Network Marketing - Is Duplication A Fantasy Or Reality?
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Business > Marketing
Jun 16, 2007
Network Marketing - Is Duplication A Fantasy Or Reality?
One of the central tenants in the promotional material about network marketing, is the power of duplication. The story goes that you'll refer 3 people, who'll each refer 3 people, and so on... This is truly the power of leverage, but the problem is that most people who sign up for programs have little to no experience either online or offline in building a business and networking it. They don't know enough to provide valuable information that acts as a relationship builder, and most often, they don't have the skills to set up an autoresponder account or a website. Most network marketing programs have information on how to generate leads, but if someone doesn't have the skill-set to write a good autoresponder series, they're left to rely on the one the company has provided. Unfortunately, this is often a series of sales messages, that provide little of real value to someone starting out. The leads you load up to this autoresponder series are simply sent a series of letters telling them why they should 'buy-buy-buy'. And most people have a sense that they actually need to know a little more about how things work on the internet to make their prospective business successful So, the sign-up rate is not going to be particularly high. Of the people who do sign up from those emails, how many of them are now going to be equipped to make the program work? After all, if they don't start making money in a few months, they will drop out of the program. And the principle of leverage won't start to work if people aren't being guided or taught to take effective action. It's easy to take action, even easier to spend money on poor quality advertising. But that won't build a business. A system needs to be in place to develop people into leaders - to take them from newbie to expert in the shortest time possible. And it's a system that needs to take into account the fundamental principles of direct sales. The internet is simply a different form of direct sales, and it's a well known fact that most people won't buy from you until they've seen your tips, or other valuable information, seven or more times. Having an autoresponder system, set up with newsletter style emails that regularly keep in touch with your prospects, is vital for success. It provides several benefits. The first is that over time, as people begin to see that you are offering something of real value in helping them get started with an online business, more sign-ups into your preferred program will naturally follow. What is more, these sign ups will have been effectively trained in some of the fundamental principles and methods that lead to success on the internet. There are a number of ways to get content for the series. If you're just starting out yourself, your upline may be able to help you collaborate on a series of letters. Or, you could invest in some good quality courses and study them until you have more knowledge yourself. And, you could of course hire a writer with small business/internet marketing/network marketing experience to write the articles for you. These could then be shared with your downline to get them started. As well as an autoresponder system, you'll need a direct sales page that ethically persuades people to sign up to your autoresponder series. There are several options for creating that sales letter. You could study other successful sales letters and adapt them to your needs. Or, hire someone to write it for you. Although this can be expensive, it's a one time investment that you can share with your downline, by providing them access to your sales copy. The principle of duplication requires going 'above and beyond' the sales material the company has given each member. By investing either time, or money, or both, in acquiring quality prospecting material, this can then be shared with your downline to create a truly duplicatable system. Perhaps all won't follow it, but it will give potential leaders a chance to really shine.
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