Here's a good question: What kind of mindset do we need to have if we are trying to grow an MLM or network marketing business?
Does mindset even matter? Does it make any difference at all?
The Answer: You bet it makes a difference. Mindset is huge, and it plays a key roll in the success or failure of any business, including and MLM or networking business.
Here's the thing: when your company sends your "Get Started" pack when you sign on as a distributor, they nearly always include a spot for you to include your big "reason Why". Your "Why" is your motivation behind what you are doing in your business. It's the reason you pulled the trigger and got involved with a home-based business in the first place.
Your reason "Why" has to be huge. It has to be strong enough to propel you through all the days when you could care less about your business, and when your business could seemingly care less about you.
No matter what you do, if it's worthwhile, won't be easy. In MLM and networking, it's a business, just like any other business. It requires attention, effort, planning, and most importantly, action to make it work.
If you read through this blog, you understand that I'm not a fan of the traditional network marketing techniques like bugging friends, family, neighbors, etc. There are certainly easier and more efficient (not to mention more logical) ways to build a business. But even if you're doing everything 100% right, it still requires hard work, diligence, and creativity to make it pay you money.
Instead of focusing on money, think about helping. Ask yourself: how many people am I going to help today? Tomorrow? This week? This month? How many problems am I going to solve? What one thing can I do today to grow my business? These are the types of questions that lead to planning. After you plan, then do. Following through on that plan. Keep your commitment to yourself and your business.
To sum up, keep your mind focused on exactly what you want to do, and then use your mind to make everything below your neck perform the necessary action to get what you want.
What Will Grow Your Business? Product Users, or Business Builders?
In the network marketing and MLM industry, distributors are often told that they need to find 2 types of people to put into their business: Product Users (consumers), or business builders (people that are trying to make money with the business). Often, it is presented as a mutually exclusive option, meaning that a person is either a business builder OR a product user. When operating and attempting to grow a downline, networkers and MLM’ers are usually encouraged to focus their efforts on acquiring business builders if they are trying to grow a business.
In theory, it only makes sense. If you want a business, and specifically if you want leaders, then find business builders. If you just want to help people enjoy the product, find product users. Right?
Wrong.
This line of logic makes sense on paper, but I’m sure we can all recall certain theories that made tons of sense on paper, but didn’t work in reality.
Network marketing, or multi-level marketing, is not an industry. It is a compensation model. Instead of being paid on the front end for consumption (like a traditional retail-compensation model), you are paid on the back end for consumption. The important thing to keep in mind is that without consumption, NOBODY GETS PAID. You can have 10,000 people in your downline, but if nobody is using the product, then nobody gets paid. Consumption of product is what allows MLM companies to cut distributor checks. Nobody gets paid on simply recruiting and sponsoring.
Why is this important?
Well, if you’re trying to build a business and generate revenue with network marketing as vehicle to that end, then it’s absolutely imperative to your business that you have a distribution channel that focuses on consumption.
So here’s the big question: How do you do that? How do you build a distribution channel from scratch that emphasizes consumption?
Like this: You lead with your product or service.
This is important enough to repeat it:
Lead with your product or service.
Instead of focusing all your efforts on going out there and trying to find other people to blow up your downline for you, focus your efforts on finding those consumers that are already demonstrating a need, want, or desire for your particular product or service. Then, you simply position yourself in their pathway of consumption. By presenting them with a product solution, and then showing them the “opportunity” as a means of subsidizing their usage of that product (get the product for free) or even as a way to make some money over and above that, you can then build a network marketing downline with a solid foundation of consumption.
But that’s not the best part;
The best part is that by leading with the product or service, you will dramatically increase your retention rates.
You see, when you lead with the product or service, you will be building a solid foundation of consumers. In addition to that, you will also have business builders that are taking advantage of the business opportunity to get the product for free, or because they recognize the value of the product they are receiving, and want to get that same product in the hands of other consumers who are looking for similar solutions. By leading with opportunity, you build an MLM downline based on greed. You have a bunch of people in you downline that are there to make a million bucks. So when 3 months pass by, and they are still not making a million bucks (this is residual income, remember?), they quit using the product. The only reason they ever used the product in the first place was to make a lot of money, so when they’re not making a ton of money, they quit.
But when you lead with the product, you are solving a consumers problem. So if they do decide to take advantage of the business opportunity, they’ll stick with it because even though they’re not making a million bucks in 3 months, they believe in the product, the values and the benefits that the product brought into their life, and therefore continue to consume the product. That’s why they got started in the first place; it was based on the need of the consumer for the values and benefits that your product or service offered.
Because your MLM opportunity was not stressed and presented as the sole reason for consumption of product, then the consumption of product will continue even though the distributor is experiencing the usual bumps and bruises that go along with the creation of any business. For most people, greed is not motivating enough to keep moving forward when business is slow and the dreams of margaritas on the beach seem unreachable. But the passion and belief in the value of a product IS enough to keep a person going when breathing life into an MLM or network marketing business. And that will make the difference between a 60% attrition rate (industry standard for most downlines) and a significantly lower attrition rate. (currently, the standard for my downline is a 2.5% attrition rate).
If you lead with the opportunity, you will probably go broke, and your MLM organization will flounder. If you lead with the product or service, you will create enough income in your lifetime that you will have to hire professional shoppers to help spend it all.
In theory, it only makes sense. If you want a business, and specifically if you want leaders, then find business builders. If you just want to help people enjoy the product, find product users. Right?
Wrong.
This line of logic makes sense on paper, but I’m sure we can all recall certain theories that made tons of sense on paper, but didn’t work in reality.
Network marketing, or multi-level marketing, is not an industry. It is a compensation model. Instead of being paid on the front end for consumption (like a traditional retail-compensation model), you are paid on the back end for consumption. The important thing to keep in mind is that without consumption, NOBODY GETS PAID. You can have 10,000 people in your downline, but if nobody is using the product, then nobody gets paid. Consumption of product is what allows MLM companies to cut distributor checks. Nobody gets paid on simply recruiting and sponsoring.
Why is this important?
Well, if you’re trying to build a business and generate revenue with network marketing as vehicle to that end, then it’s absolutely imperative to your business that you have a distribution channel that focuses on consumption.
So here’s the big question: How do you do that? How do you build a distribution channel from scratch that emphasizes consumption?
Like this: You lead with your product or service.
This is important enough to repeat it:
Lead with your product or service.
Instead of focusing all your efforts on going out there and trying to find other people to blow up your downline for you, focus your efforts on finding those consumers that are already demonstrating a need, want, or desire for your particular product or service. Then, you simply position yourself in their pathway of consumption. By presenting them with a product solution, and then showing them the “opportunity” as a means of subsidizing their usage of that product (get the product for free) or even as a way to make some money over and above that, you can then build a network marketing downline with a solid foundation of consumption.
But that’s not the best part;
The best part is that by leading with the product or service, you will dramatically increase your retention rates.
You see, when you lead with the product or service, you will be building a solid foundation of consumers. In addition to that, you will also have business builders that are taking advantage of the business opportunity to get the product for free, or because they recognize the value of the product they are receiving, and want to get that same product in the hands of other consumers who are looking for similar solutions. By leading with opportunity, you build an MLM downline based on greed. You have a bunch of people in you downline that are there to make a million bucks. So when 3 months pass by, and they are still not making a million bucks (this is residual income, remember?), they quit using the product. The only reason they ever used the product in the first place was to make a lot of money, so when they’re not making a ton of money, they quit.
But when you lead with the product, you are solving a consumers problem. So if they do decide to take advantage of the business opportunity, they’ll stick with it because even though they’re not making a million bucks in 3 months, they believe in the product, the values and the benefits that the product brought into their life, and therefore continue to consume the product. That’s why they got started in the first place; it was based on the need of the consumer for the values and benefits that your product or service offered.
Because your MLM opportunity was not stressed and presented as the sole reason for consumption of product, then the consumption of product will continue even though the distributor is experiencing the usual bumps and bruises that go along with the creation of any business. For most people, greed is not motivating enough to keep moving forward when business is slow and the dreams of margaritas on the beach seem unreachable. But the passion and belief in the value of a product IS enough to keep a person going when breathing life into an MLM or network marketing business. And that will make the difference between a 60% attrition rate (industry standard for most downlines) and a significantly lower attrition rate. (currently, the standard for my downline is a 2.5% attrition rate).
If you lead with the opportunity, you will probably go broke, and your MLM organization will flounder. If you lead with the product or service, you will create enough income in your lifetime that you will have to hire professional shoppers to help spend it all.
5 Lies In MLM and Network Marketing (Lie # 5)
Good Afternoon!
Today, I'd like to take some time and sumo-slam another very common line of B.S. that seems pretty common in the MLM and network marketing industry.
If you have read much of what I have written here or in other articles out in e-world, then you know that I don't pull punches, and I have a real passion for helping network marketers and MLM'ers understand some sound marketing strategies to give them an alternative to chasing their friends and family and co-workers.
I've been in a ton of different companies, programs, opportunities, etc., and the reason I provide this information is because there seems to be an over-abundance of really terrible information out there. There also seems to be an extreme shortage of good information for beginner (or even veteran) netwoerkers to grow their businesses.
Now, I am not a know-it-all. I am currently a student of the Art and Science of Marketing, as much as any one of you. I've just picked up some information that has helped me generate a significant amount of revenue, and I'm taking the time to give back. I certainly wasn't born with a silver spoon in my mouth, and I'm trying to give others a leg-up on the competition out there.
I do know some facts, and one of the facts is that over 90% of all network marketers fail within 3 months of beginning a business. They spend a few bucks to get started, and they usually never generate a dime with their business.
Why is this the case?
In my personal opinion, I think a lot of it has to do with the instruction provided to networkers on the strategies they are given to grow their businesses.
For example, one of the things we are told is this:
MLM LIE # 5 - "JUST LET THE PROSPECT VIEW OUR PRESENTATION OR SAMPLE THE PRODUCT, AND THE PROSPECT WILL JUST CLOSE THEMSELVES AND JOIN YOUR BUSINESS. IF ALL ELSE FAILS, 3-WAY CALL THEM INTO YOUR UPLINE!"
Really? Do we really just fall in love with a business opportunity and close ourselves?
Why do we even buy ANYTHING in the first place?
Here are a couple of facts regarding consumer psychology:
1 - PEOPLE LOVE TO BUY
2- PEOPLE HATE TO BE SOLD
Let's start with #2. We ALL hate to be sold stuff we don't want or need.
Most of us have had the experience where a pushy goof-ball salesman tried to sell us something for which we absolutely had no need or want. If we do get "convinced" to purchase it, most likely, we get a case of "buyer's remorse", and we resent the whole experience. We were sold.
Yet at the same time, we absolutely LOVE to buy. We love it so much, we will spend money that we don't even have yet, just to get that "buying experience".
The average household credit-card debt in the United States is in the $8K - $10K range. We love to buy, and we all want to enjoy the buying experience. When we get a chance to participate in the buying process, when we understand that we are getting something that we are actually looking for, that's when we pull out our wallets and buy. It's enjoyable.
There is a distinctive factor that will allow us to enjoy buying:
LEADERSHIP.
We buy in the presence of leadership.
Let's look at a couple of examples:
Example 1 - You walk into a coffee shop. You look up at the menu board, and you realize that you have hundreds of choices in front of you. You know you want something good to drink, but you don't even know where to start.
If the barista behind the counter is good, they will ask you some questions to help guide you down the path of purchase. "Can I help you? Well, would you something that tastes fruity, or something that tastes like coffee? Ok, well, do you want something hot or cold? Ok, you could have this or that, my personal favorite is this, but you tell me what would work best for you. If you want, I can give you a sample to let you try out a few different things, would you like that?"
When someone asks us questions, helps us out, explains the differences and is GENUINELY THERE TO HELP us get what we want, then we recognize leadership, and we also get the chance to participate in the buying process. It makes it fun, and we enjoy that.
So what happens when someone DOESN'T demonstrate leadership? Let's see:
Example 2 - You walk into the same coffee shop, but this time the person behind the counter ignores you. When you ask for some help, they roll their eyes, give you a nasty look, and ask "what do you want?" When you ask for some direction, they say "I don't even drink coffee". When you ask about the differences between some products, they answer "I don't know, I just started working here last week".
Do you think you will ever go back to that coffee shop if you receive that kind of service? Probably not.
The only difference between Example 1 and Example 2 is the person behind the counter. The 1st barista demonstrated leadership, and actually made an attempt to help you out. The 2nd barista couldn't care less about helping you to get what you're looking for.
Closing is about demonstrating leadership.
To grow your business, you are obligated to fulfill the desire of your consumers.
You might get people to join you in business based on the opportunity to make money, and you might hope that your upline will close your transactions for you, but if you have any hopes of becoming a business owner, of building a true six or seven figure residual income from home, and having hundreds or thousands of satisfied clients and business builders in your downline, then you have to be the expert of your business.
And that means that you have to develop the skills necessary to close your own transactions, as well as close those transactions with the best interest of your prospect in mind. Otherwise, your prospect will know they have been sold. They will experience buyers remorse, and they will perceive that they have "been sold".
Stop selling. Start closing. If you don't know how to close, then learn. Find someone who knows how to close to teach you. Then watch your business grow.
Today, I'd like to take some time and sumo-slam another very common line of B.S. that seems pretty common in the MLM and network marketing industry.
If you have read much of what I have written here or in other articles out in e-world, then you know that I don't pull punches, and I have a real passion for helping network marketers and MLM'ers understand some sound marketing strategies to give them an alternative to chasing their friends and family and co-workers.
I've been in a ton of different companies, programs, opportunities, etc., and the reason I provide this information is because there seems to be an over-abundance of really terrible information out there. There also seems to be an extreme shortage of good information for beginner (or even veteran) netwoerkers to grow their businesses.
Now, I am not a know-it-all. I am currently a student of the Art and Science of Marketing, as much as any one of you. I've just picked up some information that has helped me generate a significant amount of revenue, and I'm taking the time to give back. I certainly wasn't born with a silver spoon in my mouth, and I'm trying to give others a leg-up on the competition out there.
I do know some facts, and one of the facts is that over 90% of all network marketers fail within 3 months of beginning a business. They spend a few bucks to get started, and they usually never generate a dime with their business.
Why is this the case?
In my personal opinion, I think a lot of it has to do with the instruction provided to networkers on the strategies they are given to grow their businesses.
For example, one of the things we are told is this:
MLM LIE # 5 - "JUST LET THE PROSPECT VIEW OUR PRESENTATION OR SAMPLE THE PRODUCT, AND THE PROSPECT WILL JUST CLOSE THEMSELVES AND JOIN YOUR BUSINESS. IF ALL ELSE FAILS, 3-WAY CALL THEM INTO YOUR UPLINE!"
Really? Do we really just fall in love with a business opportunity and close ourselves?
Why do we even buy ANYTHING in the first place?
Here are a couple of facts regarding consumer psychology:
1 - PEOPLE LOVE TO BUY
2- PEOPLE HATE TO BE SOLD
Let's start with #2. We ALL hate to be sold stuff we don't want or need.
Most of us have had the experience where a pushy goof-ball salesman tried to sell us something for which we absolutely had no need or want. If we do get "convinced" to purchase it, most likely, we get a case of "buyer's remorse", and we resent the whole experience. We were sold.
Yet at the same time, we absolutely LOVE to buy. We love it so much, we will spend money that we don't even have yet, just to get that "buying experience".
The average household credit-card debt in the United States is in the $8K - $10K range. We love to buy, and we all want to enjoy the buying experience. When we get a chance to participate in the buying process, when we understand that we are getting something that we are actually looking for, that's when we pull out our wallets and buy. It's enjoyable.
There is a distinctive factor that will allow us to enjoy buying:
LEADERSHIP.
We buy in the presence of leadership.
Let's look at a couple of examples:
Example 1 - You walk into a coffee shop. You look up at the menu board, and you realize that you have hundreds of choices in front of you. You know you want something good to drink, but you don't even know where to start.
If the barista behind the counter is good, they will ask you some questions to help guide you down the path of purchase. "Can I help you? Well, would you something that tastes fruity, or something that tastes like coffee? Ok, well, do you want something hot or cold? Ok, you could have this or that, my personal favorite is this, but you tell me what would work best for you. If you want, I can give you a sample to let you try out a few different things, would you like that?"
When someone asks us questions, helps us out, explains the differences and is GENUINELY THERE TO HELP us get what we want, then we recognize leadership, and we also get the chance to participate in the buying process. It makes it fun, and we enjoy that.
So what happens when someone DOESN'T demonstrate leadership? Let's see:
Example 2 - You walk into the same coffee shop, but this time the person behind the counter ignores you. When you ask for some help, they roll their eyes, give you a nasty look, and ask "what do you want?" When you ask for some direction, they say "I don't even drink coffee". When you ask about the differences between some products, they answer "I don't know, I just started working here last week".
Do you think you will ever go back to that coffee shop if you receive that kind of service? Probably not.
The only difference between Example 1 and Example 2 is the person behind the counter. The 1st barista demonstrated leadership, and actually made an attempt to help you out. The 2nd barista couldn't care less about helping you to get what you're looking for.
Closing is about demonstrating leadership.
To grow your business, you are obligated to fulfill the desire of your consumers.
You might get people to join you in business based on the opportunity to make money, and you might hope that your upline will close your transactions for you, but if you have any hopes of becoming a business owner, of building a true six or seven figure residual income from home, and having hundreds or thousands of satisfied clients and business builders in your downline, then you have to be the expert of your business.
And that means that you have to develop the skills necessary to close your own transactions, as well as close those transactions with the best interest of your prospect in mind. Otherwise, your prospect will know they have been sold. They will experience buyers remorse, and they will perceive that they have "been sold".
Stop selling. Start closing. If you don't know how to close, then learn. Find someone who knows how to close to teach you. Then watch your business grow.
5 Lies In MLM and Network Marketing (Lie # 4)
Good Evening!
I want to go ahead and steamroll a very common technique that is used in the MLM and network marketing industry. I'll be dismantling this lie step by step, and then I want to talk about one of the three greatest tools that any MLM or network marketing distributor can use to explode their business.
MLM LIE #4: "TO REALLY GROW YOUR BUSINESS, HAND OUT BUSINESS CARDS, FLYERS, BROCHURES, AND TALK TO EVERYONE YOU MEET ABOUT YOUR BUSINESS."
Look, we've all been there: we're sitting at a coffe shop, or we are at the mall, or out shopping, and then...we see them.
The Networkers.
They are handing out their card to everyone that walks by. Or they're jumping in on other people's conversations, explaining how they can show you the way to financial independence. Maybe they will even quote some guru on how they have the opportunity of a lifetime. They are just so excited about their opportunity that they're about to explode, and they want you to join them on their journey to millionaire-land.
Whew. Sounds tiring, right? So how do I know this scenario so well?
Because I used to do this type of crazy stuff!
Look, I'm not proud of it. I recall vividly spending Saturday mornings doing these silly types of "prospecting" trips to try and find people to join my business. I was only doing what I was told to do by my upline, and it absolutely sucked.
Not only was it embarrassing, but it didn't work. I stayed broke, and on top of that, I felt like a vulture, circling the sea of potential business builders. It wasn't that I was wanting to mislead people, I was just taught by my upline that "you never know who your next big business builder will be", and I was taught that everyone was a potential client.
It's not true.
Finally, I woke up. I figured some things out. I figured out how to find my target market. Then I figured out how to improve my skill set.
Ask yourself this question: would Bill Gates, or Donald Trump, or Richard Branson try to grow their businesses by bugging people at a coffee shop and consider that a marketing strategy? Does Microsoft employ people to harass customers looking for the opportunity to invest in Microsoft stock?
No. Of course not.
Here is what they do: they develop the right message, and put that message in front of the right audience. They have commercials, billboards, online banners, ads, newspaper and radio advertisements. They buy up space on stadium walls, they endorse NASCAR races, they put their names on blimps. They get the message out to the masses, not just their family members.
I know that the average networker can't afford to advertise during the Superbowl. So what do we do? What can we do? How can we compete in places that we can't afford to compete in?
We don't. We compete in places that we can afford to compete in.
There are three main tools of mastery that any MLM or network marketing distributor can use, right from home, to explode their businesses. I'm going to talk about the cheapest of these three tools right now. I'll discuss the other tools in later posts.
TOOL # 1 - The Telephone.
Mastery of the telephone, and mastery of spoken word communication over the telephone, is absolutely essential to building a colossal downline.
Why?
Well, first off, the phone is DIRT CHEAP. For many people, cheap is good. I like cheap. VOIP lines have made the phone laughably affordable. I pay $25 a month for unlimited long distance.
Second, the phone offers everyone a fair chance. If I were selling hamburgers, and I put my little hamburger cart next to McDonald's, I would probably be out of business in a hurry. McDonald's is a name that people trust. I might have better tasting hamburgers, but the power of the McDonald's brand is gonna whup me good.
But if McDonald's called you on the telephone, and I called you on the telephone, NOW it's game time. Because on the phone, the difference between getting business and losing business depends upon the person using the phone. In other words, I have as good a chance as McDonald's of getting your business if we're using a telephone.
The phone levels the playing field. It gives anyone the chance to put a "mini-commercial" in front of a prospect. On top of that, I can sit at home in my bath robe and contact more people in a single morning than most networkers can all week trying to go out and talk to people face to face, person to person.
The phone gives you leverage. And it is amazingly powerful.
Finally, one last thought. Many people today worry about the "Do Not Call" list. The DNC list is a list of people that have asked not to be contacted via the telephone.
This list has been around for over 3 years. Do you know how many people are on that list?
52 Million. That's it.
3 years, and only 52 million out of 300 MILLION consumers have asked not to be contacted. In my mind, that means that 248 million people have actually raised their hands and asked TO BE CALLED. Consumer psychology is an interesting subject, but we can talk more about that later.
I want to go ahead and steamroll a very common technique that is used in the MLM and network marketing industry. I'll be dismantling this lie step by step, and then I want to talk about one of the three greatest tools that any MLM or network marketing distributor can use to explode their business.
MLM LIE #4: "TO REALLY GROW YOUR BUSINESS, HAND OUT BUSINESS CARDS, FLYERS, BROCHURES, AND TALK TO EVERYONE YOU MEET ABOUT YOUR BUSINESS."
Look, we've all been there: we're sitting at a coffe shop, or we are at the mall, or out shopping, and then...we see them.
The Networkers.
They are handing out their card to everyone that walks by. Or they're jumping in on other people's conversations, explaining how they can show you the way to financial independence. Maybe they will even quote some guru on how they have the opportunity of a lifetime. They are just so excited about their opportunity that they're about to explode, and they want you to join them on their journey to millionaire-land.
Whew. Sounds tiring, right? So how do I know this scenario so well?
Because I used to do this type of crazy stuff!
Look, I'm not proud of it. I recall vividly spending Saturday mornings doing these silly types of "prospecting" trips to try and find people to join my business. I was only doing what I was told to do by my upline, and it absolutely sucked.
Not only was it embarrassing, but it didn't work. I stayed broke, and on top of that, I felt like a vulture, circling the sea of potential business builders. It wasn't that I was wanting to mislead people, I was just taught by my upline that "you never know who your next big business builder will be", and I was taught that everyone was a potential client.
It's not true.
Finally, I woke up. I figured some things out. I figured out how to find my target market. Then I figured out how to improve my skill set.
Ask yourself this question: would Bill Gates, or Donald Trump, or Richard Branson try to grow their businesses by bugging people at a coffee shop and consider that a marketing strategy? Does Microsoft employ people to harass customers looking for the opportunity to invest in Microsoft stock?
No. Of course not.
Here is what they do: they develop the right message, and put that message in front of the right audience. They have commercials, billboards, online banners, ads, newspaper and radio advertisements. They buy up space on stadium walls, they endorse NASCAR races, they put their names on blimps. They get the message out to the masses, not just their family members.
I know that the average networker can't afford to advertise during the Superbowl. So what do we do? What can we do? How can we compete in places that we can't afford to compete in?
We don't. We compete in places that we can afford to compete in.
There are three main tools of mastery that any MLM or network marketing distributor can use, right from home, to explode their businesses. I'm going to talk about the cheapest of these three tools right now. I'll discuss the other tools in later posts.
TOOL # 1 - The Telephone.
Mastery of the telephone, and mastery of spoken word communication over the telephone, is absolutely essential to building a colossal downline.
Why?
Well, first off, the phone is DIRT CHEAP. For many people, cheap is good. I like cheap. VOIP lines have made the phone laughably affordable. I pay $25 a month for unlimited long distance.
Second, the phone offers everyone a fair chance. If I were selling hamburgers, and I put my little hamburger cart next to McDonald's, I would probably be out of business in a hurry. McDonald's is a name that people trust. I might have better tasting hamburgers, but the power of the McDonald's brand is gonna whup me good.
But if McDonald's called you on the telephone, and I called you on the telephone, NOW it's game time. Because on the phone, the difference between getting business and losing business depends upon the person using the phone. In other words, I have as good a chance as McDonald's of getting your business if we're using a telephone.
The phone levels the playing field. It gives anyone the chance to put a "mini-commercial" in front of a prospect. On top of that, I can sit at home in my bath robe and contact more people in a single morning than most networkers can all week trying to go out and talk to people face to face, person to person.
The phone gives you leverage. And it is amazingly powerful.
Finally, one last thought. Many people today worry about the "Do Not Call" list. The DNC list is a list of people that have asked not to be contacted via the telephone.
This list has been around for over 3 years. Do you know how many people are on that list?
52 Million. That's it.
3 years, and only 52 million out of 300 MILLION consumers have asked not to be contacted. In my mind, that means that 248 million people have actually raised their hands and asked TO BE CALLED. Consumer psychology is an interesting subject, but we can talk more about that later.
5 Lies In MLM and Network Marketing (Lie # 3)
Good afternoon! Josh Fuson here, and we're going to lay the smack down on one of the biggest, fattest, lines of flat-out B.S. that exists in the MLM and network marketing industry. I think you'll really enjoy this.
First, you have to know a few things about myself. I'm very honest, nearly blunt. I'm a real person. I'm here in my home office, typing away at this blog, and the sole reason I'm doing it is because I spent TONS of time, energy, and money trying to make it big in network marketing.
I wanted it so badly, I tried everything that anyone recommended. Motivation was never an issue. I was plenty motivated. Positive thinking was never a problem. I'm a pretty optimistic person. The problem, the bottom-line reason that I failed again, and again, and again, is because of the ka-ka I was spoon-fed when I first got involved in an MLM business.
I needed the real deal. I wanted a blue-print. I was willing to do whatever it takes, I just wanted to know that it what would actually work. Well, that's the reason I'm writing this, to help you get some insight into what works, and what doesn't. That said, let's look at this next myth:
MLM LIE # 3: "THERE IS ABSOLUTELY NOTHING LIKE OUR PRODUCT ON THE MARKET; IT TRULY IS ONE-OF-A-KIND, AND WE HAVE NO COMPETITION!"
Bull. At least you better hope that it's bull.
Why?
Because if you truly have a product so unique, so one-of-a-kind that there is honestly nothing else like it on the market, I would recommend that you seriously consider dumping it.
That's right, consider walking away.
The truth is that THE MARKETPLACE IS CROWDED WITH PRODUCTS, MANY OF THEM COMPARABLE TO YOUR PRODUCT. And this is a good thing.
For starters, the fact that you actually have competitors is a very obvious sign that you have a product or service that has a target market large enough that it can support all the different competitors vying for market-share.
Competition indicates that your particular product or service is in demand, and has probably maintained a demand for a substantial amount of time. This means that your product or service is not a fad; there is an established marketing niche associated with what you are attempting to sell, as well as an established consumer base that is capable of sustaining numerous competitors for long-term, repeated consumption.
Competition offers the opportunity for improvement, for introducing new and more effective solutions to an existing product. Competition is the catalyst for more viable and satisfying products, to offer people more for their money. It sparks innovation, and drives companies to constantly be improving and testing new and creative ideas.
If someone is telling you that they have a "brand new, competition-free" item, take a real hard look at what is being offered. Before you swallow that line of thinking, ask yourself a couple of questions. This process could save you a ton of money and time:
1) IS THIS ACTUALLY SOMETHING BRAND NEW, NEVER BEFORE SEEN? OR IS IT SIMPLY AN IMPROVEMENT TO AN EXISTING PRODUCT OR SERVICE?
The answer to this question will clarify if what you are dealing with is a product of innovation or if you are hearing some hype. Is this a knock-off, or is there some real value to this product. Does it offer some real value to the consumer, or is it just a way to make money.
After answering question #1, if you decide that it actually something brand new, ask yourself this question:
2) IS THERE REALLY ENOUGH MARKETING DEMAND TO SUPPORT THIS TYPE OF PRODUCT OR SERVICE?
This is where it pays to do your homework. If someone is offering an MLM or network marketing opportunity, and one of the key characteristics of the opportunity is the fact that there is no competition, take the time to figure out if the manufacturer has done enough research to substantiate the premise that what they have to offer can honestly be supported by the market of consumers outside of individuals looking for a business opportunity.
Be wary of products that are just cheapo rip-offs, but offer some sort of "killer comp plan" or the chance to generate huge money. The strength of the product will determine long-term growth and sustained profits, which are much more important than a quick buck.
If you come to the conclusion that what you are offering is an improvement to an existing industry, then figure out the primary benefits and values of that product, and what sets it apart in the marketplace. That difference is now your banner, and it is that difference that will drive consumption through your marketing campaign.
If you come to the conclusion that what you have truly is a one-of-a-kind, no-competition kind of item, then spend some time and energy to research if the product has a viable market. It is a lot easier to spend time doing homework than spending a bunch of money and losing it on some marketing hype.
Most of the time in the MLM and network marketing industry, the product or service will be an improvement, not a true stand-alone item. And this is great. Competition is a good thing, and the fact hat it exists in your industry simply shows that you have a real opportunity to profit.
Stop trying to find a market with no competition. Start competing.
First, you have to know a few things about myself. I'm very honest, nearly blunt. I'm a real person. I'm here in my home office, typing away at this blog, and the sole reason I'm doing it is because I spent TONS of time, energy, and money trying to make it big in network marketing.
I wanted it so badly, I tried everything that anyone recommended. Motivation was never an issue. I was plenty motivated. Positive thinking was never a problem. I'm a pretty optimistic person. The problem, the bottom-line reason that I failed again, and again, and again, is because of the ka-ka I was spoon-fed when I first got involved in an MLM business.
I needed the real deal. I wanted a blue-print. I was willing to do whatever it takes, I just wanted to know that it what would actually work. Well, that's the reason I'm writing this, to help you get some insight into what works, and what doesn't. That said, let's look at this next myth:
MLM LIE # 3: "THERE IS ABSOLUTELY NOTHING LIKE OUR PRODUCT ON THE MARKET; IT TRULY IS ONE-OF-A-KIND, AND WE HAVE NO COMPETITION!"
Bull. At least you better hope that it's bull.
Why?
Because if you truly have a product so unique, so one-of-a-kind that there is honestly nothing else like it on the market, I would recommend that you seriously consider dumping it.
That's right, consider walking away.
The truth is that THE MARKETPLACE IS CROWDED WITH PRODUCTS, MANY OF THEM COMPARABLE TO YOUR PRODUCT. And this is a good thing.
For starters, the fact that you actually have competitors is a very obvious sign that you have a product or service that has a target market large enough that it can support all the different competitors vying for market-share.
Competition indicates that your particular product or service is in demand, and has probably maintained a demand for a substantial amount of time. This means that your product or service is not a fad; there is an established marketing niche associated with what you are attempting to sell, as well as an established consumer base that is capable of sustaining numerous competitors for long-term, repeated consumption.
Competition offers the opportunity for improvement, for introducing new and more effective solutions to an existing product. Competition is the catalyst for more viable and satisfying products, to offer people more for their money. It sparks innovation, and drives companies to constantly be improving and testing new and creative ideas.
If someone is telling you that they have a "brand new, competition-free" item, take a real hard look at what is being offered. Before you swallow that line of thinking, ask yourself a couple of questions. This process could save you a ton of money and time:
1) IS THIS ACTUALLY SOMETHING BRAND NEW, NEVER BEFORE SEEN? OR IS IT SIMPLY AN IMPROVEMENT TO AN EXISTING PRODUCT OR SERVICE?
The answer to this question will clarify if what you are dealing with is a product of innovation or if you are hearing some hype. Is this a knock-off, or is there some real value to this product. Does it offer some real value to the consumer, or is it just a way to make money.
After answering question #1, if you decide that it actually something brand new, ask yourself this question:
2) IS THERE REALLY ENOUGH MARKETING DEMAND TO SUPPORT THIS TYPE OF PRODUCT OR SERVICE?
This is where it pays to do your homework. If someone is offering an MLM or network marketing opportunity, and one of the key characteristics of the opportunity is the fact that there is no competition, take the time to figure out if the manufacturer has done enough research to substantiate the premise that what they have to offer can honestly be supported by the market of consumers outside of individuals looking for a business opportunity.
Be wary of products that are just cheapo rip-offs, but offer some sort of "killer comp plan" or the chance to generate huge money. The strength of the product will determine long-term growth and sustained profits, which are much more important than a quick buck.
If you come to the conclusion that what you are offering is an improvement to an existing industry, then figure out the primary benefits and values of that product, and what sets it apart in the marketplace. That difference is now your banner, and it is that difference that will drive consumption through your marketing campaign.
If you come to the conclusion that what you have truly is a one-of-a-kind, no-competition kind of item, then spend some time and energy to research if the product has a viable market. It is a lot easier to spend time doing homework than spending a bunch of money and losing it on some marketing hype.
Most of the time in the MLM and network marketing industry, the product or service will be an improvement, not a true stand-alone item. And this is great. Competition is a good thing, and the fact hat it exists in your industry simply shows that you have a real opportunity to profit.
Stop trying to find a market with no competition. Start competing.
5 Lies In MLM and Network Marketing (Lie # 2)
Let's cover some vital information today. I'm going to be talking about one of the most common "traditions" of network marketing and MLM - the "List Of 100".
I'll explain in full what this actually is in just a few minutes, but in my opinion, this is on of the most ineffective techniques perpetuated in this industry. In addition to being ineffective, it is also my personal opinion that this technique is what gives MLM and networking a dorky flavor.
Now, just so you know, I'm not anti-MLM, I actually think it's one of the best ways for the "little guy", the average person, to start out from scratch and generate huge returns on their investments. It is the tools and techniques that are taught to the distributors that I believe are responsible for the 90% failure rate in the industry. But we can talk about that later, let's get going.
MLM LIE # 2: "TO GROW YOUR BUSINESS, MAKE A LIST OF 100 PEOPLE YOU KNOW (USUALLY FRIENDS AND FAMILY) AND TALK TO THEM ABOUT YOUR BUSINESS OPPORTUNITY."
Anyone heard this line before?
This is the technique that causes MLM'ers and network marketers to become completely ostracized by their friends and family, and eventually leads to a reputation on par that of the lowest caste in our society. This is the strategy that will ruin more personal relationships in a faster amount of time than you believed possible. It is referred to as "warm-market" marketing, and it is a marketing model that is common in nearly all MLM's, and strangely, nowhere else in the entire business world.
Now, when someone is pitched about joining an MLM, it sounds great. "Oh, don't worry, you don't have to talk to people you don't know, just talk to the people that you already have a relationship with, and go into business with them." We are told that this is a relationship business, and because of that, we want to go after people with whom we have relationships.
Here's a fact: every business of the face of earth requires a relationship with their client. All of them. The difference is that in MLM, the distributor is taught to leverage the relationship to inspire the purchase. In all the other types of businesses, the business establishes a relationship based on the needs of the client, and not the needs of the business.
Think about the grocery store. The grocery store does not tell their employees to make a list of people they know, and then tell them "alright, you have a list of people in front of you, go home and start talking to them about what a great grocery store we have, how great the food is, the low prices, etc.". They don't have to. They establish a relationship based on your needs. Your good food at good prices. And give that to you. And you BUY.
What I'm talking about is using your target market to grow your business. This is what every other successful business does, and it is what we should be doing as MLM distributors. Every other successful business looks at their TARGET MARKET as the primary focus of their marketing campaign, no the personal relationships of their employees.
So what is your target market? How do you find it? These are great questions, and it depends on your product or service. Start with what you are offering; what are the primary benefits and values of your product or service? What group of individuals are demonstrating the largest demand for your type of product? This is a part of effective prospecting. True prospecting only has two components:
1) Find And Develop The Right Message - You have to craft the right message, the message that offers a compelling, benefits-based reason for your prospect to take advantage of your product or service (not your opportunity). You see, everyone is an opportunist, so the opportunity should never be your lead in your marketing campaign. To grow a huge MLM downline, always lead with the product or service.
2) Find The Right Audience - This is your target market. This is the group of individuals that will most positively respond to your message, and will take action to consume the product or service that you are offering.
So here is what happens when a distributor puts all the pieces together: The distributor is leading with the product or service, offering a compelling message to a group of individuals that have already demonstrated a need / want / or desire for your type of product solution (the target market). By doing so, the distributor attracts product consumers to a solution that is being offered, bringing value to the marketplace. It will also separate you from every other network marketing distributor out there.
Because everyone is an opportunist, the consumer is also shown how to get the product for free, or even make a profit by doing what the distributor is doing. This way, your downline is attracting a sales force that is truly passionate about the product and solutions the product offers. In fact, the only reason they are marketing the product is because they started consuming the product is to solve a problem. Once they experience the results, of course they want to find out how to get it for free. Once that happens...watch out.
Take it from the grocery store: the target market is where success is at. In future posts, I'll be talking about the process of finding your target market dirt cheap, so stay tuned.
I'll explain in full what this actually is in just a few minutes, but in my opinion, this is on of the most ineffective techniques perpetuated in this industry. In addition to being ineffective, it is also my personal opinion that this technique is what gives MLM and networking a dorky flavor.
Now, just so you know, I'm not anti-MLM, I actually think it's one of the best ways for the "little guy", the average person, to start out from scratch and generate huge returns on their investments. It is the tools and techniques that are taught to the distributors that I believe are responsible for the 90% failure rate in the industry. But we can talk about that later, let's get going.
MLM LIE # 2: "TO GROW YOUR BUSINESS, MAKE A LIST OF 100 PEOPLE YOU KNOW (USUALLY FRIENDS AND FAMILY) AND TALK TO THEM ABOUT YOUR BUSINESS OPPORTUNITY."
Anyone heard this line before?
This is the technique that causes MLM'ers and network marketers to become completely ostracized by their friends and family, and eventually leads to a reputation on par that of the lowest caste in our society. This is the strategy that will ruin more personal relationships in a faster amount of time than you believed possible. It is referred to as "warm-market" marketing, and it is a marketing model that is common in nearly all MLM's, and strangely, nowhere else in the entire business world.
Now, when someone is pitched about joining an MLM, it sounds great. "Oh, don't worry, you don't have to talk to people you don't know, just talk to the people that you already have a relationship with, and go into business with them." We are told that this is a relationship business, and because of that, we want to go after people with whom we have relationships.
Here's a fact: every business of the face of earth requires a relationship with their client. All of them. The difference is that in MLM, the distributor is taught to leverage the relationship to inspire the purchase. In all the other types of businesses, the business establishes a relationship based on the needs of the client, and not the needs of the business.
Think about the grocery store. The grocery store does not tell their employees to make a list of people they know, and then tell them "alright, you have a list of people in front of you, go home and start talking to them about what a great grocery store we have, how great the food is, the low prices, etc.". They don't have to. They establish a relationship based on your needs. Your good food at good prices. And give that to you. And you BUY.
What I'm talking about is using your target market to grow your business. This is what every other successful business does, and it is what we should be doing as MLM distributors. Every other successful business looks at their TARGET MARKET as the primary focus of their marketing campaign, no the personal relationships of their employees.
So what is your target market? How do you find it? These are great questions, and it depends on your product or service. Start with what you are offering; what are the primary benefits and values of your product or service? What group of individuals are demonstrating the largest demand for your type of product? This is a part of effective prospecting. True prospecting only has two components:
1) Find And Develop The Right Message - You have to craft the right message, the message that offers a compelling, benefits-based reason for your prospect to take advantage of your product or service (not your opportunity). You see, everyone is an opportunist, so the opportunity should never be your lead in your marketing campaign. To grow a huge MLM downline, always lead with the product or service.
2) Find The Right Audience - This is your target market. This is the group of individuals that will most positively respond to your message, and will take action to consume the product or service that you are offering.
So here is what happens when a distributor puts all the pieces together: The distributor is leading with the product or service, offering a compelling message to a group of individuals that have already demonstrated a need / want / or desire for your type of product solution (the target market). By doing so, the distributor attracts product consumers to a solution that is being offered, bringing value to the marketplace. It will also separate you from every other network marketing distributor out there.
Because everyone is an opportunist, the consumer is also shown how to get the product for free, or even make a profit by doing what the distributor is doing. This way, your downline is attracting a sales force that is truly passionate about the product and solutions the product offers. In fact, the only reason they are marketing the product is because they started consuming the product is to solve a problem. Once they experience the results, of course they want to find out how to get it for free. Once that happens...watch out.
Take it from the grocery store: the target market is where success is at. In future posts, I'll be talking about the process of finding your target market dirt cheap, so stay tuned.
5 Lies In MLM and Network Marketing (Lie # 1)
Chances are, if you are older than 15, you've been approached by someone who had the "absolute opportunity of a lifetime", or some way to make huge money in a very short amount of time.
I'm talking about home-based businesses, specifically, network marketing, or multi-level marketing.
In recent years, the reputation regarding MLM and network marketing has gone from bad to worse. And with the average household debt approaching the $8,000 mark, most people are looking for ways of generating some extra cash. So starting a home-based or MLM business sounds like a pretty good idea, right?
In fact, it sounds like a great idea once someone makes the decision to start researching their options. Just look up "home business opportunity" on any search engine, and everyone and their mom has a multi-million, self-automated system for generating the cash you need starting yesterday. At first glance, it looks like a person couldn't lose.
Well, here's a fact: over 90% of ALL home-based businesses and network marketing businesses fail. And I say "fail" as in the owner generally loses hundreds or even thousands of dollars before quitting.
How do I know this?
Because this is exactly what happened to me.
That's right, I'm an MLM veteran, and I know first-hand the B.S. that exists in this industry.
When I first got involved in networking businesses, I spent thousands of hard-earned dollars trying to get my businesses into profit. Eventually, I did build a number of very profitable businesses working from home, but it sure as hell wasn't because of anything my company or my upline told me.
The purpose of this article is to expose some of the more harmful lies that are fed to distributors, and examine what doesn't work well, and what works extremely well. As I go through and debunk some of these myths, I will also be including some common-sense truth, so that if you are thinking about getting into this industry (or if you are already involved), you can take stock and start asking some good questions that deserve good answers.
First, let's get on the same page: I'm not anti-MLM, or anti-home business. I think that the home-based business is the very definition of entrepreneurial capitalism, and I absolutely love idea of a person embarking upon a venture, starting from scratch with a few hundred or a few thousand dollars, and turning that into a fortune. I'm pro-home business.
But I am anti-B.S. It absolutely disgusts me the amount of bad information that exists in this industry, and I am convinced that people involved with MLM and network marketing programs fail not because they are stupid, not because they are lazy, but because the training and education these companies provide is of pathetically low quality. I believe, 100% without doubt, that if network marketers received the training they needed and deserved, that 90% failure rate would flip to a 90% success rate. But enough about that, let's get started.
MLM LIE # 1: "THIS COMPANY IS GROWING AT AN AMAZING RATE! IT'S GROWN 10 MILLION PERCENT IN THE LAST 6 MONTHS, SO YOU BETTER HURRY AND GET IN, BECAUSE IT'S THE NEXT (insert name of large corporation here, e.g. Microsoft, Wal-Mart, whatever)"
These types of statements are what is commonly referred to as "hype", and unfortunately, too many people get suckered into this line of thinking.
Here is the truth: IT DOESN'T REALLY MATTER HOW FAST THE COMPANY IS GROWING.
I'm sure you're asking "what do you mean it doesn't matter?"
Well, the reason it doesn't matter is because an MLM or networking business is not a stock option. In other words, if you are viewing a networking business as some sort of hands-off investment vehicle like a mutual fund, you're wrong. A business is a living entity, and it takes effort (lots of it) to make it profitable. Your concern needs be be on your personal distribution channel (your downline) as opposed to the companies' growth.
No matter how fast or slow the company is growing, here are two questions you should ask yourself. The answers to these two questions will be of far greater importance in determining how fast your own downline will grow:
# 1) How Do You Treat Your Business?
Do you have an actual plan on how to grow and develop your business, or are you just going to "wing it" and hope that it actually makes money? Are you hoping that your company will grow your business for you, or do you have the skill set to go out there and build your business from scratch?
The answers to these questions will reflect your attitude towards your business. If you treat your business like a hobby, or like a big gamble at the poker table, then you will probably fail. If you don't know how to build a business from scratch, then no problem. Find someone that does know how to do that. But make sure you treat your business as a viable business, and make sure the people you learn from do the same.
# 2) Are You Passionate About Your Product?
And I'm not talking about the opportunity to make money. I'm talking about the actual product or service that you company offers. Do you use it? Do you love it?
You should.
Because if you simply enrolled as a distributor to make a million bucks, then you need to re-think your motivation. For most people, the desire to simply make money will not outweigh the cost of sweat equity necessary to build a business from ground zero. So make sure you love your product or service. A lot.
Do yourself a favor: flush the hype, and take an honest look at yourself and answer the two above-listed questions. Do that, and you will have taken the first step towards joining the ranks of those that do succeed in this business.
I'm talking about home-based businesses, specifically, network marketing, or multi-level marketing.
In recent years, the reputation regarding MLM and network marketing has gone from bad to worse. And with the average household debt approaching the $8,000 mark, most people are looking for ways of generating some extra cash. So starting a home-based or MLM business sounds like a pretty good idea, right?
In fact, it sounds like a great idea once someone makes the decision to start researching their options. Just look up "home business opportunity" on any search engine, and everyone and their mom has a multi-million, self-automated system for generating the cash you need starting yesterday. At first glance, it looks like a person couldn't lose.
Well, here's a fact: over 90% of ALL home-based businesses and network marketing businesses fail. And I say "fail" as in the owner generally loses hundreds or even thousands of dollars before quitting.
How do I know this?
Because this is exactly what happened to me.
That's right, I'm an MLM veteran, and I know first-hand the B.S. that exists in this industry.
When I first got involved in networking businesses, I spent thousands of hard-earned dollars trying to get my businesses into profit. Eventually, I did build a number of very profitable businesses working from home, but it sure as hell wasn't because of anything my company or my upline told me.
The purpose of this article is to expose some of the more harmful lies that are fed to distributors, and examine what doesn't work well, and what works extremely well. As I go through and debunk some of these myths, I will also be including some common-sense truth, so that if you are thinking about getting into this industry (or if you are already involved), you can take stock and start asking some good questions that deserve good answers.
First, let's get on the same page: I'm not anti-MLM, or anti-home business. I think that the home-based business is the very definition of entrepreneurial capitalism, and I absolutely love idea of a person embarking upon a venture, starting from scratch with a few hundred or a few thousand dollars, and turning that into a fortune. I'm pro-home business.
But I am anti-B.S. It absolutely disgusts me the amount of bad information that exists in this industry, and I am convinced that people involved with MLM and network marketing programs fail not because they are stupid, not because they are lazy, but because the training and education these companies provide is of pathetically low quality. I believe, 100% without doubt, that if network marketers received the training they needed and deserved, that 90% failure rate would flip to a 90% success rate. But enough about that, let's get started.
MLM LIE # 1: "THIS COMPANY IS GROWING AT AN AMAZING RATE! IT'S GROWN 10 MILLION PERCENT IN THE LAST 6 MONTHS, SO YOU BETTER HURRY AND GET IN, BECAUSE IT'S THE NEXT (insert name of large corporation here, e.g. Microsoft, Wal-Mart, whatever)"
These types of statements are what is commonly referred to as "hype", and unfortunately, too many people get suckered into this line of thinking.
Here is the truth: IT DOESN'T REALLY MATTER HOW FAST THE COMPANY IS GROWING.
I'm sure you're asking "what do you mean it doesn't matter?"
Well, the reason it doesn't matter is because an MLM or networking business is not a stock option. In other words, if you are viewing a networking business as some sort of hands-off investment vehicle like a mutual fund, you're wrong. A business is a living entity, and it takes effort (lots of it) to make it profitable. Your concern needs be be on your personal distribution channel (your downline) as opposed to the companies' growth.
No matter how fast or slow the company is growing, here are two questions you should ask yourself. The answers to these two questions will be of far greater importance in determining how fast your own downline will grow:
# 1) How Do You Treat Your Business?
Do you have an actual plan on how to grow and develop your business, or are you just going to "wing it" and hope that it actually makes money? Are you hoping that your company will grow your business for you, or do you have the skill set to go out there and build your business from scratch?
The answers to these questions will reflect your attitude towards your business. If you treat your business like a hobby, or like a big gamble at the poker table, then you will probably fail. If you don't know how to build a business from scratch, then no problem. Find someone that does know how to do that. But make sure you treat your business as a viable business, and make sure the people you learn from do the same.
# 2) Are You Passionate About Your Product?
And I'm not talking about the opportunity to make money. I'm talking about the actual product or service that you company offers. Do you use it? Do you love it?
You should.
Because if you simply enrolled as a distributor to make a million bucks, then you need to re-think your motivation. For most people, the desire to simply make money will not outweigh the cost of sweat equity necessary to build a business from ground zero. So make sure you love your product or service. A lot.
Do yourself a favor: flush the hype, and take an honest look at yourself and answer the two above-listed questions. Do that, and you will have taken the first step towards joining the ranks of those that do succeed in this business.
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