Move the prospect through your product funnel as fast as you can, and with the lowest perceived risk to the prospect.ġ4. Spend more than anyone on the front-end simply to get the customer, even if you don’t make a profit. The back-end is where all the real money and profit is. All of the headaches occur on the front-end. It’s at this point that your backend comes to life and you start making real money. SPEND MORE THAN ANYONE TO ACQUIRE A CUSTOMERAlso known as “He who spends the most to acquire a customer wins.” (no, Ryan Deiss didn’t say this first, Abraham did) Think in terms of Lifetime Value of the Customer. If you speak in specifics they make a “connect”.ġ3. When you speak in generalities the prospect doesn’t connect. NEVER DEAL IN GENERALITIESYou want to talk and communicate in specifics, never generalities.
USE LOTS OF SUBHEADS “Chunk” content to increase readability and engagement.ġ2. Speak to one person directly, use the word “you” often and frequently.ġ1. You will filter out some prospects in the process, but that’s exactly the point.ġ0. Your prospect feels as though you’re speaking directly to them. It’s at this point that you speak directly to your customer avatar, and in the process you your targeting becomes laster focused. You need to understand your customer avatar so well that you know their fears and frustrations better than they do. SPEAK TO ONE HUMAN Too often businesses speak to a group of people making all communication feel impersonal. “What I want you to do next is to click on the button that says “Buy Now”, enter your credit card details on the next page and then click ‘Place Order’.”ĩ.
They need clear instructions, step-by-step on what to do, how to do it and when to do it. Be as specific as to tell them exactly what to do next, as most sites are not logical for the vast majority of prospects. Ask them to take specific actions to avoid these things. CALL TO ACTION (CTA) Avoid risk, worries, losses, mistakes and embarrassment on part of the prospect. Quality alone won’t sell a product, and it’s pretty far down on the ladder of importance unfortunately but nevertheless you need to reposition the competition by having the best quality.Ĩ. You need to be authentic in how you portray your quality as all vendors say they have the highest quality.
QUALITY You must strive to have the highest quality in your market. Be objective and use your press releases to reposition the competition.ħ. Illustrate the authority, social proof and USP in every press release. You need to draw a direct line from what you have and what they desire.Ħ. Only then can you reach them at their level, not yours. AVATAR Know your customer avatar down to the nationality, other products that they are customers of, sophistication level, fears & frustrations. Email them upfront on opt-in that you will email them from time to time.ĥ. The goal is to laser focus and dial in your ideal customer.Ĥ. Even if you offend or push away certain customers that’s okay. HONESTY Try to get as close to 100% transparent as you can. The point isn’t to maximize the revenue from existing customers but to maintain lifetime value.ģ. When launching a new product give existing customers a better deal first and foremost. BEST DEALS TO CUSTOMERS Give Customers the Best Deals (before everyone else). Marketing is all about relationship building.Ģ. Delivering value without selling consistently is the key to maintaining customer lifetime value. NUMBER ONE ASSET Your number one asset is your relationships with your customers. All 32 key insights below come directly from Stealth Marketing.ġ. Although it was published in the early 90’s, like so many other direct response classics it’s timeless, and worth every penny.
Jay Abraham is most well known for his seminal $1,000 book, Stealth Marketing. 32 Key Marketing Insights from Jay Abraham