Posts tagged "MLM Training"

Lesson1: The First Three Immutable Laws of Direct Marketing Online

There are only three reasons why someone will not buy what you are offering to sell.

Reason Number One: They have no use for your product or service. You have simply put your offer in front of the wrong prospect. You will never sell the proverbial ice cube to the Eskimo, or a yacht to the man living in the Mojave desert. Therefore you must learn how to target your offers to the appropriate, targeted prospects that are most likely to buy your product or service.

Reason Number Two: They can't afford it. There is very little you can do about that, save for the massaging of the finance terms. Zero down, delayed monthly payments, zero interest. For example, the auto companies currently are having a field day with that.

The third reason they won't buy from you, and this is the granddaddy of them all, that overshadows all others is this:
They Don't Trust You. Don't take that personally, it just means that somewhere in the sales process, you have lost credibility in the minds eye of that prospect, they have decided to click off your site and go somewhere else to spend their money.

Each of the Six Immutable Laws of Direct Marketing Online speak very directly to that singularly most important issue of credibility.

Here are the first three Immutable Laws of Marketing Online.

Number 1 -- Testimonials
1. You must have Testimonials at you website. I recommend that you put one or two brief testimonials on your home page, with a link under them that says "Click Here For Even More Comments From Our Satisfied Customers, Members, Subscribers, Clients, etc." Each time I mention that phrase, you plug in the appropriate word for the target you are trying to reach, if you are after buyers, subscribers or whatever. On the page the testimonials link goes to; I want you to put right at the top, "Just Look At What Our Satisfied Customers, Subscribers etc. Have To Say About Doing Business With Us". And then begin to layer in those testimonials, one after another. Listen, testimonials are amazingly easy to get. If you haven't made any sales
yet, no problem, don't fabricate them. Wait until you make a few sales, then write those people that have done business with you, tell them in the email you send them, that you would like them to send you a testimonial, and when they do, you reserve the right to edit their testimonial for clarity and brevity, and that you will publish only their first name and the initial of their last name, and the city or the country they are located in. And then tell them this: Tell them that if their testimonial is selected for publication, and if they have a website address anywhere, you will give a brief description of that website and publish a live link to it. In doing that, you will get all the testimonials you could ever use. How many are too many? There ain't no such animal. Put up all of them that make sense and just begin to overwhelm your prospects with what others have to say about doing business with you. By the way, during this process you will learn some interesting things, you may discover some problems about your program, product or service that you will be able to take care of. Testimonials, it has been said, no matter how poorly written, shout volumes more eloquently about your product or service than your best salesman ever could. They are essential to your marketing success.

Number 2 -- Guarantee your product
You need to have a strong, specific and bold guarantee. The longer, the bolder, more specific your guarantee is, the more sales that you will make. And I suggest if you can guarantee your product or service for 30 days, you can certainly guarantee it for 60 or 90 days, 6 months or even a year. There is an absolute direct correlation between the length of the guarantee and the number of sales you will make, and the returns you will have. You see, the longer your guarantee, the less likely the prospect will return the product. The reason for that is: you remove from the equation the otherwise "short fuse" requiring your customer to make the purchase decision again, but the longer the guarantee, the longer the period of time they have to become comfortable with that purchase decision. And secondly, the longer, the bolder, more specific your guarantee you proclaim to the world that you have such supreme confidence in what you are offering you are establishing a new level of credibility for you. Let me read to you what I feel is the perfect guarantee. If after you purchase this product at any time up to six months you feel for any reason it fails to live up to our promises or even if it does and you simply change your mind just return it to us and we will immediately and cheerfully give you a 100% refund of the purchase price. See how bold and specific that is? Very effective marketing.

Number 3 --- Privacy Statement
You need to have a clear and concise privacy statement. Your privacy statement needs to be placed immediately in the vicinity of anywhere and everywhere at your site where you have a call to action. Your call to action is anywhere and everywhere at your site where you ask your prospect for any information about himself, even if you are just asking them for their email address. Here is your privacy statement - Adopt it, and stick to it:

NOTICE: We never rent or sell our members, customers, subscribers, clients, etc. data to anyone. All information held is strictly confidential.

Don't make the all to common mistake of putting your privacy statement on a separate page at your website which would then otherwise require your prospect or surfer to click away to find the page. In doing so you risk the chance of them not getting back to the call to action page, the order form, or whatever it is you want them to do at your site. Once they leave that page to go look at your privacy statement all kinds of things can happen to make them change their mind, they get distracted, something else may happen that may cause them to not want to go through with that decision to do business with you. Put it immediately in the vicinity everywhere and anywhere you ask any prospect to give give you any information about themselves.

See the second part of this lesson