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"Be ye therefore transformed by the renewing of your mind..." (Part Two)
The last time we spoke, I was expounding upon the fact that although I am an affiliate of (name of product/company here), it is not their product that I am selling. While it is true that I am using their products and/or services in order to create wealth (making money as a side effect), they are not the main attraction. I am. You see, (name of product/company here) doesn’t really provide anything that consumers can’t get somewhere else. As a result, if all I can offer a potential consumer or team member is a monologue about how great your opportunity is, all you’re going to get is the glassy eyed stare of a soon to be former friend who is pointedly tuning you out (While we’re on that subject, please stop pestering your friends and family. They’re not going to listen to you, and in fact, might hinder you with well-meaning negativity. Familiarity breeds contempt. Of course, you’ll want to bring them into the fold, but it’s after you’ve enjoyed quantifiable success that they’ll be most receptive to you. Likely, you won’t have to sell them then; they’ll beg to be let in).
What you must offer potential team members is a light at the end of the tunnel. If your product truly is revolutionary, that’s good, but as long as you are selling something of value. It really doesn’t matter. No one cares that your compensation plan is one of a kind, based on Taylor Curve with a touch of rational expectations theory and endorsed by a panel of leading economists. All network and affiliate marketers want to know is “how can I make money?” As I pointed out in the first part of this post, that is entirely the wrong attitude to take, but most people (including some Fortune 500 CEO’s) haven’t been sufficiently educated in the manner in which money flows to understand that. It is up to you to teach them differently.
Of course, to do that, they have to respect and value your opinion, but more on that in a little while. Part of owning a business is understanding the market. While we share many of the same economic and financial principles that traditional businesses follow, we must understand how to adapt them to our unique paradigm. In the brick-and-mortar world, people identify with brand names. McDonald’s is pretty much McDonald’s, and consumers know that. McDonald’s markets their brand well, and as a result, they have millions of loyal customers. People either like them or they don’t (personally, I say they are not good). Those that like them patronize them, and those that don’t go elsewhere. No one cares who owns a McDonald’s franchise. The franchise is the brand.
The reason for this lies in economies of scale. It takes a great deal of capital and other resources to own a fast food franchise. This limits the number of players in the game. True, there are other hamburger joints, but in the grand scheme of things, there aren’t all that many and the choices that consumer have are limited. In the world of network marketing, however, anyone who can afford a monthly autoship and is willing to pay it is a player. This leads to literally millions of choices. Even if the company you represent is a global icon (Amway, for instance), there is enough competition that no one needs to join Amway through you.
Thus, the company you represent cannot take the dominant position in your marketing efforts. Despite the fact that you operate under their aegis, and must follow their rules, they are not the boss. You are. You must think of them as merely your supplier. Wendy’s markets burgers and fries that Wendy’s serves; they do not spend time extolling the virtues of the cattle farmers and potato growers they obtain their raw materials from. They sell Wendy’s. In a similar fashion, you must sell yourself. In network marketing, people follow people. If they believe that you can help them attain their financial goals, you have an affiliate in your downline. It’s as simple as that.
Recently, I was trolling the internet, and I somehow stumbled upon the fact that Bill Bartmann has an affiliate program. It’s free to join, but if I had to pay money, I would have joined it anyway. For those who have not heard of Mr. Bartmann, he is a famous financier known as the “Bailout Billionaire.” Bill is an interesting character who went from being a homeless gang member to at one time being the twenty fifth richest person in America (if interested, you may read his story here). Bill has decided to teach others some of the ways he found success, and has created a globally known persona, the aforementioned Bailout Billionaire. I didn’t even know what Bartmann was marketing at the time I signed up for his affiliate program, nor did I care (yes, I know now). All that mattered is he’s Bill friggin’ Bartmann, and if he’s selling it, I want in.
It is this type of name recognition that you must accomplish. While you may never reach it on this scale, your brand (you), must be respected enough to generate a loyal following. Many reading this article now look with interest whenever they here that a Filsaime, Chia, Brunson, Legere or Therien invoilve themselves with something new. This is because in the world of internet marketing. These people are brand names . It helps if you can offer some aura of expertise in any particular niche. I stress my background as an erstwhile (and sometimes present) banker and a student of economics and finance. This has nothing at all to do with the opportunity that I represent, but it does establish a level of ecpertise in the flow of money and creation of wealth.
I am only stressing the importance of bulding yourself as a brand here, not telling you how to do it. That would take more than part two of a three part article to do effectively. There is a wealth of material and training readily available on this subject, and you would do well to avail yourself of it. In fact, I would say that you should do this before you spend a lot of time and energy into building a downline. Otherwise, you are missing the point of being a CEO and hiring yourself out as a salesman. One good resource that I recommend is the free training that Janet Legere offers (see www.JanetLegere.com).
Well, it’s time to wrap this up. In my conclusive post, I will be discussing the Gwartney Principle. Don’t worry; despite it’s fancy name, it’s a simple theory; all wealth is created in the service of others.
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