Jay Abraham Club

Today is the second day of the Chinese New Year. It is a period where Chinese worldwide celebrate their new year (based on the lunar calender). Officially, the celebration lasts fifteen days but here in Singapore, we only get two days of public holidays. In China, they get all fifteen days. 😀 (Update: Was told they don’t.)

With lots of food and a bit of spare time, I finally gotten down to compiling my notes for the Maven Marketing teleconference call by Jay Abraham and Rich Schefren I listened to earlier (Click here to listen to a replay).There’s lots of notes below (missed out quite a lot too) but the gist of the call can be summed up as follows:Maven Marketing is about positioning yourself differently from all the rest in your industry. Doing so helps you achieve exponential growth for your business.These are the points I gathered from the call.

• The key starting point is establishing the need in the market and the solution.
• Almost everybody is struggling to grow their business. To grow your business beyond just ordinary, you will need to gain a major business advantage. It’s not possible if you were to just follow normal mainstream advice.
• Traditional marketing (tv, radio, print advertising) has experienced sharp declines in performance. If you want to win today, you must distinguish yourself:
  • Most trusted adviser
  • Most authorative source of advice and ideas
• Maven marketing is the key to maximum performance.
• You need not necessarily have the better product, just the better positioning. In business, it is the positioning that makes the economic and competitive difference. You can’t control a lot of factors (e.g. economy, market sector, competitors) but you CAN control your positioning.
• The one skill that will attract more clients for you is being seen as a maven in their eyes.
• Show that you understand your prospects.
• Become the advocate or champion of a (long) suffering market.
• How does it all come together? Create an essential theme for everything you do.
• You need a flagship product.

Case study: Tellman Knudson

When Tellman started in internet marketing, he was basically building a list and promoting his joint venture partners’ product. His partners would in turn promote Tellman to their list. When Rich Schefren spoke to Tellman, they improved his business model by getting Tellman to create his own core product, a course on list-building. This positions Tellman as a list-building expert rather than someone who is just promoting other people’s product.

• Is your business designed to continously bring in new clients and keep existing ones?
• You can self-proclaim yourself as the expert on any market niche, as long as you can deliver on your positioning. Look at yourself first, what edge you have.

Building the Maven Around a Character

• Tycoon – Donald Trump
• Puppeteer – Person behind the scene
• Researcher – Person who has done all the data analysis to come up with the absolute conclusion
• Well Placed Intelligent Source
• Contrarian
• Eccentric – Richard Branson
• The Iconic Class
• The Angry Man – Jim Cramer, the mad money guy
• The Prodigy/Genius
• The Voice or face behind the organisation – Steve Forbes
• The Synthesizer – The character who sleeves through everything and shares with the market what works. Tony Robbins
• The Importer
• The Outcast – The person who does what he wants and doesn’t care about anyone who gets in the way.
• The Common Man
• The Intellect
• The Advocate – The person who will fight on your behalf and have become dreams for you than you have for yourself.
• The Mad Scientist – Always testing.
• The Supreme Possibility Optimist – Shows you that you are even better than you believe yourself. Zig Zigler
• The Futurist – Faith Popcorn
• The Absent Minded Profession – Albert Einstein
• The Wizard of Oz – He disappears, goes behind the scene, and when he comes back, often with a revolutionary product. Steve Jobs
• The Family Man

Personality

• Trusted advisor for life.
• Here’s what you are not told. I’m going to tell you.

Principles

• Establish your credentials.
• Establish your distinctive perspective and communication.
• Establish your communication advantage.
• Establish a primary signature communication vehicle.
• Be able to compare and contrast.
• Future pacing.
• Take a position of strong point of view.
• Establish leadership.
• Seeing yourself as an agent of change.
• Special innovation.

The call ended with an offer by Jay and Rich for us to sign up for their Maven Marketing Intensive event or the home study course. The $25,000 that I mentioned earlier turned out to be a bonus only available for those who signup.

Rich, next time don’t call something that is conditional a gift. 🙁

If you like to listen to the call, click here to register for a replay.

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