Jun 09
3
Attraction Marketing Is Not Fair – Here’s Why…
Many traditional Network Marketer’s have been frustrated by the tactics of people using attraction marketing to generate leads. As quick as they can build interest offline, attraction marketers are scooping the leads up online. Let’s take a look at how they do it.
In Ann Sieg’s latest report, The Attraction Marketer’s Manifesto, she freely admits that attraction marketers are taking advantage of the hard work of millions of traditional, non-Internet MLMer’s. They are basically scooping up leads by the thousands…leads that were generated by hard working, old school network marketers.
I’ll get into the nitty gritty tactics used in attraction marketing but first it may be helpful to explore what it actually is as it’s a buzz word that pops up in network marketing circles a lot these days.
The Definition Of Attraction Marketing As Used In MLM
The term attraction marketing is fairly self explanatory. These are people that are using marketing tactics (typically on the Internet) to attract prospects to them instead of having to approach people about their business opportunity.
For the longest time network marketers have been told to build their business by creating a names list of friends and family. Attraction marketing teaches the polar opposite and many people that are uncomfortable with approaching their friends and family are turning to this way of building their business.
Many attraction marketers lead with a free offer such as a video series or an ebook. They typically will sell an inexpensive training course on how to build a network marketing business. Usually by the time a prospect has made a purchase of one of these training products, they have developed some sort of a relationship with the attraction marker and have typically come to trust them as a credible source of information on building a home-based business.
Selling an expensive product is sometime called a self-liquidating offer. The whole purpose is to acquire a customer for future sales. In network marketing circles it’s often referred to as a funded proposal. Basically you make a little money selling the inexpensive course and get to propose your business opportunity to a qualified lead.
Using free and valuable (and searched for) information to attract prospects into a sales funnel and then eventually into a network marketing business opportunity is the goal of attraction marketing. It’s a very sound marketing concept that has been proven to work but it does put the network marketers not using this method at a huge disadvantage.
How attraction marketers are mopping up thousands of leads as a result of traditional network marketers hard work…
Here’s the problem for traditional network marketers — A recent Jupiter research report found that more than 25% of people they studied have cut back on watching TV…so they can spend more time on the Internet!
A couple of years ago, when Americans had a buying decision to make, 70% of them used the Internet to research their different options. The number has dramatically increased since then.
Internet savvy MLMer’s understand this trend and are using it to their advantage with smashing results. When you showed someone a business opportunity before the Internet, they only had access to the information that they were given.
Google is the first place people go when they get told about a business opportunity these days. What is happening is the traditional MLMer’s are getting people interested enough to do some research but what happens after that is out of their hands.
As an example, let’s imagine that someone was told about Herbal Life. The first thing they will do is go to the Internet and do some research. They may type in things like; ‘building a Herbal Life business’, ‘Herbal Life success stories’, ‘Herbal Life Scam’ or any number of search terms that relate to Herbal Life. People who are using attraction marketing know this and will dish up just the information that they are looking for. They may place and ad that says, ‘How I Built a Massive Herbal Life Business In 6 Months’.
Your prospect is thinking to themselves, ‘now that’s what I’m talking about’…
… when they read that message chances are they will want to know more and so they will go on that marketers mailing list to get more information.
Typically over the next few weeks the prospects will get email messages about how to build an mlm business without chasing friends and family. They may decide to buy an information product about this from that marketer. At this stage, it will be hard for the offline network marketer to get that prospect back even though they got them interested in the beginning.
The marketer that sold them the information product will usually follow up with a telephone call and before they know it, they are thinking;
“I’ve got to work with this guy or gal, they definitely know what they are doing and besides, I sure didn’t like the idea of approaching all my friends and family to build my business. This is perfect, I can build a business without having to do that!”
There are even some attraction marketers that use controversial messages to hook a prospect into their sales funnel and as there is no rules against this, as they say..that’s life. If you visit a mlm forum you won’t have any trouble finding a thread were people are complaining about how bad these attraction marketing methods are, talking about the fact that they are “pinching THEIR prospects”.
While traditional MLMer’s complain in the forums, attraction marketers will continue to clean up huge numbers of qualified MLM leads. If you are not using attraction marketing to generate business for your MLM business, things will get tougher and tougher in the years to come.
How To Get Around This?
Well, as they say; “if you can’t beat them…join them”.
There has never been a better time for you to roll up your sleeves and get on the technology band wagon. With the economy in desperate trouble and corporate America looking more shaky every day, people will be flocking to the Internet searching for a home-based business opportunity. If you’re smart, you will put in the hard yards now so that you are in a position to help these people get what they are looking for.
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