Welcome to another episode of 3-Minute Marketing, the podcast all about micro, bite-sized, & snackable content from marketing leaders around the world. Today, I'm excited to be joined by a man who needs no introduction if you're in direct marketing circles, Jay Abraham of The Abraham Group. Jay is widely recognized as one of the most successful and impactful marketing strategists, business innovators, and entrepreneurs in the entire world. In addition, he's a best-selling author and someone who speaks all over the world to captivated audiences. My question for Jay is, "What is the most underutilized asset for driving exponential growth?". Show notes: The most underutilized asset for most people is the realization that there are tons of other people, influencers, media, and indirection competitors that have already worked hard and spent a fortune to have a very tight relationship with the same audience you want. But most people spend all their time and money trying to create an outer periphery with a person who doesn't know them. To bypass it and get business overnight, acquire the buyer through a strategic relationship by generously sharing enough with the other side who could then endorse you, introduce you, or partner with you in ways no one else has thought of. Most people spend either too much or too little in the acquisition of the first transaction. Unless you realize what it is worth to you or what it could be worth, you can't really optimize it. You're either the victim or you're the victor. Frictionless customer service is important. Better denominate your value proposition by creating an impact analysis that shows all the different denominators that produce savings, efficiencies, profit, and more. Then take what that would mean over the probable lifetime of the relationship and denominate it. When structuring an offer and thinking about the hidden fears of the buyer, be the advocate of the audience, not the company you're helping. Start by asking what your tangible and intangible fears and concerns are in terms of decision making. Value rank it in your mind on a priority basis. In business, every commitment you make should be an investment. Look for correlations, implications, and anomalies that either make sense or don't.

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