“How can I get good people to listen to me?”
When did you last wonder that?
Part of the reason why marketers everywhere have such a hard time getting people to listen to them is because their audience (i.e., us) doesn’t believe it at all.
So how can they be a leader of ideas?
Problem ...
We all know that retailers are “selling” anything (they’re not experts, right?) And that they’re going to say any good words and make any promises they have to make, in order to sell.
So we, as advertisers, are suspicious. Yes, including network advertisers. Because the average consumer doesn’t know we mean the best things to sell and make a few shekels, or because we really like ourselves.
Here's the good news ...
WE ALL like to buy things, don't we? So ask yourself: 'What kind of person would you rather buy from?
Here's what I do. In any case, I am looking for a member of the group, figuratively speaking.
As an avid tennis fan, if I was thinking about the new tennis racquet, I wouldn't have gone to TaxMart to buy it. Instead, I often went to a good tennis coach, took a lesson or two, and asked for recommendations. I go to the best tennis courts and people I can meet. Because I love tennis.
And yes, I just know that someone or a store is doing something with sales, I don’t care. What matters is that they know and love their tennis.
Suppose, as a consumer, you know that nutrition is important. You know you need to add. And you want perfect food-based products, no synthetics.
Or you may be concerned about how your skin looks, and you believe that the ingredients in the skin care products you use make a difference. E.g. no chemicals or no animal products.
So who can you buy from?
A. A retailer that sells a variety of healthy foods or skin care products as part of their ‘line’,
or
B. Someone who cares about nutritious food like you, or with skin care and non-chemical products like you, and who sells a certain line because you LOVE it and use it themselves?
This is where network advertisers have a higher limit than regular advertisers. If you sell it because you like it - because of the way it has helped you - you are like a tennis coach recommending a racquet to a budding player. He is a quick 'ideas leader' for tennis players and wannabes tennis player.
Ordinary retailers are wondering what is required for a business spokesperson to be considered a leader of ideas, so they will be heard when they deliver advertisements for their products.
In a survey conducted by a reputable PR company, they asked, “Who is a respected ideologue?”
Findings:
"68 percent of respondents said: 'Someone like you or your peers' is the most reliable spokesman for your company."
Isn't that what we just said? A member of the group (or more enthusiastic than you), or your peers or better? Someone like you or more?
Ordinary retailers have a much bigger hill to climb than network marketers. Many do not use what they sell, and they do not market it because the products have changed their lives. Usually they are NOT a member of the community who care about X.
They're just trying to sell things to people who care about X.
People who care about X, are consumers, don't like to buy from people who don't really care about X in their hearts and lives.
We want to buy X for X lovers.
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