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Book Review: Getting Everything You Can Out of All You’ve Got by Jay Abraham

Jay Abraham is the Founder and CEO of Abraham Group, Inc, a marketing consulting firm that provides strategies to businesses. He has helped many businesses including IBM, Microsoft, and Citibank and is a well-respected voice in the marketing field. Getting Everything You Can Out of All You’ve Got details the strategies one can use to grow its business and provides advice on how to reach your personal goal.

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Fall in love with your customers

A common theme that reoccurs is to value your customers. There are numerous marketing resources that talk about the value of being customer-oriented. However, Jay Abraham takes it to another level.

One of the biggest mistakes, probably the biggest mistake, people make in any business is they fall in love with the wrong thing. They fall in love with their product, service or company. You should believe passionately in your product, service, or company. But you should fall in love with your clients. By client, I mean several groups. Not only the people and businesses who pay you for your goods or services. But also your employees, bosses, team members, and vendors. … Fall in love with your clients means taking responsibility for their well being.

Being customer-oriented is not enough. You have to fall in love with your customers and treat them as your valued friend. Having this change in mindset is crucial and will change the way you market and interact with your customers.

A successful business starts with the desire to provide a solution to another’s problem. Put your clients’ need ahead of your own. And rather than asking “What do I have to say to get people to buy?”, ask “What do I have to give?”. See your product as a way to improve your customers’ lives. Once you treat your customers as your valued friend, you will think about ways to improve their lives, which as a result will give you ideas on how to increase your business’ value to your customers.

Growth Strategies

Identify the businesses that are selling to your target market that aren’t competing with you. These businesses tend to be selling something that will complement your product or service. Contact these companies and discuss ways where you can leverage each others’ customer base.

Breakthroughs are unconventionally fresh, superior, more exciting ways of doing something.

Keep an eye on the possible breakthroughs that can be applied to your business. Breakthrough ideas can often be taken from other industries so keep continual access to successful, creative breakthrough developments and achievements. This can come from online resources such as Inc. and Forbes or from networking and brainstorming sessions with success-driven people outside your industry.

USP: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
Determine and communicate your USP (Unique Selling Proposition) through all your marketing channels. Consider the obstacles, which can be financial, emotional, or measurability, that might prevent your prospects from dealing with your business. Some obstacles to consider are listed below:

 

  • Financial: what is the potential financial loss if the transaction doesn’t work out?
  • Emotional: how bad would the customer feel or look if his/her purchase fails to perform?
  • Measurability: can the impact your product or service has on the customer’s life, business, or career be measured and evaluated?

The examples above are only meant to get you thinking. The point is to have a holistic view of the different aspects that can prevent a prospect from dealing with your business. Once you have identified these obstacles you can make risk reversal become an important part of your USP (ex. providing guarantees).

You don’t have the right to determine what the market wants, but you have the duty to find out.

There are always ways you can improve your marketing strategy, so make sure you are constantly A/B testing every marketing component, including price.

Jay Abraham said that the single most important strategy you can use to maximize the value of all your strategies is to communicate on a regular basis with everyone who contributes or ever will contribute, in any way to your business success. This goes hand in hand with his belief that you should treat your customers as your valued friend. You should keep in touch and look after your friends and you should do the same for your customers as well. Don’t be bashful, ask for referrals and provide your customers info on how to locate the referrals for you. Customers from referrals usually end up being your best and most loyal customers.

Besides focusing on your active customers also look into your inactive customers and identify the reasons they stop doing business with you. Often times inactive customers just forgot about your business and can be brought back when reached out.

Summary

Jay Abraham talked about goal setting and how a clear destination and precise road map for getting where you want to be is needed to maximize your potential income or success. However, as mentioned, this book is not a personal development book and the emphasis is on the growth strategies one can adopt to improve one’s business. I highly recommend this book to anyone who has a business. It can provide you value no matter how successful your business is and will be a book I’ll revisit when I start my own company.

I’m currently reading Tools of Titans by Tim Ferriss and I look forward to sharing with you the insights I learned from this book as well. For more frequent updates on my learnings, you can follow me on Twitter.

Book Review: The $100 Startup by Chris Guillebeau

The $100 Startup by Chris Guillebeau is a compilation of insights from studying and interviewing people who have built successful microbusinesses. Chris is an author and a traveler who has visited every country in the world. He identified 1,500 people who have built businesses with modest investments, on average less than $600, that have made at least $50,000 per year to identify the common factors of their business success. These business cases show that people with no special skills can build up successful businesses when they merge their passion with a skill that other people value.

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Basics of starting a business

Convergence is the overlapping space between what you care about and what other people are willing to spend money on

Having a viable business idea is about finding that convergence. Chris broke down the basics of starting a business into these 3 points:

  1. You need a product or service
  2. People who are willing to pay for it
  3. A way to get paid

When I think about the basics of starting a business, I think about needing to write a business plan, registering a business, having to understand the rules and regulations of the industry, hiring necessary help, and managing the financials just to name a few. These 3 points that Chris boiled down to forces you to think about the minimum that you need to start your business.

Don’t create invisible barriers for yourself and don’t get bogged down in writing the perfect business plan. Focus on what is required to get your first sale and start doing.

Here is Chris’ one-page business plan that shows what you need to plan out to start your business.

Focus on your customers

Offer is a combination of product or service plus the messaging that makes a case to potential buyers

Having a product or service that people are willing to pay for is simply the first step. You’ll also need to have an offer that will garner the attention of your potential customers. Survey and understand what your customers need and your marketing should emphasize the benefits customers receive rather than the features your product or service have.

Think clearly about the people you plan to serve not only in terms of demographics like age, location, gender, race, income but on interests, passions, skills, beliefs, and values as well. You must learn to think about values the way your customers do and not necessarily the way you would like them to.

Ideas and Opportunities

The hard way to start a business is to fumble along, uncertain whether your big idea will resonate with customers. The easy way is to find out what people want and then find a way to give it to them

Focus on what people want. A product or service that removes pain points is often more powerful than one that fulfills a desire.

An industry with lots of lovers and haters present a good business opportunity. Another sign of good business opportunity is when lots of people are interested in something but have a hard time implementing it in their daily lives.

Get feedback on any ideas you have from your potential target market early on and make sure there is enough demand for your product or service before you invest all your time into it.

Marketing

Hustling is how to get the word out about a project

Developing a product or service is the easy part. The hard part is informing your target market your business value. Leverage any resource you have and ask everyone you know to help spread the word.

Give strategically. You can target influential people who are in need of your product or service and offer it to them for free. It may or may not generate good word of mouth for you but you’ll have helped improve someone’s life. Always think about what your customers need. An additional service like free delivery or an extra coupon can make your customers feel valued and make your business stand out among your competitors.

Having a good product or service is just half the battle, so make sure you are always connecting and looking for ways to attract more customers.

Summary

This book contains numerous small business cases which you can draw ideas from. It shows you how different people are able to transform part of their skills to bring value to their customers.

The emphasis of this book is on starting microbusinesses, so if you are planning to start a resource intensive/high investment business this book might not be for you. However, if you have a passion you will like to monetize, I’ll definitely recommend this book to you.

Book Review: Crush It! by Gary Vaynerchuk

This is the first of many book reviews that I’ll do. For each of the 20 books I aim to read this year, I plan to write a corresponding book review to document my learnings as well as how it relates to me.

The first book I decided to read is Crush It!: Why NOW Is the Time to Cash In on Your Passion by Gary Vaynerchuk. For those who don’t know, Gary is a serial entrepreneur and the CEO of VaynerMedia. He is well known for his work in social media and digital marketing.

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Love your family. Work super hard. Live your passion.

Gary started out by stating the 3 rules he lives by: “Love your family. Work super hard. Live your passion.”. Although the majority of the book highlights hustling and living your passion, Gary stresses love your family as the top priority. This is something I resonate with strongly as happiness starts with loving and appreciating those dear to you.
What’s your passion? If you are currently living your passion, you would do whatever it is you are doing for free. I graduated with a commerce degree so passion is a word I heard tossed around often. However, I didn’t grasp what it means and even to this day can’t say for sure what my passion is. Back in my university days, we had to choose a specialization from finance, accounting, and management. I went with marketing, a concentration of management because I see it as a field that is less rigid and more creative in terms of problem-solving. With marketing being my clear choice among all the available specializations, I thought and somehow along the way convinced myself that marketing is my passion.
I started taking marketing courses and doing marketing internships. It was great to get experience in the field, but I never looked for ways to get better at marketing in my spare time. It was when I started working on my mobile app that I clearly realized marketing is not my passion. I spent a majority of my time working on my app and would skip hangouts with friends just so I can find more time to improve my programming skills and the app itself.
I’m still figuring out what my passion is, but I know I love to problem solve, learn, and build up and lead teams. In my view, having an industry-centric passion like technology or marketing, for example, is not critical, it’s having interests that you enjoy and want to dedicate the time and effort to get better at. And that I do have.

Develop your personal brand

Gary talks about how developing your personal brand is key to monetizing your passion online. You have to deliver great content, which should revolve around what you are most passionate about. One thing that Gary mentions that most people don’t realize is that your business and your personal brand need to be one and the same. Your messaging across different medium needs to be consistent and authentic.
Even though Gary does not consider himself good at writing, he will not delegate writing blog contents to someone else. This is to allow his messages to be unfiltered and authentic. So if you are not good at writing, find the medium that works for you. Another alternative that Gary mentions is to partner up with someone who complements you. So for this book, he teamed up with someone who knows how to write, but he dictates everything.
As Gary discusses, it’s crucial to develop your personal brand even if you aren’t planning to monetize it. Developing your personal brand is the same thing as living and breathing your resume. And through your content, you’re making sure that people can get to know you personally and professionally. This is my biggest takeaway and the reason I started blogging.

Creating community

Creating community is where the bulk of your hustle is going to go and where the bulk of your success will be determined. It’s about starting and joining conversations about your topic. You need to be deeply entrenched in communities surrounding your topic and better yet be a leading voice in those communities. Remember to always provide a way for people who are interested to get connected with you, which can be a way to contact you or a link back to your blog. Creating community should also be a never-ending task so make sure it’s on a topic you are passionate about.

Summary

I summarized the learnings that are most relevant to me so you might have different takeaways from reading it. It’s concise and provides clear examples and steps on how to monetize your passion that I didn’t detail here. I’ll definitely recommend this book to anyone especially if you have a passion you want to pursue. As Gary sums it up, “Know yourself. Choose the right medium, choose the right topic, create awesome content, and you can make a lot of money being happy.“.

My 2018 New Year’s Resolution

Yes… I know… you are probably thinking that nobody makes their New Year’s resolutions nearly 3 months into the year. In my defense, most of my resolutions were decided a while ago but it was just recently that I committed to blogging. For 2017, my spare time off of work was spent mostly on developing my flashcard mobile application. And for 2018, I have a few goals that I want to focus on to have an even more productive year.

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Resolution #1: Be conversational in Spanish

My father has always stressed the importance of learning a 3rd language which has always stuck with me. Being able to travel to Spanish speaking countries and to communicate fluently is something I want to accomplish. I have taken a few Spanish courses in university along with reading books and watching Netflix shows in Spanish. This has greatly improved my reading and writing. However, speaking and listening are areas I struggle with, especially when the conversations aren’t slowed down for me. To be conversational in Spanish, I want to push myself to communicate in Spanish 3 days a week.

Resolution #2: Complete and promote my flashcards mobile app project, My Vocab

Whether it’s going to Spanish classes, reading Spanish books, or watching animes in Spanish, it’s common for me to come across words that I don’t understand. Whenever this happens, I jot down the words on my notebook so I can review it later. However as time goes on, this process becomes more and more infeasible. I read Spanish books during my commute to work and watch Netflix shows in Spanish during dinner, so having a notebook wherever I go is not practical. And secondly, as I jot down more vocab, organizing and reviewing the vocab gets more and more difficult. With my interest in programming, I decided to develop a flashcards mobile app, My Vocab, that allows me to record, translate, and review words I want to learn. With the main features developed, I want to promote it to see how far I can take it and get as much feedback as possible.

Resolution #3: Read 20 books

I have always enjoyed reading and have been reading on and off throughout the years. With a stronger emphasis on improving my Spanish, I have spent the past year reading Spanish books during my commute to work. However, that’s where it stopped and I had never thought about dedicating more time to read. That is, until the following conversation I had with my girlfriend, Grace:

The conversation was simple, but it got me thinking. I can be more productive, I can read more, and I can do more. I searched up books I want to read immediately and established my book list within a few hours. The following day, I went on Indigo and purchased all the books on my book list that are available. I have dedicated time slots to read since then and have decided to read at least one chapter every day. I can already feel the impact it has on my thought process and is definitely one of the best decisions I have made this year so far. All it takes is one push or one inspiration and I’m thankful to Grace for that.

Resolution #4: Develop my personal brand

The first English book I decided to read this year is Crush it! by Gary Vaynerchuk. Throughout the book, Gary stresses the importance of developing your own personal brand. A personal brand to me is the way people remember you. Developing my personal brand can help me connect and build trust with a bigger audience and also for my case, document my growth and learnings over time which I find invaluable. To start it off, I’ll write a summary of every book I read and share the learnings that I take away from it.

Resolution #5: Start a new project

With My Vocab mobile app project coming to a close, I want to challenge myself to start a new project that can potentially be a business. I haven’t decided on the idea yet, but I’ll share it with you here once it’s decided.

So here are my 2018 resolutions as well as my first blog post. I’m excited about what this year brings and I’m looking forward to reaching my resolutions! Thank you for spending the time to read what I have to share. Feel free to leave me a comment on your 2018 resolutions as well and we can keep tabs on how each other is progressing throughout the year!