Picture a group of 33 people in a park, picnicking, playing catch.
I ask, “Anyone up for a game of tennis?”
How many people in the group would you guess play tennis? 2-4?
Once identified, off I go with my two new tennis friends. Pitch done. Mission accomplished. I found the right people.
But what if I were to turn on the rest of the group, and begin insisting that everyone there should become a tennis player because “I know it’s just the best darned sport out there.” Wouldn’t that seem weird? Who would do that?
Most marketers. And especially network marketers, because they’re hammered by their companies and sponsors that “everyone” will want/must have their product.
Finding customers for your product line is kind of like asking around for people who play tennis. You play with those who raise their hand. It’s not about telling a football player or ballet dancer why they should love it, like you do.
And if you were selling a new high end tennis racquet, isn’t that the slice of the audience who’d want to hear about it? And with whom you’d enjoy talking about it?
This is what it means to lead with your values, your worldview about whatever it is you are marketing. To find the members of your slice of the market out there.
Next trick is what language to use that best conveys your values so people with a similar bent recognize it pronto.