It is important to look up to heroes and one of my main is marketing wizard Jay Abraham.

In this article I want to explain why Jay Abraham has been so important to my thinking.

For at least the last ten years Jay Abraham has been said to be the world’s highest paid consultant charging up to $25,000 for a ticket at one of his blockbusting conferences.

He has built up this amazing reputation based on remarkable success stories which have transformed businesses into incredible profit makers.

The success of marketing wizard Jay Abraham is based on powerful but simple concept which I will explain below:

1 The strategy of preeminence – put the interests and wellbeing of your customers and clients above your own. Accept the strategy of preeminence and you accept responsibility to look after your clients in whatever way you can and that includes protecting them from suppliers who do not you’re your client focus and concern. You now owe it to your clients to make sure that they know all the great things you can do for them and that they understand the benefits.

2 Optimisation and upside leverage – Jay Abraham has taken the continuous improvement ideas from the Total Quality movement of Dr Deming and applied them to marketing to improve results by hundreds of percent

3 Funnel Vision v Tunnel Vision – most businesses in an industry feel constrained to only do what has always been done in a form of tunnel vision. These companies don’t see how other businesses find customer leads, convert them into sales and then persuade the customer to become loyal and continue to buy regularly. But Jay Abraham recommends that you use Funnel Vision. Open yourself up to ideas from other industries and look for ways you can make it relevant to your customers As Jay Abraham says, if you are the first to use a particular tactic, it can have the power of an atom bomb.

4 The three ways to grow a business. You may think that there are hundreds of different ways to grow a business but Jay Abraham has boiled it down to just three generic ways to grow your turnover.
a) Increase the number of clients
b) Increase the average value of each purchase
c) Increase the how often they buy from you.

This model is deceptively powerful and takes companies out of the endless search for new customers into looking at what can be done to increase business with the current customers.

5 The Power Parthenon is a technique to create and integrate multiple methods of finding new customers. Each method reinforces the other and protects you from risks inherent in the alternative Diving Board model of business growth.

I can’t do justice to the ideas of Jay Abraham in such a short article and I know that you are not ready to start with one of his very expensive conferences but I can recommend:

There is his book “Getting Everything You Can Out Of Everything You Have Got” which is a kind of Jay Abraham 101. It is one of the few business books I have given a five star rating on my Business Coaching blog.

There is a superb audio recording of Jay Abraham made of up a combination of studio and seminar recordings called “The Mastermind Marketing System” which is available from Nightingale Conant

Jay Abraham has been a major influence on the techniques of marketing coaches and business consultants throughout the world and is at the very centre of Business Growth Coaching.

If you are not familiar with his ideas I urge you to find out what you can and discover why businesses have been prepared to pay him $5,000 per hour plus a 25% share of the extra profits he generates.

No wonder Jay Abraham is known as a marketing wizard.