Jay Abraham's

880 Pages·2002·3.15 MB·English

Jay Abraham’s

Case Studies!

502
“Abraham Inspired” Case Studies, Success
Stories and Testimonials Guaranteed to Stimulate
Your Creativity, Transform Your Marketing Strategy
and Grow Your Business or Professional Practice
Massively Over The Next 3 to 18 Months!

*** EXTREMELY CONFIDENTIAL ***
*** FOR YOUR EYES -- ONLY ***
From the Desk of
Jay L. Abraham

Subject: 502 Incredible Case Studies Designed To Exponentially Grow
Your Business Over the Next 3 to 18 Months!

Dear Valued Client:

This is your personal (as in “for YOUR eyes only”), highly actionable, and extremely
confidential collection of Incredible Case Studies. There are more than 500 real life,
business case studies, success stories and highly documented testimonials here. They are
guaranteed to stimulate your creativity, transform your marketing strategy and
dramatically grow your business or professional practice.

As you may know, I was crystal clear to submitters of exact type, format and content of
each case study I wanted them to submit to me. They had to detail and quantify the
results… They had to denominate the tangible impact that my concepts produced for
them… From all sorts of vantage points… They had to describe the basic strategy of
mine, such that ANYONE could follow it, adapt and adopt it for their business.

In short, I was demanding and as ruthlessly specific as I could get, without writing the
case study myself or hiring an army of reporters or researchers for for tens of thousands
of dollars to interview and document each one.

As part of the review process, I unfortunately and regrettably had to reject hundreds of
well intended submissions. Because although they were very glorifying and gratifying to
me (which I genuinely appreciate very much), I just couldn’t see how they would be
valuable and applicable… To you.

I have included 502 totally appropriate case studies, success stories and illustrative
testimonials here. Anyone could study these 502 and get immediate positive impact on
their business… This includes you. You should be able to dramatically grow your
business the next 18 months and as quick as 18 days.

My Heartfelt Suggestion

If I were you, here’s how I would begin to systemactically take action with this treasure
trove of unparalleled confidential case study information:
• First, take an initial “first pass” cursory review of this volume. Print them all out
and put them in a binder marked “CONFIDENTIAL”. Keep it on you desk or
with you at all times. Mark with a post-it note, the case studies which which most
immediately apply to you, your circumstances or business situation.
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 2
I would be looking for strategies which I could import, adapt and adopt to my
specific situation. I would look for ones based upon the time, the available
marketing funds I had available, the ease of effort, the most creative OR I would
look at the case studies in my same industry that I could model.
• Then I would review those case studies in detail, and highlight, with a pen or
highlighter, the specific fundamentals of what made them work. I would attempt
to learn from each one. I would ask questions like… What’s the insight here?
What strategy, tactic or driver makes it work? And most importantly…

What is the implication and application on, to or in my specific
business that I can learn here?
• Next, with pen and paper, I would prioritize the case studies which I would want
to “creatively emulate”. I would prioritize them based upon ease and quickness of
implementation. (PS: I’ll give you a hint… By far the most successful strategy
which people reported was using RISK REVERSAL amongst all 502. It’s easy,
it’s fundamentally free, and it has the capability of doubling or tripling your sales
instantly.)
• Further, I would create a detailed plan for each strategy I wanted to deploy and
create a marketing calendar to lock in when I would deploy it. I would work
backwards to make sure I had a great implementation plan formulated.
• Lastly, I would focus on one strategy at time, optimizing and customizing it to
my situation, until I had fully capitalized on its value to me and my business. Do
that--- and nothing more, and you’ll owe me “big time” in about 3 to 18 months,
when your sales skyrocket and your profits explode.
The Keys To The Kingdom Are Here For You--- FREE!
As you can see, if I were you, I would totally consume and embrace this collection,
extracting every strategic and tactical application on your business, because it holds
the keys to growing your business, generating profit windfalls and creating a lot of
business breakthroughs in the process.
I want you to know that you inspire me to work even harder on your behalf, because--
You have demonstrated in your case study submission to me… That you are one of
the few high achieving business owners who do (versus the masses who don’t---
implement, apply and excute the ideas I’ve so openly tried to share with you over my
career).
My heartfelt hope is that you will immediately put into ACTION these case studies
such that you will be able to report back dramatic increases in your business. Any
ONE of these case studies, success stories and illustrative testimonials has the power
to totally transform your marketing strategy. Any TWO of them can be combined to
geometrically increase your sales… And with any THREE or more, your profits
can’t help but go exponential.

© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 3
So with that said, you have your work cut out for you. I am sure it will be the profit
adventure of a lifetime, one very few people get to experience.
Thank you again for submitting your case study, testimonial, or success story.
Best of Success With All Your Business Building Endeavors,

Jay L. Abraham
P.S.
Please don’t be bashful about sending me your next success stories when you achieve
them. I am always interesting in new, innovative and creative ways of using my
methodology and mindset. Just email your success story to [email protected].
(As you know, I can come up with many inventive ways ethically use your success to
my own marketing benefit. There’s a case study lesson here too: You should take a
marketing page from me and apply the same kind of dynamics to your own situation
too.)
P.P.S.
Important Note: To prepare these case studies required enormous effort, time ,
expense, and commitment on our part. The people that shared them with me, shared
them with ME. For MY purposes. Which may be a commercial application of some
kind.
I am delighted to share this complete set of these case studies with YOU ONLY---
ABSOLUTE FREE OF CHARGE, per my original agreement and offer I made with
you. However, it is vitally, critically important and ABSOLUTELY mandatory that
you totally respect the confidentiality and the exclusivity of this massive collection.
It is absolutely NOT being sent to you for redistribution in any way form or
kind--- without my express written authorization or approval.
It is only being shared with you and your enterprise here to help you flourish, prosper,
and to substantially grow your business as my free gift. Consder this document is
PRICELESS. It contains hundreds of totally specific strategies and the supporting
tactics that will allow anyone reading this to reap enormous financial, competitive
and business advantage over anyone else they compete against.
As such, I consider it totally proprietary and the intellectual proprerty of Abraham
Publishing Group. Thus… it IS NOT intended, designed or offered to you for
redistribution, conveyance or sharing in anyway outside of your direct reports. And
we respectfully expect you to hold them to the same ethical standard of
confidentiality, trust and conduct we are know you will honor.
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 4
Warning: In anticipation of several commercial applications, we are about to modify
this .pdf file so we’ll be able to track it and make sure my confidentiality and non-
disclosure request is honored. I would feel really terrible if you or your staff were
trapped or embarrassed unintentionally. So again, please respect my request for
confidentiality. Thank you.

© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 5
1. Abdul Mozid
----- Original Message -----
From: Abdul Mozid
To: Jay Abraham
Sent: Wednesday, July 31, 2002 10:09 AM

How I increased our business turnover from £1200/week to just over
£2500 in 6 months.

What did I do? I increased the turnover of our takeaway from £1200/week
to just over £2500 in 6 months. I work for my uncle and for a period
of 7 months I was in charge of running the business whilst he went
abroad.

The only bit of marketing we did was a postcard size advert in the
newspaper during Christmas. We did not advertise the whole year round
because we never got good results from it.

On reflection, what I am about to say now defies logic – we also use to
do leaflet drop of our menus which always brought in new customers,
however, we NEVER CONTINUED IT. This was done whenever the business
slowed. These two methods were our only bit of marketing.

After studying Jay’s “Money making secrets of Jay Abraham and other
marketing wizards” I realized that we were making so many mistakes in
running our business.

The biggest mistake we made was that we never captured the names of our
customers – for the regulars we knew nothing more than their names.
What this meant is that we could never do anything with our customers
because we did not know exactly who we were serving and how many
customers we had. We also never calculated the marginal net worth of
each customer.

The first thing I implemented was capturing the names of our customers
and recording it into a card index system. Having analyzed the
business I realized that we could easily capture approximately 50% of
customers name. These were the customers who left their name, address
and phone numbers to have the meals delivered to them. The other half
needed some “creativity” to
capture so..

I borrowed an idea from a friend who has a guest book for his hotel
customers and adapted it to my takeaway. I had a “guest” book at the
front of the counter that had columns for name, address, phone and a
comment on what they thought about the food at the takeaway. The
incentive given to the customers were that all people in the book would
be invited to special events in the
future.

After getting the names it was so simple to increase the business.
Firstly I sent out a thank you letter to each of the customers on my
list. Next I sent a small note with the weekly specials and the menu
every week for the 5 months that followed it (initially to only 50
people – so we don’t waste money on testing).

The results speak for it self – we doubled our business.

© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 6
The most important lessons I learnt is that:

You have to question things and ask, “Is there a better way?”
You must measure and record everything – for example how many customers
you have and who are they?
Be willing to try things – even if you fail.
Make sure you are in regular contact with you customer – otherwise they
may forget you!

I no longer work with my uncle, in fact on the verge of opening my own
business, but all these facts can be verified – my contact details are
(tried to keep this brief):

Mr A Mozid
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 7
2. Adam J. Betcher
----- Original Message -----
From: Adam J. Betcher
To: Jay Abraham
Sent: Wednesday, July, 2002 11:51 PM

I am probably one of the least qualified to give a case study because I
am still working my full time day job and am still in the guts of
helping my first client.

In order to explain why this is a success, I have to tell you the whole
story.

I am a project manager/process developer/Systems engineer within a
fortune 100 company. -- I only have an associates degree and my peers
are mostly engineers with doctorate's so you can see that I didn't get
where I am by being average.

Within this company I noticed that there were people that could create
excellent technical solutions, but the company would ignore them, and
then the company would turn around and hire consultants that didn't
have a clue, but were pretty good sales people.

This always irked me and my associates, so I decided to do something
about it. I started studying marketing and sales because these are
where my associates were ineffective. I came across a person who was a
Jay Abraham Protege' and was willing to loan my his materials. I spent
a year studying, quantifying and rendering out the core principles from
the audio tapes, books and newsletters. At last I was prepared. I
invited a group of the best of the best to lunch and presented my
business plan to create a consulting company that gained payment as a
percentage of the improvements made.

*** This is my first success... I would never have had the forethought
to reverse the risk or the ability to convince anyone to join me if I
hadn't studied Jay's materials.

Three process improvement war-horses joined my company. A Demming
scholar, A training guru and a Theory of Constraints Jonah. All of
these people have indepth understanding of the theories of management
of people and systems, but no marketing skills.

Once I started the company, I immediately had enough clients to fill
our free time (we all have day jobs and families). Our capacity is 2
clients, the average length of time meeting with a client is 1.5 years
and we have been in business for about 2 years. When we work with
clients, they come to us with seemingly insurrmountable obstacles, and
we begin to share principles and ideas about forming strategic
partnerships, reversing risks, getting referrals and help them think
through the problems they are having by using the tools from the
systems management tool suite's. They always leave with a renewed
sense of hope.

I too have a renewed sense of hope. Recently, I started recieving the
materials that Jay had teamed up with someone named Chet Holmes. At
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 8
first I thought "ok another schlep trying to hitch a ride on Jay
Abraham's shirt tail. Boy was I wrong. I recieved an audio where Chet
outlined his technique for developing a core story. I tell you what...
All of my clients/Associates/ friends/relatives etc... heard about Chet
Holmes. I purchased the PEQ home study and the PEQ II home study and
have been working through them. I approached a prospect that I have
been working on for a year and landed an agreement for 50% of any net
he makes over last year. (he hadn't been doing too well this year up
to that point).

*** This is my second big success. I never would have landed this
client without knowing that I could supercharge his sales with Chet's
stuff.

I have now switched to working 4 tens with Mondays off and on Mondays,
I am working with this new client. We have created an excellent risk
reversal and built him a pretty good core story and are working the
bugs out of it. The clients he has shared it with are excited about
his new way of doing business. Soon we will be hiring some sales
superstars and then watch out!

Adam J. Betcher
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 9
3. Ahron Katz
----- Original Message -----
From: Ahron Katz
To: Jay Abraham
Sent: Thursday, August 1, 2002 12:54 PM

I’m Ahron Katz, founder of A-abc Appliance and Air Conditioning, the company
with “the little red trucks” in Dallas, Texas. A-abc Appliance and Air Conditioning
does approximately ten million dollars in sales annually.

I’m going to share examples using three of Jay’s strategies.

The three strategies are:

1. Risk reversal. That way the client has nothing to lose.

2. Become spokesman for your company because people relate to a human
being better than to an entity. That increases recognizability and
responsiveness to your advertising by as much as 30% or more.

3. When you have confidence in your product or service, it’s very effective to
offer free or reduced-price samples. Assuming that long-term relationships
are very profitable, it will translate into exponential growth.

Here are three successful results from using the strategies.

1. I became the spokesman for the company by learning to do radio
commercials myself. I promised clients my personal guarantee using Jay’s
strategy of risk reversal. “You’ll love our service or you won’t owe us a
dime.”

I ended up hosting an hour-long radio show on Saturday afternoons.
Within several years, the recognition factor for A-abc, the company with
the “little red trucks” had surged from 3% to more than 40%.

2. I offered free carbon monoxide detectors along with free safety
inspections as an introduction to our service. We gave away 1500 of the
carbon monoxide detectors and did 200 safety inspections. The total cost
was $13,000.00. The clients generated from this program translated into
$112,000 in sales with a 43% gross profit margin within twelve months.
Within twenty-four months, that had expanded into $250,000 dollars in
sales.

3. I offered a $19.95 energy audit for anyone that owned a house over five
years old. Normal price was $150.00. This program generated over two
thousand clients, with sales of $1,100,000 within twelve months.
© 2002 Abraham Publishing Group, Inc. – Confidential – For Your Eyes Only - All Rights Reserved. Page 10