So… why are YOU in this business?
Here is some marketing advice that you can use that will guarantee you’ll NEVER have trouble thinking up advertising ideas for GlobalNPN. Endless email subject lines, endless capture page ideas, endless marketing.
Time and time again I see ads that focus specifically on “making more money” when the real reasons for doing this business aren’t even touched upon in the advertising. There is so much more depth in marketing this type of opportunity that most people don’t ever think about or even consider. If you focus on the money-making aspect of this business, you’re missing out on so much more.
In order to sell (or recruit) you have to reach to the more emotional side of the answer to the question “Why do you want to start a business for yourself?”. You have to dig deeper. You have to keep asking “Why” until you get down to the “root” of the answer. Once you start to do that, you’ll see there are endless ways to advertise your opportunity, and endless emotional “triggers” that you can hit along the way in order to give people what they really want.
So, when I ask people WHY they want to start their own online business. I ask them to really think about it first. Why? Really, why? (In fact, here is a conversation you can have with yourself which will help in your marketing…)
The answer I most often get is: “Because I want to make (more, extra, lots of) money.”
Really? Is that really “why” you want to get into this business? The money? Honestly, I don’t think so.
Sure, the money may be the “top level reason” why you want to do this. But who cares, we all want to make more money.. Why? Why do you want to make more money? Think about it…
Now complete this sentence: “I want to make more money because…”
I’ll use an example here.
“I want to make more money because…”
“.. I want my online business to pay my mortgage every month.”
Ok, good start. The mortgage helper. But WHY do you want your mortgage to be paid off every month?
“.. so I can have some extra money left over at the end of the month.”
Now we’re getting somewhere. Again… WHY do you want some extra money every month?
“.. so I can save the money to take my kids on a great vacation in the summer.”
Fantastic.. but WHY do you want to take your kids on a great vacation?
“.. it gives us quality time with our kids and we will create some lifelong family memories.”
Yes, but WHY are these lifelong family memories so important to you?
“.. because that’s what my parents did for me when I was a child.”
WHY is it important that you do this for YOUR kids?
“.. it made me happy as a child and I appreciated it, and I want my kids to be happy as well..”
Excellent. We won’t take it any further but do you see what we got from this conversation? We started at: “.. to make more money”, and we got all the way down to “.. to make my kids happy”. Everything in between are ideas and advertising triggers you can use that go far beyond the money-making aspect of opportunity marketing.
The information you get from a conversation like this is pure gold. It almost always starts the same and ends the same. From “making money” to “happiness”. The steps in between is what you’re looking for. We all know that making more money can make us happier – but you have to ask “WHY” in order to get to the good marketing stuff.
Do this exercise yourself, and think of different responses that people may have to the top level questions. Just replace the answer about paying the mortage to something else.. maybe something like “.. because I want to quit my job.” Well… WHY do you want to quit your job? See what I mean?
All you have to do is ask WHY.
So now I ask you.. why do you want to succeed with your GlobalNPN business?
– Geoff Stephen