Book Review: The Sticking Point Solution by Jay Abraham

Hmmm… seem to be doing a lot of reading about marketing. I thing the art of positive influencing is interesting and, of course, I understand the rules are changing in this new type of economy and I need to prepare myself. Jay Abraham is a long time guru in this field, one of world’s best self-promotors, best paid consultants and more authoritative in his field. Jay could probably help anyone make money on anything from rocks to air to pink candy shoe laces. He’s just given the whole field of marketing a lot of thought and seems to find his flow in helping others make huge turnarounds. I wish I could afford his help! But at least there are his books to read.

Getting Everything You Can Out of All You’ve Got is a tremendous inventory of good ideas for getting the most out of your products and ideas with every kind of twist you can conceive. Start by calculating the life time value of a client or customer. Maybe they make a $20 purchase today, but if you treat him or her well and they come back to you time and time again that first purchase could be worth hundreds or even thousands dollars of business. Test, test test – something I certainly don’t do, but how do you know which approach will work. Try out different headings for an ad, for example, and don’t forget to measure the results.

The Sticking Point Solution is Jay Abrahams latest collection of advice, very relevant for these uncertain times. Abraham knows his math and helps us to be better at analyzing what works and what to look out for. There are tons of good advice. A few examples:
“Don’t be afraid to say what your competition won’t. In any transaction, tell you client, “Here’s what you’re not being told.” “List you flaws.” “Continually add to your brand equity by doing more, caring more, contributing more.” “Form alliances and advisory boards. “Use endorsements and testimonials properly and often.” “Hire the brest. Pay them richly. But pay them mostly on performace.” “If you are invisible, you can’t necomre the go-to source. “Learn to project the image of success – long before you’ve fully achieved it.”

These phrases and words of advice don’t seem especially unusual or new, but Abraham puts them in a perspective that makes his advice seem imperative. “Just do it” may be easier said than done, but Abraham at least tells you what you need to do.