Jay Abraham Interview on "I Love Marketing" podcast

http://ilovemarketing.com/jay-abraham-interview-on-marketing-and-copywriting/

•  "The other is, there could be such really quality deserving people that have such a superior product, service, concern, commitment, integrated value proposition, but they do now know how to differentiate. They do not know how to communicate. They do not know how to delineate. They do not know how to demonstrate..." 
•  "most people don’t even think about how do I create the trust that lets the prospect know that I have their best interest at heart"

Notes from speaking to experienced consultants

I was speaking to a far more successful consultant than myself a few weeks ago.

By successful I mean:

• charges more
• more shorter term gigs
• higher paid, higher profile gigs
• higher profile in the industry
• contacted by ‘budget holders’ and ‘management’ as well as ‘practitioners’

Now, he has worked for this and deserves the success.

• put himself ‘out there’ far more and far longer than myself
• built his brand
• experimented more

And there is a lot that I can reverse engineer from looking at his public profile but I thought I’d take the opportunity to ask for tips:

On pricing

• negotiate principle of least regret - price so that:
  • If they accept, I would regret taking at that price for it is too low
  • If they walk away, would I regret because I priced too high
• never drop your price after a quote
• discuss money early in the ‘can you work for us’ ‘can you come speak to us’

I think I do points one and two, so I’ve added point three into my repertoire.

I also asked about how he manages to make his travel schedule so profitable:

• put schedule online

I have now put my schedule online, and I’ve also put my current availability online on my website and on linkedin, in the hope that this leads to a sense of scarcity and as a prospecting filter to stop enquiries for “can you come work with us full time for 6 months on this low level role”.

I had thought about doing this before, but after speaking to him and seeing how much he credited gaining work from it, I added this a few days after our talk.

One thing that became clear when speaking though was that he has a much clearer idea of the benefit and value that he brings to the role. And that allows him to communicate it in a clearer and more succinct way than I do.

So I need to work on that.

Also he provided tips on creating talks and content that can attract more sales:

• talk titles based on ‘what do I think would be a good benefit’
• what 3 things would I want to talk about - simplify ‘what’ not the how - models are the how

I still have work to do on my personal marketing and branding. Hopefully this helps.

I previously asked other consultants and the advice was generally “charge more”. I think the advice above, when followed will help develop the positioning to allow charging more.