wealth report for hard working indivisuals

The Wealth Report Jay Abraham

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THE ABRAHAM GROUP

The Wealth Report featuring Jay Abraham

I have spent the last 25 years of my career researching, refining, and streamlining a very, very powerful, elegant, really obvious way to transform whatever pursuit for money making, wealth creating, and income generation you currently are involved in. In the following pages Id like to try to distill the result basically, my lifes body of work and give you a somewhat broadbrush grounding in my methods, strategies and philosophy.

First of all, consider this:

Marketing provides you with the difference between mediocrity and millions.

In the next 23 pages Im going to show you exactly how that very powerful

statement applies to whatever economic, income-generating, wealth-creating business or financial pursuit you decide to follow.

How many of you are currently involved in real estate? How many actually have

an operating business of some kind, whether it be an enterprise, a distributorship, or anything similar? How many are involved purely in network marketing, or some variation? How many are enraptured with information marketing, infopreneuring? How many are doing stock investing?

Well, with the exception of stock investing, marketing will tremendously,

profoundly, and wildly profitably impact those and all the other activities youre involved in in ways you cannot imagine. Think of it as a turbo charger or super charger to whatever activity youre already pursuing.

If youre a mechanical engineer and know a lot about automotives, you know

about the concept of turbo-charging an engine. You basically take the exhaust gas from the engine, and you put it back into the engine to get more activity, more power, more utilization, more efficacy - more everything. Its like a lever, isnt it?

Im going to tell you about a form of leverage that youve never thought about

unless youve been already exposed to me. I want you to think about leverage specifically, like the kind of leverage you get in real estate.


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What would you consider good leverage in real estate? Not outlandish, but good? Would you say 80%? If you invest $1,000 and make five times your money in, say, several months thats good money.

Whats good leverage in infopreneuring? If you invest your time, effort,

opportunity cost, the cost to put up your online website what do you want your effort to make you? Do you think just in terms of the income? Or are you thinking in terms of wealth creation?

Well, marketing allows you to take any enterprise into three wonderful places.

Number one, marketing can make your business perform not one, three, five, or ten but up to 21 times more profitably and sometimes up to 100 times more profitably.

People who make 100,000 times more money than you do cant have 100,000

times more hours in a day, can they? Most of them dont really have that much more capital, either. But they get what theyre doing to perform with much, much higher leverage.

Marketing is the ultimate leverage you could ever have access to. It makes

whatever youre doing perform better. You can easily get any 20 of the different sales and advertising methods you use now to perform between three and 21 times better. And Im going to prove to you in a minute how, what and where.

I have personally created over $7 billion-worth of profit increases or windfalls for

my clients over the years. Im not talking about leveraging, because I dont care about the top line. Im talking about money in peoples pockets. And because most of it is business income, that has translated five or fifteen times that in net worth in what the business is worth when the owner decides to sell his or her enterprise.

Thats the kind of profound profit increase I want to make available to you now. Everyone thinks real estate is the greatest creator of wealth known, dont they?

Well, I can tell you unequivocally that it pales in comparison to what you can create with a business of your own that is properly and systematically marketed. I can automatically find in anyones business right now a $10,000- to $1 million-windfall that theyre sitting on, just by doing something different using an asset differently, or doing an activity differently.

And once you start making all the efforts, all the activities, all the opportunities,

all the investment perform three, four, five, ten times better the result goes right to the bottom line. You can go from an income of X to an income of 3X, or 5X, or 6X. And once you put together a perpetual and recurring system to drive that process, you can sell that asset for five to fifteen times whatever it makes.


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I dont think you can do that with real estate, can you? Take, for example, a piece of property that cash flows a positive $10,000 a year. Lets say youd put up $10,000 to obtain it. Well, thats making 100% a year on your money. Thats pretty cool.

But by the same token, youre not going to be able to take that $10,000 and turn it

to a $100,000 income very easily and then take that $100,000 and turn it into either $500,000 or $1.5 million in net worth in the course of a year.

You can do that with marketing, applied correctly and systematically. In my opinion, the key to everything is the realization that marketing is the

ultimate leverage that you possibly have. In fact, its a much more powerful vehicle, mechanism, catalyst, and money-making multiplier than anything else you will ever do. Just think of it as a turbo charger that you can overlay on anything you do in the beginning.

Once you master marketing, then you can use it to cherry-pick opportunities

where other people have marketed poorly. You can take them over. You can instantly multiply the income. You can systematize it, and then you can decide whether you want to flip it like real estate for ten times what it makes you or you can sit back and bring someone else in, pay them a nice salary and let them work for you.

The key to everything is so simple. Remember this: Either you work very, very

hard for whatever business or money making venture youre in or you put together levers to make the venture, the activity, the business, work harder and harder for you. A very simple, logical, inarguable concept, correct? But one that, quite frankly, very few people Ive ever seen understand how to really use.

I got started by working with large companies. I made millions of dollars with

them, and I realized that the real opportunity out there was to help all the struggling, beleaguered people with small, start-up operations who had in essence bought themselves a job, and couldnt really get beyond that. I helped them to realize how much more leverage they had.

Let me explain the very basic, simple concept of Leverage 101 working on

the geometry of business, and creating a really powerful foundation. If you understand this concept, you can apply it to real estate activities, infopreneuring activities, to any business you own, any business you buy, any business you want to get involved in, or that you want to option and build up and flip.

Ask yourself this question: If, instead of knocking on lots of doors if instead of

calling up lots of people, and waiting in turn until those people call you back, you had a marketing system to die for and you got ten, or fifteen, or twenty times the quality of people contacting you, asking you to buy their properties do you think that would make a difference in your income?


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If you had systems for finding investors or partners who had the capital you needed, do you think you could acquire, control, buy, flip do whatever you wanted to do, and do it a lot easier and at a higher level?

You can, and marketing is the guiding force. The reason Im doing what I do is not that Im brilliant. Its that Ive been blessed

with looking at 450 industries that Ive been involved with hundreds of thousands of operating businesses that I have tested, examined, and understood, mastered, discovered, defined, and perfected no less than 60,000 different ways to go about attracting prospects, customers and clients; to sell them, resell them, and then figure out what to do with them when I had nothing else to sell to them.

In whatever you do marketing is the key to it all. Lets talk about the Power Parthenon Strategy of Geometric Business Growth,

which is sort of Jay Abraham 101. After studying about 70,000 different avenues of pursuit, I was able to boil

everything down to about 40 or 50 basic, universal concepts, principles and stratagems that will work almost everywhere they are applied. They are not theoretical. Theyre not highly generalized. They are principles. They are concepts. They are strategies that have worked and translated to results to documented, evident results.

When I ask people how many ways there are to grow a business any kind of

business theyll say, Oh, there must be a million. And Ill reply, There are really only three ways. Three ways, and three ways only, if you really want to grow a business powerfully and rapidly, and put the power of geometry to work. And that power is key, because its far easier to grow a business geometrically than it is linearly. Its easier to grow exponentially than incrementally.

The first way is to increase the number of clients. For most people, thats all

they think about. But doing that and that alone is normally expensive. Its slow. It costs the most and yields the least. It takes the longest time to do.

The next two ways, however, make for something very interesting, and there are

about ten or fifteen primary avenues to take in applying them. The second way to grow a business is to increase the average transaction value

the size of the purchase. Think about this: You spend an enormous amount of time in your sales efforts to

get in front of your prospects. You get them to the point where theyre eager to buy. But no matter what you sell no matter who you sell it to no matter where you sell by whatever means it costs you the same fixed amount in time, in effort, in investment, in opportunity cost to run an ad to send an e-mail to put up a website to knock on


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a bunch of doors trying to get people to sell you their real estate to call a bunch of people to read the newspaper whether that activity produces one extra response, two extra responses, ten extra responses.

It costs you the same to transact that exchange, whether the unit of sale or

purchase is $100, $150, $350, $500. It costs you the same whether you only do one transaction and never make another sale, or whether they come back to you once a year once every six months once every three months once every month once every week.

If you can find ways to take the activities you currently do that produce X and

get them to yield two, three, four, five times that if you can get those activities that are producing Y-sized transactions and get them to produce two, three, four, five times Y if you can get the transactions that were only producing one sale and never anything else to get all kinds of additional sales (including referrals, if thats the only back end you can get) youre multiplying your income potential many times over.

This is exactly how Ive gotten companies 10 times, 100 times increases in 18

months. Ive taken companies from $20,000 to $13 million in 15 months. Ive taken companies from $500,000 to $500 million in 24 months. Ive taken companies from $800,000 to $7 million in nine months not because Im that brilliant, but because I understand the piece of the puzzle no one else does.

The third way to grow your business is by increasing the frequency of purchase

get more yield more times. If youve got nothing else to sell beyond the first transaction, then get people to give you more referrals, or find other things they want to buy, and be a provider of that.

Now heres another powerful concept: the Theory of Optimization. If you bought a piece of commercial real estate somewhere and you had no idea

what it was worth, and you brought an appraiser in, he or she would not look at that real estate in terms of what it was. They would appraise it in terms of its highest and best use, wouldnt they?

Highest and best use means this: Lets say that across the street from a

downtown hotel there was a beat up, two-bedroom, one-bath, 800-square-foot house that was 80 years old and in terrible repair on a four-acre piece of land. Lets say I wanted to buy it, and I brought an appraiser in. He wouldnt look at what an 800-square-foot, two bedroom house sold for in this area. He would ask what was the maximum build-out he could do with four acres whether its a hotel, a parking structure, or a retail facility. Thats its highest and best use.

Optimization is a philosophy I would like to not ask, but demand of anyone I

work with. If you want to honor me for any insight I give you today, stop limiting yourself, and start practicing optimization.


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Optimization is demanding, expecting, and not accepting anything less than

maximum result for minimum time, effort and expense. Its the highest and best yield on your time, opportunity, effort, investment, capital and human capital, meaning all the people that you use.

You cant optimize, however, until you first understand all the superior options,

opportunities and possibilities you have. Ill try to give you a couple of examples. A lot of people in real estate knock on doors. A lot of them send letters or

postcards. A lot of them read the newspaper and call people, trying to find deals. Well, if you realize that there are more powerful approaches to not just reach people, but to influence and persuade them, you will be very fascinated.

For example, think about headlines in advertising. A headline, of course, is the

cluster of oversized, big, bold words, usually at the top of the page in a space ad in a newspaper or a magazine.

What you probably dont know is that the headline is the equivalent of the

opening phrase the words people say, hear, read, or see first in a broad spectrum of events.

If you call on a prospective real estate client, the first words out of your mouth,

either on the phone or in person, or the first paragraph of your letter have all to do with the impact and the influence that that person really responds to. Theyre like your headline. And just as when you change one headline in an ad you can greatly increase your results, if you change the opening phrases you say when you call or meet a prospect, or whats said first in a letter or postcard believe it or not, it can make a difference of up to 21 times.

Lets draw that analogy again to real estate. Lets say that you are doing real

estate and you send out postcards, or you send out letters, or you get on the phone and you call people, or you walk up to their house and knock on their door. Would it be nice to know that one approach, that one cluster of words that more aptly conveys a greater payoff or advantage to your prospect? It could result in not just twice as many not just thrice as many not just five times as many but up to 21 times greater acceptance.

That means if youre knocking on 100 of your prospects doors, and right now

youre closing one out of 100, you might get 21 out of 100. Same effort. Same knocking. Same 100 letters. Same 100 phone calls. Same 100 postcards. But instead of getting one, you might get 21 closed transactions. And extended out, can you see what that might mean?

And will you get 21 always? No. Youll probably get more like two or three the

first time you try it, until you understand the concept. But thats only one of about 30 different leverage points that youve got. Its exciting.


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Lets take another example: online marketing, I dont even do online marketing,

and yet weve got one division that does $5- or $10,000 a year with e-mails. Weve got one division that does $200,000 a month with e-mails. Weve got another division that does endorsed e-mails, and does about $200,000 a year. Why? Because we understand leverage. We dont even have to understand e-mail marketing. We understand what nobody else understands, which is a technique Ill talk about in a minute.

Let me give you another example thats close to my heart. I made somebody five

times more in one half hour just by changing a headline they were running in an ad. For that, the client paid me $40,000 a month, which was my share of the profit increase from that half hour investment. All told, I made about $600,000 for that one change.

This client was selling gold and silver around the country with bank financing. It

was a leveraged deal. They ran ads in The Wall Street Journal, and the headline said, Two Thirds Bank Financing On Silver And Gold. When they ran the ads theyd get enough inquiries and close enough people so that the ad and the sales commission were paid for, and they had enough left over to keep doing it.

I looked at it thought, Two Thirds Bank Financing On Silver And Gold does

not tell the prospect whats in it for him or her. Always remember this: WIIFM Whats in it for me? and make that your mantra when you sit down to write an ad. Put yourself in your prospects shoes, and think about that. Heres another one: So what?

Because everything is marketing, by the way. Youre all marketers, whether you

like it or not. Most of you are terrible marketers. And thats great, because the people youre competing against are even worse. But if you start doing things with leverage focus, optimizing, maximum impact, minimum effort, highest and best youre going to blow everybody else away.

But back to the ranch. So this company was selling gold with the headline that

said, Two Thirds Bank Financing On Silver And Gold. And I thought, It doesnt compel me, because I dont know why I would want that.

Gold back then was selling for $300 an ounce. Silver was selling for $6 an ounce.

To make a long story short, I changed the headline. I wrote five headlines and we tested them all. One pulled 20% better than the original headline, one pulled 50% better, and one actually pulled 10% less. But the one that made them all the money pulled 500% better. Want to know what it was?

I changed it to, If gold is selling for $300 an ounce, send us just $100 an ounce,

and well buy you all the gold you want. Now, I said the same thing that they had said, but I said it with a focus on what

was in it for the prospect. That changed everything.


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The new ad didnt take any more ad space. Actually it was a smaller headline, less words. Highest and best use of the same time, the same exposure, the same advertising, but the new ad pulled 500 more people coming in. And even better, it produced about ten times more income for my client, because people bought over and over again. When you realize the dynamics that youre working on its pretty exciting.

You understand now that youre no longer in real estate, youre no longer an

online retailer, youre no longer a software manufacturer. You are a marketer, and your marketing is probably really poor. But because its so bad, you only have upward to go, and thats exciting.

Ive got yet another example to show you how powerful optimization and

leverage is in marketing. Ive taken a hypothetical business, but we could also apply it to real estate, or any other business.

Lets say we have 1,000 clients, buyers. Theyre spending $100 with you each

time they purchase. Theyre coming back twice a year. Whats the business doing? $200,000.

If we only tried to get 10% better we only tried to replace whatever approach

we were using to bring people in, and got it to work 10% better that 1,000 would become 1,100, right? If we only tried to get people to buy 10% more, that $100 would become $110. If we only tried to get them to come back and buy again, or refer us one more person 10% more often, that twice a year would become 2.2 times, right? Thats if we increased all three of those factors by 10%.

But look what the combination does to the total. Now your business is doing

$266,200, and thats more than just a 10% increase of the total. In fact, its a 33% increase. Even better, if you increased those three individual activities by a larger percentage 33% new clients, 25% average unit of sale, 50% more frequency (and thats real easy to do) its a 250% increase of the total. We start seeing the power of geometry at work. Thats pretty exciting.

How do you increase the number of buyers? Well, first of all, most people use the

least effective, or least productive, or least powerful, or the least leveraged way to get clients. People do cold calls, or theyll run ads in the outside market, or any number of other low-yield methods.

Whenever possible I try to find organizations or individuals, publications, other

companies that already have access to the market I want to reach. Instead of running full ads, I try to get them to endorse me to their market.

I did $100 million for myself in seminars, for example, not by running ads or

sending cold letters out. I went to Tony Robbins, who told his people how great I was. I went to Nightingale Conant, who told their people; how great I was. I went to Success Magazine and talked to all those people, who told their people how great I was. I went to


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financial newsletters, who told all their people who trusted them, how great I was. And with only a very small marketing cost we did $100 million.

Well, if Id gone to the outside market I probably would have done $10 million

and spent $9 million to do it. Instead I probably spent $3 million and did $100 million. Thats leverage.

How many people have ever had formalized consultative or advisory sales

training? I dont do that. I am not a consultative sales trainer, but anybody that has any dealing with the public trying to do anything, whether its in person, by phone, vicariously, by a letter, e-mail, website can possibly improve their performance by consultative sales training. That alone guarantees to increase your performance and that of everybody else who works for you by 10% to 500%.

How many people in business get any of their revenue, income, business

transactions from either word of mouth or referrals? How many of those have in place at least one formalized, systematized, highly strategic referral-generating system that is operated by all their people on a continual, monitored, 24/7 basis?

If you do, congratulations. Its very rare. But I want you to think about this: A

referral-generated client buys easier, negotiates less, buys more, is more profitable to deal with, is more enjoyable to deal with, comes back more often, buys more things and refers more people and costs almost nothing to get. So whats wrong with this picture?

Weve studied 450 industries and analyzed more different ways to slice and dice

and multiply performance, and double, triple, redouble and double again your profits. We found 93 unduplicated referral-generating systems that various businesses have used to drive hundreds of millions of dollars a year. We found many, many companies that totally stopped advertising, that almost totally stopped conventional selling and went to a referral-only type of business by requiring that their clients give them referrals as a condition of doing business.

I charge $5,000 an hour. How can somebody charge $5,000? Well, I know the

impact I make on somebodys life. I know the transformation I make for their bank account. I know the wealth I create in the future for their families, and its real easy for me. I revere myself. Not to be cocky or condescending, but if you learned how to do that, you could literally make referral generation a condition of doing business.

You can say to somebody, Hey, Id love to have you as a client. But you know,

we spend all our time serving you, investing in our knowledge, and our systems, and our equipment, and our staff. We dont spend much time at all in advertising. Our whole business is built on referral, so we keep our prices very fair. We keep our service so much higher. We have a very simple foundation to our business. If you want to do business with us at the very modest and fair pricing we have, youve got to be able to refer to us two equal-quality prospects as yourself sometime in the next six months or Ill have to charge you more.


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And believe it or not, that works. Im taking it to a higher level, but you can do

that. Those of you who are in real estate know that there are sources that can refer all day long. The key to everything is taking advantage, isnt it? Well, most people are doing what theyre doing the absolute hardest way. Theyre doing it with the least effect, the least impact, the least residual income generating effect.

I would challenge all of you to take referrals to a much higher level, because its a

killer way to multiply your income and create great wealth in any type of business. Most people do it reactively. They do it episodically. They do it intermittently.

They dont do it strategically. They dont do it systematically, and they dont do more than one way, when in fact theres so many different ways to do it.

Lets do a quick recap. We first of all showed what the three most universal ways

to grow a business are. Number two, we then tried to figure out what the highest, best, easiest ways to do it were so you could start with the easiest one first. Then we crossed it with the least difficult one to do that would produce the highest probability of outcome and would make you a jackpot, so then you could basically use that to do the next, and the next, and onward.

And by the way, most people never learn the things Im showing you here. Most

people are very linear in their thinking. They go about doing everything one way. Its the way they have learned by watching other people who did it in the beginning in their industry. Its nowhere close to the highest and best, and the most powerful and productive way to do things.

Ive learned something called funnel vision. Its taking the highest and best

performing revenue-generating, money-making, prospect-generating, prospect-closing, monetizing and wealth-maximizing methods from all kinds of other industries and funneling them into yours.

The key to it is the idea that what seems to be as common as dirt in one field or

industry can have the power, the profitability, the impact, the preemption which means it can make you so distinctive above everyone else and the preeminence which means it can block your competitors, raising your stature if youre the only one in your business that understands and refers to it.

I try to get people to combine multiple approaches together into a powerful hybrid

that does two things. Ill tell you a story to prove how powerful it is. I am the largest client at one of

the banks I use. At that bank theres a very attractive divorced lady who I go to lunch with because shes cute to look at. We were at lunch about two years ago, and she was lamenting to me that she just couldnt for the life of her get a nice, quality date. And I


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said, Well, how are you going about doing it? And she goes, Well, everyone knows Im single and Im looking for somebody nice to go out with.

I said, Try this little experiment. When we get back from lunch, go to everybody

that you work with, everybody thats a client of yours and hangs out in the right environments, and say, You know, I was thinking that the person that I would love to go out with and spend some time with is probably the kind of person that you either work with, sell to, buy from, live next to, has a relative, is a member of a club Because Im looking for someone whos a 40 to 50, professional, athletic, cultured, doesnt drink a lot, doesnt smoke, maybe has been married, but is mature, is not necessarily looking for a meaningful quality relationship, but somebody to spend time with

And I drew a picture of what Mr. Right was, where he was, what he was doing,

what relationship he had with that person. To make a long story short, she told me she had four dates that week. It really

does work. Theres a term in the military called the force multiplier effect. A force

multiplier effect is when a military general decides he wants to defeat the enemy, he realizes that there are lots of ways to do it. Hes not sure which way will be the most effective, but he combines a sequence and a combination of ways to penetrate the target. He might start with surface to air missiles, and then he might go with dropping bombs. He might use ships launching planes, or use tanks. And then behind that might come the infantry.

Each one is designed to penetrate, to impact, to weaken, and each can literally

build on the previous activity. The general doesnt know which one will have the ultimate effect, and he doesnt care. All he knows is that the combination will work.

Most people in business do one thing. Its rarely the most effective use of their

time, effort, opportunity and capital. It doesnt give them the power of geometry and everything is all about using

geometry, upon geometry, upon geometry to make the same effort produce an exponential result, and then turn it into a system so that it works harder for you, and then you work less and less for it. You create a vehicle that anyone can buy from you or that you can let anyone else run for you. You can apply it to other business activities.

There are tons of ways to do this. Im going to share with you a few of the cool

ways to grow more clients, a few of the cool ways to increase the size of the transaction, a few of the cool ways to get people coming back and buying more often.


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Most people in business dont realize that the real wealth in most businesses comes from reselling, and reselling, and reselling again. It costs a ton of money to find a buyer. It costs a lot of effort, a lot of expense, a lot of sorting and sifting through a lot of suspects to find prospects, prospects to find buyers.

If you can shorten that process, the sooner you get someone started in a buyer

relationship, the sooner you can get them back over and over again. The first one may cost you a fortune, whatever you repurchase every other transaction costs you very little. Its a phone call. Its a visit. Its an e-mail. Its a letter. The second, the third, the future purchases are where your real wealth come from, and thats where the net worth of a business is built.

So if you can make it easy to start, if you have a repeat product or if you dont

have more than one product, but you realize there are a ton of other related products and services that your buyer will need after he or she has yours, you can go to anybody who provides it and make a joint venture with them where you can get the lions share of the money and make their products available to your clients. But the key is to start a relationship. Get a relationship started very quickly.

If youre a member of any of the book clubs, or record clubs, or any of the

collectible clubs, you know that in the first purchase you get four books for two cents, as long as you buy ten more books in a year. Do you think that theyve figured some incredible way to buy those four books for one cent? Or do you think that they know that by getting a relationship started there will be a lot of people that will buy more than ten times? And each of those ten is going to make $10. Theyll make $100 right off the bat if you only make the ten purchases. Probably half the people are going to buy 15 times; a third of the people are going to go 20 times; probably 10% of them go forever, and thats where you get profit.

Im trying to liberate your mind in how much more is possible from the same

effort. You say, I want to go in business. Why do you even have to go full out? Why do it if youre not going to try to make many times the income? Why do it if youre not going to try to build an asset thats got net worth which means wealth that you can sell, or at least itll support you in a lavish manner and you can passively operate it?

Lets talk about a few more concepts. Guaranteed purchases and risk reversal: Anytime any two people come together

for any kind of transaction economic, fraternal, romance, love, friendship, business one side is always asking the other, either consciously or subconsciously, explicitly or implicitly, knowingly or not to take all, most, or more than all of the risk in the transaction.

In economic terms its very simple. If you buy a piece of software for your

business, its not just about the cost. Its about, what happens if it doesnt work? If your


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system blows up? If you lose orders? If you lose inventory control? If you cant build clients? Its a nightmare, right? So its more than that risk.

On the other hand, if its love, and you marry the wrong person, or you go to bed

with the wrong person, its going to be very horrible. If its friendship, its just getting to trust somebody with your most precious commodity, which is yourself.

Well, if you can identify what the tangible and intangible risk factors are in the

transaction, and you can relieve them and take away the risk, guess what? Its easier to transact or do business with you than it is not to. Its easier to do business with you than with anybody else.

I did an event in Australia once where we had 200 $5,000 checks sitting on a table

for the whole duration of the seminar. If anybody didnt think they got a multiple of five times that amount before the end of the event, they could go to the back and just respectfully and discreetly take their check and leave.

When I did consultations Id stop at the end of 15 minutes and if they didnt get

$5,000-worth, Id give them the fee back. All my clients have had risk reversal of some kind. But they would often initially

say, Well, you cant do risk reversal in certain things. Id say, Like what? Theyd say, Like, how about real estate? Can you buy back the house?

So I say to people, Well, everybody thinks the world is black and white. Its not.

Its grey. And I can give you an example. You look at whats norm in the industry, and you want to basically take the risk

away to the extent you can. If I were coming to you to sell a house, the most that I might say as a real estate agent is, Satisfaction guaranteed. But theres no or, right? Or what?

Well, what if I said this to you: Before you ever list your house with me, I want

to give you a list of the last 25 people that I represented, and I want you to call them. Im going to give you a list of 12 questions I think you should ask them, not the least of which is do they think that they got better value when I supported them? Did they think that I wouldnt let them do things that, just because they were impetuous, and do they think that I did things with their better interest in mind? And Im going to give you a list of five people who didnt list with me, and ask them if they wish they would have.

Number three, if you get satisfactory answers and you think you want to go

forward, before we start theres two things I want you to know. First, Im going to take my glasses off and look you straight in the eye and say, If I represent you, I will look out after your interest in the home that youre going to buy. Im going to look out for you like it you were my own son, daughter, mother, uncle. Im not going to let you do something just because you want to do it if its not in your better interest. Im not going


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to put you in a transaction that might not go well. Im not going to let you satisfy yourself with a house here if I can get you one that could be worth $3-, $4-, $500,000 more in three or four years and cost almost nothing if we can get better financing.

But if you dont want that if you want someone to just take you and do

anything you want, and not worry about your best current and long-term interest, I cant be that person. If you do trust me, I cant promise well find you the best house, but Ill promise that Ill find you a better house and make you happier than anybody else.

And if you are unhappy with the transaction after you buy the house, I wish I

could buy the house back, but I cant. But heres what I will do: Number one, I will return to you the risk. Number two, I will list the house and resell it for you commission-free. Number three, I will represent you in another house, and Ill give you $2,000 towards your move.

Would you list with me, or would you list with someone who says, Satisfaction

guaranteed? Theres full risk reversal. Theres better than risk reversal, where they get

something even if they arent satisfied. Theres partial risk reversal. The point is that risk is the biggest deterrent to taking action. If you can

understand what the risk is and you can lower it, eliminate it altogether, and make it easier for people to say yes than no, and have them see you as the only viable choice, guess what? You get wealth, and other people dont. Your business soars, and other peoples doesnt. You buy the real estate, you get the investments, other people dont.

Host/beneficiary relationships strategic alliances. Most people in any kind of

business go about it very ineffectively. You run an ad. You call or visit. You do things that are predictable, when theres usually a shortcut.

I am an ethical opportunist, and you should be too. Why do things that take tons

of effort if you can shorten the timeline and get directly to the end result with much less effort? Nobody can say they dont want to do that.

So heres how you do it: Whenever, if ever you are trying to reach any targeted

audience, the first thing you should ask yourself is, Who already has the goodwill, the affinity (which means a trusted relationship) with that market? It can be an individual. It can be another professional. It can be a publication. It can be anyone selling any kind of product or service.

When you find that company, you can go to them and make them introduce you to

their list of buyers, prospects, members, subscribers, and three things happen: Youve got instant credibility, which you dont have if youre calling cold, or sending a postcard, or using e-mail, or writing ads, or using a website. Number two, it costs a fraction of what it would. Number three, you get the cumulative effect of whatever experience and


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relationship that entity, that individual has with his or her marketplace and that could mean hundreds or millions of dollars in your pocket.

For example, I do joint ventures with Tony Robbins. Tony Robbins and his

partner spent $100 million on their infomercials. Tony Robbins has 200 people working for him, and his overhead is probably, I dont know, $20 million a year. Tony Robbins did seminars that cost him, oh, I dont know, probably $3 million each one they put on. So add that up, take five years or ten years of doing that, and you get probably $80 million.

Whenever Tony Robbins endorses me to his list, I get the benefit of $80 million

of capital and human capital for an e-mail, for sending some letters, for coming to a seminar and talking to his people. Thats pretty good leverage, dont you think? A lot better leverage than trying to go out in the newspaper and run an ad, or knock on 1,000 doors to find a needle in a haystack.

When I was in the gold business I went to financial newsletters who believed in

gold and had them recommend us, introduce us, to let us write articles. The point is, there is always going to be an entity. There are always going to be

individuals. There are always going be professionals. There are always going to be other enterprises, publications, associations that already have a trusted relationship with the market you want to reach, no matter what youre doing now.

And I hope I can inspire you even with this very short course little introduction to

Marketing 101 and Money Making, Jay Abraham-style to raise your standards massively by how much more is possible. You might start thinking about not just doing one business, but doing whatever youre doing and doing it at a much higher level, or applying it to other business.

Nevertheless, find other entities that already have a relationship, that have already

spent the money and the time to get their clients trust, and get them to introduce you to their people, remembering that the easiest thing to do first is to lower the barrier of entry.

So offer to confer with them. Offer, if youre in real estate and selling something,

give them something easy to start with, not expensive and hard, so you can start a relationship and transfer that goodwill from the endorser to you.

Lets say youre a network marketer, and you found somebody that had a list of

buyers of books or tapes on starting your business or a list of buyers of things other than network marketing. And you went to them and said, You have the goodwill. I can run ads all day, but youve got 25,000 people that bought your $20 book. Every one of them are interested in business. They may not be interested in being network marketers, but the statistical probability is thats a better pond to fish in than the general rule, right?


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If you got that person to write a letter, or send an e-mail, or stick an offer in the package with their books, or send a letter to their past buyers that said:

I know you bought my books. A lot of you went and pursued the activities

recommended in them. A lot of you didnt. Maybe it wasnt right for you, or the time wasnt right.

Theres somebody thats a good friend of mine that has found an easy way to

make $10,000 or more a month. Shes doing it right now. Shes doing it relatively easily. She had no capital to start with. She can tell anyone how to do it in about two hours over the phone. Shes offering to train you in person. If youre interested, you can work right alongside her. Theres a $32 maximum investment if you want to go forward. If you dont, no sweat. I thought enough of her that I wanted to make her available to you. If youre interested, get a hold of her. If youre not, dont.

Its pretty easy. Or you could have a report to send. Or you could hold a

conference call. It differs from application to application. I used to do seminars on money making, and I used to be in Entrepreneur

Magazine years and years ago. And we used to do seminars on mail order. And wed bring people into the room and wed say, Whats big money to you? And why are you here? And its funny, because to somebody making $15 an hour, big money was $50. To somebody making $2,000 a month, big money was $10. To somebody who was making $10,000, big money was $1 million in a lump sum.

You all reading this for one, or a combination of three reasons. Number one, we

share a kindred spirit, and a higher purpose, and a higher calling and goal than just making money, but two, you really do want to make more money. And making more money is very clear to you. How much more can be abstract, because you want to hope and believe its possible, and youre sort of pursuing six or seven endeavors. Or youve got your own job, or your own career, or your own enterprise, and its probably confusing.

Im here to say stop for a minute and recognize this: the difference between

mediocrity and millions is what? Marketing. Once you learn how to market, you can translate any activity thats properly run

you can even make a ton of money for non-profit raising money for them where the same techniques apply, and guess what? You can create multiplying income. You can create wealth. And wealth may be a small fortune or a large one, but I can tell you this: Youre not going to create it if you dont understand marketing, because you are marketers, whether you like it or not.

Im going to tell you an interesting secret.


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90% of the people that have come to me in my career come to me to grow an existing enterprise to save a troubled business to turn a meager income into a significant one to take a small business and turn it into a large one. Almost nobody comes to me and says, Should I stay in the business I am pursuing? Because if most of them did I would say, Well, it depends.

Your goal is to find the most marketing-impactable business, the one that you

could build the most residual stream of income so you can create the most net worth, which translates to wealth. And sometimes its just because your passion is a great, great, great, and a central ingredient to enrichment. But sometimes people can be in a situation where the effort it takes relative to the options its got

Everyones got so many more options for your field in money making and wealth

creating than you allow yourselves to realize. And Im all about introducing you a little bit to those possibilities. Its just so much more powerful.

People make fun of me. They say my life is like a bus stop. Deals, opportunities

come to me a dime a dozen, and I can help anybody grow their business. I can help any business make more money, but I pick the one thats the most marketing-impactable, the highest and best use of your life. If youre doing this, if you can be passionate about it, thats great. And if thats the case, I still help people maybe find something better to use their marketing savvy on, and take some of the profits and put it into their passion.

The bottom line with passion is you can only take it so far. But if you understand

marketing, you can teach any fifth grader or high schooler to market. Ive done all these things in my life and learned my skill, and translate it to

systems and processes and procedures. And one of the coolest things that I did, was that I got to study the research about $5 billion worth on multivariable testing. Variables are factors that you try, one against another.

Most people dont understand that one of the coolest things youll ever do in your

life is test. People think, OK. Ive got to go do this or that. Or Ive got to do this. Theres no law that says you have to do anything but put a question of whats the best approach, whats the best proposition, whats the best risk reversal to a test.

All the things that I teach we had to reduce them down from like 200

applications, to 93 referrals systems, probably 67 ways to use risk reversal Well, when you test different approaches to something against another, to your absolute delight and financial exhilaration, youll find that one approach will outproduce another by a huge margin.

Case in point: we always test prices. I tested prices once for a clients newsletter.

We tried $59, $69, $129, $89. $59 under-pulled $89, believe it or not. $129 under-pulled $89 in gross orders. $69 out-pulled all the other by three times. If I had decided $89 was the price I was going to go to use This was a business that brought people in, resold


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them on seven other services, and most of their money was made on the back end. But they would have limited their wealth, their income by about 90% if they had just gone with what they thought. Same thing with headlines in newspapers.

So one of the things we learned when I studied billions of dollars worth of

multivariable testing, testing one factor against another For example, in a retail store they test putting certain things at one part of the store or another, which can make a difference of 50% in whats sold. They test different signage, different colors, believe it or not. Its a powerful thing.

What they found was that about 25% of the things you do dont have any impact

on the result. 25% of the things that will make all the difference are counter-intuitive. If I took your firstborn and held him or her captive, hostage, and the only way you could reclaim him, you could ransom him, was not to give me your house, or all your money. You had to choose the absolute best approach to a marketing situation from your own intuitive judgment, you could be wrong 75% of the time. Certainly 25%, but sometimes even more.

Thats why you test. You dont have the right to decide for your marketplace

what works. If you want to create great wealth, you have the obligation and the responsibility to put it to a safe, conservative little test and let the market tell you whether its smart. Constantly test, and thats how you become wealthy by letting the market tell you the price and positioning.

Certain test variables by themselves dont have a big impact. But if you combine

them, they have a huge impact. We, for example, mastered a form of Internet marketing that nobody else does.

Well go to the list 25 times in three months with aggressive communications on some product. Most people would give up after the first one. The first time well get X. Next time well get maybe 3X. The next time well get 3X again. The next time well get 4X. Next time well get 2X. But the cumulative effect is more than 25 times. Its geometric. And most people dont realize that youve got to test combinations.

Most people dont acquire qualified lists. If youre trying to reach a target market

by doing scientific questioning, you can figure out very quickly that there are certain lists that have two, three, ten times higher probability. Probability and outcome makes all the difference.

Let me give you an example. My son used to sell copiers for Canon Copy, the big

company. His territory was Eastern Los Angeles. Hed go out, and hed just knock on doors in offices and business complexes. He made $25-, $30,000, and he was killing himself.

One day he sat down with me, and he said, Dad, this doesnt make sense. And I

said, I realize that. He said, How can I make more money and make it easy, make the


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process work for me instead of me working so hard for the process? And I said, Well, go to the company and ask them for a profile of what the highest probability buyers are, what kind of business buy most often, what are the units

He did that, and I ran a list of what those kinds of businesses were in his

marketplace, and we organized it by street. Then we got someone on the phone to call and set up appointments. He started working about 60% as hard as he had been, and he started making three times as much. Isnt that what everyone wants, instead of working six times harder and making a third of what they could?

I dont believe anybody gets up on Monday morning and goes to whatever they

do in real estate, their business, their online marketing, their job and says to their loved one, Honey, Im going to work my whatever off today, and Im going to make one tenth of what I can for us. Im going to create one hundredth of the wealth I can. Im going to make it ten times harder than it could and should be. Yippee!

Unless youre really a masochist, you cant do that. Because nobodys ever

showed you how much easier it could be. Theres a lot of little things. Increase the size of the transaction a couple of

ways. The first thing you can and should do is improve your sales methods. Second, by packaging complimentary products and services together, things that work better, you can increase the unit of sale.

Theres a concept called The Strategy of Preeminence that I teach that

transforms your whole life. Its getting yourself established as the most trusted advisor to whatever prospect you want to reach. Its getting them to see you as the only viable solution. Its getting them to see that you feel, see, sense, empathically understand what theyre trying to do, and youve got a greater hopefulness for them than they even have for themselves.

The reason Im so good, not at selling stuff, but at growing businesses is I have a

hopefulness for my clients. I sense what an entrepreneur really wants to accomplish. I sense how much more valuable a passionate entrepreneur can make their prospect or clients life, and Im able to connect with that.

When you understand this, it transforms you and makes you more highly focused

and an infinitely more productive person. When you practice the Strategy of Preeminence it puts you on a very high moral

plane. You stop just letting people buy what they want, and you start advising them in whats going to be in their best interest. Oftentimes buying the cheapest, buying the smallest quantity, buying a stripped-down model, buying it without other complimentary products and services is not in their best interest because they will get a lesser result. But if youre practicing the Strategy of Preeminence, their best outcome their best result their best interest is yours.


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I call people clients, and the reason do is to practice the Strategy of

Preeminence. Whatever business endeavor youre in, its all the same thing. Youre competing in a commoditized world where the consumer is more

educated, the competitions a more formidable group, ruthless and fierce Everyones trying to marginalize your profit, your proprietary distinction, and your differentiation. If you play into their hands and basically submit and throw in the white towel, shame on you. You deserve what you get.

The first way to avoid that is to practice the Strategy of Preeminence. Im sorry,

but Take advantage of me. Marginalize me. Im no different than anybody else That wont cut it.

Look in Websters Dictionary at the definition of a client. Somebody under the

care, the protection, the wellbeing of another. It connotes fiduciary responsibility, a higher relationship, much more professionally, more distinctively.

If you practice the Strategy of Preeminence, the key difference that it demands,

that once you understand and you embrace will transform your life is that most people in business fall in love with the wrong thing. They fall in love with either the category of the business theyre in, or they fall in love with building the fastest-growing business.

In my humble opinion theres a different view. Fall in love with the client you

serve, and live to see their life improved, enhanced, protected, enriched, dramatically and meaningfully impacted by you, and youll have such a difference in everything you do, in all your communications, because itll be driven by that. Your ads, your telephone contact, your one-on-one

Youll fall in love because youll know that your products are bringing great joy

to the people that have them, and you can just visualize the joy they have and pass them down, and the hours of pleasure they get. And thats a great thing to do.

When I decided to do what I was going to I thought, I dont want to spend all my

time being a consultant. I dont want to be somebody that everyone else is. I want to be so incomparableso preeminent on the block, and I want to distinguish myself so much higher above everyone else not just in my knowledge or my achievements, but in my empathy with people, my understanding of what was in their best interest.

Presume you had a bottled water shop. A client comes in to you and wants to buy

a half glass of water. If I take your money and just smilingly hand you the half glass of water, knowing that you really need 7 more of these every day for your bodily functions, your brain chemistry function, for your cellular structure, to refuel and renourish And I just steal your money, I wouldnt be doing you a service if I didnt first indicate to you, Did you know you need 7 more? And then know that you either knowingly abdicated that choice, or you were getting it somewhere else.


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If she came in every other day and bought eight glasses, and I sold them to her not

doing the same thing about the days in between, I would be stealing quality of life from her. She wouldnt be that friend, or that wife, or that lover, or that producer, that everything that she could be. It would be my fault. I cant do that.

Part of the Strategy of Preeminence is having a higher sense of not just

responsibility, but advisory connection to the people you serve. Its a very powerful, powerful position to be in.

Most people in business go about achieving their result through one main, what

Ill call marketing, revenue generating, selling approach. I call this the Diving Board Theory of Business because it reminds me of a diving board. The top of the diving board is the revenue it generates, the column supporting the board is the vehicle that revenue is generated by.

I call it that because Ive never seen a diving board be a propellant to drive people

up permanently. You do go up, but very quickly youre in the process of plummeting to the ground.

How many people have ever won a Lottery? How many people who go to Las

Vegas always come home $10- or $20,000 ahead? How many people would feel comfortable getting in their car, getting to the red light at a busy intersection, and flooring it against the red light and against traffic?

Well, how many of you think that youre that lucky and that smart that you have

found the highest, and best, and most absolutely profitably performing way to drive the businesses youre in with limited knowledge?

To me, the worst thing you could do is to depend on one form of revenue

generation. Number one, if anything goes wrong with it, youre screwed. If youre using space ads, their price might suddenly double and pull half as much. Number two, anybody that can monitor what youre doing can do better if they learn my stuff. Number three, you could teach your methods to somebody else, and they could go run with it. There are just a lot of things that can go wrong.

But when I erect one more pillar to your revenue-generating process, you can see

that the structure is stronger. I have my clients and people that I teach my methodology to build what I call a

Power Parthenon of Geometric Business Growth, which is accessing the market from many different focal thrusts to make different extensions of the market. It produces three different results.

First, remember the Force Multiplier Effect? Your efforts benefit from that.

Number two, it produces geometry.


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If you dont have a referral-generating system, then right now 20% of your business comes intermittently, passively and reactively from referrals. If you get even one system in place you might even double or triple that, and that can triple your income. If youve got four or five, you can quadruple your income.

If you add joint ventures and any number of other methods I teach, the market

gets hit from so many vantage points. Life is a moving parade. Were always moving forward. How many of you,

either your business life or your personal life, have some area that you need to take action in? That you need to do? You need to paint the house you want to join the gym you need to go get a physical but you put it off? But if you kept getting harassed about it every day from a different point you got phone calls, youve got a friend who reminded you Do you think you might have a higher inclination to take action?

Im not saying anything thats that complicated. Its very profoundly evident,

isnt it? The concept is so powerful but Im going to give you something even more powerful.

Remember I told you that there are 93 referral systems that we know of? There

are probably another 20, or 30, or 50, or 100 out there. I dont know. But most people dont even know one. Well, if you can imagine building a sub-Parthenon under each one of those

For example, in business you can use direct mail. You can use it to break into

markets you couldnt justify going after directly. You can use it to follow up and call. You can use it to preface a call. You can use it to upsell people. You can use it to keep in touch and get people to do referrals. There are probably 1,000 things you can do with it. You can bring it to the market. You can make specific offers. You can invite people to come to meet with you. There are so many ways you can use it to essentially build a Parthenon behind the Parthenon.

I really think people are severely limiting, restricting and impairing the amount of

success they can have, how much money they can make, the amount of wealth they can create, the amount of net worth that their business efforts can produce for them. If you learn the Strategy of Preeminence and the amount of impact and contribution you can make to the world, and youre never going to have to work harder for your business than it does for you.

Youre only going to do that by getting leverage, and theres very few things that

will get you that. Marketing does, because marketing is the difference between mediocrity and millions.

A fellow I helped a long time ago had a really great quote that I just love. He said

that most people silently torment themselves by asking themselves the wrong questions. The questions they torment themselves with are, Am I worthy of this goal? Can I really


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get free of my job and my business? Can I really take that business and make a lot more money with it? Can I really be independent? Can I really make $200,000, or $300,000, or $500,000, millions? Can I really retire? They live in mortal fear that theyre not worthy of their true goal.

Thats the wrong question. The questions that you want to ask are, How much

more is possible? How much more power and leverage will I have from mastering marketing? no matter what youre doing.

But the biggest question is, Is the goal worthy of me? Because I can do so much

more, with so much more power, and profitability, or impact. Torment yourself with that question, but dont be set in mediocrity.

One last quote from Leo Burnett. Hes now long deceased, but he was a famous

and brilliantly inspired advertising great. Leo pioneered all kinds of wonderful things, and his quote is this: If you set your sights on the moon and the stars, one things for certain: you wont end up with a handful of mud.

Im blessed with a pretty well-rounded mind. Ive seen how much more is

possible. I see how many incredible ways there are to do something. Ive seen what happens when you combine things. Ive seen how to take the power of geometry and science, and apply it to something that most people are just blindly groping at, and Ive seen how to make everything you do five times better here, and ten times better here, and 20% better there, 100% better there. When you combine them all it compounds to thousands of percents and thats where you create wealth.

I hope I have provoked you favorably, haunted you for the rest of your life to

demand greater achievements, and to reconsider what youre pursuing and how youre pursuing it.

wealth report for hard working indivisuals

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