Learn How a Master Marketer Helped a Postal Clerk Earn
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Learn How a Master Marketer Helped a Postal Clerk Earn
$500,000,000
Learn How a Master Marketer Helped a Postal Clerk Earn
Sticking Point
SolutionBy
Jay Abraham
A story from the book about Sticking
PointSolution
By
Jay Abraham
A story from the book about
Jim Cook
&
Sticking Point
SolutionBy
Jay Abraham
sorting mail in a small
Minnesota town
Jim had
BIGdreams…
He was fed up with his
He was fed up with his
He was fed up with his
JOB
He wanted something more
something better
something better
for himself
and for his
for himself
and for his
He dreamed
about being
his own
He dreamed
about being
his own
BOSS
starting a
wildly
successful
starting a
wildly
successful
COMPANY
building
a
family
building
a
family
FORTUNE
never having
to worry
about money
again
So one day…
Jim summoned
the courage to
walk into his
supervisor’s
office
It was the 1970’s, a time when
gold and silver prices
were soaring
rare gold and
silver coins were
skyrocketing in value
Jim founded
a small rare
coin
dealership
BUT
IT
DIDN’T
He did the best thing he could think of.
He did all the same things
he saw his larger, more
successfulcompetitors did.
He rented mailing lists
He rented mailing listsmailed
thousands of
postcards
offering his
product
He bought expensive ads in
financial
publications.
He even
paid big
bucks to
have an
exhibit
booth
at investment
conference
and trade
shows.
But even after all that
expense and risk
was still only bringing in about
was still only bringing in about
Jim was facing
the same
challengesyou’re facing
right now.
He had
thousandsof competitors
most of whom
dwarfed Jim’s
small
company
and sold
hundreds
of times
more coins
than Jim
did
And to top it
off, Jim felt he
wasn’t born
with a natural
gift for
MARKETING
And to top it
off, Jim felt he
wasn’t born
with a natural
gift for
MARKETING
Nor did he
have an
encyclopedic
knowledge of
his industry.
Nor did he
have an
encyclopedic
knowledge of
his industry.
He
wasn’t
better
looking
He
wasn’t
better
looking
or more
charismatic
or more
charismatic
or more
outgoing
or more
charismatic
or more
outgoing or glib
or more
charismatic
or more
outgoing or glib
X XX
or a better public speaker than the folks running the show for
his larger competitors
or a better public speaker than the folks running the show for
his larger competitors
to fund a
big, national
marketing campaign.
Jim was
getting
marginalized
in a big
and
painful
way.
But Jay accepted
Jim as a client
because he saw
t h r e e crucial
qualities in him:
a driving,
palpable
desire to
succeed;
a fierce
desire to
contribute
far more to
his clients;
and a
willingness
to try
something
new
(more innovative
than anything
anywhere else in his
industry was doing)
to light the fuse
on explosive
sales growth.
Jay’s vision for Jim was a simple one—
to lift him head and
shoulders above his
thousands of
competitors.
not by
spending
what little
money he
had on
direct mail
or print
ads
or duplicating the
hyperbolic and
high-pressure
sales tactics his
largest competitors
used—
but by establishing Jim as
America’s leading precious metal
authority,
the trusted
voice
on rare and
precious
metals
investing.
Instead of writing ads and
spending a fortune on media,
they created
content-rich,
educational
articles and
special
reports to
help
investors
profit.
And
instead
of
selling
that
content,
And
instead
of
selling
that
content,
they
gave
it
all
away
And
instead
of
selling
that
content,
they
gave
it
all
away
to a handful of
influential people
who published
large-circulation
investment
newsletters.
Within weeks, those publishers began
running Jim’s articles in their newsletters
and offering
Jim’s special
reports to their
readers.
And soon, the
media began
calling Jim to get
his views on the
explosion in
precious metals
and coin prices.
Almost
before you
could say
Almost
before you
could say
millions
knew who
Jim was:
The voice of
authorityin his market.
and visits
from
people who
wanted to
buy rare
coins
and bullion from him.
Suddenly, Jim’s tiny
$300,000 a year coin
business exploded.
And Jim Cook and his company
Investment
Rarities, Inc.
And Jim Cook and his company
Investment
Rarities, Inc.
Investment
Rarities, Inc.
were raking in $500 million a year in gross sales—
were raking in $500 million a year in gross sales—
Investment
Rarities, Inc.
a half-billion dollars—
in just one and a half years
That’s a staggering
16,667 % sales explosion.
Not by
outworking
the
competition.
Not by
outspending
them.
Not even with
red-hot sales
copy.
But by simply establishing him as the preeminentfigure of educational contribution in his industry.
So...
why can’t you?
If Jim did it,
Be the one who
surpasses all
others.
Strive for
preeminence in all
you do.
Again,
it’s the strategy of
PREEMINENCE.
Finding a unique niche
is harder today than
being seen as the only
viable solution.
Having a unique selling
proposition can be very
powerful, but being
unique isn’t enough.
You have to be essential and vital and
irreplaceable.
Thanks for watching!
Ivy T.
Virtual Professionalwww.indieivy.com
Photos credits:
www.freepik.com
www.picmonkey.com
www.unsplash.com
www.pixabay.com
www.abraham.com
www.online-image-editor.com
Related Documents
