Big Al's
Fortune Now Newsletter
For Aggressive Network Marketing Leaders
P.O. Box 890084, Houston, TX 77289 • Tel: (281) 280-9800 E-mail: bigalnews@fortunenow.com • Web Site: http://www.fortunenow.com
April 1, 2004
“Reality stinks.”
Dear Fortune-Building Friend and Subscriber, I get a lot of questions from readers of my newsletters. Unfortunately, many times we write before we think. Here is a question from a reader who wanted to temporarily suspend reality. You can’t do that. You have to work in the real world. Yes, reality stinks. Here is the question: “What I would like to know is how to economically (less than $1000 per month) buy, advertise, and use a post card campaign to generate a minimum of 500 good quality leads per week.” Well, this sounds good so far, doesn’t it? The reader is willing to invest up to $1,000 to generate good leads. And then I did the math. For $1,000 a month, the reader could send out approximately 3,000 postcards (includes mailing list, postage, printing). That’s a lot of postcards. And $1,000 is not a minimal investment in one’s business.
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Yet, the reader wants to generate 500 good quality leads each week. That's over 2,000 good quality leads per month. Hmmm, 2,000 good quality leads from only 3,000 postcards . . . I see that as very unrealistic. Am I missing something here? What kind of percentages do you get on your prospecting postcards? I have never heard of a 66% response and definitely not a 66% response of good quality leads. I have heard of a 2% response, a 5% response, and even a 15% response to a great free offer. But I have never seen a 66% response to any postcard. Well, I guess if your postcard gave away free BMW cars, you might get this kind of response. Well, I didn’t offer to help the reader to design an ad or a postcard that would even come close to these expectations. The reader expected way more than I could provide. And then came a better question. The reader’s second question was more realistic: “Do you know the best place to find leads and which companies offer the best leads?” The best place to find leads is to create them yourself. Think about this viewpoint. How can we ask a company to advertise, promote, pay for someone to collect the leads, and do this all for 10 cents or even 50 cents? We certainly wouldn't do this for so little. Can you imagine us finding a good lead and then giving it away for 50 cents? I don't think so! So I told the reader that I would invest my time and money into learning how to personally create leads. And finally the third question. The reader continued: “Internet advertising is so foreign to me at this point, but can you point me in the direction to get started there as well?” Internet advertising is similar to print advertising. We will need the same set of skills to attract targeted prospects. A good place to start is to read any book by legendary copywriters. The Internet is a place to advertise.
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Once we know how to write advertising, then we can learn the different channels, tools and places to advertise on the Internet. We would learn things such as why we should use an autoresponder instead of a web page, why capturing the e-mail is better than a page visit, how to get people to opt-in, etc. There are plenty of free courses, advice, and articles about this on the Internet, in fact, probably too many :) And my final advice to this reader? I liked this reader a lot. The reader took the time to ask for advice and was willing to make an effort. The reader had commented that he never saw a postcard he liked, so I added this final advice. “I think you should design your own postcard as you haven't seen anything you like. Then, test your own postcard. That's putting your opinions with your money. If you don't do this and you rely on someone else to design and run your campaigns, you will always be dependent on them. I don't think you want your business to be in the hands of others.”
When distributors call . . .
When your distributors call, what do you do? Do you listen intently as they tell you their problems? Do you patiently listen to their personal dramas? Are you constantly being asked to do their work for them? Do they make you feel responsible for the failures in their lives and in their businesses? - Do they waste your time with endless stories of past events and problems?
If this sounds familiar, why not be a bit more proactive? Why not have a strategy that will lead them to be more responsible in their lives? Here are some of my favorite proactive questions that you could ask your distributors:
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“What would a leader do in this situation?” Deborah Kay from Toronto told me this one. When distributors call her with problems, this is her favorite comeback. Notice that she doesn’t say that one has to be a leader. She only asks what a leader would do. They don’t have to be a leader, and they don’t have to take their own advice, but this does force them to come up with a responsible solution. And, it makes them feel a little bit guilty about not appearing to be a leader by complaining. “How long should your period of mourning be?” Ever have distributors still blaming their failures on some past event? For example, their previous company went out of business two years ago, but they insist that the experience prevents them from recruiting. I have a friend who got divorced six years ago, and still hasn’t got over it. The divorce shows up in almost every whining session. You have to think, “How long should your period of mourning be?” People will hold onto past traumas forever unless you do something. Shock them out of using the past as an excuse for today. Make them commit to mourning a certain period of time, and then never bringing up that issue again. “What would you like me to do that you are unwilling to do yourself?” You know how this conversation goes. The distributors call up and constantly ask for help. They want you to prospect for them, do the presentation, enroll the new prospect, and then to notify them by email that you have helped them. Everything is too hard for them to do. They have no time, no money, no skills, and you owe it to them to do their work for them. Ouch. I won’t say that the above phrase stops all of this nonsense, but it does help. Plus, I really like to say it. This phrase will certainly reduce the requests for you to find perfect prospects who are ready to join, and hand deliver them to your lazy distributor.
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“What are the last five books you have read to improve your business?” When distributors whine that they don’t know what to do, this is an appropriate comeback to put the responsibility back on them. Sure, we want to meet distributors halfway, but they want us to do everything for them, including the thinking. When you ask for the list of the last five books that they have read, most distributors realize that they haven’t put much effort in their business. It is easy for them to ask you: “Just tell me what to do that is guaranteed, rejectionfree, takes no time, and is easy. And, I want it to work for everyone I meet.” Distributors don’t have the right to ask you this question if they haven’t tried to learn anything on their own. Make them at least try to learn. Don’t read their books for them, or listen to their training CDs for them. “We can make the world a better place to live, but we can't make it a happier place to live.” You can work 24 hours a day to make things better for your distributors. You can solve problems and find new solutions to their problems. But, you can’t make people happy. No matter what you do, people can choose to be happy about it, or sad about it. It is their personal choice. If your company changes the label color from blue to green, everyone has a choice how they choose to react to this event. I just want my distributors to know that no matter how hard they try, some people won’t join, some people won’t come, and some of their distributors will think that they don’t do enough. If someone is unhappy, it is his choice. We can choose to be happy about most events if we desire to. Changing the events and problems doesn’t guarantee that people will be happy. “One good investment is worth a lifetime of labor.” When distributors complain about not making enough money right away, I tell them the story of what happened to me in Hawaii last January.
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While on the Norwegian Star cruise ship, I sat across the table from a very, very old man. He told me his life story in about one minute. This is what he said: “I moved to California in 1939 and started a bank with a couple of friends. California grew, so our bank grew along with it. Eventually we became the fourth largest bank in California. A big bank bought us and we made millions of dollars on the sale. “And young man, here is what I learned. That one good investment is worth a lifetime of labor.” We all know someone who bought an inexpensive house on the coast and 30 years later sold it for a million dollars. Or, we know about someone who invested in Microsoft 20 years ago. There are plenty of case studies of individuals who made one investment, and that investment earned them more money than they ever earned at their jobs. Everyone wants to have a great investment, but here are the excuses I hear: - “I don’t have any money to invest in stocks.” - “I am afraid of taking the money out of our savings account as I might lose my investment.” - “Real estate is too expensive now. I can’t afford to buy property.” - “I don’t know what investment to make. I have never done this before and I am afraid of taking a risk.” Well, these excuses work. People don’t even try to get one good investment. But we can change that. With network marketing, all people really have to invest is time into their business. And if they are serious, they can afford to invest a little time. That means little or no financial risk. Now there are no excuses for not having an investment that could pay off big. Just think of this. Maybe your distributors complain that they just haven’t made any money yet. Could be true. But, there is a chance that they may find one good person who will earn them $1,000 a month, every month for the rest of their lives.
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Now, that’s a great investment, right? Try to use this principle to keep your distributors “in the game.” After all, if they quit, there is no chance that their investment will ever pay off. “All companies have problems, you simply choose the company you wish to have your problems with.” Distributors will call and threaten to leave you for another company. That’s normal. That’s just part of business. These distributors think that their lack of success with you is because your business has too many problems. And, they think they have found the perfect company, with the perfect founder, with the perfect products, at the perfect price, in the perfect market, with the perfect sponsor . . . . Well, we get the idea. These distributors believe that success comes from lack of problems. If they can just find a company that doesn’t have problems, they will be successful. Life doesn’t work that way. All companies have problems . . . because they hire humans. And that guarantees problems. And companies don’t make people successful. Because in every company there are people who are successful, and people who are not successful. So the company can not be the determining factor in success. Success really comes from the individual person. Your distributor needs to know that switching companies only means a different set of problems. Switching companies won’t make problems go away. In my live workshops, I often use this example so that people can understand that all companies have problems. I say to the women attending: “All men have problems. You simply choose the man you wish to have your problems with.” All the women nod their heads in agreement. Unfortunately, the men don’t get it. I guess it is because women are perfect, so we can’t relate to this example.
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“Fish eat when they are hungry, not when you drop the line.” Makes sense, doesn’t it? However, distributors believe that when they do a big prospecting campaign, that everyone they contact should be looking for an opportunity at that moment. It doesn’t work that way. No matter how good your brochure is, some people won’t be hungry for an opportunity. For example, maybe your business just came out with the super bonus program. You think everyone should join now. You approach a young lady and insist that she comes to tonight’s opportunity meeting. She says: “Oh, I don’t think I can come. I am getting married this afternoon, and then there is the reception this evening. And I don’t think I will want to set an appointment for a few weeks as we are leaving for our honeymoon tomorrow.” Accept the fact that not everyone is hungry for an opportunity at the exact moment you contact them. So if your distributors complain that no one came to their opportunity meeting, simply explain that people only come when the time is right for them, not when the time is right for your distributors. Finally, don’t let your distributors whine endlessly to you over the telephone asking for help and favors. Instead, break that cycle with some of these phrases so that your distributors can grow into leaders.
A picture from real life.
Just when you thought it couldn’t get much worse, the television and cable industry expands once again. While traveling with Michael Clouse, we stopped for gas. Michael pointed out to me that people get so bored for the two minutes while they are filling their gas tanks, that television has come to the rescue.
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Every gas pump at this station had a miniature television that people could watch during that long, agonizing two minutes while they filled their gas tanks. Here is a picture of Michael pointing out this lunacy.
I had to ask Michael to move his finger so I could see my favorite show. Anyway, the point is: People have short attention spans. They need to constantly be entertained or informed, or else they will turn elsewhere to keep their minds busy. So how good is your presentation? - Is it long with boring parts? - Does it make your prospects’ eyes glaze over? - Does it excite and entertain your prospects?
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Our biggest problem in giving a presentation is that we talk mostly about things that are interesting to us. We love to talk about the latest compensation plan enhancement, the scientist behind the magic ingredient, and how many square feet the home office occupies. These things are boring to our prospects. So what do our prospects want? They want benefits, interesting stories, and for us to get to the point without the long boring background of facts that we have memorized. So check your presentation now to eliminate those boring sections. Get rid of a lot of those facts and figures the prospects can learn later at training. And, add some stories! Most of you have my Story CD, so why not use some of those stories to brighten up your presentation? Remember, your prospects have a short attention span. You have to be quick and good to keep their attention.
A Wealth Secret.
"It was really quite simple. I bought an apple for 5 cents, spent the evening polishing it, and sold it the next day for 10 cents. With this I bought two apples, spent the evening polishing them, and sold them for 20 cents. And so it went until I had amassed $1.60. It was then that my wife's father died and left us a million dollars." —Anonymous Capitalist
Do something right one time, and get paid for a long, long time.
A couple of years ago I read that Joanne K. Rowling, the author of the Harry Potter books, was really, really rich. She may now be the richest woman in England.
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Her first four books contain over 1,800 pages in paperback, roughly 450,000 words. At that time Joanne K. Rowling was worth about $450 million dollars, so each word she had written was worth . . . $1,000. And it is probably a lot more now. She is a good example of doing something right one time, and getting paid for a long, long time. Everyone would like to be a best-selling author or a rock star collecting royalties over and over again from something they did a long time ago. Since most people will never be a best-selling author or rock star, guess what? They still can get royalties from their work in network marketing. I know hundreds of people who continue to get massive checks every month because they introduced a few people to network marketing years ago. Anyone can do network marketing. Not everyone can be a bestselling author or rock star. So, if your friends won’t join you in your network marketing business, ask them: “Well, what is your plan?” Everyone should have a plan for wealth. However, most people only have a plan for a job where they will barely get by.
Foot high pies?
In my travels, I always look for great signs, great headlines, great offers, and simple approaches. While traveling on I-70 through Illinois, I saw the following sign. Foot High Pies Blue Springs Café Exit 30 Wow! Simple sign. Only a few words used. But those few words certainly created a picture in my mind.
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Now I don't know about you, but I had never seen a "foot high pie." I was fascinated and wanted to stop. Isn't that what your headlines and first sentences should do for you? You want to make your prospects stop in their tracks and instantly focus on your offer. So what could you say instead of "foot high pies" to get your prospects' attention? How about: 1. 24-hour energy drink. 2. Instant diet in a capsule. 3. The no-bill phone service. 4. Quit your job at full pay. 5. Tax relief in one hour. Remember, our prospects have short attention spans, but will respond if our headlines, first sentences, and benefits are clear.
How to exaggerate.
Some of the most effective commercials use gross exaggerations. Remember the Joe Isuzu commercials? These commercials showed Joe racing ahead of a speeding bullet in his little Isuzu car. Those commercials made such unbelievable claims that Isuzu didn’t need disclaimers. The commercials were funny and memorable. Holiday Inn uses a similar approach. They advertise how much smarter people become by staying at their hotels. The trick is to make the exaggerations huge. So huge that people know that you are not serious, but just having fun. Could you use that technique in your business? Could you superexaggerate your product’s benefits or the superb pay plan? For instance, could you advertise that 11 out of 10 psychologists swear that you will look more handsome by using this gas additive in your car? At least the prospects will remember you by using this approach.
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Or, could you advertise that your weight-loss product produces instant miracles? You could even use before and after pictures like these:
After
Before Or, you could say that after just two days of using your diet product, Art Jonak shrank to this size:
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Humor is appreciated by prospects, but you have to be careful. You don’t want your humor to be degrading or make anyone mad. You want to keep as many potential prospects happy as you can. For instance, if you saw the license plate below on the car in front of you, you may be humored, but you certainly would think twice before passing this person. (Thanks to Melissa Lim for this picture.)
Humor is a great way to get attention, and extreme exaggeration is an easy way to put a little smile on your prospects’ faces. Just be careful.
Monthly sponsoring banquet notes.
Of all of the contests and promotions I have used, the monthly sponsoring banquet consistently does the best. The cost is little or none, and everyone can “win.” Many of you have asked for a checklist or outline so that you can plan your monthly sponsoring banquets. So, here is the outline. Please remember that this is only an outline. Feel free to adjust or create on your own.
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Monthly Group Banquet Checklist.
First week of every month. What kind of restaurant? 1. Meeting or banquet room. How to arrange the restaurant. 1. Ask, “Would you like more business?” 2. Ask, “What is your slowest day of the week?” 3. Say, “We have a group that meets the first _______ of every month for dinner. Sometimes we have a little toast or a speech, and we don’t want to bother your other customers. So, do you have a little banquet or meeting room where we could eat so that we don’t bother your other customers?” 4. Cost of your meeting room = Zero. Who can come? 1. Anyone who sponsored a new affiliate the previous month. 2. The new affiliate(s) they sponsored. Who pays? 1. Everyone pays for their own meal. They have to eat anyway. 2. How many people do you know who eat out at least once a month? 3. Or, would you invest the cost of a meal in your new affiliate? 4. What if you sponsored ten affiliates? Banquet Activities. 1. Trophy for top sponsor. 2. Trophy for top retailer. 3. Testimonials. 4. Challenges. 5. Announcements. 6. 15-20 minutes, then two more hours of socializing and fun. What will new affiliate think after the banquet? 1. Fun. 2. I want to come next month. 3. Help me with my first presentations in the next few days. Why you must be there. 1. Set the example for your group. 2. Your spouse wants you to go. 3. Your friends are looking forward to you coming. 4. If not, the group will talk about you.
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I have to think it over . . .
Yes, we have all heard this at the end of our presentations. Many times it means that we were unclear on one of the three questions all prospects want to know. What are the three questions? 1. What KIND of business are you in? 2. How much MONEY can I make? 3. WHAT do I have to do to earn this money. If your presentation doesn’t cover these three areas clearly, you are asking for the “I have to think it over” response from your prospect. But, what if you were clear about these three questions? Then, maybe your prospect needs a little nudge to make a decision. You could say: "John, let's look at this another way. What would happen if you did nothing? One year from now you would still have the same situation and income, but would have missed 12 months of income from this business opportunity.” If you feel more pushy, you could add a closing question at the end of this statement.
See you next issue!
P.S. As you know, I do many workshops every month. If you would like me to conduct a workshop in your area, or for your group, send an email to bigal@fortunenow.com and I will let you know when I am in your area.
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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