720: Jeff Abraham | How to Build the Most Trusted Brand in Your Market
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From designing computer chips and retiring early to becoming CEO of a sexual wellness company, Jeff Abraham has possibly one of the most unique stories I’ve ever heard.
Jeff is the CEO of the sexual wellness brand Promescent. Over the last 4 years, he's transformed Promescent from a single product brand to a leader in the industry. Backed by over 2000 healthcare professionals in the US alone, with over 1,000,000 bottles sold, Promescent has successfully captured the hearts of a loyal audience.
Dive in and learn how Jeff took a brand entirely outside of his expertise and turned it into the most trusted brand in its market.
Things you will learn in this episode:
[00:01 - 05:18] Opening Segment
- I introduce today’s guest, Jeff Abraham
- Jeff gives a bit of his background
- From designing computer chips to sexual wellness
- How Jeff got into the company and became a CEO at 53
[05:19 - 28:59] How to Build the Most Trusted Brand in Your Market
- Jeff shares insights about running a company different from his experience
- Your brand is never the only option
- First - match the quality of what is in the market
- Next - make sure people like and trust you
- People buy from personality - be likable and entertaining
- Getting people to like you
- Make everything you do ethical
- It’s not success if you get it dishonestly
- How Jeff brought elegance to the product
- Show people you’re a cut above
- Why Jeff changed the name of the organization
- How the product works
- Solving a real problem while taking the “shame” out of it
- Jeff’s initial strategy to balance building the product vs. pushing its marketing
- 80/20 rule - 80% building with 20% ad spend
- Implementing a “no instant gratification” rule
- Building the foundation of the business
- Reading the trends of your audience
- Reaching milestones as a business
- Always outperform the next goal
- A quick word from our sponsor
[29:00 - 43:34] Protecting Your Brand and Building Its Legacy
- Jeff talks about diversifying your business
- You will sell when people trust you
- Understand what your audience wants
- Jeff explains the reasons behind the products they put out
- The importance of having a formula for your business
- Why does your company exist? What makes you different?
- Ex: We will only release a product that we know works
- People will reach out to you when they know your brand is trusted
- Jeff shares about the tragedy of the founder of the company
- Deciding to build a legacy in his stead
[43:35 - 48:44] Closing Segment
- Jeff talks about the future of Promescent
- Getting into all Wall-Mart stores
- Releasing products for easy use
- Looking to grow and put it in the hands of another company
- Finding someone who shares the same vision
- ThE RaNDoM RoUnD
- How to connect with Jeff
- Links below
- Final words
Tweetable Quotes:
“Very few times in life are you ever going to find yourself in a situation that the product or service that you have is so far superior that you’re the only option out there.” - Jeff Abraham
“Don’t get down in the muck; rise above…! You want to establish credibility to get the right people buying the product for the right reasons.” - Jeff Abraham
“In any business, you have to have a formula… What is the basis of this company? What really and truly sets us apart?” - Jeff Abraham
Want to connect with Jeff? You can follow him on Twitter and LinkedIn. If anything you heard in the episode seems perfect for you, head on over to https://www.promescent.com/ to learn more!
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