Good day all,
this is Josh Fuson, and today we're going to be steam-rolling a very common lie
that is so common within the home-business industry (especially in Network Marketing
and MLM) that is near-synonymous with the industry. If you happened to catch
the first installment of this 5 part series, I gave a little background about
myself, and my involvement with Network Marketing. You need to know that I'm
not anti-MLM, or anti-home business. I think that the home business is the very
definition of Entrepreneurial Capitalism, and I absolutely love the idea of a
person embarking upon a venture, starting from scratch, with a few hundred or a
few thousand dollars, and turning that into a fortune. I'm Pro-Home Business,
networking, MLM, all that.
However, I'm
Anti-B.S. It absolutely disgusts me the amount of bad information that exists
in the MLM industry, and I am convinced that people involved with home
businesses fail not because they are stupid, not because they are lazy, but
because home-business training and education is of pathetically low-quality. I
believe, 100% without doubt that if home-business personnel received the
training and education they needed and deserved, that 90% failure rate would
flip to a 90% success rate. With that in mind, let's go ahead and slam-dunk a
common un-truth that is all-to-common in this industry.
HOME BUSINESS
LIE # 4: "TO REALLY GROW YOUR BUSINESS, HAND OUT BUSINESS CARDS, FLYERS,
AND TALK TO EVERYONE YOU MEET (ESPECIALLY IN THE SERVICE INDUSTRY) ABOUT YOUR
BUSINESS"
We've all been
there. We're sitting at a coffee shop, or we're at a restaurant, or we're at
the mall, and we see them.
The Networkers.
They're handing
out their card to everyone that walks by. Or they're jumping in on other
people's conversations, explaining how they can show you the way to financial
independence. Maybe they'll even quote a well-noted author like Robert Kiyosaki
as evidence that they have a vehicle with a one-way ticket to billionaire Ville.
They're just so excited about his opportunity that they're about to explode,
and they're trying to get you to join them on their trek towards financial
utopia.
How do I know
this scenario so well? Because I used to be THAT GUY.
Look, I'm not
proud of it. I recall with un-fond memory spending many a Saturday morning
making a complete joke of myself, using these very same techniques to try and
grow my business. Can you guess what happened?
It didn't work.
Not only did I
stay broke, but I felt like a total vulture, circling the sea of potential
business-builders. It wasn't that I was a devious or evil person; it was just
how I was trained. Hotel meetings. Wasting paper on business cards. I'm sure
that if I would have had access to a B-52 bomber, I would have loaded it full
of flyers and business cards and dropped my "opportunity bomb" on
every major city in the United States. And after, I would have gone straight home
to wait for my phone to start ringing, with people on the other end just
begging to join my business.
I was that
naive.
So what changed?
I figured some things out. I figured out how to find my target market. And then
I learned how to compete.
Ask yourself
this question: would Bill Gates, or Donald Trump, or Larry Ellison try to grow
their businesses by bugging people at a coffee shop, and consider that
advertising? Does Microsoft employ people to hang out at consumer
establishments and attempt to recruit new software users there?
No, they don't.
Here is what
they do: they develop the right message, and send it to the right audience.
They have commercials, billboards, online multi-media presentations, radio
advertisements. They buy up space on stadium walls, they endorse NASCAR racers,
and they plaster their name on blimps. They get the message out to the masses,
not the occasional purveyor of Starbucks mocha.
Yeah, I know
that you can't afford to advertise during the super bowl. So what do you do?
How do you compete? You compete in environments that level the playing field.
There are three of these environments, and mastery in each of these is
absolutely mandatory if you hope to grow a fortune from home.
ENVIRONMENT #1- The Telephone
A folk, mastery
of the spoken word over the telephone is absolutely essential. Why? Well, first
off, the phone is cheap, which seems to be a major stipulation for the average
home-business person. VoIP has made the phone laughably affordable, and
accessible to all. Then there is the leveling ability of the phone. If I was
competing against Enterprise rent-a-car, or if I was competing against Burger
King, the fact stands that I have just as much of a chance of success with my
commercial versus their commercials in a telephone environment. While they
might have the advantages of huge chains that are nationwide, and I only have a
few homemade burgers and my own car for rent, I have just as much of a chance
to win business as they do when talking to a prospect over the phone. It levels
the playing field, because the only obvious thing that stands out in a
prospects mind over the phone line is the skill-set of the person they're
talking to. It is this environment that you test and develop the right message,
and locate your target market.
ENVIRONMENT #2-
The Internet
Too many people
think they can just buy a website out in e-world, and all of the sudden their
computer is just going to start spitting out money from the monitor. You have
to know how to drive traffic to your website, and on your website you must have
a compelling message that you have crafted that speaks to the hearts of your
target market. The reason you test and develop your message and locate your
target market in the phone environment first is because it is a much less
expensive process than doing it on the internet. It takes a lot of the
guesswork out of the game once you hammer down your message and your audience.
You can then channel your efforts to learning how advertising on the internet
works, versus trying to develop that skill while simultaneously spending a lot
of capital trying to establish your message and audience on the internet.
ENVIRONMENT #3- The
Written Word
Copy is by far
the most powerful of the three tools, and is the most advanced. It can have the
largest financial rewards, and is also the most expensive skill to hone. That's
why it's last. Once you generate profit over the phone, then expand those
profits on the internet, you can start crafting copy that produces residual
income like you've never imagined. Think of this as an example: Did you ever
get to read a Mark Twain or Edgar Allen Poe piece while in school? Most of us
have. Those guys have been dead for decades, generations, and still their work
is producing huge amounts of income. They have powerful works, and the
financial rewards from their efforts are still a reality years after they've
expired. That's residual income.
I can absolutely
understand if you are thinking that all of this sounds difficult, and here's
the bottom line: building a million-dollar enterprise is not easy. If it was
easy, then everyone would be doing it. A home business is never a cake-walk,
but it is fundamentally simple. Once you have these three skills down cold,
you're done. You've made it. But refusing to attain the skill-set necessary is
the equivalent of asking the marketplace to reward you unfairly for your
non-effort. And while the market place is fickle and harsh, it is also fair,
and the 'something-for-nothing' dreams entertained by so many are usually met
with reality. Acknowledge the rules of the marketplace: Get skilled, and get
paid.
For more
information about how to grow your network marketing business, refer to my
website
I, Josh Fuson,
accept full responsibility for these words. If you have any questions regarding
this material, you can contact me directly at my home office at 641-856-7555.
Copyright 2006 Fuson Enterprises.
No comments:
Post a Comment