| > | | | | overlook the credentials of a novice distributor when |
| | | | the opportunity is supported by the resources of a |
| I recently dialed a wrong telephone number and | | | | well-known large company. |
| heard the following recorded message: | | | | TIP: Instead of listing professional credentials or |
| "Hi. You've reached Mike and Kathy. Who are you | | | | personal achievements, convert them into benefits |
| and why do we care?" | | | | for your customers.For example, prospects and |
| It was immediately followed by the "beep" signaling | | | | customers don't care that you were a top producer |
| my opportunity to leave a message. I obviously | | | | in your organization last quarter. They do care that |
| dialed the wrong number so I hung up. But then I | | | | you helped so many new distributors just like them |
| started thinking about that abrupt message. That's | | | | get off to a fast start last quarter that their |
| exactly what every potential customer thinks when | | | | production made you a top producer in your |
| he or she is exposed to any advertising message... | | | | organization. |
| "Who is this and why do I care?" | | | | PART 2: "...AND WHY DO I CARE?" |
| DO YOU KNOW THE ANSWER? | | | | People buy things because they expect to gain |
| How would you answer a prospective customer who | | | | something more valuable (to them) than the money |
| asked, "Who are you and why should I care?" If you | | | | they spend to get it. What they expect to gain is a |
| were the prospect, would that answer increase or | | | | BIG BENEFIT. That's why they care -- IF they are |
| decrease the desire to do business with you? | | | | the right prospects for your product or service. |
| Prospects may not ask you this question -- at least | | | | You control whether or not they're the right |
| not in words that blunt. But they are asking it, silently | | | | prospects. How? By targeting your advertising to |
| and unconsciously, every time they see your ad, visit | | | | reach prospects most likely to have a strong need or |
| your website or listen to your sales presentation. You | | | | desire for the benefits provided by your product or |
| can increase the effectiveness of all your advertising | | | | service. It's easy to capture the attention and |
| by automatically answering it for them. It's actually a | | | | interest of prospective customers when they already |
| 2 part question so we'll look at each part separately. | | | | need or want the benefits you provide. |
| PART 1: "WHO ARE YOU...?" | | | | TIP: Be sure to promote the biggest single benefit |
| People only buy products and services from | | | | you offer to prospects in your targeted market. If |
| companies and individuals they trust. Part of that | | | | you target several different markets, determine the |
| trust is the assurance that you're capable of | | | | most important benefit for each and promote it in |
| delivering the benefit each customer expects in | | | | that market. The big benefit may be different for |
| return for the money he or she pays you. | | | | each market. |
| The unspoken answer to "Who are you...?" may be | | | | You may never be asked, "Who are you and why do |
| as simple as including a statement like, "authorized | | | | I care?" But prospects and customers silently and |
| distributor for ???" (the name of a well-known | | | | unconsciously ask it every time they see your ad, |
| company) in your ads or promotional material. New | | | | visit your website or listen to your sales presentation. |
| distributors for network marketing companies often | | | | You'll see a dramatic increase in the results of any ad |
| use the well-known corporate name of their | | | | or promotion when you automatically give them the |
| company to establish credibility for their business | | | | answer. |
| opportunity offer. Opportunity seekers tend to | | | | |