 they gave me
some brochures, told me to pick up the phone, make some calls, go see
some people, and that&s the way it happened )ecause ( didn&t know a
better way
-hen on the right hand side, you&ve got the traditional consultative way of
selling And that is, you&re going to 'ualify And when you 'ualify, you&re
going to make sure everybody&s got their ducks lined up in a row7 then
you&re going to present once you understand what the need is, right. And
then the last thing is once you&ve presented, and you&ve shown them that
you&re the best choice, then you&re going to close and get an order (s
everybody with me so far. *retty straight forward
-he third way is what of ( think of as right in sync with Jay&s strategy of
pre+eminence, and that is, we&re going to 'ualify, but before we present,
we&re going to make sure that they&re ready to buy 9o we&re going to
'ualify frst7 the close is, you&re going to build a plan together7 and that&s a
plan to get to the decision, after they&ve seen everything that they
wanted 9o what (&ve done is (Hve really Iip+Iopped the two
Aow, take a second at your table, and ( want you to identify which of these
approaches are you using )ecause (&m going to set you up for the ne>t
slide 9o why don&t you ?ust take three minutes and go around the table
and say, &#f these three models, this is the one that (&m using& !Audience
chatters 010M + end of audio"
go over these three models 'uickly, and then (&ll show you the ne>t slide
$ow many of you discovered you&re using the traditional approach. 9how
of hands #kay, and again, there&s nothing wrong with it7 ?ust be aware of
where you&re at -he traditional consultative approach7 how many of you
found that one. #kay, good And the third one, the pre+eminent
consultative. #kay
so ?ust pay attention to where you&re at, because here&s what ( fnd %hen
we get to the ne>t slide, some of these + nah, (&ll ?ust show you7 forget it (
won&t even go there7 (&ll ?ust show it to you #kay, when ( look at a
consultative approach, to me it&s something we should partner together +
and (&m even reluctant to use that word because ( feel like it&s over+used
nowadays + but on the left hand side, let me show you the mind+set of a
buyer, and whatHs the process that they go through when they don&t trust
you -here&s no relationship built )y the way, we&re here for a marketing
seminar, right. #r a marketing workshop 9o when you look at the left
hand side, what kind of things do we do to overcome that lack of trust.
@eah, you&re educating, right. 9o you&ve got your C22 companies that
you&re going to focus on, you&ve got your ads that you&re writing, and your
success stories and all kinds of things, and you&re touching them on a
regular basis7 and the purpose of that is to build trust and relationship
before you ever even talk
And that, to me, from a sales perspective, that&s part of what marketing
does Aow, if you have a really great marketing program, and you can do
like, catalogue sales or have people ?ust call you and take the order7 great
@ou don&t even need salespeople )ut if it&s not 'uite that simple7 and you
have to put a little bit more into it, and your clients still need to talk to
somebody before they&re ready to place an order, and they still need to be
advised, consulted, sold7 however you want to phrase it7 then you may
want to take a closer look at, is what you&re doing not working for you
)efore ( talk on that, ( want to do one more survey $ow many of you have
a what ( call a &one call close.& @ou talk with each other, whether it&s on the
phone or face+to+face, and at the end of the meeting they give you the
order. $ow many of you are one call. #kay, so we have some $ow many
of you are two7 it takes two meetings or two phone calls. $ow many of
you are three. Four. Five. Eore than fve. #kay 9o part of understanding
what your process should be is, you need to understand, what is the
average. $ow long does it normally take to close somebody.
9o let&s look at the left hand side %hen there&s no trust built + do most
people in most corporations have a policy that they need three bids or
proposals or three price 'uotes. :oes that sound foreign to anybody. 9o
here&s what happens -here&s no relationship or trust built between you
and whoever you&re talking with 9o step number one is7 the withhold
information 9o you may want to write that down ( know this hand+out + is
it in your workbook. #h great 9o on the left hand side, you may want to
write down, they withhold information Aow, why would they withhold
information. @eah, thereHs no trust, right.
$ow many of them actually say to you, &Listen, (Hve already decided to buy
from your competitor& &)ut our company has this policy that says we need
to get three or four 'uotes And we&d like you to help us out and ?ust throw
us a 'uote& Anybody ever get one of those. #kay $ow often sir. -oo
often !Laughter" At least they&re honest )ut rarely do you get anybody
who calls in and is that straight and honest with you Fair. 9o step one is,
they withhold information
9tep two 9tep two is they want free consulting -here&s no relationship
built, but they want to make sure that the person they are going to give
the order to is being honest with them also 9o they&re going to want to do
some things -hey&re going to want to double+check the information that
they&ve discovered -hey may have gotten on the (nternet and they&ve
done research
Audience Member: :id you say &fee& or &free.&
Andy: Free Free as in no pay !Laughter" Free (t&s kind of like getting in a
ta>i and driving to the airport, and at the end + it&s like the free demo
-elling the ta>i driver you didn&t like it, and ?ust ?umping out of the car and
doing a runner !Laughter" :oesn&t work that way + or your doctor or your
lawyer or your C*A 9o step two is free consulting F+B+P+P Free
consulting %hat do they want from you here. (nformation @eah
:efnitely want a price 'uote -hey want brochures, white papers (f you
have technical people or a certain kind of e>pertise and specialists7 they
want to talk to your specialist :o they want referrals, testimonials. -hey
might want to talk to some of those folks -hey might even want to go see
their operations and see how things are working for them
9o they want all kinds of information Aow, how are they going to use
that. Pither against you or against the people that they&re going to give
the order to %hy. )ecause they want to tell the people they do want to
give the order to that they&ve got a better 'uote from you #r that you&ve
got a better product (t&s called + in negotiations, it&s called &cherry+
picking& Cherry+picking7 you know, like picking those little hanging fruit, or
the cherries o4 the tree. 9o they take the best of all the things that they
can, and then they go back to the person that they want to give the order
to, and they work them over
Anybody here have to negotiate. Anybody here have to + ( hate this word,
but (Hve got to use it + discount, to get the business. #kay And that&s what
happens when you don&t fnd the value %hen you don&t have a O9* %hen
you don&t fnd out what makes you uni'ue, and do they appreciate your
uni'ueness or not. And when all things are e'ual, and there&s nothing to
di4erentiate yourselves, price becomes the only issue7 because that is the
only di4erentiator 9o step two is, free consulting
Anybody had that happen. 9how of hands (s it fun. !Audience says, Ao&"
Ao 9tep three 9tep three is, they delay some more -hey delay -hey
delay making a decision )ecause they&re not sure what they want to do
yet 9o they may need to come back for some more free consulting, okay.
9o they delay, and they tell you things like, &( haven&t talked to my wife
yet,& or &Ey husband&s on a business trip7 we haven&t discussed this& #r
they may say things like, &-he committee hasn&t met7 this has been put on
the back burner& %hat other e>cuses do you hear. #h, &#ur budget ?ust
got cut&
9o you hear all kinds of things, and oh by the way, in step two, this was
pretty urgent Anybody have to stay late at work + ( want to say on a
-hursday or Friday night7 and overnight a package to somebody Follow+up
on Eonday And they didn&t even come into the o8ce, or they got it and
they&re there, but you got them on the phone and they say, &( didn&t have
a chance to read it& Anybody had that e>perience. Bight, and you&re
going, &%ait a second %hy did ( stay late. %hy did ( miss my kid&s soccer
game. -o send the people information ?ust to send it to them and fnd out
that they didn&t read it& Bight.
Am ( real world here, or am ( being too hard on these guys. !Audience
says &Ao&" (s this real world. #kay 9o that&s what happens + step three is7
they delay some more And they give us all kinds of e>cuses7 and these
e>cuses may be totally legit %e don&t know )ecause there&s really no
relationship built
9tep four7 voicemail ?ail *rison Koicemail ?ail %hat happens here. -hey
decide to do something, but we don&t know what it is Aow, letHs say they
decide to do nothing :o they call you back and tell you. Ao Let&s say
they decide to go with a competitor :o they call you back and tell you.
Ao Let&s say they decide to do it themselves Aow, some of you are
products they might be able to do themselves, and some of you don&t
Let&s pretend they do it themselves :o they call you back and tell you.
Let&s say they decide they want to give the business to you :o they call
you and tell you. @eah, sometimes #r at least they&ll take our call and
return it, right.
9o voicemail ?ail Aow, here&s the challenge with that side -his is when + if
you look at the top + no trust is built 9o the trick is, how do you build
enough trust and credibility, so that we can go through a consultative
process, because if there&s not trust and credibility built and we want to
try to do a consultative process, they won&t let us do it, will they. 9o + a
little closer look at this 9ee the bank down at the bottom right hand
corner. (n spite of the prospect system + ( guess some of you can see it
and some of you can&t but if you look at it in your hand+outs, there&s a
bank down at the bottom right hand corner
And if you look at the left hand side, if you go down to &*rospects system,&
you&ll still end up getting an order and going to the bank Fair. Pverybody
had that happen. (t didn&t feel good7 it didn&t feel like it was 'uite the right
way to do it, but you&re going, &@ou know what, if ( push back at all, (&m
afraid they won&t like me, and people buy from people they like, right 9o if
( push back they won&t like me, and if they don&t like me, ( won&t get the
order& 9o we go down their path 9o ( think of this as a dance
Anybody here do couples& dancing. )allroom, salsa and all that. #kay, so
it&s still one of the se>ist things left in the world, right !Laughter"
9omebody has to lead, and somebody has to follow And in the
consultative sales world, the way that it works is, the salesperson has to
lead, but they have to be skilful and graceful enough that the prospect
wants to follow And if they&re not, they&re going to get pushed over to the
left hand side 9o here&s the way the left hand side works
Anybody here in college or university had a psychology class called &Bat
Lab.& Anybody had Bat Lab. @ou had a little rat in a little cage, and + you
had that. And you taught them reinforcement. )oth intermittent and.
#kay so in Bat Lab, you had this little rat in this cage And you had this
little lever, and the rat learned you push the little lever and you get a little
pellet 9o the rat hits the lever7 he gets a pellet, hits the lever, gets a
pellet 9o the rat learns, &$ey, if (Hm hungry, hit the lever, get some food&
And now what happens is now that the rat knows the association, now you
start to change it, (ntermittently 9o now what happens is we&re learning
about intermittent reinforcement, and what that says is, it&s a numbers
game (f ( hit it fve times, the pellet might pop out 9even, twelve, twenty,
one, three7 you don&t know because it&s totally random, but if ( ?ust sit
there and keep pounding on this bar, a pellet&s going to pop out
Aow, in the sales world, we say, &-hat&s a numbers game& @ou keep
pounding on the bar, and eventually an order comes out Aow, here&s the
challenge on the left hand side (n Kegas, they call that gambling
!Laughter" Bight. :rop in a dollar, pull on the slot machine :rop in a
dollar, pull on the slot machine @ou get the bells and the whistles and the
fre'uency of the music and all that stu47 and sometimes you get a payo4,
and most of the time you don&t And what happens is, if we&re used to
going down the left hand side, we&re conditioned + we&re a gambling
?unkie -hat&s what happens %e&re conditioned on the left hand side, and
when we want to break out of that, the battle we have is not with the
prospect, it&s with our own head trash )ecause it&s the mind+set to break
out !Audio missing" that -hat system does work, don&t get me wrong (
go down the prospect system, (&ll get an order, but here&s what happens (f
you fnd yourself incredibly busy, and not having enough time to cover
everything, then it&s not working for you (f you&re brand new in your
business, and you ?ust don&t have a client+base build up, and you want to
go down that + okay you&re going out there, you&re getting some practice
and you&ll still make some orders
)ut be careful on the left hand side Let me show the right hand side
Bight hand side is a trusted advisor -he frst thing you have to do is you
have to build a relationship Aow, that&s what these whole three days are
about7 how do you + through your marketing e4orts, focus and build
relationships. 9o that the relationship is built before you even sit down
and talk with somebody, whether it&s on the phone or face+to+face 9o
you&ve got to build a relationship At least, from what (&ve seen,
relationship is everything %ithout relationship, the rest of the stu4 that
we try to do doesnHt& work
9tep two7 we&ve got to set an agenda for our meeting, whether it&s a short
fve minute phone conversation, or whether it&s an hour long or hour and a
half long face+to+face meeting @ou&ve got to set an agenda And there&s
two agendas that have to happen here -here&s their agenda, and there&s
your agenda Bight. $ave you ever showed up at a meeting, or gone on
the phone, and your time was cut short. Anybody had that happen. #kay
%ho&s agenda gets thrown out the window. #urs, right. And so what
happens is we walk away from the meeting frustrated because they
wanted information from us, but we weren&t able to fnd out how we could
help them 9o, step two is7 we&ve got to set an agenda
#h, by the way, let me back up a second $ow do you know which side
you&re on when you&re out there talking to somebody. (f you&re on the
prospects, no+trusted side, or if you&re on the trusted advisor side7 how do
you know. %hat&s that. )ased upon the rapport, right. )ecause what
happens is, if they have to talk to three or four other folks, somebody
they&re going to give the order to, and somebody they&re not going to give
the order to Aow, my grandfather was a farmer out in the mid+%est And
he had this little saying that says, &@ou don&t name your pigs& Anybody
know why. !Laughter"
@eah, you&re going to take them to slaughter, right. -hey&re ?ust like,
&=ood+bye %ilbur =ood+bye Curly =ood+bye #inky =ood+bye +& and it&s
like, no, no7 you can&t watch your pets go to slaughter 9o what happens
is, when you try to build a relationship + you ever had anybody insist on
information, but they kept you at arms& length. =uess what. @ou&re the
one not getting the order @ou&re the one with the gunshots in the
background heading down to shooting, and you don&/t know it yet
!Laughter" 9orry about that
For the visuals in the room, they&re like, &Ao& #kay 9o that&s what
happens, so pay close attention to, how do you treat each other when you
start o4. ( don&t necessarily need them to buy from me All ( want is an
open and honest conversation that allows me to fnd out1 what are they
trying to accomplish, and am ( a good ft for them. -hat&s all ( want to do7
( want to have that kind of conversation, because if ( have that kind of
conversation, ( can fnd out whether ( can serve them properly or not And
if ( can&t serve them properly, they shouldn&t buy from me, and ( shouldn&t
sell to them either, 'uite frankly
$ave you ever walked into a doctor&s o8ce and you said to the doctor, or
the doctor said, &-hanks for coming in %here does it hurt.& And you go,
&(&m not going to tell you& &$ow long has this been going on.& &%ell, a little
bit, but you tell me7 you&re the e>pert& Bight. %hat&s the doctor going to
do for you. Let&s pretend you&ve got spinal meningitis and because you&re
not telling him anything he says, &#h, you&ve got a little fever, and all that
(&m going to write you a prescription for the Iu& %hat would happen. @ou
are going to die7 you&re absolutely going to die And whose fault is it.
@ours #r the doctor&s, because they let you do it 9o step one is bonding,
step two is7 (&ve got to set an agenda
And it&s got to be an agenda for both of us, and by the way, right at this
point, if they&re not willing to play with me, my motto is kind of &Let&s play
fair, let&s not play at all& ( want to either work together or let&s not work
together )ut if we can&t have an open, honest conversation, ( don&t even
want to get started
9tep three (&ve got to fnd out if they have a compelling reason to make a
change from the way they&re doing it now :on&t get confused between
and reason and a compelling reason (&ll give you a story on this ( had a
neighbour, years ago, who was engaged and ready to get married And he
and his wife were living together, and her car was kind of getting old and
breaking down on a regular basis, and she&d always complain about it, but
my neighbour wouldn&t do anything $e&s like, &Ah, we&ll ?ust f> it& ( love
him, but (&ve got to tell you, he&s a little on the cheap side 9o Alicia&s
always complaining, &$ey, the car&s breaking down,& and my neighbourHs
going, &Ao, no, no, it&s okay, we&ll ?ust repair it and it&ll be fne&
9o did they have a compelling reason to buy a new car. Aot yet ( mean, if
it was compelling, he would have bought a new car 9he had a compelling
reason7 he didn&t Bight. 9o we got this little tug of war that goes on, and
so what happens is, a lot of times when we&re out on sales calls, we can&t
di4erentiate between a compelling reason and a reason Pverybody with
me on that. 9o you have to pay close attention (s it compelling. ( want to
make sure it&s compelling
9o anyhow, so it&s wedding day 9he&s been complaining, &( want a new
car& %ith good reason7 it&s breaking down on a regular basis $e&s cheap,
going , &Ao, no no, let&s defer the costs7 we&ll get a car later& %edding day
9he&s driving up to her mother&s house Car breaks down 9he ?umps out of
the car + the way she tells the story, she goes, &( didnHt have much time&
9he ?umps out of the car, has the wedding dress in her hands, and some
lady sees her, pulls to the side of the road, picks her up and drives her ;6
minutes out of her way to her mother&s house Aice lady, right. $ere&s a
Chicken 9oup story !Laughter"
Alicia gets prepared, comes to the wedding, gets married + you could
never tell because she was smiling7 she wasn&t steamy )ut guess what
was in the driveway the ne>t day before they left for their honeymoon.
!Laughter" A brand new car @es, he bought her a car :id he have a
compelling reason. !Laughter and &@es&" @es he did, okay. 9o don&t be
confused between a reason and a compelling reason 9o step three is, (&m
looking for a compelling reason
9tep four ( want to talk a little bit to fnd out from them, what do they
think a solution looks like. $ow do they think they want to f> this.
)ecause (&m trying to fnd out how they&re thinking And ( want to make
sure that we&re all on the same page Aow, don&t get confused -his is not
a full blown proposal, depending on the comple>ity of your sale @ou may
only have one solution for them, and if they&re happy with that, then we
can e>plore it further, but if, philosophically, they aren&t in sync with what
you have to o4er, and how you can f> it for them, then it doesn&t make
sense to move forward )ecause you can&t make people buy something
that they don&t really need or want 9o step four is, (&ve got to make sure
from a solutions point of view, however weHre going to cure this7 that
we&re going to match
9tep fve (nvestment ( want to know what they&re willing to invest to take
care of this problem -his is kind of like when you go to the doctor&s o8ce7
say you need some + you&ve got some back pain Aow, we&re going to talk
about what are our options7 that&s the solution part And when you go to
the doctor and you have back pain, what kind of options do they give you.
And there are some, right, depending + ( mean, chiropractic ad?ustment
@ou could do acupuncture7 that&s another @ou could get surgery done @ou
could do physical therapy @ou could take medication ( mean, there&s fve
right there And now the 'uestion is, as the patient, what are you willing
to invest in one of the ways you think is going to serve you the best. Aow,
if you&re going to get surgery, how long are you going to take to recover.
Bight, it&s going to take a while (f you want physical therapy, you&ve got to
show up, you&ve got to book your appointments7 you&ve got to show up,
and you&ve got to do your part at home, because there&s e>ercises and
stretches you have to do in between the appointments with the physical
therapist
#r for some of us, we ?ust don&t want to go through that (t doesn&t hurt
that bad, so we&d rather ?ust take muscle rela>ers and pain killers 9o in
the investment stage, what we&re really looking at is how bad does this
hurt, and what are you willing to invest to make your results successful.
Pverybody with me on that. %hat are you willing to invest. -his isn&t how
much (&m willing to invest %hat is your client willing to invest to make this
successful. #h, let me back up a second
)ack up to number three, on the compelling part Anybody here ever gone
to the emergency room before. 9how of hands. #kay $ow many of you,
before you went to the emergency room, did a spread sheet. !Laughter"
Anybody do that. @ou get out the @ellow *ages, =olden *ages or whatever,
whatever country you&re from7 and you get them out and you call up all
the hospitals and you try to fnd outwhat. %hat are your hours of
operations, how many doctors do you have, are they board certifed, what
are your rates, again depending on your insurance plan. :o we ask those
kind of 'uestions. Ao %hat do you do when it&s time to go to the
emergency room. @ou go And you don&t even worry + you worry about
that stu4 later And that&s what happens when people have a compelling
reason7 they don&t start asking all these 'uestions
Aow, there&s some people don&t have a compelling reason And they&re
somewhere in between 9o with those folks, you want to make sure
they&re receptive enough that they&re willing to e>plore with you Are they
willing to e>plore with me. Are they receptive. And if they&re not
receptive, guess what. @ou&re behind the G+ball7 you&re going down that
shoot again #kay, does that make sense.
%here do we stop o4 at. %e stopped o4 at investment, right. 9o the ne>t
one is decision (&m looking for, how are they going to make a decision. (f
(&m selling to an individual, how is he or she going to make this decision
-hose of you who are on a one time call, close kind of thing7 you&re still
going to have this conversation, but this whole thing is going to go much
faster And those of you who are talking to fve, ten, C6, 02 people7 you
have a very comple> sell7 this thing&s going to get drawn out 9o it&s going
to take a lot of meetings to make this happen, but ( still want to know
$ow are they going to make a decision %hat would make them
comfortable
#ne of the beauties of Jay&s risk reversal is that takes the risk o4 of them
and helps them get more comfortable to try this )ut ( still want to know
how they&re going to fgure this out Pspecially if they&re out there talking
to all kinds of people 9o that&s decision
Last couple of steps 9tep seven %e&re going to build a plan together (f
it&s more than a one call close, and we&re going to have meet, two, three,
fve, whatever7 we&re going to build a plan And that plan is, how are we
going to go through this thing together to get you comfortable to say,
&-his is the way ( want to go,& or to get you educated that says, &-his is the
way ( want to go& #r, for you to have all the data that you need, and
reali,e that (&m not the guy %e&re not the company -his isn&t the product
%hy would ( want to do that. -rust Absolutely )ecause what ( want to do
+ in traditional selling, when we played the password game up here %hen
we talked about used cars, snake oil, slea,y7 all that kind of stu4 *eople
don&t want the pressure 9o my ?ob is to set this up so they feel no
pressure )ecause ( don&t want hem feeling pressure ( want an open and
honest conversation Aot a pressure+manipulative call 9o ( want + the
purpose of building a plan is, so that we can have an open and honest
conversation, and when we get to the end, they can give me a yes, or
they can give me a no And (&m perfectly fne with that7 and they feel no
pressure to be dishonest with me :oes everybody see what (&m doing
there.
@ears ago, ( had an insurance agent come to my house And he came with
one of these table+top Iip charts $ad all the leading 'uestions on it =ood
'uestions in terms of getting information out of me, but they were all
totally leading, manipulative type 'uestions And (Hm sitting there and (&m
watching him $e sets his Iip chart down7 &$ey Er Eiller, how are you
today. -hanks for inviting me over to your house& And he&s got this Iip
chart, and he&s going through these leading 'uestions, and (&m ?ust sitting
there watching him, going, &-his guy&s setting me up for the close&
And so what started happening for the ne>t half hour is, ( didn&t hear him
any of the 'uestions he asked me, because ( knew that he was ?ust setting
me up to hammer me (t&s like %hack+a+Eole, right. $as anyone seen the
game7 the mole pops up and down comes the hammer. !Laughter" (&m
sitting there going, &-his is %hack+a+Eole7 the guy&s going to hammer me
down in here about J2 minutes& 9o that didn&t feel right to me And so (
found myself + my defence wall starts going up ( start distancing myself
from the guy ( start withholding, not reacting with him at all Aow, was
that serving either of us. Aot at all7 it was a total waste of time (t was a
disservice to me and a disservice to him
Aow, let&s pretend this was his companyHs policy $e had to do this cheesy,
leading 'uestion Iip+chart Let&s say that&s the way it was All he had to do
was tell me up front
All he had to do was say, &Andy, (&m going to come meet with you, but (
want to warn you about something frst Company has this policy that (&ve
got to use this Iip+chart And it has an advantage and a disadvantage
-he advantage is there&s good 'uestions on there, so (&ve got to get
information that helps me fgure out what&s the right thing that ( can do
for you -he disadvantage is, they&re leading 'uestions And sometimes
they&re + the thing is to set you up, so at the end you tell me yes And (
want to let you know, if you&re not comfortable at the end, you don&t have
to tell me yes A no is fne %hat (&m more interested in is getting the
information and helping you And at the end of the meeting (&m going to
ask you to fll out an application and give me che'ue7 if you want to move
forward And if you don&t want to move forward, it&s perfectly fne to tell
me you don&t want to move forward %hat ( don&t want you to do is feel
pressure, and you have to withhold information and that7 not have an
honest conversation&
-hat&s all he would have had to have done And guess what would have
happened. $e would have come in, gone through the same e>act thing,
using the same e>act information and 'uestions, and it would have been a
totally di4erent meeting )ut he didn&t set my e>pectations $e didnHt let
me know that at the end, ( could make my own decision versus him taking
the hammer and whacking me over the head 9o that&s why we co+build
the plan, right. Pverybody&s had that happen.
-hat&s why we build a plan together -hey don&t dictate to me how we&re
going to do it, and ( don&t dictate to them how we&re going to do it %e
build the plan together And then the last step is proof (&m going to give
them whatever they want to see Ao more, no less $as anybody ever
been out on a meeting and you fell in love with your product, and there
are certain things they were asking for but you told them a whole lot
more. Anybody seen that happen. And you talked them out of the sale.
!Laughter" #r ( don&t know if any of you are doing like *ower *oint
presentations, and somebody only needs to see three slides and you go
and you show them 02 slides.
)ut in the proof step, you&re ?ust showing them everything that they said
they wanted to see, so if you look at this7 steps one through si> is really
?ust 'ualifcation 9teps one through si> is ?ust 'ualifcation, and what
you&re doing is e>trapolating from them what they say is important to
them And you&re ?ust trying to make sure there&s a match And if there&s a
match, you move forward And if you canHt give them what they want, or
what they&re asking for is not in their best interests7 and this is why ( like
the strategy of pre+eminence so well + is everybody familiar with the
strategy of pre+eminence.
)ecause it says in there+ is it in their workbooks, do you know. -actical
force tomorrow. #kay, so it&s in tactical force tomorrow, and Jay will be
covering it =reat )ecause in there, thereHs thing + if we had time (&d pop
it up on the screen, but ( think the print&s too small + there&s in there that
says, &@ou don&t sell something to somebody if it doesn&t serve them well
Pven if they want it and they want to give you the money, you still don&t
do it %hy. @eah And so what ( fnd is, when ( look at this process, what (
fnd is if thereHs a mind+set that goes with it + well, actually (&ll show you
this
-o be able to be a true consultant, or take a consultative approach, you&ve
got to have three things @ou&ve got to have the beliefs and mind+set
that&s + to support that 9o for e>ample, let&s say you&re desperate to make
a sale And somebody is willing to give you the money and you&re cash
Iow&s a little tight And you know this isn&t in their best interests, but you
take it anyhow, right. Anybody had that happen. (&m sure you&ve not done
it but you&ve probably seen some other sales people who have in the past
!Laughter"
And so now what happens is you&ve got a client, you&ve took their money,
you didn&t do what was in their best interests, and guess what. -hey fnd
out anyhow, don&t they. And then it becomes what ( call + please e>cuse
my language + the client from hell And it&s our fault, because we did them
a disservice 9o you&ve got to have the right beliefs and the right mind+
set, and that to me is critical 9econd thing is you&ve got to have plans
and activities -his is what we&re talking about + we&ve been talking about
strategy, we&ve been talking about ideal client profles, we&ve been talking
about one hundred clients to focus on7 and you&re talking about + this
really is your strategic ob?ectives and the marketing e4orts on the
company And the sales people part is to follow up7 prospect and follow
up, right.
And then the last part is the skills and the knowledge And this is a + do
you have a sales process to take them through, whichever the three
model that you&re using And do you have the tactical skills to be able to
pull it o4. )ecause even if you have the right process down, if you donHt&
have the 'uestioning techni'ues developed properly, you can totally
butcher the process ( can think of a guy that ( taught in my methodology
who tactically was phenomenonal *robably the best (&ve ever seen, but
there&s one problem $is intention And ( want you to write this down
because itHs7 not in the workbook @our intention is more important than
your techni'ue (t&s what&s in your heart
@our intention is more important than your techni'ue )ecause if you have
the right intention, people pick up on it, and there&s room for forgiveness
)ut if you ?ust focus on the techni'ue and your intention is wrong, and
your techni'ue is perfect7 they still know that you&re trying to manipulate
them 9o to me, the skills and the knowledge is really + do you have a
sales process, and do you have the proper techni'ue to take them
through7 but what&s in your heart and your mind+set for you to be able to
pull it o4 gracefully, or not to pull it o4
Any 'uestions on that. #kay 9o, why don&t ( ?ust open it up for a couple
minutes of 'uestions, because ( think (Hve got like two minutes, and if
anybody has any 'uestions, (&ll take them Any 'uestions.
!ic": =o to the mike, please.
Andy: @ou want to go to the mike.
!ic": %e&ll take as many as we can7 Jay&s on his way down
Man 1: Joe Eyer, and my 'uestion is7 the whole &how& side of that right
hand column, and ( mean, ( agree with a lot of the +intention7 things of
that nature, but sometimes when you get out there in the heat of battle,
so to speak, you get wrapped up in the tactical side of it, so if you could
touch on that, and some of the things to do
Andy: -hat would take a two day seminar (&m not trying to avoid the
'uestion, itHs ?ust the &how& part + part of it is a function of bravery and
mind set And bravery, at least bravery ( fnd is + your amount of bravery
is e'uivalent to how full your pipeline is -rue. #kay Beal world 9o if your
pipeline is full, then it&s easier to get into the techni'ue side7 and like (
said, we&d need two days to go over techni'ue, so ( wish ( could answer
that ( don&t have the time to do it (f you want to grab me oTine + if you
give me one or two situations, (&d be happy to talk to you about that
Man 2: $i, )ill 9haw A lot of the time when we are trying to fnd out what
they want and we fnd it out, but sometimes it&s di4erent decision+makers,
and they may want something else, or + we can become great friends with
the person we&re selling to, but they still have to get a confrmation from
someone else, where it&s strictly price, when they look at the
Andy: Bight Bight, and that step + when we&re going over the di4erent
steps to go through in that decision step, ( have to talk to everybody who
is going to touch and even approve this even as a formality )ecause if
somebody has the right to + or you&re going to run it up the chain of
command, and somebody has to ?ust bless it as a formality, they really
have the right to veto And if they&ve got the right to veto, at least + ( don&t
know what your e>perience is, but my e>perience is, ( have somebody
here and here and here7 they&re usually not all on the same page And so
if (&m over here, ( could spend a lot of time and energy trying to help them
fgure it out, and then they go over here, and those guys go, &Ao, that not
'uite e>actly it,& and then tweak it7 and then (Hve got to take it up to this
person, and this person goes, &Ao, that&s not what ( had in mind,& and then
they have to tweak it 9o you and ( and whoever we work with over here7
we all look bad and incompetent
And what ( don&t want to do is spend time and energy here, unless ( know
we&ve got everybody on the same page 9o even if it&s ?ust a 'uick &let&s do
a C6 minute group conference call, reality check, get on the same page,&
(&m happy to work with this person and get it done then, but (&ve got to
make sure we all agree
Man 2: And do that at the frst stage, and not at the end when we&re
giving the price and close.
Andy: @ep @ep :oes that help.
Man 2: #kay @es
Wman 1: $i, )arbara $anson, =eneral Plectric Financial %e do
something like this too, and ( ?ust wondered, the second step7 to me, it
seemed + set the agenda for the meeting + it ?ust seemed a little bit soon,
although ( know we do something like that now (f this is the right plan for
you, we&ll be moving ahead with an application, etc, etc (s that
appropriate thatHs e>actly what you&re talking about, or you&re saying,
&=ee, you&d buy this if&
Andy: Ey agenda + when ( talk with somebody on the phone, ( ask them,
&%hat would you like to get out of the phone call, or when we get
together, what would you like to get out of the meeting.& And then they
tell me And then ( say, &#kay, can ( share with you what (&d like to get out
of the meeting $ere&s the things (&d like to cover& And then (&d discuss7
&#kay, now that ( know what you want to cover and what ( want to cover,
so that we&re both prepared, letHs talk about how much time we&re going
to need to cover that Are you going to need an hour, half hour.& )ut
whatever you get, honestly, realistically need7 if you need an hour and a
half, tell them we&re going to need an hour and a half to cover that -hen
at the end of the meeting, if it makes sense, when we want to go forward,
we can do that, or if it doesn&t make sense for either one of us, we both
have the right to say, &-hank you very much for your time, but we don&t
think we have a ft&
Wman 1: #kay
Andy: does that help you.
Wman 1: A little bit ( ?ust wonder that they&re not going to say, &%ell, (
need to think this over& Like, way at the beginning
Andy: -hen if they tell you they need to think it over, what it means is
you didn&t do a very good ?ob giving them what they needed to know, and
they ?ust werenHt comfortable telling you the truth
Wman 1: @eah (t ?ust seems so early
Andy: Eost of the time, they&re trying to make some kind of decision :o
we go to the ne>t step or not. (Hm not asking them to give me an order,
(Hm ?ust saying do we go to the ne>t step. And if they want to think it over,
they&re being kind -hey don&t want to hurt your feelings
Wman 1: %ell, what ( have is very complicated material decision, and
they sort of + a lot of people ?ust say, &%ell, (Hm shopping,& and then all of a
sudden, they become committed to shopping before you&ve had a chance
to build much rapport
Andy: :o you hear the s'uealing in the background. !Laughter"
Wman 1: (&m one of the top agents7 it&s not a problem
Andy: #kay
Wman 1: )ut it ?ust + ( don&t know7 ( ?ust seemed a little 'uick, and (
know ( do something like that %e use the Bon %illingham ine'uity selling
model
Andy: #kay, (&m not familiar with it
Wman 1: #h okay (t&s a good model
Andy: #kay, but what&s seems a little 'uick for you.
Wman 1: ( don&t know, ?ust the way you said it (t said, set the agenda to
see if they&ll buy or not (t ?ust seems like really 'uick
Andy: -hat&s not what ( said
Wman 1: #h, okay, (&m sorry, ( misunderstood then
Andy: ( wondered what you were hearing (&m not asking them to set an
agenda to make a buying decision at the end of the meeting (&m ?ust
asking them to &Let&s have a productive meeting&
Wman 1: P>cellent
Andy: %ho doesnHt want to have a productive meeting. :on&t you hate it
when sales people show up and they ?ust waste your time. ( want to have
a productive meeting, and ( want to be prepared for them, and ( want
them to be prepared for me
Wman 1: P>cellent
Andy: )ut at the end of that meeting, if we decide to go forward,
whatever that looks like + you&re in real estate.
Wman 1: Ao, long term care insurance
Andy: Long term care insurance 9o there&s probably a process that they
want to go through for them to get comfortable 9o at the end of that
meeting, if they&re comfortable with you, let&s talk about what are the
steps of the processes they want to go through And what (&m looking for
is, will they be honest with me, and spell it all out. And if part of it is, we
want to go talk to four other people, ( want them to tell me, &%e want to
go talk to four other people& And then ( can work with them on, &%ell,
here&s the 'uestions you should be asking& Are you with me.
Wman 1: P>cellent #h, yeah #kay
Andy: #kay, alright And ( can + nobody else come in line, because
otherwise (&m going to go way over my time, so (&ll take the three here and
the three here and then (&m going to be done
Man 3: =ood morning, Eark Anthony, -raining Force 9uccess -he
'uestion ( have is when you spoke about pre+framing what the person was
going to see, with the Iip chart e>ample7 it sounded like you were
suggesting to do that on the telephone when you&re actually setting the
appointment, not doing that when you&re sitting down in front of the
person7 and that ?ust
Andy: -hatHs right
Man 3: @ou don&t fnd that weakens the sales situation too much. %hat&s
your thoughts about doing it when you sit down with them rather than
way in advance.
Andy: @ou can do it that way -he point of it is to take the pressure o4 the
client 9o if you think it&s going to serve them and you better to do it over
the phone, do it over the phone (f you think it&s going to be better face+to+
face, do it face+to+face %hat you don&t want to do is not address it, so
that the client&s feeling pressure at the end @ou want the pressure o4 the
client
Man 3: #kay, great
Andy: )ut if you feel like doing it face+to+face would be better because
you could build better relationship, that&s fne
Man 3: P>actly
Andy: 9o you&ve got to use your best ?udgement on that #kay #ver here
Wman 2: $i, yes (&m
Andy: (&m only taking three of these microphones, so (&m ?ust going to
stop
!ic": Last 'uestion
Wman 2: ( am in a one+call close type business, and when (&m on a roll,
doing e>actly what you say to do7 and ( can be there ( close eight out of
nine appointments Ey problem is staying in that mind+set week after
week ( can stay in it for maybe two weeks in a row, and somehow ( lose it
( guess maybe it&s personal stress, and my other part&s my life or
something )ut if you could ?ust address staying + how do we stay in that
mind+set.
Andy: =et a coach =et a coach who will help keep you accountable and
keep pressure on you -hat&s the best thing ( found for me, itHs the only
way it works ( need somebody who is basically holding my feet to the fre
Wman 2: )ut ( mean a consultative mind set7 that&s what ( mean
9taying in that pure mind set versus slipping into some of the other + ( fnd
that&s the most e4ective way to sell
Andy: #kay, ( agree with you ( don&t have any silver bullet or magic dust
kind of thing ( wish ( did, but ( can tell you what ( do (Hve got tools that (
use, like checklists, debrief forms that ( go back over, even now for myself,
keeps me honest (&ve got a coach that ( use, and then for me ( like to do
meditation because ( like to come from a neutral mind set ( feel like +
personally ( feel like everybody needs some kind of spiritual practice7 (
don&t care what it is, but ( think you need something that says, there&s
other things in life more important than me @eah.
!ic": -ithe C2D to the Church of Jay
Andy: #h, they could, C2D to the Church of Jay !Laughter" -hey could do
that
Wman 2: Ao, but ( mean the regular meditation is great7 because ( do
do meditation but ( don&t do it regular, and ( think you have to keep
coming back to the centre7 come to your centre
Andy: @ou&ve got to grounded (f you want to be consultative, you&ve got
to be grounded and clear, not needy and desperate Aot saying you that
you are, but ?ust from my own perspective, for me
Wman 2: -hank you
Andy: #kay, alright, can ( have
Man 4: Chris %ray, (CC )usiness *roducts Kirtually everybody uses my
products7 awful lot of voicemail @ou got any thoughts on how in the world
do you build a relationship with somebody that never + you never get past
the voicemail
Andy: @eah, (&ll give you a 'uick in on voicemail ( think voicemail is like
radio spots @ou&re going to do a 02 second radio spot 9ee most people
when they call and they get voicemail, they ?ust kind of blabber on and
usually it&s all in the wrong order with the wrong information &$ey this is
Andy Eiller with 9-( Kirginia ( do sales training, here&s my phone number&
And do you remember the game show, Aame that -une. And all of us play
this with voicemail @ou listen to your voicemail and you&re going through
and you&re trying to identify who it is and why they&re calling, and if you
need to delete it, save it, listen to it, get to it later Fair.
9o when you call somebody and you&re going to leave them a voicemail, (
would encourage you to think of a series of radio spots that you would
leave7 and you&re the :J And when you&re going to leave a message,
forget about who you are and your company and your phone number
%ithin three or four seconds, you&ve got to say something that&s going to
grab their attention 9o the message needs to be focused on them, not on
you And if you focus on them, and you pay attention to whatHs important
to them, what would get their attention 9o if you called and said, &$ey,
this is Andy Eiller, you don&t know me -he reason (&m calling isboom
And (&m trying to fgure out if you and ( should talk about that $ere&s my
number& And either say your number twice, or say it slowly7 because most
people, they go, &<2JM00<C62&
And somebody actually left me a message7 this is about two months ago,
and they got my attention, and ( wanted to talk to them, and they said it
so fast7 and it was on a cell phone, and ( switched cells and bleeped out
one of the numbers7 and ( played it back si> times, trying to fgure it out
and ( couldn&t Ey caller (: didn&t show it either And (&m ?ust going, &( hope
they call me back& And guess what. -hey never did 9omebody lost an
opportunity
Man 4: #kay, thank you
Jay: @ou guys can see that we can go for hours and days (t tried to
coordinate the fnest people who ( thought bought the fnest compliments
to what ( was all about so that you could take /unclear G1JC3 at my word
9how you how to build it, integrate it, really make it complete ( wish we
had hours and hours, but ( suspect you really made an impact !Applause"
/Onclear G1;; +G16;3talk about what ( call the phenomena of the group
that we had a ?oint relationship with, because ( think if you did, great )ut (
think people have got to reali,e that there&s two parts to the pu,,le, and
having the greatest consultative sales ability is great, but if you have no
leads to present to, it&s a problem And you probably ?ust addressed
something
( believe that voicemail isnHt the worst thing in the world7 it&s the greatest
thing in the world because you&re having a progressive dialogue with
somebody, and nobody else gets that, and you probably ?ust said that7 but
(&d like you to mention the phenomenon ( was so fascinated and
disappointed with that ?oint client, because they didn&t get that one
connection, and you might make that real 'uickly, and then ( want to ask
you if you left right now, if they never looked or listened to the tape, if
they never, ever again had any contact with you7 what is the one most
important point you&ve made in the session you ?ust did that you ?ust +
passionately and critically, ?ust vitally need them to get, and what&s the
one thing theyHve got to do with that reali,ation.
Andy: -he voicemail piece frst, okay. @ou asked me two 'uestions 9ome
of you may remember the )urma 9have signs along the road(&m starting
to show myself a little bit here And it was a series of signs, and each sign
had a message on it, so as you&re driving down the road, you&re getting
one message and another message And ( think of it as repetitive
commercials that build upon each other 9o for me, the voicemail, if you
really pay attention to it, you can come up with a series of messages that
you want to leave, leave in a proper order, and you do + ( don&t know if you
do one a day, once a week, once every three days7 but if you come up
with a series of messages to leave them that&s important to them, you&re
going to get their attention /inaudible comment form audience member
C21;63 @eah
Jay: ( would disagree Can ( make a. ( have philosophy and it permeates
everything that do7 that it&s only a matter of time before everybody ( want
to do business with will (t&s like there are fve or ten or 02 of you in this
room, that are large enough, and it&s only a matter of time before we&ll
have a discussion before you leave about possible ?oint venture ( havenHt
given it enough value yet to be deserving of that7 it&s only a matter of
time before anybody ( want to target with a letter, a phone call, a vision7 is
going to become a partner, a client
And ( donHt wait for money to change hands before ( start really conveying
and contributing value, and if you start thinking about not, &#h =od, (Hm
going to get voicemail ?ail, that&s horrible7& if you start thinking, &%ow,
what +& it&s almost like the analogy )rian said about the pony and the pony
crap )asically if you say, &%ow, all these other people are intimidated,
they&re frustrated, they&re leaving some stupid + /unclear CC1;J3, (&m going
to have a se'uential + (&m going to take everything (&ve learned7 (&m going
to leave messages with headlines, and powerful payo4s and benefts and
provocative reasons why, and (&m going to have this progressive,
assumptive, conversation, because ( know they listen to it And (&m going
to make sure the frst C6 or J2 seconds that ( leave are so compelling and
promise them something so interesting and so valuable and so
provocative or so self+ serving +& don&t you agree.
Andy: Agree
Jay: Let&s do it And ask yourself + you don&t + ( have go more people call
me back after the fourth or ffth + %here&s :avid + (s :avid 9pi,ack in the
room. (s :avid 9pi,ack in the room. Are you here. $e was supposed to
be :id he come. $ands up Ao. $e&s somewhere here $e&s the guy that (
pursued probably incessantly + oh, twenty times by phone calls, emails + it
works (t works, it works )ut it only works if you believe it attitudinally,
you believe it philosophically, you believe it transactionally And it&s not
about a static moment + (&m not trying to steal your thunder
Andy: Ao, you&re not
Jay: )ut + you disagree.
Andy: Ao, not at all
Jay: (tHs not about a static moment, it&s like it&s nothing (t&s about process
%here&s the psychiatrist that ( thought was a pathologist. !Laughter"
%here are you. :id ( o4end you last + no. @ou&re from a long time ago
%ell ( spend $622,222 on therapy (&m going to save you a half a million
dollars, okay Lay down 9ave you half a million bucks And (&m going to
translate it to business %hat ( learned is that everybody&s f>ated with the
end result -hey want to have the biggest house, most cars, or the fastest
growing company, or the most beautiful wife, or the most whatever, as a
status + achievement %hen they think they get it, they think the heavens
are going to open up and the birds are going to sing and nirvana will
prevail + not the rock group, but a real nirvana !Laughter" And when they
hit that, it&s like a /unclear3 victory7 they don&t get anything
-he real essence of life and the real essence of business is the process
-his conversation that you and ( are not 'uite having verbally is as good
as it gets, and if you reali,e it&s a matter of time, but everybody&s going to
be + everyone that you want to do business with, you actually will if that&s
your mind+set And it&s a process @ou want to make a comment.
Andy: ( think you&re e>actly right, and it&s funny on voicemail7 if ( called
you up one day and ( said, &$ey, (&m Andy Eiller, ( sell cars, would you give
me a call back.& you&re probably not real inspired to do that, unless you
need a car
Jay: $owever
Andy: $owever, if ( called you up and ( said, &(&m Andy Eiller with the
Kirginia 9tate Lottery, you won a million dollars7 please call me to collect
it,& you&d probably be pretty inspired to call me back Aow, that&s ?ust on a
one time voicemail Aow, with processgo ahead
Jay: )ut or even if he called and said, &(&m Andy Eiller with A)C Eercedes
:ealership, and we have a lease return here that&s got 0,222 miles on it,
but itHs $C6,222 o4, and there&s a lease arrangement where you could get
it for a little more than a Le>us7 and ( was told that if an opportunity like
this come around, we should at least present it to you,& that might be sort
of interesting
Andy: Absolutely )ecause now you&re not schlepping a car7 you&re saying,
&$ey, got this thing here, ( don&t know if you&re interested in it or not (f
you are, here&s some details on it, and call me back (&d love to help you, if
you&re interested& )ut that&s a no pressure message
Jay: %e&re going to get in tomorrow, and (&d like you to be here, if + with
Carl %eHre going to get into a bit of se'uential marketing stu4, and
unfortunately + apologies for chewing gum7 ( wasn&t planning on talking so
( took it out, but what the heck (f ( die, somebody give me the $eimlich +
if ( start choking give me the $eimlich )ut one of the things we&re going
to do today and tomorrow is do a lot of interaction where you give us a
scenario, and we don&t ?ust talk theoretically, and you&ll help us %e&ll ?ust
take it and we&ll bash the issue until we break it down into actual scenario
And (&ll try tomorrow + you could help with :onald Eoin too + ( mean, it&s a
little bit + (&ve got a lot of + not counter perspectives, but interesting things
where you&ll have to see real world application in somebody&s actual
business scenario, and it&ll become evident )ut the point for today, in my
opinion + ( wish you could talk for hours7 you&ll be around if somebody
wants to seek you out ( adore him, ( trust him implicitly, and by the way,
(&ve got an opportunity for you to make about $C2 million, so talk to me
before you leave + serious !Laughter"
Andy: #kay (&m game
Jay: #kay, but + no seriously, ( do )ut the ley you should all get from this,
in your businesses, whether you&re one man or woman or whether you are
a company of C2,222 + please stop talking, whoeverHs in the back *lease
stop talking (f it&s my sta4, please stop talking #r shut the door, please
-hank you (f you are an individual, or you are a company of C,222,
everybody in your company that has impact to the buyer should + must be
trained in consultative advisory selling -his is not a pitch for Andy7 ( don&t
get a dime ( e>plicitly forbade any speaker from doing anything, but if
you can a4ord somebody like him, ( would in a heartbeat + ( sent him to
one of my clients, and other than the fact the client didn&t get that having
the greatest consultative saleability is wonderful, but you need leads to
sell to frst7 it&s great @ou can&t a4ord him, buy a book )uy )rian -racy&s
stu4, get a + not a second+rate, but a locali,ed consultative sales trainer,
because you get yourself, you get your sta4, you get your receptionist,
you get your accounts receivable, you get your tech support, you get your
customer+client services All should be trained because it is the ultimate
instant, enduring leverage, and when you&re trained, pay e>tra to record
it, to transcribe it, make it mandatory
$ow many people here are angel investors, or are venture+capitalists, or
unintentionally put money in marginal businesses that you end up either
losing or having to nurse + okay, hands up ( would never, ever again, put
a dime in a business unless $02,222 or $J2,222 of the money you put in
was used to train + no /unclear 01663 Andy, but Andy&s great + to get
consultative sales training from the get+go, because it&s going to enhance
by two or three times their upside (t&s going to reduce your downsides,
it&s going to make their success + don&t you agree.
Andy: Agreed
Jay: ( would never + if you&re trying to bail one out before they waste + if
they have a sales force, before they waste $622,222 + $62,222 on ads +
make them get consultatively trained in selling (t will immediately, it will
enduringly + ( have nothing to gain, ( don&t sell it (t will profoundly and
dramatically and wondrously transform your ability -hose of you who are
consultants, who are decorators, who are any kind of a service business,
get yourself trained -he reason ( can get $;2,222 a day7 the reason that (
can get you to let me sit here and chew gum and tell you about /unclear
J1603 about my therapy, is because ( have your respect @ou trust me to
look out for your best interests, which ( am doing @ou trust me to consult
and advise you in what you should be doing, which ( am very, very
responsibly and respectfully trying to do and husband that responsibly for
you
And hopefully i have enough of your trust that if ( told you to march, you
would march, because it would be in your best interest (s that not what
you want for the rest of the world. Aot ?ust for your own economic
betterment, but as (&ll tell you in a little while7 and we talk about the
strategy pre+eminence, because it&s the best thing for them Andy, (&m
taking you&re thunder7 ( don&t mean to
Andy: Ao, it&s fne
Jay: ( adore you + ( think he&s got + (&m sorry we didn&t have a day with him,
but ( hope you took great notes and anyway answer that other 'uestion
about what you want to leave them with
Andy: @eah, ( was thinking about that
Jay: -hat&s the only reason ( was talking7 to give you thinking time
!Laughter"
Andy: -o me, you&ve got to learn some kind of consultative process
-hat&s a must And the other part of it is your mind+set (t&s got to be a
mind+set to serve and help people out, but respect yourself at the same
time, because ( fnd sometimes from the service side, you forget yourself,
but the Iip+side of that is, you can&t be desperate )ecause if you&re
desperate, even though you have a great consultative approach, if you&re
desperate, you&re going to do the wrong thing by the client And that&s
why + kind of scratching your back7 not intentionally but it fts + that
strategy of pre+eminence, ( actually + ( went through it7 ( probably go
through that thing probably three, four times a year, and every time ( read
it ( go, &-his is so dead+on&
Jay: ( think we&ve given you the transcription of it from its original sense,
which is really good, because the babbling + one of my most famous
babbling hour and a half7 but it&s 'uite profound in its content, not that (&m
that bright, but because ( learned some insights from a company that
used it to go from almost nothing to $622 million, and it&s pretty cool, isn&t
it.
Andy: @ep
Jay: *retty cool (t&ll transform your strategic thinking, and it&ll liberate
your spirit, and (&m going to do it sometime in the ne>t two hours )ut we
have to move on because (&m behind, but thank you from the bottom of
my heart and apologies from the bottom of my heart that ( can&t let you
go all day
Andy: Ao problem
Jay: And Andy is a trooper !Applause" $e was supposed to go on
yesterday -hanks man
Andy: -hank you
Jay: (&m sorry we messed you up so much
Andy: %e&re cool %e&re good
Jay: Louder Little louder *iece of music to get our blood Iowing, and then
we&re going to do something cool !Eusic plays" Little louder ( don&t know
/unclear 61603 !Eusic plays until end of audio G1J23
Jay Abraham Mastermind Marketing 14
Jay: (&m late on something important 9it down or stay out of the room
Pveryone, come on (t wasnHt really a break (t was an energy boost
Anybody ever go to the + what&s the place you go for fruit drinks. Aot Juice
9top, what&s the other place. Jamba Juice7 and they give you the free
boost. @ou know what the free boosts are. Am ( on. Anybody can hear
me. @ou know what the free boosts are at Jamba Juice. Ao, not what + (
don&t mean what is in them, ( mean you know that they give you the free
boosts whether you want ginseng or /unclear 221JM3 or whatever. -his
was your free boost )ut now we got to get on, because (Hm late
%e&re going to do something really cool 9it down, or stay outside 9hut
the doors and tell them to either come in or come out Aow, please (t
wasn&t really a break ( know you had to + ( was trying to invigorate you
Couple of real 'uick points and then we&re going to get into it @ou guys
are cool, and you guys, ( admire you, because this is not easy to stay up
and have your paradigm shifted ( tried to create an environment in three
short days for very + by our standards +very modest cause that could
transform you not ?ust in a marketing sense but in operationally and
implementation sense ( looked at all the reasons why the previous
programs that transformed people&s mind but they hadn&t done as much
with it7 and ( put together a complement of e>perts with skill sets and
methodology and consistent congruency with what ( was all about7 and
ideological and ethical harmony7 and the only problem is it&s a lot more
than an eight to fve with easy breaks and easy+going lecture+based
dynamic
( had a choice of making it fve days and charging you $C6,222 or
$06,2227 and (&m not ?oking #r making you struggle through it a little bit,
saving you two or three days and cutting about G2D of the cost, and
making you a little bit + not uncomfortable, but have to stretch (&m
appreciative for you but you will be appreciative, not for me but for all
these wonderful people -he Eac Bosses who go till four + isn&t he a bright
man7 those of you who made it through. !Applause"
-hose of you that didnHt7 aren&t you glad that ( preserve everything on
tape. !Audience says, &@es&" )ecause when you get home and listen to
the ad + ( don&t know what he did but he&s like the brightest man + (&m ?ust
like, ama,ed by the scope of intelligence, and he&s like no+nonsense tough
love Eac7 he&s a pretty cool guy All the people (Hve chosen are of that ilk,
and they&re very wonderful + like Andy was supposed to be on + you ever
see the movie Airplane, the original one where they were going to land at
the end at =ate C, 0, J, ;, + fnally CG<. *oor Andy was supposed to speak
yesterday at one time or another, another7 fnally he got moved to this,
because we wanted it to be fresh and you had to get up )ut you can
stretch for three days in your life
@ou&ll have the ?oyous delight of reaping and harvesting the compound
benefts for the rest of your business days 9o stretch, but ( appreciate it
#kay, (&m involved with a really cool group that&s got this e>traordinary
new technology for video conferencing (&ve wanted to be involved in
video conferencing forever + anybody who&s ever been involved in video
conferencing knows two things about it (t&s always been e>pensive, and
it&s always sucked 9omebody goes like this and then on this side it goes
slow motion7 it&s ?ust very daunting and frustrating, and you can do C2
minutes of it and you get a headache And ( was involved with a wonderful
group fve years ago that were on the cutting edge, and they put (9:A
lines in my o8ce, and in my house7 and they put video conferencing and
every time we would do a meeting ( would get a headache7 and (&d be
doing this and somewhere else the guy would be looking, and (&d see a
slow motion of something that happened four minutes ago ( fnally
stopped working with them because ( got a headache
%ell, fast forward -here&s one company that is owned by some very
brilliant technologists who are really good at technology but aren&t as
masterful at marketing, and ( and a couple of partners are getting really
deeply involved, and as an e>periment for me and as a way to access a
speaker who couldnHt& be here, and as a demo + sort of to you, but more to
me, because it was + this technology costs almost nothing, and anybody
can do it (t&s real+time and it&s really cool (t may not be perfect, because
we threw it together at the last minute + weHre going to interview for C6
minutes, a speaker who was supposed to be here, in $ouston, on the
technology And it may not be perfect because (Hm ?ust learning it + we&re
going to have the + (&m involved in it but (Hm so non+technical that we&re
going to show you how easy it is, and if it screws up it&s not my fault, right
)ill. !Laughter"
9o who&s our technologist. ( knew it Aick is right here Aick, tell me what
(Hm supposed to do Aot a thing ( love thatS (&ll take ten !Laughter" 9o
where do ( have to be. %e&re going to have Jac'uie $all somewhere in
$ouston Jac'uie (sn&t this fun. @ou see me. @ou got the sound on. $old
on, this is not perfect, we&re f>ing it7 but Jac'uie, can you see me.
Jac*uie: @es
Jay: #kay, one second :o we have the sound. -his is a technologist&s
dream of doing a great demo to 622 people, and having it screw up in the
frst three seconds !Laughter" )ut since we are a seamless and a well+
rehearsed + this is ?ust part + we do this on purpose Bight, Jac'uie. %e set
this up, didn&t we, for you to lip+sync. 9he&s actually going to do the ne>t
song !Laughter" (&m going to turn the ne>t day into karaoke, is that okay.
Are we ready. )ecause if we&re not we&ll move on and do it again Aick,
what am ( doing wrong.
)y the way, (&ve watched this many times7 it&s cool7 but we threw it
together here in the hotel, =od bless them, he&s trying to work for it )ut
normally, you set it up and it&s for companies that want to do all kinds of
neat things, or people who want to connect their clients or do
programming, and we&re going to use it in all kinds of neat ways, and if
any of you are interested + this is more for my beneft so ( can e>perience
it And )ill #smond, who&s a partner with me down here7 raise your hand
$e&s standing up7 if you guys want to know anything about it + but it&s
really cool
Can we hear anything yet. @es. %hat do ( have to do. Jac'uie, say
something
Jac*uie: =ood morning !Cheering"
Jay: #kay, great Aow, ( want to do something + can you see me.
Jac*uie: @es
Jay: #kay, because ( don&t know if (Hm in the right + does it matter, Aick,
where do ( face. %hat&s the deal. %here&s the mike, where&s the video
camera. %hereHs the camera7 anybody know. #kay, is that better. (s that
better. Can you see + that. (&m ?ust trying to learn this
#kay, Jac'uie, you&re where, you&re in $ouston.
Jac*uie: @es, (Hm in $ouston
Jay: #kay, ( want to show them instant + it&s real time Aormally, when you
do thisit comes out like thatand it looks sort of like an old time movie
:o this for me !Laughter" :o that for me #kay, do that for me
!Laughter" #h, come on, do that for me
Jac*uie: !Laughs"
Jay: -hat&s not that #kay, youHre in $ouston somewhere
Jac*uie: @es
Jay: @ou&ve been listening to this Ey apologies but it&s been interesting
hasn&t it.
Jac*uie: #h, it&s been incredible
Jay: And regrettable you had a change in plans and you were unable to
come, but you very graciously allowed yourself to not only be a guinea pig
but to let me pick your mind for C6 minutes, and compress and translate
what you do for large corporations, into an ideology and a methodology
that maybe some of these people here might consider on their own or in
some other form, to use (s that right.
Jac*uie: -hat&s e>actly right
Jay: #kay (sn&t this cool, because it&s like real+time Anybody ever seen
video conferencing that screwed up7 this is pretty cool, and it&s like 62
cents + M2 cents a minute to do7 it&s really interesting 9o you have spent
your professional life learning an element of business that ( don&t think
most people understand, and it really is that there is a way to broadly +
you call it e>pand the /unclear G1063 (&m not using the right words, but
basically + and (&m going to put words in your mouth because ( don&t want
to use C6 minutes7 ( don&t want to make you a star and ( want them to get
provoked favourably forever
Jac'uie has a methodology that goes out and says, &@ou guys are dumb
trying to basically read the minds of markets -here&s too great
opportunities @ou can go to your own clients and fgure out how much
more they want in products, services or involvement @ou can go to your
competitor&s clients and fgure what they&re not getting @ou can go to
markets that you want to reach and fgure what it would take for them to
be e>hilarated with your company or your product7 or you can fgure out
what it takes to make your team work so much more productively Am (
doing it right, or is that good.
Jac*uie: -hat&s it
Jay: @ou want to embellish it.
Jac*uie: %ell, what we do is we help you collect the money that&s already
on the table And get the clients you want And it happens in 62 days
Jay: -hat&s pretty powerful Aow, on the upside, she&s done it for
companies and bought in as much as a half a billion dollars -he thing we
have to talk about, and can ( talk about it. (t is di4erent for entrepreneurs,
so ( want to learn the methodology because you do some really cool
things that may or may not be appropriate for a smaller company, but (
think if you can e>plain the essence so that everybody can consider it and
what they might want to do on their own if they never were large enough
to use a service like yours7 that would be very, very wonderful 9o (&m
going to ask you a couple of 'uestions. %hat&s the biggest mistake that
you see companies making that your various clients of approaches would
really help. And why do you think they make it. Let&s start with that kind
of a 'uestion
Jac*uie: -he frst thing is they do what ( did when ( started business (&ve
been in business for C2 years, and (Hve been e>actly where you&ve all
been (Hve had the business from nothing, to growing it And the big
mistake ( made was not listening to my clients frst
Jay: Aot hearing what they&re saying
Jac*uie: ( didn&t think about the clients ( wanted
Jay: Alright, so + and you also probably didn&t think about what the clients
you had wanted more of (s that correct.
Jac*uie: -hat&s e>actly right, because when you look at the clients that
you have, they know at least a hundred other people And they want to
help you, they want to see you succeed7 but most of them are never
/unclear C1063 9o they cannot help unless you ask them
Jay: 9o that&s 'uestion one Aumber two7 in the building of your business
and the reali,ing of this gaping hole, what did you reali,e that the best
mechanism was to get that information7 to make that discovery, to make
that bridge or connection.
Jac*uie: -he frst thing that everyone in the audience can do today is talk
to someone they do not know about their business And when ( mean talk
to them, ask them 'uestions that are open+ended, that let them know
about the nuances, the ?argon, the undercurrent, what&s happening
/unclear 012M3
Jay: P>plain open+ended so they get it, and then give us a demo or
scenario so they can get it7 translate it to some real+world sort of a case
study mode
Jac*uie: 9ure, after /unclear 010C3 today, Jay, the frst thing is the
'uestion is, &%hat are the challenges that you&re facing today.& And when
you ask people that 'uestion, stop and listen Eost entrepreneurs + we
?ust did a pro?ect with <2 entrepreneurs for 9outh %estern /unclear3, and
the biggest challenge is that they ask people they already knew 9o ask
people you don&t know %e&re asking them 'uestions like &%hat are the
challenges.& -he second 'uestion you ask is, &Ask them to imagine e>actly
what they want to happen in their business&
Jay: Jac'uie, see if you can move the mike + is the mike on you or not.
%e&re getting a little bit of feedback + see if the gentleman there can + is
there anybody there that is helping you.
Jac*uie: @eah, thereHs somebody here
Jay: -ell him it&s a little bit of feedback !Laughter" (sn&t this fun. :on&t we
have fun. =o like this Beal+time
Jac*uie: (s that better.
Jay: $ow does it sound. Ao, ( ?ust want to hear every word you&re saying,
and it&s a little bit of microphone feedback Neep going Apologies from
me
Jac*uie: (s that better. 9o, essentially, the frst thing is to look at focusing
on customers you don&t know, meaning people who don&t have a
relationship with youV And the second thing is when you ask them open+
ended 'uestions -he 'uestions are designed to provoke credibility @ou
know, there&s all kinds of 'uestions An e>ample of one of + provoke
credibility is that you could ask them to imagine the future And imagine
how they want their business to be in a year And ask them what it would
look like to them, and what it would mean to them, and then be 'uiet
Jay: And listen
Jac*uie: -hat&s right -he mistake that we see + the reason entrepreneurs
will engage us to do this is because they cannot be ob?ective on their
business And the second thing is most of them talk too much !Laughter"
-hey love what they do And it&s sort of like what my grandfather said1
&@ou ?ust can&t stop talking or arguing with a fencepost& And if someoneHs
wanting to grow their business, the biggest challenge is they&ve got to
listen -hereHs a reason that it&s not growing -here&s a reason that it&s not
working And the big reason is they don&t have the information they need
to make a di4erence
Jay: =ood, ( like that 9o we&re sitting here and we&re going to go to our
e>isting client or to a hundred people, or ?ust to somebody we don&t know,
and we&re going to tell them about it7 we&re going to ask them that
'uestion %hat&s another thing + see, Jac'uieHs got this incre+ (&m going to
summari,e it for a bit and then we&re going to e>pand %e&ll go from
macro t micro 9he&s fgured out a really cool way to go to CP#&s and get
them to help really be interviewed, take the interviews, translate it to a
distilled fabric that says to a client, &Ean here&s the opportunity& 9he&s
fgured out how to take it internally to companies, teams Figured out
&here&s where you&re weak or where you&re not cooperating& 9he&s fgured
out how to go to people who arenHt& dealing with the + or dealing with
somebody else and fgure what you have to do to get them away from
9he&s fgured out how to fnd, build more clients =ive us some help,
because ( want to ask you the right 'uestions )ut you know (&m trying to
make these people, in C6 minutes, sort of get the mind+set, so if they&re
too small to ever use a Jac'uie $all, they can run with it, and they can use
it internally, e>ternally7 to wonderfully transfer their competitorHs clients to
them, to get four times more revenue from the people they had 9o help
me help them
Jac*uie: -he frst thing is for them to get someone else to ask a 'uestion,
Jay, and it doesnHt have to be the /unclear C1CG3, it can be anyone
Jay: -ell them how you do it so they can see, and then translate it7 and
that&s a brilliant idea
Jac*uie: )ecause what happened is in our business was, ( was asking the
clients 'uestions, and the problem is they saw me in a certain way And
every time + like my husband says that ( open my mouth7 it&s a marketing
opportunity
Jay: @es
Jac*uie: ( mean entrepreneurs like what we do, so when you ask
'uestions, what you want to do is ask for advice, not try to sell them
anything
Jay: And you believe that a third party doing it on your behalf gets a much
more credible + even if it&s like somebody you bring on and they say, &(&m
the research service that they hired,& or &(&m an independent and they
want to get some feedback& or anything and you do it in a much more
sophisticated way, but you&re ?ust saying, put an intermediary there that
has respect, professionalism and independence, because that creates a
hell of lot greater relationship, right
Jac*uie: %ell, what it does is it raises your whole end company in the
mind of the client
Jay: =reat point
Jac*uie: Eeaning that you care enough about them, about your business,
and you&re professional enough to get someone else to ask advice @ou&re
not asking advice ?ust to sell something
Jay: =ood #kay
Jac*uie: And the truth is, to fundamentally change, you have to fnd out
what the client wants
Jay: :o they know.
Jac*uie: @ou can&t do what you want to sell them, no matter if you&re
selling bottom+ends or insurance or whatever (t has to be what they want
*eople will do anything for what they want -hatHs the essence of our
work Aot what they need
Jay: )ut Jac'uie, how do they + how do you + not necessarily you, but how
does a company, how does somebody here in this audience, through an
intermediary that they create or hire7 how do they fnd out what
somebody wants if somebody doesn&t know it themselves. Are those the
'uestions you indicated, or is there another means.
Jac*uie: @es, and what you do7 one of the keys to our work7 we learned
this from a gentleman called $ank Eoore, that started the Civil Bights
Eovement And he worked for Johnson, and what they did, they did a
grass+roots uprising (t&s ?ust like that book, Ealcolm =ladwell&s book, the
-ipping *oint And if you get to the people who are key community leaders
in a community, for e>ample, ( heard one of the people ask a 'uestion
about long+term health insurance /Onclear J1;03 that&s your product or
service
(f you&re selling that, fnd out who are the key leaders in aging, in
populations where people would buy that insurance %ho are the people
that make decisions. Eeaning that it probably is somebody who serves on
the board and Centre for Aging, someone who serves on a local hospital
board, someone who&s involved in a non+proft organi,ation, and those
lists are all on the (nternet7 they&re public knowledge, you can build them
yourself And ( encourage my friends and clients to do that7 to start to
think about their business through the connections that it has
-he ne>t thing that you do7 once you build a list is send them a letter and
a gift, and the letter /unclear ;10M3 has power
Jay: %ho&s it emanating from. (s it emanating from you, this company
here, or is it emanating from the intermediary.
Jac*uie: (t&s emanating from the company
Jay: #kay
Jac*uie: And the letter should be written by another person, because if
you write the letter, Jay, you can&t help the sales things in it Earketing
things in it @ou&ve got to put things + well you&re saying, &:ear Community
Leader, (&m asking for your advice ( know we can change, ( know we can
do more for the world and ( want you to talk to these people when they
call you& And always include some small gift under $6
Jay: #kay, but that does three things (t acknowledges them, it engages
the psychology of reciprocity, and it creates a respectful feeling on their
part that, &%ow, somebody really wants me to give them a perspective,&
right.
Jac*uie: -hat&s right, and you&ve got to stick to asking for advice %e
have taught entrepreneurs how to do this process, and the biggest
challenge they have is if they call this prospective client, they&re trying to
close them on the phone, or sell them And this process is really a way to
reposition your entire company
Jay: )ut it&s slow and methodical, very strategic7 takes time
Jac*uie: @es, it does And the bottom line is, this can make two to three
hundred percent more e4ective (f you fnd out you&re selling what people
want, and it&s a real key to connecting people who want you
Jay: Aow, so what are some of the + because ( + you&ve got something
really cool, and we talked about it Eost entrepreneurs have to do it
themselves because they&re too small or they&re too instant gratifcation+
oriented to use a big service like yours, but if they go out and they go to
the community leaders + if they go and they go to their own clients, if they
go out and they go the clients of other competitors7 if they go internal and
try to fgure out applications from their own team7 give me three or four
guideposts for doing that
Jac*uie: -he frst thing is to say, &(&m asking for advice,& and mean it
Eeaning that the 'uestions are designed to evoke credibility on your part
9o you&re asking the person to imagine a future where you&re in that
future (f you place yourself in the future of the team, of your client, it&s
on 9o the frst thing is to position yourself as a person whoHs asking for
advice, and you look at if you&re in the future of that person 9o you ask
'uestions about imagining the future7 what&s happening in your industry.
%hat are the trends you&re seeing.
And you ask them + the second thing is to ask them a very clear 'uestion
of, &%hat do you think ( should do.& And listen And what you can&t do is
tell them why that won&t work @ou have to
Jay: :on&t discriminate :on&t be ?udgemental Just be very open and very
eager and very genuinely interested, right.
Jac*uie: -hat&s right, and the third thing is the reason you want a third
party, even if + ( recommend you talk to people who don&t know you @ou
call them up and you go to community leaders, in the community where
you have your business, and you tell them, &( know you&re a community
leader7 (&d like you to serve on a board we&re looking at this industry and
the community, and ( want to look at di4erent ways that we can change to
make economic development happen here& )ecause that&s what
entrepreneurs do7 we make ?obs, we create money, and we give back
things to our communities where we work And so when you go and you
rom + when you ask them to come in and give you advice in your o8ce
And these are people you&ve never met
Jay: %hat happens when you do that.
Jac*uie: (t&s ama,ing @ou will be astounded at the willingness of people
to help you and give you advice (f you truly are open 9ome of my clients
+ ( can&t allow them to meet the people that they&re getting advice from,
because we worked with one entrepreneur and she said, &(f ( meet them,
(Hm going to tell them how it&s done, why it won&t work7 (&ve been doing
this for 06 years, ( know my business7 they don&t know it& And she said,
&)ut it&s not working anymore& ( said, &-his is the only way to do it,
because you need a viewpoint from someone who is connected to the
people that will give you business
Eeaning that + her business is + her /unclear M1223 business is in the
moving business, and she moves very complicated organi,ations so, she&s
a very small company, she&s around G22,222 in sales7 she wants to grow
to $0 million7 she has her family in the business, and what we did for her
is bring together a team of advisors, and we told here the only way she
could be there is to never say the word &but& -o only say the word &and&
And she did, and it was marvellous, and her business has tripled this year
Jay: 9o, it&s great =ive me a real scenario, even if it&s at a much loftier
level, so the people here can grasp the impact of this process7 doing it
themselves, going to a company like yours %hatever it is + and again, the
truth of the matter is, Jac'uie knows most of you are not even prospects
for the two reasons + too small and also too short+term oriented in results7
but help give me an incredible e>ample of the best application of this +
because (Hm on a timeline7 it&s not your fault @ou&re being gracious as
heck =ive me two 'uick ones and then give me a couple of pieces of
recommended action steps they could do for getting their team more
productive, getting their e>isting clients more proftable for them by
e>panding product services7 and opening up markets from the people they
aren&t serving right now + competitors, clients and otherwise #kay.
Jac*uie: #kay
Jay: =o for it
Jac*uie: $ere we go %e have a client that, they were making a decision1
do they shut down the business, pump money into it with investors, or sell
it And they didn&t know what to do, so they brought us in, they said, &$elp
us answer these three 'uestions one way or the other& And so what we
did for them is look at the community leaders that were attached to their
business7 their organi,ation And we were very able + able to sign people
who wanted to help them, who believed in them, because the one thing
that we knew is their clients + and it was also in health care, so their
patients loved them -hey valued the service, they ?ust didnHt pay them
-hat was a bit of a problem !Laughter"
9o what we found out is that the community valued what they did7 they
?ust didn&t know how it could beneft their organi,ation and help them, and
there was certain things they wanted 9o what we did is we talked to
community leaders, we were able to fnd out that people wanted to help
them, they believed in them, and we found out particularly what they had
to do And what they had to do is to develop a real simple uni'ue selling
proposition to e>plain what they did
Jay: 9o they were appreciated more and valued more by the market
place.
Jac*uie: And by themselves, Jay ( think that was the big a+ha for them7
they found out
Jay: -hey didn&t revere themselves
Jac*uie: -hey ?ust weren&t a group of losers in a business that was losing
money (f + they were people that the community depended on them to do
well, and they were people that their employees believed in And all they
had to do was make a fve degree shift, and the shift was partnered with
people they saw as their competitors And that was the big home+run for
them -hey started to partner with people they had competed against,
and were able to work with them so they could provide more services to
their client And what happened is we recommended that they put $CC
million into the business -hey did7 it made money, it tripled revenue in si>
months, and the reason they were able to get the contract is because we
helped them fnd a simple way to e>plain the value, and a big value for
them was in a service that was called disease management (t&s ?ust a new
service that everyone wanted, that they didn&t even know anyone cared
about
Jay: Ao, 'uestion )ut what you&re saying is by picking the minds, by
getting clarity, by getting the actual verbiage from the people you
interviewed, you were able to build a way to re+articulate to the market,
but also to demonstrate to the client, &$ey, you guys have so much more
value, that you don&t even revere yourself& (s that correct.
Jac*uie: And that&s what (Hve learned from you, Jay And that&s what (
believe that our clients
Jay: )ut we&ve talked about your own practice, and that you don&t revere +
( mean, you do now, but we&ve + the nice thing about my relationship with
everybody is weHre very candid, and that helps everybody learn Jac'uie7
we&ve talked about your practice and (Hve shown here that she doesn&t
necessarily revere the implication, and until and unless she does, she
won&t get the clients through, right. And now you&ve started doing it, it&s
made a profound di4erence, hasn&t it.
Jac*uie: @eah, that&s why ( couldn&t be there this week
Jay: )ecause these are really, really, really cooking, aren&t they.
Jac*uie: -hey are
Jay: 9o give me another scenario
Jac*uie: Another scenario is a small business, so one person business,
and he helped give award and appreciation gifts, and he has them
designed by artists, and they&re beautiful $e&s done some work for a new
stadium here, and very beautiful service awards for a wide variety of
construction companies ( think Rachary Pngineering was one of them
And his name is -om Ferguson, and -om and ( talked about it, and he said,
&Jac'uie, ( canHt keep doing this, you know Ey family is losing faith in me,
(Hm losing confdence %ould you ?ust help me.& And so what we did is (
said,& (&d be willing to do a test with you, if you would help yourself& And
he said he would
9o what we did is we developed a list of 62 people, and we had a
methodology of research where we&re looking for a connection %ho
knows who, and who serves on boards. 9o when we talk to them, we want
them to talk to each other about -om Ferguson And they did And what
happened is he was able to change his client base completely And that
was a huge shift for him $e kept trying to make high+level e>ecutives talk
to him, and it was the directors that had multi+million dollar budgets that
would give it to him And he was trying to make these people that would
never see him, talk to him
Jay: 9o what did you fnd out, and what did you do.
Jac*uie: %hat ( found out is he was calling too high in organi,ations %e
found out that directors wanted to do business with him, and we found out
that a lot of these people valued art -hat many people he had called on,
they valued his emotional connection to the employees and to the
community, because they saw the art as more of a connection, and that it
wasn&t like giving someone an award, or giving someone a gift $e
developed a group of beautiful service pens for a funeral home
organi,ation
Jay: )ut it was a permanent e>pression of that funeral home in the
community, right.
Jac*uie: -hat&s right
Jay: Kery smart
Jac*uie: %hen he did that, he struck at the heart And what he saw are
the nuances (t was the little things that he was leaving out For e>ample,
he had artist&s /unclear C61;M3 all these beautiful pen and ink drawings of
the work and all these sketches And what he did is with the sketches, he
?ust threw them away or ?ust kept them in his fle cabinet, and ( asked him,
to frame them and give them to his clients, and he did And they were ?ust
so thrilled to be part of the process And what happened
Jay: @esterday
Jac*uie: $is revenue doubled )ecause he started talking to directors, not
wasting his time, he&s much happier and his whole viewpoint of himself
has changed
Jay: -hat&s wonderful =ive me + yesterday, )rian -racy opened, and he
had all these cryptic overhead Eylar notes, and he threw them down and
someone + who&s the one who came and wanted them. Ao it was smart,
she said, &( want to frame them, put them up& And very insightful because
youHre showing people connections that were so + it&s like the forest and
the trees give me one more, then (&ll ask you three 'uestions and let you
go on to your husband or whatever you&re doing =o ahead
Jac*uie: -hanks )ut the last + a client that had so many books on the
shelf, they had hired a lot of people to help them in the business, and all
the people they&d hired had never really helped them7 they ?ust written
books, written reports -he di4erence in a consultant and an advisor7 the
consultant writes reports, the advisor gives you data and information And
so he said, &( don&t want an advisor, ( don&t want a consultant, i ?ust want
some help& and he said, &%hat we&re doing + we can&t get everyone to
work together, and what can we do to make that happen.&
And so what we did is we found 62 customers all over, that they could
work with -hey were all over the globe And for entrepreneurs, what we
don&t reali,e is that business is happening in China, in Bussia, that we
could have multi+nationals that would sponsor us to work with people all
over the globe %e ?ust did a pro?ect in Bussia, and we never Iew to
Bussia7 we got a local partner to help us, and it&s not complicated And it&s
what people want to do And what we did for them is show them what
these clients value 9o when we talked to the clients, it was the nuance, it
was ?ust the ripple e4ect of what was happening in the market %hat was
happening in the market is that the customers wanted people who spoke
their language, who are local, who could help them And the other thing
the customers wanted is for them to work together -hey didn&t want to
have di4erent people calling them from di4erent divisions
@ou&re even + as entrepreneurs, even if you have di4erent people in your
shop, you might have two or three people calling them the same client
%hat the clients wanted is a one to one connection and they wanted that
person to represent that company -hey wanted a human touch And right
now, from our research, what we&ve found is this is so signifcant, people
want the human touch, they want the element of connection, and of
caring And so what we did for them is show them how they could do it
'uickly, and they did And all they did is ?ust told the client + they called
the client up and they said, &%e&ll listen to you,& and they called the client +
the key to it is 'uick action And that&s the frst recommendation (&ll make,
Jay, is 'uick action
%hat this client did, is we did our work7 we talked to 62 people and we
had in depth discussions with them, and what happened is that day, we
presented the result to the client At the meeting, he picked up the phone
and + Jay /unclear C1263 was the guy&s name $e called immediately and
made and appointment
Jay: %hat happened.
Jac*uie: 9o what happened is + he got a huge order7 an order four times
bigger than he normally would get )ecause he said, &( listened to you, the
/unclear C10C3 said we needed to do this, and ( want to do whatever you
want that&ll work for you And (&m listening& And the client said, &%ell, it&s
fnally time&
Jay: =ood -wo, three+ because you&re being gracious because ( was only
going to do C6 minutes, and (Hm so far behind that everyone&s going to
probably throw rotten eggs at me =ive me four, fve, three7 action co+
e8cients that these people + if you never talk to them again, if they never
would ever + they&re too small, or too short+term oriented7 they&re not right
for you, but your ?ob right now is to forever transform how they look at
theor relationship with their7 a1 e>isting clients7 b1 competitor&s clients7 c1
markets they&re not tapping7 d1 own sta4 %hat would you tell them to
absolutely do. Aot think about, but do.
Jac*uie: -he frst thing is right now, in front of you, you have a piece of
paper Eake a list of all the 'ualities of the perfect client 9econd thing is
look at what makes that client tick And what makes you tick. %hy do you
get out of bed in the morning. And you can fnd more about this from a
book called &Attracting *erfect Customers& by 9tacey $all and Jan
)rognie, -hey&re two women that ( helped start their business And it&s
beautiful model7 it&s got a strategic attraction plan then what you look it
is what can the customers e>pect of you, or clients e>pect from you
And then the last thing is to look at where is there room for improvement.
9o when you do that strategic attraction plan, you get real clear on the
client you want And the ne>t thing is to build a list of them, and you can
do it yourself or have someone do it for you
Jay: #f prospects + of 'uality prospects And that&s very much like Chet&s
dream C22
Jac*uie: Bight *eople that don&t know you, and you&re not doing business
with7 because you can get information from them that&s totally unbiased
And so you have your + you&re clear on who the perfect customer is7 you&re
clear on your list7 and the third thing is, on that list, check for connections
@ou want people who serve on community boards, and (&d recommend
that every entrepreneur get on some non+proft board Just that
Jay: %hy. -ell them why, because all these people are independent
islands that don&t have time for anything in the community %hy is it
important.
Jac*uie: -he biggest client we ever got + we got a $J6 million contract by
doing $6,222 of free work
Jay: For a community.
Jac*uie: For a community that served + it was something that was perfect
for me, because my heart is with a lot of the immigrants that are here
-here are a lot of immigrants from Ee>ico here, and their kids donHt& go to
school, and they don&t get any help because they can&t ask 'uestions 9o
we did + ( served on a non+proft group ( didnHt& ?oin the board, ( ?ust said &(
want to come in and do free work for you %hat can ( do. And let me help
your board&
Jay: And tell them the level of people you start immediately associating
with
Jac*uie: %ell, it changes your world, because all of a sudden, it&s the
person you&ve always dreamed of getting an appointment with + research
the board ( went to the ones ( knew were people ( wanted to do business
with, served on the board And ( asked the e>ecutive director if ( could
help them, and ( didn&t sell7 ( ?ust helped them, and ( said, &-he only thing (
want in return is a presentation to the board& And ( made sure the
presentation was on, so the third thing is ?oin a community board Aot
because it&s good for your soul7 it is good for your soul, the right thing to
do (t&s ?ust really good business And if you look at the people who you&re
building on this list, you want generous clients )ecause generous clients
give you referrals, and they care about you and they treat you right
And the fourth thing is to follow your gut, your instinct, your intuition7
whatever it&s called -his week, we have ?ust been through all kinds of
stu4, because for one time ( didn&t follow my instincts ( mean, ( can tell
you that the times in my business that have thrived the most is when (
followed my gut and followed my instinct And ( took the clients ( want
And ( did business with the people ( cared about )ecause then ( could
give my heart and soul
Jay: And that you knew you could help the most -he ones you knew you
could help the best =ood
Jac*uie: @eah, because it&s not only you can help the best, it&s the people
that you know that you can literally take energy from other things that
you&re doing, and make a di4erence for them
Jay: =ood point And you can&t do all things to all people and you&ll learn
$ere we have a couple of people who are frustrated with this process, and
we respect them, but ( said if ( play to them, (&d steal from everybody else,
and that&s to your disadvantage And you&ve got to know what you want
and what you don&t and what you can give and what you can&t7 and you&ve
got to draw the line #ne last summary (f they only get one overriding
insight, thought7 big haunting revelation form your last 02 or J2 minutes,
what is it.
Jac*uie: First, it is sell to the people that you want to sell to %ork with
the clients you want to work with, and give them what they want, not
what you think they need
Jay: =ood
Jac*uie: -hat&s it )ecause many people need a lot of things @ou may
think they need it )ut fnd out what they want And when you satisfy what
they want, it&s on
Jay: @ou&re great @ou&re gracious7 thank you, appreciate it $ave a great
day, and you&re wonderful !Applause" -hanks a lot
Jac*uie: -hat&s okay /Onclear 61;63
Jay: %ait, wait #kay -hank you 9o isn&t that interesting. -hat technology
+ ( mean, again, )ill7 with all due respect, (Hve never + (Hm about as
technological feeble7 we&ve never done it before, she&s never done it
before )ut it&s cool because the technology has three di4erent ports you
can do @ou can do internet *ower *oints, you can do infrared and you can
control + if ( knew what ( was doing ( could control the video, ( can control
C:+B#E7 ( can control all kinds of things (t&s really cool isn&t it. And also,
you didn&t see it well, because we got lights up, but isn&t that cool. (f you
have any 'uestions, )ill and ( are involved in it, but it was more for my
beneft
%e&re going to do )ob Allen tomorrow and try it Anyhow, that was pretty
interesting wasnHt it. =ood #kay A 'uestion7 because ( was thinking
about + ( have + ( feel like Eartin Luther Abraham
A have a vision, and the vision is to get you this incredible, integrated
breakthrough, and ( need to do it by layering lots of di4erent people, and (
need to also get you into my stu4 )ut the truth of the matter is, my stu4
is so repetitively layered7 and all the stu4 ( sent you, and all the stu4 (
gave you here7 that (Hm going to do as much as ( need to )ut do you
understand (&m trying7 (&ve got three days of my life, and (&ve got twelve
M2 minute phone calls with you to transform you, so (&m trying to ` !Audio
missing" what ( think is going to help you, and ?ust sort of bust wide open
your paradigm, and ( hope you&re with me on the process @es. !Audience
says, &@es&" And we might go late, and we might change people, and ?ust
work with me 9o how many of you + and ( know you went + those of you
that were up for the challenge went until one or two $ow many did Eac
stay last night. (s he an animal. $e&s pretty ama,ing, isn&t he.
$ave you ever seen a mind with that knowledge. And that intensity. And
that + he&s like + he calls a spade a spade $e&s like &#kay guys, that&s crap
ArrghS& $e reminds me of %inston ChurchillHs angry brother who they
locked up and let loose ?ust to come to seminars !Laughter" $e&s the
brightest guy ( know7 he&s got a knowledge base that isn&t from this world
( don&t know where he got it, but he understands everything, from
business to philosophy, to + you name it7 he&s really a masterful man
%ho got and read one of the book analysis. Eost of you. And are you at
the right tables. $ere&s the concept #ne of the things ( try to do, and (&m
trying to now, and why ( want you to move around7 is ( want you to see
the world from everyone else&s perspective -hat&s what the key to growth
and breakthroughs is all about ( urge those of you who have a pre+
disposition to sit in the front of the room, to force yourself to sit in the
back *eople who like to be in this corner for whatever knowing or
unknowing reason, to sit in that corner diagonally, because it&ll give you a
di4erent conte>t and a di4erent perspective on the world
( sound like my voice is going up and down Can you turn me up ?ust a
little bit. ( don&t want to raise my voice and go whatever by the end of the
week 9o we used to give out + at longer programs, when ( was doing more
of it, ( would give out + ( would fgure out whatever you love, and whatever
you love + ( could say you loved macho things and you loathed feminine
things, and (&d go out and buy maga,ines and books + over 622 books, and
we&d give + if this gentleman liked e>ercise and riIes and + ( would go out
and get macro+made book for him, and maybe Cooking -oday, and make
him go one evening and read two chapters, and make him come back the
ne>t day and report to his table, the one most interesting insight he got
that he never would have thought about
)ecause ( want you to understand how many di4erent ways people see
life %e have, as a service, and again, ( think it&s important to you and (
pummelled my partners, Earshall -hurber and Pdward Aeil to let me do it
Earshall is brilliant + also, Earshall where are you. $e has great + anybody
see Earshall last night in the corner. Earshall, =od bless him + ( got these
wonderful friends, allies, partners from around the world, /unclear 01;G3
here, they will come ( don&t even pay them7 they pay their own way
Earshall was in 9ingapore two days ago, but he needed to be here so he
didn&t sleep for ;2 hours to get here
$e got here7 he was sitting in the back talking, and ( think he got a little
tired )ut the truth of the matter is, heHs been working on this skit for
about a week $e used to be a mime and he thought, &%hat would happen
if ( lay down in the foetal position for three hours7 will anybody notice.&
Bight, Earshall. (t was hard to hold that position wasn&t it. !Laughter"
Earshall happens to have a ;22 (L and be one of the brightest men (&ve
ever met in my life7 and he and Eac together would be a formidable team7
but Earshall reads ;2 books a month ;2 books a month7 for his clients
$e&s got Fortune 622 clients around the world and global C222 clients, and
he summari,es the most important universal book for that client, and he
does these really + analysis that (&m now on the team with him and Pdwin
-hen they get the author, and they probe and penetrate and interview the
heck of him %e&ve taken the J2 or so books that Earshall has done this
with, which has the e'uivalent of about ;2 + about C6 or C622 books you
would have read7 and Earshall analy,ed them and put the analysis in a
C:+B#E for you )ut we&ve taken four of them that we wanted you to read
last night, because we wanted to see if you get out of them as much as
we think you will, because Earshall and ( are going to start doing an
interview service with people and doing an interaction %e&ll talk about it
tomorrow or the ne>t day if it resonates to you, but we want to see what
you got out of it what you didnHt, what you got out of it that you didnHt
9o for C2 minutes + for C6 minutes, ( want to go around the tables, and (
want each of you that read the book to summari,e the big insight7 not
everything you got7 the big single insight you got from it, and what you
see the action or implementation, or change it means to your business7
and then ( want you to pick one person, and then we&re going to go to the
mikes )ut when you go to the mikes, for e>pediency, you are the
emissary, you are the ambassador, you are the representative of your
table 9o your business is only tangential7 you want to make now the big
e>planation of an insight that will be relevant to everyone 9o we&ll take C6
minutes ma> Pach of you that read the book, go around the room, and
tell about it (f you get done earlier because all of you didn&t read it, raise
your hand so ( can accelerate it, because (Hm on a timeline that behind on,
and (Hve got to catch up 9o C6 minutes and let me know
#kay, alright !%histles" Kote P>cuse me 9helby, get someone to get me
a some more sparkling + ( want a hot co4ee, black #kay, everyone vote
%hen you got it, raise your hand %hen you got a + okay, you go to a
mike -his table go to mike %ho&s got a vote from the table. Come on,
that table back there go to a mike @ou guys go to a mike =o to a mike
(Hm not going to be able to do all of you =o to the mike7 we&ll do as many
as we can
Can you bring me my green stu4 too Eichael 9aber, where are you.
Eichael, are you here. Eichael, ( need some green stu4 -hanks Albert (f
you can fnd Eichael, ( lost my green stu4 -hanks
!=eneral chatter"
#kay, stop Pveryone !%histles" 9top Ey voice is leaving 9top Aobody
else go to the mike, if this + ( won&t be able to do all you )ut you guys
have a winner, and that&s good 9top, please (f ( have to yell then ( won&t
be able to talk anymore for the ne>t few days P>cuse me Luick, we don&t
need to know your business, or anything else, because ( want to get as
many people Just what&s the biggest insight from your table, and the
action that is evident in it7 and what&s the book =o ahead, sir
Man 1: @es -he title of our book is &(dentity is :estiny& And the group has
shared common themes that come very eminently from the book7 that
personal integrity and accountability is a way of life for you, regardless of
what you do And if you&re a salesperson representing your company,
these values must come across to the client or the customer, that you are
sincere, that you are not pushy, that these values + your personal integrity
and accountability is the pre+dominant factor, and therefore if you respect
your customer and you believe in yourself, believe that you can buy your
own services, and you can pay for them7 ( think the customer will see that
you are sincere, will be willing to dialogue with you and engage your
services
Jay: =reat, thank you Aow frst of all, before ( even go any further, was it
interesting to see how many di4erent perspectives people got from
reading the same thing. *retty interesting @ou see what (Hm trying to
clearly demonstrate. @ou&ve got to travel outside your own limited mind
and min+set if you really want to grow an inch in your breakthroughs
-hank you Luick as can, but it&s clear
Man 2: *eter Cooperman -he book we read was &%eird (deas that %ork&
And the insight that we got, yesterday Chet $olmes talked about an
emerging company establishing the three *&s7 policy, planning and
procedure %hat we got from this book is maybe that works in going from
$C million to $C2 million, or $C2 million to $62 million, but to get from +
when you have an established company, to a billion dollars, you actually
have to do the opposite @ou have to spend the percentage of your time or
resources + C6+02D challenging the three *&s, so that you take yourself out
of your comfort ,one and try weird ideas that work -hat&s the idea that
we got
Jay: -hank you 9ir.
Man 3: -he book that we have, it was &-he P>perience Pconomy,& by
Joseph *ine (( and James $ =ilmore And ( basically, ( think we can
summari,e it in three words And that is &Pverything is theatre& (f you
think of everything as theatre you come at it in the beginning from an
e>periential point of view %hat is the end result in terms of an
e>perience. And then you take it from that conte>t %hat do you have to
support it. @ou have your props7 you set up your props, and ultimately,
everything you do is an e>perience
Jay: -hat&s great, thank you (f ( were people listening + ( am not7 and ( had
a pen in my access, and piece of paper on my table, and ( was getting the
best result of ten or ffteen people spending an hour thinking about
something from ten or ffteen di4erent perspectives ( probably would be
writing down something )ut (&m not you, so ( don&t know !Laughter" 9ir
+Ea&am.
Wman 1: =ood morning, my name is Linda )ruce, and the folks at our
table talked about the book &%eird (deas that %ork& #ne of the things that
we decided is that frst of all, you don&t throw out what&s already working,
but you defnitely want to add to it @ou want to have a playful mind+set,
you want to have fun, you want to not take your business so seriously @ou
need to do something that&s di4erent and unusual, to get your clients to
come in and say, &$ey, when ( come into this place, ( en?oy myself&
( know that there are some businesses that go out there and really put on
events, not ?ust once a year, or twice a year, but every week or every day7
to pull their clients in %hen you pull clients into your store, and let them
have fun there, then they hang around a while, and they buy more And
the big plus, they start talking -hey talk to all their friends, and you&ve
got referrals out the ying+yang 9o that was one of the things that we
learned there
Jay: =reat
Man 4: Nevin :unlin Ey table also read &-he P>perience Pconomy&
Jay: )efore you answer, did you get something di4erent out of it.
Ean;1 @es, we did
Jay: (s that interesting. Ama,ing !Laughter" =o ahead
Man 4: %e found that the more + customers come to do business with you
because they want to be changed For some reason, they want their lives
to change, obviously for the better -he more you can involve them in the
transformative e>perience, the more they&re willing to pay (t&s the
di4erence between co4ee that sells at 6 cents a pound in a burlap bag,
versus a $6 co4ee cup at 9tarbucks -he more you can involve them,
make them di4erent, make them into better people, the more they +price
goes away At :isney %orld, no+one askes for a refund because they
emerge di4erent people A fnal 'uestion (f you asked yourself, what
would we do di4erently if we charged admission. (t would turn
Jay: %hat a great 'uestion %as that from the book.
Man 4: @es
Jay: %hat a great 'uestion -hanks
Man 4: @ep
Man 5: !Eakes funny noise" &%eird (deas that %ork& !Laughter and
applause" %hatever gets you outside your comfort ,one (t could be an
irritant, something up your butt, something in your shoe7 anything (f
you&re creative, get someone who&s boring (f you are boring, get someone
who&s creative 9o whatever it is7 weird ideas that work -om $anks in )ig
Jay: (s that it.
Man 5: (f youHre used to a lot of talk7 silence !laughter"
Jay: Let me tell you something wonderful =reat, great !Applause" -ry to
incorporate silence the ne>t time you&re in any kind of selling or
compelling dialogue, and it is one of the most profound things to do7 ?ust
look at someone and ,ip your lip (t&s 'uite a profound e>perience -hank
you 9ir.
Man 6: #ur table read &-he P>perience Pconomy&
Jay: :id you get something di4erent out of it.
Man 6: Absolutely
Jay: Ama,ing ( am shocked !Laughter"
Man 6: And coincidentally, this book is about basically believing that
business is like theatre, basically from all levels, that you can pursue a
theme in your particular business, or that you may view your role in a
business as basically taking a di4erent type of acting approach7 where in
certain situations you may take an improv approach @ou know, thereHs
situations where you may act more scripted and that you may want to
carefully consider implementing certain aspects of theatre in your
business (ronically, ( 77m e>periencing a little performance an>iety right
now, so!Laughter"
Jay: -hat&s funny -hank you very much !Applause"
Wman 2: %e also read &%eird (deas that %ork,& and what came through
for us was the importance of both of the two models that were discussed7
the optimi,ation model and the innovation model7 and fnding people that
can fulfl both roles and placing them in the appropriate areas within the
business -he optimi,ation model might be really good for systemi,ing
and strengthening things like the three *&s7 or accountability or reporting,
areas like that (nnovation would be much more important in areas of
product development, and marketing and new ways of attracting your
customers And also that having those di4erent kinds of people and
plugging them into the right areas of your business, being key, but also
bringing those di4erent aspects together7 and that the tension that is
created through the di4erent elements and the di4erent models really
stretches both sides and e>pands your paradigm and gives everybody
new ideas
Jay: =reat -hank you As 'uick as you can, because (Hm trying to get all
of you, and ( want to get as much in here, and ( want to make a point
-hese are + not everybody who read four books -hey&re JM books that we
chose -here are so many books, so many perspectives, so many
methodologies out there -he more you can network and mastermind, and
get and grasp and understand, and funnel in so you can select and refne
and combine all kinds of di4erent people&s enlightened perspectives
based upon the way their minds are wired and they interpret it, the way
they have e>perienced it7 and understand it, evaluate, not ?udge and put
together hybrids @ou could own the world Earshall and Pdwin and ( , for
e>ample, if you guys are interested, will let you know tomorrow %e&re
going to organi,e a version of this service where we literally get people on
the phone after they&ve read it and do this kind of stu4, because (
obviously want it for myself Charge almost nothing7 ( want it for myself,
and Earshall wants it for himself %e want to grow by the perspective @ou
should force yourself to do this %hich way do ( go, this way or this way.
%ho did it last. -here. =o ahead
Man 7: $i, my name&s Earcus /unclear C1J23 and our table found the most
profound thing in identity is destiny7 is the paradigm shift from machine to
identity 9o there&s three 'ualities that converge P8ciency, integrity and
endurance, and the identity paradigm is grounded in power and grace,
which will unleash potential Aow, ( basically went ahead and ( found an
action from each of the speakers that we&ve heard so far 9o for )rian
-racey, it&s grow, pulse, thrive Fran -arketon says knowing what ( don&t
know Chet $olmes, the proactive reactive Eac talked about the winner
take all from the global economy, and if you were here till 0 in the
morning you knew about that Andy Eiller talked about overcoming bad
e>periences, and last but not least Jay7 you kind of talked about the goals
of the seminar1 never sit at the same table, try to tell the truth, and how
you&re not up there for visual display 9o kind of rounds it all out from the
paradigm shift from machine to identity
Jay: =ood -hank you
Man 8: )rett Aelson7 (Hm with the leading %eird (dea table over here %e
felt that our whole business careers and at this seminar and every other
seminar you go to, you&re taught systems7 how to improve and develop
systems so that all your marketing e4orts, all your products, launch
e4orts, everything else, is turned into a system, and when you&re trying to
create new ideas that you can put into the market place, the key is that
you have to develop a system for that creative activity (f you don&t every
new idea you come up with, the minute it hits7 a new idea7 the frst thing
you start doing is developing a system and everybody is o4 trying to
follow that path, and you lose that creativity right away 9o you have to
come up with a system within your company to have a creative process
on+going all the time7 whether that be bring somebody in from the other
side of your company occasionally, to criti'ue and come up with ideas7
and it&s hopefully somebody that does things completely di4erent7 doesn&t
like the way you do things, and you don&t like them -oo bad7 they&re ?ust
going to give you ideas that really challenge your paradigms, and you&ve
got to develop a system to do that
Jay: =ood -hanks #nly + (Hm not going to get all the rest of you7 (Hm
probably going to do three or four, and the rest of you sit down and know
that ( have your + my undying appreciation At lunch, share the rest7 (Hve
got to move on, but one, two, three, four more on both sides, and then the
rest, thank you #kay
Man 9: =ood morning Eartin %hales, &-he Customer Catcher& %e were
sitting at our table discussing identity as destiny, and it really came down
to whether you call it brand or O9* (t was about the value, and
commitment you bring to your clients, your employees, and your
investors7 so it was about branding your company, not your products,
because what you&re selling today you might not be selling tomorrow, but
your relationships will endure if you deliver value to your customers and
maintain those relationships
Jay: =ood, ?ust + (Hm sorry, (Hm trying to fgure our schedule Just go back
and forth until
Man 10: Ey name is Bay )urrows and we read &-he P>perienced
Pconomy& %hat we talked about at our table was the fact that you must
be in command of the staging when you&re selling and marketing And
being in control of that is essential Also you must be grounded in your
marketing material and your marketing and sales know+how, so that you
can improv when you are not in command of the staging
Jay: =ood
Man 11: $i, (Hm )ill 9haw %e also read &-he P>perience Pconomy& At frst
glance, it seemed like it was a recipe book for building a theme park or
theme restaurant, and we all at frst thought, &=ee, that doesn&t apply to
us& -hen as we spoke a little more, we reali,ed that the basic premise we
saw from it was that all of these places leave an indelible impression upon
the client that comes in -hey talk about it for several days after, weeks
after, months after7 hopefully even a lifetime after And that we should
strive7 when we are dealing with our clients, to also leave an indelible
good impression that they&ll be talking about for months to come, years to
come, lifetime (f weHre replaced in a place, and the ne>t place isn&t doing
something, they&ll be referring back to us as being, &Bemember when we
had those guys and how great they were.&
Jay: =reat, thanks
Man 12: -ad $argrave from Canada %e talked about &%eird (deas that
%ork& #ne of the thoughts that came is this idea is really scalable7 you
can do it on a very small level from ?ust rewarding employees for a new
idea, to hiring someone that you ?ust totally canHt stand that gets under
your skin Also, the reali,ation that there&s a real need to commit to
building reserves that + it&s really hard to innovate and put all these new
ideas in if you don&t have the reserves of capital or the emotional stability
to handle diversity, so that there really needs to be a commitment to that7
that this really also re'uires clear vision and trust in the team7 that if you
get all this diversity without a clear vision, that that can really tear things
apart 9o it needs to be rooted in a sense of clarity And ( agree with the
person that spoke before that you need a system to make sure that this
happens
Jay: =ood #kay, good Euriel.
Wman 3: &-he P>perience Pconomy,& and ( love that book ( thought +
we&ve always felt that we&re on stage with every client that we have7 that
was the consensus of the table Also, our marketing materials will be
changed from cooking classes7 and there are a couple of people at the
table who also do cooking classes7 to the cooking e>perience
Jay: -hat&s great
Man 13: :on Nemp7 we had &%eird (deas that %ork& %e have very simple
choices7 grow or die (f you do not choose to become increasingly more
comfortable with becoming increasingly more uncomfortable, then you
choose to die
Jay: ( like that
Man 14: /Onclear C10G3 (dentity is destiny7 felt clarity is power @ou have
to be aware and e4ectively communicate that corporate identity in a
constant, continuous manner, whether it&s business, government, religion,
military, proft or non+proft organi,ations7 and you really have to clear
about your own individual identity, and whether it&s in alignment with the
corporate identity (ntegrity is essential, and it&s often + this identity is
often created by a charismatic individual or team, and can be very di8cult
to transmit and perpetuity and e4ectively cope with change at the same
time
Jay: Jean, one 'uestion @ou&ve been to one or two past events.
Man 14: -wo
Jay: -his is the third one.
Man 14: -his is the third
Jay: %hat do you think is di4erent about this, if anything, and what do you
think is a distinction that (&m not seeing, that&s good + you can critici,e me
constructively if it&s bad, but good, so it&ll +no, no,7 so it&ll serve the
audience %hat are we focusing on that maybe ( wasn&t before, that they
should really pick up on, that you see as a professional, as a scientist7 that
maybe we could help them with.
Man 14: %ell, what really turned me onto coming to this particular
mastermind7 ( was at the last that ( was presented7 and what ( fnd is really
uni'ue with this and part of Jay&s emphasis on funnel+thinking, his
inclusion of all these di4erent, powerful, uni'ue minds together, really
geometrically e>pands my mind, and that&s what really turned me on
Jay: =ood -urns me on too -hank you #kay, last but not least
Man 15: Al $iesly, &-he P>perience Pconomy,& and well, what we have
come up with is that regardless of whether you have a theme business or
corporation, that you could create the e>perience in the sales pitch, or in a
voicemail,7 much like the )urma 9have signs7 that you really don&t have to
create anything physical
Jay: =ood #kay, thank you Alright, couple of comments. @ou got +
/unclear comment from audience member J1JC3 %ell are you o4ering.
-hen why don&t you do so. !Laughter and applause" $ow did only one
table get &9cience of 9hopping.& %as that a statistical aberration. (s it a
di4erent book. #kay, come on up (t&s called &%hy we )uy.&
Wman 4: (t&s called &%hy we )uy&
Jay: )efore you say anything, you reali,e now + you better be damn good
in what you say !Laughter" @ou look good but letHs see if you sound good
!Laughter" =o ahead
Wman 4: %ell, it&s &%hy we )uy + Like, -otally, the 9cience of 9hopping&
!Laughter" /Onclear3 of 9outhern California, thank you very much
)asically what was very, very impressive about this book was that + and it
basically applied to retail primarily, but it does apply to all of our
businesses + was the subtle accommodation of the subconscious natural
behaviour of human beings.
Jay: %hatHs the biggest single insight.
Wman 4: -he biggest single insight is that the longer that you can keep
your client or your customer in your place of business or with you
Jay: #r in the transaction /unclear ;1;G3 e>perience
Wman 4: (n the transaction in the retail store, because they&re
comfortable being there, the more likely they are to buy
Jay: And come back
Wman 4: And come back
Jay: Kery good, that&s good :id anybody else read that book. !Audience
member says, &@es&" Any other table that ( sent someone down that had a
report on it. -hen you come to the mike too, because it sounds
interesting -hank you -wo more %as it ?ust a statistical aberration you
were all at the back. -hat&s weird isn&t it.
Man 16: Ao it was in the planning of the tables and the location of the
microphones (t&s a geographic problem
Jay: @ou guys were a little timid about running to the phones.
Man 16: Ao, we ?ust didn&t want to cut in front of the people in front of us
Jay: @ou knew that you had pre+empted the end if ( sat everybody down
and they&d have a lot more reverence for your message, right. !Laughter"
Man 16: (sn&t that nice
Jay: @ou guys all huddled and said, &Let&s plan this out so we dominate,&
right.
Man 16: *erhaps Are we ready. !Cheering and applause" Are we ready to
dominate. AlrightS
Jay: ( am visibly impressed 9o are the rest =o ahead
Man 16: #kay, Larry )ordle is my name, and from the male standpoint +
actually we had two dis + sta4 at our table as well -his article really
divided the population very sharply between the men and the women
And our male guys were defnitely male guys and the gals were gals %ho
here of men really like to shop with their women.
Jay: ( love it )ut ( love it for
Man 16: Beally.
Jay: ( love it, oh ( love it
Man 16: @ou&re very strange !Laughter" (t has nothing + you have nothing
to do with how they&re serving
Jay: %omen like me because ( like to go shopping
Man 16: %ell, actually what we gained from this is that in every women&s
shop, there should be a men&s room !Laughter"
Jay: $a ha, okay -hat&s good
Man 16: %here you can sit down and play on the internet, read
maga,ines, watch some video or something like that
Jay: %atch some video or somethingS
Man 16: And that presents within the store, a real retail opportunity that
women&s stores haven&t really capitali,ed on
Jay: -hatHs good -hatHs good Alright
Man 16: And we&ve also got a gentleman who deals with autos, auto
sales And he should have a women&s room
Jay: #kay, that&s good
Man 16: And the women will have a good marketing opportunity -hank
you
Jay: -hatHs great =reat @eah, sure
Man 17: Ey name is -imothy %alker out of Aew @ork, and my table
looked at the dressing room aspect (t says that the dressing rooms are
messy, and /unclear <1C23 and all the rest + smells !Laughter" -he book
says a dressing room should have decent hung mirrors like these art
frames around here A chair, candlelight + but it didn&t specify candles, but
candlelight, bright lights, neon lights7 and a chair so the lady can sit and
test the Ie>ibility of the dress when you wears it
Jay: =reat point -hat&s great
Man 17: 9he can see the te>ture and the reaction when she changes the
light 9o ( told my table, &@ou know, (Hm going back to Aew @ork and ( may
switch my way of thinking, and give Eacy&s a prototype of what they can
do to their dressing rooms
Jay: -hat&s great, thank you !Applause" )y the way, if you guys want to
have a mind+blow, go ne>t door to one of the other rooms and look at
what this room could have been like if we didn&t put the art and try to
really make a cool e>perience ( did it ?ust to make it good for you7 you
guys like the art, 9par will certainly sell it to you7 but ( did it to make it a
cool e>perience for you (t&s pretty neat isn&t it. !Applause and cheering"
(&m trying to get + no, ( don&t need that ( &m saying (&m nothing but a
demonstrable, ob?ect lesson for you :o you understand that. ( don&t need
you + ( really donHt7 (Hm very Iattered but it&s not what it&s about (t&s about
me stepping out and letting you in on the secret and saying, &Look what
you&re feeling %hy do you think it would be any di4erent, relatively
speaking, to take whatever dynamic is in place, and apply it to your
business.&
:o you understand that. And if it means get some cool art, get some cool
art -alk to 9par, he&ll make you a deal =et some cool e>periences )ut
the point is, get it, and translate it to whatever business you&re in :an.
Man 18: 9o it&s &%hy we )uy1 -he 9cience of 9hopping& %e got a table
full of guys and we ?ust said, &%hat&s the big deal.& @ou need something,
you go buy it, you go home !Laughter and applause" As it happened,
some of us at the table had also read the book itself, and we got in a
conversation about one thing that ?umped out at us, and then one deeper
understanding And they talked about transitioning And (&m not sure if
this is in the summary or ?ust in the book, but transitioning is + let&s say it&s
a supermarket 9omeone has to make a transition from the e>perience
they were having in the parking lot to the e>perience they have in the
retail environment
And most supermarkets, soon as you walk in the door, bam7 there is their
big display of the single one thing they want you to buy the most of, but
meanwhile, you literally don&t see it, because your eyes are ad?usting to
the light, and to the sounds, and seeing where the people are, and you&re
trying to remember where your shopping list is, and did ( lock the car. And
you literally walk by their prime piece of real estate, and Onderhill, the
author, said, &9i> feet back, minimum& And so we talked about
transitioning, and that led us to our little a+ha e>perience, which is that
some of us believe that any business should create the environment that
your product promises to deliver
Jay: %hatHs that mean. =ive me an e>ample
Man 18: (f it&s in a supermarket and youHre selling baby lotions and
powders, it should feel like this7 it should feel like a hug (t should feel
safe, with soft lighting And if itHs the part of the store that sells motor oil,
it should be for us guys And it&s okay if the lighting is harsh and we got to
reach for it -hat&s the big one
Jay: -hat&s good ( mean, if you talk to 9par7 where are you 9par. (f he
shows you + 9par, does lighting have anything to do with anything.
/(naudible reply /C216J3 !Laughter" ( don&t know, does she. %here&s the
control. -urn the lights o4 the art for a minute 9how them + at my home,
=od bless him, he came in and said, &Jay, ( love you but your lighting
sucks& And ( thought, &(Hm not going to put lighting, that&s changes my
room7 costs money& $e put lighting in it7 it transformed the look, the feel,
the comment And this is stu4 that may seem subtle, but we&re talking
about leverage, you understand.
J22D here, 06D there ( look at business, no matter what you sell as a
balance And all things being e'ual, you weigh every impact point, every
lever, massively in your behalf guess what. @ou win, and the other ie
competitors, lose -hanks
Man 19: *ardon me for interrupting, but thereHs no movie thatHs ever shot
with no lighting, there&s no great store that doesn&t light their products
e>'uisitely and beautifully7 no photographer that knows what they&re
doing will never do a shoot without shooting in perfect light
Jay: 9par took me on a trip to restaurants and he said, &Look at the
di4erenceZ
Jay Abraham Mastermind Marketing 15
Zwith this +& and he demonstrated to me, because ( appreciate leverage in
all forms, but ( don&t sophistication or the discrimination until it&s + like
here ( felt bad for )rain -racey7 we had terrible lighting on him (t wasnHt
our intent ( wasn&t discriminating enough until it was too late to get a
spot, and it was a horrible disservice to him, but makes a di4erence for
everybody else -hink about that7 not ?ust linear and literal7 what lighting
has to do with you + although if it does + in your business, but thinking
about leverage and all kinds of other avenues -hanks 9par Luickly, last
two
Man 20: 9ure Eike /unclear 01063, Fancy Fortune Cookies ( got out of the
book that basically women do <2 to G2D of all buying decisions, and so to
focus on the women 9o this week ( really don&t want to talk to any guys
here!Laughter"( ?ust want to talk to the women that have buying
power And the men + the other thing7 the men in stores ?ust, like, power
through the whole e>perience of shopping and get straight to the product,
buy it7 and women are much more into the whole process of looking,
thinking7 and they also are much better, historically, much, much better
bargain shoppers than men Een are upsold very easily, and women are
not upsold that easily
Jay: =ood -hank you Last
Man 21: #ne of your key philosophies is the ma>imi,e and get
e>ponential returns from things that don&t cost you very much, and when
they followed these 66,222 people through stores, they were focused on
subtle things, and analysing it, and what they found is ?ust by changing
the position of a mirror, or making a little rearrangement of your furniture,
you get e>ponential results, and so that&s where we&re going, &$ow do we
apply that.& (t&s to look at the little things we do in our business, and fnd
where we can make small changes7 if it&s how you answer the phone, it&s a
headline, it&s your copy (t&s the subtle things that cost you nothing but can
double, triple, and like Jay says, 0C times your results And that&s what we
got out of it that was universal
Jay: -hank you Appreciate your + okay, some comments, and then we&re
going to give you the plan for the ne>t hour and a half ( want to address a
couple of issues ( want to do psychic housekeeping ( asked for some
feedback from people And understand this7 in all due honesty, and with
all respect, ( don&t purport to be a professional platform speaker (&m
nothing more than a real+world, frontlines entrepreneurial, strategic
advisor and marketing e>pert who wants to transfer and transform you,
not ?ust by what ( know, but all kinds of wonderful people who normally
wouldn&t be at a program like this, and if they were, it would be either in a
very static and a very superfcial way, or they would charge you an arm
and a leg
9o (&m going to address issues ?ust to respect and acknowledge you, and
(Hm going to tell you about something wonderful and a moral obligation
you&ve got (Hm going to talk a bit about ethics, and then we&re going to
get into stu4 ( said, what&s the feedback. First one is, days are long, and
most people appreciate it ( have a problem 9ome of you guys have a +
not many + have a paradigm of a regular seminar, a more structured
seminar, and ( could easily do that if ( wanted to have you guys very
impressed, but very actionless when you get home %hen ( frst started
doing training programs, ( got standing ovations Always ( had them
pretty reasonable on timelines *eople would go home and do nothing
-hen ( stretched and ( did this, and they screamed and hated it and
thought ( was trying to demonstrate a power play, sensory deprivation
-hey&d go home and they had incredible successes and they appreciated
it -heir mind+sets were forever remoulded
(f you can&t handle the pressure, or the heat, fguratively speaking, my
apologies, and feel free to go )ut you are denying yourself a really great
life outcome -he meal plan7 we tried to do the best we could, ( mean, if
you ?udge it + it&s like today ( got four pieces of bad news, and ( was behind
upstairs on things ( was doing, and instead of saying + going into a tirade
of profanity, ( said, &#kay, well we&ll make the most of that& (f youHre
?udging it statically in the moment by your higher standards, knowing that
we at the last minute + we decided we wanted a meal plan so you would
have the opportunity for you to commune with everybody, and you
wouldn&t be forced to sit wherever and you wouldn&t be forced at the
mercy of the hotel, to eat whenever you could and miss the + if the food&s
bad, (&m sorry
#ur intent is so great And ( also screwed up because ( have a choice, in
the scope of forever in your life, of stretching C6 minutes and maybe your
pasta&s a little cold, but ( try to give you maybe a million+dollar
breakthrough ( don&t really have to do that, and (&m not trying to be
di8cult ( know it ( can go to my room7 (Hve got people to call, (Hve got
people who want to meet with me and do deals that ( don&t have time for,
and (&ve got people speakers who would love to get o4, but ( want to get
one more, or two more insights and connections so ( can drive you to
greatness )ut ( don&t have to, and itHs not trying to feel +say Jay, &(
appreciate& ( 7m ?ust trying to give you a conte>t ( apologi,e Ey food was
cold last night, my omelette was rubber ( didn&t care ( mean, maybe you
do, and (Hm sorry, because (Hm trying to give you something that will last
you your life, and (Hm ?ust trying to give you perspective
aAo schedule issueb %ould you like a schedule7 that ( told you what (
wanted you to do, that ( couldn&t comply with7 would that make you
happy. !laughter" )ecause if you do, ( can tell you right now what we&re
not going to do for the ne>t two days !laughter" %ould you like to know.
#r do you trust me to monitor, to ad?ust, to do the right thing. Anyone
who doesn&t + again, i love you all (Hm really in a mellow mood Ean,
swear to =od, strike me dead )ut (Hm here for the people who get it (
used to do, when ( had complaints, ( would change my whole emphasis to
win over the dissidents P>cuse me And ( found that ( stole from the M6D
that got it -hat ( saved a hundred grand in money !Applause" Ao, ( can&t
do that anymore (f you don&t get it + like, Bick, somebody said fve people
left because it&s too cold And ( thought, &$ow tragic for them&
First of all, (Hm moving so ( don&t sense it (f you&re really cold and you
donHt7 think (Hm sensitive, all you have to do is gauge the audience and
come up here and ask me, and if ( took a vote, M6D said, &Ean it&s great& (
would say, &$ereHs 02 bucks7 (&ll buy you a sweatshirt& )ut if you&re such a
closed+minded, rigid, myopic, linear and anal person that you got to get
mad and to think &-aking fve grand out of my pocket one time is going to
really punish me,& hey go home (t doesnHt matter
%hat matters is are you getting it. And if you don&t get it you&re in the
wrong place, and ( mean that with all due respect )ut (Hm sensitive + help
me, because ( don&t sense it (t&s not me trying + ( don&t get it (Hm here
moving around, and the lights are hot (f it&s cold there, take a consensus
and (&ll ad?ust it (f it gets too hot for me, (Hll ask permission to get it down,
but this is about working together (f you don&t get that, you don&t get
what (&m all about, and ( don&t want your money Frankly, i don&t need it
(t&s about you guys, honestly
aEusic too loud for breaksb !Laughter" Let me give you a conte>t ( don&t
usually use music ( wanted this to be a defning e>perience, so ( got
serious and had all this music brought in, and the other night i was up
until two in the morning listening to music, and ( called my wife and woke
her up and said, &-his is ama,ing& ( don&t know how to dance (Hve got a
natural desire but ( go on the Ioor and step on everybody&s feet And (
said, &(Hve got to tell you this7 (&m listening to this music and (&m moving
around and (Hm having the greatest time, and ( don&t think (&ll sleep -his is
cool& (Hm getting really elevated, and ( though, some of you don&t get it
=o outside (t moves you7 it gets your psyche going (f you don&t like it,
don&t en?oy it
)ut ( think it gets you in the right mind+set to change your paradigm
!Applause and cheering" a%ho is Bick :uress.b Bick :uress is a colleague
of mine7 he&s been to ten programs, he&s involved in a bunch of activities
with me, he is trying to become an e>tension of me $e has masterminded
a lot of the integration, been with me for all this, and he&s a very bright
guy and he cares like hell about you Lighting + hey, weHre learning ( really
am7 (Hm sorry *ointed out, instead of critici,ing, constructively help me
make it better 9omebody came up and said, &:o you mind if ( send you a
big list of stu4 that ( think you could do better.& ( said, (&d appreciate it,&
because (&m in the o,one man ( don&t do these things anymore, honest to
=od7 and the ones ( do are 06 grand, and if you came + who&s been to a
$06,222 one. #r a $C6,222 one. #r a $02,222 one. -his is a hell of a lot
better, isn&t it. Am ( trying hard to improve.
$ow long we got to go. (Hm a work in process, aren&t you. 9o help me, but
don&t + critici,ing constructively, helping me make it better, is the answer
And thatHs the answer for you 5Artwork is beautiful5 (t is isn&t it.
!Audience replies &@es& Applause" @ou should see my home, it&s
transformed And again, ( had him bring it and =od bless him, he legged it
all out of his home (t is for sale, you can buy it, and he would love that
And ( encourage you7 if you got + the only problem with it is makes
everything else in your home look tepid !Laughter"
( got one, then all of a sudden (Hve got fve, and + can you guess which
ones are mine. i could tell you %e&ll tell you on Eonday And =od bless
him7 he was up until J1J2 in the morning putting them where they were
the best to + because 9par understands the power of transforming the
feeling, the mood, the dynamic, and then lighting them 5Feedback due to
computers5 #kay %e&re trying to accommodate you7 every time you
change tables, and the whole balance electrical thing gets changed, it
screws up everything :o you understand that. ( can eliminate that
complaint by saying turn your computers o4 and don&t plug them in, and
it&s not a problem for us (t&s easy then the balance will be great @ou can
hear everywhere )ut ( can also say, &:on&t change table& (&ll turn into a
lecture+based
Aow, you guys are wonderful about it but you don&t appreciate what
you&re getting if ( don&t e>plain what it&s costing us to do And that&s a
lesson7 it&s an ob?ect lesson that you should take in your own world *eople
can&t appreciate what you&re doing for them if you don&t educate them
@ou can&t be hearty about it, but give them a conte>t -he ones that get it,
get it7 the ones that don&t, don&t
)y the way, is it too cold in here. Baise your hand if it&s too cold Baise
your hand if it&s okay (f it&s too cold for you, and you want (&ll get a fun + by
the people who are comfortable and we&ll buy you sweatshirts !Laughter"
( donHt mean that to be rude (&m trying to balance (f ( get real cold, (&ll
turn it down, and it may sound like a power + only because ( want to make
sure my mind is in best interest for you /(naudible comment from
audience 01;23 #kay, move around @eah, ( mean, look around, because it
is + use good ?udgement7 move to a warmer spot7 and (&m serious, if you
need to we&ll get you a sweatshirt or (&ll bring a cover down from my room
9erious ( don&t care !Laughter" %e want you comfortable but we&re trying
+ #kay the last thing7 5-oo much information5 !Laughter"
#kay -rust me on this 9top trying to fgure it out :on&t try to
intellectuali,e it Just e>perience it and let me layer it, because everyone
of you will get the breakthrough you need at the proper point7 it will come
with di4erent people doing di4erent things -ry to e>tend yourself (f you
say, &( donHt like that,& then you don&t get the whole gist (&m trying to
engineer a paradigm switch ( am trying to create funnel vision (&m trying
to get you to travel outside your rigidity (f you complain about it and don&t
try to e>amine and observe and consider alternatives, including
uncomfortable alternatives, which are the precipice of breakthroughs,
then you&re losing and youHre limiting yourself ( can&t change that but (
can try to e>plain it, so you&ll be in the moment
( can promise you + /unclear ;1203 will say, &@ou got to do this, you got to
do that& And ( say, &@es, if you help me,& And you say, &%hat do you
mean.& (&m saying (&ll cover everything and it&ll se'uentially cover almost
anything you need, and if it doesn&t and you ask the 'uestion, you&ll get
the answer7 and if ( can&t answer it (&ll go to the marketplace and say,
&%ho&s already done that and can fll in, because ( can&t& And if that
doesn&t work, (&ll get the e>perts )ut if you don&t open your mouth, you
won&t get what you want, because it&s not my problem :oes that make
sense. Anything else. :id ( cover it. !Applause"
-hanks $ere&s what we&re going to do For the ne>t hour and a half, ( got +
( did, 'uickly the three ways to grow a business model ( did it as service
to you because it&s so profound :i you all get it. -hat basically, there are
three key ways to grow any enterprise Eost people focused on the frst
-he other two are where most of the leverage lies %hen you do that,
you&ve also got to know your marginal net worth7 you&ve got to know the
lifetime value )ecause if you don&t, you don&t know how much time,
e4ort, and investment you can e>pend An e>ample7 ( had a client years
!audio missing"
Oh, they were in Iuid transmission7 *)C pipe that carried chemicals,
water, syrup7 chemicals for manufacturing, water for irrigation and
agriculture, syrup for bottling -hey wanted a breakthrough ( asked them
some 'uestions they didn&t know about + oh, by the way, we&re going to
limit breaks so if you have to go, go, because ( got to catch up so if you
got to go7 you want to go to co4ee, you need to make a phone call you got
to + go ( mean, do it in the middle and /unclear 2210G3 but we&re going to
try to power through, so ( can get caught up (f ( go, (&ll let Bick talk
-his guys came in, wanted a breakthrough ( asked him the most
important 'uestions7 &%hat are the lifetime values, the marginal net
worth, elements of your business.& -hey didn&t know ( e>plained it to
them ( don&t have time to e>plain to you right now, but they came back
and they found that they had si> sales people doing all of California 9ales
people were on commission7 the commission was roughly ten percent of
profts -hey found that the average + worst case, not best7 and if you look
at it worst case, you&ll always be happier, and if you look at it best case +
because worst case, you&ll be conservative, best case you&ll be
disappointed %orst case, the average new account bought frst time + (&m
talking in ?ust proft, you don&t care about /unclear3 sales $022 worth of
proft %orst case the average new client bought fve times a year at $022
proft %orst case the average client bought for three years 9o the
marginal net worth were + every time they got a new client in, they were
worth $022 initially $022 times fve times in the frst year7 $C222 times
three years, $J,222, right.
9alesperson got ten percent of the commission 9o frst sale is worth 02
bucks, right. ( said, &%ell now you know that& -hey came back with that7
( said,& #h =od, this is going to be a piece of cake& -hey said, &%hat do
you mean.& ( said, &( want to tell you in a nutshell how to transform your
business& )ecause ( found out the salespeople weren&t really doing a lot of
new account development ( said, &=o to your sales people and say, 5As
long as you keep your current production at or above par,5 meaning if
you&ve been doing $62,222 a month in your territory, as long as you keep
doing that7 ad?ust it for seasonality, every time you bring a new client in
we&ll give you C22D of the proft on the frst sale&
And they said, &$e&s cra,y @ou think we want to give away $CG2.& ( said,
&Ao, but ( think you&d be very willing as an investor to invest $CG2 you
never had for M2D of the $0G22 more that you absolutely will have if they
succeed& And ( said, &@ou&ve ?ust made the salesperson C2 times more
motivated to achieve for you& Eakes sense.
( said, &-ake it home, look it at7 it&s not smoking +& Aow ( actually do feel a
little chilly, so turn it up + it probably wasn&t but now ( got psychologically
intimidated !Laughter" -urn it up a couple of gradients somebody,
please
And ( said, &=o back and try&c %e&ll make a long story short, they did it, it
worked they increased sales 622D in 6months, ?ust by getting that piece
of the pu,,le %hen you understand the marginal net worth, the lifetime
dynamics of what somebody&s worth to you over forever + it cannot ?ust be
a buyer, it can be a prospect + you reali,e how much more you can put
into the investment of ac'uiring them, or transacting that frst sale,
because it&s only a stratJegic element in the whole process Kery powerful
concept Kery powerful concept
#kay, you get the three ways to grow a business. #kay, we&re going to
power through 06 or J2 tactical elements that represent all three
categories Bick, are we ready. :o ( have the tape. :id anyone fnd me + (
heard we lost the *atty Lund tape :id we fnd it. @es, no. (s it here. :o
we have it. @es, no. ( asked for it by C21J27 is it here. #kay sounds like a
heart being rushed %e had this tape to play, but nevertheless, go ahead
-he frst way we&re going to go + start with very predictable, universal
ways to grow more clients
#kay, frst, Bick + !sings a tune" #kay, he&s booting up %ant to shake your
booty. *ut on shake your booty, for me + go ahead, while heHs booting up
9hake your booty. !Laughter" Ao, (Hm serious !Laughter" %hy not.
!Audience says &@eah&" @eah, we&ll dealing the breaks + if you&ve got to go,
go, but we&re ?ust going to power through *lay 9hake you )ooty, but we&re
going to start the moment he gets booted up #r the moment the record
stops #r neither if we don&t do
%e&re a seamless organi,ation *recise in every way $aving fun. =ood
(tHs fun isn&t it. =ood (Hm glad $ot @es. %ould you like me to e>plain it. (
can e>plain it, ( can e>plain it And ( will :id you fnd it yet. #kay,
/unclear 61223 itHs on the C: that nobody needed, up in my room Forget
it Ao+noes got it
#kay, we are a pristine music machine =ot anything like that. (n my new
desire to be a musical impresario, it&s not e>ecuting e>actly perfectly
!Laughter" -hat is not what ( want ( want the 06 strategies under the
three wings %hat are my options. @ell, and scream and throw a tantrum.
!Eusic plays" what am ( going to do.
%e were saying before our technological and musicological
interruptiononward, team 9o we got three ways to go to business %e&re
going to go through 'uickly but imperially, because we&re going to have
people come to the mike, stat %hen you go to the mikes, 'uickly @ou got
to tell your name, the generic type of business7 don&t give us a big
advertisement7 how you actually do or have applied what we&re talking
about in your current or a past life =ot it. #kay sit #kay, Bick -hese are
the three ways 9tart with how to get more clients
Aumber one7 to increase your lead or en'uiry generation you can Aumber
one7 develop referral systems %e talked about it yesterday ( told you
there&s MJ ways to do it ( told +give me a concept, give me a conte>t @ou
have a moral obligation, if you operate at a high level7 and ( will do the
strategy pre+eminence before the day is over ( should have done it earlier
but ( got to get through some of this frst @ou have a moral obligation to
encourage and systematically generate referrals, whether you sell them or
not %hy. )ecause ( have a deluded belief that you care more, you give
more, you have more e>pertise to contribute, and if anybody who is a
client of yours + let me ask you a 'uestion Anybody here have a best
friend. Baise your hand Een, women7 if you have a best friend, and you
best friend has a father, mother, husband, wife, child, employer,
employee, neighbour, pastor, colleague7 that is important to them, and
they were getting ready to make a buying decision, or a life decision or a
critical business decision about anything that you possess really
meaningful e>pertise on, would you think a moment about e>tending
yourself to them. Pven not in the business life
Let&s say you understand all about re+doing, re+modelling a house and (&m
your friend and (Hve got a + my mother wants to do it and she didn&t have a
clue %ouldn&t you make yourself available to really give my mother every
piece of balanced, well+reasoned, e>pert, e>perienced advice you could,
?ust to help me make the best decision of whether to do, how to do it, who
to choose. @es. !Audience agrees" And if you didn&t, wouldn&t you feel
terrible, if you could have saved her from making a mistake, or from under
+ from getting a lesser of an outcome, or getting a nightmare result, right.
@es. !Audience agrees"
%e have the same moral obligation to make all of your clients aware of
the fact that because they are a valued client of yours -hat you are
always there willing and open to e>tending yourself you anyone in their
association Client + you got to defne who it is Belative, co+worker,
employee, neighbour7 who needs to get an e>pert perspective before they
make a tragic mistake And youHre always there + and it should be great if
they buy from you, but you don&t care Come and talk
Aow, that&s a very sell+ now, ( used to + ( give you stu4 very /powerful that
(&ve simplifed down to very elegant simplicity, but what ( ?ust said 'uickly
and what , thank goodness is preserved on tape for all of you, is a
transformatic insight, if you run with it $ow many people in this room
have a + raise your hand + that have at least one formali,ed, powerful
referral generating system that is ?ust killer, that has been working in their
business, and is ?ust so neat that itHs transformed your business + raise
your hand7 go to a mike right now @our ?ob is, in one or two minutes, to
e>plain what the system is, the ldkey elements, what make it work, and
the three or four things anybody in this room need to know to apply a
variance of that + a variation of that to their business7 and this is killer (
would take so many notes if ( was you :on&t give us a big ad for yourself7
( want to get the most people down )e thankful we&re going to tape it7
thank you for doing it7 opening up @ou&re giving these people three or
four great ideas they can run with, but you got to give them a conte>t of
how it works for you =o
Man 1: Nevin :onelin7 my business is =uaranteed Besumes About si>
years ago, following Jay&s advice, ( fgured out how much ( was paying to
get clients anyway +( worked it out Ey @ellow *ages ad cost me about $J2
per client, so ( started o4ering $C2 referral reward bounties to new clients
Anyone who bought in a client got a $C2 check from me And there&s no
limit to how much money you can get
Jay1 #kay, so ( need you guys to do one thing + going to change the rules
Luickly, because ( got to make it fast -ell what it&s meant to you in
dollars, what the impact is to you, in either dollars or lesson of something
else, and what the two or three lessons and action steps everyone should
get from that And if your life depended on it + what ( said to Frank (f your
life depends on it + are you married.
Man 1: @es
Jay: :o you have children.
Man 1: @es1
Jay: Are you madly in love with your wife.
Man 1: Eost of the time !Laughter"
Jay: %ell, weHre all that way (s your wife here.
Man 1: 9he&s not going to be listening to this tape either, thereHs going to
ni> in that happening
Jay: #kay Let&s say that ewe have her hostage 9he and the kids are
bound -hey&re gagging, they&re choking, their hands are tied %e&re not
doing anything really we shouldn&t be doing, but it&s pretty treacherous
there, and it looks like they may be goners, unlessin the ne>t minute
you can e>plain to everyone in this room, to their absolute clarity and
certainty, the three or four things they need to do immediately so they&re
going to be certain of getting some of the greatest referrals on a constant,
continuous basis =o And your wife and kids are in the o8ng
Man 1: (t&s made over $C22,22 for me in fve years @ou&re already paying
for clients anyway, when you work it out7 do the numbers %hy not give
that money to the clients as reward incentive.
Jay: %hat should they do. (s that it.
Man 1: @eah, tell
Jay: #kay, good, thank you Ae>t
Man 2: -here&s a couple of di4erent ways that ( focus on getting
Jay: =ive me ?ust one
Man 2: Just one #kay Letting my prospect be smart and helpful
Jay: $ow.
Man 2: ( tell them while (Hm flling out the order form7 ( don&t wait till
theyHve worked with me yet, ( ?ust right from the start keep asking, and (&ll
tell the, + most of the people that ( work with can think of at least three
people + so ( put out a little bit of a challenge there, and then while (Hm
writing out the order form, ( say, &(f you could ?ust write out the people
that ft the following criteria,& and ( give them what the criteria !audio
missing" referral, that ( believe theyHll know that person And then while
(Hm writing, they start writing down names and looking through their
Bolode>, through their *alm *ilot (f theyHre coming up with lots of names, (
start to write the order form very slowly, because when ( stop, they stop
writing 9o as long as they&re writing, ( keep going
Jay: %hat&s the lesson to everybody.
Man 2: All your clients defnitely know people -hey&re ?ust not always
sure that they know the right person, so ?ust put out a challenge that they
do know them, the other people know them, and then if, you&ve positioned
it properly, they will give you three, if not si> +because most of them are
going to want to do better than what the average person does
Jay: -hanks %ill
Man 3: ( have a trade association and two years ago i came here and was
at one of Jay&s seminars And what ( reali,ed was that a lead had a certain
cost, so ( fgured out what a break ,ero point was 9o every time a
member ?oins, what&s the cost. And then, ( started a program where you
recruit through your memberships free 9o it gave me a break even year
one, but year two it made me about $J62,222
Jay: 9o, lesson.
Man 3: Lesson is to give a beneft that&s big enough to get people to refer
to you
Jay: -hank you Ae>t
Ean ;1 #n the (nternet it&s very easy to track where a customer comes
from, and we decided to put a fnancial reward on a referral And we talk
here a lot about clients have + referring people, but we go to other
businesses that complement our business
Jay: Like. Like what.
Man 4: Like we are in the web hosting business, and they, for instance,
provide information on how to improve your website, so they&re high
tra8c sites, and our target audience, and we have them put a personal
recommendation for our business
Jay: =ood %hat&s the lesson.
Man 4: -he lesson is don&t be afraid + look further than your own clients
=o to complementing businesses
Jay: =ood -hanks (Hm going to really hurry, because ( want to get all of
you =o
Wman 1: $i, *amela /unclear 01263, 9and :iego (Hm a real estate agent,
and ( got together with another agent who refers me + ( get all the buyers
lead o4 of his for sale signs -hey call an G22 number7 ( get the leads, i
call the people, and ( give him a referral fee for it so thatHs generated all
the leads for me, and then probably, o4 of that, once ( get the leads, give
him the referral fee #4 of that, ( get all the other clients from those
people too, so it&s like the whole tiered e4ect
Jay: %hat&s it mean to your income.
Wman 1: (ncome is probably anywhere from 62 to $C22,222 additional,
on top of it
Jay: Lesson for everybody here.
Wman 1: :on&t ?ust think that + ( guess, one referral and go with that
person7 go further, because it leads to another to another to another And
the other thing is , the lender that ( give them to, then refers clients back
to me, because (&m giving him the business, so it&s both + so it&s all free to
me, basically
Jay: 9o it ?ust perpetuates + good -hanks
Man 5: )rian Frank with Pndurance Earketing =roup For a long time, we
had almost no referrals at all, even though we had tons of satisfed
customers -heir desire to keep their competitive edge secret presented
them from doing that7 from telling their friends and competitors about the
products 9o we started bribing them And basically ?ust o4ered them such
an incentive that it override their desire to keep their edge a secret And
so we pay them 06D of every new customer who they bring in the door,
as well as giving the new customer a C6D discount
Jay: Lesson.
Man 5: -he lesson is that if you have a situation where you have satisfed
customers who are not referring, and
Jay: 9top :oes it make an economic di4erence to your business.
Man 5: $uge
Jay: $ow much.
Man 5: Around ;2 to 62D of our new customers
Jay: %hat& that in dollars.
Man 5: %ell, it&s about C222 customers a year, half a million dollars a
year in e>tra sales
Jay: Again, the lesson.
Man 5: -he lesson is, is if you ask for referrals and you don&t get them,
bribe people Eake it work
Jay: Pthically Pthically bribe people !Laughter"
Man 5: Absolutely And tell them what they&re doing7 tell them their
friends& going to get a deal, they&re going to get a deal, and make it fun
%e take care of all the accounting7 we keep track of how much credit
they&ve accumulated through tier referrals, so every time they call up, it&s
kind of like they get to discover how much credit they got into their
account, and think, &%ell, how much do ( have. Can ( spend on product.&
And so we&ve made it fun and it&s working really well now
Jay: =ood
Wman 2: (&m Juliette Pastern with -ravel %hite (ncorporated %e o4er
natural health and parenting solutions online %e basically + it was an
obvious thing %e asked people to share our information and products and
websites with their family and friends %e asked them their aura
combination
Jay: $ow do you ask them. =imme + ?ust real 'uick, in J2 seconds
Wman 2: #rder confrmation page, email receipt, the information packet
they get with their order
Jay: 9o you do it in many di4erent + touch points And what happened.
:oes it work.
Wman 2: @eah %e&ve got about C2D of our business is from that About
<6+C22 a month in
Jay: %hat&s the lesson.
Wman 2: Lesson is, ask + do the obvious and ask people to share you
with their family and friends
Jay: )ut ask them because it makes better sense for them (s 9had here.
(s 9hadher. ( can&t remember 9hadHs last name7 she&s got + is he. (s he
here. $eHs got this + ( got to share this because it&s killer (t&s like G2D of
his business $e sends out a letter + he does herbal cleanse for your body,
and after the 62 or <2 days when theoretically you got the impact, he
writes and says, &Aow it&s your turn to do something meaningful for
somebody important to you& And he gets <2D of his business ?ust by
doing that (t&s not hard7 but it is hard if you don&t do it
Man 6: Joel Christopher, with /unclear 61J6/ )uildercom Ey business is (
help people build up in lists, so this referral system is a two tier a8liate
program on the (nternet, and ( take it to the ne>t level by going for the
super+a8liates, because the fve over M6 rule works on the (nternet, where
only 6D of my a8liates are really doing something great 9o what ( did
was ( rewarded the top fve a8liates with higher commissions gave them
higher product samples, so they can endorse it to their list, so
Jay: Lesson.
Man 6: Lesson is instead of going for the big numbers, go for the small
numbers with the big lists, and that will catapult your business massively
Jay: #kay, good
Man 7: /Onclear 221CG3 L-A Eedia %e put a lot of emphasis into
developing a high 'uality sales program together + a J2 minute show that
we run on radio whenever we put a new product up And once we&ve
tested it and the show fnally hits, and we roll out with it, the thing is that
we&ve found that as soon as we started, we decided what we would do is
throw a copy of the program in with the shipped order And then
encourage that, you know, if you&re as e>cited about this as you&ve heard
in this show, this might be di8cult for you to e>plain to someone else7
here, ?ust put the show on %e put a uni'ue telephone number in it, so
we&re able to track where that show comes from, and who buys from that
particular disperse tape in there, and it makes a big di4erence
Jay: Lesson.
Man 7: ( don&t know, you could see + well, ( guess + ( don&t know, ( think
that if you&re already putting your emphasis into a marketing strategy, it
may be to give your customer a good tool 9ometimes they want to refer
to somebody, they want to help, but sometimes ?ust give them a good tool
that&ll help them e>plain
Jay: -hanks
Wman 3: -amara Campbell7 (Hm a chocolatier7 ( make healthy, intelligent
chocolate %e also are provider of!Cheering and applause"thank you
%eHre also a provider of a food that is very life changing, really works on
the person&s mind and their brain %e implemented a program that was
very good in + ( trained this to our tele+operators from the very beginning,
that even when we did follow+up calls, we asked &Could you refer.& )ut (
took it one step further, and when we did the initial sale, ( asked them for
the referral right then And the way that we do it is ( say, &%hen you
e>perience this food and it changes your life, perhaps you can share it
with someone else that you care about, and if you do that, (Hll be happy to
give you a free bottle of this PJ Live the ne>t time you order&
9o they&re motivated from the very beginning7 they&re endeared to us,
because people like things for free, they like to help other people 9o in
essence, for us last year, it made a di4erence of $622,2227 a little over
that7 to our bottom line
Jay: what&s the impact, -amara.
Wman 3: -he impact is that we have e>ponentially grown our business
And ( can tell you one thing for instance Last week, ( had one client call (
ask who their referral was -he number one thing we do is say, &$ow did
you hear about us.& and we keep track of it ( had one client call last week,
asked who their referral was ( tracked it all the way back to the original
referral7 it was C; levels deep -hat meant a total of $CG22 to your
company
Jay: -hat&s important =reat, thanks Also, it&s + ( love your stu4, and ( take
gobs of it ( helped them7 intermittently ( get paid in stu4 Eichael and
-amara are really cool people (f you want to try it, they&ll send it to you for
the cost of shipping it, and some people get great outcomes7 some people
get headaches (Hm not passing ?udgement on it, but it&s really cool stu4
for me, and you might want to consider it And ( don&t beneft a dime for it,
but they&re pretty cool people -hank you /(naudible comment J1J63 (t&s +
they&re here, EichaelHs here somewhere %here are you Eichael. %ell,
you saw -amara7 -amara&s the good+looking woman with the glasses =o
ahead
Man 8: Ey name is Euhammad $ussein7 ( own a small printing, copying
and typesetting business ( have used a mi>ture of several processes such
as bartering and risk reversal And this has netted me an enormous
referral that netted us $JG2,222 contract %e started as a small company,
which was about 0J2 + 062,222 sales last year, and now we are looking at
half a million this year and possibly taking it where the ne>t level + or the
level of referral we&re getting, we&re getting into a level that will take my
business to about $0 million
Jay: =ood @ou guys understand + e>cuse me for interrupting (&m doing a
lot of time on referrals because it costs nothing, makes everything, higher
'uality, more proftable, nobody does it, this is worth C2, or C22 or 022 or
0222 times the whole investment if you do anything with even one of
them, so it&s probably worth a little bit of time, don&t you think. (t&s
probably worth a few notes Few notes -hank you Action to them. ( was
talking over you7 did you give them what they should do. :id you tell
them what they should do.
Man 8: %ell, if one system doesnHt work, try another system or a
mi>ture
Jay: =ood -hank you
Man 9: $ello, my name is )rad Chestnut, with (nsurance Automation and
Earketing Consultants, and the insurance industry is a pretty close knit
group of people, and ( knew that to really hit it e4ectively within that
industry, you had to have referrals @ou had to have people working for
you #ne of the ob?ections ( got tired of was &Let me check the system out
frst, let me see how it&s working, then (&ll give you names& 9o what we did
is we took a di4erent approach %e built the referral program into the
sales process 9o right from the get+go, we&re telling them, &%e&re going to
prove to you without a shadow of a doubt that our product&s going to
create the result you&re looking for, it&s going to meet the needs,& and so
on and so forth &And for each referral you give to us, at the time of the
sale, we&re going to take a discount o4 the purchase of the system -hen
for each one of those that actually buys the system, we built on top of
that with + we want people to give us a lot of referrals, so the more
referrals they gave us, the more money they got
Jay: %hat&s the impact been to your business.
Man 9: -hat&s really how ( built the business initially
Jay: And how big is the business.
Man 9: %ell, (Hm ?ust a segment of that piece of it which is representing
software program for another company ( manage a C0 state region, and
this region, ( took it from nothing7 a virgin territory to number one region
in the nation
Jay: $ow much volume.
Man 9: Around 062+J22 a year
Jay: #kay, but very signifcant
Man 9: #h yeah, for this + ?ust C0 state region
Jay: )ut what&s the impact to this audience. %hat do they do.
Man 9: -he impact to them, is a lot of people again, are asking referrals
after the sale&s made )y building into the process, frst of all, brings out
ob?ections, that ( think are very key to helping the sales cycle (t trains
their mind that you&re going to be asked referrals, and that you believe in
your product enough to get the referrals
Jay: =ood, thanks As 'uick as you can, but as complete as you can Also
the fnancial impact7 because ( want you to reali,e, ?ust pulling a few of
you, it&s like millions of dollars that youHre learning about in one fell swoop,
that you can translate apply, e>trapolate, import over your business (t&s
pretty e>citing if you get it
%oman 4: Leah Francia (Hm a life and health insurance agent And (
speciali,e in long+term care insurance 9o what ( decided to target was
what can ( get the biggest impact on without spending money. Any more
money. 9o ( found that it is referrals at the point of sale, or even on the
phone 9o what ( decided to do was, ( did an e>periment #ne part of the
e>periment was asking for referrals because it was the right thing to do
for me and for them7 to give referrals And also, on the phone and then (
did another e>periment, when ( o4ered them $C22 to their favorite charity
( would donate $C22 to their favorite charity, for every one of their
referrals that did take out long term care insurance And what ( found is
that the $C22 didn&t make any di4erence at all %hen ( didn&t o4er it, ( got
more referrals than when ( did o4er it
Jay: Lesson.
%oman 4: -he lesson was because it was from my heart, that ( felt that
what ( had to o4er was valuable -hey felt what ( had to o4er was
valuable -he impact on the business would be on even the frst live, is
like J22,222 a year, and that&s without even spending a dime, and not
even asking for referrals every single time
Jay: =reat -hanks
Ean C21 Ey name is Alan /unclear 016;3 and (Hm the developer of the
system that Eark Kictor $ansen was talking about yesterday7 Creator
Advancer Finance P>ecutor for team Ey system is 'uite di4erent referral
wise, because it&s about unintended conse'uences %hat ( did was (
created an idea outrageous enough to get people talking about it, and (
thought they would do one thing but they did 'uite another thatHs worth a
lot more money ( created a one+book bookstore for my book, with
di4erent departments7 art anthropology, fction and literature7 but my
book in every department !Laughter" ( thought people would buy more
books, but actually what they did was they bought enough books for the
store to break even, but ( was getting $C2+C6,222 a month referrals for
speaking engagements -hey would say, &@ou&re cra,y, will you come and
speak to our company.& !Laughter" Lesson was, do something di4erent,
get it out there, and people you don&t know about will start talking about
things and they will have heard of you, and that&s an enormous
Jay: =reat -hank you
Ean CC1 -om 9t Louis, marketing strategist from -oronto (&ve worked with
a lot of people n referrals and ( found a fatal Iaw in all the referral
systems And so ( created a way for people to get a hundred referrals at a
time And the simple distinction is that when people ask for referrals, the
person that they&re + ( mean, whether we do it before, during, after, later7
whenever7 the person they&re asking can only think of what comes to
mind #kaye &#h let me think of whoever ( can think of& 9o what (Hve done
is (Hve said, &%ell why don&t you choose your very best customers and
stage it 9o you say, + &-he way that (Hve helped you, would you be willing
to share that with some other people.& &%ell, sure ( will& &%hy donHt we get
together and we&ll discuss that and maybe we can help some of those
people out& 9o you get together with them and then you reconnect them
with the value + you talk about the before + you get them to get back in
the state of glowing appreciation for what you&ve done, and then say,
&%ell, you know, let&s know fnd the names of the people who you&d want
to refer me to %here do you keep them. do you keep them in your *alm,
in your address book, in your Bolode>, in your + okay, let&s start with the
A&s, and fnd all the people we can really help&
And when they start with the A&s + at frst they&re in a state of mind of &Joe
Adams, no ( donHt think so& &#h why not, is he a business owner.& &%ell, he
is but& &%ell, letHs put him down,& and then they get into a state of
momentum, and all of sudden they get super e>cited by the time they get
to the :&s, the P&s, the F&s7 and you can literally get C22 referrals or more
in one meeting, if you stage it right
Jay: =ood =reat -hanks
Ean C01 *atrick Corbit, P>ecutive Leadership =roup Pverything we tried to
do is ma>imum best use #ne of the things !audio missing"
are trying to + people always go, &( don&t have their names and numbers
right now, get back with me,& or then ( used to come back to them J2 days
later and say, &Could you give me a name or a number& And it + what (
found out was two things #ne, ( always told them, the day ( signed them
up, got them enrolled in whatever we were doing, ( said, &$ey, bring out
you address book, ( want to be able to give you the name of our corporate
o8cer customer service, right now& 9o they went to get their /unclear
221003 or whatever, and when they brought it out, they already had all
their names and numbers right there And that&s when ( asked for them
there Pliminated that ob?ection real 'uick
And then also learned that you always had ask for it at that time, because
they&re best pre+disposedsituation in their mind to be able to give
referrals ( could never get them if ( came back later, so ( always asked
then, and ( always got them in a place where ( could ask them at the right
time 9ystem worked all the time7 allowed me for two years to work
strictly, C22D referrals Lesson. %hen you fnd something that works,
teach it down
Jay: =ood =ood
Ean C01 @ou got a lot of people that want to know7 you&ve got to pass it
down
Jay: Pverybody take your pen and write on a piece of paper the letter - +
big -7 the letter A and the letter C And who would like to guess what that
stands for. %hat did you say. /unclear C1C63 Constantly -ake notes
constantly -his is not really + ( mean, people don&t get me really, very
deeply Pverything ( do is very strategically integrated for a purpose
)eing able to consolidate in two minutes an essence that&s generating
$622,222, a million dollars, $6 million, $62,222 e>tra year, and listening
really 'uickly to ;2 people share with your ideas that probably won&t do
e>actly that for you, but if you got it + you&d be able to use three or four of
them, and one&s worth half a million to them7 it&s only worth C22,222
grand to you7 but thatHs on the frst stage and you have clients that buy
often and more, and they keep coming back and compounding -+A+C
@ou&re never in your life going to have an environment where 662 people
are bought together and are so willing to open up and share intimately
and go out of the way to consolidate and demonstrate7 and then direct
you to how to do more and better than even they are -+A+C
%oman 5: Ey name is 9hera 9treet7 (Hm 9par&s mother -he thing that +
!Laughter and applause"
Jay: And you&re a very talented artist in your own right
%oman 5: -hank you
Jay: Are you proud of your son.
%oman 5: @es
Jay: =ood
%oman 5: %hat we do at our retreat, 9erenity by the 9ea and 9erenity
-ransformational -ours, is we have a high impact heart connected card
that we hand out as our guests are leaving, and say, &%ould you like one
or more to + or as many as you&d like to take to pass on to people who
might en?oy what we&re doing.& And they go home with a whole bunch of
cards, and we know that they&re put on refrigerators, and on computers,
and
Jay: And does it work.
%oman 5: (t&s working, and we&re here to learn how to help it work a
whole lot better
Jay: =ood, thank you 9par. @ou know that woman, is she an imposter.
9par1 9he&s the coolest mom in the whole world !Audience says &Aww&
Applause" Eaybe my wife would be the second+coolest woman
!Laughter" (f you&ve seen the little M week old baby that&s walking around,
that&s mine/unclear J1JG3
Jay: ( want to know who modelled for that picture over there, 9par
!Laughter"
9par1 9hh
Jay: 9orry =o ahead ( took Jay&s *PL Cubed a few months ago, and 9cott
$allman, who&s going to present later, was 'uestioning me on how ( got
my business, and ( said, &%ell, one of the things that happened +& (Hve a lot
of high+end, beautiful homes that my art is in& And one of the clients7
CC,222 s'uare foot house, Bancho, 9anta Fe, M acres7 e>'uisite home7 he
said, &@ou&ve done CJ paintings for my home %ould you do an art show.&
And ( went, &@eah& !Laughter" And so we put on this show7 062 of his
friends, which are, letHs say J2+;2D of those were also high net worth
individuals, came to this show, and ( ended generating a signifcant
amount of business as a result of that 9everal hundred thousand dollars
Jay wants me to be specifc ( was sitting in the back going, &( don&t want to
tell anybody this,& because it was easy
Jay: ( doubt if your + but your ?ob is to train + we&re here to openly share7
that&s the way people will share back
9par1 9o 9cott&s asking me, &%ell, did you ever do it again.& !Laughter" And
( went, &Ao& And ( was like &:uh& !laughter" ( love that And so ( ?ust + it&s
worth so much to have your clients fall in love with what you do, put on an
event (f you + (Hm not saying me, but if you know an artist, you can put on
a show, you draw your clients in, they get to have some kind of interaction
that&s intimate with you7 you end up doing + you get an intimacy and
personal relationship with your clients in that way
Jay: =reat point
9par1 that you wouldnHt get any other way And it doesn&t really matter
what business you&re in
Jay: /Onclear 616J3 much more sensory levels than you normally would in
your day+to+day endeavours
9par1 P>actly @eah
Jay: =reat =reat point -hanks
9par1 (t doesnHt matter what you&re selling, there&s a way you can connect
with them
Jay: =reat point
Ean CJ1 Chad :eferrari, with the C:F Eedia And we&re a web
development company in 9an :iego And what we did for our referral
system was develop personal relationships Bather than o4er them like
02D of for whoever brings me the ne>t client, we started o4 in the
contract phase of going out and saying + one of the ways we started
closing deals back when ( was working out of my bedroom in an
apartment in La Eesa, was saying, &(f you can&t refer me, then ( didn&t do
my ?ob& And it really sets a tone for the overall process, and immediately
they start thinking, &%ell, who could ( refer you to.& And by the time
they&re done, ( get the clients that ( want to get ( have a string of clients,
and a MGD retention rate of those clients )ecause over the years (Hve
grown to love them7 we send them the Christmas card, the candies, when
you need to, and you make sure you know something about them7 and it&s
a very personal thing
(n the beginning when we frst started, ( had sales guys that weren&t
closing a lot of deals or getting a lot of re+orders, and what we determined
was ( had a lot of sales guys that were simply selling, and going out and
trying to make the deal, but not necessarily the best deal for the client 9o
we adopted a motto that ( think has worked very well for us, which is &@ou
can shear a sheep a hundred times, but you can only skin it once& 9o now
we have a nice Iock of people7 a Iock of clients that have worked very
well and continued our retention, and weHre still getting our clients
Jay: Kery good Lesson.
Ean CJ1 ( o4er them my continued integrity, and thank you very much
And that&s it7 it works great
Jay: =reat -hanks
Ean C;1 $i, Je4 %ilson, %ilson Advisory =roup, :enver, /unclear <1J<3
Jay: %ait, but he&s also a 9aturday Killage *erson
Ean C;1 -hanks to you !Laughter" $uh #kay, really having been through
the *PL home study courses, what ( learned7 two 'uick things, which is
one7 give it away, and two7 that you have to be willing to take + to
establish the relationship and basically build that rapport if you want to
build an enduring relationship 9o what ( have done with my !Audio
missing"
specifc, and targeting who (Hm looking for7 make it very clear in their
mind, the kind of client (&m looking for, and as a free gift from my client to
the referral, what ( have o4ered is a certifcate which a value of $C0M67 a
free fnancial physical for their friend, relative, customer, whomever (n
the last si> months, that has brought + and this is with sporadic
implementation, not ruthless process implementation (t&s brought
$J2,222 to the bottom line
Jay: 9o, lesson.
Ean C;1 Lesson one is have a compelling o4er for the referral to want to
meet with you -wo7 to make it attractive for the referring source +
desirable for them to be involved in the process And three7 e>ecute
Jay: =ood, thank you
Ean C61 $i, my name is John $enry and ( want to apply the referral and
host benefciary concept to one of my two companies, called
Eailcastlecom (t&s an email perimeter and a security company, that stops
spam + sorry, a lot of you + stops spam!laughter"viruses, ob?ectionable
content before it enters your network
Jay: ( get it, okay
Ean C61 )ut what ( did is, like last week ( called up 6 network
administrators and (- consultants that have large client bases, and (
basically developed a program to pay them to pay attention (f they ?ust
want to give me a referral, ( have a small, little, trickling referral fee that is
si,eable enough over time, and the second thing is if they want to actively
help me enrol, (Hm going to give their clients a free trial subscription to the
program
Jay: =ood, and have you done it yet.
Ean C61 #h yeah
Jay: (s it working.
Ean C61 (Hve got like C2 referrals in three days, last week, and it&s easily
going to result in
Jay: =ood %hat&s the lesson.
Ean C61 Lesson is, paying people to pay attention (t&s going to mean
probably a couple of hundred thousand dollars in revenue
Jay: -hat&s great, thanks
Ean C6 Alright
Jay: And point %here did you come from.
Ean C61 (&m busy taking notes !Laughter and applause"
Jay: A point that ( forget in teaching you what (Hm all about, was that (
believing an optimal businessVmarketing strategy, and each one is
di4erent @our ?ob is to e>amine + in optimi,ation, you canHt perform at the
highest and best and ma>imum result and performance until you evaluate
all the options and opportunities and possibilities and alternatives out
there, and then identify and combine the best ones after tests have
validated that they work7 that are appropriate for you based on your
ethos, your business model, your ideological mi>7 so you listen to people
saying, &*ay them, pay them& And people say, &:on&t pay them, don&t pay
them&
%e used to do seminars + Eac was with me, and we would do seminars
where we&d have two totally di4erent mail+order e>perts #ne would say,
&@ou got to make it personali,ed7 a live stamp, personally addressed& $e&s
say, &$ave all kinds of copy streaming on the outside& And both of them
were very successful -he answer is what combination gets you through
the night @ou understand that. (t&s not the same for each of us, and it
may that one works better, but you don&t feel comfortable with it7 maybe
that your market + it&s appalling to compensate them Eaybe to some
segments of your market, it&s appropriate %hatever you do, do it with
absolute integrity, and it will never, ever, fail you
%oman 6: $i, ( built one of my businesses solely on referrals (Hm a
business consultant for international pro?ects, and when ( frst got my
business started, ( actually went to somebody that was established in the
feld and let them know what ( was doing with my business, and that
person+ because they&d been in the industry for J2 years, and they
charged a higher fee7 we actually set up a system where people that can&t
pay the $C,222 for them, they actually are able to use my services And
what&s great about it is that one7 this person that (Hve built the partnership
with, they actually do all the marketing %hen the person calls me,
they&ve already been sold, and also it provides them a structure so that
theyHre advertising is ma>imi,ing, and ( give them a percentage of the
referrals
Jay: #kay, lesson.
%oman 6: Lesson Create a relationship with other people in your industry
that do the same things that you do, and fnd out what service they&re not
able to provide to their customers, and see where you can fll it
Jay: =reat, thanks @es, mystery man.
Ean C61 @eah, it&s *eter /unclear ;1;M3 from Niss Ee Cosmetics, and ( frst
really want to give you guys the result, because ( + prick your ears up a
little bit, because ( think with referral systems, everyone really is
somewhat intimidated by them, or not so comfortable, and then asking
them + and don&t really understand the power of them )ut this company (
was working with for many years, and it&s a photographic studio, and year
after year after year after year, our whole business came from referrals
-hey had a very good system )asically, the customer ac'uisition cost
absolutely nothing %e didn&t really pay for anything, and it kept + it was a
national photographic chain in the Onited Ningdom, and it kept thousands
and thousands of sta4 all in business7 ?ust from this one idea )ut the
thing is, we was e>tremely aggressive in getting referrals And you can be
really aggressive, and nothing terrible happens if you&re not aggressive
@ou can be really aggressive, and we really pounded people to get
referrals, and they didn&t know7 they didn&t know what the game was, they
didn&t know that + they werenHt allowed to give J2 or their friends and
family members out -hey ?ust kept on going
( was e>tremely adept at getting referrals + (&ll ?ust give you the basic
process that ( went through )asically, ( would sell these ladies a
photographic portrait plan And then when they&ve decided to make the
purchase, ( say, &Bight, and then what (&ll do for you, Eses, is that we&ll
give you a free enlargement @ou&d like that wouldn&t you.& -hey go, &@eah&
9o i say, &All you have to do is give us ten names and numbers of your
friends, relatives and family who we can phone up& 9o they&d say, &#h,
uhh& ( said, &:on&t worry about that, (Hll ?ust hold on the telephone while
you get your name and address book& 9o o4 they go7 they come back
And they&re getting it7 this one, this one, this one, and this one And it&s
like + and theyHd be like, &$ow many&s that.& (&d say, &:on&t worry, ?ust keep
on going :on&t worry, ?ust keep on going& !Laughter" &:on&t worry, ?ust
keep on going& ( mean, ( have to say, my colleagues + ( used to get + the
average + we was told that we were supposed to get C2 referrals a time
the average person probably got about fve and then have to phone back
( was so aggressive at this7 ( had more people than ( could ever call + my
colleagues were asking to give them my referrals
Jay: -ell them what would + how would you transact the scripting and the
dialogue of the call.
Ean C61 9pecifcally.
Jay: @eah
Ean C61 #kay, once they&ve made the purchasing decision, tell them that
you&re going to give them something, and then make sure
Jay: Ao, the call + the contact + how would you contact the referrer.
Ean C61 #h, the
Jay: -he referee %hatever the word is
Ean C61 #h, the referee, okay, great ( think Jay knows this one, don&t you
Jay. )asically, we&d say, &Look, your friend has ?ust purchased this plan
and they didn&t want you to miss out& %hich, you know, is kind of hyping
it up a little bit, but the thing is + because the photographic portrait plan is
an e>perience, so it&s one of the reasons we&re getting these guys to get
them in the frst place 9ay, &Look, you can do the e>perience together
with your friends and family& And so we&d have like all these women, and
they&d all be coming together for these makeovers and everything 9o you
can be really, really aggressive you can ?ust keep on saying, &Just keep on
going, keep on going, keep on going,& and they&ll reel name after name,
after name after name after name after name And hey, if it&s the
customer that + if they&ve got a load of friends and they havenHt got any
money, or they&re not 'uite right, you don&t have to phone them, but
you&ve got the opportunity
Jay: And when you phone again, the key to phoning somebody is, it&s a
mind+set too %hat&s the mind+set.
Ean C61 -he mind+set of phoning
Jay: %hen you&re phoning the referral + the list
Ean C61 -he mind+set is that basically they want to do it, and they want to
do it with their friend And they&re having this
Jay: (t&s peer confrmation, peer confrmation
Ean C61 @eah, absolutely
Jay: -hat&s great %hat&s the recommendation.
Ean C61 %hat&s my recommendation. @ou can be so aggressive ( don&t
know all you guys but (Hm sure the ma?ority of people out here, they can
be aggressive times C,222 in getting these referrals (t&s not kind of like
some little meek thing where you ?ust
Jay: )ut the mind+set is not pushy, is it. (t&s consultative in saying, &$ey,
they&ll love it too Are you loving this.&
Ean C61 @eah
Jay: &-hey&ll love it too :o you want them not to en?oy this. (s it right if
they get old and they don&t have pictures of their family to reIect on.&
Ean C61 @eah, absolutely, it&s ?ust like + if these guys weren&t going to buy
the plan in the frst place, then they&re buying it because they see value in
it for them And if they see value in what you&re selling them, why
wouldn&t they recommend everybody that they know.
Jay: #kay, thank you )ut before you leave (Hve got to make a comment (f
you can learn anything else, not ?ust what he said, but listen to the
tonality, listen to the passion, listen to the en?oyment, listen to the
absolute delight in his voice -hat&s pretty cool !Laughter" (f you could
think about being evolving to that level, it&d be pretty neat !Applause"
-hanks
Ean C<1 Ey name is -aka /unclear C212C3 from /unclear3 (nc %e&re doing
business in Japan %e are a /unclear3 service provider #ur referral system
is if the new clients sign up our service, we ask them their fve referrals (f
they give us fve referrals, we waive set+up fee -he lesson is *#9 + point
of sales At the time buy your product or service, they are most e>cited, so
you should take advantage of that
Jay: =reat point -hat&s great, thank you very much !Applause" Let me
tell you the good, the bad and the ugly )ut frst (Hve got to acknowledge
our resonant hero + ?ust came in after going four or fve hours of
intellectual battle with all of you + Eac Boss, ( want to acknowledge you for
doing $erculean set last night !Applause" Ey crap musicians need a little
bit of practice %e were going to make you feel special, but after the fact
:ave, get with it !Eusic plays" %e appreciate you man, thanks 9peaking
with Eac, come on up here7 ( need you to help -hank you !Applause"
:o i have the + !whistles" + do ( have the *atty Lund tape now. @ou can
turn it o4 now :o ( have the *atty Lund tape. @es, no. Last time7 do (
have the *atty Lund tape. @es or no.
Bick1 Ao
Jay: #kay, the ne>t time ( ask for it to be delivered before C2122, take me
seriously
Bick1 @es, sir
Jay: @ou guys will see only a few times ( &ll be disappointed with people,
but if ( ask it by C2, C21J2 might be okay, but CC1J2 is not #kay, here&s
what we&re going to do -he good, the bad, the ugly (Hm going to make a
couple of comments about some 'uestions people asked -his is one of 06
things :o you think (Hm going to get through all 06. :o you think ( have a
plan. !audience says &@es&" :o you think the planHs going to be neat.
!Audience says, &@es&" -hink you&ll love it. !@es" :o you think it&ll transform
you. !@es" (t will (&m going to 'uickly, with Eac&s help, go through what
the 06 are 'uickly, before we bring Chet on and =od bless Chet, he&s
been ad?usted now from an hour and ;6 minutes to an hour, and he&s
going to have to move mountains, because he wants to give you his two
most powerful techni'ues And he&s a partner of mine in a bunch of
consulting endeavours, but it&s really important
)ut here&s what we&re going to do %e&re going to go through 'uickly, the
remaining 0; %e&re not going to have time to go to the mikes, but we&re
going to do the better e'uivalent %hen we go through every one of the
0;, ( 7m going to ask who in this room has successfully + is or were or
have, successfully implemented a systematic version of this with
enormous results @ou are going to raise your hand @ou are going to be on
the honor system at lunch, to make sure you are at a separate table with
a group (f ( have 06, (Hm going to try to get at least fve or ten of you at
each table, and when you&re done, move around
And you&re going to share your idea with each table, and each table&s
going to vote on the most impactful, single idea, because thatHs what&s
we&re going to do sometime when you come back in the afternoon, okay.
@ou get me. @es. !Audience says, &@es&" And that&s going to be very
tranformatic if you do it A couple of other points ( got some letters #ne
was from a real estate &( can&t give money for referrals& %ho said that.
Can you give help. %here do you operate at. /(naudible comment from
audience member CJ1623 And you can&t reduce your service fees on other
transactions. (f you said to me, &( can&t pay you, but given the statistical
certainty that over the ne>t three to fve years you&re going to either buy,
sell, or have a relative + and ( can basically + ( canZ
Jay Abraham Mastermind Marketing 16
Zreduce that fee for you in the future7& you can&t do that. 9o you want a
couple more. /(naudible 2216J3 #kay Aumber one Aumber two, and this
is +we&re going to get to risk reversal so ( won&t put + anybody who&s got +
where&s the attorney who said he sells an e>pensive product or service.
9omebody + frst of all, one of the biggest ways (&ve grown businesses is to
fnd the inIuence + Chet&s going to talk about the dream C22 ( fnd the
most inIuential people and we buy them services And we buy them
services with the understanding that if we do great for them, we know
that they&re going to be in a position to want to refer lots of people to us
And it has always grown massive business
(Hve done them for cosmetic surgeons, cosmetic dentists7 (Hve done it for
attorney&s, (&ve done it for chiropractors, (Hve done it for massage
therapists (&ve done it for all kinds of people, and unless you&re flled + it&s
like, my billing rate is 6 grand an hour, but ( can trade ( can trade or ( can
invest an hour or two C2 grand of value, but if ( do it right, it&ll generate
C22 grand or 022 grand or 622 grand of residual value (f you don&t get
that, then you don&t get what we&re talking about @es
Audience member1 can ( ask one on that idea. (Hve had that issue,
because ( tried a referral, and (Hve got
Jay: %ait, what&s your + go + do we have a mike. :oes mike work. Come
up here, ( don&t know if it works #kay, run to the back mike, real 'uickly
Audience member1 %hen ( did a start+up of a referral thing and ( haven&t
worked like ( should, ( have some clients that are state, city, government
o8ces, and they actually made the point to come back to me to say &%e
cannot accept any kind of gratuities or discounts
Jay: -hat&s good 9top @ou can say this &Look guys, ( wish ( could write
you a che'ue for a million dollars ( can&t7 we both go to ?ail -hat stated,
let me say this @ou either think of + we&re doing business together and you
either respect me as not ?ust the lowest, but the best provider @ou know
that ( care more, ( work harder7 ( try to do for you what ( would do if the
tables were turned ( won&t let you spend more than you should, ( wonHt + (
look out after your interests& And you frame all the things you do And you
say, &( have two choices in my business career ( could spend all my time,
money, e4ort and attention recruiting new clients and spending
advertising7 ( could spend it all on making myself even better educated,
better focused, on my clients like you (n order to do that, ( still have a
business + ?ust like, if you&re city and government, you guys are funded by
ta>7 if they don&t collect ta>es, you guys don&t have a ?ob
%ell, if ( don&t sustain new clients, new engagements, new pro?ects, new +
then (Hm screwed (Hve chosen that the highest and best contribution in
where ( think i make the most di4erence is putting all my time and e4ort
into relationships, like yours (n order to do that, ( ask, with respect, and (
hope that my performance is deserving of it7 that you would honor and
reciprocate to me, when (Hve earned it, by giving people + by referring
'uality people to me )ecause certainly you know a lot& And then (&d
indicate and illustrate who they are, where they are and where they know
them, and leave it at that :oes that help.
Audience Member: 9ure
Jay: Aren&t you glad we tape things.
Audience Member: @es
Jay: ( am too
Audience Member: -hank you
Jay: @ou&re welcome @es.
Audience member 2: #n referrals, something ( want to share with
Jay: =o to a mike
Audience Member 2: Can ( take this mike here.
Jay: -hey say it doesn&t work7 go to the back (&m sorry (sn&t this fun.
Mac: #h, absolutely
Jay: @ou look very dapper !laughter"
Mac: #h thanks -ry not to upstage you
Jay: Can ( borrow this and trade.
Mac: %ell, yes, of course
Jay: (Hve got ties for the whole power panel tonight
Audience member 2: :oes this work. @es it does -here&s something
that ( want to share with you, which is a very powerful referral+getting
system, which can be used for virtually any business
Jay: And wait, 9ri, ( didnHt introduce you 9ri Bou7 he&s a colleague of mine,
we&re collaborating on a book together, he teaches marketing at
Columbia, he&s written for ten years for Forbes, and about J2 other
maga,ines Kery knowledgeable guy, and he&s looked at my body of work,
and translated it and tried to fgure out how it can be much more utili,ed
by bigger corporations Kery brilliant man
+ri: -hank you Jay *ay close attention to what (Hm going to say, because i
think this has the potential to double, triple, 'uadruple or even more you
business (t&s a + some of you have talked about, &%ell, (Hm going to give
you a cash bonus,& or something like that, and it has been working for
you 7 and ( never knock anything which is working7 but many feel very
uncomfortable about making that kind of an approach at all Let me
suggest something Come up with something which is non+cash,
preferably something which is information based, and something which is
only given to a person who gives you a referral (t could be a white paper,
could be some kind of an inspection you perform, some kind of a service
you can give
And here&s the neat thing Come up with di4erent levels (n other words,
say &%ell, we&ve got people who are at a silver level, a gold level, a
platinum level, and how you get in to each level depends upon how many
referrals you give me,& and even more important, what do you do to the
referrals. =iving a name and a number gets you simply at the bottom
=iving a name and the number and calling up that person and saying,
&$ey, you&re great,& and you want to meet with him, gets you to a higher
level 9o come up with your own system, but set up a membership level
for referrals Let you r clients know that this e>ists, and give them a
mechanism for getting into higher levels, and make sure you have done
good things that you can give them at each level %orks like /unclear
<1263 !Applause"
Jay: -hanks man 9o Eac, you understand the game we&re going to play
now. %eHre going to power through the other 0; areas %e&re ?ust going to
'uickly identify and e>plain + we&re going to stop momentarily Pverybody
who does that in a minute is going to raise their
!ic": Jay + in the back + do you want the tape now or later.
Jay: #h, you got it in. #kay, we&re going to play something
Mac: *atty Lund.
Jay: %e&re going to play *atty Lund Aow, this is + Eike /unclear <1J;3 is
going to talk about *atty Lund *atty Lund is this cool dentist that really
redefned for me and got me really thinking about referrals ( wish ( could
tell you that ( taught this to him, but ( didn&t $e taught this to me %e did
a seminar in Australia + oh god, ten years ago7 ( recorded this, thank =od,
and we made it a part of a lot of things -his is the tapeset of the MJ
referrals, and this is the actual opening (t&s a little awkward, but listen
very, very, very carefully, because it will have profound impact in your
business life from this day forward =o ahead
Jay n %a,e: and referral systems #kay, (Hm going to play a 'uick
tape, and before ( play it, (Hm going to set the stage (n Australia, the
average dentist makes + works 62 hours and makes about $62,222
Australian -hereHs this man that we met, who works 0J hours and by last
year was making $;22,222 Australian, and having the time of his life $ow
did he do it. %ell, he didn&t do it by doing what every other dentist did $e
did it by frst of all, almost going so cra,y with depression that he did
himself in, and he reali,ed he had to change the ways And he analy,ed
what he liked and didn&t like about his practice $e liked the people he
could befriend $e liked giving in to people, and not ?ust into their mouths,
but really learning about them7 their family
)ecoming a dear and valued friend $e liked a certain 'uality of people
who treasured and revered what 'uality dental hygiene meant7 people in
the cosmetic who really valued the way they look7 people who made
appointments and kept them, people who did regular fre'uency of check+
ups
$e didn&t like people who came at the last minute, who were
unpredictable, didnHt appreciate, didn&t maintain it, didn&t pay him7 so he
started to do something wild First thing he did is he encouraged
everybody he didnHt like + nicely + and gave them to some other dentists
-hen he took his whole waiting room out and he changed it $e ?ust gutted
it out and he put in there a + salons, which would be like booths, and made
it like a restaurant %hen they came into see him, he would basically frst
sit down with the patient, a new perspective patient, and have a cup of
tea with them, and he talked to them as a friend $e&d learn what&s going
on with them and their family and they&d e>change + and be not in a hurry
$e would connect with them on a much deeper, holistic manner, and he
would +sit down with them the frst time, and he would tell them what they
should e>pect from dealing with him7 he would set the criteria $e would
tell them what satisfaction looked like, and draw a picture -hen he Iips it
$e&s gone through G or C2 things they should e>pect and dimensionali,ed
and very specifcally and tangibly put words in their mouth and visions in
their mind of what satisfaction and e>pectation should be $e then tells
them what he e>pects from them
%hat he e>pects from them. First thing, if they make an appointment they
keep it 9econd, that that&s not ?ust a professional relationship7 it becomes
a fraternal one too, because he can&t ?ust deal clinically $e wants to deal
personally $e loves people and he wants to really get into their + he wants
a long association with them, their families, etc -hird7 if they have any
dissatisfaction, they respect him enough to tell him Fourth7 that if they
are dissatisfed, they honor his re'uest and they don&t sayZ!audio
missing"
Z(f they are satisfed with his performance on their behalf7 his service, his
professional services number one7 they pay their bill in full every month
$e doesn&t want to carry /unclear 221C;3 As ( recall, he has no
receivables Aumber two7 the moment they get what he promised them,
they have to immediately render to him at least two referrals And
rendering doesnHt mean giving him names7 making people call him %hen
( last heard, he had a waiting list, but he changed the whole rules of the
game Aow, what (&m about to play for you is a taped interview ( did with
him, and ( wish ( could tell you that he learned this from me ( learned this
from him ( think there&s a lot of implications to it7 ( think it&s a perfect
conclusion to the frst part of this day -hey&re going to play it + think about
your own lives and business as you&re listening
!#n tape" 'a%%y: (&m /unclear 2216M3 referral, and the way that ( started
doing that was initially by asking people for referral, and that was fairly
scary, to say to somebody, &%ould you ask one of these
Jay: (t was awkward too, wasn&t it.
'a%%y: (t&s awkward, and it&s scary and intimidating, and makes you feel a
little small somehow And then somewhere, and (Hm sure somebody gave
me the idea, but ( can&t remember who7 but thank you, whoever gave it to
me 9omebody said, or some little part of my brain said, &%hat about if
you tell people whether theyHve got to refer people to you.
Jay: %hat if you make that a condition of doing business with them, is
what you&re saying.
'a%%y: @eah, when someone becomes ancient of mine, ( sit them down
and ( say, &$ey, before you become a client of mine, we have this little
bargain that ( would like to run past you, and one part of the bargain is
that owe an awful lot of things to you, because you&ve started to become
a client of mine And the other part of it is because you&ve become a client
of mine, you owe me somethingHs and one of the things that you owe me
is to refer to me two people of comparable 'uality to yourself And
Jay: )ecause he&s raising them to a height of acknowledgment, their
special to you , and they&re not the norm $is clients are a special, elite
breed, right.
'a%%y: -hey are special, because theyHve been referred by other clients of
mine
Jay: 9imilar to them
'a%%y: @eah, similar to them7 of comparable 'uality to them 9o ( say, &(
re'uire you that you do this before you ?oin the practice& And when ( frst
said that, ( thought, &#h, it&s a bit scary7 (Hll probably get 62D and that&s
pretty good& And in actual fact, the common response is, &Can ( only refer
you two people.& %hich ( thought was an interesting response (t&s not
Jay: %hat do you think they + you think they respond that way because
they don&t know the rules, and if you tell them, &-hese are the rules,& and
you leave them, they&d say
'a%%y:before they come + ( try and destroy their concepts of what it
means to be in my particular business
Jay: -ell everybody how you do that
'a%%y: %ell, when we run the business, we tend to copy the other people
that run the same sort of business
Jay: %hy.
'a%%y: )ecause this is ?ust the way it is %e do it a lot
Jay: -here&s no reason for it though, is there.
'a%%y: ( don&t think so )ut we act as if there is a law like that in Australia
%e act as if we have to run our business e>actly the same as everybody
else&s run their business, but we don&t, and nothing happens awfully if we
don&t run our business in the same way 9o ( decided to destroy people&s
paradigms by changing my way of business And one of the things that (
did was, ( locked my front door so that people couldn&t get in !Laughter on
tape" And that makes it a little di4erent !Laughter" /Onclear J1663 @ou&ve
got to ring the bell
And thereHs a little sign on the door7 it says, &-hank you for calling, but +
we&re inside, but we canHt do much unless you&ve been referred by
someone who&s already a client of ours 9o if you&ve been referred or if
you&re a client of ours, please ring the bell #therwise, if you have a ma?or
problem, we&ll try and fnd somebody who will help you, but we wonHt help
you& !Laughter"
@es, it does (f you hired yourself out to be e>clusive, people tend to want
to get it (t&s really weird isn&t it.
Jay: that&s powerful ( think you&ve made the point ( want
'a%%y: -hank you
Jay:but + no you have7 it&s brilliant, but now add on it @ou can be a vivid
illustration ( submit to you that if you donHt revere yourself, nobody will
:onHt you think, *atty.
'a%%y: Absolutely
Jay: )ut when you do, and you don&t do it + you&ve got to do it with fnesse
and you&ve got to do it with education, you&ve got to do it nurtiously -hey
can&t respect you if you don&t give them a basis it for that, can they.
'a%%y: Ao (f we donHt love ourselves, it&s hard for other people to love us
(s that okay.
Jay: -hat&s great
'a%%y: -hank you Jay
Jay: -hanks, *atty #kay, with that as basis, or a crucible to build on, how
many in this room either currently or in the past incarnation, had a!-ape
trails o4"
Mac: %hatever it is, is lost in time !Laughter" (sn&t that pretty powerful.
Jay: -hank you Eac /(naudible 61;23 and then we&ve got to move on
-wo di4erent people said, &$ow do ( work when ( have + (Hm a proprietor to
another point in the distribution chain, or the supply chain. (&m a
manufacturer, and (&ve got distributors, or ( go with retailers And no other
retailers are going to give me somebody in their market. & :uh @ou think
maybe they&ll give you somebody outside their market if they get some
beneft from it. (t&s not a perfect world, don&tZ !Audio missing"
Zlinear thinker, one and half days into this, or ( feel like (Hve accomplished
nothing !Laughter" (t&s not a pure, pure world (t&s not black and white
Eaybe you can&t go to them in their market, but you think anybody who&s
a retailer never ever knows any other retailer outside of their ten or fve
mile or three block radius. anybody. Eaybe. *ossibly. $uh. :uh
Mac: -he key to a *utty Lund strategy, if you think about it, isnHt the
mechanics of asking for three referrals, even the setup -he key to the
*atty Lund strategy is something that Jay has talked about for a long time
(ts revering and valuing what you do at its highest level (t&s all about this
time
Jay: And how do you do that.
Mac: @ou, frst of all, establish enough rapport with your client&s
customers that you know what your value is -hat you have every
evidence + that youHve given everything that you can toward your
customers, clients and relationships, and that you know that you&ve
contributed And you keep that channel open @ou have to look inside
yourself in many of the ways that )rian -racey and Eark Kictor talked
about, and keep those antennae open 9tart appreciating yourself and
accepting your commoditi,ed defnition of yourself And reali,e you can be
that diamond
Jay: /unclear C1J;3 strategy of pre+eminence, which ( have to do
sometime today
Mac: )ut that&s + it really is, in essence, that core belief in what you do
and the value added and refusing to accept a commoditi,ed value
Jay: Last point, and then (Hm going to let Eac( was testing to see if you
noticed, and you did =ood for you !Laughter" @ou&re on, you&re /unclear
C1663 -he way to fgure out your value is to think transactionally in the
di4erence you&ve made in somebodyHs life Aot to think of yourself as a
commodity (n order to do that, you ask 'uestions, or calculate + think
about how much more benefted a company us because youHve been in
their life -alk to them, ask them how + interview them, or have a third
party like Jac'uie talk to them $elp see what they got from it, what it&s
meant to them, what they value most ( mean, people think (&m arrogant
( ?ust think that (&m giving you guys + those are the right + people are
getting such a beneft, because ( know what it&s worth if you act on it (
know if you donHt act, it&s not my problem, but ( know the value, because
(Hve seen it + important its impact (f you don&t 'uantify a little bit, both
tangibly and psychically, your value to other clients and what you&ve
meant, the di4erence, the protections, the impact fnancially7 saving them
from problems, getting them out of it, impacted their business, to their
wealth, to their success, to their continuation7 you wonHt appreciate
yourself, as Eac said, at a high enough level
$ere&s what we&re going to do %e&ve got 02 or + 06 minutes %e got 06
concepts %e&re not going to get through it Eac&s going to + they&re all in
your book7 two di4erent ways + you guys have so many things on it Eac&s
going to go through *areto *rinciple7 the most critical ten Just going to
e>plain it 'uickly @ou&re going to fnd a volunteer, you&re going to raise
your hand All the people in each category are going to lunch together7
you&re going to make sure you&re at di4erent tables, and you dump your
data, then you move you plate to another one, you do it, and you should
be able to get through three tables, because we&re going to vote on the
biggest impact at each table, and we&re going to do that when we come
back 9o go Eac =o
Mac: %ell, ne>t -his + as we talked last night a little bit7 this + when you
ac'uire your clients& breakeven and make a proft on their back end or
their downstream business7 can give you a pre+emptive advantage in the
marketplace (s anybody doing this now. Can you stand up please. #nly a
couple -hese should be very popular people at lunch (dentify one of
them, and try to sit with them -his concept is probably the most powerful
in + one of the three or four most powerful in Jay&s enormously powerful
tool kit P>cuse me. !Audience member says, &Amen&" !Laughter"
#h good %e got another volunteer for lunch !Laughter" And ( really want
you to try and work on this (f this is something you don&t understand, try
to get someone at lunchtime to put this to work for you
-his revolves around understanding the lifetime value of your customer
Earginal net worth7 Jay also has referred to it as (t&s saying your
relationship is more than slam, bam, thank you maHam + e>cuse the
ancient reference (t has to do with establishing the relationship that + you
may have none, but you should think about it %hy. )ecause most people
like to persist in what theyHre doing (f you have a value added proposition,
more than likely the same transaction will go to you, all things being
e'ual @ou can count on something down the line, even if it&s ?ust the
relationship, even if the fact is the product you&re selling7 like co8ns7
maybe a one time delivery !Laughter" @ou still have the option of working
with the relationship, if you have a trusted relationship
-here&s subse'uent business to be done in the relationship, and we all
have a human tendency to do business + to prefer to do business with
people we trust -hat&s the situation you are e>ploiting :oes everybody
understand lifetime value. -his is very important !Audience says, &@es&"
=o read marginal new worth + this is all e>tensively detailed in your notes
and your workbooks 9o let&s go on
%e&ve talked about risk reversal thoroughly @ouHve seen the leverage of it
$ost benefciary relationships sometimes a very powerful relationship +
host benefciary 9ome businesses are not easy to promote, as a frst step
in a relationship %ho uses host benefciary. #r as we used to call, host
parasite. 9tand up please (f you&re interested + if you have a very
valuable service that is di8cult to communicate to people until you&re in a
trusted relationship, watch those people (f you&re interested in host
benefciary, you think you might be a candidate, grab these people for
lunch -his is seriously your lunch assignment
$ost benefciary works when you have a situation, for instance, where
letHs say something like professional services, where there&s a mass of
people trying to sell the service, but you can&t fnd a way to get through to
the client 9omebody who else has the trusted relationship, is the one who
can refer you And there&s a symbiotic relationship :irect response
advertising, essentially + this is one of the keys to Jay&s messaging :on&t
do things without planning a result7 looking for result (t&s not about you,
it&s about pro?ecting your message and acting + looking for results Asking
for results (t doesn&t mean you have to sell with every communication (t
does mean you have to ask for involvement and interaction @ou can&t
a4ord to buy the world a Coke, frankly #nly Coke can + and ( didn&t see
them actually buying it in the /unclear <1;G3 !Laughter"
(f you follow the brand advertising leader on this, you can go broke pretty
fast :irect response advertising or direct response marketing is thinking
about not ?ust attention, not ?ust interest, not ?ust desire, but action you
want as interaction (f you say, &-his isn&t working very hard +& if your
communication isnHt& working very hard, you should probably fnd another
mechanism :irect mail and email are tactical uses of direct response
marketing :irect mail and email are still the work+horses of marketing
-hey are provably more e4ective, tractable Pmail has added a whole new
dimension (f you don&t know email + who&s + could ( see who&s using email
and direct + email. 9tand up please -his is a wonderful thing7 make this a
prime topic at lunch =rab one of these + how about direct mail %ho&s
using direct mail. (nterestingly enough, email has impacted direct mail
tremendously
-he direct mail business e>pense7 the relative e>pense of direct mail as a
stand+alone is + makes it di8cult, but sometimes direct mail is the only
way you can establish the initial relationship -he convergence and my
friend )arney /unclear M1C63 has ?ust handed me a wonderful
Jay: Fa>, mail
Mac: Fa>, mail %ell, the fa> mail&s still e4ective with lagging technology
o8ces For instance, certain o8ces like doctor&s o8ces, don&t want, for
instance7 don&t want email, for the most part -heyHre still + old industrial
places + they ?ust don&t want to go near it they think people are going to
send them pornography )ut + whatever their fear is, they ?ust don&t want
to have any high+tech in the o8ce 9o they can use fa> Fa> is a form of
direct marketing :irect mail is the granddaddy of the arts of direct
marketing, but all the technologies that talk one+on+one with the
consumer and the client, are direct response marketing
Ae>t, telemarketing %ell, telemarketing is very o4ensive P>cept that it
works !Laughter" (t&s a numbers game, and it&s very tough thing to
manage, but people do respond on the phone, if your proposition is
correct @ou have to work out your tactics immaculately %ho uses
telemarketing. 9tand up please :oes it work for you. @eah :o you have
to manage it properly7 is it + do you have to manage the nuances7 do you
use disclosed caller (:. #r do you use blind caller (:. -hose are little
nuances depending on what youHre doing Are you using real sales people
that are incentivi,ed or low skill people that are ?ust going through the
motions. All those things matter, but if you&re following up behind the
direct mail campaign, or sometimes telemarketing will boost results in
convergence, three, four, fve hundred percent7 because people are
primed to hear, and waiting for something to get them o4 the dime And a
phone call that&s friendly, and supportive, will make things happen 9o
don&t ignore telemarketing, even though we all hate it at dinner time
!Laughter"
)ecause one of the things you learn in direct marketing is the old + don&t
look at what people say they do, look at what people do Eost perceptions
of people&s behaviours is skewed Pverybody says &( never buy anything
from direct mail& P>cept you look around their house, and it&s furnished
with things from catalogues -hey go, &%ell, yeah, but that&s a catalogue,&
or &( like that& !Laughter" %ell, most of the economics of direct marketing
are, you only need maybe half a percent of response, on a high price item
@ou donHt have to respond to everything all the time, for things to work
-ake a look at the business e'uation and become comfortable with
statistical results
(f you&re in particularly high touch businesses + number eight7 the running
of special events And this is in your workbooks -he running of special
events and information nights can be a way to establish a low threshold
%ho uses special events. 9tand up please, if you wouldn&t mind Anybody
thinks like +particularly high demonstrable activities, for instance, medical
services, professional services, even selling cars are e>tremely beneftted
by special events and information nights, where thereHs a big product
commitment and there takes an education pattern7 you have to be
comfortable with the people you&re going to do business with (t&s a low
risk way for people to get to know you, and you can get to know them
A 'ualifed list7 number nine /Onclear CJ1CJ3 clarifed list %ho works their
direct marketing material. %ho captures names, here. Could you all stand
up + you know what capturing names is. Capturing names is that you get
the name or email, or fa> number, or phone number, of everybody you
have contact with, or do business with %hy is that. !Audience members
shout suggestions" -hose are your most powerful + you paid for all that
activity -hat&s the primary e>pense and the primary cost within your
marketing (f you don&t capture that, all your marketing, all your dollars
are wasted -hey go back, but youHve got them to raise their hand
:evelop the relationship with them7 it&s so important Lualifed lists can be
also + one half second + on 'ualifed lists7 'ualifed lists are people who ft
your profle A competitor that goes out of business might be useful
( actually once set up an e>change once with some coin dealers in a
period of terrible depression in the coin market, who had big investors +
both had big investors in coins, and needed probably to do something
about them, but they hated the vendors + each of them hated their
relationships so much that they swapped lists, because the new person
could call the old personHs list and hear them vent about how bad the
other one was, and say, &%ell, we&ll help you out of your problem&
!Laughter" @eah, they&re really skunks&%eHre here to help& !laughter"
)ecause they ?ust didn&t + the breach of trust in the relationship had gone
so far, but there was still interest in the area
9o 'ualifed lists are the essence of the direct marketing proposition -his +
back to + this is number ten7 but it&s really number one and number
infnity Oni'ue selling proposition, as we discussed last night7 you have to
get to the top of the list for that moment the person or the company is
going to purchase from you, and the only way that you can do that is that
in the mind of your customer you are number one choice at that particular
moment @ou get to be number one by having an implicit, a clear stated,
uni'ue selling proposition7 or uni'ue strategic positioning #r itHs one
thatHs vague, but still there in the mind of the consumer ( keep saying
that
-he mind of the client + it has to be their perception of your value And ( +
how many people have good O9*&s in this room. *lease stand up A rare
thing, to have a good !audio missing" Zformulated, very good About a
third of the room, maybe a little bit less And it&s a progressive 'uestion of
developing a O9* O9*&s are something that&s always in process Eost
people start with a O9* where it&s all about them Aot about what the
value added to the client is For instance, ?ust to give you a case in point,
a diner + everybody says, &#h, stop at that diner, because the truckers
stop there& %ell, you go, &%ell, they must have good food, because
truckers like good food -hat must be their O9*, so they put up good food&
)ut a little research shows that the reasons the truckers stop at that
particular truck stop was cheap gas, and they had the most easy parking,
and in and out $ad nothing to do with the food -he perception + there&s a
terrifc study that&s called *redatory Earketing, by )rit )eamer, which is
wonderful
-alks about all the things you may not be paying attention to, that may be
a4ecting your consumer&s choice )ut s'uare one + s'uare end *ardon
me. #kay, fve minutes -hatHs easy (ncreasing perceived value of
service what&s the fundamental key of increasing + increased value of
product or service. -he fundamental key is talking to people, tell them
what you know about it P>plain, don&t say, &(t goes without saying& (t
doesn&t go without saying 9ay it !Laughter"
*ublic relations #r as some of the smarter practitioners are talking,
earned media *ublic relations is the most powerful tool you can put to
work, because on some level, it&s mass communications for free )ut you
donHt get it for free, you get it by understanding the needs of those
publications and media, and giving them what they need to create an
interesting content for their subscribers or readers And you get it by
understanding the dynamics of the market place
Jay:/unclear 010;3, but ( think this is one of the most + hold on Am ( on.
Am ( on. ( think it&s one of the most overlooked + make sure people stand
up and go out of their way + who uses *B and media management very
e4ectively. 9tand up #kay, very few of you, but you have a moral
obligation + raise your hand, take a note, prick your thumb with blood7
you&ve got to do it, you&ve got to help everybody else see the implications
of being much more oriented towards using the media advantageously
*romise. !Audience says, &*romise&
%e&re going to hurry through because ( &ve got to get Chet on for you or
you&ll lose another + Eac is doing a $erculean ?ob, because (&d still be on
the frst one
Mac: )ut productively, though
Jay: @eah, of course
Mac: :elivering higher than e>pected levels of service %ho here makes it
their business commitment to provide the highest level of service they
can. $ow do you know that. $ow do you that + do you ever ask your
customers do they perceive you to be o4ering a higher level of service.
(t&s the constant communication that brings that about, and that service,
in a commoditi,ed environment, is the key to relationships And service is
what people think it is, not what you think it is -his is an ad?unct7
communicating + C; Communicating freely with your clients to better
nurture them
-his is an ad?unctive education Just the fear fact of communication gives
you an opportunity to open up a relationship -here&s tremendous amount
of latent business out there, that if ?ust by saying, &$i, ( was thinking about
you ( haven&t heard from you for a while,& you can stimulate a Iood of
business, ?ust because people say, &#h yeah, ( was kind of doing
something else, but now that you calledthanks for sending me that
letter (Hve been meaning to reorder& (t&s very powerful (ncreasing your +
this is + (Hm not going to stop here because we have Chet, and he&s going
to go through this again, so powerfully, increasing the sales level skills of
your sta4
Kery important (f there&s one key to this it&s that the frst sale you need to
make in an organi,ation is to your people :on&t assume they&re sold ?ust
because they work for you Ae>t, please
Jay: $e ?ust went and did an errand for me
Mac: %ell, that&s too bad, because he&s my clicker
Jay: Ey fault (&ll do it, (&ll do it ( ?ust had him do an errand, sorry about
that %hat was the last one we did.
Mac: (tHs C6 here
Jay: $old on
Mac: %ell, why don&t you do it and (&ll do the
Jay: #kay, good
Mac: /unclear 612C3 Chet
Jay: (sn&t this fun. !Audience says, &@eah&" )eats a regular, linear seminar,
doesn&t it, when people are.
Mac: Lualifying leads up front
Jay:be so cool to dole out wisdom to you guys (t&s much more fun
getting the conte>t -his is going to be so cool #kay Lualifying leads up
front @ou heard about the starving crowd7 nobody reali,es that you&ll
double, triple, 'uadruple your e4ectiveness if you start with a calm,
pragmatic 'uestion %ho in the hell, where in the hell are my prospects,
who&s already got them, what&s the best avenue7 looking at your database
that your buyer makes + see where they&re coming from, what
commonalities they have (t&s powerful -wo more %ait, stop %ho does +
who&s really good at fguring out how to identify and ,ero in on the 'uality
of prospects. %ho thinks they really do it well. 9tand up 9tand up 9tand
up Aot very many of you @ou&ve got to + you probably won&t have a very
good lunch because you&re going to go from table to table to table
Anybody else. %hat is it.
Mac: %hat&s the fundamental 'uestion when you&re 'ualifying. -he
fundamental 'uestion is + and proposition is, &( don&t want to waste my
time or yours Let&s + (Hm o4ering a valuable service7 ( want to fnd out if
you ever have need for this service, or might be interested in an
enhanced version of what you&re getting already& -hat 'uestion, straight
up, gets you a 'ualifed answer
Jay: =ood -his is self+evident, we&ve already done it Ae>t -his is so + at
point of purchase psychologically + the buyer is so favourably pre+disposed
to be guided to a higher level purchase All you got to do is either guide
them or have something <+CC&s got stu4 all around that&s because people
buy it all (t&s very simple
Mac: @ou sell what you sell
Jay: Ae>t -his is going to get into later + we&ll get into this later Ae>t
Mac: -hat&s bundling
Jay: )undling
Mac: (t works
Jay: -hatHs silly Pveryone thinks you&ve got to compete on a commodity
basis Just by raising your price you will fnd + ( raised my hourly fee from
$0,222 to three7 from three to fve, and it only made me more powerful
and impactful (t only made everything else ( did more value based
Mac: #ne thing is so e4ective that in =ermany, bundling products and
enhancements and bonuses are so strong, that it&s illegal
Jay: Ae>t Ae>t %e&ll ?ust move it later
Mac: #kay
Jay: %e&ve already talked about that
Mac: =reater or larger /unclear <1003 of purchase Just put on your
thinking cap
Jay: Let&s stop and we&ll do this later, okay.
Mac: #kay
Jay: %e&re going to do one thing for two minutes, ?ust to get your energy
9tand up :ave, are you theree =et ready, we&re going to play you @ECA
again, but only half way through because we need to get ourselves ready
for Chet, and then (&ll set the stage Eac, you&re the best @ECA partner
(Hve ever had, come on Are you ready. %e&re only going to do half,
because we&ve got to get going, so about halfway through, stop it #kay,
get yourself limber Alright, you ready. ( don&t have magical feet, so you
guys got to help =o !@ECA starts playing" Loud, loud, louder, louder,
louder !Audience clapping" Come on Eac, we need you EacZ
#kay 9o you had Chet $olmes a little bit ChetHs a partner of mine in a
consulting business Anybody here who&s got a business that&s 6 million
and up, or making seven fgures. Eake yourselves known, because we
should at least talk to you and see if there&s any application to you that
will help you long term or for me to get involved on a contingency basis to
try to triple or 'uadruple your profts7 and he&s available if you&re serious,
but he&s here for one reason only, really -hat is to help me help you
understand two of his most powerful distinctions ( call it the *areto
*rinciple -he two things amongst everything else7 if you get these two
things, it&ll move your business powerfully, proftably and immensely
strategically forward
9o he&s going to spend about an hour $e should have spent an hour and
;6, but ( crammed it and poor guy, it&s compressed, so bear with him
Listen carefully7 it applies to all of you
!ic":you&re going to go like this
Jay: (Hm ?ust going to + the lights will go o4 and the speaker will Anyhow,
Chet&s really cool, and if any of you guys7 ( donHt have time, but a lot of
you should be talking to me, because (Hm here only to reach you ( don&t
know who you are, you know who you are Let him know, and if there&s
any car dealers in here, ( need to trade for a car, so you got a very
receptive person =o ahead, Chet
#$e%: Ah, it& working
Jay: =o, man
#$e%: #kay, thank you (Hm going to pick you a little bit of where ( left o4
yesterday, ?ust because ( wanted to fnish a couple of points, and then (&ll
move into the second segment -his talks about obtaining master level of
skills and for those of you who don&t know my background, ( studied
martial arts for 0J years ( have CJ di4erent degrees of karate, you know,
from /unclear C1J;3 black belt on down to /unclear3, depending on which
style you&re talking about Ey father was a marine combat instructor, so (
started learning at like, J years old ( had a karate school in -imes 9'uare
when ( was 06
9o it says, karate, golf, tennis, sales, time management, telephone skills,
interviewing skills, closing skills7 management skills with you as the
manager All that stu4 ( talked about yesterday All it takes is repetition (
mean, how many ways are there to swing a golf club. -he right way and
the wrong way $ow many ways are there to serve a tennis ball. (t&s about
what makes you great at that though, is constant repetition And it says,
in the beginning, ac'uiring a new skill can often be boring Like you going
back to your o8ce now and trying to do those workshops to move your
sta4 forward in all these areas that you&ve learned about, and you&ll fnd it
somewhat frustrating, you&re not 'uite sure what to do7 and you&ll get
good at it, is my point @ou ?ust got to stay with it, because there&s no
karate lesson, or golf lesson or tennis lesson you can go take in a weekend
and come away a master, right.
Bight, so let&s talk about what makes a master -his graph7 this is one of
those + and yesterday, if ( would have had the time, (&d make this dramatic
point about the power of visual aids, and how much they can help you
communicate For e>ample + this is a great e>ample of powerful visual aid
At the bottom here + ( donHt know if you can see it Can you guys see that.
-he little laser thing. Ao, it&s not )ut at the bottom, it&s called lowest level
of skills + that red line across the bottom is lowest level of skills, and this
line across the top is what they call master level skills And here is most
people with most skills -hat&s average
)ecause if you&re a master at something, it&s not something you were
born to7 anything @ou&ve got to work at it, from -iger %oods, to anybody
who&s a master of sales and marketing7 something that you worked at
%ell, let&s take time management as an e>ample + trying to make you
guys all masters of time management -hose of you who took the *PL
know that ( have a very strict regimen for time management, and how
companies should run 9o ( + and this is one of those epiphanies + ( came
back from a big seminar like this, and ( reali,ed that ( was in a reactive
mode all the time in the business And so ( came back and ( set up these
rules in the organi,ation, and ( basically broke time management down
into si> things $ere&s what it takes
Five minutes at the beginning of the day, ( want every salesperson to do
this ( want every department manager to do this %e&re going to run the
company this way ( taught that program on a Eonday, the skills started
here7 we were average time management #n -uesday, people literally
came to me and said, &@ou know what, ( probably had the most productive
day of my career& )y Friday, almost nobody was doing any of it
!Laughter" Bight. $as that happened to any of you . @ou come in, you say,
&-his is what we&re going to do from now on in (t&s a Eonday& Pverybody
goes, &@eah, great idea& -uesday, everybody does it, they see it work, and
by Friday nobody&s doing it
And if that&s where ( stopped + if ( didnHt have a ffty /unclear ;1J;3 in
karate7 if ( wasnHt obsessed with making sure that people became
masters, and if ( wasnHt + what did we say yesterday + pig+headed
determined to make sure that this time management was going to be
implemented in the company, we would have stopped there %e started
here, and that would go all the way across now 9o that would be ?ust all
the way across, and so some people would be thinking about some time
management some of the time )ut me, pig+headed determination, (
taught the program again the ne>t week And the skill level went up a
little higher this time, because it was the same concept Bight.
$ow many times do you have to retrain on the same thing to get good at
it. $ow many times + how many months did ( work on that gold service to
get it working in that company. Anybody remember. 6 months7 the same
si> things )ut it works like a champion race horse, now, and it&s an
integral part of the company, and (Hll show you all the ways it&s helped
them7 it&s ?ust ama,ing 9o again, fall o4 will come again -hat&s the fall o4
ofZ!audio missing"
Zo4, boom Aow the skill is two weeks, the fall o4 A little bit more
permanent skill remains7 remember we started down here, now we&re
here And then teach it again, skill improves again, fall o4 is not as
dramatic, more permanent skill remains 9o the secret to great business is
continually focus on small, incremental gains -hat&s the main point (
wanted to make yesterday
And then the other point is how much stronger visual aids really help you,
and so you should try to look for ways to utili,e them, because they&re
really powerful -hat&s one of those + you wake up at J122 in the morning
and go, &( know ?ust how to illustrate that now& And it really does a good
?ob, don&t you think Aow, ( could have stood here + ?ust to give you an
e>ample + and e>plained all this with that screen dark, but you see what
?ust happens to communication e>perience Just went down 9tudies show
+ and this factual information that + adding visual aids triples the
communication e>perience for the audience 9o every chance you get,
you should be looking for some way to illustrate stu4 9o let&s ?ust look at
some of the challenges + what we call the clutter factor -his is from a
study ( did for *ackard )ell in CMM;, and we had + no, it was -hompson
Aewspapers + and in CMMC or CMM0, we did one for *ac )ell, and the clutter
factor, which is the amount of commercial messages that the average
consumer receives, had gone from 0222 in &M0, to J222 in &M; Can
anybody guess what it&s at today.
From the time you wake up until the time you go to bed, how many
commercial messages do you think you see. J2,222 (t&s grown C2 times
now this is counting + you know, your ra,or blade has a little logo on it +
every single thing from the end of the day 9o that has created a very
di4erent world (mportant decision+makers receive more, so if you sell )+
to+), you&re dealing with an every bigger clutter factor And this is the cost
to get salespeople + has actually tripled over the last decade (t costs
three times more to get your salesperson in front of a prospect, and you
have to try twice as hard
Bight, G; times to get the average meeting Aow, if you don&t have
policies and procedures + you had seven7 the other guy that was sitting
here + if you donHt have policies and procedures that your salespeople are
going to try at least eight times, you&re dead meat today 9o that&s what
(Hm saying @ou need + like here&s the eight steps we&re going to + ( have
C0 *ersonally for our salespeople, we have C0 steps that they&re going to
do, and it&s all, hereHs the letter you send, here&s the phone call you make,
here&s the script you&re going to do7 and again, you&re not going to turn
around and do that in one week, and if it takes you a year, and a year
from now, you&ve got those things in place, and theyHre working, you&re
going to kill your competitors
#kay, so the bottom line is, it now costs us three times as much to get
half the result 9o what are we going to do about that, as ( said yesterday.
%ell, you can work harder + and (&ve literally + (&ve had -imes Eirror as a
client *ac )ell as client, %ells Fargo )ank was a client, Een&s %arehouse
was a client And (Hve had situations where (Hve presented this and ( said,
&-hose are the problems, what are you going to do.& And you had the sales
manager of this really huge company, says to me, &%eHll ?ust make them
try twice as hard %e&ll make them + they will go eight times& And that&s
okay )ut my 'uestion to you is, can you work smarter. (f you stopped and
said, &%ait a second, what could we do, that literally on the very frst try,
the prospect would say, 5%hatHs that. $uh.&5 9o again, that&s it A
workshop that ( do with people + and if you do this7 if you sit down with
your crew and you say, &%hat could we do +& put it on the whiteboard7
&%hat could we do that would make someone want to talk to us frst try.&
(Hm going to give you some really good ideas on that 9o this is all about
working smarter and let&s defne strategy as it relates to marketing
9trategy is the long range goal7 the overall impact -actics are the things
you do to get there 9o a tactic would be an ad that you place A sales
person making a sales call7 that&s a tactic A direct mail piece7 that&s a
tactic A public relations e4ort7 that&s a tactic 9trategy says, &%hat do (
want all those things to accomplish, and even more importantly +& and you
can tell (&m rushing + &%hat do ( want all those tactics to add up to. 9o
what is the strategic ob?ective of each tactical e4ort. %hat&s the ultimate
accomplishment or ultimate position you want in the marketplace. And
how do your tactical e4orts + so if ( said to you, &%hat&s the ultimate
position you want in the marketplace.& And maybe you guys could think of
what that is %hatever it is
Aow ( ask you , &%hat are your tactics doing to help you get there.&
)ecause a lot of people never make that connection First of all, they
never think of the ultimate reputation they want in the marketplace And
the minute you start thinking about that, it changes what you do at the
tactical level Again, (Hm going to point this out7 it&s going to be so clear (
mean, in my opinion, when you come to one of these events, there should
be certain things you go away, that are now di4erent @ou go away and
there&s things now you&re going to do di4erently -his is one of them7 is
that you&re going to operate strategically,
9o here&s a true story ( was personally involved -wo furniture stores open
up at the same time, and over as four year period, this one grows about
C2D per year, mostly based upon increase prices of furniture 9o you
come into this store and they say, &Eay ( help you.& And you say, &@eah,
(Hm looking for a couch& And he says, &Bight this way to the couches,& and
they try to sell you a couch %ell the other store that ( was involved in, the
sales people were so + of course they would try to sell you a couch, but
they were constantly trained to sell the store -hat&s ?ust an e>ample of
strategic selling Aow, it rarely every happens, but every now and then,
you go into a restaurant, and the waitress will actually ask you, &First time
in the restaurant.& #r you go into a store and they say, &$ave you been in
our store before.&
-hat&s somebody about to sell you strategically, versus sell you tactically,
meaning &(Hm going to sell you a couch& 9o in this place they actually + the
sale people were constantly trained to sell the store (t was the best store7
most respected store $ad the best policies, blah, blah, blah And by the
way, a lot of things that this store did, was identical to what this store did
-he di4erence is they taught you it -hey took the time to strategically sell
you Like the carpet cleaning company $ere this guy wants to get J2,222
customers and Jay&s going, &%ell, you got J2,222 already and you&re only
selling them once every three years $eck, let&s ?ust + when they call in,
let&s turn them into people who buy more often& 9o that&s taking
advantage
9o ( say here, how many people have learned this from me before. Like,
the idea of selling strategically. #kay $andful of you, maybe ten -hen
the ne>t 'uestion is, yeah, but are you doing it. )ecause again, itHs one of
those things you ?ust have to work at, but the results can be profound 9o
let&s try and make you think like a really great business person LetHs
pretend that you&re a military leader, and you have a do,en soldiers
@ou&re outnumbered C2 to C And this table right here, you guys are my
team7 (Hm your general, and we&re outnumber C2 to C 9o those other C2
tables are against us Aow, let me show you a bad military leader (f ( can
get this thing to work without being right in front of it
#kay, strategy versus the + bad military leader turns to his troops and
says, &#kay, guys =ood luck& !Laughter" &=o fght the enemy& And yet
that&s what most businesses do Beally7 they deploy their troops, they let
their salespeople make all the decisions -hey&re not using best practices,
even though you&ve all heard at these events again and again and again7
and no plans, no evaluation of resources, no strategy7 ?ust tactics 9o
strategy would be, &#kay, letsH see )etty, you&re good at this, and )illy,
you&re good at that, and we&re going to go round, and we&re going to Iank
the +& and we start to plan what we&re going to do 9ame thing with you as
a business owner (Hm going to drive this home
*lan, plan, pln -hink, think, think %hat are our resources. %ho&s good at
what. Can we outthink the enemy, because operating smarter is way
better than operating harder 9o let me give you a real good e>ercise that
drives this all home (t&s what ( call the stadium pitch Let&s imagine that
you had this outrageous opportunity7 that ( could put all of your prospects
into a stadium all at once, and you have one opportunity to walk out there
and sell them all at once, %ho here is ready for that pitch, right now. -o
walk out the door right now into this stadium, and these are all your
customers7 you can get up here on stage right now and do a masterful
?ob, and completely sell the entire room.
%e got a couple of you -here&s always a couple of you )ut all of you
should be ready for that )ut let me make it even harder %hat would you
want to accomplish + what would be your strategic ob?ectives. 9o most
cases, people would say, &%ell, what would be your strategic ob?ective.&
@ou walk out there7 &%ell ( want to sell them all& And (Hd say, &%ell, is that
all.& &%ell, yeah, what else is there.& &-here&s a lot else& 9o (Hm going to
show you like, C6 other things you might want to do in that stadium pitch
)ut frst, let&s defne the audience 9o the top lineZ!audio missing"
ZBight now7 they&re people buying right now Let&s say you sell cars Bight
now, there&s a two+three percent of any particular product or service
+thereHs two or three percent who are buying right this minute -hey&re
already + whether you get to them or not, they&re buying, okay. then
there&s about twice as many or three times as many, or four times as
many, depending upon the market, who are open to it %ho ( know they&re
going to be buying -he lease on a car is coming up + they&re open to it
-hey + it would be okay, it would be an easy decision for them And for any
product or service in the room, this is the case
-hen there&s those who are not thinking about it -hat doesn&t mean
they&re against it, because that&s a separate crowd7 they&re ne>t -hey&re
not interested )ut above them, and usually the biggest part of the
pyramid, is those who are not thinking about it Just hasn&t occurred to
them :oes everybody understand this7 defne your audience, pretty
much. And then you have those that are defnitely not buying ever 9o
they think -hey know they don&t want to buy And (Hm going to show you
how we + but a great stadium pitch will appeal to the entire pyramid, and
it will drive buyers up (t will take the people who are in the not thinking
about it category and move them into the open to it category (t&ll take all
the open category guys, and move them into buying now, and it&ll take the
buying now and you&ll sell them
9o here&s the real challenge And this is where you really + now let&s make
it real challenging Bight before you walk out, ( tell your audience, &#kay,
you had to come, but you don&t have to stay 9o if this person doesnHt rivet
your attention from the frst J2 seconds, you can get up and leave& Aow
that means that if your audience + if we go back + if your audience is
composed of people who are defnitely not interested, and you start
talking about your product right away, like carpet cleaning, you defnitely
don&t think you need carpet cleaning7 and you come out there and you
start talking about carpet cleaning right o4 the bat, or your product or
services right o4 the bat, you&re going to have a huge portion of that
audience walk out Just get up and walk out
9o again, (&d love to ask the people who thought they could come up and
do the stadium pitch, if this were the rule, that basically these people
have been told if you donHt rivet their attention immediately, they can get
up and walk out7 now are you still ready to do the stadium pitch. %ho&s
ready. #kay, give me your opening line :idnHt think you&d be put on the
spot like that did you. Love to have someone run over with a microphone,
but that&s not going to happen Ao, here he comes !Laughter" :un+dun
dun+dun+dun + oh ( thought that was a mike in your hand #kay, so what
do you sell.
Man 1: (&m
#$e%: (t&s on
Man 1: (Hm a fnancial advisor
#$e%: #kay, so you walk out + good 9o all of you guys are his potential
stadium, right. Come on, give us your opening line.
Man 1: %hether you know it or not, whether you like it or not, you&re
engaged in a game of fnancial chess against the fnancial institutions and
the government )ut you don&t have a chess board, so how do you know
how you&re doing. !Applause"
#$e%: Bight. $ey P>cellent, thank you -hat&s a great stadium pitch %hy
is that a great stadium pitch. )ecause it starts o4 with something of
interest to you, not of something to interest to him 9o he doesn&t walk out
and say, &(Hm a fnancial planner, and (Hm here to teach you about fnancial
planning7& because that&s his pyramid + is there $e&s go people who think
they don&t need that $e didn&t ?ust open up with something that makes us
all go, &$uh.& 9o (&m going to give you a lot of other e>amples
Alright, so you better come out hitting home runs @ou better come out
with something thatHs of interest to them, and guess what makes it of
interest to them. (t&s market information #h, but before we go there, let&s
talk about what else we want to accomplish First strategic ob?ective and
again, you guess that know Jay&s stu4 + and ( ?ust need to use this here +
we steal from each other all the time, but did he do that client versus
customers thing. Customer is someone, if you look at the dictionary, it&s
someone who buys something from somebody else A client, if you look
at the dictionary defnition, is under the care, guidance and protection of
an e>pert in a feld Like a fnancial planner does not have customers, they
have clients -hat means they&re under his care, guidance and protection,
right.
A doctor has patients, a lawyer has clients so you should never call + and
you hear Jay never referring to customers as customers -hey&re always
clients And if they&re under your care, guidance and protection, you have
a moral obligation to be an e>pert and bring them as much information as
you can 9o you must be an e>pert in your feld7 not ?ust your products or
service, but your entire feld, and he started with strategic e>ample of
something that&s of interest to everybody 9o, in the carpet cleaning
e>ample, every competitor is pitching carpet cleaning7 these guys are
talking about the P*A studies of indoor air 'uality, and how that impacts
your health
9o his stadium pitch would walk out and say, &:id you know that M0D of
our time is spent indoors, and that now, in most homes, you&re
environment is poisoned.& -hat gets everybody&s attention 9o you
thought you werenHt interested in carpet cleaning, but by the time ( get
done with you ,e very single one of you is going to be running home and
calling your local carpet cleaner 9o that&s market data And it&s way more
motivational than product data -hat&s what l&m trying to tell you guys7
that market data is way more powerful, and thereHs no e>ample + you all
right, Bick. there&s no situation + so here&s some great + these are clients
of Jay&s and mine
-his is a shoe store in Canada7 largest o4 + what they call o4+price instead
of discount7 they don&t like that word + o4+price shoe store becomes an
e>pert on not ?ust shoes, which most are not anyway7 meaning most shoe
stores donHt know anything about shoes !Laughter" @ou really have no
knowledge )ut about feet, fashion, footwear, shoe construction7 ( mean,
you could walk into this store now7 these guys could tell you + do you
know how many pairs of shoes the average woman has in her closet.
-hey can tell you that. :o you know how much perspiration your feet
have in the course of a day. :o you know what impact your shoes have
on the health of your feet.
-here&s 0C;,222 nerve endings in your feet that connect all the di4erent
parts of the body (&m like + feel like Cli4 Claven7 &:id you know one other
thing.& !Laughter" Could go on here, with + it&s a little known fact that your
feet sweat a couple of + perspiration a day
#kay, so software provider learns issues facing their industry ( have a
telephone, telecom company client right now -hey studied their market +
as per our advice, and they found out that CM out of 02 of the largest
provider of telephone systems are now out of business @ou know, A-[-
used to have the Eerlin system. Aot in it anymore 9o again, when you
walk up to somebody and you say, &@ou know what (&m talking about
right.& $ave you seen that thing they built. (t&s a masterpiece7 it&s
unbelievable -hey have a stadium pitch that will ?ust knock your socks
o4 )ut let me go on to show you how it translates to actual revenue
9o used to be called uni'ue selling proposition, and that meant what is
your uni'ue selling proposition based upon your greatest strength. (Hm
telling you, that&s not half as powerful as the ultimate strategic position
based upon the market trends and factors7 meaning that the carpet
cleaning guy cleans carpet better than anybody else %ell, that&s a hard
thing to proveZ!audio missing"
Zonly carpet cleaning company that is trained in the environmental
protection agency&s standards for internal cleaning of carpets And if
you&re going to have your carpets cleaned, and if you know that the
environmental protection agency has studied that, who do you want to
clean your carpets. -he P*A study guys or the guys who ?ust say, &@eah,
yeah, we clean them& @ou know 9o it strategically positions you so far
above your competitors, but you got to know the market facts (tHs funny7 (
had a company that were in the trucking industry -hey sell those wide
load signs7 you see those on the back of trucks, and all the di4erent
signage for trucks
And ( go in there + guy&s been in the business J< years, and we had done
our research on the industry, and he says, &Let me get this straight& And
then the son is the one that hired me, and the father was real
cantankerous7 and he said, &Let me get this straight,& he says, &@ou mean
to tell me you&re going to tell me more about my business, and (&ve been
in it J< years, and you&ve been in this J< days.&
And ( said, &Aot your business7 your industry& $e said, &#h really,& and (
said, &@eah& ( said, &$ow many trucks are there in the country.& $e didn&t
know !Laughter" &$ow many are built every year.& $e didn&t know &$ow
many of them have been cited for violations this past year, because they
didn&t have those wide load signs.& $e didn&t know And ( would challenge
most of you, if ( brought you here and asked you about your business and
started to ask you 'uestions about your industry, same thing $ow many
players are in it. %hat&s the failure rate of them. %hat it + you&ve got to
know your market place, because it strategically gives you such an
advantage
9o what market information supports your strategic position. Find the
transit motivate buyers what market positions, blah, blah, blah 9o like, (
got better e>amples, (&ll skim through some of this )ut you&ve got to
understand, motivations comes from two factors #ne are the problems
that your prospects face, and the other are the solutions, and + which one
do you think is more potent as a motivator. (t absolutely is7 the problems
are the biggest motivators, but you know you got to have solution And
there are some solution+based selling, but you can take a prospect + who
is it, the woman + not to contradict her either ( keep coming up here and
contradicting the other speakers
)ut she was saying fnd a buyer, fnd what they want and sell them what
they want %ell, sometimes they don&t know what they want -he average
person, about their carpet cleaning did not know that the bacteria was
building up in their rug, and that they&re living in a poison house after si>
months if they don&t have it professionally cleaned 9o sometimes it is
your ?ob,
Again, if they&re your client and they&re under your care, guidance and
protection, itHs your moral obligation to teach them + ( ?ust making sure (
don&t run out of time here 9o paying points that motivate your clients 9et
up the buying criteria way betters 9o the concept here is setting up a
buying criteria in which you become the logical source -his is what top
producers do @ou top producers in the audience7 you know what (&m
talking about Financial planner guy7 he starting to set up buying criteria
(n other words, ( could ?ust sell you the car, or ( could set up the criteria
under which you should buy a car And if you agree with the criteria, guess
what @ou&re buying the car
9o, true story ( go out and (&m about to buy the $C22,222 Eercedes, and
after three phone calls to the dealership + ( hadn&t seen it and was ready to
buy 9ales guy did not return my phone call %ell, ?ust being who ( am, (
can&t buy from somebody who has that kind of follow+up A neighbour of
mine says, &%hy don&t you go check out the Cadillac& (&m like not really
Cadillac + you know 9o ( go down there and the sales guy&s like a rocket
ship7 fantastic sales guy $e opens the hood of a car, and he says, &@ou see
those platinum spark plugs. %ell, they cost us plenty, but they won&t cost
you a dime, because this car don&t need to be tuned up for C22,222 miles&
!Laughter" ( go, &Beally.& $e goes, &@ou know how much it costs to tune up
a Eercedes.& &@eah, ( do actually.& $e reset my buying criteria $e took my
current + so if you agree with the criteria + ( call it the funnel e4ect
@ou should set up a criteria that says + he says, &@ou don&t have the chess
board& ( bet if we let him go, he&d probably set it up pretty good, where
you&ll be going, &@eah, well that&s true, that&s true, that&s true& 9o if you
agree with the criteria at the bottom of the funnel, you&re going to draw a
logical conclusion 9o what market data. $ow can you set it up, where
basically, you&re setting up the buying criteria for your buyer @ou
understand.
9o every one of you should have a stadium pitch that goes &-he fve most
dangerous trends in your industry,& or &-he fve things that every person
should know about shoes,& or vitamins, or + and all of that is a righteous
set up for what your product or service does -hat&s not my idea, by the
way, ( ?ust named it (t&s what every top producer does -hey set up the
buying criteria before they try and make the sale, and it&s so powerful that
you cannot compete with them @ou better hope one of my clients never
has to compete with you, because they will slaughter you if you&re not
setting up the buying criteria (f you&re not an e>pert on your market
place @ou can be an e>pert on your product, and someone comes in,
e>pert on your marketplace7 who&s going to have the credibility.
@ou can talk about your products, but do you know that there&s fve trends
right now that are occurring in the industry. -hey&re going to totally make
your product useless 9o your competitor would should them, if they listen
to what (Hm saying here 9o, e>amples -he health of Americans (&ve got a
client that has vitamins, and man, it&s a great pitchV And ( can stand here
and tell you the pitch )ut if ( frst told you that did you know + all factual
information by the way + that the fertility of American&s has declined by
M6D since CM0M. (n CM0M, the average sperm count had a hundred
millilitres of sperm per millilitre (&m probably a little o4 -oday itHs fve
million From a hundred million to fve million %eHve actually + we&re on
three generations7 if it continues at the same rate, man will be e>tinct %e
will not be able to reproduce as a species
:o you know why. )ecause of the malnutrition of our food #ur products
are pumped with bovine growth hormones, and bacteria, anti+bacteria
#ur spinach, ?ust as an e>ample, has declined from 062 milligrams per
serving, of iron7 down to 00 @ou can eat all the spinach you want7 you&re
not going to get the nutrition that you need Aow that&s factual
information, it&s starting to set up where now, all of a sudden, nutrition
becomes way more important, because guess what. @ou&re not getting it
from the food that you eat
And ( can continue to go along that line, and by the time (Hm done, every
single one of you will be standing on line if this guy was here selling stu4,
and you&d buying it Bight, so market information is always more powerful
$ome school curriculum provider7 and let&s think about that pyramid
again $ow many people here are interested in home+schooling their
children. %ow ( got to tell my client !Laughter" Eost people + but how
many people arenHt. 9how that (t&s 'uite a bit more #r people don&t have
children !Laughter" Aot enough hands went up on that e'uation
9o these guys have this + ( call it a core story, because every company
should have like a core story or stadium pitch that they tell, that talks
about the decline of education in the society @ou know what the illiteracy
rate in America is today. 06D $ere ( go, Cli4 Claven again 06D (t&s a
little known fact !Laughter" *eople don&t know who Cli4 Claven is are
going to be like, &%hat is he talking about.& )ut you know what it was is
CG0G. @ou&d think it was way worse, right. -he average person would
think, &%ow, back then they were really poorly educated 22;D #nly four
out of C222 people couldnHt read -oday, 06 out of a C22 can&t read %hat
happened. !Audience member says, &=overnments run the schools"
-hat&s e>actly what happened, and if ( took you through stadium pitch,
every single one of you would be on their website buying their curriculum,
buying the curriculum from those guys and not from the public school
system 9etting up the buying criteria Aow they could stand here and tell
you what their curriculum is, and itHs good, but they don&t create a need
-hey&re not setting up a criteria where you&re going, &#ooh, ( had no idea&
@our child is at an e>treme disadvantage without that (&m ?ust + give me
like a little + ( have another client who sells crime prevention programs,
and they&re great programs, and ( can stand here and pitch them to you,
but if ( told you + how many people in the audience have already been a
victim of some kind of crime or another. @ouHve been robbed, or mugged.
$alf the audience
)y the way, in America today, one out of every two people will be a victim
of crime #ne out of every two -here&s a violent crime every 00 seconds
-here&s 60 million criminal records7 and here ( go again, my Cli4 Claven
thing -he point is that when you start showing people that one out of
every three women will be se>ually + you know7 that our children + you
know + se>ual predators #h my god JG6,222 registered se>ual predators
in this country (t&s tripled ?ust in the last three years (n California alone
it&s like 6J,222 or something Like every county has C222 se>ual predators
in it Aow, when you hear that kind of stu4 + J; million homes will be
invaded this year, where people will break into your home, rob, rape, kill,
murder + whatever J; million cases of that @ou are not safe 9ee, that&s
setting up a buying criteria (f ( stood up here and told you about self+
defence, or ways to protectZ
Jay Abraham Mastermind Marketing 17
Zyourself in your home, it has very little impact, but (&m setting up a
buying criteria All this make sense. %ho here has done this kind of thing
already in their company. ( know you have Like, fve of you (&m telling
you, if your competitors listen to me you will get slaughtered, becuase it
works so well7 that&s why no client ( have has any competition )ecause
they all set up the buying criteria -hey&re all e>perts on their market
place 9o what about your buyers. %hat would scare them that&s
legitimate. Eeaning that the guy who sells self+defence, he&s on a mission
from the Lord, in his opinion7 let me tell you (f you knew this guy $e is on
a mission from =od $e feels it&s his moral obligation to absolutely make
sure you all are safer in your homes and in your lives
9o what would make them feel uncomfortable with their current position.
%hat market factors would set a buying criteria in your favour. 9o like (
said, you should all something that says &Five most dangerous trends
occurring in the + whatever industry that you&re in& Kery powerful And
again, your goals to drive them up the pyramid 9o if ( walked out here in
a stadium pitch, and we used the home+schooling curriculum, and ( walked
out and said, &:o you know that our government has deliberately dumbed
down the society.
And they&ve actually created what they call a factory +& and this is John
Bockefeller started it and %oodrow %ilson made it law, + &-hey created a
factory society, so that they would have factory workers, because they
were afraid they wouldn&t have enough people 9o they actually made a
purposeful e4ort to dumb down the society, and that&s going to hurt every
one of your children And (Hm going to show you e>actly how they&ve done,
and (&m going to show you e>actly how you can combat it& Aow, no+one is
leaving the stadium @ou understand.
( appeal to the very bottom people who would think there&s no way (&m
home+schooling my kid Bight. -hey started there, but by the time (Hm
done, ( might have actually moved them all the way up into &#h, (&m kind
of open to that& !Laughter" #r, &(&d like to think about that,& or maybe right
into the buying now category 9o if you look at your market like that, and
you come at a marketing stand point, from &$ow can ( take the guy who
thinks he&s against it, and set up some information that makes him go,
5%oo, (Hve got to have that.5& Aow you&re way ahead of the game -hese
are strategic positions that actually shifted the buying criteria -hey
change the way we think about how we buy #kay.
Let me give them to you -hese are great (t&s CM<2, and you and ( are
sitting around, and we&re going, &@ou know, Ec:onald&s has been so
successful -hereHs a pi,,a place on every corner Eust be something we
can do with pi,,a places to franchise them -here&s got to be a way we
can franchise pi,,a places Eaybe we can make the pi,,a really di4erent&
9o we do some e>periments and + pi,,a with lettuce on it, and it doesn&t
really work out %e try some things7 it doesn&t really work out )ecause
people want pi,,a when they want pi,,a And then we open the @ellow
*ages and there&s J22 pi,,a places in Aew @ork City, and only one
delivers And we think, &$mm, delivery, that&s an interesting idea&
And we call it and we go, &@eah, we&d like to order a pi,,a7& want to see
what it&s going to be like =uy says, &@eah we got about an hour and ;6
minute wait right now& -he light bulb goes o4 *i,,a delivered fast Bight.
9o that was the original slogan + you will recall + in fact, it was &:elivered
in J2 minutes or it was free& Bemember that. -he original slogan. *i,,as
delivered in J2 minutes or it&s free -hey didn&t actually even change the
product, they ?ust changed the buying criteria -he shifted the way we
think about how we buy And pi,,a7 the taste of it, became secondary to
delivery, didn&t it
Eeaning, :ominoes was the one, that&s it $M billion pi,,a from a slogan
-hat shifted the way we think about how we can buy 9o how can you take
my current buying criteria of what it is that you sell, and say it in a way
that ( go, &%ell, that seems more important& $ereHs another e>ample
%hen it absolutely, positively has to be there overnight %ho can
remember + you probably can&t remember, but ( remember (n the G2&s (t
never absolutely had to be there overnight, didn&t have + Federal P>press
was + !Laughter" %e got Eike )asche here soon, right. $e&ll be able to tell
us, but it never had to be there overnight And fa>es ?ust became popular
in the G2&s, and theyHve been around since CM6M @ou know why they got
popular. )ecause one guy got in front of a whole room of fa>
manufacturers7 let&s say youHre all fa> manufacturers, and in the 62&s, 62&s
and <2&s7 and most of the G2&s or in the beginning part of the G2&s, you
had to have a 9ony fa> to fa> Anybody remember that. @ou got to be like
my age or older to remember that @ou had to have a *anasonic fa> to fa>
back and forth, and somebody said, &@ou guys are missing the boat& %ho
here wants to sell a million fa>es ne>t year. Pverybody raise your hand
$e said, &%e got to make them compatible, where everybody can fa> to
the same person, then we&ll compete on di4erent things&
-hey did it7 fa> machines became the way %e all had to have it 9o it
shifted the buying criteria, and that&s what ( challenge you to do, because
you can slaughter your competition, and ?ust for the fun of it, here&s the
rules for a slogan A slogan should describe the product or service, unless
the name does :omino&s *i,,a lets you know it&s pi,,a, so you donHt need
to say &*i,,a delivered in J2 minutes or less& A slogan should contain a
beneft 9o whatHs the beneft in &*i,,a delivered in J2 minutes or less.& (t&s
going to be fast *i,,a delivered in J2 minutes or less
(t should position your company above your competition -hat did it for
both those guys7 &%hen it absolutely has to be there over night7& meaning
you can take chances with other overnight deliverers, but when it
absolutely has to be there, use Federal P>press (deally, a slogan sets up a
buying criteria in which your product or service is the most logical choice
And then ( ?ust give them again, but let&s keep going %hat other
important strategic ob?ectives do you have for your stadium pitch. 9o
remember, you&re walking out there, and now you know you already want
to drive people up the pyramid, you know you want to set up a buying
criteria in your favour %e know we want to make a sale so what else can
we do.
@ou want every prospect to think of having your product as a lot more
important 9o some part of your stadium pitch should be to increase the
importance of your product or service $ow do you do that with a shoe
store. $ow do you make people think shoes are more important (&ll tell
you e>actly how7 we show them, on the + we call it the shoe holoc+scale +
where you would fall, depending upon how many pairs of shoes you have,
and they show it to every single client &$ey, which one is you. %here are
you in the shoe holoc+scale.& And then we show them what the average
woman has in her closet, and what a woman who makes 62 grand a year
has in her closet, and what a woman who makes $C22,222 a year has in
her closet7 and some would say if you want to make $C22,222 a year, you
better have this many shoes in your closet !Laughter"
$ey, itHs a stretch, but we pitch it every time Another strategic
ob?ective7 you want to heighten the interest and importance of your
product $eighten the interest and importance of it, so again, the home+
schooling is a great e>ample of that Ean, by the time they&re done,
thereHs ?ust no way you want your child raised in the curriculum in regular
schools Pven if you don&t want to home+school, you want to subsidi,e
your child&s education with the products that they have, which for them,
was a mind+blower, and it&s one of the things Jay brought to them
(t&s like, &@eah we sell to home+schoolers& &Ao, no, no,no you guys do a lot
more than that Let&s broaden your hori,ons Let&s appeal to the whole
pyramid& And they understand it really well no7 they&re a real smart
group Can you motivate your buyers to purchase more. Can you motivate
them to purchase more often. -hose are your strategic ob?ectives, like,
&%hat can ( do.& %e trained the carpet+cleaning customers to buy more
often (t was a strategic ob?ective7 we implemented it masterfully at the
tactical level, and now it&s stabili,ed the company like never before $e
know, in January, he&s going to have 0,222 people cleaning their carpets
the other guys7 they donHt know if anybody&s going to clean their carpets
in January @ou understand.
#kay, gold service totally pre+empted the competition $ereHs another
one7 fnd out what the competitors + too complicated $ow can you create
+ !laughter" Aah, it&s like + they cut me by a half hour so (&m going to make
sure ( get through all this $ow can you create brand loyalty at every turn.
-hat&s a great strategic ob?ective 9o the carpet cleaning company, again,
they&re desire was to create brand loyalty, and they do a wonderful ?ob at
it, by showing you theyHre the only P*A you know + not approved, but the
only one that has studied the P*A And in fact, by the way, you call there
and they donHt say, &-his is us and we&re great& -hey say, &%ell, whether
you buy from us or not, let me ?ust tell you the three or four things you
should really look for in a carpet cleaning company& And then they set up
the buying criteria @ou understand.
9o every one of you here could say this &Look, whether you use me or not,
here&s fve things you should make sure you have in someone that&s
providing this kind of service& And then you set up the criteria $ow can
your competitors compete. (magine having this conversation with one of
these carpet cleaning guys, and you go, &#kay, alright& -hen you get the
price and you get back on the phone with somebody else and you go,
&%ell, do you guys comply with the P*A standards on internal + carpet
cleaning.& &P*A standards. ( didnHt know they had standards& !Laughter"
&-hank you& @ou know what (Hm saying.
@ou set up the buying criteria, you cream your competitors %hat are
strategic ob?ectives. -o make sure they never want to buy from anyone
else + ( already said that And then what are you going to do at the tactical
level to assure you&re implementing it. ( already said that yesterday7 be
pig+headed and determined as heck Eake sure you&re implementing at
the tactical level, it&s really powerful $ave mandatory weekly meetings
without fail Constantly install the three *&s7 that&s how you have a great
company7 that&s how, like ( said, you better hope none of your competitors
listens to all this stu4, because they will ?ust + ( think ( even have a panel
on that
$ere&s some more ob?ectives :o you want to be the most respected
company in your market place. (f that&s a strategic ob?ective, that means
somewhere at the tactical level you&ve got to be doing something that
deserves their respect @ou understand. :o you want to be the most
popular. (Hve run maga,ines and ( can guarantee you ( always ran the
most popular maga,ine in my industry $ow do you be the most popular.
-hrow the best parties $ell, we bust people out to bars, we&d have a ball
And we were the most popular %e&d walk onto the trade show Ioor, and
all the attendee of a trade show would be clamouring to my people,
because they knew we threw the best parties (t was a strategic ob?ective
implemented at the tactical level, with as masterful degree of precision
Eost sought after for information -hat&s a great strategic position
%e used to, for my maga,ine, publish the only trade show calendar
#therwise if you came into the industry, you had to call all the di4erent
trade shows and try and fnd out when this one + we published it %e&d call
the trade shows for them And half of them were our competitors, because
most trade showsZare put on by maga,ines And we published the thing,
so every media planner in the industry was calling us to get the trade
show maga,ine Pvery company that came into our industry was calling us
to get that tradeshow calendar, and we got all the leads before anybody
else 9o what are your pre+emptive ways of trying to be + this is a
wonderful strategic ob?ective7 most sought after for information )e the
best supplier of information for your whole industry, including if it means
giving them information about your competition Eost educational7 same
thing, really
#ther ob?ectives )uild customer loyalty, generate referrals (f that&s a
strategic ob?ective, that means you need to be doing something a the
tactical level, and you heard like, what. ;2 of them. $ow many di4erent
referral ideas did you guys hear. (t has to be e>ecuted at the tactical
level, if it&s going to be + pre+emptive positioning #kay, so this is another
one of those visuals that tells a huge story in one panel (t&s one of those,
you wake up J122 + &AhS (Hve got it&
#kay, so this is kind of like a summary of everything (Hve shown you so far
9o, what&s your story. %hat&s your stadium pitch + or ( call it the core
story %hat is the core story that you would tell every single customer if
you could get the chance, if you could accomplish all the things (Hve
already shown you. (f you do that, you will kill, you will kill your
competitors %hat&s your strategic position as a result, because then
that&s based upon market conditions. (&ll be done in time $e&s showing
me the sign
:evelop + crystali,e the identity, which means that when it absolutely,
positively have to be there overnight, what&s that actual slogan. )uild a
great core story from the core story will become an awesome strategic
position, and then how can you succinctly summari,e that strategic
position $aving clients instead of customers dictates a di4erent approach
or business philosophy, because all your strategies will dictate a more
advanced business philosophy if you have clients, because they&re under
your care, guidance and protection7 means you need to be an e>pert, you
need to be the most educational
As we&ve already said, set up a criteria in which your product or service is
the only logical choice, an then it&s time to get customers 9o these are
what ( call the super strategies Like, before you even think about getting
customers, these are your super strategies, all across the top -hatHs like
&Let&s get our plan before we deploy a single soldier )efore we deploy a
single bomb on the marketplace7 before we do anything, letHs me ready7
like anybody comes up against us, they&re going to get slaughtered&
And then these are sub+strategies -argeting buyers, stacked marketing,
testing concepts7 teach you a concept called 9even /unclear 010M3
marketing, setting up standards and procedures, causing constant
improvement, database marketing + that&s all another seminar Aow
you&re ready to deploy more specifc marketing weapons, but let me give
you like a sub+strategy 9o that one over there on the left7 it says targeting
buyers, that&s the last concept (Hm going to give you -argeting buyers,
stacked marketing + !mumbles" Just try to do this and not run out of time
for you guys
#kay, so this is what ( call targeting best buyers Jay&s referred to it
several times A couple of other people have (t&s called the :ream C22
sell %ho are the most ideal buyers, because this is so profound that (
have literally doubled the sales of every company who&s listen to me +
smaller ones7 you can&t double %ells Fargo, and they don&t listen to you
anyway !Laughter" (t&s true )ut the point is, a smaller company + now
small, ( mean + (Hve helped $J2 million companies double sales in a year,
?ust using this one concept 9o you guys are three and four and fve and
seven and ten, easy And by the time (Hm done, you&ll know it&s true
9o who are your moist ideal buyers. Let&s see P>amples 9uccessful, they
have the money to spend if they want or need to Let&s do a profle right
now %hat would be your ideal buyers7 the dream clients that you&d want
to have. -hey want or need to buy -he geography7 is that important. :o
they need to be in a specifc place. 9i,e of sale %hen they buy, they can
buy big time Bepetition of purchase, meaning there&s people who are
going to buy fre'uently 9o who are your most ideal buyers. Let me get
that microphone again $ello. Ao, ?ust kidding %hat kind of company do
you have.
Man 1: Earketing consultant
#$e%: Earketing consulting *ass the mike back ( want to get a specifc
e>ample (&ll come back to you + several of you %hat kind of company do
you have. /(naudible 010G
<3 !Audience member says, &-he mike is not working" #kay, business
immigration, immigration attorney #kay, ( can do a nice ?ob for you *ass
it back %hat kind of business are you in.
Man 2: :irect sales
#$e%: %hat.
Man 2: :irect sales
#$e%: 9orry.
Man 2: :irect sales
#$e%: :irect sales #kay, thanks *ass it back
Man 3: 9oftware and marketing
#$e%: #kay, so are you an entrepreneur, independent owner, or you work
for a bigger company.
Man 3: (t&s a combination of the two ( represent a software program for
another company, and then ( do the marketing consultant
#$e%: #kay, so in that software that you sell, how many total potential
buyers are there.
Man 3: ( manage a twelve state region (n my twelve states (Hve got a
database of about 06,222
#$e%: *otential. %ho are the dream ones. $ow many dream ones are
there. Like the most ideal of that 06,222.
Man 3: %ithin the 06,222, when you break it down7 within the industry,
the ma?ority of the agencies are around fve, si> users 02D would not be
our group that we would go after for the software program -hose would
be your C622 users %e would be looking for the smaller agencies
#$e%: #kay, so you&re after small ones
Man 3: <6 and under
#$e%: #kay, pass it back
Man 4: (Hm a chiropractor
#$e%: #kay, (&ll work on you too *ass it back (&ll ad?ust you later Ao, (Hm
?ust kidding !Laughter"
Man 5: 9mall business coach
#$e%: #kay, pass it back
Wman 2: #ne stop engineering and manufacturing of your product
#$e%: #kay, pass the mike back up Alright so, (Hll ?ust try to make
e>amples of that, but ( was trying to fnd somebody who has a specifc
situation, which (&ll show you one right now, okay ( took over a maga,ine
-here were 0222 potential advertisers in the database, and the previous
publisher of the maga,ine hadn&t gone after all 0222 all the time, and ( did
an analysis and its Fran -arketon&s M6V6 percent rule7 it was absolutely
right C6< of these guys bought M6D of the advertising in the industry
Forget the rest %e didn&t even want + twice a year we&d mail to them )ut
that C6< who had virtually never heard from me were now hearing from us
twice a month at least, some of them three, four times a month 9o the
whole concept of the :ream C22 is usually there&s a smaller number of
potential buyers that can buy a lot more Pvery market has a smaller
number
Aow, if ( were a chiropractor, or a + if ( were an immigration attorney or if (
were a fnancial planner, your :ream C22 are people who can really
a4ord whatever it is you want to sell Chiropractor7 if ( wanted to become
famous a chiropractor, or a dentist or + there&s a lot of professionals in the
feld, ( would target the best neighbourhoods in my marketplace (&d target
the people who can absolutely a4ord to buy what it is ( ?ust gave this
speech at a big dental convention7 thereHs a bunch of dentists in the
audience )ut you guys heard me say this7 my neighbourhood, every
single house in the neighbourhood + ( got complaints about this same +
saying ( was bragging (Hm not bragging, (Hm ?ust trying to make a point +
is, theyHre e>pensive homes and so the real estate broker that we&re
using7 because now we&re looking to move to a di4erent neighbourhood7
she decided once upon a time she&d going to target these 0;22 homes in
this one particular area, and every month we&d get something from her
And so she has what ( call &top of mind awareness&
9o when we were ready to buy, ( went right to this woman ( wouldnHt even
think about anybody else, because for C2 years, (Hve been getting these
Iyers And then she comes in and she shows me her book in the
neighbourhood, and she&s paging through it and there&s every single
house, practically, in the neighbourhood has been sold by her #nce7
many of them two and three times %ho would you list your house with.
9o she took the :ream C22 now + again, if you want to make yourself
famous, as ' chiropractor, you&d go to the mayor, youHd go to the CP#&s of
the biggest companies, you&d go to + so sometimes the :ream C22 is
particular inIuential people, more than it is a particular company,
depending upon what it is
9o, like a fellow came up to me yesterday, and he&s trying to establish
himself as a physical ftness guru $e wants to have a whole chain, blah,
blah, blah -arget celebrities, o4er it for free for three months, or target
the CP#&s of the biggest companies, target political fgures 9o :ream C22
means the people who can make you famous )ecause when other best
buyers buy, other best + best buyers help you gain faster social
acceptance 9o when we started getting some of the bigger advertisers in
this particular niche where we had none when ( got there, all the others
started looking1 &#h, my competitors are there& And before you know it,
we had + that&s one of the maga,ines ( double the sales in C6 months, and
then ( doubled it three more years in a row
@ou had to see Charlie Eunger, billionaire, looking at me like, &Aobody +& he
literally said to me, &Are you sure weHre not lying, cheating or stealing,
because nobody doubles business three years in a row& !Laughter" 9o +
this is e>actly what he sounds like, too And he ?ust couldn&t fathom it $e
couldnHt fathom it )ut it was :ream C22 sell, and these guys were ?ust in
their face 9o this is ?ust an e>ample, ( shall skip over )ut this is + these
are law frms and ( had a client that sold law books, which you have no
idea how huge that business is, because lawyers got to have law books
And unfortunately, thereHs way too many lawyers, and they continually
create more law, so there&s more law books all the time
And every other law book salesperson is down here in the /unclear J1J637
you see it says &Librarian& down there, and &Ac'uisition :irectors.& And
they lost their ability to sell at the managing partner level, so ( put
together a stadium pitch %e called it &Free orientation on the fve most
dangerous trends facing law frms,& and then we called the top fve law
frms in the community %e said, &@eah, we&re over at 9catton Arps
presenting this, and we&re over at Eunger -alls presenting this, and we&re
over at + we ?ust thought you guys might want to see it& And when you
start talking about how your competitors are seeing this free seminars on
the fve most dangerous trends, that everybody wants to see it @ou
understand
(t&s creating greater social acceptance 9o mark your marketing calendar
%hat are you going to do to market to your :ream C22 every single
month without fail. And think about this, guys C6< people $ow much
would it cost you to write them a letter twice a week. -wice a month,
rather $C22 a pop 9o the beauty of it is, that while you&re doing
everything else you&re doing, pick your dream clients and decide that
you&re ?ust going to hit them every single month And a year from now,
every one of them will know who you are And how much did you spend.
$C22 a month (t&s the least e>pensive, most impactful think that you can
do -hat&s how (&ve taken companies and doubled their sales
(Hve got a client who + he also shares as a client + Andy 9ears is a client
-elecoms systems company, and they&ve been going after every single
person who buys telephones in their area, and they&ve had thousands of
clients7 little, 00 phones here, C; phones here Like, M2D of their clients
are little tiny companies ( said, &Forget them& 9o we built a database of
companies with a hundred or more phone systems, and in si> weeks ( got
them more business in paly than they did all last year in their whole
annual sales )ecause every single prospect is a dream C22 client 9o
every deal that they got + and remember, there&s always people buying
now 9o ?ust by hitting that list hard, we hit them si> times in si> weeks+ (
think ( actually say it here 9o how do you go from &( never heard of this
company,& to &%ho&s this company (Hve been hearing about.& to &( think (Hve
heard of that company,& to &@es, (Hve heard of that company,& to &@es, ( do
business with that company. (t&s ?ust consistency, and you need to make
a concerted e4ort )ut this is what&s ama,ing to me -his is so obvious, itHs
so clear, it&s so easy7 and yet youHll come out of here and not do it, and it
could ?ust double your sales ( know, (&ve got three minutes left, right. $e&s
giving me the evil stare
9o there&s virtually no+one you can&t reach Becent practical
applicationsmore dream C22 thinking 9ince the :ream C22 is a much
smaller number, usually, you can do much more 9o the other thing we do
is send them a gift )y the way, if you guys have not discovered
orientaltradingcom, you can go to this website, right. And you can buy
cheap crap by the tons, it&s so cheap @ou get Iashlights, C0 of them for
$; %ith the battery !Laughter" (Hm serious 9o you take the Iashlight and
you buy a hundred of them, and you send them to your clients and you
say, &Ose this Iashlight to light your way toward better fnancial planning&
And they go, &#h cool, a Iashlight& And he throws the letter away but he
keeps the Iashlight -hen ne>t week he gets a whistle with a little
bracelet thing + ( know, because we ?ust bought <22 of them for $C<0
!Laughter" <22 &Ose this whistle to blow o4 your current provider of such+
and+such, because& &)low the whistle on your current provider&
9o every single month, send a gift, send a charge key, send an
educational tape, send a report7 and there&s none in the world that within
three months, they donHt know who you are (Hm telling you %eHve got it
now7 we&re starting to get a point, and its left and right with companies,
left and right And even cases where the guy goes, &(Hve got every one of
your promo pieces, (Hve got every one of your gifts, and when (Hm ready to
buy, (Hm telling you right now, (Hm coning to you& !Laughter" -hey&ll tell
you that, because theyHre impressed with it @ou know why. )ecause
nobody else does it, and it&s so simple ( almost donHt want to give it away
so you donHt end up competing with all your + all your competitors start
giving away whistles and + go to orientaltrading,com ( wish ( owned
apiece of that company7 (&ve ?ust never seen anything so cheap
9tand out in the crowd 9end them a gift every single month, invite them
on mass teleconferences7 great concept, which ( don&t have any time to
teach %hatHs it say. (nterview them for your maga,ine + oh you don&t
have a maga,ine. Beal easy today7 you can have an e+,ine 9hould have
an e+,ine for your industry, and every client ( have has one, including our
shared client there that you know, Andy -hey now have a maga,ine
9uperior access fee, /unclear 01J;3, making the sale easier %hat&s easy to
sell than what you sell. %hat&s real easy to sell. Like, it&s hard for you to
call me up and say, &$ey ( do fnancial planning& -hat&s hard sale to make
9o ask yourself the 'uestion, &%ell, what&s an easy sale to make. &$i, ( do
a free seminar on fnancial planning& -hat&s easy 9o the ne>t 'uestion is,
&%hat&s free, and easy to sell.& )ecause you&ve got to sell it no matter
what it is, so let&s make it something real simple :onHt try to sell your
whole + ( stop clients all the time trying to make the big sale LetHs make a
tiny little sale and get in there 9omething small
9ome ideas for superior access, free education, those are e>amples which
(Hm not going to have time for Free audio tape that teaches them how to
succeed Jay and ( have done some wonderful deals there, where we&ll
actually interview the owner of the company, and theyHll teach them + out
of time, right. %hat could you sell. )lah, )lah, blah #kay, summari,ing
my two sessions Last three panels
)e the strategist long before you move out your tactics Eake you tactics
work much harder, plan before you e>ecute, think before you leap @ou
can ?ust see it guys7 if you ?ust stop and think a little bit, you could ?ust
slaughter your competition $old regularly scheduled meetings at least
weekly, with each area where you want improvement *ut it on the
whiteboard and say, &( want three ideas to make this better,& from you
sta4, and if you donHt have a sta4, put on the whiteboard and say to
yourself, &( want three ideas to make this better,& then put a policy around
it, a procedure around it, and start implementing it as if you have ten
people Neep memos Pvery single time you have one of those meetings,
you keep a memo and so you can actually have 60 weeks7 you&re going to
have 60 pages Anybody comes into your company, they can read 60
pages and know everything you&ve done in the last year to improve the
company
(t&s ?ust so beautiful LetHs see 9et the buying criteria (t&s way more
strategic and powerful if market factors are presented before you ever
present your product or service Find superior access vehicles that give
you easier access :ream C22 are the best buyers, man Fastest, easiest
way to grow your company Again, the real secret7 be pig+headed about
implementation -he thing you better hope never happens + (Hve said it
fve times + you better hope your competitor never does this, because
they will absolutely slaughter you (t&s the guy who&s more strategic will
kill the tactical e>ecutive any day of the week 9o you will absolutely
slaughter them if you&re stratJegic enough to do these things -his is the
kind of muscle you need to get to a hundred million
Jay, without his suit !Laughter" $ow did that get on there. -hank you, (Hm
done !Applause" Ah, thank you !Eusic plays" -hank you very much
-hanks $onoured to meet you, honoured to meet you
!ic":couple of minutes As you can see, you were /unclear 61J63 mind
opening, mind blowing segment of the event Aow weHre into something
even more powerful, which is the concept of strategy
%e&re trying really hard, ( know 9o imagine that for one hour, you got to
listen to, take notes from one of the engineers of the FedP> P>press group
And imagine that that person was on the front line, in the trenches, as the
/unclear 221;03 also to the innovations as a part of that endeavour )ut
+ and ( donHt know whether he&s going to talk about that today or not, but
it&s an interesting concept to be able to spend an hour with the man with
that level of insight, and e>perience 9o with that said, (Hd like to introduce
one of my favorite Jay Abraham associates, Eike )asch !Applause and
cheering"
Mi"e: -hanks Bick -hank you $ello !Audience replies ,&$ello&" Are you
having fun yet. !@eahS" ( didn&t hear you !@eah" #h this crowd&s go to get
lively Are you having fun yet. !@eahS" Alright ( got to tell you , (Hm
embarrassed to get up here and say this, but (Hve sold out (Hm a
prostitute !Laughter" =uy came up to me + :an #&day, where are you.
Pverybody see :an #&day back there. $e&s an e>pert in radio advertising,
and he came up to me at some point, and he said, &Look Eike, (&ll give you
a dollar if you refer me during the conference and during your talk&
!Laughter" And worse yet, he didn&t even give me the dollar yet, ( had to
get up and do it before he gives me the dollar !Laughter"
Aow, did ( do that because ( wanted the dollar, or needed it. Ao, ( did it
because he&s creatively + he&s thinking about what&s going on in this
conference !Laughter" -hank you :an !Applause" $e&s thinking about
what&s going on in this conference, and fguring out how to creatively
apply it And he applied it (sn&t that terrifc. Congratulations for being
here (Hve been to a lot of Jay&s conferences -his, to me, is the best that
(Hve been to so far ( got to tell you, it goes back + ( donHt know how many
years7 C2 years ( paid $06,222 to come to Jay&s conference, and one
thing -hatHs all ( took out of it when ( frst started -hat paid for it ( think (
closed like $C62,222 business two weeks later
( had been given speeches or tech talks the e>ecutive committee, which is
groups of CP#&s around the world7 there&s like J222 groups, and (Hve been
giving two, three a week + there&s a tech member, thank you very much,
(Hve been giving two or three a week, or actually two or three a month,
four a month And (Hd give like C2 tech talks before (Hd get any consulting
business At the time ( was in consulting Came to Jay&s conference7 it was
after (&d left Federal P>press Came to JayHs conference, and ( ?ust heard
one thing Bisk reversal @ou heard it
And Jay has a special twist to it, because he includes the beneft in the risk
reversal 9o (&d give a three hour tech talk, and ( gave many, many of
them, and as ( say, one out of very many then when ( get some business
%ent to Eilwaukee, gave a tech talk + ( only changed + in three hours +
two things ( came up with a O9* and it was a little uni'ue, but more
importantly, about halfway through, ( said, &Look, give me eight of your
employees, and if they wonHt show you how to incredibly improve your
customer service, donHt pay me a thing& so it was about getting
employees together to solve the customer problems (&ll e>plain why ( took
that approach
( closed $arley :avidson, a ma?or hospital in Eilwaukee and a ma?or
insurance company in that one session -hat paid eventually7 it was like
$J22,222 worth of business, but that paid for Jay Abraham -hen thereHs
another story =uy named :avid Leopard $e came here + he came to
%ork out + no, came to one of the Eastermind programs, and he came
about si> years ago $e&s a drywall salesman And he then + he heard me
speak, he heard a lot of people speak, and so what + but any rate, we
ended up with a day together, and ( helped him + he had a concept, an
idea And the idea was, &LetHs form a cooperative of drywall distributers&
$e was a drywall salesman selling to distributors $e knew that when he
sold to $ome :epot, that they got a much better discount than the
smaller distributors
9o he said, &Let&s start a co+operative, where we ?oint these distributors
together, and we give them a discount so they can compete against the
$ome :epots of the world& At that time, when he came up to see me in
Kermont where ( live, he drove up in his Kolkswagen bus, he was kind of
trying to sign members on the way $e was camping out in the bus,
because he didnHt have enough money for airfare, hotel, and he made his
way -oday heHs driving a + actually his wife&s driving a Lincoln Aavigator7
he&s driving a )E% And he this year will return $C; million to his C02 co+
op members At the same time, he got me involved throughout, and we
started + he started a company called Co+operative 9olutions (t&s a
company that basically forms cooperatives, and if you donHt know what a
cooperative is, to me itHs the best model of today&s age
( believe that the small business person has a franchise in this country
that ( hope never goes away (&ve worked for big companies, (Hve worked
for small companies, and ( love the passion of the small business, and you
all ft that mould And what the cooperative does is it allows you to
compete against the big business (t&s interesting that today7 :avidHs
company called $ammer Bock is cooperative Actually accounts for C0D of
the drywall sales in America, compared to $ome :epot&s 6D %ho do you
think gets a better price. (t&s good stu4
Aow, one of the cooperatives he formed was @a+@a )ike (t&s a cooperative
of bike stores (Hm the CP# of a @a+@a )ike :avid got me so e>cited about
the model, he said + timing was right + &Come on board and run one of our
cooperatives& 9o (&ll talk a little bit about that in a minute )efore ( get
started on customer culture, which (Hm going to talk about in ?ust a
moment, (Hd like to tell you a story (t&s a story about two woodchoppers in
a Aorthern Einnesota community And these guys had been chopping
wood all their lives, and they were in a bar And the way guy was *aul
)union $uge man, incredible wood chopping skills, and the other guy was
a small wiry guy And the small wiry guy had lived in that town all his life,
and *aul )union had all the press $e was by far and away, respected as
the best wood +chopper in town 9o the little guy goes up to *aul )union,
and he says, &*aul, ( can whip you ( can chop more wood any day than
you can ( challenge you to a contest& 9o they decided on the contest the
ne>t day From G+6 they both chopped wood7 they&d have people carry it
away, and then at the end of the day, whoever had the biggest pile own
9o they start the ne>t morning *aul )union&s going, &%hoomS& And the
chips are Iying, and they&re huge chips and heHs incredibly powerful And
the little guy&s small7 he&s wiry, and he&s very 'uick + little chips are Iying
everywhere And about + an hour goes by7 it&s about M122 And the little
guy takes a break $e goes away for C2 minutes7 goes into the wood
shop, or whatever building was there And *aul says, &( got it now7 And he
?ust keeps + &(&ll ?ust go all day, he doesnHt have the stamina to keep up
with me, so (Hll go all day ( won&t take lunch, ( won&t +& and he keeps
chopping
-he little guy comes out about M, C2, chops for another 62 minutes7 takes
another break :oes that all day long Lunchtime, take a break goes into
the wood shop Pnd of the day, 6122 comes -hey both go around the side
of the building to see who&s got the biggest pile, and the little guy has got
the biggest pile *aul )union goes to him, he said, &%hat did you do. $ow
did you win.& And he said, &@ou know when ( was taking those breaks.&
&@eah& &( was in the wood shed sharpening my a>e& !Audience says,
&#ooh&" And isn&t that what these types of things, and this is about. (s
sharpening your a>e #r better yet, getting a chainsaw !Laughter"
And that&s what it&s about 9o we&re going to + you know, there&s so much
you can get out of this, but ( again, you&ve heard it before Ey belief is,
you take one idea, like ( did, ?ust risk reversal -ake one idea, try it, that
gets you success + enough success to pay for it, and then you take other
ideas that you&ve got to move with Aowwhoops -he wrong button
9hould be okay For some reason my slide show is not turning into a
slideshow ( could do the + ( could ?ust put this thing on the thing and go
through it Ahh, new show P>cuse me a minute, while (work this out
@eah, no the monitorHs fne -hat&s fne too, as long as ( could have the
ability to show the show Could you come up here and give me a shot.
First time (Hve had this problem
At any rate, what (Hm going to talk about today is customer culture Ey
opinion1 culture drives everything %hat do ( mean by culture. ( mean, it&s
how we think, it&s how your employees think #ne of the things we did at
Federal P>press in the beginning, is we created a customer culture, and (Hll
talk a little bit about how we were able to do that (t was done mostly by
accident, rather than design (&m going to talk about *atty Lund in more
depth @ou heard tha interview with Jay, and *atty has developed what (
consider the best customer culture in the world Aow, ( haven&t been to all
businesses, so some of you may have a better one7 but he&s got great one
$e&s got what the calls& the happiness+centred business& $e said the goal
of life was happiness7 let&s create a business where we can be happy and
our clients can be happy
@ou want to + what if you 'uit out of + okay (snHt technology fun. Ao, that
won&t do it Luit out of the + it&s the application that&s giving us the trouble
-here we go Pverybody stand up a minute !Laughter" -wist and turn or
do whatever we need + could we have some music while we get this f>ed,
please. !Chatting between Eike and Bick"
#kay, we&re ready $ow many of you have read the book &Pven Plephants
can :ance.& Anybody. Pven Plephants can :ance, by Louis =ertsner.
=reat book Aow, (&m in a small business now, (Hm not in a big giant
business, but (Hll tell you Lou =erstner has basically turned around the
biggest giant in the world, and totally got them back on track
strategically, and then tactically, so they&re back in the leadership position
they were in years ago And the book tells how -his is one of his
comments in the book &( came to see, in my time at ()E, that culture isn&t
?ust one aspect of the game, it is the game&
(n the end, an organi,ation is nothing more than collective capacity of its
people, to create value 9o that&s what we&re going to talk about $ow do
you do that. $ere&s my defnition of customer culture7 and (Hd use client,
and ( thought a lot about using client, but client in Jay&s le>icon and
anybody who works with Jay, understands the di4erence between client
and customer Eost people don&t so my book is entitled, &Customer
Culture&
(t&s an environment where the natural focus is on meeting the needs of
your e>ternal customers Aow, what do ( mean by that. ( mean, the ?anitor
cleans the Ioors so that when your customers come into your building or
your shop or whatever else it is, you&ve created an image of
professionalism -he people who answer the phone create an image and a
smile in their voice or whatever is re'uired in your business, to focus on
that customer Pverything&s focused on the e>ternal customer Aow with
that defnition, how many of you now believe you have a customer culture
in your business. =ood Eore than usual -hank you
9o we&re going to talk about it + thatHs what it is $ow many of you would
like to have a customer culture in your business. #kay And by customer
culture, ( mean if you&re a one man person, or a one person show, it&s the
same thing Aow, ( am going to cover several things $ow FedP> achieved
a customer culture ( identifying and meeting customer needs Little bit
di4erent than you&ve seen so far in terms of how you see, how you view
what those needs or wants are As Jac'uie said, benchmarking well+known
companies7 customer culture system 9teps to building it and then fnally,
a wrap+up
Aow, ( want you to go back with me J2 years Ean y of you have probably
heard this story, or heard tapes of it Earch C0th CM<J is when new
started Federal P>press o8cially ( had been with the company 6 months
before that Joined 9eptember 02th CM<0 And we had worked + ( was
senior vice president of 9ales and Customer 9ervice Ey ?ob was to sell
and also do the pickup and delivery 9o ( spent three months hiring, and
we started doing, in January 0ns7 we started selling, the 0G salespeople in
C2 cities )asically from 9t Lois, Eissouri, down to Jacksonville, Florida,
and Eemphis, and Little Bock, Arkansas, and Atlanta, =eorgia, and those
kind of cities
And basically, we&d been selling for two and a half months and e>pected
for a while about the middle + and ( have a conference called every day
%e&d e>pect that (Hd have a Iip chart, and (Hd record all the packages we
were going to get, and the volume was + we&re going to do J,222 packages
that frst night -hat was really good P>cept for one thing %e had little
airplanes, because we had to Iy under an e>clusion + ( don&t know whether
you know it or not, but Fred 9mith single+handedly+ the founder of FedP> +
deregulated all transportation in the Onited 9tates by going to Congress
and de+regulating air frst and then trucking came late
9o at any rate, we had to Iy these little airplanes7 they held J22 packages
each -hey were an e>ecutive ?et, that we converted into a cargo plane
And we had basically ten + we had bought 0J7 =od knows how, because
we didnHt have any money7 but Fred + you know, we talked + )rian talked
yesterday about everybody&s a sales person Fred 9mith is the ultimate,
consummate salesperson 9o he convinced =eneral Plectric to not only
buy these ?ets but 622222 a copy to make them into carbon (t would
have cost him another 622,222 to make them back into e>ecutive ?ets, but
he convinced them
9o anyway, we had 0J7 we had C2 in service -hose C2 in service7 si> of
them were for working with a post o8ce, and we had basically three
dedicated to this thing that would start Earch C0th7 this package service
9o J,222 packages7 each one will only hold J22, so that wasnHt going to
work very well, so we had to + you know, if ( believed the J222, that
means (Hd have to take all C2 ?ets and put them into service, assuming we
could fll them all up and do the frst day and serve the customer 9o (
started asking more in+depth 'uestions, and ( found out that sometimes
sales people lied to you !Laughter"
-hey tell you what you want to hear Like, ( asked a guy in Eemphis, and
he said, &-his guy&s going to give us 02 packages a day& ( said, &-hat&s
terrifc %hat business is it.& $e said, &)ricks $e makes bricks& ( said,
&@ou&re going to ship the bricks to architects.& And he said, &Ao, he&s going
to ship them to the construction sites& ( said, &9omebody&s going to pay
$C22 to bring fve bricks to a construction site. ( don&t think so& !Laughter"
9o, we got it down, through those 'uestions, down to three+ we&re going to
have J22 the frst night *erfect Fred 9mith, myself, others7 had been
thrown out + and we&d talked to venture capitalists already, but all of them
said the same thing &Look, this is a great concept, maybe, ( don&t know&
-hey&d kind of snicker And they said, &)ut when you get into business,
come on back %hen you can prove customer&s really going to do
something + & because as Chet said, back then, who cared about overnight
service. Aobody )ecause the habit was + it&s called known problem,
unknown solution :o you know what ( mean. ( got a problem7 sometimes
( want to move things in a hurry but there&s no way to do it, so that
problem&s in the back of my head 9o, latent need, so to speak And that
was the need back in CM<J of overnight package service 9o, + &%hen you
get into business, come tell us, and you can prove the customer need& 9o,
okay
9o a bunch of us, lawyers, Fred, myself, Boger Frock, the general
manager7 we all went to Aew @ork City that day, Earch C0th %e had
appointments all over Aew @ork City the ne>t day with venture capitalists
%e&re in business now, we&ve got J22 packages the frst night, we&re all
e>cited + &Aow invest with us& %e had about J2 days cash left, and we&re
out of business7 we&re out of cash 9o we get up to Aew @ork, got into the
@ellow Club, where Fred was a member, and signed in and ( went up to the
room and called down to Eemphis And ( said, &John, whatHs the package
count.& $e said, &Are you sitting down.& ( said, &9hould ( be.& $e said, &%ell,
thereHs good news and bad news& ( said, &=ive me the good news frst& $e
said, &9i>& &9i> what, John.& &9i> packages& ( said, &John, what could be the
bad news.& $e said, &Four of them were from salesman and only two from
customers& !Laughter and groaning"
Aow, can you imagine + talk about mind+set, right. =oing to see investors
the ne>t day, and convincing them they ought to invest in this bust -alk
about dot bomb7 this was FedP> bomb (n fact, a while later, about 6
months later, ( think, )usiness %eek ran an article1 &Federal P>press takes
a nose dive& -hey should have been there that frst night !Laughter"
)ecause if you can picture this7 we used a lot of Jay&s techni'ues then %e
had the %all 9treet Journal down in Eemphis, we had local -K, America
had a new airing7 frst new airline in 02 years, and then all kinds of press,
and then we come up and say + you know what, if you can imagine these
two airplanes, and the hub ant he e'uipment and the lights at night, and
everybody&s out there, and the pilot lands and said, &$ere&s the package&
!Laughter"
(ncredible Counting the car + we got in the cab to go + oh, and then ( went
down to FredHs room, and ( said, &Fred, here&s the good news and bad
news& And he said, &$ow&s your resume look.& !Laughter" $e said, &%e&re
both going to get our resumes out and see what we&re going to do ne>t&
@ou know, we talked + ( think it was )rian that said you&ve got to fail so
many times before you succeed ( remember they asked + somebody
asked :avid =lass, the CP# of %al+Eart, how would you describe /unclear
<1J63. And ( said, &%hat made him so rich, and so powerful, and so +.& And
he said, &$e could lay o4 at failure&
$e said, &-he frst store we opened,& he said, &(t was like a CC2 degrees
out, we had watermelons all over the place7 nobody showed up to the
store -he watermelon&s e>ploded because of the heat (t was a total
disaster& !Laughter" And 9am comes in the ne>t day7 he said, &#kay, that
didn&t work, what do we do ne>t.& And that was Fred, by the ne>t morning
$e said, &#kay, f> /unclear G1203 %e&re in the trenches now, letHs make it
happen& 9o we went out and we got kicked out of more venture capitalists
that day than ever, ( mean, they kind of snickered when we said + they
said &%ell, how many packages have you had. @ou told us you could +&
&9i>& %e fudged that a little bit %e said si>
9o the problem was we saw right away, we didnHt have enough synergy,
you know what ( mean. *eople had to sort their packages out, and we
only had C2 cities 9o we got to open up C6 more cities in basically C6
days 9o we took four people, put them on a /unclear G1JC3, and their ?ob
was to go to a city that day, open it up, go to the ne>t city, open up7 go to
the ne>t city, and so forth #h by the way, Friday of that frst work, one of
the lawyers said to me that ne>t morning7 -uesday morning, Earch CJth +
he said, &-ake heart Aobody wants to do something the frst night )y
Friday, youHll be up to J2 packages& %ell, Friday that week, we had one
package !Laughter" ( fgure that package cost us $622,222 to move, so
somebody got a lot of value out of that (f you consider value what it
costs
9o at any rate, we opened up all these cities, and we had four people at a
/unclear M1263 And they would land at Bochester, Aew @ork + in fact
Chicago, )oston, Aew @ork City, Bochester /unclear M1C03, Xero> and all
these cities, and they&d Iy in #ne person would go take care of the plane7
&%here are we going to fuel it, where are we going to park it. %e&re going
to unload the freight& #ne person fnd a place for the trucks, another
person, the pilot, would actually fnd a hotel for the people And then the
fourth guy went to a bar + a pub And he&d go during happy hour, and
when things got really wild, about <122 at night, he&d go, &:ing, ding, ding,
ding& $e&d stand up on the chair 9aid, &Pverybody could ( have your
attention please. Anybody here need a ?ob. %e&re hiring tonight.& And
people would literally come to his table, sign an application7 we&d hire
them
$ire fast, fre fast !Laughter" Anybody know who Christos Notsakis is. $e&s
the CP# of P+-rain Christos Notsakis was hired that way at Federal P>press
as a cargo handler, in one of those early day things 9o one of the cities,
we wanted to open up And by the way, we had + that frst week, a vision
was formulated (Hm not sure where it came from Kery profound, well+
articulated vision (t went like this &=et the packagesS& !Laughter" )ecause
if we had the packages, we could succeed %eHd get investors7 we&d get
anything we need %e had to get the packages And what ( learned in
those days about customer culture is that when you&re clear about the
vision And when there arenHt too many rules getting in people&s way7 and
(Hm going to talk about that in a minute7 that people will do go about and
beyond to produce what you want to do
Aow, that said, each person will look at the vision in their own particular
way, and deliver it in their own particular way )ut that&s what builds
incredible customer loyalty and employee loyalty -hat was the big lesson
And the way ( learned it, was this + we opened up now7 we&ve got 06 cities
Aow by the time we got the 06 cities opened up + now this April CGth,
about a month later7 we did have about ;2 packages a night #ne of the
cities we opened up was a city in (ndiana7 %ilmington, (ndiana And that
city or town, it basically was, only had one potential customer for us -hat
was BCA %e&d called on BCA corporate, and it said that plant had 02
packages a day into the other 0; cities 9o the idea was to get the
packages + but they warned us + they said, &(f you Iy a plane in there, it&s a
local decision %e&re not going to inIuence it, we&re ?ust telling you what
they have and if you can get it, it&s yours& 9o we scheduled a plane to get
in there #nly customer there
9o ( sent a guy in + salesman in, and ( said, &Look, all you got to do is get
the packages from BCA :o whatever you have to do7 get the packages
from BCA& so he goes to BCA and frst day, &( said, call me every day until
you get them& Calls me up about ;122 in the afternoon, and he said,
&Eike, the guyHs not going to see me& ( said, &%hat do you mean he&s not
going to see you.& &%ell, the tra8c manager&s not going to see me ( said (
was from Federal P>press, and he doesn&t know who we are7 he&s not
going to see me& And so ( said, &John, do you have a good book.& $e said,
&@eah& ( said, &=o in tomorrow, tell them you&re going to be there for the
ne>t month if you have to be, but you&re going to sit in the lobby7 you&re
going to read your book until this guy sees you& &#kay, (&ll try that&
Calls me up the ne>t day1 &$e saw me7 he&s not going to use us& ( said,
&%hat do you mean he&s not going to use us. @ou o4er him free packages.
:id you o4er + & $e said, &$e doesnHt trust us Pverybody says they have
overnight service, they donHt deliver& ( said, &:id you tell him about the
hub.& &@eah, ( told him $e doesn&t believe us7 he ?ust doesnHt trust us $e&s
not going to use us& ( said, &And you o4ered him free bo>es, where they
could test it.& &Eike, he&s not going to use us& &#kay John, go to )oston&
9o John goes to )oston About two weeks later, we had a clerk named
:iane And :iane&s ?ob was tracing :iane&s ?ob was telemarketing,
because if you can imagine ;2 packages, J22 employees7 you shouldn&t
need a lot of tracing, right. !Laughter" @ou&ll + employ you by packages,
right. (f you screw it up, youHve really had a lot of people in the chain
screw it up 9o :iane&s making outbound calls, she gets a tracing call two
weeks after we open up this %ilmington, (ndiana 9he gets a call from
%ilmington about J1J2 on a Friday afternoon And she answers the phone7
frst tracing call And we had an e>ception system if they package wasn&t
where it belonged, it was written up on a sheet and given to us, and we&d +
( invented the barcode tracing system later, to solve that problem
)ut at any rate, she got this call, and the womanHs crying on the other
end 9he said, &( donHt know who you are7 (Hve never heard of Federal
P>press All ( know is my wedding dress was in Jacksonville, Florida
yesterday7 supposed to be here by noon today (t&s not here, (Hm getting
married tomorrow -his is a small town (t&s the social event of the reason
for us in the small town Eore importantly it&s a social event of my life
Can you help me.& And :iane was a mother and related, and so forth, and
said, &(&ll do what ( can& 9o she looked at here e>ception sheets7 they
weren&t there 9o she used the back+up tracing system to call everybody
and fnd out if they got a package that doesn&t belong to + !Laughter" 9o
06 cities, you could do that 9o about the C0th city she called was :etroit
&@eah, we got this package for this (ndiana + it&s probably + the only
package (Hve ever seen for %ilmington, (ndiana )ut we got it
:iane didn&t have anybody to ask 9o she took it upon herself to charter
an airplane A Cessna, a pilot7 put the wedding dress on it, and get it down
to %ilmington, (ndiana (t&s cool now7 it wasn&t cool then !Laughter" 9o,
she gets the package in -he woman, that Eonday morning, calls her up
from Ee>ico -he woman&s on her + and back in those days, it was not
easy to make a call from Ee>ico Calls up :iane, thanks her profusely for
this service, told her about the wedding And then she says, &(s there any
manager ( can talk to there, because (Hd like to relate this e>perience.& 9o
( get this call &Er )asch, let me tell you what happened& And she e>plains
it to me, and (Hm writing a note to myself, 5-alk to :iane5 !Laughter" @ou
know, we can&t be chartering planes for every package 9o she goes on
and she says, &Er )asch, ( got to tell you -here&s good news and bad
news& ( said, &%hat&s that.& &%ell, the good news is, ( got the wedding
dress& ( said, &%hat was the bad news. %as it wrinkled. &Ao, it was
wrinkled but ironed it7 that&s not a problem& 9he said, &-he bad news was,
( wasn&t the sub?ect of attention at my own wedding PverybodyHs talking
about his outrageous airline that has a plane for my wedding dress ( told
one person, everybody else was telling everybody else *retty soon,
there&s a bu,, going around everywhere&
9o okay, that&s cool, but still, ( came from O*9 ( mean, O*9 doesnHt do
those things !Laughter" Pspecially in those days7 they do now, because
Federal P>press is in the business 9o ( go down to :iane ( said, &:iane,
tell me why you did this ( mean, we can&t a4ord $J22 for every package
that gets mis+rounded& And she said, &Look, you said get the packages
And now what we been saying. =et the packages %ell, to me, the way
you get the packages, you give outrageously good service to a customer
that&s got a problem, and they&ll tell others and you get more packages&
Eakes sense doesn&t it. Aot to me it didnHt !Laughter"
9o (&m pressing here, right (&m saying &:iane, come on ( hear that and
that&s Iu4, and ( donHt think we can a4ord that& And :iane, out of total
frustration, said, &%ell, we&re going bankrupt anyway, what&s the
di4erence.& !Laughter" #h, we did it again ( guess when it goes on, (
should have set the computer to + but anyway + okay, so then we had to
move -his time ( guess (Hd better keep at it 9o we had to move %e had +
and that summer was so interesting to me, because :iane was ?ust one
e>ample of literally hundreds of people that did that kind of things for
customers Aow what happened as a result of that7 didn&t make sense to
me7 but two weeks later, we got the 02 packages from BCA -wo weeks
later we got two or three packages And then more, and then more (n
about three weeks we had the 02 packages from BCA
9o what happened. #bviously word of mouth caught hold7 somebody
went back to that tra8c manager, say, &$ave you tried Federal P>press.&
&Ao, ( havenHt& &%ell, would you try them.& &@es ( will& -he service worked
and they used it And what ( found, during that summer + we didnHt get
cash Bemember, ( said we had J2 days cash left. %e didnHt get cash in
that company until Aovember of that year Onbelievable ( saw Fred 9mith
give up twice in his career And he was the guy ` weHd all give up7 all the
senior managers7 we&d all give up once a week !Laughter" Fred would say,
&=et back + f> /unclear CG1C63,& and he&d keep up us pumped up )ut he
gave up twice First time was July of CM<J #ut of money7 we are bankrupt
)asically that was ?ust + that was it And the accountants and lawyers had
gotten together7 the creditors are coming down around their head and
shoulders7 Fred gave up #n a Friday afternoon And 9aturday morning,
one of our lawyers went to him and said, &Fred, ( got one shot for you
$enry Crown Ea?ority shareholder of =eneral :ynamics $e can do it&
:o it means open up a bank on 9aturday, get a cashierHs che'ue and have
it at our bank at opening of business Eonday morning in Eemphis,
-ennessee &9o Fred, you got an hour. -he guys& never heard of you, heHs
never heard of Federal P>press Aow, talk about salesmanship $ow&d you
like to pull that one o4.& $e went up and literally sold + an option by G2D
of the company for $C million7 he sold the option for a million, not the
company7 And they came down and spent 6 months with us, but he got
the $C million7 got it in the bank, and we survived
And then all kinds of things + and ( think the key learning here for me,
beyond anything else is commitment %e were so committed 9trange
things happened 9ome ( won&t even tell you , because they&re too bi,arre
)ut one thing is + probably story youHve all heard -om *eters made
famous7 Fred 9mith + and ( was with him that day7 we&d been kicked out of
several investment bankers that day7 we were at #&$are airport, and out
plane&s going to leave about 0 hours from the time we were there %e&re
marching down the concourse, and Fred said, &9ee you later& And he takes
o4 And ( looked up in Las Kegas + you know, there&s a Las Kegas Iight
boarding
Aow, Fred + you&ve got to understand, it&s before credit cards were widely
known at that time7 and Fred never carried a penny in his pocket =od
knows how he pulled this o47 but he literally went to Las Kegas7 standby7
got there7 won $0M,222 on the black?ack tables, and came back, and we
met payroll for another week -hatHs how we survived !Laughter" Aow, at
the end of that + as we&re going through that period, we had literally 622
employees + got a pay check with an envelope with a note in it7 &*lease
don&t cash the che'ue7 thereHs no money in the bank& #nly a handful of
people left %hat&s the lesson there.
Commitment and honesty %hen :iane said, &( think we&re going bankrupt
anyway,& we were honest with her %e don&t have any money, we&re
running out money, do whatever you can to conserve7 you had to do that
9o at any rate, you know + a pilot used his credit card to buy fuel for his
airplane7 get the shares truck out, and then + then other strange things
BPA P>press, which was the single + they kind of had a franchise using
passenger airlines7 they went out of business Onited airlines went on
strike All kinds of things began to happen that allowed us to survive
during that critical period -hree years later we were proftable, today,
instead of si> packages, it&s si> million packages 9o how would you like
that growth a million times. -hat&s pretty cool
Aow, as we began to grow, we got through that frst period %e had +
those of us + ( was the frst O*9er to get there And then we had a bunch
more O*9ers come in And our one fear7 anybody that came from O*9 + (
don&t know how many of you know about that company, but anybody that
came from O*9 had this huge fear -hey had si> billion dollars in li'uid
assets Federal P>press was the biggest start+up at that time in venture
capital history, and it cost us $C02 million -hey could come into our turf
and step on us like an ant, at any time (n fact, the reality was, Fred 9mith
and ( went to Jim EcLaughlin, who was, at that time, CP# of O*9, and we
said, &Jim, do you guys still want to do the pickup and delivery& -hat&s how
strong the fear was
&%e&ll ?ust run the airline, you do the pickup and deliver& And he said,
&One'uivocally, no7 we don&t want to be in that business& &#kay, that&s
fne& Pight years later they came in, but by the time they came in, we had
launched into customer value that was so strong, that they couldn&t assail
our position -hat&s strategy that everybody is talking about And what we
recognised is that we had to go up this curve of value where we had to
continue to add services -oday, if you want to e'uate services on the
base level, which is on time delivery, you would say, &we meet the
physical needs of the customer7 we get the package there on time&
Aow, if you&re in a business where you meet the physical needs of a
customer, anybody else can do that %e knew that O*9, even eight years
later, whenever they came in, couldn&t + delivers as accurately and as
reliably as we could on time, every time And if you look at it today, O*9,
Federal P>press, Airborne and the *ost #8ce all are like MM< plus or
minus J percent + plus or minus J percent of each other, in terms of on
time delivery
9o if you&re in a business where you&re meeting ?ust one level of needs,
you&re going to die there, because you&ll be commoditi,ed and when you
are, price becomes the rule %e know that #kay *hysical needs are here,
in this room Are you comfortable in this room. (s the temperature right.
(s this hotel set+up properly. -hat&s Jay&s brilliance and his organi,ation&s
brilliance at meeting your physical needs @ou notice there&s not candy on
the table Aow we were talking + Jac'uie was talking a little bit about
wants versus needs Aow you may want candy, but the reality is itHll put
you to sleep, and you won&t get what Jay wants you to get out of the
seminar 9o those are things that meet the physical need (f you stop
there, you&re dead
-he ne>t level of need, which ( think is met very well in this seminar, is
informational needs (ntellectual needs And we need those needs met as
well Aow, what did that mean at Federal P>press. %e can get the
packages there on time, but it was interesting + my ?ob after sales and
service was 9enior Kice *resident or Corporate :evelopment, and the frst
part of that ?ob was to fnd the si> things that we + defne the things that
we need to do to keep our customers e>cited about using us, and keep
them loyal to us And we identifed the frst thing7 obviously get the
packages there on time Anybody want to ha,ard a guess and ?ust yell it
out, what the second thing was. !Audience member shouts, &%here&s my
package.& @ou got it %here&s my package. Pven if it&s on time, even if it&s
on route, even if it&s gone out for delivery7 whatever ( want to know why,
because overnight service is di4erent from three or four days& service
After ( left FedP>, ( went up to two buddies of mine that were now
e>ecutive vice presidents of O*9, and ( said, &$ey Frank, what are you
doing with tracing.& $e said, &-hat&s +& and thatHs how ( invented the
barcode tracing, and ( knew how important that particular issue was And
this was after they&d been in the overnight business for two years $e
said, &#ur customers don&t need tracing they count on us to deliver on
time& %ell, they fnally learned what their customers do need, and now
they got, obviously, barcode tracing the same way FedP> does And then
Airborne got into it and so forth
9o it&s information Aow in your case, it&s information about your product
%hy. As you probably + Jay gives you all that kind of stu4+ is why is your
product better or di4erent from whatever Aow in the beginning, :iane
taught us another lesson about information and education (t was very
interesting %e were di4erent + and this is a tough one, because it Iies in
the face of some of the things you learn here %e were better because we
had a hub And the reason we were better is when we had C2,222 + the
reason we had a hub + when C2,222 packages, we had C2,22 packages in
our system + if you took it + the biggest market to the biggest market
C2,222 packages overall in the Onited 9tates moving back and forth Aew
@ork metropolitan area to 9outhern California #r the north east to the + 6<
packages 9o you couldnHt a4ord to have an airline, obviously you couldn&t
fll up an airplane7 it wouldn&t work 9o as a result + but when you picked
up a Aew @ork to the rest of the country, it&ll fll airplane -hat&s what
made the hub work, and that was our di4erence
Aow, when we were selling, we were touting that di4erence7 the reason
we&re better is because we have this hub )ut nobody understood it $ow
many of you understand it now. !Laughter" 9ee what ( mean, it&s not an
easy concept to understand And so they didn&t understand it %ell, hereHs
:iane7 get the packages 9he&s in telemarketing, she&s calling up people
9he&s calling up a guy in :etroit, and he says, &Look, you mean if ( %ant to
send a package from :etroit to Chicago, it&s going to go to Eemphis and
then go back to Chicago.& And instinctively said, &Look, sir, you donHt tell
your customer, we won&t Just have it there by noon tomorrow, does that
work.& &@eah, yeah& &#kay, stand by your driver& And then she + that&s
where it absolutely positively came from + not her but the ad agency7 that
fnally we got it7 you sell beneft, not means, but you still have to educate
9o that&s information Aow, we knew O*9 could duplicate that, and they
have today =ot a good tracing system Aot 'uite as good as FedP>7 they
donHt scan it as many times, donHt have the controls that FedP> does, but
it&s reasonable -here&s a level above that And its& the level that we all
have to go to if we don&t want to be commodities Anybody want to ha,ard
a guess what it is. Pmotional needs @ou guys, see , you&re far ahead of
my usual groups, because you&re Jay folks !Audio missing"
emotional needs %hat does that mean. At FedP>, it was interesting %e
had a senior vice president7 since passed away, that ( would e'uate with
Jay in the ma?or company marketing, where Jay is more entrepreneurial7
but both were that same capability of seeing beyond the obvious and
developing systems that work $e said, &Eike, we have to meet the
emotional needs of our customer& ( said, &%hat do you mean by that.& $e
said, &%ell, our customer isn&t the e>ecutive, or even the person who
benefts from getting the package their overnight 9o absolutely,
positively overnight doesnHt meet their need& ( said, &%ell, who&s the
customer, if you look at it that way.& $e said, &(t&s the secretary, the
shipping clerk& And ( said, &%hat&s their emotional need.& $e said, &Neep
the boss o4 my back& !Laughter" (snHt that interesting.
()E became as big as they were because they created such a level of
trust in their brand, that if (Hm the CP# of a company, and ( bought
anything but ()E and it went bad, you&d blame me, the CP# (f ( bought
()E and it went right @ou&d say it&s ()E&s fault, right. -hat&s the brand
9ame thing at FedP> (f you used O*9 and it went bad, they&re going to
blame you for using O*9 (f you use FedP>, it&s FedP>&s fault And that&s
what we crated
( don&t know if you remember the advertisement that ran on -K %e&re so
appropriate for this (t was this boss goes into this pool of people, and he
storms through the door, and he said, &-he package you sent yesterday
didn&t get delivered,& and this woman&s in the back7 &@es, sir (t was
delivered at M1;6, signed by John Jones& And the guy kind of walkout and
closes the door gently Pverybody goes, &@es& And they&re clapping %ho
were they trying to appeal to. -he boss or the secretary who used the
service.
9o it&s meet those emotional needs $ow do you do that in your business.
(&ll leave it to you )ut youHve got to do that -hat&s what&ll di4erentiate
you (t&s what is the emotional need -he emotional need for @a+@a )ike
members, cooperative members, is power As a small retailer, ( donHt have
the power that the big guy does =ive me power And if you look at it,
most people tell you the three motivating emotions are se>, money and
power 9o somehow you relate to one of those
A good e>ample + probably the best e>ample As ( said earlier, ( sold
$arley+:avidson, and consulted with them for about a year Aow, it&s
interesting that the emotional need of a bicycle rider and their category, is
power Aow, what&s power to me as a motorcycle rider. (t&s noise and
vibration, right. =ives me a sense of power7 leather ?ackets and all that
And ( love $arley because who else has their brand tattooed to their
customer&s bodies. !Laughter" ( mean, it&s incredible )ut noise and power
-hink about that, and then think about the Japanese, who owned the
market before $arley+:avidson got pretty smart about how they
marketed Aoise and power aren&t in their vocabularies (t&s got to be
smooth, and it&s got to be functioning, right $arley :avidson was so
funny7 ( was visiting one of their dealers, and this customer comes in and
he said, &( bought this motorcycle in here and it&s leaking& And (Hm talking
to the owner, who said, &$ey, everybody, he&s got a $arley+:avidson that&s
leaking& And everybodyHs laughing $e said,& -here&s no way a $arley+
:avidson can&t leak7 that&s part of what they do, they leak& $e said, &-he
only $arley :avidson + if it doesn&t leak, it&s because it&s already empty&
!Laughter" )ut they sold noise and vibration7 they sold power, and it
worked 9o thatHs the emotional need
#ne level above *atty Lund gets close to this ne>t level $e&s not there,
but he&s getting close Anybody want to ha,ard + no, let me ask you this
%ho are the most highly paid people who do the work. Aot people who
manage the work, or CP#&s Pntertainers and athletes, right. 9tate
change.
Jay Abraham Mastermind Marketing 18
Zright. 9tate change. %hat do you mean by that.
Audience Member: Pntertainers are paid that well because they take
your mind o4 of /unclear 221CC3,make you feel good
Mi"e: Bight on P>actly Aow, (Hm going to call it spiritual needs And (
don&t want to insult anybody, spiritual in my opinion does not necessarily
e'uate to religion )ut spiritual, ( see as taking all three of those lower
level needs7 our ego needs (t&s a &me& need7 it&s an ego need 9piritual
needs are those that take me out of myself -hey take me out of that
%hen ( watch a good movie, (Hm not + ( might be relating at some level,
but (Hm relating to the characters %hen ( watch a sporting event, (Hm
relating to my team Ey team is bigger than ( am (t&s greater cause, it&s
greater purpose And ( suggest that where we are going as a culture,
civili,ation culture, is up that curve 9o, 'uestion is then7 if we look at the
value added curve + ( ?ust want to give you some e>amples (Hm done a
rating system of one to C222, and (&ve rated some well+known companies
where they stand on this curve And the highest in my opinion, as (
mentioned before, is *atty Lund, and (&ll describe that in a moment And
then you had a /unclear C10C3, and (&ve put Jay Abraham&s organi,ation in
this category7 O*9, FedP>
(t was interesting, when ( did my rating, O*9 came up stronger today than
FedP> 9urprised me, but true $arley+:avidson, %al+Eart, :ell Ae>t level
down7 Eicrosoft, Apple, ()E, Cisco =ateway And then fnally, some that
don&t meet emotional needs 'uite as well7 Luest, $oneywell (n fact, Luest
was lowest of all the companies ( looked at 9o, where are you on the
curve, is the 'uestion you need to ask yourself Aow lets& take a look at
how do you do it in your business $ow do you build this culture. %here
everybody&s passionate about + everybody&s a :iane &%hatever it takes,
(Hm going to serve that customer&
@ou come up with a compelling vision %hat is the customer e>perience.
@ou have a strong sense of values -here&s a professor at *rinceton now,
writing about O*9, because of all the issues around values, and Pnron, and
everything else is going on $e&s writing an article + a book about O*9 and
about how strong their values are7 incredibly powerful Anybody ever see
a O*9 driver doesn&t work hard. -hat&s one of their values (f you&re
thinking about going to work and making money, that&s good, but you
better be prepared to work hard if you go to O*9 -hen an evolutionary
process %e talked + Chet talked yesterday about the three *&s7 incredibly
powerful stu4, and ( really applaud that kind of thinking )ut that has to
continually evolve -he problem with the three *&s that you run into + how
many of you, at some point in time, have run into an employee from a
company who couldn&t solve your problem, because they were locked in
the policy and procedures. Luite a few
@esterday, went up to my room -he key didn&t work And one of the guys
here at the seminar was with me, and he was up on the Ioor as well, and
his didn&t work either 9o we both went down to the desk And ( leave my
wallet in a seminar like this, in my room ( don&t carry it around7 ?ust takes
up a lot of space And so we went to the desk, and ( said, &( need another
key& And so did he And she said, &%ell, where&s your (:.& And he showed +
but my wallet was up in my room ( said, &( can&t + have any (:& &%ell our
policy says you got to have the (:7 (Hm going to have to call security guy,
going to have to go up to your room, you&re going to have to get your (:,
you&re going to have to come back down here7 going to have the key& (
was late coming into the seminar yesterday because ( was doing all that
!Laughter" And then Jay called on me + you all heard that 9o ( wasn&t
around
9o, that&s policy and procedure getting in the way Airlines7 ( tell, you, they
can&t + what you need to create is a culture where every employee is a
problem solver
Z!Audio missing" scheme with Kince Fagan, that marketing guru at FedP>
told me about the emotional needs, and ( had ?ust come from a seminar
called 9ynectics, where it&s creative problem solving, and he and ( were in
this incredibly creative problem+solving process, Iying out to :enver And
he had elves ?umping from logs and everything else, so ( said, &:escribe
that to me in terms of what that means to Federal P>press& And he said
&%ell, ( can get them in the door ( can get people to try FedP>& -hat&s not
whatHs important %hat&s important was, number one7 that they stay loyal7
and number two7 they tell others
And he said, &-hat only means one thing& -his is a breakthrough for him +
at that time it was a breakthrough $e said, &-hat means only one thing
Pvery person is going to be one of those little elves that sees themselves
frst and foremost as a problem solver for that customer& Fred later
institutionali,ed it, saying, &-he sun will not set on customer or employee
problem& And by &sun set,& he means the problem is recogni,ed Eay not
have been solved, but it&s been recogni,ed, acknowledged, and we&re
working on it 9o your employees have to be problem solvers, and you
have to develop an evolutionary process
Let me describe 'uickly what that looks like Kision @a+@a )ike7 what&s our
vision. ( ?ust got fnished writing it Osually what ( do is ( write a ten page
scenario7 ( put myself in the customer&s head %hat&s the bike rider want.
%e have three customers in our business the bike rider, the member
who&s the bike store that sells to the bike rider, and the suppliers7 the
manufacturers who basically have to provide the supplies and things we
need And our ?ob is to put all that together %ith our members and with
our suppliers 9o ( wrote that
And out of that came a vision statement And the vision statement
basically is, &)iking7 America&s passion& -hatHs what ( want to achieve -he
reason (Hm at @a+@a )ike, is because ( love the concept )ut more
importantly, itHs probably the most challenging leadership assignment (&ve
ever had $ow do you take C,222 bicycle dealers working with 62
suppliers, and basically change the way the industry and America thinks
about biking %e want to make biking America&s passion %e can do that if
we work together And that&s what we&re going to do 9o that&s our vision
At FedP>, when ( was there, ( wrote a vision ( was running the 9outhern
:ivision for a while7 ( wrote what was called the ideal station And (
created this vision of what that station would look like And we went
around every employee and read + and it was published in the newspaper
And we created a vision statement around it -hen, values %hat are
values. Kalues, basically, are those uncompromisables -hose things that
won&t let you be an Pnron7 no matter what happens -hose values that are
going to keep you honest and keep you sincerely focused on your
customer, and those are the out of bounds -hose are when (Hm running
down the football feld, ( step out, play stops7 ( take action7 ( do whatever
(Hm going to do ne>t
-he great e>ample that ( have of values was Colonel 9anders Nentucky
Fried Chicken Colonel 9anders + ( thought he was an icon7 ( didnHt even
know he was real )ut ( worked with a guy name Frank Ec=uire $e&s
written a book called, &@ou&re the =reatest& And Frank worked with Colonel
9anders, and he tells this story about Colonel 9anders Colonel 9anders
sold out his company $e built this franchise in the <2&s and Nentucky Fried
Chicken7 the frst franchise operation Luite fast foods and so forth And
Colonel 9anders had built this /unclear J1J;3 company to $ug /unclear3
And $ugh )lind came in7 the president of $ugh )lind, and took over )ut
there was a clash A vision clash, a values clash )etween Colonel 9anders
and the big company
And one day the ColonelHs walking down the hallway, and he sees this
meeting going on7 about 62 people in the room, and he goes and he sits
down ne>t to Frank, and ( guess he was pretty abrupt $e said, &Frank,
what are they talking about.& And Frank said, &%ell, Colonel, they&re going
to make the gravy out of water instead of milk& And Frank was about to
e>plain the ne>t part of that7 he said, &:onHt mess with my gravy&
!Laughter" %ell, there&s no 'uestion whether this was + hear more Frank
said, &%ait a minute Colonel, they&ve done taste tests, they&ve tested J22
people, nobody could tell the di4erence (t&s like three cents a serving, and
that means $C22,222 at the bottom line& And all this $e says, &( donHt
care :on&t mess with my gravy&
9o the president of $ugh )lind says, &#kay, (Hve had this problem all along
with Colonel 9anders7 nowHs the time to confront him head on& $e said,
&Colonel, whether you like it or not, (Hm going to make this + make the
gravy out of water %e&ve taste tested it7 nobody can tell the di4erence (t
doesnHt compromise our e'uality that ( can see, and weHre ?ust going to do
that, and you and ( have problems in the past ( want you to know we&re in
this for proft7 means $C22,222 on the bottom line, we&re going to do it&
And ( guess the Colonel had this habit when something like that
happened, he&d do this $e had one of those desk tables that goes like
that7 gets + turns around, starts bolting for the door And the president of
$ugh )linds said, &Colonel, where are you going.& $e says &=oing on the
Johnny Carson show, tell them this shit ain&t ft to eat& !Laughter and
applause"
9o you can ?ust imagine, they did not change the gravy while the Colonel
was alive !Laughter" )ut see, the point is, he wasn&t wrestling in his mind
about pros and cons and intellectual understanding and all that + taste
testing and all this great marketing (n his mind, that was the value (
guess when they frst sold it, they were + this is kind of a funny story + they
were at a big party7 a celebration party + sold his company to $ugh )lind
Pverybody&s there and the president of $ugh )lind comes over, he says,
&Colonel 9anders,& he said, &( want the formula %e need to get the formula
into our safe as 'uickly as possible& $e said, &%hat formula.& $e said,
&%ell the C0 or CC ingredients that make Nentucky Fried Chicken %e want
the formula& $e said, &@ou&re looking at it& !Laughter" $e was the formula
-here was nothing written at that point
#kay, so you got a vision, you got values Aow, weHre into the evolutionary
system + goals %eHve talked about that7 you know the importance of
goals -he only di4erence for me is the goals should be inclusive of what (
call the CP# of the company Customer, employees, owners 9o a
customer goal And thereHs an employee goal At Federal P>press,
customer goal was what they now refer to as the 9ervice Luality (nde> (t
measures eight things and it creates an inde>, and it&s shown daily, so
they know not only what their service is, but the perception of their
service 9o you have goals, and you have employee goals
At FedP>, it&s a Leadership (nde> As a manager at FedP>, ( can evaluate
you, my supervisor, as a manager (n terms of your leadership skills, (
can&t evaluate you #nly your employees can so there&s a Leadership
(nde>7 it&s rated by employees once a year For the investor, everybody&s
got that goal, which is stock price, value of the company or whatever
situation you&re in -hose goals have to be relevant to the people who
carry them out 9o it has to be relevant (f it&s a customer goal, your
product or service has got to be relevant to the customer (f it&s not, forget
it All the marketing in the world isnHt going to overcome that obstacle (t&s
got to be relevant
Eeaning the goals have got to be relevant to the front+line employees
%hat does that mean. (t might mean incentives7 it might mean a number
of things that are re'uired to make it relevant #nce the goals are clear,
vision&s clear + vision is like a compass7 top of the mountain+top, that&s
clear =oals are clear (t&s relevant to me (, as an employee7 :iane, will
take the actions that are in the best interest of the company and the
customer As long as the goals are balanced and relevant to me, ( will take
those actions Aow, what also makes them incredibly relevant is feedback
9o this is what ( call a cultural system %hen this is in place, you will
continue to evolve any way you need to evolve to meet your customer&s
need )ecause the people who take the action are the front+line people,
and when they meet the goals, like :iane met the goal, those actions will
be applauded, and when theyHre applauded, she&ll do whatever she needs
to do the ne>t time to make it even better
9o it&s ?ust like + and this thing is in my book7 ( describe it in much more
detail, but basically, any system works this way (f (&m a racoon in search
of food, that&s how the system works ( have a goal, (Hm hungry, ( want to
get fed (t&s relevant to me because (Hm hungry7 my stomach&s empty (
take action to look for food and fnd it ( get feedback7 ( fll up my stomach
( get up, turn my faucet on in the morning, get my shower f>ed Ey goal
is to have temperature of water that ( want ( keep fddling the knobs7 get
feedback, until ( get the temperature Pverything you do7 everything an
organi,ation does, fts into that model
%here it&s usually weak is people don&t have the feedback to the
employees7 the employees don&t know where we are -hey donHt
understand the goals ( know (Hm in a customer cultured company when (
can walk into a front+line employee and say &%hat are the goals of this
company.& And they can tell me )oom, boom, boom $ow do you know
those are the goals. %hat&s the relevance of those goals. And they can
answer those 'uestions
Let me give you some 'uick e>amples *atty Lund, as Jay said, on the
verge of suicide Literally, taking his life $e even studied it $e found out
that + how many of you heard this. :entists commit suicide C22 times
more than the average person $ow many of you know a dentist that&s
committed suicide. 9everal people (nteresting And so + even + he studied
it in the sense of how you do it $e said, &( can slit my wrists in the
bathtub, but that takes like 6 hours to bleed it out, and + or ( could ?ump
o4 a bridge in )risbane, and the problem is, people have done that and
they get stuck in the mud, and they ?ust can pull out of the mud And
they&re embarrassed as hell7 they still haven&t done what they wanted to
do& !Laughter"
9o then he asked the critical 'uestion, &%hy am ( depressed.& %hy are
dentists depressed. Anybody want to ha,ard a guess. %hy are dentists
depressed. !Audience members shout ideas" -heir customers donHt want
to be around them, right.
Audience Member: (t&s a down in the mouth ?ob
Mi"e: !Laughs" :own in the mouth ?obS Bight, perfect !Laughter" )ut the
reality is, people didnHt want to be around them And even though you like
the person, you donHt want to be around somebody who&s causing pain, or
whatever that is 9o as a result, people donHt like to be around dentists
Aow, as much as we donHt believe we need human relationship, the
essence + the purpose of human life is, in my opinion + and as Eother
-eresa said, is to love and be loved %hen (Hm not loved, ( feel that
9o at any rate, he felt it Pmotionally, deep down 9o he said, okay, if the
goal of life is happiness, why on earth would ( do something that
depresses me. Bight. (t&s a good 'uestion isn&t it. 9omething we need to
ask ourselves every day, if we&re not passionate about what we&re doing
9o he created a compelling vision &( want to sell dental happiness& Aow
that, to me + ( spent a lot of time in a dental chair, and that&s an o>ymoron
if (Hve ever heard one !Laughter" )ut that was his vision Aow, he went
through C2 years of actually + it&s still evolves today, because he applied
Z!Audio missing"
Zin talking + now here is the key ingredient to his change, because he did
a total wholesale change ( mean, from one set to CG2 degrees in the
other direction :ental happiness + met with his employees &%hat&s it like
to work here.& &(t&s terrible& -urnover in the dental industry is 62D *eople
move constantly 9o &(t&s terrible& &%hy is it terrible.& &)ecause you&re rude
to us& $e was ready to listen7 most employees wouldnHt tell you that )ut
he was so depressed7 he was totally ready to listen 9o they created
together, as a team, what he calls the courtesy system Aow, the courtesy
system + that was his values Kery simple stu4 $e wrote a book called,
&)uilding the $appiness in a )usiness& (n my book there&s also a chapter
that shows the courtesy + courtesy system is eight things
(ts behaviours %hen you want something say please %hen you get
something, say thank you %hen somebody says thank you, you say
you&re welcome, or however you want to respond in your language Aever
talk about someone behind their back, or never talk about someone who&s
not present unless you use their name in every sense 9imple stu47
kindergarden stu4 )ut as they began to do this, they began to deliver
this kind of thing, and they got into this evolutionary process7 their goal
was to + their vision dental happiness
-hey set goals Bemember ( said CP# + customer, employee, owner Pvery
day, for a while, they would meet for C2 minutes, and theyHd say, &$ow
many of our customers would refer like people to us, based on their
e>perience today.& And people would rate that &#n a scale of one to ten,
how happy are you.& As Earilyn, one of their employees called it, the
stress+ometer, because they e'uated happiness with stress %hen you&re
stressed out, you&re not happy, period -hat&s how it works and ( think
science shows that 9o they did that -hen third, they ran a weekly + not
monthly, not 'uarterly + weekly proft sharing program, and then cover
revenue 7$ow much revenue did we do today.& And they kept that up
(t was ama,ing what happened -hey began to evolve, and now if you go
there + (Hve been there like fve times -he frst time, (Hll never forget it $is
advice to you, and you heard pieces of it, is basically this As
entrepreneurs, here&s what ( want you to do Lock your doors, take your
name out of the phone book, stop all advertising, and fre <6D of your
customers $ow many are ready to ?ump at that. !Laughter" AlrightS
-hatHs great 9o that was his advice
%ell, what he did is, it started out + you heard in the interview, by referral
only And what he did is he made it + there&s a contractor, a signed
contract, that shows &%hen you sign up for *atty Lund&s practice, frst
thing you get is a book in the mail, and it&s got a hand+drawn colour map
on the frst page7 shows you how to get there -hatHs what ( got And when
( went to it, you have to ring the doorbell, ?ust as *atty described it, and
then you&re shown to your individual room And they leave the door open
that much7 it&s a small room And then Earilyn can + now, my names& on
the door &%elcome Eike )asch *atty Lund :ental *ractice& ( was ?ust
there to interview7 ( wasn&t even a customer 9he put me in, and Earilyn
sat down, and pretty soon there was a knock on the door %hy a knock.
)ecause it&s my door
And Joanne comes in and she said, &$i, Er )asch *aul said you like
deca4einated cappuccino and blueberry mu8ns (s that correct.& &@es, it
is& And then Earilyn said, &%e celebrate tea here with silence, so if we
could ?ust honour Joanne as she serves us& And Joanne served us in Boyal
:alton china7 in a silver tea set And so she served us And then ( began to
ask 'uestions ( asked Earilyn, ( said, &(s this duplicable.& )ecause (Hd
already talked to some customers, and they said + one guy Iew from
9ydney to )risbane to ?ust go to the dentist $G22, round trip And said,
&-his is the greatest e>perience (Hve ever had, and (Hve been to a lot of fve
start resorts&
And ( said, &Earilyn, if your husband moved to 9ydney, and you had to
move with him, would you do + could you do the same thing in another
dental o8ce.& And she said, &@ou mean he gets transferred and ( go with
him.& ( said, &@eah& 9he said, &(&d divorce him frst& !Laughter" -ongue in
cheek, but true -his place is a happy place, they&ve got it -hey&ve got
the best business in the world -he only way ( can describe it + ( talked
about spiritual, unconditional love ( was there two hours, ( was doing
seminars in Australia, two weeks away from home 9tressed out, living for
+ in friend&s homes, but that&s always a little stressful ( walked out of there
at total peace with myself -hat&s what he&s created in a customer
environment
-hat&s a customer culture (&m going to go through these very 'uickly O*9
=reat vision :etermined people, working together, can accomplish
anything, :etermined people create their conditions7 they are never the
victims of And there was only one e>cuse for non+performance at O*9,
and that is you weren&t determined enough %ouldnHt you like to be in a
culture where all of your employees +and they have J22,222 of them +
have that determination. *olicy book is strong, and they have the same
evolutionary process
Compelling vision7 we did move from &=et the packages,& to &Absolutely,
positively overnight& 9trong sense of values, evolutionary process @a+@a
)ike7 compelling vision %e want to America&s + we want to make biking
AmericaHs passion7 that&s out vision (t&s not our O9* (t&s our vision (n our
business, weHre dealing with C,222 + or we will be dealing with C,222
retailers and 62 suppliers, and eventually consumers or bike riders7 we
need to build trust -hat&s + whatever it re'uires to build trust, that&s the
beginning of our values Aow, (Hd like to very 'uickly give you a process
you can follow, and this will ?ust take a second
(Hm going to suggest this )oth Federal P>press and *atty Lund did one
thing that was common to both of them *atty Lund in an eight person
dental o8ce, Federal P>press with C62,222 employees And that is they
created a hierarchy of /unclear 61663 -hey e>amined why people would
not want to do business with them (n the dental o8ce, simply getting
employees a Iip chart and having your employees or you, yourself list
why people donHt want to do business with you or your industry And then
they took an hour a week + they identifed those things customers donHt
like, they had their employees vote on their top three7 they created a
hierarchy, and then they solved them FedP> did the same thing Pight
things, reasons why you would hate doing business with FedP>
Aumber one7 ( lost or damaged your package -he last one + the least
worst thing ( can do is day late CC122 instead of C21J2 (dentify those
things And then they took employees and they had employees work on
solving them %hy not the owner, if you have employees. %hy not the
owner. )ecause when your employees do it, they&ll deliver a great
service, because theyHll have identifed it, they&ll have solved it An
e>traordinary service delivered by its creators (f you create it, you better
be ready to personally deliver it
Aow, Jay + and this is the last slide Jay tells you one thing + ( mean
thousands of things, but one of the things you get clearly with the way he
operates these seminars is, what life&s about is giving and receiving %e
breathe in, we receive %e breathe out, we give And that&s what it&s all
about, isn&t it. (t&s giving and receiving, and that&s +Jay has you get up to
give, because you&ve received some ideas, you&ve received something
that works for you =et up and share it7 give it to somebody else -hat&s
what makes life work -hatHs what moves us up that curve Aow, (&ve given
you what ( could give you in an hour, and ( hope you appreciate it ( &d like
your help
#ne of the people that came here yesterday said, &Look, (Hve heard some
great ideas, but what ( love about this place is the energy in the room
$ow many of you would agree with that. !Applause" (t&s incredible stu4
%here ( need you help is this %e&re trying to + we&re taking + from me, the
biggest challenge of my life, is to get consumers everywhere across
America passionate about biking 9o (Hd like you to repeat after me, and (
want to do it with gusto and with energy )iking is AmericaHs passion
)iking is!Audience shouts &America&s passion&" )iking is!America&s
passion" #ne more time )iking is!America&s passion"
-hank you very much @ouHre a great group !Applause" !Eusic plays"
Jay1 #ne sec Aow, everybody here that (Hve chosen, are e>pert and
original and really defnitive thinkers on their sub?ect, to where they could
go hours and hours and hours and do you service And ( put them through
an insanely unfair process of trying to compress it and then paring it
down, and then making it so sinewy thatHs itHs awkward, and it&s because
(Hve got to get enough of our stu4 in, and (Hve got to progress with + Eike, (
bless him, is here until when.
Mi"e: Ontil the rest of today
Jay: Best of today7 he&s at the tables most of the time, right. %rong.
Mi"e: @es, right
Jay: -aking notes $eHs going to continue
Mi"e: All the time
Jay: everything, he&s here, he&s got a world + he and ( go back a long
way and ( frustrate him in many di4erent ways, many di4erent places
around the world, haven&t (
Mi"e: @es
Jay: And ( + we&ve been to three di4erent continents together, me
frustrating him )ut he&s a wonderful man, heHs got a heart of gold, and
he&s got a knowledge base to die for, and he understandsZ!audio missing"
animate the spirit of your forces, and ( hope you really got something
out of it, but ( canHt let anyone who&s as bright and got the enormity of
perspective that he has, ?ust go + all the things you ?ust said, and that
wonderful conclusion notwithstanding, what are the three most important
other things they should have gotten out of what you&re here for, and if
they never see you again, and you had any inIuence on their business or
personal lives, what do you think they got to take home and do.
Mi"e: %ell, number one +( said it but ( didnHt do it ?ustice -his hierarchy of
horrors %hen ( got back over clients after years of people who have
followed some of the things in my book and some of the things you&ve
seen *eople who have done the hierarchy of horrors say that&s the most
single strongest thing they can do And they make it an evolutionary
process, so thatHs number one
Aumber two goes back to Jay&s stu4 ( think this whole idea of setting up a
system + make sure you&ve got the feedback system %hen ( look at where
+ big companies and little companies7 it doesnHt matter what si,e7 where
they fail is they don&t have the goals, they havenHt made the goals
relevant to people, and they haven&t provided the feedback %hen you do
those three things well, people will act in the way that you want them to
act to produce the business, or produce the relationship, or produce
whatever you want Pven if it&s a new set of procedures, or new policies
%hatever it is 9o that&s number two
Aumber three is to really + and this goes back to kind of number one, to a
certain e>tent #ut of that /unclear C10M3 that you defne about why donHt
customers want to do business. -hat&s where the break through come
from %hy don&t they want to do business with me or my industry %hat
*atty Lund said, you know, they don&t want the pain, they donHt want smell
and + when they walk in )ecause smell is the most basic human instinct
there is %hen you smell something that reminds you of a bad e>perience,
you will turn negative @ou have no control over it7 unconsciously, you
will turn negative And not even know why
Jay: #r dirty bathroom in a restaurant
Mi"e: *ardon.
Jay: #r a dirty bathroom
Mi"e: #r a dirty bathroom in a restaurant O*9 washes every truck every
day, to create that perception of 'uality that people canHt get + because
you can&t see what the dentist is doing in your mouth 9o they tackled
each of these things 9o the third thing7 once you have the horrors, then
create that vision %rite, sit down and ?ust kind of ` stream of thought (Hm
a customer *ut yourself in that customer&s mind And ( always pick out a
person ( know Like, the last one ( did, ( wanted to market to mothers of
teenagers And ( put myself in a woman named 9usan, and ( was in her
head, and ( wrote about her three kids $ow her family is losing touch with
each other, and how one kid&s spending all day watching television And
how when she got bicycles in her life, and now her kids are e>ercising and
sheHs got + her husband and her whole family is together again 9o (
created this whole vision around what it would be like if America&s people
were passionate about biking
And so that vision will then drive our strategy, it&ll drive everything else
we do as we move (Hve only been with the company now three weeks,
!Laughter" so it&ll drive everything we do from here on in terms of
building a system, a process that will truly reach out to America&s people
and get them more passionate about biking
Jay: -hanks Last 'uestion %ell, two 'uestions Are you going to be
available for our strategy panel later.
Mi"e: 9ure
Jay: Ae>t 'uestion is, of all the entrepreneurs, you&ve had the good
fortune to be impacting + and particularly the ones you&ve impacted in the
fve or si> or seven, or number of programs of mine youHve been at
%hat&s the biggest, let&s say, leverage that you haven&t touch on. -hereHs
got to be one more thing that + it&s like where you go, &#h shit, ( should
have said this, but ( didn&t have that in +& %hat is it.
Mi"e: (t was a hospital + remember ( said ( got the $arley+:avidson a
hospital. And the hospital had an emergency room + this is so funny And
the CP# of the hospital was in the emergency room7 he cut his wrist or did
something %ent in as a patient And eight hours later, somebody looked
in on him !Laughter" All during while he was waiting, he could say, &(
could obviously stand up and call attention + but my customers arenHt
doing that -hey&re not paying attention to me, they&re not paying
attention to our customers 9o we put together a group of people7 ten
people, employees 9pent a day and a half -hey devised their
performance strategy for + his deal is get it + the average time in the
emergency room is three hours and seven minutes -he employees
working together7 day and a half Aow, took them three months to
implement :ay and a half7 came up with the process that basically got
them down to less than an hour =ot + as one of the nurse that was in
charge of the pro?ect, what we call our champion, said, &%hen you started,
we had C2 people -wo doctors, and admins and nurses working together7
now we got G2 people rooting around down there to fgure out to make it
better for the customer& Pnd result1 they called a census + how many
people come into the emergency room, which is the gateway to the
hospital for getting business and growing
Jay: 9o they took metrics.
Mi"e: $uh.
Jay: -he had metrics
Mi"e: @eah, that&s their metric M2 a day, within three months after them
implement, si> months after our pro?ect started7 CJ2 a day -hat kind of
increase
Jay: -hat&s ama,ing
Mi"e: )ecause the people got involved, they
Jay: -he last lesson is.
Mi"e: -he lesson is, get your people involved to solve the problems :onHt
solve them yourself ( heard somebody make the comment7 and (
understand + after Chet&s + youHve got to pig+headed about getting them to
follow up /procedure @es, you do, but my belief is involve them, get them
involved, get them passionate and let them tell you how theyHre going to
do it %hen you walk away from this seminar, youHre going to come up
with ideas )unches of them *ick one or two ideas )ounce it o4 them,
get their feedback, get their involvement Eake them part of the strategy
and the tactics to pull it o4 And if you do that, you&ll see these ideas that
normally dive down, ?ust as Chet said7 you&ll see them begin to take an
energy of their own, and at some point you can step back and ?ust watch
it happen
Jay: =reat Eike, thank you so much Appreciate it, man
Mi"e: Jay, thank you very much
Jay: -hank you ( have the honour and the pleasure of introducing to you
four gentlemen that ( very greatly admire they are my four sons -hey
happen to be here !Applause" Come up here -his is Jordan, age C; 9ay
hello !Applause" -his is Rayn, age C0 -his is Bidge, age C2, and this is +
who are you. 9age7 we think he&s Charlie Chaplin, because he looks like
him, and they came down + we were going to teach you the Eacarena
Onfortunately, we donHt have the Eacarena after we practiced up in the
room for about + ( didnHt, but they did 9o because ( think you need an
energy boost, because (&m going to do something very important, we&re
going to have 9par help us for two minutes, teach you + what, 9par. %hat
are we going to teach them, Eichelle. (Hm sure you all want to learn the
-ime %arp, when you go home and show them what you got for $6,2227
don&t you. !Laughter" 9o we&re going to all get upZ!audio missing"
( like that #kay, now my boys are leaving, but one of them is going to
stay and work, so he likes tips -he little one&s going to work in the
registration booth7 ( donHt know what he&s going to register %e told him
there&s another seminar coming up !Laughter" ( need a tall stool (s that
the tallest one we got. #kay 9erious business now :o you like Chet.
!Audience says, &@eah&" And unfortunately, he&s got great methodologies
$e and ( have been doing some really killer stu4 together and he was here
for all of you, but also, later on, certain ones of you want to talk to him if
it&s appropriate, but that stu4 will transform you, particularly once you get
my methodology -he reason most people donHt do as much as they could
or should or will, now, with my methodology is they don&t have a system
-hey donHt have a process or procedure
:id you get pretty + did he get really good into the :ream C22. :o you
understand the leverage in that. %hen the big one falls, everyone falls
-he great e>ample and it&s a composite of that coupled with endorsement
@ou&ve all heard the story + and it&s told about four ways (t can be about
Bockefeller, it can be about )ernard )erue, it could be about Bothschild +
that somebody went up to them and wanted to borrow money form them,
and they said, &Ao, but (7ll do something ten times better (7ll walk arm in
arm with you twice, up and down the stock bourse + and a bourse is the
stock Ioor + and after that everybody will loan you all the money you
want& And you have to reali,e, once you have the big inIuence,
everybody else falls
Alright, pretty hot day, donHt you think. ( was talking to someone outside
and ( said, &-his is probably the best program (Hve ever + not the best
program (Hve ever done meaning ?ust it&s a great program7 although it is,
because you guys are great and (Hm in a really good mood + but it&s the
greatest + it&s the most forgiving program ( love hot cars, but ( canHt drive
worth a darn ( had a Ferrari )o>er one time for si> months, and ( blew si>
clutches ?ust going out of my driveway, swear to =od And it was $0,222 a
clutch, and ( thought, &( canHt handle this& And when ( was talking + ( was
dating my now wife and trying to impress her, so ( talked to her like that
and the car would go veering o4 )ut we have a *orsche + we had a lot +
she&s got a really gorgeous + and ( can&t drive worth a darn, but you can
mis+gear and it&s forgiving
-his program is so forgiving, it doesnHt really matter where you start and
where you end up, it layers so well, and it&s got so many back+ups and so
much redundancy, both in preparatory material and the workbooks7 and
tomorrow when you get the tactical stu4, it&s ?ust to die for that you can&t
go wrong (t doesnHt matter where we end up ( have one issue (Hve got to
talk to you about candidly, because it&s a great + you guys are $622,222
minimally ahead on this deal and don&t know it, and it&s something ( have
to talk to you about, and this is very sincere And you&re the benefciaries
of something that really ( wasnHt going to do, but you&ve done it now and (
need to engage your absolute moral commitment to treasure an asset
that you are now the custodian of, with absolute respect
@ears ago, when ( did seminars, ( spent millions of dollars 02, actually (
used to make it a point to give everybody in the room the list of
everybody in the room, because ( wanted everybody in the room to
collaborate, to network, to beneft each other, and after spending $02
million to go across the road and fnd the C2 or C6,222 people, about 6D
of the people who got it turned out to be bad apples, and they turned out
to be very self+serving And they used the list to hustle and to do all kinds
of marginal self+serving things, and they decided maybe they werenHt
going to follow through, and Jay Abraham didnHt give me value, so they
gave it to other people, and it got whored, and it got brandished around,
and ( was ?ust heartbroken
And ( swore ( would never, ever, again, on my own give a list to anybody (f
you want it, you have to work hard )ut Carl, well+intended, because he
didn&t know my belief system, gave you all a copy A copy that cost me a
half a million dollars to build A copy that, very precariously, holds in it all
of your names, all of the data on you ( have a couple of speakers (
wouldn&t give it to ( won&t retract it because you are in possession of it (
would ask you, ( would hold you to a higher level of responsibility, to use it
for what it was intended for -o network, to mastermind, to beneft from
(Hm a very nice person, ( am like so giving most of the time, but if it comes
to back to me + because (Hm in a point in my life where ( donHt want to see
the surly side and the self+serving side of humanity ( donHt like it (f ( see
anyone use it wrong, ( will be + you will be smitten *lease respect it and,
understand that it&s a gift of the highest magnitude7 that ( won&t take back
but ( would hold you to a higher standard, to treasure and please don&t use
it imprudently *lease donHt be self+serving about it ( spent $622,222 on it,
and please donHt get it out of your possession ( would be more than
upset Can ( have your commitment about that. !Audience says, &@es sir,
and applauds"
(Hm going to do something + ( have three choices ( chose door number
two ( have something ( need to do, which is the strategy of pre+eminence
(Hm going to do it probably a modifed long form, and you&re going to have
to work with me ( &ve done it many di4erent ways -he best way ( ever did
it was the most free+form ( have a transcript of that ( was up in the room
for an hour and a half trying to modify it and (Hm going to use it as
reference notes (&m ?ust going to speak to you from the heart And then
we&ll go in and out of currency and history, and then at the end (Hm going
to do a great favour to you (Hm going to take the chapter from my book,
which is a distillation on the strategy of pre+eminence, and (Hm going have
them send it out tonight, and make copies for you for tomorrow 9o you
can basically + if you like it + so youHll have a reference mode, and you can
put it in your workbook #kay. !Applause"
( donHt need that, (Hm ?ust telling you what (&m going to do )ut youHre
going to have to be tolerant, because this is going to be a little bit more
free form babble than normal ( need some sparkling water and a co4ee,
please And if ( don&t do this, ( will do you an irreparable disservice
:oesn&t roll which is good Alright
( want to talk openly about something that should forever transform your
life !Audio missing" Zstrategy that ( thing very few people, other than
ones ( have inIuenced, and people have benevolently or selfshly
appropriated it and tried to disseminate it, understand (t was inIuenced
by a client of mine that grew from $C222 to + Ea> Friend + to 062 + ( think
they were up higher than that + $062 million (t was the entire premise
that about ten other businesses that the president of this company built
on ( was able to trade them a 'uarter of a million dollarsH worth of
consulting for the privilege to spend a week picking the minds of a bunch
of their senior e>ecutives, and the president, on what his real strategic
mind+set and focus and belief system was
( worked it down to a methodology, and a strategy ( call it the strategy of
pre+eminence (&m going to read from my notes and then (Hm probably
going to summari,e it from a di4erent vantage point, and if you&re on to
me yet, ( like to say the same thing from many di4erent points Aot to be
redundant, not for you to say, &#h ( already heard that before,& but
because it is so important, in my mind, to use + so pivotal, that ( donHt care
how ( reach you, ( ?ust want to reach you :o you understand that
Aow it&s hot in here, or maybe it&s ?ust form the dance :o you think so. 9o
we&ll wait a minute7 if it&s still hot, we&ll tamper it down, but it could be ?ust
because we&ve e>pended so much energy
#kay, so (Hm going to go over the notes and then (Hll free form a little bit
9o ( had this client that&s incredible, ( traded him a 'uarter of a million
dollars a time %hat ( got in e>change was the ability to pick their minds (
had 0222 pages of notes7 reduced it down to a bunch of bullets that (
donHt have here with me -hose bullets were really reference oriented
9o let&s start with the fact that these people had a totally di4erent
philosophical bent that they used from the get+go -he frst gentleman +
that they shared with me was the foundational pillar, and their success
was that they strived, literally, to have enormous respect and empathy
with their client they saw their purpose, this company, that ( patterned
the strategy of pre+eminence after7 as selling leadership, as opposed to
?ust sort of being a wet noodle, and letting people buy whatever they
wanted whenever they wanted -hey saw their purpose and their role in
the relationship with their client, as being a leader Authoritative, a
consultative force to reckon with, in the marketplace -he defnitive force,
actually -hey saw it essential that they telegraphed and communicated
and conveyed to their clients and prospects the essence of the fact that
they felt the way they felt -hey shared their hopes, their dreams, their
fears, their desires (n other words, &( feel what you feel ( understand what
your problem, or your opportunity, or your goal, or your concern, is&
-hey saw it as a very distinct di4erence, being between ?ust giving
information, and giving e>pert, authoritative, consultative advice -hey
saw their role as telling people, &Look, hereHs what you should do about a
problem or situation, or an opportunity,& and then, &$ere&s how, and
specifcally, why you should do& And then supporting it with a compelling,
irrefutable set of defnitive facts -hey saw their role as helping people
focus on issues they&ve never fully verbali,ed before (f ( had time + and (
was going to do it here, but (Hm running late + ( would ask you again to
write down your biggest challenge, your biggest frustration7 as specifcally
as possible + your biggest issue, your biggest 'uestion, and the biggest
opportunity you&re trying to get close to, and then (Hd have you lift your
head up and have everybody look at everybody in the roomV
(t would be liberating, because most people never articulated it -hey&ve
never put it into tangible, solid words And when you do, it&s like, &%ow,
now you can get your hands on it& (t&s in words7 it&s solid, it&s no longer
this elusive, haunting, enigmatic, frustration that ( ?ust have a gnawing,
sort of a dis'uieting feeling in my gut $old on #kay
#ne of the most critical points ( need to make to you here is that so many
of us are struggling ourselves, to get clarity about things @ou came here
hoping to get clarity, and hopefully as we&ve e>plained things, if you look
at your faces, if you look at your body language7 you&re feeling more
confdent, aren&t you. @ou&re feeling more certain @ouHre feeling more in
control @ou&re feeling less stressful, like the answers are now within you7
because you&ve gotten a lot of the pieces of the pu,,le @ou are certainly a
business owner, entrepreneur, /unclear ;1663 oriented manager, or
professional )ut guess what. @ou&re also a man or a woman7 you&re a
human being And as such, guess what.
@ou have the same feelings as everybody else @our client, your
employees, sta4, partners, vendors, advisors7 theyHre no di4erent -hey
are no di4erent @ou have to bear with me because (Hm attention defcit
and ( got a bunch of transcribed notes, and ( lost my highlighter
somewhere Eaybe you found it =ot one. :oesnHt matter ( needed to do
it two hours ago, wonHt help now $ere -hank you though (f ( had this two
hours ago + where were you two hours ago when ( needed it. Aren&t you a
psychic marketer. @ou should have knocked and said, &( donHt know why,
but here& !Laughter" @ou ever see Close Pncounters of the -hird Nind. (Hm
going to start making mounds of clay that look like highlighters
!Laughter"
%hat they&re saying is, most people donHt even have a good picture of
what it looks like -hey donHt even know what &it& is -hey ?ust + like they&re
trying to grope -hose people could be your clients, those people could be
your team members, those people could be your loved ones %e donHt
even know + again, they need a picture painted for them %e donHt even
know7 we donHt even have some of the phrases or clarity on what we feel
and what we&re bothered by, or what we&re e>cited by, and your ?ob, as
the ultimate, most trusted advisor, is to help them get clarity Articulate7
put words, pictures, so that they see that you get it -hat&s what (Hm doing
for you, and if it feels good, it&ll feel ?ust as good for you to do it for them
And it&s not ?ust + and (Hve got to say this +there&s three categories of
clients ( wonHt do that + (Hm switching a lot of things in and out, so it&s
going to be a little frustrating @ou have three categories of clients #ne
pays you, two, you pay #ne of the people work for you, the other
advisors, vendors that you use @ou need them all engaged, you need
them all seeing that you see life better and that you e>pect a lot from
them, and you&re contributing a lot to them, and you want them to be
successful and prosperous, and that&s how you get greatness across the
board And that&s the only way you&ll achieve the levels of growth you
want
%ith these people that ( based the strategy of pre+eminence on + thought
that we donHt even know defnitively what we want because we&re
struggling And your ?ob is to put words to it, to assume + you should
understand one thing And hopefully ( donHt come across really as arrogant
and cocky ( come across as really knowing where ( 7m taking you %e&re
on a ?ourney ( know what you need ( know you think you&re uni'ue and
di4erent, and you are in many ways, but youHre not in most ways And (
know where to take you , and ( know that if ( take you on+ there&s a lot of
routes ( can take you there, and we may do a little scenic one, and you do
not + you ever go on a rafting trip, anybody.
%e go rafting a lot -he most impressive and ama,ing rafting company,
#ars, is good friend of ours, a client, and we&ve gone on fve or si> tours
and we go rafting (t&s cool because they pull wherever they want, they go
on hike or whatever, about C0 di4erent paths they can )ut they always
get to the end and itHs always a great e>perience And that&s sort of what (
try to with you, and if you attitudinally reali,e that&s what you&re doing for
your clients, thatHs what youHre doing for your loved ones7 it&s a pretty
neat liberating attitude
Also, people + some people used to + ( hope you don&t + they think (Hm
wasteful of time because ( do things like bring my kids up or do the time
warp (Hm not @ou want to liberate and harvest, not harness $arness, but
not constrain your creativity Let yourself be playful, let yourself be
childlike Ean, ( rode a bike and did cra,y things, you can do that Are you
any less important. Ao )ut have fun Anyhow, people that help us
understand and acknowledge, articulate, and then take action and
formulate a defnitive and compelling strategy to get a result, normally
gain our trust, donHt we. @ou trust your attorney when he helps you out,
you trust your accountant when they help you fgure out a plan for you
fnancial planner And if you donHt then it&s their fault, because they
havenHt really given enough true value And educated you enough
Ask yourself this 'uestion (Hm going back and forth because (Hm making a
lot of parenthetical comments, but this is so important that (Hll summari,e
it in a di4erent way at the end (n your business, in your life, in your
critical necessity buying and your indulgent sort of accessory buying, and
your vanity buying7 man or woman7 did you really gravitate towards
someone, and people who lead you, who guide you, who appreciate you,
who appreciate what you&re trying to do, who are empathic but
authoritative7 not condescending, but really ,ero in on your needs. @ou do
donHt you.
%hy should it be any di4erent with the people you&re selling to. ( really do
get you, even if you donHt know that ( get you at a deep level 9o do most
of the people here, and the ones that donHt, it&s only because they need
some connections, and once they make it, then they help you (t&s a big
di4erence -hese people that ( based this on7 they felt like their critical
purpose was the present views that their clients could trust Absolute
trust Again, leadership, leadership, leadership, leadership they saw their
role, their function, their purpose, their advantage, their positioning, their
pre+emptive position as being a leadership authority7 although a
benevolent one An empathic, a /unclear3, loving, but a very focused,
very, very unIinching, very, very committed
( donHt mean loving in the wrong sense, ( mean, the ?ust really love their
clients and they wanted the clients to get the best possible outcome -he
greatest possible result -he biggest imaginable success -he greatest
level of protection -he least amount of pain, su4ering, of harm :oes that
make sense. -hey really felt it, and they made all their employees feel it,
and if they couldnHt feel it, they fred them Beally ( mean, ?ust because it
?ust didnHt work in their culture $old on
#ne of the things that comes in + it comes back from some of the referral
things7 these people had great respect for their clients and for their
clients& intelligence )ut they also had great respect for the value they
brought to them -hey believe that people inherently donHt trust the
system and the system can be many things (t can be the system of + it
could be big, big, competitors )ig business (t can mean the way the
government mandates (t can be the ta> system, it can be our current way
of life (t can be the rat+race (t can be the fact that everyone is relegating
everybody to being a commodity, and it doesnHt limit itself ?ust to
business
$uman beings feel like commodities too #ur wives, our husbands, our
employees, out delivery people, our vendors (t goes both ways And
empathy and respect is really a powerful factor Pveryone feels like they
are a commodity, so they donHt& feel like they have any connectivity to the
rest of the world the feel static and out of connection -hey feel like they
have no real purpose other than make your money, or do this @our ?ob is
to make people see they have so much more purpose in a more totalistic
and global e>panse (t&s a real big issue in this
)y the way, those of you who are not entrepreneurs or professionals, or
managers but you were lucky enough + probably screaming and kicking +
to be invited to be here7 you got the chance to do this in your career For
all the people under you , above you7 you have the chance to do this and
touch people inside and outside your business at levels you&ve never
imagined @ou can incorporate this into all elements of your life -he
company that ( based this on, they see themselves + they saw and see
themselves + as representing a refreshing alternative to the mundanity,
the norm, and the patronage that most people in business represent -hey
see and saw themselves as there&s everybody else and thereHs we +
there&s us And we&re so defnitively di4erentiated7 weHre so pre+emptively
di4erent -hey really believe that, and they are
( believe that about myself, and you should believe that about yourself,
because you are -hey saw+ they don&t take the premise of wanting to be
mainstream, because they think that mainstream is a commodity, and
mainstream is non+distinctive, and mainstream has little value -hey + this
client that ( based this on believe that most people are inherently upset,
mad, irritated, because they don&t trust the system -hey need someone
to confrm that that viewpoint really is right #r at the very least, there is a
superior approach, a better alternative
Bemember ( said to you the frst day,& @ou unintentionally are limiting,
restricting, impeding the number of clients, the si,e of the sale, the
profts, the repeat, the value of the business %ell, that probably, if you&re
the right person, here for the right reason7 that confrms a gnawing, non+
defned, non+verbali,ed belief that you had all along, didn&t it. &Ah, he was
right& )ut now (Hve got to prove it, then (Hve got to show you And when (
do, it&s very liberating ( have your trust ( could have you + if ( did it
benevolently + march through that wall, and youHd try if ( told you it was in
your best interests and ( did it because ( believed it was And ( wouldnHt
breach that ( wouldnHt have you do it if ( didnHt $old on
-hey take a very positive, a very hopeful opportunity in this dilemma that
everyone is su4ering, and they see their role as representing hopefulness
Clarity Liberating alternative that gets you where you want to be, and
they see themselves as probably the only company today that can fully
articulate where and what it is you do want to be or get -hey take the
role of basically conveying to people they&re not ?ust being told + that
theyHre not being told the entire truth, or they&re not seeing any option
available to them And they take the role that, &$ere&s the truth as we see
it& $ere&s the truth as we see it7 we see it a little di4erently %e see it a lot
di4erently %P think, &-hat&s nice, and there&s a good case for that, but we
think there&s a di4erent, thereHs a better, a more e4ective, more
impactful& And it&s a very powerful role
-hey believe that most people donHt know what focus is until they&ve had
it made for them ( made + at one of the programs, and ( didnHt do it + and
thereHs a reference here ( took this from another program, obviously, and
at the other program, ( took a moment and e>plained the meaning of
business life and that was very helpful, so (&m going to, in my attention+
defcit way, e>plain the meaning of business life for about two minutes,
alright.
(t&s really very simple -wo things ( think ( said the other day, ( had to save
you half a million dollars on therapy, or maybe ( did it today (t&s a process
-his conversation is as good as it gets, and that&s wonderful And thereHs
none of you that are more or less important, and there&s no one in your
world, whether it&s the ?anitor or whether it&s the president of the bank7
that is more or less important, and you can learn from everyone7 and
everyone has perspectives and mind+sets that you can gain from -hat&s
the frst thing -he second is, whenever two people come together for any
transaction, whether it&s business, whether it&s love, whether it&s
fraternity, whether it&s charityZ!audio missing"
,,, party better o4, because you were in their life for whatever moment, or
whatever years or whatever action you&re in -hat deals with your
employees + ( know you&re frustrated because you&re trying to get them
the most productivity, but you should re?oice and you should try to set an
environment, and teach them, and collaborate with them7 so they can
have the best life, they can make the most money, they can have the
happiest family, their kids can go to the greatest schools7 they&ll be the
greatest success, and that should be one of your purposes, and you
should bring them into the method to your madness )ut it&s a very
liberating attitude if you can gain it (f you don&t, life is really boring, and
pretty pitiful )ut if you get it, and you fall in love with your clients more
than you fall in love with your business, it is ?ust liberating
(Hm lost, so ( got to fnd my place And ( got + about making people better
o47 ( wish ( could say itHs an original thought (t probably verbali,es
something that ( inherently did but never put words to, but that ( got from
the interview of Fran -arketon, and ( think we had that interview
transcribed, hopefully in tactical force (f not, (Hll be disappointed (s it,
Bick. ( can&t remember, but we&ll see + youHll see tomorrow, because we&ll
give it to you $old on 9o most people donHt know the meaning of
business life @ou have be able to demonstrate and show it to people in
actions, not words And ?ust keep in mind, the same feelings that (Hm
hopefully able to stimulate and stir and open+ ?ust pick it up + and you are
the same feelings, relatively speaking, that you can open up in the minds
and the hearts and the actions of your clients and prospects7 and your
team, and your vendors, and it&s pretty powerful (t really is
-hey&ll do everything for you because you&ll do everything for them,
because you really + you have a passion for them, and you see how much
of an impact you can make in their lives -hey felt + these people felt like a
key element of their function was connectivity and to help people take the
ne>t steps -hat it did no good to say + ?ust give them a data dump of
information, if their clients and prospects didn&t know what to do with it
and why )ut there aim was to always connect all the dots =ive them a
plan $elp them take the ne>t step *rotect them Eake the ne>t step
logical, easy, appropriate, obvious -hey saw, importantly, that their role
was really their ability to put into words what people wanted but could not
articulate on their own And then to help people get clarity, and then build
on them an action plan
( submit to all of you that youHre missing an enormous opportunity if you
donHt take that role of verbali,ing and articulating + and ( go out of my way
to do it @ou might think (Hm cra,y when a speaker gets ready to go o4,
and ( nail them for more clarity and more articulation, but doesnHt that
make a big di4erence :oesn&t that open it all up -he same phenomena,
the same dynamic, the same methodology, the same tactic (Hm using is
what you can use And it works Aot because itHs manipulative, but
because it&s the most benevolent and honourable and wondrously
contributing thing you can do for people
@ou&re helping people get o4 their chest something that they maybe
carried with them for a long time and never + it&s terribly relief giving -hey
watched how + this company, watched how people felt when they found
someone who got it %ho understood it. %ho cared. (Hm going to try to
tell you by stepping outside of this e>perience that (&m orchestrating is
that you are a human being And human beings are immutable, from the
time, whether youHre religious or whether youHre an atheist, and you
believe =od put us on the Parth or fsh crawled out and turned into man7 it
doesnHt matter From that point to the time there&s Armageddon, or weHre
annihilated by nuclear holocaust7 human nature is human nature, is
human nature
And you have the wonderful opportunity to contribute to it at the highest
levels, and have the greatest ?oy in + (Hm having a great time Can you not
tell that. (Hm having fun )ut (Hm having fun trying to change your lives
forever, not having + trying to be a brilliant platform speaker who&s going
to get C2&s on the ranking ( donHt care if ( get ,eros -hat&s not what it&s
about (t&s about changing your life so you can go back in your businesses
will be valuable, and you&ll be able to contribute to a lot more people and
help them and protect them and enrich them, and you&ll make a lot of
money, and you&ll do good work with it, and youHll retire and have
happiness, and your family will have more of your time and get the best
out of you because you won&t be stressed out, and that&s the same kind of
a mind+set as far as futuristically looking transaction ally at the impact
you have on people (t&s ?ust wonderful $old on
Eakes sense, doesnHt it. @es #kay, they saw themselves selling a point of
view Aever saying, Q:o you want +& never saying &#h, do whatever you
want, everythingHs okay& that would be to steal And (Hm going to
interchange ( believe you have a moral obligation (f youHre going to be
the most trusted advisor somebody has7 a fduciary7 you have a moral
obligation to never, ever, ever allow anyone to buy less than they should,
a less combination than they should, and less 'uality levels than they
should, and less fre'uency than they should Aot for your best reasons,
but for theirs, because they will get a lesser outcome :o you understand
that. At the very least, you owe it to them @ou owe it to them to educate
them
*oint of reference Am ( screwing up dinner. %henHs lunch supposed to
go. @ou want to go to lunch or you want cold noodles. @ou make your
choice7 it doesnHt matter #kay, presume + i need a glass -his is dirty7 (
need a white glass, clear glass Anybody got a clear glass at your table.
(&m not going to drink from it7 doesn&t matter Could be + it could be + it&s
okay -his is fne, thanks A reference *retend ( am Jay Abraham and ( own
Jay AbrahamHs bottled water shop and water bar, and + what&s your name.
%hat is it. Aarima comes in and throws a dollar on the bar and says, &(
want a half a glass of water& (f ( go, &#kay, sure Ao problem& And ( go +
and i pour it and give it to her knowing as ( do that she needs to get seven
and a half more of these each and every day, so that her body&s cellular
structure will be nourished, so that her brain chemistry will work, so her
elimination will eliminate, so her mind will operate and peak, and she&ll
have the greatest, stress less life, that she&ll be greatest contributor to her
either + her business, her clients -he greatest mother, the greatest wife,
the greatest spiller of water !Laughter" -he greatest + if ( donHt at least do
everything in my power to educate her so that she at least understands
the implications, then knowingly she can make the decision to only have
this half )ut ( e>ercise my responsibility as her fduciary7 do you
understand that.
9ame thing if she came every two days and bought eight glasses but
didnHt in between, and ( took her money without frst making certain either
she was getting the other eight somewhere else or at least she knew that
she would be benefted much greater7 (Hm stealing from her :oesnHt mean
she has to do it, but thatHs the mind+set you have to use )ecause a lot of
people say, &#h, ( couldn&t possibly push her to buy more than they want&
*eople don&t know what&s in their best interest :o you think they all do.
:o you really. $ow many think that most of your clients really optimi,e
what they could be getting from you whether you sell products or
services. Baise your hand if you think most of your clients optimi,e it
Baise your hand if you think there&s a lot of work you could do to help
them
9o this should be a reference %hen you go home, on your desk, put a half
a glass of water at all times and use it as a reference model 9eriously
Eany people are very clumsy, very self+serving in their e4orts to sell -hat
shouldnHt even be + it ?ust shouldn&t be necessary if you don this (t should
be ?ust a Iuid, natural thing, because you know it&ll work, because your
intentions are right And it&s like this concept, ( said to everyone, + we have
a plan we start this program on, and we don&t much care where it goes to,
because it always works out, because our intent&s right %e know you&re
going to get involved (f it goes in the wrong direction, we + itHs like itHs a
raft7 if they get a little bit o4, they put the oar in and change around (t
always goes downstream, it always ends up at the takeout and everyone
has a great e>perience, and if you Iip a little bit, that makes it more
e>citing, doesnHt it. Beally As long as you keep your feet up and donHt get
trapped under a rock !Laughter" ( think this could be a little dicey $old
on
(f you live by a belief system thatHs genuinely outwardly focused7 that&s
genuinely sees your higher causal purpose as being to enrich and
contribute to other people&s lives7 not ?ust to make money7 to bring
greater beneft, greater protection, greater advantage, greater fnancial
beneft, greater savings, greater safety, great productivity, greater
whatever7 it really is a ?ob (t really makes the process so much more
en?oyable7 you canHt wait for Eonday, can&t wait for everybody (tHs like,
this poor guy came up to me, and ( felt so bad, that he said, &(Hve got a
terrible reversal in my business Eaybe here7 maybe left,& he said, &( want
to know if youHll take half the fee to take the home study and let me stay&
(t was at 01227 ( said no ( said, &)ut (Hll let you make turns, you can make
payments for them for 62 years, if that&s what you need )ut if you donHt
revere it, go home& )ut (Hm very much empathic to people ( know people
take advantage of me, but you can be very Ie>ible, but you can also be
very business+like
(t&s really di8cult to do if you do not believe and live by what (&m talking
about 9eriously (f you donHt believe and live with a focus outwardly + itHs
like + and ( say it again here, but (&m going to pre+empt this Eost people
fall in love with their business, their profession, their product, their
service7 being the fastest growing company in the market -hat&s not the
key -he key is to fall in love with your client Live for their betterment (
mean, like the realtor + donHt think about the commission -hink about,
&Ean, ( saved this person $62,222 -hey got a better mortgage7 they&re
going to have $62,222 more of asset value -hey were going to buy this
house7 ( was able to get them a house that&s 02D better now (tHll probably
be worth $C million more7 their life will be enriched (t&ll be a better
neighbourhood, every time they drive home7 they&re going to be so much
more ?oyously relieved -heir stress will be + they&re going to wake up and
they&re going to have such a glorious life7 their values are going to
appreciate7 their kids are going to be able to get such a greater inIuence
-heir success is going to be +& think about that (f you start living in that
kind of a mind+set, and stop + never again see yourself as a lowly
commodity7 itHs pretty powerful, donHt you think. $old on
-o live by this belief system, and outwardly focus, is ?ust so cool )ut if you
donHt, it&s ?ust horrible 9ecret to making business really e>citing is to be in
a passionate awareness and a commitment to a higher purpose7 and
higher purpose thatHs not your own enrichment Although, duh7 the
greatest beneft that is be'ueathed you for being self + the most selfsh
thing you can do, is be self+less And Chet was out there7 ( said, &Chet,
you&ll have ;2 great companies coming up here wanting to either do long
term deals or ?oint ventures with me, because they see that we can help
them better than anyone else Aot because we&re manipulators, but
because + it&s ?ust so + itHs like in the + and we know those, what is it,
beginning of the constitution or :eclaration of (ndependence. %e know
these truths to be self+evident. (t&s really power + (Hm trying to give you
like a key here7 this is like really seminal stu4 A little bit awkwardly
presented
9o the secret to making business really e>citing is to be a passionate
awareness, commitment to higher purpose -he higher purpose is not
your own (t&s a di4erent kind of fnancial psychic or transactional
enrichment of other people -hat&s what youHre focused on $elping their
lives be better7 helping them be more fulflled $elping them to get more
out of the process, or life itself %hatever you&re doing, whatever relevant
result your product or service or company deploying its e4orts, and they&ll
be half producers -his company that ( based this on saw their purpose as
making their client the centre of attention -hey saw their purpose to
bring people in se'uentially @ou&ll see that when Carl and ( are
interviewed tomorrow, or when ( interview him, or Bick interviews us, or
Eac interviews us
And they found + they believe people are on a continuum7 they&re not all
ready at the same point And they keep bringing them all, and advancing
them Aot ?ust sort of coming in and out 9tatic, but starting somewhere
and progressing them and not starting everyone at the same point,
because di4erent people are at di4erent points in their life -hat&s why (&m
hitting you with so many di4erent points7 not trying to overwhelm you (Hm
hitting you with the same message from so many deferent avenues
because + did you ever have a revelation in your life. :id you ever have
an epiphany. After you have it, do you ever think, &:amn, that&s always
been there %hy didn&t ( see it before.& )ecause the convergence of
factors, the alignment of the stars and moon7 something happened
9omething transformed you And guess what. @ou saw it -hat&s what (Hm
doing for you -hat&s what you have to do for your clients
All three categories -he one category that pays you7 the two categories
you pay $old on Neep in mind + as ( said, you are a human being $uman
nature is immutable (t&s been immutable from the beginning7 it will
continue %hen you understand that you are human, the way you react to
me or you react to each other is the same way all your clients and all the
other human beings will react7 it gives you great power Pthical power7 to
harness and direct, in a very benevolent, in a very, very heightened and
very, very purposeful manner
-his company that ( built this on, they felt hopefully + they felt very
hopeful about their clients -hey saw them + they were in the investment
feld, they were in the health feld -hey saw older people living vibrant,
longer, richer lives -hey saw people over 62 having ?ust wonderful se>
lives -hey saw investors not getting wiped out, but building great wealth
and security, and not being stressed and retiring early7 and having the
time to do everything they wanted -hat was their real vision that drove
them7 it was indelibly imbedded in their minds and in the minds of
everyone they hired and dealt with And that&s how they all + when (
interviewed 02 people, they all mirrored the same thing Am ( wrong, Eac
Boss. %here are you.
(Hm absolutely right, arenHt ( -his is really right on the money, isnHt it. (t&s
powerful stu4 -hey always embrace their client&s situation with hope and
promise7 ?ust like my hope and wish for you is that you will get so much
more out of everything you do every day from now on -hat you&ll allow
yourselves to get so much + got to read my notes, because ( won&t do
?ustice to them Eore productivity, much proftability, so much more
connectivity 9o much more residual value, from every dollar, every e4ort,
every opportunity, every interaction Pvery client 9ame philosophical
basis what these people live by, and what they communicated to their
clients -hey had hope $old on
(t&s like + somebody said something to me one time, and it was really
insulting, but for the wrong reason (t was a cynical ?ournalist in the ON
that was interviewing me at a very, really wonderful program about this
si,e, and he said, &Are you like most of these people7 you actually secretly
sit there and think, 5( wonder what those girls would look like naked.5& And
( said, &$onest to =od, there are probably a couple& !Laughter" )ut ( said,
&-ruthfully, no ( see everyone in the room as innocent little si> year old,
four year old, fve year olds that ( get the chance to bring back to
innocence and hopefulness and possibility And ( see them like sheep that
have gone astray7 baa, baa, baa And ( get a chance to re+e>cite them,
and re+direct them, and re+ignite their passion and their sense of
possibility and purpose, and then give them specifc +& and that is really
what ( believe, but (&m not saying it so (&ll sound like such an almighty
wonderful person
Although if my wife&s in the room, hopefully (&ll get laid tonight !Laughter"
)ut what ( really am trying to do is show you that what ( really believe is
that you have the opportunity of doing this for your clients, because
you&re all a bunch of little children %e&re all scared kids7 me too ( ?ust
either donHt show it 'uite as badly, or ( have passed through a couple
more learning curves, but everyone is scared Pveryone wants to fnd the
wonderment of their childhood $elp them, lead them, guide them,
nourish them =ive them the confdence, the security, and you wonHt
believe what will happen
9o, these people have incredible hope #kay, hold on And also, you&ll
have so much more appreciation for everybody, and you will have so
muchZ!audio missing"
Jay Abraham Mastermind Marketing 19
Zstanding ovation7 go home and do nothing ( made a lot of money, but (
felt like ( was cheating you Aow, ( don&t get a standing ovation7 ( don&t
need it )ut you guys can&t help it Onless you&re brain+dead (&m going to
come at it over, under through7 from the front door, the back door, CA-
scan7 hit you from every pursuit @ou think it&s possible that what (&m
doing7 what everyone else is helping me do and everyone at this table and
everyone in this room is doing for one another, isn&t going to haunt you
favourably for the rest of your life. :o you think it&s humanly possible that
it won&t. @ou could do the same for others $old on
Eac, the story of the two =reek /unclear 221;<3 %ho were they.
*erecules and :amocles. %hich one was the professional. /Onclear
comment from Eac 2216;3 %hich is the one that they followed. -he
general. #kay, the story about + you want to tell it. 9o ( tell it wrong, but it
doesn&t matter
-wo stories -here&s + =reek + =reek battling Bome -hat&s right, 9parta
%ho cares. !Laughter" 9omebody&s battling somebody -here&s these two
people that try to mobili,e everyone to go to battle, right. (s that okay.
#ne&s professional order named something, the other&s a lowly general
farmer @ou head the story every way7 it doesnHt matter $e&s not as
profound a communicator, right. -he order comes up and from every
flament of his professional being7 /unclear C1JG3, and articulates and
compels them, and when he&s done, everybody goes, &%hoa =od, that
was the best speech ( ever heard )ravo, bravo Nudos, Nudos Pncore,
Pncore& -hen the + it could be the general7 or my interpretation was a
lowly farmer who had a passionate connection to the land ( like my story
better even if it&s not true
And felt his family had been there for decades $e couldn&t possibly
imagine his children not continuing there, not en?oying the same ?oy he
had $e couldnHt imagine the beautiful purity and the virginal + the
greenery being desecrated $e couldnHt + and he talked from his heart,
and he wasn&t elo'uent $e was passionate, and his felt + he loved =reece
=reece. $e loved =reece, he loved the people %hen he was done, you
know what they said. &Let&s march& 9o do you want people want to say
how cool your advertising is and how clever your marketing is, or do you
want them to march with and for you, because you&re looking after their
best interests.
-hat&s the di4erence here, that&s the di4erence here *eople have to
recogni,e your advice as a solution + e>cuse me, let me fnish this @ou
don&t want them to say, &%hat a great ad& ( must + they have to recogni,e
your advice as solution to a problem they feel emotionally, as well as
rationally connected to -hose of you who can&t understand how
somebody can&t see + you ever do something and say, &( don&t get it why
they can&t see the logic in this.& or &-hat&s obvious.& (-s because you didn&t
reach them on the right levels @ou didn&t understand their reality Like (
'uoted yesterday the Pastern philosopher, Nrishna /unclear J1C63, and
somebody gave me the book and ( can&t remember + what&s the name of
the book, whoever yelled it out to me. (f she&s still here + hopefully she
didn&t leave
-hat book was + he said, &@ou&ve got to take the time to observe,
understand, e>amine, evaluate, reIect on, empathi,e with, how other
people see life& :on&t have to agree with it, but if you don&t appreciate
and understand it, how are you going to take + how are you going to lead
them, how are you going to help them, how are you going to resonate,
how are you going to be able to guide them. $ow are you going to help
them get what they want, if you donHt care about what they feel.
-hey have to recogni,e your advice as a solution to a problem you feel
emotionally + ( said that #kay (&ve shown you already how one little shift
can make the biggest di4erence in the world %ell, you got to do that for
your clients, all three categories of it #kay %hat you can be providing
people can either be a great result or a good or better feeling, or both
And it&s very important you understand that Eaybe you don&t have a
distinctive advantage on price or performance, but maybe you have
massive /unclear ;1003, the way you can get into their awareness, into
their + you can empathi,e @ou can acknowledge them @ou can respect
them @ou can empathi,e, you can advise them Pverybody + individuals,
people, your clients, your employees7 they want to, so very badly, to feel
good about themselves and the way they conducted their decisions and
their life Eore people take less action because they&re afraid it won&t be
right, they&re going to look dumb, or they will have screwed up
@our ?ob is to acknowledge that reality, and to say, it&ll be alright -he
world won&t collapse 9omething happened earlier, and ( was really livid
about something, and ( said, &(t&s okay (t didn&t please me + it&ll be okay
%e&ll get through it Ao big deal& *eople do more things to curtail making
gains, because they donHt want to look foolish -his is where risk reversal,
both fnancial and psyche, comes into being -hey&ll work harder not to
look foolish than they will to work to an advantage (t&s human nature
:on&t argue with it7 accept it
Aow, because ( want to get you fed, (Hm going to stop this, and if time
goes on, (&ll continue it later, but (&ll give you + no, no7 (&ll give you a
shorter version, because they&re some other points ( didnHt make 9o my
belief is that each and every one of you have to decide you&re going to be
the most trusted advisor @ou&re going to be their fduciary7 As one, you&re
going to fall in love with your clients, not yourself As one, you&re going to
deal with people who buy from you as clients, whether you verbali,e it
that way or not7 you&re never going to call them customers, you&re never
going to call them patients, youHre never going to call them + whilst
everyone is leaving, (&m going to give away something free here %hen it&s
here + and youHre not going to know about it
@ou know why ( call everybody clients. 9ome of you who have been
around me, and a lot do, because + look it up in a %ebster&s A customer + (
mean, we&re in a world where the whole world is + there&s like two di4erent
elements of the world trying to smack us down to commodity status and
marginali,e us Consumers who are getting better educated and want to
?ust let us have no money to stay in business, to nurture and relish, and
nourish 'uality people and 'uality service and performance, and you&ve
got competitors who donHt want anyone to see us as di4erent %e can&t
accept that %e&ve got to draw a line in the sand, and decide that once
and for all, we are proprietarily uni'ue %e are di4erent
-he way to do it frst of all is not call anybody a customer because you
look it up in a %ebster&s, it says &somebody who buys a commodity or
service7& you&re saying &$ey, (Hm worth nothing, (Hm a generic marginali,ed
commodity $ave at me %ant me to cut price. 9ure $ere, take a little bit
more margin7 is that not enough.& 9ame thing, unfortunately, even
patients + patients are not + they&re somebody getting treatment Clients7
look it up in %ebster&s &9omebody under the care, the protection, the
well+being of another& (t&s a much more loftier role
Euch more spine+tingling, heart palpitating, powerful thing %hen you&re
falling in love with them, you will never, ever, ever again allow them to
buy less than they should, less 'uantity, 'uality, combinations, fre'uency
)ecause they&re stealing from themselves and youHre facilitating and
contributing to it, and it&s illegal (t&s certainly immoral @ou will always tell
them what you really believe and why, and what&s in their best interest
@ou will polari,e 9ome people will not like you, and that&s okay Five or si>
people left at 0122 -hink (&m traumati,ed that ( lost $06,222.
Ao, (Hm very gratifed that ( gained resonance and connection with 6;6 of
you And ( learned a long time + actually ( learned this from $oward Bu4
*olari,ation is very good, not for it&s pure e4ect, but because you&ve got to
be committed to serve a category of people, and you canHt be all things to
all people )etter to be loved or hated than tolerated, because unless you
really do something terrible7 unless you kill somebody or rape their wife,
or do something horrible, they donHt have time to hold a grudge -hey ?ust
wonHt buy with you )ut if they love you, man7 they&ll do anything you ask
-hey&ll move through mountains, won&t they Eac.
And the key to + we&re giving you all these great marketing things, but
everybody thinks, &#h what manipulative things do ( have to say or do.&
And we&re going to give you great scripts and Chet&s going to teach you
this )ut the truth of the matter is, once you understand the strategy of
pre+eminence, it&s all about how much more value do you have to render
that is appreciated, desired. And the key is, you&ve got to be seen,
because you are the only viable solution to a problem or an opportunity
that they&ve never had verbali,ed before, and because ( want you to get
o4 to lunch, (&ll say only that the strategy of pre+eminence should
underpin everything you do the ads you run, the sales approaches you
use, the culture that you develop, the relationships you have with your
people $opefully, the relationships you have with your loved ones
( ?ust think it&s the coolest thing in the world, and ( havenHt done it ?ustice,
but + and after lunch we&ll come back and + Bick, what are we doing after
lunch. Bick. #h, there&s some messages and announcements ( got to
make %hat is it. Aame tags %hat&s the message about name tags.
/Onclear comment from audience member M1;C3
(t&s also your entrance in and out, isn&t it. %e don&t want people who
aren&t here %e found somebody who didn&t belong here7 we very
graciously o4ered + they didnHt know that they didn&t, and they couldnHt
a4ord it %e gave them very great terms7 didnHt want it And we asked
them very nicely to leave, because they didn&t belong here 9ome people +
we donHt + keep it, because it&s a souvenir too7 you can frame it when you
get home $onestly And you want people to know who you are, because,
again7 if you get what (Hm all about, and if you don&t, you shouldnHt be
here7 you want somebody to feel comfortable to say, &$i, =reg, let&s talk&
@ou donHt want someone + you donHt want to feel awkward Are you more
elite than anybody else. Eake it easy to do business with you, donHt make
it di8cult Eake it easy to contribute Eake it easy to feel + willingly share
#ne last thing (&ve got to tell my story about Australia again, because (
think it&s important, donHt you. (nteresting. (Hm going to tell it real 'uick
(&ll ?ust tell the bottomZ!audio missing"
-he only way you&ll ever become the most interesting person in the world,
is to become the most interested And to listen -he only way youHll ever
become the most important person in the world is to make everyone
around you feel and know that they are important -he only way youHll
ever become the happiest person is to make everyone else happy the
only way you&ll ever be the most respected person is to respect, and it&s a
mirror image of whatever you want, and it&s the most liberating + like the
secret is there&s no secret (t&s real easy
#kay, Bick, what do you want me to say before ( let them go. $ave a
great lunch, and when they come back, who are they going to be with. An
hour and a 'uarter lunch Bemember + stop7 before you leave, all of you
who were on + in the line and didnHt get done, and all of you who stood up
as users of each of those techni'ues that we showed, who promised you
we&d sit at the tables, share what you did, how it did, what the impact
were7 take your plate and go to someone else *lease uphold your
commitment ( trust that you will Anything else. -hanks guys An hour
and C6 minutes /Audience chatting to each other, music playing until end
of audio3
!ic": #ur ne>t presenter is a close associate of Jay, obviously ( know him
because (Hve been working with him for the past week, trying to formulate
his presentation, and help him get some of his material to you #ne of the
things you need to know is that his material is on the bonus C: 9o Jay
thought his stu4 so vital, so important, that he and Jay + or Jay and him,
worked out an idea to get the material on the C: and maybe he&ll talk
about it in a little bit )ut he is a strategic consultant, e>ecutive coach for
9ilicon Kalley companies, and fnancial institutions And (Hd like you to
give a warm welcome to *aul Lemberg !Applause"
'au&: -hanks, Bick -hank you Am ( on here. =ood (Hm counting on Bick
to do the slides ( donHt have A::, but ( do have a bad memory !Laughter"
9o the slides are + (Hve got to look at slides to be cued ( have a confession
to make (Hm a little embarrassed about saying it in light of all that we&ve
heard for the past day and a half, but ( don&t feel as if ( have room to take
on any more work And ( donHt know, ( 7m wondering7 ( wonder about that
As ( say it, (Hm a little embarrassed, and ( wonder if anybody else feels that
way7 that they have room, given everything that they&re doing, all their
pro?ects, all their companies, all their tasks, everything7 that they have
room to do more than theyHre currently doing 9o, a show of hands *eople
who don&t feel like they have a lot of room to take on more
@eah, that&s kind of what ( thought (t&s about half the room And the rest
of you7 about how much room do you have. :o you have room for about
C2D more things. 9how of hands C2D. 02D. $ands down + hands stay
up for twenty + J2D. -hese guys aren&t working very hard !Laughter"
Audience Member: no, we&re going to work smarter
'au&: Bight, you&ve got to work smarter (&m going to talk about strategic
focus, but on the C: is a program called double your new business
opportunities, which is how ( met Jay ( decided to create a strategic
alliance And ( called up Jay to talk to him about this, and ( ended up as
part of your bonuses And ( ended up here 9o, Iip to the ne>t slide Can
anyone count the black dots. !Laughter" (tHs hard, right. Can anybody do
it. (s there anyone who can count the black dots. @ou can&t Ao, you can&t
count them @ou can assume how many there are, but as soon as you look
at them, they&re gone
( feel like that&s the issue of focus here7 you see the black dots in your
periphery ( thought they were in my periphery And then when ( went to
look at them in my periphery, they&re not there either 9o we&ll talk about
more of those later %hy don&t we go to the ne>t slide. ( got this e>act
statistic from my friend -om Eason, who is sitting there &60D of all
business of all kinds, fail within the frst si> years& And for franchises, it&s
even higher (t&s supposed to be lower, but it&s actually higher 9o why is
it. %hy is it that those businesses fail, why are businesses in trouble, and
what can you do to be successful with the material here. 9o who was it7
was it )rain -racy who said it. $e said + there he goes7 he gave it away
&%hat matters most about this program is what you do.& !Audience says
&Afterwards&" &Afterwards& Bight.
And we come here, and there&s + we already have ton to do Eost of you
admitted that you donHt have room to do more %hat ( loved about the
strategy of pre+eminence, is that it doesn&t re'uire me to do any more (t
re'uires a change in being7 ( might have to be di4erently if (Hm not already
being that way, but ( donHt actually have to do any more )ut (Hve already
got a list of about 66 things that ( now want to do, and we haven&t even
gotten to the tactical part Bight.
%ho&s list + let&s count lists %ho&s got a list of J2 things. J2 ;2. @ou guys
have small lists 62. Alright, upwards of 62. #kay Anyone upwards of
C22. %e have a lot of things to do, thereHs a lot to do here (Hm going to
move this, before ( fall over it 9lide.
9o, the beginning of the program, Jay asked everybody who had taken the
grounding material, to come up to the mike and talk about what they had
done with the grounding material and how they&d profted ( did a little
'uick calculation (t looked like JD of the audience had actually taken
action, with + ( don&t know7 what does Jay say. $G2 million dollars& worth of
material, that was being handed to us on a platter !Laughter" $G2 million
dollars, and 02 years of stu4. And there it was, and only JD of us took
action on it $ow come. 9omebody said to me this morning that yesterday
was like a fre hose And he said it in a good way &(t was like a fre hose7
the material& All this material, coming at you, all of these ideas
-he problem with the fre hose7 at least for watering purposes is not much
of the water lands there (t goes everywhere else7 it bounces all around,
but it never gets the chance to soak in Pach new bit of water that comes
out of the fre hose, drives away the previous bit of water before it has a
chance to soak in 9o what happens. (t ?ust + it ends up watering the lawn
And if you try to water your lawn with the fre hose, you turn your lawn
into mud 9o fre hoses are great for this kind of subliminal grounding, and
( think that&s what Jay&s talking to us about -his kind of subliminal,
background of information, but what we really need to be able to
implement the ideas, is to turn the thing down to a trickle
( donHt know -hat&s how ( feel -hat there&s so much to do, ( donHt know
what to do frst And the whole issue of strategy is to fgure that out #kay,
( want to talk about something else for a minute, and then we&re going to
get back to it (&d like to see if you would stand up7 because ( really want
to clarify this $ow many people here are oper + no, no7 you don&t all have
to stand up !Laughter" $ow many people here + see, you were 'uick, and
( like that $ow many people here are operating more than + (Hm going to
say two ma?or pro?ects7 that might be two businesses, that might be two
completely disparate pro?ects within the same company structure7 but
basically operating two businesses. *eople, stand up 9tand up
%ow Look at that Just look around 9o everybody here is doing more than
one completely + one item having nothing to do with the other type thing,
aren&t you. )oy, that is distracting #kay %hy does that happen. %hy
does it happen. =o back a slide, if you would (t looks like itHs an
opportunity ( was with some clients this week, and what we ended up
doing was cutting out a whole big segment of their business And the
biggest concern about doing that was that it&ll help us cover our f>ed
e>penses 9o, as entrepreneurs, we say, &%ow, we&ve got f>ed e>penses,
and some of us have signifcant f>ed e>penses %e&ve got all this
overhead, we&ve built up businesses, and thereHs a lot of fear -hereHs a lot
of fear that there&s not going to be enough customers -here&s fear that
thereHs not going + clients -here&s not going to be new clients -here&s not
going to be new cash Iow And an opportunity comes along, and we grab
onto it like itHs really an opportunity
(t might be a distraction (t&s always cash Iow Bight. Fear leads us to
grasp on to every /unclear3 business opportunity which comes by,
because we think that it&s going to provide + and it will (t will provide cash
Iow for us 9o we say, &%ow (Hve got f>ed e>penses, and (Hve got to cover
them, and here&s an opportunity of something ( might be able to sell to my
customers + my clients 9o (Hm going to do it& #r here, &$ereHs another
opportunity7 that looks really good because ( can grab on to all these
clients over here, and that&ll provide some cash& And ( come over here
and ( do the same thing, and one thing that (Hve noticed about
entrepreneurs is we&re very sensitive to cash Iow 9o we say, &$uh7 this&ll
give me more cash Iow (Hm doing it&
#kay Al Bies @ou know Al Bies of positioning fame7 Bies and -rout. Bies
wrote a book called &Focus,& and it&s a pretty short book7 itHs about C62
pages (t&s great (t&s on one thing (t&s on focus And it&s ?ust e>ample after
e>ample after e>ample of focus And he says in case after case, every
single company, and the one that stands out is Coke and *epsi And you
have Coke, which is a soft drink company And then you have *epsi, which
is basically a soft drink company, but itHs also a restaurant company, it&s
also snack food company ( don&t even know all the other things that
they&re in )ut if you compare their market value on a per+share basis,
their market value for Coke is higher And if you compare, according to
Bies&s research, every single company where you have focus company
and a di4use company7 the focus company is worth more (n every single
case
9o, does that really relate to you as entrepreneurs. ( don&t know Eaybe,
maybe not ( throw it in as something to think about (&d like you to do this,
?ust for a minute
Pverybody take out a sheet of paper @ou&ve all got sheets of paper that
they&re taking notes Just write down, 'uickly +we&ll spend J2 seconds
%rite down all of your ma?or pro?ects =o (t&s not a Bole>, but it will keep
time Look up if you&re done (&ll know if we need more time @&all need
more time7 keep going All your ma?or pro?ects, all the things that are
bringing you money, that you want to use to bring you money, that you
think one day if you do it well, it will bring you money -hings that you
want to do that won&t bring you money but somehow fall into your
business7 all those things Just keep writing them down (f you go past J2,
go to the ne>t side
And count them up7 write a number ne>t to them $ow many they are, so
that we know %e want to get data out here Alright, (Hm going to stop
here %e have to do a countdown to see how many it is, right. @ou start at
the high number and go back. ( always mess this up :oes anybody have
more than 62. Aobody could write that fast #kay, so nobody Eore than
;2. J2 or more. 9ee, ( didnHt need the second slide 02 or more. -hat&s
not that many7 this isn&t bad C2 or more. -hat would be between C2 and
02 And then fve to C2. #kay, so thatHs two+thirds of the room And then
fve or fewer. (&m double counting, but that&s okay, we&re not statisticians
#kay, good 9o that&s actually a manageable number Five pro?ects, ten
pro?ects7 somewhere up to 02 pro?ects7 but for at least two di4erent
disparate businesses Ae>t slide
9o what is strategy. %e&ve talking about strategy, and one thing we know
is that if you get a bunch of strategists in the room, everyone says itHs
something di4erent 9o, what strategy is, and this is sort of a military
defnition7 is strategy is the deployment or arrangement of your resources
to produce + and the selection of tactics and tools to achieve your
ob?ectives (&m going to say that again (t&s the deployment of resources
and the selection of tactics and tools to achieve your ob?ectives 9o that
assumes a few things
#ne, that you have ob?ectives, which most of us have7 and some donHt
And then it assumes that there are scarce resources =o to the ne>t slide
)y defnition, resources are scarce @ou see, if you have infnite resources,
you donHt need strategy Eilitarily, the force with the biggest resources
?ust does a frontal assault And if your large Fortune 622 company, who is
your competition wants to crush you, they ?ust march forward And they
?ust roll right over you 9o that&s not a big time strategy (f you have
infnite or very, very, large, hard to e>haust resources, you donHt need
strategy @ou ?ust do whatever comes to you and usually works Ae>t
9o by defnition, resources are scarce 9o, what&s leverage. %e&ve been
hearing a lot about leverage And what leverage is, is when you&re inputs
are low and you&re outputs are high 9o leverage was Archimedes7
remember Archimedes said, &=ive me a lever long enough and ( can move
the world& And what he meant by that was if you had a big enough stick,
and a place to hang it, he could move something very large Low input,
high output
9o increasing your leverage is very specifcally keeping your inputs the
same and raising your outputs #r lowering your inputs and keeping your
outputs the same 9o far so good, right. -his is going somewhere 9o
strategy is positioning your resources for the greatest leverage Bight. @ou
can do things with your client list And depending upon what you do with
your client list, you&ll get more or less leverage (f you were in Eac&s clinics
last night, you fnd that you can get more or less leverage out of an ad by
how you write it And then if you ft it into your business strategy, you can
get more or less leverage out of it 9o everything that you do, you can
make a strategic decision about, and get more or less leverage by how
you position it
9o now we know what strategy is And then we&ll fgure out what we&re
supposed to say ne>t 9trategy is using your resources in the ma>imum
way and positioning them in the ma>imal way, and selecting your tool7
because remember, (&m assuming that you all don&t have infnite amounts
of the most scarce resource, which is time %hich is where we started
-ime is the scarcest resource here, and then my guess is the ne>t scarce
resource is money And then after that, ( don&t know7 it&s di4erent for each
of us 9o we know what strategy is 9o then we come to the hard part,
which is that we live in a world of vast choice And ( have this word + a lot
of people don&t like this word7 ( love this word (tHs one of my favorite
words And its sacrifce 9acrifce is an ugly word for people )ut what
sacrifce is, is giving up something of value, forfeiting something of value
for something of even greater value
And this is a key strategic issue, because as a strategist, you have to say,
&$ow am ( going to deploy my resources. %hich opportunities am ( going
to choose. %hich of these + how many tactics are we going to learn.& MJ
di4erent referral systems %ow ( am awed by MJ di4erent referral
systems %hich one are you going to use. @ou have to make sacrifces
@ou&re going to make sacrifces on behalf of your clients @ou&re going to
choose which ones to serve more highly than others @ou&re going to
choose which pro?ects to underwrite 9acrifce Ae>t slide
*riority -his is another word people struggle with @ou ever hear people
say they have multiple priorities.
!Audio missing" number two priority -here are no number two priorities
*riority means frst !Laughter" *riority means frst %hen you make your
priority list, there&s the frst priority Pverything else doesn&t matter %hy.
%ell, if you have a well+ordered priority list, you do the frst item, and you
go back to the list to see what the priority is now, because the world
changed @ou did the frst thing, and everything else is di4erent again @ou
know what the bad news about being the second priority is. @ou may
never get done
-hat&s really important 9o now we&ve got sacrifce, and we&ve got
priorities %hat else do we have. 9o itHs all about opportunity costs (s
everybody familiar with the concept of opportunity costs. !Audience says
&@es&" -his is a really critical concept #pportunity costs simply says that it
costs you to do something in part valued by the thing you don&t do :oes
everybody follow that. -hat each thing that you choose to do bears the
cost of the potential profts of what you donHt do And that is the
fundamental distinction of strategy, so we&re stacking them up now %e&ve
got sacrifce, we&ve got priorities, and we&ve got opportunity costs
(Hm going to switch gears a little bit here !Audience member1 Bepeat one
more time, what/unclear C1063" (Hm sorry, say that again /(naudible
C10M3 #pportunity costs means that everything that you choose to do, the
things you actually choose to do, bear the cost of the things you + bear the
potential cost, or the potential profts, of the things you choose not to do
9o for e>ample, you have two opportunities7 we&ll make it simple @ou
have two customers that you can call on #ne of them&s local, and one of
them is somewhere not local For lack of a better e>ample
And you choose to Iy to the one that&s not local %ell,, you have an
opportunity cost there, which is the sale that you donHt make to the one
that&s local -hat&s a really simple e>ample (n your businesses, if you have
more than one business, and M2D of the people here have more than one
business7 then the time that you spend on )usiness ) takes time away
from )usiness A Aow (Hm making an assumption ( make an assumption
that )usiness A could still use more of your time And if that&s not true, go
on to )usiness ),C7 etcetera )ut if it&s not true7 and ( donHt believe it&s
true for almost anybody here, ?ust from people (Hve spoken to7 that every
time you work on )usiness ), )usiness A su4ers And if you got
)usinesses ) and C7 when you work on C, ) and A su4er, and so on
And the more you&ve got, the more mightily they su4er 9o, ( was talking
about freedom 9ee this + ( don&t know if this is uni'uely American, but (Hve
only really studied it with Americans Americans believe freedom means
more choices Bight. Freedom means options %ho e'uates freedom with
options. Am ( the only one. @eah, it&s about half, and there&s always the
fact of the ones who donHt raise their hands )ecause they&re
embarrassed Freedom means more choices Freedom means more
options the freedom to go where we want, to send our kids to school
where we want, to buy where we want, to shop where we want, to travel
where we want -here&s a lot of freedoms that we en?oy, but us as
Americans, we believe that freedom means more choices And ( say that
we carry that into our businesses, which is that we want more choices
And then, here comes that old business opportunity that we had over
there And why can&t ( do that too.
( looked at this, saw there was a way to get to my house, to here7 and
there were about C22 di4erent ways that ( could go ( had a lot of choices +
see that&s very American (f you drive around Lvov, which is a city + itHs
now in the Okraine7 my father was born there (t was named Lemberg,
which is my name7 when he was born there, and it&s gone through a few
names, it&s been in a few di4erent countries7 but when you go to Lvov,
there&s almost no roads -here&s a few roads7 it&s an old city7 it&s
sevenVeight hundred years old there&s a few roads7 they&re all pretty old,
like seven or eight hundred years )ut you&ll be driving down a street and
it&s a street in a city, sort of like this one + not many are like this one )ut
you drive down the street and all of a sudden the road is gone -hey ?ust
stop
(f you want to go from *oint A to *oint ), there&s only one way to go @ou
canHt go the other way7 you donHt have the plethora of choices that we
have Ae>t %e also think that rapid growth necessitates doing more
things -his is a lot of build+up, but we&re getting there -hat this
necessitates doing more and more things %e say, &(&ve got to grow faster7
that means ( have to do more things& And we come to seminars like this,
and it would be great if we walked away with the one or two or three
things, but we walk away with these big long lists of things And then, we
got to cocktail parties, and we brag about how much we&re doing
And we&re going all this stu4 + &#h, (Hm working C6 hours& ( used to work
CG hours a day, and ( thought it was a badge of honour ( worked CG hours
a day, ( took a half day on 9undays7 that was like 6 or 6 hours, and (
thought ( was in nirvana And people thought ( was successful (t was
really a success thing, right. %ork harder, it&s a success ( got more on my
plate, it&s a success @ou canHt beat anybody, it&s a success
( did some work with a consultant7 a man ( hired to work with me on my
business, and the frst thing he said to me is, he said, &=ee,, this business
sounds really great& $e says, &@eah, you&re in the top three percent of all
consultants in the country& ( said, &%ow& $e says, &And you&re working too
hard& ( said, &%hat do you mean by that. ( only work about 62 hours a
week& $e says, &@eah.& And then he says, &And look how hard it was to get
this meeting And it wasnHt my schedule&
And there it was7 ( think that, &$ey, (&ve got it all handled& And yet it took
us C2 days to get a phone meeting together Bight, what does that say
about our schedule. And then we wear it like it&s a badge of success (&m
going to say that the only true freedom comes from commitment -hat the
true freedom that you have7 the true freedom of action7 the true freedom
to blow your businesses through the roof, comes from a hundred percent
total commitment to your business ( will illustrate
:oes everybody know this story. -his is one of those old speaker stories
9o $ernando Corte,, who is one of these people that came and con'uered
Ee>ico, to be specifc7 he came and con'uered Ee>ico, !audio missing"
Zwas working for the =overnor of Cuba, and Corte, lands there, and there
are a lot of Ee>ican natives -hey were A,tecs of some variety, and it&s a
very special name, and (Hm not going to do it the in?ustice of trying to
pronounce it -hey were A,tec variety people7 there were lots of them
-here were probably 62 times the force that Corte, came with Corte,
says, &Oh+oh, we&re in trouble -his isnHt going to go well& And then, so
what&s he going to do.
$e wants to go back to Cuba %ell, if he goes back to Cuba, =overnor
Kelas'ue, is probably going to fre him, 9o itHs not going to go well either,
because he&ll get fred, you get disgraced, you go back to the country, you
end up penniless7 it&s not good 9o now, he&s trying to fgure out what to
do -here&s going to be a mutiny $is men are about to mutiny -hey&re
sailing back to Cuba whether Corte, likes it or not Corte, says no way7
sets the boats on fre %hat are they going to do. Aow they have to fght
And they fght for their lives7 the rest is history7 the Ee>icans arenHt happy
about it
)ut thatHs Corte, Ae>t !Laughter" -his is my favorite %e were talking
about the =reeks before, so we&ll keep talking about the =reeks for a
minute -he =reeks7 the 9partans, specifcally, were fghting the *ersians
-here were ;,222 *ersians, and there were 022 9partans Leonidas, the
king at the time, knows this is not going to go well Ao matter how good a
strategist he is )ut he does the smart strategic thing %hen you&re a little
entrepreneur fghting a Fortune 622 company, and he concentrates his
forces And he fnds a little defle where two cli4s come together, and he
positions all his men there, and they begin to fght
Aow, this is a sort of a Benaissance painting and that&s why they&re naked
( donHt think they were really naked, but they wear red cloaks :oes
anybody know why. -hat&s right, because they couldn&t see the blood
-hey knew it wasn&t going to go well, and blood&s depressing !Laughter"
@our buddy gets stabbed, and it&s very + it doesnHt hep your morale And
then you get stabbed, and it really doesn&t help your morale )ut they
were there, committed to saving 9parta + not =reece7 we&re going to mess
it up again to saving 9parta from the *ersians %ell, the truth is, they lost
)ut they had huge freedom of action, and to me, this represents the
ultimate in commitment %here they said, &@ou know, we&re going to take
some lumps here )ut we&re going to do it in style& !Laughter" Kery big
commitment
Audience Member: -hey won the war, though
'au&: Oltimately, the 9partans won the war, but it wasn&t + this, by the
way, was the battle of -hermopylae, which is a pretty famous battle
@ou&ve heard of it7 not known what it meant -his man obviously knows his
history7 and the 9partans ultimately did repulse the *ersians7 but not in
this battle Ae>t 9o, let&s get to the meat of this @ou will walk away from
the seminar, like, it&s a guarantee @ou are guaranteed to walk away from
the seminar with1 622 things to do, and at least a hundred new + you have
two, maybe three already A hundred new business ideas, and at least 62
possible ?oint ventures ( guarantee it
Jay&s not here7 ( am guaranteeing it on his behalf !Laughter" 9o that&s
what&s going to happen Check it out 622 new ideas, C22 new business
opportunities, and 62 + count them7 62 ?oint venture possibilities And you
all are going to be like deer in the headlights !Laughter" &%hat am ( going
to do.& @ou go home + what is it. (t&s not going to be Eonday, but it&s going
to be -uesday, and then maybe if you&re Iying, maybe it&ll be %ednesday7
but sometime between -uesday and %ednesday, you&re going to do the
smart thing, which will be to rewrite your lists and you rewrite your lists
and you go, &#h my =od& !Laughter"
And then + the good ones (Hm using a ?udgement -he good ones are
actually going to be able to winnow through it, and then the rest of us, are
going to get back to work, or whatever it is that we do7 we&re going to get
back there on -uesday, or maybe it&s going to be %ednesday, and we&re
going to do what. )usiness as usual Bight. ( don&t know7 you&ve been
away for fve days, do you think there&s issues waiting for you back at the
o8ce. !Laughter" -hink you&re going to have stu4 to handle. $ow are you
going to handle those 622 red+hot ideas. %hat are you going to do about
those 62 potential ?oint venture partners. Pach one is worth at least an
e>tra seven fgures to your bottom line !Laughter" Bight.
-alk about distractions %ell, we talked about the G2V02 rule, right. G2V02,
G2V027 ( donHt know7 itHs been updated (t&s M2VC2, now ( heard its + what
did Fran say. (t&s M6V6 Eaybe itHs MMVC @ou get the idea right. -here&s
some things that work and some things that don&t -hereHs a small number
of things that produce the results that you&re looking for, and then there&s
a large number of things that don&t -here&s a small number of things that
give you the bulk of what it is you&re trying to do
-here&s an interesting statistic for computer programmers Any computer
programmers here. #kay %hat&s the ratio of a really red hot programmer,
to your average one. (n terms of productivity. -en X Pd =ordon, who is
sort of the emperor of programming methodologyZ !audio missing"
Zto one -hat&s a productivity ratio between the really, really, really good
ones7 and they&re not as rare as they sound )ut the really good ones +
there&s one in every company, by the way And then they normal ones +
not even the bad ones %e&re not talking about the bad ones7 we&re talking
about the normal ones A hundred to one %ho&s the top sales person in a
company with multiple sales people. Anybody here. Anyone who sort of
fts that description. #kay, you
$ow much more do you produce than the average rep.
Man 1: Crikey
'au&: Boughly )all park
Man 1: About 6 times
'au&: About 6 times 9o ( can&t do the math in my head standing on the
stage, but that&s a lot !Laughter" -hanks a lot 9o the trick is, knowing
which are the G2 and which are the 02, right. %hich are the G2 and which
are the 02 %hich are the G2D of the things that aren&t worth doing, which
are going to produce 02D or less of your results, versus the 02D of things
which are really worth doing, which are going to produce G2D of your
results. And then, because we had 622 things, 02 isnHt enough7 because
that&s still C22 things 9o now we need to do the 02D of that, so now we&re
down to about the ;D, and we probably might even want to do the 02D of
that, which is about a point and a third7 which times fve + that&s about
eight things -hat sounds good
@ou might want to cut it down from there 9o, now we&re thinking
strategically, and while we&re doing that, if youHve bothered to look at your
business, and this is a good place to start Eake a list + you might want to
note this down, because you wonHt do it now, but it&s worth doing Eake a
list of all the things that you do in your business @ou might go further and
make a list of all the things everyone does in your business, but you make
a list of all the things that you personally do in your business, and start to
rate them %hich ones produce result, and which ones don&t. %hich ones
make a di4erence, and which ones don&t.
9o, the movie City 9lickers + Curly says, &:o you know what the secret of
life is.& $e says, &-here&s ?ust one thing @ou stick to that, and all the rest
of it don&t mean anything& And Eitch says + Eitch is the )illy Crystal
character $e says, &@eah, but what&s the one thing.& And Curly says, &Nid,
that&s what you got to fnd out& Ae>t
9o how do you fgure out what to do. -his is a 'uote7 ( donHt fully
understand it, but ( like it !Laughter" 5#ne should not always think so
much about what one should od, but rather what one should be5 Just
remember that Let&s go !Laughter" =o forward 9tart with what you want,
right. 9o strategy7 what&s strategy.
9trategy is the deployment of your scarce resources7 money, time and
whatever other scarce resources you have7 and your selection of tactics
and tools to produce your ob?ective with ma>imum e4ect Alight. -hat&s
the complete defnition of strategy, so where do you start. 9tart with what
you want 9o whatHs the conte>t for that. %hatHs your highest purpose. 9o
your business has purposes Jay was talking about higher purpose before,
and (&d say thatHs a personal decision, whether your highest purpose is
making money, or whether your highest purpose is transforming your
customer + your client7 or whether your highest purpose is something else
entirely )ut you have a higher purpose And your higher purpose is
served or not served by the actions that you take 9o, you see strategy +
strategy is a military concept *eople donHt like that A lot of people donHt
like the strategiesZ!audio missing"
Zmilitary concept, then where are you. %ell, you&re into killing people, or
maybe + at the very least you&re into competition Bight, so as soon as
you&re into competition, itHs a whole other ball game )ut + during %orld
%ar 0, the French, at the beginning of the war, had as many men and
weapons as the =ermans did -he French didnHt know this, by the way
!Laughter" And that was really the problem 9o frst of all, they had a
failure of intelligence )ut everybody thought that the =ermans totally
outweighed them, and the French sort of hunkered down behind this very
long fort called the /unclear 221JC3 And that was their strategy
-hey picked a strategy + it was a defensive strategy7 it was a bad one, as
we know And they ?ust sat there behind the wall, and then the =ermans
ran around the wall and then France sat out the war !Laughter" -hat is a
perfect e>ample of what you do with your resources that makes all the
di4erence @ou have scarce resources, and in this case, they had bunch
of men and weapons And you&ve got a bunch of salespeople, and client
lists and products that you&re developing, and so on $ow you deploy
them and what you choose to do with them, makes all the di4erence in
the world, Bemember, the =ermans and the French were e'ual -hey were
e'ual in every respect P>cept outcome -hey were e'ual in every respect
past outcome, save strategy
And then, very 'uickly, they werenHt e'ual anymore )ecause one strategy
went up against the other, and the French strategy caved, and what was
left was nothing 9o, what&s your highest purpose. 9o what is it you&re
trying to accomplish, and then, what&s your greatest contribution to your
highest purpose. Aow these are vague %e could get into worksheets and
all sorts of stu4 about how to make them less vague @ou know what your
highest purpose is )e clear about it (t might take you a sentence, it
might take you a paragraph7 it shouldnHt take you anymore %hat are you
trying to accomplish. And then measure every single action that you take
against that -here is no simpler way to defne strategy than that
Eeasure every single action you choose to take against that And if you do
?ust that, thatHs how you manage the 622 things, the C22 opportunities,
and the 62 ?oint ventures
)ecause what will happen7 most of them wonHt really matter Eost of
those C22 business opportunities will be distractions %hat&s your biggest
payo4. @ou have these hundred + ( know itHs not a hundred7 but you have
these 62 + and maybe itHs not 62 + ?oint venture opportunities #r these
business opportunities, or you&ve got the three that you&re doing now
%ow, three&s a lot Could be fve, could be more, but not for most people
9o how do you get it. @ou do the math
-his is the ugliest slide (Hve ever seen !Laughter" -he ne>t one might be
uglier -hese are in your book, along with a few other things, but the gist
of this is really simple Ao, go back, go back @ou want to fgure out what&s
the results 9ee, people, ( have been at these things Aot Jay&s, but Jay&s
and other people&s7 where you meet a lot of people &=ee, thereHs <62
people in the room& (f you canHt come up with 62 ?oint ventures, you&re
asleep 9o youHve got your 62 ?oint ventures, but you haven&t bothered to
fgure out what theyHre going to earn you -hey seem like good ideas7 they
seem like good people, you think there&s some synergy, but nobody does
the math 9o you got to do the math %hat&s the payo4. $ow much is it
going to earn you. Pnough =ood scenario, a middling scenario, and a
crummy scenario
And then you rate probabilities, and you donHt know @ou donHt know, but
you have to start somewhere 9o you make it up @ou say, &%ell, it&s 06 D
good and 62D middling, and 06D bad -hat&d be a decent place to start&
And then you throw in some of Jay&s strategy, and some of Chet&s
strategies, and all of a sudden + well, maybe you shift the odds up )ut
you do the math and you multiply it out, and you put a number on it And
then what do you do. %ell, you do it for everyone Aow this is a very short
table7 ( think it&s got fve holes in it @ou need about a hundred of them
)ut you start doing it with every single one -akes a little while, but it&s
less time to invest than the work youHre going to do building this business
#r the opportunity cost that you are going to su4er in your core business
while you&re running around with those 62 ?oint ventures
#ne of them might really pay, yes
Audience Member: %hat does the &%& mean with the brackets.
'au&: Ah, the &%& @es the &%& is very important 9o we have + (&m ?ust
going to go through this 'uickly %e&ve got an opportunity to name7 we&ve
got the value of that opportunity All that great calculation you did7 you
must do this *eople who arenHt good with arithmetic, get your kids to do
it !laughter" :o it on a spread sheet -his should be done on a spread
sheet, right. -his is not hard on as a spread sheet @ou have to ?ust plug
in the numbers )ut youHve got the value )ut then there are ancillary
things, like the availability of resources 9o whatHs this going to take away
from the rest of your operations. @ouHve got the likelihood overall, which is
your best guess
Aow you&ve done some probabilities, but this guy says + &@ou know, in a
reality, this probably isnHt going to happen& :o you have any businesses
like that. (Hve got one (Hve got one and since coming here, (Hve decided (
cut it o4 )ut it&s like, &$ey, what&s the real probability of that happening.
Am ( really going to peel o4 my precious time for that. ( thought it was
cool when ( said yes, but now ( have to go back and say no& And then
thereHs the last thing, which is there&s ancillary benefts, and each one of
these gets a rating, and then each one has a waiting 9o for some people,
the value, right7 the money out of it, may be the most important thing,
and you&ll rate it a nine out of ten And those ratings + itHs actually a one
out of four7 you get one out of four 9o that money might be a four, and
then the ancillary benefts might be a three, and resource development7
you donHt care because you believe in infnite resources 9oZ !audio
missing"
Zmultiply, and you come up with some numbers, and that allows you to
take kind of an ob?ective look at some sub?ective criteria, and say, &%ell, (
can do one Eaybe one more& And those of you who are good for CG or so
hours a day7 maybe you can do two more )ut you start to rate it and you
make choices 9o about this 622 things 9o, @ogi )ear says, &%hen you
come to a fork in the road, take it& !Laughter"
%hat are the three opportunities. *ick no more than three -hose of you
who have two, you get to pick one @ou can&t work + how many businesses
can you really work on %ho works really well on four di4erent
businesses. ( mean really well7 top performing. %ho&s working top
performing on all three di4erent businesses. =ood -hat&s an ama,ing
person -wo %e got a few here 9o we got two top performers out of a
room of <62 people, and (&d say that&s probably about right Aow, ?ust for a
show of hands, who are working really well on two businesses. Beally top
performing on both businesses. -hat&s my concern
9o, (Hm really generous, and ( say top three @ou might want to pick top
two7 you ?ust might want to pick the top one #kay, this is going to + (&m
going to fnish this 'uickly -his will hurt a lot of people7 you&ll be o4ended
(&m going to say it anyway %ork on your strengths $ire people to handle
your weaknesses :o not work on them yourselves Pither hire people, or
outsource them, or ?ob them out, or Iat out donHt do them )ut work on
your strengths7 that&s where your leverage is *itchers practice pitching7
they donHt work on their batting
Luarterback + we have some hands + 'uarterbacks do not practice their
kicking %hy not. -here&s no point in it -orpedo your weaknesses7 get rid
of them, get them out of your businesses Ae>t And then there&s the thing
called the trim+tab, and this is very important7 and then we can wrap up
)uckminster Fuller had this concept And )ucky said you have this long + (
know there&s a )uckminster Fuller devotee in here who will say this more
elo'uently, but (&ll go ahead @ou&ve got this long ship7 you&ve got the
Lueen Eary7 it&s a big long thing And way down at the other end, you&ve
got the rudder Aow, the rudder&s the si,e + ( don&t know + it&s the si,e of a
small house, on the Lueen Eary 9o it&s not that small (t&s not like the
rudder on your little sailboat )ut you&ve got this rudder, and the rudder
needs to turn the boat, right.
-he rudder turns this way, and the boat goes the other way %ell, you&ve
got his big house sitting in the water, and it&s moving along at J6 knots
$ow easy is that to turn. (t&s not very easy to turn 9o that&s the part of
your business that&s hard to turn, right. @ou&ve got this sales engine, and
it&s working sub+optimally, and you&ve got this marketing engine, and it
really needs help, but hey7 these things are going full steam ahead, and
it&s hard to really interrupt these things when they&re contributing to your
f>ed e>penses @ou donHt want to mess things up
Bight, so the way it works is they put a trim+tab in the rudder, and what
the trim+tab is, is it&s a little thing7 it&s only about the si,e of a door -hatHs
small on the Lueen Eary And that thing can open without a lot of
pressure on it And the water rushes around the other side, pushes the
rudder the other way, and voila7 the boat turns 9o )uckminster Fuller said
that he was a trim+tab -hat he was one little guy who set out to change
the world, and the way he did that was by looking for the places where he
could act as a trim+tab7 being a little guy turning this way or that7 turning
the rudder this way and that, turning the boat this way and that And
that&s what you look for in your businesses 9o you take that list of fveZ
!audio missing"
Zthe winner went down to the top three of the top three And then for
each one, you ?ust make sure, &(s this for a top three pro?ect. %ell, yes it
is Aow, why am ( doing this thing anyway.& 9o defne it again7 go back to
the strategy within the strategy, which is what are the optimal results for
this action item. And then, how much better are those than the current
results. 9o you need a weighting factor again, but you want to say &$ey,
that&s really better, and (&m going to do this one,& #r, &(t&s not really better
and (&m going to look for the ne>t item And then, is there another way to
get leverage.
Bemember, we&re looking for low input and high output 9o you always
want to compare whatever it is that you&ve got to whatever other way you
can do it, and ?ust keep sorting $ey, you&re going to have 622 di4erent
ways to do it you&ve got MJ di4erent referral systems @ou can sort
through and fnd the one that&s going to be really killer for your business
9o, what will happen if you donHt do it. -hat&s the last 'uestion %hat will
happen if you donHt do it is good (tHs another way to sort it out (f you
don&t take this action, and it&s really not going to harm you, you probably
don&t need to take it And then, if all these things, all these 'uestions
you&ve ?ust asked about that item don&t compel you, go to the ne>t item,
and keep going *eter )lock, who&s a pretty interesting writer, wrote a
book (t&s a good book ( like the title the most And the title is &-he Answer
to $ow is @es& And ( think that&s a really powerful 'uestion %hich is once
you&ve decided what your strategy is and you&ve fgured out what your
ma?or actions are, now how do you e>ecute them. -he answer is that
there&s a way #nce you&re down to the short strokes, you know that
there&s a way
And there&s no right answer -he only right answer is what works 9o, (
don&t know7 who was it that said this. 9omeone + there was someone
talking yesterday who said that their business was shooting along ?ust
fne, and they werenHt doing anything 9o he said + ( don&t remember who
it was + who said that, raise your hand. (t was you $e&s not doing
anything $e&s sitting here + he is in hog heaven )ecause no matter what
he does, it could probably have a positive impact 9o some of you who
don&t know, once you sort out your ob?ectives, once you plot the ma?or
backbone behind your strategy7 if you don&t know what to do from that
622 list and everything&s passing the tests, ?ust pick it and do it And then
?ust run with it
9o, can you count the black dots. Focus -he answer is strategic focus
-hank you !Applause" Jay
Jay: -hat was good =ive me the biggest, besides strategic focus, and (&ve
got a piece of gum in my mouth + apologies
'au&: #kay
Jay: %hat&s the biggest thing + *aul wanted to do more but he didn&t +
what&s the biggest thing you had to take out that you wish you put back,
that only takes a minute to e>plain
'au&: :arn -ake Fridays o4 !Laughter"
Jay: 9erious.
'au&: @eah
Jay: -ell me why
'au&: -his is counter+intuitive right, because where did we start. %e
started where people don&t have enough time 9o ( don&t know7 (Hm with
=erber on this one %hich is that you need time to fgure out what the
heck you&re doing And if you spend all your time e>ecuting, you donHt
take a lot of time to do big picture -hat&s one of the reasons for a
conference like this And people come here, in part, so that they can
actually get a high level view of their business
Jay: =reat point )ut you know what ( recommend, and ( didn&t really say
it ( recommend they try to stay over a day or two, and de+brief
themselves and their team on what they got7 because on Eonday
morning, they go right back to status 'uo, don&t they.
'au&: %ell, that would work beautifully
Jay: (t would
'au&: %e talked about that a little bit
Jay: %e should almost + ( mean, this is funny ( used to have a lot of clients
that had scheduled like, weekly or bi+weekly calls with me, and if ( gave
them a directive and instruction7 and this week&s call, they haven&t done it,
(&d say, &Fine, you&ve allocated the hour + you&ve paid me, but guess what
you&re going to use it for.& And ( said, &Ae>t week, hopefully, i won&t be
redundant, but until it&s done, (Hm not going to give you the ne>t step7
why.& )ut thatHs good =o ahead
'au&: Pvery CP# ( coach + (Hm easy7 ( say the same thing &-ake Friday o4&
And they&ll go, &( can&t do that, ( have too much to do (&m working C0 hours
a day as it is& 9o ( + they&re paying me a lot of money to tell them what to
do, so eventually they say, &#kay, well ( &ll try it& And it&s not like, take
Friday o47 go to the golf course and the movies @ou can do that, but it&s
take Friday o4, sit at home in the kitchen, drink a lot of co4ee and think
about your business
Jay: @eah
'au&: -hey do that, and all of a sudden + so what happens is the ne>t
week, they have ideas
Jay: @es
'au&: And they have f>ed problems, they have had conversations with
people they&ve been meaning to have %hat they have is clarity @ou donHt
get clarity with your head down
Jay: Ao, youHre right -here&s + Eark Kictor $ansen knows the person who
has the original reference notes from -hink and =row Bich7 and ( asked
him one time, &%hatHs the biggest insight that wasn&t in the book.& And he
said it&s that almost every really signifcant icon that was interviewed,
would work like hell and they&d take time o4 -hey&d work three months on
and take a month o4, or work three weeks on and a month o47 and he
said + and they did nothing Joe Carbol wrote a really seminal book7 a little
book on advertising called, &-ha La,y %ay to Bich,& and he said all his
great ideas came when he was swimming, or bicycling, or shopping7 and
he said, &%hat does that have in common. Aothing.& )ut he said your
brain was able to do what it did well
Ey big + it&s not a regret but when ( met my wife, before we had all our
wonderful little boys, ( would sleep in, ( would sit on the Ioor and watch
every *erry Eason for two hours before ( started my day, and she thought
( was watching *erry Eason ( really wasn&t And ( would ?ust walk around,
or (&d go out for four hours, shopping, and let people try to sell me7
observing and thinking @ou really mean + you got to grunt + we try to
s'uee,e all those incredible, creative ideas, and your mind is so much
more powerful7 ?ust let it work the way it was designed, and that&s + let it
be free for a while, and then ?ust make sure of one other thing
%hen it Iows, have something handy everywhere7 pen, pad, backup
tapes
'au&: :igital recorder
Jay: And have back ups, because + and know how to do it, because once it
Iows7 you think youHll remember it @ou wonHt And if you donHt + this is a
very, very key phrase (f you don&t make it a prisoner forever, on some
form7 preferably written as well as audio, you will regret it because your
brain will give you a million and a hundred million ideas, but if you decide
to dis+acknowledge them, or to discount them or be abstract and generic
and think the outcome + &(&ll put it in the morning, ( don&t want to get up, or
it&s too simple7 (&ll remember it7 it&s so easy& (t won&t, so
'au&: /Onclear ;12G3 of course, if you donHt use the ideas, your brain will
stop giving them to you
Jay: P>actly right -ouchU Alright, thank you so much
'au&: -hank you Jay
Jay: Appreciate it !Applause" Are you going to be here for the power
panel. #kay Bick, work out with Eichelle + dinner %e&re choosing dinner
for you At lunch, did you guys all do what you said you would do, and
people shared their ideas. %as it powerful. %as it e>traordinary. And
imagine doing that over and over again, and we&re going to try to give you
at the end of tomorrow7 a process to do that yourself A couple of points
Eac wanted me to do something, and ( want to make a point $e was
concerned that maybe you mis+interpreted what either Fran or Eark Kictor
$ansen, or )rian said, and ( want to amend it, and ( want to correct it And
( want to really address it and attack it
%hat they said + not negatively, but they believe in general that it was no
longer the old G2V02 rule -hat it was now the M6V6 rule -he 6D of the
people were doing M6D of the real achievements, and they were
lamenting about that and saying most people don&t do anything And (
would agree )ut, you don&t think of yourself as the 6D of people in this
room are going to do well, and M6 aren&t @ou guys are already + you&ve
discriminated by being one of + 662 in the room, but we o4ered it to a
million people
9o frst of all, what is 662 compared to a million. (t&s far lower than 6D
isnHt it Aumber one Aumber two7 ten people left ( lost $62,222, and one
of them was the young man who wanted me to sell him + staying here for
the same price you would when ( o4ered him terms for life, and he
wouldn&t take that7 because ( thought he basically had no conviction and
morality )ut you&re already past another one 9o ( canHt make you
implement what you&ve learned, but ( could tell you7 unless you wrestle
yourself to the ground and donHt let yourself, your subconscious, your
mind, your mind+set + if ( do what ( hope (&ll do by this time Eonday night,
you can&t possibly be the same person you were @ou can&t possibly
(t is impossible for you not to achieve far more greatness $ow high and at
what level. 9ort of depends on a lot of things ( used to operate at a
higher level (&m more laid back now (f ( fnd C2, 02 of you that want to
work with me or me and Chet, (&m all for that )ut if not, ( have a lifestyle7
( service it7 ( have all kinds of wonderful friends, and ( drink of their
intellect, and ( have a good time @ou&ve got to fgure optimally what you
want, and that ad that Joe Carbol wrote7 he said, &Ean, ( make about $J
million a year, and (Hm pretty darn happy& -his was in &<G, and ( knew him7
he was a friend $e had two great houses, he worked about J hours, two
days a week $e swam the rest of the time, he bicycled, he was a big
man $e smoked great cigars and sat on his veranda, which the back was
+ both + two di4erent houses, was the *acifc #cean7 and he was happy,
but he said, &(&ve /unclear <1C637 they were more aggressive, they were
younger, they were more focused, they had a bigger + something that
they wanted to do,& but thatHs not a problem -he only problem is reali,ing
that after you have your frst break through and you make C22 grand or
622,222 or 02D increase, donHt stop there
Listen to what Chet said, listen to what *aul said, listen to the power panel
we&re going to do :evelop a system that keeps sustaining, adding,
building, layering, layering, layering Ae>t 'uestion, or ne>t point $ow
many people in this room are re+attendees. $ow many in this room are re+
attendees who got at least one breakthrough that was meaningful. =o to
the mikes real 'uick Beal 'uick )ecause Eac feels like you have a moral
obligation7 because you got to come back at a better deal7 to contribute at
a higher level, so ( want to deputi,e every one of you -hat you have a
purpose and you a higher causal purpose for the rest of the endeavour7 to
help everyone in the room get more out of it -o help everyone in the
room see what&s so uni'ue and special about this $elp everyone in the
room open up and contribute better Luickly, tell your name, tell the
business you&re in, tell the big break + tell what the di4erence meant to
your business, and tell them the biggest thing you got form it, and the one
thing you&d tell them they should focus on right now to get from what&s
already happened and what you know will happen in the ne>t day and a
half =o for it
Man 1: -om 9t Lois, marketing strategist from -oronto (Hve been reading
your stu4 and coming to these things for a long time, but the frst break
through that meant a lot to me was that as a consultant, ( thought that if
somebody called me and said they wanted to meet, ( had to go there and
meet with them7 spend a lot of time, empathi,e like hell, then write a
proposal and follow+up 9o ( did that, and it took a lot of time, and it was
cra,y And at a certain point ( was burning out on following+up, writing
proposals and all that sort of thing, and then one day ( thought, &%ell, this
risk reversal thing is kind of cool&
9o ( wrote a script And the ne>t time somebody called me, ( said to them,
&%eHve got this process7 it&s called a marketing audit, whatever& And ( read
the script pretty well ( said, &(f you pay us in advance, we guarantee you a
whole bunch of stu4& 9o they said, &Come on out,& and ( went to the
meeting, and when ( walked in the door, the receptionist said, &-om.& (
said, &@eah& 9he said, &$ere,& and she handed me the che'ue And ( went
and sat down7 and before the meeting ( already had a che'ue (n that case
it happened to be $622, and thatHs a small amount now, relatively
speaking, but it was a
Jay: $ow long have you been doing my stu4. $ow many years.
Man 1: (t&s about C6 years
Jay: -hat&s a long time
Man 1: 9o the fact that ( could walk into an appointment7 they&d hand me
$622, and they were already a client before ( met them, and now, instead
of a proposal ( could give them a report, and it would hook them into
wanting more services7 that was ama,ing to me, and the biggest
implication was you can make it up @ou can make up the rules, and if you
articulate them clearly, with confdence, congruently, people will go, &#h,
okay& )ecause they don&t have an agenda to refuse your rules (f you have
a clear agenda, they&ll be swept into your agenda
Jay: =ood, thatHs good And is that what you want them to make sure they
get out of this.
Man 1: -hat&s a great thing to get out of this
Jay: #kay, thanks #kay
Ean 01 Alec -homas, with *erformance Earketing =roup %e do internet
marketing for real estate agents and others %hat ( got out of this this
time around, or what really hit home again, was the referral Ose referrals
to create new clients
Jay: :id you get anything out of the previous one that impacted your
business.
Man 2: @es, absolutely
Jay: %hat&s the one thing that you did most, and what&s the impact it had.
Ean01 *reviously it was strategic alliances
Jay: $ow many did you set up.
Man 2: -he impact was + set up a couple of them, and back then it made
me switch businesses, and now (Hm doing a lot better
Jay: (n the business you&re in. Are you still in + strategic.
Man 2: @es
Jay: 9trategic alliances.
Man 2: Ao, ( need to set up new ones now -hat&s
Jay: 9ee, that&s why people come back, and that&s why ( bring more
e>perts than ?ust my basic marketing, because the marketing works if you
work it, but the guy&s going to teach you strategy and the di4erence
between strategy and tactics %e&re going to get you to work at a higher
level, arenHt they.
Man 2: @es, they are #ne other thing (&d like to add, about referrals (t&s a
two+step thing #ne of them was where you give + compensate people for
referrals @ou can do it in two steps ( give one type of compensation for
?ust a referral in general, but if the referral signs up in seven days, ( give a
bigger one And so they go out and resell for me Eight want to try that
Jay: =ood, thanks Eike
Man 2: Eike Fry Francis, Fortune Cookie
Jay: $ow many you been to.
Man 3: /Onclear CC1J;3, this is my C2th
Jay: (s it really.
Man 3: (t is, (Hve been to + si> ma?or and then the /unclear CC1JM3, so this
is the C2th one
Jay: -hat&s ama,ing7 C2 #kay
Man 3: (&m into pain !Laughter"
Jay: -hey call him a marketing masochist
Man 3: )ut my background7 ( always preface it, because my background
was totally entertainment my whole life, and then ( got into marketing
with the business, and ( had to literally learn marketing from ,ero, from an
entertainerHs point of view, with no college, no business knowledge, so (&ve
always big on goal+setting and set a lot of goals 9o this is my + everything
(Hve ever done in my business is MMD Jay )ut my biggest insight was
really the amount of incredible contacts (&ve made so far (&d had two really
incredible, kind of unbelievable things that happened7 people ( met here,
that was really neat, and + so anyhow, bottom line is, the contacts here +
my number one thing ( would say is, no matter what problem you have,
there is somebody in this room that can absolutely, positively solve it 9o
look for them, because they&re here -here&s probably four or fve people
Jay: -hank you #nly because ( got to go fast, but make it real rich
Man 4: =ary 9mith, )el+Air P>press7 0; hour air e>press company,
competing with Federal P>press, on a very small level Ey biggest break
through right now is that the little things in the business yield huge
opportunities
Jay: =ood, goo
Man 4: ( do not need another new customer And ( can ?ust work my 622
client database -hat&s the biggest breakthrough
Jay: -hanks
Wman 1: Pileen 9ilver, (Hm a metabolic weight control specialist ( came
in August, and ( remember saying this to you Jay, that my breakthrough
then was that ( was stepping over dollars to get to pennies Ey
breakthrough now is (Hm stepping over dollars to get to pennies After ( left
in August, ( went back and ( feverishly started writing scripts and doing all
kinds of big pro?ects, and ( never implemented a referral system, which
could have instantly made me hundreds of thousands
Jay: -hat&s right @ou&ve got to be pragmatic (&m an opportunist7 an ethical
one, and a pragmatist :o the easiest, fastest, highest or easiest yielding
things frst -hen you&ll have the cash Iow to fund the more di8cult and
the more comple>, so you can get other people to do it for you =ood
work
Wman 1: @ou could hire some help
Jay: =reat insight -hanks )ob
Man 5: $i, )ob Bossman $orse+racing Ey breakthrough was learning
how many times you can go to your customer database ( used to market
to clients and if they didnHt ?oin up, ( would market at half+price, and if
they didn&t take that, ( would o4er them a free service, and if they didn&t
take that ( thought they were dead And Jay told me that they still had
value, so ( went back after the seminar, to the people who hadn&t taken
the free o4er over the last couple of years, and ( made them the frst o4er
again Full price And they took it !Laughter" ( was ama,ed And so now,
the basic rule is that you get half each time you market to them, and so
we ?ust keep marketing and marketing and marketing to them
Jay: Ontil it stops paying o4.
Man 5: Ao, actually until we lose only half the money
Jay: -hat&s a great insight because you&ve got such residual 9o what did
you get now that you maybe saw di4erently. %hat + did you get
something new so far that you didn&t think about.
Man 5: @es, (Hve actually limited the amount of sales that they can have,
and (&ve never taken referrals because ( was concerned that it would allow
a leak of information, and (&m going to set up a referral system and trial7
letting people have information every day
Jay: =ood, thanks -hanks a lot
Man 6: :an )antly ( have the *ennsylvania (nstitute of -a>idermy
Jay: -he *ennsylvania (nstitute of -a>idermy
Man 6: -hat&s right Like Eike, ( think this is my C2th + Mth or C2th
Jay: :id Eichelle tell you what she bought me7 my daughter. For
-hanksgiving, she bought me a stu4ed turkey %e were going to deliver it
here but it&s + ( swear, a stu4ed turkey !Laughter" %e should go out to my
beach house7 it&s at my beach house %e should bring it out (t&s a full
turkey, stu4ed $ave you done a lot of stu4ed turkeys.
Man 6: *robably not the same way you have, but !laughter"
Jay: -hat was a tight dig =o ahead =o ahead
Man 6: %hen ( frst + like ( said, this is my Mth or C2th one of these (Hve
been through ( think the biggest change is when ( frst started coming,
my business was really in trouble7 ( thought my market was gone, (
thought it was pretty + it was kind of the last chance, ( guess And through
all these years of coming andZ
Jay Abraham Mastermind Marketing 20
Zlearning these things, it gave me a change in mind+set ( know that +
right now, ( see so much opportunity in everything, and for the past two
years, my classes have all sold out 022J is almost all sold out, even
before 022J starts, so
Jay: Lesson. %hat&s the lesson.
Man 6: -he lesson is if you stick with whatever you&re doing and don&t
give up on it, thereHs a way to make it succeed, but you ?ust have to fnd a
way And be patient7 sometimes it takes a little while
Jay: =ood, great, thanks =ot to hurry you a little bit, please ( appreciate
you, but go ahead
Man 7: :avid 9helling, (Hm from )oston (Hm a technology marketing
consultant, speciali,ing in software marketing, and ( came to a
programme about C2 years ago, and the thing that impressed me + a lot of
things impressed me, but one was that we can make the rules And that
allowed me to e>pand from what ( was doing, and (Hve been sort of trying
to preach Jay to anybody who&ll listen, for the last ten years Eore
recently, one insight was trying to keep the value of what we deliver Aot
let people degrade us and turn us into commodities, and using education
to do that A lot of the salespeople ( work with, they&re willing to discount
very 'uickly -hey&re not willing to stand up for our value, our own worth,
in order to service the customer 9o we&re giving in a lot, and being beaten
down, and ( think that&s a problem that a lot of companies are having, and
by educating the customers and showing them value7 showing them the
hidden assets, we can really help them
Jay: -hat&s great, thanks
Man 8: $i, :ave Bego, (ndianapolis $ow you doing, Jay.
Jay: =ood 9ay hi to my Eom when you get back
Man 8: ( will (Hm in energy management, and ( came to X+Factor in &M6,
and
Jay: -hat was a good program
Man 8: @eah, it was great And then what really Iipped me out was when (
got *PL about a year ago And (&m like + it was funny, because *aul ?ust
said, you know, you&ve got twoVthree hundred ideas, and that&s kind of
what (Hve been swimming with for literally almost a year, and this&s ?ust
been great for focus
Jay: 9o what&s the most important thing you&re going to do now7 frst.
Man 8: Beferrals
Jay: #kay, good
Man 8: 9ales C2C
Jay: -hat&s good ( mean, anybody that doesnHt get that + the reason ( had
everybody do it for an hour and a half was that&s like + you&ve ?ust got + if
you take one or two or three or as many of them as possible, you got a
guaranteed increase in your business that&s geometric7 if you ?ust apply
and systematically sustain it
Man 9: $i, (&m Alan Bubenstein, =eneration (nvestors %e put together
short term bridge loans for our investors that are in C0D safely ( was here
CMM6 with you, Jay Ey previous business7 dental supplies And we were
doing $C0 million at the time7 Jay was kind enough to directly suggest ( do
speciali,ed seminars, educational seminars for the doctors and dentists in
our market place -hey were very successful we got hundreds of new
customers ( sold the business three years ago7 we were doing $06 million,
and we got paid on that 9o !Applause"
Jay: -hatHs pretty impressive
Man 9: @eah, we appreciate that
Jay: )ut Alan, come back, come back, come back %hat&s the big idea,
though. =ive us an idea :on&t walk away @ou took something, you made
yourself tens of millions of dollars7 you left us like + we&re panting
!Laughter" %e&re sitting here, it&s like 9aturday&s serial %ho&s the persona
that was always on the railroad tracks until the ne>t week.
Man 9: Ao, (Hm ?ust going to say that (Hm in a new business now7 (Hm
starting from ,ero, and -om 9t Lois gave me another great idea, so thank
you -om7 which was
Jay: )ut what would you give these people.
Man 9: %ell, every idea&s a good ideas, which he said, &=et interviewed by
a radio guy Aow you&re an e>pert& )oth of them are the same line @ou
want to be the e>pert in your marketplace, you want to give back to your
customers @ou get new customers and your get credibility with your old
customers
Jay: =ood And don&t forget, write a book #r have somebody write one for
you , even if it&s ghost+written
Man 10: :ale Ea>well, :alema>wellcom and a bunch of other websites
from there -he most important thing that (Hve written down is to
repackage and repackage and repackage the information
Jay: Could you be a little clearer.
Man 10: %ell, ( was attempting to be clear with the repackaging of the
repackaging
Jay: Ao, ( mean, a ?oke ( get it, ( get it ( get it
Man 10: 9o, ( have books and the books need to be tapes and the tapes
need to be videos and the videos need to be C:&s, and
Jay: (f you think about this, and this is not to take any of the thunder away
from most speakerVconsultants, but all they really do is they&ve got a
message -hey can give it as a key note for two hours -hey can stretch it
as a day+long on sight, for $6,222 -hey can bring it down for a half an
hour, or they can do it on tape for $0M6, and they sell a thousand of those
and they get four or fve people that will engage them to speak, and they
inherently do it, but basically fgure every spectrum on the arc, and
address it Eore, less, etcetera
And donHt be afraid to give certain things away %e do #r charge a fair
price, and you can do a lot of things that+ we have lead products like my
money+making secrets that some of you bought for $;227 is a lead for a
fve to $06,222 seminar *retty good lead )ut everything is + that&s good,
thanks a lot
Man 10: @ou&re welcome + and ( have been giving away (Hve given cards
to people to download one of my books for free Come see me !Laughs"
Jay: (t works #kay =ood
Man 11: @es, my name is *at 9olis from $ouston Jay, ( wanted to + (Hve
been coming + this is my fourth seminar, and ( have to say it&s been the
best one of the four, although the third one that ( came to was the work
college, which was 'uite brutal, but what ( wanted to share with the group
is, that (Hve used many of the principles that Jay&s talked7 since &M; (Hve
doubled my business through the principles )ut when ( came + originally (
came here with the idea that ( was going to refresh my skills and teaching
that Jay teaches, but the idea that ( shared with the group on the frst day7
the one where ( ?oint ventured with the law frm (&ve had si> people come
up and tell me that really rung their bell #ne of whom said that it was
worth the trip for her to fgure out how to solve her problem with a very
similar situation
Jay: -hat&s good
Man 11: )ut ( ?ust wanted to tell you Jay7 it&s been great and the program
that ( did at the work college7 ( put it on back burner for seven years -he
weight loss business7 and there have been four people at the meeting who
want me to bring it back, so
Jay: -hat&s good #kay *lease hurry through7 only because (&ve got to get
John on =o ahead
Man 12: 9ure :an $olbrook (tHs mortgage, real estate and broadcasting,
( guess (&ve been going to your events for C2 years, actually, and this
event was good because it helped remind me what ( knew but didnHt
implement for eight years, and ( was feeling kind of bad about that )ut
one of the things that ( was reminded about was the strategy of pre+
eminence, and (Hve done that actually7 very, very well ( wanted to change
the way real estate services were delivered, so ( started broadcasting
radio one day a week, and now it&s J hours a day, fve days a week,
0<,222 people in an hour delivering in the 9an :iego market (t&s made a
signifcant, dramatic impact on peopleHs lives, and it + trying to fgure out,
&#kay, now how do ( bring it back in dollars and cents.& And ( think the
connectivity of bringing all these pieces together7 it&s not ?ust one
strategy (t&s a whole series of them, and thereHs a fnancial, spiritual and
emotional beneft thatHs driven from that
Jay: -hanks
Man 13: $i Jay Eartin %ales, Customercatchercom %e grow your
business by bringing you clients until you beg us to stop !Laughter" %hen
( frst met Jay, ( was working at a company, and since that time, (
'uadrupled my income, but what (Hm up here to say is, we talk about
public relations #ne of the frst things you taught me was help people get
what they want to get what you want And ( use that in public relations,
and now ( get about $C million a year in free public relations, which is
really my advertising revenue And sort of the corollary of that is, ( make
as much money marketing my business as ( do actually selling my
consulting services, so proft based marketing7 where you actually make
as much money doing the marketing as a speaker selling information
products, as you do selling your consulting
Jay: -hat&s great ( like that =reat -hanks 9par.
+,ar: JayHs the frst person who thinks it&s normal to sell a video for $622,
which he did to me seven years ago, and ( thought, $CMM6 was a lot to
spend prior to that !laughter" And this is my third event, it took me seven
years to think that spending more than probably $C222 on a seminar was
high, and this has paid o4 infnite amounts7 hundreds of thousands of
dollars -he biggest thing is, all of us are smarter than any one of us, and
the synergy that happens in a room like this, meeting all the people, and
the ideas that they have brought me, not only in this seminar but other
seminars7 have been really good -he biggest one is also the simplest one
( tend to get a little distracted, and so for Eark Kictor $ansen7 every time
( reach for my credit card, which seems to happen a lot7 ( put this card,
which he was suggesting7 ?ust write your three top goals on a card (t was
so simple, and for somebody that&s as distractible as me7 every time ( paid
for something now (Hm going to look at this card with my goals on it
Jay: -hat&s good -hanks 9par $ow many for you. Four, fve, si>, seven.
-ell me7 ( donHt remember
Wman 2: -his is seven
Jay: %ow
Wman 2: And ( should be a billionaire by now, right Jay. %hen ( came to
the frst one in CMM6, Jay changed my life, because he said, &Bevere your
business& And that was kind of a shocker to me, because ( came out of
hospital administration, dealing with blood and guts, and ( thought selling
stu4 was trivial And Jay said revere your business And it ?ust changed my
entire attitude about what ( was doing And it&s never really been so much
about money7 ( am happier than (Hve ever been before ( have ?ust a ball
with the business7 but ( decided at this seminar that (Hd really like to get to
about $6 million + (Hm a little over a million now7 and Chet $olmes taught
us how, so thank you
Jay: -hatHs great Alright :avid
Man 15: $i Jay
Jay: $ow are you.
Man 15: %onderful, thank you Ey name is :avid Carrington, (&m
president of BacingO9Acom, AmericaHs online head'uarters for Aascar
merchandise -his is my + about Gth time, ( guess
Jay: %hen he travelled to the ON + :avid&s a trooper7 he&s a cool man
Man 15: %ell, it was interesting to go to the ON, because we were
investigating opening a Puropean o8ce, and what better way to decide if
there&s a market for you than to go meet with 662 people in Purope, and
after that event we decided that wasnHt the right decision for us (&m going
to say one thing, and (&ll try to be real brief (n the last session ( went to
four years ago, ( ?ust recovered from cancer, and was trying to decide
what ( wanted to do with the business7 and Euriel got up, made one
statement out of three days and said, &(t took me si> years to do my frst
thousand dollar day in my retail store, and ( did my frst thousand dollar
day on the internet, in si> weeks&
( turned to my son, said, &%e&re going to open an internet site& !Laughter"
%e had four stores at the time -he seminar ( think was in June7 it was in
that summer )y August we opened our site %e had our frst sale on
9eptember the CCth, CMMG )y Christmas, our internet was our largest
store )y June it was larger than stores one and two )y Christmas it was
larger than all four stores )y the ne>t January, we started leasing out our
stores !Laughter" %e were in the computer business7 we sold the
computer business, and now we&re primarily and internet retailer
-he one thing (&d like to give to this group is the most powerful concept we
got out of all this is educate your customers why it&s in their best interests
to do business with you, and not your competition 9everal years ago + or
in the computer business, we found ourselves competing on the nebulous
things of 'uality, service and price %e believed we were 'uality and
service7 we were being competed on with price And so we felt like we had
to change the rules %e either had to compete on price, or change the
level of competition so that our competitors had to compete with us
And so what we developed was a C6 step detailed selling system that
worked with the prospect in order to set the agenda7 the decision criteria,
the goals and ob?ectives7 so then when the competitors came in, they
would have to compete on our terms instead of us competing on their
terms And that made a tremendous di4erence in our business, and as (
said last #ctober, we sold it7 so now we&re primarily an internet+based
business
Jay: -hanks :avid #kay !Applause"
Audience Member: %hat&s the website.
Man 15: BacingO9Acom
Jay: #kay ( didn&t mean to divert, but Eac felt that you should know7 you
shouldn&t feel that people came back because they weren&t successful A
lot of people go back and they&ll make C22 grand or they&ll make a half a
million, or they&ll get a J2D and they&ll think that&s all there is, because
they don&t understand process training -he ones that get it, they come
back over and over again (&m not trying to sell you, because ( don&t really
want to do that many -his is the frst one of these (&ve done in seven
years Just get a lot out of it+ that stated, you&re in for a treat
John /unclear <1263 Fabulous man7 brilliant man Bemarkable man,
interesting man :id a billion dollars in real estate transactions and got
bored with it 9pent three or four million dollars of his own money studying
all kinds of elements that distinguish superior performers7 sort of a
modern day &-hink and grow rich& %as raised in Chicago, foster homes + (
got his stu4, ( don&t need to look at this )asically, he decided he wanted
to study and understand every key element that distinguished super
achievers form everyone else, at a very, very granular level7 and he shook
it all up and he became one of the pre+eminent e4ectiveness coaches in
the feld $e handles a lot of 9ilicon Kalley CP#&s, he handles CP#&s around
the country Cool man7 he&s got some really powerful distinctions $e could
go for probably si>, seven days7 and we&re actually going to do a si> day
or fve day program with him, but he&s tried to distil down the core
essence of what he has learned about number one7 strategy Aumber two7
e4ectiveness Aumber three7 ultra+productivity, and really, having control
of your business so it doesn&t control you7 and he was named the speaker
of the year as far as guest lecturers at 9tanford $e&s a really cool guy7
heHs a good friend of ours, and he&s got very, very original work that you
should take a lot of notes from John, come on up 9orry we got a little late
start !Applause, and music plays"
J$n: Albert7 nice ?ob Love the tunes Alright everybody stand up Come
on, get on up 9tand up, stretch it out, this is like + ( know + you guys are
ama,ing Ama,ing ( mean, ( went through E)A school at :uke ( got three
hours a sleep a night for a year7 blood pressure shot up to like + the doctor
came to my house7 he was so worried about the test results $e said,
&)uddy, you can&t keep doing this& 9o this pace is even worse !Laughter"
(t&s unbelievable )ut this is a preoccupation with providing value Op top,
come on Beach for the sky Like that
=ive the person ne>t to you a high fve7 double7 boom !Audience does"
=ive the person across from you a boom Alright Aow sit your bones
down =etting rowdy, out of control #ut of control 9tory of my life $ey,
itHs the holiday season7 has anybody noticed. !Laughter" %ell into
:ecember now And Christmas lights out and about, kind of cool And +
gosh, ( don&t know but it&s a special time of year, and here we are sort of
cooped up in here, and we&re like focused like a laser on /unclear 01J03
-hings like that -hat&s okay Pspecially if we believe what Arm and
$ammer said, which is what ( think is some of the most profound
discussion (Hve ever heard, and when he said that the highest calling a
man can have is to become a philanthropist $ow cool would that be7 to
be like 9anta Claus for your family, and + you know )ut a lot of what
you&re learning here genuinely can + and it has7 made that possible for a
whole lot of people at various levels
9o because it&s the holiday season, (Hm going to start with a prayer (t&s a
no+denominational prayer 9o for those of you who think about the sky,
think about the sky For those of + ( completely respect and recogni,e that
there are7 in a group this large7 various people with various views )ut in
light of the season + ( ?ust thought, &Come on guys, it&s 9unday7 yesterday
was 9aturday, the Jewish 9abbath, and so we&re going to kick it o4 with a
little prayer, okay.
$ere we go -his is called the Onity *rayer7 and a very cool guy gave this
to me 5-he light of =od surrounds us, the love of =od enfolds us -he
power of =od protects us -he presence of =od watches over us %herever
we are, =od is, and all is well5 #kay, so thanks for letting me get that out
of my + it&s not like (Hm like a freak or anything, in this area !Laughter" Aot
that that&s bad, but it sort of settles me down a little bit
9o, ( want to ask a few things before we get cooking here (&d like you to
stand up7 (&m going to do a 'uick survey ( always like doing market
surveys7 ( need to understand who (Hm talking with so ( can try to make
comments relevant $ow many of you work for organi,ations that have
less than C2 people in them. *lease stand :on&t be bashful7 ( really need
to know -hese lights are like + okay, good *lease sit down -hat&s like +
what do you think. 66, <2D. Kery good $ow many work for organi,ations
with less than 62. #kay, good chunk =ood chunk $ow many above 62.
Alright, very good About, maybe C0D7 who knows. And the last group
looked like it was about J2D, 06D Kery good
First thing i want you to do -hink about this ( want you to make a list of
actions that you&re going to take as a result of what you hear tonight, with
me, and over the course of this event (&m moving into e>ecution (&m a
transition point, along with *aul @ou know Jay + the amount of time that
Bick :uress and Jay and Carl -urner, talk about superstars, whoa + -erry
and Eichelle, and :ebbie and -anya + (Hm going to leave them all out Let
me ?ust say one 'uick one on this %hen you see these people who are
like + walking dead around here, go up to them and give them a high fve,
okay. =ive them a high fve or something, because you cannot imagine + (
know some of you can&t + how much work it takes to put something like
this on (tHs remarkable, and they have done a phenomenal ?ob !Applause"
:on&t you think. @eah @eah @eah @eah
-hat&s for you7 all you guys Bick, tell those ladies out there, will you. -ell
those ladies they got to standing # =uys in the back, sound Kisual
maniacs, etc7 please tell them all !Laughter"
-ake + keep a separate list7 separate notepad, whatever it is, of the actions
you will take based on the stu4 that you hear here -he stu4 that&s most
relevant to you -he second thing ( want you to do is set up an
appointment with yourself -reat it as if + this is an appointment with the
most important person in your life And you should set up at least one, but
all (Hm asking for is one, because most often it&s like taking the frst step (
was down in the gym earlier today during lunch, and there was a guy
down there, and he didn&t look real happy $e was sitting there on the
bench, and he was like + ( could ?ust tell he had that look on his face &%hy
am ( here.& ( said, &$ow you doing, bud. Congratulations for being here
today& And he said, &@eah #kay& !Laughter" ( said, &( have the same
trouble sometimes& (t&s like one arm is pulling on the car, and the wheel
going + get + &@ou got to take this e>it, this e>it7 this is the e>it ramp to the
gym @ou got to go& And the other one&s going, &Ao, ( want to go home,
and sit on the couch& #r whatever
9o ( get into this conIict and + anyway, this guy was having the same kind
of deal going on and + ( ?ust said, &-hink about this ( play a little game with
myself and ( say, 5(f ( ?ust show up for fve minutes, if ( ?ust show up for
fve minutes, and ( leave5 And ( leave (&m going to pat myself on the
back (f ( ?ust put the feet on the ground, in the gym, or on the bike, or
whatever it is Five minutes, if (Hm on the bike fve minutes, (&m like high+
fving in the mirror, okay.& !laughter" And ( ?ust + and then ( say, &And the
other thing ( try to do is ( focus on not the process, +& !=roans" or whatever
it is !audio missing"
Zhow you feel when you get out of the gym (tHs sort of + the glow7
whatever7 ?ust focus on that feeling &(Hm going to feel this + it&s coming
any second (t&s going to be there any second& !Laughter" 9o those two
things + and the guy ?ust said + he got up o4 the bench and he shook my
hand, and he said, &Are you a doctor.& !laughter" And ( said, &Ao Just
consider me an angel in your life& !Laughter" 9o ( ?ust walked away, and
he was like + !Laughter" $e wasnHt sure, because ( didn&t shake his hand or
anything, because then he&d know ( was human, but anyway
9o you might want to think about the same kind of thing, guys @ou know,
in terms of getting started A lot of the tricks + the trick is to e>ecute And
whether we know it or not, whether we like it or not, we&re caught up in a
game of e>ecution -he winners are going to be the ones who e>ecute
John Chambers from Cisco 9ystems, to this day, says e>ecution is
everything Cisco + do you know7 what a story, right. First company in the
history of the world to reach a market cap of a hundred billion dollars,
and they did it in C0 years, only to be worth than =P and Eicrosoft two
years later7 with a market cap of over 622 billion At the ripe old age of C;
%ell, needless to say, theyHve gone through a few transitions, as has
everyone else )ut ( remind us + ( ?ust want to remind you of one thing
#ne thing we can learn from 9eptember CCth, is how fragile this whole
deal is And (Hm not going to be a downer here, but ( ?ust wanted to remind
you that we&re going to be like unbelievably lucky7 phenomenally lucky, if
we donHt have another one of those or potentially worse, interruptions
%hatever your political beliefs are, but they + based on what (&m reading,
and what ( know7 boy, the ne>t few years look like it&s going to be
something else 9o what (Hm saying is, if there was ever a time to sort of
button up, lace them up, leave them up, lace them up, tight + poof7 and
get ready7 ( think this is the time ( think this is the time to turn the corner7
to do things a di4erent way -o focus on relationships in a di4erent way7
whether it&s the :ream C22 concept of Chet&s, which is a home run waiting
to happen, or what Jay said today about transforming clients into friends
%hatever it is, earning trust in a di4erent way7 separating yourself from
the competition, cultivating a great core story, a O9*, mission statement7
whatever it is ( think this is the time you got to do it )ut the other thing
we have got to do, and the single most important thing we have to do is
fgure out a way + a plan to e>ecute on all of this 9o the second thing + as
( mentioned7 set up an appointment with yourself (t should be at least a
three hour block of time, for when you go home7 to basically go back
through your notes, and if you choose to, the hand out materials7 which
are to say the least, voluminous !Laughter"
#kay. ( mean, come on. ( mean, the planes (&m concerned about the LAX
plane !Laughter" @ou got to be kidding me Jay. )ut it&s phenomenal stu4
9o + by the way, anything (&m going to talk about today is contained in the
manual that you got today, and it&s all e>plained in a lot better way than (
could possibly ever do it up here %ith my stomach churning, and my
voice going cra,y and + this is a nerve+wracking e>perience7 let me tell
you something7 being up here in front of so many people -his is + alright,
so ( 7m not going to focus on that again 9o ( got to get o4 that
!Laughter"9houldn&t have done that 9houldn&t have done that
9o, everything ( &m going to talk about today is contained in a white paper,
in that three ring binder =et it (t makes sense (t&s like a ;2 page deal,
and it&s entitled, &$ow to Create the Oltimate )usiness Leverage,& and
contains a lot of very specifc information as to what we&re going to talk
about
Alright, the third thing ( want you to do, and this is the last thing (&m going
to re'uest you to do today, is team up with someone on an on+going
basis, to follow this up -here were some studies at E(- and the Oniversity
of Eichigan, 9chool of *sychology, that + Pducational *sychology + that
had to do with retention Co+opted retention, meaning retention that was
made better because it was shared )ecause there was accountability
created, because there was a sense of team work created + hereHs how
you do it %hat ( would do is ( would fnd at least one other person here + it
doesnHt matter where they live or where you live, because you can do this
by phone And you set up a regular schedule, on the same day every
week, and you ?ust spend ;6 minutes, J2 minutes7 an hour Ao more than
that every week And what you guys do, the frst meeting is all about,
&Let&s set up an agenda for what we&re + how we&re going to attack this
material %hat are we going to go through frst. Let&s talk about your
business, let&s talk about my business7 let&s fgure out what&s most
important Earry the two and come up with an agenda&
-he agenda might have J2 sessions Fifty sessions :oesn&t matter,
whatever the number7 but make that the frst session (t might even take
you two to get that down Pmail it to one another, fa> it7 whatever you
want to do, and get to work Alright, and get to work, and take yourselves
through it And ask one another, &$ow have you done. %hat have you
done. $ow have you done it. %ith whom have you done it with. %hat&s
working. %hat&s not working. %hat are your goals. @ou said you were
going to do this last call, why aren&t you there.&
And do not ever hang up the call without asking one 'uestions &%hat&s
our ne>t step.& ( don&t think you should ever leave a meeting + now (Hm
talking e>ecution here, okay. (&m going to provide you guys with seven
tools out of <C, in a program that Jay and ( + he mentioned the program
that we&re going to do (t&s called 9trategic P>ecution7 it&s not a
commercial for it, it&s ?ust a matter of fact 9even out of <C tools )ut
these tools have a lot to do with e>ecution And so Jay said + &( really want
+ at this time in the program, ( think they really would need something
that has to do with how to overcome the deluge& %e&re /unclear <1023
with information, but starving for knowledge And so ( said, &Fine, Jay, let
me see what ( can do& And here ( am 9o + but go ahead and team up with
someone and ask that 'uestion
And you should also remember to ask that 'uestions whenever youHre
making a presentation 9ome people use the word pitch (t&s still sort of
gags me a little bit, but whatever A meeting, a phone call, a sta4
meeting, a prospecting meeting, a brainstorming session, whatever it is
Ask yourself what&s my ne>t step. %hat&s your ne>t step. =et to clarity,
move things along, create accountability and a reason to get back in
touch with someone 9o that&s a discipline ( learned in real estate from a
master, who thank goodness, ( got hooked up with him, and the rest is
history
9o, now what we&re going to do today is talk about these seven 'uick
things #ne thing is the web of entanglement -his is the number + what (
feel is + the number one problem that everybody in this room, pretty
much, is faced with today -his is a ma?or obstacle to progress, to success7
and (&ll try and talk about it, and (Hm going to go brieIy here, okay. And
then we&re going to get into what ( call the e>ecutive survival kit -his is
what you&ve got to have in order to survive, much less prosper And these
are the things, these are the tools that have, ( believe, the most to do with
e>ecution, out of anything ( have ever read, seen, what have you that (
have seen in my lifetime and Jay mentioned that we have a research end
of us + what we&ve been /unclear 221C237 we&ve funded it and + but we&ve
had over 06 researchers, many of whom were *h: candidates from
9tanford and Cal7 going through topical areas that have to do with two
things1 high achieving individuals and teams7 anthropology, psychology,
ed psych, sports medicine, comparative theology, philosophy, Asian
studies, historical achievement patterns7 whatever, and provide to me the
best stu4 that has the most practical impact for people today %e&ve been
doing that for C2 years (t&s over C2 years
9o we have almost a gig, if you can believe this, of %ord fles, that are
synthesi,ed, organi,ed + ?ust by study7 by topic7 on what individuals and
people can do to improve their lives, hence the stu4 ( do in the coaching
area7 and what teams or organi,ations can do, whether they&re two person
organi,ations, or 02,222 person organi,ations 9o what (Hm going to give
to you is based on that, essentially )ased on this research And the
bottom line is it works 9o here&s what we&re going to do Let&s go to the
ne>t one
%e know we live in cra,y times (t&s the age of uncertainty, according to
the business media A defcit sworn by ;22 billion7 yes, it does change
'uickly, and many businesses are struggling to stay alive, and if you think
it&s bad now, guys + ( know, =od bless + ( hope we can do real well here,
but ( believe we&re heading into the most volatile period7 economic period
in the history of our country, over the ne>t C6 years -he seven
economists that ( follow don&t necessarily share that, but the ma?ority of
them do, and that&s why ( think it&s ?ust + (Hm imploring you to get more
buttoned up about how you do things
-he number of multi+millionaires in the 9ilicon Kalley went up by ten+fold
in the CMM2&s, and now it&s come all the way back to 6D of them are
intact M6D lost it all -here are houses on the market, there were people
who e>ercised their options, and then doubled down )ought more stock,
wrote it all the way down only to have Oncle 9am knock on their door and
say, &%here&s my cash. And we only accept cash& And they&re selling their
homes and moving into apartments, and these are very bright, educated
people, and it&s really something else
9o, 9eptember CCth7 corporate greed and institutional distrust7 are forcing
people to do some serious should searching about what really matters and
where to go from here And as ( mentioned, how delicate and fragile is our
economy 9o there&s a growing conIict between our personal and
professional lives And small businesses. )oy, we are so dependent on
this pendulum e4ect that ( + ( call it the drift e4ect, and here&s what
generally happens -his is probably the biggest single organisational,
strategic problem that small companies never seem to be able to get out
of And as a result, they never grow to the ne>t level And they go from
sales to fulflment
(t&s sort of like a boat, moving in the water And the captain gets on the
top of the boat and says, &@ou see that island over there. -hat&s where
we&re heading )oy, itHs palm trees and coconuts, guys And lots of suntan
lotion And brewskis for those interested& !Laughter" @ahoo =uy from
-e>as down here Aah, (Hm kidding 9o he yells, &Pverybody over to the
starboard side of the boat& Pverybody Ioats over Pverybody could be
three people, okay. %hatever it is And they&re starting + &%e&ve got to get
deals, we got to get the pipeline flled7 we&ve got to get going, come on
you guys, we&ve got to generate some cash Iow or we&re in trouble here
%hat are we doing.& )am And all the focus is there
And then pretty so the pipeline gets full and somebody wakes up and
goes, &$ow are we going to make all this stu4 happen. %e may be in
?eopardy of over promising and under delivering -his could be a problem,&
Captain runs back up the stairs and goes, &Pverybody over to port side&
Fulflment !Eakes noise" Pverybody scampers over to the port side of the
boat, and they start thinking about fulflment -his continues to repeat
itself7 the syndrome7 constantly For years And what happens is the boat
moves like this is the water !Eakes noise" And itHs got a power source but
itHs not e>actly Iowing super straight towards that beautiful island that
everybody was envisioning in the beginning 9o this is a problem And itHs
a ma?or problem with organi,ations
9o what do you do. #ne things is you + one recommendation is start
thinking about three things *eople, processes and technology -here&s an
enormous amount of leverage, as we have seen, with the email success
stories and so forth, here %ow Carl and Jay will talk about that tomorrow7
what they did for this event ( can&t wait to hear that -hat was such an
ama,ing e>ample of marketing by email, but + so now ( talk about
something called the web of entanglements, and it&s like + (Hm not talking
about the internet here, guys
(&m talking about a spider web, and my wife hates spiders (f she + ( have
to + if there&s a spider in the house + are there any other guys like this.
&$oney& :oes anybody + well, that&s what ( get all the + if we have a spider
in the house, ( have to get it @ou too. @eah 9o (&m the hero, and she goes,
&-hank you& =ives me that look7 every time + and it&s like, (&m getting sick
of killing a living thing (&m sorry, but it&s starting to bug me a little bit
!Laughter" ( don&t know if (Hm getting soft, being in Aorthern California too
long, or what the deal is + ( don&t know what&s going on, but it is starting to
bug me a little bit, and ( told her about that 9illy me %e&re dealing with
that issue 9o + well we&re talking P>terminator + ( don&t know 9o ( donHt
have to know about it :o it when (&m not around + this is weird (&m
getting neurotic
9o the web of entanglement is a very real thing ( think this is public
enemy number one, and ( think this is what we&re all going through, and
it&s complete ma?or issue, problem, conIict7 between our home, our
personal and our professional lives, and it is cra,y And it is based on fve
things And the fve things, in a nutshell, are + we got + ( talk about harder,
faster, longer %here does that come from. (n this country, most of us
have grown up in what we call a Judeo+Christian work ethic ( got the laser
and everything + thanks Chet
9o what we learned is, you got a problem. @ou got to work harder @ou got
an issue. =ot to work faster @ou got a competitor. @ou got to work longer
$arder, faster, longer -hat&s the answer to getting ahead in America
%ell, that works for robots, but it doesnHt 'uite work as well for human
beings, especially human beings where <GD of the active businesses are
service businesses, with a tremendous reliance on knowledge #n
synthesis #n information Eight have worked a little better in the
machine world, but not now 9o what we&ve sort of grown up with, is
schools and so forth is a harder, faster, longer mentality, and ( am saying
that it&s a death trap
-he second problem is e>perience7 accumulated e>perience (t creates a
past based sort of feeling Pvery transaction we&ve made after we get out
of school or whatever7 ever transaction + there&s hundreds and thousands
by the time you get to my age + carries with it responsibilities @ou had to
do a contract, you had to do emails, you had to do letters, you had to do
presentations, meetings, meetings and meetings, and =od knows what
)ut a lot of these + this is the curse of e>perience -he problem with
e>perience is that it winds up being loaded up on our backs, and we start
carrying it forward in life, and it really becomes a burden )ecause we
become past based in our focus, in our conscious minds
%e become past based7 thatHs a problem (t&s a scourge 9o, the third
problem is e>pectations Pverybody in America&s got super high
e>pectations All you got to do is listen to the CJ million messages we
absorb a year from the media, and if you&re not driving a Eercedes or a
)E%, or living in the right neighbourhood, and if you don&t have C;
vacations a year, there&s something wrong with you =od And, to boot, if
you&re not in the CG+J; year bracket7 which is where M2D of the media and
advertising is focused on, boy, youHre really a loser !Laughter" @ou know,
because you&re like, dead, already Just might as well kick it now -hat&ll
change, let me tell you something -he demographics of this country are
changing so that&ll change Cha+ching, cha+ching7 weHll change that
9o the ne>t one is habits %e got big problems with our habits $abit
patterns And habits are accumulated behavioural patterns that cannot be
changed e>cept one at a time And the law of substitution has to rule
here, and if it doesnHt youHre dead meat (n other words, the only way to
break a habit is take one at a time 9ubstitute a favourable behaviour for
that negative behaviour, and focus on short term benefts, for breaking
the habit #r for minimi,ing the habit, or whatever it is 9o ( say changing
the habit + we got a lot of bad habits when it comes to time management
%hen it comes to business practice7 focusing Belationships, phone
mannerisms %hatever And it&s hurting us7 hurting our business
-he ffth problem is how we conceive of time -ime stacking %e&re all
stacking time %e want to do C; things at once %ant to talk on the
phone, sip our 9tarbuck&s co4ee, put some input into the computer, read
emails, yell an order, throw a paper airplane + ( don&t + but driving down
the freeway, you see these cra,y + <6 miles per hour, got the computer
terminal by the side, tapping away, and the headset on Ean, they look
like John =len, J2 years ago !Laughter" And they&re all like ca4eined up to
the ma>, and + saw a guy the other day Couple of kids in the backseat,
and they were going like this, so you know there&s tunes playing in the car
on top of it =uys& on the phone + hey, time stacking (t&s ?ust + well, thatHs
not a good thing For achievement, for e>ecution7 that&s not a good thing
%e actually need to do something called time chunking %e got to get
back to that And (&ll e>plain that in a little bit
9o ne>t is a beautiful 'uote by Pinstein, which is, &-he current problems
we face cannot be solved at the same level of thinking with which they
were created& -he current problems we face cannot be solved at the
same level of thinking with which they were created Aow, ( could talk
about so many e>amples here, and ( feel a little bit &Ogh,& you know,
because ( + but ( can&t + but ( know you guys can think of a lot of wonderful
e>amples on your own, and (&ll try and point out + so + go ahead @eah
9o now we got to fght the fear of change (f it wasn&t bad enough, now we
got change And change + every time our e'uilibrium gets challenged, we
try to what. Aatural + it&s natural human instinct %e try to get back an
e'uilibrium %hether we&re physically, mentally, spiritually, emotionally
out of balance, we try what we can to get back to short term e'uilibrium,
and it doesnHt really work that much because of fear of perfection, and
some low self+image stubbornness and learned victimi,ation7 and the
whole world, as we know, hates change
9o in our society the focus is also on improving weaknesses 9o tool
number one is 9trengths theory Alright guys, focus in now, alright,
because we&re going to move here )ut it&s going to be some pretty
awesome + ( hope it&ll be some pretty awesome stu4 $ow many of you
know anything about 9trengths theory. Aice and high #kay not too
many, ?ust a few Alright, let me ?ust net it out
%e spend an entire lifetime working on our weaknesses Eost of us And
all we get are a lot of really strong weaknesses !Laughter" @ou can raise
yourself all the way to mediocrity, by focusing on your weaknesses &(&m
going to make sure + ( hate math, but ( 7m going to be good at it& &( hate
computes but (Hm going to master them& &( hate speaking in public, but
(Hm going to be great at it& $mm, no youHre not !Laughter" -hereHs a few
little things, like personality and temperament, learning modalities, neural
biology recordation7 which means that your brain is actually formed in a
certain way7 genes and so forth, and you have natural predilections to
have strengths in some areas and some weaknesses in others 9o, what
you got to do is stay away from the weaknesses
%ell, you canHt stay away from the weaknesses, because thatHs part of my
?ob %ell, you can delegate the weaknesses @ou can begin to fgure out
what kind of strategic alliances you need to make with people %e can
trade o4 those weaknesses $ow about (&ll take something that you&re
horrible at that ( happen to be great at, and you do the same for me. %e
do that all the time in organi,ations, and it&s very powerful 9o, for those
of us who are all focused on the academic problem Pntrepreneurs have a
lot of impetuousness + not all of them, but a lot of them do 9o they have a
lot of impatience with school, and ( know that we have + thereHs such a
hang+up with education
&( can only go so far7 ( didnHt get an E)A from :uke, or $arvard, or a
*h:& %ell, these numbers are real okay. #ver 62D + from O9 Aews and
%orld Beport + over 62D of all CP#&s and Fortune 622 companies had C or
C minus averages in college 66D of all O9 9enators come from the
bottom half of their school classes <6D of Onited 9tates *residents were
in the lower half club in school #ver 62D of millionaire entrepreneurs
never fnish college And the average millionaire entrepreneur has gone
banko J<6 times $ow&s that.
Ao, itHs about practical application -hat&s what ( think ( think theory is
great, but practical application is really where it&s at #therwise, every
professor we&ve ever seen would be a very wealthy person !Laughter" )ut
thatHs not the case ( say that with great respect, because (Hm a guest
lecturer at 9tanford and O9 )erkeley, and ( love those guys dearly, but
thatHs the way it goes
Aow, let&s talk about failure @ou know, the entrepreneur&s ability to handle
failure (t&s a real deal )ob /unclear G1;J3, great maniac that is he =reat
athletes fre'uently hold double records for both accomplishments and
failures )abe Buth, right. Ea?or League record for strike outs and home
runs 9ammy 9osa might break that )arry =on,o might break that based
on his + in baseball, anyway, ( won&t go through all the + but entrepreneurs
have an ability to bounce back -hey have a tolerance7 a higher tolerance
for failure, than what we call bureaucrats, which (Hll get into in a second
=o -he entrepreneur versus employee ( talk about the entrepreneur
versus the employee mind+set
Pmployees make lousy entrepreneurs, and entrepreneurs make lousy
employees =enerally speaking For lots of reasons, and this has to do
with 9trengths -heory and so forth and ties right into it, and you ?ust need
to remember that and stop trying to force it
(t&s sort of like the frm that typically wants to take the highest achieving
sales person and make them the manager, because he knows everything,
or she knows everything about the business and is totally respected7 and
so forth and so on :isaster And it happens over and over and over again
9o remember, employees tend to make lousy entrepreneurs, and
entrepreneurs tend to make lousy employees Aow + so that&s the frst
tool 9trengths -heory Aow why + =od, John, ( got it %hat do ( do with this
now. %hat.
%e&re going to start to apply it -he focus chart %e&re going to talk about
a tool that increases clarity on the /unclear C210;3 with the /unclear3 of
responsibility @ou know what !audio missing"
Zthink the starting point, there are some things that you need to do,
individually, and there are some things that you need to do from a
business perspective And if you try to ?ust focus on the business, and you
miss the stu4 that you should do as an individual, to strengthen yourself
and increase your self+awareness and do some other things7 make
yourself better, it wonHt7 work And the same is true if you&re thinking too
much about yourself individually @our strengths, your weaknesses, your
limitations, you problems, what hasn&t worked in the past, or whatever
9o you got to focus a little bit on both things 9o ( think the way to put
those two things together is in a tool that ( call the focus chart $ere&s a
sample Aow again, this is all e>plained in the white paper ( hope that the
frst assign + now, you know what. (s Jay here. #h, too bad )ecause if he
was (&d ask him for permission to give you guys some homework #kay,
because (Hm going to tell you something ( think + let me try and e>plain
this, and ( don&t want to assume anything, but ( hope that you might fnd
that some of this could be unbelievably vitally important to you getting o4
the runway when you get back with these concepts
Jay, ( ?ust had a 'uick 'uestion %ould it be okay if ( gave them a little bit
of homework.
Jay: (s it for tonight, or for /unclear C1JJ3, or for
J$n: no, for tonight
Jay: Let&s see :o we have any other homework assignment @es, go
ahead
J$n: #h good !Laughter"
Jay: )ut not more than four hours, John
J$n: #h, no, no, no !Laughter" (&m telling you , if you guys do this, (Hm
going to get a lot of hugs tomorrow Alright 9o + and high fves, sorry7 for
those who are a little + !laughter" ( understand, there&s + gosh, we&re all
di4erent, but itHs cool #kay -his takes the normal professional person 02
minutes to do a frst draft of 02 minutes -his is called a focus chart (
would like you to take out a piece of paper, draw a circle in the middle of
the piece of paper ( would like you to show some blocks on the sides (
want to show you some blocks on the sides Aow, here&s what it contains
Bemember ( said you got to do + there&s a few things you&ve got to do, and
if somebody said, &Aah, you don&t have to do that,& they&re full of it %e
have to work on us And then we have to work on the business And ( think
to marry those two things, the very frst step in e>ecuting strategically is
to get really clear on your what&s and your how&s -he circle answers your
three most important priorities at work Aow, don&t worry about is it ;2D,
02D, G2D, in one area or another Ey three areas are consulting, product
and service development, and speaking7 because ( got some books
coming out ne>t year and whether ( like it or not, ( guess (Hm going to have
to do all this stu4 more !Laughter"
Anyway, so + but anyway, those are my three Pverybody&s got three From
Onited 9tates 9enators7 who have a very complicated life, to Chancellors
of universities, to lone attorneys or accountants7 widget manufacturers7
whatever it is ( ?ust want you to think for a moment7 reIect
%hat are the three bottom line responsibilities that are the most
important things + if you were describing what you do to someone + for
someone, these are the three things that ( do mostly ( may not be C22D,
but it&ll be over G2D in those three areas $ereHs an e>ample on the board7
thereHs one ( think in the white paper Earketing, strategy and e>ecution
$ow about sales and marketing. 9ales7 don&t forget sales For the amount
of small companies that were here7 because we&re chief, cook and bottle
washers, right. %e got to sell 9o sales and marketing is probably going to
be one, and ( would combine them -hen there could be strategic
relationships -he :ream C22 of Chet&s, which ( think is phenomenal
#riginating and growing key relationships And then whatever your third
one is *resentations + whatever it is *roducing7 production %idget
manufacturing
9o the circle, right here, for anybody who can actually see that red dot7
these are the what&s And the bo>es are the how&s 9o this is what you do,
this is how you do it -he bo>es should correspond to each one of the
three areas within the circle 9o when you say sales and marketing, ( want
to know, does that mean emails. @es *resentations. @es Conferences to
sharpen your skills. @es :oes it mean meetings, preparation. @ou bet
Pverything that + everything that goes into + anything that takes up your
time should be on that list #kay
9o now, when you have a customer or a prospect, and you&re trying to
separate yourself from the competition, one of your vital tools will be a
reproduction of this focus chart %hen you show this to a prospect or a
client, what youHre saying is, &-his is what ( do for you -his is what ( do
and how ( do it& And if you take ?ust fve minutes and take them through
it, they&re going to be blown away )ecause it&s clarity Clarity is power
Eushy thinking is dangerous Eushy thinking puts you on the endangered
species list Clarity is everything
Aow, if you got to a holiday party, and you run into someone, and you&re
talking about success 9o, &$ow you doing, )ob.& )ob&s got a margarita or
whatever &)ob, how you doing.& &=ood& &%hat&s going on )ob.& &%ell, you
know, another year, going by -hings happening Family -ape on the Ioor&
&#h )ob, that&s all fascinating, but how&s your life. )ob , what&s your
defnition of success.& &9uccess. %ell, ( don&t know Freedom. Eoney.
Laughter.& &)ob, it&s been so good talking to you, but ( got to go to the
restroom& !Laughter"
%hat (&m saying is, (&m not trying to be rude, but mushy thinking is a
repellent And so if we can&t sharpen up, what we say and how we say it to
people, we&re dead meat @ou know, somebody asked me, &#kay, Er 9mart
=uy,& at one of these conferences7 &%hat&s your defnition of success.& And
( said, &9uccess is a progressive process to achieve and maintain peace of
mind through balance7 continual improvement and the reali,ation of
worthwhile goals& !Laughter and applause"
Ao, thank you , thank you Aot trying to be a smart guy here !Laughter"
)ut you know, this is a real important thing to think through, what is
success. And that&s 0G words, if ( remember And you got to do it under J2
words, for all kinds of reasons ( wonHt get into today, but + so that&s the
focus chart :o one tonight, guys And you will see + it&s a hiring tool7 it
replaces ?ob descriptions, it changes as your ?ob changes, it will keep you
straight, it will add phenomenal productivity to what you&re all about Ae>t
one
%e&re going to skip a few here Neep going #ops, go back one -hank you
Close your eyes -his is tool number three Luick one Close your eyes,
close your eyes @ou&re on a desert island Aow (&m going to make it more
dramatic @ou&re on that plane with -om $anks, that went down in the
drink !Eakes noise" )amS @ou fnd yourself, luckily, on a raft (t&s cold, you
wind up on the beach at sunrise -he only thing that works is your cell
phone )ut the problem is, due to a whole lot of reasons, your cell phone
doesnHt work for more than fve minutes every week Aow, you call in, and
they know you&re down, but they tell you,& (t&s going to take a little while&
&$ow long before (Hm rescued.& &Few weeks& &Few weeksS& &@eah& &#kay&
9o, in the meantime + you&re can open your eyes7 now you&re there
Aow, here&s what you got to fgure out $ow do you run your business
when you got fve minutes a week to call in. %ell + (Hm really cutting it
down here + trying to get down to the beef, but here&s what (Hm trying to
drive at #ne of the most powerful things you can do to e>ecute properly,
is fgure out what kind of results you really need %hat kind of results you
really need Five of them *ick fve %hat are the top fve indicators of
success that you have for your business. (t could be number of contacts
made Aumber of presentations made, number of widgets sold A CP#
would have like, revenues, accounts receivable, revenues per employee, if
it was more sophisticated7 the CF# might have cash Iow or f>ed or
variable e>penses 9tock price, number of employees %hatever it is A K*
of sales marketing might have the number of new clients Aumber of
products $ow many in inventory, if inventory&s an issue for you
Aumber of hits on the website %hatever it is 9o you need to use these as
performance measurements And so the point is, if you use the desert
island top fve, along with the focus chart, you&re getting somewhere
@ou&re starting to really get somewhere )ecause why do you want the top
fve. (t will tell you what you need to be focused on every day Pvery
week And it will tell anyone who deals with you, or who supports you, the
same thing -hat should be posted (t should be up, you should have
meetings about it, even if theyHre with yourself, and you should review
this + your progress on these top fve indicators
(tHs sort of like a pilot who&s driving and he doesnHt look at the fuel gauge
$e doesnHt look at his altitude $e doesn&t look at his pitch ( don&t know if
( want to be on that plane 9o it only makes sense And so there&s like C6G
things you can choose from Financial indicators, operational indicators,
strategic indicators $ey, gimme the bottom line %hat are the fve most
important things that tell you that your business is doing well. #r not
-hat&s all ( want to know %hat are the fve.
9o ( want you to come up with those fve + part of the focus chart -hat
should take you fve minutes Eaybe C2 Ae>t Ae>t thing ( want to try and
do, is ( 7m going to try and blast a little bit on your concept of time, and
this is where ( talk about time chunking versus time stacking )ut one of
the secrets to making the most of time available is understanding the
di4erence between f>ed and variable activities
Bight now, here&s my story %eHve got a week7 fve days Let&s say fve
days ( know a lot of people in this room work a lot more than fve days a
week, but think of it this way Five business days Five mornings, fve
afternoons %hen you start looking at that focus chart, and you&re looking
at the whatHs in the middle& your top three priorities and responsibilities7
and the how&s on the side7 and then you look at your desert island top
fve %hy can&t you schedule in advance stu4 that needs to go in. -he
stu4 that *aul talked about that is really priority. -hereHs that classic
e>ample from 9tephen Covey, of the big glass pitcher ( use this in + ( got a
non+/proft organi,ation for kids, that my wife and ( are very involved with,
called &$ow to =et an A in Life& And we teach teenagers life skills from the
research
9o anyway, we have like a big glass pitcher, and it&s like this tall + it&s
about that tall, and it&s about that big around *ut it on the table, and (
take si> river rocks, that are like as big as my hand, and ( put them in
there one at a time, and ( ask the kids+ and they come up to the top7 you
know, strategically And ( ask the kids is it full. And they&re thinking + their
conte>t is the big rocks And so they say, &@es& And so ( reach under the
table and (Hve got a pitcher of gravel flled with rocks and stu4, and ( pour
that i, and ( ?uggle the thing around, and ( go, &(s it full.&
Aow, half the kids canHt stand me because they know (Hm going + they
think (Hm going to manipulate them, and the other half + because ( ask
them, &(s it full.& And so the other half + but half of them go, &@eah& And
then ( reach under the table they can&t see whatHs under the table + (
reach under the table and ( pull out a bunch of fne sand, and ( dump the
fne sand + really fne, white sand And so ( ?iggle the thing around, and it
takes like half a gallon of fne, white sand Pven though it looks full
And then ( ask them again, &(s it full.& And most of them say &Ao,& because
they ?ust don&t trust me any longer !Laughter" ( hate that part, but ( earn
their trust back, but + ( reach under the table again, and ( get a pitcher of
water And ( dump the water in, and + (Hll be darn it, takes like a half a
gallon of water7 this bloody thing And now ( go, &(s it full.& &@es it is&
$ere&s the message (t&s such a great visual ( would have brought it here,
but ( would have broken it in transitZ!audio missing"
Zsaid, the big thing, it&s kind of a cool thing to see (t&s very simple @ou
got to start with the big rocks frst And every day, every week )ecause if
you don&t, the sand, the gravel, the mud, the muck7 flls up your 0; hours
#kay And it&s a poignant, important, visual representation7 ( think7 the
best one (Hve ever seen, even though it&s so classic7 that speaks to time
chunking versus time stacking -ime chunking is proactive -ime stacking
is reactive
-ime stacking is + when we&re treating everything as an e'ual priority And
time chunking is &%hoa, wait a minute the one thing (Hm going to do is (&m
going to spend a little more time planning& *lanning what. &Ey agenda
%ho (Hm going to talk to, what (&m going to do, how (Hm going to do it& 9o
in this new economy that we&re heading into, the one thing you guys got
to do is think a little more %e all got to think a little more, and that
means make time for planning what you&re doing And a wonderful book
called, &=ood to =reat,& by a colleague of mine that ( really respect7 that
was a co+author of &)uilt to Last& -he gist of that book is all about
discipline -he need to get back to discipline
(t comes from a big company perspective, but its + a lot of that relates to
the small companies as well %e ?ust need to get back to a little more
discipline And push back on the insanity And go somewhere and plan the
week @ou&re not looking for perfection, you&re not going to hit C22D, and
?ust like this seminar, if you&re e>pecting C22D return + you&re going to get
more than that, but ( want you guys + lighten up
(t&s okay (f you hit G2D, it&s out of the park @our life + (Hll see you in
$awaii %hatever you want to do (f you ?ust focus on fewer things and do
a better ?ob with the fewer things, no one will compete with you Alright.
9o time chinking versus time stacking ( want you + my whole thing7 my
gift to you here + time chunking *lan ahead #kay, now on the other issue
of &( don&t have enough time,& there&s a great 'uote that says, &:on&t say
you don&t have enough time @ou have e>actly the same number of hours
per day that were given to $elen Neller, *at 9tewart, Eichelangelo, Eother
-eresa, Leonardo :a Kinci, -homas Je4erson and Albert Pinstein
%e really do $ow many work hours do we have. (f you work ten days or
ten hours a day + ha, ha, ha 9ome of you guys say, &( work C2 hours by
noon, dude& !Laughter" And ( believe it (t&s so e>citing to be + no, (Hll talk
about that in a minute, but this is a real issue 9o basically 0022 hours a
year is what you got At C2 hours a day %hen you take away weekends
and two weeks o4, you got 0022 hours a year7 and my 'uestion is what
are you going to do with it. Are you going to let this reality + let people,
circumstances and events dictate to you, or are you going to dictate to it.
Come on guys Let&s step up
Let&s e>ert some more pressure on this Let&s make it happen And there is
no simple way =o ahead =ood -hat&s good enough @ep, back one 9orry
guys Aow Bick, ( want that 02 seconds 9o there is no simple way And the
dis + Bick&s like, !mumbles" 9o the discipline is essential :r 9euss7 he
said, &( go to my o8ce everyday +& you know, a lot of artist who do the
same thing7 they&re so cool %riters + ( hate writing )ut ( think + anyway + (
think (Hm good at it, but the only way ( can write is if ( do it every + at a
certain time every day, for a certain amount of time 9ometimes ( don&t
come up with anything Aothing Aothing at all )ut ( do what :r 9euss
says, which is &9it down @ou ain&t leaving until you&re done Ontil the clock
says 5X, you&re not leaving5&
9o ( think thereHs some real knowledge + some real intelligence in getting
into patterns in life Bhythms that you&re in charge of 9etting
appointments with yourself -o do the stu4, like, prepare, like read )ill
=ates takes two ten day vacations a year, ?ust to read %ith no family, no
distractions7 up in the mountains7 see you later And he takes a ?unior + N+
mart + whatever + bags of books up there and he ?ust reads it Ae>t
Aow, here&s how to know whether you&re time chunking or time stacking
Beal 'uick7 this is not homework, but this is a great tool that you should
use for the future (f ( were to follow you all around for si> weeks and do
an o8cial time and motion study on you, that really happens in life7 (
could tell you to the minute what you&re spending your time on and
e>actly what your + based on your ob?ectives and what you should do and
what you shouldn&t do +want you to start bagging what you ought to do
more of
-he best way to do it is with these two circles, which are discussed in the
white paper Answer the 'uestion1 where do you currently spend your
time. (f you had to allocate it, draw it out, in an average day or week, and
talk about hours7 don&t talk percentages7 it&s too vague -alk hours @ou
can use a day or a week )ut that&s the time frame you should look at
%here + if ( asked you, &9o where do you spend your time.& (f time + if we
can all agree itHs the most important asset7 where do you spend it. -his is
a great way to show me (t would be a great way to show yourself, most
importantly
And then, based on your top fve indicators, and your focus charts, and
the strengths theory, ( could ask you, &(n light of all that stu4, where
should you spend your time.& And you would draw another pie chart right
ne>t to it7 where should ( spend + and limit the activities to no more than
si> things )ecause when you really get down to it, you&ll fgure it out that
you don&t need to go deeper than that Neep it simple, )ut now that you
go the pictures in your mind, and they&re right in front of you to compare,
you can do your own biopsy7 your own diagnosis7 to fgure out what needs
to go, and how (Hm going to delegate it or reduce it or eliminate it, and
how (Hm going to get back on track -o G2D alignment
%e&ll never get to C22D, it&s ?ust not real7 we&ll get to G2 Alright. Ae>t
Bevitali,ation -his is a 'uick one *ar + ( have tool number fve for youZ
Jay Abraham Mastermind Marketing 21
ZitHs + is another + it&s a broader framework + it&s about how to think about
time A tired businessman is one whose business is usually not a
successful one -hereHs something called the law of attraction (f you&re
tired, beat up + ( love the discussion between Jay and + help me -hank
you #n revitali,ation, right. %hen *aul said + *aul + when *aul said, &(
would take FridayHs o4.& @ou know what. -hat&s Iat brilliant ( don&t know
where he got it from, but ( can substantiate it with a couple of phone
books of research, and all (Hm saying is right now, if ( + on a one to ten + if (
graft your level of e4ectiveness based on the 'uantity and 'uality of
output7 the stu4 that matters most7 if ( graft your e4ectiveness7 which we
do with clients, the average professional in America today is somewhere
between three and four, on a daily basis
-hree and thirty and forty percent e4ectiveness, okay. (n terms of what
should they be getting down, priority /unclear C10<3, and so forth and so
on %ell, ( say, what would happen if you doubled that. &:oubled it7 how
do ( double it.& &@ou take more time o4& @ou see + it&s a funny thing
happening + it&s called the revitali,ation e4ect And itHs now in the medical
books + :uke Eedical Centre, and 9tanford Eed Centre and some other
studies have documented this7 and it&s an ama,ing thing, but human
beings are not robots, we are cellular beings, and we need to revitali,e
Four pools %e got body, mind, spirit and emotions %hen one of those
four reservoirs runs dry, it ?ust throws the rest of it o4 balance, and we
become unattractive to deal with
%hen ( say unattractive, (Hm not talking about how pretty we are, or
anything like that (Hm talking about something happens to the way we
talk, how we say things, what we miss, our awareness, our memories, our
ability to connect with people at a deep level 9omething happens %e&re
putting obstacles in the path 9o my suggestion is, you take that one real
seriously, is to absolutely start taking more vacations And you need to
take vacations where you do not work (f you think revitali,ation comes by
taking a fle to the mountain house, making a little call, having the pager
on7 the minute that pager goes o4, for that day you&ve ruined the
revitali,ation e4ect at a biological level #kay. 9o it&s either you&re o4 or
you&re on (t&s like that movie + &$ands on, hands o4 %a> on, wa> o4&
@ou&re either on or o4 Choose it, but the most important thing is + think
about this (f you took eight weeks a year o4 based on the + the fact is that
we get between eight and C; days of peak performance when we&re
revitali,ed
%hen we come back from a vacation, don&t you feel like things don&t get
to you 'uite the same as they did when you left. @ou&re better able to
synthesi,e comple>ity, relationship issues, politics, sales cycle issues,
closing + &$ey, this is what we need to do over here& &%ell doggone it, why
didn&t you tell us that three weeks ago.& &%ell, ( wasn&t rested& )ut don&t
you feel more + you get eight to C; days o4, according to the revitali,ation
e4ect, of peak +you get eight to C; peak performance days 9o if you go
through the numbers, and multiply what that means to 002 work year7 if
you took eight weeks o4, you&d wind up doubling your productivity, going
from a three or four to a seven to eight, working CG2 days a year, and
having a heck of a lot better time
And by the way, being a lot more interesting to be around @ou know, it&s
like, &Jack, what did you do.& &%ell, ( ?ust climbed Eount /unclear ;10;3 the
other day %hat&d you do.& &#h, ( made co4ee at the o8ce& !Laughter"
&-hatHs reallywas it good.& &( don&t know& Peyore + ( mean, come on7 how
you going to separate yourself from the competition. @ou got to + guys,
=od gave us these bodies, these minds, this spirit, our emotional make
up -he Japanese have a word for over+worked by death Eitsunumo (
don&t want you guys to su4er from it, and (Hm not going to either
=uaranteed
)ut this research is really huge, and (Hm going to tell you what happens to
your results is going to be phenomenal 9o, do you take enough vacations
to revitali,e. Again And then we got all these stats we can run through +
keep going !Eumbles" Ah, the work day has increased tremendously, and
the pressure increased tremendously7 ( want to get to tool number si>
9o now we get to decisions Ae>t to last7 these will be very 'uick And this
is the average professional in the Onited 9tates today makes CJ0<
decisions a day, according to time and motion studies #kay Aow, most of
those are at the subconscious level7 no doubt about it, but you know
what. 9ome of them rise up7 they bubble up, and we got to think about
them %ow $abits :id he say habits cause the web. -hat&s one of the
factors 9o we need something to help make decisions As (Hm looking at
all this stu4, (Hm wrestling with it too, and (Hm saying, &$ow do ( make use
of all this great stu4. (Hve been attending a lot of these sessions, and
taking notes like cra,y7 how do ( get the most out of these incredible
minds, and all this great stu4.&
%ell, one of the things weHve got to do is we&ve got to have a way7 a
mechanism for sorting through the stu4 ( ?ust can&t look at it and go, &@ou
?ust need to focus on true priorities& &#kay, ( got that& ( donHt even know
what a true priority is ( mean, ( do7 but ( used to not know ( used to kind
of think ( knew, but ( really didn&t know )ut after you&re done with the
focus chart and the desert island top fve, and so forth, you&ll have a much
better feeling of what is important to you, what you can act on when you
use these tools Ae>t
-here are ten ways to make a decision =o ahead Bick =o again Again
=o ahead Bick -here Alright, now this says nine -here&s ten Let me go
through them $ere&s how you guys +(&m suggesting -his is a great flter
for you to use, to help you decide what you ought to do %hat you ought
to focus on after this session #ne is fgure out probability ( used to use
this important modicum of time, money, probability *robability is the
most important thing (f (Hm going to work on the deal, it&s got to have
high probabilities $ow high. <2D or more in the frst phase And how do (
do that. Lualify the heck out of it and so forth and so on
Eoney (t had to meet my minimum income re'uirement per transaction
And then time ( couldn&t + have to rewrite the Eagna Carta 9o what&s
most likely to occur has to do with the activities you&re thinking about7
say, &(s this really likely. :oes this have an G2D likelihood or better, of
turning into bucks for me.& <2D + but ( wouldn&t go any lower than that
And thatHs one of the biggest overall impact to my business Luickest
impact %hich of these activities that (&m looking at in all these books, and
ideas, is most likely to generate the 'uickest impact, from a time stand
point.
(t could be fnancial, operational, whatever Eost permanent impact.
%hat&s least disruptive to our e>isting operations. -hat may not be a
factor to you guys %hatHs most visible to key stakeholders. -hat might
not be a factor, unless you have an investor involved or some
stakeholders Luickest pay back %hat&s going to produce the 'uickest
pay back to me. %hat involves the least up front cost. -his is normally
very important to us 9hould ( create a website. %ell, how much does that
cost. %ell, should ( work on two of the marketing ideas from the
*arthenon. $ow much will it cost. -his is another + it&s a critical issue
guys (t&ll help you sort through. And what&s easiest to implement. -he
last one (Hm going to add + easiest to implement ( don&t want brain
damage ( donHt want + ( want to keep it simple if ( can ( don&t know7 call
me a fool ( like easy ( like easy more than hard
(f you have a comple>, tough task7 give it to the la,y person -hey&re
going to fgure out the best way to do it -hat&s what ( think 9o, easiest to
implement -he ne>t one is what is most consistent with your strengths.
@our core competencies 9o what ( would then do is use this list, pick the
top three or four, and sort everything according to that 9o last one (&m
going to close here with the seventh tool + triple A&s And here it is
-riple A&s (&d never have a meeting, or (&d never got through this7 (&d never
think about something like this + ( mean, ( have a separate list in my own
bag called -riple A&s Assignments, Actions and Accountability -hat&s triple
A&s -hese are ?ust + &%hat should ( do, when should it be done by, and if
it&s not me who will do it, who is it that is responsible7 singularly
responsible.
Along these lines, some other stu4 to sort through that&ll help you, is look
for instant impact ideas %e call them -riple (&s (nstant impact ideas
Eillion dollar ideas, is the ne>t one Look for million dollar ideas )ig, big
ideas, that can take you a long way 'uickly -riple A&s7 -riple (&s, million
dollar ideas7 the acronym is A(E @ou can&t focus if you don&t A(E =ood
way to remember it
And for all the other stu4, that we hate to let go of, we hate to let go of7
donHt let go of it *ut it in the parking lot Alright. ( have something called
a parking lot for great ideas that ( really want to get to7 ( really want to do,
but ( ?ust can&t do it now -hose used to drive me nuts because (&d try to do
them anyway )ut now ( set up an appointment with myself for two
months in advance, and that&s when ( get to the parking lot ideas #kay
-hat&s seven 'uick hitting tools for e>ecuting $ow do you take this gold,
mine it, kick butt with it, have a life, and truly out+e>ecute your
competition.
=row your business P>ecution is everything @ou&ve ?ust learned about
focus, strengths theory, decision making, time in a di4erent way7 ( hope,
and how to really sort of synthesi,e the noise $ow to reduce it down to a
manageable bunch of stu4. ( got to go7 it&s been a super honour, and (
really mean that -hank you guys very much !Applause" -hank you
Jay: %ow
J$n: -hank you guys (&m done
Jay: Ao, no, you&re on the strategy panel so ?ust give us like C2 minutes
and we&ll be back -hank you
J$n: -hank you =reat -hank you
Jay: John + all of the speakers, besides coming here to give to you, are
going through performance hoops, because he normally would never do
an hour and C6 minutes7 he would do two or four, and then you would
basically prefer doing two or four days, and we say you got to try and give
the big payo4 to everybody Eany of these people have so much more
depth7 it&s like ( could do G6 hours myself, and we&re trying to give you the
best, integrated Jay Abraham marketing mind+set strategy and then get all
these wonderful people John will be on the *ower panel in about C6
minutes %e&re going to work on trying to get a whole big, full, two and
half to four day event with John7 or fve day + we haven&t fgured out what
itHs going to be yet )ut get what we&re doing %e&re trying to compress
the big message
:o you understand that. -he *areto principle essence7 because ( don&t
want you ?ust to have a lot of great marketing ideas, ( want you to put
them together strategically, but thank you John for letting us play havoc
with your /unclear 221203 and very, very, very, great wonderful message
#kay, here -hat deal (Hm going to reconcile for you really 'uickly Bick
says that maybe ( frustrate you guys because ( talk about *ower
*arthenon, ( talk about force multiplier, ( talk about focus7 anybody gets&
daunted and + (Hm very simple ( get a big overriding strategy that (Hm
trying to reach -hen ( break down + (Hm a pragmatist and (Hm very logical,
one+on+one %hat&s the easiest + frst thing ( do is look for the low hanging
fruit ( use that to generate the cash Iow + frst of all to do two things
-o validate the viability7 the productivity, the power of my methods so that
you&re really feeling good about them, and everyone in your organi,ation
sees demonstrable validation -hen you use the cash emanating, to fund
the longer, more strategic things but the key is when you fnd one activity,
one approach, one promotion that works7 most people stop there, and
they do it, at best, intermittently -hey don&t do it systematically, se'uent
+ your ?ob is to bring it all down to pragmatism Pasiest, fastest, safest7
least time, money, e4ort, human capital to start with7 ?ust so you get a
validation a little bit + or a lot of capital7 then the goal is7 can you turn that
into a sustaining7 whether it/&s monthly, 'uarterly + at certain intervals (f
the answer is yes, you do it (f it&s no, you use the money to go to the ne>t
activity that&s going to have the most sustainability, and you keep using it
to parlay, and you keep building layers and pillars
Layers and pillars And you understand youHre working on the geometry,
but it&s taking you 02 years to get to where you are, or ten7 if it takes you
si> months or a year to get into this, you take the frst easiest thing, and
what ( would think it would be is + the Jay Abraham C2C says you got all
kinds of stu4 in motion right now @ou identify and inventory it, as i said
yesterday7 what it is And it&s like, &Can ( make it better right now. )etter
headline, or a better approach or add something to it7 or take the money
or the time and use it somewhere else -hat&s the frst thing you do
-he ne>t thing you do is referrals, and all the things that take almost no
time and e4ort7 but gives your residual the ne>t thing you do is you work
on the two other ways to grow a business7 in selling more things more
often -hen you try to reactivate it + ?ust do the things that are logical
:oes that make sense. And you keep building7 but when you have a
breakthrough, you donHt go, &#kay, great 9top doing that, let&s do another
one& (f it is sustainable, the frst thing you do is put that in place so it&ll
keep coming in, being predictable, being systematic, being pro?ectable,
being budgetable7 so you know that you&re going to get $02,222 a month
from this7 every time you get a new thousand lead, you&re going to get
this7 so you can forecast it, and you can use that money and donHt use the
money
( live + ( have a beautiful home in a very conservative neighbourhood (
have the biggest home in the neighbourhood7 it&s by and large well
overbuilt for the neighbourhood, and it&s probably + lose $622,222, but (
sold it7 but ( had so many people that ( helped when ( got started, who if
they made $C2 million, theyHd buy a $06 million house, and their debt
service would be C22 or $C62,222 a month And the frst time something
didnHt work in their business, they were screwed and they lost everything
@ou want to not take all your money and put it in your lifestyle, until such
time as you have an asset thatHs so valuable that you know it&s going to
sustain
@ou want to put it back in the business, because that&s where the leverage
is A thousand dollar test + if every month you test C2 things with $C2,222,
you&ll probably fnd three winners7 and it doesnHt matter there&s <,222 you
lose7 and one of those three winners might be worth $022,222 a year, if
you systemati,e it7 but it&s very logical 9o you&re working on the
geometry of the business, but you&re doing it one bite at a time :oes that
make sense. And be pragmatic7 don&t go for the home run ( mean, what (
say is easy (Hm not a sports enthusiast but it&s like casing the bet (f you
go for the home run and try to hit a home run, you probably wonHt& (f you
say, &( want to +give me the bat, and (Hm going to single& (f every team
playing baseball7 everyone at bat got a single, and the frst time at bat,
they&d be like 62+27 ( mean, they would kill you with ?ust singles
@ou&ll fnd home runs if you ?ust try everything, but go pragmatically -he
least + the fastest, easiest, safest, least costly, least time consuming, least
capital7 or human capital + do that frst7 because all you want really, is a
validation that Jay Abraham isn&t full of beans, isnHt it. And you want some
money7 if you spend $622 and you get back $J,2227 you parlay it And you
parlay it And you parlay it, but don&t stick into your pockets and say, &#h,
man, let&s go out to dinner and have a big party& :o the opposite *lease
%e&re going to take a very 'uick7 C2 minutes %e&re going to reconfgure,
we&re going to + still come back to the same tables because itHs too much
trouble to change + we&re ?ust going to feel the water And we&re going to
do the *ower *anel for an hour, and get you o4 to dinner, then we&re going
to come back and do some fun things 9o C2 minutes and we&re going to
start
*ut on some very fast, motivating music for me @es sir.
$e was invited $e didnHt come @eah 9he was invited, absolutely 9he&s
got + she&s a very interesting woman
Alright %ow, what an auspicious group @ou&re going to see now #kay,
wow 9o we&re going to do a power panel #ne, two, three, four, fve, si>,
seven, eight, nine, ten %e&re going to ask maybe si> 'uestions Pach
one&s going to have about a minute to answer (t&s going to be a raw shock
at the highest magnitude First one answering has all the pressure Last
one&s got + well, actually, the last one7 with this long of a group has a lot of
pressure to7 to be brilliant (t&s going to be a demonstrable evidence of
how agile and profcient the minds are 9o (&m going to ask some stream
of consciousness 'uestions -his is a strategy panel, so we&re not going to
talk about tactics 9o the biggest frst 'uestion ( want now + (Hve already
introduced everyone to you when you were here in the beginning, and
rather than waste the time + well, ( didnHt introduce :on :on /Onclear3 is
a colleague who&s specialist in very 'uick, instant changes, and he&s +
that&s right
(n: 9omebody likes me, yeah !Cheering and applause"
Jay: And he came down to be here #kay, stop, stop
(n: @eah, thank you
Jay: And we&re going to vote for your best strategic thinker at the end )ut
+ so we&re going to start #kay, we got all these entrepreneurs in the room
%e&re talking about strategy %hat would be the one most critical piece of
actionable advice that you can do in one minute or less, that&ll have + that
will go further to transform these people when they get home7 than
anything else you could tell them. Andy. And you can pass if you want to
pass it )ut you guys, this is a game we can play very freely
+c%%: -his is will be
Jay: #ne minute or less
+c%%: purely from a sales perspective
Jay: 9trategic, remember. 9trategic7 it&s got to be strategic though %e&re
talking strategy7 you&ve got to put your mind through this strategic screen
+ flter
+c%%: think the sales process and women stick to it
Andy: ( think once you&ve decided what you want to do, which is your
strategy or should drive your strategy, ( think the ne>t 'uestion to ask is,
&%ho can ( fnd that already knows the how.&
+c%%: ( think that the thing you got to focus on is really ,eroing in on one
thing and really looking at how you can strategically and tactfully
implement that within your operations
Jay: 9top one second For those of you who donHt know, Andy, you know +
Pdmund Aeil owns a very, very large company7 very successful man $e&s
engaged and probably picked the minds of some of the best people $e&s
a partner with me in the Pd Pdge business that we&re going to do %e&ll tell
you about it later $e&s a partner with Earshall Earshall is a client of his
$eHs one of the brightest men (Hve met Earshall has utmost respect for
him as a business person, because he follows what he learns and he&s a
brilliant, brilliant person at translating theory to applications
9cott, (Hve already introduced but (&ll introduce him again 9cott $olmen7
he built two companies from scratch, to a $C22 million each, sold them7
and he has taken a methodology which is very uni'ue and combined a lot
of the stu4 ( do7 other people7 and he&s fgured out how to bring it down to
action co+e8cients, one step at a time, and he also fgures out how to fnd
the hierarchy of opportunities in your business And then basically, make
everything happen
Alan Coleman is a colleague of mine, and he&s involved with me in a really
interesting business, and heHs formed a methodology that he&s going to
talk about after dinner, called, &Bethinking (nside the )o>,& and it&s a
really, really cool matri> for fnding massive windfall opportunities
9ri Bau is collaborating with me on a book $e writes + he&s written articles
for ten years for Forbes, and a bunch of other fnancial publications $e is
a professor of marketing at Columbia
Earshall has got a ;22 plus (L, and he&s the most bright guy and he&s
going to learn to smile more !Laughter" )ut he understands + he
understands the intricacies of bridging innovation with optimi,ation Eike
)asch you know7 :on you know :on ( ?ust introduced and John knows all
about instantaneous conversion and peak performance @ou know Chet,
you know *aul Ey name is Jay Abraham !Laughter and cheering" (s that +
9cott, go for it @ou already did it.
+c%%: 9o no, ( wanted to kind of add + so when you go to look at
implementation, there&s really three categories ( think strategically you
should look at Aumber one is, a lot of you are learning a new strategy,
new thing to implement here And that&s going to be new within your
organi,ation )ut don&t discount it (f you&re already doing it now + because
a second opportunity with its huge amounts of money, is being
systematic And what that means is taking a look at what you&re doing
right now Are you doing it only seven out of C2 times. )ecause if you are,
you&re leaving J2D of the opportunity on the table And then the third
area you hear, is each one of these ideas + so it can be new, it can be +
make it more systematic And again, ( always ask how many times out of
ten are you doing it.
And the third one is where you take a look at your success formula7 what
you&re doing well now And look for an element that you can one up, as Jay
would say, or you can improve 9o, as you listen to these, don&t discount
them because you say, &(Hm already doing that& -ake a look + can you one
up it. Can you systemati,e it, or something new or an element you can
add within your organi,ation.
A&an: Let me ask you all, how many di4erent acronyms have you heard in
the last two days. Anybody. Ao, not too many $ow many have you
heard. C2 C6 02. J67 thank you for counting Ey sense is, pick one of
them, and make it apply to positioning
Jay: :onHt mean to interrupt #ne thing + Alan basically also, by day, helps
ma?or corporations and law frms formulate very sophisticated strategic
litigation counsels, so he understands strategy at a very high level
A&an: -hank you + ( think !Laughter" )asically, to me, you need to
evaluate your position in the marketplace at least once a week, and
maybe you do that in the beginning of the week, not at the end of the
week And you look at where you are, where your competitors are, what
you clients say they want %hat you&re delivering, what you&re not
delivering, what&s been re?ected )ut always look at positioning
+ri: ( think the most important thing you can get out of this meeting and
the days you&re spending here is to come alive with possibilities (t&s the
mental barriers that you have that you have to break down, because
there&s some really incredible insights that you can get Let me give you
an e>ample -his is something Jay&s been advocating for a long time, and (
was doing in independently @ou look at every business and see what&s
their business model And about + roughly a couple of months ago, Jay and
( were talking, and it turned out that both of us had independent
relationships with a very well+known frm7 unfortunately ( canHt name it7
and both of us were very impressed by e>actly the same thing $ere is a
frm7 a very successful consulting frm, that fgured out a method to get
clients to pay the frm for pitching it Aow, think about that
Jay: *itching purposeful + so basically soliciting them
+ri: (n other words, the frm fgured out how to get potential clients to pay
to be solicited $ow&s that for a business model. !Laughter"
Man 4: Eost people think in terms of customers, suppliers and
competition, but there&s another key component that can dramatically
shift the way you do your strategy %hat&s the last + which one&s missing.
%ell, employees too (&ll put that in there %hat else is missing. -here&s a
thing called a complementor (f you&re in the vitamin business, maybe you
can look for somebody who&s a physical ftness coach, because they&re
going to complement you vitamin business @ou look at (ntel and
Eicrosoft7 they work hand in hand, becausewhat. -he better the chips
are, the more sophisticated the software can be 9o if you start to look at
your business from who are the people that are logically your
complementors, it&s spelled with an &e,& not an &i&& And if you think that
way, you&re going to fnd there&s a whole bunch of people who you can
complement with and it&ll totally e>pand your ability to market and sales
?ust go way up And then you can often make your competition a
complementor ( mean, in Aew @ork City, they ?ust got together all the
museums and created this one day museum pass And what they&ve done
is they&ve doubled their sales because you get the one pass, and of course
they divide it up, but it brings people into Aew @ork7 they advertise ?ointly
and now all the museums had + doubling in their visitor base, by
complementing + and even though on one level they&re competing
9o if you can make your competition a complementor, or if youHre willing
to see where these complementors are that deal with your business, you&ll
be ama,ed at how easy it is, because you are a solution to something
they have, and if they can get an e'uity deal with you in some way, it&s
?ust ama,ing if you start thinking in terms of complementors
Jay: =ood
Man 5: -o me, it&s four steps %eHve talked about all four :efne your
client %ho are you trying to reach. !Audio missing" Zgot to be the
beginning of the strategy And then the e>perience you&re trying to create
for them And by e>perience, ( don&t mean ?ust when they purchase from
you, but what they see of you (f youHre in the trucking business, what
your trucks look like %hen you open the door, when you answer the
phone7 what e>perience should they have when they do business or at
least deal with you in some way. And then from that, develop the plan,
and then e>ecute
Man 6: %ell, ( got so much stu4 Ioating around in my head7 ( used to
think ( was indecisive, but now (Hm not so sure !Laughter"
Man 7: %e&ll decide that for you
Man 6: ( got a couple of 'uick ones, ( think, that might help here #ne is
an o4 shoot @ou know what, itHs kind of cool, when you hear somebody +
you think of something else and it might related7 might not be related7 but
( really like the idea of a complementor, with a slightly di4erent twist,
which might be a little more purposeful And that is that to fnd a partner
in e>ecution is probably the single most valuable thing you can do from
now A partner in e>ecution And whether you call it a mastermind, or a
)oard of :irectors, those are great7 but they take a lot of time, you have
to give a lot to them in order to keep participation up -hat is, when you
have a lot of people looking in on your own business, and sometimes it&s
a little melodramatic and unnecessary, so + but ( think if you can ?ust fnd
a mentor who&s really wise7 who&s been through some war, ups and
downs, maybe even two7 and you ?ust make it your responsibility to be in
touch with those guys, or ladies, every now and then, ( think you&re going
to be super
And your probabilities + and ( won&t get into this + all the research and stu4
that we&re aware of on this stu4 )ut Eichael Jordan has a coach Jack
Aicholson has a coach -hey have for + -iger %oods has got + not ?ust
coaches for their sport Coaches for life G0D of the CP#&s in the Fortune
622 have coaches -hey don&t want to talk about it, but they have them
-hese are advisors7 formal and informal And then the last thing (&m going
to say 'uickly is pass the torch A candle loses nothing of its own light by
lighting another candle 9o hey, don&t be paranoid that somebody&s going
to get my secrets @ou know, so many of us are so careful today And ( tell
you, there is wisdom in that, but ( believe there&s far more to be gained by
being open, out there (f you think you can add value to somebody&s
situation, or somebody else, for any reason7 you grab them by the throat +
not really + and sit them down and say, &@ou know what, we really need to
talk about this&
And ( ?ust think if you&re open and giving, your whole mind+set becomes
serving others and the right people are going to show up on your lap, and
great things are going to happen @ou&re going to get burned7 what&s new.
)ig deal Eove on and grow
Jay: =ood
Man 8: ( would say my answer to the 'uestion ( thought ( heard, is + yeah,
so + whatever 'uestion ( heard, here&s my answer to it $ow do you take all
these ideas7 because there are so many multi + ga,illion dollar ideas out
here that are being thrown at you7 and how do you take those ideas7 or
which ones do you take and how do you make them actionable. )ecause (
think that&s really the key + you can hear a lot of ideas and each one of us
has probably at this moment in time, a thousand di4erent thoughts going
around our head 9o which are the ones that sink into your brain, that
cause you to take action. For me, the distinction is the di4erence between
recognition, and installation @ou recogni,e a lot of great ideas %hich are
the ones that become installed in you at a level deeper7 at an emotional
level. #n a level that causes you to act upon those ideas. -hat&s the
di4erence that makes a di4erence, as far as (Hm concerned
And then it becomes, how do you learn how to take the ideas that you
like, that make sense to you, that work for you, and get them down to a
level where you donHt have to think about them, you donHt have to try so
hard to make them happen7 they ?ust become as natural as breathing,
brushing your teeth, getting angry, falling in love7 whatever it is you do
well automatically -hose are the things you want to be able to do with the
ideas that make sense to you, and have them become installed at a level
that causes you to move on those ideas -hose of you who are interested
in learning more about installation of ideas + how many of you would like
to learn more about that. Baise your hands #kay, good ( may do a little
piece later tonight, probably about three or four this morning, when it&s
fnished up
Jay: -hat&s right7 thatHs about the only time we have, but we&ll try it %e
had a full house until two thirty last night
Man 9: %hat was the 'uestion. (&ll ?ust make up an answer Ey answer is
+ thank you Ey answer is7 (Hm going to go with Jack *olant, on this (Hm
going to go with Jack *olant,, and (&m going to give you the tactical
solution, so the + pick the one thing that you&re going to focus on And (
went into that already, so ( wonHt do that again *ick the one thing + and
then break it down, so there&s only four things in your business that you
could work on, which are sales, marketing, fnance, or delivery of your
product 9o pick the thing + that area that you believe has the greatest
leverage for you, and then optimi,e one part of it -ake a page from Chet,
which is whiteboard the thing 9o you decide + choose which is the thing
you&re going to optimi,e, and use that whiteboard process with your team
Create a process and then test it cheaply 9o that&s my general all+
purpose advice
Jay: -hat was good
Man 10: %hat he said
Man 9: Ao, really, ( totally agree Just take something + the thing that has
transformed companies that (Hve worked with is that one hour a week
-hat is ?ust working on the business, and that&s designed to improve the
business and it&s incremental, that it&s continuous, and ?ust don&t e>pect
big leaps because that will stop you from doing those meetings, and you&ll
throw out the baby with the bath water A lot of clients that ( work with +
they say, &%ell, we used to have meetings but they ?ust turned into bitch
sessions and we stopped doing them because they really werenHt& that
productive& -hat&s bad leadership in a meeting, because it&s no way you
can have a meeting that&s not productive, if you have good leadership
And that means putting those problems on the whiteboard and solving
them, and looking to do it a little piece at a time
Jay: -hatHs a great point )ecause you have the mike, (&m going to give
you the chance + but you can pass -hink of a company that demonstrably
is a great model for all these entrepreneurs to look towards, and give us
again + in one minute -his company, and here&s what it is about them you
should learn from and try to model :on&t have to be a big company, it can
be a company that + the bigger the company, the easier for you to
describe in one minute7 but can be John down the street who&s got a dry+
cleaning7 he does it perfectly )ut one company that they can think of
modelling as a reference, and what it is that company does that&s so
powerful and so illustratively appropriate for them to think about
Man 9: #kay %hen ( was going over the strategic ob?ectives, and ( was
showing like, C0 or whatever number of strategic ob?ectives7 think of a +
one of the most powerful strategic ob?ectives you can have is to be the
educator in your market7 to be the one place where everyone goes for
information (Hll give you a great e>ample of a great company that started
o4 ten, C0 years ago7 they were non+e>istent, and today, ( don&t know
what they do, but it&s probably something like $06 billion, and that&s $ome
:epot And they said, &%hen you come to our plumbing supply place, we
got a plumber in there Joe& been a plumber for 0< years %ell, if you want
plumbing supplies, you want to go to another place where they go +& and
literally, ( had this e>perience where ( went into a lumber store
( tell a whole comedy skit around this, but the customer service guy said,
&(&m sorry, sir, we&re not allowed to give advice& !Laughter" And you know,
(Hm serious they couldn&t give advice in case i built something wrong,
whereas at $ome :epo, they sit you down, they&ll draw you blueprints
-heyHll teach you how to be a master of home improvement they created
customers, right + move up the pyramid, like ( showed you -hey took
people who didn&t think they could do it, who weren&t really thinking about
it, and they moved them up the pyramid 9o a great e>ample of a
company that became the leader by being the most educational in their
market =reat advice for everybody here
Jay: #kay, good !Applause" Pncore, encore
Man 10: :oes anybody know what Luicken does. @eah, you all know
what Luicken does, right. Ey company of choice would be (ntuit (&m a
software guy, so ( think about software (ntuit is a + ( donHt know7 the third,
fourth + they&re one of the largest software companies, and they are
known for one simple, totally easy to grasp product And then their line
e>tensions are simple, totally easy to grasp products that are in the same
space Aow they&re pursuing a vertical strategy, which are simple, easy to
grasp products in the vertical 9o they follow my notion of focus =ood
company -hank you
Jay: :ouble bravo
Man 11: (Hve worked with a number of companies, and one that stands
out to the 'uestion that you said, is + as a kid, about 06 years ago, ( had
the good fortune of being around my father, who was a senior Kice
*resident for =eneral Plectric %orked directly under Jack %elch, when
Jack %elch came into the company, and at that time, as a teenager, ( got
to see how Jack developed his whole theory and system, and the
resistance that was in place as he started to change the whole nature of
this whole company called =eneral Plectric And one of the biggest
resistances that was there, as a result of my father7 being an engineer at
that time + being a nuclear physicist7 was that Jack said, &-ell all your
employees to come and talk to you and tell them what it is that they do
well and what it is that they don/&t like doing& Aow this was a really
foreign concept back around 06 years ago, because the whole business
model was based out on seniority, and nobody ever asked, &$ey, do you
like what you do. Are you good at it. :o you want to be doing this.&
And so that was one of the frst steps that he took for getting people to be
in their ?obs, in positions that they did well, that they were good at -here
was a lot of resistance to that initially #ver the course of two years, (
watched my father go through this process of saying, &-his guy Jack
%elch7 he&s a ?oke, man $e&s trying to change this whole company
around (t&s a complete disaster,& to &%ell, this guy&s really got some great
ideas& Aow, in the course of that process, a gentleman by the name of
)ill Anders, who was an Apollo astronaut, was also there at the dinner
table, through all these discussions that ( would watch go on And )ill
Anders took this model from Jack %elch Aumber one7 get people to do
what they loved to do7 and then number two7 take the company that you
have and only fnd things that you do in your company that you&re number
one or number two at =et rid of all the rest of the stu4 Aumber one or
number two -o answer your 'uestion7 how do you model that. )ill Anders
took that very same concept, went to =eneral :ynamics and within a
course of almost two yearsH time, did the same formula7 the very same,
simple formula7 and left in less than two years with a $C02 million of
options and other things, as a result of ?ust that simple formula 9o
Jay: -hat&s great
Man 11:to answer your 'uestion, there&s a model for how you might
do
Jay: -hat&s great, that&s great -hanks
Man 12: Jay, this is one company that&s doing it right, as an e>ample of
these
Jay: And what they can learn from it, but it doesn&t have to be a big one,
?ust something that&s going to be appropriate for them7 not ?ust one that&s
a great huge behemoth, but somebody who they can actually bridge and
connect to
Man 12: 9o (Hm sort of scanning %all 9treet Journal, Fortune + my own
e>perience, large companies, mid+si,ed companies, small companies,
and
Jay: Local providers.
Man 12: @eah, and you know what (Hm thinking %hat (Hm really thinking
is, &%hat would be of most value to the people who stood up in my earlier
survey, and to the people in this room right now.& (t&s not asking a large or
mid+si,ed company, &%hat do you do that makes you so great.& Aot that
some of that stu4 is not critically important, like what was ?ust said here
)e number one or number two7 what is that about. 9trengths theories and
natural e>tensions to core competencies -hat&s huge )ut you know, (Hm
going to make a 'uick suggestion that you talk to somebody in this room
who ( ?ust happen to have personal e>perience with, who is in this room7
therefore he&s accessible @ou could get to him, and his name is =il
9hower
And ( ?ust think, if you want to know somebody who&s doing some things
right7 heHs tripled his business in the last year and a half or so, while most
of his competitors are down or hurting, and he&s a very brilliant marketing
implementer, and he&s a terrifc guy $e&s here, and so ( hope that a lot of
people will now attack you, =il, over the ne>t day, and + stand up will you
=il. Come on, =il -here he is =il 9hower #kay. 9o he works in a small
business, but its very relevant to + ( think, a lot of what you guys are
doing, and check him out 9ee what he&s got to say %hat he did (&ll let
him answer the 'uestion
Mi"e: (Hm going to pick the behemoth7 O*s ( talked a little bit about them7
worked for them for G years (n my opinion, they&re the best managed
company of the last century, without e>ception And ( base that on +
they&ve made over $<2,222 millionaires -hat&s more millionaires than any
company in the history of human kind has made, and the reality is if you
get to middle management, you cannot help but graduate a millionaire by
the time you retire -hey ?ust manage well, and they do things that we can
all apply to our business -remendous sense of values -hey wash every
truck every day %hy. )ecause ( don&t know whether you&re handling my
package well or not, e>cept when ( see a clean truck and a clean driver,
and a driver that&s serious about what they&re doing, and courteous about
their business Ey assumption is, you do that well, you do everything else
well And they ?ust do a number of things ?ust incredibly professionally
-hey measure + when ( was with them, which is in the 62&s, they would
have a fve driver centre, and they&d have a clerk at night, working four
hours, measuring the results of each driver each day And that clerk would
then give the information to the manager -he managers would talk to the
drivers the ne>t morning about their performance the previous day (tHs
that type of attention to detail at every level Another thing they did which
we could all do + because cleanliness was so important to their image to
the public, they would, for e>ample, when ( would go out and visit a
supervisor, ( would obviously check the station, and ( called one of the
district managers + a personal friend of mine + one day, and ( said, &%hat
are you doing, Kerne.& And ( hadn&t seen him for years, but he was in
Cincinnati, and he said + ( said, &%hat are you doing in Cincinnati.& &%ell,
(&m sitting in our station watching our station manager mop the Ioor by
himself, because his Ioor was dirty when ( walked in here& And it&s that
level of attention to detail that ( think makes them e>cel, and every
company + for e>ample, *atty Lund and the other ones that ( was thinking
about + makes them e>cel as well
-n"n.n man: -hen he fred the cleaning lady
Mi"e: -hen he + no cleaning service7 get it done
Jay: !Laughter" -hat&s right, stereo /unclear ;12G3 (n living stereo
Mars$a&&: %ithout a doubt, the single most impressive company ( ever
met is a little company down in $ammond, Louisiana, and he&s sitting
right down here7 Pdwin Aeil (Hve been with him for about CG years7 he
hired me as a consultant and ( was sitting with :r :eming and he walked
over to me and he said, &@ou seem to know all the answers7& he&d seen me
sitting in :r :emingHs class -his was at A@O And he said, &( can&t a4ord
:eming, but ( can a4ord you& And at that point, ( was basically + he said,
&Eaybe ( can a4ord you,& which was kind of a nice thing to say And he
paid me + made an o4er to pay me, at that point, more money than (&d
ever e>pected, and he said, &( ?ust want you to come down and work for
my little company& And (&ve been there now for CG years and watched it
grow from ?ust a few people to over C222, and watch it + he&s not netting
more than he was grossing when ( frst got there
And what he has, ( see, is enormous ability to see the potential in
whatever your value proposition or the lack thereof, and if he sees it, heHs
totally patient and committed to supporting it in a way that + ( mean, (
watched him deal with his people and the space he gives them to make
mistakes, and the enormous love that is generated with everyone he
touches, so if you get a chance + this is probably going to hurt Pdwin over
here, but that&s probably one of the fnest human beings and probably has
one of the best success records in business (Hve ever seen (t&s a little
company, an hour north of Louisiana, and he&s right there 9o you +
/d.in: Earshall&s the president of my fan club !Laughter"
Mars$a&&: -hatHs not true (Hm one member of a huge fan club 9o that&s +
heHs got about eight companies, so you ?ust have to decide which one +
basically let him listen to what youHve got, and if he resonates with it,
you&re probably on the right track -hank you
+ri: $ave any of you ever bought any stu4 from a company called
*atagonia. Baise your hands $ow do you like it. *atagonia is a
remarkable company, and there&s a lesson here which ( think is very
applicable to all of you here7 in fact ( think that that&s one of those + if you
do this, you&ll be successful in your life, type of deals %hat happened was
he was a mountain climber and he found that he simply couldn&t get
clothing and e'uipment which he was happy with 9o he went out and
designed e>tremely durable clothing, very good clamps and all the kind of
stu4 you need for mountain climbing, and that&s how the company
started And there are a number of personal policies that he put in place,
but basically what happened is all of the e'uipment he sold was designed
by him, for people like him, and he doubled up the following, which was
incredibly, incredibly loyal And the lesson that you can take away from
this is, for your company, you are the customer And if you design your
product and your policies so that you would be ecstatic, there&s no way
you can fail
Man 13: Pnron. !Laughter" %orld Com Arthur Anderson. ( donHt learn
strategy and theory very well until ( see tactics frst And that&s what we&re
going to talk about in a little bit later
Jay: =od bless you
Man 13: -here is a company + bless you + that ( want to talk about ?ust for
a moment (t&s not the biggest or the best, but itHs done something
intriguing (t&s a company that started about C2 years ago (&ll give you the
name in a minute, you&ll all recogni,e it -hey developed a product initially
by mail order -hey opened retail stores all over the country while they
continued their voicemail or phone mail -hey have websites -he
competition in this particular feld is e>traordinary -he prices continue to
drop -he customers have absolutely no loyalty to the product or brands
that are out there anymore, and their business has been Iat -he
company is =ateway =ateway has ?ust done something that ( urge you all
to try to do (n looking at all of the problems7 instead of trying to fght to
come out with a new gimmick or a di4erent looking computer or a
di4erent looking screen, they looked at what else their customers were
buying -hey looked at what else their customers were buying that might,
in some fashion, relate to their basic business
(f you haven&t seen the -K ads yet, or the maga,ine ads, you&re about to
see an enormous campaign, because they&re now selling digital cameras
and plasma screens -hey want to get more people in the store (Hm sorry.
$J,222 ones /(naudible comment from audience 01C03 -hey&re greatly
discounted7 correct /(naudible3 $ave you seen this.
Jay: (s )ob *roctor in the audience. Are you here. (s he here. Ao Actually
+ ironically, the general manager of the retail initiatives was supposed to
come as my guest, but + maybe he came early $e was going to come
today (nteresting
Man 13: 9o the message is, whether your business is Iat or not, whether
you have one product or multiple product lines, look at what your
customer&s,7 your clients, are purchasing or needing or buying, and see if
you can add them to your bag of tricks #ne of the e>amples (Hm going to
share with you later tonight, at about probably J1J2 in the morning, now,
is the company that went from J2 products to J22, and most of the
additional products were products they bought from their competitors
Man 14: $ow many people have received a Kictoria&s 9ecret catalogue.
!Applause" Come on $ow many have received more than one. -wo. -en.
-he strategy
Man 13: $ow many collect all the issues.
Man 14: $ow many men + you got to be honest with me + how many out
there have Iipped through one. !Laughter" ( tie in the strategy that Chet
teaches about top of mind awareness, and ( want to talk about the tactic
which is, all too often ( hear people tell me, &( donHt feel comfortable
mailing more than once a month, or once every three months& And (
would say the vast ma?ority of my clients, when they come to me, donHt
even mail monthly And the amount of opportunity that you have when
you mail on a regular basis is enormous, as Jay has demonstrated with
662 people here, getting 662 di4erent campaigns
Kictoria&s 9ecret mails up to a hundred times a year A hundred times a
year And ( can tell you without being inside their o8ce7 if ( were sitting in
the o8ce of the CF#, he&d have a little thingy wrote down there, and all
they care about is marginal proft -hey keep mailing until their marginal
proft no longer delivers, and so ( think it&s a great e>ample of + among
other things they&ve done, a company that&s used the direct marketing
medium, and consistency to create top of mind awareness in their
industry 9o the message here is, if you&re not mailing on a regular basis,
you need to amp it up until it no longer pays o4
Man 15: -he company that ( really love to watch the most is JE $ow
many of you guys know who :eepak Chopra is. :o you know. @ou&ve
heard him speak at least on some occasion %ell, we did some well+being
seminars in the early M27s and :eepak was a speaker with us, and he said
something to me once7 on the way to the airport (Hll always remember it
$e said, &-he key to longevity is infnite Ie>ibility& And if you look at JE,
thatHs kind of the cornerstone of how they operate
-he other company ( love is Johnson and Johnson, because they&re a
company with great integrity 9o the most sustainable part of any
organi,ation is the culture of the company And the culture is always
driven by the values, so when (&m looking for companies ( love, ( look in
two places $ow Ie>ible are they, and what is the culture of this business.
Man 16: #kay, (Hve got one company that comes to mind, then (Hve got an
individual that comes to mind, and most of my work is done in the high
tech world, so (Hm a little biased there, but to me, my favorite one is Cisco
And thatHs because ( think they&ve defned their fundamentals, and
they&ve done a great ?ob of paying attention to it, and every Eonday
morning, the high level e>ecutives and all the sales reps get on the phone,
and they have what they call a Eonday morning commit meeting -o me,
it&s really not about the sales part, it is about they defned what&s
important to them, and then they don&t ?ust talk about it, they check it out
every Eonday 9o whatever that is, so that has to do with John&s focus
wheel, really ( think that&s a great e>ample of that And then ( have a
sales K* who comes to mind, because when ( think of him + (Hve worked
with about M22 sales K*&s in the last two years, and only about C and a
half percent of them actually know what they&re doing And it sickens me
to even say that7 but about C and a half of them really know what they&re
doing, and that is a very similar thing
-hey know what their strategy is, they focus on how they&re going to
e>ecute it, and then they pay attention and then they make sure that the
stu4 gets done 9o to me, it&s defne your basics, however that is for you,
and make sure people get it done
Jay: =ood %e only have time + and we have to be so fast, because if (
don&t get you into the room before nine, they won&t serve us %retches
that they are, so you got less than a minute to try to answer this, and if
you can, pass -hose of you who have had the fortune and the ability to
be in the room and watch all the other speakers and the interaction,
what&s the one activity, event, occurrence, incident7 positively, that
happened so far that youHve observed that has the most strategic
importance to all the people here that you would recommend they really
refocus on, as far as ?ust thinking about and listening to the tapes of, and
doing something about7 and if time allows, in your one minute or less7
what&s the one other thing you&d leave them with that&ll make them more
successfully strategic. 9o as much of that in one minute or less, but you
got to be really 'uick, because (&ve got to stop and get them out at the
end -hanks =ood Andy, pass.
Mars$a&&: ( can think of something ( can learn from :r :eming -heory
plus activity e'uals knowledge And you knowledge is really where
intellectual capital is really the most valuable asset of any organi,ation
9o ( think the thing we&ve constantly been reminded of here is to go home
and do something and ( think that&s the single most important thing we
have to do
Jay: =reat, thanks
A&an: And ( would say + there&s a bunch of people here in a lifestyle
business, and there&s some of you here trying to build a + actually build a
business 9o if you&re doing a lifestyle or building a practice, or you&re
building a business, decide which one you&re in and then ad?ust your life to
ft it (f you&re in a lifestyle business, take eight or ten weeks of vacation,
and if you&re trying to build a real business, then make the e4ort and the
commitment and get it done
Jay: =reat =ood point
Man 3: ( think probably for those of you that have heard the other day +
there was the survey about how big you want to grow, and hurt + most of
the room ( saw was at $C2 million when you started your business And (
think strategically, what you have to think about and understand is there
are strategic levels in every business @ou get to a million or two million,
and you&re doing everything yourself And once you grow beyond that, you
now have to start adding layers, and as you add layers you have to stop
and change your business, so that you now become more of a delegator
And for those of you that have already done that, and you approach that
$6 million, $6 million + maybe it&s $C2 million7 you start having to look at
changing your business again @ou have multiple branches7 you&ve got a
more comple> system, you&ve got to have more comple> computer
systems, and as you grow beyond that, you have a whole new strategic
shift you need to make again, because now you&re going to start attracting
much larger competitors
9o ( think that for those of you that sit out there that say, &( want to grow,&
you have to go back and think about how you&re going to strategically
reposition your business Eaybe it means you need to start developing
somebody more Eaybe it means you need to hire somebody Eaybe it
means you have somebody in your organi,ation that you really love, you
made Kice *resident of whatever department when you were small, and
no longer is that going to work, because when you go to hire that person,
you have to think + if you&re at $6 million, you need to be hiring people
that are going to take you to C2 and 02 million 9o ( think for those of you
that want to grow, you have to really stop and think about where you&re
at, and strategically how you need to shift your business so you can grow
to the ne>t level
Audience Member: =reat advice !Applause" From a guy that&s done it
twice7 to a hundred million dollars
A&an: *robably the most practical advice (Hve heard in the last year came
from listening to the *PL tapes that Chet and Jay did a while ago, and it
has to do with something that Chet said $ow many of you get aske about
02 times a day by somebody7 &=ot a minute.& Anybody asked, &=ot a
minute.& by somebody that works for you. %ell, one of the things Chet
suggested was that you put a sign outside your o8ce that said, &=ot a
minute&s between CC and CC1C6 AE& !Laughter" And ( actually tried that
And (Hve actually now trained sta4 to do the same thing -o be able to say,
when somebody comes up and wants to interrupt the Iow of what you&re
doing, to say &%ould you come back in C6 minutes.& #r put your phone on
&:o not disturb,& e>cept for clients
-ake the hour that youHve heard people talk about, and make that your
hour, or your half an hour And if you can do it C6 or02 minutes a day, to
do what you want to do that nobody else can inIuence + ( have found a
minor practical suggestion out of 00 tapes that were part of that seminar +
JJ %ell, (Hve only gotten through 00 ( didnHt get the second volume yet
Bemarkably able to get much more control over my work day
+ri: (n volume one of the fle7 ( presume you got it yesterday, there was a
beautiful booklet with an orange cover called &@ou 9'uared& :id any of
you read that. %hat do you think of that. Absolutely #ne of the big
advantages of being on Jay&s mailing list is he puts you in stu4 with some +
puts you in touch with some really, really incredible stu4 ( wasnHt aware
of that before, and (Hll now go back and probably buy everything else that
the author has written )ut anyway, coming back As a professor, ( have a
tendency to get da,,led by the intellectual brilliance of all of his ideas
And ( think one thing that ( needed to learn7 and this happened recently,
by the way ( was talking with Jay and we were bouncing ideas o4 each
other, and it was absolutely a wonderful session, and then we said, &Let&s
write a book And ( was thinking, &Eaybe someday we&ll get around to it,&
and he came back with, &%ell, can you have a proposal ready by ne>t
week.& !Laughter" And that&s how it started %e didnHt 'uite get there, but
we do have a timeline, and it has started 9o my sincere advice to you is,
you have many good ideas7 there are methods of prioriti,ation which
many of the speakers have given ( think some of what Chet $olmes said
was wonderful -ake action
Man 4: For me, let&s ?ust visuali,e that youHve got a fruit bowl in front of
you, and it&s got some grapefruit in it %hat happens to the fruit when you
take out the bowl. =oes all over the place, right.
And ( think that + two things that + both of the brilliance of Jay and also
Chet over here, was that how important it is to set the conte>t for
whatever youHre o4er is -hat he talks about market data, and Jay uses a
little thing about his *orsche for $66,2227 and one guy said, &Ao, ( won&t
buy for 667& and then Jay changed the conte>t, and of course now, it was
a yes where there was a no initially @ou were talking about the importance
of being the master of the data + looking at the data of the particular
profession you&re in, not looking at the particular specifcs 9etting the
conte>t, which makes it d the proposition + irresistible, and my e>perience
over and over and over again has been that the failure to think about the
conte>t thatHs going to make your o4er irresistible, which both of them
were saying7 is critically important 9o what is the conte>t that you need
to establish initially, so the fruit doesn&t fall all over the place.
Mi"e: (&d go for referrals, but not as a way to grow your business,
although, obviously itHs a great way to grow your business, but as a way to
measure how well your customers love you, and how much they want to
do business, and tell others And one thing that concerned me for many of
the referral programs7 and ( think somebody said it1 it&s not a matter of
paying your customer to do it, but giving them service so good that
they&re doing a noble deed by telling someone else about it -hat&s what
*atty Lund&s doing, and that&s + most people would rather do that than
they would receive payment7 although it depends obviously on the
product7 but ( think that way of generating a caring + there was a survey
done in $ouston that ( think was very interesting -hey checked + they did
a satisfaction survey in customers And they asked customers, &#n a scale
of C to C2, how satisfed are you.&
And they surveyed C2,222 customers And what they found was there was
no correlation between customer satisfaction and repurchase rate
(nteresting, isnHt it. (f ( had a satisfaction level of nine, versus a
satisfaction level of si>, there was no di4erence in whether ( repurchased
or not for those products -hen they asked the 'uestion + di4erent survey
but C2,222 additional recipients + when you asked the 'uestion, &$ow
much do you love doing business with this company on a scale of C to C2.&
-here was like MC correlation %hich means almost directly proportionate,
which means when your customers love doing business with you, it&s an
emotional reaction7 emotional interaction, emotional relationship that
you&re dealing with, as opposed to ?ust simply an intellectual, &$ow
satisfed am (.&
'au&: ( would ?ust be brief here, because it won&t take long -heoretical
construct, practical application %e need theory and practice in order to
achieve break through thatHs great and critical ( ?ust think, guys, where
you are right now + most of you + that the trick is with the e>ecution @ou
could take a mediocre plan and e>ecute it really well, and it&ll win @ou can
take a great plan, great idea + how many have we seen /unclear CC1C63 +
where they couldnHt&7 get o4 the ground7 couldnHt get traction. Couldn&t go
through a stage or process Couldn&t recogni,e that there were si> stages
of growing a business as a business evolves =reat comment made earlier
that + the stages of a business @ou get to $J million, you get to $6 million,
$C2 million7 by the time you get to $C22 million, you had to reinvent
yourself about eight times -hat&s legitimate
9o ( would ?ust say the one thing ( didnHt say about the e>ecutive survival
kit, which is, you should not only do it, but you should make sure that
everybody in your company does that :oes a focus chart :oes a time
usage chart on a regular basis @ou teach them about time chunking -hey
use the decision flters so you don&t take forever to make decisions @ou
keep track of the decisions you make, including those you postpone And
you have a way of either dealing with them, or putting them in a parking
lot for some future + and then the -riple A&s + -riple A&s, -riple (&s + you
know, all this sounds kind of &Ogh, triple, triple, dipple& )ut (Hll tell you, it
Iat works %hen you&re dealing with people + as long as we have to
implement with human beings, you got to keep it simple and you got to
stay focused 9o thatHs it
Man 5: ( would like to + ( guess the 'uestion for me was,& %hat&s the thing
that ( heard, or that we heard, that stood out, and how do you learn it.&
Jay: -hat&s got the most relevance
(n: -hat&s got the most relevance -his whole piece of having people
stand up at the microphone and share what it is that they got7 the big a+
ha that they got + is real powerful, because each one of you gets
something uni'uely di4erent, and when you talk about it and when you
share it with somebody, that hammers it down into your sub conscious
mind that much more deeply
-he second thing ( would add to that is if you can hear those a+ha&s or the
ones that you get for yourself or hear from other people, and then put it
into a headline, where you actually make a title for that a+ha, and now you
got the + &( got this& Aow what&s the headline, write it down as a headline
-his is what youHre learning here7 marketing -ake the a+ha, put it into a
headline, as if you were going to sell that segment, that topic of what you
learned, to the market place -hen you will take this information, the
lessons that you learn and make them actionable and put them into the
area of marketing (n fact, (Hd like to suggest that if you stand up and
share what you&ve learned, put it in a headline form thereafter, and then
let&s the headlines, and if you send + email those headlines to me at
:onwolfcom
Jay: Ao, send them to me7 (Hll do it
(n: #h, send them to Jay -hank you 9end them to Jay =et them right
there and use those headlines to ma>imi,e the information that&s here
%hy not. %hy not make use of it in a marketable way. -hank you
Man 6: ( like that
(n: -hank you
Man 6: ( like things that don&t cost me anything *articularly in terms of
time @ou get a lot of leverage out of something where the input was very
cheap, and to paraphrase that, /unclear C;10M3 slide (tHs not what you do,
it&s who you be And ( think the whole strategy of pre+eminence is about
being (t&s about who you decide to be and who you&re customers are
going to be + your clients are going to be for you 9o ( like + as far as
choosing one thing here, (&d say it&s the stratJegy of pre+eminence, and
it&s very low cost (tHs very high leverage And it&s all about who you be
Jay: -hanks 9peaking of which, as a gift, sometime between now and
when you leave, (Hm having the frst chapter + the chapter on the strategy
of pre+eminence from my book, which is a talked down, clarifed, /unclear
C61C23, reprint it so you can take it home !Applause" Ao, no, ( already
told you, but ( am doing it =o ahead
Man 7: (Hm ?ust going to add to what Alan Coleman said about the &=ot a
minutes& -hat is a really profound strategy, because almost every
company in this room manages by &got a minute& meetings, but ( want to
add that that doesnHt work to say, &#h you can&t meet with me,& unless
you&re having those weekly meetings, where youHre moving the company
forward, so itHs sort of ?ust + stretch it out a little better is that, have those
weekly meetings like + most of my time management stu4 came from
working for CP#&s of billion dollar company&s, and you donHt ?ust call up a
guy who runs an $CG billion company and say, &$ey, you got a minute.&
@ou could call his secretary, you get on his calendar, you&re well organi,ed,
you know what you want to talk about @ou make every second count, and
if you treat yourself like that, you&ll make every second count, and you&ll
get twice as much done in the same day that you work now (&ve already
told you7 you&re not going to have to work C2 times harder (t&s ?ust about
working ten times smarter
Jay: =ood Onfortunately + so here&s the deal ( got a couple of comments
real 'uick Aumber one7 -roy /unclear C610J3 is going to be talking
tomorrow $e&s going to have real + are you here -roy. %hatHs the title.
@eah, the title youHre going to give me. $ow to know your clients better
than they know themselves And if you want to come to it7 it&s at <1C67
he&s got a personality assessment you should take of yourself, which he&ll
hand out, and it&ll be very useful, so get it on the way out
Aumber two7 if you have a temporary name tag, talk to -anya or :ebbie
Aumber three7 a lot of people said ( don&t want to you, and they haven&t
talked to Chet Chet&s here representing my interest and his interest7 if
you want to talk to him, he&ll be around, because ( have a dinner (Hve got
to go to And talk to him if you&re large enough7 if you got interesting
enough stu4 And then what are we doing when we come back, Bick,
because ( donHt have the schedule. /(naudible C<1C03
Alan is going to do a really killer session on rethinking inside the bo> (&m
going to do some imposters -hen we&re going to do :ave %agonford, and
Eac said if you&re up for it + ( got to fnd him if he&s still up for it + he&d
come back at CC or C21J2 and do another section, and we&ll see what
we&re going to do with some other people Anyhow, anything else (
missed. #kay, one thing :inner + ( want each one of you + you&re
obligated + you had some incredible insight today didnHt you. At least one.
Figure out what that one insight is , the action + you better share it with
everyone around your table, and if you&re + an hour and a 'uarter for
dinner )e back please -hanks everybody @ou guys were great on the
panel !Applause" =et over there 'uick -hanks guys )e back at C21C6
Jay Abraham Mastermind Marketing 22
Jay: Ahem #kay !%histles" $ow was the dinner. (Hm + meals away $ow
was dinner. :id everyone share insights. =ood deal %e got a couple
more rounds for tight, and ( hope you have energy because ( want you to +
but before we start, ( got a couple of things ( want to go over -he frst one
is ( have very + everyone whoHs gone to my programs knows that basically
( give away the store7 ( got nothing to sell ( donHt want to sell ( look for
clients, a little bit + ?oint ventures, as ( said (Hm going to do barter later,
maybe you guys are a car dealer7 (Hll trade you for a car @ou got a hot
sports car, (&ll trade you for that, because ( like stu4 like that )ut ( got
very little to sell
)ut ( got a chance for you to be a guinea pig on something, and (Hm going
to tell you about it, (&m going to tell you why (Hm doing it, (Hm going to tell
you why you might want to do, (Hm going to tell you why weHre doing it
and then ( want you to think about it @ou met Earshall -hurber, who&s like
the brain incarnate @ou met Pdwin, whoHs got this massively successful
company %ell, they started this business called Pd Pdge, and Pd Pdge is
what Earshal and Pdwin do, and they fnd + they read ;2 books a month,
and they fnd the most important book and then Earshall analy,es it, and
then Pdwin and Earshall + and Pdwin&s wife get on the phone with the
actual author, and they interview the begollies out of him or her for M2
minutes, and then they turn it into a C: and they send it to all the people
( started reading them and ( ?ust got blown away at how much better it
was than a typical stupid summary, which you paid a + somebody $J2,222
to do and it was rally superfcial7 because Earshall&s got this incredible
discriminating ability to analy,e and that&s why ( persuaded them to give
you, basically, JM issues of them + the written analysis7 which is what the
C:+B#E is, but ( said, &@ou&re missing the boat& And the reason that they
did it + they didn&t do it for money, they did it because it gives them a
chance to pick the minds of some of the greatest people in deep + not o4+
colour but o4 site type, where they can talk to them about very probing
things and ask them penetrating 'uestions for two hours and get
incredibly + like, ( was on the phone with the guy who do the :eviance
Advantage, and what was the other one we did, Earshall. %here are you.
/Onclear 01J03 and ( ?ust + ( fnd that it&s stimulating me 9o ( love
interviewing people, so (Hve become part of the interviewing process -hey
do it ?ust because it&s a pulse for them7 they have direct access to the
source, for hours, and ( persuaded them that it would be so much more
dimensional, if after you got the book + basically, their motto is, &@ou got
the book&
-hen you got the analysis, then you got the interview on C: with the
author, and you also got the analysis on C:, so you had it multi+modality7
and ( said, &)ut there&s one more dimension that&s all important, from my
vantage point, and that&s whatHs the action co+e8cient.& And ( said, &(f you
give me these analysis to give to people, (&ll do ?ust C0,& and we only
ended up with 6 because of + you got all JM in your thing7 but we did only
fve of them, because the printing constraints at the last minute )ut (
said, &@ou&ll see that if 662 read the analysis, you&ll get 622 di4erent
insights,& not that any one of them is bad, but combining it + it&s going to
be fabulous And ( said, &%hy don&t you take it to another dimension. Let&s
+ (&ll get involved, (Hll help market it, but let&s have an additional concept
where once a month, after they&ve gotten the book, after they&ve gotten
the analysis, after they&ve listened to a probing, penetrating interview for
M2 minutes or so with the actual author7 then letHs have a M2 minute
conference call where we&ll pick out actual members, and we&ll take the
most universal situations and the most uni'ue + and we&ll talk about
applications, and we&ll have reading room, and dialogue, and we&ll also
have everybody that has a business they want worked on7 put it online
and let all the people contribute perspectives&
And ( got very e>cited about that because frankly, we want to grow from
it Aot very proftable, but we&re going to do it )asically it&s going to be,
you get the book every month, you get the analysis of the book, you get
the interview with the author on C:, you get the analysis on C:, and then
(Hm going to do with Earshall and Pdwin and his wife, a really killer M2
minute group conference call with all the subscriber members7 where we
do hot seats and the like (t&s going to be $<6 a month, and we&re going to
do + if you want to be a guinea pig and you want to try it for three months,
we&ll let you try it and if it doesn&t have value, you can cancel and send it
back, and you can have your money back @ou don&t have to do it7 we&re
going to take it in the outside market %e&re doing it + not to make money
%e&ll probably get two, three thousand subscribers from it, but it&s going
to be an intimate group %e&re doing it because we want1 number one, to
pick the minds of the authors Aumber two1 to get + ( want + ( do this kind
of interactions7 because ( want to see the dynamics, ( wantZ!audio
missing"
@ou can do it or not %e don&t want you to sign up tonight7 we want you to
think about it )ut if you want to do it, let us know about it tomorrow,
because ( got to set up some times for the call Earshall, you got anything
you want to say. Earshall. !%histles" Earshall %hen he&s brilliant + the
one thing is he&s not as attention+defcit as ( am, but it&s a di4erent kind
!Laughter" 9miles + now he&s smiling (s there anything you want to say.
And we&re not trying to sell you + weHre ?ust trying to invite you to be a
guinea pig for M2 days and help us perfect it, because once we have some
testimonials and stu4, we&re going to take it to the outside market at a
higher price
)ut no+one&s ever done this -hey only have a superfcial single analysis
that somebody who doesn&t have a clue about business, and isnHt on the
front lines of capitalism, does7 and it&s tepid Just show them what you do
-ell them what you do
Mars$a&&: ( need a mike
Jay: -hey didn&t know you were going to do this %hereHs a mike. And (&m
?ust e>cited about interacting with people, so ( ?ust get hot about the
dynamic of all the di4erent perspectives Let me do it @eah, but that
doesnHt mean + ( can&t turn my computer on =o ahead
Mars$a&&: /(naudible C1CC3 to an author. #kay, so that&s what this is
about, originally
Jay: (t&s incredible
Mars$a&&: And so the idea behind it, what Jay was saying, &Listen, why
don&t we ?ust&
Jay: 9top a minute %hy did you and Pdwin decide to do this. -o make a
lot of money.
Mars$a&&: Ao, there&s
Jay: there&s no money in it
Mars$a&&: Ao (Hve been doing this for 02 years with my clients, and ( ?ust
send out the books ( sent out the book with a summary, and ( sent out eh
summary without the book, because ( didn&t ethically + didn&t feel it was
appropriate ( had over 62 people ( had every month getting these books,
Pdwin says &%hy don&t we make this a business.& And ( said, &%ell& and
he said, &)ecause& 9o we did Pven though the money isn&t really there,
we ?ust did it because how would you like to be in front of a thousand
e>ecutives every month.
Jay: Earshall has a thousand Fortune + one thousand e>ecutives, and he
sends it to them, and it&s really neat )ut + go ahead
Mars$a&&: And so basically what happened is then we call up the author
and say, &%e&ve got a thousand top e>ecutives across the country who this
book is going to, along with the analysis %e were wondering if you would
be willing to answer a few 'uestions about your book.&
Jay: $ow many said no.
Mars$a&&: Ao one said no !Laughter"
Jay: And ( listened to them + it&s killer ( mean, we were on it for two hours
and the guy apologi,ed for having to go back to $arvard to a meeting,
because he wanted to be on it with us longer /Onclear 01023
Mars$a&&: Bight, and so the whole idea + if you look in there, thereHs a
little Iow chart 9ince (&ve been with :r :eming, it&s hard to do things
without a Iow chart 9o if you&ve got your little sheet there, real 'uickly
look inside and you&ll see how this goes together #ur idea was, we&ll send
it to you, the interview and all the stu4, and if it looks like it resonates
with you as a person and you&d like to have your company featured, you&ll
submit a little + something to us that you&d like to be part of it
Jay: -o be a case study
Mars$a&&: @ouHll be a live case study, and Jay said we&ll take the one that
has the most universal appeal, and a couple of you that are way out on
uni'ueness, and then we&ll make three cases and we will then interview
you while everyone is listening -hey&ll get the case material up front
Aow, if you don&t get selected as a case study, and you want to be, you&ll
go online and you&ll be available for peer review, and also we&ll look at it
too
Jay: Let me interpret %hat he&s saying is simple %hat he&s saying is
we&re going to basically do big time what we tried to do at the mike, and
what we&re going to do also is, for those people we donHt choose, you&re
going to have all the other subscribers and member have a chance to give
you all their advice continuously, online %e frankly + we&re less than after
the insights, do you get this. %e want the insights %e want enlightened
people to give us the insights, because they&re worth a fortune to us if we
act on them =o ahead
Mars$a&&: 9o ultimately the idea was you get a chance to get as close as
you can to their book and have it practically applied, with some follow+up,
hopefully, and then weHll be able to see how e4ective it is )ecause what&s
the value of one idea implemented.
Jay: (mplemented7 key
Mars$a&&: (mplemented
Jay: )ut that&s the whole key -he key is not how great the book is -he
key is me and they, but probably me more, in the beginning, on the
phone, saying &#kay, you read it %hat&s the action co+e8cient. %hat are
you going to do. %hat do you think it means to you. %hatHs the big
insight.& And taking it to a dimension that no+body does And then us
being able to ask the author 'uestions to die for ( mean, we ask some
good 'uestions, didnHt we
Mars$a&&: Absolutely, so if you want to look and see what you&d get in
something like this here1 As the future captures you, you get the
summary, and you&ll see the C:s are here
Jay: And Earshall ?ust asks away at the authors, and they all say, &9ure,
sure, sure, sure, sure& @es.
/(naudible comment from audience member ;1063 %e&re going to start the
calls after we start the service !Laughter"
Mars$a&&: A month
Jay: Ao, itHll be monthly7 every month )ut a month after you get the stu4
/(naudible comment from audience member3 #h, that&s what ( said (Hve
got to fnd out how many of you guys + if there&s enough here (&ll do
special calls with you guys (t&ll be + it doesn&t matter, because if you&re not
on it, you&ll get the tape and the C:+B#E
Mars$a&&: @ou&ll get the tape each month afterwards, if you&re on
Jay: )ut it&s going to be the most + youHll tell us, because if enough people
want to do it, (Hll take a vote on + like ( have everything else ( do, and say,
&#kay, what is the most of you + the most available,& and we&ll try to be the
most accommodating to the ma>imum number of you (t might be an
evening, it might be an afternoon, it might be a weekday7 ( don&t know
)ut we&re pretty Ie>ible to the consensus of thJe masses ( don&t know
yet %e&re ?ust basically + they got this service they do ?ust for the heck of
it7 they don&t make a lot of money on it7 they ?ust do it, and Earshall does
it for his own intellectual well+being, and also to really blow the minds of
his clients7 that he goes through ;2 books to fnd one and then he&s not
been turned down by an author and he asks more penetrating 'uestions,
and it&s really ama,ing And ( said, &-hat&s cool, but the ultimate is taking it
to action (s having a bunch of people show you what di4erent things they
got out of it and then forcing them to say how and what theyHll do to apply
it and having them help each other
Jay Abraham Mastermind Marketing 23
Jay1 ( would suggest you consider thinking about it a little ( know it&s late
now, but ( don&t sense a lot of passion because Alan is basically very
analytical and scientifc in saying a$ey guys, here&s how you make a lot of
money easily and safely right in your own backyard,b ( think, isn&t it.
+,ea"er1 And we&ll be back
Jay1 And we&ll be back again -hanks a lot -hanks Alan @es sir
!Audience applause"
+,ea"er1 =iven the chance, one thing ( would like to actually validate
Jay1 %hat.
+,ea"er1 (&d like to validate what Alan does (&ve listened to for the last
C0 years
Jay1 And it has changed your life.
+,ea"er1 Absolutely, but what Alan does what we&ve been doing for the
last three years
Jay1 :oes it work.
+,ea"er1 @eah, phenomenally, it has allowed us to create a structure to
now do this layering that you discussed in terms of force multipliers
%e&ve been able to 'uantify hundreds of thousands of dollars for
individuals and millions of dollars for our company based on an
implementation program that&s very similar to this, but it&s kind of like
hammer and hammer $ow did we get all these ideas of Jay in your
business and it&s very very similar to what you&ve been doing and we&ve
been
Jay1 (t does not make sense.
+,ea"er1 Absolutely (t&s a reIection of what we&ve !unclear 2C12G"
Jay1 !Onclear 2C12<" fnal version but that&s pretty, pretty close, good
thanks @eah, it&s interesting ( was at dinner with a group of colleagues
and we were talking about the wonderment of entrepreneurs large and
small also, the challenges and that most entrepreneurs in the world and
(&m not ascribing this to you, but in might hit home, tend to be so tactical,
and they can&t really appreciate things that aren&t e>citing or aren&t instant
gratifcation and that&s not a weakness, but that&s an area of your being
that you would beneft from fortifying, stated a little bit politely, from
fortifying because ( think that that&s a weakness ( think it&s an area that
you guys, ( think that we entrepreneurs like instant gratifcation and
e>citement %e don&t always have the discrimination to seeing the long+
term (t&s like -ed and ( have worked a lot of his programs with large,
medium, smaller companies -wenty million, twenty fve, we tried to do
with one million and !unclear 2012< " see what happens we found that
they didn&t have the disciple to go the distance, to stick with it period
long %e ?ust wanted to see what would happen %e did like twenty of
them at a time in group and we were tragically sad because over the long
!unclear 201CM " engineer the kind of growth to the higher level you need
and you&ve got to decide if ?ust trying to live past pay day or your trying to
engineer the kind of growth levels that will become sustaining and
systematic and (&m not trying to be, ( don&t want to castigate you or
reprimand you but really respect for loving and contributing even late at
night, but ( would challenge you if you&re not turned on and to think about
some of the power and elegance, simplistic and seemingly understate
areas because that&s where the real wealth comes from most often #kay,
:avid where are you.
(a)id1 Bight here
Jay1 #kay, ( need(&m sorry, where did you come from. @ou ?ust appeared
out of nowhere @ou&re smiling @ou&re happy about somethingS
Lady1 (&m so e>citedS (s that an !unclear 2J12<" list. (s that enough for us
to get e>cited.
Jay1 @eah
Lady1 :aS -hat&s the list (t&s the new name
Jay1 -hat&s good -hank you #kay ( need one to two minutes 9tand up
for two minutes because (&ve got something so intellectually stimulating,
but we need some music for two minutes Just give us a little energy
here, something fast for two minutes and then turn it o4 =ive us a little
energy -wo minutes and then turn it o4 and :avid, come up here %e&re
going to learn about barter %e&re going to learn about innovative
thinking, we&re going to break our paradigms %e&re going to blow our
minds %e&re going to rock our conceptional world #h goodS
!Onclear 22122" have fun7 it&s going to be cool Fun, fun, fun #kay, so it&s
CM<2 something %hat would it be.
(a)id1 <J
Jay1 <J (&m this very, very ambitious, very fanatic entrepreneur kid who
has had a succession of relationships with entrepreneurs who wouldn&t
give me a salary but would give me a chair in the corner of their o8ce and
a chance to do stu4 strictly on performance and ( could either eat or
starve based on my performance and interestingly ( ended up in a place
called $oliday Eaga,ine which rolled by the 9aturday evening pros Curtis
publishing, remember that.
(a)id1 @es ( do
Jay1 9o ( go in there looking for an opportunity, (&ll do anything because
(&m hungry and they had traded for the most eclectic array of items, didn&t
they. -hey were like fve or si> hundred thousand dollar worth of travel to
weird places nobody wanted to go or airline tickets to one location that
you can only get to on a 9unday night and some other good stu4 Captain
Eike&s !unclear 2C1CM"
(a)id1 -errible
Jay1 Anyhow, so wanted the cash converted and they didn&t know what to
do so ( got into !unclear 2C106" fguring out and somehow we connected
and you bought it
(a)id1 Bight
Jay1 And the frst thing he taught me was how to buy really astutely :ave
is a master of barter :avid !unclear 2C1JG" has probably traded, how
many hundreds and millions of dollars have you !unclear 2C1;0"
(a)id1 Five or si> hundred million
Jay1 Five or si> hundred million with the barter $e&s had his clients big
companies like
(a)id1 Carnival Cruise line for seven years
Jay1 Carnival Cruise, who else.
(a)id1 Bight :$L
Jay1 :$L, who else.
(a)id1 %estern $otel
Jay1 %estern $otel, who else.
(a)id1 9heraton
Jay1 9heraton, anybody else. Chrysler, Ea,da, anybody else.
(a)id1 Bight, right
Jay1 @amaha
(a)id1 @amaha motorcycles
Jay1 Anybody else.
(a)id1 Nawasaki
Jay1 Nawasaki, anybody else.
(a)id1 About J222 radio and television stations
Jay1 #kay, so he&s been around the block 9o back at the !unclear 201C;" (
got $622,222 worth of really cool stu4 and (&m going to get out C2D so (
think well god at least worth ;M2 or ;G2,222 9o ( call around and can&t
get an o4er and :ave says, yeah (&ll buy it and what did you o4er like 06
grand.
(a)id1 %ell ( overnight Jay a check for C2 cents on the dollar
Jay1 @eah, and he said, it&s always good for three days, !unclear 201J<"
good for three days and he said, show !unclear21201;2 track0", tear it up,
send it back or whatever And ( said, they would never do this and he said,
well its okay
(a)id1 ( gave an envelope with a stamp on it ( said if they don&t
want it that&s my o4er Just mail it back, no hard feelings (t&s really hard
to send back money
Jay1 @eah, and that was my frst education 9o then ( was fascinated
because he was so, he was educating me while he was negotiating with
me which was very gracious 9o we fast forward ( moved to 9anta
)arbara couple of years later :avid trades for *eter Lawford, !unclear
2J1CG" it was Pdwardwas that it.
(a)id1 Louis !unclear 2J106"
Jay: !Onclear 2J106" and Eetro =oldwyn Eayer&s house on the beach and
(&m there and he&s got like an acre on the sand $e&s got three stories and
an elevator he traded for, he traded for furniture and he&s paying the guy
in !unclear 2J1J6" and (&m thinking, he knows something ( want to learn,
because he&s having fun and he&s got7 he takes me to his house and he&s
got in one room you know like 622 guitars and the other room he&s got like
C62 watches and in another room he&s got certifcates for all these things
and what ensued as mentor+ship of sorts, ( had no money, ( was a pauper
( drive 9unday to meet him $is wife thought he was cra,y to give me an
hour or two of really wonderful, wonderful mentoring and then ( was
broke, he gave me a certifcate for dinner for my wife and family on the
way home which is was very gracious which we appreciated and we&ve
stayed friends and we&ve stayed, ( hope mutual admirers ( ?ust think he is
the brightest most inventive mind (&ve ever seen and ( think barter is a
metaphor for thinking non+layer whether you trade or not (&ve traded+
when you bill $6222 an hour and it&s $;2,222 a day and it&s $6222 for a
home study or $06,222 for a seat in a live main program, you can trade
pretty7 ( think (&ve done+(&ve been a pretty good student, don&t you think.
(a)id: ( sold Jay one of his Ferrari&s by the way
Jay: @eah he did, he did )ut :avid traded for it ( bought it, but :avid
traded for it (t was a nice Ferrari $e tried to sell me a !unclear 2C1C0"
and ( ?ust didn&t want it %hat are some of the interesting things you&ve
traded for me.
(a)id: #h well, ( tend to over trade sometimes
Jay: (t&s a sickness, it&s a sickness %e love to trade, like ( said, a guy may
want to trade me a car here and (&ll do more for them if they paid me cash
because ( ?ust love to trade, don&t we.
(a)id: @eah, (&m not supposed to sell anything here but ( will tell you (
have ;222 watches in my house ( can&t get to the washer or the dryer
Jay: (t&s because his house is full of watches
(a)id: -hey&re to the ceiling Anyone here is a watch buyer, contact
Jay
Jay: @ou have any guitars $ow many guitars did you have then.
(a)id: C6,222 guitars
Jay: %hen you traded for Ea,da, how many Ea,da did you get.
(a)id: C,C22 Ea,da
Jay: %hen you did Chryslers $ow many Chryslers did you get.
(a)id: %e didn&t have to take possession of all the Ea,da
Jay: $ow many Chryslers did you trade for.
(a)id: C,222 Chryslers
Jay: ( mean, it&s like, ( mean you did :$L $ow much did you trade for.
(a)id: $6 million worth of :$L
Jay: )ut :avid, tell me, ( traded with $J million of the radio advertising on
!unclear 21201C2trackJ"
(a)id: Bight
Jay: (t was pretty good 9o over the years, (&ve reali,ed that barter is not
?ust a fun, fun and e>citing sort of aside, it&s a proft center (t&s a way for
companies to dramatically increase their margins, to dramatically e>pand
their proftability to give themselves almost unlimited buying power, to be
able to tremendously grow and e>pand your 'uality of life, your business
( thought :avid, it would be fun for a ?ust a little while to sort of go
through some of the various ways @ou remember, because ( don&t have
any of my notes @ou got any.
(a)id: #h yeah, ( have some notes
Jay: 9o, what (&d like you to do is give them a little solilo'uy because (&m
tired tonight and you probably, ( mean poor :avid, ( want to get your mind
e>posed to so much !unclear 2J120"as far as barter fun, barter trade and
barter, my brain is tired tonight, !unclear 2J12G " trades, who else trades,
who has ever traded for anything.
Audience: (&ve traded for !unclear 2J1C;" the doctor
Jay: #kay, that&s pretty impressive @ou all should consider trade Let me
ask you this 'uestion before, if you have any7 does anybody sell a product
or service that has any margin in it. #nly a few of you. #kay 9o it&s like
( am a car dealer !unclear 2J1J2" biggest Eercedes dealer they do $;22
million a year, friends of mine ( was talking the other day and said, you
make a lot of money. And they said, well we make good, let&s say they
make J to ;D ( said, well, of the remaining M<D that&s payables, how
much are the kind of you know, are service type e>penses -hey&re like
$62 million dollars %ell, ( said, well, what&s the margin on a Eercedes.
C6D %ell if you ?ust traded that, if you ?ust traded Eercedes instead of
paying cash, you would be making like four times as much money, oh but
we don&t trade And ( said, yeah, but maybe you should and then ( said
because a Eercedes is so priced, it&s better than cash, you can probably
trade two to one %e don&t trade ( said you could probably even trade a
four year old lease, at the end, take it back and so you&re getting all the
stu4 up now you&re paying for it about C2 cents on the dollar and you&re
getting it almost interest free %e don&t trade %e don&t trade =ive him
a little 'uick !unclear 2;1J2"
(a)id1 P>actly what he said A lot of people7 trading of course
predates money -he transaction is e>actly the same as money e>cept
that you don&t pay with money, it&s the only di4erence A trade is a sail
(t&s additional business (f you make a trade deal and get something you
can use, something you need, so something instead of money
Jay: #r something you want
(a)id: #r something you want
Jay1 %here you wouldn&t have the money or wouldn&t allow yourself to buy
it on your own
(a)id1 -he phrase due bill, how many have heard the phrase Qdue
billH before.
Jay1 :ue bill
(a)id1 @ou&re probably from Aew @ork
Audience1 @es
(a)id1 Aew @ork is where the phrase started in the CM02&s during the
crash, nobody could pay the bill -he bill was due -he favor would come
around the restaurant who is now broke and say, look, the bill&s due, give
me a ledger, you owe us $;22 (&ll eat here -hat&s how the due bill
started (f you go to a person who was alive during that time and use the
word due bill, he starts to shake and shiver 9o we don&t use that word
anymore 9o Aew @ork, still to this day, totally understands trading,
barter, due bills As you go west, they understand less, not too much here
and we have a company in $awaii, they don&t know what we&re talking
about in $awaii -he farther west you go, the less they understand @es
sir.
Audience1 Can ( give a real live e>ample that happened to me on
-hursday.
(a)id1 @eah, you want to go with the mike there. -rading is a way to
take your product that isn&t selling, gets rid of it at full retail and advertise
the product that is selling
Jay1 Convert it some other form of product or service you need Aow
:avid, (&m going to modify and embellish and challenge his comments
because he lives predominately in a world of getting bigger companies
advertising -hey&ll trade their goods or services for advertising -hat&s
the easiest and the best and he&ll e>plain it to you why, but (&ve helped,
?ust clients, not as a service provider, (&ve ?ust helped clients do millions
and millions and millions of dollars by fguring out things we needed and
trading either our products or services for that or triangulating it to
somebody else who wanted what we wanted using what we got for them
to pay what they wanted and with all the debt settled, we&d save J2, ;2,
62, <2D or we&d get cash we never would have had or both Earvin you
want to talk real 'uick.
Mar)in: @eah, ( was looking for some radio advertising in the 9tates (
spoke to a guy in Chicago who wasn&t, didn&t have any time to sell, but he
said there was a fellow who had clear channel to sell in Florida 9o (
phoned him and he said he had $02,222 worth of clear channel
advertising open, open advertising, anytime ( wanted on any clear
channel station in O9 and there are ?ust hundreds of them and he !unclear
2<100"02,222 barter blocks 9o he said, what do you have to trade (
said, well, (&ll give you 02D7 (&ll trade 02D of the value of the prescriptions
that ( needed customers that are on barter that would buy from me 9o (
got $02,222 worth of advertising and ( haven&t paid anything yet and if
people order the prescriptions from me, (&ll still make about 02D and
(&llusing the barter
Jay1 @ou didn&t do a trade @ou really did a *(
(a)id1 @eah, that&s called a *(, percentage in'uiry
Jay1 )ut that&s+what you did was good, because it&s a contingent type of a
way to control a lot of advertising, if it doesn&t work, it&ll not cost you, but
it&s not really a trade
(a)id1 Bight, but that&s
Jay1 Beally, it&s one step before
(a)id1 -hat&s not too good for the radio station, but real good for the
buyer because, the radio station doesn&t ever believe you&re getting the
right count
Jay1 -hey won&t get any money for it but they&ve got unsold time so it&s
doesn&t cost him anything Continue on about the insights (&m sorry
(a)id1 #kay #ne of the things about trading that over the years (&ve
learned is people either get it right away or they don&t ever get it -he
frst account ( called on, ( started Aew #rleans was a restaurant, ( went to
the television station, ( said, who owes you money. -hey said, this
restaurant owes us $;222 ( said would you take $0222 for the bill. -hey
said, yes 9o ( went out to the restaurant and ( said, Er *, you owe the
station $;222 you can&t pay, he said, that&s right ( said, (&ll take $;222
worth of food if you&ll sign these little gift certifcates and (&ll go pay your
bill $e looked at the gift certifcate and he said, when they eat, who pays
for the meal. ( said, let me start over
!Laughter"
@ou owe the television stationand we went through it three times, didn&t
have a clue :idn&t know what ( was talking about 9i> months later, the
restaurant&s gone -hey sued him and the roof fell in 9o ( almost have
tried to stop, trying to educate people, but ( think almost everybody in this
room probably understands it&s simpler than money and nobody looks for
the catch %hat&s the catch. -here isn&t any catch (nstead ofEike is
here from the fortune cookie company ( traded him C,022 fortune cookies
for a wrist watch that&s he&s probably wearing tonight Are you here Eike.
Jay1 Eike, where&s Eike. @ou&re wearing your wrist watch. (t works still,
doesn&t it.
!Laughter"
(a)id1 9o, ( got fortune cookies which ( can use for Christmas gifts,
Eike got a wrist watch (t can beneft both parties Also if you are a
dentist or a lawyer, you have e>tra hours 9o you can take those e>tra
hours under your full rate, trade that for something you need and can use
or want -hat&s terrifc, you&ve increased your business rather than
reading -ime maga,ine, you&ve worked a few e>tra hours, you&ve got
something
Jay1 Ey mother+in+law has a $06,222 new face that a plastic surgeon did
for her because ( helped him improve his business ( have a credit for
another dentist in Chicago anytime ( want for $06,222 worth of cosmetic
dental service for anybody that ( want (t&s pretty cool thing (t&s a pretty
cool thing
(a)id1 %e bought a radio station in Carmel Kalley that was in trouble
and it needed a lot on engineering work ( hired an engineer in Eiddle of
-e>as to come over and do the work which was e>tensive ( traded him for
two breast enlargements for his wife with a plastic surgeon in 9an
Francisco 9he got the breasts, ( got the work, he got happyS
!Laughter"
Jay1 %hat did the plastic surgeon get, advertising.
(a)id1 -he plastic surgeon was an advertiser, right 9o once you get
trade like ( have the watches, (&ve got to do something with them and
Jay1 @ou end up with one or two things, you either trade for products or
services you would end up using in the course of business or you trade
and you got it @ou got to ultimately whatHs call cash convert or youHre not
the smartest dude in the valley
(a)id1 Bight, if you take radio or television, an unsold spot evaporates
tonight (t ?ust evaporated at midnight
Jay1 @ou don&t use it today
(a)id1 Pvery hotel room that was empty here, evaporated tonight
Jay1 %hy don&t you tell us a trade (&m ?ust going to interpret, it&s like this
hotel has, let&s call it <22 rooms (t&s flled probably because of you guys
-uesday, it&ll be empty, probably, don&t you think.
(a)id1 #h there is J22 empty
Jay1 -here is J22 empty -hose J22 have a rack value, rack rate of, lets
call it $C62 a piece $;6,222 worth of value evaporates everyday if they
don&t fll it, but if they trade it, whether it&s used or not, they put a time
limit on it, it&s very interesting, because it really is used !unclear C01C0"
even if it&s not e>ercise, does that make sense.
(a)id1 Bight, right #ne of Jay&s customers who has been here a
couple of times, his best friend was a advertising manager of Eicrosoft
and he called me a few years ago ( don&t think (&ve ever told you this
story
Jay1 Ao
(a)id1 %e spent a year trying to get Eicrosoft to trade and the fear of
the advertising agency was, ?ust to give you an idea, ( said, all we&ll trade
is the o8ce package, because it was e>pensive ( think it was $G22 at
that time
Jay1 Cost him like what.
(a)id1 $062 cents
Jay1 9o then, they&re buying advertising and writing a check for cash 9o
every time
(a)id1 ( was going to get all radio and television stations take the
Eicrosoft packages, give them to clients, use themselves
Jay1 (t would have been like a MGD discount on their advertising
(a)id1 @eah -he fear was and the marketing director said this $e
said, Qif )ill =ates ever fnds out he can buy $G22 worth of advertising for
$062 cents, we&re fnished $e won&t spend any more moneyH -hat isn&t
totally true but he never did fnd out %e sent emails to )oomer who is
now the president, this went on for a year
Jay1 9o back to the ranch, because :avid is neither attention defcit, but
he&s letting me guide tonight and it&s been a long day @ou guys, there&s
like C; or C6 really cool ways you can use barter :o you have a list of
them.
(a)id1 #kay #ne way is to get cash because if you barter for something
that7 everything is salable (f you barter for something and then turn it
out to cash, there&s a maga,ine in Ari,ona that trades in about every si>
months $e calls us like Jay did and we buy his e>cess trade and it can be
hotels all over the country (t makes a couple of payrolls
Jay1 -hat&s about a third of advertising you&ll see in travel type
publications, is not been paid for, it&s been traded @ou know, it&s like, (
?ust got, ( have in my o8ce, ( have C2 round trip vouchers on 9outh %est
-his is funny, here is how it happened, a concessionaire from 9outh %est
gets partially paid in, 9outh %est pays in vouchers #kay, ( didn&t know
that, did you.
(a)id1 Ao, ( didn&t know that
Jay1 -hat&s pretty nice and they !unclear 21221;2 track ;" preemptive,
they&re really preemptive, so they really treat it like cash $e wanted a
$0222 home study $e called and said, (&ve got $0222 worth of vouchers,
you want to trade. ( said, sure, a home study cost me, not this home
study, no no
!Laughter"
$e only wanted the tape -his home study cost me probably $C,222, but
the old ones only cost me J2, ;2, the one in M6 because ( really didn&t
have a lot of bonus ( ?ust had the tapes ( said, sure send you the tapes
%e spent $J2 sending the tapes $e got a $0,222 set, because that&s
what ( charged him for, he sent me the vouchers, (&m sitting in my o8ce,
-erry are you here. ( got $0,222 worth of 9outh %est vouchers, can use
anytime, they&re pre+emptible ( don&t really want them because ( don&t
like to Iy 9outh %est, ( don&t like to stand in line, but
(a)id1 (&ll buy them from you
Jay1 (a)id will buy them from me at somewhat&s the discount.
(a)id1 9old, (&m going to give you a watchS
!Laughter"
Jay1 9peaking of which, where are my dive watches. -hat&s good )ut
anyhow, the point is, it&s really fun, go ahead
(a)id1 -he trade clubs is another way you can trade $ow many in
here are in a trade club or have been in a trade club. @eah, we&ve got
'uite a few here -here are several big ones and they&re very healthy
right now As business gets slow, our business gets good and as the
economy comes down, we look to trade with the company that&s in trouble
but not going under
Jay1 And who have enough ethics and integrity, they&ll treat the trade like
cash
(a)id1 Bight -here&s a club called !unclear 201C6" which is in Chicago,
Long (sland and 9an Francisco -hey&ve got J2,222 members, when you&re
in that club, you can use your credit at any of those places -here&s a club
in Florida called Q-he P>changeH (t&s on its J2th year -here is 0622
members in #rlando and -ampa -here are ;6 hotels in #rlando, 62
restaurants -here&s a club in Chicago that&s got at least 0 or J thousand
members -hey have so many restaurants, that they&ll say what hotel are
you in, well there&s one right across the street, and they&ll say, what will
you have.
Jay1 %ho has my book. %ho has my copy of my book. 9omebody has
signed one for it, who&s got it right here with them. $as anybody got my
book with them here. -here was a gentleman who let me sign his book,
he might have gone to bed, but, anybody got it here. Ao. )ecause (
have all the list of all the barter ways, do you have it here. @ou&ve got it.
%ho&s got it. %e&ve got a list of all the di4erent ways you can trade @ou
have got it on you.
(a)id1 (&ve got it somewhere here (-PX is another big club which Jay has
been prominent in )usiness P>change (nternational is probably the
oldest club (t&s head'uartered in )urbank (t&s all over the country, all
over the world in fact, but these clubs are good as long as you don&t let
them get too far ahead of you Another way to trade is called a closed
end trade, where you want a carpet in your house and he wants a new set
of dentures and itHs closed down Aobody owes anybody at the end (t&s
like ( sell you a service and you write me a check Closed down @ou
shouldn&t trade for anything that you don&t really need :onHt& trade ?ust
to be trading ( have that problem
!Laughter"
Jay1 (t&s like a sickness !unclear 2;126" itHs like alcoholism
(a)id1 (&m a selloholic ( don&t think ( ever told you this one either A
selloholic, ( have to have+that&s why ( traded for some fortune cookies %e
were told don&t sell anything ( didn&t sell anything7 ( traded a watch for
some fortune cookies ( feel good now, because ( made the transaction
today ( got the fortune cookies
Jay1 0; hours worth of relief
(a)id1 Bight (&m relieved so (&m thinking about probably others here who
are selloholics (&m thinking about starting a club, a C0 step club where
you&ll be assigned a buddy and when you have this desire to sell
something, he&ll call you up and pretend to buy no matter where you are
!Laughter"
Jay1 9o, do you have the C0 ways or the C; ways, do have the list on you,
because, you guys have to understand, barter can do so many neat things
for you besides ?ust improving your margins, reducing your e>penses,
giving you more clients @ou&ve got the book.
Audience1 @eah, ( ?ust want to ask a 'uestion because there&s a company
that wants to do business with me and the fee is $C2,222 -hey say we
have $0,6227 will you take $<,622 in our uni'ue printing. (&m inclined to
look for ways to do it but ( remember listening to the tapes, and Jay says
all ( got was Christmas and ( got these bill boards and you know, (&ve read
that over and over again, my mind goes tilt
Jay1 %hat&s the 'uestion.
Audience1 Ey 'uestion is give me a few suggestions of how ( can really
creatively triangulate that credit
Jay1 Can ( make a suggestion frst. (t&s late and we&ve got a tough day
aheadlet&s try to get( want him to see at least C2 of these ways to use
barter frst, because the one is basically to reduce your cost of payables,
your e>penses, right.
(a)id1 #r you can use it to pay a bill @ou can get your lawyer to take
some barter %e have some lawyer on barter @ou can use it to pay the
bills that you would have normally (n -ampa, we have three radio
stations7 we bartered our phone bill completely with a new phone
company out of :allas -he bartered is a -C line, internet and
everything
Jay1 And they get advertising.
(a)id1 %ith Keri,on, the phone company, we bartered $C66,222 worth of
yellow pages ad ( have a full page yellow page ad, 62 yellow pages all
throughout %est Florida -his is promotion )arter is a way to promote
your business )arter can be a way to get anything you need if youHre in a
large trade club7 it&s like the yellow pages @ou can look down the list and
here are the dentists, here are the plumbers, here are the electricians,
here are the carpet dealers, you call up and say (&m a member of -he
P>change and you trade -he members pay appro>imately C2D cash for
each month based on what they spend @ou eat $C22 dinner7 you pay $C2
at the end of the month @ou can use it to pay employees @ou can have
employees work partly on barter Luestion ( would have for you, is you
have a $C2,222 service that you&re going to provide.
Jay1 %hat does it cost him to
(a)id1 %hat does it cost you to do that.
Audience1 Just thought and time
(a)id1 %ell you&ve got to take the $0,622 and the printing even if you
don&t want the printing
Audience1 Just give me some suggestions %hat to do with the $<622 of
printing
(a)id1 @ou can put it into a trade club and draw on anything they got
-rade clubs can always use more printing #r go to your favorite
restaurant, give them the printing and get some $<622 in food
Audience1 #kay we have a guy here that&sand itHs Canadian :ollars
which go a long way
(a)id1 -hen ( wouldn&t deal with them at all
!Laughter"
Audience1 @ou have a Bole> watch.
(a)id1 @es sir, the story. @eah ( haven&t paid for anything that (&ve
brought with me tonight ( got this watch 00 years ago in $onolulu (
gave him $;,;22 worth of N(-K television time
Jay1 @ou traded time.
(a)id1 -o a pawn shop *awn shop gave me the watch7 ( gave him
$;,;22 worth of -K time that he used to advertise his pawn shop
Jay1 =o ahead7 do you want to ask a 'uestion.
Audience1 -he other party, the -K people, what did they get.
(a)id1 ( gave them bumper stickers and two cars -wo leased cars
Jay1 Lease cars
(a)id1 ( gave the station that carries out !unclear 2G102", ( gave
$66,222 pairs of sunglasses and we put !unclear 2G106" letters on the face
of the sunglasses
Jay1 Aobody&s got a copy of my book. Aobody&s got in their possession of
it right now, here at the table a copy of my barter book. ( mean my book
on how to get everything you can. 9omebody brought it up and let me
sign, nobody. #kay Ae>t time (&ll do it %e have a list 9o one of them is
how do you grow more clients.
(a)id1 %ell you can grow more clients because some clients can
barter with you but they can&t give you cash %e obviously, when we
have a sale sta4 that goes out and tries to sell advertising and they don&t
go out and try to barter but !unclear 2M12J" (&m really short of money and
it&s something we can use, we take it ( had an old lion person, we bought
a radio station at Eonterey, California where we traded the down payment
of furniture for the owner&s lavish condo in Ee>ico and the old line
manager didn&t understand trade ( kept him on and ( said, well we&re not
looking for trade, but if you bump into somebody that asks you if you can
trade, and you know it&s something we can use, something good, take it
#therwise, if you think it might not be any good, call me
9o (&m in Aew @ork and ( got a call from him and he says, Q( met a client
and he wants to trade and ( don&t know if what he&s going to give us is any
goodH And ( say, Qwhat is it.H $e said, Qit&s a supermarketH
!Laughter"
And ( saidHanything on the storeH 9o when ( came back, ( said sign them
up $e signed them up for a couple thousand dollars ( came back and (
said now, sell it $e said, to who. ( said, you&ve got to fnd somebody that
eatsS 9o ( said, go get your check book and come back in $e came back
with a check book ( said7 write a check NAB@ radio $C,222 ( said, you
now own $0,222 worth of food -ake it home to your wife @ou&re a hero (
thought, now he&s got it -wo months later, he&s out making calls again
and ( get another call because he has a trade that might not be any good
and he says, Q( have a guy that wants to trade a lot $e wants to buy our
sports programming, but he doesn&t want to give us money $e wants to
give us tradeH ( said, what does he sell. $e said 9hell gasoline ( said,
okay, of course, you know gasoline ( said, Qsell the gasoline for 06 cents a
gallon less than he sells it to people we knowH %e don&t have advertised
it, but we call our clients and frst he said, who would ( sell gasoline to. (
said there&s got to be somebody that&s got a car
!Laughter"
$e never to this date doesn&t understand
Jay1 -ell about the origins of home shopping
(a)id1 #h, )ud *a>son of home shopping who owns *a>son ad -K, he
started the home shopping network on a small radio station
Jay1 (t was a friend of yours.
(a)id1 ( know him for J6 years in fact, ( traded him a motor home
when he had a little radio station in 9arasota and owed me $;,222 and he
could only $;22 a month, but he would put me in a lavish beach front
resort the weekend the time it was to pay the $;22 9o ( would drive to
9arasota C0 times and get my $;22 and bought a $C,222 stay in there in
the lavish resort $e went out of business in 9arasota, turned o4 the radio
station $e bought a little radio station in :unedin, Florida which is near
Clear %ater, was failing with that, couldn&t make the payroll, people were
screaming at him and he went out and he traded ;22 electric can openers
with a manufacturer and then at the trunk of his car, and he takes them
down to a hardware stores, sells them, gets the money, goes back and
makes the payroll, the station is saved now, temporarily
9o at that time, ( had Carnival Cruise 9o he said, let me advertise
Carnival Cruise like cra,y and (&ll sell these cruises on the air 9o he&d go
on the air and say, ( have a $622 cruise, who will give me $022 9ome
guy would say ( will give you 0227 he&d give him 0; hours to come down to
the station with the money (n the meantime, a travel agent would hear it,
call Carnival and say, have you gone mad. -hey would call me and say,
who is this idiot )ud *a>son giving away our cruises. 9o (&d have to pull
away from him, but he started auctioning stu4 on the radio 9mall radio
station, survived, found a money man Boy 9pare and said let&s try it on
cable television $e tried it on one channel of cable and it worked, they
were making money but everybody said, well that still isn&t any good
because there&s a lot of old people in Florida, that&s the only reason it&s
working
9pare bought enough link and the rest is history -here are people in
Clear %ater that have put in $C2,222 that turned that into a $0 million
ocean front house $is stock went up faster than Xero> 9omething like
unsplit, something like C2 to ;22 dollars in a period of year and a half $e
sold out, walked out with $062 million instead of buying radio stations, he
bought ;6 radio stations in Florida for $C62 million and then here came
Clear channel @ou all know who Clear channel is -hey have 02D of all
the stations in the country now -hey have CG22 stations and they&re
about to get more and they said, how much do you want for these
stations7 you&ve got a C66 million at. $e added $622 million to the
asking price, he&d only had them one year and they wrote him a check
$e lives in a house in *alm )each that he said is so big, he has rooms that
he only visits on Christmas
!Laughter"
Jay1 -ell them about your e>perience with Chrysler, with Ea,da, with :$L
(a)id1 Chrysler Corporation, the last year that Chrysler built the
incredibly long, oh, this is the book
Jay1 (t&s got all your list of things you need
(a)id1 #kay
Jay1 @ou can go through them
(a)id1 Chrysler Corporation had C2,222 cars that they couldn&t sell
and they built them anyway to keep the factory going -his was in the
early <2&s and a friend of mine in Aew @ork, John 9mall called them during
their Christmas party and the marketing director came out and said, do
you want to trade. -he man&s looking at C2,222 cars on this feld covered
with snow, starting to rust, he said, do ( want to trade. $ow fast can you
get here. $e Iew out there and made the trade with Chrysler 9o we
traded the imperials which was car about as long as a =rey hound bus
Jay1 -hat is terrible
(a)id1 @eah, when people, they ?ust weren&t buying them -hey got
about < or G miles to a gallon )ut the radio station or the television
station or the newspaper didn&t care because it was going to be a pri,e
-hey are going to give away a new Chrysler -hey didn&t care who was
orange and as long as it was, it didn&t matter %e traded C,C22 cars in si>
weeks, but even then, the ad agency tricked it up a little bit by saying we
don&t want a -K station unless they&ll take J6 cars 9o ( Iew out to $awaii
-he rest of the country was !unclear 2C122" $awaii, ( Iew to $awaii and (
went -here were two television stations that ( could give J6 cars to (
went to the frst one which was the A)C station owned by a father and
son ( said, (&m here with J6 cars (&m going to give you the pink slips
today, that&s like $622,222 worth of cars, even at those prices, and he
said, ( couldn&t use J6 cars and ( said why not, and he said, well it&s ?ust
me and my son, ( could use 0 cars
!Laughter"
Aow these are cars that he&s going to get free (f ( was going to give you
J6 cars
Jay1 (ts unsold advertising
(a)id1 Couldn&t you fgure out something to do with them. 9o (
walked out and ( was also told in a little station !unclear 2C1;2" go out
there and give the Chinese owner two cars, because the dealer wanted
them 9o ( went out, ( had all the brochures (&m here to give you two cars
and the guy fell asleep in his chair -his was ten in the morning 9o now
(&ve made two calls in $awaii, the one guy wont& take+( can&t give him
away, the other guy falls asleep 9o ( go to channel M which is Cecil $eftel
who now owns a huge two big stations here in LA, but at that time he
owned channel M and out there (&m talking to the girl out front and ( hear
him hear cars, he says, cars, he comes running out $ow many cars can (
have. ( said J6 $e said, can ( have milk trucks.
!Laughter"
( said, why do you want milk trucks. $e says ( own the foremost dairy (
said let me call Chrysler ( called the marketing director of Chrysler, can
he have milk trucks. @eah ( don&t care, give him milk trucks
!Laughter"
$e calls a limo to take me back to the hotel Ey commission was 02D of
the cars 9o now ( own < cars which ( was selling, $C2,222 for $6222 Aot
hard, anybody ( called bought one 9o (&m sitting back at my trade out at
the Boyal %ine $otel, and ( said, my god, ( ?ust made $;0,222 in C6
minutes Just had to sell these cars %e sold C,C22 cars in si> weeks
Jay1 -ell them about Ea,da
(a)id1 Ea,da, (&m driving along in Long )each when ( moved out here
and ( see all these Ea,das, Ea,da had a car called the Cosmo which had
the frst wankel engine (t was awful (t leaked oil, ( got < miles to a
gallon Ao dealer would touch it, so the feld is full of these wankel
engines, it didn&t work Ea,da had a big o8ce out here and ( went to the
Asians at the o8ce and ( showed them the contracts with Chrysler, look
what we did, we can do the same thing for you And so he said come
back Eonday 9o ( came back Eonday and they had a consensus meeting
and he said, we like it but we can&t do it $e said if we trade the car, (
used the word trade, mistake, if we trade these cars, we&ll be losing face
with -oyota and Aissan which was then called !unclear 2;12;" and so (
said, oh, lost another one (&m starting to drive back, and ( thought, wait a
minute, ( got it ( turned around and went back -hey thought (&d lost my
sun glasses, (&m back so fast ( said forget the trade, ( want to buy these
cars )uy. -hey&ve been trying to sell them for two years ( said but (
want to pay you with radio or television time #h that&s okay
!Laughter"
%e made the deal
Jay1 %hat about :$L.
(a)id1 :$L was trying to
Audience1 %hat did you do with the Ea,da.
(a)id1 %e gave them to stations and the ones we ended up with, we
sold Ey lawyer drove a Ea,da, my accountant drove a Ea,da
!Laughter"
Jay1 !Onclear 2;1;6" -wo things %hat business are you in.
Audience1 Eedical !unclear 2;160"
Jay1 (f you had employees and they wanted a raise, (&ll tell you what, (
won&t give you a raise, but (&ll give you a brand new Ea,da #r if you had,
if it was ethical, and you said okay if you buy $C22,222 supplies, you get a
brand new Ea,da, there is all kinds of inventive way to use it
(a)id1 9tations use it that way too (n addition to giving it away,
they&ll go to )udweiser and say, give us a 60 week contract on the
dodgers and we&ll throw in a Ea,da and give away
Jay1 %hich you can give away on the air
(a)id1 And they get the order instead of the other stations 9o it&s a tie
breaker
Jay1 9o talk about :$L
(a)id1 #h :$L had <2D of the international market and only C or 0D
of the local market and they needed money to buy a television schedule
and they were short of money 9o ( negotiated with them that ( would buy
them $06 million worth of television time and ( get $6 million worth of
:$L and ( couldn&t sell it to any accounts that they had, but ( said give me
the C22 accounts that federal has that piss you o4 and they gave me that
list and up at the top was JE company and :ean %itter and we sold $662
worth to :ean %itter %e sold all together $6G million in trade ( don&t
know if we made any money -his deal was so complicated, (&m not sure
and ( didn&t want to know (f you&ve ever made a deal, it was so comple>
@ou don&t really want to know (t&s like when you buy a car, you don&t want
to know what the neighbor paid
Jay1 #r what youHre real !unclear 2C12J" cost you
(a)id1 @eah, somethings you don&t want to fgure out
Jay1 )ut, when it was done, the point was after the trade was done, most
of the accounts that started on trade ended up
(a)id1 :ean %itter is out to this day, because it&s really complicated
for a big account -hey had to give them a good deal but there&s
tremendous price cutting in that business which ( didn&t know going into it
9o my trade wasn&t worth as much as ( thought because of the way they
cut prices -hey were selling a $C6, federal was selling a $C6 letter to JE
company for $6 and ( couldn&t get down to that
Audience1 %hat about ta>es.
(a)id1 -rade transactions e>actly the same (t&s a transaction As long as
you don&t use the trade personally, it&s not ta>able, it&s e>pense (f you
carpet your business, that&s your capital e>pense
Jay1 !unclear 2C16;" when ( do things !unclear 2C16<" ( fle a barter C2MM
(a)id1 Bight
Jay1 ( value it at what it would be if ( were going to sell it
(a)id1 @ou don&t have to evaluate C22D
Audience1 :oes it trigger !unclear 20126"
Jay1 !unclear 20126" auction or something
(a)id1 @eah like a 'uarter
Jay1 9o ( do value, because ( wouldn&t pay that retail price
Audience1 :oes it trigger (99 audits.
Jay1 *ardon.
Audience1 :oes it trigger (99 auidts.
Jay1 (&m the only client in my !unclear 2012G" that fles ( don&t want to
ever have anything that ( want to do with document because ( don&t want
my
(a)id1 %e turn everything to cash 9o and then we claim the cash
(deally so much trade, (&m on a cash basis
Jay1 )ut barter e>change, they issue C2MM and you&ve got to deal with it
whether you do it corporately or use it individually (t&s not a way to avoid
ta>es7 it&s a way to get leverage %ouldn&t you agree.
(a)id1 @eah, about ten years ago, the (B9 said hey these trade clubs
is a great place to fnd ta> evasion and they went out and the trade clubs
got all nervous and for every dollar they collected from some poor doctor
that had CJ dinners, it cost him like C22 Cost him C22 to get a dollar 9o
they don&t do that anymore, because you&re talking, in most cases, real
small transactions
Audience1 (s it in your literature that you can recommend that talks
about the intricacies of that.
(a)id1 Jay&s books !unclear 2J1C6"
Jay1 !Onclear 2J1C6" because my publisher says that ( get a dollar a book
from+but there&s a chapter which in the book e>plains it really neat and we
actually7 would you do that one hour tape we did for you -hat was pretty
good, didn&t you think.
(a)id1 (&ve heard the long one ( haven&t heard the one
Jay1 @ou never got the other one.
(a)id1 Ao, no ( never got that
Jay1 ( need to get my tank, my dive watches
(a)id1 ( don&t have dive watches ( went through every watch
Jay1 Alright
(a)id1 $e wants dive watches (f you want a dive watch you have to
pay for the seminar
Audience1 ( do business with (-PX $ow would that be di4erent than the
way you do business.
Jay1 %ell most of it, :avid does, one+to+one (&m on the board of directors
of (-PX, ( understand it very well and where are you at.
Audience1 ( mean, there&s no ledger or anything that says
(a)id1 ( don&t deal with the general public ( deal with people that
know me but ( don&t
Jay1 :avid deals direct $e doesn&t !unclear 2;1C2"
(a)id1 ( call up to buy stu4 and ( call up to sell stu4 to people that (
basically people that ( know
Jay1 :avid will go to a radio station or to a chain and he will either trade
for something they want and then get advertising and sell it at a discount
to an advertising station Z
(a)id1 Bight, we call it a time bank %e bank space or we bank time,
which means we own time on that station
Jay1 %hy donHt you e>plained Z
Audience1 )ut youHve got to be holding some credits and things sort of
out here, but youHre ?ust not doing anything o8cially
(a)id1 @es, yes right
Jay1 (a)id speculates @ou donHt want to be in :avidHs Z :avid likes
being in his position @ou donHt want to
(a)id1 @eah, itHs very negative cash Iow business
Jay1 :avidHs got all kinds of stu4, (Hve known him when he !unclear 22106"
he couldnHt get inside because he was holding the inventory, right.
Audience1 Carnival&s an interesting story
(a)id1 (Hm down to two rooms now #ne time when ( had a little
house, ( had ;2 motorcycles in the house, 02 in the living room, 02 in the
garage @amaha
Jay1 $e was sitting with a Ferrari that ( took from him, and what did you
have, you traded it for a lot of cars
(a)id1 @eah, a lot of cars And we traded with a lot of airlines that went
out of business7 we got burned on each one 9o, we traded with %orld
Airways7 ( said %orld will always be there7 goneS (Hm glad ( didnHt have
Onited -he frst thing that is knocked out in a bankruptcy is the trade
credits 9o, you want to be careful that you want either get what you
want when you make the trade, or be sure youHre dealing with a company
thatHs going to survive (f they go down, youHve already delivered and
youHre out
Jay1 #r get yours upfront
(a)id1 @eah, try to get it simultaneously
Jay1 9o, tell them about Carnival, because thatHs an interesting story
(a)id1 Carnival started with one little ship7 it was called the Pmpress
of Canada, and it was a really beat up awful ship %hen the ship frst
came to Eiami it was immediately attached by the 9heri4 because they
hadnHt paid some of the bills And it didnHt even sail the frst week -he
second week it sailed out of Eiami and hit a sand bar7 it was on the sand
bar for three days, all bent up, didnHt have the money to f> the bottom for
a year (t wasnHt going to sink, but it was bent, but it was the best that
ever happened to him -elevision came out7 cameras7 they opened the
bar, but he is drunk on the back of the ship stuck on the sand bar, while
theyHre trying to rip it o4 there Carnival is now one the largest cruise ship
in the world Ontil it was in business, seven years, it never wrote a check
for advertising %e were in a hundred market 60 weeks a year using
empty cabins, but we created a monster -he ship sold out and we
couldnHt !unclear 201CG" out of the trade, we had people waiting two years
to get on the boat *eople would say (Hll take any sailing in the ne>t two
years, and (Hd say we donHt have any
Jay1 @eah youHve got to treat it like cash or it doesnHt work
(a)id1 Bight Carnival did not treat it like cash
Jay1 #ne of the most interesting guys who ever used to trade was -anner (
think, because he used cash as trade
(a)id1 @eah, )ill -anner, whoHs kind of the father of our business,
who did a little time for ta> evasion )ut he got out of prison, and he now
owns the second largest bank in Eemphis, which used to belong to Jake
)utcher, who is doing a lot of time in prison, who promoted the worldHs
fair -anner would give stations American P>press cards %hile you can
imagine if you had a station, hereHs an American P>press card, give us 0+
to+C, J+to+C, whatever, charge what you want (n those days they didnHt
have the computers that could immediately stop a card 9o, one station
in Aorth Carolina overdid the card in one month by a $C22,222 9o now,
heHs got to pay the bill $e had all these cards on one account 9o heHd
go out, and end up practically owning the towers ( mean heHd go there
and the guy would sign o4 enough time forever )ut he was the largest
American P>press account for C2 years
Jay1 $eHs got more stories that will ?ust delight you, but ( wanted to stretch
your mind to positives Let me go through a few of these concepts, and
weHll see if there is a couple of 'uestions you might have, and weHll tell a
couple of more stories, and weHll close for the evening ( ?ust lostokay,
here we go 9o okay, number one, you can be a middle person @ou can
fnd somebody who has got something in e>cess, you can fnd somebody
who needs it, you can be in the middle and you can make more money
than both sides can
(a)id1 Absolutely, you can get commission from both sides
Jay1 Pasily, because youHve got the vision to conceptuali,e the
transaction7 most people donHt have the idea Aumber two, you save cash
on capital e>penditures %hatever you are buying, if youHve got
something you can trade directly, if youHve got any kind of margin, you
were going to buy it anyhow, that margin ?ust comes right to the bottom
line, and if your product or service is more desirable than the product or
service you are buying, you can trade to your advantage, 0+to+C, J+to+C
(a)id1 %hatever you can go !unclear 2;10G", right
Jay1 *art of the increase is to your total sales
(a)id1 (tHs part of your sales
Jay1 9o basically, if you know you would sell a million dollars, and if you
could sell an e>tra 622,222 against stu4 you would have bought anyhow,
it can actually be very very advantageous because it can get your
e8ciency, your productivity, your cost to sales per unit down dramatically
)arter lets you pay operating e>penditures, even payroll as soft dollars
(a)id1 Bight 9oft dollars and an Pnglishman7 one of my frst accounts
was a fantasy motor unit, :isneyland ( Iew out of here, ( was signing him
up, and we were going to advertise up the west coast to stay at his hotel
and use hotel rooms And, he said, ( got it $e said, youHre going to let
me advertise radio up and down the California coast with a soft dollar (
said, what do you mean soft dollar. $e said a hard dollar is when ( pull
the check book out7 soft dollar is when ( use this room And it does, it lets
you pay with a soft dollar
Jay1 9o, talking about 9heraton =old, because thatHs interesting
(a)id1 9heraton =old ` 9heraton did about C2 million a year for maybe,
twenty or thirty years, and all the advertising 9heraton did was paid for
with the 9heraton =old certifcates Pven ma?or newspapers took them
because youHve got people traveling $ilton at the same time that we&re
standing in said we donHt trade 9o $ilton wrote millions and millions and
millions of dollars worth of checks while 9heraton was using the rooms
Jay1 -hey were ?ust using unsold rooms
(a)id1 @eah
Jay1 And, they would only honor it if the room was unsold, and so
incrementally cost them the cost of the maid, the sheets7 the overhead
)arter lets you payZagain7 you can bring your own currency or scrip that
is useful only at your place of business
(a)id1 -hatHs another thing (f you print up someZalmost every
restaurantHs got gift certifcates )ut no matter what business youHre in, if
you print some gift certifcates for your business or your services, it gives
you something to hand them if you make a deal ( always tells a
restaurateur, letHs say the stove breaks, youHre bringing in the guy to f>
the stove, and he says its $622 to f> the stove @ou say, okay ( will give
you $J22 cash and $J22 in dinner certifcates7 heHs going to take it @ou
?ust saved $J22, and you can do it in every phase of your overhead
Jay1 )ut this automatically get terms, credits, and discounts far better and
easier than you could ever get pay in cash
(a)id1 Bight, absolutely For some reason, radio and television stations
will make a better deal on trade than they will on cash (Hm in the
business all my life, ( donHt understand it, but ( take advantage of it, and
you can too ( donHt know why
Jay1 And breakage -his is before the ethical 'uestion the gentleman
says, (Hve traded tons of things (Hve never used And the guy that traded
with me is ready for me to e>ercise it, but heHs never used ( traded
$6,222 of tiles, decorator tiles, 02 years ago when ( was doing my frst
protUgU, and we were going to do it in one of our houses, and we ?ust
never got to, donHt even remember who owes it to me now )ut, there is a
concept called breakage, ?ust like there is !unclear 2C1CG" predictable, all
kinds of other factors and other elements of business you want to talk
about.
(a)id1 )reakage is the unused portion that e>pires LetHs say you
issue a million dollars in trade and it e>pires :ecember JC
st
, H2J (t wonHt
ever all be used
Jay1 )ut you will if they bring it in, you will honor it, but truth of the matter
is they wonHt, if they use it all, they will usually not use it e>actly, so you
will make proft out of it, because you will have to pay the cash di4erence
(a)id1 Bight now (Hve got $J2,222 worth of %et n %ild, which is a big
water park in #rlando that has to be used by :ecember JC
st
:o you want
to get onto a water slide in #rlando in :ecember. ( donHt think so 9o,
thatHs going to be wallpaper )ut ( got it for airtime, and theyHre going to
renew, so (Hm not Z
Audience1 Canadians will buy it
!Laughter"
Audience1 Can ( ?ust give you my very best one. (Hve got a timeshare in
#cean 9hores, %ashington for $6222 barter dollars, a red Ioating week,
and itHs in BC(, so you can use that to go anywhere in the world Aormally
the face value of that timeshare wouldHve been $02,222, the original
buyer, and thereHs many, many, of those available on barter, so if
anybodyHs ?ust traveling and theyHve got timeshares, itHs a great deal
Jay1 @ou get cash conversion, we talked about it @ou can basically get
items, and when ( was7 the concept that ( put in, ( donHt know if they
followed it afterwards, but the new concept at the maga,ine that ( was
working with when :ave and ( met, he was a great guy ` they were a
'uarterly maga,ine -hey would sell advertising months before the issue
came out -he new concept was you trade at face value for only for
products or services that you know you can sell on the open market for at
least 62 cents on the dollar -hey would trade at full rate (f rate card was
$C2,222, their actual incremental cost may have been $C,222 -hey
would trade and get the trade credits Aow, the publication wouldnHt
come out for 0+J months -hey wouldnHt pay the print bill for a month or
two after, thatHs si> months -hey would take the item for $C2,222, sell it
for $6,222, not pay for it for si> months, have a $C,222 embedded cost,
and make fve times the money, which is pretty cool, by cash converting
-hatHs pretty cool, isnHt it. 9omething, something, but that takes an
enlightened mind
(a)id1 @eah, more time to pay with trade because if you wish you a
gift certifcate until the certifcate comes back you haven&t paid anything,
might not come back for si>, eight, nine months For cash, you&ve got to
come up
Jay1 An analogy which is in trade but, American P>press ( don&t know if
they still do but when they own the travelerHs check market, they made
$C22,222 a year on the Ioat and the Ioat was the fact that, it&s like every
time ( go overseas ( get $6,222 of American P>press checks, (Hll use a
C,222, (Hll come back, throw them in the drawer and wonHt think about it
until ne>t year %ell that&s $6222 they had to use up for year interest
free
(a)id1 -hat&s right And then, some of the checks are lost and when
they&re lost, that&s it, they&re gone
Audience1 %hat do you trade the radio stations and the -K.
(a)id1 Anything they want
Jay1 =ive us all the interesting things they want
(a)id1 ( had a station in Aew @ork that carried the Eets and they
wanted to send the )udweiser distributor to )ermuda with his family and
they didn&t want it on the books 9o ( sent him to )ermuda on the family
and ( took some air time so
Jay1 )ut you got carpet
(a)id1 #h carpet
Jay1 Cars
(a)id1 ( traded a radio station here, their transmitter -hey needed a
new transmitter
Jay1 !Onclear 2612C" tower, and what did you get.
(a)id1 ( got a commercial for the day for the transmitter -here was
a used C2,222 watch transmitter, ( traded it with N+Bock, if you know N+
Bock radio a la and thatHs a large station here now and ( got a spot a day
9o the spot was worth about $022, so ( got 6,222 a month in air time for
four years -hat was ;22,222 in air time, transmitter cost me $C2,222
and ( traded out the helicopter that dropped it into the building
Jay1 Anybody live in 9alt Lake. Je4 you live in 9alt Lake. Anybody live in
Eichigan and -ri+Cities in the Eichigan area. Anybody who live in let&s
see, not Lake -ahoe, what&s the gambling city by Lake -ahoe.
(a)id1 Beno
Jay1 Anybody live in Beno.
(a)id1 Carson city
Jay1 #kay, ( was the most advertised person for about three months in
;22 stations in the
(a)id1 6 were in Beno
Jay1 @eah, and ( was on M stations in 9alt Lake, wasn&t ( Joe. ( traded
Citadel who was a public company ( traded $J million worth of consulting
speeches, products ( did !unclear 261CG" -hey ran on -K ( did gift
baskets for all the advertisers ( created a newsletter that we did for them
for two years All total hard cost was about 62 grand and ( got $J million
Aow, ( ended up ?ust using it to promote the heck out of myself because it
was a giggle and we didn&t know+we wanted to use it for direct response
and it was a ) market and it was not good, but ( got $J million !unclear
261;G" you can do all kinds of things -he point of this really is to stretch
your mind and your paradigm and your imagination with whatHs possible
9o you should be doing trade $e&ll consult with you and if you&ve got a
good deal he&ll take a piece of it, but he&s here ?ust to blow your mind with
fun stories @ou&ve got any other real points you want to make.
(a)id1 %ell the, when you trade, make sure you&re trading with
somebody that is legitimate -here&s lot of people wandering around
saying ( have this, ( have that, that don&t
Jay1 #r there are services out there that will rip you o4 -hey said (&ll take
all your unsold inventory and will give you discounts on advertising and
thatHs a rip o4
(a)id1 :oesn&t mean anything -here are companies that say, (&ll take
these tables and (&ll give you savings on things you buy -hey ?ust mark
the price up and you end up getting nothing for the tables, but your books
look good and a lot of this is for public companies for the books look good,
but youHre not really getting anything -he only way to trade is to trade
something where you get C22D )ut if you&re using your trade to+you can
use it to lower the cost of something you&re going to buy anyway and even
if you save 06D, you were about to write him a check for C22D, now you
wrote him a check for <6D, the trade lowered your cost of ac'uiring that
product
Jay1 %ho here has personal services in this room. %ho sells services.
Anytime you could trade+if the incremental cost is high, but anytime you
can trade your services to any entity, organi,ation, individual that has
either great inIuence in your market place community or be the
probability, once they start a relationship evolving to cash, or somebody
you would be inclined generically to buy or would love to buy something
you know, from, you can&t lose @ou can&t lose if it&s something that is
precious and it&s limited and you have no+it&s hard for me ( can always for
$;2,222 a day fnd a day ( can always fnd an hour for 6 grand and it&s
like, it&s not a big deal (t&s hilarious Ey house is like, over the years, it&s
been like a ,oo :avid knows the kind of things (&ve traded for but (&m
uni'ue as ( am !unclear 2M12J" (f your value is $022 an hour and you got
< hours a week that are not being used, you could trade what you do for
anything else but at the end of that they get ethically hooked on you and
then they evolve to cash or you start going out every Friday night with
your wife which is ?ust indulgent or you do your Christmas party on trade
or you get your printing on trade orZ ( mean itHs ?ust like spark, have you
traded much spark, are you still there. $ave you traded ever.
Audience: (Hm right here
Jay: you traded ever. /Chuckles3 wait donHt tell me about rigidity manHs
genitals ( donHt want to hear it
!Laughter"
Audience: Pvery year ( trade about half a million dollars a year andZ
obviously inZ in the presence of a masters and (Hm willing to learn how to
do another ;+6 million if thatHs possible
Jay: )ut itHs helped your lifestyle, itHs helped you conte>tZ
Audience: #h god, (Hve traded everything from cars to stocks to
:iamonds to you name it, furnitureZ
Jay: )ut the point is almost everybody incrementalZ even if youHve full, if
incrementally you put another ship down and it cost you, you know the
incremental cost was C2 cents on the dollar and you can get the stu4 you
wouldQve paid three times that you need for your home or life itHs still very
worthwhile if you can convert it -he point of this all, is stretch your mind
and if you donHt do barter, stretch your mind to see how many more
creative, innovative and non+linear ways your mind can work because
:avid ( believe was a seminal force in getting my mind to start thinking
non+linear ( donHt do very much anymore because ( want to make more
money and ( got a bigger sickness from here, (Hll trade for bigger things
that ( donHt want, and then ( got to fgure what to do and then ( got to
fulfll on it And And but the point is barter is wonderful if you use it with
discipline but the mindset of barter is even better because it lets you look
at life from a possibility based paradigm, would you agree.
(a)id: #kay letHs go back to our client, may be you can think of any other
way to sell it too or you were worried he wouldnHt pay you but heHs got
something you can use
Jay: #r letHs see you keep your money, thatHs right and turn them into
great allies or proft centers
(a)id: @ou can go toZ weHve gone to receivables and said we had a
restaurant recently that owed $622 and we said alright weHll lead here,
and now we have a friend, weHre not suing the guy in small claims court
and our manager weighs J22 pounds
!Laughter"
Audience: JustZ?ust one e>ample is that heart sculpture, the base of that
cost $C022, itHs aZ itHs a four inch black granite, polished on fve sides
piece of stone, they want $C,C22 for it -here is a guy in head stone
business that heHsZ heHs wanted one of my paintings so ( traded him
granite, ( donHt head stones but ( need bases for a painting but the
paintingZ
Jay: And itHs nice granite right.
Audience: @eah, it wasZ and it was limited edition graphic that cost me
$022and (Hve now got $6,622 worth ofZ
Jay: =ranite you didnHt have to buy
Audience: @eah
Jay: 9o thatHs a great functionality but the point that ( want you to get is if
you never trade in your life, think about trading because it stretches your
mind and you can translates that into non+linear cat scan way of looking
at possibilities that ( think is inherit and is integral to really adapting the
strategic mindset that ( stand for, ( really do -hanks
Audience: And ( want to say one another thing, ( appreciate your input
because (Hve been thinking of theZ what did you call. -he lineZ
Jay: -he linear
Audience: -he linear trade what. @ou knowZ
Jay: Close in.
Audience: @eah, art for whatever the thing is
Jay: Bight
Audience: (t ?ust occurred to me that ( can actually take it toZ
Jay: -riangular, like math problems
Audience: @eah, ( could addZ
Jay: ( mean his arts is tens of thousands of dollars, could he triangulate.
(a)id: @our arts beautiful by the way, (Hd like get my hampersZ this is
beautiful
!Claps"
(a)id: LetHs work out a trade
Jay: $ow would you like to take and watch retailers in 9anta )arbara.
Audience: ( had a record store for a number of years in Eanhattan and (
used the )X( trading Co #p and they actually have brokers who buy and
sell the barter for them and they went out marketed my store and ( gave
them $06+$62 gift certifcates and ?ust about everyone ( gave out which
was thousands of dollars were used by people who would never even hear
heard of my store
(a)id: Absolutely, )X( is very strong in Aew @ork
Audience: As sparch, these gentlemen in masters are here and been
studying for a long time, probably about seven eight years in terms of
barter and (Hve done some pretty interesting things myself ( make you an
o4er + if anyone is so busy with their normal marketing but would like to
e>plore some possible barter possibilities, proft centers within your
business, please see me up here for the ne>t days also
Audience: %ell, (Hm actually frustrated, because ( sell advertising
editorial space for a womenHs newspaper, we reached J22,222 women in
the Chicago land area and talking about art ( got three women artists and
we said weHll build them, weHll ghost write for them, and at the last minute
they all backed out, we were going to give them two for one, twice as
much whatever their stu4 was we were going to give them Ad space of
which J22 educated resourceful women 9o (Hve comeZ
Jay: J22,222.
Audience: J22,222
!Chuckles"
Jay: #r you could triangulate those are two really good trade clubs in
Chicago both are legit and huge Join one of them, let anybody in the club
use your maga,ine and let the women pick out what they want out of the
club @ouHll get the art, theyHll get what they want and youHreZ use yourZ
you brought a third person in.
Audience: %ell the thing is my publisher owns a charity auction company
so we want high end products in e>change for e>posure and because we
want toZ
Jay: Cash convert it @ou want to cash convert it
Audience: %e want to basically get the e>posure like get #prah and stu4
to come to e>plore our business and people are turning us down theyHre
like well my business partnerZ
Jay: @ou guys rather meet because you can probably help himZ can we
spend some time with him.
(a)id: #kay, yeah
Audience: @ou know (Hm in a service, a business and ( thought, boy this
?ust leaves me on the cold because ( donHt have anything to barter with
Jay: %hat about insurance.
Audience: ( provide insurance and long term care insurance policies, (
have nothing to do with what they cost or ( canHt e>change them for
anything, soZ
Jay: %hatHs yourZ what your commission rate is.
Audience: EyZ yeah commission J2D
Jay: @ou can try that
Audience: %ell there is a law in California that says we cannot pay a
person to give commission to anyone butZ
Jay: :id you buy a policy and pay the frst year and trade that.
Audience: @ou know, this is what ( came up with sitting there, ( was
totally ama,ed with my brain, thanks to you and (Hm like okay, wait a
minute ( can pay for referrals 9o if somebody promotes my business say a
fnancial planner, he wants a policy he doesnHt sell long term care
insurance ( can give him returns that cannot only pay for his policy but his
motherHs policy and his wifeHs policy and all of a sudden there could be he
or an attorney or all the other people that (Hve work with, actually we
could have an e>change, ( donHt knowZ (t soundsZ ( know itHs illegal but (
never wouldHve thought of that
Jay: ( can tell you and you have to check for legalities but ( know a lot of
people in places throughout the country who would buy the frst year for
somebody
(a)id: *articularly in life insuranceZ
Jay: @es because they got M2D commission
(a)id: (tHs almost all commission frst year
Jay: -hey got the front, they get it back and they get something they
want, somebody gets the frst year of their insurance paid forZ
Audience: @ou canHtZ in California you cannot give the kick back, you
have to be strictZ that would probablyZ
Jay: )ut can you buyZ can you pay frst year. (Hm not saying a Nickback
(a)id: @ou can collect your commission and you can write a check for
whatZ
Jay: (f tomorrow morning you came to me and said Jay ( want to come to
your program, (Hll trade youZ
Audience: !chuckles"
Jay: -he frst year of a $6,222 premium on a life policy and ( said okay
and you write a check to the insurance company, ( pass the physical7 you
haveZ you know you get a commission on it LetHs say your commission is
M2 D you get $;,622 back, ( donHt know but ( suspect that doing it
correctly, itHs not illegal
Audience: ( think if you gave me leads
Jay: (s it.
Audience: (t is still illegal
Audience: %ait ( have the answer for you, ( checked in to the legalityZ
Audience: %here are you. #kay
Audience: (Hm working with a long term care provider
Jay: (s that illegal.
Audience: -hatHs illegal
Audience: 9heHs not allowed to split commission with anybody in state of
California $owever, youHre allowed to pay a fee
Audience: @es
Audience: -o somebody as a referral source, so you do not use the word
commission, youHre paying a feeZ
Jay: -hatHs the attorney.
Audience: @eah
Audience: (tHs the fee that you pay somebody and it cannot be
contingent on what the long term care policy isZ
Jay: Alright
Audience: 9o you canHt go in and sue me for what youHre going to sell
Audience: Bight, and thatHs where my QahaH was, my QahaH was that ( can
pay a fee for theirZ even for more referrals from them and then Z
absolutely that money can be paid for their policy
Jay: :octor !unclear 2M1;J" we are going to do these ;, because ( need
you fresh for the fnale day, weHre going to stop and save it as an epilog,
gentleman
Audience: #kay, yes a good e>ample my wife was bugging me about
garage %e needed to put carpet and stu4 on the garage Ioor, we
managed to fnd the guy who will do it as a great ?ob and he was great at
doing garage cabinets but terrible at marketing ( gave him some
marketing consulting and he did the garage cabinets for free
Jay: (t worked out.
Audience: (t worked out perfectly and when ( got back ( got someone else
to do the Ioor Z the coating on the Ioor at the same time asZ
Jay: -hatH great %ait, wait
Audience: $ow does the dynamic of your business change when the
economy heats back up.
Jay: :uring the internet boom we died because everybody was all wash
and cash, ( mean everybody had so much cash on these $6 stacks were
for freeZ
Jay: (ts Iourishing now as you can understand
(a)id: Bight now itHs getting better every day, every month
Audience: 9o itHs countered circle, -hanks
Audience: %hen you cash convert, isZ is the market same all the time.
(s it always J2D.
(a)id: Ao you Z thatHs something you could call me about if you have
something to cash convertZ to fnd out who buys what
Audience: :oes it functional.
(a)id: %e deal with MM cents store, :avid =old and ( had a truck load of
half bottles of wine and it was awful wine, ?ust terrible
Jay: :id you traded for advertising.
(a)id: ( traded for advertising
Jay: !unclear CC1 26"
(a)id: -he Company in 9eattle went broke7 ( had my house literally full of
wine, so ( sold itZ ( sold half a bottle of wine to :ave =old for 06 cents
about 02,222 of them $e sold them at retail, 0 bottles of wine for MM
cents at the %elcherHs store and almost cause a riot $e ran in his full
page Ad %ednesday only there were J,222 people most of them winnoHs
!Laughter"
Jay: 9o who read that paper.
Audience: :oes the cash conversion rate Iuctuate. (s thatZ is that a
negotiable thing or is thatZ
Jay: #h yes everyZ everythingHs got a value might beZ people say what (
cash can convertZ could be anywhere from C2 cents
Jay Abraham Mastermind Marketing 24
Jay: Alright, %e ran it on a full page Ad %ednesday only there were J222
people, most of themwine out so
!Laughter" so, waitZ
(a)id: %aitZ who read that paper.
!Laughter"
Audience: 9oZ does the cash conversion rate Iuctuate, ( mean is thatZ
is that a negotiable thing. (sZis thatZ
Jay: oh yes everythingZ everythingHs got a value (t might be aZ people
say what can ( cash convert. (t could be any convert C2 cents to <2 cents
Audience: #kay, the other 'uick 'uestion is on the airline miles, here
thereHs like a billion dollar in airline miles, is that something people can
barter with.
Jay: Ey son buys them7 he has a travel agency in $onolulu $e buys and
sells miles but he doesnHt barter
Audience: (s there a cash conversion rate on those things.
Jay: $e has a fgure that heHll pay for them, but he buys them all the time
Audience: ( am here actually on -rade with Jay so ( know it works
/Chuckles3 )ut my 'uestion, actuallyZ ( am also a member of (te> ( found
that (te> is more on a lower denomiZ value denomination, they really
donHt do what we do like our rate card is C2, 02, J2 thousand dollars
Jay: -heyHre not optimal in local 0unc&ear 01:121, but the barter clubs
are really more for smart
(a)id: (te> in 9acramental is terrifc
Jay: @eah thatHs what it is
Audience: @es 0-nc&ear 1:181 =reat o8ce in LA is practically not
e>istent 9o where is. %ho is and what of.
Jay: )ut you got the tapes years ago, anybody got aZ anybody in
northern California, 9acramento or LA who has a business or service
theyHd like to blow the mind of market and anything good to trade for,
weHve got basically, potentially million dollars a month in the most wild
and incredible LP: signs at the best of locations in all of California and we
are open
Audience: *erfect
Audience: @ou have any cars.
/Chuckles3
Audience: Let me say one thing ?ust real 'uick
Jay: Alright go ahead
Audience: :ave, ( was here at your MC summit, and then by Ale>
-homas
(a)id: ( remember you
Audience: ( am the one that set the deal with Eicrosoft7 they were going
to do a CC2 million with us )ut then what end up happening was, (
emailed )ill =ates a couple of time, he put me in touch with )almer
(a)id: Bight @ou were emailing )almer, right.
Audience: @eah ( was emailing )almer
(a)id: Bight, okay
Audience: And what end up happening, they had me go down to their
marketing agency down the *ortland a couple of times
(a)id: :own the *ortland.
Audience: Bight And there they kind of slammed the deal a little bit
(a)id: Bight
Audience: )ut they were still interested, but at that particular time that
was right when the anti+trust was coming out with EicrosoftZ
(a)id: #kay may be that was one of the big factors
Audience: -hat was one of the reasons because ( presented to them,
they were ?ust introducing %indows M6 and their slogan was a%here would
you like to go today.b and ( was going toZ %e were going to trade them
some drive time
(a)id: Bight @ou sent them an email o4ering to buy how many millions
of dollars worth of software.
Audience: CC2 millions
(a)id: CC6 million )ut )almer was Earketing director, heHs now
president $e got an email from this gentleman saying ( want to buy CC6
million worth of software, and that was returned 'uickly
Audience: @es, it sure did
Jay: #kay thatHs funny thatHs cute #kay last 'uestion tonight
Audience: Just in the last two weeks, (Hve been working with (te> and (Hve
had a credit for a 'uite some time but (Hve been looking at their websites
rather than talking to various brokers, in last two weeks (Hve been in touch
with about four fve brokers around the country and suddenly (Hm seeing
that there is a lot more stu4 out there
(a)id: Aew @ork very strong, very good Eanhattan @eah
Audience: %ellZ
Jay: (ts economy to more people who are trying to preserve their cash
andZ and consciously, strategically, reactively )arter is appealing to them
more
Audience: And one of the things theyHre asking where do you travel, and
so ( gathered together the various cities we travel to and theyHre coming
up with places close to where we already staying 9o thereHs lot of
di4erent things, you got to do something
(a)id: @ou have to work that way @ou have to work it, itHs more work
than money ( mean money you ?ust give him $C22 youHre done -rade is
more work, itHs harder and itHs more proftable (tHs e>tra money, its proft
centre for your business or service
Jay: #kay because weHre all tired, weHre all done %hat time tomorrow
Bick.
/Claps3
Jay: -hose of you either one, you donHt have to but -roy -ate is going to do
a really interesting session thatHs optional at <1C6 if youHreZ if youHreZ
Audience: %ho wrote the book.
Jay: -hatHs my book, itHs ?ust my book ( have a section on barter and it
was inspired by :avid, itHs ?ustZ you can get it on Ama,on, you canHt get
itZ ( donHt sell myself, as soon as ( publish, getting everything out of all
youHve got
(a)id: -errifc book, very good book
Jay: (tHs ?ust has a very good section on barter
!Onclear 2;166"
/)lurred3
Jay: -hanks a lot, have fun guys
+,ea"er: 9o it isZ and it is special he was JayHs counsel for the last
ffteen years $e also has a training company which focuses on optimi,ing
human performance $eHs also been general counsel for a AA9:AL
company and is currently working with Jay on several opportunities,
working with other clients on this particular technology 9o luckily ( got to
see this because ofZ ( did the workbook and ( think itHs pretty cool and (Hm
interested in hearing about this, so (Hd like you to welcome -roy -ate
/Claps3
2ry: @eah -hank @ou $ello everybody it is early, and lucky (Hm an early
bird -hey originally schedule me for like C21C6 to CC122 and that wouldHve
been the C1C6 to 20122 and (Hm sure ( wouldHve been in coherent to all of
you because (Hm a morning person, so when they set out the early bird
that was ?ust what ( wanted to have Aow you guys have probably not had
any e>tra time to fll out your profle, anybody who actually did.
Audience: @eah
2ry: Alright =ood, how many of you who took the profle came out with
the most number of reds. Beds, you know ( would e>pect most
entrepreneurs here are mostly Bed are orZ or not more than 62D but
more Bed than anything else, so stand up all the Beds #kay so we do
have a good number $ow many of you scored with the blue. #kay we
have a few, oh two, three, and fourZ usually itHs the most blues in the
companies $ow many A'ua. A'ua, A'ua seeZ okay theyHre undecided,
well, weHll talk about that /chuckles3 they do blue, they do a'ua, they do
whatever they want And how many yellows. #kay, okay so and how
many donHt know and theyHre waiting to fnd out. A lot, okay itHs great
#kay weHre going to talk about something that ( think is fascinating, if you
get this (Hm telling you itHll be so powerful on how you deal with people
)ecause most people do not know what drives them -heyHll go through
whole life thinking this is the way to look at life and will have no clue
whatHs behind it all (f you have the clue and they donHt and theyHre your
clients or theyHre your employees or theyHre your business partners,
youHre one step ahead because you can get right through the gate to the
motivational trigger and make the di4erence 9o weHre going to talk about
that today
Aow before we do ( would like each one of you to think of a particular
group that you want to focus on listening to this today (f we have a
purpose in mind and youHre listening to a speaker and you have e>actly
what you want to get out, youHre going to get a lot more insights than you
generally listen 9o if youHre looking to understand your clients better,
focus on that (f youHre understanding your employees or understanding
your business partner, focus on that, and focus on particular person or
two Aow write that down, who is that you wanting to focus on. #kay, (
donHt want youZ ?ust write it down, ( donHt need you to tell me, ?ust write
it down + who it is that youHre focusing on and whyZ %hat you want more
out of that relationship, maybe itHs a client that ?ust bugs you badlyZ you
know ?ust trying to get to the ne>t level of particular client and there are
things about them that you ?ust donHt connect with but you certainly want
their business Eay be itHs a colleague or an employee or an e>ecutive
team but write that down and when youHre taking this information with
that G2+02 rule, we know that G2D of what ( say is great as ( think will be
for you, youHre going to beZ 9o go for the 02D and get the insights -his
will be fun for you, okay and we will go
%e all know that ma> that no business can succeed without people and
you canHt have sustained long term growth without meeting the needs of
the people Aow those people who think that everyone has generic needs,
are missing out on the boat -hose people who think as long as ( throw my
money out to my employees or as long as ( do this with every customer,
are missing out on power to e4ectively make it to a ne>t level by
addressing the specifc needs of that individual, so letHs go to a di4erent
level
-his is a powerful thing if you understand your clientHs core triggers, if you
really understand and know how to communicate with them in their
language, then the likelihood of you being able to get through the gate
and have them come to yes is going to be far greater and even so youHre
going to fnd youHre not only going to get that initial deal but youHre also
going to get long term relationship because youHll know how to speak with
them #kay, the key is getting to know itHs not what you say, itHs how you
say it thatHs going to make the di4erence, (tHs how get through that gate
because otherwise you may have the communication clear in your own
mind and itHll be muddled (f weHre talking about people who are thinking
of their employees or e>ecutive team and motivational + Coses and *almer
said this aleadership is a reciprocal relationship between in those who
choose to lead and those who decide to followb
Aow someone said in the prior session about the fact that if you have
enough passion you can make sure your business is successful )ut to me
in long term it wonHt be as long as you donHt understand and address the
needs of your people 9o if youHre going to be leading you got to get both
their head and heart -hey may give 62 or 62 or <2D of it voluntarily
because they need the pay check but if you want to get the C22D of it,
you got to get in their head and heart and have them what they want to
do -hatHs what the best companies are they have the best cultures as
they know how to tie into the needs of the individual
-his is a very interesting thing, (Hm general council, ( was a trial attorney
for C6 years and ( have been general counsel for company where we do a
lot ofZ itHs you know J or ;222 employee Company and the vast ma?ority
of people whoHve been terminated from those companies involved
personality conIicts G2D of them have some aspects there where
someone doesnHt get along and it a4ects their performance, it a4ects their
confdence, thatHs where you could lose a ton of money
Let me tell you about the cost, this is unbelievable but it came from
$arvard )usiness study, the average cost to replace a particular employee
individual is 62 to C22D of that annual salary -hatHs how much it costs in
long terms of lost time, down time, training, going down sending the ads
trying to bring them in and all the other things that go with it you, lose a
whole bunch of money )ut if we do it on the customer end or other cause
of course we have a lot of harassment lawsuits, we have a lot of
discrimination lawsuits, a lot of absenteeism but on the revenue end, poor
relationships with the customers will ultimately under mine every
business 9o the key is if you donHt have the relationships and you donHt
know what drives them and you donHt address that, you wonHt in the long
run sustain success
#kay, weHll talk about personality now, this is the key to understanding
the people around youHre trying to deal with and yourself, each one of us
is a blend of two or more of the four basic temperaments -here are four
temperaments, ( use colours because colours tend to be fairly neutral but
youHve heard it around thereHs disc, thereHs all sorts of companies who
have personality paradigm used for, but each one of us have two or more
in eight temperaments And we start with that + Anent is a part of it, itHs a
drive, itHs a basic desire, it helps us understand what makes us move $ow
many of you are parents. #kay how many of you have two or more
children. #kay, would you agree with me, particularly mothers here that
they are not the same even after the shootZ. ( mean not even the same
in the womb, is that true. And no matter what you do, it doesnHt change
it (t is veryZ ( am the father of four girls, ( know, a lot sympathy ( get
when ( say thatZ
/laughter3
( have a marriage trust fund that all you can contribute to later, but C< to
< and every one of them came out of the shoot di4erently and it wasnHt
anything we did (t was right from the get go and thatHs where people
have anent personality drives -he frst one wanted it now /chuckles3 and
when the pu,,le piece didnHt go into the pu,,le it was like /baby scream3
you know, no patience and wanted to get moved what they wanted and
move ahead -he third one didnHt wanted to come out at all, we actually
had to induce after two weeks later, they all have their di4erent
personalities and all of you will know as well when you have your own
children Aow (Hm going to go through this 'uickly but Nrepark started this
whole thing when he decided to save four di4erent temperaments based
on the Iuid in your body, and all of those who donHt have anything but
blood go /baby scream3 you know yellow bile, black bile, Iam, but any
event letHs get down to some basics /chuckles3 letHs go to colours because
if ( use those kinds of Iuids many of you will be ashamed of being
melancholies and phlegmatic you know thatHs the stu4 that comes up
when you cough, and blackZ
-his is what we decided to do, letHs get it down to colours Pveryone one
of you has only one anent basic trigger and the trigger is what is the most
inIuential part of what you do, what you say and what you think (tHs a
behavioural trigger and with red that trigger is taking charge and ( would
say also power not power in good or bad but itHs making things happen
-he basic trigger for those who are blue is a combination and it weighs
di4erently on each person basically its perfection wanting to have
everything perfect 9ometime people might see that as anal /chuckles3
and connection, wanting to connect with others at deep level, so itHs more
of people orientation where red is more of thing orientation -he basic
trigger for A'uaHs is peace, tran'uillity an at any cost, in fact one of the
people here told me on the frst day that their company is named 9erenity
transformational company, whoHs that, is there anyone who has. @es that
sounds like someone who loves peace, 9erenity transformational and what
was the last name of the company.
Audience: -ours
2ry: 9erenity transformational tours, *eace, giving you that freedom
from all the confrontation, from all the turmoil in life And then there is our
last trigger which is fun Aow if you observed the speaker in frst couple of
days, it is such a crack up on your nose to watch them because you see
them in action, they bleed their colours
/chuckles3
%e started o4 with )rian -racy, what did he say was the key to
everything. %hat did he value more than anything else. ActionZ Eove
aheadZ move ahead, (f a door slams go to the other door, =et it, -arget,
Focus, Lock in, true Bed ( mean, Jut Bed, Bed, Bed knows where he wants
to go, knows how to get that and he shares with you, all the things he
share with you based on his values his particular temperament which is
aAction =ets you to the =oalb #kay, then we heard on the telephone
Frank -arcantin what was his emphasis. *eople, he talked about before (
make any decision, (Hve got to have these great people around me, (Hve
got to talk with those people, get their input, really listen to them,
understand them and get to decision made through the help of people
and ( can only achieve great things, when ( have great people around me
$eHs telling you )lue #kay
And then you have Jay and Eark Kictorhanson, the A:: twins /chuckles3
and what do they say. (tHs fneZ (tHs fne you know ( canHt evenZ ( write
notes all the time and then ( forget about it, ( mean living with him as his
attorney for last 6+6 years, is an incredible venture because you know no
matter what you give him, it better not be an original, youHll never get it
back again, he canHt fnd his notes, he canHt fnd anything, heHs always in
the moment and youHll fnd he and Eark Kictorhanson especially when
they talk about his 62
th
)irthday party, thatHs fun okay and JayHs wife is
fun, so both of them have a trigger of fun, itHs 'uite a hassle
Look at every person has great assets they bring on the table, and
recogni,e that with your customers, ( mean your clients, with your people7
they bring great gifts to the table 9ome people see life only through their
own values and will only hire those with the same values but if they do,
they miss out on the best thing they can get which is the success of all of
these that they all bring to the table makes the company that much
better Bed its initiative in focus, theyHre locked in, they are ,oned, they
know what they want to do, and they know how to get there -hey know
how to make decision, deciding anything is not a problem, taking a
leadership role is not a problem, because they are determined to get to
their point
)lue, is 'uality in an organi,ation they are the ones that make sure in the
background that things happen, they happen when theyHre supposed to
happen, theyHre scheduled, theyHre disciplined, look what they bring to the
table, you tell us what to do Bed and weHll make it happen or letHs make
sure we do the highest 'uality, so they can be in leadership position as
well
A'ua, this is the thing that many donHt understand is they bring great
balance and clarity7 they are not ego oriented people -hey understand
whatHs going on and they can see everything in the mirror and everything
they say, in fact they in the legal business if you found an a'ua attorney,
someone would say, some position they go, aoh thatHs goodb and the
other side would say aoh, thatHs good toob /chuckles3 and they hear and
hear you know and they move back and forth because they donHt have
this dogmatic view of life and they can bring out the best of the two and
bring people together %arren Christopher is a great A'ua in terms of how
he did that and there were other a'uaHs who were president, Jimmy Cater
bringing Pgypt and (srael together
-hen there is animation , @ellow bring enthusiasm, animation out of the
bo> thinking thatHs Jay Abraham, ?ust totally out of the bo> and everything
he does, like when you dealing with him in a meeting for about an hour
itHs like having a channel changer and youHre not even having control of it
/chuckles3 every two minutes, a waitZwait Come back Jayb goes to
another thing it doesnHt sustain for a long period of time the same thing
and he forgets everything he talks about but he is so brilliant when he is
in the moment, heHs phenomenal, ( mean when youHve see him working
with clients and (Hve seen him working in lot of situations, he is
phenomenal how he ,ones in, gets it all done, he wonHt remember a thing
afterward so thatHs why everyone records the notes but he ?ust gets to the
heart of the matter, itHs ?ust a great talent
-here are other factors a4ecting personality, ( really wonHt go into it,
e>cept we all know that our background, our family, all sorts of things can
a4ect our personalities and it can even a4ect what our core drive is %e
may have a core drive of )lue and yet we have strong red parents telling
this is the only way (Hm going to value and so they literally get little
screwed up because theyHre not even sure what drives them, they have
this mi> messages going on in their lives
#kay letHs start out with Bed, they take charge and their initiative focuses
are their natural talent @ou want to get people in your company, you want
to get your customers or clients, you want to understand what drives
them and if itHs people in your company you want them to be place that
they can have their natural strengths magnifed and their weaknesses
made irrelevant 9o if their drive is initiative and focus and they want to
be decisive you fnd the right place and right position where that kind of
personality will work -hink of the strengths of a powerful red -hey are
)old, absolutely bold, no fear, risk takers all those who are reds again.
Anybody in red have a problem making a decisions. Ao /Chuckles3
9cream if you do -hey usually know what to do, when to do and they
base their life on getting most done in least amount of time possible,
theyHre very, very direct people, theyHre resource oriented
( have a situation where+ has anybody ended in Cabo+9an Lucas, raise
your hands$as anybody been to Cabo+9an Lucas without getting
proposition for time share program. /laughter3 now thatHs a feet, thatHs a
feet, and we went there the frst time this year with my family and we
made it through that, itHs likeZ thatZ that you know you come out of the
airport and thereHs 62 people and we re?ect it all and fnally get to the
hotel and we can have thisZ and we fnally said okay weHll try one, we
havenHt tried it in C6 years 9o they put us with a sales person that
morning, and we had breakfast and said all your family will have breakfast
and weHll listen to this and so we went through it and the guy was ?ust so
nice and this is no pressure and we liked this and he started to say the
things, well the problem is he didnHt know that ( have trained the time
share people of Earriott and $awaii few years ago, so ( knew the positives
and negatives of all this stu4
(n the event, he was so easy going, this will be easy when he was all over (
will say no and we will walk away 9o weHre getting to that point, weHre
going through and taken a look at it and ?ust when weHre about to say no
and walk away he said a( need to turn you overb and then comes this guy
/chuckles3 in comes this guy awhat are the sticking points, you know
alright he is the red you know, awhat is the wrong thing, what we need to
solve.b you know high pressure, you did this do that you know awhy did
you get your family here. @ou only get you family here if you intended to
sign for this and then buy this time share thatHs the only reason you could
do itb #h ( did okay, you now ( have problems with re+sales @ou donHt
worry about re+sales (Hll pencil out and all this high pressure, does anyone
has that kind of pressure thing. /Chuckles3 (tHs like you wanted to resist
/chuckles3 and the more you resist the more they press %ell, that is a red
but negative red approach to sale and if you e>perience itZ itHs not fun if
you do it, itHs not fun for your clients
-he fact is most clients may not like that approach unless they too want to
get the positive and negative and make the decision and in that case
when ( fnally said aAo, Aoa and then my wife said letHs ?ust go and he
goes aoh, so your wife wears the pants in the family.b
/Laughter3
a#h boy youHre really trying to endure me, (Hm ?ust loving the rattle, can
we stay here for another hour and talk to you.b And anyways we left and
a negative red salesman (Hm surprised that he get so many sales or why
he is the one they chose to close the deal )ut they have very positive red
salesman who know when to press and when not to press because reds
know the target and theyHre not about to give up so if they do it in very
skillful way they are some of the best salesman around, and clients will
get toZ )ut letHs talk about these weaknesses, now those of you are red
will remember all the strengths on this charts, and youHll forget about all
the weaknesses
/Laughter3
Beds tend to not think of their weaknesses itHs not in their agenda, they
know and they e>ecute self+confdence, itHs part of them, they do not want
to focus on the bad, they want to focus on positives and they also want to
focus on what their strengths are Aow someone said that self+confdence
is learned, (Hm telling you, how many of Beds think that you kind of were
born with lot of self+confdence. Osually itHs the case, my daughter is the
fourth daughter came out of the shoot you know ( know e>actly what (
want, (Hm going to get it, and when (Hm want to get it (Hm going to get it
%e battled with you at age J in a way you ?ust think you would dealing
with an adult 9elf+confdence, you donHt have to learn any of this, it came
out of the red and thatHs because their natural desire is to have power,
letHs talk about their needs, this is their needs
-hey want to be right, not only they want to be right, they need to be
right /chuckles3 Aow those of you need to breath, thatHs the same level
that red needs to be right, you know itHs kind of gut level, so if you want to
get red to say youHre sorry and theyHre sorry, itHs not in their agenda
because if theyHre not right then they really not a value ,they want to have
the opportunity to make sure theyHre right and youHre wrong -hey want to
be in charge, they want to get credit for achievement and to be confdent
and to be e8cient 9o their drives are all base on getting to the point as
fast as they can and doing it in a way that shows they get their
achievement, theyHre the people who build the bridges, build the
companies and then move on to the ne>t pro?ect
#kay so with those needs in mind, keep those needs in mind when youHre
dealing with someone who client is a red -hey want to be right, they want
to be get to the point, the bottom line and they want to be e8cient, okay
this is 'uick slide but recogni,e those are red once who are very cline to
take what is great strength in sometimes carrying it to e>tremes,
workaholics are generally Bed and )lues Beds because they want to get
to their goal and theyHll do everything it takes to get there, so they will
work you know the C6+CG hours a day, those speakers weHre talking about
generally you say theyHre Beds or )lues, rarely do you have lot of yellows
or a'uaHs do that but reds and blues they like to do, they have this born
leadership capabilities but it gets to the point where they decide for
everyone else, and thatHs where it could happen but if they sustain their
strength theyHre awesome #kay
Audience: /asks 'uestion3
2ry: @es in book two, thank you for asking, there are slides under my
section in book two, in fact mostZ all of these slides, there are few slides
that ( changed since ( submitted the materials but most all slides about
each of the personalities are in your book 9o, ( would again focus on
particular relationship you are talking about rather than trying to take
notes, get the insights and write down the insights @es
Audience: /'uestion3
2ry: #h the slide. Ao (Hm going to make you guess, go look
Audience: /laughter3
2ry: -he answer is all of the slides give you the strengths, the
weaknesses, the needs, how you deal with them, what you donHt do, what
you do, do and how you determine what people are based upon non+
verbal and verbal things itHs all there (tHs almost (Hve given you the
Pssence of being able to understand these particular personality 9o focus
then on who is doing, what are those persons doing youHre trying to deal
with or understand where theyHre coming from based upon them and
donHt worry about getting this content down As youHre listening to it, see
who do ( think is red. Eean, who it is that ( am dealing with, is red. And
how do ( deal with him better, donHt focus on this content because itHs
there in the book
Aow if you want to determine what they bleed, theyHre tend to turn the
table red, they Qre the ones who want to get to the point, how often do
they say the point is, when you go in there and talking with them, they
want bullet points, they want not only problems but solution, what did
)rian -racy said he valued. 9olution oriented people :onHt come to me
unless you have a solution, donHt waste my time, when you come in know
e>actly what are you going to say, know how to say it, and get to the
point (f youHre selling me a product or a service, donHt waste my time
-his is such a funny story
( was getting a water purifcation system and it was a blue salesman and
he had this 0< page, the kind of ?ournal type thingy, he wanted to go
through, he learned it, he learned every slide, he studied it, and he knew
it 9o he started the process and the frst he did the taste test and it was
great and ( automatically thought ( wanted get the system, ( ?ust want to
know what the cost is, so ( go aokay ( got itb so he say nonono then he
goes through, /chuckles3 another fve+ ten minutes, ( said a( donHt
understand it, ?ust tell me what is the price. $ow do ( pay it. %hatHs the
price.b aA# (Hm not fnished yetb /chuckles3 and ( tried to interrupt and we
fnally said aLook stop ?ust tell me the price and let me go with it and (Hll
make the decisionb but the blues often times want to, they love details so
they want to make sure they have done everything and present
everything and not miss a fact and red whoHs the buyer, who may be your
client if your blue may not like that
=et to the point and make it happen -hey often say ( need, ( need this, (
need that, get it here, get it now, theyHre not wasters of words7 they want
to be very clear and concise Aow hereHs how reds control they control by
intimidation and force of action, they will e>ude self+confdence looking
out for number one was probably written by a Bed okay, because they
know whatHs there in their self+interest and when they listen to you as
youHre trying to sell them a product they want to know immediately whatHs
in it for me, how (Hm going to get it, when and how #kay. -hey want to
make a decision now, they do not like to dive into details too often unless
itHs something thatHs particularly too fascinating to them 9o unless you do
they will intimidate you with their force of their will and the way they want
it and the way they want it now, theyHre very direct people Beds do not
like people who donHt look at them in the eye -wo reasons why, one they
think they are either lying or theyHre in competent both of which they
donHt want to have /chuckles3 around them
9o if youHre dealing with a red you better have the eye contact, you better
know what it is that they want and how to get it and know it and in very
clearly concise way because thatHs all they want *ersonalities, a variety
of reds in our lives you know if youHre riding on left in politics youHve got
James Carvol , on the democratic side youHve got Bushlin )ond on
republican side, it doesnHt matter what philosophies they have, and youHll
fnd reds everywhere And when they do it they are very, very good at
knowing this is whatHs right, (Hm right, youHre wrong and ?ust believe me
you donHt have to you know, it doesnHt matter youHre going to be wrong
unless you believe me and follow me )ut mother -eresa is the interesting
one, why would you think mother -eresa was a Bed.
Audience: /answers the 'uestion3
2ry: @eah but what was so powerful about mother -eresa. 9o, she has a
sense of purpose, which is a red, and she went about making sure it
happened but she was able to take on the character of the other colors,
she was able to take on the blueHs compassion, andZand the balance and
all those things so sheHs one of those character people who start out as
red, if read any biographies of her, she had a vision, and she knew how to
get it and she knew what to do to get it, and she was willing to do
whatever it took to get it and adapted and learnt the greatest traits of the
other colors as a way of getting there and thatHs a phenomenal e>ample
of someone becoming a character human being even though when they
start out in one color, itHs a really good e>ample -hen Jessie Jackson, (
mean every ones wrong, (Hm right, ( mean (Hm right, every ones wrong no
matter what in their very critical theyHre negative red $ilary Clinton, how
did she deal with )illHs adventures.
Audience: /Laughter3
2ry: Kery practical, very pragmatic politics will do what it takes to
maintain power and move on -hatHs a red approach to her, wasnHt an
emotional thing, it was how do we stay in power -hereHs nothing against
that, that was what probably what saved him that she said letHs do what
we need to do and move on, and sheHs very pragmatic and power
oriented :oes anybody know what )ill is. /Chuckles3 %eHll fnd out
Audience: @ellow
2ry: A yellow #kay /Chuckles3 -hey like to have fun, very charismatic
people, weHll get to that )ut hereHs the nutshell and this is the slide ( donHt
have in your book so you may want to take a few notes %hat they want
from fduciaries. Jay said its client not customer $ereHs what a red
customer or client wants from you #kay. -hey want you to get to the
point, give them the bottom line, costs and benefts, how will it beneft
them and they are ready to make a decision, they donHt want to waste
their time on what they think are irrelevant material Ao matter what you
may think about your product or service, if you sense this person is
pushing and pushing youHre probably dealing with a red and they want
you to get to the point
-he bottom line this will work for you and they are the ones that people
love at seminars or at places when they try to sale products because they
will instantly make a decision and theyHll go with it 9o this is probably
very, very powerful stu4 if you can learn this is what the type of person is
that (Hm dealing with on the other side of the table =et to the point7 they
want you to show a lot of confdence and competence -hey may ask you
a few 'uestions and if you look them directly in the eye and you do the
red game, the red game is ( know what (Hm doing, ( know (Hm great, ( know
my product is great, then you will have the red with you and they will go
with you and they will be your customer okay -he key to them is to show
them competence, confdence, get to the bottom line, make their time as
valuable as can be so you recogni,e donHt waste it and youHll get there
And stay with logic @ou donHt need to go to red and say itHll make you feel
better, may be unless youHre doing -omHs or something but in terms of
decisions or products they donHt need to know how they feel, itHs not an
emotional decision with them, -hereHs some little emotions with all
decisions but with them itHs ?ust logical as it can be, let me know the
bottom line
*eople bleed their colours Eargret !unclear 2C1C6" said (Hm e>traordinarily
patient provided ( get my own way in the end
/laughter3
-o wear your heart on your sleeves isnHt a very good plan7 you should
wear it inside where it functions best
/laughter3
Aow what is the iron lady telling you about her character.
Audience: 9heHs (ron
2ry: -hat sheHs iron, and sheHs not going to sit there and take you
wasting your time with ffteen pages of details no matter how much you
like the details or sheHs going to like it if you start mooding with her a you
?ust stepped on me.b she is going to say aout, ( donHt need you, move onb
9o they donHt want any of that kind of mooding, what does red sound like.
/9ong plays3
(Hve got the *owerS #kay. (Hve got the power Any of you know the group
Lueen. ( mean, that was a red group ( mean look at their songs, another
one bites the dust, and you know someone dies another one bites the
dust does that show a lot of sympathy. %e are the champions, ( mean itHs
?ust a red group and also the red probably loved that group a lot because
it getsZ resonates with them -hey like the power *owerful red
occupations whatHs so powerful about it is policeman likes their ?ob not
always because theyHre in charge but because they have a gun
/Laughter3
-hey can enforce it and the surgeons and emergency doctors love or are
mostly red because, with surgeons they are in charge they get all the
prays and accolades where all this people get this prays and accolades tell
everyone what to do and they do it, and they walk out right, theyHre not
having to establish a bond with the patient they ?ust do the surgery 9ame
thing with the emergency room, itHs all adrenaline, get in do the plumbing
and get out thatHs what draws reds to those particular professions in the
medical feld And so if you see those trial lords, boy carry a lot of reds in
trial lords, they love the %in+lose they love to win and they love to beat
people in that kind of competitive environment so you will fnd the reds
gravitate to a lot of things and especially business e>ecutives, the vast
ma?ority, (Hd say the ma?ority of CP#s of fortune 622s are reds -hey rise
to the top, they know how to get there, they play the game of politics
better than any of the four temperaments and thatHs reds
#kay letHs talk about blues, )luesS -his is the part of the slides, blues want
to connect and they want to do things perfectly , sometimes it gets a little
e>cessive one way or the other but they want perfection and connection,
and with that they bring great talents to the company, they are the ones
who make sure all the details are taken care of (f youHre dealing with a
blue client and if you have beautiful cover on what youHre presenting to
them but inside there are mistakes, youHve lost the blue -hey will look at
the details and when they e>amine and fnd they are not there, they will
not trust you -rust is critical when we talk about fduciary or client
relationship, trust is essential for a blue and you have to earn their trust if
youHre seeking to get their business
Look at their strengths, now blue come to this thinking, their weaknesses
more than their strengths, they are more concerned about imperfection
than about their strengths 9o when ( list the strengths theyHll probably
forget that, but when ( go to the weaknesses theyHll reali,e oh, there are
few more weaknesses ( had ( even forgot about, you know, itHs one of
those things where they always want to be better people and so in the
situation where it say a blue, they are always trying to be better and they
always trying to make sure all the details are covered and that everyone
understands Aow where a red has a laser like beam to get where he
wants be, blue often like to go to a little bit on the side, they want to get
the whole picture, theyHre not ,oned in a line, theyHre more into big picture
,kind of people from the sides And, so they have great talents, like ( said,
Frank -arcantin is blue or at least thatHs what he seems to show when he
was talking to us, who else is a blue. %ell, we have, there are couple of
presidents who are blue and one of them is Abraham Lincoln, and you can
tell he is blue because he always wanted the best and he did go through
mood swings, and he was one of those people who had desired to always
do better, but in this situation they are meticulous, theyHre planners,
theyHre organi,e, they know what they want, they know how to get there
and they have fun doing it Aot fun in the way yellows have fun, their fun
is making sure everything is covered, they love order, they love structure
and they love to stay inside the bo> Aow some of the weaknesses are
they donHt delegate well, ( had a blue who was aZ who ( knew who wasZ
they have hard time delegating, so they are kind they will tell you what to
do on a task and theyHll turn around and theyHll look over your shoulders
and they say aAow that was good, that was great =ood ?ob, may be you
ought to try this and may be this and mayZ can ?ust take it and bring it
back to you. b
/Laughter3
)ecause blues thinks that no one can do 'uite as well as they can
because theyHre very 'uality oriented, so they donHt know how to
delegate, and so theyHre very hard on themselves and theyHre also very
high in terms of their e>pectations on others and if you want to get to a
blue you take the time meet those e>pectations -heyHre very, very given
people but theyHre very demanding people as well
#kay look at their needs, this is the things, if youHve a blue clients what
are their needs. -heyHre telling you they like to embody 'uality, they
want to be understood and appreciated, and okay they also want to have
structure and feedback, remember what ( said about Frank -arcantin. $e
said ( want to hear from all the people that, who might be e>perts and the
things they have to say and share with me that ( donHt know -hey want
the feedback, they want the structure and they want to be secure, theyHre
not risk takers they are risk reversal
9o what do you do when youHre selling to a blue. Bisk reversal, make sure
their guarantees, make sure you give them all the details when they ask
for them but risk reversals are the very powerful tool with the blues,
because they donHt want to take risks and if you can make that easy for
them and help them see through the guarantees of risk reversal, you are
very close to getting that blue with you -hey also want to be treated
fairly, okay, again (Hm going to go 'uickly through this and itHs on one of
this slides theyHve natural strengths that are carried to e>tremes and then
it becomes compulsions )lues are like ( said earlier sometimes those who
become compulsive are annal, you know those people who wash their
hands C6 times or they have to have their everything in right order on
their desk and thereHs nothing thatHs ever stray, those tend to be blue
people Pverything has to be structured, organi,ed7 doing what itHs
supposed to be doing, there is no room for chaos with a blue Aow theyHre
also thinkers and feelers, theyHre very sincere they observe details,
anybody know any blues, have any blues in mind. #kay theyHre all
around you and if you know in fact if you have the Z the people (Hve
trained in most companies there are more blues than any other colour in
the businesses ( train and itHs because they tend to draw blues and
probably there are more blues in the world than there are any other three
temperaments
-heyHre out there to make sure it happens, they donHt have to be on front
page, theyHre always behind the scenes making sure everything gets done
and when theyHre leaders they have the sense of teamwork comradely,
they want to make sure their whole e>ecutive team is working as a unit,
whereas the red is more concerned in making sure it moves forward and
action takes place
$ow do blues control. )y moods, by guilt trips, by indirect suggestions as
( mentioned to you, you have a red parent and a blue parent theyHre trying
to get their daughter to clean her room, blue parent says a ( work so hard
so hard for you and (Hm tired of it, (Hve done this, (Hve cleaned your room, (
took you to the store, ( bought you clothes ( did all these things and you
donHt appreciate me and if you donHt clean your room right now, you canHt
e>pect anything more out of meb @ou know thatHs the blue, they called it
blue lecture, put the guilt on that theyHve done so much for you and hereHs
how red treats it, he goes from a paragraph to a sentence he says to the
daughter a (f e>pect me breathing in fve seconds, you better clean your
roomb
/laughter3
Kery good you know, the cause, e4ect they know the choice is very clear
life or death, room clean :i4erent approach, same thing but the blues
really want to connect and connect at the deeper levels and thatHs how
they do it *ersonable blue personalities -om $anks , he is very strong
blue, and -om Cruise as well and as ( said earlier A) Lincoln, you know the
most powerful blue in this world right now is #prah %infrey 9he has used
that 'uality to endure herself to the masses, because even in her frst
episode of #prah she talked about all the weaknesses she had all the
things she had to overcome, well thatHs what a blue does, blue wants to
let you know they have imperfection, they want to real, they want to be
genuine, they want to be sincere and if theyHre not, they feel bad about it
themselves and they spend a lot of time feeling bad about themselves,
look at the perspective of red is Future okay $ow :o ( get to where ( want
to go. -he perspective of a blue is a *ast %hat did ( do wrong, how do (
deal with it.
9o they will take the issues of mistakes they made or other family of origin
longing to the decades /chuckles3 and their entire lives because they want
to work it out and they want to get resolved -hey are very past oriented
people but they have this incredible talent for being Z /chuckles3
incredible talent of being able to connect with people and be personable
and thatHs why ( call them personable blues because theyHre more people
oriented, theyHre more you oriented, they really care about making sure
that youHre satisfed so if you do it to them, if you sell a blue and you say
a)y your trust and by the follow+up customer service this is what weHre
going to provideb then youHre going to endure them, now interesting thing
bot red is that theyHre very much easier to get as customer or client but
with the blue if you get them, blue will last far longer Pven if you do
things that will dissatisfy them theyHll complain about it but theyHll stick
with you cause theyHre loyal people, so a blue is worth more as a lifetime
client than the red because the red may fnd di4erent advantages and
disadvantages down the road and if you got a blue they may even see
that but theyHll stick with you because they like you or they ?ust like your
company even though they see the Iawses what you presented to them
9o here are their e>pectations, and you better get it, especially those of
you who are red, if a blue is sharing something with you and you cut o4
and go a ( understandZ beZdadadab youHve lost him, you really have to
show the ability to empathise, ability to understand where itHs coming
from, you may have to learn about their family or all those kind of things
that are meaningful to them and then when you do and you take the time
even though you may be thinking youHre wasting youHre wasting your
time, youHre getting a client for life #kay so think about it, youHre focusing
on a big picture7 youHre dealing with those who are clients, who are blue
-he big picture is earn their trust, listen to them, appreciate them, show
appreciation in not only what you say but doing the small acts of kindness
which they will love you for and they will not let go of you for life time
-hose are the people who go to the companies and stay there for their
entire career -hey do not like change and so if theyHre going to stay their
entire career in company they donHt like change in terms of the
relationships And thatHs what you should work for when youHre dealing
with blues -hey want the risks reduced and they love sincerity and
'uality $ereHs a blue, blue, sometimes ( lie awake and night and ask
where have ( went wrong, and then the voice says to me a-his is going to
take more than one nightb
/laughter3
Charlie )rown is a blue And whatHs 9noppy. @ellow, who cares. $eHs up
with the red )arings, give me food (Hm going to have fun, ( donHt even
want to think about those things, so Charlie brown is the epitome of blue
%hat is blue sound like.
!9ong"
2ry: (&m not half the man ( used to be (s that blue. -here is a shadow
hanging over me, a cloud, a dark cloud, that&s the blue and you get it with
a song, you know the powerful thing about the )eatles is if you look at
them, they have ; member of their group7 every one of them is a di4erent
temperament Aow do you understand why they got to millions and
hundreds of millions. =eorge $arrison, A'ua, everybody gets along with
=eorge, its okay he&s peaceful, here comes us son little darling you know,
all of his songs are kind of like that
-hen you have John Lennon, Bed okay and then you have *aul EcCartney,
blue and Bingo 9tarr, yellow, ( mean he&s always having fun, he was ?ust
he was the really fun lover of the Ioor 9o they were able to bring a whole
their group together and look what they did what they did when you bring
all ; temperaments together -hat&s the power of having all ; colours
#kay, some blue professions well 'uickly you are talking about musicians,
authors, etc #kay let&s get in this fast, (&ve got a ( am trying to take
something that takes J hours and condense it into one hour, so ( got to go
faster than normal, ( apologies for that but we have a time constriction
here
@ellow, a'uaHs they love balance, they love clarity -hey are the ones who
don&t give you a lot of feedback but they have so much going on inside of
them, that if you take the time to gain their trust you will got a lot out of
them -hey have a great ability to see things from an ob?ective view point
)lues and Beds tend to be fairly dogmatic and deeply grounded, a'ua
tend to go with the Iow, okay -hat&s why a'ua they go with the Iow, they
are like water7 and they&ll be easy going and they&ll take things and even
when you abuse them they&ll take it, or you critici,e them they&ll take it
and they&ll be fne, e>cept theyHll have a little trash can inside of them and
they&ll do again and again and the trash can ultimately get a little fuller
and fuller and ( am sorry for the person who actually put that last piece of
trash in the trash can %hoever had an a'ua postal worker. @ou know
guns down J2 people and what happen when they have the -K interview
later of the neighbours #h such a nice man, so even there&s nothing
wrong with him, ( never saw him angry (tHs because an a'ua had this
garbage can flled to the brim
-hey have great strength, their ability to be kind7 they&ll get along with
everybody, mostly everybody because they value kindness (tHs like the
-humper rule + (f you can&t say anything nice, then don&t say anything at
all 9o they want to say any unkind things to you, but if you say unkind
things to them, you are on their bad side immediately (f you are rude to
other people you get on their bad side but they wonHt let you know, that&s
the problem they don&t give you as much input -hey have great
strengths, they are adaptable, they can go where ever they need to go,
and they are very independent
-hey $enry :avid was an a'ua -hey can go of their own to make sure
things happen but they are not the kind of people, who want to let you
know where they are at )ecause itHs all going on inside though, they are
very, very logical people -hey have some weaknesses + if you listed those
weaknesses on your resume and you try to get a ?ob, ( mean di4erent
fearful plus and minus, so suddenly stubborn, aimless, la,y and
enthusiastic stubborn, uninvolved ( ?ust like change ( avoid conIict and (
am indecisive but other that ( am the person you need for the ?ob -hey
are but their strengths are the things that people don&t recogni,e A'ua
have this great power #ne of the most character a'ua is =andhi (f you
listen to =andhi and you reali,e what he did through non+violence
overturned an entire )ritish empire, the power was in his peace, his peace
motivation but he had learned the strengths of the red and the strengths
of the blue and yellow and if you listen to him unlike listening to Eargaret
-hatcher, you&ll hear 'uotes from him that shows he values blue, 'uotes
from him that shows he values red and 'uotes from him that shows he
values yellow 9o the facts of the matter is he&s really can to take on the
great strengths of all the colours and deal with him own inner+core
strength of peace
-hey are the people you should listen to and draw out, and so if there&s a
customer you have is not listening or not responding to what you&re
saying, give them time we&ll talk about that -hey need space, they
needed to be accepted, and they need to be independent and they like
harmony -he interesting thing about a'ua is that they are like the other J
temperaments in at least one of their needs -hey can identify what the
other J temperaments -hey are the one who&re most inclined to be able
to take on any temperament and do it For e>ample, the world of business
is the world of red (f you have an a'ua often times they can go into the
world of red and act red, if they have this balance to in fact if any of you
have scores that were all close together most likely an a'ua, most likely if
they are close together is most likely and a'ua because they Iow into the
di4erent one&s and there&s no strong undercurrent and saying this is the
way ( want to look at life
And that&s what makes them powerful because they can really, one&s they
get over their fear, they can really get great things happening -heir
biggest stumbling block is fear, ?ust what like read their biggest stumbling
block is humility, but the blue&s is getting over themselves you know not
worried about the past, gets future oriented and present oriented
everyone has a stumbling block -hey have natural strength, we had in
our company we had this turmoil going on + one of the leaders who has
?ust came to the company and was there for J months and he left, ?ust
abruptly left and then 9o they tried to have a team take over, this is a
division of a AA9:AL company and the team was causing all sorts of
And then this guy comes from Atlanta and he says (Hm going to get this
solve, he was this red with blue and he was giving di4erent messages and
it still cause a lot of turmoil
%ell this a'ua came at the front and say look, ( will take the ?ob and he
convinced this guy from Atlanta to the ?ob and over the period of the ne>t
si> months where they resolve this up and down, he brought it to a Iat
line 9ee a'uaHs don&t have politics in their nature, they are not thinking
about power and they are not thinking about fending people, so what
they&re able to do, is they are able to get people down to a level where
they can start listening to each other again and that was the power of
what he did And he did it ?ust in his own nature, he didn&t put pressure, he
didnHt put guilt trips, he ?ust said this is what we want to do and ( e>pect
you to do it and the people did 9o the power of an a'ua leader can be
pretty impressive at times
-hey have rela>ed body language, unlike the red that needs to have eye
contact, a'uaHs donHt need eye contact, they don&t need to look good to
impress you -hey are very casual people, in fact they ?ust like hanging
around without the suit and tie, even if they are re'uired to do so -hey
may be a situation where they wear their suit and tie and where they wear
their sneakers -hey are ?ust a casual nature to them7 they are not in the
business to impress you, unlike the red and blue 9o if you deal with that
kind of a customer or that kind of a client or that kind of person on your
team7 recogni,e that they are probably is an informal nature to them and
they have an a'ua nature -hey have dry humour, tend to be a soft voice
and they get their point across
Aow there have been *resident of (ra' as ( mention earlier, Jimmy Carter
was and =eorge )ush And if you saw what happened in desert storm, you
will understand it was the a'ua that made the di4erent )ecause when
they crossed over and they got into to (ra', it was the a'ua that said Qokay
we have done enough, we have repel them, they are no longer there
where they were before, letHs stop Aow if it was =eneral 9chwar,kopf that
was in charge, (ra' would been annihilated okay but it was the a'uaHs said
no we did enough, we did what we say we would do, you cross the
boundaries, we put you back where you belong, so letHs back out And itHs
ama,ing how that temperament really is the primary force in guiding
those + every one of us and thatHs how it guided =eorge )ush senior
Aow here is how + itHs so interesting because some people don&t think
a'uaHs control and the way they control is ?ust the opposite of what you
think control is -he more you try to push an a'ua, if youHre selling to an
a'ua, the more pressure you put on them, the more they will resist -hey
are stronger than you can ever imagine, they can outweigh you not
matter how long it takes and what they&ll do, is they will be very indirect
about it, why donHt you call me and then they will never be there to
answer the call -hey will do everything they can to avoid having to tell
you no, they may send you an email two months from now and say no, so
they donHt have to have the direct confrontation telling you they donHt
want the product 9o what you have to deal with is the situation where
you have to gain their trust to draw out where they are coming from and
that only comes from gentle nudging, we will talk about that
First of all the personalities, Eichael Jackson now when he gets on the
stage, he is like a yellow but when you get him in interviews, he is a'ua
$e is very soft+spoken, he is very kind, he talks about all sorts of things
that mean something to him but he doesn&t have the same presence
o4stage because he has that nature that peace loving nature
Albert Pinstein, most of the great thinkers of the world are a'uaHs because
they are logical, they are in their head, they want to reIect on the deep
truths -hey are like serenity, they like meditation, they are very good at
?ournaling A'uaHs are probably the best at ?ournaling because they loved,
they work well with the pen and they will work well with reIecting on their
thoughts and writing them down, so those are the kind of personality Aow
don&t think they are not competitive, some of the people at the top of the
sports feld are a'uaHs -iger %oods, at personality he fend no one and yet
he is as competitive as you get (n the area tennis, *ete 9anford said,
Qdon&t think they are not competitive, they are very very competitive when
they want to be, but they ?ust have a gentle nature to them and they tend
not to o4end anybodyH And Nobe, now he&s got more more bold as time
went but when he frst started with the Lakers, he would ?ust go home and
be with his family, wouldnHt interact with any of the other players, he ?ust
kind of be on his own and now he is really starting to come out a little
more, ( think the shacks had an e4ect on him
9o that&s what people think peaceful a'ua personalities are like $ere&s the
key and this is not in your book, so think about this person or persons
youHre talking about, if you&re trying to inIuence an a'ua low+pressure,
remember they want peace, the more pressure you put on them, the more
turmoil your brining to their life @ou&re not being an answer to what they
need, your being a problem okay, so you got to do the gentle nudging
though and so re'uires consistent e4orts Aow a friend of mine, share his
a'ua share with me this, a product, the person called him up and he
thought about the product and he said, Qokay (&ll think about itH and they
call him up a couple weeks later and they talked a little more and he said
Qhe still thinks about itH and then one more time and fnally the
salesperson is ?ust tired of it ( mean he tried three or four times, looks like
he&s getting nowhere, he is getting little feedback and then out of the blue
that salesperson because my friend told me, he would call in three weeks
later and said, Q( want itH )ecause when he doesn&t feel the gentle
pressure and nudging, ( mean when he doesnHt feel the high pressure and
he has a chance to reIect on it, that&s what they do, they reIect on it and
they make a decision Aow what works well. )lues also works well with
a'uaHs risk reversal
Aow itHs an interesting thing, they will want the guarantee or they will
feel+good about the guarantee and feel good about the risk reversal but
will they ever return the product. Ao, why.
!Audience unclear"
-hey donHt want to o4end you7 they donHt want to hurt your feelings 9o
they will want it and that will be a very good criteria for selling to them
but what&s good about it, is you don&t get the returns 9o like the blue,
they can be a lifetime client, why. )ecause they won&t get around, it takes
too much energy to change to another supplier and if there&s something
that goes wrong, they don&t want to o4end you 9o the a'uaHs and the
blues are the toughest to get but when you get them, you get them for life
okay -here is di4erent reason for di4erent motivations but stick with the
a'ua&s gentle pressure, saying can ( call you back in a week. Can ( call
you back + those kinds of things move them forward a little bit every time
until they make the decision and once they decided on you, again they
donHt want to go through that pressure again to making a decision, so
they will stay with you, it will be much easier for them and when you know
this, itHs very very powerful
$enry :avid -horeau, ( mean who else will go walden pond and stay there
for two years, not talk to anybody but the animals and be able to love it (t
is a'uas because they do not mind being in solitude, they never get
lonely And he said, Q( went to the woods because ( wanted to live
deliberately to front only the essential facts of life and to see if ( cannot
learn what it had to teach and not when ( came to die, discover that ( had
not livedH Aow those who rock was here resonates with him because they
love to reIect on deep truths, they love to think about things, they love to
get into themselves and really come out with the answers and everyone
knows and a'ua and anyone think they know an a'ua around here. #kay
$as anyone e>perienced the a'ua stare. -he a'ua stare is this, your
talking to them and the lights are on and no one&s home
!Laughter"
And it&s not because they&re not thinking, they are going through C6 other
things but they don&t want to be unkind, thinking about C6 other things in
there mind and they are talking to you, you&re talking to them and you&re
seeing no response, itHs like these eyes open but youHre not sure the
person is conscious, youHre not sure what, that&s the a'ua stared Aow if
youHre chilling with the customer or client ?ust reali,ed, hey ( got a clue,
this may be an a'ua here because that is what they do -here is so much
going on in their mind and oftentimes they will ?ust look at you and they
don&t feel the need to really pay attention to what youHre saying 9o
occasionally get them back to reality and ask them a 'uestion or two and
you will get to know
Aow what does a'ua sounds like.
!9ong"
Anyone knows 9imon and =arfunkel. -hey are a'ua, arenHt they. -he
sounds of silence as you read your Pmily :ickinson and ( my Bobert Frosts,
we have no time or place for book markers or memories that are lost,
thatHs a'ua, listen to that , an a'ua has identify that Pnya has a lot of
both the blue and a'ua tour, those ?ust soothing sounds, ethereal sounds,
draws a lot of tune 9o if youHre in with a client&s o8ce and they are
listening to that music, guess what. -here&s a clue there, occupations
:ennis, you know why :ennis is A'ua. )ecause they can talk to you and
you don&t talk back 9o how is it going.! ahhhh" -hey could be nice to you
and they tend to be a'ua (f they are psychologists, are the one who sit
down and will nod and they will listen to you for an hour, you wonHt get
any feedback but they will continued nodding because they&re very good
listeners And why F)( agent though. %hy F)(. (s because they do it
behind the scenes, they don&t have to go and confront the criminals all the
time, they put the pieces together logically and creating a case for an
arrest
#ften time you will fnd F)( agents ` you saw what kind of doctors, (
already give you a clue what kind of doctor&s, they are anaesthesiologist
-hey love to put people to sleep
!Laughter"
And they&re not + they don&t worry if you get bored, they are not bored and
so oftentimes you may think they may bore you but they&re not bored
themselves or you may think you&re boring them, they arenHt -hey are
very interested, they ?ust don&t get bored
#kay now we come to yellow, this is the Jay Abraham school of fre and
Eark Kictor $ansen, they are true yellows J and Eark do what they do
best as yellows
!:rum roll"
Fun and play, ( mean what other concert do you go, ( mean a concert is
now a concert %hat other program do you go to or you doing the @ECA
and whatever dance they were doing yesterday, ( mean thatHs J J love to
have fun, they are in the moment type of people, they are very present
oriented #kay so the reds are future oriented, what is it going to mean to
me, how do ( get to where ( want to go -he blues are past oriented, what
did ( do wrong. $ow can ( do better. -he a'uaHs are go out and the
yellows are in the moment and they love it, in the moment, they have
great talents, animation and innovation -hey are out+of+the+bo> thinkers,
they do not think inside the bo>, thatHs what made J so incredible because
he is always doing things outside the bo> to bring them to you because he
hates structure $e is not a structure person, don&t believe he is an G to 6
person7 this man will work spiritual hours, 0; hours to 0 to J days in a row
and then take o4 $e doesn&t like the constriction of the bo>, okay And
thatHs what yellows often do, their very very present oriented people, they
are the life of the better o4er, when they make a commitment to you to
meet you for a sales meeting but if someone comes along with a better
o4er between now and then, Qhey you want to go skiing.H 9ure @ou may
not have someone show up at your particular event because they are the
life of the better half, why waste my time. 9aying (Hm committed to go to
some sales meeting, instead go skiing %ell thatHs the way yellows are 9o
donHt get mad at them, they ?ust found a better o4er
-hey are the impulse buyers, they are the buyers who said, Qwell this
sounds goodH but they don&t do it like reds and say whatHs the advantage
and disadvantages7 itHs like does this feel good. (s this fne, is this !unclear
2C1CJ" (Hm going to buy it 9o they are very ` if you want instant sale, itHs
very good to have a yellow, very good -hey have great strengths, they
are animated, they are enthusiastic and when they come to a company,
where do they go. %here do you fnd most of the yellows in the company.
Audience: 9ales
9ales, this is it right. 9ales and marketing, anybody who took the test is
yellow. 9tand up #h okay, so you guys you love sales and marketing
because you love people right. -he yellows are those who really can
engage you, they have great stories to tell you ( was doing a negotiation
and we had to negotiate, itHs a $0 million it was a lawsuit ( was a !unclear
2C16<" at the time7 well actually ( was =eneral Counsel And there was all
this battling between this red female attorney on the other side and our
blue male attorney and they were sending all these nasty letters, and (
was thinking ding, ding, ding, ding, you know $C2,222 a letter of variety
and ( decide letHs get to the =eneral Counsel on the other side And he
had shared with me a couple of times when we were in depositions, all
these stories and ( thought this guy got to be yellow @ou know he was
laughing and talking about all the things he did, so we invited him out
from =eorgia out to California And ( talk to our CP# and ( said this is how
we are going to negotiate this, letHs listen to what he says, letH talk about
things, letHs talk about stories, hopefully you will have the interest as he
will ( donHt care how long, it might take an hour and a half to two and then
when itHs all said and done, he will probably give you a bottom line and
hopefully you will get the number you wanted and then you will agree and
then he wants to come out and play some holes of golf afterwards
9o sure enough, thatHs what happened and luckily and CP# had a lot of
yellow in him, so the red would have been di4erent would have been
cra,y during this negotiation because for the frst hour we ?ust talked
about Iy fshing and horseback riding and all sort ofZ itHs like this is a
negotiation, ( mean give me a break and then the guy says, Qokay we are
going to get the business taken care ofH and then he took out a check $e
says, Qthis is what we will pay youH and so ( went in the other room with
the CP# and we said, letHs pretend we are talking, it was pretty good
numbers what we wanted, we said we wanted a little more 9o we came
up with okay, give us the money and do a few other things, and we knew
the yellow wanted to go golfng, okay 9o if we could get enough of the
other things, that were ?ust enough for him to swallow, we will be okay
and so we throw in a few more terms and they were terms that was
benefcial thatHs all doing another forum, getting some more business and
sure enough he said okay and immediately he said letHs go And he and
the CP# went o4 golfng for 0< holes, so
-hatHs what yellows are all about, if you know that, then you know how to
deal with them -hey are a little undisciplined, disorgani,ed, impulsive,
forgetful, clutter, etc -hey tend to talk too much7 they talk and think,
okay )lues think and talk, yellows like to go into the room talking, there
style is one where they like to get the attention of people, they loved to be
noticed, they loved to be praised, they love stimulation, so if youHre going
to get yellow to go to buy your products, stimulate them, make it fun,
make it interesting, make it something that they will be interested in
having and also make it easy -hey are not the kind of people who reads
those manuals from cover to cover, you know how you do install
something, they want something that has like J steps, get it in, plug it in,
turn it on, thatHs great
-hey love Ie>ible without structure and so when you get to that, you not
fnd it sometimes they go to e>tremes and e>tremes here are they often
times can become sociopaths in the sense that they will they not let the
truth get in the way the way of a good story And they will do whatever
they can to con you, if they go to e>tremes And they tell stories so well,
(Hm sure all of us have lost some money in life from a yellow sale person,
who is a negative yellow in the sense that they will tell you whatever they
think you need to hear in order to get the sale )ecause they love the
engagement and they love the art of the sale and in fact the thing that J
en?oys most when ( deal with him, and we do the deals is he loves the art
of the deal -he most e>citing part is negotiating the terms of the deal and
as his attorney7 he has never done a simple contract $e has all these
elements here, what happens here, what happens there and he loves all
this stu4, he ?ust strives on it and when there is time to implement, he
wants to make sure everyone else does that )ecause he will come in for
his moments of brilliance and the rest of us will take care and deal with
the details and make sure it happens, but he loves the art of the deal and
thatHs what yellow do
Jay Abraham Mastermind Marketing 25
2ry: Anyone else does that )ecause heHll come in for his moments of
brilliance and the rest of us will, you know take care and deal with the
details and make sure it happens but he loves the art of the deal and
thatHs what @ellowHs do -heyHre fun to be around, theyHre loud, theyHre
easy laughs, they speak and think as ( mentioned #kay, hereHs how they
control7 charm, if a yellow daughter or son, they do the pouting, aoh no
donHtb and they walk away but theyHll somehow get your attention -hey
do not want to have you not notice those popped yellow personalities, as (
told you right )ill Clinton+ yellow, theyHre very, very good at creating
commaderie, theyHre good at getting people to forgive them, and theyHre
good at forgiving others Jay is very, very forgiving Ao matter what people
do he forgives very, very 'uickly (tHs because they want to be in the
present moment, forgiving, not forgiving ties them up in the past, so they
move on
#kay hereHs the key thing And this again is a slide thatHs not in your
book $ereHs how you get to yellow (tHs an easier ?ob than with most other
temperaments *robably the easiest in the sense @ou make the product
your tasked 'uick and easy to learn and use @ouHre fun+loving, you really
en?oy if they want to share a story, if they want to have a laugh, and they
want to have you sell them while theyHre doing roller+derby or whatever,
you go with them and you have fun with them, okay And then, notice and
praise them, be upbeat, lighten up and have a lot of commaderie Aow
when you do that, you get them but remember the yellowHs life is the life
of the better o4ers 9o theyHre easy to get in but not so easy to keep
)ecause if they come up with a better o4er and itHs funnier, theyHll leave
that #h back. #kay
-hey love stimulation (f youHre going to sell to them, make it stimulating,
make it something thatHs e>citing, involve their emotions -heyHre emotion
based more than logic+based 9o if you make it e>citing for them, youHre
going to have to make a di4erence -heyHre very upbeat and they want
you to be upbeat, if youHre depressed, if you tell them about your
problems, youHll probably lose a yellow very 'uickly -heyHre ?ust optimistic
people -hey wake up happy for no apparent reason =et that. A lot of
people donHt get it -hey wake up happy for no apparent reason -heyHll
?ust be happy and all the things that are going wrong in their lives and
theyHll ?ust have a smile on their face %ith yellows, optimism is a natural
'uality for them And another thing you wonHt get if youHre not a yellow is
they love themselves ?ust because they breathe
!Audience laugh"
Beds and )lues donHt get it %hites can get it up here somewhere but
yellows live it -hey love who they are -heyHre ?ust fun loving =ot to love
me, got to love me, got to love me and theyHll walk around and theyHll
really get people to love them, because thatHs the power of yellow 9o
youHll get the 'uick sale but you have to work to keep them @ou better
stay fun with the yellow (s that enough time. #kay, sei,e the day (n fact
(Hve done some presentations, a few yellows walk up to me and out of
their wallet they pulled out the card aCarpe :iemb
!Eusic *laying"
9ound yellow. -hereHs a party going on right here Karious occupations
but let me get to what you have in your books, but look at this over -hey
are people, they bleed their colours Look for what theyHre doing Look at
the clues that are coming out of them $ow theyHre sharing things (f
theyHre speaking very fast like )rian -racey did, point+point+point+point+
point, ( mean thatHs a Bed A red likes to get through it fast -hey want to
get to the point, they want to move ahead -heyHre very articulate as
theyHre doing it -heyHre usually a Bed (f theyHre more round about and
they talk a lot, they donHt get to the point as well but they like to share
things that are on the outside as well as the middle, more likely a blue,
okay (f they donHt share that much and you get very little input from
them, more likely an a'ua and if you having fun with them and if theyHre
very upbeat and easy going and ?ust having fun then youHll get a sense of
a yellow -heir decision factor (Hve mentioned that how they communicate7
reds are loud, they tend to be loud and yellows tend to be loud, blues can
be middle of the road and a'uas are soft
-his is in your book so you can take a look at it, decision making style Pye
contact as ( mentioned is a very critical thing, donHt worry about if youHre a
red trying to sell an a'ua and theyHre not giving you eye contact (tHs not
in their nature to want to do that, if they donHt have to And )lueHs if they
do not trust you may not give you eye contact 9o youHve got to earn their
trust 9o take the time to understand what motivating them is7 power if
itHs red, perfection and connection if its blue, peace if its a'ua and fun if
its yellow #kay this is also in your book, we wonHt have time to get to it
now but take a look at it in your book -his is an awesome table, if youHre
dealing with a company where youHre trying to understand the people on
your team, you can go through all of these things and you can look,
without even taking the profle and understand what a person is all about
?ust by how they handle the various things that work, okay and thatHs also
on the other side 9o this is in your book, no need to write it down but
weHve talked about most of these traits
-he last thing ( want to mention is that all of us have personality bends
-heyHre not ?ust four personality traits, theyHre four temperaments and
what you have heard sometimes, youHll say well that matches me but
thereHs a few needs that ( have and want thatHs not what ( see in most of
me and the others Anyone had that e>perience. @eah -hatHs the
personality blend, okay and if you took the profle, youHll see that probably
that the needs of the second one or the ne>t highest up on your profle
-he fact is you may have a few needs from a secondary or a tracery
colour )ut that doesnHt change the most inIuential factor in your
decisions and in the decisions of your clients which is that core motive or
that core trigger of one of those four temperaments 9o if (Hm a red, for
e>ample, let me give you an e>ample of this ( may have strengths of
being a self starter, taking charge and yet a secondary personality of
loving people And really being e>citing, but ( may also have some
weaknesses as well -hatHs what weHre all about, weHre all uni'ue (Hm not
saying theyHre four personalities, (Hm saying theyHre four temperaments
9o you will not always get clear messages about who those clients are
-hey may send out di4erent signals, okay and so you have to throw trial
balloons at them #ftentimes, it may not work the frst time but then youHll
get it later on -hereHs nothing wrong with that, youHll ?ust understand itHs
not working 9o in this case, they may have the strengths of both and the
weaknesses of both -hereHs some that will have nothing but weakness of
all four colours and those people, donHt sell to them @ou donHt want to
have them in your life )ecause they are really kind of screwed up and
they donHt even know what they are 9o stay away from those people
Aow, hereHs another interesting thing (f they have a core temperament,
for e>ample red, they may want to be right or need to be right and be in
charge but they also want to be noticed And to have Ie>ibility, you may
get confused #h you may say this is yellow person so (Hm ?ust going to
have more fun with them, then they cut you o4 when youHre trying to
share a fun story, then you know, no thatHs not the primary core -he
primary core is red @es, theyHll have fun when they need to but they want
to get to the point And youHll learn that very, very 'uickly if you start
wasting the time of a red Bemember the core temperament still governs
your communication style -hatHs what makes the di4erence, okay, the
core temperament Aow youHll fnd in your books and these are really
good, really good prompters -hese particular things, if you look in the
books, ( think section C2, there are steps to say what to do for a red
personality, what to do if you are a red personality and youHll have that
with respect to each one of the four temperaments And what you donHt
do is well, okay
9o if (Hm a powerful red, here are things that ( can improve on $ereHs how
it can make me more e4ective and hereHs what ( shouldnHt do and then
youHll see hereHs what (Hm dealing with if (Hm dealing with a red personality
%hat ( should do, what ( shouldnHt do -heyHre really good, really good
prompts, stu4 you could put in cards or something Eaybe you could write
them in cards in fact we have a product like that that helps you when you
go to the meetings and understand okay, hereHs what ( should do and
hereHs what ( shouldnHt do (Hm telling you this works (t is so powerful
%hen ( deal with negotiations for Jay, ( really get a sense immediately who
the person is And when ( get a sense of who they are, ( ad?ust my style to
that Aot because (Hm putting on a fa]ade but because ( understand and
value what their temperament is And when ( value what their
temperament is, most of what (Hll be communicating will get through, right
through the gate to where theyHre at And make the di4erence rather than
getting muddled because (Hm speaking to them how ( want to be treated
(f (Hm speaking to them how ( want to be treated, ( will lose a lot of clients
because two thirds of them or three 'uarters of them wonHt agree -hat is
not how they want to hear the message Ao matter how good the
message is
9o the key is to understand and value that and then you speak in that
language 9o as ( mentioned before, take a look at this after when youHre
doing your debriefng after this whole thing is over, take a look at all these
things and you will fnd, ( promise you with the people and particular
persons you need to get in a better relationship with, whether theyHre
clients, whether theyHre employees, whether theyHre partners, these will
be very, very valuable ( know they will and youHll have an opportunity to
have a great time (Hm going to end early, because going through this is
too long to take more than fve minutes 9o let me talk about the last
thing that really doesnHt involve your clients or customers, it involves you
@ou will have in your companies or in companies of people who you work
with, people from all the di4erent temperaments And if you want to get
better, if you want to get character and be really inIuential in all aspects
of your life, fnd a model of someone who is red (f youHre having a
problem dealing with a red, go to one other person in your company who
is red and ask them how to deal with it @ou have e>perts in every one of
the four temperaments in your company or in the business circles you run
around in
9o use them as your models and as your mentors and how to deal with
that type of person And if you have a blue, do that as well, but if you
really want to, get to a level where you can embrace all four and you can
be e4ective no matter where you go with no matter what type of
personality then itHs the process of charactering And that process means,
you donHt work on your weaknesses, remember what you heard before,
donHt work on the weaknesses that are naturally yours, go after the
strengths that make the di4erence and youHll fnd those strengths that are
not naturally yours in one of the other temperaments And if you use a
model, someone who naturally e>hibits that and you follow what theyHre
doing and learn what theyHre doing, take it in and instead of doing that
youHll fnd itHs the antidote to a weakness that gets rid of the weakness
without ever having to focus on the weakness
9o fnd models in all the other temperaments use them as mentors, use
them as advisor, you can say you have all the e>pertise you need in your
company ( love this 'uote7 atwo roads diversion of wood and (, ( took the
road less travelled by and itHs made all the di4erenceb, that is the path of
those who are going to be the most successful in life by really
understanding what makes every person tick, by valuing what makes
them tick and by very much taking it on and embracing what makes them
tick 9o you have the strengths of all four temperaments 9o go out there,
do it, have fun this is really, really fun ( recommend that you go try it out,
try it out with a person today, try it out with someone you know, talk to
each other about it, the more you get comfortable with this, the more
awesome it is in terms of the power of it And the thing that (Hve learnt
about truth is, it may not have a lot of pi,a,, in the beginning but the
more you try it, the more powerful it gets (Hm telling you, the more you
try this, the more powerful it gets And this will be a very, very powerful
tool in helping you be successful -hank you
Jay: %ow that was great
2ry: -hank you
Jay: -erry, where is -erry. ( need -erry (s she around. Can you fnd her.
#kay A couple of announcements, you guys have gotten the third
workbook, right.
Audience: @es
+,ea"er: Let me tell you what it is Let me tell you what it is (t&s all
tactics Bight, Bick.
!ic": @es
Jay: @eah, okay %e did ;2 or 62 seminars over the last + before ( burnt out
on doing seminars and ( did all kinds of di4erent elements of 62 %ays to
=row @our )usiness as far as the tactical ones and we had people to
mike&s and we collected the best of the best and we transcribed them and
semi+edited ( probably spent a hundred grand doing it @ou could take a
deeper but we thought if you could take a look at collective composites of
the best 02 or J2 or ;2 ways to do promotions to sell, to lead generate, to
buy client, to break even, to set up strategic alliances that would be good
$ere&s !unclear 2C10;" %e want you to be very successful, we want to
take you to a very delicious pond of water and we hope you want to drink
plentifully and continuously and nourish yourself And volume one is got
multiplying e4ects to current ad of sales A lot of stu4 Eac Boss did -hen
it has got multiplying e4ects of your current ads and sales with :rew
Naplan and it&s got ad clinics Eac used to do ad clinics like he did the
other night to those who were there Pvery session, we took the best ones
that were the most illustrated and we had them transcribed
:eveloping and improving your O9*, we used to do session on session
%e had those transcribed using *B instead of money %e had a *B e>pert
go through how the heck to keep your wallet closed but your impact
nation or worldwide -he ne>t one was using *B instead of money with
another ad person ( mean another *B specialist, then referral strategies, (
did tons of them, we transcribed them -hen set up your own e>ternal
sales department or agents %e did that, setting up your own e>ternal
sales departments agents with somebody else %e did the advertising
comprehending skills again in di4erent version with Eac, advertising
comprehending skills with a di4erent advertising e>pert in the ON -he
other strategic alliances with me and a guy in Australia, three ways to go
business featuring when ( was doing -ony Bobbins totally analy,ed (t was
a great business in another form, so you could see it from so many
advantage points *ower prints was a geometric business growth analy,ed
about seven ways to !unclear 2016C" ( think, act, and transact like a
marketing genius
A guy that tried to model me C2 years ago and forgot what ( did that (
didn&t know ( did Ea>imi,e your assets with another guy who&d been a
partner of mine for C2 years and tried to articulate what he saw that ( did
from a di4erent vantage part $ow to make an o4er that no one can
refuse Eac Boss and ( ?ust went through about a hundred ways to do that
Creating a solid back in and dramatically improving what you do ( always
have a look at businesses and here is how you add more to this, here is
how you e>tend it three, four, fve, seven times Eaking things happen,
?ust how to get your ass in gearS Beactivating old clients + ( did a big
session on that Beactivating old clients with Eike bashing and stab at it,
these are all transcribed And so (&m talking about probably you&d have to
spent + you&re already here @ou&re already went passed it, two o&clock
deadline ( was talking to Bick (&m waking up, ( was up until four working
on how to make today the best day of your life and ( said interesting
things &cause couple of you still complained about the wet noodles andZ
!Audience laughs"
Jay: :id they.
!Audience laughs"
Jay: And ( said1 5@ou should give me back our money (t&s a wasteS5 and (
said1 5Bick, these people wouldn&t know if ( ?ust didS5 ( could blow you
away with the most superfcial stu4 )elieve me, (&m not saying this to
patroni,e you and you&d be very happy when you left %e were up until
what. J1J2. -rying to fgure out how to make this the best day of your life
and because we care that much about your outcome because we want to
be a role model for you to care that much about your clients& outcome +
all three segments And we want you to have this because if ( don&t cover
everything, ( chose to do this a certain way #riginally, this was designed
to be a program for my internal people who&d already progressed a long
way on the Jay Abraham curb and ( didn&t really think ( needed to do a lot
of the basics and ( was going to bring all the strategic people to make sure
they got their butts in gear and did stu4 with it
-hen so many of my friends said, Qoh can ( invite our customers, our
clients, our subscribers. And ( said sure 9o blending, trying to make sure
you get all of me because, Chad said1 5Jay, almost sadly5 and it was
very, very he said, Qso these guys don&t really see the intrinsic value of
your brain that worked, because you&ve been doing all these e>tra things
because a lot of these e>perts had very rigid schedules we had to work
)ut today, we&re going to blow your mind ?ust so you know that there&s
something up here besides the ability to bring a lot friends together %e&re
grabbing attention right away7 itHs like get it out of the bo> $eadline
athon, Eac did two or three headlines athon it was like 5)amS )amS )amS5
$ere is how you create headlines $ere&s how you e>trapolate it $ere&s is
how you modify $ere is how you borrow that headline $ere is your
model -hen we had somebody else who was a very strong and a multi+
hundred millionaire advertising guy, do his version of it ( like you to see
di4erent versions because there&s no right or wrong, di4erent people
come at it very di4erently
Another person gave his sales, basic sales course Eastering marketing to
the core secrets, ( ?ust brought it down, here is this, this, this -hinking
outside the bo> with John !unclear 261;6" a di4erent session John did the
frst time that was ( think blow your mind great and you ought to read that
because it was totally di4erent when he did it %e blend together and ?ust
be really a great bridge to get in yourself about seven times more
productive and freeing you from the yolk of stress and negativity like that,
and ( wish ( had time to e>plain it ( have nothing to gain by titillating
because you&re already here for the duration (&m ?ust saying its cool stu4
and we spend about +
Audience: All tactical
Jay: @eah and we spent about J2 grand getting it printed up for you so
en?oy it $ow to buy your weaker competitor and e>it strategist, selling
intangibles or conceptual ideas by mail or space positioning powers, you
?ust do segments in there *ublish your own book -ransform yourself into
your business and leader in the feld of marketplace !Onclear 26106" who
sells ;2,222 people publish a book *ublishing your own book featuring Je4
$erman and another guy 'ualifying leads upfront, ( ?ust want you to notice
a lot ( pray you do something with this7 (&m so respectfully disappointed
that G0D of you did nothing with the grounding materials and C0D of you
had 6,222 to 622,222 dollar win+folds before you came it, (t&s ?ust
something to + is that me. (s that coat. 9omebody locked in the closet.
!Audience laughs"
Jay1 As )obby here you got to stop, (Hm sure he&s got a real short window
(s he here.
Audience: Ao
Jay: #kay, we thought our surprise is really interesting7 we had Bobert
Allen who has written fve or si> best sellers $e is Eark Kictor $anson
partner7 they are both on tour right now all over the country with their
best+selling book $e agreed to do something really cool for C6 minutes
but we sort of screwed him up %e thought it was at CAA where he&s doing
a bunch of + he is on CAA today for interviews but it&s not (t&s like a half
hour away and it&s di4erent -erry, where are you. Baise your hand %alk
up here, everybody who talked to Chad $olmes or everybody who gave
me their card %e got lot of you %e want to interview you %e want to
write some set some stu4 up with because we want to be the best + not
?ust the best for us but the best situation Chad needs to get + he&s going
to initiate dialogue with you today before he leaves and + it was ?ust a list
(Hm going to name some people, -erry is my assistant, fnd her, she is
going to set+up like fve or ten minutes today, so at least we can get
something started Pverybody who came up to me, came up to Chad or
should have come up to me or should have come up to Chad and ?ust set
up some times that are convenient
:awn Camp, Nevin well he writes as bad as ( Nevin !unclear 12G12M" ( can&t
pronounce your last name, 9cott Eilburn, Pmmanuel #lli, %ilson Clam,
$oward *hilips, Bobert Earshall, %endy Bobins -his is terrible, my writing
is better than this Pric =unther, *atrick )oggs, Chad :ecort, :onald
@akurt + if (&ve mispronounced you, (&m sorry Joe Nennedy, hi Joe you sent
us a lot of e+mail, you were worried you weren&t going to be here %here
are you. Baise your hand Baise your hand %here are you. :o ( read e+
mails. ( do, don&t (.
Audience: @eah
Jay: Can&t get away from me =reg )aron, are you here. #kay (t will help
me ?ust process and get in an incept so we could make the most and
really start a dialogue fast and bring something good, )lake blacksmith,
:oug *hilips, rest not. #kay Find -erry at the soonest break, because
Chad&s here $e&s got a meeting at 6 o&clock and he has to leave and (
want to have all of you spent fve or seven minutes 9o we can get a
debriefng, we can fgure out because (&m not going to have the time
myself Anyhow, this is our gift and this is not another paper way For you
to have e>perience this auditory, you would have had honest to =od
9pend about the average program was J6 to G6 hours + say ;2 -ime&s
about say conservative ;2 times, ;2 is C6,222 hours you would have to
spend @ou have to Iown out to ;2 things that would have caused you at
least G2,222 dollars or showing you Jay Abraham in action but ( want you
to appreciate this @ou would have probably spent another grand for the
hotel and food, so another ;2,222 dollars @ou would have probably not
retain very much of this to get this transcribed yourself -o listen to it
again when it taken you that amount of time which you wouldnHt have
done to have it transcribe yourself, would it cost you basically C6,222
hours -hat&s about J hours transcription per hour which is J2 that&s
;G,222 hours -ime is about ;2 dollars an hour 9omebody&s caused you as
C6,222 or C62,222, ( did that (f you don&t use this, shame on you and (
?ust demonstrate you had a value of piece of paper too, didn&t (. #kay so (
did two things in !unclear C2102" (f you don&t get that and use it, shame
on you twice, okay %hat.
!Audience claps"
Jay: #kay, we got a problem, because ( said we got to !C21J6" First o4, let
me give you the day %e&re going to work on business (&m going to have
to demonstrate to you that ( know my business and (&m going to spend a
couple of hours showing you that (&m really not trying to avoid confronting,
demonstrating very marketing technologies and ( really do have a !unclear
C216C" of knowledge residing in the catacombs of my mind to share with
you And then we&re going to have %hitthin Churchill talk a lot about e+
mail marketing and then because all of you want to know about the web
and the internet and because ( have a certain perspective but guess what,
how many people in this room have fgured out at least one element of
either e+mail or internet marketing, positioning, or collaborative
marketing, using it as an e>tension of your e>isting business to
communicate, to cut cost, to access business and it&s making you money
9tand up %ell guess what (&m going to do for all of you who have it. And
(&m not going to have to do this seminar :o you want to guess what (&m
going to do. %hat do you think (&m going to do. (&m going to have all
these people come to a mike and we&re going to basically + Bobert, are you
there. $e&d probably say yes but nobody can hear it
!Audience talking"
Jay: #kay, one second (&m going to have all you guys give yourself
basically about a billion dollar compressed seminar in about an hour and a
half (f you don&t take a lot of note, shame on you #kay, BobertS
Ma&e +,ea"er: Bobert, they are ?ust calling you
+,ea"er: Can you see me.
!ber%: (&m here
+,ea"er: Can you see me.
!ber%1 ( canS
Jay: @ou look very !unclearC012M" ( like your !unclear 221C01C2" :o this, so
( can show how incredible in real time it is
!Audience laughs"
Jay: $ow is the tour going.
!ber%: :oing very well !unclearC01CG" too early in the morning !unclear
C0102" two wide -K this morning, one tape and then ?ust remote right
here
Jay: -his is the most important @ou do good here, they are going to
probably tell everyone @ou know, all these people have inIuence on
probably there&s 662 killer entrepreneurs here, who is probably on an
average have J,222 clients, members 9ome have aC22 + 022,222 @ou got
inIuence !unclear C01;6" all our books but got inspired them and (&m
going to tell them what we talked about #kay.
!Audience laughs"
Jay: @ou can do itS @ou can do itS BobertS
!Audience cheers"
Jay: 9o Bobert, besides writing fve or si> best + selling business books,
besides being one of the most brilliantly audacious marketers in the world,
is one of the most resilient and one of the most strategic minds (&ve ever
met %e asked him if he would do 62 minutes of heartfelt counsel of
recommended attitudinal strategic and ideological suggestions for what
you might want to do when you go home and what he has learned about
business life, in his travels, and travails and (&m going to ?ust let you go for
that it, but let me say he&s a dear friend, he&s a brilliant man, he&s a very
generous man, he&s understands a lot of really critical stu4 about making
money and sustaining your business $e&s been through some very
interesting personal stu4 and he wants to share something with you (&m
going to let you have that and ( know you&re on a tight schedule %e&re
very appreciative and we can sell a lot of books if you really inspire us
!laugh" =o for it, manS
!ber%: Alright, thank youS First of all, ( want all of you to wave your
hands, so ( can see you
!Audience cheers"
!ber%: AlrightS -hank youS -here we go First of all, ( understand that Jay
has been incredibly generous and has been given every one of you a copy
of the #ne Einute Eillionaire book (s that correct.
Audience: @esS
!ber%: %ould you give Jay a very big hand for doing that.
!Audience claps"
!ber%: Also ( want you to reali,e that you are literally in the presence of
one of the greatest marketing geniuses in the world history (&m not saying
that because ( know Jay, (&m not saying that because we have been friends
for years, (&m saying that because the following his advice, this guy advice
right here, generated tens of millions of dollars in our business that was
not been there if it hadnHt been for his genius And so (&m speaking from
personal e>perience, having written very, very large check to this man
over the years, (&d like you to know that it is paid o4 enormously and
thank you very much Jay for that
Jay: Bobert, thank you for your acknowledgement @ou&re graciously
welcome
!ber%: ( came to Jay back in the early G2&s, we were launching a book
called QAothing :ownH and made this cra,y statement with someone you
might heard !unclear 201J2" please take away my wallet =ive me a
hundred dollar bill and in <0 hours, (&ll buy an e>cellent visa using none of
my own money And we were launching a series of books and seminars at
that time, the book nothing down ?ust appeared (t was 'uickly becoming
something that was waving on my !unclear 201;<" imagination (t was
becoming the number C Aew @ork -imes best seller (&m ?ust from a small
town of southern Alberta, Canada (t was wave beyond something that (
can possibly imagine, ( remember Iying down to !unclear 2J12C"
California, ?ust sitting in Jay&s house and (&ll never forget the conversations
that we had there, it was very e>tensive conversation by the way %e&re
very comfortable conversation for me
Jay: (t was interesting, ( remembered it
!ber%: %hat was the name of the book that you gave me from.
Jay: 9cientifc advertising of my life and advertising one of the two
!ber%: @eah, ( was so e>cited to advertise it which ( have but in our
house we have fction bathrooms and non+fction bathrooms
Jay: !laughs"
!ber%: (t all depends what ( want to read fction that day while (&m
en?oying
Jay: ( understand
!ber%: @ou got it. And in our master&s bathroom, ( have a copy of
scientifc advertising that ( pick up and read, you know
Jay: (t&s almost 02 years
!ber%: Pven to this day
Jay: Just 02 years ago
!ber%: !unclear 2J162"
Jay: -hat&s great
!ber%: Osing that e>perience from that point on, we created a series of
seminars (t&s over a C22,222 people and 622,222 people (t&s already 62
million dollars and !unclear 2;12;" and then with my partner -om *eter
with Jay to help, we helped to market over 02,222 people and 6,222
dollars a piece in the real estate seminars =reat success on my career
but (&m here to talk to you is about the success, because every once in a
while, youHre going to e>perience !unclear 2;100" in your career when
you&re going to lose it all (f you really roll the dice, if you&re really an
entrepreneur and you&re going for it @ou&re going to make mistakes from
time to time and that mistake happened for me in CMG6 9ome of you
might heard me talked about it, but everything was Iying high as ( could
Iy and then we&re going building a beautiful mountain cabin C2,222
s'uare feet -he most magnifcent architecture you could possibly fnd
right across the valley from !unclear 2;1;G" dream home in 9undance,
Otah and an avalanche came down one February the CJth CMG6, and so
we say it changed my life !Onclear 2612C" you know you&ve moved along
in your businesses and every once in a while you might get blind+sided by
things that you haven&t anticipated and Jay mentioned that one of the
words that you could put beside my name is the word resilient As the
matter of fact, you ?ust read some very interesting research that shows
that entrepreneurs are the bunch of the group or some of the most
resilient people in the world And why is that. )ecause we bounce back
from so many things that have struck us in the blind side, ( want to ask
you, how many of you have ever lost money trying to make money. Let
me see raise those hands 9ometimes as entrepreneurs, we are very
independent bunch, we want to think that we did it, one of the reasons we
leave corporate America or we leave working for somebody else, is
because we want to believe that we can pull it o4 on our own %e want to
be our own boss 9ometimes, that&s the big weakness that we have as
entrepreneurs %e try to do all by ourselves and we don&t bring the
powerful people to help us %hat (&d like you to do is ` now that you have
the #ne Einute Eillion :ollar book, ( want you to go to the website at
oneminutemillionairecom and (&d like you toZ
Jay: =oing to leave you alone, )ob
!ber%: !Onclear 261C;" so hot surface :id Eark talk about that when he
was talking about it the other day.
Jay: Ao
!ber%: -here&s a survey that talks about the four di4erent styles you
need to be as an achievement, if you have people that you&re working
with now, you absolutely need to know what your team consists of (f it
consists of heirs, owls, horses and s'uirrels and (&m not going to describe
what those four terms mean but (&m going to tell you that each of you
needs to be one of those styles and each of you needs to have a team
that&s based on people who have the other styles, because most of us ?ust
like Jay right here, Jay is a brilliant, creative, he&s the heir $e ?ust rocks in
the !unclear 2616J" he can but Jay you have also people on your team that
follow some detail that you&re not good Aren&t you.
Jay: 9ure, lots of them
!ber%: -he answer is yeah
Jay: @es, yes Absolutely, certainly
!ber%: ( need you to !unclear 2<12M" those kinds of people back then,
you know, back in CMG6 -hat&s everything !unclear 2<1C6" population that
didn&t follow my intuition Pach of us as entrepreneurs have these !unclear
2<10C" hunches that really kind of let you know what the deal is, whether
it&s a good deal or bad deal 9ometimes, ( say that our hunches are a
result of Iickering Iames of truth that each of us have inside ourselves
#n the either side of these two, these are Iickering Iame of truth, are
these two bullies #ne is a bully of greed and the other one is the bully of
fear and frankly it depends upon which bully you listen to 9ometimes you
listen to the bully of greed and say 5@eah, let&s go for thatS Let&s make
millionsS5 -he real 'uestion ( want to ask you there, is have you ever
listened to your intuition on that. Can someone get me a glass of water.
Jay: And )ob, one second, if you can&t, ( don&t know what are people + it&s
a little bit of feedback and they think it might be + is there anybody there
that can ad?ust where your position is to the mike a little bit, because we
want to hear clearly everything you&re saying -his is !coughs" -hat&s
greatS -hank youS %here&s Aick. Aick where are you.
Ma&e +,ea"er: %e&re trying to get away
Jay: (s that better. $elp me tell them what to do Eake it better so we can
make sure we hear every word (s that better.
!ber%: Can you hear me okay.
Jay: -hat&s good @ou&re great
!ber%: (s that better.
Jay: @eah, can you hear me now. Can you hear me now.
!ber%: (&m going to come down a little bit closer to the mic
Jay: #kay, how do we ad?ust it.
!Audience laughs"
Jay: 9tay right there %e&ll f> it, it&s not a problem
!ber%: !unclear 2G1;M3"
Jay: %ith our world class technology, okay ( love doing live+demos in real
time !laughs" (t&s seamless (t really impresses you, doesn&t it.
!Audience laughs"
Jay: #kay, this reminds me what live -K must have been like in the 62&s =o
ahead
!ber%: 9o follow your intuition, follow your intuition (n this case, this is
back in CMG6 + can you hear me now.
Jay: *retty good (t&s nice (t&s good as it can be given the technology =o
for it CMG6
!ber%: -here you go -he technology that the entrepreneur is to fgure
out what you&re + what that intuitive hunch that you have is and do not be
persuaded by the bullies on either side -he bully of fear and the bully of
greed, those are the two things that get you the most trouble you can have
as an entrepreneur (n this case, ( followed the bully of greed -here&s a
huge piece of real estate + ( mean block in the city ( was investing and ( ?ust
had to have it (t was an ego plenty (t has nothing to do with intuition and
( bought it and it turned out to be huge mistake + a big, big mistake and
then followed up by avalanche that came down and swipe out my mountain
cabin -he base has to buy this one big block of the city ( had put up
everything ( own, my real estateZ
Jay: Kirtually you were egoist at that time, right.
!ber%: ( was egoful
!laughs"
!ber%: @ou never been there.
Jay: Ao, (&ve never been the ego land (s that like Lego land.
!ber%: !unclear" ego land !laughs")een there, done that
Jay: *ossible @es, ( have
!ber%: :ivided a big piece of property ( had to put up everything ( own
and one of those pieces of realty was our beautiful mountain cabin C2,222
s'uare feet, the most magnifcent architecture and when an avalanche came
down and wiped it out, destroyed it ` literally destroyed this mountain cabin
-he insurance was not paid insurance because it was an act of =od %hat
else is there. @ou know.
!Audience laughs"
9o they wouldnHt pay the insurance and literally within a M2+day period
time, ( had a C2 million dollar net worth that was below J million dollars in
the hole (t was a very devastating, horrible, rotten, terrible e>perience
%hat you learn from not following your intuition but more importantly, the
lessons ( learned from that, is it did really wipe me out (t ?ust took me to
rock bottom, ( donHt know if ever anyone of you have been there before but
that&s where ( had to start from again and ( had to follow my intuition this
time and say what do ( want to do with the rest of my life. #ne thing that
happens when you lost everything because the most magnifcent, clean,
clear, starting from nothing e>perience is you get to ask yourself the
'uestion1 5#kay, now ( have nothing left to lose5 A lot of you guys have
too much right now @ou have too much stu4 -he stu4 of your life is kind
of blocking you from really doing what you&re born to do, because you&re
afraid to lose your stu4 )ut once you&ve lost all your stu4, you had this very
clear mindset and say, #kay, ( don&t have anything left (&ve nothing left to
say, ( don&t have anything to protect, ?ust all gone
Aow what (&m going to do with the rest of my life. And starting from that
position, ( said we are going to start from scratch ( can do the same thing (
did before, this (Hm going to do it smarter this time )efore when ( made up the
money, nothing had happen so 'uickly ( mean millions of dollars in retail
market7 it was ?ust like almost 0,222, ( didn&t appreciate it -his time ( said
we&ll make it again, we&ll make it smarter and (&m going do what ( love to do
As an entrepreneur, you don&t want to ?ust launch a business because it&s going
to make you some money @ou have to launch your business because it&s
what you believe in (t&s what you&re passionate about, then ( had to start
from scratch ( remember the frst time when ( teach Jay having session
here because this time ( was teaching people who taught that ( was rich
and the truth of the matter was Iat broke ( was totally bankrupt and ( was
teaching about money For the frst time in my life as ( stood in front of
them, ( felt this twinge of guilt #ne of the twinge, it was a horrible rush of
guilt to save myself $ere ( am ?ust mostly talking about wealth and how to
make it and ( have less wealth than the audience that was listening to me
and ( said you know, (Hm going to tell the truth For the frst time, that felt
wrong, doesn&t it.
!Audience laughs"
Jay: @ou&re going to reveal more of yourself, than you had before
!ber%: (&m going to tell the complete truth and ( said to the audience, they
paid a thousand dollars to be there 9upposedly talked to the group and (
said that you know, there&s not a person in this room that has lost more
money than ( have -here&s not a person in this room has the worst credit
rate than ( have -here&s not a person in this room who have less hope
than ( have )ut guess what, (&m going to use the same principles that (&m going
to teach you, this is back in CMG6 -hat (&m going to use those very same
principles to take me back to where ( was, faster this time, but this time to
make it in a way that would last and to make it in a way that was permanent
As you entrepreneurs was there, ( want you to reali,e that you&re a very
special breed of !unclear ;12G" in this country, this country doesnHt work
without you @ou&re like that little bird that ( thought in $awaii when ( was
there with my wife and there&s a little sparrow was landing around my
breakfast table and ( was Iicking crumbs o4 my breakfast tables to these
sparrows that were there !unclear 2;10G" of crumbs like cra,y and ( thought
that there was an entrepreneur in this group and ( wanted to check it, so ( put
a nice big piece of mu8ns right from the edge of the table and this one
capital bird lying on the table and he was really skinnish and he was worried
about me but he fnally came over and got that piece of mu8n nibble up
and then dragged it o4 the table 9o this lands on the ground and all of !unclear
2;162" we have another entrepreneur in the group ( put in that big chunk of
mu8n right there on that closer to the table and once again the
entrepreneur of that group, he ?ust pecked away and then he dragged it o4
the table for everybody else
-hat&s what entrepreneurs are, that&s what you are @ou&re that bird that dares do
what none of the other bird dare do @ou&re given a =od given gift to do things
that people don&t dare do And the only thing (Hm going to try teach you from
this point on is that you follow that intuitive hunch that you have Check
with it regularly, check with your intuition @ou got to know whether the deal is
good or not @ou don&t even have to look at the numbers -here&s
something about the mechanism of your body that&s the most sensitive,
collaborating mechanism in the world @ou can kind of know it @ou can kind of
sense it -he people you&re playing with, the deals, the numbers, the
properties, whatever, youHre going to kind of know instantly @ou will know
whether itHs good or not And then you go back to numbers ?ust to verify
whether or not your hunch was right but the bottom line is you got to follow
your hunches and don&t get too carried away with the greed and certainly,
don&t get carried up in the fear that&s stopping you from doing what you
really need to do
( got to give great credits to ma?or !unclear 261C;" that ( have in my life for
teaching me how to follow those intuitive hunch, teaching me how to be
humble enough to reali,e that ( can&t do it all and more importantly ( can&t
do all by myself, that&s why ( bring people like Jay in on the teams that we
formed @ou got to bring the best team and the best are e>pensive -he best
are always free, because the best are always going to give you !unclear 261JM"
-hey&re always going to give you C2 times more than the cheap person would
give you (t&s always free for the best ( wanted to ?ust acknowledge you
for taking the risk to be in the room that you&re in -o rub shoulders with the
other sparrows, those little birds in our society you&re in -hat&s a whole
room full of them ( want you to take your right hand, place it over your left
shoulder, pat yourself on the back7 (&m on that little bird Eake sure to touch
your neighbor&s shoulder 9ay 5@ou&re that little bird5
Audience: @ou&re that little bird
Jay: -hat&s good )ob ( want to ask you ( know you&re out of time but there is a
couple of things ( think you can nestle into your conversation that might be
very pivotal Aumber one is your attitude about + ( believe in the geometric
pillars, the *arthenon approach @ou believe in multiple streams -ranslate
that for e>isting entrepreneurs, also you&re not audacious but you want to be
distinctive and you like challenges and you like controlled and hedged
dastity (&d like you to talk about because certain people here are a little more
timid and a little more let&s say shy or a versed to doing some of the most
powerful things that will propel them to the levels that they really want to
go to @ou give us a little perspective
!ber%: %ell, the two secrets + Eark talked when he was there the other
day about the fact that all of you need multiple streams of income, Jay calls it
did a *arthenon ( think ( have a better metaphor and that is mountains
and mountains streams of income -here are four mountains that you&re
going to build your world from7 you&re going to build up with the streams
income coming from the real+estate mountains @ou going to build streams of
income that come from the investment mountains @ou want to have
streams of income Iowing in from own your own business mountains and
then from the internet and (&m going to challenge you to have streams of
income coming in from all of those things -he second stream is you got to
make money while you sleep Aow, we&re thought in our society that you
should go get a ?ob, work for somebody else, you know, get the goal latch down
the road %hat you&re going to learn here in this talk with Jay is that why you
donHt get the goal latch now. :o it nowS And the way you do that is you
have to create streams of income that Iow in while you sleep and this means
going against the grain @ou know, ( don&t know who these guys were back
few hundred ` two hundred years ago sitting back with their cigars and they
going you know ( think we&re going to start + we are going to have them go to
college, thatHs what we will have them do Four years of college that would
cut them deep in debt, so they have to work for us and then ?ust before
they get ready to retire !laughs" !unclear 201J2" ( mean what kind of pillars did
you buy. %hat ( was saying is ?ust you need to launch your own businesses
and you need to 'uit listeningZ
Jay: )ob, ?uts to be sure, MMD of the people in this room have at least one
and some of them they&ve done very well but ( want them to do better (
want them to know your attitude about hedging yourself and how you build
your business, you got internet, you got ?oint ventures, you got this and you&re
audacious @ou challenge the media ( want you to for ?ust a couple of
minutes spin that because they are already passed that -hey&re there7 they&re
opening and closing the door there -hey&re butts are on the line, so that&s
already done -ake them from there
!ber%: %ell the frst challenge ( did was !unclear 2J102" take away my
wallet gave away a hundred dollar bill and <0 hours of my e>cellent piece
of real estate using none of my own money
Jay: -hat was your claim and the times that LA -imes challenged you
!ber%: -he challenge Aow, ( didn&t know at that time that that would
become my thing @ou know challenge (f you look at the word challenge
and has my name in the middle of it Ch+allenge
!Audience laughs"
!ber%: And ( ?ust know at the time that that was going to be my homework
but ( don&t always felt that if you have a business, people are skeptical and
therefore you need to make an outrageous promise
Jay: -hat you can deliver on. -hat you can deliver on.
!ber%: And as a matter of fact Jay, ( think you need to make an
outrageous promise that you don&t think you can deliver on but then you
re+engineer your entire business to deliver on that promise
Jay: ( like that ( like that
!ber%: Let me give you an e>ample %hen ( wrote the Eoment of 9treams
of (nternet (ncome, ( said you know sit me in front of any computer, (&m going
to make $0;,222 proft in 0; hours %ell, that means that when ( make that
statement came out of my mouth ( did not know how to do that but ( tell
them it&s good !unclear/2212;10G3" to do that. 9o ( pulled all the e>perts and
they help me fgure out if ( could sit at the computer, push a button and
have a 0;,222 bucks going in 0; hours %e did that count for live cameras
and actually made $M;,6J0 in 0; hours + a hundred grand
Jay: @ou did that in the unemployment line too, didn&t you.
!ber%: !unclear/2212;1;M3" unemployment line, send me to any
unemployment line someone who is broke out of work and in two days time, (
teach them the secrets of wealth in M2 days with !unclear 2;16< " feet with
6,222 cash in the bank Aever step foot in an unemployment line and
again, these challenges are + there are statements that ( make and there (
can fgure out how to do them
Jay: #kay (&d been there
!ber%: -he one+minute millionaire ( mean a lot of people kind of think
it&s like the one+minute manager where you&re doing one+minute
techni'ues and one+minute strategies in a sense that is true, because the
book + the #ne Einute Eillionaire breaks the process of !unclear 2610;" well
down into those little one+minute bite+si,ed pieces )ut we are literally
going to do our #ne Eillion in a Einute challenge because actually it&s right
there in the book (t&s worth the end of the book you&re reading %e&re
going to be on some ma?or talk show probably you know one of the that starts
with # or one which starts with an L, ( don&t know #ne of the ma?or ones and
we literally in 62 seconds, we&re going to push a button on a computer and
we&re going to bring in over a million dollars and net proft in 62 seconds
Aow, how you do that.
Jay: $ow do you do that.
!ber%: %ell that&s the ne>t seminar, Bight.
!Audience laughs"
Jay: %e&ll talk about it later
!ber%: (s that the 62,222 thousand dollar seminar, Jay.
Jay: @es, that is, )ob 9o when we talk about + how can they + can ( all be a
more audacious. And is it in their best interest.
!ber%: %ell, (&ll ?ust try to teach them %hat ( want you to do to your
businesses is to make an outrageous claim that you know you can do, and
then fgure out how to do it 9o what we do with this challenge, with the
#ne+Einute+Eillionaire, we did not know how to make a million dollars in a
minute %e did not know how )ut once you started writing the book, you
said let&s pull it all ma?or e>perts and let&s ?ust fgure out how -he frst
step is how to a million e+mails, which we now have Let&s takes over a year to
gather a million of e+mails of people that we know + the people that are
friends of ours, this is not spam (t&s an often e+mail list %e ?ust read it
backwards, we say letHs see if !unclear /2212616C3" a C2,222 dollars seminar,
how many people do we need to have out of the million people, in order to
a million bucks -hink about it for a minute, C2,222 dollars category we
spend a year with them %e give them 6 days of business !unclear
/2212<1263" %e did a personal consulting, would we need to do for a C2,222
dollar fee. And we fgure it out Let&s try a million e+mails7 we would need
them a hundred people %hat percent response is that. -hat&s a CD
response of a C2,222 %e&ll we donHt need a hundred, so one tenth of CD of a
million is a thousand 9o it&s one tenth of one tenth of CD (f ( could fnd a
hundred people out of million people who&d want to do some personal
consulting for C2,222 dollars, that&s a million bucks %ell maybe thatHs little too
stretching for you guys %hat if we have a thousand dollars seminar where
you&re going to take your information and your ad and you&re going to give to a
certain numbers of people to help share with them A thousand people
times C2,222 dollars is a million dollars
Jay: -ranslate Bobert -ranslate if you can, give me a little bridge @ou got
J22 di4erent industries in this room, so stretch your analogy a little bit
!ber%: Pach one of you has enough information on your own industry, that
you can share that information with people in a non+dependent way
-hough where the information that&s in your head is worth at least a
thousand dollars to a thousand people (n other words ( believe very single one
of you has a million dollars in your head right this second Aot something you
haveZ
Jay: :efend your industry %hy within your industry.
!ber%: %ithin you industry, and even within your own life e>perience.
!unclear 2G1J<" to be an industry e>perience -his is your own life
e>perience that every one of you has a million dollars in your head right
now And of course the secret is fnding the people that you share that
message with and how you enlarge that list that can last you and in our case,
we&re going to make a million dollars in 62 seconds by sharing your life
e>perience !over lapping sounds" challenge you @ou have that C2 million
dollars in your head as well
Jay: Few more 'uestions and ( would be mindful for the both of you -he
frst one is share the diverse ways you grow your business so they can
understand that multiple streams apply to how you operate because you got
+ you had the e+mails @ou got the space, you got the JM dollar, you got
the free classes ( think that&s pretty cool
!ber%: %e have do,ens of ways that we bring money into our business,
do,ens %e believe in multiple streams of incomes %e do free !unclear
2M10M" that brings people into our life %e do infomercials %e partner with
the companies that does !unclear 2M1J6" promotion based on the all the
money we donHt spend a dime
Jay: -hey run full page ads, they do media, they do infomercials
!ber%: @ou know infomercials, that drives people into a Iask that a Iask
and then from the back end we teach a more highly personali,ed ways
%e do e+mail blast, we do direct mails, we do all those stu4 for !unclear
2M16<" dollars
Jay: And cumulatively, the cumulative e4ect, itHs not only success but it&s
stable hedged certainty, isn&t it.
!ber%: @eah @ou need streams of income that are Iowing in while you sleep
Jay: And everything wonHt work, everything won&t work when you test it. #ne
more 'uestion, (&m stuck stepping over you #ne more 'uestion @ou&ve
had a pretty long term relationship with me @ou&ve seen the attributes,
you&ve seen what + mentally+dysfunctional with my A::s !laughs" but (
want you to give one recommendation to these people knowing that (&m
trying part of it that ( ever have to teach them not only marketing but
strategic thinking -hat you would urge them to do when they get home
other than what you have already said about your knowledge of my
stu4 and what they should absolutely do with it to make sure they get the
greatest outcome and payo4 from their investment of time and e4ort in
me
!ber%: -he greatest return on your investment is understanding
Earketing (t is the single most important skill that you can learn -hat is
your ?ob + understand how to convince more and more people to Iow into
your life and Jay teaches about it with anybody else @ou got to learn how to
fnd more customers @ou need to learn how to fnd each of those customers
buy more stu4 on !unclear CC1C<" and you need to know how to make those
customers buy more fre'uently (f you ?ust do all those three things, ?ust
really simple, it can multiply your business by 02+fold and the master of
teaching that stu4 + you created all that stu4, who is the Pinstein of that
stu4, is the guy that stand right here in front of you and that is something that
is hard to understand
!Audience laughs"
!ber%: )ut get it =et it, because it is the most powerful stu4 that will
change your business more than any other and hopefully one of these days
you and ( are going to write a book together about it Jay
Jay: ( like it Bob, you&ve been a great, great friend -hanks for taking time
out Any 'uestion you want to ask us that we can help answer for you
!ber%: :o what you love to do %hat do you love to do.
Jay: =reat -hank you and have a great tour
!ber%: 9o that when you wake up in the morning itHs not work ( got up
fve o&clock in this morning getting here and after Iying and getting here, itHs
one o&clock in the morning from California %e got to a lot of CB on two
television shows earlier night that we have two things to open my eyes this
morning 9o the 'uestion was sitting on that show with Eark, ( felt like this is
one that ( was born to do (n my message is that teach people that it is
possible to achieve incredible success that if you don&t in the middle of all
those prosperity, living in a miracle in Aorth America, where else youHre
going to do it @ou fnd something that is so empowering to you %hen you
get up in the morning, you can&t wait to talk about it @ou can&t wait to
share it
Jay: ( have one more point ( want amend and ask one more ( believe the
biggest mistake most business has is they fall in love with their product or
their company, not their clients :o you have a perspective on that.
!ber%1 @ouHve got to fnd out what they want and then give it to them
Jay1 #kay
!ber%: (tHs ?ust really, really simple And thatHs what weHve done over the
last 02 years, weHve ?ust found out what people want and weHve ?ust given
it to them
Jay: )ut you have a lot of respect and empathy for them, you really do
and ( think thatHs critical @ouHre gracious -hank you so much 9ay hello to
Eark and knock Qem dead )ye bye
!Audience applause"
Jay: -hanks a lot, okay Apologies, ( love the technology but when you
throw it in a situation like this and ( spent no time so my colleagues in it
are to be admired because theyHre making do with a really awkward
situation in power source and everything but pretty cool, right.
Audience: @eah
Jay: And he wasnHt even scheduled (Hm very lucky ( mean (Hve helped a
lot of people but they reciprocate ( can say a$ey )ob, what are you doing
Eonday morning at about M oHclock. #r (Hm going to be doing an interview
on CAA at about G1J2, well (Hd like to go right downstairs and there is a set
up there #kay, (Hll do it Oh oh %e were wrong by J2 minutes and J2
miles %hat do you mean. %ell the facility is somewhere else (Hll do itb (ll
then write him a che'ue (tHs pretty cool to have people that will do that
for you with no alternative other than they want to give back *retty cool,
okay are we ready for %illiam.
Ma&e +,ea"er: %e are
Jay: #kay, ( got to set this up -his is so neat Jay Abraham is all about
subtle, subtle, subtle leverage %e were going to an e>ercise, ( donHt know
if they did it %e were going to turn the lights o4 on the art and show you
the di4erence %e talked about headlines, we talked about their
e'uivalents, we talked about all kinds of ways to get 02D, 62D, C22D,
622D leverage on J2+;2+62 impact points ( didnHt get to the depth that (
probably wanted to earlier and hopefully get some of today but thatHs
covered in so many categories and the grounding materials and the things
we issue to you on :ay C and the stu4 on :ay 0 but leverage upside is
where you transform your company (mproving 02 or J2 impact points,
6D, 02D, 62D is how you get hundreds or thousands of percent
improvement on the result, on the proft @ou get that and itHs a lot of
littles that make a big di4erence ( got a sleeper for you to die for and
because youHre entrepreneurs, itHll even be more leverage because we as
entrepreneurs donHt usually think about how we come across7 posture,
position, pre+eminence, pre+emptive, look, communication, confdence
and yet thatHs very, very important (tHs even more advantageous to a
small entrepreneur because my concept is thereHs this scale and every
little factor you can weigh in your behalf means that youHre going to get it
and theyHre not (n all due respect, most of the entrepreneurs ( meet donHt
dress very well, they donHt come across with a great posture and they
donHt realise that that is as impactful, or that is as detractive in the
process of gaining and sustaining the advisory relationship with a client as
anything else
%eHve reached really far to do something really daring and the poor manHs
had to tolerate my audacious clothing for the last couple of days %e got
%illiam -helby who was not only the original Earlboro man, heHs an actor
but he wrote the book, a@ou Are %hat @ou %earb $e also wrote the book, (
brought it up7 a*assport to *owerb and he wrote the womenHs book which (
didnHt bring up, which is a%omen the new *ower Clubb $e is one of the
neatest, strategic, communication consultants in the world $is clients
have included three presidents of the Onited 9tates and the heads of
many, and not the fortune one thousands but the fortune ten thousands
or twenty andZ
Ma&e +,ea"er1 (ndividual, other top people in the country
Jay: %ho are very wealthy and powerful and impactful and authoritative
and highly, highly, highly impactful men and women And ( asked him if he
would break his paradigm, shutter his way through thinking about how to
transform entrepreneurs not into only wall street bankers but into men
and women who could use the leverage of strategic communication
impact more powerfully And then we e>acerbated by stating you got to
teach them all this in C6 or 02 minutes =o for it %illiamS And he started
by watching me and saying a#h my =odSb so with that state is that a fair
enough opening for you.
Wi&&iam: 9ounds good to me
Jay1 $ave fun manS -hank you, ( really appreciate it
!Audience applause"
Wi&&iam: -hank you very much ladies and gentlemen (Hm delighted to be
here and ( appreciate very much the opportunity to speak to you (Hve had
the real pleasure of meeting a few of you $ad lunch, breakfast and dinner
and sitting there rapping with you, ( wish ( could sit down with each one of
you ( talked to Jay when ( come with this thing and ( said a@ou know, this
is a very sensitive sub?ectb $e said, a)ill let me tell you somethingb $e
said, a( love these people -hese people are the heart of America -heyHre
the one driving America -hey are going to be our leaders @ou go out
there and tell them the truth @ou bring them into the reality (nto the real
world, and ( love you for itb $ere you are pal, its coming straight at you,
itHs coming hard and fast, itHs coming right from my heart ( donHt want you
to go out there and make a fool of yourself like ( did ( donHt want you to
get your heart broken ( donHt want you to be at my age and still have cuts
that are bleeding )ecause ( didnHt understand that we live in a totally
di4erent kind of society today Aow thereHs always a couple of guys that
say, aListen dude, let me tell you somethingb ( do it my way, ( package
myself, ( do it because (Hm a producer and ( can go to any company and
get a ?ob ( got news for you pal -hat isnHt the way it works Lee Congo
thought that and when Ford fred him, the media said aEr Ford, why did
you fre an automotive genius.b $e said a%hy. ( didnHt like himb
Aow get that straight, we men, we donHt fool around $e ?eopardised Ford
motor car company (f you can ?ust understand that you have one
opportunity to set up a condition e>pectancy of trust, knowledgeable and
sincerity @ou will learn these skills, itHs simple Like all the great stu4 in
training youHve got this week )ut if you donHt this, if you donHt get these
facts into your head and move on them, someone half as nice as you,
have as smart as you, half as intellectual as you are going to leapfrog you,
theyHre going to take your dreams, your hopes and your client away from
you And youHll say, well theyHll be sorry @ou got ten years to lose. @ouHve
got all this money to lose. #f course you donHt 9o you got to start
thinking about grabbing this All ( ask ladies and gentlemen, put it in your
head, ( wish ( could give you all a Kelum ?ust to sit back and rela> because
itHs coming hard 9it back and say this old dude may know something7 (Hm
going to consider it -here are two things that happened in your lifetime
that ( didnHt have the advantage of when ( was your age growing up %hen
( was growing up, ( knew my mother and father7 we lived in )ad A>e,
Eichigan %e lived on a farm up there and everybody knew how much
money my dad made, how many dresses mother had but thatHs all
changed now -here are two things that changed the world Aumber one,
we are in the greatest migration in the history of the world %eHre in a
world of strangers now -here are not southerners downstairs7 ( read these
books where ( studied, there are no southerners downstairs, there are no
northerners up there, my daughters go to Purope $ell, when ( was a kid, (
never went to Florida
!Audience laugh"
Aow everybody, we live in a total world of strangers -he second most
important social inIuences in the last one hundred years are the
automobile, movies and television And all studies indicate that the
television is much more persuasive %hy. )ecause it gets right in your
home, all of you people have television #ur children spend more time in
front of the tube than they do with family, in school and church combined
Aow theyHre the surrogate teacher, the substitute teacher )ut it
inculcates on our mind a frame of reference *eople down south have
never been to $arlem -hey know all about $arlem $ow. Called Jack to
come up there and says a$ey 9yros, you want to see what a crook looks
like. Look at this dude coming down the streetb -he wardrobe man
packages that man to look funny 9o every week, every night on every
show, we interpreted people and are given a frame of reference with the
good, the charismatic, the degenerate, the pimp, the alcoholic and what
they all look like 9o you and ( are walking down the street and ( say a$ey
Jim, you know him.b and he says, a#h donHt want to know him -hat bumb
%hy. *robably a nice guy, but heHs packaged to illicit the cues and clues
that immediately transform into our brain and we calculate who it is
%e as wonderful human beings buy a great suit and ( donHt care about
that suit ( donHt care about that big watch you got on ( donHt care about
those alligator shoes (Hm looking for character Iaws (Hm looking at you
and saying a$ey, what are you not telling me.b Come on what arenHt you
telling me. %hat could he do. @ou got to get it through your head right
now ladies and gentlemen -here are three things in this world that arenHt
funny, arenHt cute or arenHt negotiable -hatHs my money, my family and
my future, ?ust like every one of you And you all think it )eautiful lady
here said alisten, ( forgot my money, could you loan me a hundred
dollars.b a(Hll mail itb
@ou see right away )##ES Adrenaline hit her hard 9heHs more awake now
than sheHs been in the last three days %hy. )ecause (Hve touched one of
the three things that a4ect them, so you got to start thinking about all
these things that have changed our world and now become important to
you -his is terrible -his is terrible but this is reality (Hm sitting out there
and ( see a guy come up and said a( made a million bucksb and (Hm
thinking, a-hat guy makes so much more than ( really dob -hen ( look at
him and say well, if heHs doing so great, what is he wearing that dirty
sports shirt for. Aumber one, ( wouldnHt even own that sports shirt and (
wouldnHt appear in public in it And the guy says a( ?ust got my hair cut,
what do you think.b %ho wants a fool+fool hair cut. ( do business with
people who ( can trust ( do long+term business with people ( trust and like
And if youHre not there pal, ( donHt care who you are Corporate has a very
sophisticated way of Iushing out those that arenHt sophisticated And we
wonHt say it to your face because youHll probably sue us now (n the old
days we would have threw you out Aow we have a sophisticated way of
plateauing and then Iushing you
Aow you want to start thinking about everything you have on -his is an
e>act science (tHs called impression management @ou attempt to control
other peopleHs perception of you by the way you package yourself Aow
youHre ?ust tired of hearing all this garbage about ( donHt want a blue suit
and a white shirt %ell where is it. (s it home. %hy trust what ( see.
9tudies show that the eyes are sometimes more connected with the brain
than the ears 9o the eyes would input when we gather information to
interpret and understand who you are and how you are coming at me %e
live between hope and acceptance -hatHs where M6D of the people live
in -he winners live between hope and ?ust drive Pvery winner that wins
has one thing in common, they go out and do it and they always believe in
their heart that the answers will come forth And thatHs what youHve got to
do And youHve got to start thinking that everything you purchased to
wear that, a%hat is this saying about me. %hat is it saying about me.b
And ( tell you ladies7 donHt put anything on display thatHs not for sale
)ecause youHre going to get somebody out there thatHs going to ruin your
career and heHs in the business and theyHre going to start saying things
about you that arenHt true
Pverything you buy, you people look at your outfts and ( know that your
designer is a four+letter word called a9ALPb 9tart thinking about putting
your money where you make your money and weHre all that way (Hm not
complaining about you, (Hm telling you about myself ( got four, fabulous,
beautiful daughters and believe me, ( adore them and ( give them a
che'ue Christmas time that ( wish somebody gave me Aow (Hm looking at
the thing here to f> my toothpaste so itHs always flled and its $JM6 and (
say a%ell (Hm not going to pay $JM6 for that thingb Ey value system
stinks @ou got to start thinking, put your money where you make your
money
Aow we donHt have time to go through all the things you should be doing,
by in the way you buy your clothes but the way you package yourself is
the only tangible evidence that ( see in front of me Aow the three most
prestigious research organi,ations, ( guess in the world, $arvard
Oniversity, 9tanford university institute and Cardy institute7 they studied
why one person becomes a success and not the other And they all came
up with the same answer, C6D of the reason that you people get a ?ob,
hold a ?ob and advance in a ?ob are intelligence and your skills G6D of the
reasons you get a ?ob, hold a ?ob and are promoted in a ?ob are people
skills -hat ability to walk into a room where no one knows you and set up
an instant condition of e>pectancy of a person thatHs trustworthy,
knowledgeable and sincere
(f ( had the whole day, ( guarantee you, if youHd grab these things and run
and get on a plane and go to any place in the civili,ed world, when you
walk o4 that plane, youHll be a person of substance, background and
ability And proven success and ( am open to anything you say to me,
anything you want to say to me, at least (Hll consider why, because you
look more successful than ( do -ricky clothes are for tricky folks And you
start buying all this stu4 saying a)ill give me a break -his is down timeS (
was told to wear a ?eanb %onderful, why did you wear your dirty ones.
Aow come on, youHve got to start thinking about what you really put on
your back ( look at some of you and ( donHt know if youHre the ?anitorial
service or youHre probably making more money than ( do (tHs wrong,
rotten and immoral but this is the way the world is run 9o whatHs new
right.
9o the second thing that we make a great mistake in is what we call
aphysical managementb *hysical management is the language of the
silent gesture Aow if ( walk into you and you say a%ell =ee )ill, itHs pretty
sincere there and ( sort of trust himb and then now big )ill opens his big
mouth and you say well a)ill do you really make a great living at what you
do.b And ( go a/laughs3Zwell sureSb %ell you know right there (Hm dead
right. (Hm dead in the water @ouHve got to start thinking to yourself ?ust
like youHre going to the gym @ouHve got to everyday Bemember people
who go to the gym, you should all go but remember the frst day you go
a=ee, look at these dudesb, all dressed up with the big muscles and the
women with + and then you sat down and you started going like this
-hree weeks man, youHre going to your buddies and youHre saying aCome
on to the gym and (Hll show you howb -his is the same thing7 youHve got
to discipline yourself ( got
Jay Abraham Mastermind Marketing 26
Wi&&iam: #h sureS @ou know right there ( am dead, right. ( am dead in the
water @ou have got to start thinking of yourself ?ust how you are going to
the gym Bemember, people who go to the gym say, 5@ou should all go5,
but remember the frst day you look, 5$mph, ?ee,S Look at these dudes
All dressed up with their big muscles5 @ou sit down and you do your
routine (n three weeks you are going to your buddies and saying, 5CHmon
to the gym and (Hll show you how5
!Audience laughter"
Wi&&iam: -his is the same thing @ou have got to discipline yourself (
relate this all to the gym (f you can think when you were a little boy or a
little girl, when momma held me up and said, 5Ao, cHmon )ill, put that leg
+ #h aren&t you wonderful, aren&t you wonderful you got that little leg up5
(t got to motor movement going %hen after a few days of that, little %illy
here grabs a chair and pulls myself up and ( am walking by myself -hat&s
motor movement -hen it goes into muscle memory $ow many of you
people have lessons in walking $ow many people have lessons in what to
do with your face. $ow many people have posture lessons. %e don&t have
time for that, right. %e ?ust go out and do it 9o, here we walk in a place
and the guy&s walking in like that, /unclear 2212C1C60J3 probably got a lot
of muscle but no brains @ou got to start thinking about everything you do
@ou got to see the way you walk Pverybody gives it away from their face
@ou change the look on your face you go, 5$uh, hello, what you doing.5, 5(
donHt know5, 5%hat.5 5Ph5 @ou got to start thinking -his is the mirror
to your soul -hen you wonder why we abuse you %hy we gave you the
lower salary -he president of the company told me, you haven&t flled that
?ob + human resources + <6 big ones @ou say, 5( got a guy coming in $e&s
got a tremendous bio5 -he guy comes in he sits down $e says, 5( really
like him Co, ( see + boy youHve got the smarts, youQve got the looks, you
got the appearance you got it all7 but ( look at your shirt and ( can tell you
have worn that shirt twice5 ( look at those shoes which he has tried to
shine them but they are little worn 9o ( know right away that ( got to, 5#h
boy you are a sucker, ( could work5 9o ( say, 5%ell, look, ( love you and (
am going to give you a break -his is a blind ad %e are not even hiring (
can&t guarantee this but ( am going to speak to the president of the
company and see if they will hire you but you know, we are not )ill =ates
( can give you ;6 thousand to start )ut, there will be continued escalation
of salary5 -his is what happens every day ( know by looking at you that
you are struggling ( make it a point, when ( walk down the street and ( see
a guy passing on something, ( always take it ( fgure, there&s a guy that&s
got a C22 bucks to change for his whole business %hat does he fgure
would really hit me in the heart and change me. 9o ( go home and look at
it ( try and learn every day to improve my skills of walking into you and
saying hello @ou know physical management + ( have to teach half the
e>ecutives in America how to shake hands -hink about it -hese are
mature guys making a $C62,222 a year, can&t even shake hands -here
are three things you got to know %hen you shake hands is same as when
you walk @ouHve got to start thinking your face -he face gives away
everything =et that nice pleasant look on your face and if they say, 5)ill,
would you like to buy these.5, aAah, it&s all wrong, we have already
bought something like that5 !=esture" @ou keep that same winner look on
your face and you say, 5=ee ( am sorry you feel that way5 And then shut
up
!Audience laughter"
Wi&&iam: 5%ell, )ill ( was thinking maybe it&s not right for us now, you
know5, 5#h5 9tart thinking when you are sitting in front of them, how
you would do it -he third thing that you have to do in this thing, is what
you call, &Kerbal Eanagement& Pverybody thinks they should never tell
them ( sit around you people and one says, 5you are having a hip
operation, you have got a bad hip, you have got a bad elbow, my wife is
always sick5 + you know :o you think ( want to hire somebody with a sick
wife. :o you think ( want to hire you because you have a bad hip,
because you are going to be limping around my o8ce all day. Listen, we
are very selfsh people but you are telling me things which you should
never open your mouth about @ou want to be the local bore %henever
you bump into somebody they say, 5$ow you doing.5 @ou stop and tell
them All we want to know is, great, the best From a scale of one to ten (
am Iying on C; + 5$ow are you doing pal.5 @ou want to shut them up say,
5=ee, you look fantastic, things must be going well,5 he goes !gesture"
!Audience laughter"
Wi&&iam: @ou know it&s always one, two (t&s never #AP, -%# %hen you
put something, in my memory bank or your memory bank, it&s
irretrievable -hink about it @ou can always keep your mouth shut you
know and not give yourself away %e men, ( donHt know how we were
brought up, but we seem to think when we are out with our buddies we
tell them things we should never tell them ( bump into one, fve years
from now and ( say listen, 5@ou are over that big company, are there any
openings over there.5 %hat do ( think about, that you are great guy and (
love you and we went to high school together. Bemember old Jimmy and (
went to high school together @ou think ( remember that, Ao ( forget
where ( put my glasses, ( forget where ( park at the mall ( never ever
forget that you told me when you were a kid you got caught stealing a
bicycle ( never forget you because you told me you went trick Qn treat
with drugs 5#h, ( never do it anymore, )ill5 -hat&s what ( remember, like
a steel trap )ecause there are three things in this world that ( donHt think
are funny or cute + my money, my family and my future + and we never
ever, ever change %hen you start opening your mouth, you better saying
some good stu4 Aow listen, this is the opportunity of a life time #ne of
the fun ?obs ( had7 ( played Jane Eansfeld husband on )roadway for three
and a half years ( was the most envied guy Eade love to her every night
in the hall 9he started telling everybody that she had CG6 (L ( loved her
9he was a super lady but whether she had that (L or not7 ( donHt know )ut
it was in every newspaper of the world -he point ( am trying to get to you
people is that you are like a ?ar Pvery little drop you put in there, you can
put it :o you ever think about it. )ut donHt be some idiot who says, 5( am
really smart5 -hat&s a kiss of death )ut if you do something, subtly, softly
and you so good at it that you are out on a party or something and
everyone&s laying back after having a few drinks where they say, 5-his
was humiliating the other day ( went over and something horrible
happen,5 you say, 5Listen, ( know ?ust e>actly how you feel %hen ( was in
high school and they us (L test and ( was CM2, ( was the ?oke of the whole
school Pverybody teased me for my entire time in school5 (&ll forget
where ( left my car at the mall, but ( remember you pal @ou told me you
had an (L of CG2 Aow, the head of the company comes to me and says,
5)ill, we need two women and two men for an overview group at the
company5 %ho do ( go to, my buddy, who knows where all the single
?oints are. $e who stands on his head and drinks beer, no ( go to my
buddy here that&s a genius + why. 9elf+serving, self+serving, self+serving
%e insulate our self ( donHt advise you all go out and tell everybody you
are a genius
:rop the vignettes that help Jee, you people go out and give an organ
recital 5Ey kidney7 ( used to drink when ( was a kid and ( am having a
little5 %hat are you doing. @ou are poisoning the well Aow, ( have
known a lot of people All the celebrities ( have ?umped around knowing, (
worked with John %ayne7 ( was his double in the movies ( worked with
9inatra -hey all had charisma @ou think boy, ( wish ( was born with that +
so do they John %ayne told me a story when we was coming up and really
making a mark $e said that =arry -erry, who was a great, great character
actor, in those early days movies As a friend, John had him in every
picture $e said, 5( like to individuali,e the way ( walk as a cowboy ( donHt
want to be like every cowboy in town5 =arry said + an old timer + 5the
silence of silence gesture and how they telegraph7 John, ( am going to
teach you in thirty seconds5 $e took John over, he stood him like this and
says, 5John, when you walk, donHt like the other guys, turn your toes in ?ust
a little and watch what happens5
!Audience Laughter"
Wi&&iam: Aow ( am not saying you people to start walking like John
%ayne Jane Eansfeld used to have pictures of Earylyn Eonroe 9he had
62 pictures in her dressing room (&d go there at night and talk to her 9he
was always going !gesture" )y the time she went to $ollywood, she was
Earylyn Eonroe -he idea ( am trying to get across to you + everything you
do telegraphs to me who you are %hen you stand up today folks, don&t
?ust go !gesture" =o, OwahS And start walking with some Iuid grace
*eople get out of your way @ou&ll love it )ut if you continue going on like
you are now, pretty soon + =eorge is so good + kiss of death %hat this
world needs is no more tired blood (t needs people of energy who are
looking ahead and who can insulate my position, bring business to my
company, and add to my social structure7 anything that can aid me @ou
know when you learn, when you mature above it and really begin to do
well, you begin to let go of the fears and some of the angers you had in
there @ou reali,e, for the frst time, the only color the world really loves is
green Like in green back -he only picture everybody wants is you know,
Boosevelt, Lincoln and all these guys, $amilton -hose are the ones + if
you can show me how you can bring something into my world, ( love you +
trust me -he fourth thing, &Pmotional Eanagement& Again, you get livid,
you feel it inside going, aEm, $eheb @ou want to kill these people First
thing you do is you ask yourself, is this criminal. And the guy says, 5@ou
know, ( am not going to buy it, we are flled + get out,5 whatever he&s
telling you don&t like Ask yourself, 5(s this criminal.5 Ao, you idiot, are you
kidding (n the ne>t thing you ask is, 5%ill it make any di4erence in ten
years.5 (n ten years, ( wouldn&t even know this guy -hen ask yourself,
why is this upsetting me. @ou have got to do this, so ( can go to the gym7
it&s not easy (t&s simple if it&s not easy @ou got to do it like you go to the
gym every day @ou have got to think this way @ou write that up in a
yellow sticker, put it on the mirror up there and look at it every day when
you are shaving or putting on your makeup Learn to detach (t is a power
you cannot believe @ou say, 5Listen guy ( have got news for you @ou work
in my company, we got this dude over there, John,5 ( say, 5@eah57
5Aobody gets along with him )ill, nobody $e hates everything ( bring to
him + he says 5%hat.55 Aow ( take you over to the side for lunch in the
company cafeteria and walk over to you and say, 5@ou mind if ( ?oin you.5
5Ao )ill, please sit down5 And you start giving me, 5John hates me, he&s
doing this Aobody in the company likes him over there and bla,5 and (
say, 5( was hoping it wouldn&t come up )ecause, this is going to be
resolved very shortly @ou see John has terminal cancer and he&s got thirty
days to live ( was hoping that this would ?ust work itself out5 %hat have (
done. @ou get along with John now, right pal. Eiss you could get along
with John. %hy. ( have pierced your emotional steal7 your barrier %e all
have these barriers and they are all so serving little barriers -hey asked
at the table the other day, Jay says 5%hat is the one thing you have
learned from all this.5 -he asked me and ( said, 5( am the biggest problem
( got5 -hat&s what ( learned All these things are available if ( go out and
do them %hat holds you back. Fear -he fear of being humiliated,
embarrassed and everything @ou&ve got to ask yourself, what&s the worst
that could happen. %ell, that&s already happen to me over there, (
remember -ry and detach yourself -here are only two kinds of problems
in the world, you know -he kind that you can do something about that are
the great ones because, we can solve those (f you have a Iat tire you f>
it @our house is burning down you phone the fre department A legal
problem, sometimes you can&t work it out but you can hire a lawyer and
you may not like an outcome but it&s over and life goes on -he
subconscious and sub?ective problems are the toughest @ou can&t control
those %hat are they. Love, fear, anger, disappointment7 all these kind of
things @ou learn to negotiate them @ou learn to put them in proper
perspective @ou&ve got to learn to detach these things from tearing you
apart -hey are going to wear on you %hen you get into fnancial
problems with your company, instead of being lucid and saying, 5Aow, (
remember that seminar, right, the frst thing ( do7 Oh @eah, okay,b and you
start working at it Pmotion is the one thing that tears that most of the
people in the country (t&s a thing that holds most people back + Aegative
emotion of fear Pspecially we men %e are brought up to believe and
understand that if we are successful we get beautiful girlfriends, beautiful
wives, big cars, and big homes And if we are not successful we get what&s
left
!Audience Laughter"
Wi&&iam: %e go out there Look at the corruption, the thievery, and the
shortcuts men have taken to try and get there -hey say, 5%hat about
women.5 %hat about them. @eah, they&ve got Eartha and they are all
?umping on her because there&s one women that did thousand guys so
we&ve got 5#ne woman here and look what she did5 %hat we men have
done to this world, ( don&t want to waste any time on that one @ou start
thinking of yourself as a product (t&s pretty simple Pither you are going to
be bought or your competitor&s going to be bought (t&s that simple @ou
say, 5:onHt worry about the opportunity that was lost5 (t wasn&t lost, pal,
someone got it -he four things that change your life7 you&ve got to
reinvent yourself and think how lucky you are that today you can do that
%hen ( was growing up you couldn&t do that %e were stuck in a channel
@ou can reinvent yourself so that when you walk into a room, ladies and
gentlemen, all the studies show, they make ten decision about you
%$AES $ow much money you make. %$AES %hat kind of social position
are you in. %$AES %hat kind of education and everything -hereHs always
somebody who says, 5%ell (&ll tell you something ( can&t tell that stu4
about anybody5 Beally. ( say, 5*al, look at that guy over there $ow much
money is he making. 5$ow would ( know.5 %ell are you going to hire him.
$ow much money do you think he&s making. %hat kind of education does
he have. 5%ell, ( couldn&t tell anybody&s education5 @ou couldn&t tell
anybodyHs education :oes this guy has E)A. 5E)A, are you kidding, the
only thing that held him back from college was high school5 %e are such
nice people we don&t want to hurt your feelings Een, we are so looked up
in the fear of re?ection and failure that we wonHt even say it %hen you
walk out of here today, the Litmus test for a weak link is they say, 5Ah,
that old dude up there shooting his mouth o4 ( donHt believe any of it, you
know5 -hat&s how you tell your frst weak link in your organi,ation
)ecause, they cannot handle the fear of change %omen by their very
nature, gentlemen, are much better -hey see this as an opportunity to
grow @ou must do that @ou must grab this and reali,e you must reinvent
yourself @ou donHt have to open your mouth and say how foolish you are
#r how much you haven&t learned Just sit back :e =aulle said it best,
59ilence is =old5 -hat&s power @our ability to walk into a room and have
your package that says, 5( am trustworthy, knowledgeable, sincere, learn
how to shake hands +5 Actually (&ll tell you how to shake hands $e doesnHt
say !gesture" Learn how to shake hands -here are three things you frst
do @ou don&t go, 5#h5 !=esture"
!Audience laughter"
Wi&&iam: @ou say, 5$ey palS $ow are you. (t&s good seeing you5 First thing
to do, &-elegraph (ntent& Bight now, right here7 hands that lock like that
@ou shake his hand once and let go (t sounds so simple Ladies, trouble
with men is, we are so macho that we won&t go and say, 5$ey buddy lets
work on it a little5 #h no, we are too macho 9o we go through life +
5$ello,5 5$ello5
!Audience Laughter"
Wi&&iam: %e have talked about these things ( wish ( had a day ( want to
teach you how to walk, ( want to teach you how to talk ( want to teach
you what to say and how to answer every 'uestion (t&s so simple @ou are
only going to be asked ten 'uestions all your life %hy not get the answers
now -he power to knife right through7 the focus + like a ra,or Aow, ( have
told you all these good things ( am a couple of months older than all of
you ( hate to tell that to all these beautiful ladies (f ( have learned
anything and ( have learned 'uite a bit, because ( was a very self+
conscious kid who kept his mouth shut for most of his life and watched
other people -hatHs where ( learned @ou can go out of here with all the
information that our leader is given you and make money, go up and up
and up7 but one day, you are going to mature to the fact that without love
you got nothing @ou have nothing ( donHt care how big your house is,
unless you have someone that comes over and puts their arms around or
you go over to your wife and say, 59weetheart, you know how much ( love
you @ou know how proud ( am to have you as my wife5 ( went home
several years ago after $ollywood ( was out there frst time in my life
making any money and buying beautiful counter shirts with waterfalls
going over the shoulder7 my girlfriend says, 5)ill, you are the best dresser
( have ever met5, and ( am thinking it&s true %hat did ( e>pect this lovely
lady to do that ( am taking out to dinner every night say, 5)ill, get o4 the
streets you are making a fool of yourself5 ( went home to visit my folks
one time Following morning the phone rang and he said, 5)ill, (t&s Jimmy (
heard you were in town, letHs have lunch Can you do it.5 ( said, 5Love itS5
$e said, 5Eeet me in Coney (slands at C0, (&ll be there5 %e sat and had
out two hotdogs with chili and a chocolate milk like we were two kids
again $e was telling me about Eary and little Jimmy $e says, 5CHmon,
lets walk over to the old waterhole, ( donHt have to be back yet5 9o we
walked over to the + now a park + waterhole, back in my days %e sat
down on the bench and pretty soon, ?ust looking out at the great river that
separates Canada and our little town ( sat there in a Iood of wonderful
memories of my childhood ( was thinking of the days when we used to
come down here and dive in and swim in front of the girls (t was fabulous,
kind and wonderful days All of a sudden ( saw Jim get up and walked over
to the spiles and leaned on the spiles $e sit there for a minute, then he
started talking to me $e was thinking instead of talking $e said, 5@ou
know )ill, sometimes you forget Life hits you so hard and you are driven
by being successful and all that ( was at work one day and ( heard that
our boss was retiring -hey were going to take someone from our
department to run the department ( made up my mind that ( was going to
win ( was so focused ( was the frst one there and the last one to leave
every day About the second month in, ( get a phone call (t was from
Bed5 Bed was a kid in high school who is now the chief of police $e
phones him and says, 5Jim, little Jimmy was picked up in the dime store
today, stealing -hey are not going to prosecute him5 5%ait a minuteS
@ou must be cra,y, my Jimmy doesn&t steal5 $e said, 5Jim, the stu4 was in
his pocket, he&s right here5 5$old him, (Hll be right down,5 he said $e said,
5)ill ( went out and ?umped in my car, ( raced down to the police station (
ran back there and walked in ( looked him up there with the kids and
asked Bed to e>cuse us for a moment %hat&s wrong with you.S Are you
nuts. ( am tearing my guts out down there trying to make a future for
your mother and now it&s all over town that my son&s a thief. @ou think you
are going to promote me.5 $e said ( took my belt and gave him si>
whacks on his rear end and ( said, 5@ou are grounded till ( tell you to not5
$e said, 5( went back because ( was so mad, ( would kill )ill, three months
later, Frank got the ?ob (t was humiliating Ey back was in a spasm -hey
practically had to carry me out to go over to the hospital ( stayed in the
hospital all weekend -hey gave me some drugs to loosen me up ( guess (
spent three days out of the o8ce, winding down and thinking, where ( am.
%ho ( am. And what have ( got that ( love. ( did a lot of thinking )ill ( was
back at work in a month or so, ( get a phone call, 5Jim, this is Bed Listen,
we picked up Jimmy again -hey said they wouldn&t prosecute this time
but ( am telling you, if he does it again, he&s going to ?ail $e&s here5 $e
said, 5( went out of the o8ce, ( went to ?ump in the car (t was Friday and (
remember it was EaryHs day for the car ( started running ( was halfway
there when ( started thinking about all the thoughts ( thought about in the
hospital ( walked in the police station ( walked in the back of the room in
Bed&s o8ce ( looked up at my little boy up there $e&s sitting there and
he&s crying -ears are coming out of his face and he&s shaking like a leaf
5:ad, (&ll never do it again5 Jee, ( looked up there ( reali,ed that ( hadn&t
hugged or kissed him or told him ( loved him ( can&t remember when (
asked Bed to e>cuse us %hen he left, Jimmy said, 5:ad ( promise ( wonHt
do it again ( said, ( know son you wonHt Come here %e ?ust stood there
and hugged and kissed and asked Jimmy to come home %e still live on
the second street Eary must have been in the front room because she
came out For lunch, she packs a little bag of sandwich and get my co4ee
down there 9he comes out and says, 5%hat&s wrong Jimmy.5 ( looked at
Eary and it was like ( have never seen her before ( look at her and
reali,ed that poor girl has never gone to the beauty parlor since ( have
married her -hat dress is the one she owns when ( married her ( ?ust did
something ( never did in my life ( am a very conservative guy, )ill ( ran in
the middle of the street, grabbed her and hugged her and asked her to
forgive me EaryHs the only smart one in the family, )ill 9he got us inside
the house %e ?ust stood there and we hugged and kissed and told each
other how much we loved each other (t&s the greatest day of my life @ou
know something, )ill ( fell in love with that woman all over ( reali,ed that
day where my real wealth is5 %hen you are alone tonight in the room up
there, ask yourself, when was the last time you told someone you loved
them %hen was the last time you went to your husband or your wife, put
your arms around them and said, 5( am so proud to be your husband, ( am
so proud of you5 Ladies and =entlemen it&s been a privilege being here
today =o on =od&s way -hank you
!Audience Applause"
Jay: #ne 'uestion Just so ( get this right %hen ( walk into a room ( donHt
do this, right. -hat&s wrong. #kay @ou succeeded my hopes in a very
di4erent way %hat one other thing, besides the most wonderful point you
made, would you like me to think about, in there ( have the belief that
they donHt reali,e that confdence, authority and leadership is so
important to convey ( try to do it with more fun here because ( want to
di4erentiate that ( am not really out of control, even though ( have an
attention defcit ( want to change clothes because ( want to break your
paradigm ( fnd, that when ( go into a room and most people take me
relatively authoritatively ( go to parties ( have to admit to you, women like
me Eost men talk to men ( talk to women (t&s a lot more fun
Wi&&iam: %ise man
Jay: @ou did such a wonderful thing for everyone7 ( am so appreciative of
you and thankful in their stead for you %hat other thing would leave
having them think about in ?ust whether they wear a suit, whether they
wear a polo shirt %hat would you leave with one more thought.
Wi&&iam: -he one thing that ( believe about myself ( had a college
education ( can&t remember what ( even took
!Audience Laughter"
Wi&&iam: $e said so many times during this thing, your pain is where you
learn @ou don&t learn from success -hat&s ego, you learn from pain %hen
( was a kid, ( was 6&;5 Ey parents all came up to here (n those days they
didn&t have tall kids Ey feet were so big that my mother took me down
:etroit and got me navy shoes so ( go to church ( had pimples all over my
face ( became very self+conscious (t was really embarrassing -he good
man upstairs takes care of all of us %hat he takes, he gives ( learned to
be aware %hen you people walk up to somebody and say, 5$ey how are
you doing.5 ( walk up and ( train my self + ( know the length of your hair, (
know whether you go to a professional barber shop or you let the barber
massage your hair and tell you how good looking you and while giving you
a lousy haircut ( know the thickness of the soles of your shoes ( can tell
you what you have paid for everything ( calculate who you are. $ow you
could touch my life and how you could beneft me or detract from me
Awareness, awareness, awareness Ladies and gentleman, it&s no genius
(t&s ?ust like going to the gym, today 9tart looking at everybody the same
way @ou donHt go !gesture"
!Audience Laughter"
Wi&&iam: @ou si,e them up and you calculate everything (t&s served me, (
can&t tell you -hank you
Jay: ( love surprises -here&s a method to all of my madness )elieve me,
every element of what we are doing is being done for a benevolent
reason (t&s more important than understanding technical marketing
#kay, %inton, are you ready. Are you going to follow up. =et ready for
this %inston Churchill + true name Actually related to %inston Churchill.
$e&ll e>plain that $as probably a better understanding of a real
opportunity in using the internet and using the worldwide web, that
almost anybody ( know $e has worked for fve or si> of the largest
technology corporations of the world $e was the e>ecutive vice president
of Act which is one of the most pre+eminent contact management
software $e is a consultant who gets paid a lot of money to help
companies develop lead generation and conversion programs to sell very
e>pensive items Fortunately for us, been a J Abraham enthusiast for
many years so he understands the entrepreneurial world7 the corporate
world where never the !unclear CC12M" show me where the advantages
and the opportunities of borrowing from each e>ists $e&s going to do a
very relevant hour -he title is, %inton
Audience: !inaudible"
Jay: #kay, are you ready. -ake it away %inton
Audience: !Applause"
Win%n: -hanks a lot ( have been en?oying this seminar like of you (t&s a
little disappointing that you have to get up here and talk because ( am
going to miss out on something -here&s a lot going on at the tables -his
is a very valuable e>perience as entrepreneurs getting started ( fnd, if (
can have my frst slide
Jay: -hose of you ( asked to call in and see -erry, ( am supposed to tell
you to do something but ( donHt remember Bick, what am ( supposed to
tell them to do.
!ic": Bow names that Jay called o4 earlier, as soon as possible
Jay: Also ( am supposed to announce that there&s a bo> up here for all of
those who wanted to do pro?ect with Earshal and ( (t&s up there (
apologi,e but ( was supposed to do it two sessions ago Forgive me =o
ahead
Win%n: Ao problem #kay can we have our frst slide up there. %ith a
name like mine ( fnd that if ( talk to an audience, the frst fve minutes
people are saying, 5(s that his real name and is he related.5 And unless (
answer those 'uestions right o4 the bat, people are kind of teetering all
the way through the frst fve minutes 9o in the interest of getting that
out of the way and satisfying those two 'uestions + ne>t slide please
( am not named after %inston Churchill, ( am named after the car called
the %inton 9i> (t was the frst motori,ed vehicle to cross the Onited
9tates back in CGM< (n fact, there&s a story about the guy + %inton that
built the motorcar #ne of his prospective investors said, you are cra,y (n
order for this thing to work, you would have to pave every dirt road in the
Onited 9tates (t was kind of an interesting perspective Ae>t slide please
@es we do have a common ancestor -here was a branch of the Churchill
family that came to the Onited 9tates #ne branch stayed in Pngland in
the late C622&s -here&s a little bit of relation there Ae>t slide please
-he world of email is a very mystifying place @ou can buy manuals and
books and tapes on how to setup email system of one kind or another but
there is a conte>t that you have to look at in order to fully understand the
process (nteresting show of hands before from the people that have spent
money thinking they were going to make some more and didn&t -here&s a
lot of that going on the email space right now #ne of things that ( am
going to do with the presentation is go through and give you some of the
critical factors, the conte>t the surrounds the process of doing email %e
are going to go through that frst, then we are going to go through some
very specifc details on email systems and what a lead generation
program look like, for e>ample 9ome of the issues you might tackle as
you turn to email to tackle you sales and your product (t&s interesting, (
had my frst e>posure to direct mail in about CM<0 ( started an electronics
company Left college after two years An engineer and ( built an obscure
piece of test e'uipment at that time for this new technology coming along
called, :igital Circuits Ey frst e>posure to direct response or direct mail
was, we had raised a little money so we did some advertising in
maga,ines %e got some nice, big full paged ads and some of the industry
trades and got no response from it %e were out of money Aow, ( had to
fgure out what to do, that we are out of money 9o ( bought a mailing list
of a thousand names of electronic engineers and coupled together a
brochure that ( now know makes probably most every mistake ( am going
to tell you not to make as we go through this presentation And ( send it
out (n those days with email things happening fast + everything in ;G
hours )ut with this thing you had to send it out and wait for three, four,
fve days to make its way across the country -hen you wait for people to
respond and you have to categori,e the responses as they come back
which can be a trying thing (t&s kind of like golf (f you are a bad golfer you
usually are still going to hit one or two shots every time you go out -hat
was what propelled me through that process ( got two leads out of the
frst thousand things ( sent out -he point there is that even if you do
something not to perfection you can see results -he good thing about
direct response is, Jay teaches it and that&s why ( am such a disciple of Jay,
the ability to test and measure as you are going through a process, will
educate you at your own seminar + put you to school on what the
technologies are, how to use them and how to make the greatest
advantage of what you learn Ae>t slide please
#ne popular misconception, and ( run into this a lot with clients -hey
have spent 'uite a bit of money on website As many of you notice we lost
about seven trillion dollars in value in stock market over the last few years
because this thing, in part called the dot com revolution, crashed -he dot
com revolution was based on the idea of build it and they will come @ou
put a website out there in virtual space and people will make their way to
you Ae>t slide please
%ebsites are good for things like, talking a little bit about your company,
product, service o4erings, *B7 that sort of thing Ae>t slide please
Eost investment in website goes down the drain -here are hundreds of
dot coms that no longer e>ist @ou are very unlikely at this point in time,
and ( know this will contradict some of the people that have been here
that have dot coms that are doing well7 it&s a very di8cult way to go -he
entry costs are very high unless, you have some posy or congregation of
people that are otherwise associated with your business @ou can drive
them to a website but you are not going to build a website and have
people fnd you out there Ae>t slide please
:oes anybody know what this is. (t&s a specifc fsh (t&s =runions (f you
live in California and ( imagine all the way up to %est Coast, this is a kind
of an interesting fsh -hey come up on the shore with the tide on a full
moon -he female burroughs into the soft sand and lays her eggs -hen
the male comes up and fertili,es those eggs %hen our kids fve, si>,
seven years old, this is a fun thing to do -ake the kids to the beach in the
full moon and the waves come in, the waves go out -hese things come
up, they go out and pick them up (n fact in California you donHt need to
have a fshing license (t&s the one fsh in California you are allowed to
catch without a fshing license @ou pick them up and put them in a bag
and it&s 'uite fun %e went with the kids, the full moon is out there (t
happens to be two Qo clock in the morning -he waves come in, go out,
nothing happens + come in, go out *retty soon you start to see these fsh
Iopping around in the shores -he waves go out and they are doing their
thing *retty soon a wave comes in and the whole beach is ?ust covered
(t&s a fabulous site and as you can imagine there&s a lot of e>citement -he
night we went there were probably ;22 people on the beach with kids and
their pants legs rolled up and everybody is wet and sandy + picking up
fsh -hey pick up about a hundred fsh and they only keep two or three
because they are slimy and they s'uirting out everywhere %e go home at
three o clock in the morning About two years later ( am watching the
discovery channel -hey had this guy from the 9cripts #ceanographic
(nstitute $e&s talking about the =runions and being a fellow =runions
fsher ( pay attention to what he has to say -he interviewer talks about
how the whole process goes on $e says, 5%hat do you people actually do
with the fsh. Osually they take them home, in a plastic bag, put them in a
free,er and throw them out in about two to three years5
Audience1 !Laughter"
-hat&s what most companies do with their leads %hether their email or
some other direct response kind of thing Kery common that leads are not
responded too #ne of things you have heard here is the importance of
taking action on what you hear (f you produce a giant crop of leads7
unless you take that action, it&s all for nothing @ou want to use a
technology like email that can be belligerently consistent, once you set it
up -o do that consistent follow up -o process those leads as they come
through your process Ae>t slide please
A little bit more about =runions As people respond to some kind of
o4ering that you make + a critical concept which Jay drives home so well,
the top part of the pyramid, people are buying right now *eople are ready
to buy they are an inactive process -he ne>t part of the pyramid7 they are
buying soon -he third tier of pyramid7 they will buy over time and then a
small portion of the pyramid will never buy at all @ou want to concentrate
not only on the frst portion but on the band two and band three -hat&s
where email marketing through automated releases of information can
continue to mine and lather up, for lack of a better word, that particular
audience, to predispose them to use your product -his is another concept
that Jay talks about Ae>t slide please
Life is a moving parade + customers do things on their schedule and not
yours @ou do a promotional email Onless you are doing a regular
se'uence of follow up, you are not going to hit them at the moment that
they need your product -hey may have ?ust changed ?obs -hey had a
bad 'uarter -here industry is changed -hey may have e>pressed interest
in your o4ering at some point but unless you are continuously in front of
their face, not overwhelmingly Certainly everybody here that has seen
what Jay has done to create this turnout, you can see that you can get a
fair number of emails without getting irritated and produce a result Eost
people dramatically underestimate the fre'uency they can use to contact
people with useful information and accomplish a result Ae>t slide please
-his is for people in the room who have larger companies %ho might
have a sales for of fve, ten, twenty people who are dedicated to sales
Onderutili,ation is a severe problem with sales forces, today %e see
people that are having to layo4, downsi,e, rearrange 9ales people go out
and they get marginal prospects into their process -he marginal
prospects take more energy, more e4ort to bring to a sales Eany of them
cog up your funnel as you go through a process #ne of the concepts that
you want to understand and one of the values of doing email marketing is
you can eliminate this underutili,ation aspect if you have a multi+person
sales force Ae>t slide please
-hese are not in the book but they will be available in email after the
presentation %e&ll work to see that you get all these slides (t&s tough out
there -his is the worst economy that (&ve had to sell in, in the last thirty or
forty years (f you look at it statistically, you could go back a hundred
years -he stock marketHs gone down longer than it did during the great
depression (t&s a very di8cult market #ne important thing to understand
from a mindsets standpoint is that money is much harder to get from
prospective clients today, than it has ever been before 9o there has to be
a degree of sophistication and how you pursue that money -hat ties in
very well with Jay&s strategy of pre+eminence Ae>t slide please
#ne of the things entrepreneurs do when times get hard, is they reach out
to business that is not really there core business #ne of the things that (
try to do with email marketing programs is help people concentrate on the
areas where they are a pretty good ft as opposed to having them spread
out in the outer ,ones where they are not a good ft at all Ae>t slide
please
#ne of the things that people forget, in the world of website and email
marketing, is that there is a distinct process and distinct steps to the sales
process ( know the other day when somebody asked for a show of hands,
there were a couple of people here that are in a one+call, closed kind of
business For everybody else, there&s a series of steps that you go
through 9ome amount of warming up, bringing along, educating it at
some level and then moving towards a close -he clients that ( work for do
that 9ome of them do it over the phone Eost of them are sort of
technology clients or high ticket sort of clients A win for them with an
emailing lead generation program is getting invited in to an appointment
LetHs touch on these three areas %e are going to go through these twenty
concepts that will set the stage for the specifcs of the email program
Ae>t slide please
-his maybe the most important slide of this presentation (f you
understand none other slide but this one, you would have received value
%hat happens now. -he column on the left there, represents the amount
of activity in time that goes into engagement activities -his was a survey
we did for a client -hey spend typically a hundred hours fltering through
leads, making telephone call7 that sort of thing, to get to about J2 hours
of meetings that they have with the clients #nce they get to that meeting
they go to the proposal phase #nce they complete that proposal phase
some subset of those people actually close and become clients -he
promise of email lead generation is you can take pretty much all of the
engagement activities and move those to a system that automatically
does those things $e was talking this morning about making money while
you sleep -hat&s the component that email can best address (f you make
a $62,222 product you are probably not going to sell a lot of them on a
one+shot email, but you can get your sales people in front of the right
people Clean a lot of the garbage out of their funnel that&s never going to
close and move them into a closing situation *articularly with hi+tech or
high ticket products, the sales people that you have are very relationship
oriented -hey are very good at relationships -hey are very good at
bonding, listening, understanding needs and solutions -hey are terrible at
tele+sales and going through leads (t wears them out to those kind of
things 9o if you can create a process that gets them invited in at best or
at least gives them a well+'ualifed lead, you are far ahead of the game
Ae>t slide please
-his is again for a specifc client (n the past in a comple> sales process (
defne a comple> sales process as more than one step -his applies to
greater or lesser degree to everything that you are looking at @ou see
your marketing department or you might do some lead generation and
some kind of 'ualifcation at a level -hen you rely on you7 if you are
selling, or your sales team to do all these other steps + 'uite a bit of work
Ae>t slide please
-he goal today ( think is to drive, to balance where you have 'uite a few
of those initial lead generation steps *articularly the activity intensive,
repetitive, re?ection heavy steps pushed into an automated mode and
then save your special resources, you relationship oriented sales people or
your best phone people to accomplish the direct selling =ive them a
richer hunting ground, if you will, to search Ae>t slide please
Forget the decision maker (n the past, a lot of people said that if ( could
?ust get to the CP#, CF# or the guy who runs the machine tool shop,
thereHs a concept that there was a right person to get to P>perience,
recently has shown me, going back to at least two years that as the
economy has contracted Companies have laid o4 people -hey have
rearranged responsibilities -he senior most people are in a crisis decision
mode -hey are getting interrupted on a 'uite fre'uent basis -he decision
maker is no longer the person that can sit down and thoughtfully evaluate
your proposal %hat you want to do it fnd somebody in that organi,ation,
who agrees with your perspective and then have them advance your sales
opportunity, in that organi,ation Ae>t slide please
Beduce or abandon legacy marketing $ow many people like to be sold to.
-here are a few that would like to be sold to but most donHt -hat is
indicative of the general population %hether they be in a business to
business environment or a business to consumer environment -hey donHt
want to unleash Lester here that&s pestering with your phone calls and + 5(
want to do you plumbing, ( want to review your insurance policies5 *eople
are very unreceptive to that at this point in time For a company that has
a portfolio of things that they do, you might want to consider doing less of
some of these and funding some part of an email program or some other
persuasion strategy that is less o4ensive to your audience 9ince, ( have
been here in the crowd and the tables, a number of 'uestions about
newsletters have popped up Aewsletters is one of those things that fall in
the category of + an entrepreneur will show you a newsletter and say,
5%hat do you think of the newsletter.5 -he newsletter looks great but do (
think it works in terms of persuading a customer base or prospective
customer base to do anything. Aot really %e all don&t want to get C6
pieces of information about your company Eaybe a few pieces of
information about your industry (n fact ( talked to somebody here and
they said, 5-here&s this guy whose newsletter ( have signed up for $e had
some really good stu4 in it ( read it the frst time, ( signed up After that it
kept coming ( would go to my (n+)asket and ( would look at it and see that
it was there ( would put it o4 in a fle to read later -hat fle now has two
yearsH worth of that person&s newsletter that ( haven&t read5 9o if you are
doing newsletters, those tend not to be a persuasion activity (t can be a
very valuable information activity for a current customer base but tend
not to be a good persuasion activity Ae>t slide please
-he alternative is to develop a program that provides a continuous Iow of
leads Eost people donHt get the continuous part -his is an essential word
in terms of how you want to think about leads ( can guarantee you of
somebody who has been thrashing around selling things one way or the
other for the last thirty+two, thirty+three years that you will always need
leads @ou will always need a new Iow of leads Onless you put a process
in place to produce those on a continuous basis, you will get to the point
where for e>ample, our speaker this morning, had an avalanche -here are
always these avalanches coming along in your business life Onless you
have that persistent, reliable, email marketing system, you will not be
able to survive those ups and downs as well as you might + as long as you
have that continuous Iow of opportunities Ae>t slide please
)ecause most of my clients deal in most sophisticated products in terms
of price and cost, the goal of most programs ( do is to get that person
invited in Again, Jay&s strategy of pre+eminence @ou come in as a trusted
advisor, because they have been e>posed to some of your materials
through an automated system that aligns with their philosophy or better
yet, helps shape their philosophy Ae>t slide please
( am going e>tremely fast #ne thing ( didn&t 'uite have a feel for when (
signed up with Jay was that ( have about 062 slides in two days that it
takes to go through all this ( paired it down to 66 slides %hen you cut out
those slides of your presentation, it&s like, leaving your children at home
for vacation (&ll go as fast as ( can, get through as much as ( can and
apologi,e for sounding like a machine guy Ae>t slide please
Eoving deals forward + this is another key concept in the specifc email
marketing program that ( am going to show you -here are people, who on
one end of the spectrum will come out and say, 5( bought a list from a guy
for $62 + C2,222 names and ( mailed it out (t didn&t work, or ( got a
response5 #n the other spectrum is this kind of program where somebody
is on a special interest list indicating that they spend a thousand, two
thousand, three thousand dollars a year educating, ways to do things
better in their industry -hey open from you an email that is oriented to
that problem -hey click on a link indicating interest that they want to
solve that problem (n order to solve that problem, which is usually
reading a white paper report on how to solve that problem or how other
people have done that, they give you their email address -hey then
download a white paper -hey read the white paper %ithin the white
paper there are other things they can click on and re'uest additional
information -hey may re'uest a spreadsheet that helps them evaluate
the impact of your thoughts on their particular situation 9o we have the
person over here that&s melted down their computer by sending out
C2,222 names and got a handful of leads %e have the person over here
who has gone through this entire process, who is a well+'ualifed lead to
turn over to your feld sales force Ae>t slide please
Jay is very good on this concept and a lot of this material you are getting
today, ( rely on a regular basis (t&s really important in email to stay
focused (n fact, ( recommend for my clients that you never ask a client to
do more than one single thing in an email @ou don&t say, click on this link
or call =iven the opportunity, the confused mind says, 5Ao, thank you5
9o you want to have them click on a link + is the only option you want to
give them with their email oriented generation 9ome people that ( have
worked with have been successful with an email and call toll+free number
but by far, click on a link, is successful @ou are not o4ering your product
or services and this option and that option @ou say, 5(f you have this
problem, click on this link5 %e&ll show an e>ample of that in ?ust a minute
Ae>t slide please
Again, Jay Abraham C2C7 be a trusted advisor not an imposter @ou may
not have the industry specifc knowledge that you want to have that
would best serve your potential client )ut you can go out and buy the
e>pertise of people that do have that and create an interview, create a
report or use a report that they may have already created, to begin to
develop that trusted advisor mindset Ae>t slide please
%hen ( work with companies, particularly in the service area, they donHt
have a vision for what business they are really in, in a sense that a
prospective client is interested in solving a problem @our product or
service may be a piece of solving that problem (t serves you well in email
marketing where you are developing a long term relationship with a client
base to think about more than ?ust your specifc o4ering %hat other
things do you sell or do you provide a linkage to, through your process,
that helps that consumer get a total solution to the problem Consumers
don&t buy products, they buy solutions Ae>t slide please
Bisk reversal + @ou have heard a hundred times about risk reversal (t&s
e>tremely important to risk reversal to get email people to take action
*eople are suspicious of email 9how of people how many of you people
like spam. Aot a lot @ou are asking them to do something (t&s very
important to reverse the risk *articularly with technology companies #ne
of the things that surprised me, and ( have worked with a number of Jay&s
folks -hey say, well our industry is di4erent %e really can&t do a risk
reversal on our industry because the product costs too much or any
number of reasons and this slide is about an hour long seminar -here are
always ways to fnd risk reversal on what you do ( would challenge you on
the breaks or one of the meals later today, if you think you have a
problem that defes risk reversal, (&d be happy to take a whack at it and
see if ( can come up with that -hat process has fundamentally changed
business for very many of my clients #ne of the easiest things to do and
very e4ective Ae>t slide please
-his component is not really an email chain (t is so powerful that ( left it in
and ( want it to communicate it to you (f you sell a comple> product
9omebody in the company you are selling to gets lathered up and e>cited
about what you are o4ering, the biggest challenge they have, if it&s a
62,222 or C22,222 whatever it might be, is communicating their
e>citement and their rationale to their peers within that company #ne of
the things we do for a lot of clients is prepare this champion kit as part of
the persuasion process ( would challenge you to think about, if you sell to
somebody who gets e>cited and leads the charge on something, they
have to go back into their organi,ation and persuade other people -here
are things that you can do to accelerate that process -hey have to go
through an analysis process, typically, a fnancial process, in larger
companies and you can short circuit that time cycle and close your sales
faster by helping your champion in that company to advance the ball
Ae>t slide please
Beturn on investment + ( had one client describe the internet economy as
you holding your hand up in the air and an order Iew into it Certainly
doing our economic e>pansion, that happens some Aow the CF# in
charge of particularly some ma?or decisions @ou are going to spend more
than a thousand dollars -he company&s going to buy something for more
than a thousand dollars @ou&d be surprised at how many decisions get
rolled up to the CF# Onless you have a rationale that in addition to your
emotion based marketing, deals with numbers and saves somebody
money or makes them money, it&s very di8cult to move the ball forward
Ae>t slide please
-his is one of the most dramatic aspects of email marketing -his ties in
with, 5Life is a moving parade5 @ou can mail to an email list today, and
get a two, three, ;D response :epending on the industry you can go
back to the e>act same list and mail that list 62 days from now and get
that same response And it will be mostly di4erent people and some
people that responded the frst time but lost what you sent them 9o you
want to be very aware, particularly in this type of economic uncertainty,
there may be a war soon, lots of things are changing for a lot of people
-hey have to do things they never thought they&d have to do @ou want to
have your message, your problem focused message in front of your target
audience on a continuous basis through this period of time Ae>t slide
please
*ersuasion design + broad topic + Jay is the master -he materials that he
get + 'uick story, when ( frst went to work for contact software they were
a Iedgingly little company ( had been at 9pinnaker software and was the
K* o4 #PE sales and K* marketing at the company at the time %e
actually tried to ac'uire the product because we saw this new contact
management category as being kind of an interesting category %e had
about a C62 products and at the time, 9pinnaker had successfully made
transition from the largest Commodore game company to leading supplier
of C22 dollar productivity software %e thought that contact management
would be a nice thing to add to our portfolio %e didn&t ac'uire the product
for couple of di4erent reasons but during the process ( got to know the
founders and they said, 5@ou know we have this product here and we have
got a few people and things are starting to go well but we donHt have
somebody that&s actually work for a software company before %hy don&t
you come down,5 + 9pinnaker had gone public and was very successful +
5and help us put that, together %e have got investors, we&ll make all this
stu4 work5 ( met most of the early investors 9ome of :allasHs fnest
urologists and gynecologists that you&d ever want to know, from )oston
and got down there -he president of the company said, 5@ou know all that
money we promised you we were going to able to do things with, when
you got here %ell, ( spend it all5 $e had spent it on advertisement (
donHt know if anybody old enough to remember, but he had a picture (t
was person seated in a chair (t was a full color paged ad -hey had a disk,
like this (t would have been a poster child for things not to do + Jay
Abraham $e was holding a disk that said, 5Act5 (t was something to the
e4ect of, 5%hat you need to do business better5 First thing ( got down
there, the phone was ringing o4 the hook $e&s placed this ad in fve of the
ma?or publications *hone calls ringing o4 the hook %e were hiring
people, setting up workstations, trying to get people on the phone, most
of them didn&t know what the product was and two thirds of the people
calling in + we had to say + we e>plained the product to them, they said,
5%e are not interested in that5 As ( get down there, we have this fre+hose
of lead generation turned on us but they were the wrong people %e are
out money so we have no money to do things ( was having this meeting
where he told me there really was no money because when you are an
e>ecutive you donHt like to give news to people like that @ou kind of tap
dance around it %e fnally had to sit down and he said, 5%e have no
money and we are not going to have any money for a while5 9o, he
reached around behind his creden,a and pulled out stack of Jay Abraham
material $e said he had bought this material and read some of it $e said
that there were some really good ideas in there @ou didn&t have to spend
a lot of money on applying them ( thought, greatS ( left the public
company + cushy ?ob + Kice *resident, nice big o8ce up at )oston ( am
down in this little hole in the wall software company -he guy&s out of
money and he&s giving me marketing books on how to do things on little
or no money Nind of an interesting scenario -he toughest customer you
have to deal with when you are as entrepreneurial as ( am, is your wife
Pspecially when you wife has little kids ( had to go home and say, a$oney
you know there is no money to do marketing -his things probably going
to nowhere %e are probably going to have to move,b after we relocated
our family again ( took the man&s way out and went home and read the
manuals over the weekend Furtively looking for some solution to the
problem ( was faced with -his came in Eonday morning %e did a mailing
to the small but growing group of Act users and o4ered a video tape and a
free working copy of the product that held up to 06 contacts, in a referral
program %e contacted all our customer and said, 5%e were glad you are
using Act (f you know anybody that would beneft from using Act, let us
know and we&ll send them this free video, this free working copy of the
product and give it to them on your behalf and say so and so thought
about you and thought this might be useful for them5 At that point in
time, thank you Jay Abraham, that saved the company Act would not have
gone on to be leading product in the market and really create the whole
contact management category unless ( had read that book over the
weekend, ( think $and to Jay Abraham
!Audience Applause"
Win%n: -hen, we got money, then we got stupid again and went to full
paged ads #nce you kind of mass momentum you can do that, it doesn&t
show up but when you are trying to get something going, you have to do
di4erently Ae>t slide please
*articularly today, communicating the pain or the problem is essential
:on&t talk about your product or o4ering -alk about the pain -hat is the
key message for any email program @ou donHt want to have anything in
that about your product Ae>t slide please
)ecause of the sophistication of your mailing list, you want to identify
people that have a willingness to buy -hat have the ability to buy
Jay Abraham Mastermind Marketing 27
Wayne: About your product of o4ering talk about the pain, that is the key
message for key message for any email program you donHt want to have
anything in them about your product
Ae>t slide please, because of the sophistication the mailing list, you want to
identify people that have a willingness to buy, that have the ability to buy Aow it
used to be a year ago, you couldnHt buy the email list and get its segmented by
these categories now you can, you can go to e>actly the ten thousand Kice
*residents of operations in electronic industries companies between ffty million
and two billion itHs ?ust fabulous, the list that have been developed so you have
that opportunity to talk e>actly to the people that you can buy ( might point out
that this is the di4erence if you will put a website up and you have people
searching on your website and downloading white papers and you donHt know
whether thatHs a geek in a bowel of some com company or a Kice *resident
%hen you only target Kice *residents you know that every lead that comes in is
a Kice *resident and you can handle that accordingly and you donHt drown in the
mass of leads that come in from a typical web based marketing
Ae>t slide please7 you want to fnd somebody who you can educate -here are
many people out there who will never buy your product no matter how good it is
because you are not the market leader, particularly entrepreneur starting a
business -hey roll out of email programs they read about a problem they might
have some interest -hey download your white paper they reali,e that you are
not one of the market leader for one reason or another -hey opt out of the
process, they get out of your sales activity they unclog your sales personHs
agenda
Ae>t slide please, so the key message here is you want to do direct response,
that is what kind of that everybody does when they talk about email but you
really want to do the permission marketing as well the opt in piece, have them
give you permission to continue to provide them with valuable information
overtime #ne thought about providing the valuable information over time on
permission marketing does somebody want to hear a sales message over time
from you repeatedly. *robably not, but there are lots of things you can say about
your industry $ow di4erent trends are a4ecting people that they would fnd
interesting and thatHs the key component to your permission marketing program
Ae>t slide please7 you want to create an itch they have to scratch (f somebody is
looking to buy an e>pensive software product and they get an o4ering of a white
paper of the mistakes people make when they buy that software product -hey
have to get that manual their ?ob is on the line in many cases at the higher ticket
products, or they are comfort of safety or whatever it might be in the lower or
personal sort of things
Ae>t slide, this one is a little abstract, ( donHt know if ( can do this in ninety
seconds but you want to think of your lead process as kind of this re+fractionation
column @ou are bringing in the leads which are sort of the crude oil and then you
apply heat which is the repeated miss+sibs that you send them over time 9ome
people like some molecules here drift up to the top and come o4 as a gas and
that kind of what you are looking for #thers remain in the process until the heat
gets su8cient or catalytic agents are added to that to breakup those molecules
and then they drift up to the top and thatHs kind of the concept with email
marketing, youHll take the people that are hottest now and then you will take the
ones that are hot over time
Ae>t slide please, with most people do lead generation they do one thing, they
do the bottom to s'uare or the bottom s'uare -hey send and outbound email
and say please buy my product Lead generation email based sales is a complete
process and we look at this in more detail in ?ust minute
Ae>t slide please, so your desired outcomes are going to be higher 'uality leads
Lower cost of leads, better control of messaging, people donHt get lost in your
website, better utili,ation of your sales force, happier sales people, lower
turnover and a stronger more consistent revenue stream As an entrepreneur
that revenue stream is the thing that you want to focus on, put that in place and
certainly if you can get a robot to help you with that, you want to do that, and
thatHs e>actly what this o4ers
Ae>t slide please, setting goals %e have heard some interesting things about
how people go from ,ero to a million in si>ty seconds and =od bless all of us if
that would happen to all of us, that would be a good thing %hat ( have found is
that organi,ations that put in place an email lead generation process and built a
possey of a couple hundred, ( mean a couple thousand names that have opted in
on their list have a unlimited reserve to go on a regular basis 9omebody always
got to do something that relates to your product 9o you want to grow organically
at frst and then you can do some of the kind of things that we have heard about
hearing the referral program and that sort of thing #ne e>ample client had an
about J22 names in the database and we did a program where they allowed that
database to o4er a free info kit to all of their contacts and resume their contact
base up to about three thousand with in a matter of about two week so those
opportunities are there but you want to get the frst piece done right -he bad
thing about email marketing is one you Iip the switch it happens so fast that if
you are not ready to handle a response you are going to be in trouble and
disappoint a lot of people
Ae>t slide please7 okay why it works 'uickly @ou are slowly developing a
relationship $ow do you like to develop a relationship. :o you like to go into a
restaurant or bar or event like this and hi, how are you what you do and a lot of
personal information. Ao, you want to slowly develop a relationship %e are over
communicated7 somebody said ( think ( wrote down CJ,222 messages a day 9o
we want to get little pieces over time and that is how we build the picture and
the relationship because we have very powerful flters that we have built to
re?ect a lot of the stu4 that we see on the daily basis
Ae>t slide, so now we are going to look at the specifc components of a sample
lead generation program and this will be in your notes so you can look at it, itHs a
lot of detail on here but frst thing you do, create a strategic plan, second thing
lead capture system, thatHs how you actually grabs the name as they come in,
you create website landing ,one, so ( will add a little bit more that here A
response delivery system, youHve got to have some way to send out the
information that you are o4ering to the person as they re'uested @ou want to
create a list selection test plan, more detail on that to follow An educational
o4ering like a free report, a white paper something like that and then an
outbound email, those are the sort of preparatory things that you do #nce that
outbound email happens, all the things above that last yellow bo> about the
middle there are the things that comeback to somebody as they participate in
your lead generation process 9ome people are opting out through the process,
but people receive in that case is ( think it was about si> emails, some material
that they can download on re'uest and itHs kind of like the rat pressing the bar
-hey get things automatically but then there are also things that can get the
press the bar and get the pallet, and thatHs a very important part of making your
program e4ective and what comes out of this and this one of things that Andy
talked about there is an engagement process that get you invited in, so you can
do that sales pain gain follow up
Ae>t slide please, this is an e>ample of an email that has worked very
successfully for one of your clients and some of things that you might want to
notice about this, is a lot of white space (t looks pretty hippie7 the only people
that would actually read this and respond are people that are in severe pain (f
you have a product that takes them out of pain, it makes sense for you to want
to talk to only the people that are in severe pain and thatHs the goal of this
process
Ae>t slide please, one of the mistakes ( see people make is they + actually,
entrepreneurs are pretty good copywriters -hey are used to telling their stories7
they get feedback from audiences clients whatever %hen you do email
marketing there are certain words, certain phrases that can poison your response
and you want to be careful to tune those out of your email activity if you through
that
Ae>t slide please,
Audience: %hat are the point it raises.
Wayne: -here is probably a hundred and what ( recommend that you do is fnd
somebody that can review your document and coach before you send out that
email document as a strategy, thatHs a way entrepreneurs can put together their
own email program, keep cost low but make sure you get a professional
copywriter to review it for those poison words Anybody that has that e>perience
can do that and ( think some of JayHs material has e>amples of poison words in
them, so you certainly want to look at that manual you got today
Audience: ( want to list of magic words and !unclear 221;;" words
Wayne: #kay
Audience: !Onclear 221;6 ` 221;G"
Wayne: #kay very good, work with Bick ( think coordinate that through Bick
Audience: !Onclear 2216G"
Wayne: %hen you do email, you donHt what email list going to be most
productive for you and this is the idea, itHs like drilling wildcat oil wells @ou will
send out a thousand test messages to di4erent lists some will produce a big
response some will produce a small response Just want to get this concept
across that di4erent list produces di4erent results and as long as ( have been
doing this you know ( am still wrong -he list you think wonHt work do and vice
versa 'uite fre'uently
Ae>t slide please Again the formatting the idea here is you want to create a link
the only one link, one action that can take you intersperse this link in your copy (
am a real proponent of a long copy approach, what happens from research we
know that most people select the frst link -hey read into the frst paragraph or
to select that link )ut as many have theori,ed and is now were able to prove
through email we can measure what response comes o4 the second, third and
fourth link and you get sometimes twenty to thirty percent o4 those second
third and fourth link showing the people are reading down into that copy and not
becoming persuaded until they get to that point
Ae>t slide please %hen somebody clicks on that link, this is the page they get
for most my clients know as we ask for minimum amount of information again on
the theory that people donHt want to provide you with a lot of personal
information and particularly if you are selling high ticket products -he kind of
person that you are selling to is not the one that is not going to sit down and
punch their fa> numbers and that sort of thing in there
Ae>t slide -his is where it all happens if your message doesnHt get open, its all
for not -he number one thing the people look at is who the email is from to
decide whether they open it (n a way you canHt really help that, important thing
donHt put the name of your company in there *ut the name of the person %e
fnd that a wide Angelosact and protestant name works the best A female name
works the best, these are all the things that we have measured over time and
fnd consistently that works for getting through that frst flter that most people
have -he second thing that ( see Jay talks a lot about headlines and Eac talks a
lot about that a lot of good information there is a challenge with email, you can
write a great headline but if they canHt see it, it doesnHt do you any good you got
to keep your headline within ;2 characters or its likely to be o4 the page of the
personHs email readers as they go down the list
Ae>t slide please -his is an e>ample which one the C(# is going to read, this is
an e>ample of two di4erent white papers, again making that point of you want to
fnd someone who is in the selection process doesnHt want to make a mistake
once to avoid embarrassment is a very powerful theme and you can use that in
your reports and white papers
Ae>t slide please Little hard to see but when you get the slides you will be able
to see a closer look, se'uential marketing Jay has talked about that and is going
to talk a little bit more about it, very important that you create an automated
se'uence of things that happen that are sent out over time after they re'uest
that frst piece of email @ou will reali,e that people that download your white
paper for e>ample certain percentage 02, J2, ;2 percent, the phone is going to
ring somebody is going to interrupt them and they will forget that they
downloaded your white paper and that white paper spitting around on their desk
they never read it 9o if you come back at them with 0, J, ;, 6, 6 di4erent things
you are going to remind them they had an interest in that they wanted to
download the white paper and bring them back into the process *eople say how
many of these should ( do after a typical mailing, ( said you do it until its 'uits
working ( had people doing eighteen months programs on their se'uence and
they have seen no drop o4 and they are opt in list
Ae>t slide please -his may be the most powerful component of white paper
marketing within the body the white paper you can say if you would like
additional information on this topic click here %hat happens then as the
business person you fnd out what are of the nine mistakes that you were talking
about, which of the nine mistakes are of greatest concern to that particular
person 9o when your sales person engages them you know that for e>ample in
this case they are really struggling with the concept of metrics and that person
can in essence be a mind reader about what their problems are
Ae>t slide please %e donHt have enough time for that, its kind of a map it will be
in materials you take a look at it
9even things to avoid -here are the things that people make that kind of kill
their process, not understanding that lead generation is not sales 9ales on the
internet you know it happens for some people with the right circumstance but a
very di8cult way to go %hat a lead generation program can do is put you in
front of the right person with the right problem, the person has money they are
looking for solution and they have a belief that you may be able to help them
Eost sales people would like to talk to those people all day rather than people
that were surfng the web and thought they might be interested in your product
Ae>t slide :onHt buy the si>teen million :ollar, C62 :ollars, this is an
unfortunate client that setup his machine one weekend to mail out his spam
email and it didnHt work out too well
Ae>t slide please =ood list #nly use opt in list or endorsed mailings as Jay talks
about those are very good Besist the temptation because they are out there
people will say ( have got a list of 622 people that are in my association ( got a
list of this and that, unless you have permission to contact that people you are
going to create more aggravation for yourself than its worth the opt in list
typically sell between J2 and 62 cents a name its e>pensive but they are that
e>pensive because they produce the result
Ae>t slide Again copy writing, this is an e>ample of an email that ( got, ( donHt
know a week ago from one of the largest database manufactures in the Onited
9tates Pverything highlighted in yellow is talking about them, everything
highlighted in blue is hype, for e>ample words like the future keeps getting
brighter, these are e>amples of poor communication Pmphasi,e the rational for
having a professional copywriter the one that skilled that email persuasion
design Beview your materials before they go out and its not magic but a good
copy writer, any good copy writer can help you 'uiet bit with that and keep you
from making a big mistake -he other last thing that ( want to point on that is you
see how a line ?umps, because people donHt format emails when they go out
properly -hey are mistreated and abused when they come in to your targets
email and you will see how hard it is to read when you have a full line and then
one word and then another full line -his kind of formatting will depress your
response by <2 percent 9omebody sends out their frst email, they say it look
great ( donHt know what happened (t looked fne in word but ( got a bad response
these are the kind of things you have to check to make sure that you are not
doing that
Ae>t slide %e have already kind of talked about this but the idea was formatting
lots of white space, white space works in email and people will scroll down if they
are interested
9chedule is e>tremely important never mail on Eondays or Fridays Aever mail
the day before holiday or the frst day back after a holiday :onHt mail on election
days, ( learnt that lesson painfully this last election cycle with the *residential
Plection ( had a few clients that were had an email programs, that we actually
didnHt mailed on election day but we had the mail scheduled right after that and
because it was undecided people were not paying attention to their email and
watching the news to see what is going to happen @ou want to mail them in the
morning or after midnight you want that person to get that email frst thing in
the morning, people are much more reactive and likely to click on a link than
they are later in the day
Ae>t slide please )e careful what you ask for the more information you ask for in
that frst contact will absolutely depress your response and ensure that the only
people you get to talk are the ones that are more than happy and have all the
time to disclose all their personal information to you
Ae>t slide-his is an e>ample of the kind of thing that you want to ask on the frst
click, ?ust get their name and their email address and then build the masses of
data, you know their physical address, their phone number all those things
through your report se'uence over time and one other thought on this is that
you always want to have -his is where the internet doesnHt work for C2 or 02
percent of people most of time on a mailing 9o you want to create an option
where they can call a toll free number and pick up what you are o4ering a hard
copy of it because they canHt download it for some reason
Ae>t slide Eost of our clients the website that we setup for them, not their main
website but the one we use for response works likes this -his is the home page
it has no navigation its not something that they can ?ump into and run around
and get lost, which is what most people do on a website -here is no navigation
we take him down a very specifc path, a very specifc persuasion path and we
intentionally roll people o4 as Jay was talking about yesterday %e polari,e
people so that they go down that path and tune out the people that are not
interested or ultimately not likely to buy
Ae>t slide please ( think this is the last one or the second last one
*eople are nuts on giving things away on the web -his is an e>ample free palm
pilot and ( tell ?ust one last story ( worked with a company that had ?ust
purchased a *orsche )o>ster and they raTed it o4 as a way of generating leads
and they will go to trade shows and they will hand out little things you fll in and
they would had a thing on their website -hey got ;222 leads they ?ust
distributed all those leads to their sales people 9ales people would call up the
name on the lead, the person would hear the name of the company and they
think boom right away ( won the *orsche )o>ster they were e>cited, then they
reali,e in another Iash they didnHt win the *orsche )o>ster, not only they did not
win the *orsche )o>ster but you are going to try to sell them something 9o they
go from pretty e>cited to pretty unimpressed in a vey short period of time (f you
want to collect names of people that want )o>ster and *alm *ilots, o4er a
)o>ster and *alm *ilot but avoid these kinds of tactics for collecting names
Ae>t slide please Ey advice is this is something that you can start as an
entrepreneur, you can start small and learn a lot and learn very 'uickly @ou get
the immediate feedback most of your result comeback in 0; to ;G hours *eople
call you, people send you emails saying ( like this, ( didnHt like that you know if
you strike a wrong note you will here from some of your recipients so ( would
encourage you to begin -his is something you can do, you can take the
materials that Jay has provided e>tremely relevant, e>tremely helpful in
structuring your persuasion design and ?ust get started with that 9tart with a
small audience if you are not doing it yet, get a feel for it and then move it
forward and you will get to a point very 'uickly you know three to si> months
where you will be able to apply some of the more sophisticated techni'ues and
really ramp up your congregation or group of people that are interested in
solving the kinds of problems that your product or service sells
Ae>t slide -hat the end -hanks
!Audience Applause"
#ar&: 9o frst of all %ayne ?ust gave you and incredible compact perspective on
a hell of a great way to use email marketing %e are going to try to broaden it
because you know we have gone out at lot of di4erent ways and they donHt
refuse ( want to make sure because ( am going to talk about what we have done
we are going to bring all these people up, who have fgure out other nuances (
want you to give like a connected bridge that helps them understand there is not
a right and wrong -here are ?ust so many di4erent avenues of pursuits so give
me phrase on that ( want you to give us your swami like forecast of the future of
the internet opportunities and ( want you to tell me what an entrepreneur sitting
in these chairs from J22 di4erent industries some with email list some with not,
some with one time product, some with not, some with copy writing skills, some
with not, should do today when they get home to act, to apply to implement, to
e>ecute, to actuate whatever it is you ?ust said
Wayne: #kay -he frst thing that you should do is focus on the problems that
your product or service solves and begin your persuasion design from that
perspective and again use the materials that Jay has put together to take that
and amplify that -he one phrase that ( would say is keep your powder dry, we go
fve to ten emails sometimes before we would actually mention the product or
service or nature of the solution that we are o4ering, we will fnd that problem,
fnd that one raw nerve and hit it over a period of time to bring some part of the
audience to a fever pitch and if you are selling something you want to talk to
people who are at a fever pitch in search of a solution
#ar&: #kay alright thank you very much, appreciated man @ou will be around
Wayne: @up
#kay thanks
!Audience Applause"
#ar&: -he only negative about taking his green step as your teeth look like you
are trying to be at $alloween =ul forgive me, get a lot of energy from it
A couple of 'uick points again those of you who are interested in being guinea
pigs if you did and if you donHt its no big deal but you if you want to have an
incredible time interacting at level about ten times deeper than we get over here
and being able to listen to really probing and penetrating analysis and interviews
of cutting edge books that are the most defnitive and really get the upper edge
because thatHs where the break through has come from *ut it in because we are
not going to o4er it again ( had printed for you last night the chapter of my book
on strategies preeminence (ts not in my opinion as dimensional as the notes (
was looking at but its much cleaner and simpler %e are going to distribute it
now you can read it now for ?ust a little reference @ou can look at and refer too
often as another beneft if you would like, ( am willing to have the notes the ( was
reading from cleaned up because ( stuttered, stuttered, stuttered, tangential
comments, irrelevant dialogue etc, but ( will get it cleaned up and weHll post it on
a private website for you so you guys could download it if you would like, and (
think you probably would like that Ao ( am ?ust want to honor my obligations (f
some of you donHt know our obligations but ( have made it silently to you, (
promised a couple of things ( think you should also have, one is an interview ( did
of friend talking to him called him Pncounter and ( thought it was in the tactical
force and ( am told that isnHt so we will get that transcribed and we will put it on
a website for you also
-he !unclear 212G1JCJ" ( am involved in is really cool and if you want to try they
around here -hey have been telling me basically because ( have never used the
technology for it, they are easy but you got to know the other side and get more
feedback what we did and this is really cool, the army is using it in the Eiddle
Past, the :iscovery Channel is using it to broadcast incredible stu4 underwater
some of the most sophisticated coverage in the world are using it and ( am trying
to fgure out how to use it myself to reach entrepreneursH but if you can fgure it
out its incredible because they got for a couple of hundred dollars a month and
less than a dollar a minute you guys can do incredible things so ( would urge you
to think about ?ust these things ( want to give you a 'uick break but ( got to
have you back, you donHt have to get back but in ten minutes Carl, and ( are
going to go through how we got all of you in this room %e are going to go
through how sold four and half million dollars worth of *PL home studies of fve
thousand dollars a piece with one sales person %e are going to go through what
( think is the key to se'uential marketing we are going to open up some really
neat 'uarters of internet prospective and then ( am going to do ( think a couple
hours of actual L [ A interaction so we can ?ust get right to some serious
applications but ( am going to start in ten minutes so put on some really high
music so ( can get my energy level up for everybody and come back in ten
minutes
#kay so ( have been around for a long time ( have looked at a lot of stu4 ( have
formulated a lot of strategies %e decided
Mac: Can ( do the intro for you instead.
Jay: 9ure Eac is going to take over $e is going to ruthless bloodless coup are
going to throw my leadership down and takeover and he is going to call it
9hayEac
=uys come on look what we are doing help us here
Mac: $ow about if turn the Eicrophone on with that help
!Audience Applause"
Mac: %hat Jay and Carl are going through with you here simple humility that
they both possess will prevent them from telling you the magnitude of what
theyHre about to give you -his is one of the great marketing turnarounds that (
have ever seen -hey took in the last year working on these techni'ues last
couple of years using the new technologies, email of the combined with their
direct marketing knowledge and e>pertise and to their intuition and everything
else and ?ust dogging this on CarlHs part as well creativity -hey took a situation
where the average conversion of a lead for a program like this was one percent
Kery e>pensive to put people this each Pven using associates and a8liates to
bring the leads in, it was one percent %hat they are about to tell you is how
they change the conversion rate a thousand times ,at less e>pense that they had
initially Eost people can fll a room with 02 people at 62 bucks, look around you
the 02 people at 62 bucks are less satisfed than you are si> hundred people at
6222 :ollars -his is an e>tra ordinary what they are going to share with you
-heir ability and the willingness to open this up is almost unprecedented in
business *lease give it your full attention
!Audience Applause"
Jay: #kay 9o we start looking at what changes were going on in the world and
the point of conclusion that we came up with ( think non+verbally was you have
to give more utili,ation utility productivity out of the action %hat ( always talk
that it was really hit home what do you think Carl.
#ar&: Bight
Jay: ( have always been of the mindset that it literally was only a matter of time
before everybody you wanted to have a relationship with you would, number
one, number two there are lot of people really wanted to do they ?ust didnHt know
it yet, number three that if it is going to beneft then you couldnHt let them o4 the
hook ?ust because you had not clearly conveyed the level of value at high
enough clarity that they couldnHt say anything but yes, and number three that
was so preoccupied in our lives with so many day to day diversion, calamities,
insanities that its hard for us to really reIect on something and number four or
fve are not really paying attention to my numerical se'uence -hat is a lot of
things that we wanted to do but we never do -here is a lot of things that we
should do but we never do, and then number fve or si> is that even if we want to
do it getting this out of our comfort ,one is hard as we had a moral obligation to
not let you guys down
$ow many people here got more than one email before you signed up. Baise
your hand, stand up, ( got to do this walk to the wall #kay now take 662 times
6222 thatHs a little high because there is couple partners and there is some
friends of mine here but its a little high but not that high 662 times 6222 #kay
and now remove this group times 6222 a head, if ( had resigned myself to one
email and look at this room Aow stay there and go back as ( call this e>ample
you got a second email, if that was what it took for you to sign up go back ( am
going to do so you guys see it graphically @ou got may be two or three reports
and you study them, go back @ou got may be two or three or four or fve calls
from Carl -urner and ( want you to think what it took ( want you guys to see how
se'uential activities make a di4erence and all these heads are 6222 :ollars to
you, all these heads, that man is a 6222 :ollar vest, that man sitting down is
6222 :ollar tie, that man is a 6222 :ollar, at least 6222 :ollars you want to bet
on it #kay, how many people did it after they were on a conference call with
me.
$ow many were on it after they got one of the other speakers and if you donHt
have to be down here, ?ust walk it #ne of the speakerHs report how many guys
after ( did something that was very straight forward but bodacious and you go
damn it he has got me $ow many people had to wait almost the end before we
fnally pushed you over the wall. :o ( make my point. #ne of things that ( use to
teach is in all the material we gave you before it had been repeated in some of
the work books we gave you plus three letters from #>ford Club besides that
Anyone says #S donHt email people more than a couple of times, you will o4end
them %e did a little survey of the people who unsubscribe and sent me nasty
emails and we went to see what if anything they ever bought from me @ou want
to guess what the answer is.
#kay may be one wasnHt over whelmed and if the gentleman says ( am not, so (
am neither !unclear 21261J0" nor ( donHt know ( am confused, ( am indecisive, but
we, ( am giving you ?ust basis here then Carl is going to talk for a few minutes
because ( forgot to go to the bathroom because ( was talking if got a run ( am
going to e>plode but that okay Carl can run with it
Beally of #h =od thanks
!Laughing"
#h =od, #h =od Anyhow it doesnHt matter ( can hold it for a minute more -he
key to a lot of this is understanding what ( called a CMG6 and ( think ( called it
something else now -he moving parade, there is an escalator of life, this cycle of
life itHs that we are going through constant change, remember ( was talking to
you the other day, ( was talking outside about how you will get your epiphany at
a di4erent time from a di4erent person or event or e>perience on the stage at
the table in the outside you know got to the John and talk to somebody at Lunch
( donHt care which it is ( ?ust know with certainty that by the end of today or
earlier that it will be :oes that make sense to you, ( impute the same belief
system in what we are doing ( donHt care if its email one, two, three, four, fve to
combinations the audacity whatever, it is ?ust that we have it, certainly we are
not going to let him or we are going to polari,e %e are not going to let you o4
the hook until you do one or two things either submit or evict us ( mean literally
is that a good prelude, Eac is that a good prelude.
Mac: (ts wonderful =o before you Iood away
Mac: ( am going to interview Carl because Carl is not a presenter of this kind,
this is totally must be awesome e>perience being up here in front of all these
talent energy and want, need and sharing and everything else because in all to
give you all, if you donHt mind ( walk you through couple of things
First of all if you donHt mind
+,ea"er: %ould you share with us how you got to be here at all
+,ea"er 2: %hat ( did before was ( worked in a nuclear power industry ( had an
Pngineering Consulting Company %hen you are working as an Pngineer you are
trained to be negative so ( decided ( really needed to change my outlook on live
is to be able to think positive because when youHre are in business you have to
think positive 9o ( went to -ony Bobbins and went through all of -ony Bobbins
training program frst as a participant and then as a trainer that was very
e>pensive copy but it was very worthwhile because ( learnt from a person who
could not supervise people to supervising si>ty three of my competitors
employees and then after that -ony recommended ( meet Jay when ( was at
Financial Eastery ( met Jay and then ( went through one of JayHs program ?ust like
the one we are doing here as a participant ( paid 6222 :ollars like each of you
and ( really was very enthuse about JayHs material but ( thought it was not
organi,ed and ( thought ( could organi,e it down to about one tenth what it was (
did really understand JayHs material obviously so that was my purpose and
getting with Jay was to teaching him how to organi,e his material ( didnHt reali,e
there was a purpose of what he was doing
Mac: %hat did you do with your ?ob.
+,ea"er 2: %ell Eac after ( met Jay and decided that ( really wanted to do
marketing full time so ( set to change careers by did as one to work for Jay for
three years and then after that ( actually have done ?oint ventures with Jay for
the last fve years so ( totally changed my career after ( met Jay
Mac: First of all here ( meant e>cuse me but you hung around for a while
+,ea"er 2: @eah
Mac: And you ?ust did stu4 to learn you didnHt get paid For ( donHt know what
period ( really didnHt care to know but for a long time you invested in ?ust walking
in his shoes right. And then what happened. And they needed bodies at one
point so suddenly you were useful and you were there.
+,ea"er 2: Eac, ( worked as telemarketer for Jay for a while that was
something that ( was not really trained to do and as matter of fact ( was by far
the worst tele+marketer that we ever had and they really didnHt want me to help
them in this operation but ( kept bugging them ( had letter and phone call a fa> (
?ust keep bugging them for a number weeks and they fnally decided that it was
easier to let me to prove to me that ( couldnHt handle working for him and after
two weeks (Hd 'uit but ( was in need, ( really wanted to do this and so after si>
months ( was by far the best salesman theyHd ever had
Mac: Eotivation and want need, and desire and passion is more important than
anything %hat was JayHs techni'ue and what was his marketing techni'ue at the
time you started
+,ea"er 2: %hen we frst started it was one shot marketing ( call it with
general ads and it would be with the success, entrepreneur or the maga,ine like
this and it be like si>teen page inserts and it will be direct letters from the editors
of those maga,ines to their people and those were ?oint venture type
relationships, so it was actually we had waited for people call in and once they
call in we e>plained what we were doing and then they either buy or they did not
but it was all incoming telephone calls
Mac: %hat was JayHs general feelings about the internet at that time.
+,ea"er 2: At that time the internet was of place where people make money
teaching people how to make money on the internet in other words the only
people who making money was the people who were teaching people and Jay
was actually a little bit of intimated by the internet because of the technology
Mac: 9o you went to work on the system and you were analytical at the same
time you were working on your skills.
+,ea"er 2: Bight Eac, what ( did ( chat with all kinds of in+bound and out+bound
telemarketing and ?ust leaving messages all di4erent types of things was more
proactive versus a reactive mode were before ( said that the other salesman
were trained to react to incoming calls and then to respond to that %ell (
developed an outbound marketing program and the tremendous amount of
testing because the K* that Jay had didnHt care what ( did as long as ( was doing
my own money and ( was willing to share the information ( learned with him
Mac: @ou have never been not on performance.
+,ea"er 2: Ao, initially it was that small draw but it was essentially
performance all the way
+,ea"er 2: #kay 9o you 'uit doing the business and you do other programs
and how were you selling those.
+,ea"er 2: %ell what we are doing now is using a process type marketing
where we will send out a letters and will call to make sure people got the letter
then for the people who are interested in we will sent out them additional
information so its a very proactive process %e knew that the entrepreneurs out
there had e>cellent products and services but they either had terrible marketing
so they were ?ust simply doing what their competitors were doing -hey didnHt
understand marketing and we knew the answer was to be able to use JayHs
techni'ues and the hard part was fgure how to get that information to them to
allow them to take advantage of it
Mac: Can ( ask 'uestion of you people. $ow many people here in this room
talked to Carl. # man look around wow -his guy is a hard worker $ow many of
you talked to him many times more than once. Awesome so you worked on
several programs and you still mostly mail marketing and mail and tele+
marketing and ( call that tele+sales actually make distinction telemarketing is low
skill level, highly scripted activity where telesales is a very e>tremely skillful and
dedicated operation where you need the highest talents in the world to make the
connection %here did the seeds of the techni'ues you used to fll this program
come from. ( am using whatHs the one thing that you added to the Ei> to make
this Iy.
+,ea"er 2: -he one thing we added to mi> was to be in constant contact with
people once they indicated interest, once they raised their hand and what we did
was we try to make sure we send an email to the people once a week and we
also would call people to make sure that they were interested and to give them
additional information, it was a process of giving them more when people buy
there is process where they buy on emotion but they ?ustify based on logics, so
we give them more and more units of logic and more and more units of emotions
to allow them to buy with that will get them on the fence and then to move them
o4 the fence one way or the other %e didnHt care which way because we know
that itHs a numbers game
Jay: 9orry to interrupt but they all have genuine really priceless value in their
own right and they are not that does not mean that they donHt some element of
a credible and e'uitable o4er of an e>change either attached to them in million
attachment or preface but is nothing covert it is pretty straightforward and the
content ( meant who got the content we gave it free. ( mean ( pride myself on
giving better stu4 than most people charge for on the internet and ( am proud of
that because ( canHt ( wouldnHt lower myself to that level you want to distinguish
as we give great content
Mac: 9o see he is so immersed in it %hat do you call the system.
+,ea"er 2: (tHs a drip process
Mac: %hy drip.
+,ea"er 2: (ts where we keep in constant contact with people and once they
e>pressed interest give him additional ways to look at what they are trying to do
and feedback on how they can become more successful and solve their problems
utili,ing our products

Mac: %hat you would have done before the advent of fairly universal email
$ow would you have followed up.
+,ea"er 2: (ts hard to describe ( would do the same drip process now but what
( would do before then was once ( am e>pressed interest ( would typically follow
up with thirteen or either leave messages or talk with them and ( would leave up
to thirteen messages to make sure that they knew that ( was really serious about
talking with them if they had bought (f they hadnHt bougt out ( would only leave
fve messages and then before ( said ( wonHt follow up anymore
Mac: %hat would be the relative response rate on that.
+,ea"er 2: ( use to convert about one percent of the people who e>pressed
interest in something like this now with this method here we convert about ten
percent of people who e>pressed an interest
Jay: Carl in one of the remarkable people in the world in that he takes the
philosophy, the ideology and the whole concept of consultative marketing to not
an art form to the C2
th
degree because he canHt not let you come from every
flament in his heart, he knows how much lessen your business would be if he
allowed you to pass %hen you say no you really donHt mean no %hen you say (
donHt think so, ( know you really $ow many of you have got more than once call
from Carl -urner. $ow many sensed that he was sincere in that call. $ow many
sensed that he had your best interest more at heart than his. -he one who
didnHt, you didnHt really understand him because he does $e will call me and say
this person shouldnHt be here, this person canHt a4ord it or its marginal because
it might not be right for them but ( want him to e>perience it (t also stems from
not an attitude but a belief system Eac.
Mac: -he one of the things that was added and they did it so seamlessly #ne
of list that was circulating around in last couple of years was that email and
internet marketing was di4erent 'ualitatively and 'uantitatively di4erent than
everything that Jay has taught over the years, it was di4erent you didnHt have to
do that, none of it matter there was no value, you didnHt do value propositions
you ?ust got edgy and sticky and all other sorts of stu4 but you didnHt have to
work on value propositions @ou did it as short as possible it was all supposed to
be all online $ow many of the leads were generated online out of the group you
worked.
+,ea"er 2: Eac it was about ;222 that were generated online and 0222 that
were generated to the normal print medium
Mac: %as there any di4erence in the conversion from online versus print
solicitation, did you do an analysis on that.
+,ea"er 2: -he di4erence between the conversion rate and the online leads
are the leads from the press solicitation was that we would do probably about
four times better from the ones that were from the print but we got two thirds
more or ( guess twice as many from the online, so the result was that online lead
was ?ust about as good as an oTine lead
Jay: when we did the *PL before something like this, can ( / 21221J<63 so prior
to this we did the *PL ( had twelve thousand e+mails when we started more we
generate over the cumulative process, <622 leads 9o let me say again we
started with a C0 thousand email list and over how many emails and se'uences
to be sent out 02,0J.
+,ea"er 2: ( think it was closer to the J2
Jay: 9o we sent J2 se'uences of communication out to C0 thousand emails and
we got
Mac: $ow much prints did you do.
Jay: #ne thing it didnHt work -he home study we did a mailing piece that we
spent 02 grand on for *PL, it pulled, guess how many people it pulled.
+,ea"er: Rero
Jay: Can you ?ust save that one for when ( came back from the bathroom
/Audience Laughsf
Jay: 9o you already told them whole story.
Mac: Ao
Jay: #kay everybody e>cept Carl and ( thought its all over and ( said no its ?ust
going to take a little di4erent approach %e are going to have do it se'uentially
and we would love if the whole people came rolling and in writing the checks but
they are going to have to achieve it from a Force Eultiplier of sort, then we sat
down and we kept doing it Pvery time we did anything Carl said that said as we
thought how can we redeploy that %e did a report and we thought we will not
be able to get that to we sent an email so you said you didnHt really get to this
report was so di4erent we are not going to let you o4 the hook because you kick
yourself and you be mad at us so we are o4ering you again
Mac: All you have to do is call us to get it
Jay: #h yeah that will be great /unclear 21201C663 when email frst came out
and when the internet came out and they said oh you make it easy way go to the
website and its painless and its anonymous and we try that and we got C;
thousand people to the website, we thought CJ
+,ea"er 2: -welve
Jay: -welve e>cuse me %e thought, ( like that 9o we decided lets make people
more accountable, letHs get a higher 'uality lead or prospect we donHt care about
'uantity so we decided before you can get the report %hat you get the
confdential private website @ou had to contact Carl by phone or by email and
had to give them all your contact information (f you wouldnHt thatHs okay we
wonHt give you something its valuable we understand no problem no arguments
Mac: And there were several reasons for that right #ne of which is establishing
rapport and the other is the technical reasons that you couldnHt blast email a
=igabyte fle without having everybody hates you.
Jay: -hatHs e>actly right, but we had some elements 9o we started doing stu4
and we started with the report and then we thought not enough of people got it,
so we stayed it for di4erent places and di4erent ways and set it again and again
and then after we got the report we decided a lot of people would like to hear
how it work in real life 9o we got check on the phone with me -hen we are done
in the beginning %e actually did a live program and it was killer, and then we
basically summari,ed the live program and we made an o4er the summary of it
then we invited people to be on a conference call and we done with it and then
we o4ered a tape of the conference call and then we o4ered a transcript
conference call and then we o4ered a L [ A separate conference call and then
we o4ered /unclear 212;12JG3 and we took the attitude that ( take with LetHs get
back to my e>ercise when about a fourth of each room read the same book
analysis and the forth of this room is C06 people, got something di4erent out of
it, does that make sense %ell C06 with di4erent interpreted places on the
continue and are letters if ( am guilty of anything ( probably could make them
shorter and ( am guilty about /212;1JG23 but ( wouldnHt make it as most people
think -hey wouldnHt work ( think if you heartfelt sincere you tell the story and
you let them in on the /unclear 212;1;M63 madness they really appreciate that (
mean most people tell me they never got emails like mine and ( frankly donHt
setout to make them special, i ?ust write them from the heart
Mac: ( can tell you the number of people that ( talked to over the years that are
a student of /unclear 212612603 programs Ao (Hll be get his mailings for years
/Audience Laughs3
Jay: -hat is not a ?oke %e had an idea last year of sending out letters saying
you got to pay us ;22 :ollars to keep getting our mails or emails and will reply to
anything you buy $ow many people have a Jay Abraham fle they have been
keeping (tHs a smaller representation than normal Aormally ( get three 'uarters
bills so ( have got two fle cabinets full of your stu4 and ( say ( know ( e>pect that
*eople use me as their model but thatHs okay, thatHs implicit (f you guys the
most tragic thing ( would feel is in people de+subscribe to my stu4 ( feel like its
their loss because we are one of the few people who have the willingness, the
openness, the dare+ness to try all kind of things and ( would think ( am the
greatest model of a person ( am not trying to be egotistical ( donHt care if you, (
lay it all out in the email, itHs funny when the switching over but ( did the re'uest
for case studies, you know you are on my email list as often, ( ended up with we
had CG thousand people we did an email asking for case studies subscribing and
we got C62 and everyone was e>cited because they have good taste they said
thatHs terrible ( go back and said you guys donHt get it ( donHt believe it there is
only a C62 case studies in this ( want more and ( want them by Friday and ( got
062 more and then ( thought this is not enough so ( went back again and ( did it
from another /unclear 21261J;<3 may be ( didnHt say this correctly you give me
a case study tell me how you made money and the one big idea ( am going to
share with you may be a thousand di4erent ones like it but not /21261;6G3 and
you would be able to fnd 62 or C22 from that to blow your mind and probably
make you millions of dollars and you are going to get that ?ust /21261;M<3
Mac: Can ( share with you one little thing that ( have learnt from Jay is the
actually is the biggest thing and ever and if you walk away with ?ust this itHs the
most powerful thing in the world which is never accept practical reasonable
realistic results $e doesnHt and he makes you not accept them either and if you
donHt they would get better
Jay: ( would tell you truthfully ( am disappointed because ( e>pected <22 people
and ( am a little bit but a bit disappointed that ( wanted to have 622 home
studies of 0222 and ( only got ;62
Mac: this is not fun to be around not all the time
Jay: ( push because its hilarious Ey hairstylist says ( am his most favorite and
his most feared client because ( donHt accept his haircut, youHve been there when
( get my haircut and what do ( do Carl.
+,ea"er 2: @ou always challenged him to do better
Jay: ( said thatHs not enough Eichael letHs cut it this way that you are really
happy you want me to be your poster boy are you happy with this you want me
to go out ( said is this really what you want people to think about and then they
think that guy is not very well groomed so ( may have to say Eichael Jay cut it
and ( get great hair cut because ( challenged him to perform at a higher level (
challenged the market place to respond at a higher level because it has been in
their best interest Aow ( donHt know if you could do that if you didnHt believe with
every flament of your being in the value, in the virtue, the beneft, the enormous
and the priceless worth what you have earned
+,ea"er 2: @eah ( give me an e>ample on this when you do the *PL we are
talking about the number of home studies we could do ( said we could do 62,
Chet said we could do C22 then we went to Jay and ask him what he thought and
he will do 622 and guess how we did. 622
Jay: Actually we did G22, but we planned into our e>pectation attrition @ou
donHt have attrition thatHs not something that we proud about it means you are
not stretching the envelope wide enough but if you have none or not enough its
e'ually tear able because you will not stretch it you want to get up to marginality
because you wouldnHt help people may be are on the cusp does it make sense.
+,ea"er 2: Bight yea
Jay: %e lost 0 percent of you on yesterday at 0 oHclock #f the 0D about J2D
converted to a home study of the remaining lets say C;D, two of them ( talked
to were too close minded and they didnHt get it and should have left because it
would have waste of money because if they had stayed and paid they would
have done nothing it -hey ended up having an atrocious and now they gotten
no need for C0 thousand :ollar worth of =oods and which is /21C212GC3and they
got it didnHt happen they didnHt say anything negative it normally happen this is
0 or J years from the today you see a smiling face from the back saying ( left, (
am embarrassed ( owe you 6222 dollar or ( made 06 thousand dollar and C62
thousand dollar and we know that will end up with a good will donHt we it will
make us more money that we can imagine but our attitude is even worrying
about those its worrying about you ( am trying to give you a mindset may ( said
to somebody at the break ( am a little bit eager to give you more techni'ue but (
said that ( gave you in C0 pound or 06 pounds worth of free stu4 and probably a
thousand pounds of other stu4 more techni'ues that you would need in your life
your mind set without the philosophy, without the ideological approach
/21C216<0 3but its useful /21CC122G3we are trying to really strip ourselves naked
we actually took the time Eac told you to publish most of all the emails we use
successively /21CC12MG3 letters didnHt we
+,ea"er 2: @eah letters
Jay: )ut we put like 06 emails for *PL and ?ust so you know this we gave you
the secret to about G million :ollarsH worth of sales we generated you may or
may or may not want to emulate it, replicate it, or model it if you really which
you hope you can better you can even do better, but thatHs a hell of a template
Mac: (tHs not as you see itHs not about email, itHs about marketing, itHs about
adding value and adding credibility
Jay: %hat else should ( say.
Mac: -here is techni'ue involved ( donHt know obviously
Jay: 9o ( mean its starts with ( have disciplined my mind to constantly think of
two things, in the contents of se'uence what is the ne>t layer or whatHs the ne>t
level of, remember the notes from the strategy pyramids and whatHs the ne>t
step to graduate and move forward. %hat am ( not connecting for them what
are they thinking, ( tried very hard not like aha, ?ust like natural everything well
%hat would ( be thinking if ( got this and this what would my mind be devoting,
and ( also do that ( think not to be audacious for audacities purpose but to be
audacious ?ust to break their paradigm so they will stop for a moment and reIect
di4erently ( think what approach will ?ust blow their mind and then tie in and ( do
things that no one else does ( donHt want people to try to basically be doing this
from the get go and from the basically take advantage of ( want to tell the
upfront e>actly what ( am going to do why ( am going to do it, what ( e>pect to
happen, what will happen if ( am correct and what wonHt happen if ( am not, why
itHs totally covenant on me to perform and why they should ?ust go along for the
ride and put their defenses down ( think most people do that -hey think that
there is something weird about doing that ( think thatHs so natural :o you know
anything Eac.
Mac: ( think if there is a lesson for you, ( am not in the 9eminar business, but if
you are, the lesson is this3 small incremental improvements, leverage by
technology all of sudden become truly unbelievable breakthroughs @ou can see
nothing here even of itself was absolutely the key, they ?ust kept working on it
Jay: #ne thing was it was a belief system was the key
Mac: And the belief system that they could do it and would do it and would fnd
a channel and a way and their knowledge of their clients and their market place
converges
-niden%i4ed: And then ( tell you one good thing that happen and this is not
audacity but once we manifest our vision then when momentum started really
working we utili,ed it with candor and honesty to our positioning advantage
because we ?ust say hey, here is the truth and it should have come across as
dead serious because ( did a conference call on one call and it was not trying to
be arrogant and said here is the deal guys, this is the frst one we have done in
seven years, ( am at better point than ( have ever been again Eore ( want to
show, ( like people at higher level ( had e>perienced more things more ways,
fgure out the real way to make the internet work ( know how to add an e8cient
way to get not ?ust marketing knowledge but get you strategic implementation to
do it ( am going to have the room flled, itHs a matter whether it will be you or
somebody else and thatHs the god honest truth and since there is no down side if
you donHt value so for, shame on you and ( was very sincere ( think that is
sincerity
+,ea"er: Bick has a couple of things
Jay: 9ure go ahead ( was ?ust trying to help you, itHs not about how great we
are %e are trying to transform your mindset
+,ea"er 2: -his will work for you too
Audience: A lot of times being an entrepreneur you always focus on who has
got my list, and one of the things Carl that ( would like you to talk about is the
state you are in when you went and started working on the mastermind ( donHt
want to put words in your mouth but didnHt you call JayHs list petrifed wood, like
it was tough.
+,ea"er 2: @eah
Jay: $ow many in this audience really didnHt think that they are not going to buy
another thing from me again. Baise your hand %e thought di4erent
!Laugh"
Jay: Aot because of us, because we thought you werenHt there yet because Carl
would tell me ( am trying to sell things, and he says you know that and ( say okay
great Carl and ask him how many strategic alliances. how many referral
systems. $ow many of them were embarrassed and they didnHt know and we
thought we owed you not letting you o4 the hook
Audience: Could you integrate what you are talking about with either the part
*arthinon principle or the force multiplier e4ect.
Jay: (s that a @es or Ao 'uestion. @es ( could
Audience: And will you.
/Laugh3
Jay: #kay 9o letHs take frst multiplier 9o where is our Colonel from here, where
is our
Betired Colonel.
Jay: Ea?or *ardon me %here is your )rigadier =eneral come on up Ao the mic
is up here @ou can borrow one of ours 9o now in the service what did you do.
Ma5r: 6 was a Ea?or on active duty, ( was on EC tanks and EC+AC tanks @eah (
know Force Eultiplier
Jay: 9o ( want to talk about war fare okay @ou probably know war fare in a more
elevated and scientifc way than ( Bight
Ma5r: ( understand it pretty well
Jay: @ou understand force multiplier. Could you e>plain it frst and then let me
try to translate it from the militaristic stand point about trying to not ?ust impact
but knock down and destroy and decimate the target, the enemy whatever it is
once and for all and you donHt care how its done, ?ust that its done
Ma5r: 9ure ( mean as you are attacking an ob?ective you are usually given an
ob?ective in the military and typically what you do is, you take your own assets
that you have been given and you determine how you are going to deploy your
own assets -he thing that happens ne>t is your boss says ( can give you these
additional assets if you can deploy them properly and there is a whole host of
other things that go along with it but shouldnHt have ran up here Anyways what
happens is once you get those assets you sit and you decide how ( am going to
bring all these assets to bear at the e>act same precise moment and time as (
am assaulting the ob?ective because as ( have assault the ob?ective (f ( have
been given artillery which is not an organic asset to me, if have been given air
defense, if ( have been given air its called cast plus air support, (f ( have been
given helicopters, how ( am going to bring all these things to bear on that asset
at the e>act same time that my soldiers come scream and across the hill top and
start popping caps at the enemies
Jay: And one more thing and your goal is to knock down and decimate the
target and it will be great if you knew that the bombs would do it or the foot
soldiers would do it or the tanks would do it @ou really donHt ultimately care
which one does it
Ma5r: e>actly
-niden%i4ed: Just want to do it
Ma5r: ( want it level when ( am done
Jay: @eah 9o give us a couple of more perspective or anything else @ou donHt
have to, ( was ?ust saying may be there is anything other like attitudinal or
physiological
Ma5r: (ts widely psychological thatHs a good point because you know frst of all
when you see an E+C tank from the other end of the mu,,le that generally sucks
/Laughs3
Ma5r: %hen you see you know a patty helicopter is coming across, then ( have
good buddies who Iew those and Cobra =unships and an A+C2 war hog blast
Jay: All at the same
Ma5r: yeah all at the same time
Jay: (ts not a pretty picture
Ma5r: -here is reason why ten years ago those /212G12MM3 who got about their
fo>holes and start walking in mass to Jay Abraham /Laughs3 and that same thing
happens ( think in marketing so
Jay: -hat has been very helpful Eac ( think answer does it -hank you
/Applause3
Jay: Certainly better than ( would have
Mac: 9o he is airborne too look at that
Jay: 9uch a great visual, so thank you very much #kay we knocked that one
down Bick Anybody has a 'uestion =o to mic, the only one 'uestion ( must have
either been very interesting or very boring.
Audience: )oring
/Laughs3
Carl ?ust see it, these are ?okers
Audience: )efore you ask the 'uestion ( want to make one comment about
Carl ( am on the east coast and got all this emails and then one from Judith =arf
with the telephone number in it, 2G1J2 in the morning ( called this number
Jay: 0G1J2 your morning.
Audience: Ey morning and Carl answered thatHs what /212M12G03
Jay: 9o let me give you a perspective its good and bad -his is an e>ercise in
how to do something and also how not to do something Carl is an ama,ing man (
am not really in the seminar business anymore ( am looking for those twenty of
you that wanted to do deals with /212M100M3, businesses ( get involved in and
e'uities ( can make and wealth ( can create you know as an asset and stream for
my wife but ( got such a knowledge base and most of you couldnHt a4ord me and
most of you, you know are will not be able to help so weHll do a seminar
occasionally for four or fve reasons which ( have already shared wonderful
ethical way to fnd clients to itHs a great way to pay the overhead and for itHs a
great way to keep my profciency and learn from all of you Carl is remarkable7
Carl is so loyal he loves doing this Carl is the sales person because we were
really not in the seminar business, are we. %e sort of do a promotion and Carl is
like into in and go out for two months and chill out he is on fumes $e has been
doing this because he loves it ( would suggest you do that because you burn out
your normal stat but it shows you how much higher you are capable from human
performance
Jay Abraham Mastermind Marketing 28
Audience: ( do not read, if you go pass one page but (Hm here line email style, (
send out short emails
Jay: -hey werenHt us very a4ective %hat is your business sir.
Audience: ( sell several things, but air purifers, water purifers
Jay1 9o all over the country.
Audience: All over the country
Jay1 ( mean and ( rather not now because when we are done with this, we are
going to do some e>ercises between now and about G or M at night which will be
much more specifc and interactive and L and A are problem solution or scenario
and strategyV tactics and answer but you have an optimum, it may be you donHt
read them but somebody does and it maybe that you had to use your email as
stage e4ect )ut ( will tell you what
Ma%%1 $ere is a little secret, hardly anybody reads them all the way through
Jay1 @eah, but it doesnHt Eat%er
Ma%%1 (t doesnHt Eatter because the evidence, you know the proof and the case
is there and you can see that, as you scroll through it or you Iip through it and
you go look at the supporting evidence here, look at the detail they taken and
you will go ( will ?ust cut to the chase and you to go the end and a lot of people
go from the beginning to the end (tHs the fact that it is there if you want to pick it
up that is important, not necessarily ` you canHt necessarily force everybody to
read everything in se'uence, thatHs not the issue -he issue is, are you
answering every 'uestion that is being asked. -hat somebody needs to go
further
Can they fnd it if they need it. (f they trust you, they are guarantee, if they trust
your risk reversal in the front end7 they might say all of this is irrelevant because
its risk reverse )ut itHs there if they want to answer the 'uestion -he second
part base is thatZ
Jay1 ( only want ask you a 'uestion, only one right now because ( want to get it
all through, please and thank you @ou will probably have more time, (Hm sure it
will be real nice when it get many people because we have a lot of ground to
cover Just two more, thatHs all. #kay, you but the ones that had them, gives
them a chance to ask them, okay )ut ?ust in this segment we are going to have
to end, okay go ahead
Audience: %hy ( didnHt use $-EL email and you think it would have increase
youHre 'ualify lead rate
Jay1 -o do what. %hy didnHt (.
Audience: @es
Jay1 )ecause somebody whose name ( wouldnHt mention, urge me to do $-EL
instead and said that would change everything and we did it and we got less
response and more complains because it is less integrity (Hm not saying you guys
canHt, my voice, my communication, my style, it may be long, you may think its
high beat but it is pure and it is straight forward and itHs more understated and
home spun, donHt you think Eatt.
Ma%%1 -his is why you have to test
Jay1 (t may be thatHs right for you, my styleZ
Ma%%1 ( know some businesses and they are totally opposite of that
Jay1 And they get great results and they test it along but we ` you have to reali,e
one thing
Ma%%1 @eah
Jay1 %hat you are doing, remember when *atty Lens said, like he basically ` he
invites the people he wants and he disinvites the ones he doesnHt want, well your
strategy is going to create the people you either like long or short, ?ust by the
way you do it First of all it might bring a combination that you integrate together
and bring through A number of people have told me that my training and my
written style as powerful as it is, it isnHt really ma>imi,ing educational
approaches and so while it appeal to one segment, it totally unpeel to 0 or J
other (Hm sure itHs true, right now (Hm content that ( attract a certain category
that is in this room and ( turn o4 another category and itHs not the one in the
room, itHs the one that left
)ut you got to reali,e whatever style you take, unless you e>ist, we try to do
bunch of di4erent things but ( only know this is also pre?udices, my pre?udices (
came from environments where ( had to be able to denationali,e, articulate,
denomensiably, validate enormous tangible, intangible worth to a lot of
intangible things, newsletter, investment forms people never had 9o ( had to
become, ( sold ` ( mean (Hm very proud, remember ( sold like $0 million worth of
9alvador dollar linking without ever having a picture
Ma%%1 %ithout a print, without a picture
Jay1 Aever saw the picture, no itHs serious ( describe it, ( describe the e4ect, (
describe how cool it was, ( titillate the fact you look at this thing, you look at a
woman butt and you see Christ in a sort of weird and ( thought if ( did it with
more elo'uent andZ
!Audience laugh"
And ( titillated, ( e>plain it, ( desensastionlise it, ( revered it, ( compared it but (
learn how to do that early in my career, so that pre?udices follows through (Hm a
little bit of a hypocrite, because if ( taking it full force, we would do short ones,
we would do everything and (Hm a little bit la,ier than ` ( got to tell you this, for a
person with no real sta4 anymore, we do a lot of shit, donHt we.
Ma%%1 @es
!Audience laugh"
Jay1 @ou have no idea of the stu4 we do and (Z
Ma%%1 And you have had real sta8ng
Jay1 @eah but ( do more with ` ( have an attitude which is pretty need, so
remember at the X+Factor last night, Pd #HAeal and his wife and a group, ( donHt
manage particularly well, which is no great surprise, probably to you, but ( learn
how to get the e4ect of billions of dollar worth of really good managers and
capitals 9omebody said to me, Jay whatHs your strategy of management. ( said
itHs really simple, itHs called Q:o a strategic alliance with somebody whoHs got 022
to 622 employees and has a need to keep the payroll made and the cash Iowing
about C2 times more than ( and ( will be glad to run with my ball
Ma%%1 @eah
Jay: 9o ( have lots of people that do stu4 with me Carl is not an
employee, he&s a ?oint venture partner -his thing ( forgot + this is self+
serving + if anyone has a nice entrepreneurial list of email, ( want to know
about it because we have got the hottest email o4er %e made $<62,222
with one person working out of his house to setting up email with list %e
pulled $6 a name and the good ones which are pretty impressive Just
because we donHt purport to understand emails but we understand
marketing pretty good
Audience: @eah, ( had a math 'uestion (f you could e>pand on the model
on which you got all of us here Carl you were talking about it brieIy,
initially about how many emails you send out, how many email lists
Ma%%: #ne of the things that Bick asked Jay to touch on, and it&s more of a
Jay 'uestion ( think, is the front end a8nity tri+venture and what that does
to the dynamic
Jay: #kay, we are going to talk about JK sometime in the morning, so (Hll
do a little bit now ( called my wife and told us we&ll probably be done by
ten, CC, C0, one or two )ut seriously, probably three ( believe that a
strategic alliance + somebody ask me sometime, 5(f ( took every one of
your concepts away from you but one and you had to live or die on that
one, for the rest of your life, what would it be.5 ( said, 5-here&s no
'uestion, it would be strategic alliance, because somebody else spends a
life time, ten years, enormous amounts of human and fnancial capital and
e4ort + going to huge audiences to fnd that resonate with them,
committing themselves over and over again, transaction by transaction,
month by month, to keep good will and keep advancing and regenerating
that 9pending tens, hundreds, thousands, millions of dollars a month,
'uarter, year on sta4 to fulfll and technology to do it to research and
production And ( get able to come in for underwriting a cost of a letter or
for making a proft deal, get access to emails that may cost them $C22
million dollarsb + ( have told you, you have got a $622,222 dollar
unintended gift from me with that list (f anyone gets any solicitation from
that list that didn&t emanate from me, you let me know right away
because we will smite that person with the full force our negative Narma (
have an advantage most people donHt -his was part of my strategy from
the beginning ( have invested in, created and en?oy the wonderful
pleasure of having a reasonably substantial amount of good will accrued
around the world -hat&s always my plan Ey plan to invest forward, if
nothing ever came (&d still get a payo4, someday, somehow, somewhere7
( could help people ( have in this room, probably 62 of my e>+clients or
good friends that ( insisted on buying an attendance for ( took a 'uarter
million dollars out of Carl and my pocket when we had a confguration that
we thought would be over flled, because ( could not let them be here
$ow many people here, as a guest of mine that ( hounded you to come
even though ( took money out of my pocket. A lot of people because ( felt
it was the thing to do ( believe in helping + )rian -racy + ( have gone and
helped him two or three times All the people here (&ve helped and a lot of
them have paid me and a lot of them through ?oint venture ( can go to
somebody who is either benefted from my services or has a relationship
with me and ( can get them to basically do about anything, because they
know ( am not going to ask them to do that isn&t in their client&s best
interest -hey will also beneft but their clients will beneft more ( won&t
ever breach the integrity of the sanctity, (&ll do it right ( can go to anybody
in the entrepreneurial arena and odds are if they are entrepreneurial they
know o4 of me or my reputation, which is pretty good ( have got CGG
matches on google where couple of people spend fve grand or maybe 06
grand and did nothing with it blame me not themselves but most of it is
pretty darn good (f they donHt know, ( can normally have a conversation
with them in an hour or so and give them so much value that they are
honor bound to reciprocate #ur attitude, which should be your is, there&s
tons of people out there that have already spent a fortune, time, good will,
capital and human capital to build the relationship7 why not fgure a way
to collaborate with them ( donHt have time on this little segment but to go
through the nuances but ( am delighted to do it when we come back or
are done with this #ut of C22D people in this room, how many came from
other people&s list, as a percentage.
Audience: Appro>imately a C22
Ma%%: Came from where Jay.
Jay: #ther people&s list )ut incrementally that&s a half a million dollars we
wouldn&t have if we didn&t do it
Ma%%: @our list is composed of people who came initially on ?oint+venture
Jay: %hoHs a previous Jay Abraham product or attendee buyer, raise your
hands Neep it up #nly put it down if you got an ad in the outside market +
if you came from any endorsement, keep it up (f you frst came to me,
because somebody you had a relationship with, -ony Bobins, Aightingale,
=arry Aorth, *hillies *ublishing, Angora *ublishing, if some organi,ation or
entity endorsed me in the very beginning when you start a relationship, if
that was the case, raise your hand #kay, stand up, go to wall
!Audience Laughter"
Jay: (t may sound like itHs an e>ercise but ( want to make a visual that (
want this to always be indelibly embedded ( am sorry to you but ( think
you will appreciate that ( am doing this :onHt you think Eatt.
Ma%%: @eah
Ma%%: ( am appreciating it
Jay1 (f ( ?ust ran ads in the paper, if ( ?ust rented lists from the outside
market and did nothing else + wait till everyone clears out
Ma%%: Ey guess is7 half the people sitting down ?ust donHt know how they
got it
Jay1 :id you start your relationship by reading an ad in the outside
newspaper, or did you get a letter or an email about me from somebody
you had a relationship with -hink again before we do the count, because
you did go to the wall #kay donHt count the people at the seats Count the
people around the room, times not $6,222 $ow many people, in this
room, have bought more than this from me, raise your hands $ow many
people in this room have bought at least two live or home study courses in
the past, raise your hands %e have ;2,222 people on our old list to which
most of you came from that has spent about M2 million dollars with us
*robably, of the ;2,2227 J0,222 who probably spent G2 million dollars
wouldn&t be here if it wasn&t for what.
Ma%%: #nce wall street ?ournal had a special on business education -hey
had a lot of numbers from various universities programs and ( started to
add their fees up Jay had trained more people and made infnitely more
money for everybody with bigger results than all the university programs
put together ( am not talking about undergraduate, postgraduate,
business e>ecutive, small business + it was incredible $ow small some of
those programs were with all the clout that says, #rton has for instance
Jay: Eatt only because we are two minutes behind on our schedule ( am
not showing this to show you how great ( am ( am trying to show you
opportunities for yourself, do you clearly get that #ne thing ( need to do
is going back to the mic $ow many of you people, standing up, got
something + maybe not profound but impactful + out of what we ?ust talked
about. ( need about seven of you on each side to stay at the mic and the
rest of you sit down %hatever the rest of you got something, you have to
tell people what that is during the break or lunch, whatever come frst (
need about seven of you on each side of the two mics ( want you to
e>plain what the insight is, how it can be best applied by everyone + as
'uickly as you can, go ahead
Audience: %ell, Jay ( started getting your emails about the Eastermind
Alliance -hese emails kept coming -hey were very good and they talked
about Aapoleon $ill -hen, ( started getting the emails and as they went
on, it ?ust got better and better and you e>plained how (&d be in a room
with 662 people and (&d be getting all the energy (t reached a point where
( ?ust couldn&t say no
Jay: %hat&s the impact for everybody else here.
Audience: -hat we are all benefting tremendously %e are meeting
people, making contacts
Jay: %hat&s the impact of that awareness that can be translated into an
application that everybody here can use on themselves or their business.
Audience: ( think all of us have to be much more aware of se'uential
marketing Neep doing it consistently, weekly and eventually this is the
result
Jay: =ood, -hank you
Audience: Jay, ( think you ?ust proved it when this last time we got up
because you asked the 'uestion how many have gotten from either -ony
or some other associate, bunch of us went to the wall -hen you repeated
the 'uestion again basically said the same thing and another group got up
so we ?ust asked again and it happened -hat&s what ( got
Jay: ( like that, thank you
Audience: -he way we ac'uire things and the way things come to us, it&s
always + -ony Bobbins once said, 5( donHt want to own anything, all ( want
to do is have access and use of because we all come in naked and we all
go out naked alone All we do is rent this stu4 while we are here5 -he
ac'uisition of relationships and the way you draw people together ( was
looking at the table last night, ( kind of ditched out, and ( noticed you are
very specifc with language @ou are very precise with it, even your coin
words tie into the precision + are we going to go through a program. (t
doesn&t say program, are we going to go through a seminar. :oesnHt say
seminar ( looked at your stated purpose and ( thought about this word,
training %hat you have done here is if you remove the name tag and puts
their thumb over the word training, you fnd out we have ?ust been
ac'uired %e have ?ust become and entity that is + read it %e are not in a
seminar %e are not in a program7 he didn&t use that word did he. (f you
got a parachute, in training school when you are done, you become a
paratrooper %e are not at a seminar, we were ac'uired %e are at a
training Aow, this entire body that came from relationships and
associations is now a new association proprietary to him and we are
collectively Jay Abraham&s Eastermind Earketing group
Ma%%: @ou and C2,222 people before, which you will fnd connections with
maybe 62,222
Jay: %e will try to get you all connected somehow, some way -here are a
lot of people who have done something on e)ay
!Audience Laughter"
Audience: ( came to the program specifcally because the way it was
marketed ( am familiar with Jay&s stu4 ( have been to several events for
about eight years but it was the marketing process of attending it (
discounted coming because of the schedule and everything but Carl
'uilted me into it because ( reali,ed what ( didn&t know about everything
that ( have been taught, but specifcally the process -he thing ( reali,ed
when ( was sitting here, more so with the synergy and the accumulation
and the connectivity from Bobert Alan and Earc $anson and everyone and
how this is one community of ideas and that was probably more good than
anything
Jay: =ood, thanks
Audience: ( frst found out about Jay when ( was working for -ony Bobbins
organi,ation (t was a number of years ago and it continues on a lot over
the years -he thing that struck me today when ( was up against the wall,
was that when you set an alliance, that is a gift that keeps on giving for
years and years, people come back and do more and more out of the one
time + connection from alliance
Audience: ( got my frst e>posure to this seminar through -ony Bobbins
mailing ( looked at the price and threw it away (t sounded great, but (
didn&t know, threw it away A friend of mine is here and she says, 5( have
got a couple of emails from -ony Bobbins,5 ( deleted them -hen she says,
5#kay we have this great o4er %e can both go and share,5 then ( am
listening 9omeone said, 5@ou could use certain funds to pay for it5 Aow, (
am really listening, so ( am picking up the phone and making all the
arrangements 9o, it did take a lot of levels to get me here #ne thing ( am
taking away is that my greatest asset, which is strategic alliances, is the
only one amongst others that ( haven&t done anything with -hat&s my
greatest leverage
Jay: -hat&s great -his is true, most of you donHt reali,e that you have a
dual valve and (&ll get into it when it we talk about it deeper @ou can ?oint
venture o4 of other people&s lists, media, data, and deliverable
communication -hey can do o4 of yours and they are very wonderful and
very powerful and lucrative Kery values based benefcial, two way
contribution strategy for you that can make a very, very big di4erence
Audience: /Onclear 22223 for me, from this is been the power and
strength of relationship with whom you are doing ?oint ventures with + with
the people on their list ( had gotten some people /unclear 2212C3 but (
donHt have that kind of relationship /Onclear 221263 but ( had with my
friend Joe Christopher who sent me an email ( didn&t even open the
package from /unclear 220;3 ( get so many emails from them but when (
get something from my friend Joe, ( read it ( read that and it said that,
aJay is having a conference $e hasn&t had that in eight years $e might
not have one againb ( told myself ( was going ( didn&t even listen to the
tele conference -hat was it for me -he thing is, when you are analy,ing
?oint+ventures with somebody with a list, look at how strong their
relationship is with their list -hat&s going to give you a much greater
response
Jay: =reat, thank you
Audience: -he optimi,ation formula, seeing how you came from strategic
alliances and the number of clients and then upselling + (&d much better be
here than listen to the tapes, but (&ll listen to the tapes for sure too %hat (
am curious about is, on fre'uency, what the strategy would be if you had
these three or four times often %ould it be easy to sell and fll seats like
you have today.
Jay: %e used to C0 a year %hat happened was Carl would + and we had a
sales force -hree things would happen, we would have so many people
coming through the process in the pipeline there it was only a matter of
graduating them in about 02D of the home studies ( have one advantage
over most people @ou all do too if you do what )ob Alan said and have to
fgure out your audacious + my stu4 may not be packaged well and our
time commitments may be terrible and the pasta maybe cold but we give
you guys so much more, in everything we do %hat we donHt do is try to
give you so much more to make it up to you that you can&t hate it @ou got
to see as a role model what you should do %e basically give somebody a
home study and 02D think, 5:amnS ( want to e>perience that, or they go
out and use it and make 62 or C22 or $622,222 -hen, psychological laws
and reciprocity come in and they feel like they have got to give back %e
are very strategic but it&s not manipulative %e donHt really care what we
do from hour to hour :o you guys really care whether ( basically use an
instantaneously conceivable e>ercise to make a point or whether ( go
through a list of elements as long as you get it, really. %e understand
that, that&s sort of our attitude (f ( am good at anything it&s fguring out
how to reclaim something, making way to 9unday ethically, donHt you.
Ma%%: @eah, you are the bounce back king, no 'uestion about that
Jay: %e&ll ?ust fgure so many things to do with we donHt have anything
else to do it, we&ll fgure someway to ?oint venture ethically with
somebody else who can do more stu4 that we can&t ( take the attitude of
how many ways should (, can ( and must ( give greater value to beneft,
protect to my market and you should think the same thing
Audience: Jay, the single most important thing ( have learned is to
contact many people, many times with many o4ers from many di4erent
points of views and then always follow up with a personal touch
Jay: -here&s one other element that maybe Carl talked about -he
composition, the construction got to be e>ternally focused (t&s got to be
with their best interest in mind or it will not work -alking about me, me, (,
(, (7 we, we, we instead of giving to you, you, you and thinking about they,
they, they will ?ust be suicidal -here was one element we may not have
covered but that is a critical to connectivity, donHt you think. -hanks
Audience: $i, Bobert $arbower from Apparel Pmboss %e manufacture
and distribute emboss e'uipment decorate apparel -hink that ( learnt
was, ( remember when ( got the email which said ;2 days and nights of
merciless money making, ( was looking forward to it -he thing ( am taking
away is Jay&s honest $e tells you what&s going to happen, how it&s going
to happen, how&s he&s going to get there and then he takes you on the
trip 9ometimes we sit here, we hear all the speakers but we forget that
we have to tell people what we are going to do, instead of starting to do it
right away -hat&s the biggest thing for me -hanks
Jay: ( am suggesting that this will work for everybody but ( found, not ?ust
spiritual but success liberation in not trying to keep people in the dark (f (
didn&t e>plain what we are doing and why we are doing and why does it
matter what we do, you&ll end up getting what you want + you&ll be a little
bit frustrated, wouldn&t you. , 5%hat in the hell is he doing.5 but by taking
all that confusion, those 'uestions, that inconceivability and incongruity
away and replacing it with logic, with respect, nurtures educational
awareness and taking it down the path while future pacing it and why we
are going to change it all the time + please turn that o4 + it makes it a
totally di4erent dynamic, doesn&t it :id ( tell you all, you are going to get,
;2 days and ;2 nights of merciless money making and you&d be
shamefully embarrassed not to sign up for at least a home study because
if you were a person pre?udiced towards action you would be honor bound
to give back Any one of the reports or the e>cerpts ( send you will blow
your mind and you could do anything with one of them $ow many people
took a report. #ne of the free e>cerpts and did apply it and got something
out of it. $ow many didn&t read the report and didn&t apply it and now feel
like you want to kick yourself. $ow many don&t know what you know or
feel. $ow many are brain dead from the weekend.
!Audience Laughter"
Jay: $ow many donHt know if you are in the right seminar. $ow many of
you think this is /unclear 2G0M3 family program.
!Audience Laughter"
Jay: $ow many of you came here for the free cold pasta.
!Audience Laughter"
Jay: Just checking Continue
Audience: %hat ( got of the whole thing was that education shouldn&t be
measured monetarily -hat goes hand in hand with what you were saying
about educating your clients
Audience: Eay name&s )ob Adams ( like in the ON Ey invitation arrived
on 9aturday morning in early Aovember ( fa>ed back the acceptance on
9unday ( am uni'ue in the sense that ( didn&t need a follow up #n
Eonday ( got a phone call from somebody to say, 5%e&ve got your fa>, can
we ?ust check the address %e have to send you a packaged material5
-he lesson ( want to give everybody here is + reinforcing the point that )ill
made + you get an opportunity to meet somebody, make that frst
impression count -hank you
Audience: -o solidify my A$AS Eoment, (&d like to know how man in the
room here would be in form or another a millionaire Eay ( see your show
of hands. @et they applied and signed up, no matter what level your
customer is Earket, market, market ( market to millionaire and ( am
always hesitant that ( shouldn&t email them too much but ( was ?ust proved
wrong
Audience: $i, ( am *amela Collins and my husband is -om Collins
Jay: Aot to be confused with /unclear 221JJ3 -hat&s probably the frst time
anybody has ever made that ?oke, ( bet @ou can use it from now on, okay
!Audience Laughter"
Jay: (&d never heard of Jay Abraham at all ( have worked with -ony
Bobbins for a number of years ( was a trainer for him and did a lot of
things -his last year got my husband involved with -ony Bobbins and
some of his ideas %hat happen was that my husband came to me
because we are at a point in our o8ce where we couldn&t seem to get to
the ne>t level %e had used the Kalue *ack and the 'uality of people was
a onetime thing (t ?ust wasn&t working to the degree that we really wanted
to see our o8ce grow ( sat and ( thought and ( called -ony Bobbins and
spoke with )illy 9anderwall there ( begin to tell him my dilemma ( said,
5@ou know we are involved in several of your programs (f there&s anything
we can do so that we can learn to market our business more e4ectively5
9he said you know, 5%hat you signed up for really doesn&t gear you in that
direction @ou know what, ?ust this week we had a meeting and was told
about the Jay Abraham program ( have 06 page fa> that (&ll send you and
you can take a look at5 ( said, 506 pages, my word, what is this.5 (
couldn&t believe it 9he sent it to me and ( began reading it ( highlighted
all these things and said, a-om, ( think it&s incredible, because they are
going to guarantee and if it doesn&t work, we get our money back5 %e
looked at it, we talked about it and ( called her back and told her that we
were going to do it -he kicker is the big package comes in and ( donHt
recogni,e the name on it so ( said, a%e are not accepting this package,
this a bit heavy thing5 ( didnHt know what the heck that was ( was going
to re?ect it, my husband says, 5Aow you ?ust wait a minute5 $e goes back
in his o8ce, he opens it up and comes out and says a@ou owe me an
apologyb $e opens this thing up and ( am like, 5#h, my word, look at all
this stu4, it will take us a year to get through this5 %e started listening to
the tapes, because we have another o8ce in the mountains 9o when we
take our weekly trip up there we started listening to the tapes ( am
writing information down and all the stu4 starts coming to me (t was
incredible and it was even before we came here ( ?ust want to let you
know, it&s e>citing to be in an environment where ( see there is support
group and there is a way to be able to see that there is direction -here is
way to have things work for us -hereHs always a way (t&s e>citing to see
the reality that there are a lot of motivated people out there that are very
interested in supporting other people, having their business grow, being
great in shape, add value and make a di4erence not only in their own
environment but also do that to all those around them -hank you so
much, this is so e>citing
!Audience Applause"
Audience: /unclear 2;12G3 generation investors -his is my seventh Jay
event ( ?ust want to get something o4 my chest before ( e>plode -his is
the Eastermind group, Jay&s group, right here right now -his is not the
end, this is the beginning Look around, there&s a lot of generous people in
this room From my e>perience from MG events, ( am still in contact with a
lot of people that ( can send them my ads and my ideas and they will let
me know what&s happening ( am sure the people in this room will do the
same for you 9o use them, work with them and help them too
Jay: :on&t hustle, unless you like to dance
Audience: $i ( am Jean, apparently a resident *sychiatrist
Jay: 9oon to be a pathologist $e wants to sell you a series /unclear
2212<0<3 after Luincy
Audience1 Just addressing the force multiplier e4ect ( feel that certainly (
have been approached that way by Jay coming at me by deploying
multiple speakers Aot to really destroy me, but build me up And ( have
found that immensely valuable ( think it&s an e>cellent e>ample of
permission marketing, because ( have paid to have these people market
themselves and their products to me and it&s one of the impressive things
which, ( think -hey have the insiders club and the insights and ( paid to
get the e>cerpts of their speakers programs so ( could review them and
perhaps buy them %hat ( have gotten out of this and perhaps others can
also use it, that frst to really establish myself as becoming empowered as
a preemptive, preeminent e>pert in the area ( want to address ( could
create a book, &A la Chicken soup series& by really not writing it myself but
getting some of the people ( have done research in the area ( am
interested in to write it more in Lay man&s terms (t would be more
appealing other than in the select specialist area -hen, give added value
to the contributors of the book, ?ust as Jay&s given it to the speakers who
have come to speak to us -his would educate the public with added value
in terms of reports or white paper *erhaps, you can get a website for this
they can download it
Jay: -hanks a lot Jean (tHs good having you back the seventh time %e are
going to break for lunch short, not yet %ho did not get some meaningful,
maybe not profound, but meaningful insight out of this day. Anybody. (f
you didn&t do me and yourself a favor and make that insight known at
lunch to the rest of your table and see if they can help plumb out of you
the fact that you really did @ou ?ust haven&t validated or recogni,ed it yet
because ( think you have (f and when you reali,e you have what it is,
reali,e what the action is associated with that recognition of the revelation
is, and what you need and will do with it when you get back At lunch, go
around the tables and share it with everybody And since this is the last
day, unless you guys are going to hang out tomorrow, if you are done with
your sharing at the table, pick up your plate and maybe e>change places
on other tables (f you get spilled water on you, donHt get upset, ?ust wipe
it up and move to another table because this is the last chance today and
the dinner you are going to have to do this then you should have a lot of
insights to share and if 662 get to tell at least J2D of the people at lunch
what they got out of today or accumulative new insight, it will be like
getting like 662 di4erent seminars, all condensed into an hour and half
which is a pretty good leverage (f you have email list that has a lot of
entrepreneurial business owner, serious 'uality business opportunity
seekers, professionals, association members that are heads of businesses
or managers you should come up and see me yourself =ive me a card
because we do money making secrets book and it&s been a killer %e only
do it as an endorsed promotion (t&s a very generous one ( donHt handle it
but colleague of mine does and we&ll set it up with you in January %e only
do it in launches but it&s a killer deal and you probably can make tens or
thousands of dollars from it
Audience: ( ?ust wanted to say one thing about the session here, who
wanted to demonstrate that process marketing works #ne, you have got
an e>ample out of it and two you do it -hat was the idea of the session
when Bick and Jay were talking
Jay: :id we accomplish it. (s it evident to you.
Audience: ( donHt know ( think we did ( think process marketing does
work @ou can do it
Jay1 Bemember ( said ( am going to take three things and tie it together
Ma%%1 Carl, did they get this list.
#ar&: (&ll email it to everyone
Jay1 -his is wonderful -his is Car&s principle and process of marketing
-hey are very interesting Aumber one7 most entrepreneurs provide great
products or service but only know how to market like there competition
Aumber two, e4ect marketing can make a di4erence between making a
living and being very successful Aumber three, Jay Abraham&s marketing
training can make that di4erence Aumber four, ( owe it to my prospect
friends to help them get the success they deserve Aumber fve, ( do
whatever it takes, ethically, to provide my prospect friends to provide the
marketing training they deserve Aumber si>, ( had a dream of helping the
world entrepreneurs become even more successful through e4ective
marketing from Jay Abraham Aumber seven, ( have a plan to achieve this
dream Aumber eight, ( love to set impossible goals to achieve them
Aumber nine, ( believe ( will attract the right people, sta4, and friends to
help me achieve these Aumber ten, ( love to plan, implement, track,
ad?ust, plan, implement, track, ad?ust, plan Aumber CC7 ( must mentally
sell myself on any product or service before ( sell it to others Aumber C0,
( develop e>cellent sales tools7 sharpen the saw Aumber CJ, ( believe (
parlay prior successful processes to future successful proceedings -hat&s
Carl -urner mind+set -hat&s very wonderful it is
Audience: !Applause" -hank you Carl
Jay: #ne fnal thing, will take about seven minutes, depend on what we
have got @ears ago, ( was fascinated with the concept of thinking outside
the bo> and now it has gotten tripe Aow it&s got some pretty cool inside
the bo> stu4 ( want to make a point in this session, what&s the metaphor
to show how ludicrous and limiting and stupid7 operating at a rigid
paradigm or linear thinking or conventional attitude or being unable to
stretch outside and open your mind of possibilities and applications and
approached and ideas from other markets and ( thought if you got a bo>
like this, you reali,e that most people trap themselves in a bo> %hen you
look at your hand like that it looks pretty daunting %hen you hold it away
it&s pretty little, but if you think about the e4ort that it takes all day and
night, to keep yourself s'uee,ed into a stupid little bo>, it&s about a
thousand times more e4ort than it takes to ?ust take the damn thing and
get rid of it, then your whole world is your oyster :oes that make sense.
%hat ( like you to do, because we so happen to have a few do,en bo>es
here, we are going to pass them around the tables ( want the frst person
to get it to say, 5Forever more, starting this day, my personal and
business life, ( will never again stick myself inside a limited bo>,5 or
something to that e4ect First person does that, sign your name and date
it as an a8rmation and pass them around and when you are done, then
you should go to lunch and come back (f you leave early, everyone&s
watching you that you are hypocrite and you donHt get the attitude and we
will make mockery of you for the ne>t seven hours, so you are all
deputi,ed %atch who leaves or who tries to get the frst piece of cold
pasta (t&s now C1J2 -his will take ten minutes %e are taking an hour and
ffteen minutes break ( want you back at three o clock at the dot
!ic": %e have a :onald Eoine fanatic, fan, ,ealot #kay, two fans Any
more fans of :onald Eoine before we get started
Audience: !Applause"
!ic": #h my goodness @ou got a fan club, that&s great For those of you
who are not in his fan club, one of the things that really got me e>cited
about it was that Jay asked :onald to coach him, counsel him, on
improving his own sales process ( donHt know the e>act fgures but Jay
told me that he had geometric improvement in his closing rate
(na&d: (tHs more like e>ponential
!ic": 9orry P>ponentially 06 times per call $e&s got a very powerful
message As you can see, Jay loves being Iuid and spontaneous and
knows how to do that -hose of you are sales people in the feld, you can
appreciate the value sometimes of being able to think on your feet
:onald has a di4erent message (tHs very specifc, itHs very structured and
( think it has a lot of value Any man that can improve somebody&s sales
that&s already a master by 06 times, ( am listening to you %ith that said,
:onald Eoine
(na&d: -hank you Bick7 that was a great introduction (t was ?ust the way
( wrote it $ow are you all doing.
Audience: =ood
(na&d: Folks, here&s the way this works (n case you havenHt noticed, this
is a live presentation -he more energy you give me, the more (&ll give you
back $ow are you all doing.
Audience: !9cream"
(na&d: -hat&s more like it ( think you are doing lot better after lunch For
those of you watching this video in the year 02C2, we are in Los Angeles
California, :ecember 0220, we have been going from seven in the
morning till two in the morning at the Jay Abraham Eastermind summit
%e ?ust went from seven in the morning till two, without lunch @ou guys
look a lot better now @ou look marvelous ( have a very interesting
challenge @ou have about three hours of material to share with you in one
hour ( was doing another boot camp in the last three days that&s why (
wasn&t here )ut ( am very happy to be here today Jay told me this is one
of the smartest groups he&s ever had (s that true. @es or @es.
Audience: @esS
(na&d: Alright, so we are going to go into hyper drive )ut ( have an
interesting challenge because guess what. Ey wonderful program is in
volume two And as ( look out over your desk over the thousands of page
of material you guys all have volume three 9ince you are so smart that&s
not a challenge @ou are going to take rabbit notes, you are going to
transcribe into volume two and ( am going to sweet talk Jay into sending
you the completed notes )ecause ( donHt have people sit here passively
and listen to me ( make you work ( have fll in the blanks, we have
e>ercises ( am going to do this a little di4erently than what ( normally do
( am going to follow the outline, (Hll tell you to write some things down,
write down as much as you want, have some fun 9ome of you are still
eating, that&s fne and we&ll get you the completed notes ( had a
fascinating e>perience about three week ago ( have been privileged to be
on group calls with Jay Abraham, )rian -racy, Eark Kictor $anson and all
of the other speakers 9ome of the most brilliant marketing minds in the
world %e brainstormed this program Jay got us together about a month
ago and said ( want to talk to all of you guys and have one 'uestion,
5%hat is going to be the big marketing break through. %hat&s going to be
the mega trend of 022J.5 -his diverse group of people, we actually
reached agreement Can you believe that. )ack to basics )rian -racy
says he&s going to go back to basics A lot of people forgot how to market
(t was so easy in the CMM2&s wasn&t it. %e forgot how to market ( do a lot
of work with fnancial planners, stock brokers, ( ?ust signed up a top
annuity sales man in the world $e makes $6 million a year selling
annuities $e hired me to help him make $< million ( said a year after
that, we&ll make $C2 million (t got too easy for stock brokers and fnancial
planners in the late CMM2s -hey forgot how to sell A lot of them are
starving $ow many of you are fnancial planners or stock brokers. $ow
many of you are stock brokers but you didn&t raise the hand the frst time.
Audience: !Laughter"
(na&d: #kay, ( see a few more hands going up out here Folks, it&s back
to basics -his stimulated my thinking, ( started thinking %hat are the
real basics. %hy aren&t you selling more. @ou guys are the superstars
@ou&re the pinnacle @ou are the superstars of the entrepreneurial world
Comes down to three things Aumber one, your product is not good
enough (f that&s true ( can&t help you -hat&s not true for most people
Eost of you have outstanding products, world+class and innovative
Aumber two, your service is not good enough @our service sucks (f that&s
true, ( can&t help you, you need to work with another consultant )ut that&s
not true for you because (&ve gotten to know a number of you this
morning @our products are outstanding, your service is great %hy aren&t
you making more money. %hy aren&t you en?oying the success you
deserve. (t&s because your words aren&t good enough %rite this down in
large letters Ey words can make me rich @ou can&t change your product
overnight @ou can&t change your service over night @ou can change your
words Ladies and gentlemen that&s all you need to do to double your
sales, to triple your sales :o you believe me.
Audience: @eah
(na&d1 -o accomplish anything in life you have to frst of all believe it&s
possible Let me share an e>ample with you from, Jay Abraham earlier this
summer before ( met him, and ( have been buying Jay&s material for years,
?ust like you ( have spent thousands of dollars on his brilliant books, tapes
but ( didn&t meet him until easily 9eptember of this year (n August,
another client of mine, that many of you know named -ed -homas had Jay
do a M2 minute conference call to C,G22 to his very best clients and Jay
was supposed to market a $6,222 package At the end of that M2 minutes,
as brilliant as he is7 he sold three -ed was disappointed, Jay was
disappointed Jay said what can ( do -ed -ed said, 5@ou have got to call :r
Eoine5 @ou don&t have to call me doctor, call me :on $e said, 5Cal
:onald Eoine5 $e helped me go from a closing ratio of 0D to J6D 9ame
product, same price + changed his words, and that can change people&s
lives -ed -homas called me up and said, 5:onald, Jay Abraham is going to
call you in the ne>t half hour5 ( said, 5@eah right, -ed5 %ithin half an hour
Jay Abraham called me %e found out we live about a mile from each
other in California -here&s peninsula ?ets out in the ocean about 02 miles
southwest of here 9o getting together at odd hours at his house, he has
his o8ce, he call me up at eleven o clock at night, that&s cool, so ( started
coaching him and that was cool ( started coaching him because on
#ctober ;th, he had another event coming up with Bobert Alan A little bit
over 622 people were showing up Changed a few words here, changed a
few words there7 Jay is a brilliant marketer but he&ll be the frst to admit
he&s not the greatest one+on+one sales person (nstead of working at my
usual hourly rate, Jay said ( am not going to pay you ( am going to do
even something better
Audience: !Laughter"
(na&d: ( said, 5%ow, what&s that Jay.5 he said, 5%e are going to do a
revenue split %e are going to do variable compensation (f it doesn&t work
( donHt owe you anything, if it works you are going to get a big piece of it5
( said 5fair enough5 Folks he went to the Bobert Allan program ( wrote
scripts for him, ( emailed him scripts Jay doesn&t read his email $is
secretary prints out his email, then he reads it $e called me at home, (
met at his house $is *alatino mansion, <,622 feet + ( walk in there + acres
of granite -his is the best story about the power of words, by the way (t&s
one of the houses you can see through @ou walk in through the big double
front door + some of you have been to Jay&s house, ?ust granite
everywhere, beautiful ( said, 5Jay how much did this cost.5 )ecause (
have put granite Ioors in the couple of my bathrooms, it&s very e>pensive
$e said, 5(t didn&t cost me anything ( met a guy who has a big stone yard
and ( did a swap ( e>changed some of my services for $;6,222 worth of
granite5 -hat&s ?ust the material cost -hat&s the power of words, ladies
and gentlemen $e doesn&t pay for anything #ne night he was on the
phone with me and its CC1J2 at night, he says, 5:onald ( have to get o4
the phone5 5%hy.5 ( said 5( ?ust had a brand new *orsche Iown in from
=ermany, put on a Iatbed truck and delivered to my house (t ?ust arrived
here from Aew @ork5 ( said, 5-hat&s a good reason not to talk to me Jay,
get in that *orsche go driving man $e doesn&t pay for anything -hat&s the
power of words 9o Jay does the program $e says, 5:onald you have got
to come to o8ce Friday morning, ( have forgotten some of the scripts @ou
have to print them out again5 + he lost them, 5come to my o8ce, coach
me, Carl -urner&s there5 Jay&s always on these weird diets so he&s eating
eggs this morning and drinking his 5pawn scum5 ( give him his scripts, (
am there coaching him and he call me up at the end of the day says,
5:on, ( have got some good news for you and some bad news %hat do
you want frst.b a)ad news,5 ( said 5:on&t know how ( did it, ( lost the
scripts ( forgot half of what you told me5 ( said, 5%ow, how much worst
can it get.5 $e said, aAow, ( have got some good news, ( closed ;G
people, $6,622 each %e brought in $066,222 dollars for a ninety minute
talk -hat&s pretty good isn&t it. 5Folks that&s what a plumber makesS5
Audience: !Laughter"
(na&d: ( am getting a piece of that, so ( am pretty happy :o scripts
work. :o powerful words work. $ow many of you have used scripts. Folks
you used all be raising your hands ( will conclusively prove to you in the
ne>t hour Pvery one of you in this room uses scripts @ou ?ust donHt know
you use scripts :o you know what a script is. (t&s simple + write this fve
start bonus idea 9cript is an organi,ed collection of words, that&s all it is
@our words are either7 organi,ed and powerful, they are polished or
disorgani,ed, they are rambling you are shooting from the lip and
shooting from the hip -hat&s a lot of entrepreneurs and sales people are
-hey wonder, 5%hy am ( not more successful.5 9ometimes ( have been
hired by fortune 622 companies to coach their sales people ( say what are
your toughest ob?ections. -hat&s fre'uently what ( ask people %hat are
your most di8cult ob?ections. %hy doesn&t everyone buy from you. ( want
you to think about that right now. %hy doesnHt everyone buy from you.
%hat are your toughest ob?ections. %hatHs separating you from the sales.
-hey tell me those ob?ections ( say 5%hat&s your best response to that
frst ob?ection. %hat&s your second best response. -hird best response.5
Eost of the times they donHt know7 they say they will think of something
-hen they wonder why they are not successful Folks, we all use scripts
-he only alternative to scripting, since you donHt have your notes, ( am
going to do this from most of my memory, is that okay. And ( am going to
sweet talk Jay into getting those to you -he only alternative to scripting is
something called Q=lossolaliaH 9ince you all know what that is ( am not
going to defne it %hat is glossolalia. (t is word salad (ts speaking in
tongues (tHs what schi,ophrenics do (t is nonsense (ts gibberish Op +
down + couch + sofa + food + chair + blonde + blue eyes + brown hair + light7
do you talk like that. (f you donHt speak in glossolalia, you are using
scripts $ow many of you, last night, called your spouse on the phone. @ou
used a script %hat did you say to your spouse. @our words determine
what you get in life Ey words determine not only how much money ( will
make, my words determine, how happy (Hll be in life @our words determine
not ?ust how much money you make, your words determine how happy
you will be in life (f you are unhappy in your marriage, it&s because you
are using low 'uality words %hat did you say to your spouse last night.
:id you say, 5$oney, did you wash the car. :id you do the laundry. :id
you wash my underwear. :id you starch it. :id you clean the cat bo>.5
-hose words are going to get a certain response, aren&t they.
Audience: :on&t come home
(na&d: #r did you say, 5$oney, ( really miss you, ( love you so much @ou
are the most beautiful woman in the world ( am the luckiest in the world
to be married to you ( am going to the most powerful training in the
world %hen ( get back, ( think, realistically, (Hll be able to make about a
million dollars in e>tra sales before Christmas ( want you to reserve the
week between Christmas and Aew @ear, because ( am going to take you
and the kids on a trip to $awaii %e are going to stay at the fnest hotel
$oney ( love you so much, ( can&t wait to get home with you -his seminar
is incredibly powerful5 (f you said something like that, you&ll get a
di4erent response aren&t you. 9ay yes
Audience: @es
(na&d: Folks we all use scripts (tHs not a matter of not using scripts @ou
use organi,ed words, whether they are written down or you rely on your
memory -he only 'uestion is how good your scripts are -here could be
someone else in this room who has an inferior product, inferior service but
they have a more powerful sales person, whose going to sell more. -hey
will For those of you who do have your books, this is section nine of book
two and you can follow along with me %hy didn&t half of you admit that
you used scripts. -he reasons you wonHt admit you use scripts is that, bad
sales people use bad scripts %hen we think of scripts, who do we think
o4. %e think of the people who call us at seven o clock at night say,
5%ould you like to subscribe to -ime maga,ine for thirty years. %ould you
like to change your long distance service.5 -hose are nonprofessionals
:on&t ?udge yourself by the worst practitioners :o you know that Jay
Abraham uses scripts. :o you know that Bobert Alan uses scripts. :o you
know that every single speaker you have heard, uses scripts. @ou take
away their scripts + how good are they. -he frst speaker this morning
talked about personality types Are you a red, are you a'ua or are you
yellow $e wanted you to take his test $e was a great speaker Bobert
Allan talked about personality types $e said, are a tortoise, are you a
hare, and are you a rabbit $e asked you to go to his website and take his
personality 'ui, -hatHs one of the oldest ideas in the world ( am a *h:
psychologist, itHs called temperaments $ippocrates wrote about black
bile, red bile, and yellow bile around 0,222 years ago -his is one of the
most important ideas you are going to get form this conference %hoever
has the best words wins %hoever has the best words wins Are you going
to go to that website and take that personality test or you can take the
one&s that&s handed out %ho had the more powerful words. %ho reached
you. :o you sales people have the most powerful words. :oes your
website has the most powerful words. :o you have the most powerful
words. ( am going to show you how to create those yourself Aow there
are many di4erent types of scripts -hereHs the initial presentation script,
'uestion scripts $ow did 9ocrates teach. 9ocrates is considered the
greatest teacher who ever lived $e taught with 'uestions *resident John
Nennedy was asked, 5Er *resident, why is it that all (rishmen answer a
'uestion with a 'uestion.5 $e thought about it for a moment and said,
5:o they.5 9cripts for dealing with concerns and ob?ections ( donHt even
call them ob?ections anymore, ( call them concerns *eople donHt have
ob?ections -hey have mere concerns, mere little trivial concerns -hat&s
called reframing, it&s a whole other seminar -hen there is closing scripts
-he boot camp ( did over the last three days, a number of people + when
we started o4 on Friday, when we asked, 5%hat would you most like to
get. (f ( have a magic wand, if ( could bop you over the head, give you any
power and ability you wanted.5 Eany of those people read a number of
my best+selling books on neuro+linguistic programming ( wrote the frst
book on AL* in sales ( think that&s when -ony Bobbins was in ?unior high
school, so a few of you have read it (t&s in about CC foreign languages (
wrote the frst book on hypnotic selling techni'ues About the only
criticism that book ever got was that it was too powerful, some people
said (t gave people to much of an advantage -here&s an over emphasis,
ladies and gentlemen on closing 9ome of the people on my boot camp,
these last few days have said, 5( want to learn these powerful closing
techni'ues5 After doing this for twenty years, ( have worked my way
through ten years of college as a sales man ( sold stereo e'uipment,
underground gas link storage tanks that was not very prestigious ( sold
underground gasoline storage tanks7 used ones ( worked for a company
that tore down gas stations, dug up ten ,02 thousand gallon gasoline
storage tanks, tested them, reinforced them, tar coated, painted them and
it was my ?ob to sell them @ou know what ( fgured out in my second year
in college. ( was making more money working part time as a used
gasoline tank sales man than what my college professors were making
Ey goal up until that time had been to be a college professor ( lost a lot of
interest in being a college professor ( became much more interested in
selling ( donHt believe in closing hard ( believe in opening hard ( think if
you open hard, if you open well, build a deep level of trust and repertoire +
my philosophy is you grab them my their throats and their hearts and
minds will follow
Audience: !Laughter"
(na&d: (f ( could start my sales presentation by withholding someone&s
o>ygen for a minute, (Hd be in a pretty good place 9o that&s what we are
going to talk about here today ( want to talk with you about the di4erence
in mental maps and reality %hat is more powerful, a mental map or
reality.
Audience: A mental map
(na&d: )ecause you donHt know what reality is. @our reality is di4erent
than your reality, which is di4erent than Jay&s reality Pven on the sensory
levels, there are many things we donHt see @ou know that a hawk can see
a brown mouse move in brown grass from one mile up in the air Can you
see that. Can you hear a dog whistle. #n a sensory level, many things we
donHt take in -he information you take in, you forget M2D of it within one
hour -he little tiny bit that&s left over is fltered through your pre?udices
and distortions -he little residue of what&s left + you call reality %hat will
people do over di4erences in mental maps. %hat would people do over
di4erences in reality. ( say 5Onga bnga bunga5, you say 5Onga bunga
bongaSb (&ll kill you (&ll drop you, (Hll pop you $ere in Los Angeles last
week, our new police chief declared a war on gangs $ow many of you
know that. %e have had ;2 gang killings in the last month -here&s some
neighbor hoods ten miles east of here :on&t go there at night (f you were
wearing a red bandana when you were supposed to wear a blue bandana,
5)##ES (&ll take you down, brother5 Let me ask you a 'uestion (s it
dangerous in sales to 'uestion people&s opinions and beliefs. (t&s called
burning your book -rying to show you how smart you are + it&s called
burning+your+book, in business %hat are you going to do. $ow are you
going to ad?ust your scripts to deal with all their di4erent perceptions +
that&s what we are going to deal with right now -hose of you who have
the handout, turn to page three of the handout -he frst thing (Hd like you
to write down is that &#b?ections are not the truth& ( was shocked in the
boot camp ( did couple of days ago when ( was helping people with their
scripts, handling ob?ections and concerns, ( asked one guy, 5what&s the
most di8cult ob?ection you get.5 he said, 5your price is too highS5 ( say,
5%hat&s your best response to that5 $e said, 5:r Eoine, there is no
response #ur prices are too high5 ( reali,ed this guy is M2D defeated
Folks, ob?ections are not the truth -hat&s not the truth 9ome people say
Jay Abraham charging $02,222 per seminar is too e>pensive $e doesn&t
believe that (f you believe that true, you are three+'uarters defeated @our
frst sales ?ob has to be your selling yourself *eople were not born with
ob?ections to your products or your services -here&s not a baby in a crib
that says, 5@our insurance is too e>pensive or the mortgage origination fee
is too high,5 they were taught that -hey were brainwashes to think that
@ou donHt have to change your products @ou donHt have to change you
service (f you change the way people see your products and services, you
can literally make millions of dollars -hat&s the power of words Aapoleon
said, 5%e rule men with words5 ( have updated that for the 0Cst century,
5%e rule men with words, we rule women with words, we rule children
with words, and we rule ourselves with words5 %hat words are you saying
to yourself right now, do you even know. %e speak to ourselves at the
rate of 622 words a minute (snHt that incredible (sn&t that miraculous :o
you know what you are saying to yourself right now. %hen do ( get a
bathroom break. )oy that was a good lunch. $ow can ( use this. @ou are
talking to yourself whether you are aware of it or not -his guy&s in what&s
called a telephone posture (f you studied AL*, he&s looking down left $e&s
in the telephone posture $e&s stimulating what&s called the brocus 'uarter
of the brain $eavy internal dialogue Bemember Bodin statue, the
thinker. -his is true even in cultures where they donHt have telephones
%hen people were in this posture and looking down left, they are
stimulating the auditory 'uarter of the brain *owerful things going on
%hat words are you saying to yourself. -he words you are saying to your
self are more important than anything ( can say or anything Jay can say
Jay Abraham Mastermind Marketing 29
(na&d: -hey go for houses that have no e'uity -hen you pay them
$6222 or $C2,222 -he reason you do it is you&ll have to pay a real estate
agent, $02,222 to get rid of it -hese people get paid to get beautiful
houses -hey have developed a program on this (t really is an ama,ing
program much better than Carl 9heets program -hey needed my help
though -hey do a M2 minute seminar to sell a $C,222 book and tape
program -hey tape recorded their program %e spent a full day going
though it + from morning till night perfecting it, improving it, pumping up
the words Folks, they are now averaging over $J2,222 per M2 minute talk
-hese are people who used to work in =eneral Eotors -hey think they
have died and gone to heaven ( didn&t change their program, ( didn&t
change their prices, and ( ?ust changed the power of words they are using
9o please, do yourself a favor, tape record your presentation -ranscribe it,
look at it @ou will fnd, ( guarantee, using the techni'ues ( have shared
with you here, do,ens of ways of improving it #ne last idea is use sensory
words -hose of you who have used AL* know about this ( have spoken to
a lot of you here at the program 9ome of you are very, very visual people
@ou use lots of visual words -hat&s not clear to me Can you shed some
more light on that. $ey that&s a bright idea -hat&s ha,y to me 9ome of
you are very auditory @ou use lots of auditory words 9ounds good to me
$ey that rings a bell Aow we are in harmony -hat struck a sour note with
me 9ome of you are very kinesthetic7 use lot of kinesthetic words ( get a
kick out of you, let&s run with it, my back&s up against the wall, don&t try to
strong arm me, ( am not going to stick my neck out %atch you want to do
is make sure that you presentation have all these words in them so you
can reach your full range of your clients and prospects Eany of you, ( am
sure are doing presentations that are merely visual, auditory or
kinesthetic %hen you insert all these words in, it&s a very, very powerful
techni'ue 9ometimes ?ust by that alone you can increase your sales by
J2D or ;2D ( have got so much to share with you but we have an
e>tremely e>citing line up for later today (&ll be happy to show you the
book 9ome of you brought my books ( have already autographed a bunch
of them (&ll autograph a whole lot more Jay and ( look forward to working
with you ne>t year Folks, my wish for you is, ( hope ne>t year is the best
year of your life and that every year after that gets better and better
-hank you very much
Audience: !Applause"
Jay: Am ( on. :o ( have good friends.
Audience: @eah
Jay: A lot of good ideas @ou have a colorful shirt, ( like that shirt ( got a
couple of 'uestions to ask, :onald Just so you know it&s not conIicting (
have lots of business relationships with lots of di4erent people depending
on the situation -here&s a big company and they&ve got plenty of money
and we get a big enough piece for long enough and forever our profts
enter ( have di4erent partners for di4erent situations :onHt get boggled (
bring out di4erent advantages in di4erent relationships ( have a lot
relationships with a lot of people :onald, if you didn&t say this, you should
know this ( am telling you about a couple of things because this is an
intimate form ( donHt do front of the room selling :o ( :onald.
(na&d: Kery little
Jay: %hen ( do it over my lifetime (&ve been like the embarrassment #ne
time ( spoke for -ony Bobbins instead of paying me si> fgure fee $e said,
5(&ll promote your /unclear 2212J162C235 ( said, 5-hat&s good5 $e changed
his mind when ( got on $e didn&t want to do it, ( didn&t want to do it
Aeither of us wanted to do it and we accidently sold a half a million
dollars 9o that was the one time ( sold a lot -hen after, ( had to do it
myself a couple of times and sold like one person %hen ( tell you about
something, ( am not trying to sell you mister $ere&s the deal ( did
something to one group :onald said, don&t educate them as much $e
said, 5Just tell them these things5 9o he gave me this really well+honed
script and ( of course, being the attention defcit person that ( am, forgot
about three 'uarters of it and adhered to about half of the other 'uarter (t
was interesting because instead of getting one or two people, ( got 62 or
66 ( like free form spontaneity but ( got to say, when somebody can do 06
times more yield by structuring it and orchestrating it, you probably
should pay attention, get it right and if you want to maybe personali,e it
-his guy is one of the only people in the country who has a *h: in,
basically studying scripts $e was on the founding stages back with me
/221261C<2J3 whether you like it or dislike it, it works (f you have it based
on Jay Abraham&s materials, methodology and your intent is honorable
and noble, it works even better
(na&d: Folks, Jay is being e>cessively modest $e is an outstanding
scripter + one of the very best in the world Pvery speaker whoHs been up
here has praised Jay $ave you noticed that. ( am going to do something
incredibly radical ( want to tell you a secret Aot every Jay Abraham idea
is original $e&s not the only person in the world who has spoken about
referral selling, about seminar selling and even uni'ue selling
propositions @ou know what, he does it better than anyone else in the
world $is words are better ( know people who do programs on uni'ue
selling propositions, they are shuTing, and they are struggling, trying to
make $622 a speech Jay has people pay him 067 $62,222 per speech
9ame material, better words %hen Jay speaks sometimes, it&s like
diamonds $ave you had that e>perience like diamonds coming out of his
mouth. %rite this down on your notes #ne fnal thought ( want to bonus
you with Eark -wain said this, 5%hat&s the di4erence between the right
word and the wrong word -he di4erence between the right word and the
wrong word is the di4erence between lightning and the lightning bug5
%hat would you rather have. Lightning or a lightning bug %hat would
you rather be. Lightning or lightning bug -hat&s the di4erence one word
can make @ou multiply that over hundreds and thousands of words %hen
Jay Abraham Iies into a city like )risbane, Australia (t&s like lightning has
landed -he power is in the room $e&s got ten thousand clients in
Australia $e&s made the good Australia billions of dollars ( go there too
%hen he gets on that plane and he leaves, it&s like the lightning is leaving
%hen you learn scripting, ladies and gentlemen, you learn the power of
words :irect mail + ( have got to get this o4 my chest before ( e>plode
-hat&s a script (sn&t that incredibly powerful, that&s Jay Abraham %hen
you learn this, you will have a ?ob for the rest of your life (f you want to
pick up tomorrow and move to Alaska, there&s always a ?ob for great sales
people, great entrepreneurs, people who can write and script @ou want to
move to Ney %est Florida @ou can pick up tomorrow and go to Ney %est
Florida @ou know in the great depression, the unemployment rate in
America was 0;D ( have actually read the newspapers during the great
depression -here were lots of ?obs for sales people -here&s always great
?obs for sales people and marketers -hat&s the power of words -hat&s the
power of Jay Abraham -hank you all for inviting me here
Jay: -wo more 'uestions
(na&d1 #kay
Jay: ( have a lot of friends and they have di4erent skill sets -his man is
very, very uni'ue because he&s got two things that he represents
(mmediate, instant leveraged improvement (magine this, two days ago
when you left, your sales people were contacting X people on the phone,
X people they were getting their presentation to impact @ou go back and
you understand this, and all of a sudden it&s two or four or seven Aow,
because ( am giving you di4erent tactical and strategic perspective, you
have to shuTe it up and integrate it ( am purposely doing that too get
you guys to see that there are a lot of possibilities and flaments you
weave together in the fabric of your uni'ue business strategy and selling
approach ( would take heed from this :onald is a really cool guy @ou are
going to be available for the tactical panel we are going to do
(na&d: @es ( will
Jay: ( can&t wait to hear his answers (f you&ll hang out, (&d like to call upon
you %e are going to do about three hours of hot seat real life situations
after 9cott (f you are available (Hd love to have you on
(na&d: $ave fun
Jay: -he only time ( get beneftted is when my clients of my own beneft
-hose of you who have got a script, you ought to check him out for a day
or half a day because he&s really cool First of all itHs counter intuitive that
it&s not comfortable (t&s not natural )ut then what happens.
(na&d: (t becomes natural, it become wired into your brain
Jay: @ou have told what you have told them, what&s the one thing you
haven&t really told them yet that they got to remember and they got to act
on, other than what you have already said, when they go home
(na&d: =reat 'uestion ( would say + sales stories %hat it means is the
most powerful scripts of all our sales stories *eople remember stories
-hey forget all the factual stu4 you tell them7 the specifcations -hey
remember stories Jay Abraham teaches with stories All great
communicators teach with stories
Jay: )ible is the most memorable story because of its parables
(na&d: -hat&s right Jesus taught with stories
Jay: =ood
(na&d: Ao matter what you thought of Began&s politics, he taught
communicated with stories $is nick name was &the great communicator&
(&ve got to share this real 'uick with you ( saw a video tape of Began $e
had a problem of rising unemployment during his presidency, ?ust as
Jimmy Carter did Jimmy Carter was asked a 'uestion about it, 5Er
*resident, what are you going to do about the rising unemployment rate.5
Jimmy Carter was a very brilliant guy :o you know what he was actually
trained in, similar to Carl -urner, he was a nuclear engineer, ?ust like Carl
-urner $e trained for nuclear submarines -o answer that 'uestion he
said, 5%ell, ( have got a CJ step program to get America out of the
unemployment crisis and the frst step is5 $e went on and on $e was up
to like the CCth step when people started saying, 5Ao more, no more5 we
donHt& want to hear any of these steps Began in his presidency was asked
that same 'uestion because it was the time when employment blipped up
@ou know, the frst word out of Began&s mouth, usually was, 5%ell5 $e
would look down on his right foot -hat&s what people do when they are
getting into their kinesthetic and getting into their body $e wiggled his
head a little bit $ad a little turkey waddle + very handsome guy + little
-urkey waddle going on, he&d say, 5%ell, it reminds me ( got a letter few
days ago from a little girl in *ueblo Colorado and well, she told me that
her father&s been out of work for a few months $e was looking hard for
work but he still hadn&t been able to fnd a ?ob %ell, ( haven&t slept very
well the last few nights thinking about that little girl and her father whoHs
looking for work And ( am not going to sleep very well until every
American who wants to work has a ?obS5+ Ae>t 'uestion $e didn&t answer
the frst 'uestion @ou felt satisfed @ou felt, he&s losing sleep over this
-hat&s the power of a story -hat&s a great 'uestion, whatHs the only thing (
left out. Folks, stories are the most powerful scripts of all
Jay1 ( love stories %hat do you think is the $arvard )usiness 9chool&s
approach is. Case study %hat&s a case study. Anybody read my &=etting
Pverything& book. (t has JM6 di4erent e>amples, case studies,
illustrations, real world truthful e>amples for you to be able to relate to
%hen ( get people to go up to the mic and tell what they did, is that very
useful for you. *eople love stories -hey love analogies Eetaphor is the
way the mind really grasps things
(na&d: (t is %e are homo+sapiens but ( think we are homo+narrative %e
think through stories As children we were educated with stories As adults
we are inIuenced by stories ( listen to you guys out in the hallway @ou
know what you are doing. @ou are telling each other stories $ere&s how (
use Jay&s techni'ue #ne guy ( met at the back of the room says, 5$ere&s
my uni'ue selling proposition5 a guy from -oronto ( have analy,ed -ony
Bobbins programs Lot of his seminars are G2 to G6D stories and people
love him, donHt they. -hat&s true Folks capture the best stories and write
it down $uman memory is fallible Are you like me. ( forget things (f (
hear a great new response + ( am at Jay&s $ouse, ( am sitting there in his
mansion $e shares a great idea with me ( have got a pretty good
memory but you know what, (&d write it down )ecause ( know two weeks
from now (&ll be faced with the same challenge And if ( donHt write it down
(&ll be saying, gNnock Nnockg 5%hat was that brilliant thing Jay said5 %rite
it down Capture it, you&ll own it forever (t will make you wealthy @ou
words will make you rich -hank you very much
Jay: :onald, thank you
Jay: First of all, isn&t it great that people will come from wherever they are
:onald was doing a seminar $e cut it short Changed his schedule so he
could be here for us )e here vicariously for me to be able to gift him to
you @ou have got to reali,e this Pvery one of these people could do a
week do you understand that ( could do G6 hours ( did probably ;22
hours in the stu4 we gave you before we gave you on 9aturday and today
( hope you understand ( am trying to give you what ( think you really need
-hree things, we are going to bring on somebody that really deserves an
e>traordinary hand for what we have unintentionally done to him $e&s got
such a great message to give to you )efore ( bring him ( am going to tell
you, what ( am going to do afterwards so you guys are prepared ( need
hands, who is absolutely leaving tonight %hat time are you guys leaving.
CC tonight. CC&s going to be pretty good %e are probably going to go late
$ere&s what we are going to do ( make value ?udgments as we go of what
you need @ou have got to trust me that we are doing what you need
%hat ( am going to do ne>t and for probably a number of hours until ( get
you guys inculcated %e will do hot seats, focus seats, Ls and As where
we basically start making a real world analogy + case study type +
marketing makeover or strategy restructuring and then as we are doing it
we are having out of body e>periences where we are showing you with
parenthetical comments, what techni'ues we are using, what application
we are using so you guys can start seeing it while making copious notes
%hen ( feel like we have done enough, that you are layered well enough
to understand it, we&ll then build a program %e might get there at eight,
we might get there at M, and we might get there at C2 -hose of you who
have to leave, we will get there and it will be on tape ( am going to go the
duration ( called my wife and said that it was going to be a late nighter
-hat&s the ne>t thing @ou might think about 'uestion, situations, and
scenarios %e are going to pluck lots of things %e are going to do the
internet %e are going to do it the way ( said :id you guys share insights
like ( had asked at lunch. %as it really revealing. -hat&s cool ( have a
message ( am supposed to give :id you all get insights from the insights.
:o you remember what they were.
Let them down -ruthful yes or better write it %hy donHt you take a
moment while ( am getting my thoughts. %rite down what your big
insights was from lunch %e&ll probably do something with it (f it was
profound enough to be insightful, it&s probably relevant enough to be
made a prisoner on paper @ou got so much stu4 for us that there&s
somebody here who in the shipping business, where are you. ( did not do
you ?ustice because they handed it to me and told me about it twice and (
said okay and walked away @ou have made arrangements if they want to
get their stu4 shipped %e have somebody&s who is going to be here, if
you guys want to ship your stu4 home (f you not going to carry it all @ou
know you&re going to walk away with more stu4 than you got at home in
the mail did you Neep in mind, ( didn&t have to do that ( am not looking
for someone to say, -hank you Jay Ao, ( ?ust want you to know that you
have no e>cuse for not + ( spent yesterday and today at strategy and
mindset ( haven&t been as detailed because ( have given you 6222 tactics
and the stu4 you have got before, the stu4 you have in the workbook
which we didn&t have the need to cover -here&s also the stu4 ( gave you
today (s that evident to you -actics are useless without a strategy to
deploy @ou get that.
Audience: @es
Jay1 =reatest tactic in the world 9trategy deployed is usually from a
mindset that believes it is thoroughly and absolutely achievable :o you
get that.
Audience: @es
Jay: %e are getting to the fnal home stretch -here&s something else
that&s relevant to you #h, a :avid Carrington, who had to leave last night
who has been to seven or eight programs Kery fne gentlemen and he
told me he&s made a really good come back from cancer but he was
fatigues and had to leave to go back to home $e came up and said, 5(
feel so bad, ( wanted to make contribution to everybody (t was so obvious
nobody thinks about it and ( forgot, would you do that for me.5 ( said, yes
and ( forgot this morning -he contribution is, he said, 5All of you can go to
your local chambers, or your local civic organi,ations and o4er to chair the
fundraising or the membership drive activities and use my marketing
activities as guinea pig beta test @ou&ll negotiate, navigate yourself
through all kinds of great conte>t @ou&ll be hero of the highest magnitude
and it will be fun and very full flling5 ( thought it was a very neat idea $e
wanted to give that to you and he wanted to make sure ( gave it to you
Bick, what have ( forgotten. 9par have had has brought over the new C:+
B#E9 for you as a great reference anchor from now on ( had )ob
Cheswick get some more of his little educational C:s on digital marketing
( acknowledge people ( like ( donHt make a dime from any of this, ( ?ust
think they are cool guys For some of you they are worth at least
e>amining %hat else Bick.
!ic": #ne of the things, Jay&s been making statements like, 5( am going to
get you that5 -he unclear 2J1J62G3 interview, things like that +
Jay: #h, did everyone get the strategy and pre+eminence. Anybody read
it. %ho read it. (t&s pretty good isn&t it. (t&s not good as the notes when (
clean them up but it&s a good primer @ou can read every day in the
morning (t&ll take ten minutes to remember who and what you are and
where you are trying to go. %hat your hopeful desire for everybody else
is.
!ic": @eah, we are going to publish a website + a private one that&s only
for you, don&t give it to anyone else + to fulfll on all the things that Jay
made commitments regarding
Jay: ( don&t pay attention to what we give you but we&ll always get it for
you
!ic": 9o, we are going to give you the website by end of tonight and then
over the course of ne>t three weeks, we are going to go through the tapes
again Find out all the commitments he made, because ( wasn&t keeping
track of them
Jay: (f ( made some %e have a secretary %hoHs the person ( nominated
as secretary %here are you. #h, she&s not here right now. @ou are fredS
!ic": @es, case studies, the emails, and the interview and there was one
more
Jay: %hen you get those case studies my recommendation is to print
them out and read them %hoHs on =arry Aorth&s list. -his is sort of funny
(t&s a funny story (t didn&t make me happy at the time ( basically spend
three months ac'uiring these case studies7 went to great e4ort -hen we
spend enormous amounts of time Bick spent 622 hours organi,ing and
cleaning them up so you didn&t have to read a lot of wasteful stu4 -hey
were designed only to be shared by the submitters of case studies
!ic"1 -here were better part of a C222 case studies that came in and they
were fltered down based upon applicability, results, based upon strategy
which got called down to <22 which then called down to 620
Jay1 (t was a really neat deal done with total integrity ( said, a=uys ( want
to know how you use this specifcally ( got a lot of uses (f you give me
yours (&ll give you up to a C222 another ones and itHs for your own use
onlyb (t went out and said, 5For your eyes only, donHt share it with
anybody, absolutely no body5
!ic": Jay, how much did you sell the last set that you did.
Jay: Last one&s ( sold for a thousand dollars a set ( wasn&t sure what ( was
going to do with it %hether use it as a premium, whether use as a
training guide, whether ( would ?ust use it for a new book but ( wasn&t
going to make it readily available for anyone other than somebody who
paid the ?ust and fair price of submitting to me a case study Aow we have
this wonderful man + =ary Aorth $e is attention defcit $e&s oblivious $e
doesn&t read anything $is heart&s in the right place $e doesnHt get
anything %e did it in installments Bick was working for four weeks
processing it full time (t&s not his full time ?ob $e was with us for this
pro?ect $e gets the frst C62 done, we download them for your eyes only
and nobody else =ets the second one out :oing a seminar AEA right.
(t&s like $06,222 seminar %e come back feeling so good ( get to the o8ce
on a 9aturday there&s a letter saying, 5%hat in the heck is he doing5 =arry
publishes the website for his whole email list
!ic": And endorses the case studies and directs them to the website
Jay: (t comes out, he&s so cute, he says, 5( have an admission ( sat down
to do my newsletter last night ( got these and ( started reading them at
about midnight At about eight in the morning, ( am still reading them and
forgot to do my newsletter and need something to submit5 @ou couldn&t
get mad at him, but that&s how you guys got introduced to it really, isn&t
it. -hen ( said, 5:onHt give it to anybody else, stop5 -hen he sends an
email and says, 5Last ChanceS5
Audience1 !Laughter"
Jay: Anybody who knows me, deep down knows that if somebody did that
intentionally to me, they would be very unhappy campers )ut he is like
an attentional defcit, in the o,one, doesn&t have a clue, and is that right.
!ic": Absolutely
Jay: $e was so cute
!ic": $e was so genuine (t was a touching letter
Jay: -he C: or the link they give you, there are 620 case studies
submitted documents by actual people -his gentlemenHs read it ( am not
selling it, ( have already given it to you (t&s got probably, for your beneft,
millions of dollars of direct application %ouldn&t you say. @ou get the
mindset, the action, the application, you get how they did it, you get how
it works, you get what the lesson learned is + 620 of them %hat ( am
hoping you guys will do is not say 5Ean ( got the greatest collection of
paper weights in the whole country5 -hat would be very disappointing
-hat would be so cruel to yourself
!ic"1 Just from an overall perspective, ?ust so you reali,e how actionable it
is -he most popular strategy that people took from Jay and actually
implemented and denominated the results was risk reversal
Jay: (t worked for almost every company that submitted them in some
form :irect or indirect Bemember ( was using the Beal Pstate e>ample
yesterday where the world isn&t black and white @ou can&t always have a
C22D risk reversal but if everyone else doesn&t do anything and you do
some of the things, or most of the things or at least areas you can control
and can legally, ethically, fnancially protect, reverse, take the risk for, you
win and everybody else loses As Ea> said, 5%in or :ie5 @ou are going to
have a lot of fun when we come back because you are going to do case
studies L and A&s, lightening round 9o come prepared to create your
action plan 9ay, yes, it is a great idea
Audience: @es it is a great idea
Jay: -here&s this person named 9cott $olman was introduced to me a long
time ago and he used my techni'ue along with others that he learned to
engineer a company that he took from nothing to a $C22 million %hy am
( using two mics. 9omebody in the bathroom said, there&s no such thing
as attention defcit and ( said, 5#kay5 9cott sells it and gets into other
felds of endeavors -akes his understanding of mine and other people&s
stu4 and formulates an original synthesis + creates a way to deal with one
concept at a time (t&s very powerful because it&s slow, methodical,
adheres to the kind of philosophy Jet $olmes teaches -hen he starts
analy,ing stu4 that ( and other people do and starts engineering all kinds
of really killer ways to fnd massive win falls @ou notice, almost all the
people up here who are really inspiring, didn&t ?ust fall of a truck -hey
have spent hours, years, lifetimes studying and analy,ing ( was going to
ask :onald another 'uestion -his is the key to everything *eople ask me
what&s the real secret to everything ( tell them, the secret is there is no
secret @ou do it and you got to keep doing it every day -hat&s actually
'uite liberating because there&s no magic, there&s no silver bullet -here
are things that will produce, e>traordinary, profound and ama,ing
improvement on a sustaining compound basis (f you do them all and do
them systematically and sustain them, layer them, add to them, monitor
and measure them, ad?ust them, replace them and keep doing that the
rest of your life -hat&s the secret -hat is the secret $ow many hours of
video and audio have you studied and analy,ed in your life %ould you
imagine. #r did you ?ust fall of something and one day be able to
understand all this.
(na&d: Jay and ( are neighbors and ( didn&t know any of this but ?ust on
the drive here this morning ( made it all up ( wrote the frst *h:
dissertation in America on 9ales superstars
Jay: $ow much time to it take to do that dissertation.
(na&d: ( spent three years studying people making a half million dollars
a year
Jay: -hree times C0 months times thirty days times twelve hours, is that
right.
(na&d: =eeS ( was in college7 ( have had to have time to party. 9i> hours
a day, but ( fnished that in CMGC
Jay: -hen you stopped studying, was that it.
(na&d: -hat&s when ( started doing it really seriously folks ( was
teaching part time at the Oniversity of #regon and they said :onald if you
leave academia, you&ll never be able to come back ( was making $C;,222
a year as a ?unior professor Ey frst consulting assignment was more than
that so ( really didn&t regret leaving the world of academia ( love words
@ou know how come people collect gold coins or butterIies or cars, (
collect words ( collect powerful scripts -here&s nothing more e>citing to
me than hearing a powerful new way of e>plaining a beneft 9ometimes
one sentence can change someone&s life :o you believe that. 9ay, yes
Audience: @es
(na&d: ( was going to give an e>ample that over the boot camp ( did this
last weekend, this person ( said, 5( have already got an e>ample5 ( said,
5%ho is that.5 %e have been talking about sports and sports fgures and
he said *ete Bose $e was a great baseball player $e&s been trying to get
into the hall of fame but because he was busted for gambling they wonHt
let him in the $all of Fame $e said, 5( bet you a long time ago someone
said one sentence to *ete Bose that changed his life5 ( said, 5%hat was
the sentence.5 -he guy said, 5%ant to bet.5
Jay: -hat&s good $ow many hours have you spent, watching videos,
studying transcriptions, listening to audio tapes to try to perfect and refne
you skills
(na&d: ( have spent about half my time doing that -hat&s about C222
hours a year for the last 02 years ( want to make it very practical for you
guys ( would say to develop a full+Iedged script book From beginning to
end + initial presentation through all your closes @ou probably, in most
cases you have to spend from C02 to 022 hours
Jay: $owever, that&s what you think because you think linear that ( am
talking about a script book ( am talking about ?ust becoming profcient at
whatever you do
(na&d: Just becoming profcient %rite this down on your notes A script
does not have to be long to be good #ne of the things in section nine of
book two ( know it&s upstairs @ou will fnd an actual outline of a script that
we did for /2212;1022J3 Eichigan A mere twelve pages helped them raise
$C; million went they went public
Jay: $ow do you become an e>pert. :o you become an e>pert by falling
o4 the truck.
(na&d: Ao
Jay: @ou become an e>pert by watching videos for a year and saying ( got
it
(na&d: Ao
Jay: @ou become an e>pert by doing it up until the internet comes and not
watching it anymore /unclear 2;1600M3
(na&d: Ao
Jay: $ow do you become an e>pert on a sustaining basic.
(na&d: )y e>pert modeling by spending time with sales super stars
%hen you get a letter from Jay Abraham you respond to it, you sign up for
the program but you also analy,e the letter $ow did he get me to do what
( am doing. )y continuous learning, let me give you an e>ample, very
practical @ou want to go out to dinner tomorrow night @our spouse wants
to go to one restaurant you want to the other restaurant %ho wins.
%hoever has the best words wins (f she talked you into a di4erent
restaurant, analy,e the words she used
Jay: :onHt talk about words for a minute -ake yourself out of being a
wordsmith @ou are an e>pert /221261;6223 #kay thank you, good bye
Audience: !Applause"
(na&d: -hat was easy
Jay: :o we have fun.
Audience: @es
Jay: ( am not really wasting your time, do you understand that. =oing on
here&s the neat thing %e have got this gentleman whose mastered
di4erent incredible distinctions $ow to engineer massive win falls using
my stu4 in your business instantly as well as fguring out the hierarchy of
opportunities meaning this dawning spectrum of stu4 -his incredible
array of incredibly stimulating titillating ideas, this palate of possibilities
)ut where in the world do you begin and how you do it and whoHs on frst
%hat&s the frst step. A little intimidating. $e&s got the answers %e had
him originally scheduled to do two session and we had to ad?ust it
/2212<10GC03 $e came to help me %e had to compress him from this to
that #kay sure, ( am in the moment7 ( am having a good time ( am
learning ( am e>periencing it, ( am growing my practice too but 9cott
$olman has an incredible message 9cott $olman is a very knowledgeable
guy 9cott $olman has broken through the one million dollar mark, the fve
million dollar mark, the twenty million dollar mark, the twenty fve million
dollar mark which is when most companies start e>periencing turbulence
but ffty million dollar mark which is when most of them crash and burn
-he si>ty million dollar mark, the <6 million dollar mark up to a C22 twice
Aow, he&s trying to take some of the things he&s learned and reduce it
down to entrepreneurs because they are fun and en?oyable and he really
has a gift to give $e&s going to demonstrate it and consolidate it because
he is a real + stand up for a minute
And orthodo> people from )rooklyn Ao you are not going to do macho
man %here are the other two gentlemen. 9tand up for a minute -his is a
set up Anybody in this room Jewish #h, ( happen to fnd three @ou know
what a mensch is. %hat&s a mensch. A human being whoHs got a good
heart, good soul, and rolls with the punches has your interest at heart,
more than his 9cot $olman&s going to teach you for an hour about
something great and ( wish we had more forums 9cott
Audience: !Applause"
+c%%: All rightS $ow&s everybody doing.
Audience: !9creams"
+c%%: ( have got a 'uestion for you $ow many of you want to leave here
with a few simple key word Fully e>ecutable ways to absolutely put
$06,222 to $C6 million in proft in your pocket.
Audience: @eah
+c%%: Ae>t slide (t may sound like hype because those are big numbers
Jay, Chad and ( did *PL J where we got to spend fve days with 62
companies or so and ( did a session similar to what ( am going to do here,
although as you heard it will take 06 hours which ( can compress it into
one + it&s not a problem 62D of the participants said that they felt they
have found at least a million dollars from what ( am going to take you
through right now ( need your energy high Pverybody stand up, because
you are going to get blown away )ecause ( have an hour, ( have to move
e>tremely fast ( already speak fast now ( really need your energy level
here ( need everybody bla,ing with a pencil As ( walk you through this (
apologi,e but ( want to ground you in the material ( want to get you doing
some workshops @ou are actually going to produce something here (t&s all
about implementation #ne idea is worth a ton more than a thousand
ideas that never get implemented (t&s all about implementation (t&s all
that matters @ou know when Jay talked about building the 6Mth fastest
growing company in America, we focused on a few things to constantly
looking to implement them %e are in era right now where everybody
feels that they have new, they have to have better $ow many of you
have learned tons of ideas in the last ten years and you still donHt
implement them. MGD of clients that come and work with us come to us
not because we got great ideas (tHs all about saying, 5@ou know what, (
have tried, ( cannot implement, ( cannot pull it o45 Osually what ( fnd
when ( get them on the call with me, they are working on C6 di4erent
things #riginally my frst session would spend M2 minutes we are going to
do here -oday we will talk about &$ierarchy of opportunity& to help you
sort out everything you have learned here *aul and John did a great ?ob
with that so ( am going to skip over that Ae>t 9lide
9urvey says, companies are leaving stacks of money on the table by
learning but not implementing simple easy things %hen Jay and ( did a
coaching program together called four star coaching %e surveyed all of
the participants -hese were the numbers that came back *oint of
purchase optimi,ation + upsell cross+sell + basic concept + Eac:onaldHs
right. MCD of the business didn&t use it -hey knew about it, thought it
was a great idea Beferrals, GMD even though Jay showed them MJ ways
9trategic alliances + M6D and it&s probably a C22D if it didn&t say how
many did it systematically $ow many were consistently reselling
customers, following up, re+contacting the customers, these are basic
fundamentals GGD were not doing them )est practices + systemati,ing
what they do well #ptimi,ing what you do what you do within your
organi,ation + M6D Formal customer commitment program, like Eichael
talked about, building strong bonds that you keep life time customers,
which is crucial if you want to get referrals and want them to buy more
stu4 from you + M6D Ae>t slide
-he bottom line is that, we are not using these things %hat ( thought (
would do is read this to you and hopefully ( wonHt mess it too much ( call
it the window to wash your simple ways to riches (tHs important because (
want you to see how you can take fundamentals and layer them on top of
the other (n a moment ( am going to show you what ( call the power of
incremental improvement and why if you are in this room right now you
are looking for giant breakthroughs + =od bless you ( hope you fnd them
Eany of you will )ut many of you if you look only for ma?or breakthroughs
are never going to get anywhere #ne of the things when ( grew up, my
dad always talked to me about the power of money and the power of
compounding and interest As ( made my fortune building my businesses, (
was too busy building my businesses to even worry about this saving stu4
and dollar that turns into a 62 or a C22 down the road ( look back now (
go, 5%owS 02 years have gone by5 %ell, fve, ten, C6, 02 years of your
business are going to go by as well And every year you are not optimi,ing
from the simple basic strategies which you haven&t placed much less the
comple> ones, you are leaving money on the table Ae>t slide
#ne day my wife arranged to have our windows cleaned, which she does
twice a year -he service charged us $;22 After they completed the ?ob
and left, we opened our bedroom window and noticed the sills and the
outside of the window frames were all full of dirt ( asked my wife, 5%hat if
the window cleaning service o4ered to clean those for you, while they
were up on the ladder for a $C22, would you do it.5 9he said, 5@eah,
absolutely, ( would do it5 Looks like crap ( then asked, 5%hat if they
o4ered to clean your screens and gutters for say another $62 or $C22
dollars each.5 she said, 5*robably5 ( then said to her, this is by the way a
true real life story, 5$ow many times one of those window washing
services has asked you these 'uestions5 9he said, 5Aever that ( can
remember5 Anybody here guilty of not asking basic 'uestions to clients.
(f she ?ust had one of these e>tra services, ?ust one, it would have
increased their revenue, 06D :oes that make sense. @ou start o4 with
$;22, you ?ust add a $C22 :oes it make sense to everybody. Ae>t slide
please
%e had seven di4erent window washing companies in three and a half
years %hy. )ecause, and this is no ?oke + ( still can&t believe this is true +
not one has ever contacted us to see if we wanted to have them done
again Aot one ( know you probably have done business with somebody
like this but you probably never been guilty of that with your clients, ( am
sure
Jay Abraham Mastermind Marketing 30
+c%%: And this is no ?oke to !unclear 22120" so ( still can&t believe it&s true Aot
one has ever contacted us to see if we wanted them done again Aot one Aot
one Aow ( know you probably all have done business with somebody like this,
but you probably never have been guilty of that with your clients, (&m sure 9o (
continued with the 'uestion with my wife a(f the owner came in and inspected
the windows after the ?ob was done to ensure your complete satisfaction, would
you use them again.b 9he said, a%ell of course, because it&s a hassle to fnd a
new serviceb And by the way, never one time, did they send their workers in
they did it and they left and !unclear 221J6" she was always unhappy Aow that
doubles the window washing cleaning services revenue -hey ?ust did another
?ob, they wouldn&t have normally done 9o even if only half those clients decided
to have that person back for whatever reason, it&s a 62D increase in revenue
:oes that make sense to everybody. According to !unclear 2216J" here Aow
that&s a 06D revenue increase by providing more services and another 62D
simply by following up consistently with the customers when they are ready to
have their windows cleaned Alright, so we&re at <6D so far, have you noticed
:ave would be proud Pverybody see the movie Q:aveH you know, about the
*resident. @ou know, he sits in there and he&s going to take control now and he
gets in front of+the board and he&s going to cut the budget because, guy says,
you&ve got to cut the budget CJ2 million, he&s well, now, that&s !unclear 2C100"
we&re doing pretty good here 9o that&s what we&re doing here
Ae>t slide Aow ( said to my wife, a%ell what if the second time they serviced
you, he told you about a special program where they will come out every two
months for C2 minute tune up @ou know, you get the kids, they put their fngers
on there, there&s spider webs in the key windowsb ( said, a%hat if they were to
do that and whenever they are in the neighborhood,b which (&m going to show
you in a minute, athey charged you $06 for each visit %ould you do it.b 9he
said a@esb Aow ( understand everybody won&t say yes to these 'uestions, but,
as we are going to see in a minute, they don&t cost anything, so that&s another
$C22 9o they come up four times between their normal si> month cleanings or
said another way, 06D increase in revenue 9o as :avid says, we&re doing pretty
good here Alright, so that&s another $C22 initial $;22 sales so now we&re in a
C22D cumulative increase in sales, alright
Ae>t slide After confrming her total satisfaction, what if he&d say to my wife, a(f
you will simply provide me with a testimonial about your satisfaction level then (
can share with my neighborsb and he ?ust gets one, one out of my ;G neighbors,
a%hat (&ll do is do this touch up service to you free for a yearb $e&s going to be
in the neighborhood anyway, didn&t cost him much money Aow, so if ?ust one of
the ;G neighbors becomes a client, that doubles their business again :oes that
make sense. %ere you following the math. -hat&s a 022D increase and ( wrote
here, since this new customer will also be a continuous customer and choose
some of the other additional services as well, they&re also going to have that
same magnitude And this is J simple techni'ues 9o if any of you are, anybody
in this room guilty of not doing those three in a consistent systematic basis. %e
fnd more money for our clients by showing them how to do what they either
have done, they know works, have worked for them in the past, but they haven&t
systemati,ed and you remember that word, and even my clients that work with
me systemati,e, systemati,e, systemati,e (f you do it nine out of ten times,
you&re leaving out C2D of the works :oes that make sense. Ae>t slide Aow
let me ask you a 'uestion $ow di8cult were any of these steps. $ow di8cult.
Audience: Aot at all
+c%%: #kay, piece of cake $ow much did they cost to implement.
Audience: Aothing
+c%%: Aot a dimeS Aot a dimeS Aot a dime Absolutely ,ero, now ( understand
there&s a very simplistic e>ample, but it&s real interesting when you start with a
core basic, how it applies to every di4erent business ( work with C06 di4erent
industries -his same concept applies to the swimming pool manufacturer, that
applies to the consultant, that applies to the doctor, that applies to the lawyer,
they&re all the same concepts #ne of the great things about what Jay teaches is
its universal (t may take a little, what was the !unclear 2;1C6" talking, you know
wrestle some of the stu4 to the ground to see how it applies to you, but it applies
to every business @ou know Jay talked about you know, how much work it took
to perfect %hen ( started doing this, ( created this program called the power of
one, about three or four years ago and then ( got wrapped up building this other
company and when ( came back and told Jay, ( said, a%hat ( think (&ll do is (&ll do
a coaching program because ( want to really learn what the elements and the
issues are For the last CG months, (&ve dedicated about half my time to working
one on one with clients to fnd out what works and what doesn&t work and that&s
why ( can stand up here and say this stu4 is universal (t&s universal to every
business Pverything won&t apply the same way Eaybe one person will try one
of the concepts and it&s a smaller impact, but the bottom line is to impact never
the less
Alright, ne>t slide please #kay, the power of incremental improvement -his is
probably one of the most powerful things that we teach and it is critical for you
to understand, absolutely critical and (&m going to actually put you, (&m going to
give you a workshop, because ( want you to feel this ( want you to, what&s
theyou&ve got to feel it, see it and ( want you to hear it Alright, ne>t slide
Alright, letHs take a business that has a million dollar revenue baseline and
they&re making $C22,222 proft #kay Aow, what we want to look for is what is
cash Iow impact will be for one year and then also over fve years $ow many in
the room plan on being in business one year and going out of business.
Audience1 =o out of business.
+c%%: @eah, but that&s how you look at it $ow manyone year, ?ust want to do
it for one year. $ow many of you plan on being in business for fve years, or
more, fve or more. $ow many would plan one day to have an e>it strategy
when you want to sell your business. #kay, it&s all around -here&s something
called P)(-:A An P)(-:A is earnings before depreciation interests the ta>es and
amorti,ation and that&s how most businesses are purchased %hat is your proft,
what&s your P)(-:A 9o when you&re thinking about your annual proft, don&t ?ust
think about what you&re taking home, because you&re leaving a lot on the table
Ae>t Let&s ?ust say you make a 0D increase (n other words would you take up
sell cross sell and you implement it @ou take what you ?ust learned from :awn
about sales and you get 0D increase Aot a big increase, anybody think they
can&t get 0D increase if they work really hard on what :awn ?ust taught you.
Alright 9o 0D increase, what&s that produce, well if you did that every month, a
concept once a month, ?ust once a month, something once a month to go back
and improve things ?ust to make a 0D impact on that proft Aow ( don&t ever
deal, ( don&t care about revenue ( only care about proft 0D increase is
$0;,222 a year, its $C02,222 over fve years :oes that make sense. JD, is that
my ne>t one. @ou can actually push the button twice here Just go the right
direction, other way JD is $CG2,222 and 6D is $J22,222 #ver time, you are
making $62,222 a year, if you do it systematically, you put in the systems (&m
going to tell you about, it&s year after year after year *roducts might change,
customers might change, concepts, system doesn&t change Alright, now, but
what happens on the other side. @ou now want to sell your business on top of
that $J22,222 you decided to sell your business at fve times the multiple of your
profts 9o 0D adds $C02, 6D adds $J22,222 9o if you can fnd a way to
increase your business, don&t think about it monthly -hink about implementing
the strategies C0 strategies you think that are most applicable to you and all
you&re looking for is those strategies ever, not right now, ever to produce 6D
increase in your profts, then bottom line impact is $622,222
Alright %hat ( want you to do right now is ?ust, this is going to be real 'uick two
minute e>ercise (&ll leave this up ( want everybody to use your own numbers (
?ust gave you a million dollar numbers, some of you are 02 million, some of you
are start+ups %hat ( want you to do is ?ust fll out this worksheet and ( don&t
know, !unclear 22166" it might be in the workbook, but what&s your current proft
per month. %hatever it is, 0,2227 6,2227 62,2227 a million, ?ust write it down
Calculate a 0D not 6, let&s ?ust go 0D per month, so it&s 0D 9o remember if it&s
C22,222 that was an additional $0222 And then ( want you to actually annuali,e
it, ?ust multiply it by C0, let&s see what this little increase does to your business,
its 0;D impact $ow many of you would love to have a 0;D bottom line impact
?ust from doing what you&re doing better Forget all the other stu4 you can
implement Alright, nobody. #ne. @ou guys probably think that ( should have
said 62 or C22 right. 9ee Jay Jay got you guys all pumped up, alright -hen
calculate the impact, multiply that by fve Aow if you don&t get this in your gut,
you&re going to go back and you&re not going to do it Just like ( didn&t get it in
my gut that ( should be putting aside C2D or C6D of my income every year so
that ( would continue to build that wealth over the years, instead (&ve got to look
back and go wowS -hat&s pretty painful, because there&s another way to look at
this -he $622,222 that you&re going to make is what you&ve lost because you
haven&t done it the last year (t&s what you&ve lost because you haven&t applied
what you&ve learnt Alright, let&s kind of keep things light here
Alright -hen ( want you to do is take and calculate the increased market cap
9o take whatever your annual number was, C22,222 in the other e>ample,
multiply it by fve and add those two together !( should have had that little, got
a little, you know ding ding ding ding, we play in our conference calls" Alright, (
?ust want everybody, people to yell out @ell out your number -wo, anybody
have a number out there. 9till doing your math there. Pverybody is scared,
a#h, there&s a person ne>t to meSb ( won&t make you do it because somebody,
there&s somebody sitting ne>t to you but ( want you to really internali,e it
because it&s important, because the key 'uestion is what&s the e>tra proft you&re
leaving on the table
Ae>t slide Alright, let&s talk about how you make 06 to a million dollars or more
by actually applying this stu4 #kay, same customers, same employees, same
resources
Ae>t #h, ( wanted to pause on with what (&m going through right now, where (
got a lot of my notoriety was, there was a radio show in *ittsburgh that
interviewed me and they challenged me on their radio -hey said a9o how much
money can you make a business.b ( can make any business, $06,222 in ;2
minutes And he said a%ell, that&s a pretty bold claimb And ( said a%ell, it&s
trueb As long as there is business of three, four hundred thousand dollars or
more, it&s easy to do 9o he challenged me 9o we took, ( think C0, there&s C0 or
C6 that set appointments ( talked to C0 or C6 and then he went back and picked
them and re+interviewed them -he fve companies, it&s on tape and it&s on our
website, the 6 companies, the number was $6G million $6G million
Alright, yesterday ( talked about the opportunity to impact profts 9ince ( went
through it when ( was up in the panel here, there are J areas 9o don&t ?ust look
and say a%hy !unclear 2;1J6" already do that. %e already have enough self+
program %e already do that, !unclear 2;1;2" referral systemb ( want you to
think about how you can implement and new system within your business, if you
don&t already have, you don&t have a formali,ed system, or add another product
or service to a successful system 9o if you&re up selling at the point of purchase,
have you gone back and seen if you can add something else, if you&ve got a
referral system, can you add another one. 9o think about, if there&s something
you&re doing that&s successful, if can add another one and the last one is
improving the system and this is by evaluating your success formula and (&ll talk
about this in the end, but if you&ve got your formula down pack, even in the sales
that you&ve got, okay, here&s how we drive in leads and here&s how the sales
process works, let we telemarket7 then we go to proposal, appointment or
proposal #ne of those elements, if you can ?ust improve it, ?ust a slight bit can
double or triple the results 9o you want to go back, if once you have a
document, you can actually go back and play with it 9o ( don&t care whether you
have a system in place, don&t have one in place, have one partially in place, it
applies to you
Alright, ne>t slide Alright, what we&re going to focus on here because (&m very
short on time is ma>imi,ing the transactional value of every customer and we
teach like 0G ways, but we&re ?ust going to cover as much as time allows here
Ae>t slide Ec:onald&s, everybody knows the story 9imple story, right. a%ould
you like fries or a coke with that.b J2D of the population says QyesH even though
what, they didn&t order itS -hey didn&t order it, they didn&t go buy it -hey
already decided that wasn&t what they wanted but they ordered it anyway -his
concept is so simple it gets overlooked but it is applicable to virtually every
business Op selling is when you&re adding an additional item, you&re taking them
from a small coke to a large coke, cross sell to get everybody on the same
ground that ( am is when they ask if you want fries, when you ordered a burger,
because it&s related, but it&s not the same item and a down sell is what Jay ?ust
did to everybody who couldn&t come to this live event Alright, everybody
couldn&t come to live event could buy the $0222 or $0622 home study (f he
didn&t o4er that, those 622 sets or 622 or how many !unclear 261;6" up to would
have never happened 9o $0222, $622, sounds like a million dollars to me, if
they didn&t apply that concept
9o if you&re selling something that&s e>pensive and then you don&t close the
person, but you can break it apart or make it a smaller transaction, you have a
huge opportunity, you&ve already invested in getting the customer there, driving
the lead and etc
Alright, ne>t slide Alright, case study number one, $C6 million online rug dealer
Aew proft system added CG million a year and if we do our power of incremental
improvement, it&s going to use !unclear 221C;", its $CG million market cap )y
the way, for this particular company, it&s probably two or three time that because
they&re growing like a rocket, very sassy and they&re going to have a much larger
evaluation %hat they did is added two items at the point of purchase, that&s it
-hey sell rugs on the internet 9omebody comes, buys a rug, and they said, well
let&s add padding and the other item is scotch guard ( won&t go into the details
of the story because it&s actually kind of funny story
Audience: %hat&s the other item.
+c%%: -he other item was scotch guard -hey went scotch guarding and at *PL,
we went through, they were right there, ( asked everybody in the group if they
bought a $0222 rug, how many paid $62 to scotch guard it. 9o basically you&ve
got two items on (t sounds simple again and they&re very successful company
-hey go from < to about $02 million this year Kery successful, they fgured it
out, they&ve got a killer model, but they were leaving a lot of money on the table
Alright, okay, go ahead, ne>t slide And what ( want to do is skip a lot of 'uick
stories here because ( want you all to relate, so ( use lots of di4erent e>amples
whenever ( teach $J million telemarketing o8ce supply come in and they
compete with o8ce depot etc -hey do it all from telemarketing, new proft
stream, is CGD increase in profts Aow this is important because they
systemati,ed a successful system %hat do ( mean by that. -his guy was
awesome at what he does -hey were awesome, they were a selling machine
-hey were competing against the big boys, they&re growing like cra,y and as a
matter of fact his company was ?ust featured a few sessions ago in (nc
Eaga,ine :oing a great ?ob, doing a great ?ob at up selling, but ( made him go
back and take it and dissect it and say, what can we do di4erently. $ow can we
modify a script, how can we modify the timing, how can we modify the o4er.
CGD increase in his bottom line profts, and it&s a true story, while ( was on the
phone with him, the month (&d started him, on the phone with him and ( hear this
guy coming in the background yelling screaming, and ( go a%hat&s that.b And he
goes, a(t&s one of my sales people $e says he&s made $J22 e>tra todayb
9o it&s powerful, but you have to systemati,e it (f he didn&t systemati,e it, he
wouldn&t ever be able to go back and optimi,e it Ae>t slide, $<62,222
chiropractor, net proft stream $0<6,222 $ow did ( get there. Alright, ( want to
go back to how ( got there %e implemented a system where he had never done
any cross sell, never o4ered his patients anything, even though he&d always done
it %hy. $e was uncomfortable $e was fearful $e didn&t know how to do it
All he had to do was make him comfortable on how to do that ( mean he started
with two items and one was orthopedic pillow and back pillow and the other one
was something called )io+free,e and we implemented the new system and there
were two items about $6<6 to $622 a week %eek in, week out, 662, 662 #ver
a year, its $0<,2227 over C2 practice its $0<6,222
Aow admittedly in year two, year three or year four )io+free,e might not be the
cool thing 9o what, now it&s something else -he bottom line is they trust in
him -hey trust in him, okay and the important thing here from a
systemati,ation stand point, ( might talk about this later, but (&m going to talk
about it right now is this is critical for you all to understand, is if ( went to him
and said, implement the sub sell cross sell system, that&s it $ere it is ( want
you to ask at the point of service of the patient, and ( want you to put the )io+
free,e up on the counter when come up, ( want your sta4 to say the following
four, fve words (f ( went back a month or two later, would he have been, ( want
to give show hands of how many people think he&d still be producing 6<6 a
week. 9ee ( bet you, ( could go to every one of you, if ( sat down individually,
and ( can fnd something that worked like this before and you ?ust don&t do it
anymore because you have no measurement system in place Ao monitoring
system in place, no systemati,ation in place whatsoever and youHre absolutely
pouring money down the drain #kay, now in this particular chiropractor&s case,
we had to create a system and it was pretty funny story because ( get on it after
si> weeks, he&s been kind of hands on, he says a( can&t do this, ( see a hundred
patients a dayb and ( said a%e&re going to formali,e your systemb and he goes,
a#kayb -he problem is the charts are in the back and they have to come up
here and don&t know how to document them, ( go a@ou have any yellow stickies.b
-his is a true story ( had him started with yellow stickies After two weeks, we
went to a form, after three weeks, we went to comprehensive form at the front
desk and after about si> weeks, we computeri,ed it #therwise, he never would
have done it and that&s very important for all of you (t&s the little things that get
in the way of you implementing and producing results
Ae>t slide please, ne>t one increasing fre'uency of primary purchase items by
conditioning your customers to purchase more often Ae>t slide, case number
one a dentist, net proft stream $M2,222 a year, $M22,222 using the application (
gave you and it was reducing the average patient&s visits from G months to <
months Bight, in other words, what he did !unclear 261C0" parenthesis, he
improved $e was already doing it :entists are the only people ( ever come
across who follow up consistently on their patients %hy. (s it because of their
brilliant marketing strategy. (tHs called survival strategy Bight, who wants to go
to the dentist. (n this case the dentist says, a%ell (&m doing pretty good, we
send out a letter and then !unclear 261J;" calls ( said, a%hat do you do after
that.b a#h, nothingb 9o when we went back and determined how many of their
patients& didn&t actually come in, it was, ( forget, C2 or C0 or CJ or C; D and (
said, we talked about lifetime value of a dental patient which is massive with
their families, if they&re like mine And what we did was, we went back and said,
okay, what if you went back and created a continual follow up system. Let&s say,
add some pain, let&s educate them about gingivitis Let&s educate them about
the fact that once it gets between 6 and C0 months, the probability that&s going
to A1 impact your health, and )1 impact your long+term dental goes up you know
6 fold, ( don&t remember the statistics were :oes that make sense. 9imple
stu4
Alright, ne>t slide #kay, now, ( always get this, up sell doesn&t apply, (&m a
swimming pool ( only sell single items you know, and they&re big items, okay
9o we got a swimming pool company, one of my favorite ones, because
somebody goes, well how often does somebody need a swimming pool. $C2
million 9wimming *ool Company and they asked me, they were not my client
-his is actually a pool company in our neighborhood (t&s the greatest concept
Aet proft stream $622,222 or $6 million in value, ;2 pools at $J2,222 that&s
$C6,222 proft Let me tell you what they did -hey+open pools and closed pools,
you guys don&t know what that means, they got to open them up, they got to
close them up, right. And people can go anywhere7 once they install my pool (
can go anywhere ( may start out with who put in my pool but a year or two
later, ( may get pissed o4 and leave
9o what they did is they said+well the standard warranty in a pool is C2 orC6 or
02 years, ( think it is, and they said, a%e&re going to make our warranty J2 years
J2 year warranty -here&s only one !unclear 2<1CM" we got @ou have to use it as
to open and close your poolb #kay its $C622 a year times J2 years is $;6,222
9o there&s always ways to condition customers to purchase more often @ou ?ust
have to get creative
Ae>t slide, a mortgage broker Eortgage broker came to me and said, it was
$0<6,222 broker, $<6,222 proft a year is what this meant, his business
$<62,222 in value creation, 622 clients there was and basically let me tell you
the story here real 'uick is that they were not diligently actually not following up
at all with past clients %ell ( did a refnance and you know, (&m onto the ne>t
one, constantly scrambling for business )ut the bottom line is people refnance
every 6 years so there&s a hundred predictable not maybe not you know,
statistically out of 622 there&s a C22 people that are going to refnance their
home and if we added in people that are going to move and purchase a home, it
goes up even higher
9o if you implement a strategic systematic process, follow+up system for building
value and building relationships, your probability that they&re going to come back
to you is huge ( ?ust went to go get a loan, ( wouldn&t have a clue who to call for
the person that did mine before $ow many people who ever fnance+how many
people you know, have a constant, they get a value added mailing and they get
tips about their home and they get calls once in a while and stay in touch with
them with whoever did their mortgage. 02D of the room, maybe
Alright, ne>t slide Alright, what ( want you to do as (&m going through this
process, it is important for you to write with your pen because we&re going to get
into an e>ercise in a few minutes -hink about how up sell, cross sell applies to
you in one of the three categories Pither you&re going to implement a new
system, you&re going to improve a system, or you&re going to add an element to
what you&re already doing ( want you to think about that ( want you to write it
down @ou better+need to be making a list or you&re going to feel lost And ( also
want you to think about how you can increase fre'uency, if you&ve got a product
and you&re not staying in constant contact with your customers, you haven&t
mailed to them lately, you need to think about that =ive you another e>ample,
as a chiropractor, alright Chiropractor, the person comes in, they stay for J, ;,
6, 6, < ,G weeks, now they&re feeling better 9o ( asked my chiropractor, ( said
a:o you do follow up mailing.b $e said, a%ell no, we do Christmas stu4 and
what notb And ( said, a%hat is the probability that somebody who came in with
lower back pain, that stayed, was feeling better, what&s the probability in J to 6
months they&re going to have pain again.b $e said, aC22Db ( said, a@ou have
any ideas.b $ow about a letter that goes out after J months that says, aJee
fre'uently our patients end up having the symptoms, you know, we really care
about youb and invite them back into the o8ce. #r do you think people stopped
going to the chiropractor because the calendar year, you know, they&ve run out
of insurance, but the new calendar year, the insurance starts all over
Alright, the ne>t concept is related to up sell, cross sell Op sell, cross sell is at
the point of purchase, at the point of purchase, they&re in a peak purchase state
-hat&s why you&ll go to the car dealership and they sell you all the gadgets and
it&s in the e>tras -hey try to do that a month or two down the road, you say
aForget it7 (&m not going to spend another $C,222b @ou are in a peak purchase
state, alright and you know when ( went to a -ony Bobbins, ( went to the -ony
Bobbins seminar, free seminar and he did his hype and everybody at the
crescendo, he made it sound like there&s only so7 ( mean there must have ;22
people in the back of the room P>panding purchase patterns is similar e>cept,
what is this mean, its okay, well, now (&ve done my primary purchase, (&m moving
on Aow ( want to be constantly going back to my customers and o4ering them
not only the primary item that they purchased, but something else that ( o4er (f
you only o4er one product that doesn&t apply, but if you o4er multiple products,
what typically happens is (&ll talk to the client and (&ll say, you know what, ( ask
them, we told7 we gave all the laundry list %e told them all the fnancial
services we do %e do mutual funds and we do insurance and we can refnance
their home Like my broker, !unclear 20160" who never asked me once, so (
refnanced my home with somebody else ( bought insurance from somebody
else, never stayed in contact
#kay, again, ideas, write them down Ae>t slide, alright $06 million dry cleaner,
( don&t remember 0 million, ( couldn&t remember the e>act number but you get
the gist Aew proft stream $0C2,222 a year, $0G million -his is one of the
radio people that called in and called in and said there&s7 ( was called to let you
know right, now there&s no way in think you can help me (&m in the dry cleaning
association of America (&m a head !unclear 2J106" and ( know it all ( said,
alright, that&s good 9o ( said, a-ell me about what you do.b $e goes on, he&s
e>plaining to me very passionately about his referral system %e&re on referrals,
he says, a(&ve got the greatest referral system, because ( do these high end
drapes in high end neighborhood,b $e&s got about C222 clients %e take their
drapes7 ( go back and hang them up (t is a $C,222, $C,622 and he tells me
about the referral system -hat&s pretty cool ( said, aLet me ask you a 'uestion.
$ow many of them are dry cleaning customers.b Aow this guy has got multiple
!unclear 2J16C" pick up and delivers $e goes, a@ou know ( was looking at it the
other day, 6Db ( said, a%ell let me tell you what ( think you&ve got to do ( think
you&ve got to ask themb ( said a(f one out of ten say yes, it would put $622,222
in your pocket using my power of incremental improvementb #kay, so lucky,
every once when you actually interview somebody, something like this happens,
they get on the interview and they are telling their story and (&ve gotten a call
from him a couple of days before and as we were on the interview and ( said,
a-ell them about the storyb and the interviewer said, a@ou know, $622,222b and (
said, aAo no, stop stop, you&ve got to wait ( said it&s cooler than that, because
he had already started the processb 9o ( said, aLet me ask you a 'uestion -ell
him what you ?ust told me $ow many out of ten are saying yes.b a6Sb -hat&s
$J million a year, its $J million dollars a year
( give you a lot of e>amples because what ( fnd is ( can tell the story or Jay can
come up here or any other speakers and tell you a story aAh, that doesn&t relate
to meSb (&m here to tell you this relates to every single one of you in this room
( said C06 di4erent industries, multiple countries in the world and you know, it
doesn&t work e'ually for everybody %hen ( frst started doing my coaching (
made a fatal error ( got a program called *ower #ne (t was designed to do
once a month concept for C0 months 9o ( took the whole group and said, we&re
going to go through this module, we&re going to go through this module, or
what&s the problem, this one&s going todidn&t really apply and the other one&s
going, this is really cool )ut they&ve got to wait four months before they get to
the one that applies to them but once you teach them, it&s the small little
changes that take place7 the 0D it gets pretty e>citing, doesn&t it.
Alright, ne>t slide #h by the way would you love to see the techni'ue !unclear
261;0" Alright, $;22,222that one&s a complicated one, !unclear 261;M" work
on a script Ae>t slide please Case study number two, $;22,222 payroll
company, new proft stream is about $;2,222 of proft per year and it&s in cost
savings -hey o4er about J or ; services and one of them is remote entry $e
says a(t saves us tons of money, ( can cut a couple of people outb and ( said,
a%ell when&s the last time you told your clients about this.b $e says a%ell we
!unclear 261C6" ( tell them all about itb ( said, aAo no, when&s the last time you
told them about it.b #ne mailing, one mailing #ne mailing produces $;2,222
profts savings per year, alright -he techni'ue was again, we ?ust sent out a
letter and they did a follow up call, ( forgot about that 9ent a letter, and then (
got another email from him saying this is really e>citing because we did a follow
up call and ( don&t remember what it went up to, but the total was JJD
Ae>t slide, alright the ultimate leverage referrals, rather sit up here and give you
MJ di4erent ways, ( don&t have time to do it anyway, ( want to share with you a
couple key principles about referrals and ( hope ( remember at the end of this (
was sitting ne>t to somebody at one of the tables and ( was overhearing them
tell about what they&re going to do when they go back -hey were talking about,
a(&m going to do referralsb And they started telling me about what they were
going to do with it and ( ?ust listened, ( thought it was never going to work (t&s
never going to work %hat they were trying to do, they&re not thinking through
the process of what it&s going to take to work 9o ( thought them turn your
satisfed customers in your sales team with active referral systems Active
referral systems mean, don&t ?ust say, ( asked for referral but get your clients
involved in being your promoters And again, ( can do a whole workshop on that
Ae>t slide, ( want to make a couple of distinctions here Case study number
one, $; million plastic surgeon Aew proft stream, notice that says loss, because
( want to drive up my point $00 million 9o this plastic surgeon is on the phone
with me and the plastic surgeon says aLookb he says, a%e have a real good
referral systemb ( said a%ell let me ask you a 'uestion, how many times out of
tenb )y the way, key 'uestion, stop everybody write it down (&m serious, write
this 'uestion down, (&ll make you more money 'uicker than you could imagine
$ow many people out of C2, how many people out of C2 say yes. $ow many out
of C2 give us a referral. $ow often out of C2 times does my sales sta4 ask the
'uestion. )ecause if you have something that&s successful and it&s < out of C2 or
G out of C2, ( can guarantee if ( came into every one of yournot everyone, the
vast ma?ority of your o8ces or operations ( would fnd is not being done
systematically, and that&s a shame 9o what happened here was he gets on and
tells me this whole story and he happened to have a very challenging ?ob
because his clientele were strippers 9o he did brush ?obs and so he&s telling me
about the process and he tells me you know what happens, they come back in
and when they fnally come back get in there, they&re really perky and happyno
pun intended %hen they&re really perky and happy, well that&s the time that we
ask them 9o ( said, a$ow many times out of C2 do you do that.b $e goes a%e
do it all the timeSb ( said, a%ell you do, who ask.b $e says, aEy o8ce
managerb ( said, a(s she there.b he says, a@es, (&ll get her on the phoneb $e
gets her on the phone and she goes a( think ( do a pretty good ?obsb ( said a$ow
many out of C2.b 9he says a<b ( say a@ou&ve got a calculator ( made him get a
calculator, piece of paper and pencil, by the time we were done, ( showed him
since you started in practice, he had lost down the drain, never to be recovered
$00 million because he wasn&t systematic
$ow many people does this apply to. $ow many of you out there do something
pretty well but you don&t do it systematically. (t&s huge 9o, ne>t slide please
Case study number two $JJ million publishing company, $C22,222 per year, a
million dollars of impact and this is a company, ( use this because, this is a
company that improved the success system -hey&ve got one of the best referral
conversion rates (&ve ever seen in my life (t&s fabulous and what they do is they
mail out their product to the doctor, the doctor takes a look at it and on the back
page, they o4er free printing for the month if they get referrals (t&s beautiful
Four color beautiful thing works like cra,y, gets a ton of referrals 9o ( said you
know whatHs interesting, ( said, aLet me ask you a 'uestion, who orders these.b
a%ell the doctors and the dentists, they order, they !unclear 201;M" guysb a%ell
do they order.b %ell my o8ce !unclear 20162" they all look at it ( say, a@ou sure
they all look at it.b $e says, a@eah (&m sure they all look at itb And ( said, a%ell
do you think because you do it monthly they probably ?ust look at it and say
okay, yes ( want to mail that, because they get a choice to who they are going to
mail each month.b And he goes, a@eah, probablyb ( said, a(t ?ust occurs to me, (
don&t know, it could be funny, but you know you&ve got a killer referral system
because they see the back pageb and he says a@eah, they see the back page and
that&s compelling to themb ( said, a%ell, how many of you think don&t see the
back page.b $e goes a( don&t knowb
9o we think it&s 62D, we were going to do Christmas mailing, we couldn&t do it
because he couldn&t do this and the solution was is by putting a star burst in
front of this beautiful thing that says, look on the backside for free printing for
the month $ow many of you think that would work to some degree. ( don&t
know if it would be 62D or J2D or 02D but it cost him about $06 to do -hat&s
called improving 9o if ?ust said to him we, !unclear 2J1JG" got a referral, he said
a@eah ( got one, it&s a killer,b we stopped there, we miss out on it @ou have to
break down your process @ou have to break down your process
Ae>t slide please :evelop lifetime customer relationship management
systems, ( call this, when ( teach, ( call this the boring way to riches (t really is
(t&s the most boring one ( was embarrassed to put it into my program because (
thought, you know, nobody wants to hear that -hey want to hear about how to
make money and then ( reali,ed that&s the number one money maker there is (f
your customers aren&t happy then everything else falls apart @ou can only fool
the masses for so long and right now when you&ve got the big boys like %al+Eart
deciding they wanted to get into businesses like eye care that used to be+
optometrist, you got 9ears and $ome :epot getting into e>po and whatever the
other place is called, so that now, these independent granite places and tile
places and carpet places and kitchen bath places, customer service becomes
more critical than ever -here are ton elements of time that you should be using
to impact your customers from the time you meet them, all the way through the
life of the customer and ( don&t have time to go through it but, ( want to give
some illustrations here )y the way , the statistic 06 to G6D, there was a study
done, ( don&t remember the industries, there were ;,6 di4erent industries and
they were weird ones like oil and gas and but what it showed was a 6D attrition
rate can impact your profts 6D to G6D 9o the bigger your margin is, when you
lose those customers and the closer you are to break even, the bigger the
number becomes Attrition will kill you Absolutely, you canHt& a4ord it right now
(t&s si> times more di8cult to get a new customer and you need to keep your
e>isting customers
Alright, ne>t slide $CC was the business ( built that was (nc Eaga,ine 6Mth fast
growing company in America Just want to give you a real 'uick rundown %e&ve
re+maintained M6D of our 622 hospital clients nationwide over G years M6D
Alright we had a little pin that said 'uality means no compromise %e had
system set up ( had, ( personally called as the CP# of the company about 022 of
the clients every 62 days myself and ( hired a full time vice president to make
the rest of the calls (f somebody was rated a one that meant everything was
!unclear 26162" two it meant, the slightest little even tonality, if the tonality
wasn&t right, they were two, if there were any problems, it was three, came right
to my desk and ( made a phone call M6D retention rate ( sold the company
and a year later they were losing 66 a year and they had to build old sales force,
etc 9o you have to guard your customers Pvery 62 days ( touched my
customer, by the way, most of the time, ( didn&t even talk about business, ( built
relationships, like check talks about and once you build those relationships, ( get
them to call me up years later and say, you know what, you guys have dropped
the ball, you stink, you need to get it taken care of and that was the call -hat
was a called action
Ae>t slide, $JG million electrical supply company Aew proft stream and ( wrote
potential here because this is a very frustrating situation -hey&re a family
owned business (n that industry, the electrical supplies is+folks (&ve talked to in
Aew @ork, in that large industrial segment, if there&s not a recession, maybe they
need to call it a depression (t&s really a big impact issue And what used to work
right %hat happened, what&s happened here. :uring the com era, you didn&t
have to sell @ou ?ust had to have a shingle and no disrespect to many of them,
even if they worked real hard but the bottom line is there is a lot of businesses
that did really well because of that ( raised $<< million on a business plan and
built a company that was 02 days from having a $C; billion market cap with only
$G6 million in sales at that point (n an industry, that&s typically !unclear 2<10J",
probably valued at one time sales, we were valued at C0G go forward sales (t
was ludicrous and along with that was all of everybody who was supplying all
those services and all of a sudden when ( hear over and over and over again is
hey, the rules have changed %e have to work %e&ve got to market %e have
to go sell, we never had to do that before 9o in this particular case, $JG million
potential here if they ?ust get JD what happens. -hey got in that industry, all of
the big contractors divide their work among J, ;, 6 guys, that&s how it works, but
when we look at the ones at the top level that they&re getting ;2 and 62 percent
of what they were doing, they had relationships, they invested time, all the other
ones they didn&t 9o what we need to do is take that down to the ne>t tier Let&s
take that success model down to the ne>t tier (f they can ?ust increase at JD,
this shift, the C2D shift, so they go from JJD on average of the load to JJD, its
$JG million to them (t&s a big number and the techni'ue was modeling the
accounts Alright, how am ( doing on time.
Ma&e +,ea"er: @ou have 0J minutes
+c%%: #kay, good, good %hat ( want you to do, you should have all been
writing @ou should have been writing down ideas, if you&re not writing down
ideas then you&re notoh forget it 9o what ( want you to do is, this is a sheet
Aow normally what ( do in this situation if ( have more time is we do the frst
concept, ( have you all go break out, work at the tables, you know share ideas,
bounce ideas o4 and then learn o4 each other, but we don&t have time to do that
because of the timing 9o what ( want to do is ( want to have you pick the top
applications and calculate how much proft you can earn if you implement Aow
you can either choose one of the concepts here or you could choose any concept
you&ve learned this weekend :on&t care what it is, but ( want you to write down
one or two or three top applications, but ( want you to calculate using this here, (
want you to calculate what the proftability impact can be
9o the top one because, ( donHt& have one phone that fts all the number of
transactions, it might be an increasing your revenue, it might be a number of
new customers, what we want to get to is what your increase potential is in your
proft (f you think it&s going to be a 6D increase or C2D increase or 02D
increase, ?ust write that down, because, ultimately what we want to get to is we
want to get to what your increased revenue is by line number ) 9o whatever
you think the impact is going to be, and by the way you don&t know one of the
things that ( teach and what John and *aul did a great ?ob of, you had a little
matri> @ou had to go through the matri> and determine what your criteria is, to
decide what it&s going to be, but right now ?ust do it at the back of a napkin (f
you think you know what, ( haven&t done and up sell cross sell, so if ( did 02D of
the customers would purchase it and you know for $62, write it down @ou can
ask for more referrals ( think (Hd probably get about you know it would increase
my revenue C2D more, (&d probably get 62 clients and that would produce
another $62,222 for me, yes
Audience: Can ( ask you a 'uestion.
+c%%: @es
Audience: ( ?ust wanted to ask you were talking about systemati,ing and o8ce
work @ou know, you may want, in my case in a gynecology practice, you have
the patient go to the front, ( donHt& always ask a patient, you know if they&ve been
satisfed to refer a patient, but if you want your sta4 to ask it each time, do you
think it would systemati,e it C22D @ou think a form or some type of, because
they get so busy on the front desk that often they forget or they
+c%%: @eah, (&ll make two comments Aumber one, unless you have a
documented procedure that you can measure, it&ll never be done consistently,
that&s number one )ut number two, ( ?ust want to make a 'uick !unclear 2C12;"
out here it&s not necessary you&re going to ask every patient because it may not
be appropriate (t&s asking at every appropriate time, does that make sense.
Audience: @es
+c%%: #kay
Audience: )ut would you use a form or some type mechanism to make sure that
it&s complied with.
+c%%: ( would defnitely use something that ( can track otherwise youHre not
going to ask @es
Audience: #kay
+c%%: Any other 'uestions on how to fll this out. Again, this is the back of a
napkin, that&s all it isn&t scientifc numbers or actual numbers %hat ( want to do,
( think ( have a few minutes, anybody that has big break through either that
they&ve had before, they are applying here, or any of the concepts, let&s go to the
mike and ( want to hear from some people :ave, you&ve got the mike here.
Audience: @eah, as (&ve said before, (&m a fnancial adviser and (Hve ?ust had a
ma?or breakthrough here (&ve a website and ( (Hve had a lot of trouble getting
people to believe in what ( do and what ( think (&m going to now do is create a
separate section on my website and have all di4erent businesses and people and
professions with whom ( come into contact, listed on that website and ( would
then meet with these people and discuss these strategies and as a back end (
would show them what ( do
+c%%: 9o what do you think the impact would be.
Audience: %ell on them, ( would create tremendous additional wealth for all
these people and then the back end, ( would reap the benefts
+c%%: 9o what do you think that would mean though, fnancially.
Audience: %ell we&re talking big numbers here
+c%%: =ive me an idea
Audience: %ell the sky is the limit, it could run into billions
+c%%: #kay, well the interesting thing is what does it cost you.
Audience: (t&s ?ust time, ?ust a few
+c%%: Just time 9o the important, thank you -he important distinction there is
that we don&t really know )ut if you have something that&s signifcant, that is
massive and doesn&t cost you anything, then as Jay would say, a9hame on you
for not doing itSb Alright
2amara: $i 9cott, -amara Campbell
+c%%: $ey -amara, how are you.
2amara: (&m good, thank you %e had the great fortune and honor to work with
you as a personal coach and one of the things that ( gleamed from you in the
very frst discussion we had was a%hy aren&t you asking somebody if they want
something else.b A simple up sell and it made sense to me so ( went to my
o8ce the ne>t day and ( said to the frst person who was at the frst desk, ( said,
a-oday, ( want you to sell facial cream to every single person who buys PJ Liveb
)ut ( didn&t do it with anybody else, ?ust one person At the end of the day, she
sold C2 ?ars of cream %hen ( tracked that, it brought in ; more customers for us
or clients e>cuse me, in the ne>t two weeks, of other products 9o ( took that
same principle, came back and talked to you and you said, imagine if you do this
systematically, so ( said, well that&s an idea ( went back, ( taught it to all of our
tele+operators to do it and we increased the business to the e>tent that ( would
say, it brought in very easily four us another $C2,222 over the course of a couple
of months, ?ust increasing one thing and we did it with samples, not even the
actual product, but we gave them samples of the product and they came back
and purchased 9o the power of ?ust asking, ?ust thinking and if ( do it
systematically there&s no doubt that it&ll bring it back to us C22 fold very 'uickly
+c%%: =reat, thank you
2amara: 9o ( got that from you, from here
Je7: $i 9cott, Je4 %ilson of wealth management company and ( was on a
conference call with you and Jay and we did a 'uick hot seat and talked about
being !unclear 22122" you gave me a gift and the gift was to go to my e>isting
clients and talk to them about, if they were in the market for refnancing (
fercely negotiated an incredible arrangement with a mortgage broker giving
them better rates than they can get anywhere and lower fees and spoke to G
clients, G of them went ahead with it, made G grand in couple of hours time
Bolled out, ?ust last week, rolled out, on a small test bases an email campaign
and already have four people who are 'ualifed who are interested, so
+c%%: 9o what does that mean. 9o for a couple of weeks you made G, M, C2
Je7: 9o, what that is, what that means is with limited e>ecution, C0 grand, and
with ?ust a little bit more e4ort ne>t year, ( could easily be 62 or C22 grand
+c%%: 62 or C22 that year, because it&s a duplicable thing you can do every
single year, right.
Je7: @es
+c%%: Pvery single year
Je7: @es
+c%%: #kay, great, thank you
Je7: -hank you
Lu1 $i 9cott, my name is Lou Altman, president of =lobal *hones, we help
international travelers who are frustrated with cell phones that don&t work around
the world
Audience: @A@S
Lu: @ay, alright, ( have a fanS %ell (&m the guy whose now has become known
as the moron who grew his business ;2D without doing anything (t&s not that
great because, and (&ve never been a math guy Ey CF# is over here and
hopefully he doesnHt have anything sharp because it&s going to come Iying at
me %e have e'uipment, our cell phones, built into some of the cell phones we
have as an infrared port or cable @ou can plug it into your laptop and there were
some guys watching me before @ou can check your email using a cell phone
when you&re driving down the road, in the back of a ta>i, on a train, (&ve been
doing it sitting here and ( mentioned, ( don&t know, ( said, ( have an idea, let&s ask
everybody it they wanted data with their phones and you know how many times
we did that, once, and ( don&t know if it worked or not because we never tracked
it And not being a math guy, (&m good at creating things and coming up with
ideas but ( suck at actually running the business 9o doing this e>ercise real
'uick, if we had a 02D increase or 02D of the people accepted that cross sell or
incremental sales would be $G2,222, our margins at a C02D $60,222 of proft
from doing nothing more than saying do you want !unclear 201J<" with that.
+c%%: (s that per year.
Lu: @eah, yes
+c%%: 9o that&s 622,222, right.
Lu: @es
+c%%: $622,222
Lu: @eah, from doing nothing more than saying, welcome to =lobal *hone
+c%%: )y the way the statistical average is J2D #ne of the fun things you do,
whenever you go in and somebody says, would you like, you order donuts and
they said, for this many morealways ask them, how many times out of ten does
somebody say that. (t&s ama,ing the answer you&ll get -hank you -hat&s
awesome
Lu: -hanks
+c%%: @es
+ara: $i, 9ara %hipple ( have a seminar company and for me it&s ?ust (&m blown
away by the simplicity that implementation is asking and the system is a
reminder to make sure that ( ask every time and ?ust the simplicity of that and
the thousands to hundreds of thousands of dollars that it can potentially make
me is incredible
+c%%: Alright #ne of the distinction there is you know, you&ve got to go back
and try and do some of these things and it won&t work perfect, but you can play
with them, it doesn&t cost a dime @ou can do fve di4erent tests, fve di4erent up
sell items in the same week @es, one over here =o ahead, you guys are
stacked, it&s all
(ebbie: Ey name is :ebbi *remont (Hm a marketing consultant and a
professional speaker and ( already o4er a tele+class program that (&ve o4ered a
few times this past year that went over phenomenally well but ( really wanted to
e>pand and roll out And so after listening to today&s Jay&s program about process
marketing
+c%%: @eah, itHs great
(ebbie: ( brain stormed with an internet marketing guru !unclear 2;12J", wave
your hand, this woman is brilliant in internet marketing, if anybody want to know,
and she gave me about G strategies to use in the process marketing to really roll
this program out, but then ( came up with three more and ( fgured out ways to
up sell, cross sell and down sell 9o ( ?ust started doing rough numbers and it&s
worth hundreds of thousands of dollars, ?ust depending on how you want to go
)ut through hose benefciaries and ( mean ?ust all sorts of strategies are really
very easy would actually no cost to myself
+c%%: $undreds and thousands of dollars per year.
(ebbie: @eah
+c%%: @ou all still think, !unclear 2;1J6" you all still think and this is a big mind
set shift that you own a business for a year Aow if you&re doing ?ust one
promotion, you&re doing ?ust one ad or something in your whole client list, it&s not
going to work again, that&s very di4erent %hat she&s talking about is a process
%hat (&m trying to teach you is up sale cross sale is a process (t is a process and
so again, the item may change but that&ll work year after year after year and you
only get better at it (t&s awesome
(ebbie1 Bight
+c%%: -hank you @es
2ad: Ey name is -ad $argrave from Canada ( do workshops for student councils
in high schools and it&s about $62 a student, usually the school will enroll maybe
6 students 9o that&s $J22 and that concept of down sell ?ust totally hit me in
between the eyes ( never even considered, like, schools would not enroll and it
would ?ust be like, well, okay, ne>t event and it ?ust struck me, what if ( o4ered
them, you know (&m really sorry you can&t make it for whatever reason, we have
this really incredible package we can o4er you for $62 or $C22, but let&s say $62
and even if ( donHt know, si> schools took that, that&s $J22, per event and if ( do
02 events in a year, that&s like $6222 per year that (&ve ?ust totally left sitting on
the table of schools who probably ?ust because of the dates couldn&t make it 9o
that down sell ?ust really got me
+c%%: %ell then you can go out to other schools with that as well, can&t you.
2ad: 9orry.
+c%%: -hen you&d go out to other schools as well with that
2ad: $ow do you mean the other schools.
+c%%: #nce you, what you said is you go, you have a process where ( might
have missed a step, you&ve got a process where they don&t come to the event,
right.
2ad: Bight, some of them can&t
+c%%: 9o ?ust repeat that last part then
2ad: #kay, so some of them can&t come so ( could o4er them, you know, for $62
a sort of a home study or something they can ?ust have in their school, since
they can&t make it on that date for $62
+c%%: ( ?ust didn&t know whether or not you can then bottle it, package it and
sell it to a school that&s not a client
2ad1 @eah
+c%%: And now you have a front end instead of down sell, so you got and actual
front end to potentially market with or sell into and get a new school as well (t&s,
( like it
+c%% Je: 9cott Joe %inder, we process checks electronically over the internet
and the concept of down sell is something that ( guess ( ?ust hadn&t really thought
about before but one of the benefts of doing it is the fact that as people are
trying to drive down their costs in worst case scenario, we provide a tremendous
amount of fraud protection and all these other things that we charge higher rates
for ( mean if they get to the point where they ?ust really trying to have a lower
base product, we can down sell and say okay, you ?ust want electronic
processing of payments over the internet, fne $ere&s your price, you don&t get
the customer service, you don&t get this but you save all these things and then
come back and try to up sell later and that&s to me, that&ll probably be worth over
easily over a million bucks over a couple of years so
+c%%: ( have a client who&s in the same thing and they think their sales are
going to go up 6 fold, so you know
+c%% Je1 @eah it&s pretty strong -hanks
+c%%: And again, it&s an easy thing to test right. Eodify it, test it, play with
pricing and the proftability on your business from net stand point of view is so
huge, you&ve got a lot of variance @es
/i&een1 Pileen !unclear 2<1J<" (&m a network marketer and a metabolic weight
control specialist and ( was here in August ( did the fve day workshop (
thought it was phenomenal, but what ( immediately recogni,ed was that ( could
never go back and implement all the things ( knew needed to be done because (
had ,illions of dollars of proft that were Iowing through my fngers and 9cott
was at that workshop and ( want to acknowledge you 9cott because you impress
me as a product of the product @ou really did and ( knew that 9cott could really
assist me in building my multiple income stream that ( already had Ey husband
and ( have made over $6 million and our current network marketing companies
that were doing okay, but happened was 9cott designed, one of the thing that
happened in my little coaching sessions that we do, is he designed a call and we
had several hundred people on this call but we recorded it and it was a call
where he walked us through, you did up sell, cross sell, e>panding market
patterns, customer client retention, that type of thing, and then 9cott&s o8ce in
!unclear 2G1;6" also designed us a special report that was nine pages long with a
customi,ed letter from me which ( simply had to sign And so what we did, we
not only had a phenomenal call which ( had tremendous feedback from
immediately, but we now have a tool that we&re shipping out by the hundreds
along with the customi,ed worksheet to our various distributors 9o one of the
pieces of feedback that ( got immediately from that was that someone who had a
store front selling our product immediately after a couple of weeks time, had
calculated and she had already made $062 more per day in sales in her tiny little
operation 9he said it was incredible
+c%%: Awesome, that&s awesome
/i&een1 9o, (&m multiplying that now times thousands when we are able to fully
implement which we are ?ust now getting started, we&re doing sothat&s pretty
e>citing
+c%%: -hat&s great
/i&een: @eah, and ( got one more
+c%%: #kay
/i&een1 9cott&s also working with me ( have trained doctors done a great of
medicine (&ve got a phenomenal turn+ key proft center where a doctor, health
professional can add C2 to $02,222 to his bottom line ( had a chiropractor who&s
the number one chiropractor in the state of Alabama who was too busy, he
wanted to do this, but couldn&t possibly see me until after January, because of
the little package that you designed putting my proft center together with a little
bit more customi,ing $e had another chiropractor Iying in this week for special
appointments, 9aturday night
+c%%: =reat, great
/i&een1 9o thank you 9cott
+c%%: @eah, there&s an important distinction before we can ask anybody else,
thank you -here&s an important distinction here in Pileen e>ample, which is
she&s got all these down line distributors, and the facts here are, ( think, she was
doing $02< a transaction than the average other person was doing $<2 or $G2 a
transaction, specifc duplicable model techni'ues #ne conference call wasn&t
going to do it, alright -hat&s why she taped it and now its ongoing training and
measurement to actually bring them up @ou don&t move a ship in a day and
from an implementation stand point, ( went and took over a company that was
troubled and they were, they used to do C2 widgets an hour and they were down
to ;6 widgets an hour and ( couldn&t say, okay, new incentive program, starting
tomorrow, everybody, we have to do C2 (t took CG months and we didn&t get to
C2, we got to <M -o understand this, you have to start to implement these
things, you&ve got to keep working at them, you&re changing behaviors, you&re
testing, you&re modifying, it&s not automatic and they any of you can go back and
say hey ( tried one of those concepts and it didn&t work, it&s because you need to
work at it to get it to work @es
Judy1 $i, my name is Judy Cash and (&ve been speaking so far about
transformational tours to Eachu *icchu and other places -his time ( want to ?ust
mention we&ve got a retreat on an island (t&s a very small retreat and the insight
that (&ve got here like accommodation for three di4erent, like two rooms and a
!unclear CC1;6" and the insight that ( got is that part of the cleaning up and
homework ( can do at not cost is simply reorgani,e in my own brain about the
way (&ve seen my business (&ve always seen it as small and therefore ( don&t
have a budget to do much with it and (&ve missed entirely that managing a
business that&s small is really a work of art and ( have missed ama,ingly simple
things that ( could do because (&ve ?ust had an attitude that hasn&t seen that
there&s a real dynamic that ( could have been working all the time at no cost
%e&ve even had a lot of the right things, about G2D in place Like we do ask, we
do have point of sale, sort of add+on things that we put to people, o4ering
massage when you come, but instead of saying, like people have even said, do (
book that now, when they&re booking a room and ( say no, you can book it when
you come ( mean, really, because (&ve got an attitude that says, we&re little (
guess and (&ve ?ust accepted that %e&ve been in business now for C0 years and
that would be a millions dollars coming in over that time (f ( had ?ust been
creative and had not had that attitude, saw it as a work of art, it&s something that
was dynamic that could really pulse, we&d have three times that much 9o it
would take me another ten years
+c%%: ( mean ( have to pause on that because (&d promise (&d wrap up !unclear
CJ1C0" -his one last thing and again, you guys can glance at this here, but the
critical thing here is that you know when you&re implementing a procedure, (
want to ?ust give you some grounding here which is number one, you need to
document the procedure (t may sound anal7 you&ve got to document the
procedure @ou have to do it in two ways %hen you&re doing procedures and
you&re creating them to get results, you want to look at two things @ou want to
look at the tangibles %hat are the physical steps we&re doing, but don&t forget
to also document for your own purposes the intangibles %hat&s the timing of
the up sell, what&s the 'uestion ( asked, what&s the tonality ( ask. %ho&s going to
do it. All of those things become e>tremely crucial when you&re documenting
-he second one is once you&ve had it documented, then you can do what Jay is
always talked about @ou can one up every element, every element once you do
it Pvery time you come across a better way to do it, you&ve got a best practice
in hand %hy is that important. )ecause, not only is it important in getting
results, it&s important because what happens so often is Eary leaves and she was
the one who was really good at it and somebody else comes in and you have no
training mechanism, one or two thing, either you&re doing it yourself or you don&t
get the results and you go back to losing that stream of income -he third thing
that you need to do is cement in your success $ave you ensure that your proft
generator is always produce @ou&ve got to set up alarm 9o like my chiropractor
client ( told you about, documents those up sell dollars every single week (f
there are $662, $622, he doesn&t worry, doesn&t have time to worry Just a
glance, but once it starts trailing o4, you need to get involved and fnd out
what&s going on or the profts you create are going to be the profts you actually
lose forever @ou can never recoup them
Jay: :on&t stop, (&m going to ask you a few 'uestions #kay Aumber one, what&s
the one overriding action other than what you ?ust said that is imperative that
every person here does A1 with what they heard and e>perienced in the last
three days and )1 with what ( sent them and gave them in the last three weeks
or months
+c%%: #kay, absolute most important thing you can do is create momentum
@ou&re going to leave here, you&ve got a billion things you&ve heard again, *aul
and John talk about focusing on one thing (f you create momentum, momentum
gets e>citing in the room7 the ball gets bigger and bigger and bigger 9o the
number one thing is don&t go back and try to do the biggest thing @ou&ll tackle
it, you&ll get busy, take one simple application, something that has power and
impact, John and *aul, both gave you tool to how to hierarchy this stu4, hierarch
your opportunities and pick one or two things #nce you do that, then you can
go back on a weekly bases as !unclear C616M" teaches and introduce something
week after week after week and create momentum ( can tell you if you don&t do
that, if you go back and you&ve got grandiose plans doing ; or 6 or C2 or C6
things, you will not do it
Jay: Ae>t 'uestion Aot you, not me, what&s the biggest insight you got from
somebody else here including it could be an individual at the mike or on the
stage that you think is so e>ceedingly important that these people also get that
they may not that you&ve got to tell them you&re going to e>plode, if they don&t
get it
+c%%: %hat&s something that (&m going to tell them that&s new.
Jay: %ell something that you&re going to tell them that&s not about you, not
about me, but you observed it, you learned it, you rethought it by listening to
somebody else and either taking what they said or it stimulated something
totally di4erent @ou made a note for yourself to act on, ( mean, it&s an insight on
the highest magnitude that you don&t teach, ( don&t teach, they heard but they
may not have really impacted them
+c%%: Alright -he thing is that, ( don&t remember what it&s called %hat&s it,
rethinking inside the bo>.
Jay: @eah
+c%%: Bethinking inside the bo> All of you and ( think, ( don&t know if everybody
got the power of that and ( know you all get tired, but you&ve got an opportunity
to leverage your successes, and these are new opportunities, but if you look, (
think the premise of that was, if you look inside your bo>, you look at your
systems, you look at your assets, you look at how you can leverage those things,
that&s immediate, it&s instantaneous and the key here is that you all should go
back and be able to do that, take an inventory (f you go back and take time to
start looking at components of your business, you&ll be embarrassed by what you
fnd ( went back one time in my business, in my healthcare business, and we
had C222 di4erent charge !unclear 221;6" ; million invoices a year J2D of our
business came from the state disability evaluation ( negotiated this deal with
multiple ones to raise the rates C6D or 02D, ( can&t remember what it was 9o (
don&t know if it was weeks or months down the road -he bottom line is, one day
( went down and what ( would do once in a while is ( sat down with invoices
!unclear 2C126" invoices and said, a)oy, started telling me how to do thisb and
also ( saw the rate pop up, $C6 instead of $02, and ( went a%hat&s this.b And (
had my sta4 go back and dig and ( don&t remember the number but J2 or ;2D of
the charge codes never got changed Aow this is millions of dollars of pure
proft :oes that make sense. Aow all of you should be going into your
businesses and taking a look at what you assume (ts little things, ( got a PA-
doctor that says, a#h we get the emails, greatb )ut you know when he went
back and looked at it, he found they weren&t doing it, or they weren&t doing it
systematically 9o back and look within and look at your assets and fnd out how
you can leverage them
Jay: #kay, you&re very good at looking at a broad scope of things and honing in
on one real key message, aren&t you.
+c%%: ( don&t know (&m going to fnd out
!Audience laughs"
Jay: 9o, we had a lot of speakers and you got to see most of them, didn&t you.
+c%%: @eah, 'uite a few, ( guess
Jay: %e are going to do a!unclear 20120 " who&s got the list of all those people
who spoke, anybody. (&m going to name a speaker and tell me what you think
the message that these people should have gotten from him or her voice @ou
alright by that.
+c%%: #kay, yeah, as long as (&ve listened
Jay: (f you were not there, say pass
+c%%: Alright
Jay: And if you don&t think you have it, say pass
+c%%: #kay
Jay: #kay Let&s say !unclear 20102"
+c%%: #kay !unclear 2010C" message was is that you really have to dive in and
work on your business (t&s not about wrestling7 wrestling it to the ground and
it&s really about ( think taking the concept much consistent of what we&re talking
about here and staying with what you think should work within your organi,ation
to actually get it done (f you don&t wrestle it to the ground and you don&t get the
results, why would you switch. %hy would you have a situation where you have
something that you&ve ?ust calculated here that you think is going to make your
million dollar business, you should make C22,222 a year, you&ve identifed
something that&s going to make you $022,222 probably but you ?ust don&t believe
it in your heart And yet you want to go back and you want to go back and work
on the ne>t thing (t doesn&t matter if it takes all year to do it, it&s going to triple
your profts and that&s what you all need to understand, to wrestle it to the
ground
Jay: ( love that, good Eike )ash
+c%%: Eike )ash&s concept is which ( love because it&s very customer centric, is
that it&s all about building your relationships with the customers, not ?ust giving
customer service, it&s building relationships, it&s walking your talk and ( think the
overriding message of all of that or the beneft is that if you do that federal
e>press in !unclear 2J1J0" O*9 as he talked about, built on that reputation and
once you get that reputation, they will come to you and they will stay with you
even when there&s price competition -here&s no greater in my opinion, there&s
no greater combat to price competition other than creating value than creating
strong relationships with your clients and ( think his message was very powerful
Jay: #kay, (&m liking what you&re saying so far *aul Lambert @ou&ve seen *aul.
+c%%: @es, *aul&s message was similar to what ( talk about which is one1 focus
on one thing (t&s all about implementation7 it&s all about being tactical (t&s all
about taking the things you&re learning from Jay, these ideas and focusing on
implementing one thing at a time and ( love, by the way, didn&t he have the
coolest graphics. Aw, it&s ?ust killer graphics 9o it&s all about implementing one
thing at a time and ultimately, at the end of that, being able to value that, to be
able to hierarchy that process and so you know, you&re hearing that over and
over this, you know why. )ecause it&s what&s necessary, it&s what&s necessary to
get results @ou know ( think all of our speakers, ( know Jay&s goal is, we don&t
want you to come to another one of these events and say, still haven&t done it,
right. Bise to the ne>t level Ae>t time you come to the ne>t event, it&s hey,
how do ( take it for the ne>t level $ow do ( go from, ( went from a million to fve
million, let&s go from fve to ffty
Jay: Let&s continue, ( like this game Jackie $all
+c%%: %hat&s that.
Jay: ( like this game, Jackie $all
+c%%: %as Jackie the
Jay: -he woman on the screen
+c%%: #h, ( learned a couple of things there Aumber one is that she was very
patient in being interviewed
!Audience laughs"
Jay: 9o patience is an attribute.
+c%%: ( only saw part of Jackie so (&m in a little bit of disadvantage there
Jay: #kay, John !unclear 2610C"
+c%%: John, John&s message was, John&s message was also very powerful and he
is, he has a very gifted way of presenting things :oesn&t he. $e ?ust humani,es
the whole process, isn&t that awesome and again what you had is ( think that
John&s another one, as a matter of fact, (&ll tell you, John and *aul stole my
thunder of what ( was going to talk about today 9o (&m upstairs scrambling to
take and modify
Jay: After having three other sessions cut out from under him
+c%%: @eah, and having how he crunch it all down, ( didn&t mean to go so fast,
but they were both, as a matter of fact ( went and say to him you guys were
awesome you know, and ( wish that what both of them had was a little bit more
time to actually take you through the tactical steps because when you look at
where they&re heading, it&s all about saying you know, look, there&s a systematic
way of looking at these things, there&s a systematic way of valuing things and
that&s very powerful for all of you and what also ( liked about what John had to
say was you know, it&s about 'uality of life, you know, we&re entrepreneurs, we
burn ourselves out (t&s about 'uality of life and ( think that you can do both and
( think what (&ve reali,ed is that ( made a goal to work for three days a week,
right now (&m not getting ready for this and all that, but ( made a goal to work
three days a week and that&s why (&m not a CP# anymore and you know, it&s
interesting when you work three days a week ( set up my goals, ( don&t make
any less money and its ama,ing how my income has actually e>ponentially
grown because ( put that in my mind set 9o that&s what ( thought he o4ered
Jay: #kay, what about :onald !unclear 261;6".
+c%%: :onald&s, ( didn&t+( also didn&t see that one
Jay: !unclear 261;M"
+c%%: ( was up scrambling trying to ad?ust and modify
Jay: (&m sorry, did you see !unclear 26160".
+c%%: ( did not see !unclear 2616J"
Jay: #kay %illiam -hourlby
+c%%: Ao
Jay: @ou didn&t see him, the !unclear 26166", from this morning
+c%%: Alright
Jay: #kay, that&s okay Alright, okay $ow about )rian -racy. -he big single
concept that you got from that, you can pass if you don&t want to
+c%%: Ao, ( don&t want to pass him, ?ust trying to think what ( would say the
biggest message there is $elp me out here, get me started
Jay: %ho&s got something good about him, so throw it out
Audience: !Onclear"
+c%%: @eah, get over it (t was, it was about7 heZ
Audience: @ou become what you think about
+c%%: @eah, you become what you think about $is was also ( think that you
had with probably with )rian, thanks for triggering it, what you have with )rian
was that there&s a lot mental state (t&s about a lot about your mental attitude,
it&s a lot about your mental thoughts and that it&s as much to do with your
success as anything else %e all want to work+you&ve heard up here, you&ve
heard about strategy, we&ve heard about, (&m talking about tactical and you know
)rain&s message is that you know, it&s about attitude and if you have the right
attitude, if you have the right discipline, if you have the right focus, you set your
goals and you make sure you check those on a regular continuous basis and
discipline yourself, you will be successful and ( think when he said you know you
could be anybody in this room who wants to be a millionaire, could be a
millionaire if you ?ust focus your mind on it, take that mind set and focus on
staying focused and disciplined on your goals
Jay: :id you see Andy. :id you watch Andy Eiller.
+c%%: Ao ( did not7 he was from this morning as well
Jay: :id you watch Eark.
+c%%: @es
Jay: %hat did you think Eark&s message was.
+c%%: #kay, well, Eark&s message was !unclear 2G1J<"
!Audience laughing"
Jay: Are you interpreting the message in that message, he is encrypting the
coded message
+c%%: Ao, ( was ?ust ?oking $isno no, it was powerful, but it was so fast it&s
like my springs were popping and it was like his message is, you can leverage to
the nth degree -here is no end (f you set up and say (&m going to leverage this
thing and come at it a di4erent way and always looking creating more value,
pulling more proftability out of your business (t&s endless $as he created a
money machine or what.
Jay: ( think he also had a !unclear 2M12<", ( liked most of yours, on this one (
would have mended and said, ( think he said, set higher goals for yourself
+c%%: @es
Jay: @ou&re worthy of more than you accept from yourself
Jay Abraham Mastermind Marketing 31
Jay: ( think he also had a !unclear 2212G", ( liked most of yours, on this one (
would have mended and said, ( think he said, set higher goals for yourself
+c%%: @es
Jay: @ou&re worthy of more than you accept from yourself, from your business,
from your e4orts, from your actions, from your marketing :o Andy $ow about,
did you see any of Eac.
+c%%: %ell, (&ve seen Eac before $is is, you know, it&s crack, f> it Ao, ( think
one of the
!Audience laughs"
Jay: -he CBACN
+c%%: #ne of Eac&s greatest things is, you know, it&s the bottom line is it doesn&t
matter what we think (t doesn&t matter what we think (t matters what the
customer or the prospect thinks and that there is no right answer that you&ve
got+there are some fundamentals $e&s a master teaching you fundamentals,
but at the end of the day, none of us really know if it&s going to work and the
bottom line is that you&ve got to test, test, test, test to fnd out that winning
formula
Jay: #kay, how about Allen Coleman (s Allen in the room. Allen here. Allen
Coleman. %hat do you think.
+c%%: ( didn&t see him
Jay: $e was+he did, did you. $e was the guy with a :ouble # Eatri> ( though
you said you saw him -hinking outside the bo>
+c%%: #h, thinking outside, ( already did that
Jay: @eah
+c%%: @eah, okay
Jay: )ut did you already say what you thought he was all about
+c%%: ( already said, yeah, ( already said that one
Jay: #kay, did you see :avid %agenvoord last night, late.
+c%%: Ao
Jay: -he barter guy
+c%%: ( would have liked to have seen that
Jay: $e was good #kay so do me %hat do you think (&m all about. @ou won&t
o4end me
!Audience laughs"
+c%%: %ell, ( think that you are all about and especially, it&s one thing when you
see and know Jay from the stage or you hear him on tape, but ( can tell you from
spending private time with him as this is a man who is passionate about you
guys getting this @ou know, here&s somebody who&s made millions and millions
of dollars, could have ?ust stopped doing this and you know, when him and ( frst
met, he used to drive me nuts that they don&t get it, that they&re still not
implementing at the tactical level and ( think what ( admire about Jay is two
things ( think that you&ve got to get out of this Aumber one is he&s constantly
looking for a better way to serve, he&s constantly looking for a better way for the
techni'ues to work, that&s why there&s C0 or CJ or C; speakers here because he&s
trying to bring you collective knowledge to look at things in a whole, in a broader
way
Jay: ( have one more and we&re done %hat&s the biggest single insight, other
than your own comments that you&ve got out of the power panel last night.
+c%%: ( think probably the biggest insight that ( got out of the power panel last
night which was interesting is one of the things is that, we all have di4erent
views of strategy, that everybody has a di4erent view of what strategies are
made up of and that there are di4erent slices of the pie and ( thought it&s real
interesting to have be up here with C2 or C0 other people and hear so many
uni'ue and valuable perspective, all of which were right (sn&t that cool.
Jay: -his is true, we&re getting ready to do a very e>pensive program in Earch or
April on strategy (t&s going to sound funny to you, but !unclear 2J106" and ( were
talking and it&s interesting ( said, a@ou know, everybody thinks (&m a great
marketing whatever, e>pert, wi,ardb ( said, a*robably, ( am, but ( think (&m a
better strategist ( think ( change peoples& strategy frst and then ( develop the
marketingb and ( said, amost people are tacticalb and ( said, aof all the levers that
( know, the easiest thing to give somebody a leverage is change their strategy
because even if they e>ecute wrong or not wrong but half past, it&ll still work
better than doing !unclear 2J166" with the wrong strategy
+c%%: Bight
Jay: !unclear 2J16<" people it&s like that&s, you know, learning !unclear 2;122"
and selling is instant leverage, changing your strategy is probably the second
biggest thing you can do and most people can&t even+we, in preparing this, we&re
going to do like a $06,222 program and if you guys want to come as a beta, you
can come in for almost nothing because we&ve got to get some betas in it, but we
look through like a C222 pages on the internet, we look through books, very few
people have a clue, even the real+well how to describe strategy let alone what
the hell it is and yet as our four star general here told us
!Audience laughs"
Jay: -hat&s right
+c%%: !unclear 2;1;;"
Jay: All you want is retire and get the money, right.
Audience: -hat&s not enough
Jay: And you want to get+don&t you want the chau4eured $ummer for life.
Audience: !unclear 2;16J" K(*&s
Jay: @ou want the chau4eured $ummer for life, don&t you. )ut strategy is+you&ve
got to have the tactics to deploy it and that&s true, but if you have great tactics
without a strategy, you&ll never grow to the levels, you&ll never have a sustaining
business, you&ll never be outside of it and you&ll never have the asset value that
business could be worth
+c%%: ( think, see, ( would have argued with your opening statements ( think
the greatest asset, the greatest thing you&ve brought, the greatest thing is
strategy (t&s changing the mindset, it&s thinking, it&s it&s about new possibilities
Jay: -hat about+that is strategic -hat is a strategy (t&s a strategic distinction
+c%%: Absolutely
Jay: (t&s a philosophical strategy of life #kay, you did great and (&m sorry again
for all of this, but we !unclear 261JJ" -hanks a lot
!Audience claps"
+c%%: -hank you
Jay: #kay, here&s the deal
+c%%: Let me see if (&m !unclear 26162"
Jay: -his is always the case, (&m under time, (&m way ahead, everything is rowing
along
!Audience laughs"
Jay: Aot #kay, so we&re going to take, ?ust as+you only have ten minutes to
break and then if you&ve got to talk, stay and shut the doors Eac and (, here&s
the game plan (&ve got to get you to dinner at M or ( screw you guys up, ( screw
the sta4 up and worse, ( turn rubber pasta that&s cold into hard sti4 macroman (
don&t think you want to that 9o we&re going to go until M and here&s what we&re
going to do %e&re going to do crisscross pollinated permutations of hot seats
'uestion and answer scenarios like getting everybody to the mike to
demonstrate all the ways they&ve fgured out to make money with the internet
%e&re going to keep changing the game until you get it deep enough %e&re
going to break, we&re going to see what it&s like at C2 %e may do another hour
or two and then we&re going to build late in the night and so we&re not going to
be able to be on tape ( promise you we will do, we will stay till it&s done %e&re
going to build you an action plan )ut (&ve got to get some things that ( haven&t
covered yet and rather than doing them in boring linear+?ust basically literal list,
it isn&t going to work ( want to do it in empirical and illustrative !unclear 2<1C2"
or so, could take a ten minute whatever, put on something really loud and
energi,ing so ( can get myself ready and we come back and get ready for a real
fast paced trip
Jay: $ere, this is very important #kay. Are you here for the whole thing.
@ou&re not leaving till G.
Audience1: Ao
Jay: #kay %hat&s your regular business.
Audience1: ( work !unclear 221C2 track 0" illustrated
Jay: #kay, well, for the rest of the session,
Audience1: (&ll be !unclear 221C; track 0" with fne arts
Jay: %ell you !unclear 221C6 track 0" worked with fne arts, but right now, you&ve
?ust become the director of the Abraham Earketing Pts and your ?ob is to recruit
men and women and we&ll have+in the last, in the end, we&ll have a little
performance, okay, so, at dinner you can fgure it out, alright.
Audience1: %hat do you want me to do with that.
Jay: ( don&t know, you&re going to surprise usS
Mac: $e&s a big delegator, you know, basically making up
Audience1: !Onclear 221JG track 0"
Jay: (t&s the Abraham Earketing Pts
Audience1: Pts.
Jay: Pts Earketing Pts (t&s a group (t&s a performance, like a drill team
Audience1: Like the Bockets
Jay: Like the Bockets, e>cept we&re the Earketing Pts Een or women, ( don&t
care, you fgure it out
Mac: #ne of your inspired ideas
Jay: #kay Alright, don&t laugh, (&m serious
Audience1: ( know
Jay: ( take myself serious Are you laughing at me behind my back.
Audience1: Ao, we&re en?oying !unclear 2C126 track 0"
Jay: %ho wants to volunteer. #kay see you her at dinner @ou disrupted this
Eac
Mac: @eah
Jay: @ou want to see anything interesting about Eac&s demeanor, his style.
Audience: !unclear 2C102 track 0"
Jay: (s he a dancing machine.
!Audience claps and whistles"
Mac: (t&s the tie Jay
Jay: (s that tie hot.
Mac: Jay caught me coming out of my room and he said, you have to put on this
tieS
!Audience laughs"
Mac: ( have something special later
Jay: #kay, okay, we&ll get rid of this Alright, can you give me a sparkling water
please.
Mac: #h, it doesn&t a4ect !unclear 2C1;2 track 0"
Jay: And hand me one of that !unclear 2C1;0 track 0"
Mac: @es, it&s a nice tie, it&s a beautiful tie
Jay: #kay, so
Mac: ( think this is my fa
Jay: -hat&s a nice tie EacS
Audience: !unclear 2C16; track 0"
Jay: ( only wear it on holidays
Mac: %hich holidays.
!Audience laughs"
Jay: (nsanity day, you know
Mac: @ou never take a holiday, that&s ?ust why it&s no use
Jay: -hat&s true !unclear 20126 track 0" anyhow, okay 9o we&ve got a bunch of
ground to cover %e&re going to go till probably the hotel thinks we&re cra,y
because we&re probably here till one or two, but we&ve got a couple of 'uick
points we&ve got to make before we start %e&re got fve or four issues, we&ve
got to teach you and (&m going to take one, Eac will take one, we&re going to be
very 'uick and we&ll spend about four minutes on each @ou take your choice
frst, (&ll take the ne>t one, of your list
Mac: #kay, here&s an issue that (+really has been surfacing in a lot of my
discussions and it&s one that we should have treated+we treat7 it always pops up
-his is scientifc method as enthusiastic as it can be Jay&s method+there&s
method in the madness @ou are not, repeat, not authori,ed to throw your
current businesses in the trash and dive into the deep end of the pool @ou&re
?ust not authori,ed by Jay Abraham And what ( mean by this is that people get
so enthusiastic about these new techni'ues that they say, a#h, all my old stu4 is
crapSb ( didn&t say that %hat&s his name, 9cott did -hey do, and they say a#h,
it&s ?ust terribleSb and they forget that that&s their basis -hat&s what they need
to measure things against, that&s what makes it scientifc, that&s their control in
direct marketing terms :on&t throw away what brought you to the party $old
on to it (t&s your crown ?ewels
Jay: -o e>plain
Mac: (f you can make an improvement on it, that&s the improvement @our
enthusiasm maybe wonderful, but it may not sell @ou worked on your old engine
for a long time *eople have been trying to throw away the internal combustion
engine for C22 years, we&re still with it -his is+you make sure that what you&re
doing is in fact an improvement and you don&t ?ust trash your old business
because your bored with it and please, please, it&s a method, it&s a stepping
stone process, you want to move from known to unknown (f you think your
message is stale, don&t change the medium, don&t change the format, change
?ust the message -he elements of whatever you&re doing have to be controlled
(f you go into an unknown market with an unknown product and an unknown
message, in the end, you don&t know anything, even if it works
Jay: 9o, can ( make some additions.
Mac: *lease, this is
Jay: 9o you&ve got a business, my line, is that on.
Audience: @es
Jay: #4 or on.
Audience: #nS
Jay: #n, okay 9o you&ve got a business that is generating some cash Iow,
positive or negative -here are some mechanisms doing it @ou have sales trips,
you&ve got ads, you have this @ou don&t stop everything -he frst thing you do
is say aPvery element ( have in place right now is what ( will call my control
mechanisms because that is the best ( know ( have going right nowb %ould you
agree Eac.
Mac: And you know something about it
Jay: And then you, frst then you measure and 'uantify, you say, a#kay, (&ve
never looked at thisb %hat is your name.
Bi&&: )ill
Jay: )ill, one of our sales person is, ( start looking at elements that ( can+some
metrics that ( can measure and 'uantify ( start seeing that )ill is calling on C2
people a day and securing three appointments and making two presentations
and closing one out of those and selling an average of C22 (&ve got a basis (
see that, what is your name.
+ara: 9ara
Jay: 9ara is running the direct mail department 9he is sending out C2,222
pieces a week and the piece she&s mailing right now which is, let&s call it the A
piece and it&s pulling one half percent leads and of those C2D of the one half
percent coming in are converting to an average of $022 -hat&s our control )
from that thing !Onclear 261C2 track 0" ?ust give me some And then we see
that
!eyman: Beyman
Jay: Beyman is basically going to trade shows and he is spending on an average
including his salaries, incremental e>penses, the trade show stu4, the fee we
pay, $6222 of trade show and he is bringing in, because ( started analy,ing it, G
new accounts, worse case and each account&s worth $0222 a time and were
making $622 on that and staying for about a year worse case, three times then
it&s whatever that is @ou get what (&m saying.
Mac: And what this means is, what this means is if you have something in place,
you don&t ?ust throw it in the trash
Jay: #kay, because that&s !unclear 2616J track 0" but then you&ve got, then you
know, then you say, okay, (&ve got choices First choice is can ( make what they
are doing perform better. And if the answer is yes, then ne>t one is how. (f you
don&t know, the frst thing is you look outside and see how other people are
performing the same function, do it And then, if you see if you can borrow
elements and not replace what is working but side by side compare to see if
changing the constitution and the construction
Mac: %hy do you think they call it copyrighting.
!Audience laughs"
Jay: $e&s right Ao, but the point is you test
Mac: @ou fnd things, other things and no ego
Jay: And this is the logic @ou don&t test direct mail instead of space yet @ou
start with where you are, what brung you to wherever you are )efore you
abandon it, you&ve got to make sure you&ve got something better you seek and (
make that ad perform better Can ( change a headline, can ( change an o4er, can
( change a call to action, can ( change guarantee, can ( change price, can (
change the way ( receive the order, what ( say, the script ( use Any number of
variables -hat&s one thing At the same time, there is nothing wrong with
separately, but without ever compromising what is sustaining your current
success trying any other number of the other elements we talked about and any
other number of the 62 elements we didn&t talk about that ( gave you better
education about than you&ve ever gotten in your life in the frst day&s stu4, in the
last days stu4 and in the C0 big big big documents and items we gave you and
conservatively trying that out separately, not in lieu of but separately in addition
to conservatively to see if it works and if it does work, if it works better and if it
does work better but the other one is making you money, why in gods name
would want to stop it. (&ll give you a story (&ve got to give you a story
Mac: For instance, can ( ?ust say, it isn&t, for instance, testing is not, say, fring all
your salesmen and saying we&re going to go with web presence -hat&s not
testing -esting is trying a little web
Jay: (t&s asking two separate 'uestions
Mac: 'uestions at the same time
Jay: $ow much better can ( make what (&m already doing to action or the
categoric activity perform and it&s asking, is there a better di4erent way to get
the same access or result and if the answer is if ( can make this perform better,
but ( can get a better result here, you don&t abandon this, you combine them
because you understand force multiplier, you understand the parthenon, you
understand the power business geometry, right.
Audience: @es
Jay: :oes that help clarify that 'uestion. #kay, one down
Mac: #kay
Jay: Ae>t
Mac: @ou want one or do you
Jay: @eah =uarantees
Mac: #h yeah, good
Jay: #kay, so, ( don&t know if ( said this but (&ll say it again Anytime two parties
come together to do any kind of transaction business, fraternal, social, romantic,
you know, you want to get a ?ob, you want to get a client, you want to get laid,
(&m not trying to be funny, you want to get name to the top of the city council,
there is always inherent in the transaction #ne side is always asking the other
to assume and you fll in the blank, most all or more than all of the risk in the
transaction and the comple>ity here is the risk can be tangible, it can be
intangible, can&t ?ust be a fnancial or giving your life to the wrong lover or it can
be intangible, it can be !unclear C21;0 track 0"
Mac: Can ( give an e>ample. -here&s one that&s in this room which is, ( saw from
Iier that somebody put together on a software system for businesses and he is
featuring his money back guarantee %ell if you&re+you&ll meet people in
business, what&s your concern is your concern over even a $C622 software
product that you can get your money back if it doesn&t work, if you install it and
you run it and it&s supposed to run your whole business, what&s your concern.
Jay: @ou worried about the $J22
Mac: (s it the $622 or even $C222, what&s your concern.
Audience: !unclear CC1C6 track 0"
Mac: -hat it&ll destroy your business, isn&t it. And so, getting the money back is
the least of your worries and so that&s a hard warrant to warranty, but it may well
be, and this person has over C22, raise your hand, where are you. Bight there in
the red shirt, what&s your name.
Brad: )rad
Mac: )rad )rad has C22 testimonials -estimonials like a risk reversal because
it says, all these people who were in business and who liked me, written me and
said, the foot on the line says, it works (t&s not a classic guarantee, but it is a
risk reversal, because, people, you say, a#kay if it works for all those guys and
they&re willing to put it on the line, then ( believe itb then that&s a risk reversal, it
was not a classic guarantee and this, it&s a kind of nuance
Jay: 9o, there are so many ways to do it, but you&ve got to reali,e and if you read
all these case studies as Bick said, something in the vicinity of 62D to <6D use
variances of risk reversal %hat ( say is there&s a very big di4erence between
saying satisfaction guarantee or saying okay, come to the seminar, you sign up
First thing is we&re going to send you stu4 worth $CC,222 %hy is it worth
$CC,222, because we actually have sold it for that in the last few years and
we&ve sold it to thousands of people %e&re going to give it to you to study and
e>amine and evaluate for J2 days before you ever show up, 62, maybe if you
really proactive and commit Aow, we&re going to give it to you to put to the acid
test, not ?ust a test theoretically, but to apply in your business wherever it&s best
suited and unless it makes you at least $6222, which coincidentally is the entire
price of the program ahead of ever coming, we don&t even want you to go
forward, but we insist you keep all the collection for your trouble because we
think your time and your faith in us is worth it, but after you have made $6222 or
multiples thereof, we think that&s not enough because your time traveling, your
faith afterwards is so valuable and precious and really important to us that we
insist that we must deliver a multiple on that $6222 before 0 o&clock on day two
or we absolutely don&t think your purchase should be binding on your part %e
don&t even deserve to get to keep your good faith deposit @ou should leave
discretely and respectfully and get your money returned, but if we do provide
what we said, that&s not enough and we don&t really need or want your money
upfront, we&d rather pay for your attendance purchase for you which we probably
would have done earlier but if we didn&t for some bi,arre reason, like maybe ?ust
couldn&t get around to it, we let you pay after you proft afterwards and to make
darn certain as it sinks in, we&ll be on the phone with you for C0 months, M2
minutes a month that&s a pretty good guarantee isn&t it. 9ee the di4erence
between satisfaction guarantee Eac, you want to comment. (s that clear
enough for you.
Mac: (s that clarifed.
Jay: Ao, (&m serious
Mac: :oes that clarify anybody&s thinking, is anybody even
Jay: @ou&ve got a 'uestion Alright go to the mike if you have a 'uestion @ou&ve
got any 'uestion, because ( don&t to hear a grumbling at one, a#h ( didn&t hear
about guaranteesb =o ahead
Mac: -he other is, the other side of don&t guarantee what you cannot guarantee
-hat&s the corollary
Jay: @eah
Mac: :on&t
Jay: :id ( talk about realtors here or not :id ( already give the e>ample of
realtors the other day. ( did, yes ( thought ( did :id ( make sense.
Audience: @es
Jay: #kay, because you can&t guarantee everything, but if you can guarantee
more of the transaction or the frst thing is you&ve got to be able to do what ( call
a risk audit, a risk inventory %hat&s the risk+tangible and intangible because if
you don&t know what it is, how can you take it away. And it can&t be what you
think it is necessarily, it&s what they absolutely perceive it to be tangibly and
intangibly Bemember when ( read to you this strategy of preeminence and (
talked about putting words into feelings that has never been verbali,ed before.
-his is the absolute arena where it&s critical -his is it :o you want to go deeper
after ( answer these 'uestions.
Mac: $e has a 'uestions frst
2ad: Ey name&s -ad from Canada ( do workshops, ( day+long workshops for
student councils and ( o4er J2 day guarantee let&s say, do ( remind them at the
end of the J2 days, okay the J2 days is up, now if you want to, you know
Mac: #nly if you have too much money in the pro?ect
Jay: Ao but you remind them on day C, ( mean, what we didn&t get into and (
don&t !unclear C612G track 0" to be a good teacher of this, but ( believe in what
it&s called future pacing and future pacing is a process of setting the visual
e>pectation for what+pardon me+the future is going to be like after you either
ac'uire the product service and it&s transactionally functioning to protect or
enhance your life or your business For e>ample, ( envy you Euhammad. ( got a
good memory, don&t ( because ( can&t see far enough
Mu$ammad: -hat&s wonderful, thank you
Jay: @ou&re in the printing business ( think
Mu$ammad: @es
Jay: ( got double good memory And you&re going back tomorrow and you&re
going to be a little tired but you&re going to set in motion an incredible series of
events and activities and guess what&s going to happen @ou&re going to start
having, frst thing is, you&re going to start having satisfed, happy clients who
reali,e how much value you give them and how incredibly important it is and
they&re going to start telling all of their clients and they&re going to start telling
all of their vendors and you&re going to start seeing an incredible consistent+it&ll
start as a really nice Iow and you&ll start becoming more and more acute, it&ll
almost become title proportions if you do it right, every week you&re going to
start seeing incredible Iow event and then guess what&s going to happen @ou&ve
salespeople in the feld.
Mu$ammad: @es
Jay: @our salespeople are going to start basically, they&re going to start number
one1 getting better appointments, making better presentations, closing more
clients, getting more 'uality people that not only you&re going to en?oy, you&re
not going to negotiate down to nothing, you&re going to start en?oying it, you&re
going to have clients that bring other clients and it&ll go on and on )y taking the
future to what it&s going to be like, that&s going to be pretty e>citing e>pectation,
isn&t it. -hat&s called future pacing and you try to put future pacing into a
guarantee Let me demonstrate and when we use that e>ample, that+is probably
going to say, it&s not legal, ( ?ust don&t know the legalities of supplements, but
supplements is a great use (&m going to !unclear C<16G track 0" you&ll have to
refne it, but (&m going to get it, so ( can could say, a%ell gosh, (&ll sell you, these
supplements with J2 day unconditional guaranteeb -hat&s pretty e>citing isn&t
it. %hat if ( say, what is your name. @eah
Lu"e: Luke
Jay: Luke.
Lu"e: @eah
Jay: $ere&s the deal (&d like you to do this for me %ould you be willing to try
these supplements J a day, one at G when you start your day, maybe !unclear
CG106 track 0" at the o8ce, one at noon, right before you have your frst drink of
water, co4ee, coke7 one when you get home before you eat dinner and monitor
yourself, if within J2 days or less, the following things don&t happen, ( wouldn&t
deserve or e>pect to keep your money Aumber one1 you start having the energy
you had when you were back at CG @ou&re getting up an hour earlier, your
staying up an hour later, you&re in the moment, focused, things that used to
really upset and perturb you don&t bother you at all, you&re attentive at work,
you&re getting more done everyday than you maybe got done every two or three
or !unclear CM126 track 0" @our sta4 is telling you&re a heck of a lot more calm
and en?oyable to be around, you&re seeing your sta4 and your clients and your
prospects treat you with a di4erent level of respect @our family is really en?oying
you @our wife is fnding you more romantic, you&re rela>ed, you&re+people are
telling you, a)oy, you look so goodSb and if that doesn&t happen and you don&t
feel that way by on or before J2 days, ( don&t want and ( don&t deserve, ( don&t+(
wouldn&t think of keeping your money %ould you be able to try that for me.
Lu"e: 9ure
Jay: 9ound better.
Mac: -o answer that 'uestion specifcally on whether you should send the notice
at J2 days, well you&d probably do it because people do what you ask them to
do -here&s what ( call a meta+message if you sent that notice
Jay: @eah, good point
Mac: -he meta+message was to people who are out there and who are basically
satisfed, they go a#h, maybe ( should be unsatisfedb 9o you ?ust made them
unhappy with something they were relatively !unclear 22166 track J"
Jay: @eah, you should use what ( was saying is you should preempt it in the
beginning to give them a great e>pectation, because thereHll be more mind Iow
of how much value they got out of it and Eac is right unless you don&t give them
anything worth the value and then you&re screwed and that&s your problem
#kay, yes
Audience2: ( had a 'uestion @esterday, you were talking about the radio
advertising and the guarantees that you+you were asking of the radio something
in return but there was never an e>planation of e>actly what were you asking in
return
Jay: (&m sorry ( was thinking about what Ea> ?ust said and ( didn&t hear you at all
time 9ay it again
Audience2: #kay, what ( was asking about was yesterday you were talking
about
Jay: %hich me7 me me, or this me. Os or the group
Audience2: @ou know what, ( don&t
Jay: 9omeone was ?ust talking about it, so let&s get this right
Mac: 9omeone !unclear 2C1;6 track J"
Jay: 9omeone in this room maybe a speaker, maybe someone else
Audience2: Ao, no no, it&s a speaker and he was saying something about, okay
if we&re going to present you with an advertising proposal for a radio station,
they were going to ask something in return from the radio station and
Jay: ( don&t remember it
Audience: )arter !unclear 20126 track J"
Jay: @eah but ( don&t remember, ( was in the room, but ( don&t remember the
conte>t Bemind me what it was
Mac: !unclear 201C2 track J"
Audience2: #kay !unclear 201C0 track J" was something you&ve been asking in
return from the radio station basically trusting your money with advertising
campaign with the radio station
Jay: (&m sorry, ( don&t remember this
Mac: !unclear 20106 track J" ( think this is :avid %agenvoord
Jay: !unclear 20106 track J"%ho can give me the scenario, ( can&t remember the
scenario
Audience: @ou said client list, barter
Jay: )ut give me the e>act scenario %hat is was it.
Audience: Carnival Cruise
Jay: 9o Carnival Cruise goes to a radio station and what do they get, what do
they give, what do they get.
Mac: -hey get !unclear 201;0 track J"
Jay: !unclear 201;0 track J" go to the radio !unclear 201;0 track J" and say we
have cruises, our cruises o4er $0222 a week @ou have radio advertising, it sells
for $0222 for a 62 second commercial For every time you run a 62 in double A
drive time, we&ll give you a cruise credit @ou can use that credit anytime in the
ne>t C0 months @ou can use it together to bump up to more e>pensive or you
can use it to go down (t&s doesn&t matter when you use it as long as it&s on
availability basis (s that answer your 'uestion.
Audience2: @es, it does
Jay: #kay, ne>t
Audience3: Jay, ( was going to send a direct mail, a letter in January, Eac, the
other night, ( went over the letter with us as a group, the one area in the letter
it&s Jay Abraham type letter -his is for prospective patients as a gynecologist,
but the one area that ( can&t 'uite fgure out Jay is the O9* because, when you&re
talking, (&m sorry, with a guarantee because, we&re not able to give their money
back or
Jay: !Onclear 2J1;; track J" ( can make ?okes which ( want @ou might be able to
really+(&m going to try to+(&m not going to be evasive, but you might be able to
refer to the fact that you have a uni'ue empathic understanding+you feel the
problems that they feel and your approach is very uni'ue for a male obstetrician
or sorry gynecologistdon&t you think.
Audience3: @eah, that&s right, !unclear 2;1C; track J" because the whole point is
you can&t really guarantee the result e>cept that it won&t hurt
Jay: (t won&t hurt but ( don&t know if that&s enough
Audience3: P>cept your best e4orts basis is the supreme care, the supreme
care
Jay: @eah ( think it&s empathic
Audience3: 9upreme empathy
Jay: @eah that&s what ( think
Audience3: in every fber of you
Jay: %omen, what do you think.
Audience: !unclear 2;1JG track J"
Jay: *ardon, and that&s a great idea (t&s a great idea, use testimonials
Audience3: Bight
Jay: from women and ask them and record them, you guys will get into this
testimonials because, your clients, your patients, they can do so much, they&ll
tell in their own passionate heart flling+which is also+can (+so (&m thinking about
this or (&ll forget ( don&t know if you&ve ever, have you ever heard of my
ama,oncom school of copyrighting
Audience3: Ao
Jay: #h, this is too cool ( get tickled with myself ( don&t come up with a lot of
great views but when ( do they&re so cool $ow do you like to have a billion dollar
copyrighting genius at your beck and call for free 0;V< @ou do. (t&s called
ama,oncom Anytime you want to write copy about anything, anything, all
you&ve got to do is go to ama,oncom, put in a search engine in the generic
topic, take the 62 top books on the sub?ect, go to them on Ama,on, look frst of
all at the titles and the subtitles %rite those down -hen go to the descriptions,
write those down then go to all the fve&s and four&s and all of it, the one&s two&s
and ,ero&s, they&re polari,ed @ou get the best most passionate articulation from
people of what they felt great about it @ou get the worse ones and what they
didn&t want -ake those words, build it, you&ll get killer copy $ow do you like
that.
Mac: ( think that&s great
!Audience claps"
Mac: (&m really, that&s absolutely wonderful
Jay: Ao, (&ve done it, it works
Audience3: 9o Jay, one last+( went over this with !unclear 2612M track J"
Churchill and he had said if anyone has this concern then come up and talk to
him %hat he recommended was doing e>actly what you&re saying, but in the
last paragraphs there is something like ( know it&s di8cult for you to come to this
o8ce but as a token of encouragement (&m o4ering this book
Jay: (t&s good 9ee all of you, (&ve got to say this again and god bless Eark Kictor
$anson, he&s a wonderful person, he did not address something ( ask him to, it&s
not a negative criticism of him, it&s a correction and amplifcation and addition
that you&ve got to know -here&s nobody in this room who shouldn&t have a book
that demonstrates you understand it, that demonstrates you are more e>pert, it
demonstrates you&re more empathic, it puts words into+you do not have to write
@ou can go to any ?ournalistic student, grad student, have them write it for you,
there&s probably stu4 online
Mac: !Onclear 2<12J track J" obviously
Jay: @ou know the =9A, the =overnment 9ervices Agency probably spends $<
billion a year and have cumulatively created so many public domain books and
reports, you can do anything you want with -here&s a lot of ways to do it All
you&ve got to do is do it %ouldn&t you agree Eac.
Mac: @es, you put your own spin on it, because a lot of the hard work is
Jay: (t gives you credibility (t&s a great !unclear 2<10; track J" yeah, ( want to
hurry through
Audience4: Ey 'uestion is on money back guarantee specifcally !unclear 2<1JC
track J" money back guarantee ( did a workshop on how to build !unclear 2<1J;
track J" list proft from it two months ago #nly JM people were in the workshop,
videotaped it and prelaunched it two weeks ago to the frst ffty of my high ticket
item clients and ( did a two program money back guarantee #ne is C0 months,
no 'uestions asked, give your money back if you&re not happy with the videos
and audios 9econd money back guarantee is if you don&t proft C2 times what
you paid for which is, they paid $622 for the video+audio set, ( will double your
money back -hat&s two program guarantees
Jay: @eah, what&s the 'uestion.
Audience4: Aow my 'uestion is this ( told them it&s only for the frst ffty of my
paid clients, my special clients (n the online world selling ebooks and digital
products, ( know the longer the guarantee the better it is, less refunds almost nil
Mac: @eah, that&s true Oniversal
Jay: (t is true everywhere -he longer the guarantee, always better the refund
because people forget about it, they&re aren&t as ?udgmental -he shorter the
guarantee, the more magic and lightning in the bottle they e>pect to produce
instantly :on&t you think Eac.
Mac: @es @ou should
Audience4: 9o, ( should do the same thing for the
Mac: @ou should, absolutely @ou should !unclear 2G16J track J"
Jay: :oes it deliver good value.
Audience4: Absolutely
Jay: (f they follow what you teach
Audience4: Eac is reviewing the web copy now
Jay: #kay, but (&m asking you (&m not asking Eac
Audience4: (&m sorry
Jay: (&m asking you from the depths of your heart (f ( bought it, would you sell
that to your mother and would you be happy with that guarantee
Audience4: Absolutely
Jay: #kay
Mac: @ou should be aware, this is a business 'uestion that a lifetime guarantee
or warranty can be an impediment to sale of a business because it&s an
overhanging liability
Jay: Contingent liability !"
Mac: @ou may want to limit it at some point and that, if you ever
Jay: #r, which is also where the Iip is, but it can be great negotiating advantage
since you know very little of it to come true -ake it as consideration, be !unclear
2M1JJ track J" as long as they pay for it
Mac:-hat&s right, it&s negotiating
Jay: (t&s great
Audience4:-hanks
Jay: @ou&re welcome
Audience5: Could you maybe give me some Iavor as to how guarantees work
in professional services.
Jay: %hat kind are they.
Audience5: 9upport services, engineering services to the federal government
Mac: (t&s the same answer we gave !unclear 2M16; track J" it&s the character of,
it&s the performance record of your work, it&s your preparation, it&s your
education, it&s your track record and it&s your approach and your personal style
Audience5: #kay, ( got it -he guarantee, when ( flter the word guarantee, (
think of money back guarantee
Mac: -hink of risk reversal
Jay: 9o stopokay, (&m sorry
Mac: =o ahead
Jay: 9o let me ask you some 'uestions (s it all bid or is it+do they have to bid
everything.
Audience5: A lot of it is bid, but
Jay: #kay, who does their re'uests for proposal :o you help+are you, let&s talk
about preemptive advantage (&m so sorry :avid Carrington had to leave
Mac: @eah
Jay: First thing is can you get involved and say look, ( would love to do
businesses with the government if we can add more value than any other
supplier or choice of resource but right now let us start by helping you create the
best BF* that addresses every area because we think because we understand it,
we can help identify some areas you&ve never thought of and so you help them
build the BF* because it shows and you build it more for their needs not yours
because, and you also build it at a higher level of+two ways to do Aumber one is
build it for them and have it really show that you really thought through things
they haven&t Aumber two is when you bid, bid back doing that or throw in for
free other things that are complementary -hey&re going to have to get done to
before, during, or after that have lower cost higher margins, whether you own it
or get it outside -hat&s another way to guarantee, but to guarantee it you can
say three things @ou can say, we&ll do it in stages, we&ll decide together
minimum milestones, benchmarks, metrics, performance criteria that you will set
that we will agree are reasonable and that we absolutely can, must achieve and
if we do not, you will have three options Aumber one1 terminated at that point,
replaces Aumber two1 terminated at that point and ( have us refund the money
if it&s substandard Aumber three, because you understand that it&s not our fault,
let us go forward and that&s pretty powerful and you can table your risk @ou
might say a%ell it blows, we&re going to lose ten grand but if we go forward,
we&re going to get ten millionb ( mean, does that help.
Audience5: =ot it @eah that allows us to wire the e4ort
Jay: =ood, okay
Audience5: -hank you
Jay: @ou&re welcome
Audience6: $i Jay
Jay: $ello
Audience6: (&m one of the C6D of the people here this weekend who happens to
be female and women
Jay: #kay, can+can we make one point ( want to address something ( was told
that some women said ( didn&t have women representatives Let me tell you
Audience: @es
Jay: @ou want me to answer you or would you like to go on to the ne>t 'uestion.
Audience6: (t&s not the 'uestion -hat&s not my 'uestion
Jay: Ao no, ( want to address something
Audience6: #kay
Jay: ( really did two ways, Jackie $all who you heard was going to be on the
panels 9he was going to give one of the very frst presentations 9he was going
to be rolling around :ebra Aeil, are you here. (s she still here. Pdwin&s wife,
who runs a bunch of his retail businesses and ?ust a killer killer competent person
was going to be on the tactical panels and ( was going to pull her up %e&re not
trying to be non+( mean, believe me, ( love women ( love competent women
Audience6: %e can tell
Jay: 9o ( apologi,e but it&s not that (&m trying to be se>ist or discriminating %e
actually had two and the frst one had a change in base and we had to alter the
second but it&s not true, it&s absolutely not true and as more and more women
start coming, we&ll have more and more because (&ve helped tons of+( mean
*atricia 9eibel is a client of mine, she&s a killer (&ve got a lots of wonderful
wonderful people who (&d love to have come but they can&t all and the schedules
don&t all don&t all accommodate as ( learn more and more people who are great
(f you guys have good ones, suggest to me %e are delighted, it&s not anything
negative, don&t misunderstand or misinterpret our intentions e>cuse me, go
ahead
Audience6: -hank you ( was saying (&m one of the C6D of the people here who
happened to be women and (&ve coached hundreds of women over the past
couple of years, men as well and every single one of the women to !unclear
221C66 track ;" are really repelled by the whole military tactics, crush the
competition, rip their heads o4, scorched earth marketing
Jay: (t&s only, let me give you
Audience6: Let me fnish my 'uestion
Jay: @ou ask it to me
Audience6: #n the side of the customer, it&s like okay we love them, we nurture
them, we think they&re wonderful, we respect them, but then it&s almost like
schi,ophrenic, you know we rip their heads o4 and ( don&t get that 9omething&s
missing there
Jay: #kay, so let me+can ( try to frst take on that or would you like to .
Mac: %ell ( don&t want to go near herS
!Audience laughs and applauds"
Jay: Ao, ( can&t, ( can&t, ( can&t ( can&t, alright, stop, no no #kay, let me give you
a perspective
Audience6: $e doesn&t even like it
Jay: (&m going to ask a 'uestion now, Joseph you want to dive in some real
treacherous waters with me.
Jse,$: ( have always !Onclear 2C120 track ;"
Jay: #kay, so you&re a military person Bight.
Jse,$: Bight
Jay: #kay @ou are+basically you have troops, you have young men and women
that are under your charge, right.
Jse,$: Bight
Jay: @ou care about their well being, you care about them having the safest best
possible, don&t you.
Jse,$: (t&s the most important thing we do
Jay: -he most important thing in the world @ou want to see them thrive, you
want to see them go home to their families, their loved ones, their wives, their
mothers, right -here&s somebody out there threatening their well+being Aow
do you want to basically be tacit and+basically pacifstic and not let that person
who&s threatening their well+being go on.
Jse,$: $ell no
Jay: #kay, he said, hell no Aow let me give you a di4erent switch (&m going to
couple di4erent visuals and you can embrace them or you can re?ect them
#kay (f a competitor who does not understand the strategy of preeminence, if
the competitor who doesn&t really care at the deepest seated heart of his or her
being, culture, entity, organi,ation, about a client or a prospect, if a competitor
who renders substandard service value impact protection well+being e>perience
gets that client, you&ve got to do everything in your power to avoid that from
happening, not because you really want to kill that competitor because it
deserves the client&s best interests @ou&ve got to stops them
Audience5: -otally with you on that
Jay: @ou&ve got to protect them, you&ve got to cut him o4 at the pass, you&ve got
to do everything and maybe in the process you actually end up educating that
competitor to come up and be a fner, better, more contributing person and
make you have to rise to a higher level :oes that help you reconcile it.
Audience5: 9ure it does
Mac: @eah, but you have a di4erent set of+?ust for my education :o you have a
di4erent set of metaphorical references for a competition. ( mean, what would
you use.
Audience5: ( think you attract the people that you&re supposed to do business
with and if you are really !unclear 2J1C; track ;" and you&ve really got a good
positioning, ( mean, you&re going to attract those people, you&re going to draw
them in and the ones that you&re not supposed to have, you&re not going to have
Jay: (&m going to tell you something that ( really+other than ripping the heads o4,
the competition was a headline that ( actually used long time ago (&m going to
tell you something (t made a million dollars Aow we wrote it because we did a
private little discussion with a lot of entrepreneurs we found that deep down in
the core of their heart, they didn&t really want to see their competitors thrive
!Audience laughs"
Jay: Aow, would you agree Eac
Mac: ( ?ust remember reading a very+an interesting story about some of the+both
in the CMth century the most dreaded event to happen in the west was for a
white man to fall into the aboriginee&s hands because the women would skin
them alive, cook them alive, (&m not sure that women are always pacifstic and
nurturing in the same role that you&re suggesting, ( think that&s a romanticism
and since (&m taking it on, and (&m not sure that the notion that women are
always mild, ( can tell you, you&re going to meet my wife
!Audience laughs"
Mac: %ho ( wish was on this panel because she&s very e4ective, but she works
!unclear 2;1JG track ;" ( promise you
!Audience laughs"
Mac: -hat&s how ( got so sure
Jay: %ait, he was a basketball player when ( met him !unclear 2;1;6 track ;"
reminds me of Joan of arc
Mac: )ut that&s how it&s+i think the rest+are communications, ( think your point is
well taken -here are communications in metaphorical acceptances
Jay: @ou need not use that one @ou need not use+you can come up with any
references you want
Audience5: Jay, ( ?ust feel like you have a huge under served market because
women are starting businesses at double the rate of men, but women to be only
C6D
Jay: And we&re interested in that
Audience5: like where&s the chicks, you know
Jay: Ao, that&s good and that&s a very good suggestion, if you have great ways
that you guys, you women guys can
!Audience laughs, applauds"
Jay: can suggest to me how to access them better, (Hm so open and you&ve got
my mind set so come back and merit to me and humble me with enrichment and
(Hll be very appreciative
Audience5: #kay, thank you Jay
!unclear 261J6 track ;"1 ( ?ust got one little comment for the little lady here $ow
about
Jay: $elp me, but (Hm right here, give it to me right here !"
!unclear 261J6 track ;"1 $ow about a two cosmetologist or shops
Jay: Ao, say it again
!unclear 261J6 track ;"1 $ow about one shop that caters to females, has only
lipstick and the other shop has C222 shades of lipsticks, all the rouge, all the eye
markers, and all the other pampering that goes with it and you tell me that the
two of them won&t be competitive. And which one had the most guns and
ammunition. 9o ?ust use some women metaphors
Jay: @eah that&s good ( like that -hat&s good
Audience6: Alright Jay, (&m in the wireless business !unclear 2612< track ;" %e
don&t get to hold our commission until CG2 days after someone&s on service
Jay: Bight
Audience6: And the comment about guarantee what we do to prevent the loss
of that is we followup three days
Jay: :avid&s really good at this :avid&s got a really+he&s got it down !unclear
2610; track ;" go ahead
Audience6: And within fve months, within fve months, so we&re continually
making sure you&re happy so that when it comes to the drop dead time we know
if you&re unhappy or not, so ( think !unclear 2212J track 6" guarantees is what we
all would do is to not ?ust throw it out there
Jay: !Onclear 221226 track 6" but also build the action co+e8cient to make sure
that it works, it&s true
Mac: *eople in big
Jay: !unclear 221226 track 6" :avid, thanks a lot
Mac: *eople in big purchase businesses where there&s a lot of buyers remorse
engineer what&s called post sale reassurance *ost sale reassurance -hey give
a gift, some e>tra bonus, some package of enduring value beyond the product or
service delivered so that if there are 'uestions about the product which+whether
it performed or whether e>pectations were not 'uite met, the whole e>perience
becomes satisfactory at least and it&s something to think about in any
relationship
Jay: -hat&s really good %hen we brought Christy,my wife a Jaguar convertible,
they gave her really hot Jaguar ?acket *orsche sent, when we got a *orsche,
they sent her something really neat -he Eercedes they send you stu4, ( got
speciali,ed cups and speciali,ed really neat, like a sports bike, you take to
sporting events with Eercedes and my name on it (t&s really impressive ( don&t
want to get rid of that Ao but, it&s smart, it&s smart, lot of avenues here, you
impact from this
Audience7: Jay and Eac, about a month ago, ?ust couple of days after ( decided
to ?oin this program, ( made a website proposal to one of my perspective clients
and that&s our business %e do creative websites $e was wanting a fairly
comple> one with a pretty good si,e ecommerce back end (t was going to be
something where he&s going to launching a new wine (t was kind of an
interesting pro?ect and ( think we were very responsive on it from a marketing
stand point and pricing ( think was 'uite good, but towards the end of the
presentation he said, a%ell, you know this all looks good, but ( don&t really have
much e>perience in websites and ( really don&t know what they+how they should
be priced and so (&ll think about it a little bit and get back to youb and at a
subse'uent meeting a week later, he said, a%ell, you know, we don&t know
maybe there&s something cheaper out thereb $e was commoditi,ing the whole
process and there&s an awful lot of people out there that indeed do+you can get a
website from any high school kid and if people don&t discriminate between
something that&s professionally done that has the marketing input and something
that&s ?ust thrown together, it&s a tough market to be in )ut nontheless, ( was
fguring that if ( could in someway engage the risk reversal process here, ( might
very well be able to close him 9o, (&ve been wrestling with that ever since, over
a month
Mac: Ey guess is, it&s not risk reversal you need there (t&s an educational cell
%hy there&s much more utility and value ultimately to you in your operation
although a high school kid could put together a basic website and you have to
say, di4erentiate and eliminate e>actly the di4erences between the reliability,
the design and click through rates, all the parameters that might be important,
the utility, the scalability, all the factors that make a website substantial rather
than merely functional 9o that&s
Jay: #nly because ( want to move a lot, but ( agree with him
Mac: -estimonials once again, but one of the things that situation calls for is !"
sit down in a business like that without asking a(s this @amaha your frst, am (
your frst call.b because lot of times if sombodt says frst call, say a%hy don&t
you go shop around frst (&m not the lowest price (f you&re looking for the
lowest price, we do professional level workb
Jay: And keep in mind you don&t want to be everything to everybody @ou&ve got
to be very clear on who you want and who you don&t and like, we&re very, we&re
pretty clear about turning o4 if we don&t want to be here
Audience7: ( understand that, that&s a possibility %hat (&ve wrestled with now
and ( think is risk reduction is perhaps spelling out e>actly every single step of
the process and how their interaction comes to play and give them some degree
of control
Jay: @eah that&s good and you can also give them a bail option anytime during it,
you can say there&s C0 steps and in any step you&ll always be notifed, you can
stop if you&re not comfortable with
Audience7: -hat&s a good idea -hank you
Jay: @eah, great
Mac: -hink about the business risk on that though
Jay: @eah -hat&s true, !unclear 2;1;J track 6" yes
Audience8: @eah, over the past three days as (Hve been taking my copious
notes, (Hve been trying to apply the philosophies to di4erent scenarios ( can&t
really understand
Jay: Are there uncopious notes.
!Audience laughs"
Jay: (&m sorry
Audience8: 9o anyway, one of the scenario&s would be if ( had to apply for a ?ob
right. Bather than to continue what (&m doing now, so ( was trying to let&s say in
a cover letter that instead of doing headlines and making bold claims, !unclear
2612M track 6" cover letter, you have to do, be a little humble and you don&t want
to come across as too obno>ious so
Jay: %hat&s your 'uestion
Audience8: ( guess ( was curious if you had, to apply some of the ideas you
were talking about and how you would apply to a ?obs
Jay: @eah, but this is about guarantees (s that what you&re talking about, you&re
talking about guarantees.
Audience8: %ell, ( mean, yeah, sure, guarantees, what the work is going to be
Jay: (&ll tell you what my son has done a lot of times )rian has sat down and he
said, a(&d like+( think (&m very well suited not ?ust through my e>periences and my
knowledge, but my desire to add more value to the organi,ation, but ( don&t
know, (Hd like to frst before ( ever do anything, could ( ride around for a week at
my e>pense with one of your sales people to see if it&s the ?ob what ( think and
whether ( think ( can add value Can ( ask them 'uestions.b ( mean, he starts
with things that nobody else would have asked to do and it&s an implied
guarantee ( will invest forward in you before ( ask you to even consider, even
interview me if you like, but (&ll give you+but here&s why you should give me the
chance to e>amine so ( can decide in an ob?ective well reasonable way whether (
think make a big enough di4erence that you should even consider me as a
serious candidate
Mac: @eah, (&ve used the same approach with lots of people who have come to
me and said how do ( get by this, !unclear 261JC track 6" (&ve got great
credentials ( said, go in and say, look, you don&t have to write it down, you say
aLook, ( know you have lots of candidates for this ?ob and ( know that ( may look
a little over'ualifed, under 'ualifed, whatever, ( said, let me make you a
proposition @ou put me on for a week, ( work for nothing for the week ( go
home Friday or 9aturday or whatever when you close down and ( don&t come
back until you call meb and often they, there&s lot of reasons why !unclear 2<120
track 6" can&t take you up on that liability, that sort of thing, but the willingness
to show that you have stu4 is a risk reversal in that kind of a situation
Jay: 9ee one of the greatest things you can do, you
Audience8: !unclear 221C2 track 6" alternative
Mac: #h yeah, in a sense that&s what Carl did @eah
Jay: @eah, sure
Audience8: !unclear 221C6track 6" showed up
Jay: A lot of times it&s very preemptive, if you invest forward in somebody else,
it&s like+we spend more on the pre+grounding materials for the home studies than
they paid us (t&s a calculated risk, you know ( could lose $C22 on+over it, but it&s
so outlandishly unprecedentedly wildly impressive don&t you think.
Mac: @eah, ( mean, at some point you have to get used to this numbers game
and
Jay: @eah and you 'uantify and you test it and you understand the one thing
about all of this is you&re not a drunken sailor @ou&re not proIigate or
promiscuous with guarantees @ou predicate them on one of three things
$istory, empirical e>perience discounted very conservely so you know that
whatever you say if it happens, like us, when we do anything with anybody we
reserve C6D of the gross and we stick it in bank account and don&t touch it and
we don&t touch it for J2, 62, M2 day guarantee, we don&t touch it for C02 days
because people aren&t necessarily as bright enough to keep track counter wise
and there&s a lot of elements where we ?ust have to go with it %e always want
to know that our e>posure is covered %e don&t want to do something which if
we are wrong and people come back and hit the guarantee, we can&t deliver or it
screws up our cash Iow to where we&re compromised @ou shouldn&t either, but if
you&re going to try to get a ?ob and you can take one or two or three or four or
fve days and either apply yourself somewhere, spend+you&ll get a cheap 9outh
%est ticket or spend days driving around with somebody or when ( was young
and ( wanted to do something ( would ask if ( could sit in their o8ce and watch
and ( said, a(Hm not competitive, ( want to see if ( can be good for your business
( would like to ask some 'uestions at the end of the day or the end of the weekb
you do things that are so evident that you&ve got more sense of contribution,
more sense of not+like, what you&re going to do for me !unclear 20106 track 6"
says, removing to a free agent world and he&s right )ut you know what the
great opportunity is there if you want to get a ?ob. (f everybody is saying a$ey (
can go anywhere ( want,b you&re saying, a$ey, ( am looking to be able to build a
career (&m looking not to see what you can do for me but where ( can fnd
greater value, where ( can grow to be invaluable, where ( can build myself such a
presence that you can&t help but promote and enrich me because (&m making
such a contribution above and beyond everybody else ( don&t know if that&s
possible ( am not asking for the ?ob ( am not saying (&m even the right person,
(&m saying ( feel like ( understand what ( think you might want and need better
than most people who would respond to any ad and (&d like the opportunity to
see if my beliefs are right before ( even asked to be formally interviewed by youb
-hat&s pretty powerful isn&t it. Aren&t you glad that we recorded this.
Audience: @es
Jay: @eah, ( am too
Audience8: @eah, that&s great
!Audience applaud"
8re9: Ey name is =reg !unclear 2J106 track 6" and (&m with !unclear 2J106 track
6" the background check company and ( hope you&ll forgive me and indulge me
(&m going to back up to the frst one that you all were talking about
Mac: First.
8re9: -here wasn&t time for 'uestions there
Jay: #n control.
8re9: @eah and implementation
Jay: #kay
Mac: #h, sure
8re9: And the 'uestions that ( have in a very very small sales group that has
functioned very very well as a team and they do not have the beneft of this
seminar and you go back to that o8ce with incredible ideas and a lot of things to
implement and salespeople by nature ( think are natural leaders and there could
be a perceived threat from that and how would an individual manage a new idea
in a teaming environment where they don&t think it&s broke
Mac: @ou&ll have to sell it to them
8re9: -hat&s the frst fold ( mean, the second fold is between the grounding
materials and volumes one, two and three, ( think (&ve got more Jay Abraham
material than my body weight and that&s 'uite a bit
!Audience laughs"
Mac: %ell you want a tactic if you&ve got resistant people, (&m going to give you
one @ou go in and you say and they go, a$ow was the seminar.b and go a(t was
great, but ( guess we&ll probably never do any of this stu4, you know -his place
is stuck in the mudb and they go a%hat.b and you go !unclear 2;1;2 track 6"
bother you know !unclear 2;1;2 track 6" tell you, really you&ll be wasting your
timeb -hey&ll go a#h really, tell me a little bitb and you go a@eah, wellb ( heard
this used in a very similar company to ours but they have a more go ahead
culture and you ?ust
!Audience applauds"
Mac: and you ?ust make them want it a little bit @ou have to make them want
it a little bit (f you try and push it down their throat, they&re going to resist it
Jay: Are you talking about the sales force.
Mac: $e&s talking about the sales force @ou&ve got to make sales forces feel that
they&re at a disadvantage
Jay: !unclear 261C2 track 6" to make a lot more money
8re9: Bight
Jay: And they wanted to work a lot less e4ort than you did -hey wanted to have
people buying a lot more each time than ( think we really want ( mean ( would
use a lot of fun things like that but there&s another way to do it and that is to, it&s
almost like the !unclear 261JJ track 6" about a picture is worth a thousand
words ( think actions speak so much better than words ( think the mistake that
most people make coming back from this when the rest of their organi,ation
hasn&t been e>posed is to try to shove it down their throats -here&s three
options that you can do Aumber one1 you can and if you like, ( would make
available at cost to you for your internal use either or there are two really neat
interviews people have done of me, -ony did a really great interview of me, if you
like -ony Bobbins and his killer and ( can tell you it&s killer because ( traded
$C06,222 speaking fee for him spending M hours of his time which is worth about
!unclear 261CG track 6", interviewing me took M hours of e>traordinary
stimulating conversation and we paid somebody $C2,222 who was the defnitive
guy in audio production and editing to edit that down to seamless form (t&s a
pretty killer tape, number one Aumber two, the same guy !unclear 261J6 track
6" you can take that and say aListen to this and see if this e>cites youb (t e>cites
about three 'uarters of the people At the same time, you can fgure out your
own hierarchy of opportunities fguring out what easy simple applications you
yourself can do within the confnes of what you learn that&ll have an absolute
visual dramatic, tangible impact so you don&t have to say a damn thing (t&s like
well you can say, a=uys, ?ust do me a favor, try this+one of you try this this week
and one of you try that and let&s ?ust see what happens and report backb :oes
that make sense.
Mac: $ere&s another one, if you want %hat you do, is you&ve got a crew of
salespeople @ou take the lowest performer and you kind of take his aside @ou
say, a@ou&ve got nothing to lose here palb
!Audience laughs"
Jay: -hat&s great, that&s great
Mac: a%hy don&t you work with me @ou haven&t made a sale in seven months
and why don&t you work with me on some of these techni'ues ( want to try
them out ( don&t want to give them to the rest of the guysb @ou can go to the
high producer too, but if you can all of a sudden turn that guy into a competitor,
then you can get everybody to love it
Jay: -hat makes !unclear 2<1;< track 6"
8re9: -here&s four of us, total
Jay: %ho&s got a sales force director directing this room $ow many people. Aot
very many %ho should have a sales force in this room. A lot of you should
#kay, you really don&t have a sales force any of them, Andy. -hat&s ama,ing
isn&t it. Andy did you see that :id you see the show of hands.
Andy: @es ( did
Jay: %hat does that tell you.
Andy: -here&s lot of work to be done
Jay: Lot of work to be done, miles to go before you sleep ( got a great approach
for somebody who has a sales force but until we see that, maybe people ?ust
have had sore elbows too and can&t raise them ( got a killer approach for
somebody who&s got enough salespeople that will ?ust blow you away and (&ll tell
you that maybe at the end of the day if time allows
!unclear 2G1J; track 6"1 (&d like to ?ust locate the
Jay: Aobody&s got a sales force, it would be a waste
!Onclear 2G1J< track 6"1 wait, wait, wait, wait
Jay: *ardon
!Onclear 2G1J< track 6"1 ( had a, Jay, this side, the other piece, the materials, (
don&t believe there&s one page in here of all this stu4 that doesn&t have value, but
if ( spend my time dedicated to digesting that, that&s all (&ll do for the ne>t year
9o what would you recommend is the best approach, because ( don&t want to
miss one morsal, what would you recommend is the best approach to digest all
this stu4
Jay: -hree things (f ( were you, did John do that+do his, are you here John. :oes
that mean you&re not or you ?ust basically have laryngitis %here&s everybody
when you need them. -hey&re supposed to be at the power panel if we were
going to do it
Mac: @ou want to guess
Jay: Let&s guess %here could they be, watching the game, recruiting clients, no
they couldn&t be doing that, where could they be #kay, here&s a really cool
concept Eake a list of number one, make a list of all the things you do in your
business that your business is most depended on Figure out, this is John&s, (&m
appropriating his+either told you about it or it&s on one of the things we do,
number one @ou don&t do it here, it&s on tape, it&s going to be on tape and you
write it down Figure out the three most important things your business is paying
you to do, right after !unclear 22162 track <" on this other session we
transcribed, number one Figure out the seven or eight key elements in the
doing all of those things and relatively speaking how well you perform or how
comfortable you are doing it and John&s got a more benevolent criteria but ( think
for lack of a better approach, rank it between you&re brilliantly good at it or
you&re almost imbecilic at it, okay (f you are anything below good at doing it,
fnd someone else to do internal or e>ternal and get the time and the negative
energy out of your system because going from terrible to lousy is pretty linear
and it&s pretty incremental =oing from good or great to brilliant is geometric,
would you agree Eac
Mac: Let me ?ust give you another insight
Jay: #kay go ahead
Mac: ( can&t tell you over the last C0 or CJ years since Jay&s been doing programs
that have evolved, how many people have come up to me at airports and that
sort of things saying a$i, saw you at one of Jay&s do&sb and ( go a$ow are you
doing and they go greatb -hey say, ( say, a@ou putting any of it to workb and
they go, a%ell ( only did one thing, ( really have to apologi,e, ( only did one
thingb and ( go a-hat&swellb and they say, a)ut actually it made me several
million dollars and (&m on my way to the !unclear 20106 track <",b you know, (
mean, it happens all the time *eople say that and they&ve done one or two
things apologi,ing but they did what they&ve wanted to do so maybe your
unconscious process is working a way at your top at your priority ( take *aul
Lambert&s point of view about priority, ( only have one priority which is the thing
on top of the list :o your priority and work on your list
Jay: )ut let me give you+( want to fnish, because ( wasn&t done 9o (&m freeing
up time
Mac: 9orry
Jay: Ao no, it&s okay, (&m freeing up time, Eac and ( will step on each other and
we&ll maybe disagree, but that&s okay 9o apply it three ways 9o your frst way,
your freeing up all this time, ( mean a lot of times, my neighbor, ( have a beach
house in Capistrano beach and it&s very nice and my neighbors are ten times
wealthier than ( am and he&s got a bunch of really neat neat restaurants up and
down the California coast and we were talking one day about how he really got
wealthy $e used to have one restaurant and he did everything and didn&t make
much money, then he decided, he&d rather have people doing the stu4 that was
G2D as good as him so he could free himself C22D of the time to be more
strategic and implement and guide people 9o now you&ve freed up a lot of time,
now you&ve freed up a lot of time @ou fgure out what ( said before -here&s a
very simple logic @ou start by ma>imi,ing your current activities and then you
multiply that by bringing more and new revenue streams and marketing
approaches in, but the frst thing you do is say, where are we now )ecause
that&s the easiest, fastest leverage %hat are+what&s the velocity critical, what&s
the word, critical mass, right, in place, you&ve got stu4 going on and you&ve got
things happening @ou&ve got salespeople in the feld, you&ve got ads !unclear
2;1C2 track <" and you&ve got stu4 going on, then look at those and ask yourself,
which one, not ones, which one, like parental principle, which one is the most
important of them all right now %here&s the G2+02, where&s G2D of my business
coming from. -he salespeople, the ads, the trade shows, the repeat business
and you start with where the most leverage is but you don&t screw with most of
it %e have a thousand clients and we see most of the money come from a
repeat, you take maybe C22 of them and you test those and you can do anything
with the M22 (f it&s all coming from new sales and you&ve got seven salespeople
in the feld @ou take one or two of them, the weakest ones and you play with
them a little bit while you keep the others there :oes this help give you a little
bit of direction
Audience9: %hat are you saying, use them as reference books.
Jay: @eah
Audience9: Look for what you need within the volume.
Jay: -hat&s the frst thing you do, all the thing+you go through it systematically, (
mean if Jay Abraham was in your life or not, you&re doing this stu4 (t makes
sense to do this everyday to get most out of it, doesn&t it. -he most current the
most residual, frst you&ve got to fgure out what it is -hen you&ve got to fgure
out+then another thing is like, ( can&t remember because ( did this section right
before this weekend for another group like the day before, that (Hd go through
breaking the processes into sub processes for you :id ( e>plain an analogy like+
did ( talk about Citadel, Citadel, is a good e>ample ( went to Citadel which is a
radio chain ( did a deal with him and ( had something like ;2 salespeople in a
room and we were trying to analy,e what they were already doing because, they
all+it was call coming from salespeople ( said, okay, let&s break it down )ut see
all the sub+processes we could improve and fgure out what the most impactful
ones were %e reali,ed it was+frst of all, targeting good prospects -hen it was
contacting, approaching -hen it was securing an appointment, then it was
making a presentation, then it was following up with a proposal then it was
closing the proposal then it was adding to the proposal, then it was sustaining
the proposal, then other things that were very important were selling blends of
advertising, the good time and the bad and then it was selling against better,
more popular or better numbered or better performance media, then it was
selling specifc industries, then it was selling very proftable promotions, then it
was selling certain+( mean it was all kinds of things %e fgured up all out and
then we value ranked the most important current, does that make sense (t&s
being pragmatic and we started with the one that had the most leverage (t&s all
about leverage, ( mean, truthfully that 'uestion is so self evident if you stand
back and you&re pragmatic :oesn&t that make sense (&m not trying to take you
to task ( look at a lot of things ( don&t understand, but ( look at things and say
!unclear 261;G track <" and critical, but ( say, doesn&t that make sense, you don&t
go and start coming up with wild new things to+you can&t, ( mean you&ve got this
stu4 going on @ou go to three trade shows a year, you send out 06 catalogs
$ow many people in this room send brochures or catalogs to people that call and
re'uest them or write and re'uest them, raise your hands, stand up Bemaining
standing if with that catalog goes a true sales letter, remain standing if a great
sales letter goes with that catalog
Audience: :oes separately count.
Jay: @ou&ve got a catalog and a great sales letters, sales letters are much better
than catalog
Mac: 9ales letter on top of the catalog
Jay: 9ales letter and the catalog
Audience: !unclear 2<1J; track <" separate letter
Jay: Ao no, catalog with the sales letter with it (f you have a great sales letter
with that catalog 9o (Hm going to ask you to tell me what it is, so if you&re
fooling us or yourself you&re going to get nailed in a minute
!Audience laughs"
Jay: #kay, so, truthfully, (&m not because ( don&t have time but you&ve got about
a third, let me tell you something
Mac: @ou forgot his yard stick
Jay: 9ee (&m talking about what you&re doing right now 9o you&re sending
catalogs out ?ust by putting a sales letter with the catalog, that will usually
improve sales by J2 to J22D %hy, (Hve got to do my visual okay, because (
think this is so funny 9ending a catalog without a sales letter is like me going
into your o8ce, sit down and, you&re a busy e>ecutive, right and that&s your desk
and walking in and worked so hard to get the appointment and so hard to know
that you were going to give me your time, and you walk in, and using these
!unclear 2G1JG track <" facial medicines
!Audience laughs"
Jay: And there, there&s you desk and ( go, and then ( go
!Audience laughs"
Mac: -ell me about it %hat are you bringing me, what&s that on my desk.
!Audience laughs"
Mac: Ao, ( don&t want it, no what are you doing in my o8ce.
Jay: #kay, all a catalog is+( was trying to show leverage points All the catalog is
a summary of the benefts -he sales letter that accompanies that accompanies,
it makes the case, it compels them, takes them through the process, organi,es
-his is one leverage point And ( probably, ( havenHt done this for long, it&s pretty
easy to maybe (&m making it harder for you guys @ou&ve got stu4 going on right
now whether Jay and
Jay Abraham Mastermind Marketing 32
Jay: @ou&ve got stu4 going on right now whether Jay and Eac or !unclear 22106"
or Allen Coleman or !unclear 221J2" who&s ever in your life, frst thing is fgure
out what in the world it is in the macro, then break it down to all the sub
elements that have leverage and start where you are at, but fgure out which one
or ones have more impact on you than anything else and going to be the easiest
and the fastest, the safest, the least e>pensive to impact, then when you reali,e
that, take a very small segment so if you are wrong, you don&t screw yourself up
-hat&s about as clear as ( can be, isn&t it.
Mac: (t&s good
Jay: :oes that help.
Audience: @es
Jay: #kay
Andy: Jay, can ( add one piece. -he manager has to have the conviction
Jay: =et a mike, get a mike
Mac: ( hear you
Jay: -hat mike one. @eah, add anything Andy
Andy: (s this one.
Jay: :o you disagree with me.
Andy: Ao, ( want to add one piece
Jay: #kay he&s adding a very signifcant piece -hat was fun
Mac: @eah
Andy: (s this on.
Audience: @es
Andy: !unclear 2C106" change the manager has to have a conviction that&s going
to work and you&re going to have to e>pect resistance whether you educate him
or you reverse psychology them into it, either ways it&s going to work, but you
have to have the conviction yourself that it&s going to work and then you have to
have the fortitude to weather the storm And if you don&t have that, don&t try to
implement it because it&s going to be one more failure
Audience: !unclear 2C162"
Andy: @eah
Mac: :o you mind if ( take a little walk down memory lane #ne of the stories (
most en?oyed about Jay in his early days when he was selling on the road, he
would sell to a lot of industrial companies and they often had a little anti+room
that you would come into and they&d have a little tiny bank like window with a
glass hole in it and you&d have to come in and talk to the receptionist and see
and if they like you they&d bu,, you in and if they didn&t, you either sat there
forever or ?ust died there mummifed
!Audience laughs"
Mac: 9o Jay having selling industrial products was+came in and would sit there
for hours and he fnally got fed up with that one day and he went out and had an
enormous, what, two by
Jay: -wo by three laminated
Mac: -wo by three laminated business card made up and he&d show up and
they&d go, a%hat company are you representing.b and he&d pull out the
enormous business card and he&d try to pass it through the window
!Audience laughs"
Mac: And they&d go aAhit doesn&t ftb and he goes, a%ell maybe open the doorb
and that was so
!Audience laughs and applauds"
Jay: Ao, ( did do that, you&re right, ( did it (t&s true %here were we.
Audience1: (&d like to locate the energy management guide that stood up
yesterday
Jay: (&m sorry, ( forgot (s the energy management person here. -he other
person who is selling energy management, if you are, or
Audience1: Eaybe he&s the one that left
Jay: Find him. Eaybe he was the one( don&t know, ( don&t want to be cynical or
make any fun of anybody, it&s not my nature
!Audience laughs"
Audience2: $i !unclear 2J1J6"
Mac: -hat&s my ?obS
Audience2: Jay, when ( started attending the protege ( guess over a decade ago
( made, we&re talking before risk reversal ( said on the educational materials we
sell which go up to $C2,222 usually around $0222 ticket, C22D money back
guarantee, no 'uestions asked, lifetime %ith Easter charge visa, we had a
22JD return rate -his year ( started working with two promoters that have a J2
day money back guarantee with conditions #ur return rate has gone up JJ
times that to CD
Mac: @eah, sure
Audience2: And if that doesn&t prove the point, ( don&t know what does
Jay: -hat&s really powerful
Mac: -hat&s great -hat&s really impressive, awesome
Audience2: 9econd point, when we talk about guarantees, guarantees get
e>ecuted on when people are dissatisfed :issatisfaction is the distance
between e>pectation and reali,ation (f you&re concerned about whether
somebody&s going to send back a guaranteed product, then you either have to
make sure their e>pectations are more in line with reality or make sure that the
results they receive are more in line with what you sell (f you do either one of
those things or both those things, then you won&t have to worry about your
guarantees
Jay: =ood, thank you
Audience3: $ey Jay, ( started o4 on the way up here to come up and to help out
the guy+who is the other web development guy, who had some problems with his
clients and actually if you want to come talk to me or fnd me later (&ve got fve
phases of web development that can defnitely help you with that client and
pre'ualifying them along the way And then on the way up a, listening to all the
other speakers decided that well, (Hve changed what ( wanted to ask and what (
specifcally wanted to know from you is ( want to grow my business, obviously
ten million and ( want to start working with Fortune 622 companies, but ( don&t
know how to get in the door to those Fortune 622 companies and if you were to
represent, you and Eac represent a Fortune 622 company to me, and (&m doing
web development, ( will assume this applies to ?ust about any other service $ow
do ( get in the door. $ow do ( get that in front of you besides getting to know
the gate keeper, etc, but how do ( get that to happen.
Jay: Eac !unclear 261;0"
Mac: Aow, you&re talking about theoretically getting in Forwhat+where are you
located.
Audience3: %ell, yeah
Jay: %hat are you selling.
Mac: %here are you located.
Audience3: 9an :iego
Mac: %hat kind of websites do you do.
Audience3: Full eCommerce, you know, everything, like ( said, it&s a services
industry but what ( would like to know is what is the one way that ( wouldn&t
o4end the Fortune 622 companies
Mac: First of all, frst thing you need to understand about Fortune 622 companies
is that they&re not monolithic -hey&re made up of tens if not do,ens if not
sometimes hundreds of divisions 9o you start with an easier division than the
central division, because, they&re ?ust, they&re another, they&re basically a small
company working with the capital of a public company and they often make
unilateral decisions 9o you pick o4 something that somebody who can talk to
you, who&s probably being under served because all the hot money is going to
the big part of the corporation, that&s one way to think about it
Audience3: Bight
Mac: -he other is to ally yourself with a house parasite relation+house
benefciary relationship with somebody else who&s already doing business with
them and have them walk into the door as Jay said with their arm around your
shoulder, say you know, if they&re having problems with the site, helping them
!unclear 2<122" lot of times, people get into disputes with their web developer
Jay: And (&d rather wait for that, for a di4erent session
Mac: Bight, but if that&s+people, one of the great things ( learned from Jay is like
the lion is part of the strategy @our optimum moment to sell anything is when
people are having trouble with their current operation and so you come in and
you take the throne out of the lion&s paw and you&ve made a friend (f they&re
having a dispute with their current web developer internal team, somethingHs
broken, that&s your moment that you can come in and f> something and
establish a relationship even if it&s something small !unclear 2<1JM" (&ll give you
some direction on that
Audience3: Could ( ask one followup 'uestion on that.
Jay: @eah, but you can&t until everyone else has gone through
Audience3: #kay
Jay: #kay
Audience3: Alright
Audience4: ( really came up here because ( heard a fellow speak about the fact
that he had a problem with price, with people asking for, e>plaining that his price
was too high and maybe there was something cheaper #ur particular company
is in a narrow market where really there&s only few people in the industry and
we&re the recogni,ed leaders world wide %e&re also the highest priced And so
price is the one thing that we battle with on a continuous basis and ( have
developed an answer or an e>planation and ( simply ask the customer if ( can
give them my e>planation of e>pensive or ine>pensive An e>pensive is that
goods, service or item that no matter how cheap the price, fails to perform the
function for which it was purchased For the moment it fails, it has become
horribly e>pensive (ne>pensive is that goods, service or article that performs
e4ectively, e>actly and precisely what it was purchased for, for when it does
that, price is no longer a consideration
!Audience applauds"
Jay: =ood
Mac: #ne thing to ponder is that price leaders, if you want to call them that, the
lowest priced product in a marketplace is rarely the market category top product
or service Osually it&s a relatively high priced product like when you look at
consumer goods -ide and Crest and some of the others are actually category
leaders because their perception is value and reliability, not ?ust price (f price
were the determinant, everybody would be driving N(A&s %e used to say
!unclear 2C162 track 0"
Jay: ( want to make an interrupted 'uestion %hat&s the theme of this whole
event. !unclear 20122 track 0" it could be
Audience: Earketing
Jay: Earketing. )ut what&s it getting+it&s getting the ma>imum upside, it&s all
about getting leverage and we&re using all kinds of thematic ways to
demonstrate the evidence to you so it&ll be, it&ll haunt you positively forever,
arenHt& we. 9o what&s wrong with this picture in this room. %hat do you think is
wrong with the picture in this room Eac.
Audience: -he lights
Jay: #h lights aren&t on, so like in our brain ( wonder if there&s a di4erence if the
lights go up @ou think there will be Eac.
Audience: -he lights are o4 the pictures
Jay: #h the lights are o4 the pictures.
Mac: -he lights are o4
Jay: ( didn&t notice that :id you you notice that.
Mac: -he lights are
Jay: Eaybe we should turn the lights on and see if it makes a di4erence -urn
the light switch, Bick, turn the lights on
Mac: !laughs" %owS
Jay: Ama,ing #h and it looks di4erent doesn&t it Eac.
Mac: (t really does
Jay: -hink like life and marketing and possibilities maybe
Mac: @ou mean shining a light on something.
Jay: ( don&t know
!Audience laughs"
Jay: ( don&t know grasshopper
Mac: @ou think that makes
!Audience laughs"
Jay: #kay, ne>t 'uestion
Audience5: ( wanted to share with everybody, especially the women here with
the testosterone free marketing in a way that there&s a little bit+( have a
background in martial arts and ( was in the army too myself and ( have a way
that ( incorporate that has helped and has helped me to really look at, not in a
combat format but maybe in a softer or so way, hard to approach marketing in a
way that&s not going to be very, you know, using the words, war, !unclear 2J1;2
track 0" okay 9o what it is is, you want to have, all of us, we don&t have to really,
have to be conscious that we are uni'ue human beings, whatever sector or
industry you are, you are uni'ue so your product, your services, yourself should
come across your clients with self confdence because if you know your product,
you know the service, you know how you want to help your client, customer
reach their goals and better their lives or their business, then you should really
not have any blockage, whether it&s competitive Competition sometimes, it is a
techni'ue that other corporations or other people can put in your !unclear 2;106
track 0" for you to lose focus in your company (n writing, for e>ample, false
press releases of products or services that they&re going to come out ?ust to shift
you o4 balance, if you know martial arts, or anywhere !unclear 2;1;2 track 0"
opponent with self, with his own strength and so you want to really ?ust keep
focusing on what your company is doing and what your values and missions in
your companies are and move along :on&t worry about the competition, you
know %e&re all here to share in an immense universal intelligence that we can
tap and help embrace the world
Jay: Alright, thanks
Andre: Ey name is Andre ( live in )ra,il Ey 'uestion is if ( sell knowledge, how
do you best apply risk reversal. )ecause, okay, once you sell the meat
Jay: %hat kind of knowledge do you sell.
Andre: 9ome techni'ues could be for creativity, thinking, whatever
Jay: #kay, so what&s your fear. 9omebody&s going to steal them and not pay
you.
Andre: @eah, basically what happens
Jay: -hat you would deal with unethical people who are going to ,ap your brain
for all your worth and going to throw you in the gutter after they&ve had their
intellectual way with you.
!Audience laughs"
Andre: )asically it happens sometimes
Jay: (&m having fun $elp me here !Onclear 261;6 track 0" the evening 9tart
again 9o it&s not a problem -ell me who you sell it to and how you sell it
Andre: %ell ( don&t sell yet (&m ?ust
Jay: #kay, what would you be selling and who would you be selling it to.
Andre: )usiness
Jay: #kay, what is it. @ou&ve got to help us out here %hat is it. (t is what. (s it
a book, is it a seminar, is it a
Andre: 9eminars, seminars, seminars
Jay: %hat is the seminar going to teach them to do.
Andre: $elp improve their performance
Jay: 9o, little clear please
Andre: $elp improve their performance
Jay: (n what areas.
Andre: )usiness
Jay: -oo general
Andre: *ersonal, could be business, could be professional
Jay: Can you prove it&s going to help them. Can you 'uantify, have you used the
techni'ues you&re going to sell in your own past endeavors.
Andre: Ao
Jay: $ow do you know it&s going to help them. Can you demonstrate to me, if (
were the hard nose !unclear 221J0 track J" buyer that you&re going to come to,
how in the world can you demonstrate and validate to me that your seminar
could and would and does in fact produce whatever productivitywhat&s the
minimum !unclear 221;J track J" going to get me.
Andre: From my e>perience and from the e>perience of other people
Jay: #kay, so you can 'uantify it.
Andre: @eah
Jay: @ou can say, okay, ( guarantee you within si> months after you use this,
you&re going to get at least to 02D greater productivity from every person you
put it through or
Mac: (f you follow, if you follow
Jay: (f you follow through, mutual -he answer to his 'uestion is mutual
performance
Mac: it&s right, it&s right there
Jay: -here&s no reason, there&s no law that says you have to assume every piece
of risk without reasonably re'uesting that the client do the minimal acceptable,
measurable thinking and say, and if you don&t do it when ( prescribe and
recommend, they&re reasonable, they&re+you read to them in advance, ( can&t
possibly be held responsible because you&ve aberrated the dynamics
Mac: )ut that&s a, he means to say
Andre: @ou have to make it !unclear 2C10M track J"
Mac: @ou say the risk reversal and that if you make your ten calls a day, if you
Jay: (f you implement the system then (&ll teach you over the ne>t M2 days,
document it, make sure everyone you put the program forth does four little
incantations, does the fve little this&s and that&s, ( will absolutely guarantee a
minimum of 02D or whatever it is or (&ll give you a great one, what we&ve done,
or pro+rate the di4erence up to C22D
Mac: -hat&s how you do it
Andre: -hank you
Jay: @ou&re welcome -wo more and then we&re going to unfortunately have to
stop because we&re going to change the game $ey =ill, do a lot of people come
up to you after John said, go see =ill
8i&&: @es
Jay: %hat did you tell them.
8i&&: ( said, it&s good
Jay: %hat&s good.
8i&&: -he e>perience with John
Jay: -hat wasn&t what he was supposed to have them tell you about it $e was
supposed to not be self serving $e was supposed to be basically, having you
tell how you built your business
8i&&: -hat&s what we talked about
Jay: #kay, good (t was not supposed to be a self serving endeavor $ow&s
things going.
8i&&: -hey&re going very well and ( do have a 'uestion on the risk reversal About
C6 years ago, !unclear 201;6 track J" introduced to Jay and one of the things that
really grabbed me was the risk reversal ( call taking the risk o4 of the customer
and we retail high end ceiling fans and that&s our only specialty -hat&s the only
thing we sell and we&re in somewhat of a commodity, what we are is in a
commodity business and what happens is, it&s become a core value (&ve always
believed, in fact that becomes an interview 'uestion, many di4erent ways when
we hire people how they feel about returning money to people when you know
it&s their fault, when you know they have no real reason to return it $owever
what&s happening in the last two years is our return rate which has been running
about 0D to ;D, 0D to JD now has ?umped up to 6D to <D and the other
phenomenon seems to be happening
Jay: @eah, what do you attribute that to. ( can give you a couple of suggestions
8i&&: (&m really not sure, other than we&ve increased our business
Jay: %ell you have stretch passed, ( mean, as ( told you there is one
phenomenon, don&t you agree Eac, the broader out you go, the more marginal
people there are and you don&t all have the same attribute %e go in the outside
market and run ads, they are not going to have the same+if this whole room had
662 people who came from a regular ad, not from endorsements or my own list,
we wouldn&t have+C2 people left, we would have had probably 60, don&t you
think.
Mac: Corollary is a totally di4erent business if you&re in the real estate rental
business, and you have ,ero vacancies, what it means, is your price is too low
Jay: @eah, you&re not charging enough or you&re not demanding a high enough
'uality tenant and you&re not allowing+you know, you&re not being ruthless
enough when they don&t pay on time
8i&&: %ell one of the things that&s happening is that, this is a phenomenon (&ve
?ust seen this summer is people are shopping after they purchase either at other
stores or on the internet, they go home and then they fnd the price and they
come back and either return the product because they bought it from
somewhere else
Jay:#h, they want you to reduce the price
8i&&: or they buy !unclear 2;162 track J"
Mac: (t&s hard !unclear 2;160 track J" trouble
Jay: %hat&s your belief on+if they want you to reduce the price, what do you
normally do.
8i&&: %e reduce the price
Mac: )ut =ill, do they come to you and say before they pack the fan, take the
fan down and walk it in.
8i&&: 9ometimes they do this before they&ve installed the thing
Mac: )efore they have installed it
Jay: $ow do theywell give us the scenario 9o they take it home though.
8i&&: Bight, they&ll say buy three, four, or fve fans, they take it home and then
three or four days later or even a couple of weeks later they&ll return it
Mac: %hy don&t you ?ust promise if they call you up, start bringing it in you&ll
install it for nothing if they keep it.
Jay: $ow much the amount of money and say give us the average ( mean, let&s
look at+Eac&s got a great point )e creative, innovative in looking what they&re
saying $ow much money is normally involved in the ad?ustment.
8i&&: (t could be anywhere from $62 to $J22+$;22 depending on how many fans
they&ve got
Jay: #kay, what does it cost to install.
8i&&: -hat could run $C22 to $022
Mac: $ow much does it cost you. $ow much does it cost you.
Jay: )ut you say basically we&ll give you $J6 towards installation and let them
basically have an installation certifcate they can use
Mac: )ut you have installers don&t you.
8i&&: %e contracted that
Jay: %hat do you have to pay, somebody ?ust said that they cost $62 to $C62 or
$022 or $J22.
Mac: $is cost probably isn&t that high $e probably has some C22D margin on it,
right.
8i&&: Ao Aot in installation, we don&t make any money
Jay: *lease pass this through
Mac: %ell there goes that
Jay: %hat&s the+so of <D or whatever it is, are they representative of mostly as
almost C22D of those two categories. -hey either bring them back or they they
want to knock down the price.
8i&&: Correct 9ome of it is legitimate, but usually they all say things like, our
electrician says we couldn&t use it and then we try to say well our electrician&s
can install it for you
Jay: And they&ll say
8i&&: Ao -hen you know it&s an e>cuse not and ob?ection or they&ll ?ust say
can&t
Jay: -hat could mean one or two things
Mac: $ave you made a shift in your business ( remember back when you frst
came, you did installation
8i&&: :id what.
Mac: @ou did installation
Jay: ( don&t think he ever did it
8i&&: %ell we did it, we used referrals
Jay: !unclear 2212; track ;" sub contract
Mac: )ut you had more control over installation.
8i&&: *robably
Mac: @eah, well maybe there&s a
Jay: ( would think pre+framing might be really interesting, Eac, you know, you
might want to try pre+framing for some of the other services @ou might say aAre
you going to install this yourself or are you going to need it installed.b And
they&re going to say, a%e&re going to need it installedb and you might say a%e&ve
got this service, why don&t you let us go ahead and set it all upb and why don&t
you right there and then confrm an installation date and put more ownness on
them so it&s harder for them to get out of it 9ay, a%e&ve set it up, here&s the
number,b you know and maybe set up+so there&s like two things, they&ve got to
bring it back, they&ve got to cancel -hat all of a sudden doubles the process
problem Aumber two, you can say aLook, if you are going to install it yourself
we&ve got a full+time person %hen you can install, we&ll set up and appointment
and he&ll walk you through it and set an appointmentb -he more you commit
people, it&s unethical, the more you commit them to confrm their purchase
obligation with a post purchase action, the harder it is normally for them to bail
out of them, don&t you agree.
Mac: @eah, that&s good ( think that&s
8i&&: )ut the phenomenon of the increase returns is not out of line
Jay: ( think we&re done
Mac: (&m sorry.
8i&&: -he phenomenon of the
Jay: !unclear 2C1C; track ;" industry is fne 9o you ?ust+but+so what&s the
'uestion. %e were confused with the 'uestion
8i&&: (f my sales are increasing this much and my returns are increasing this
much, that&s still within the bounds of, because ( do know ( make e>tra sales
because of it
Mac: Are you generally better o4
Jay: %hat&s the 'uestion. (&m confused
8i&&: (t seems like it&s going too high
Jay: #kay, here&s what ( said -hat&s a factor, that&s an impact factor !unclear
2212; track ;" your refunds, your broken sales, your unwinds, your returns -ry a
couple of di4erent things and see if they make any di4erence $ave you tried
any other, have you tried positioning di4erently at the point of sale.
8i&&: @es
Jay: And did it make any di4erence.
8i&&: (t&s hard to tell because we sell so many and
Jay: %ell maybe you try it with a certain salesperson and see if his or her sales
unwind, and maybe ?ust try for a certain week and see if those sales unwind, you
know for certain number of sales and see statistically, do something ( mean, it&s
not a perfect world
Mac: Eaybe we should talk to =ill one+on+one and we could have two or three
other people
Jay: @eah we could %e&re going to do you guys and then we&re going to stop
Audience6: ( have one 'uestion ( wanted to ask, ( don&t know how to ask it
tactfully but let me ask it anyway (f :r :eming was instrumental in producing
the Japanese economic miracle in the 62s and <2s, can Jay Abraham trigger and
stage a marketing revolution in Japan in the 0Cst century.
Jay: @ou know, that&s an interesting challenge (&m really, you know, ( don&t think
anybody even yet and (&ve not held it back in your book ( actually gave you an
incredible process we&re working on process improvement with salespeople and
(&ve shared it pretty openly with everybody Eac and almost nobody does it, you
know that. %hat do you think that means.
Mac: (t&s hard
Jay: ( don&t think it&s hard ( think they ?ust don&t
!Audience laughs"
Jay: ( don&t think it&s
Mac: Ao, ( mean, ( think salespeople can be hard so+but your process works+we
have to make a commitment and ( think that a lot of time, basically
Jay: @eah, but it would be fun to try ( don&t know, is that where you&re from. Are
you from Japan
Audience6: @es
Jay: ( would love to try, if you want to talk about it, you know, ( would love to
embrace it Couple of people have suggested that it would be a very appropriate
thing to try to teach to Japanese companies because they&re not very mindful of
that and ( would love the opportunity if you can facilitate it, (&d be very open
Mac: -hough the underlying problem is that sales forces, if it doesn&t work, it&s
because sales forces often hold their businesses captive and that people are
reluctant to rock the boat, so they&re very resistant to change ( don&t know where
Andy is+and so because you don&t have a parthenon of leads, generations and
other selling sources, the salespeople often hold the business hostage and so it
can be very di8cult to implement+is thatAndy. :id you hear what ( said.
Andy: -rue, it&s so true
Mac: -hat&s well and that&s why it can be hard @ou have to make a commitment
to having multiple channels of income and that lets you control your overall
business better, not be held hostage to anyone one process
Jay: -hanks
Audience7: $i, my name is !unclear 2;1JC track ;" %e sell two di4erent
products #ne is a high end distribution supply chain software that has a very
high or ( should say long selling
Jay: !unclear 2;1;2 track ;" price plan
Audience7: (n the mid+range where C62 up to about three 'uarters of a million
Jay: %hat si,e business would buy it.
Audience7: 6 million up to 022 million
Jay: #kay and what&s the other product.
Audience7: -he other product is a CBE product which is lower price point, but
we need to go to a shorter sales cycle
Jay: #kay
Audience7: %hat (&m trying to determine is we&ve never been able to provide a
money back guarantee because we can&t control what they&re going to do (n
other words, we can&t control whether they&re going to have the right people on
the task, whether they&re going to give
Jay: )ut you can establish se'uential criteria at di4erent intervals, can&t you.
Audience7: @es
Mac: )ut maybe it isn&t a money back guarantee that&s the concern
Jay: Eaybe it&s
Mac: %hat&s the e'uipment again.
Jay: #ne&s a CBE and one&s, what&s the other
Mac: CBE package or a system.
Audience7: CBE package
Mac: @ou have to ask what&s the ma?or threshold concern that is raising a barrier
to commitment (f it isn&t the money back guarantee, we talked about this at the
outset (t&s not getting the money back for your product, it&s not ruining their
business in the process
Audience7: 9o if we provide risk reversal and we say we&ll set it up, we&ll give
you a try before you buy methodology, we&ll take the risk and after M2 days
Jay: -here&s another way to do risk reversal and that&s
Mac: And you&ll restore their business, you&ll put their old system back ?ust like it
was
Jay: %hat&s the hard cost of doing it to you.
Audience7: %e could try that out with the CBE
Jay: And what&s the hard cost.
Audience7: Eaybe C2,222 to us
Jay: And what&s the upside if
Audience7: (t&s huge
Jay: 9o, and no one else would probably do that :o many of your competitors
o4er that.
Audience7: Ao
Jay: (f you&re the only one to o4er that and it&s a 'uality ethical company with
established game rules and the rules say a$ey, are there any catchb+three simple
stipulations, ( think you&ll agree, they&re all 'uite reasonable Aumber one,
you&ve got to do census Aumber two, you know, we&ve got to be able to
measure Aumber three, we agree going in on what matri> or milestones or
benchmarks !unclear 2C126 track 6" as long as you&ve done your part based on a
simple agreement, hey it&s out there and your money is back in your hand or
we&ll put in an Pscrow account and won&t even draw on it
Mac: Can ( give you another way to look at this, risk reversal. A friend of mine is
in the heavy electrical contracting business $e went out to buy a new backhoe
and he looked at CA- product and what&s the Japanese for it.
Audience: Nomatsu
Mac: Nomatsu, and he looked at a Nomatsu and he went to Caterpillar and said,
a%hat&s the service breakdown, parts replacement situation, guarantee deposits.
-hey said a#h well, we&ll have your any part in 0; hours and he said !unclear
2C162 track 6" you&ll be there, you&ll be back working 0; hours $e went to
Nomatsu and he said a%hat&s the parts and breakdown situation.b And he
saidb%hat do you do when something breaks down.b $e said a%hat&s your
situation.b $e said, a%e don&t know,b he says a%hat do you mean you don&t
know.b $e said, a%e&ve never had a breakdownSb
!Audience laughs"
Mac: -here are di4erent levels of guarantee and risk reversal so think about
post+educating on the front end that it will work and the you&re planning is so
impeccable that it will work without a hitch is more important and documenting
your process and it maybe more important than trying to sweep up the mess
afterwards
Audience7: Beal 'uickly (&ve worked with a couple of companies about their
CBE and talked to them about it -he problem that we have talked to them and
the reluctance they have to change is actually the amount of time and e4ort it&s
going to take to convert over to a new system and what happens if it doesn&t
work because there isn&t a link between one software and the other software, if it
doesn&t work, what&s going to happen is we&re going to have to go through all the
pain to bring it back to the industrial system
Jay: 9o Andy you probably have more than two answers for that don&t you really,
or do you.
Andy: Aot the conversion
Jay: Aot ?ust conversions, but !unclear 2J1C6 track 6" too
Mac: )ut the sales+overcoming that ob?ection #vercoming that ob?ection
Jay: :o you have a mike.
Mac: -here&s one right on this table
Jay: #n the table
Andy: Couldn&t get it to work
Mac: %ell here&s one
Andy: @eah, is this on. #kay, because ( was thinking about that as ( was
listening to this and it&s funny, are you selling the software and installing it both.
Audience7: @es
Andy: #kay, because ( fnd very few software companies who are willing to do
the risk reversal Aow, there&s a reason for that, ( think there&s two reasons -he
e>cuse they give me is because accounting rules have been changed a year,
year and a half ago, there&s a revenue recognition issue and they want to di4er
the recognition of the revenue because everything&s got to be in place and
accepted so that di4ers their cash for M2 days Aow if you&re a public company
that&s a problem7 if you&re private, that shouldn&t be such an issue 9o there&s
other things you could do @ou could agree to doing certain steps or you could
do what Jay always talks about is a$ey if we can show you how to increase your
revenues by > amount of dollars, for every dollar we give you, how much would
you give us back.b because for e>ample, (&ve got a friend who sells for 9A* and
she has a+one of her clients is a large drug store chain and she says, they&ve got
this stu4 in place and that&s CBE that they sell, they&ve got, the CBE is in place
and she says a%hat&s killing me is they&re not using it the way they could be
using it and if they were using it this way or this way or this, they would make
millions moreb 9o ( don&t know if that&s given any ideas or not
Audience7: %e have the success stories %e have tangible results, we know
that we can help you make money, save money, increase the value of the
company, that has already been accomplished %hat (&m trying to determine is if
there&s a way+we&ve now gone browser based for CBE %hat (Hm trying to
determine is if there&s a way for us to take the risk, let them try
Jay: !Onclear 261CM track 6" let me ask a silly 'uestion %ho&s sales training do
you use right now. %ho&s trained you so that we know you&re doing this right,
?ust so we&re sure
Audience7: 9olution selling programs
Jay: (s that good !unclear 261J0 track 6", (&m serious, is it good.
Audience7: (&ve been to -ony Bobbins
Andy: )ut, hold on a second, how many salespeople are on your team.
Audience7: J
Andy: J, okay, so you&re all using the same methodology.
Audience7: @es
Andy: Beally yes.
Audience7: ( probably am more successful than a couple of the others, but
yeah
Andy: #kay, let&s say you use solution selling and you&ve got nine bo>es, so if (
called your people in one at a time and ( said, draw down on a piece of paper and
label the steps, they&d all give me the same answer.
Jay: And you monitor and you verify this too, correct.
Audience7: %e do not monitor+we&re not monitoring well
Andy: #kay, so they&re all doing their own thing
Jay: And you&re not really sure, when how
Andy: ( don&t mean that as a bad
Audience7: Ao no no, it&s okay -hat&s why (&m here
Jay: ( mean a lot of times, ?ust by doing a little forensic e>amination, you go,
a#opsSb And we&re talking about leverage, it may not be the answer in totality
but if it gets you one more $C62,222 transaction a 'uarter ?ust to go back to the
basics or fgure out what about all three or maybe that isn&t the right one
anymore or maybe the person
Audience7: ( think (&m trying to leap (&m trying to take the referral issue, the
risk reverse issue
Jay: ( know, we&re ?ust trying to say it&s not a perfect world %e&re sort of trying
to get at it and we&re saying if we get you a 02D improvement, we don&t get you
the 022 you want but we&ll get you < other 02D improvements, we&ll still get you
what you want
Mac: $ave you tried changing your rep, the rep on the account. !Onclear 2616;
track 6" team selling.
Jay: -he rep and the !unclear 26166 track 6"
Mac: $ave you tried bringing in the president of your company.
Audience7: %e do a male, female sell now which seems to work well
Mac: -hat&s what you&re using.
Audience7: (&m still trying to make them faster and (&m trying to triple the
transactions for one person
Mac: #kay, that&s good
Audience7: 9o, it&s okay, ( mean, we&re on the right track -hank you
Jay: #nly because we&ve got to get through %e&re not going to abandon you
because we&re here for all, but ( got to get through some other stu4
Audience7: =ot it
Mac: -he biggest risk reversal you can do in a lot of selling these days,
especially business to business is bring in the CP# to close the sell, even
!unclear 2<106 track 6"
Jay: And here&s my personal number
Mac: $e or she guarantees it -heir presence says the whole force of the
company is behind it (t&s not ?ust the salesmen talking
Jay: -his is not a ?oke, we&ve gotten a lot of business owners to put a special line
in their home, here&s my personal number 0;V< @ou can turn it o4 and not
answer it, if you&re gone you&re out, ( mean, serious, but it&s a very comforting
thought ( mean, he&s right, a lot of these things you can try and you&ve got to
test it because seemingly elegantly simple things can transform or turn the
tablesget 'uickly the last two
Audience8: @eah, the guy who didn&t do anything this year and grew his
business, didn&t always not do anything, if you want to call the Fortune 622
corporate yellow book, it&s $J22 a year -hey update it 'uarterly and get the
phone numbers and call them and you can dummy up at the receptionist and say
a#h, help me outSb because they will Ey 'uestion though on a risk reversal, it&s
a f>ed cost, ( send it to you but you&re going to take my cell phone overseas and
you can spend a dollar or you could spend $62,222 if ( say to you take this
Jay: :o ( get credit with you. :o ( get credit with you. Onlimited.
Audience8: %ell if (&m going to do a risk reversal and send you the phone and
say use it, try it and ( won&t charge you for a month, you could not use it at all
Mac: )ut that&s not
Jay: Ao, but you could say use $C22, what&s your hard cost.
Audience8: $02
Jay: #kay you can say use+and what&s e'uivalent+$02 worth of cost translates to
how much usage.
Audience8: $62
Jay: #kay
Audience8: %ell, ( mean, that&s the phone and the subscription !unclear 22162
track 6"
Jay: @eah, but you could say, a=o ahead, try use $62 worth (f it isn&t everything
( say it is, send it back and you owe me nothingb :oes that help
Audience8: @es
Jay: @ou&re welcome
Audience9: ( have a product that can be used promotionally and they can
personali,e it and (&m wondering how to apply risk reversal
Jay: %hat is it.
Audience9: -hey&re inspirational a8rmation cards
Jay: $ow would they use it. %hat are the ways they would use it real 'uick.
Audience9: -hey would give it to customers, clients
Jay: #r they would use it themselves.
Audience9: -hey would use it themselves -hey would give it as
Jay: 9o, here&s the thing
Audience9: #kay
Jay: @ou&ve got to fgure an outcome that&s as measurable and translatable to
their desired results, no yours @ou could say a-ry C22 of these, give these to
C22 people in your sales introductory or ?ust to break the ice and say the
following and measure and if you don&t see an improvement in, and you fll in the
blank, and the number of people who say yes, (&ll let you talk to me or in the
number of sales you close in the si,e that you+whatever you want to say, (&ll give
you back your money, try C2 or 02 or J2 what&s it really cost you to sell C2 or 02
o J2.b %hat&s the hard cost.
Audience9: %ell if they&re personali,ed.
Jay: %ell generali,e to start with
Audience9: #h well, like $J
Jay: #kay so you try risking, if you fnd potential clients who could buy J22 of
them a week or month, it&s a pretty little risk, isn&t it :oes that help.
Audience9: @eah, actually ( was thinking about people who want a few thousand
or more
Mac: @ou might, we might give it
Jay: (t doesn&t matter, you let them start with a few
Audience9: Let them start with a
Mac: =iven the nature of your product, you might want to have a satisfaction, a
soft warrant, a soft risk reversal on feelings, not 'uantitative that your morals
better, their communications improves and you
Jay: @eah like what people yeah that right (nternally right @our people are
getting along better there are less complaints, there&s less downtime, there&s less
sick days, but ?ust fgure what it is you want to translate it to and then if you&re
worried about selling J222 !unclear 20162 track 6" back and say, why don&t you
apply it to one department or to fve drivers or to one sales force and don&t be
afraid A lot of us want the instant gratifcation but if you&re+you need to know
whether your belief in your product and it&s performance is real or surreal and
the best way to fnd is put it to the acid test Let somebody test drive it around
the block in a limited test, testing is the greatest arena, ( mean you can be a
marketing genius, you can always be the greatest sales achiever in the world if
you test+a lot of assumptions, don&t discriminate, if it doesn&t work then you know
that+maybe there&s certain things you can absolutely guarantee that&ll happen
and certain things that won&t and unless you know it&s certain, you may love your
cards but they may+great morale, no result Ao !unclear 2J1JG track 6"
improvement but greater sales !unclear 2J1;2 track 6" less sick day, ( don&t
know, you know. @ou know. :o you know what the impact is going to be in
di4erent people.
Audience9: 9omewhat
Jay: )ut not totally.
Audience9: Ao, not
Jay: -hen why don&t you use it as a beta test and take it out and do it Let
people try C22 of them in our little application, say try one #ur o4er&s very
simple
Audience9: #kay
Jay: -ry C22, here&s the criteria, measure on this this and this, ( like that #kay,
thanks
Audience9: #kay, come see me later Alright
Jay: $ere&s what we&re going to do %e got Eichelle or Bick around, come here, (
?ust need to know whether M is hard or soft on a time Pverybody who said they
found at least one way to make out really well on the internet or with email to
their company whether it&s approach, whether it&s a way of using it, but it&s really
working and making a lot of di4erence or money for them, go to a mike Aow,
you&ve all rose earlier, remember ( said we&re going to do an e>ercise. Com on (
said, anybody got at least one approach, fgure out what the one approach is
that you&ve fgured out that is really working like gangbusters, whether it&s
making money or getting you+penetrating more markets or getting you more
prospects or cutting your transactional cost or getting greater connectivity with
your market or any of the above, pick out the one, not multiples, if you&ve got
multiples, the one biggest element because ( promised you all you&d learn about
the internet 'uickly, we&re going to do this really fast, take notes and share what
it is, how it works and what&s the lesson for everyone else, okay.
+%a7: @eah
Jay: Are you ready.
+%a71 @eah
Jay: #kay, get your pens out, goS
+%a7: :irect mail,you&ve got fve to ten seconds to grab the attention of the
person who&s on your side so you need a dramatic headline that addresses their
pain And then with the least possible amount of linkage, they read all the way
down and click on order
Jay: #kay
Audience10: ( o4er lots of free information and services and updates and (
simply add a signature fle at the end of my emails and that&s all ( do -he rest of
it is ?ust simply non solicit
Jay: 9o what should everybody do. 9hut the door please Carl can ask if the
people outside either come in or move it somewhere else.
Audience10: (&ll say that again, because it sounds like some people didn&t hear
it
Jay: (&m sorry, go ahead please
Audience10: ( o4er information basically updates, news, ( have a newsletter
with about 0622 members, investors and ( simply add a signature fle at the end
of my email ( don&t actually promote anything particular in the email, ( might
give an update or information, but ( won&t actually be soliciting anything normally
and ( actually had to close it+too many people were wanting to get in so ( have
had no problem sending up to C22 emails a month and some people will email
me if ( miss a couple of days and say a%here are you, we miss youb
Jay: And what are your emails focused on.
Audience10: 9imply updates on various investments or update on some news
issue
Jay: 9o what&s the lesson to everybody else.
Audience10: -he lesson is give something free that let&s you be your front
end
Jay: -hat has value to the other
Audience10: (t has a lot of value, give something free that has a lot of value
and build a trust+a strong trust relationship with your people and add a signature
fle that
Jay: @ou all know what a signature fle is.
Audience: Ao
Jay: %ould you e>plain a signature fle.
Audience10: A signature fle is simply some links like for e>ample, mine would
say regards %ayne Aash and some information !unclear 2C102 track <"
Mac: And your contact and your company information
Audience10: Contact, company information, yeah
Mac: @our O9* and probably a hot link to your site, right.
Audience10: Bight, e>actly Actually some, (&ve got about fve or si> links now, (
have kind of a O9*
Mac: A mail to
Audience10: and a link, O9*, link, O9*, link and then that&s it
Jay: #kay, good, thanks
Audience11: %e&re seductioncom @ou don&t get laid, we don&t get paid %hat
we do is
!Audience laughs"
Audience11: -hat&s our guarantee %hat we do is we go onto use net groups
that are devoted to these topics related to what we sell, we ?ust post in the use
net groups and put our 9(C fle and the 9(C fle has the guarantee, you don&t get
laid, we don&t get paid and you drive a lot of tra8c for free right to your site
Jay: (&m not commentingthat&s an impressive way of doing it
!Audience laughs"
Audience12: ( have a mortgage and real estate company (&ve a website that (
drive tra8c from a radio program that ( air daily, generates a signifcant amount
of tra8c Aow what ( used to do is drive the tra8c through the company url
which is advantagecom but when it was tough to save plus it was the company
name, so then ( changed it, because (&m focusing on information, ( have a
tremendous amount of information about free reports so was always driving
people to the website for free reports on this, talk about something specifc and
an action item, driving them to the website, C62 pages of di4erent reports on the
website, drives of C622 uni'ue visitors a day, it&s ?ust this regional market, a
million hits a month and drives about two and a half million in gross
commissions
Jay: =reat
Audience13: !Onclear 2J1CG track <" with betterwebsitecom ( write a lot of
articles that ( share with other easing publishers and other websites and at the
bottom of each of them instead of sending them back to a website, (&ll always
send them to an auto responder
Jay: And why do you do that.
Audience13: )ecause then you get their email and you know how that they got
there 9o you o4er more information and send them to a specifc email that
triggers the auto responder
Jay: Aow have you built a big email list.
Audience13: @es ( have
Jay: $ow big.
Audience13: #ver C2,222 now
Jay: #kay that&s great, okay thanks
A&ec: Alec -homas P>cuse me pmgroupcom
Jay: 9omeone shut the door please for me.
A&ec: ( know of 0C+pmgroupcom, ( know of 0C critical issues but (&m going to talk
about one that all of us can do and that is when you set up your email account, if
you have a domain or website, make sure you set up something that gives you a
catch all mailbo> %hat that does, it allows anything going to, in my case,
pmgroupcom, to get to a mailbo>, my mailbo> in particular and what happens
then is you can give out a di4erent email address to every marketing piece that
you use so that you can track what is working %e do that and we know where
to spend our money
Jay: #kay, thank you
#ur%: Curt %arner, mortgage market guide, we use a risk reversal on the front
end and a better than money back guarantee so and we also send free
information with promotions so we give them critical information for their
business, we give them, when they sign up, for $6MM we give them $662 worth
of free material if they don&t like it in J2 days, it hasn&t made them C2 times what
an annual subscription costs, we give them their money back and they keep all
the materials
Jay: #kay
Audience14: Four 'uick things (f you have a website that is targeting
profession as mine does, make it, these are my e>periences, make if feel like the
place that your visitors belong ( work with advertising agencies and radio
stations %hen you go to my homepage danodaycom, if you&re a radio person,
you&ll hear a ?ingle, ?ust land on it, you don&t do anything and you&ll hear in the
traditional ?ingle style danodaycom and if you&re a radio person, that literally is
music to your ears and you feel like your home 9econd thing, we try to show
our e>pertise in a subtle and fun way rather than proclaim ourselves as e>perts,
we will do it in a more subtle way so ( speciali,e in radio advertising, you go to
our website, click on a bad commercial generator, we ask you three 'uestions
about your product, your service and we will instantly write a bad commercial for
there by saving you the time and e4ort
!Audience laughs"
Audience14: Aow, in doing that, we hope that we&re demonstrating that we
know what makes a good commercial and what makes a bad commercial, so
we&re actually teaching with a fun tool -hird thing we do is every single page on
our site has a real easy to use, send this to a friend and we do not, if you click on
it, and we tell people we&re not saving your address, we&re not saving your
friend&s address, right upfront, what happens is they&re not sent the contents of
the page, they are sent a note that says a$ey, ( saw this on :an # :ay&s site, it&s
really cool, click there to go,b because we want to drive tra8c to the site and
fnally every page on our website, we have an !unclear 2012; track G" within the
industry and every single page on the website tries to get people to sign up for
the !unclear 201C2 track G" but it doesn&t say sign up for :an&s need !unclear
201C0 track G" it says free stu4 from :an # :ay and we track all the click
throughs and a whole lot of people click on it and they they get the o4er -hat&s
it
Jay: =ood, thank you
John1 John !unclear 20106 track G" software and again the principle of giving away
stu4 for free, we create site search engine software and if you have the site for
less than C2,222 pages, you can go to our site, register for the software,
download the software and use it for free and if you have more than that, we
have more e>pensive versions of the software which people buy
Jay: -hank you
Audience15: -he thing ( want to say, it&s critical to track everything you do
when you&re doing stu4 online Pvery single part of your sales process because
otherwise you don&t know what results you&re getting, you know, we did
sponsored link on google, we brand si> di4erent ads and had a separate ad
tracker on each one and we had a really big thing that happened %e had, a guy
who was working wholesale connection ( had with google, had suggested using
the word wholesale in there $e said, a@ou&ll get a great click through with
wholesaleb %ell yeah, we got great click through with wholesale but our visitor
value and our conversion rate was much lower with the word wholesale
Mac: -hen what, what was your alternative
Audience15: %e had, let&s see, we had a bunch of di4erent+we didn&t ?ust have
the word wholesale, we had like a whole di4erent ad, we had si> di4erent ads we
did so we had ones that were focused on the product that it was original product
the )ob )arefoot !unclear 2J1;6 track G" Coral Calcium and you know, bunch of
di4erent things that we tested
Mac: A lot of people who aren&t familiar with web design might think, a$ow do
you do that, my god, how do you track us.b
Audience15: (t&s not hard
Mac: (t&s not hard, if your web developer says a( don&t know how to do that,b
what do you do.
Audience15: oneshoppingcartcom is
Mac: =et a new one, right.
Audience15: ( don&t, ( mean, this is not my company, this is ?ust the software
that ( use other things out there but oneshoppingcartcom has a software
package that has ad trackers a8liate program, all that stu4 in it, it&s
Mac: @ou can track everything down to individual links ( mean and should and
see whether replacement, for instance, replacement high on a page or low on a
page draws better, one ne>t to an internal copy or ne>t to a graphic so you can
track every action that takes place that can be tracked
Audience15: %e had another time that it came in real handy too when we had
somebody that came to us and said, a#kay, we&re going to give you+we&ve got
this tool that a million people have downloaded, have it on their browser and so
when they type in Coral Calcium you&re going to own that, your page is going to
come up and they said that they would guarantee us a million hits over si>
months %ell so we did an ad tracker on it and we got tons of click throughs, not
one sale ( knew what my visitor value was !unclear 26122 track G" ( knew what
my conversion rate was so ( could compare it ( called them up and ( said, look,
somethingHs not right here, we haven&t had any sales and ( know what&s going on
and ( was empowered that information where ( could get out of the contract
%hat ( found out they were doing is they were guaranteeing that with pop under
tra8c which is nowhere near the 'uality of tra8c is when somebody&s typing in
the keyboard ( mean, it&s two completely di4erent worlds and you&re not going
to have the kind of conversion rates, so you know, if ( hadn&t had the ad tracking,
( would have had no clue @ou know, ( would have still had my level of sales and (
wouldn&t have known what&s causing what, you know so it&s critical to do that
Mac: -hank you
(a)id: :avid !unclear 261;2 track G" A couple of years ago, ( was working with
a company that was selling a report was about 062 pages and it cost $02,222, it
was on eCommerce, so we put out a press release, we put it on the web and we
also send it out through *BAewswire or something like that and one of the
websites in the industry picked up on it and created a banner ad, so you could
click on the banner ad to go right to the press release and then you could read
the press release, but inside the press release, we embedded a pdf, so they
could click on some of the words in the release and so they could look at the pdf
and it opened up a ; to 6 page pdf and that was the long copy selling for the
report and as a result ?ust that press release we got a company in =ermany and
somebody in Aew $ampshire to call to basically order the report with no
'ualifcation whatsoever, ( mean, they saw it, the long copy sold them
Mac: For those of you who aren&t aware of what a pdf means, a pdf is Adobe&s
portable document format (t&s a format where you can put a document on the
web and it will retain absolute formatting and it will print out on everybody&s
computer the same way no matter what, and display the same way no matter
what -hat is not true with regular html web pages which are browser dependent
and are coded and resynthesi,ed every time 9o if you only want to hold a
document to presentation value, you use pdf, ( ?ust want to clarify that %ho&s
up.
8ene: (&m =ene %ells (&m nervous !laughs", heart&s pounding =ene %ells, (
have a site, it&s worshipguitarclasscom and
Mac: (&m sorry, what&s your
8ene: (t&s worshipguitarclasscom
Mac: #h, right, right
8ene: And ( was going to share, ?ust do what your passion is (&m a worship
leader, ( love teaching, ( love worship and ( have newsletters and if ( don&t send it
out like !unclear 2<1;6 track G" said you can&t sell with newsletters, you can, if (
don&t send it out, ( start getting emails like, aAm ( o4 the list.b
Mac: 9he&s also a good natural copyrighter, in case anybody wants to know
8ene: @eah and so it&s real precious Aow my videos are in C< countries
-hey&re using them to teach in over C22 churches including ON, Aew Realand and
Australia, Canada, but so ( have like ( think it was :on that said he has on every
page, you can ?oin the newsletter 9o ( have that and then also an e>it pop up
and ( fnd that about half of my people ?oin from the e>it pop up
Audience: !Onclear 2212G track M"
8ene: %hat&s it. (&m making money -his is the best year in my life
Mac: =ood for you
Audience16: =ood evening everybody ( can imagine that you&re all a bit tired,
but what (&m about to share with you is so powerful, you really want to write this
down (t&s very important
Mac: !Onclear 221J2 track M" under your eyelids, right.
Audience16: that we ask the customer what they want 9o we do a survey on
the website (f you leave our website, there will be a pop on the screen which
will have the survey -he headline is reward and the reward is an ebook that we
have written ourselves that has tips of how to create more tra8c to your website
without big investments 9o it&s really valuable, it has a lot of value *eople
want to have that, so the only thing they have to do is fll out the survey, fll out
some 'uestions and we gather their email address and their name because we
have to send the ebook, so that&s one way to make sure that the email address is
correct )ut this is only the start of the whole thing because when we ask the
'uestions we know e>actly what they want, what the reasons are, why they don&t
buy at this moment %e ask them when do you plan on buying and most people
plan on making the decision to buy around one month after they visit the website
so that was a real eye opener for us 9o what we do then is we+for every, let me
read this, ( say it correctly -hey have reasons why they don&t buy so we
eliminate the ob?ections of every single answer and we write a little paragraph
?ust to eliminate every problem they have, so what we do then is we send out
personali,ed email with the paragraphs which apply to that person and we send
it to them and we can have like J2 emails following up
Mac: (s that a program function, ( mean does the
Audience16: (t&s all fully automated
Mac: @eah 9o they get a customi,ed report depending on which selections they
make
Audience16: -he power is in this that you get to eliminate their ob?ections, to
all the di4erent answers they gave, personali,ed, but fully automated and that&s
very powerful and so you not only gather all the email addresses, but you can
really help them Kery powerful, we ?ust implemented this one month ago so
we&re not, ( don&t have concrete results but a lot of people fll out the thing
Mac: %ell, thank you %e have, we&re trying to get out of
Audience: %hat&s the website.
Mac: %hat&s the website.
Audience16: %ebsite is alphamegebi,
Mac: %alk it through letter by letter
Audience16: alphamegebi,
Mac: dot what, bi,.
Audience16: bi,
Mac: bi,, okay
Audience16: @eah, thank you bi, alphamege 9orry, (&m sorry
Mac: #kay, thanks %e really have to
Jay: %e not going to probably get all of you !unclear 2;126 track M"
Mac: because we want to get you to dinner
Jay: you won&t eat and because of tonight there will be more, (&m sorry, e>cuse
me, pardon me, wait one second @ou know what we&ll do, why don&t we stop
right here and we&ll pick it up when we come back, is that okay, but don&t leave
yet (&ve got to set you up for the ne>t part -hat&s pretty good isn&t it. $old on
one second, there&s shippers outside somewhere ( lost the note, oh here it is
-he shippers will be available at the registration table throughout evening so
when you&re staying late, if you need him to ship stu4, we&re going to take a one
hour dinner, tape. ( don&t know what they&ve got, ( don&t know, (Hm sorry (
should, but ?ust go check it out And also ship it home for you, if you want
Audience: Are they providing the bo>es.
Jay: ( don&t know
+%a7: @es
Jay: @es -hey are, ( should have known, ( was testing my sta4 and they passed
!Audience laughs"
Jay: $ere&s what we&re going to do when you come back %e&re going to+are we
going to be ready, after lunch we&re going to have the -he Abraham Earketing
Pts started so our digesting gets going and they&re going to be cool, right
-hey&re going to be cool, the guys are going to be se>y and the girls are really
going to be good, right. #kay, is it going to be e'ually represented by both
genders.
Jay: #kay, you know, did you get really, did you get tight sweaters for the men,
okay 9o, we&re going to do that and then (&m going to do a Iip, we&re going to
stop this and we&re going to do industry focus %e&re going to put you in groups
by industry and you&re going to go around the tables, wait, wait, wait, you&re
going to go around the tables by industry and you&re going to list number one,
the most important current approach or method or strategy your business has
been using to generate ma>imum success or sale Aumber two, the biggest
breakthrough you got from this and number three, the biggest lesson you would
give other people in a related industry, we&re going to vote about it -hen we&re
going to get the winners the respective tables because a lot of it is going to cross
pollinate, okay. 9o you guys, you need energy and you&ll see me, and (
apologi,e, (&ll get frustrated with my sta4 and with people out in the hall, ( look at
this as a marathon and it&s very admirable that you ran it (t&s sort of nice that
you were in three 'uarters of it, but doesn&t it feel e>hilarating to fnish it 9o if
you&re out in the hall, understand this and it&s not meant to be, but this is how (
am, (&m mindful of who&s there and when they come up with a problem, if they
weren&t here to give contribution support and listened to the others, ( tend to be,
unfortunately, but very very democratically far less empathic to you 9o do
whatever you want, stay outside, do whatever you want, doesn&t matter to me,
but don&t be upset if when you come in, if you&ve been out there for an hour and
you want something from me and ( say ne>t, because (&m very very aware -his
is like the last mile and this is the marathon and we&re all one for all and all for
one and if it unwinds in the CCth hour and we can&t go the distance, then ( don&t
think you have a lot of probability of doing very much when you go home -hat&s
?ust my feeling so for whatever it&s worth, if it&s nasty, ( apologi,e, but ( want to
go the distance with you, if you don&t want, ( can go home right now because my
family is waiting, but help me here, we&ve got a little further to go and it&ll be
really glorious, if you want to, do you want to.
Audience: @eahS
!Audience applauds"
Jay: #kay, then help me, put some music, wait wait, no, ( didn&t know that, but
don&t get mad !unclear 2<1;; track M" Bick
Mac: As you were
Jay: :id you have co4ee today, how many cups of ca4eine did you have. @ou
get this. #kay, what&s your message, we have a message :on&t leave 'uite yet
please
+%a7: !unclear 2G122 track M" party or the frst 06 people who signed up
Jay: (t&s at four in the morning
+%a7: (t&s at four in the morning, e>cuse me, it&s after, directly after the event (t
is not during dinner
Jay: @eah, okay, now, one other thing about it, if you have to leave and you&re
not able to be there, (&m sorry it&s the only time we could schedule it to get you
what we wanted ( will deal with each of you privately for one 'uestion by phone
or you can, if you&re in the neighborhood, but we&ll make sure that you won&t get
anything but a superior outcome, whatever Aumber two
+%a7: *lus the 06 people who register, plus !unclear 2G1J6 track M" people in the
ballet room and it&s after the seminar
Jay: %henever the seminar is over and if you guys are too tired, you have to
catch a plane
+%a7: (t&s located ?ust past the restaurant, but before, the outside door&s on the
left 9ome people haveokay this is important @ou guys all know the value of
the notes right.
Audience: @es
+%a7: 9ome people have misplaced their binders so check the ones you have
because you may not have your binder, you may have somebody else&s ( know
of at least three di4erent people, one of them named Bonald Conner, ( believe
his name is and he has lost his notes from the entire weekend
Jay: %e found it, oh great, that&s good =ood for theanything else.
+%a7: Also, there are also items in our lost and found, so you may want to check
your own stu4 or check the lost and found And all the speakers if you could ?ust
check with me after the event, there&s a get together afterwards
Jay: For the speakers that are here
+%a7: For the speakers only @eah 9ee you in the room
Jay: And then %ill if you&re around and you want to come up to my room, that
would be great and all of you, ( am, we&re here for you, Eac, (, Bick, all the
speakers that are here for the duration if you&re here for yourselves, are you.
#kay, get energi,ed, get ready for a great performance
Jay: )reakthroughs right and that&s been really neat, hasn&t it. @es, and he
talked about breakthroughs and what was the other thing. #bstacles, correct.
Aow ( want to change the game for a few minutes until the Earketing Pts are
ready to perform
Mac: And the most common and prominent problem in their services
Jay: )ut (&ve got a whole new game -hat&s done, we&re doing that game Listen
to him 9o now, we&re going to make it simpler and more powerful Pach one of
you, no, but that&s good )ut now we&re going to do something so elegant it&s
going to go !unclear 2012; track C2" Pach one of you is in a business that is
similar relatively speaking to the rest of them, right @ou are either start up, but
you&re having somebody where you&re successful, you&re very successful, right
@ou have clients and prospects, right @ou sell product or services, whatever,
right, but you do it uni'uely and di4erently (f there are C, 0, J, ;, 6, 6, <, G, M,
C2, are you with this group or are you ?ust, okay CC, ( will promise you there are
at least seven di4erent modes of generating them at this table and that most of
you don&t even comprehend it yet and even though you&ve been e>posed to it, so
you&ve got until the Earketing Pts are ready to perform to go around the room
and now forget about your breakthrough, forget about your !unclear 2C1CG track
C2" here is the one ma?or way we drive our business and here&s how you should,
could, must use what we&ve learned, if you want to apply it as one of your pillars
#kay and watch what happens :o it now
Jay: (&ve got a 'uestion (&ve got a 'uestion ( want to see a relative vote %ho
gotlosing my voicewho got more out of the frst e>ercise over the second,
raise your hands %ho got more out of what you did frst, what ( ?ust had you do,
raise your hand #kay %ho got more out of the last one. %hat do you think
that means. %ho got an idea of the last one they can absolutely take to the
bank. #kay, who would like to play a little bit more of that game. %hat is it. (s
itno, that isn&t really #h god, you scared me, that&s funny, oh god #kay we&re
going to play a piece of music to get our minds going for about two minutes and
then we&ll play a little more of this, okay. *lay some music
Jay: Ey god you scared me, you ?ust trying to blow my mind -his is the mood
!Audience applauds"
Jay: %hat an impressive performance Are we going to change the game. %e&re
going to change the game 9it down for a minute, we&re going to change the
game -hat&s fabulous, you guys are hot
!Audience applauds"
Jay: @ou guys are hot #kay, e>cuse me, somebody bring me back my, write
down Albert all the songs on that so ( know there&s one more ( want to hear, (
can&t remember it, on that one, ?ust you played, for me -he one you ?ust did
that had, who&s got it. Bick.
!ic": %hat.
Jay: -ake it back one more time, ( want to know what&s on it, there&s one more (
want to play, ( can&t remember, it&s C0, ( want to hear one #kay ( want you now
for a minute, everyone at the table, think about what one breakthrough you got
by listening to everybody that&s most universal and then ( want you to take your
water glass and move to di4erent tables and spread out now to di4erent tables
okay and ( want you to share with each other, the one biggest breakthrough you
got out of those two elements that you think would be most universally
applicable to anybody&s business #kay, you&re with me, am ( too confusing.
Audience: @eah
Jay: #kay you want me to do it again, e>plain it easier #kay, so get your water
because ( don&t have time to have them change it, leave the thing, go move to a
di4erent table where there&s not people from this group, share with that group,
try not to be with the same group, share the one biggest insight from the two
things that you think are universally applicable to any business
Jay: %ho is it. %ho is it. %as it a man. Aow, is it weird. (s it weird ( mean, (&m
not going to do weird things am (. *ardon
!andm +,ea"er: !Onclear 221C0 track CJ"
Jay: Can you get the Iuid and the blood Iowing in my brain.
!andm +,ea"er: And back out
Jay: And back out.
!andm +,ea"er: @es
Jay: (&m not going to go schi,oid or anything else am (. (&m such perverted
person ( kept thinking about the orgasmatron from %oody Allen&s you
remember that.
!andm +,ea"er: 9leeper
Jay: 9hould ( put a screen in front of me so that no one sees what happens
%hat should ( do.
!andm +,ea"er: =o behind the curtain
Jay: Am ( going to be pleased with the outcome, am ( going to have mental
acuity on those of mortal men. Can ( see through clothes. (&m looking for some
benefts here, sell me on the benefts 9ell me on the benefts 9ell me, sell me,
sell me
!andm +,ea"er: :id !unclear 2C12C track CJ" think you&re going to have the
adventure of your life.
Jay: (&m sorry, going to
!andm +,ea"er: *rice your life !unclear 2C126 track CJ" machine.
Jay: (&ll raise it up $ow long will ( have. %ill ( be up all night. ( want to party
after this %e&re going to go to those all night after hours clubs, all of us Bick
has got, how many buses have you got.
!andm +,ea"er: Jay
Jay: @es.
!andm +,ea"er: (f ( shall tell you what to do, you need to be 'uite
!Audience laughs and applauds"
Jay: Aow.
!andm +,ea"er: @es, yes (&m going to e>pand your :AA code and correct it
back to normal state
Jay: Can ( ask you a very complicated 'uestion, a conIicting, a conundrum. (
have a conundrum Can you do that to me while something very intense is going
on in the rest of the room.
!andm +,ea"er: @es ( can
Jay: (t&s something loud and intense
!andm +,ea"er: @es
Jay: #kay, then ( will throw caution to the wind ( will take my shoes o4 and
make myself totally vulnerable, but this will be my frst time so you&ll be gentle,
won&t you.
!Audience laughs"
!andm +,ea"er: (&m going to !unclear 201C6 track CJ"
Jay: %hat am ( going to do. 9hould ( trust her Eichael. %hat do you think.
#kay, so this, where do you live.
!andm +,ea"er: %hat.
Jay: @ou live in Los Angeles.
!andm +,ea"er: Ao ( live in Eontana
Jay: (t would be much better if you lived in Los Angeles, because if you keep
doing this, it&s good everyday #kay, alright, we&re going to, we&re going to do an
e>periment, while we&re doing this, Bick has something else that&s going to go on
for everybody else, right Bick
!ic": (t&s a bit of an event
Jay: 9o, (&m going to sit here, am ( going to sit down and do it, how am ( going to
do it. %here am ( going to do it. #kay (&ll do whatever you say, but Bick will
take over while you&re doing this %e have a special something
!ic": @eah, this is the world premiere of a song that was generated by a very
famous artist, you&ve probably, you&ve heard of him livin la vida loca, right. %ell
!unclear 2J1CG track CJ" also recorded another song %ould you play it. Could
you play it. %ould you play it loud
Jay: :o ( leave my sock on. #kay, alright @ou&re interesting, thank you for doing
this (&m going to be e>cited, okay )y taking them o4. #kay Eight be dirt on
the bottom #kay -he dirt if from the sock, it&s not my feet -urn it a little
higher so ( can hear it
Jay Abraham Mastermind Marketing 33
Jay: @ou&re used to one foot or do you do two. #kay, can we switch the other
now or only
!andm s,ea"er: Ao
Jay: Ao.
!andm s,ea"er: !Onclear 22126"
Jay: #kay, (&m going to have to do my thing around you #kay 9o when we last
left, that&s okay, keep doing it, when we last left our e>ercises, what were we
doing. :id you guys go around your table yet
Audience: @es
Jay: #kay, now here&s the deal :o it again Ei> one more, you had an insight7
did you guys get insights. Ey voice is going :id you get insight from that.
Audience: Ao
Jay: #kay, ( want you to go, no, change it, ( want you to ask me a 'uestion
%e&re going to take 'uestions now Pach of you write down the biggest single
unanswered 'uestion, unclear, let&s say, issue in your mind, biggest problem
you&re still struggling with and (&ll randomly, and then ( want you to then be able
to present it to your table, hear me out, if you&re talking, then you won&t do this
and (&m not going to repeat it ( mean, ( know you can hear me so (&ll say it one
time and if you didn&t hear it, you&ll have to ask somebody else because (&m
losing my voice @ou&re going to write down either or your biggest, you&re ?ust
going to have only one of them, but you can put three and choose one @our
biggest unanswered 'uestion, the biggest unresolved issue in your mind, your
biggest uncertainty about some element of what we&re all about -ake one of
them and present it around the table -he table then chooses the one whatever
it is, that is the most universal and the one whatever it is, that is the most
uni'ue @ou&ll then go to the mikes at intervals because we&ll have too many and
you&ll pose them and ( will answer them and is Eac here, and Eac will help me
#kay. :oes that work. @ou get it or not. Am ( confusing you or are you clear.
@ou want me to do it one more time even though ( said ( wouldn&t. #kay then do
it right now and be ready to send delegates in about ten minutes
Jay: ( know, it&s hard Are you almost done. #kay, two minutes, alright ( want
to get this Alright here&s what we&re going to do %e are going to take about 02
representatives from what we ?ust did and we will answer them %e are going to
put you on the honor system to try to answer some of them yourself when we&re
done with the ne>t element After we&ve answered them, we will then show you
how to build your strategy and your action plan and then we&ll tie it all up and it
should be about probably with luck, about 0 o&clock, we&ll be done @es, serious
And then you should be stimulated enough that you probably won&t sleep %ell
see your doing this to me, (&m probably going to have to fear what to do from two
until about you know, C0 o&clock on 9aturday because ( probably won&t sleep
-he things ( do for you, is it going to give me energy. Am ( going to be able to
sleep when ( want to, yeah but not probably for a while ( can go for a walk
around the block a million times @eah, if ( want to :on&t do it yet or it&ll defeat
my purpose #kay good, that&ll be great when we&re done -hat&ll be great when
you&re done, not right now Aow your energi,ing me right. #kay -hank you
!andm s,ea"er: !Onclear 2C1;2 track J"
Jay: ( would love to after, it would be very interesting
!andm s,ea"er: !Onclear 2C1;6 track J"
Jay: #kay, okay, good #kay, Bick, Bick, (&m sorry, is Bick here. Bick, where is
he. $ey Bick, you&re done. #kay, thank you @our gracious -hank you so
much and (&ll tell you when ( go to sleep #kay thanks $ey Bick, where are you.
( don&t feel tired (&m always pretty energi,ed (&m sure ( probably am, (Hve had
foot massages in my meridian stimulated before so ( believe in it -he negative
is, as she said she can put to sleep, then you&re energi,ed for a long period of
time, but (&m not feel bad ( need energy for about an hour and a half more and
then (&ll be able to let you on your way to wherever you like to go
Jay: #kay, here&s what we&re going to do #kay, everybody, okay, ( want about
frst couple of tables across keep sending+if you have a universal and uni'ue one,
send them until we have no more than+use the honor system, ten at both sides
(&m going to see how fast it goes (f it goes really fast, we&ll do some more, if it
doesn&t ( will leave you on the honor system because ( want basically to get into
the strategy and the action plan okay. And then time allowing, (Hll tell you, G or
C2 people asked me about the strategy session we&re doing in Earch or April, (&ll
tell you about it, but not until we&re done
!andm s,ea"er: !Onclear 2J1J2 track J"
Jay: Ey feet feel pretty good, (&m feeling, the bottom is still great (&m very
aware of my senses and (&m feeling good ( don&t yet feel like e>hilarated, does it
take a minute or two. )ut ( feel pretty good *ardon, what. (&m feeling pretty
good *retty good, we&ll see how my mind and my mouth work in a minute
$opefully (&ll be agile minded and e>tremely focused #kay, everyone, go to the
mikes, but no more than C2 at a time #kay, Eac, we need you %e need you
#kay, are you ready. %e are going to answer 'uestions, are you ready. Eac,
you ready, would you sit down #kay 9ir.
Audience: @es, we talked about words or power
Jay: A little louder please, you talked about.
Audience: %e talked about words or power and using di4erent auditory visual
kinesthetic words in your approach to selling to customers, clients, e>cuse me,
and ( was wondering it wasn&t talked about, is there a fundamental di4erence
when you&re talking to either gender where you would want to use di4erent kinds
of words for female, di4erent kinds of words for a male, wasn&t talked about
much at all
Jay: ( don&t consciously see myself really being gender, what&s the word we call,
gender
Audience: 9pecifc.
Jay: 9pecifc, but Eac, what do you think. ( don&t really think so, but maybe you
do (s your mike on. (s your mike on.
Audience: @our mike isn&t on
Jay: ( think it&s o4 @eah, ( think empathy is empathy is empathy and ( think
frankly, if you envision, remember what+and listen to that strategy of
preeminence %e promised we would get it cleaned up and put it on the
website %e will, the actual notes and you&ve got a short version of it that was in
the book, right. ( gave that to you and you should know, one of the groups+
-anya !unclear 2610M track J" assistant stayed up all night at Ninkos because (
?ust gave them re'uests and they&d ?ust go out and do it !Onclear 261J0 track J"
everything 9o, read it, it&ll be helpful for you but ( think when you get that really
instilled and installed in your mind and you&re really aware of what you&re doing,
it&ll come naturally %hen ( read the !unclear 261;G track J" from the longer
notes, ( said that the vision is that you&re in their lives, or in their homes, in their
o8ces, in their+your product is in there !unclear 26166 track J" order in there,
their o8ce or building or whatever, working, helping them and adding value and
you ?ust start thinking in those terms, your subconscious will almost
automatically help you create what you should+but ( don&t think ( consciously
even deal with gender ( think everybody is one genderless sort of human being,
but that may be wrong Eac, what do you think.
Ma%%: Ao, ( don&t think you do ( think you do what works and if people+you
wouldn&t normally use an e>pression like rip o4 the competition&s head )ut if
you hear somebody say it to him and other people start going, a@eah, he&ll try itb
because he !unclear 261J6 track J" kind of martian approach to these things, you
know ( don&t know what these people
Jay: )ut it&s a great 'uestion, that&s a great 'uestion and ( would think, ( don&t do
a lot of, well actually ( have, (&ve done stu4 to women and ( guess you probably
!Audience laughs"
Jay: @ou guys, you have a nasty mind (&m the purest and (&m embarrassed, (&m
humiliated
Ma%%: Cut o4
Jay: -he, ( think if you ?ust+if you envision the person, again, one thing ( would
say, Eac probably said it in his clinic if you didn&t stay up for it !unclear 2<1C6
track J" heard on tape and that is that basically your writing not to C22,222
di4erent people, in di4erent genders, ages, ethnicities, you&re writing to one
person at a time and if you&re selling a product that very much is gender specifc,
then you merce yourself empathically and respectfully and try to say, what&s that
woman+if it&s a woman. %hat&s that woman thinking. %hat&s her hope, what&s
her dream, what&s her problem, what is she thinking, what is she frustrated with,
what is she trying to put in words, what is it that she really wants, what is it that
she needs %hat is it she does for that right now if anything, and if you start
asking good 'uestions, the answer is almost automatically
Ma%%: (&ve worked with Jay&s copy a lot and ( have to say, (&ve worked with a lot of
other people&s copy, try to tune it and that sort of a thing too and sometimes
that&s a concern (&ve never felt it was a concern with+( mean, he seems to want
to universali,e it and that&s+he intuitively takes that approach (t isn&t any+he
doesn&t really write to men or women -here are more men in the audience he
tends to market to but that&s a natural phenomenon (t isn&t a male approach (f
most entrepreneurs relate to business as a war, then that&s what you sell them (
mean, if that&s what gets them in the door, he&s really been around some lot of
other concepts
Jay: !Onclear 2G1;2" sounds good to me
Audience: -hank you
Ma%%: -here&s addictum which you kind of+you sell them what they want and you
give them what they need and that&s not cynical, it means that the people don&t
even know what they want and they think they want certain things that are
patterned but they really need something else and what you need is a funny
thing in that particular direction Jay doesn&t give people e>actly what they want
or what they bought often $e gives them what he thinks, what he believes fully
that they need and so he&ll use an appeal that appeals to maybe not to the
highest instincts but we&ve had people cry in these programs, come to their
knees crying with spiritual e>perience
Jay: %e weren&t trying to screw with them !unclear 2M106 track J"
Ma%%: (t ?ust happened %e&ve had a room full of people this si,e and
Jay: -hey came for pure averse -hey wanted to make money
Ma%%: -hey thought they did
Jay: And we tried to show them you can&t make money until you frst add
Ma%%: %ithout service, without service
Jay: contribution and we showed them that manipulative stu4 isn&t really the
answer although you can make service based communication but
Ma%%: Anybody from the protege is here.
Jay: Anybody here from the protege training program, the old ones, the old ones,
the old ones -he ones we did in GM and M2
Ma%%: -hey can tell these were the most emotional liberating spirits, !unclear
C2122 track J" have to worry about money
Jay: !Onclear C2122 track J" paying millions of dollars if we would have said
a%e&re going to teach you to follow up with your clients, we&re going to teach you
to slow down and !unclear C2126 track J"
Ma%%: -o liberate yourself from material from material wants
Jay: )e opposite of what you&ve been all your life and force you to go out of your
comfort ,one and tolerate stu4 that you have never tolerated before and
probably hate me in the process, no one would have come )ut that&s what they
needed to be able to make a lot more money because it was the by product, the
reward, the benevolent bonus that cosmos gives you for doing the contribution
thing so to speak Anyhow
#$ris: $i, (&m Chris (&m in a web posting business among other things Jay, (
would like to thank you for creating a huge problem for us which is you helped us
increase our sales with 622D and now ( would ask you to solve the problem
which is, how do we handle that.
Jay: #kay, so e>plain+the biggest issue that ( tell people are frst of all is to look
at the 'ualitative levels of sales+certain sales you may not even want Certain
sales you maybe able to put a heck of a lot more service meaning people or
e4ort behind because it translates when you start looking at your lifetime value
into a hell of a lot more residual value Eac you want to pick up.
Ma%%: @eah, you can also raise your price
Jay: @up
Ma%%: )ut !unclear 2210G track ;" where you get e>actly the customers you want
to handle for the infrastructure have (f you want to build an infrastructure out to
handle business, that&s a business decision and that takes some time and one of
the true dangers and it sounds like a copy line which ( have made it at various
times which is be careful with these techni'ues because they can generate more
business than you can handle and everybody&s distinctive response is a)ring it
on, (&ll handle it allb
#$ris: (t&s true
Ma%%: %e&ve seen them bury businesses and you really have to be careful
Jay: And there&s another side, again this is a very di8cult one and there&s not a
general answer, if you know you have a residual based business and there&s
enough repeat either currently or if you add it back ends and that was your
strategy, you might be wise if your making a lot of money+( made tons of+( never
operated my own business very long and probably well because ( was always
more interested in others, but the one thing that ( learned that ( didn&t do that (
would do so much is put a lot more 'uality people behind it when you got it,
build an organi,ation that will be there to handle it so you might say because my
motto was always to sub things out because ( never managed to have really
loyal, but not a lot of people not always in the past pay well etc( would
basically say, okay, right now (&m making money but it&s a mess Let&s put some
'uality people in, who will keep it going and if ( don&t have a back end let&s fgure
out how to add back ends to it so it would work ( mean, (&m not a management
consultant, what would you say.
Ma%%: %ell ( think there&s some interesting studies on entrepreneurs #ne of the
things in classic entrepreneurial personality is very good at creating things -hey
aren&t necessarily entertained by running them and so they&ll tend to+when
everything is running, when they really get it great and running smoothly, they&ll
blow it up so that they can take on the chaos again
Jay: @ou guys got a great compliment, but it also has a little bit of barb on it from
a couple of my colleagues here, one was very wealthy who ( didn&t tell you about
$e said these are some of the neatest people and most of them are creators, but
they&re not really as naturally oriented to be builders, if that makes sense -hey
can create a lot of stu4 and they&re going to have to work or bring in 'uality
people to help them
Ma%%: And sometimes you might think seriously having a guy !unclear 201;2
track ;"to a certain stage about taking the money and going back and creating
again )ecause if you fnd yourself unhappy in the role of builder, don&t make
yourself unhappy -ake the money and run
Jay: #r, and (&ll tell you, this is very delicate (&ve been burned, Eac knows that
trying to bring
Ma%%: )usiness partner
Jay: business partner into take my money making ability and solidify it, but (&ve
also had some really good friends that have done well )rian -racey has a
partner who (&m very impressed with $e does all the deals, sets it up so that
)rian can do all the work -ony Bobbins doesn&t have a partner, but he&s got a
brilliant guy running his organi,ation that (&m very impressed with who
coordinates everything runs interference, keeps -ony concentrating on the bigger
things -he other day, -ony was telling me John !unclear 2J106track ;" concept
about, ( didn&t get it down, but he&s saying fgure out what you not only do well
but you love doing it :on&t do anything else =et yourself out of the rung so
that you can work on the biggest thing to keep growing it and go to the
mastermind group ( mean if ( don&t as good an answer, you heard his 'uestion,
right, don&t raise your hand now because we don&t have time tonight but you see
who he is, hopefully he&ll be here at 0 or 01C6 when we&re done and hopefully he
won&t be so wiped out that he&s going to run to his room Pach of you who think
you&ve got an answer from your own life and ( know there are people here
who&ve taken businesses through my stu4 or others two three four time
increases over pre rapid rate, give them your best, not only reason, but
e>perience recommendation (f you get 02 of them, write them all down, don&t
?ust say thank you 9it there and say, talk slower and then put them all together
and see if there&s a hybrid there and ( think you&ll get a little closer to it okay
#$ris: -hank you very much
Jay: =ood luck
(a)id: (t&s ( guess going another !unclear 2;106 track ;" we had a group of
!unclear 2;10G track ;" one man operations, but looking as we&ve built this and
get the leverage up there we&d like to be able to bring on some other people and
some of your materials have indicated in ways of bringing on an employer,
getting them to work for you without really asking to pay, ( mean or like a
commission !unclear 2;1;6" it&s a way to structure ( guess
Jay: #ne of my belief systems was and still is and !unclear 2;162 track ;"
believes this and he&s demonstrated to me that it can absolutely be done (f you
revere what+okay, ?ust like this program had in it everything that everyone
everybody needed, have you noticed that. @ou should have all by now met
somebody that had either the answer or the connection or the perspective or the
e>perience or the ability that you were looking for and maybe you didn&t even
know before you met them and (Hm going to bet that&s happened to almost
everyone of you, hasn&t it and if ( had gotten here a little bit more intermi>ed it
would happen to even more of you in more and more ways -he same holds
true %hat you&ve got to reali,e at your si,e is you need a mastermind
organi,ation or multiple ones @ou need to either fnd other people doing what
you&re doing outside your market and call them up, introduce yourself and say,
hey, what do you do by the way, what do you do.
(a)id: #8ce furniture doctor
Jay: And in what geography.
(a)id: %ashington 9tate
Jay: 9o, okay, are you now planning on national tomorrow.
(a)id: Ao
Jay: #kay, so you call+you get a :A) or yellow pages directory for the country
@ou look up related categories, you fnd out bigger ones, you call and you say, $i,
my name is, what&s your name.
(a)id: :avid
Jay: :avid what.
(a)id: :avid Cathers
Jay: -hat&s right, and ( live in where.
!Audience laughs"
Ma%%: Just checking
(a)id: !unclear 261C6 track ;" %ashington
Jay: @ou&re very good for C o&clock
(a)id: Alright
Jay: And ( am a small one person but growing furniture doctor you are a large
dynamic local or regional one ( have no probably capacity but certain desire to
ever compete with you, ( mean ( don&t think you&re going to compete in+where
are you.
(a)id: From !unclear 221C6"
Jay: Ao no, !unclear 221C6 " what city.
(a)id: !Onclear 02 track 6", %ashington, -acoma area
Jay: -acoma, if that&s the case and ( sign an absolute letter a8rming (&m never
going to be competing in your area, would you consider being a part of my
mastermind group (&m trying to organi,e C2 di4erent people who aren&t
competitive but are doing the same thing, to help not ?ust me, but help us all
grow and (&ll orchestrate, we could do it by phone, we could do it in personal we
could do it there, we could do it here, if you do that, one way -hen you go in
your locale in -acoma and you fnd reasonably well respected business leaders at
di4erent levels maybe you can&t go to the hundred millionaire, but maybe you
can go to somebody who&s got past where you are in some business that maybe
isn&t directly that way but is parallel at least you know !unclear 2C12J track 6"
service business and you go to fve or si> of them and you say, aCan ( meet with
you and buy you breakfast or have co4ee and here&s what ( want to do and right
now ( can&t help but someday ( will be able to, if your assistance helps me and (&d
love to help give it back to othersb (&m sure you have a charity that you&d like to
beneft+( mean, and you fgure out a way to do it (f you do that continuously and
when you&re driving to and from work you pick out people that you read about in
the maga,ines and you call them and you ask them if they would consider
talking to you giving you their advice and you do things like that all the time,
guess what, half of them might say no, maybe three 'uarters, maybe even seven
eighths, but guess what, some of them will say yes and it doesn&t take very many
of them and very 'uickly for you to get the answers you&re looking for in the
perspectives you need and the guidance the encouragement and the fan club
that ( think will make it possible for you to grow to the level you want :oes that
help.
(a)id: ( appreciate it
Audience: %e&ve put all the mastermind techni'ues to work %e have lots and
lots of clients and now we&re ?ust also dog gone happy at our table, we want to
reward our clients :o you want to elaborate a little bit on any kind of loyalty
program.
Jay: 9ure )ut you want to tell me what kind of+all of you. #kay
Audience: %ell that was the 'uestion !unclear 20106 track 6"
Jay: =ood 'uestion =ood 'uestion, good, good (&m sorry ( was playing a
di4erent game in my brain, di4erent game in my brain, see it&s getting late
#kay, frst thing is there&s two di4erent ways reward clients #ne is as a surprise
and one is almost like *avlov&s dog.
Ma%%: @eah, *avlov
Jay: And neither is right or wrong @ou can set up a loyalty program and you can
say we want to not only reward you but really enrich you for sticking with us and
buying all your whatever they are so we&ve got a program and it could be either
discount, it could be free goods, it can be points they get towards things they
want and need personally, points they get towards things they want or need in
their business, it can be something really neat like a reward, big pose, ( mean,
where&s Adam )ush, is he still here. ( mean, at the last mastermind we did he
and a bunch of people pitched in and brought me a trophy that was like, that big
Aow that was really cool but it cost money+what did it really cost. $C22, $022,
$J22, $;22 how much. $C22. #kay but it looked really great
Ma%%: (t was great, it looked very impressive however
Jay: (t&s like that big, ( still have it in my o8ce (t had a pla'ue that was very
distinguishing, people coming in my o8ce and they see it all the time, it&s really
cool @ou can get at any time, anytime, anybody prominent is performing
anywhere in your locality -here&s always somebody you could go to the club and
say ( would like to do a photo shoot with that person, would that person consider
getting a $C222 or $C622 ?ust to meet at the club before, after, the ne>t day
whenever it worked, we&ll pay you a fee for it, ?ust to be a guest there, anyhow (
did a trade, this is terrible ( don&t think Eac probably knows this Bemember
Count )asie #rchestra !unclear 2;1C6 track 6"
Ma%%: #h yeah, sure
Jay: 9o Count )asie #rchestra, Count )asie dies, his son takes over the
orchestra, coming to one of our programs, we&re having a great time
Ma%%: !Onclear 2;106" he&s one of the adopted son
Jay: @eah, adopted son and we do a trade a sort of !unclear 2;1JC track 6" trade
Ae>t time he&s in LA, he&ll bring the whole group over to my house for a party 9o
he forgets to+( forget to tell Christy which ( am, forgetful $e doesn&t tell me
when he&s coming, he calls and says, a%e&re here, you want us to come over.b
and he was going to bring the whole group over but Christy was G months
pregnant
Ma%%: (t&s like a twenty piece ensemble
Jay: @eah ( had to, it was going to be, ( had to wreck stu4 in the backyard, she
was mad, but the point is the reason he was going to do it was they were there
anyway -hey love playing music %hether they&re paid or not, they want to do
stu4 %hat cities you&re in doesn&t matter 9omebody relevant or relatively
speaking who&s prominent is there -here&s something ( ?ust did to somebody
and it was really neat who was
Mac: ( don&t know
Jay: (&m trying to think who it was (t was somebody prominent, it was
somewhere ( arranged for all these people to get pictures with them to show, to
send home with
Mac: -hat&s very nice
Jay: with their, you know, to put on their desk @ou put a picture of you me and (
don&t care who it is, an athlete, a this, a that and you frame it -his was so funny
%hen ( was doing !unclear 261;2 track 6" we had )uster !unclear 261;0 track 6"
who would+Flash =ordan, he was -ar,an, he was Captain !unclear 261;< track 6",
he was, who else was he.
Mac: %ho are you talking about.
Jay: !Onclear 26162"
Mac: #h, that&s right
Jay: $e was still on the outer periphery of popularity and ( got him to send
signed autographed pictures to the station managers wives and every one of
them let us have a !unclear 26126 track 6" 9o you do lots of di4erent things
:oes that make sense.
Audience: %ell it does, can you give too much. ( do home inspections in
Aorthern California and ( want to take
Mac: @eah you can do, yes you can
Jay: ( think you can look really, you can look desperate %hat (
Mac: @eah, you have to give a gift that&s something that&s going to grow in
Jay: )ut there&s a delicate balance 9taying in somebody&s life is very important,
but a gift can be ?ust your caring about me and sending me, at Christmas for
e>ample and you&ve got time to do this Almost everybody buys a beautiful card,
almost everybody does something gorgeous, e>pensive, but production specifc
%hat would happen if you sat down at Christmas time and wrote a letter from
your heart and maybe even personali,e it, if you didn&t have a lot, if you didn&t,
you wrote one and you have everybody sign it who is all of your sta4 and you&ve
got a picture of them, maybe people they&ve never met before and maybe add a
little note from a bunch of people saying you don&t know me but ( work on your+(
pack it, ( ship it, you know, (&ve never had+( mean there&s a lot of neat things you
can do that are very again, ( said earlier, ( was walking to the !unclear 2<100
track 6" ( was talking about humanity and humility Eost of us, what ( hope (
maybe opened up, maybe not convinced you totally but get into your humanity
and your humility and connect and there&s a lot of things Eac, you want to say
something
Mac: @eah, this fringes on a topic which is dear to my heart which is a 'uestion
of what ( call trophy value A friend of mine in the premium incentive business
talked about that $e says one of the reasons that business e>ists is for
instance, everybody goes a#h, give him cashb Cash has no or very little trophy
value (t doesn&t sit on your desk, it isn&t anything you can show o4 when you
pull out your wallet and pull out the $C22 bill, maybe, if it&s $C22 bill, but it&s ?ust
cash goes into your bank account, it&s gone spent on groceries, whatever, it&s
gone -rophy value is+$C22 dollars spent+if they gave $C22 to Jay, it&s
meaningless -hey gave a trophy
Jay: %ith my name and you know it is the best
Mac: And it&s a literal trophy
Jay: %e appreciate all the things you&ve done, this is the greatest of all time, it&s
like (&ve kept it in my o8ce in a main place for seven years ( have somebody
who dusts it every week Aow does that give you an idea.
Mac: %hen you give something and you want to give them recognition and have
them en?oy it, give them something that can be displayed
Jay: @eah, that makes them look special, because they are
Mac: (t makes them look special because they are in front of other people, their
piers, their employers, customers
Jay: And try to get them something that will last A bottle of wine is beautiful
and wonderful, it is, isn&t appreciated by half the people, isn&t Z
Ma%%: )ut a silver, a crystal and silver decanter with a presentation pla'ue those
have trophy value (t&ll probably cost about the same
Jay: #r something really cool that would sit on their desk forever or really does,
so
Audience: 9o are you saying a trip to (taly would be too much.
Ma%%: For what, for what.
Jay: ( don&t know
Audience: -hat&s what (&m thinking
Ma%%: %e literally know a case like that where a furniture company that we
worked with was able to buy from a syndicator, packages to $awaii, if you
bought a sofa -he breakage on those is so high, they cost a nominal $0222 trip
you could buy for $C<6
Jay: !Onclear 2C1CG track 6" you people do it
Ma%%: 9o they could a4ord to use it (t was in their allowable cost of sales and it
killed sales because they&re customers looked at that and said, if they can buy
me a trip to $awaii, ( must be overpaying like mad
Audience: -hat&s what ( wanted to know
Jay: *ut is to test and don&t+we&re going to give, the frst strategic thing will build
is ( am going to continuously and properly test everything relevant and when (
fnd something producing better, that only is the beginning and that&sZ
Ma%%: :oes everybody know there&s a test and a roll out.
Jay: P>plain the di4erence
Ma%%: -he di4erence is a test is you don&t shoot the farm, you don&t do
everything, every customer you have, you do with small, if possible statistically
or at least business signifcant element so you can get some reasonable business
f> on whether it would work if you took it to a larger group of your customers
prospects and whatever it might be A test doesn&t mean rolling it out to your
whole people (t means that&s where the leverage comes from testing the
smallest group that gives you an indicative response that you can say a=ee, ( can
e>trapolate this outb Aow there&s some dangers of error, but if you are very
cautious in the way you e>trapolate results, that&s the tremendous leverage you
can test literally 0622 or something and if you get a CD return, that&s ?ust, that
gives you statistically signifcant results 9o but you have a list of C222, you test
C22 and you&re in a business to business situation and you get ten things back of
the C22, and those ten things can generate+have the potential for generating a
million dollar sale each,that&s business signifcance, you don&t care about
statistical signifcance, that&s for statistician, you care about business
signifcance
Jay: =ood, okay, only because we want to get onto planning your future
Audience: Jay, given the power of the referrals and the a8liation programs that
we&ve talked about, why don&t you talk about network marketing and any of
!unclear 2J1J6 track 6" as far as ( can tell
Jay: )ecause most network marketing deals ( don&t like because they encourage
people to sell and not sell through, they want you to sign up lots of distributors,
they don&t try to get you to sell lots of clients, buyers, what you sell out to
buyers, they&ll so screw you you can&t make enough money almost to ?ustify it
and they don&t give you really, they make you buy tools which are training
programs and it&s ?ust+met very few %e&ve tried ( mean, we had $J million worth
of radio time !unclear 2;12M track 6" is a great friend of mine and he&s involved
with a lot of businesses %e went with prepaid legal and we took the top position
?ust as an e>periment, we spent $;22,222 of our !unclear 2;102 track 6" trying to
get people in and we got a C222 leads and we converted like 02 of them and two
of them sold and ( think ( got $0C0 in money back (t&s ?ust+( know people who do
it, ( think there&s so many faster easier more
Mac: And there&s another reason (f you read the contracts on most distributor
arrangements, you are prohibited in most multi levels and most network
marketing from doing direct marketing or anything that might be e4ective direct
marketing, you&re usually prohibited from using the primary branding of the
product, making product claims without clearing them through home o8ce
-hey tie you up because it is a direct sales proposition not a direct marketing
proposition (&ve been asked to work on several of them, (Hve looked into it and
unless you work at the primary level, they&ve tied it up, so you can&t direct
marketing
Jay: And ( would challenge this Aow that you know this stu4 and you kind of see
the leverage in this, why would you want the leverage in that because that
leverage
Ma%%: -hat is a good thing to start with, sometimes it&s a great business
e>perience
Jay: -here was a gentleman and this is very cool -here was a gentleman, ( can&t
remember his name, !unclear 2216G track <" even here or was here at our last
program who literally was teaching the fact that network marketing was a great
starting point for people ?ust to get their feet wet, $022 or $J22 and maybe use
it to parle and learn some good and ( actually found that premise palpable
Ma%%: ( think ( agree with that
Jay: )ut ( ?ust personally, it&s like we help+the best one (&ve ever done was (
created a model, ( don&t think ( ever told you you this, where a really cool guy
$e had like 622 people who !unclear 2C1J6 track <" really high performers, but
they were dedicated but di4erent people have di4erent skill sets and they were
able to do all the things and ( got him to create almost like a corporation where
each one put di4erent values in, we evaluated it and it&s like you put in money
to fnancing, you put in the time to set up appointments, you put in the
presentation, you put in the work with the !unclear 2C166 " and ( broke it down
and it was pretty cool (t worked but
Ma%%: @eah, like anything else, it&s+there&s big di4erence between some and
another 9ome of them are closely held and are really interested in selling
product through and not ?ust selling distributorships
Audience: ( have a 'uestion $ave you guys ever interviewed some of the
various organi,ations and some of the real superstars in those organi,ations.
Ma%%: @es
Jay: Eac has, ( have
Audience: #kay
Jay: )ut we&ve also interviewed people who have made a lot more money in
businesses that have had a lot more net worth and could be sold and we&re not
knocking it %e&re not knocking+in fact all of these techni'ues in one way or the
other can be applied to it (&ve done very little but ( can tell you+you know million
dollar a year earner !unclear 201;6 track <" is a client of mine, the chairman of
prepaid legal buys my stu4, two or three of the top people !unclear 2016J track
<" is a great friend of mine who&s a big person in a lot of network marketing, the
guy who used to run upline, or downline or whatever it was called, he&s got a
funny name, something something something, he claimed ( kept him alive
fnancially by using my stu4, so it&s not like ( don&t have a presence in the feld
(t&s ?ust not my preference of concentration
Mac: )ecause they usually are tied up (t was almost like working in a regulated
feld, because you have so many things that you can&t do and so you have to be,
you have to ?ump through a lot of hoops to do anything but if you can make
these work to the e>tent that your distributor arrangement allows you to do it
and ( don&t want to mention specifc ones that (Hve worked with, but it, usually
you run up against a brick wall somewhere
Jay: #kay, anyhow, hope that helps or at least e>plains
Audience4: 9everal of us at our table were very interested in learning how to
become ( guess market e>perts so that we could practice the strategy of
Jay: Earketing consultants or ?ust marketing e>perts.
Audience4: %ell we want to practice the strategy of preeminence including
Jay: 9o what&s the+can you ask the 'uestion a little bit di4erent.
Audience: (&m not fnished with the 'uestion
Jay: #h, (&m sorry, pardon me
Audience4: 9o, in order to do that, we need to know more about the market and
the industry rather than simply ?ust our little business and so we&re looking for
more ways to gather information about research that&s already
Ma%%: @ou&ve probably don&t need to know+( mean ?ust to be contentious, you
probably don&t need to be+know more about the marketing industry @ou may not
need to know deeper and more pervasive marketing techni'ue but you probably
need to know a whole lot more about the industries your going to work with
Audience4: Ao what (&m trying to fnd out is something like if someone&s already
done research to fnd out what the e4ect of productivity is to have beautiful
paintings on the wall, if somebody&s already done that kind of research then ( can
have access to it, how will ( fnd that.
Jay: #kay, (&ll give you Let me count the ways
Audience: %onderful
Jay: #kay First thing you do is+it doesn&t matter what business you&re in. First
you obviously look on the internet and you look at some web pages, what (
always do is, somebody we pay a little bit more than minimum wage, get every
legitimate looking web page and their goal is to fnd things that have statistics
comparability, case studies and print everyone out and then basically assemble
for me -he ne>t thing is to go to any association and see what they&ve got
available -he ne>t is to go to Ama,on and see what books there are available,
the ne>t is to go to clipping service and see what&s available, the ne>t is to go to
other people who are not competitive with them and see if they&ve got anything
-he ne>t is to look at competitors marketing that might have it in there and
normally you don&t have to go much further than that
Ma%%: )ut one thing you should be aware (t&s a dynamic situation -hings
change over a period of months #ne of the most interesting parts of direct
marketing, direct response is something that worked three months ago might not
work at all today and it can Iip around @ou have to keep investigating
*aintings on the wall might be wonderful this year, and might be a total drag
!unclear 2610J"
Jay: Pverything in the world is not, ( mean, very little is constant ( mean you
know, desire for money, for love, for se>, for, you know fear of death, that kind of
stu4 is a constant, but the way people can be impacted changes and if you learn
that this works tremendously well, the reality of it is combined in the
kaleidoscopically uni'ue application that is your market approach or strategic
marketing approach (t may bond -hat&s why you have to test it
Ma%%: Jay couldn&t have sold the mastermind seminar between M<
Jay: ( couldn&t sell anything
Ma%%: @eah, you ?ust !unclear 221C6 track G" marketing lab, you did the internet
thing %e did a lot of stu4, but you weren&t always happy with, because you
have such grandiose e>pectations but he couldn&t have !unclear 2210M track G" it
all because the market climate was such that people didn&t believe in a basic
business model -hey believed in putting your stapler on the internet and doing
an (*L
Jay: And money proft wasn&t a relevant thing (t was stickiness, it was visitors, it
was impressions, it was 'uick throughs
Ma%%: And right now, all of a sudden people+Jay
Jay:!Onclear 22162 track G" it&s hilarious, everyone wants me now (&m busier
than (&ve ever been in my life ( got more people because fundamentals the
%arren )u4ets 9chool of business is pretty damn popular
Ma%%: @eah ( mean, you know, people were booing more in )u4et three years
ago, ( mean things change, you have to+that&s the interesting part about the
business @ou can&t stick with anything forever Anything
Jay: )ut you can+it&s a great, great, great guide host, but it&s not a certainty,
Ma%%: Jay&s one of the great historians of direct marketing $e&s been studying
everybody whoever started anything $e has a reservoir in his mind and on his
shelves of everything that was ever done in the whole history of marketing
Jay: (&ve got a lot of stu4, but
Ma%%: %ell ( !unclear 2C1JJ track G" being the point, but he only slightly because
he owns licenses and stu4 that have been out of print for years Bobert called
your letter book for one thing ( mean, and he revived people like John Caples,
anybody heard of John Caples. *robably from Jay, tested advertising methods of
fathers of this+Jay put together+Jay, because techni'ues that maybe out of
fashion this year or this decade are something you should test again from time to
time to see if they&ve come back in and everything goes through a cycles so
that&s ( don&t know if that&s a good answer
Jay: #kay, good, ( bet it helps a little bit
Audience: (t does, thank you
Audience: Jay and Eac, you have to imagine for a second that we&ve kidnapped
your families and we&re holding them hostage
Jay: %hich one. Family number C, family number 0, or family number J
Audience: Pverybody, they&re all
Jay: -he answer&s going to be relevant
Audience: -hey&re all locked up in the back room talking about you
Jay: #kay
Ma%%: -hen they&re all deadS
Jay: #kay
Audience: And your key to get them back is for you to dig deep and e>press to
us the one core mindset or belief or a way of looking at life that if we adapted it
would have to biggest impact on our success
!Audience applauds"
Jay: -hat&s a good 'uestion, good 'uestion And (&ll try to do stream rather than
think about it Can ( give you a composite answer or you want
Audience: 9ure, whatever you think if we took it on, we would make a di4erence
in our life
Jay: -he frst one is from today forward, you don&t interact with anybody if you
can&t make them better o4 because that moment or that hour or that presence
or that meeting or that conversation wouldn&t really make them better o4, it
didn&t add to their 'uality of their life, whether you smile at somebody at the
elevator, whether your stopping to listen to the lonely maid or whether you&re
?ust acknowledging somebody, because that&s the frst thing @ou&re focused on
how and what areas can ( give more value to my clients and you basically don&t
think you know s'uat and you start basically becoming so obsessively almost
fascinated and interested with everything else everyone else outside where you
are is doing and you have the courage and the genuine passion for asking a lot
of people a lot of penetrating 'uestions and not stopping at the frst or the
second or the third level of answer they give you Eac, you&ve got a better one.
Ma%%: Ao sir, but ( can say this A glass in that is that revolves around, well the
life in a business philosophy which is that which doesn&t kill you, makes you
stronger and marketing or business contest there are no failures if you look at it
properly only tests from which you learn something
Jay: -hat&s great Ao test, and if the test is devastating to you you didnHt learn,
you test conservatively at frst because ( don&t care how cocky or competent you,
your partners, your board of directors your banker your husband, wife, supplier is
things don&t always do what you think for the worst and for the better ( mean if (
showed you the stu4 that made us the most amount of money ( wouldn&t have
guessed it (f ( showed you the stu4 that didn&t work that ( loved, you would be
surprised ( couldn&t discriminate, or wouldn&t have taken the, loss on but the
trick is there is no loss if you do it right -here&s no reason to spend $C22,222 if
you can get the same answer for $6222 -here&s no reason to run a full page ad
if you can run a 'uarter or ?ust a headline frst and see if it works and if you do
that, you&ll have a lot of little losses that won&t amount to !unclear 261JG track G"
but when you fnd the winners, you&ll roll them out and make so much money
and when you decide not to be static and do it one time and never do it again
but build and build and build -hat&s how you build a strategic business #kay.
$elpful.
Audience: (t was e>cellent, thank you And your family will be waiting for you
when you
Jay: (&m glad ( can keep paying for the schools
Audience: -his is back to the basics 'uestion for you Jay %e agreed that we
would like to develop your prowess power and unseemingly instant ability to
write copy Can you give us a step by step process so that we can all become Jay
Abraham copyrighter
Jay: @eah, ( can&t, ( can&t, but it&s not going to be something you&re going to do
overnight ( really didn&t get it ( had natural ability but ( didn&t get it until CM<6
or << it&s when ( met :an !unclear 26100 track G" ( was successfully poised but
( didn&t know how ( was doing it ( was working for Pntrepreneur Eaga,ine %e
traded $C6,222 worth of advertising for a day, this guy is charging $C6 grand for
a day back in <G
Ma%%: %hich was a lot of money
Jay: And he was getting+but his credit, he treated like cash $e organi,ed
!unclear 26166 track G" $e basically made me do three things $e gave me a
bibliography in an order, he gave an educational marginal net worth three for the
frst time, he showed me the meaning of business life and e>plained it to me that
the goal was to bring people in and keep moving them along and selling them
and reselling them and he showed me the fnancial dynamics that he had, he
was a mathematician ( used to keep and ( lost it, this incredible proprietory
thing that he did for newsletters and it was like so mind boggling because he
showed me how to do it -his is this
Ma%%: -he progression
Jay: -he $C6 converted to the $JM and it was wonderful )ut he taught me this
$e said, here&s the problem $e said most people buy a book or they hear
somebody tell their principles and they&re not dynamic $e said, read
somebody&s principles frst, he told me who to do, then go back and read their
biography or autobiography to learn the activities they encountered and the
e>periences they !unclear 2<16J track G" to be able to really come up with those
conclusions then if possible see if there&s any other information you can learn
that&s even more global and he started o4 with Claude $opkins which is the most
defnitive book ( have ever read $e said, read scientifc advertising frst and he
said read it 62 times (t&s a little book, it&s toilet reading @ou can read it in C6,
02 minutes and then read it again
Ma%%: (t&s still in print, published by Cranes
Jay: Crane Communication !unclear 2G102 track G" (t&s called something else
too (t&s got another something
Ma%%: !Onclear 2G106 track G"
Jay: @ou can fnd it, but then this was the guy, he was obviously and probably
still is one of the most brilliant marketing scientist that ever lived #kay, so read
his conclusions frst, but don&t stop there -hen read Ey Life (n Advertising which
is the guy&s autobiography that tells every ma?or e>perience, the lesson he
learned and the action and the implication he took from it 9o ( learned how to
do it -hen he said, read, -aken At -he Flood which is the life story of Albert
Lasker who was the man he worked for so you see conte>tually what was going
on in a bigger scope and that was the model ( translate ( think almost intuitively
to everything (t&s like you&ll learn+if ( had the time and (&d say, how many of you
are really good salesmen or women and (&d bring 62 of you up here and (&d ask
you a 'uestion and (&d say, tell me frst of all what your selling strategy is, then
(&d say, tell me how you learned it, then (&ll tell you, what inIuenced you there,
then (&d say, what were the origins of that in your life, before you did it -hen go
back to your history and (&d keep going, ( keep going, what is the word (&m
looking for Eac.
Ma%%: =lobali,ing, ( guess (&d say globali,ing
Jay: And ( think you&ve got to do that 9o here&s how, (Hll give
Ma%%: Chunking up
Jay: !unclear 2M162 track G" frst of all, start monitoring ads that repeat !unclear
2M166 track G" direct response (f you see an as that runs week in and week in
and out and a lot of publications, tear it out and take it home Ask all of your
friends and all of your colleagues and coworkers to do the same %hen you start
getting direct mail, start saving all of it, but throwing away mail, you don&t get
more than once :o you agree.
Ma%%: @eah, there&s one copy and you take it for granted @ou have to get some
direct selling e>perience
Jay: @eah, ( did, ( mean, get a book on direct selling (f you can take half a day, a
week o4, go get a ?ob on commission selling something that re'uires developing
selling skills =et educated by an
Ma%%: :oing network marketing thing it&s easy and
Jay: @ou&ve got to be able to+( sold door to door ( sold business door to door (
sold on the phone ( had to learn that ( was re?ected ( had to learn how to over
come it, had to muster up the energy
Ma%%: %hat the dialogue is like
Jay: $ow to envision that person $ow to conceive of every conceivable verbal,
non+verbal e>plicit, implicit ob?ection, thought, what was going on in their mind
until and unless you do that, you won&t be great, really, don&t you think.
Ma%%: -here&s what+direct marketing, direct response advertising is a dialogue, a
silent dialogue, not a monologue with your prospect, with your customer and you
have to anticipate how they&re reacting in the process of dynamic Iow, your
copy (f you don&t have a sense how people really react when you sell them stu4,
your copy will be academic and miss the point (t&ll be, if you study ?ust direct
market advertising, it&ll be your copy will sound like a history of direct marketing
museum @ou have to make it interactive in a live sense @ou have a+you&re
talking even though you may print million of them and put something on the
web, you&re still talking one on one with someone
Jay:!unclear C0126 track G"
Ma%%: (t&s a human+it&s a fundamental human transaction and one at a time
Jay: (f you print a million newspapers or if you run it on a -K station that is
watched by C2 million people one person at a time, you&re talking to one person,
anyhow
Audience: -hank you
Jay: you&re welcome
Audience: Jay, can you shed some light on ma>imi,ing opportunities from
consumer e>hibition %e are a retail company and we&ve got wedding e>hibition
coming up
Jay: %hat kind of+is e>hibition like a trade show.
Audience: Ao, direct for consumers
Jay: 9o would it be like
Ma%%: $e&s talking about, he&s thinking about a specifc trade show in London,
right.
Jay: %hich one.
Audience: (t&s
Ma%%: A bridal trade show
Audience: )ridal trade, not a bridal e>hibition, consumers,
Jay: 9ure, sure, ( can
Ma%%: C0,222 people
Jay: C0,222 people #kay, well the frst thing is you need a preempt, (&ll give you
three things to do First thing is you need a preemptive sign, a big sign that
doesn&t have your name but has the biggest pay o4 they can e>pect to get for
visiting your booth At the booth, underneath, you need bulleted benefts, sub+
benefts and advantages -hird, you need to be able to say something so
powerful in C6 or 02 seconds or less that it galvani,es that, would you like your
wedding
Ma%%: %hat if it&s in a C0 story building with separate rooms rather than a show
room Ioor
Jay: (s that what it is.
Audience: @es, but
Jay: *eople are going to walk through all these rooms.
Ma%%: =ee, (t was ?ust a wild guess
Audience: -hey will
Jay: Ao, ( don&t know ( mean it&s like ( don&t vision what it&s going to be like 9o
you&re going to go up and down the stairs
Ma%%: (t&ll be like selling in a hotel room to room
Jay: #h really
Ma%%: @eah
Jay: And individuals will come.
Ma%%: @eah -hat&s what he sells
Jay: Are these individuals consumers.
Audience: @es
Jay: -hat&s a weird consumer show
Ma%%: ( know (t really is @eah
Jay: Are you sure.
Audience6: @es, we&ve done this before and they go up to the top Ioor
Jay: @our attending, are you putting it on or
Ma%%: Ao they&re e>hibiting
Audience: P>hibiting
Jay: #kay, so can you bring models, can you hire models that are really
attractive in white dresses and men in black tu>edos to walk up and down and
have signs on their back.
Ma%%: $and out, visit our
Jay: -hat&s number one, number two, can you have a wedding in process, like
you can have fun ones going on, ( mean weddings every hour on the hour but
run
Ma%%: -hat&s a terrifc idea
Jay: Let me think of some more Can you go to everybody else that has a booth
there that is not competitors to your and make a deal with them if they tell
everyone to go to yours also that everyone that goes there, you&ll give them
something like that, can you, this reminds me of Bo>anne, the movies, remember
9teve Eartin when he was listing the whole list of ways you could better insult
his nose
!Audience laughs"
Jay: Let&s see, what else can we do Eac here.
Ma%%: ( think that+the issue comes is that how do you make people+you have to
drawing of a sweepstakes so that you keep people, if there are so many rooms
and so many shows
Jay: -here&s got to be neater than most people give away (t&s got to be neater
than what most people give away @ou go to the owner of the whole thing and
you pay a premium to put a special sign like preemptive, like draping in front of
the whole building saying register for a complete wedding for you, your whole
family, all accommodation, ( mean, what are you selling, what&s the product.
-his is not a universal+uni'ue one %hat do you sell them.
Audience: %edding clothes
Jay: At what price point.
Audience: About C222 to 0222 pounds
Jay: #kay, and if you do really well, how many will you sell
Audience: ( think it&s follow up afterwards because
Jay: yeah but how many will you sell if it works out.
Audience: (f it works out, we might sell 022,22 to J22,222 pounds
Jay: And what will you make on that.
Audience: C22,222 pounds
Jay: #kay, only C22, really.
Audience: Eaybe more C62
Jay: 9ure.
Audience: :epends how many we can !unclear C610; track G"
Jay: @ou know the ta> authorities aren&t listening %ell you could probably, (
mean, if you know that there&s that much at stake, you might be able to go out
and negotiate with a hotel that normally charges let&s say $622, we get the time
of the year that they&ll do it for $C22 A lot of di4erent things, put a package a
gift together so di4erent it blows the mind of everything else and then pay a
premium to the promoter to have a preemptive sign there and then pay a
premium, pay a rental rate your talking about what does the booth cost.
Audience: About G222 pounds
Jay: $G222, how many booths will be there.
Audience: ( think about C62 e>hibitions
Jay: $ow many of those C62 will be competitive to you.
Audience: About J2
Jay: J2, so C02 won&t, right. #kay C02 won&t @ou have men&s clothes or
women&s clothes.
Audience: )oth
Jay: #kay 9o C02 don&t have that, if you gave them C02 times $022 is what.
Ma%%: it&s 0;,222
Jay: 0;,222 or 0,;22
Ma%%: -housand
Jay: %hat is your budget for the whole event
Audience: ( think 02,222
Jay: #kay would you be willing to spend J2.
Audience: #kay
Jay: #kay, you know what, then give me C2 grand right nowS
!Audience laughs"
Jay: 9o, what would happen if you went to those C02 people and you said, ( want
to write you a check for everything you paid for this booth ( think we can do it if
you refer enough people to us $ere&s a check right now as advance for 022
pounds and here&s a sign we want to rent and put up $ere&s the things you give
them and you work out something like that Eac help me here
Ma%: ( think your idea of getting prime position by going to the promoter of the
show by paying e>tra is actually probably the most powerful thing you sell
Jay: :id that help a little bit.
Audience:-hank you very much
!andm s,ea"er: (&ve got a weird
Jay: you&re welcome And try fortune cookies
!andm s,ea"er: ( got oneno, no, two years ago we started getting a bunch
of phone calls out of the blue from brides and we thought well why would brides
call us. %e started sending out catalogs to brides and so we asked, why are you
calling us and two year ago, Eartha 9tewart in her maga,ine before she became
a criminal
Ma%%: 9he&s a pre+criminal, she&s not a criminal yet
Audience: )efore she, you know, whatever, she said in her catalog a great idea (
think for a brides is the idea of customi,ing fortune cookies and giving them out
as table favors because you want to be non trendy 9o we had tons of brides
start calling us and then it continuous, about 02D of my business actually from
brides and so what they do is coordinate instead of giving out chocolates which
every bride in the world gives out, they customi,e and put their wedding colors,
so if they&re having a pink or a purple wedding, that&s great, they use, a pink and
a purple and like they break up the fortunes and are like on my side ( have a ton
of wedding fortunes that brides have done, like they break it open and one
fortune says, a$e loves, he loves me not, he loves me, we tied the knot 9haron
and :ave CMMM,b you know whatever your, so maybe and idea, this is a weird
idea, not to get you to use me, but maybe you go to the promoter, you say, will
you give these out, (&ll give them out to everybody and so it&s a nice little theme
for the show on one side it promotes whatever the promoter wants to do on the
Iip side, maybe it drives them to your booth for something, ( don&t know
Ma%%: @eah, that&s great -hink out of the bo>
Audience: Jay, my, sorry, Eac my 'uestion is
Ma%%: -hat&s right, Jay&s here in spirit
Audience: #h, Jay&s in spirit, well that&s great First ( have to tell you all my
original 'uestion was and (&m sure you&ll identify with it, it is Jay, if there&s one
more thing that, and of course you all know what happened is that somebody
else asked the 'uestion frst 9o ( related this to one of my passions which is
martial arts -he typical martial artist debate is my ?udo beats your tai chi or my
karate beats you tae kwon do and they get into this argument about one having
intrinsic value over another right without really addressing
Ma%%: 9ounds like a !unclear 02160 " event to me
Audience: Bight, so in a situation where the concept is right and someone&s
o4ered !unclear 0C120 track G" the other guy said he was holding Jay&s family
hostage and the position that ( had was good, because ( was going to deliver that
'uestion last in line, it was going to be the last 'uestion of the night, you know
get a big laugh and you know, be appropriate, the last big thing Eastermind to
mastermind, how do you address that situation if you&ve got a client who has
been pitched on the strategy of preeminence, how do you compete against the
strategy of preeminence.
Ma%%: %ell, ( would go low -hat&s a high card ( would play a low card ( would
say, is that what you want, preeminence. :o you want sales. (&ll get you sales
(&ll get you profts, ( mean ( wouldn&t try to trump preeminence and !unclear
00122 track G" super preeminence (&d go practical, ( mean, but that&s ?ust a sales
instinct that&s not a, (&m not sure that fts your philosophy )ut you can go high
or go low, it&s an interesting game, you can go anyway you want
Audience: -hanks Eac
Ma%%: 9ure ( don&t know if that&s a satisfactory+(&ll ask Jay again
Audience: Eac, how would you address the 'uestion if a person has the ability
to earn a lot of money, their poise to earn that money, but they don&t feel like
they deserve the money, whether it&s after they&ve earned it to keep it for
themselves, or the value on their service, they don&t feel it&s even worth paying
for $ow would you help a person develop the confdence to earn the money, the
worth to keep the money and to use the money
Ma%%: Eost fascinating 'uestion First thing ( have to ask is why do you care.
Are you talking about yourself.
Audience: @es
Ma%%: #kay, because otherwise, it&s
Audience: And actually in the martial arts, it&s probably one of the most
common challenges that (&ve heard
Mac: -hat&s a wonderful 'uestion ( think that you at some point have to go out
and say that the course that you&ve chosen on the money does not have great
energy for you in it ( think you have to be an energy hawk and maybe if you say
that, it isn&t right for you ( mean, ( wouldn&t go against that, there&s something,
you know, is money the motivator, fnd something that has the karmic payo4
that you want that may or may not have the money %hy force yourself to do it
Life&s short Follow your energy, follow you ?oy ( don&t see why you need to
make yourself do the money unless you have a strong debt to someone and that
maybe enough of the motivator ( don&t think you should force yourself
Audience: (t&s not so much as forcing it, it&s the concept of
Mac: Confdence.
Audience: @eah, ( think that&s what it is
Mac: )ut what+self worth.
Audience: @eah
Mac: you know, ( have a feeling it&s not+that maybe the case ( suppose the
most powerful thing is to e>amine your soul and fnd something you want that
that success will buy, something that is satisfying to you that that success will
buy maybe you want to start a foundation for autistic children, ( don& t know, but
if there&s something beyond that that is something that you can only get by
going through that path, ( think that might dissolve of the self confdence or
motivation issues, because ( don&t think self confdence e>ists in isolation ( think
that&s+it&s a motivational 'uestion rather than a sheer confdence 'uestion
Confdence you build by going on and taking on a series of tasks and proving
your competence to yourself, but ( think you&re talking about something else, so
that&s the course that ( would suggest
Audience: (f ( can direct the 'uestion to Jay
Mac: Jay this is a very interesting 'uestion he asked
Jay: %hat&s it.
Mac: @ou mind restating it.
Audience8: 9ure (n regards to feeling a sense of worth, feeling worthy of
receiving the money once it&s been made or knowing the ability+having the
ability to earn the money, but stopping yourself or once the money has been
made, to not feel deserving of having that money $ow do you overcome that.
And why do you feel that you deserve to get paid.
Jay: #kay, that&s a great 'uestion %ell (&ll tell you my answer and again, (&ve
never thought about it, so (&ll give you a pretty sort of a stream of consciousness
answer ( feel like ( receive compensation forVafter and only by making people&s
businesses and personal lives so much better ( don&t ?ust feel it, ( know it,
because ( have taken the time to analy,e and measure and assess the value (
give and when ( saw that it was not ade'uate, ( think Eac will honestly say+then (
stopped it, didn&t ( #r ( improved it or ( made it up Aow (&m not perfect (&ve
failed to do this but ( feel very good ( know with certainty frankly that everyone
in this room and everyone who&s left if they would have gone through any of
those home study, ( mean those preparatory stu4 and they would&ve watched+it
would be impossible if they signed up early enough for them not to have already
made more than it cost ( know that if you go through even ?ust the very
wonderful workbook that we created for you because ( took it from materials we
sell for $C2,222 that it&s impossible for you not to do (f you know that what you
do+if you don&t know what you do, the frst thing you&ve got to do is immediately
go home pick out the best most recurring or highest paid satisfed client you&ve
got or patients and get him on the phone and say, ( want to ask you some
'uestions that ( don&t think anyone&s ever asked you (t&s about your relationship
with me, it&s about the service or products you get, it&s about the impact it has
made and would you answer me if this isn&t good, can ( do it in the ne>t hour or
so, and you call him up and then you say, here&s the 'uestion, frst of all, a:o we
make a di4erence of any kind to you.b and they going to say yes or no and if you
say, ( want you to be honest (t maybe is ?ust a convenience if they yes+is your
business is better o4 because we&re in it 9o, how, why, what have we done
that&s been, what do you fnd most valuable. %hat&s the impact been. $ow has
it helped you in anyway that can be measurable fnancially, psychically, has it
saved you money, has it made you money, has it made people stay that cost you
money to replace and we can 'uantify that @ou start stretching so you do it for
your reasons, this is a killer, it makes them appreciate you more, it makes you
appreciate you more, do you understand that.
Audience8: Absolutely
Jay: And you record it and you transcribe it and you listen to it and you read it
and you disseminate it and you say look at what we do %hen we choose right
and we render, serve right, we help increase people&s productivity 02D %e keep
people, we keep two thirds the people leaving !unclear 0M126 track G" and that
saves them $C22,222 a year and you calculate too %hen they answer a
'uestion, you e>trapolate (&m being a little bit abstract, is it too confusing Eac.
Mac: Ao, no ( think that&s, ( have+but if you go through everything that Jay talks,
which is a rational proof to yourself
Jay: @ou&ve got to prove that you have value
Mac: )ut if you go beyond that, ( ?ust thought of a great book that a friend of my
mother&s wrote, it maybe out of print but it would be worth while !unclear 0M1J2
track G" chasing down (t was called Fear #f 9uccess by :r Leon -ec -ec with a,
he was $ungarian, it had one of those !unclear 0M1;2 track G" marks on it, (&m
not sure what it&s called and !unclear 0M1;; track G" languages, but it&s a great
little book $e&s a very cultivated man and musician and a psychiatrist too, was
a very insightful and practical and funny guy 9o if you need to go beyond what
Jay+the practical proof to yourself, he discusses some of the issues that maybe
holding one back which usually are engrained fear of disapproval for success
within a family set up @ou may lose love, because you&re successful beyond the
e>pectations or wants of your people, of signifcant value in your intimate
setting 9o it&s an interesting book, if you want to go touchy feely
Audience8: -hank you, you ?ust made 6222 miles and $6222 worth it -hank
you
Andy: Jay, can ( add one piece to that. Eac.
Jay: *lease do
Andy: #kay, over here
Jay: Andy, please
Andy: #ne of the things that ( notice with salespeople is they start to get a level
of success and ( hear them say things like (&m making more money than my
parents ever made and they start to feel guilty about it 9o ?ust pay attention to
are you becoming more successful than you ever thought you could be and one
of the speaker, ( think it was Eark Kictor $anson yesterday said, pick worthy
goals and so one of the things that ( fnd help people is fnd a fantasy that you
want to make become real and go make it become real or if you&re going to pick
a worthy goal, fnd something like a couple of weeks ago ( was in Cambodia and
there was a hospital there that for ?ust a little bit of money you could save the
lives of like 062 children #kay, so take a little money and send some money, so
more than ?ust pick a goal, go somewhere and actually see it action and you&ll
fnd that sharing the wealth is a pretty worthy cause
Jay: @ou know, couple of other things -his is how important that (&ll deal with it
a little more (&ve give you a couple of other and ( think we all sort of give all of it
di4erently ( believe you really get into this concept of seeing the higher cause
or purpose of what you&re doing being much di4erent than making money,
number one and then you&ve got to achieve it to really fulfll your life&s purpose
Aumber two, you start living in the transactional future of when your product or
services are at work in somebodyHs life, number three, you take the time, go to
people, go to your clients, get to know them, it&s very e>citing =o to your
clients, meet them, go meet the people that are using them, ( mean, ( had a
client who was an attorney once, remember 9heldon !unclear J010M track G" from
the protege.
Mac: @es
Jay: $e was this killer brilliant personal in?ury attorney, he only did medical
malpractice, he wouldn&t even take a client until he would go and live with them
for at least three solid days and make sure he really respected them and he felt
that he learned their life, he appreciated how they&d been harmed, hurt and he
was really, he emerged himself %e had another guy who was a criminal
attorney ( ask him how in the world he could do it, he said, ( will not take anyone
one ( can&t fnd something that ( really like about $e may have raped pillaged
and plundered, but he loved his mother and it may sound funny but he would
fnd something @ou&ve got to fnd something that connects you at a deeper level
than ?ust monitory @ou&ve got to reali,e you&ve got this driving goal to protect to
enrich, to enhance ( ?ust think that&s really and you&ve got to love people
@ou&ve got to love people and probably the other thing is you can&t take it too
serious @ou&ve got to have fun @ou&ve got to do what&s moral,what&s ethical,
what&s e'uitable what&s right, but you don&t have to do what everybody else
does @ou&re not ?udged by anybody but yourself and whoever, whatever higher
you know whatever you believe in ( think Eac, don&t you.
Mac: @eah ( ?ust thought of another set
Jay Abraham Mastermind Marketing 34
Audience: money in every month 9o he feels that he doesn&t deserve
that much ( asked him, 5%hat do you do at ()E.b$e is in charge of
something related to power ( say, a*robably you are really good at what
you do,5 because he is very good with people $e does his ?ob really well,
he is good at his ?ob ( ask him, 5(f nobody did that ?ob, what would
happen. $ow much damage would it cost ()E.5 $e says, 5-hat&s a lot5 9o
what would happen to your clients if they donHt use your service. @our
focus is that you are valuable for your clients %hat would happen if they
don&t get it.
+,ea"er: -he other thing is you could ?ust hang out with some base+ball
players, they donHt have any trouble getting paid big bucks for doing
nothing
Audience: -his is related to what he asked you, ?ust two little 'uick
things which will helped because ( had ma?or money issues too7 big time,
for years -here were two things that really helped me a lot #ne is seeing
myself as a waterfall7 that energy is coming through me (t doesn&t matter
whether itHs monetary energy As long as it&s Iowing outward, ( donHt have
to even hold on it (f people have issues with holding on to money, then let
it Iow through you @ou can look at it that way Another trick ( did too was,
that looking at instead of as money, ?ust looking at it ?ust as a number
%hat ( did is, when ( get email from my merchant account batch every
day, ?ust say, a#kay, well it&s C622 a day #kay ( want to be 0222
tomorrow, 0622 the ne>t day and then J222, ;222 and then 6222b
Looking at it as a daily thing because there was a number that was
coming into me every day and ( could ?ust detach that it was even money
and look at it as a number and a goal and it turned it into a game
Audience: %e are a disaster restoration contractor %e are up in
Aorthern California %e do a lot of commercial work and we are pretty
strong regional player Eost of our work, obviously comes from the
insurance companies %e are calling on the large insurance companies
now $ow do we reposition ourselves against our national competitors who
are going to those guys and saying, a%e are a one+stop shop
/unclear2212010CCM35
+,ea"er: :o you o4er the same array of services.
Audience: @es absolutely
Jay: %hat&s the 'uestion.
Audience: %e compete with them, pound for pound $ow do we
reposition when we go into calling these corporations because their O9*
is
+,ea"er: Are you priced e'uivalently.
Audience: *rice is e'uivalent
+,ea"er: (s that your choice or not.
Audience: @es
+,ea"er: 9ervice delivery is actually the same.
Audience: (t&s the same or better
:ues%in: @ours is or theirs.
Audience: #urs
+,ea"er: @ou are saying, because of their branding, they get the work.
Audience: 6 am saying, because of the consolidation, some of these
insurance companies would rather deal with ?ust one company that can go
national -hat way they can deal with them in Nentucky, Aew @ork,
California
+,ea"er: (nsurance companies are not all the same )ut they are also
simple organisms -hey have basically one set of stimulus response -hey
respond for all practical purposes, if you cut them the price
Jay: )ut also, be pragmatic 9tart with who wouldn&t (f almost all of them
would rather deal with the national one and there are a hundred insurance
companies (f most means G2 then fgure out the 02 who wouldn&t, then
start there frst of all
+,ea"er: Can you o4er a set of services that will save them money For
instance we had a dryer fre in my house -he insurance company had a
rapid response team that came in and did an immediate smoke
remediation -hey didn&t even ask for underwriting or anything, they ?ust
came in and did it ( think it probably saves them tremendous money
waiting for somebody to come in and do the thorough ?ob Could you be
'uicker to the mark.
Audience: ( donHt think we can be any 'uicker
Jay: Can you add certain services that are highly proftable, that most
insurance companies would have to pay for and make yourself a
proprietary. (f everyone is the same but there are three di4erent other
services they have gotZwhat&s a typical ?ob si,e.
Audience: (t can come out $62,222
Jay: $62,222 %hat is the proft.
Audience: ;6D =*
Jay: 9o you are making about 06,222 %hat else do they do before, during
or after what you are doing. %hat don&t you do that has to be done either
before, after or during. %hat don&t you do that transpires around the
service. @ou do these services but you donHt other services that go along
with, after before + what are they.
Audience: Eaybe, consulting
Jay: %hat kind of consulting.
Audience: :isaster planning
+,ea"er: #kay, what if you had a disaster consultant that was worth
$C2,222 and on every call they got up $C2,222 worth of disaster
consulting free
+,ea"er: -he obvious thing is, establish better rapport :o you even buy
them lunch.
Jay: $ow many insurance companies are there in Aorthern California you
could deal with.
Audience: *robably, J6 tops
Jay: Are those J6 do you know the decision makers in each one.
Audience: Ao
Jay1 (n trying to get an answer, we are being a little bit surreal because
you came to us for help ( was talking to a dentist %hen ( address a bunch
of dentists about four weeks ago ( was supposed to give them my three
way and they besieged me to work on two things =etting more referrals
because the referrals were down ;2D on average and getting more
people to go forward with their cases -he frst thing ( said was, 5:o you
have a referral program at all, in place.5 -hey said, 5Ao,5 ( said, 5-hen get
one5 Ae>t 'uestion First thing, is to fgure out who they are -hen
contact them +
+,ea"er: Contact them and ask them, what&s not getting done right
Jay: Bemember what Jackie $all said 9ay, a%hat did they do to get your
business that we didn&t. ( am not saying get every business but will you
help me maybe get some other business from another person&s
competitor ( want to learnb %hat would you say we need to do to get
your business in the future. Aot ?ust price7 what services, whatHs your
biggest frustration with whomever, what the perfect disaster service look
would like %hat other services are there, packed in for free, and would
?ust be to die for @ou think that wouldn&t help really.
Audience: Ao, itHs good, -hanks
Audience: First ( want to thank you for changing everybody&s lives here, (
think (t&s been incredible
Jay: #h, you are very welcome ( thank you guys for sticking it out ( am
sorry that it&s two o clock but for one day in your life7 it&s not a big deal (t
will pay such compound dividends and ( am so proud of all of you and (
suspect, M2D of the people that aren&t here, is not they retreated to their
room, they had to drive home ( appreciate you on tape, when you get
these, we are very impressed with all of you
Audience: ( know you can do G6 hours and you have done a lot less than
that 9o once we leave here, what are we still going to be missing and
what should we be looking for.
Jay: Pverything that you are missing will pick up on the conference call
$ere&s what we are going to do ( am going to give you an easy way to
build a strategy -hen on the frst conference call, we are going to
hopefully + get the tapes by January the C6th (f ( were you, ( would really
make a concerted schedule on your calendar over probably7 maybe not
three days (t would be killer if you said to your spouse or your signifcant
other, alright ( am taking o4you canHt a4ord three days, given it&s a
weekend7 take o4 half a day or whatever you can, go in early and listen to
it in big chunks $ave your pen and your pad, your previous pad in hand
Eake lots of dual things + connections and 'uestions -here&s going to be
tons of new 'uestions, new issues, new thoughts that you are going to
have, that you didn&t have before (f you can submit them in advance to
Carl or Bick and ( could sort them7 most universal most uni'ue + it will be a
lot more productive (Hll knock all of those out and depending on what we
get covered in the ne>t half an hour7 ( may or may not go into more
strategy building with you -hen, we&ll fgure together what you didn&t get,
because you&ll know @ou will listen7 you&ll compare it to whatever the
promise was (f we are short on something, we&ll use the calls to do that
-he good news is you haven&t begun to meet the kind of people ( have, as
e>pert friends, have they Eac.
Mac: Ao
Jay: 9o what (Hll ( have to do is fgure out what ( or the e>perts havenHt
given you or what you still need or what new breakthroughs ( have
reali,ed or have come to me, because ( have all kinds of e>perts
constantly coming to me ( have the ability to do some nice things for
them so ( can get them unhedgingly, not trying to sell you a darn thing, to
get on the phone and let you pick their minds clear and since you donHt
know necessarily the best 'uestions to ask, youHll have me advocating for
you (f ( hammer them in and push them and ethically bribe and tell them
what a cute guy he is or what a beautiful tie he&s got, ( can get Eat Boss
also on some of the calls, what do you think.
Ma%: @ou mean ( can keep the tie.
Jay: (f you really want it to, sure @ou&ll give me L and A %e&ll should have
peer confrmation where many of you will have gone out (n that two or
three weeks, before you have our frst call, you&ll take in, what (&ll teach
you to do with your strategy here @ou will have found couple of easy,
'uick, very low e4ort, low risk, and low cost ways to try it @ou&ll have
validation that you will share ?ust like the 620 case studies you will read
when you get home @ou will share it on that frst call and that will inspire
the others of you and you will still be able to be in the mindset of being
open, intimate and vulnerable @ou will be willing, if you donHt get it or if
you are afraid to take action or if you took an action and didn&t get stellar
result7 to be candid and honest enough to say so Pither ( will help you
through it or more hopefully your peers will, who have already done it
%e&ll keep doing that, and doing that, and doing that, and doing that until,
a year is gone, does that make sense.
Audience: ( was wondering, has anybody heard of the book, &9cience of
getting rich.&
Jay: %ho is it by.
Audience: -he science of getting rich, it&s by %allis %attles (t was
written about M2 years ago
Jay: (s it really great.
Audience: its 62 pages long
Jay: Can you summari,e it, in case we canHt fnd it.
Audience: (t talks about how to bring + it&s bringing out of substance
using a certain way of thinking
Jay: like manifesting something.
Audience: @eah, manifestation + it&s a certain way of thinking that is
connected to being poor and a certain way of thinking that is connected to
being rich (t doesn&t really have to do how much you have got in your
pocket, because there are poor communities that have relatively +
Jay: -o understand something, (&d interrupt you for a minute %ealth +
true, pure, real wealth has denominated in so many bigger areas than
fnancial @ou need money to pay your bills @ou need money to gauge, (
guess, some measure of your commercial success -rue wealth is
denominated in many forms, as you&d hopefully have gotten the
opportunity to understand, demonstrate it and reconsider7 in this
environment %hen you reali,e what true wealth means + ( was telling
someone Eac, and (Hll tell you guys this too ( made more money when (
was younger, not because ( wanted to make money but because ( was
obsessed with seeing businesses be all they could be, sounds like the
marines, get all they could, impact all they should and really reach their
fullest potential ( went through a divorce and ( had a seven fgure
overhead ( tried to do everything to make money and ( did very, very
poorly because ( was obsessed with making money ( then decided, screw
that, ( am not having any fun anyhow ( am going to fnd people ( like and
purposes that really make me feel like ( have made a di4erence7 ( am not
going to deviate from that and ( am not going to please everybody All of a
sudden ( gained enormous psychic wealth and guess what, with it, as a
wonderful une>pected by+product Ey fnancial wealth grew ( donHt know
what your book says but +
Audience: (t&s a small book (t&s kind of a recommended reading on my
website
Jay: %here can you get it.
Audience: @ou can get it at scienceofgettingrichcom
Jay: #kay, so somebody&s reprinted it, that&s good
Audience: -here&s a little forum as well -he reason ( have mentioned is
because it&s an issue of worthiness (t talks not only about the science of
getting rich but what the attitude, we need to have, in regards to money (
am not sure if this is in the book but my concept of being wealthy is a
sense of not being in the state of lack 9o even if you have a million
dollars, if you feel you have not enough, then you are still poor )ut if you
have ?ust fve cents in your pocket and you feel you have enough7 then
you are rich
Jay: -hank you, ( was reminded with the 'uote ( started with + two days
ago, about7 it&s not are you worthy of the goal, its if the goal is worthy of
you. -he goal is whether you can do so much more and you can&t reali,e
that + @ou have to do more :o you want to let a lot of other generic
competitors to serve, steal productivity, proftability, protection,
en?oyment from people because they under+serve, undervalue, under+
contribute to them :o you want to let that happen. Are you amoral
enough to let that kind of an atrocity happen to well deserving, trusting
people. @ou can&t %hat&s wrong with being rewarded after that, nothing
)ut the reward is the bonus7 (tHs not, in my opinion the goal :on&t you
think.
Audience: ( ?ust wanted to share the benefts of a few thousand dollar
research ( did with this group of diehard+success entrepreneurs (t has to
do with copywriting -he gentlemen asked earlier and Eac gave e>cellent
answers to it -he reasons ( got back up here is because, almost
everything that Jay talks about7 you talk about leverage (f you can write
good copy, you can fnd someone and ?udge it7 it shows e>ponential
results $ow many people in here would really like to learn to write better
copy, which might be benefcial for them. Just so ( know if ( am wasting
your time ( spend about four thousand dollars this summer buying all the
courses ( could and trying them out to fnd the one that really understood
at a deeper level ( read Claude C $opkins :o everything that Jay says (s
it appropriate for me to recommend a specifc course here, now or should (
have them come see me at my table
Jay: %ho is it by.
Audience: Eichaels Easterson&s course :o you know it.
Jay: ( donHt know it (s it a good course.
Audience: (t&s very good (t&s a home study course
Jay: ( really respect that somebody came up to me and said, ( want some
help but can ( send my book for criti'ue, ( donHt want to sell it to anybody
-he intent of all this is to contribute, not to mine the wallets of one
another ( am not saying that&s what your purpose is ( have no problem
with that For you it&s the best thing to do For you itHs very purposeful (
encourage everybody to investigate, e>amine and check it out Also, one
of the things /unclear 2212J1;;0M3 didn&t talk enough on + he&s wildly
incredible on due diligence
Mac: $e needs to be
Jay: -he point is, he really is ( watched him do some incredible things and
he taught me how he looks at deals
Mac: =ood
Jay: @ou guys should look carefully at everything, including books and
things that you read
Audience: 9o should ( tell them what the course is.
Jay: Ao not right now
Audience: #k
!ic": $i Jay, my name is Bick ( am a success coach and ( deal with
anywhere from people that are professional AA9CAB champion drivers, all
the way to the brilliant minds in $ollywood Ey 'uestion to you is this (
was hoping to hear something about people that invent products and they
patent them ( have a client right now whose biggest problem is that he
has great stu4 but his biggest fear is he doesn&t want to spend half a
million dollars on patenting something
Mac: %hy doesnHt he do it himself. -he O9 patent o8ce has a great
online presence @ou ?ust go to O9 patent o8ce, click on it and its self
guided, it will take you through it
!ic": Ao, the 'uestion is -hank you for your input but the 'uestion is that
he&s biggest fear is to invest all that money, or go through that process
and have a Ee-oo company come and create his product.
Mac: (f a Ee-oo company comes and creates his productVprocess and he
has it patented, they will all give him a lot of money -hat&s what patent
means (f he gets the patent he has the rights to e>ploitation of that
product (f he is afraid of being knocked o4 he should fnd himself a good
lawyer but thatHs the process $e maybe doesn&t have to spend his half a
million dollar
!ic": $e thinks there will be a Ee-oo company based on +
Jay: $e&s not going to do anything.
Mac: Life is inherently risky
Jay: A lot of time the frst one in isn&t necessarily the one that wins, so
what, if he hedges his bet, does his services himself, what&s the downside
(f he doesn&t want to do, he can Iip it $e can get it registered and go out
and sell it7 ?oint venture Osually, mostly people donHt look analytically and
pragmatically enough (n the world today7 Onited 9tates, Aorth America,
-he %estern Continent, all the way to you+name+it, there are a8rmatively
so many companies that need works from you and what you or your client
has got @ou ?ust have to fnd them out and present it in a way that they
see it as the solution to their problem Bemember what ( read in the
strategy pre+eminence. %hat you are really saying is, this person is so
afraid of being knocked o4 he wonHt even try
Mac: :oes he even know it&s a patent application process $as he
e>plored what&s patentable and what&s not.
Jay: :id you understand how he can protect it. Eaybe some of his patents
aren&t that original $e should go for it and fnd out, shouldn&t he.
!ic": ( absolutely agree
Jay: %ell thereHs your concept
!ic": #kay thank you
Lauren: =ood morning, everyone Ey name is Lauren ( am actually a
high school student ( am seventeen years old
Jay: Are you having fun.
Lauren: #h, very interesting
Jay: From where.
Lauren: Algrove, California near 9acramento
Jay: =ood deal
Lauren: ( was curious, what ?ob markets should ( get into.
Jay: Let me tell you what ( tell my son ( am going to give you a theoretical
concept $e&s never done it but it&s what ( would do if ( were a seventeen
year old ( would sit down with the @ellow pages ( would cut out the frst
couple of yellow pages that have the descriptions of di4erent kinds of
industries or categories ( would then go online and look up some websites
that describe what those categories do -hen ( would think about myself
and (Hd make a list of, as much as ( know about myself7 what ( am. %hat (
like. %hat are my talents, strengths and weaknesses. -hen ( would
overlay my very superfcial sense of what those kinds of industries were to
see if they seem compatible to the skill sets or the passions that ( have (
would shortlist from ;22 to 06 -hen, ( would get the ma?or @ellow pages
of 06 or J2 ma?or cities (&d fnd ; or 6 companies that look meaningful in
all those cities ( would call up and ask for the name of the owner of the
president #r if it&s a category you decide you want to be, like an architect
or musician, ( would then call and ( would be honest 9o (&d say, 5Ey name
is,5 %hat&s your name.
Lauren: Lauren 9hostrum
Jay: (Hd say, 5( am from,5 where.
Lauren: Algrove, California
Jay: 5%hich is close to,5 where.
Lauren: 9acramento, the capitol state of California
Jay: 5( will never probably be a competitor to you but ( am seventeen (
am on the precipice of my career ( am getting ready in a year to go to
college ( have a lot of choices ( want to not ?ust be strategic but ( want to
be purposeful and fulflled -here are a lot of people ( have observed7 my
father has shared with me him get to being ;2 or 62, building a business
and they are unhappy or in a career which is unfulflling (&d like to
honestly ask you a few 'uestions that might help me make a better career
decision and it&s the kind of thing ( think you&d probably hope that maybe
your son or daughter might either have done or could do if they were in a
situation like this ( will be forever appreciative (f you are kind in giving to
me ( will promise you when ( am in a position to do so, (&ll be too happy to
do it for someone else that ( can pull up that you clearly do5 For most
people, if you do that from the heart, whatever words you use, will say,
5@es, ( have done this for lots of people5 -hen you ask if you could do it
now or could do it later @ou ask them a few 'uestions Aumber #ne, do
you really still like what you do :o you love what you do. :o you love
what you do, more than you love who you do it for %ould you go into it
again if you were doing your life over. %ould you recommend it to young
people as a career. %hat&s the most fulflling and e>citing thing about it
%hat&s the most frustrating and limiting thing about it %hat are the best
attribute, skill sets and character traits to have to make it really
successful. %hat&s the most dangerous ones& they have to make it
miserable. %ho inIuenced you most about this. %hat do you think is the
most important attribute, trait ( have to work on or master in my
education. $ow would you start. Luestions like that @ou do that 06 times
in 02 di4erent industries you have got a hell of start :on&t you think.
Lauren: #h yeah
Jay: :oes that help.
Lauren: $eck yea, -hank you so much
Audience: !Applause"
Jay: Eac, should we tell them the secret )uilding strategy is not that
hard %e are going to build you a strategy really 'uick @ou can do a lot
more -he frst we have got to do is reali,e you have options -hey have a
lot of options, don&t they.
Mac: Eore than they know +
Jay: @ou got to frst of all fgure out what strategy if any you are following
right and why you are doing it -here are numbered 'uestions in the
workbook, aren&t there Bick.
!ic": @es, there are 0; pages of strategy type 'uestions
Jay: First thing you have fgure out, what you are doing, what you are not
doing %hy are you doing it. First you have to fgure out, what now is my
strategy, if anything %hy am ( doing it. (s that not only sensible but is
that the highest and best strategy that ( could be doing @ou can&t answer
that until you start looking at and listing alternative strategies @ou can&t
list strategies till you fgure out what you really want for and from your
business A lot of people will say, 5( want it to be the fastest growing
business7thebiggest business in the world5 (&ll say, 5%hy.5 -hey&ll say,
5%hat do you mean.5 (&ll say, 5Are you doing it for ego, are you doing it for
money, do you want to sell it, do you need power you think.b-hey donHt
know (f you are ?ust doing it for money, why would you want to manage
;22 people if by changing the product mi> or the residual value or getting
better back+ends, you can have one+tenth the number of employees, one+
fourth the amount of inventory, one+twentieth the amount of management
headaches and make the same amount of money :oes this make sense
to you all. @ou have to consider the options, the alternatives, the choices
and the possibilities available -he easiest way to do that, ( think7 ( am
going to tell my idea, you tell me yours, is it okay Eac.
Mac: (f ( have one that&s di4erent than yours
Jay: -hen you start looking at the other options out there (f ( were you, (
would start by doing a bunch of things that are cool @ou can go through
back+pages of things like Forbes A lot of those will tell you what the
strategy of a lot of people are ( would highlight them and type them out (
would go through a list of all of the business models ( could look at and
understand %hat do you think Federal P>press& business model and
strategy is. :o you want to pick up on this. :o you have a di4erent
approach.
Mac: ( am ?ust interested in yours
Jay: ( am looking at some easier ways to start %hat ( do is di4erent (
have my mind so wired ( have so many e>periential possibilities ( go,
cross+reference, look at it, and pass it by a lot of subconscious reference
points and e>periences ( can, )##ES :(A=S #ut comes an answer )ut (
donHt think most people can do that, do you.
Mac: Ao, not the way you do it Ao one can
Jay: ( got a lot of e>periences to draw from %hat ( would do is start from +
Mac: )ut ( do think that there is, after you do the work, at some point the
process will go, ?ust like Jay said @ou will deliver your answer (t won&t be
Jay&s answer but it will be your answer if all your research and sub?ects are
aligned
Jay: 9ay it again, because ( am sorry, ( was making a suggestion
Mac: ( was ?ust saying, that ( think the same process that if they do a part
of that e>ploration and immersion in their options7 at some point their
unconscious system will kick in and will generate
Jay: At this point in your life, you probably wonHt get everyone but as a
group you can share your 02 or J2
Mac: Another thing is, ( think Earc Kictor had a part of this but, ( use a
similar techni'ue when ( worked with someone and ( am stuck on that (
say, 5%hat do you want to do, ?ust tell me, now.5 -ell yourselves, now (f
the reason comes out, not so hot, maybe revaluate it (f it&s a reasonable
plan with a reasonable motivation that can be sustained, then do it @ou
can ad?ust7 you donHt have to stay with it forever
Jay: @ou could change the rules and play the game di4erently anytime
you want Bight now you can change your strategy today and you can
change it tomorrow, change it until you fnd a better one
Mac: -here&s a very interesting principle called the law of re'uisite
variety (t basically, when it all comes down is the person with the most
option wins (f you have a lot of options and you know your options, you
can pick the best course and you will win
Jay: :id ( tell here, that ( did two things back to back :id ( tell the story of
the cubic ,irconium.
Mac: ( don&t know
Jay: :id (.
Audience: Ao
Jay: Let me ?ust give you a di4erence between one strategy and another,
then you can start looking at things ( have two friends )oth of them are
fascinated with cubic ,irconium + synthetic diamonds #ne of them was a
world+class copywriter of massive distinction -he other was a world+class
strategist and was a very discreet guy Copywriter number one, who is
brilliant and renowned sat down and came up with a really cool concept
called the )everly $ills :iamond Company $e had a really great A: $e
ran it in newspapers across the country $e was selling a one carat7 lose
cubic ,irconium for $JM $e was okay $e made about 02D of his money
$e was /unclear 2212210C223 $e basically gave up and got tired because
he made a few tens of thousands of dollars and gave up Friend two was a
super strategist $e understood the di4erence between a tactical
approach, a stupid strategy and a great strategy $e sat down $e wasn&t
as good a copywriter but he was millions times better strategist $e came
up with a cool name $e was called Kan+Cleef+-i4any %hich is an
amalgam of Kan Cleef and /unclear 22122160CJ3 $e had a Kance Cleef
:iamond which was a proprietary e'uivalent of a cubic ,irconium $is A:
was G2D as good as reference case number one $e didn&t make money7
he lost money on the stone )ut the frst person strategy was, let&s sell
cubic ,irconium and do something else Friend 0 who was a super
strategist, when you got the stone7 along with it were a couple of things
First a letter7 you&d open a letter (t said, 5CongratulationsS -he good news
is you are probably almost shocked by how much more brilliant, da,,ling,
sparkling, radiant, fery the Kance Cleef diamond is (t&s so much more
alive with beauty, much more so than a normal diamond Aumber two, it
probably appears to be smaller than you probably thought (t&s not
because we took advantage or ripped you o4, it&s because a Kance Cleef
diamond has more density (t has more weight per unit volume )ecause
we have found that the vast ma?ority of our clients, once they see how
beautiful these stones are, want to upgrade to fve and ten and twenty
carat stones -hen they want to have them set in beautiful and ma?estic
rings, bracelets, earrings and etc As a service, to protect you from over
paying, we have gone out and negotiated wonderful arrangements to take
the gorgeous fve, ten, twenty carat stones and set them in beautiful,
fourteen, eighteen, twenty+two carat settings )ecause of the
inconvenience of sending it back, we are only too happy to give you
double credit, if you&d like to e>change it upb -he di4erence between
strategy A, which made about three or four, ten thousand or twenty
thousand dollar per month, happen to be privy to the dynamics 9trategy
), which made the friend of mine, 06 million dollars is a pretty big
di4erence :on&t you think.
9o you might want to study di4erent people&s strategies and then,
because you are now e>trapolators, fellow visionaries, importers of other
people&s ideas and thought processes7 ask yourselves, can ( apply that
strategy directly and if so, how would it look and what changes would it
make to my business. @ou sort of do a kaleidoscope until you fnd certain
ones that make sense based on a couple of critical factors Aumber one,
really knowing what you want and what you donHt want ( believe you
donHt really know what you want until you frst fnd out what you donHt
want A lot of times that is e>perience, but you donHt really step back and
acknowledge or verbali,e it Aumber two, ( think you have got to do some
soul searching Lot of the people in this room, it&s not at all anything to be
shameful o4 @ou are really into a lot of this for a lifestyle Eaybe you
donHt know it, donHt you think Eac.
Mac: *ossibly
Jay: ( think a lot of them are -hat doesn&t mean /unclear 2212;10C223 (
?ust spent years7 if ( made two or three million dollars and my overhead
was a million, (&d stop ( do a seminar till ( made a couple of them, then (&d
stop and have fun :idn&t (. -hen one day ( reali,e ( am 6;, ( have got
seven children, (&ve got a younger attractive wife ( have got a brain that
happens to be very blessed with enormous mental acuity but any moment
( could have a blood vessel burst or heart goes pop or any number of
things Ey intellectual capital has no monetary value at all ( want to turn
it into e'uities and ?oint venture asset streams @ou&ve got to fgure out
what you want right now, but all things being e'ual and Jay Abraham
being master of residual leverage and minimum downside risk, it seems in
all true candor that if you are going to do it anyhow, you might as well go
for the ma>imum residual value + the ma>imum control + the ma>imum
asset value + the ma>imum sellable value ( have got to tell something (tHs
a 'uestion that may pain you a little bit but ( am in such a lovingly giving
mood, ( am going to tell you something very candid that ( donHt say that
very often -o tell you the truth but MMD of the people that have come to
programs like this to me or coming to have me help them grow their
business + make it better + save it + turn it around, they ask me to that7
they donHt say, 5Jay, should ( stay in this business. (s this the highest and
best use of my time, my opportunity, my passion, my purpose, and my
possibilities. (s this is the vehicle that&s going to give me the most ?oy, the
most proft, the most sustaining cash for the most freedom.5 For a lot of
you it isn&t (t&s not something bad (t doesn&t mean there&s anything wrong
with poising your business to sell it, but you can&t sell until you put a
strategy of sales and e>it+strategy Am ( being confusing.
Mac: ( don&t think so
Jay::oes this make sense.
Audience: @eap
Jay:%e promised you written strategy but what ( have you do today is
write down the answers to all the 'uestions and start a 'uest -his is not a
setup ( have a very simple philosophy ( can&t tell you about the things
that ( am doing, like not self+serving7 that are economically benefcial to
me until ( give it a certain amount of value ( am almost there but ( was
about to tell everybody, when there were 662 in the room, that we are
doing a $06,222 strategy setting, super summing it Pither in the end of
Earch or the end of April, we haven&t fgured it out yet %e want to do 06
people and we&ll do it for 06 grand but you can delightedly come and weHll
give you a full credit for this and give you a $C2,222 discount and you can
pay the C2 grand over a year or so, because we want more 'uality people
As we have been trying to put it together, ( have been looking online
trying to fgure out whoHs got good e>amples #ne of the things we are
searching right now, which are hard to fnd, are investment analyst
reports -hey are pretty good at summari,ing what someone&s strategy
really is, in a paragraph or two Ao one thought about that ( have read
lots of them and already fnd a lot of e>amples so ( say, 5=o to a bunch of
investment strategy analysts5 :onHt you agree.
Mac:-hat&s true
Jay: %e collect a lot of stu4 from Forbes %e look at companies that we
admire that are the leaders @ou can go to all their trade publications and
see -here are a lot of frustrated editors who are Iattered if you call them
and they are not too busy @ou can ask them a lot of 'uestions %hoHs the
best performer in your industry. %hat&s their strategy in a nut+shell. %ho
do you think distinguishes them. *eople don&t understand ( am insatiably
curious for two reasons ( love to learn more than ( love anything else
because ( know ( know so little and ( e>pand my possibilities, options,
leverage, and competitive advantage by knowing than everybody else (
have more options (t&s hard to pin me in a corner, isn&t it.
Mac: @eah Like 9pider+man
Jay: ( can fgure a way out of anything, can&t (. )ecause ( have e>posed
myself to so many options that ( can create the most e4ective, the most
powerful strategy (f that strategy isn&t working as well as the superior
one, ( know how to move into it and transition and bridge @ou have
options (f you donHt know what they are, think about them A client of
mine, years ago before ( met Eac, was one of the world&s leading e>pert
in, rental property ( didn&t talk about this, did (.
Mac: Aot to my knowledge
Jay: $e had a very simple philosophy ( was very impressed with him $e
said, 5#nce you decide you want to decide a piece of rental property7 a
house or a multi+family unit :on&t you dare buy anything until you frst
looked at a hundred (f you don&t, the frst thing you are going to look at7
you are going to go for it because you want to buy a rental house #nly by
looking at a hundred do we see the better options, the better si,es, the
better lots, the better assets, better deals, better terms, and better future
growth potential5 (&d say the same thing to you @ou would go, 5#h, what
should we do today.5 (&d say, 5First letHs ma>imi,e the stu4 that&s going on
right now because itHs in place #r, letHs stop it, because it&s costing us to
work %e are losing upside leverageb %hile ( am doing that, using some
of the money that came from it, ( will search out options -he one thing (
would encourage you to do, now you are going to have each other&s name
and everything, is take an oath to fgure out 62 or a C22 di4erent business
model strategies and then share with each other and share with me ( will
give you something great for the collection (t will save me from some
trouble -hen you will have a palette to ?udge from @ou will fnd that when
you do that, as we are fnding there&s probably a 62 or C22 or less7 true +
letHs say, macro strategies and their nuances From those macro&s, you
can probably carry out the *areto *rinciple and fnd 02 that most likely
seem like the most adaptive to you Again, the assumption ( am making
which maybe disservice to you or disrespectful, is that you probably aren&t
operating right now which what ( call the #ptimal )usinessVEarketing
9trategy @ou maybe but ( think it&s highly unlikely :onHt you.
Mac: Eore than likely why they came
Jay: Also, being honest with you, maybe not now because you might
mentally work through and impute it that its fate what you are doing in
business $owever, most likely G2D of you + if we had the time and if we
had the energy, and ( am willing if you guys want to go for two or three
more hours to bring you up and do a mini /2212J1J62G3 and prove to you
but ( bet G2D of you aren&t really tactical and your strategy isn&t strategy
but you donHt know it %ant to take that bet.
Mac: Ao
Jay: Bight now, you got all the answers %hat ( do frst is right down the
'uestions ( gave you Anybody did a good ?ob at writing them down.
Audience: ( am tired
Jay: @ou are tired, ( respect that @ou did, you want to go to the mic and
read them so that everyone can write them down and start working on
them
Jay: Eore fun than what. :on&t tell me about Baggedy Ann *roprietors (
donHt want to hear that %e are getting close and you guys are great ( am
very proud of you (t&s not as hard as you think but it&s + why ?ump to
answer when it&s the wrong answer (t&s taken you fve years to get to this,
another week two or three + is it ever going to make a big di4erence A
friend told me this one time and it&s indelibly embedded itself in my brain
(t&s pretty profound and (&ll adapt it to this (&ll tell you the story ( was
working hard, trying to make a lot of money so ( could support my then
two kids and my twenty year old wife and our very non prosperous life
style ( was working every night until twelve or one at this company where
( didn&t get a salary ( ?ust got the piece of a performance -he guy worked
late hours too but you have to be a multi+millionaire $e was rewarding
me but he did one very noble service for me one night $e came out on a
Friday $e loved money and very much a workaholic ( became one sort of
accidently by his inIuence $e said, 5( am going to tell you something
which ( shouldn&t, it&s going to be important -he odds in fve years of you
being in association with me are about nil -he odds of what you are
working on right now being relevant to your life are about ,ero @ou&ll look
back on this it will be like a pimple on the pickle of time and its
inconse'uentiality ( would encourage you to have a more balanced life5 (
would tell you this if you donHt get your strategy formali,ed in the ne>t few
days or before you walk out of this, given the fact thatyou have twelve
months of access to me and some of my friends who ( end up being on the
call be it Eac or other people you have got or new people ( introduce to
you, who ( pluck out of the world because they owe me favors ( get them
to work on strategies elements that are above and beyond my
understanding that they can articulate clearly %hat ( would do right now
to fgure out what in the hell you are doing %hy are you doing it.%hether
or not, it really is the right thing to be doing. %hat business are you in,
why are you in it %hether you should be positioning it for ma>imum
success in short term -o get out of so you can use your time, your e4ort,
your capital, your new found marketing wisdom, your compassion for
humanity at a higher level or not $ow many other options you have got,
how many others + directly or indirectly + translate it to your business and
what di4erence it might make in results and competitiveness %hat you
should be doing with your time to basically going from great to brilliant (
am getting a bit tired, Eac you want to fll in because ( donHt know if (
gave them a good idea or not
Audience: !Laughter"
Mac: ( think the strategy, of picking a strategy initially and trying it out, is
the right strategy :on&t say ( only have one path because as the dictum
has it, 5(f you donHt know where youare going, any path will do5 $ave
some alternatives Look at least two or three things you could do and pick
one
Jay: @ell #ut, where is your favorite place to ?ust lu>uriate and recreate.
Audience: !inaudible"
Jay:LetHs take Ee>ico Let&s presume ( have got a really beautiful time+
share in /unclear 2212;1JJ0M3 (t&s glorious, ma?estic, it&s up on a hill, it&s
magnifcent, there&s nothing around, it&s private and in a gated area which
is really cool (f we want to go there we have a lot of options %e can drive
part of the way %e could take the train, part of the way %e could take a
boat, here goes there %e could Iy and stages %e could Iy on one
location and drive (t depends on the adventure, the e>perience that we
want7 the time we have to do it and what gives us the most ?oy visually.
%hether it&s getting there or the process of going there or a combination.
(f we don&t know then we are probably not necessarily picking the best
one ( think we need to know ourselves better ( think what ( have tried to
teach you is7 to not be afraid to know yourself and to like or love yourself
and love others
Mac: Eay ( suggest, because in the interest of time, that they pick their
best strategy from their list of strategies and the e>ercises they have done
from the last couple of hours
Jay: $ave you guys done anything in the last couple of hours that have
produced a germ or a foundation of a di4erent strategy to think about.
Any of you thinking about giving strategies. @es
Audience: @es
Jay: #kay then we will start with what you already know and then go
around the room and share
Mac: @eah, maybe we should go around the table and maybe we should
come down from the #lympus up here and talk
Jay: ( get a little philosophical ( have been pretty good most of the times +
$aven&t yelled at anyone 9omebody give him a list Bead through it
Audience: #kay, what&s my strategy now. (s that my highest and best
strategy.
Jay: Also, %hy. %hy am ( doing it. %hat is it, why am ( doing it.
Audience: %hat do ( want from my business.
Jay: (sn&t it wonderful if a bunch of people hear the same thing, they get
di4erent things they hear and write down
Audience: %hat business are you in. %hat are all the options and
choices you have now.
Audience: Look at the back+pages of Forbes for strategies + other
resources for additional strategies =o through a lot of business models
that you think you can understand
Jay: %hat ( meant to say was make a list of the most successful and non+
fanatic businesses that you know Fanaticism is something7 ( donHt think
most of you really want ( look at companies that seem to be very well
organi,ed and consistent and continuous 9ee if you can write down what
their strategies are Anything else you got.
Audience: -hink about what you want to do.
Jay: As opposed to.
Audience: And what you donHt want to do.
Jay: =ood
Mac: #r what you are supposed to do
Jay: %hat else.
Audience: -hen you said answer the 'uestions and start a 'uest
Jay: %rite that down Answer the 'uestion and start a 'uest Anybody get
anything di4erent.
Audience: %hat should ( do with my time to be truly diligent.
Jay: )ased on those three most important things and seven di4erent
things in ranking + good + that&s right #kay, that stated and writing this
down, we&ll make this the e>ercise we will work on our frst conference
call, but now let&s do something di4erent Let&s take the two or three
strategies that you have come up that maybe popped into your mind,
based on what&s happened today or even anything else that is di4erent
than what you are currently doing *ick right now the one that makes the
most sense as an e>tension, a modifcation and as a replacement of the
one you are currently using ( like your tie7 ( didn&t notice that, thatHs a
beautiful tie *ick that one and go around your table and present it, then
we&ll do one more thing and we&ll wrap@ou get to meet some really + cools
my, ( thought, cool&s a pretty cool word (t&s like, things are really cool (t&s
funny, neat, interesting, fascinating, poignant people @ou&ll never see
somebody like %illiam $erby that was from the heart $e&s never done
that like that before @ou&ll never see most of the speakers speak at this
level without trying to sell you anything %ithout trying to hold anything
back @ou&ll never see )ob Allan trying sell his book to you because ( asked
him too @ou&ll never see in the last minute a /unclear 221221;M2;3 getting
team C setup in a day so that we can have it here, even though it didn&t
work perfectly and not charge us so we can demonstrate that to me (t
wasn&t for you to see, it was for me to get e>cited about it but they
wanted to show me how committed they were and you&ll never get
somebody like Jackie $all who was not going to do it who we asked to do
it 9he drove and would sit there and had fun with it 9he has a process
9he gets paid $<6,222 to $062,222 per client 9he simplifed it and if we
had a little better communication ( would have gotten even more of it
@ou&ll never get people to tell you everything that they are doing and how
it applies to you @ou&ll never get people to be as contributing Aow, you
have got to take that wonderful, wonderful, uni'ue, rare and probably
wondrous e>perience and replicate it every day in your own
circumstances ( got about twelve people, maybe more7 (&ll have to count7
who make this possible ( sit around like an eclectic mad scientist + very
giving, very loving + but not 'uite as easy going as ( probably may seem (
can be very tough ( am the worst of all worlds ( am the imperfect
perfectionist ( have trained my mind over J2 years to see only the utmost
leverage and event and ( make people feel very frustrated where ( ?ust
want to go higher and higher %hen they were doing the event for you
where they had to tell what their biggest breakthrough was, ( said, 5-hat&s
great but that&s not the highest leverage5 Learning what&s working for
everybody else is an incident -hat&s real, that&s like ten times more
leverage ( made them do again ( donHt want to let you down -ruthfully
it&s not about you saying thanks to me, it&s a model for you ( could have
done half of this and you would have been happy ( didn&t have to stay up
last night till four and ( donHt have to be here ( am not saying it so you
appreciate me7 that&s not necessary ( want you to appreciate what you
can do for others :o you understand that. %hat you must7 and it will be
evident $opefully you&ll have a good feeling about me @ou wonHt be able
to have a similar kind of feeling about you Aot because you sleep
deprivate but because you pull out all the stops @ou can only do it one
way (t&s the right way Like 9par and ( have a trait $e would not do three
more layers $e won&t let me have that right now because ( made him
bring it ( wanted you to see the versatility $e said, 5Jay, it needs fve or
seven more layers5 $e does it layer by layer $e said he couldn&t give it to
me, even though we trade it $e&s getting my services $e can only do one
level the best $e knows he&ll steal from himself if he didn&t give you the
best -hat&s a very good model ( would steal from myself if ( didn&t
acknowledge everybody who made this look so great ( got a list and (
hope ( do this right
First of all nobody would be in this room if Carl -urner wasn&t superhuman
ama,ing, not selling a marketing machine but consultative, noble most
trusted advisor of them all ( want to thank him from the depth of our
hearts Carl, -hank you $e really cared
Audience: !Applause"
Jay:Carl couldn&t have done this without + you have no idea the
coordination and all the di4erent ma?estic and mind boggling variables (
create for the poor man to try to shuTe and ( insist, itHs like ( promised
forty days and forty nights that we are behind %e have all these e>perts
and all these wonderful contributions @ou would have been happy with
three or four but we had si>teen and ( said, 5%e promised (Hve got, we got
to get them out5 $e said, a%e could use them for something else5 ( said,
5%e can&t, that wouldn&t be ethical %e got them for you, we got to give it
to you, whether you sign up or not5 but coordinating all this is incredible
-anya7 Car&s assistant, has been like ama,ing 9he&s coordinating and
doing remarkable things 9he&s got things ( wanted to add + 5#ne more
workbook, one more workbook5 thirty, forty grand a piece 5#ne moreS5 +
9he got is done ( started doing the strategy and pre+eminence thing and (
thought, 5:amnS ( wish ( would have edited before5 ( didn&t think about it
until + because ( change my mind in the middle hours of the night, (
thought, 5#kay, what&s almost as good.5 -he chapter of my book isn&t
anywhere close to as good but it&s very clear and compelling @ou can read
it every morning when you get up and every evening when you go to bed
and ( thought, 5-ake this and get it done5, 5#kay no problem, (&ll stay up all
night (&ll sit there with my eyes sort of half+open leaning against the
co4ee machine at Ninkos co, it&s important to you5 And she&s done that
for Carl all along, -anya, thank you so very much
Audience: !Applause"
Jay: ( am very, very blessed ( have a daughter who + ( was very young
when ( had my frst set of children ( wasn&t very close to Eichelle but she
came back in my life and got very involved in learning how ( think and
trying to understand all my good points and also my bad and bu4ering,
the irrational, emotional, spontaneous + ( have a slightly acerbic side and (
have a ?ig+saw tongue that unfortunately could slice somebody to
smithereens iftHs not kept with a shroud over it 9heHs a good bu4er for
me 9he&s a wonderful person to use my mind+set and methodology
constructively to compel and inspire people like hotel managements and
printers and things -o do things they normally wouldn&t and sheHs really
wonderful 9he&s made a lot of this possible by thinking all kinds of
connections for you that you wouldn&t know would have made this a lot
less ?oyous 9o Eichele if you are here, thank you so very much, ( love
you Kery proud of you 9he was uptill four o& clock for two nights in a row
Audience: !Applause"
Jay: -he hardest ?ob of this is trying to be that of a, what ( am going to
call, it&s going to be the wrong word to colleague but it&s more of a like a
prodigy side+kick ( am the kind of person that thrives on doing + ( mean (
have got so many relationships + ( am very, ( can multi+task ( can
multitask like 02 things at a time and keep track of them but ( am a slob
and ( donHt have a lot of time for people and ( am very, 5#kay, letHs get to
the bottom line and give it to me and move on5 Bick :uress took on the
owner&s responsibility of supporting me reading all the support documents
trying to fgure what ( wanted without me talking to him and then me
second guessing him Constructively criti'uing him for things that he had
no idea that ( wanted because ( didn&t tell him )ut after the fact ( saw it
was what ( wanted, he wasn&t like, 5#h 9hitS 9crew you, you 9#)5 )ut he
didn&t say that, he said, 5#kay, we&ll do it right5 $e&s a glorious man $e
left his family at home $e Iew out thanks+giving weekend -he weekend
before that and the weekend after that to make sure not only everything
was created for you7 workbooks and everything else, but we set the
criteria %e set the bar for the speaker so they could only operate at their
highest levels of glorious greatness Levels they really donHt perform at for
most people )ecause we e>pect, we draw, we bring out and we only
allow greatness And he helped make that all possible Pvery day, every
night he is coordinating, he&s facilitating $e&s watching me being
emotionally volatile about things and he&s handling it nicely because he
knows ( donHt really mean it and ( get over it $e&s a wonderful man, he&s
given fully $e understands a lot of things $e&s really made an incredible
contribution to you in ways you donHt know and he should be
acknowledged greatly because a lot of things you&ve got there is because
he stayed up for four fve hundred hours doing things which he wasn&t
even paid to do $e wanted to do it to be a part of it 9o you should thank
him a lot
Audience: !Applause"
Jay::ebby )yers, Carl&s other assistant is ?ust done a herculean ?ob of
everything that needed to be done for Carl, for -anya, for you guys 9he
did it %e sent her somewhere, she&d do it @ou needed something sent,
she&d do it @ou needed something emailed to you, she did it @ou need
something followed up, you needed something to confrm, you needed to
coordinate it + she did it 9he&s up right now, it&s almost four o clock 9he&s
here :ebby where are you. -hank you so much
Audience: !Applause"
Jay: ( am not renowned for doing a lot of sensory, really impactful stu4 (
am renowned for being an intellect who is sort of in the o,one dolling out
highly intellectuali,ed and cerebral knowledge that ( hope, somehow you&ll
fgure how to tort things down %hen ( decided to do this program and
decided to make it a really special e>perience, ( kind of asked 9par and
asked him to bring, not some of his art but everything from his home And
the art he was doing for others $e did it %hen ( looked at ( thought,
5:amnS this is pretty impressive %hat are we missing.5 ( thought,
5Eusic5 )ecause ( am not really into music but then ( had a bund of music
brought in and ( was listening to it the night before and found myself, 5(
am not very good at it + dancing, dancing5 + ( was a dancing machine and
thought, 5(f ( can be a dancing machine and ( donHt dance, what could ( do
for you, because you all have rhythm5 9o ( picked all this music %e
started playing it *oor :ave is trying to coordinate people who were
switching seats and changing power loads and speakers were not
necessarily perfectly balanced and we ?ust got feedback, nobody knows
Ee going gcheck, checkg when he&s going gcheck, checkg + things are
popping Albert *lasseo, whoHs come to tons of our programs ?ust ardent
and wonderfully gifted devotee ( know he&s helped us with all kinds of
other things, he ?umped out $e became the musical director $e
coordinated + he found the music $e&s done nine million things and he
needs like special double secret acknowledgement 9o, clap, clap, clap 9o
thanks a lot Albert, you are great
Audience: !Applause"
Audience: you tell us which three were yours
Jay: ( did, you were in the bathroom
Audience: #h
Jay1 Can you guess again.
Audience: Ey guess would be that one
Jay: ( would like that one, he wonHt give it to me (f he will that would be
Audience: =o and buy it, you can a4ord it
Jay: @ou think he&d miss it if ( ?ust took it to my room
Audience: Aah
Jay: $e probably doesn&t have an inventory
Audience: -hat looks like a tie of yours -hat looks like7 you and other tie
is over here
Audience: #kay, my guess is right there, that one, right there
Audience: #h, who else is in the bathroom besides me, sorry
Jay: ( like the tree too (t&s a rose on the top -he grapes in the back -he
two cylinders one at the front and he&s got two nudes and ( have fve or
four or some number other ones at home
Audience: -hat one here
Jay:Ao, but ( wish it was ( like that nude and that girl and the nude out
there and if he&d give them to me, (Hd take them
Audience: (t&s a lot safer being a married man
Jay1 Ao, my wife is waiting for the nude too 9omehow we started with (
was supposed to get the nude but ( ended with a heart ( donHt 'uite get it
Audience: @ou are looking at this 9he&s looking at the hands
Jay:@ou see them as hands, right.
Audience: !laughter"
Jay: ( guess it&s half full half empty, isn&t it. Let me continue because ( am
going to fall o4 this ( am a little bit tired too Albert&s lucky to have
someone else in his life who&s really cool and helped out massively
including helping us Leece, where are you.
Audience: 9he had to go home
Jay1 9he did great 9he worked on us and she was wonderful =aryHs
hardworker where are you. $i @ou have done great things
Audience: !Applause"
Jay: Carlton where are you. ( can&t see ( am going to read all your names
Bita :avis, Andrew $argider, Naren Anderson + she&s wonderful she
watched my kids 9he does anything that needs be done -erry
Friedrichson, my assistant 9he&s not used to staying out doing thing
9he&s pro acting, she&s coordinating, and sheHs smiling ( am not easy to
deal with
Audience: !Applause"
Jay: Kery lovely person 9he&s got the most wonderful personality @ou
want to have an incredible auditory sensory e>perience, call and ask for
-erry and listen to her $appy ?ovial, hopeful, ?oyous, ?ust invigorating
smile and voice comes across (t&s to die for Annie Labas 9he&s our most
trusted person and she&s ama,ing Justine 9wallow, -ad $ardgrave, %ill
=reen these are participants Faith, Eichele =reen, %ill&s :aughter right.
Parl 9avilson + you all here. @ou guys are great and the way you guys have
helped me a lot %ithout those people most of this wouldn&t be possible
and they have stu4 to do when we are done %e got a lot of other people
and ( hope ( do it ?ustice (n order Eac Boss has been with me four almost
every mastermind marketing that ( have done -he only one he wouldn&t
have done would be Australia probably (n this one ( didn&t even let him
give the content ( tried him this one (t started out as ?ust being one that&s
going to be done ?ust to my list ( put together a killer list, donHt you think,
of e>perts (t didn&t allow us to do everything we wanted because we
didn&t think that was important is breaking through your mindset and
strategic and all kinds of other connected issues that ( felt would make my
marketing material so powerful Like with the preparatory stu4, with the
stu4 ( gave in the workbook, you wonHt believe how good that is %ith the
surprises we gave you @ou are going to have more content than you know
what to do with %ithout the mindset, it&s like having the hardware without
the software to drive it -his is going to change everything Eac has got
more to give and he&s like no non+sense but he&s such a wonderful man
with such a breadth of perspective $e would have gone, that night with
you, till four or fve $eHll do whatever it takes for you to give yourself the
outcome you want $e&s a remarkable man that ( truly admire