| The Sticking Point |
| 1 | The Sticking Point Solution 9 Ways to Move Your Business From Stagnation to Stunning Growth In Tough Economic Times Jay Abraham Jay Abraham is widely described as America's #1 marketing expert. He has consulted more than 10,000 clients in over 400 different industries over the past twenty five years. Mr. Abraham is the founder and CEO of his own consulting company, the Abraham Group, Inc. He has won praise from USA Today, the New York Times, the Los Angeles Times, Washington Post, Entrepreneur magazine, Success magazine and Inc. |
| 2 | Mr. Abraham specializes in solving practical marketing problems and finding innovative ways to increase bottom line profits. MAIN IDEA Healthy businesses grow their revenues and profits year to year. The numbers never lie – they are a key indicator you're running a successful business. And that growth should be continuing, even if we are in very tight economic conditions. If you're not growing at the present time, it may be because you're stuck at your present performance levels, for better or for worse. |
| 3 | It's time to get moving onwards and upwards and to grow your business, even in tough times. Figure out which particular sticking points are affecting your business today and do something about overcoming those bottlenecks and you get back on track for superior performance in the future. You can and will thrive even in a bad economy. Your competitors might not have a better product than you but they may currently be better at positioning, marketing and selling. |
| 4 | Engineer and then implement some authentic and innovative new marketing ideas. Do something better to preempt your competition. Competition "Marketing and innovation produce results; all the rest are costs" – Peter Drucker If you're losing out to your competition, you need to start doing something different. In particular, you need to change your marketing so you stand out from the crowd. To develop breakthrough marketing like this, a two-stage process is usually required: Optimize – look at what is currently working in your marketing mix and make it work to the nth degree. |
| 5 | Innovate – start engineering some breakthrough marketing vehicle To take your business to a higher level, you'll need both optimization and innovation in your marketing. They feed off each other in dynamic ways. In particular: To optimize your existing marketing processes, you measure how effective your current marketing is and make tweaks which will improve that performance. You change the way you do things and measure the results. |
| 6 | You try different approaches and then when you find a better approach, you scale that up and exploit it to the hilt. You keep working at it until you're confident you're using the highest performing ways to generate more business. Once you've extracted every last bit of performance from your current marketing, you then start looking for new marketing concepts you can try. Often, this involves picking up marketing ideas used in other industries and adapting them to your own needs. |
| 7 | You look for leverage points which you can graft into the way you market your product or service. This is the essence of marketing innovation. Great marketing can create leverage in the marketplace. If you use a better approach than everyone else, you can achieve breakthrough performance. A surprising number of businesses do no marketing at all. Still fewer ever get around to monitoring performance and working to improve their different marketing variables. |
| 8 | As you first optimize your marketing and then introduce new and different marketing vehicles, you can move well ahead of the pack. Marketing is an investment in the future of your business. Good marketing has the potential to increase your profits by huge amounts – increases of 200 percent or more a year are not uncommon when people get serious about marketing. This builds on the single marketing mantra you need to know: If you change your marketing strategy, then you automatically change your results. |
| 9 | Most owners of small-to-medium sized enterprises have no long-term marketing strategy they are trying to execute. Instead, they just exist on the scraps that come to them from all directions. It doesn't have to be that way. You should put in place a marketing strategy and then work systematically to align everything you do with that master strategy. Far and away the best marketing strategy of all is to attain "pre-eminence" in your field – to have visibility in the marketplace and to be perceived as the best at what you do. |
| 10 | The smart way to do this is to tell your customers what criteria they should use when purchasing products in your line of business and then make certain your product or service is the only one which completely satisfies these criteria. At the very least if you can't be the only company which satisfies these criteria, be the first to tell the marketplace about it. This will get you credit and everyone will come to view you as the market leader others are scrambling to catch up with. |
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