Bringing recruiting and product sales online is an important next step for many network marketers. Others who are already here share a common concern with those just arrived:
“What am I doing wrong? Why aren’t my ______ (ads, videos, lead capture pages, sales pages) working?”
Of course there’s no “one size fits all” answer to that question. But I can tell you the Number 1 problem in online copy for network marketers:
They start where THEY want to start… instead of starting where the CUSTOMER IS.
If you have this problem, and you fix it, your lead generation and sales conversions will skyrocket!
In this blog post, I will tell you how to solve it. This is one of my favorite subjects. In fact, in The Ultimate Copywriting Course, I share 6 simple secrets to put the power of copywriting in the palm of your hand… and the first one is: Start Where Your Customer Is!
Now what does this mean?
Well, it’s the marketing equivalent of walking a mile in the other person’s moccasins. It means: Instead of looking at your opportunity or your product, or service, from YOUR point of view, look at it the way your prospect would look at it…
… if they had never heard of it before!
This means getting into your prospect’s thinking by understand what their life is like, what frustrates them, what their secret desires are, what their fears are, and how they think about things… which would be different, maybe, than you do. It might even be different than they would after they know about what you have to offer and become a part of it, or start using it!
How do you figure out “where your prospect is?”
It’s actually very simple. You simply have to pay attention to a few things most people don’t usually pay attention to.
The next time you are making a presentation, in person or over the phone, listen carefully to the questions people ask and the comments they make.
If someone says, “I’m homeschooling my kids and I want something I can do from home and I can use to teach my children about being an entrepreneur,” for example, think back. Have you ever heard that before?
Especially, early on in a relationship?
Some opportunities and some products fit that need well. Others don’t.
If yours does… and you’ve heard that same statement (or a question asking if the person can stay at home and how appropriate would it be to involve their children in the business), that should give you a pretty good idea of what’s on the minds of a lot of your prospects.
See? That wasn’t so hard.
But it did require you to think about casual sales conversations in a new way. Like your own personal market research.
The great thing about this is you can take this information and make it part of your marketing message easily and without a lot of cost.
Let’s say you have a video on your website. And let’s also say you sell a great nutritional supplement, an antioxidant that science has proven will strengthen the immune system.
In the past, you might have started your video, (if you were me),
“Hi, I’m David Garfinkel. If you would like greater health for yourself and your family, with a stronger immune system and an overall better feeling of well being, I have some important news for you… ”
However, now you know that, while people may ULTIMATELY buy your product because of the health benefits of antioxidants, talking about that FIRST would violate the rule: “Start where your prospect is.”
So, you could start this way instead:
“Hi, I’m David Garfinkel. If you’re like a lot of my friends, your family is important to you and you may be interested in opportunities that allow you to stay at home and even run a home-based business where you can involve your kids.
“In fact, some of my best distributors homeschool their kids and use what I’m about to tell you about as a very important part of their ‘real-world’ education!
“Now hang on because I’ll tell you more about how that works, but first let me say that I’m sure your family’s health is important to you…. ”
… and then, continue with the health benefits of anti-oxidants.
Just by starting your marketing messages “where the prospect is” can make a world of difference in the conversion and lead generation results in your business.
And you don’t have to limit this to videos, of course. You can use the same idea with:
– articles in social media
– pay-per-click advertising
– blog posts
– lead capture pages
– sales pages
and every other form of marketing you use.
I have helped people completely transform their businesses, in very short periods of time, simply by changing the point of view from what’s on THEIR minds, to what’s on their PROSPECTS’ minds.
It’s a very elite group, those people I have helped.
Would you like to join them?
It’s simple, and all you have to do is start thinking a little differently, and change the beginning of your marketing messages to follow.
Try it. It’s easy, and it can make a world of difference in your business!
Author of Advertising Headlines That Make You Rich