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					Big Al's

Fortune Now Newsletter
For Aggressive Network Marketing Leaders
P.O. Box 890084, Houston, TX 77289 • Tel: (281) 280-9800 E-mail: • Web Site:

February 1, 2004

“It’ not what you say, but how s your prospects understand it.”

Dear Fortune-Building Friend and Subscriber, As you know, I believe that headlines and first sentences are everything. If you don’t capture the prospect’s attention instantly, he will never pay attention to your beautiful presentation. In fact, most presentations assume that you have a motivated, interested, focused, and polite prospect sitting in front of you just hanging on to your every word. Right. When was the last time that ever happened to you? The real battle is won or lost on the first sentence or headline. If your opening is good, your prospect will lean forward, looking for reasons to buy or join. If your opening is bad or misunderstood, your prospect will lean back and look for reasons not to join. I plead with networkers to seriously review their headlines and first sentences. If these openings are bad, well, you are sabotaging your entire presentation. You are “road kill” before you even start. Why start your presentations with a handicap? Instead, try to be clear so that you have the best chance for success.

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If you don’t think this is a problem, look at the media. These highly-trained professionals have written the following headlines that can easily be misunderstood: Something Went Wrong in Jet Crash, Expert Says. Police Begin Campaign to Run Down Jaywalkers. Safety Experts Say School Bus Passengers Should Be Belted. Two Sisters Reunited After 18 Years in Checkout Counter. House Passes Gas Tax Onto Senate. NJ Judge To Rule On Nude Beach. Eye Drops Off Shelf. Squad Helps Dog Bite Victim. If Strike Isn't Settled Quickly It May Last A While. Enraged Cow Injures Farmer With Ax. Blind Woman Gets New Kidney From Dad She Hasn't Seen In Years. Two Soviet Ships Collide - One Dies. Enfield Couple Slain; Police Suspect Homicide. Miners Refuse to Work After Death. Include Your Children When Baking Cookies. Motorcycle For Sale: Will Trade For Wheelchair. MLM Vitamin Distributorship For Sale Due To Poor Health. Third Annual Going Out Of Business Sale. Divorce Sale: His Stuff Cheap.


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These confusing headlines aren’t limited to newspapers. Here are some signs that could use a bit of headline and first sentence editing: In the window of an Oregon store: "Why go elsewhere and be cheated when you can come here?" On a Tennessee highway: "When this sign is under water, this road is impassable." In a Maine restaurant: "Open 7 days a week and weekends." At a Santa Fe gas station: "We will not sell gasoline to anyone in a glass container." In a Florida maternity ward: "No children allowed." In a Tacoma, Washington men's clothing store: "15 men's wool suits, $10. They won't last an hour!" A long-established dry cleaner's sign: "38 years on the same spot." A local grocery store: "Stock up and save! Limit 1 per customer." In the window of a Kentucky appliance store: "Don't kill your wife. Let our washing machine do the dirty work." In a clothing store: "Wonderful bargains for men with 16 and 17 necks." In a funeral parlor: "Ask about our layaway plan."

And while on the subject of confusing headlines and first sentences, here is my favorite cute headline from a Salem, Mass. newspaper: “Midget Fortune Teller Escapes From Jail; Police Look For Small Medium At Large.”

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Yes, that’s a cute headline, but it takes a while to understand it. Most prospects won’t take the effort to decode your cute headline. So stick with clear, benefit-laden headlines. Don’t make your prospects work too hard. Want a couple of examples? “Legal advice and assistance by telephone for only $25 a month.” “How to wake up every morning feeling like a million bucks!” “How to fire your boss and start your own business.” “Make your skin look 20 years younger in only 45 seconds a day.” “How to work three weeks out of every month, but get paid for four.” Just remember this. If your prospect is confused, or can’t clearly understand your first sentence or headline, that’s just as bad as having a terrible first sentence or headline. You won’t connect with your prospect.

Making your contest work.
When offering a contest prize, you can improve your results by making sure that your prize: 1. Has romance. If your prize is practical, boring or dull, there's no incentive to achieve the prize. A toaster or a vacuum cleaner will depress motivation, but 100 lottery tickets or a first-class evening on the town with dinner and a show will get your participants excited. 2. Has a high perceived value. A trip to Las Vegas feels more valuable than the cash equivalent. Dinner with the company president feels more valuable than the $20 dinner bill. 3. Gets your participants to do the right activity. If you want your distributors to sign up new people, make the contest reward them for


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the number of appointments they make, or the number of presentations. Reward the activity and the new distributors will follow. And finally, make your contest time periods short. It’s easier to get excited when the contest lasts only a few days or weeks. A year-long contest will easily be forgotten.

"I buy advertising. I buy vitamins."
These are great answers to use when someone asks you what you do for a living. Why? Because they promote the conversation further about your business. For example, when someone asks Scott Hunt what he does for a living, he says: “I buy advertising.” When asked to explain further, Scott explains that he helps his clients buy advertising at the lowest possible cost and that he assists in selecting the right media. This approach reduces rejection as Scott appeals to the prospect as a helpful consultant instead of a pushy salesman. Can you use this approach in your business? How about these examples: “I buy nutritional products.” (I help my clients get the most potent vitamin formulations that are balanced and effective.) “I buy telephone long-distance service.” (I help my clients find the best value and service in the confused long-distance competition.) “I find part-time businesses.” (I help my clients find a part-time business that’s right for them so they can get those special tax deductions and extra income.) I’m sure you can create a perfect answer for your product, service or business.

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How to make your product and opportunity the answer to the hottest trends.
By Chuck Huckaby If you’re like most network marketers, you want to get in on the latest trends. If you can successfully ride a trend with your products and services, you can create a very stable business quickly. Hot trends can get you lots of new customers. You can also attract business people who want to join you and cash in on the same concept. Though these trends die out eventually, in the meantime, you can build a strong business base that will allow you to capture the next trend. Wouldn’t it be fun to go from trend to trend while constantly building your base of business higher and higher? Why is responding to a cultural trend such a powerful way to leverage your business? If a concept is “in the news” and has invaded the popular imagination, it means that more people are ready to hear what you have to say. In case you haven’t guessed, that means: - less marketing work, - quicker sales, - and more profits for you!

So how do you make your network marketing business go sizzling hot? There is a right way and a wrong way to “get hot” and catch a trend in network marketing. Here is the wrong way. You’ll be tempted to take it every time another network marketing magazine comes out or when you receive a phone call from another network marketing “junkie.” You will hear about a company with only one product to its name, but it supposedly takes advantage of the latest trend, most recent best-seller, newest technology, whatever. You’re tempted to think,


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“This is going to get hot fast.” As they say in New York City: “Forget about it!” Or at the very least, give this newest hot trend or fad an extremely ruthless evaluation.

There’s a very simple reason for my negativity. Most of these “latest, greatest trend” companies are here today, gone tomorrow. Or their products are quickly copied. Or they never have more than one “great idea” and they can’t figure out how to grow from there. Or their “hot trend” is really just some flash in the pan. Take comfort: If the new company is really that good, there’ll be plenty of time to join later. The people who will be left to join it then will be the stable, responsible networkers that you wanted to recruit anyway! The get-rich-quick crowd will have already burned out and gone to the next “latest greatest” deal. What is the right way to make your network marketing business go sizzling hot? It’s by adjusting your marketing message to your audience to sell the products and services that your company already has. Let me give you an example. I recently met a distributor with a nutritional network marketing company. I looked at her product catalog and noticed that – on the surface – this company really didn’t have the product variety of her competition. I asked her about her limited product line, thinking she’d shown me an old catalog. She said, “No, this is all of the products we have. Most of our customers buy a few core products no matter what their symptoms or health goals are.” This company is cashing in on the longevity, health, immune-building, athletic performance increasing trends, but they’re not selling anything that is exotic. How does this company market their limited product range so well?

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They found a certified nutritionally trained physician who takes the same limited product approach. He wrote books and pamphlets that talk only about the products this company sells. That is what this doctor believes works best for most people anyway. It sells. But to capture the latest health trends, these books, brochures and tapes must be geared to telling how these products can let consumers “join the crowd” and “get with it!” Again, the products have not changed, only the marketing message.

Any number of experts will tell you about future trends. Some of the ones I keep hearing are: The Graying of America Generation X Home Business Longevity and Health Privatization of Social Security Corporate Downsizing

But it doesn’t matter what’s going to happen 10 years or 10 months from now. What matters is what can put money in your pocket now. Okay, you just bought the latest book of “future trends.” How do you tell what can help you make money this week? It’s really pretty simple. See what the major trends are, according to your book. See which ones are urgent issues in the average person’s mind. Verify the author’s ideas by doing some research right now. Get several days’ worth of your local newspaper. Read through the following sections:


Headlines Personal Ads Cartoon Section New York Times Best Sellers List (Non-Fiction)


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Then stay up late a couple of nights or videotape the monologues of late night show hosts like Jay Leno or David Letterman. Just listen. Tune into the talk radio shows. Just listen as long as possible! And as you’re standing in line at the grocery store, read the headlines on the tabloids. To really do a good job in your research, buy one of the tabloids. After all, it’s “Business Research”! Here’s what you’re looking for: Which of the emerging trends listed by your guru are actually reflected in the public imagination right now? Which trend is repeated on Leno, in the cartoons, or on the Best-Seller list? Those are the ones that can make you money right away. Here’s what I mean. Go back to the cartoon section of the daily paper. There’s probably a daily cartoon strip you’ve read a million times about the idiotic things corporate managers do. This cartoonist even has office supply stores selling calendars with his work on them. In case you still don’t know whom I’m talking about, I’m referring to the brilliant “Dilbert” cartoon series. Could you go down to the office supply store and buy one of the “page per day” Dilbert calendars for a few bucks? When each day is done, you tear off the page and see tomorrow’s date and a new cartoon. Instead of asking people a potentially boring or threatening question, try something different. Try asking a question that may stir some emotion for a change. Instead of asking if they’re interested in starting a home-based business (scary!), maybe you could just tear off a page from the calendar, hand it to them and ask: “Is this your life?” Then see what they say. If they say “Yes,” you have an opening. You can say: “Yep, that’s my life too, but I’m doing something about it instead of letting it drive me crazy.” Then stop. They’ll probably ask you what you’re doing to escape the corporate machine! When was the last time that happened?

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Instead of spouting out some cheap one-liner about your network marketing business that may frighten them, now you’re stirring up their emotions. The mass media has done some selling for you. Now, they want to hear what you have to say. That’s what it means to catch a trend and capitalize on it. Please notice:

- You didn’t have to change your recruiting brochure or your recruiting tape. - You didn’t have to get a new product to be successful (we often blame our failures on anything but talking to enough people in a way that is meaningful to them). - You didn’t have to buy lots of new marketing material. If someone responds to the “calendar page question” and what you said to follow up their questions, you just hand them your normal prospecting material. Now they’ll make the connection automatically. The only job you have now is to go through whatever source you feel best describes the future trends and see what is important to people where you live. Apply the trends to the products and opportunity that you already have. You should be able to do these projects in one weekend to reinvent yourself into a recruiting and sales machine in short order. So here is the simple formula to make your product and opportunity the answer to the hottest trends. 1. Find the trends that seem to be urgent concerns for people right now. 2. Decide how your products/business opportunity/ services “scratch” that “itch.” 3. Find a way to start talking to people in a nonthreatening way about that trend. 4. Show them how you can solve those problems for them.


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Break the secret code that causes your prospects to resist network marketing!
You're talking to a prospect . . . and nothing is happening. Your prospect is resisting, doubting, questioning and things are going bad. Even your impressive 3-D video can't break through the icy walls of your prospect's defenses. You've just entered the Desperate Zone. The next day you're talking to a prospect . . . and it's magic. Your prospect is hanging on to your every word. Your prospect treats you like a partner and is open to every new bit of information presented. Your prospect keeps asking: "How can I get started? How can I start building my bonus check?" What's the difference between these two presentations? You accidentally broke the secret code that causes your prospects to resist network marketing. It's great when these good accidents happen . . . but wouldn't it be better to do it on purpose? Stop the frustration. Make your network marketing business easy, pleasurable and exciting for you and your downline by creating a constant stream of happy prospects who want to join your business. So what breaks the code? Stories. Stories that create a movie in the prospect’s mind. In past issues of Fortune Now I have shared various stories that prospects can relate to. Remember the “Two-year Story” from a few issues ago? This story breaks through the “But can I succeed?” objection that keeps prospects from joining. On my “Favorite Stories” CD I share stories that you can use at the beginning of presentations that instantly help prospects see themselves successfully doing network marketing. I am sure that you have many great stories about your business and products. Use them!
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And if you remember the famous quote from my first book, “Big Al Tells All,” it says: “Facts tell. Stories sell.” So abandon those boring Power Point presentation slides with all those boring facts. Instead, tell a story that illustrates the point you want to make. And since stories are easy to remember, you won’t need those boring Power Point notes. Does it make a difference? You bet. Recently Art Jonak came to me and said: “I just finished an opportunity meeting where my whole presentation was nothing but stories. Everyone said it was the best meeting they ever attended.” So take advantage of what works. Break the secret code to communicate better with your prospects. Tell stories.

A short note on prospecting.
If for some reason you want to decrease your level of income, decrease your prospecting activity. Leaders realize that growth in their organization comes from new people. Consistent prospecting activity guarantees a ready source of new distributors and leaders in our organizations. As an added bonus, when we consistently prospect for new distributors, our organization learns from our activity. They see our methods, our work ethic, our consistent day-to-day building of our organization. Of course we're setting a good example, but more importantly, we're showing our distributors how to do it. Don't limit the size of your business and the size of your bonus check with the present size of your organization. Build new distributors and build your bonus check.


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Lateral thinking.
Why do some leaders discover great opportunities for their business while others struggle to find the solutions they need? The answer might be this. Some leaders have mastered the art of “lateral thinking,” or thinking “outside of the box.” Here’s an example of lateral thinking: A skyscraper office building just opened. Everything was first class except there didn’t seem to be enough elevators. Office workers complained that they always had to wait for elevators. The first consulting team recommended that the office workers be divided into different shifts and starting hours. Some workers would start before dawn, some at dawn, some at 8:00 am and some at 10:00 am. With staggered shifts, the wait for elevators would be reduced. The second consulting team recommended that a new express elevator be constructed at immense cost through the center of the building. The extra elevator would reduce crowding at the other elevators. Neither recommendation was accepted. A simple solution solved the problem. Mirrors were installed on all floors by the elevators. Workers preened, primped, and arranged their hair and clothes while waiting for the elevators and the complaints went away. The real problem was not the lack of sufficient elevators. The problem was the impatience of the workers. Now they had something to do while waiting for the elevators. This is an example of lateral thinking. Solutions don’t always have to be vertical, logical, and deductive. So are you stuck in a rut with no idea how to come up with alternate solutions? Try this. Think “outside of the box” by thinking opposite. That’s right. Think of the least logical solution or the opposite of an apparent solution.
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Want an example? E-mail is cheap. In fact, it doesn’t cost the sender. So what do all of the marketers do to reduce their marketing expenses? The stop mailing, and they use e-mail for their prospecting. Now, the prospects’ e-mail boxes are filled with offers, too many offers, and the prospects ignore the e-mail solicitations. Think opposite. If everyone is e-mailing to save money, why not do this? Use regular mail and pay for the postage. Since your competition has stopped their regular printed mailings, your mailing will stand out in their mail box. You will be noticed! Does this work? Smart marketers today are again using postcard and regular mailings to connect with their prospects. Sure the postage and printing costs more, but their messages are noticed. So are you thinking about trying this out with a few postcards? If you are, go to and download our free postcard tips.

Got stress?
“There is no stress in the world only people, places, and events.” I don't know who originally said this, but sometimes I would like to strangle that person. Every time my good friend Tom Paredes detected stress in my day, he used to make a point to slowly quote this phrase - just to irritate me. I used to prefer the aerobic effect of stress. It was the only real exercise I got. But as we become leaders, we need to manage our emotions and become more self-directed. People don’t want their leaders to be emotionally out-of-control puppets reacting to and controlled by outside forces.


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Fill in the blanks.
Do you have distributors who whine and create their own excuses for failure? If you do, make a list of some pre-approved excuses so that they can simply check off which excuse they can use for this week’s failure. Here is the bonus. Most distributors will see the list and will feel slightly embarrassed about their future excuses. They may begin to realize that you, as a leader, became successful in spite of all these possible excuses. Here is a start to your list: 1. The weather has been rainy lately. 2. My sponsor doesn't help me. 3. My sponsor lives too far away. 4. Interest rates are climbing. 5. The products are too expensive 6. The products don't cost enough. 7. Out of all products, I don't like three of them. 8. Mail order doesn't work. 9. Three-way phone calls don't work. 10. My dog has worms. 11. Nobody listens to me. 12. My mother rejected me as a child. 13. The local Metro trainer is overweight. 14. The rest of the world has a bad attitude. 15. There's too much Vitamin A in the product. 16. My car broke down. 17. They should pay 11.2% bonus on level 4 instead of the present 10%.

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18. Car qualification should be automatic if people are sincere. 19. My downline is lazy. 20. My upline sponsors are all cheaters. 21. The toll-free 800 lines are busy. 22. I've always used this product - why change now? 23. I can't use $100 worth of products a month. 24. My downline won't use the products. 25. Training conventions are too far away. 26. My spouse hates network marketing. 27. The services are too expensive. 28. My newsletter arrived wrinkled. 29. If they only had this special brochure. I could go on and on, but I’ll let you finish the list for your whining distributors. And if you can’t come up with enough excuses for them, let them help with their suggestions. You will enjoy yourself every time you give this list to a complaining distributor. It’s fun.

See you next issue!

P.S. If you want to hear my favorite stories that I use to break through the prospect’s barriers such as “The exhaling story,” “The grocery store story,” “The missing Social Security check story” and more, go to:
Fortune Now is available by subscription only. Subscriptions are $97 per year. Fortune Now is published ten times a year by KAAS Publishing, P.O. Box 890084, Houston, TX 77289, (281) 280-9800. Copyright 2004 by KAAS Publishing. All rights reserved. Please contact KAAS Publishing for permission to reproduce or copy specific articles.


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