How important is lead-generating activity for your MLM business future? Ask one of the most successful lead-generation leaders in the business, Ray Higdon, and this is what you’ll hear:
Learning network marketing lead generation is powerful so you don’t have to start each blog post or video from scratch, you have a built in audience already, and you simply share with them. – Ray Higdon
The Sixth Key of Knowledge in MLM - Knowing How to Generate Leads.
Higdon actually divides lead generation into two activity camps: prospecting and marketing. Put another way, you can promote to people whom you meet in person at networking events and public meetings — known as PUSH Marketing; or you can use the digital avenues of communication available to all of us today — email, blogs, websites, and social media like FaceBook — known as PULL Marketing.
Both PUSH and PULL are part of the new umbrella term, “Attraction Marketing,” meaning, in this sense, that you first have to attract attention from people to get any message across, let alone make sales.
PULL Marketing is the new vehicle, and, really, is the seventh key of knowledge; therefore, the subject of the next blog in this series.
PUSH Marketing as lead generation could almost be called old-fashioned today, except that it continually works and should, therefore, never be abandoned.
Push Marketing means you push your message out in front of people who are not necessarily looking for any offer, or what you have to offer. This is what Madison Avenue advertising careers were built on.
“Mad Men” highlighted on the popular TV show were made or broken depending upon their career successes with media available to them in their time. When their targeted, albeit unsuspecting, public(s) read an ad in a publication or saw one on a billboard, TV monitor or theater screen, the messages had been pushed out in front of their eyeballs and ears. Those ads spoke whether the targets had expressed any interest or not; hence, the expression of “push.”
Also, ads were written to push surveyed “buttons” of the general public, once the psychologists discovered there were buttons to be pushed, which could make the public salivate for products. Today, that form of marketing and sales creation has evolved to what is known as “branding.”
“Prospecting” in MLM meant (and still does mean) to go out and look for the gold — people who would join an organization and become leaders by building their own deep downlines that generate much income for them and their sponsors. Much like the old gold-mining prospectors searched for the Mother Lode, prospecting distributors risk their time and resources to find the best people. Today, this push-type of promotional activity is added to with digital marketing venues; yet, it remains the basic foundation of every MLM success story. There is just no substitute for direct outreaches to find leads with which to have belly-to-belly contact and conversation.
But a brief look at the “new kid on the block” — PULL Marketing — shows us the way of the future with lead generation and what it accomplishes:
- properly generated leads get added to your email list.
- a built-up email list makes it a lot easier to provide value on a consistent basis.
- provided value on a consistent basis makes prospects want to work with you, hire you as a coach or buy your products.
Again, PULL Marketing is covered more in depth in the next blog in this series of eight keys of knowledge for a bright future in MLM.
What is a lead worth?
When I first came into the business, there was a person who answered my ad that I had been running for probably about six weeks. He was very successful already, and he was also very hesitant to join my business simply because he had a lot of opportunity cost. I didn’t push him, I didn’t coerce him, and I didn’t use any fancy, manipulative sales tactics… he saw the great opportunity and he got into the business. As a result, I made millions and millions of dollars because of his decision.
“And so to the question “What’s a lead worth?” I don’t know. I can’t quantitatively give you an answer to that because I’m still earning on that lead… but it’s already been millions and millions. – Tim Sales
Getting out and showing up where people gather for different events, people who network for different reasons, puts you in front of the active ones in society. There you will find the people who are still curious, still looking and asking about what are the new opportunities they might join. Failing that, not doing any PUSH marketing, people will not even know you exist.
It is not always easy to get dressed up and get outside of your comfort zone, but it beats the hardship of poverty and being behind on the bills… and it’s just SMART to do, because a few years of effective lead generating can lead to a lifetime of stress-less living, which, of course, is the attraction of MLM.
The key of knowledge here is how to generate leads with active participation in prospecting and marketing, and putting the previous keys to good use. The seventh key, Knowing How to Do Marketing Campaigns, comes next. See you then!