Jay Abraham Genius Network Series
Five Inspirational Interviews Done By Marketing and Business Legend Jay Abraham About Genius Network
Joe & Dean are joined by Jeff Walker as they discuss his new book, Launch
- Why sales PREVENTION can be extremely lucrative for you (and how it helped Marie increase her business revenue 725%!)
- The counter intuitive way to create a rapidly growing (and profitable) business you love and that your customers love and trust even more
- Marie shares the exact, word-for-word “Guarantee Copy” you can utilize that dropped her event refund rate from 19% down to 1.5%!
- How to create a bonded community of customers and clients that sell your products and services for you
” It’s funny. Marketing is just a part of life I think, for everybody. Everybody is selling something, usually themselves if nothing else. Very early on a lemonade stand, baseball cards, pencils…I would just sell. I was a salesman and I think you start off as a salesperson and then you grow up the ladder. There’s a big difference between a marketer and a salesperson. A marketer thinks long term. I got involved in my Dad’s family liquor store business when I was fourteen and that’s where I think I really honed my chops in marketing. I definitely learned a lot about wine and wanted to be a salesperson. Then I started launching websites, winelibrary.com in 1997, and built a sixty-million dollar business, mainly through marketing.
Unfortunately, I have seen people use marketing in the wrong way and that creates a scenario where the brand of marketing has been hurt. I’m very focused on social. I am dramatically more Mother Theresa than I ever thought I could be, but it’s not because I’m a great guy, it’s just because the world is dramatically more transparent. Internet marketing has some real negative players in there and I think those people are going to be weeded out because word of mouth, now, has so much more power that it’s hard to get away with doing the wrong thing.
I talk a lot about social equity in my book, ‘The Thank You Economy’ I really think that corporate America has is wrong. They think push market with billboards and radio and television with no emotional attachment. I think small entrepreneurs have it wrong because they think it should be all SEO or building lists. I think the only thing that’s going to break through, in this new world, is really intent and caring and one-on-one marketing. I still like putting lists together and offerings and having my other 250 days to myself. I just think it’s going to get more and more difficult. I just think it’s the reality of the marketplace that the social revolution is changing the landscape and really there’s no other choice. It’s like what happened to people in print when the internet came along. They didn’t want to believe it, and they got wiped out.“
An interview with David Ogilvy – The view from Touffou.
Professional marketing is not about hawking a bunch of stuff people don’t need, it’s about understanding the needs of a large group of other people, and then creating a product or service that meets those needs very, very well.
Once someone learns how marketing works and the power of it, if they’re not kind of ethically developed and if they haven’t considered ethical implications in life, and so forth, they’re likely to go out and just use it to sell a lot of stuff. A lot of marketing crosses over that line. A lot of people have seen that kind of marketing, or they’ve fallen prey to it, and then they just hate all marketing. It becomes generalized.
Another reason marketing gets a bad rap, is because people don’t like people who are direct and that ask people to take action. They just don’t like the emotional pressure, so they demonize marketers. In other words, a lot of it is legitimate. A lot of it, we’ve kind of done to ourselves, as marketers. We’ve overused certain techniques.
One more thing, just to add to this topic, when I teach marketing I teach that every marketing project is, essentially, an ethical dilemma in and of itself. You can go too far with your marketing, anywhere, but after understanding the needs of a group of people, and creating a product or service that meets those needs; then learning how to communicate in a way that gets the prospective customer to pay attention, to make a decision, to take action, and to buy… it stops becoming this unethical manipulation game, and it starts becoming, almost what we might call, a hyper-conscious, hyper-ethical game.