Marketing

The Never Elusive MLM

Pick a product.  Any product.

Perhaps you’d like to lose 20 pounds in the next 60 days. Well – post it on Facebook.  I dare you.  Within a day (depending on the size of your network), I’d guess you’ll have private messages trying to sell you the latest, greatest product. You’ll likely get messages from people selling [Advocare][Herbalife] or [ItWorks].

No?  Perhaps, instead, you’d prefer a handbag.  Or jewelry. You know they have MLMs (Multi – Level Marketing Companies) that sell [Jewelry in candles]?  They have MLMs for … I think… nearly everything.  In fact – you can [click here] to get to a list of the 7 most Hilarious Products sold through an MLM.  Apparently not even our galaxy is the limit, let alone the sky.

Am I here to say all MLMs are scams?  Heck no.  I’m not an MLM pro, but I am a professional marketer.  What I do know is what works and what doesn’t work in marketing.  I’ve seen three posts just today on people being fed up with spam from people who are involved in MLMs.  I, too, have been turned off from pushy, spammy people.  The truth is that the product that many of these people are quite literally pushing – is good!  If they’d do subtle marketing and let the product speak for itself, their results would show it!

Instead, often times what happens is this person… let’s call him Bob… sees a product from a friend.  He gets really excited about selling it because of the benefits he’s seen personally.  That excitement gets harnessed by Bob’s “up-line” and is used to fuel his way to the top.  That’s all great so far.  No rules broken.

Until now.  Bob has asked each of his family members three times each if they want to be a part of this business. No?  Friends? No?  That leaves Bob feeling like he’s going to fail so he starts coming up with what he sees as creative ways to reach people (aka spam.) *sad face*

Not only that, but he also starts bullying people into joining.  “I just got a check for $350 and you’re over there whining about how you can’t afford show choir for your daughter?”  Oh yes.  This stuff gets slathered on thick – and on social media.  Do people actually think this is effective?  Do they think this represents their product and/or their company in a positive light?  Cyber bullying sucks no matter what mask it wears.

The moral of the story is this:  If you are part of a MLM, your company likely has marketing guidelines,  it may even have hard and fast rules about what you can and can’t do on your own, including on social media…FOLLOW those guidelines.  Your company spent good money to hire marketing professionals that know what you should be doing – and likewise, what you shouldn’t be doing.  Listen to them if you want long term success.

The Magic of Social Media

There really is something magical about it.  Not in a hocus pocus kind of way, but in a connectedness kind of way.  I’ve said before on this very blog that it’s of utmost importance that we not hide behind social media.  It’s so easy to do.

Instead of using it as a shield, use it to bring you out from behind the shield.  Some time ago, I was a hider.  I wanted to be heard, but not seen.  I hid behind my witty comments and clever posts.  My following on Facebook (the only platform I used to use) started to grow with friend requests from people I didn’t know from Adam… or Eve for that matter.

They saw a glimmer of who I was and they must have liked what they saw.  I started getting invited out by new friends.  There was anxiety and most definitely hesitation. I was imposing judgements that they would have about me upon myself before I even met them! (All of a sudden I feel like this should be a Face You Fear Friday post.)

One of the people that got me to step out of my comfort zone was a co-owner of a little mom ‘n pop on the east side of Indianapolis – [Papa Roux].  Papa’s wife, Colleen, reached out after many posts bantering back and forth with lots of laughter.  “I have to meet you.”  And so, we did – at another little mom ‘n pop in Greenwood – Vino Villa (you should ABSOLUTELY check both of these places out by the way.)  We sat and chatted like we’d known each other for years.  And so, I thought, this whole getting out thing isn’t quite as scary as I thought it would be.

In fact, I started watching them (Papa Roux – the business, not the man) run as a company.  It really has grown because the owners know how to develop a relationship as a community and WITH their community.  Another thing I’ve mentioned is that in social media, the reason it works is because people want to feel like they belong somewhere.  When you let people know they matter – it shows.  You can’t fake it either.  People can absolutely sense when you’re being less than genuine.

I’ve fancied how [Papa Roux] has done social media since I became a follower. It boils down to this:  they’re real and they keep it real.  I talk about the restaurant a lot on my personal Facebook page… and I’ve had quite a number of my friends ask who this [Papa Roux] character is… So about a week ago, I organized a field trip so they could experience it for themselves.  To my knowledge, not one of them left disappointed.  The food (as always) was amazing.  The owners came in just to hang out with the 20ish people that showed up for the field trip.  They sat, they chatted – and then they threw ice cream sandwiches at my guests.  Haha!  All in good fun.  Keeping it real – it’s what they do.  Give it a shot – my bet is… it’ll work for you too.

Who’s the Hero? NOT You!

Well hello fellow Social Mediaites.  I just made that up – feel free to make it your own.

Today is NOT about you.  Neither was yesterday, but yesterday you didn’t know it yet – so starting today – it is no longer about you.  What the HELL is this woman talking about??

I’m talking about how you market to your clients.  I’ve stated it many times before – your relationship with your clients is….. ???  That’s RIGHT!  It’s a relationship.  Think back to one of your worst dates ever.  You know – where the guy/gal on the other end of the table was all like, “me me this, and me me that, oh and also there was this one time where I, I , I and me me me …….” And oh. my. GOD will the endless droning ever stop??

Well it did stop and I hope you never called him/her back because they need a wake up call.  Maybe a wake up call a little like this one.  Your business as a marketing professional should not start and end with you.  Should you be mentioned?  Absolutely.  Not to do so would be equally asinine.  While your current pitch to get Social Media work might sound a little like this:

“I’m a marketing professional that has worked with the likes of ___(fill in the blank)____.  I took over his marketing efforts in June of 2010 and have single handedly grown his business 10-fold.”

When it should sound more like this:

“As a marketing professional, I was given the opportunity to work with ___(fill in the blank)____.  In 12 months time, his business grew 10-fold. If you’re interested, I can walk you through the steps he followed to make that happen.”

It’s amazing what results come from someone who really knows what they’re talking about – with a side of humility. Give your client their due – it’ll come back in your favor every time.