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Exponential Entrepreneurs

The 97  ›  Leverage

61 Points of Leverage Marketing

The point

There are literally hundreds of untapped levers in any size, scope, or type of business. Everything you do, internally and externally, has leverage within it: this leverage is usually under-recognized and underutilized.

Jay Abraham · Two Day Rapid-Result "Instant Immersion" — Day 1 Cued to 1:07:30 5 min 10 sec loading…

Why it matters

You are running the same business you ran last quarter — same people, same list, same offer, same effort going in the front — and you want a larger number coming out the back. Most owners answer by adding: a new campaign, a new hire, a new channel. More than two thousand years ago, Archimedes gave the other answer. A small force, multiplied by a long enough lever, moves the world. The mechanism is sequence. Lay every transaction out end to end — your targeting, your database, your media approach, your propositions, your call to action — and inside each step sits leverage you already own. Improve one link and every link that follows it improves too, because they multiply rather than add. There are hundreds of untapped levers in any business, and most have never once been pulled. TruckersReport is the arithmetic. It pushed a whole landing page to its ceiling at once — clearer value, rebuilt flow, sharper headline, added proof — and conversions rose 79.3%, not from a magic word but from improvements that multiplied each other. Electronic Arts runs the mechanism the other way: the SimCity preorder page with the promotional banner removed produced 43.4% more preorder revenue, because the incentive distracted buyers who had already decided. Monday is not a brainstorm. It is one question walked across every step of the sequence, inside and outside the business, then three levers nobody here has pulled, tested conservatively, each with its number predicted first.

The mistake almost everyone makes

The trap is pulling levers with no before-number written down, so nothing afterwards can be attributed to anything. The second is assuming a lever must be added: Electronic Arts made 43.4% more preorder revenue by removing the promotional banner.

The test: Name the lever, the step of the sequence it sits in, and the number it should move. If you cannot name the number, you are guessing, not leveraging.

Where it shows up — 8 worked examples

WhoWhat happened
Electronic ArtsTested the SimCity preorder page with the promotional banner removed; the no-offer version produced 43.4% more preorder revenue.
TruckersReportPushed the whole landing page to its ceiling at once — clearer value, rebuilt flow, sharper headline, added proof — lifting conversions 79.3%.
A company with five hundred retail accountsUsed its trusted national retail relationships to push other manufacturers' products for royalties, earning many times more than its two slowing products.
ChipotleBuilt a second parallel digital make line dedicated to online orders so the digital and in-person streams never collided.
FacebookPointed everything at early social connection after finding a user who reached roughly seven friends in ten days stayed.
Stitch Fix / AirbnbStitch Fix used artificial intelligence to make human styling more scalable, and Airbnb applied it to multiply match quality only after building marketplace trust.
Old Dominion Freight LineOld Dominion Freight Line refused the lowest-price race and stacked service quality, density, yield discipline, and operating efficiency into superior margins.
Jay's own lever testsAcross headline, subject line and offer tests, single-lever improvements ran as high as twenty-one times, with doubles frequent and triples not uncommon.

What it solves

The words a business owner uses for this before anybody has told them the name of it. If one of these is a sentence you have said out loud, this is your strategy.

  • Working harder for the same result“I am putting more hours and more money into the same machine and getting back roughly what I got last year.”A question at every step of the transaction surfaces the levers already inside the business, so the same effort returns a multiple instead of the same number.
  • Only knows how to add“Every time growth stalls my answer is another campaign, another hire, another channel — and I am running out of room to add.”You learn to improve links you already own — one headline, one greeting, one subject line — where the same work returns more without a single addition.
  • Fixes that never compound“We improve something every month and none of it ever seems to stack into a bigger number by December.”Sequencing the transaction end to end shows why one improved link lifts every link after it — the way TruckersReport's coordinated rebuild lifted conversions 79.3%.
  • Stuck inside their own circle“We have sold to everybody who already knows us and I do not know where the next thousand buyers come from.”Leveraging reach — endorsements, referral arrangements, your offer inside somebody else's package — carries you into other people's circles, the way one borrowed pillar outgrew an entire athletic-clothing business.
  • Cannot see their own assets“Our two main products are slowing down and I keep assuming that means I have to go find new products.”The questions force you to inventory what you already own; a company with five hundred retail accounts learned from Abraham that its real asset was the relationships, not the products.
  • Client cannot say where to start“My client agrees there is upside everywhere, and then we sit down together and neither of us can say what to do first.”A question at every step of the sequence, inside and outside the business, gives you a diagnostic you can run in the room, so a client leaves with three tested levers, not a mood.

The challenge

Walk your sequence and pull three untouched levers

Take a sheet of paper and lay your transaction out end to end: targeting, database, media approach, propositions, call to action. Under each step, write every lever you could pull there — accelerate the purchase, upsell it, continue it after the sale, add one product, add one market, put your offer inside somebody else's package, acquire a complementary business on an earn-out. Circle three you have never once tested. Run them in the next seven days, small, one per step, with the number you expect written down before you start.

How you will know it is done Your pod reads three rows: lever, step in the sequence, predicted number, returned number. A row with no returned number does not count.

The AI layer · second pass

Once this is working, here is what to multiply

Improve the system first. Then multiply it. This panel is the second run at the strategy above, and it is deliberately useless until the first run is done.

Before you point anything at this You have laid one transaction out in sequence by hand, first touch to close.
What it multiplies Walking all sixty-one leverage questions against every step of that sequence, scoring which single link, improved once, lifts every link downstream of it.
The trap Polishing the last link because it is the easiest one to rewrite. Targeting sits at the front of the sequence and governs everything after it; a machine generating a hundred call-to-action variants for a list assembled wrong multiplies effort against the wrong people.