If you’re in the network marketing business – or the multi-level marketing business – we can agree we are marketers. See if you make these two mistakes identified by Apple’s chief executive some 20 years ago.
They’re both noted in this marvelous short video. Steve Jobs had just returned to Apple, and his company had been loudly given up for dead by the technology pundits of the day.
With the cameras rolling, Mr. Jobs states that his company, Apple, had to stay relevant to be great. Here’s the plan he announced back then:
“The way to do that [fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][stay relevant and great] is not to talk about the speeds…It’s not to talk about MIPS and megahertz. It’s not to talk about why we’re better than Windows” (the operating system that had 98% of the market at that time-kk).
Can you see the two marketing mistakes as they apply to network marketers?
1. You will not become great or stay relevant by talking about the science and technical facts of your product. Apple specifically stated that was NOT the way to become great and stay relevant, even though their technology was more advanced than that of the PC. But now look where they are.
2. You will not become great and stay relevant telling people why your product is better than the others.
In the same little marketing video, Jobs mentions Nike. He observes that Nike has marketed itself so well that when you think of Nike, you think of more than shoes. Here’s why they succeeded so much:
“In their ads, as you know, they don’t ever talk about the product. They
don’t ever tell you about the air soles and why they’re better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes and they honor great athletics. That’s who they are. That’s what they are about.”
Challenge: How would you introduce your product if you did not:
- talk about the science of it, nor
- talk about how it’s better than every other product out there.
Please comment below.
In case this stumps you, this is a skill that we teach in the new program, Helper-Healer Marketer.
PS. To see this little video, go here. Bonus: We transcribed this delicious marketing lesson and put it on a PDF for the Helper-Healer Marketer members. It’s one of many such PDFs and videos. But because you’re a loyal reader, it’s yours on the house. Go here to get your bonus PDF…It’s there at the top.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]