About a year and a half ago, Raymond and I sat in front of our Martial Arts Master (a Yellow Belt and White Belt, respectively) in his office and offered to build a funded proposal for his martial arts school for FREE.

Why?

Because we wanted to test what we had learned from Mike Dillard with a "REAL Business" and see if these techniques would work.

So after a few conversations, Master Lee agreed to this experiment and so began our internet marketing consulting careers.

The result of it I think you are already familiar with -- Master Lee's recruitment sky rocketed, he became a media mogul on YouTube (search for "Hwa Rang Do") and the "experiment" has evolved into a business partnership with one of the world's top martial artists.

Something important we learned out of the funded proposal "experiment" for Hwa Rang Do, was how to actually market products and services, instead of just a business opportunity like we are taught in the MLM world.

Who is Susan and Why Does She Want to Talk to Me?

I didn't quite realize how valuable this experience for us had been until a woman named Susan sent me an email yesterday and asked to speak to me.

You see, Susan purchased tickets for our MLM Traffic Formula LIVE in Austin, TX next month.

She had some questions about the focus of the system she wants to create next month at the event, and she wanted to do some prep work before the event. She politely requested to have a brief conversation with me, because she was serious about making the most out of that weekend.

So I agreed to speak with her and scheduled a time to talk.

Trouble Recruiting for an Old MLM...

She called and told me that she wanted to create a product-based lead system for her Herbalife Business. She said she had trouble recruiting people into Herbalife, because it's such a well recognized brand and people immediately make assumptions before she has an opportunity to present her business opportunity properly.

Therefore, she very wisely has chosen to lead with her products.

The reason this is a good idea is because most people generally want to believe that they know something about what you are talking about.

If they have any previous experience or knowledge of what you are presenting to them (no matter how inaccurate), they immediately draw from those experiences and make decisions based on that, NOT what you presented to them, (i.e. their listening is off.)

So leading with your opportunity when you are involved in older companies like Amway, Herbalife, USANA, NuSkin, etc is usually not the best approach.

Leading with Your Products

Aside from stability, the big benefit that these big MLM companies offer is that they are constantly producing new products for their distributors to sell.

So while the opportunity brand may be old and stale, you can still lead with a novel new breakthrough product.

In speaking to Susan, I suggested that she focus on one great product, with a nice profit margin and which can produce immediate effects for her customers. She immediately knew what product that would be.

I then advised her to come up with the top benefits of this product -- what pain does it relieve? what problem does it solve? what immediate results can people expect? What kind of person would need this product?

She would then use this information to craft her capture page at the workshop.

Writing Newsletters that Sell Product

Next I asked her if she was knowledgable about health and wellness and if she would feel comfortable writing about it? She said yes, she was.

So I suggested she write a few newsletters providing free and valuable information on health and wellness.

But what I suggested she write her first few newsletters on was on how to solve or provide the benefits of her lead product, without them needing to buy the product.

"Huh?"

This might seem a bit counterintuitive, but that is exactly what I told her to do.

I explained that her email newsletters and lead system need to stand alone as valuable content and information. If you do this you'll accomplish three things:

When you deliver on your promises and blow people away with the value you have provided them, you become their new best friend and they will be more open than ever to any product recommendations you will make.

So the newsletter format I advised her to use for all her emails is as follows:

Some MLM companies may prohibit you from having sales copy or links on any website or email promoting a product (especially a nutritional product), so in that case, you may want to skip #2 and make product recommendations part of your personal health consultation.

The important thing to remember here is that your goal is to become an authority/expert first! Avoid the temptation to pitch your product right off the bat.  

Ideally, what you want to do is create a business relationship with them even before they've purchased any of your MLM products. This could be some kind of info product or affiliate promotion.

If someone is willing to give you money for advice, then they will definitely be willing to give you money for a product you recommend, which can potentially solve their problems. 

I expect big things out of Susan and I want the same for you.

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