Watching the system advertising industry over
the recent years has been similar to viewing the yearly relocation of Swifts in
the place where I grew up, Portland. They cringe in a dim stack, while certain
predators hang out, getting a charge out of a decent dinner each night. Enable
me to clarify.
Each fall, a modest fledgling called the Swift
starts to assemble just before nightfall. From the start you see a couple in
the late evening sky. Gradually, they touch base from God knows where, until
there are thousands swarming above. Close to the sun setting beneath the west
slopes, the Swifts start to frame a gigantic pipe, swooping in incredible
masses into a 100+ year old fireplace. They keep swarming, swooping, and
jumping until the last Swift is securely inside the smokestack for the night.
In the interim, a couple of unfaltering peered
toward predators sit at the lip of the smokestack, culling a huge feast from
the swarming masses at regular intervals. To my untouchable's eye, a
significant number of the system advertisers I have known resemble those
Swifts. Most likely don't have the foggiest idea why they swarm or rest in a
moist fireplace, however they feel the solace of the majority. In the course of recent years I have worked
with system advertisers on promoting their organizations. I have made a
duplicatable (imitating) site intended to enable them to enlist new merchants
into their down-line.
I've worked with the system advertising
overwhelming hitter, who poses great qualifying inquiries, has gone through
years in MLM (Multilevel promoting), and has been a guide to many. These are
the individuals who have assembled tremendous systems with numerous levels, and
have worked with each conceivable type of pay plan - Binary, Matrix, Uni-level. And
so on, they've done it. I've
also spoken with the network marketing newbie. This is the person who hates
going into a cold market, despises prospecting, and spends more than they make
in commissions every month on their auto ship program.
While
all these network marketers might differ in their approach to business,
everyone agrees on one thing: network marketing has fallen into a dismal slump.
Network marketing is presented as the fulfillment of a dream. It's your way out
of the rat race... a path to financial freedom.
The
problem is that fewer than 5% of the people who go into network marketing ever
make a decent living at the business. And more recently, the whole industry has
acted like a bunch of chickens with their heads lopped off.
We're in a recession, dummy...
Under
normal circumstances, network marketing companies can survive quite well.
Whether it's selling hyped-up tropical fruit juices, green lipped mussel
extract, or skin cleanser that will make you look 20 years younger, each
company gathers its teeming masses of "Swifts" and streams down their
respective chimneys together, safe in the belief that "our products save
lives" and that "we'll all get rich."
But
something terrible happens during a recession. People stop buying
"dreams." They
go back to basics, buying what they need, saving for the future, and putting
their dreams off until things improve.
That's
why my network marketing friends have sputtered and floundered of late. They
can't seem to talk anyone into buying or selling the mostly over-priced
supplements or beauty aids for the simple reason that nobody really needs these
things.
They're
luxuries, and people stop spending their hard-earned money on luxuries during a
recession. And this brings me back to "going green." Regardless
of whether you solidly accept that system promoting is a trick, or you are a
system advertising extremist who considers it to be the best thing since cut
bread, there's one thing I wager I can get you to consent to: "Green"
is great.
Green Cleaning Products: The savior of network marketing?
We're
at the cutting edge of a revived green development. The legislature has at last
conceded that possibly an unnatural weather change is awful and sparing the
earth is great. Closer to home, more guardians are arriving at the resolution
that spreading harmful synthetic compounds around their homes can't be useful
for their children.
So
when one of my customers needed me to help with his advertising of another
organization that sells green cleaning items, my ears livened up. I thought,
"wow. A system advertising organization that sells a genuine, live helpful
item."
What
interests me most about this business is that they're endeavoring something no
other system showcasing organization (as far as anyone is concerned) has done
previously: it's as much about the vision of freeing the planet of harmful
synthetic substances all things considered about budgetary opportunity.
Doing Good... Or Making Money?
In
the past, people have joined a network marketing company either because they took
the product and received some significant benefit, or they're in it for the
money. My suspicion based on my years of study of human psychology is that
money is the driving force, and that they justify their pursuit of the money by
suddenly "loving" the products. This feat of human rationalization
has been proven in numerous psychological tests. We first make an emotional
decision based on a deep-seated need, and THEN we justify that decision
"logically." My apologies if I offended anyone.
On
the other hand, the green movement is more about the vision of ridding the
planet of toxic chemicals than it is about the money.
Case
in point: I asked a "greenie" friend of mine about the network
marketing company who sells green cleaning products. This is a person who
refuses to own a car, is a vegan, and shuns anything that isn't 100% organic.
Her response was: "I'm all for protecting the environment, but I'm totally
against wealth accumulation."
So there it is. The truth.
Network
marketers will still be embracing "wealth accumulation" if they
become distributors of any network marketing company. It's going to be the
primary motivating factor for being a distributor. However, the savior of the
dying network marketing industry may indeed be this green movement that shuns
wealth. It's both an enormous opportunity and a hurdle to leap. Somehow,
network marketers, while "going green" will have to remove wealth
accumulation as an obstacle to enrolling others in the business.
The
trick, if it is a trick, is to honestly stand behind the products FIRST, and
not stand behind the products because that's what is required if you are to
sell the business. This will be a major shift for network marketers, who
generally promote the product as a means to grow their business. In this case,
they'll be promoting the products because they are good for the planet and good
for their families.
Money,
it seems, will have to play a secondary role EMOTIONALLY, and not just in the
sales pitch. This is different.
It's the message, and a lot more
While
some people like my friend think that "green" is the same color as
dirt poor, I think that the smart greenies will understand that there's no harm
in making a few extra bucks while you protect your kids.
They
key, as I said, is to put the VALUE of the products first - saving the planet,
protecting your kids, etc... Can
network marketers make this kind of switch? Time will tell.
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