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J
AY
A
BRAHAM’S
P
ROFIT
S
TRATEGIES
Profit
Strategies
By Jay Abraham
© 1991 Abraham Publishing Group, Inc. All rights reserved.
Reproduction, in whole or in part, without permission is prohibited.
A
BRAHAM
P
UBLISHING
G
ROUP
, I
NC
.
J
AY
A
BRAHAM’S
P
ROFIT
S
TRATEGIES
A
BRAHAM
P
UBLISHING
G
ROUP
, I
NC
.
J
AY
A
BRAHAM’S
P
ROFIT
S
TRATEGIES
Table of Contents
Section I—Introduction to Marketing… Jay Abraham Style
What is Jay Abraham All About
1
My Life in Marketing
1
What’s Behind the Abraham Mindset
3
Case Histories to Learn By
17
The Ten Biggest Marketing Mistakes Every Business Is Making
41
Developing a Unique Selling Proposition: Your Most Powerful Marketing Concept
57
The "Broad-Selection" USP
58
The "Discount-Price" USP
59
The "Service-Oriented" USP
62
The "Snob-Appeal" USP
65
Section II—Customer-Based Profit Strategies
Marginal Net Worth
67
Calculating From Scratch
68
Back-End Selling
69
Perpetual Reselling and Cross-Selling
70
Upselling
71
Using Your Customer File
75
How to Begin
76
Back-Ending Magin
77
Concentric Cirdes: Your Key to Bigger Profits
81
How to Capture Customer Names
82
Segmenting the List
82
Continuity in Correspondence
84
A Personal Letter to Sent to Customers Within 10 Days of First Purchase
84
Selling Products to a List Never Before Mailed
85
The "Customer-Only" Private Sale
88
Four Simple Letters to Instantly Boost Profits by $25,000
90
A
BRAHAM
P
UBLISHING
G
ROUP
, I
NC
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J
AY
A
BRAHAM’S
P
ROFIT
S
TRATEGIES
Table of Contents (continued)
The Art of Post-Purchase Reassurance
97
Reassuring the Customer
97
Dealing with Failures and Problems
98
A Sample Post-Purchase Letter
99
Two Classic Writings by the Pioneers of Scientific Advertising
100
Obvious Adams
100
Breakthrough Advertising
114
Section III – Testing—The Ultimate Leverage
Testing Is the Key to Success
123
The Basics
123
Test! Test! Test!
125
Keyed Response—The Key to Testing
127
Testing Small
128
Telephone Testing
129
Direct Mail Testing
129
Sales Analysis
133
How to Analyze
134
More Leverage
136
Choosing Marketing Vehicles
139
Hopkins in a Nutshell
141
Section IV—Advertising Strategies
Effective, Low-Cost, No-Cost Advertising
145
How to Get Free Advertising
145
How to Successfully Compete with a Company Ten Times Your Size
146
Offer Greater Specific Services in Your Ads
147
Writing Effective Copy
150
Twenty-one Points to Remember
150
Effective Copy Made Easy
151
Making Headlines Work For You
153
Strengthening Your Headline Oce You Have Your Basic Idea
155
The 100 Greatest Headlines Ever Written
159
A
BRAHAM
P
UBLISHING
G
ROUP
, I
NC
.
J
AY
A
BRAHAM’S
P
ROFIT
S
TRATEGIES
Table of Contents (continued)
Section V—Joint Ventures
Host/Parasite Relationships
179
Here's How I Would Do It If You Were My Client
182
Why Don't People Do This All The Time
187
You Have to Change Your Way of Thinking
188
Specific Advice on Negotiating the Deal
191
Protecting Your Interests for Maximum Profit
195
Why I Lose Clients-And the Lessons You Can Learn From Me
198
Making It Happen
200
How to Get a Contract Without Killing the Deal
201
Finding Host/Parasite Partners
203
Other Joint Venture Strategies
205
Licensing Proprietary Concepts
205
The Approach
206
Expanded Horizons
207
Aquiring Licenses
208
Consignment
210
Solicit New Ideas and Joint Ventures
211
Ways to Find New Products
211
Confessions of a Barter Profiteer
214
The Advantages of Barter
214
Determine Your Barter Leverage Position
215
Become a Middleman
218
Triangulation—The Hidden Key to Even Greater Barter Riches
220
Supplier Relationships
223
Creating a Competitive Atmosphere
224
Get Vendors to Supply Components...Even If They Don’t Normally Stock Them
225
Other Ways to Use Vendors
225
How You Can Profit ftom Other Business Rdationships...Even Competitors
226
How You Can Profit From Professional Relationships
227
A
BRAHAM
P
UBLISHING
G
ROUP
, I
NC
.
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