This is advertising and marketing 101. Network marketing, direct sales or multilevel marketing should be no different. Just because you're not a big New York advertising agency or a slick Chicago marketing firm doesn't mean you can't do what they do.
Before the pros begin a project, they do their homework. The first thing they do is define the product and the target audience. What are they selling and who exactly are they going to talk to? The answers will affect the ad or marketing communications piece they develop.
For instance, let's say the product is a set of golf clubs. The pros will get very specific but basically, they'll target people who play golf, are interested in golf and have purchased golf clubs before. They'll talk to them in their language. The advertising and marketing pieces they create will talk to them about their golf swing or their golf score. About how to get more birdies and pars, and less hooks and slices, because golfers relate to that. The more they can identify with them the more they gain trust. Pretty straight forward, huh?
Next, the professional ad agencies and marketing firms will then choose specific media in which to run their ads. Golf magazines, The Golf Channel, commercials during televised golf tournaments and point-of-purchase displays in golf course pro shops among others. They won't waste money running ads in Better Housekeeping, because although there may be some housekeepers who play golf, more likely than not, there won't be.
How does this relate to network marketing? How can we apply what the pros do to our MLM business? And, why will it make a difference? Great questions...let's talk about them. Let's start at the beginning by defining our product and target market just like the pros. Now, unlike a golf club company, in network marketing we also sell a business opportunity. So really, there are two products being sold: the product or service being offered and the business opportunity.
With regards to the product or service, it's pretty straight forward. If you have a weight loss product, for example, you're goal is to target people who want to lose weight and have purchased weight-loss products before. Some people are overweight and just don't care. If you have a health product, you'll want to target health-conscious people or people facing a health challenge. You get the idea.
Where it gets confusing, though, is when we talk about selling the business opportunity. The problem is, most of us in network marketing were taught by our well-meaning upline that our target market was EVERYONE. And we took it at face value, without really thinking about it or even questioning it. It seemed to make sense, after all, everyone wants to make more money, right?
So instead, let's apply the big city ad agency method to promoting our MLM business opportunity.
Our product therefore, is our network marketing opportunity, which offers people a way to make extra income or become financially free, and everything in between.
So, is our target audience people who need extra income?
No.
Yes, there are people who need extra income but don't necessarily desire it. If they did, they'd be looking for ways to get it, right? Some are content with poverty just like some are content with being overweight. Some would rather watch their favorite sitcoms than look for ways to earn more money or go for a 30-minute walk.
What about people looking for ways to make extra income or looking for a business of some kind?
I would say yes, but on they're on the fringe. I personally wouldn't include them. I don't know if they are open to the MLM concept or not. It's a coin toss. These people would be considered 'opportunity seekers'.
Remember what I said earlier with the golf clubs example?:
"...they'll target people who play golf, are interested in golf and have purchased golf clubs before."
And if we're selling golf clubs, that's who we want to reach. Not bowlers. Not tennis players. Not arts and crafts enthusiasts. We want to go straight to the people who want to buy what we are selling.
Now, here's the same statement using network marketing as the product:
"...they'll target people who do network marketing, are interested in network marketing and have purchased network marketing before."
That's it! That's our target audience.
What's great about talking to our target audience is that they already know what network marketing is and have bought into the concept. You don't have to educate them or convince them that it's "legal". You won't get rejected, shamed or ridiculed. Your target audience is on the same page with you. They identify with you. They relate to what you have to say. How refreshing.
I don't know a fellow golfer who doesn't like talking about golf and about how he can lower his score or what course he's playing next! Now that you've defined your target audience, you can zero in on your marketing efforts to attract like-minded people for greater success in far less time.
Once you start bringing network marketers into your business you'll cut down on training time, hand-holding and trouble shooting. Teach them what you've learned about whom to target and soon you'll be building a downline of business builders who don't waste time and money approaching the wrong people.
It's a beautiful thing.
Here's a great ebook that goes over all the fallacies in traditional network marketing recruiting methodologies. If you've been struggling to build your MLM business, this is a must read. And it's free...download it here. You'll be amazed. I sure was.
As a professional Internet marketer and coach, Steve Lauri teaches home business entrepreneurs how to Achieve Massive Success by harnessing the power of Attraction Marketing and the Internet. Learn more by visiting his blog at: stevelauri.com stevelauri.com
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