Why Use Paid Advertising When Attraction Marketing Works Better?

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When people are searching online for a business opportunity, they are really looking for a means to solve a problem. That problem can be several things;

• ·         The desire to have more time freedom
• ·         The need for additional income
• ·         The desire to express their creativity through entrepreneurship
• ·         The ability to call their own shots
• ·         1,000 other reasons, etc. 

This is what most network marketers don't understand and as a result, they try and sell their business opportunity instead of selling a solution.  People are buying YOU, not your business opportunity.  So, you must sell yourself.  You do that by branding YOU, Inc.    

Here's what people really want and when they find it, it's a home run for them:

1)  Relationship with a business partner.  People want to do business with someone they feel they know, like and trust.  Someone that's comfortable, relaxed, energized, available for planning strategies, and is somewhat like themselves.  It's nice to have something in common.

2)  A leader with the "know how" to follow.  When a business partner is new to the industry and they don't have a clue where to start and how to market, they want to know that whomever they partner with has a good idea of how to make the business run.  They want to see confidence in the person they join with.  They want to see examples of what the business model looks like and who can help them get there.  They want a training platform.

The two biggest reasons people do not join businesses are:

1) They don't know who to trust and

2) They don't know how to market or have any idea what to do.  So, as a result, they surf the internet for days, weeks, months, but never take action.  They feel stuck and get frustrated.

The strategy is to unstick them from their confusion and concerns, and cause them to stick to you.  It's accomplished by what's called "attraction marketing".  This is the biggest way to attract leads to you like a magnet which will allow you to build your list and get your phone to ring with prospects wanting to do business with you. 

Here's how it works:

1)  Offer people the "how to" of marketing - NOT your business opportunity

2)  When people take you up on your "how to" and look at your training tips, make sure they see you, your family, your pictures, your interests, your strategies, etc.  This is called 'My Story Marketing".  It's very powerful.

3)  You continue to give them value, information, training, coaching, on the "how to" of building a business.

Here's what happens:  They are attracted to you because you pay it forward.  You are giving them training that nobody else is willing to do other than to charge them for it.  You are telling them about domain names, blogs, video marketing, article marketing, personal development, traffic generating strategies, etc., and they end up wanting to get closer to you, they want to know you more, they like you more, they trust you more, they want to hang out with you and be your friend.  They call you and want to do what you're doing, they join your business. 

And doesn't that make sense?  Think about your own life.  When you come across someone who really seems to care and pays it forward to you, don't you want to befriend them more?  Do you appreciate them giving their time and free knowledge?  Do you wish you could know this person more and have a chance to really talk and share and get help?  Of course.  This is how your prospects will feel toward you.  This is why they will call you.

You never had to call them or chase them down.  You simply put your content out online and they were pulled in like a magnet.  And, because you had your story, your pictures, etc., these individuals connected or resonated with you, and I bet you anything, there was something in your story that they have in common with you. 

For example, I've had people join my business because of these reasons:  I'm a Christian, because my daughter takes karate, because I love to camp, because scrapbooking is my hobby, because I am an adoptive and foster parent, because I seem approachable and warm, like a nice next door neighbor . . . it's really funny in a nice way. 

When my phone rings and it's a new prospect, they've just been to my website after I've taught them something online and they've read all about me and want to talk about what it was they connected with me on.  So, the first 10 minutes we are talking about the very thing we have in common, such as karate.  Then we talk about business.  It's natural, like a friend phone call.  We laugh, we share, we bond, further establishing that trust relationship.  I love it when my phone rings.  I never have to fear a hang up, a rejection, a mean spirited individual.  It makes business really fun. 

So, the strategy here is to lead with the "know how".  Become a teacher, become a coach and offer your best stuff to the world, to your prospects, be available to answer questions and help others in their respective home based business as a coach and mentor.  Don't shove your business opportunity in their face.  They were attracted to you because you were teaching them how to market their business. 

One of two things will happen in this case.

1)  They will join your biz op because all along they were looking for the "how to" BEFORE they joined ANY business.

2)  They are struggling in their current biz op and that's what caused them to be attracted to you, because you seemed to be a person (unlike their own sponsor) who would help them.

Because of the trust relationship you've established with either one of these individuals, they are going to follow you and when they are ready to either join a business or join a second business, who do you think they will call?  That's right . . . .  you.

In the meantime, you have generated residual income (we call that monetizing) through their purchase of "know how" tools and resources you've recommended.  So you've made money even if they didn't join your business.

 To summarize here,

1)  Always lead with teaching something, offering the "know how" of building a business.  You will be putting this material online through several media: video, articles, blogs, social media sites, forums, etc.

2)  That media should take then to a generic "how to" optin page where you can demonstrate your leadership and confidence by providing more "how to".

3)  Always have your "how to" information connected to a way for them to know more about you as an individual so they can see "Your Story".

4) Continue to provide value and education through your email follow up campaign and offline webinars and conference calls.