Jay Abraham's Case Study # 244
From: John Orr
To: Jay Abraham
Sent: Friday, August 02, 2002 11:54 AM
The Writing Consultancy
http://www.thewritingconsultancy.co.uk
At The Writing Consultancy, we write all sorts of things for business people. That includes advertising, direct mail, ghosting articles, videos and speeches for conferences, car launches, and so on.
We've been involved with Jay Abraham for some time now and that sort of surprises a lot of people. Because they think of us as experts in getting response - which we are - and which we were before we discovered Jay.
But the fact is we get more growth and faster growth with him than we would without him. He's sort of become our own Marketing Department, leaving us free to get on with working with our clients. No one that we know of has his breadth of vision.
We have used Jay's tapes and taken part in his phone in seminars. For us the results have been astounding. It's difficult for me to put my finger on one particular aspect of his work that been most effective simply because right from the start we followed practically all of his suggestions.
Here are a few highlights:
• The very first time we followed his suggestion about Lapsed Clients we picked a project worth $3,500. The call took all of two minutes.
• By forming Strategic Alliances, we have added a conservative $60,000 a year to our income. Initially we had to go out and look for people to join with. Now people come to us.
• Educating Customers sounds simple, but we reckon it is the most effective marketing tool we have. It's now the backbone of how we market ourselves. Indeed we rarely use the word sell when we talk about our clients. We don't talk about what we can do for them, either. Instead we talk about what they can achieve, if they do certain things.
• This education process demands a Frequency of Contact which is another of Jay's recommendations. This keeps our clients interested, up to date and aware of what extra success is out there waiting for them.
• In turn, the frequency of contact makes it easier for us to Cross Sell and Up Sell - except we don't use those phrases. Rather we talk about the additional opportunities that are open to them.
• We've formalised how we get Referrals. We've also turned Jay's Risk Reversal concept into something which we don't just use to get new clients, we make it a part of every project we do.
The result is that we have QUADRUPLED THE SIZE of the company in just THREE YEARS!
It could have been a lot more than that. But we will only hire the best people and we then spend a lot of time training them - we've decide to move at a pace we are comfortable with. However, we do anticipate further significant growth continuing for a long time to come yet - regardless of what the Western economies do.
So which of Jay's marketing strategies works best for us? Quite honestly, we don't think like that. We use them all. Sometimes we use two together. Sometimes the way we actually implement a particular strategy affects its effectiveness. The important thing is that they all work all of the time to some extent or other. And, when you use all of them together, you get a far more powerful result than if you simply use one on its own.
One more thing that we have got from Jay is something that he may not even know he offers. Let's call it Commercial Generosity. Jay trusts you. He gives a lot away up front. Sure he charges for the rest - but even that turns out to be a bargain. We reckon that every $1 we've spent with Jay has resulted in a minimum of $1,000 worth of income - and that figure is still going up.