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GETTING EVERYTHING YOU CAN OUT OF ALL YOU'VE GOT
Author : Jay Abraham.
Judy Piaktus (Publishers), London and St Martin's Press, New York. First published 2000.
Reviewed by JOHN WOOLLARD
Jay Abraham's book is all about marketing yourself and your business.
It is most suited to the business owner or the independent professional. Despite reviews on booksellers' websites suggesting it helps you advance with your bosses or in your career, you really must have a product to sell to benefit properly from the excellent advice in this book.
Reassuringly it avoids recommending, like so many books about selling, cold calling by telephone and learning multiple closes. These are easier said than done techniques. It favours using letters and direct mail as an alternative and as a prelude to techniques that get a poorer response rate, like cold calling, where recipients of the marketing effort are caught off their guard.
It's all easy to read. Witness this example on selling on the Internet :
"There are only three things you must do to successfully sell your product or services on the Internet :
* Offer very high-quality products and/or services that your visitors want.
* Create a great Web site that sells effectively.
* Generate high-quality, qualified traffic to your site cost-effectively.
That's it. That's all you have to do."
Simplicity incarnate, really.