Leveraging Advertising Spend

One of the most powerful ways to increase business is to understand the business multipliers that leverage the assets of your business.

The master of marketing multipliers is Jay Abraham. In the following series of videos you will gain insight from a $50,000 an hour marketer who has had more success with making small, seemingly insignficant changes in marketing copy, customer conversations and business leverage.

Applying the Parthenon Stratgey To Beauty Servcies

Time 8:42 mins

Any marketing question is answered by two things:

1. Court of Market
2. Analytics

Allowable cost - determined by analysing the product, buyer, back end,

Every time you have an assumption you test it sufficiently to validate it. Then you can extrapolate out.

Analyse what you know you dont' know and play out what you do know.

Referrals as Condition of Doing Business

How to contract with large corporations.

There are ways to value the intangible distinction of what you do - does that have value? I can either give you a great price is you promise to do this, or I can give you a lesser price without this.

Referrals are not regarded as kickbacks. If they give you referrals without asking it is not a kickback so the fact that you ask them is just being proactivce

How to get clear and focus on your target market - analyse your current buyers. There will be trends in amongst this population, you just need to discover them. The population may also be a function of the way you generate your buyers. Figure out who already has reach into the buying segment and start there.

1. What do they buy before you?
2. What do they buy at the same time?
3. What do they buy after you

Summary

1. Test everything on the right population - test the low cost variables first
2. The power of providing free samples to key influencers
3. Have a clearly articulated value proposition
4. Commuicate in meaningful ways - use analogies, metaphors and similies
5. Fine line between harrassment and sequential communication
6. Partner with your distributors to demonstrate your product to the market. Test display, advertising, demonstration, promotions. Test each approach in each channel.

Most people in busienss struggle non-verbally with the wrong question. Am I worthy? Can I really make my business grow? Can I really get a more secure life?. This is the wrong question. The real question you should be asking - Is the goal worthy of you.

If you reach for the moon and the stars, one thing is certain. You won't end up with a handful of mud.

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