You’ve probably seen the websites by now. The ones where network marketing gurus such as Ann Sieg, Mike Dillard or Ferny Ceballos reveal “attraction” or “magnetic” marketing as the secret to booming downlines and exploding network marketing organizations. Well, allow me to let you in on a little secret of my own. This is simply clever marketing at it’s best.
Call it “attraction marketing,”magnetic marketing,” “pull marketing,” or whatever else you want, this is nothing more than true and tried target marketing. It’s been the basic idea behind marketing for ages. But these guys are good marketers for a reason. And we could all learn something from this.
You see, I don’t bring this up as a criticism. In fact, it wasn’t until I stumbled upon Ann Sieg and her excellent book, The Renegade Network Marketer, that I realized I had gone about my network marketing business all wrong.
And hey, having spent six-years working at the largest ad agency in the country I should have known better! I actually have a working background in marketing.
But I never thought to put my knowledge to work in my network marketing business until I read Ann Sieg and her network marketing masterpiece. That’s how powerfully the old traditional network marketing prospecting approach blinds you. Duplicate, don’t innovate-right?
Once things started to click in my head, it was pretty obvious what was going on. New school network marketers like Ann Sieg and company had figured out how to leverage the internet to target their intended audiences. Nothing less, nothing more.
Before the web, this would have been cost prohibitive for anyone not in the ranks of Diamond Club distributors. But no more. Now, the internet has completely leveled the playing field for the little guy in a big way.
So why is this important? Because building a business without a solid marketing foundation is like picking stocks with a blindfold and a dart. This is business suicide. And most entrants into network marketing have the scars to prove it. Most have never had any formal business, sales or marketing training. And it shows.
If you are simply throwing up blanket tactics-such as the “three-foot rule” or prospecting anyone with a pulse-you are bound to lose. Why?
Because it’s not a narrowed-down approach that targets your intended audience effectively. In other words, you waste too much time and effort. To make the three-foot rule effective, you’d have to reach mass numbers of people quickly.
In the absence of early results, most people are likely to quit, even if success was imminent had they toughed it out.
In essence, the problem with the old traditional network marketing approach is that it requires you to personally become the mass media tool. Most people simply lack the mental tenacity to survive the trials and tribulations of slowly building a network marketing business this way. Hence, roughly 3% make it to the promise land.
But this is changing rapidly with the advent of cheap online marketing. Skimpy budgets coupled with solid marketing fundamentals and instruction can now produce double-digit sponsoring rates each month. And this can be done rather easily once you have a workable system in place.
Ann Sieg does an excellent job walking you through this in her book, The Renegade Network Marketer. This is precisely how I was able to bridge my personal knowledge in marketing and how to implement it into network marketing.
In all, the important thing to take from this is that marketing is the crucial lifeline of your business. It’s how once struggling network marketers like Ann Sieg were able to burst through their network marketing ceiling. And it’s how any individual continually feeds their business pipeline. If you’re not doing this, you’re already walking the plank.
In an upcoming article, we’ll dive a little bit deeper into the ins-and-outs of target marketing and how to use it effectively. In the meantime, find yourself a good primer such as Ann Sieg’s, The Renegade Network Marketer or Mike Dillard’s “Magnetic Sponsoring” and get busy building an empire.