FYB 031 | Opportunity Gap Marketing

Start with purpose, intention and goals. These three can make the difference in any business. Just like marketing and advertisement guru Jay Abraham, every business owner’s goal should be to sustain a relationship with his clients with the intention of being high value provider in the relationship. Being authentic to your brand and finding others who have similar goals and different sources is opportunity gap marketing with power partners. This is the ultimate competitive advantage that truly serves the people. Jay Abraham shares insights on power partnering will make a difference in your business.

We’ve got a really special interview for you that is something every listener out there will be able to relate to. It’s a gentleman by the name of Jay Abraham. You all should recognize that name if you’re in the entrepreneur community. It was such a pleasure to interview Jay and speak with him about his vast career and how that applies to pretty much all of us that are in business for ourselves in one way or another. He’s the Founder and CEO of Abraham Group. We can’t even begin to tell you how high-level consulting this is. It’s very big strategy. His specialty is the uncanny ability to increase business income, wealth and success. I can’t describe it in any other ways. It’s just simply that. He uncovers hidden assets, overlooked opportunities and undervalued possibilities. He has clients that are top CEOs around the world, best-selling authors, entrepreneurs and marketing experts. He helps small businesses too. That’s part of why he’s got a podcast, is to really get this information and disseminate it out to businesses of all levels.

He knows that for the consulting he does that’s paid, most people can’t afford him. These are either very, very successful individuals who can spend huge amounts of money or are corporations that can. That’s not all he wants to do though. He puts all of his information out there freely through his website and various other outlets that he has to really serve people. You can hear it in his voice. He genuinely wants to share his knowledge and help as many people as possible. He really has because he’s a marketing and advertisement and strategy guru who has become the $9 billion man. That’s how much he’s helped companies contribute and grow to the stage at which they’re big companies. That really just makes a huge amount of difference to everyone’s lives. It was originally called a radio show, The Ultimate Entrepreneur Radio Show, but it’s a podcast. The Ultimate Entrepreneur Podcast has over 100 episodes today. They are fascinating. They are really, really interesting. We’re going to dive right in and just start talking to Jay Abraham.

Listen to the podcast here:

Ultimate Entrepreneur Strategies: Opportunity Gap Marketing with Jay Abraham

Jay, welcome to the show.

Thank you. I’m flattered. I hope I’m worthy of the challenge.

I was listening to The Ultimate Entrepreneur Radio Show which you have and Episode number 88, you started talking about having a re-launch where you just basically decided to change things up because you wanted to do what you call the preemptive, preeminent and highly-profitable strategy. You wanted to change up your show. I’d love to talk to you about why you did that.

We went through a very grandiose experimentation two, three years ago trying to figure out a forum that would reach the right people and allow me to really exercise some of my abilities in contribution to entrepreneurs. We tried buying vanity radio on some major networks. We tried special collaborations. We went to New York and we spent a lot of time pitching to some of the big groups. Finally, we got a deal with CBS for their Play.it Podcast Network. I still have a partner but he’s not active. He came from what I would call traditional radio. He managed it and I deferred to him. It had a certain format that was really very well-received but it was start and stop, break, a lot of pithy, short segments. Very honestly, it drives somebody like myself effing crazy because my work is long and deep and you introduce, develop, refine, expand and demonstrate application. He had to go on a very big project for his career and I inherited it.

There was a coincidental opportunity that had gone on just parallel. Dave Asprey, Bulletproof, is a client of mine. I had a lot of them that are reasonably well-received. Dave has a huge, huge following with his podcast. He’s a really cool guy. I was on his podcast and was very well-received. He and I were originally going to create a separate podcast series called Entrepreneur Disrupted. We did fifteen pilot versions and then his business just exploded and he couldn’t do anything else with it. He gave them to me and I didn’t want to do them as a separate category because he could only do those. I decided I would experiment with a special addition mini-series that were really cool and devoted to a person and a theme. We used that as our first experiment and it kicked ass.

Our numbers went up at least a quarter every broadcast compounded. I don’t know what the total is, but CBS loved it. CBS was acquired by Entercom so the podcast just moved. I do a lot of things collaboratively with Tony Robbins. Every year in the summer, we do together a full day with his $75,000 high-end mastermind group of problem-solving question and answers. We take the video and I anonymize it and sterilize it. Then, we broadcast it as a two or four-segment or series, mini special edition. We’re doing that again this year but we stipulated that in order to do it, we had to now get the new producer to both give us exposure on their terrestrial radio stations, exposure on all their streaming versions, exposure in the spot holds they have in all their 40 or 50 other podcasts, potential interviews with all their other podcasters, interview potentially with some of their talk radio, the integrated leverage of an opportunity.

That is so smart because what most people are finding out is that podcast listeners love other podcasts. Radio listeners love other radio stations. You’re getting that broader view of people who are already interested in the medium.

A lot of things are so obvious and ideal in critical thinking and super obvious strategic recognitions that are literally so close to your face you don’t see the forest for the trees. I believe that this will prove, not perfection, but as a vehicle that any group that has a portfolio of podcasts will start using in part because you need to leverage as many vector points of predisposition in terms of market anticipation. The more that you can drive awareness, provocative association with what this is going to be, evocative, it’s going to give you things you can do that nobody else gives you, I think that sets people up. We have 88 or 89 or 100 segments and I’m very proud of almost all of them. I’m prouder of the long integrated special edition series because they give me a much more compatible form to be myself and they’re not about me trying to just interview somebody iconic that has something to plug and then jumping from one to another to another. I did separately for my brand. I was in New York and I did a bunch of interviews and I did a couple of podcasts. One’s claim to fame is in an hour, they do twenty people. It’s a joke and it’s like, “We’ve got four minutes for your best ideas.” People were standing in the lobby eager to be part of that. When I was done, they were very nice people, I thought, “What a waste. Why am I here?”

You mentioned about your earlier show format and I think you have definitely a lot to be proud of there, but it doesn’t surprise me that you like this newer format. We find that all too often, new podcasters, especially start with some format that is more formulaic in a certain setup or process and they aren’t being themselves. When you’re yourself, you’re more authentic. That resonates with listeners. That’s why they’re flocking to you anyway. They want you.

I’m just reflecting. I honestly have never quite thought about this. When you’re adhering to a format that isn’t authentic to who and what and how you are, you’re always thinking about, “It’s six minutes. I’ve got to stop.” When you abandon the constraints that really provide an intellectual log jam to the fluidity of your connectivity, then you can be totally externally focused, allowing you to engage, to listen, to reflect, to respond, to come back with very well-reasoned and interesting questions and truly be a strong and qualitative advocate for the listener or the viewer.

FYB 031 | Opportunity Gap Marketing

Opportunity Gap Marketing: When you abandon the constraints that really provide an intellectual logjam to the fluidity of your connectivity, then you can be totally externally focused.

What you’re doing though is you’re leveraging what you’re mentioning about the radio and streaming and the cross-promotion that’s going on in a network situation. That goes on at a big broadcast level, but it’s actually a lot easier for smaller entrepreneurs to be able to do this and they just don’t realize it. For instance, they might be belonging to business groups that have multiple members. I just interviewed for my column, a group that is all focused around, I wouldn’t say rehabilitating veterans, but getting them back to work, getting them into the entrepreneurship idea, really just having our wounded warriors finding the networks. They took five different podcasts focused on the exact same veteran audience and they put them together and made their own little mini network. Now, they created a total boost for all five shows. Every time one show gets popular, they all get popular. It’s great and they keep expanding that. I think they’re expanding into seven days now. Each show has a single day on the network right now. That’s a fascinating strategy that any small entrepreneur could do. It is 10X-ing their audience.

We started many years ago with our website and our brand strategy not constraining our content dissemination to just me. We felt that I have an exquisite quiver of arrows to share, but it is finite and that my job was to be a repository, a source of exceptional guidance, expertise, insight that I did not possess. We made it a point whenever anyone else had a great podcast or a great interview, we would secure the rights to not only send them to our list, but to encourage many of our higher visibility colleagues, clients to do the same to theirs as value-added. It was hilarious because many of them, particularly ones who are infomarketers think, “I need to be very diplomatic and socially correct or politically correct.” I’m not being critical. I just am always clinical. Many of the information marketers try to be everything and they believe that them disseminating their brilliance based on whatever limited scope of years, experiences, activities, is what’s going to really light up the totality of their listenership. I believe that’s a little bit nonsensical, arrogant and ignorant.

You talk about power partners. You have a power partnering strategic marketing. You talk about that all the time in a lot of your episodes and it’s the core fundamentals of your philosophy, your business strategy. When you talk about that, it’s this idea that’s why they’re doing it because it’s power backlink. If I interview you, you’re going to be a power backlink for me, but the relationship doesn’t go further if that’s the only reason you’re doing it. It’s too superficial. Talk to us a little bit or a lot, because I know it’s a deep topic, about how power partnering can really make a big difference in your business.

I think you have to start with purpose, intention and goals. My goal is to have a sustaining relationship with everyone that I feel is qualitative valuable for as many years as I’m on this Earth. I’m always intent on being the first investor in the relationship. When anything is done, whether they end up interviewing me or they talk about me, I never want it crass. I never want it hyperbolic. I never want it inauthentic. I want it earned. For example, I don’t sell anything on any of our own, nor do we sell anything on any interview we do. We do have an outrageous landing page and I won’t even give you the name because I’m not trying to promote it, but it’s got 800 hours of outrageous audio, video, written material, books. We don’t charge for it. We don’t take an opt-in. None of them sell anything because we want to be benefactors.

Our whole positioning is diametrically different than almost anybody else. When I have anybody on the show, I loathe to have them if they’re going to try to be crass, self-serving hypesters. I don’t want that. If I really am impressed, I will advocate for them with a disclaimer that I have no economic interest but I think for some people, their services or their book or their whatever is worthy. I teach it, so I would be a hypocrite if I didn’t live it. We try to have the highest strata of ethos and integrity just oozing out of everything we do because we feel that’s the way to a sustainable, enduring, ever-compounding dual success. One is with all the influencers and the other is with the audience that has a myriad of choices and will choose you if they understand that what you have to offer and what it has to deliver are fresh, provocative and evocative.

It got me thinking because actually we started our podcast about the same time that you started The Ultimate Entrepreneur. That was our original podcast, which is about 3D printing. It’s called WTFFF?! which stands for What The Fused Filament Fabrication?! We started it because we really wanted to encourage the community of people surrounding this disruptive technology in skipping the learning curve. We were out there finding resources and testing out materials and just gathering information and we were airing that for people. It got to be where we were really exploring and they could tell the difference. When we got excited about something new that we tried, that worked, then our audience would get excited about it. We never let a single person sell on it. That served us really well. We have just recorded our 500th episode, so it’s been going for a good long time. It’s one of those things where you can really benefit from that power partnering association. If I’m excited about talking to Jay Abraham, then everybody else is going to be excited and they’re going to want to read your book or want to watch the videos that I watched. Just sharing that in that way, it’s contagious.

You probably know, and you may not, and I’m flattered you’ve studied me to any degree, but I’m pretty well-known worldwide for the Preeminence Strategy. If you understand it even its foundational infancy, you’ll get that being a contributor, making people better off in terms of their values, not yours, whenever you interact with them is one of the most no-brainer strategies, approaches, concepts, infallible methodologies for growing and being great. Most people, I think they are focused on the moment and not on the longer game. This is going to be a little contradicting. Predictability is very comforting to your listener or viewer. If you followed our email communications, they are as eclectic, as unpredictable, as wildly iconoclastic because that’s what I want to do. I want to challenge people’s worldview on a very broad expanse that I think is integral to being a great entrepreneur. We’ll do all kinds of fun things nobody else will do and all kinds of daring things all kinds of people won’t do. People expect that, so it’s a predictable expectation in that format.

It is your preeminence strategy that I studied early on because our core business is product design and development. You buy our products every day at mass market, so you’ve done that already. What we’ve specialize in is that innovation, that’s the little things, the opportunity gaps that are there. We call it the me-only gap. When you’re in the space of where it’s clear, open space that no one’s touched but they’ve touched enough of the area to know that there’s a market there because you don’t want to be in that clear space because there’s high risk. That’s where we’ve gone and we’ve done tremendous. In our particular case, we’ve just done it because we’re a couple who design together and there aren’t a lot of female designers in the world. It has helped us to be able to bring that female perspective in. That’s where we found our gigantic product design gap. That’s just been our thing. That’s where I really studied because what you’re saying about preeminence is you’re surpassing others and you’re doing it different than everyone else is doing or just a little bit better. I love that.

FYB 031 | Opportunity Gap Marketing

Opportunity Gap Marketing: You only have a grasp of the liberating and expansive and intoxicating wonderment of having quality people with a broader scope of life and business.

I’ve been very blessed. Most people have had mentors in their life. I would urge everybody who hasn’t, that you only have a grasp of the liberating and expansive and intoxicating wonderment of having quality people with a broader scope of life and business sharing perspective with you from their actual life experiences. I’ve had so many hundreds that it’s almost an unfair advantage. Besides that early in my career, this is just clinical, I had as a client the Deming organization. He was the father of optimization, how to best use theory and optimization and process improvement. I had QualPro, which was the largest multivariable testing agency in the world. I had DecisionQuest. They were the largest, I think they still are, strategic consulting firm that had 150 PhD sociologists and psychologists figuring out everything from the psychology of juries to issues, to venues, to how to depict minimal pain and suffering through graphics. I’m good friends with the number one Six Sigma guy in the world. I have insights about looking at any kind of business revenue system, not operationally. I’m incompetent there but on a revenue system. First of all the myriad of higher, better, safer, faster, more impactful performing alternatives that could be used to either replace or augment. I understand how to take a macro activity and break it into the ten or fifteen sub-elements and isolate each and figure either indicative or definitive performance metrics and improve them, which gives you a geometric boost. Most people don’t even understand the outer periphery of those kinds of things.

I started with Herman Miller, so I have a huge research background from there. I had come out of the textile industry so there were lots of those early Malcolm Baldrige Award winners there. You talk about having had Six Sigma and having ISO 9000 certification. I went through all of that early in my career and it has informed me so much in what I do. The benefit that we have had is we have this design thinking. I know that’s somewhat of an oxymoron because it’s hard to think creatively but in terms of straight thinking.

You’re actually very pragmatic and you’re probably a fabulous strategic critical thinker in behalf of either the office worker, the team or if it’s retail, the flow and the comfort and the staying power at a location of a retail consumer.

It’s that macro to micro. When you have a micro strategic thought, innovation process or however you look at something, then you know how to break it down into the micro areas that make a difference in order to execute it. That’s where we found that we can make a lot of difference in creating that preeminent and just surpassing those others.

The good news about it, it’s the ultimate competitive advantage. Better than that, it’s driven by a purity of intention that is totally externally focused.

It’s not about competing. It’s about, “The consumer should have this better. The podcast listeners should have a better experience.” It’s all about that making it better is purposeful. I’m so glad our thought processes are so similar here. You also have a video blog called 50 Shades of Jay. Tell us a little bit about that. That’s where you talk about it being eclectic.

Let me start with the problem because I think you always have to look at what kind of a strategic solution turns adversity into an enormous windfall for the consumer. I’m not very techno-sophisticated. I teach preeminence which is steeped richly in ethos, integrity, respect for everyone and their unique values. For those that don’t know, I’ve been doing this for three plus decades, so I’ve created a lot of body of work. 187 separate components of my body of work were being freely file-shared and it crushed me. I was so depressed that I couldn’t even function meaningfully for a couple of months. Then I decided, “Can I stop that?” You can get a person who’s going to keep sending legal letters to some amorphous emailer in Tasmania and maybe it’ll come off for a day and resurface in wherever, Botswana Land, but you’re not going to stop it. I decided, “I’m tired of selling most things.” We only sell very high-end, really cool things that I’ve done as experimental beta test. We sold just for a historic $250 million of seminars and high-end products when I was interested in it and I fatigued about being intellectual entertainment many years ago.

I decided, “I’m going to do something unprecedented. I’m going to create a high-level repository of outrageous and audaciously valuable content that exceeded what most online sales people were charging thousands of dollars for.” Second, I wasn’t going to ask for an opt-in. I wasn’t going to say, “Give me your email and then we’ll let you see what we’ve got even though it may be crap.” I decided I was going to give them everything with no commitment and not one element in that segment would sell anything because I wanted to be seen as the world’s supreme and premier and preeminent benefactor for two reasons. Reason one is the vast majority of businesses here or around the world, they’re too small to afford paying for my expensive programs. They’re infinitely too small to be able to afford my private advisory services. However, my services and programs can make a profound and not just life-saving but career and faith-realtering and redefining positive impact on the rest of their life, on their financial security, their ability to impact a lot of people to support and grow and develop team members.

FYB 031 | Opportunity Gap Marketing

Opportunity Gap Marketing: My brand would explode because there’s no one that I can find doing anything remotely like it at the depth and the diversity of content that I do.

I decided no downside to me because they weren’t going to be clients anyhow but if I contributed continuously, generously and outrageously, my brand would explode because there’s no one that I could find doing anything remotely like it at the depth and the diversity of content that I do and topics. Then it would help my main business which is privately counseling companies that can afford six, seven figures. I started doing it and it was so much fun. To be very honest with you too, there’s a giggle because everyone’s trying to figure out what my strategy is even though I disclose it constantly. They immediately think, “He’s figured out some really complex and covert way to monetize it.” I have but it’s just through the outrageous brand currency that it builds and the appreciation that gets shared and conveyed all over the world by people I’ve contributed to.

You have me sitting back rethinking our membership strategies and a bunch of other things that we’ve been advising various clients on and other things. I’m like, “Should we start that way? Should we let them?” Now, you really got me challenged.

I’ll give you the downside. For who I am and what I do, my email list should be outrageously larger. That’s the downside. The upside is if you put my name into a search on the right search engine, you will be dizzyingly intimated by what comes up. It’s a little varied depending on which one you go to.

It may be, but still your website for instance ranks incredibly highly on a lot of different measurements. There are different ways that different organizations in their position will cut and analyze the data. This is something I do with everybody we interview. I want to know how well their website ranks and what their metrics are. All that stuff is freely available if you have the right tools to search with. This is a part of your serving your information freely is that you have an incredible number of backlinks, which makes your site rank incredibly highly. Out of the billion websites out there, your rank was in the 100,000s which is incredibly high and that’s great. Certainly, if people know to search on your name or know to search on your website or something specifically related to you, you are going to come up very, very highly. You’re doing an excellent job and your mission is fantastic.

We’re hypocrites. I’m the cobbler’s kid because I spend all my time creating really eclectic content and working with really interesting clients. We are so media hypocrites. We just don’t do all the things we should and could because we don’t pay and have people doing things online for us. We should, but I basically have focused on what I could do well strategically. Any constructive critique you want to make, even if it’s almost blasphemy, I take very gratefully and respectfully because we’re anything but perfect and we’re hypocritical in what we do for ourselves. You can say anything you want and I will say, “Thank you.”

Truly you’ve done a great job and you can tell that it’s through providing this information freely and the connections you have, the content you’ve been creating, the high value of those connections as well. The content you’ve been creating primarily is really more in the video realm of things and obviously interviews and such because you have backlinks on a lot of other people’s websites. People that visit any of those tens of thousands of websites that mention you are going to learn about you and maybe go to your website and find you. What I found was surprising is the number of organic keywords in Google search that you rank on is very low compared to all those other metrics. What that means is people who are searching in Google’s search bar for the pain points that they’re having that you have tremendous valuable information that would help them even if they can’t afford your programs, but could watch all your videos. They’re not finding the fact that you have videos. When you type into Google whatever the problem is, your name is not showing up as a solution because it’s not showing up through that keyword. That’s what our Feed Your Brand is about is really making sure that you combine audio, video and blog because that’s where tremendous power is, and then combine that with power partnering. Now you have a magic ticket in terms of being able to cover the gamut, especially if you’re small and you don’t have the kind of power and experience and associates over time that you’ve gotten, Jay. That’s where we help our clients.

First of all, you are absolutely correct. We have not a team, let’s call it a person that wears many hats so I can squint-eyed call him. He’s supposed to be doing just that. One of the things that happens hypocritically when you get to a place in your life where you’re focused on contribution, legacy but you still like earning large amounts of money is that you abdicate certain functionalities and responsibilities to others. This is our criticism of my team. I don’t monitor it which is stupidity personified, but as a lesson to your own listeners. If I who am recognized in a relatively elevated light as being a masterful strategist, marketing person, don’t do the obvious, it shows that you may not either. It’s important to me and it’s a disservice to the people we should and could help, but it should be important to everybody. Let’s verbally flagellate me while we constructively expose an opportunity to your listeners.

The essence of how to reach more of those people who are searching in Google, the content is already on your website. You’ve already recorded it in the 100 plus radio show episodes that you’ve done. There are a couple of hundred in the other side of things of what you list as blogs, but are actually the videos. Within that are all of the spoken keywords that your site could be and should be ranking on tens of thousands of keyword phrases when it’s ranking on maybe about 3,000. That will make a huge difference in reaching so many more people that would love to be able to learn by your experience and your example. The problem is Google doesn’t index things that are said within videos, nor do they index words that are said within podcasts. That has to be converted to a written form. We need the encyclopedia of Jay Abraham.

Believe it or not, we created and sold a bunch of them for $10,000 years ago. It would be antiquated today, but that’s great. That was a lazy and sad expedient. You’ll see if you go on one of the shades, there are 70 or 100 essays that I have either written or linked to really profound articles that I was personally impacted by. Most of the written material we used to do, I would just send out as a thought-provoking email and we would never post it permanently in a way that a search could even find it. It’d be gone. One day, my daughter who runs it, said, “Do you know that 98% of the value you’re creating for the website is being dissipated the next day you send something else out?” I said, “Oops,” but I am aware of it. Being reminded respectfully but aggressively is a great gift and a great service, so I appreciate it. May I ask without being disrespectful what your respective ages are?

We’re 47, actually.

You’re young. I have children older than you. I’m much older and I’ve been doing this for 35 years and I’m very proud. I’ll say the good thing. I think you would be hard-pressed on a worldwide basis, and I do this all over the world, to find any or very much negative anything in almost 40 years. The bad news is I don’t promote much of anything anymore. Everyone thinks you create this body of work and it endures on its own. Perhaps the Bible does but even Stephen Covey’s material, you ask a millennial, half of them don’t know it. I have a daughter trying to perpetuate and expand it and I need her to do exactly what you are sharing. This is for posterity, for my estate, for a lot of things. I’m a mad scientist. I’m not someone who even enjoys doing things for my own account because I’ve done it for so many years that I know all my flaws. Extolling all my attributes makes me feel hypocritical.

FYB 031 | Opportunity Gap Marketing

Opportunity Gap Marketing: I’m not someone who enjoys doing things for my own account because I know all my flaws.

That’s exactly what we’re all about here. We really want our podcast hosts or videocast hosts or whoever they are to live in the element that they’re excellent at and subcontract essentially everything else, whether it’s your own internal team or the external best resources you can find out there. If you can keep living in your element, you’re serving the most.

There’s an infinite number of very high-level effectiveness experts who have a very parallel belief. Belief one, no matter if you run a one-person or an infinitely large enterprise, your job is to be the strategist, not the tactician and not the chief cook and bottlewasher. Number two, your job is to focus on the three most critically-relevant activities that are going to move your business, product, service to the highest forward and elevated, accelerated state.

Everybody focuses on certain areas more than others and nobody has everything completely dialed in. Despite the fact that there’s room to improve on keyword ranking, your site is killing it in many, many ways. You are serving and it’s a wonderful thing. Jay, I so appreciate just your knowledge and all of the sharing that you’ve done with us so freely. Thank you so much.

Thank you for the forum. I hope it has value. There should be a lesson. I like epilogue. I’m old enough to remember a producer on TV shows named Quinn Martin, and he did a lot of famous shows but he would have them in five parts. The four parts of the show and then the epilogue where the hero was walking down the street, reflecting silently, but his thoughts were audio-shared on the screen while you’re looking at this forlorn person trying to size up the insanity that just happened. My suggestion is that everyone has far more opportunity to reach far more people by collaborating and adding value to far more people.

Thank you, Jay.

Thank you, both.

Ultimate Entrepreneur Strategies: Opportunity Gap Marketing – Final Thoughts

We’ll talk about an epilogue. I love what he said at the end, just that idea. I think that’s the secret to really doing our ninja tactics. Our ninja tactics have a strategy. We have tactics and there’s a way we execute things, but a strategy. In our overarching strategy, we want to talk to people like Jay Abraham. We want to talk to people who’ve been doing things in different ways across multiple industries. Because bringing those perspectives back in and how you might apply that to your podcast, how you might apply that to your content strategy, how you might apply that to digital marketing or marketing in general, broadens that viewpoint. He’s in a position that many of our listeners are not in though. Many of the podcast hosts don’t have the luxury of being able to subsidize and do things that can be so freely distributed. He talks about intentionally not trying to capture people’s emails as a pre-requisite for providing free information. More power to him. He doesn’t need to do that. Good for him. We really don’t either. I even had in our schedule of topics to talk about is to email or not to email. We’ve gone back on it because we don’t really have a huge email strategy. It’s not been something that we’ve done and it hasn’t hurt us at all for the way we are. It’s just not authentically us. I think that’s really the key of what I took away from most of what the conversation with Jay, the overarching of being true to you and how do you want to serve and that comes back to you.

I also want our listeners to understand that there’s nothing wrong with monetizing your website for building an email list, for doing whatever it is that you need to do or you’re comfortable with in terms of what information you’re going to share freely, what things you’re going to monetize and charge people for or what things you’re going to offer in exchange for knowing who it is that’s interested in your stuff so you know what kind of people are interested in it and how you can try to find more of those people in the future. There’s certainly nothing wrong with that, especially from a learning experience. Jay has got 30 years of experience doing this, so he knows who his audience is. He knows who’s listening to him wherever he goes, whether it’s speaking events or consulting or masterminds. Wherever he’s going, he knows who’s attracted to what he has to bring. At the same time, he’s very honest in that he does not do everything perfectly. While his website ranks incredibly highly and he’s doing a lot of things right, there are areas where he can improve as well in terms of trying to reach more people. He is doing what’s authentically him and what he’s comfortable with and he’s very successful with it.

FYB 031 | Opportunity Gap Marketing

Opportunity Gap Marketing: Many of the podcast hosts don’t have the luxury of being able to subsidize and do things that can be so freely distributed.

I just want you to really listen to this idea of power partnering in strategic podcast marketing, so thinking of it within that bubble. That it’s not just about finding a big name to associate yourself with and then just getting them in it. I was asked to go on one of these shows. I think they wanted 500 interviews with high-level influencers but rapid fire. It was a twelve-minute interview or something like that. I refused to do it because it just didn’t feel authentic to me. I was like, “What are you going to capture besides you’re purposefully using me for my backlink power?” That’s all it was. It felt like the audience wasn’t getting anything out of it and what was I going to get? Just another backlink out of it? That just didn’t seem of value to me. That’s why we let our interviews go as long as they need to be. That’s one of the reasons we don’t put a time limit on it. We don’t structure our shows because we really want them to be organically what they need to be to get the cool information, to get to the heart of what we want to talk about, to get to what’s valuable to you. You can do that too. That’s really finding the right interviews, the right subject matter, and the right people to talk about. Make a big difference. That’s really where power partnering can help you.

We hear from lots of other people that we value in our business networking community where they’re sometimes referring to other podcasts, ones that a lot of people would consider very successful where they’re asking the same questions every episode. We hear from a lot of listeners to those that they get bored with the format. Certain guests, they want to know more about them or they want to know different things about them, not just trying to force-fit every guest into the same format. I don’t think it has the longevity that others might. That’s really one of the reasons why I highly recommend binge listening to The Ultimate Entrepreneur show because Jay has got some great stuff. I didn’t actually binge listen to the entire library. There are over 100 episodes, but I did listen to quite a few of the disruption ones where he’s talking to the founder of Bulletproof. That was fascinating and I was really disappointed that I had to get off and I couldn’t keep listening. For you podfasters, binge listeners out there, this is definitely a show to subscribe to and check out.

We hope you enjoyed that interview as much as we did and got something valuable out of it and will continue to get something valuable out of it by going to Jay’s website. You can find us on social media @FeedYourBrand. Thanks so much for listening. We’ll talk to you next time. This has been Tom and Tracy on Feed Your Brand.

 

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About Jay Abraham

FYB 031 | Opportunity Gap MarketingAs Founder and CEO of Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving problems and fixing businesses. He has significantly increased the bottom lines of over 10,000 clients in more than 400 industries, and over 7,200 sub industries, worldwide. Jay has dealt with virtually every type of business. He has studied, and solved, almost every type of business question, challenge and opportunity.

Jay has an uncanny ability to increase business income, wealth and success. He uncovers hidden assets, overlooked opportunities and undervalued possibilities. This skill set has captured the attention and respect of CEOs, best-selling authors, entrepreneurs and marketing experts. Jay’s clients range from business royalty to small business owners. But they all have one thing in common – virtually all of them have profited greatly from Jay’s expertise. Many clients acknowledge that Jay’s efforts and ideas have lead to millions of dollars of profit increase.