Readers know the FTC has had it up to here with certain advertising practices. Namely, 1) repeating big results (income) testimonials when those results are not typical (see here) and 2) not telling up front that you are getting paid to say nice things about products (See here).
In the MLM business, recruiting with big income testimonials has been standard practice for decades. And big income is emphasized at the annual conventions: isn’t it mostly the big earners on stage? Is that what brought you in too?
Then they add the zinger – Jeff used to be a waiter/tuna boat fisherman/house cleaner, etc.
Bottom line: no special skills are required, no special education, all you have to do is give us your money, then just talk to people. Anyone – even (gasp) you, the prospect – can earn big income fast.
Don’t get me wrong. The problem is not that someone has not earned obscene income. It’s that almost no one else has earned any income to speak of. (See here for the latest such report with Pre-Paid Legal this time. Numbers are similar across major MLMs.) The companies know this. The big recruiters know it. But the prospects don’t, most having no previous business experience.
When a person believes (yes, naively and probably desperately) that financial salvation is right around the corner, why would she prepare to build a real business of her own? There’s nothing to prepare for, is there? Didn’t all those cheering people say she’d just see checks coming into her bank account for talking to people?
I believe this discrepancy – being sold the big income, but instead earning too little to even cover her monthly minimum monthly purchase requirement – is the biggest reason people “fail” and drop out. And it’s 80% women, since we’re 80% of the business.
We can do better.
Let’s start over. Recruiters: what are you gonna sell if it’s not the money?
I will assume that you are not lazy, and that you either have or are looking for something to believe in, get behind and sell. Is that true for you? If so, read on.
To restart your brain and change our world, answer these questions (if you prefer use the private survey here).
- Why (besides the money potential) are you really doing the business now?
- What is the one thing in your business that you believe in most, and why?
- Why does what you’re doing matter to you?
- What is the one specific thing that you personally think is ‘great’ about your business?
- Why do you want the world to know about it?
- Who are the people who will give a hoot about this, based on what matters to YOU? (Describe them – people who blah blah and blah.)
- Why would someone believe what you have to say about this?
- Will you give yourself 12 months from today to learn how to present your stuff so others who share your world view will appreciate it, too? And will you work it at least 5 hours per week?
I might run a tele-seminar based on these questions…one each. Would you like that?
Next: How to focus so narrowly you might succeed.