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MLM Woman Online MLM Woman Online Issue 43 This free monthly newsletter is made possible by our advertisers and customers. We thank them for their support! From the Desk of the Editor Welcome to the 43th issue of the MLM Woman Newsletter. This month we feature articles on: How to dramatize the emotional reward in your sales offers.   How to choose the right MLM business for you.   How to stand out from your competition by doing small things consistently well.   How advertising in ezines can help build your business. Enjoy! Linda Locke, Editor MLM Woman Note: We have moved our MLM Woman Newsletter Update list to a new listing service last month, because of poor service and lack of options on the old service. We are now using Listbot.com. Because of this move, if you think you should have received the e-mail update and did not, just use the link below to resubscribe to the list. And if you are new to the website and want to subscribe to our list, you can click on the link below to go to our subscription page. http://mlmwoman.listbot.com Dramatize the Emotional Reward to Increase Your Sales By Bob Leduc Copyright 2000. All rights reserved. I recently read about a survey conducted among new car owners. The researchers were trying to determine which ads had the greatest impact on the buyer's decision to buy a certain car. What they discovered surprised them. Most of the new car owners they surveyed didn't remember any ads influencing their decision to buy the car. But they did remember watching the ads numerous times AFTER buying their car. People rarely buy things for logical reasons. They buy things for the emotional reward it gives them. Later, they look for logical reasons to justify their purchase. That's why those new car buyers paid so much attention to the ads for their make of car AFTER they already bought it. You can apply this principle to get more sales from your promotions. Start by revising your ads, sales letters and web pages to dramatize the emotional rewards provided by your product or service. Help your prospects see themselves already enjoying the benefits they get when they buy from you. PAINT A VIVID WORD PICTURE Often, your sales message doesn't have to say very much about your actual product or service. Instead, paint a vivid word picture of what your customer or client will enjoy when they buy your product or service. It's not as difficult as it sounds. Just think about what your customers really want to get when they buy your product or service. Then describe it in your own words. For example, if you offer an MLM or other home-based business opportunity you can describe what it feels like to work at home without a boss. To illustrate how this works... Your small ad could start with something like: "No Boss - More Income - Your Own Hours" Your sales letter, brochure or web page could include something like: "The day begins at a leisurely breakfast with your family. After getting the kids off to school you walk past the living room to your office and call one of your new distributors. The overnight report shows you earned a $200 bonus on her sales last month..." Be specific. If you sell boats, describe what it feels like cutting through the waves with your friends onboard. If you sell financial products, describe what it feels like to enjoy an affluent lifestyle without debt. If you're a business coach, describe what it feels like to own a highly profitable business. When possible, include a photograph of someone enjoying the emotional reward. Don't use the photo to replace your word picture. Use it to help your prospect feel the experience of enjoying what you describe in your word picture. .. THEN ADD A LITTLE LOGICAL REINFORCEMENT Most people buy for emotional rewards then look for logical reasons to justify their purchase. After dramatizing the emotional rewards of your product or service, include a little bit of logical reinforcement. It helps your prospects act on their impulse to buy. For example: ** Offer a special reduced price -- if they buy NOW. (Logic: "Clever decision. I saved money.") ** Include a brief testimonial from a satisfied customer. (Logic: "Safe decision. Others liked it.") ** Mention a few facts supporting the value of your product. (Logic: "Smart decision. It's the best money can buy.") Take some time to look at your promotional material. Revise it to include word pictures of the emotional rewards your customers get when they use your product or service. You'll be surprised by how much your sales increase when you dramatize those emotional rewards. About the Author Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled "How to Build Your Small Business Fast With Simple Postcards" and several other publications to help small businesses grow and prosper. For more information... Email: BobLeduc@aol.com Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133 Which MLM Business Is Right for You? By Diane Hickey O.K., you've decided to take the plunge and dive into MLM. Now the question is, "Which one?" There is not an easy answer for someone not familiar with the choices, given the glut of MLM companies currently vying for your attention. But wait! There are a few logical guidelines that will help you decide what's best for you. Simply apply the following questions to any MLM you are interested in. And do not let whoever you're dealing with gloss over or otherwise avoid the answers. It very well may be that you are making a life decision; this is no time to act hastily! 1) Is it an established company? How long has the company (not the upline who is recruiting you, but the main company that provides the products or services) been around? Several years, several months, several weeks? Beware someone who tells you that you're "getting in on the ground floor" - the elevator may never leave the lobby! 2) Are the products familiar and universally accepted? Add one letter to Fad and it changes to Fade, which is what sales of that brand-new "miracle" product will do very rapidly once the bloom is off the rose. 3) Is the business product driven? If it appears that the bulk of your income will be derived from fees paid by new downlines to join, or from selling them "sales aids", run! Consistently, the most successful MLM companies over the years have been those in which most of the income for the distributors has been in product sales. 4) Do you believe in the products? If you don't believe in the products you are marketing, you will not be successful. Period. End of sentence. When I am approached by someone who is interested in having me train them to be successful in my MLM business, I require that they try the products for 30 days before they join my group. If they are not completely satisfied with the product at the end of that time, I give them back all of their money and wish them luck in whatever they choose to do next. 5) Will you be receiving support, support and more support? If Perry Mason were still around, he would be trying to solve "The Case of the Disappearing Upline." During that 30-day period while my new potential business builders are trying the products, I invite them to attend as many of the phone conferences, corporate Web events and local meetings as the want. They know what kind of support they will be getting before they make a commitment. Just one more word: if the answers you get to all five questions are satisfactory, but there's a little voice in the back of your head telling you not to do it - ignore it! That's the voice of fear of something new that lurks in everyone. We'll discuss how to deal with that in another article. About the Author Diane Hickey Nature's Harmony Natures NatureHarmony@aol.com http://www.shaklee.net/naturesharmony Wow! Them Using the Phone By Wanda Loskot A couple of weeks ago I received a phone call from the local Lane Bryant store. It was quite surprising. I just was at their store a few days earlier and thought they called to let me know that there was something wrong with the item I purchased or that I forgot something. I was mistaken... Here is how the conversation went: "Mrs Loskot, this is Stephanie from Lane Bryant store, may I take a moment of your time?" "Sure." "You signed up to receive information about our special sales. Did you visit our store recently?" "Yes, I did." I said. "Just a couple of days ago." "Oh great! Did you see something you liked but for some reason you didn't buy?" As a matter of fact I was considering a dress, but it is a bit pricey and I need to think about it for a while." "Mrs. Loskot, I have something that you might like", she said. I could hear a smile in her voice and I liked it. "I am calling to let you know about our upcoming special next week. For every 50 dollars you spend at Lane Bryant we will give you a 25 dollar gift certificate toward your next purchase. So, you might want to wait with the purchase of this dress until next week ..." "Thanks a lot!" I said. This is very nice news!" "Is there anything I could do for you today?", Stephanie asked. "No, everything is fine -- thanks for asking". "Thank you for your time Mrs.Loskot, we are looking forward to seeing you at the store." This phone conversation left me smiling and made me think. Years ago I trained sales crew of the large department stores chain and part of my agenda was teaching them to do the same kind of calls. I don't think many of them really did it, once they left my training room.... I bet you didn't get too many calls like that, did you? It's precisely because calls like that are very rare - they are so effective! One of the biggest secrets of success in business is doing consistently a few little things that your competition is not doing. For example calls like these. About the Author Wanda Loskot is a personal business coach - are you ready to get paid what you're really worth, doing what you LOVE? Experience http://loska.com and sample Wanda's FREE e-zines: "Success Connection" - newsletter@loska.com "Internet MasterMind" - I-MasterMind@loska.com "Internet Smarts": 7 Undeniable Reasons You Should Be Advertising in Ezines By Dean Garrison The day of huge circulation print magazines is starting to decline. Within the next several years you will see more and more print magazines go by the way side and more and more ezines spring up. Why? Ezines are usually free to readers (unlike their printed counterparts) and usually much more cost effective for advertisers... which is the focus of this month's "INTERNET SMARTS" column. Here are 7 undeniable reasons that you should focus more of your ad budget toward ezines: 1) EZINES PROVIDE A MUCH MORE COST EFFECTIVE ALTERNATIVE TO TRADITIONAL ADVERTISING. When buying advertising space in magazines, tabloids or newspapers your cost will almost always be higher than the cost of advertising in an ezine. Why? It all boils down to production costs. Let's just take a traditional magazine as an example. They must pay for mailing costs, printing costs, design, payroll and various other expenditures. Most ezines are able to deliver their messages to you at low cost with very few major expenses. This means a much lower cost to the advertiser. In contrast to a print magazine you will normally find you can reach just as many people with your advertisement for about 1/10th the cost. Advantage: Ezines! 2) THERE IS MUCH LESS LEAD TIME. When you place an ad with your favorite ezine you can expect to see it in circulation within a couple of weeks, sometimes even faster than that. With traditional forms of print advertising you will normally have to wait up to 90 or even 120 days to see your advertising in print. Advantage: Ezines! 3) EZINES ARE MORE TARGETED BECAUSE THEY CAN AFFORD TO BE. The average ezine is much more targeted than a traditional magazine. Why? Because they can afford to be. Ezines can survive in niche markets where traditional magazines can not. A national magazine can not make enough to cover overhead unless their circulation is huge. For this reason they must keep topics more general in nature. A print magazine may focus on "small business" while an ezine can effectively survive catering to a smaller niche within that segment. For instance, an ezine might just concentrate on "ways to promote your small business on the internet." By concentrating on smaller niches the ezine is giving its advertisers a tremendous opportunity to target their message to people who want to receive it. Advantage: Ezines! 4) EZINES WILL PROVIDE YOU WITH A WORLDWIDE FORUM FOR YOUR PRODUCTS AND SERVICES. In this global economy ezines are one of the very few ways to truly reach people all over the world. I live in the USA. I actually publish my own print magazine, "Revolution," so I can tell you without a doubt that my hands are tied as a print publisher trying to reach the masses world wide, there is just no way for me to do it and remain cost effective. I must mail all of my issues by bulk mail (USA Only). But, on the other hand, my ezine reaches all over the world because it doesn't cost me anything more to do that! So if your products or services are available globally you really need to be advertising in ezines. Even in my own USA based ezine, 30% of my subscribers are from outside the USA. This gives you a true international reach without huge costs. Advantage: Ezines! 5) YOU WILL GET RESULTS WITH EZINES BECAUSE THE AVERAGE PERSON WANTS THE INFORMATION NOW!!! In the age of instant gratification your prospect wants their information right now. With traditional marketing they would call a voice mail number or mail a coupon and wait days or weeks for their information. With a good ezine advertisement that information is just a click away. They can click on your URL, email address or autoresponder and get their information within moments. (Note: Even if you include your internet info in a print ad you will lose effectiveness. Why? Because people can't click on your magazine ad--right now!) That's what people want. They want it now! Advantage: Ezines! 6) THERE IS ALMOST ALWAYS LESS COMPETITION WHICH LEADS TO MORE RESULTS. I recently did an informal comparison between two good publications. The first was a print magazine going to 25,000 people. The second was an ezine going to 25,000 people. The print magazine had 212 ads and the ezine had 12. Where would you rather advertise? The print magazine has to get 17 times as many overall responses for their advertisers just to keep them happy. Would you rather compete with 211 other advertisers or 11 other advertisers? And, again, let's not forget that the ezine ad cost was about 1/10th the cost of the ads in the print magazine. Advantage: Ezines! 7) IT IS EASIER FOR SMALL COMPANIES TO COMPETE IN THE EZINES. Ezines offer a "level playing field" for advertisers. In a print magazine you will see full color glossy ads that were produced for tens of thousands of dollars, and your little 20 word classified ad can not compete with that! But in the ezines every advertiser works within the same set of rules, so the odds of your success are much greater. The best ad writers make the most money in the ezines, regardless of ad production costs. Advantage: Ezines! The seven things I have talked about today give you undeniable proof that ezine advertising is worth pursuing. In all fairness I should mention that print magazines definitely have their place too, but that is a topic for another column. If you are looking for a cheap, cost effective alternative to print advertising... What are you waiting for? Advertise in your favorite ezine today. Your results might very well surprise you. About the Author Dean Garrison is the webmaster of "Revolution Online" at: http://www.revolutionteam.com Are you looking for a good, simple business opportunity? Dean has a simple plan that is making him a solid, part-time, four figure income each month. Visit: http://www.replicate99.com/candy/107.shtml Go back to the top of the page Back to the MLMWoman Newsletter Index We want your feedback! Send e-mail comments to Linda at: regent@west.net Copyright 2000, Regent Press http://www.mlmwoman.com