When your blog reads like a typical MLM blog, eyes glaze over.
I’m sure you’ve heard of “ad blindness” before, right? Where you see so many of the same annoying banner ads (for example) hollering at you from thousands of sidebars around the web… all day, every day… that you become immune to them?
Yeah, well, I’m pretty sure there’s a similar phenomenon with web copy. And it’ll only get worse as more network marketers discover blogging and how it erases everything sucky about traditional offline prospecting, recruiting, Kool-Aid-standing, etc.
In the past week, I’ve talked a lot about creating catchy, charismatic, cliché-free content. Speaking of sidebars, see mine if you’re all like, “Ya did?”
And if you’re intentionally (but gracefully) a little unorthodox like I suggest, you’re already way ahead of most. But not all.
To be the spiffy e-spot all the cool prospects wanna hang at? One must wash the dirty, greasy, grimy MLM sales speak from their archives.
So here’s me handing you a hot pink loofah lathered in soap.
Your job is not to convince the entire world they need what you’re selling, but rather, to convince the crazy psychos who already know they want what you’re selling? To buy it from you.
Most successful MLM companies have hundreds of thousands of active distributors, right?
And every cult member distributor is given the same promotional roadmap, right?
So whaddya suppose happens when all these assholes are blogging about their jewelry/vitamins/plastic containers the exact same way to anyone who’ll listen?
Nothing. The “me too” MLM’ers get nothing for all the sweat equity they put in. But what they do do? Is help spread the word about their jewelry/vitamins/plastic containers (wink) and, more importantly, their deceptive compensation plan.
So what happens?
Peeps who’re interested end up “sponsor shopping” — and signing up under someone else who’s a bigger deal.
No bueno, Tanner.
For the love of God, get yourself a better game plan. Stop letting sales slip through your fingers.
Blogging’s the same amount of work whether it’s making you millions or costing you $12 a month in hosting.
Assuming you’d prefer the former, I need you to tack two things to the back of what I already taught you:
One, blog only for buyers.
And two, use only the “psychological layer” of selling.
The first is obvious: you write reviews of your products, break down the compensation plan, talk about how to make money with your company, and top it off with a little lifestyle marketing.
When you rank for those types of keywords in Google, buyers — those who already know about your MLM and are doing their final bit of due diligence before signing up — come to you.
The second step is less obvious. “What the shit is this psychological layer of selling?” I’m sure you’re wondering.
So when you pitch your MLM, there are four layers of sales:
- The tangible layer
- The features layer
- The benefits layer
- The psychological layer
The deeper you dive into each subsequent layer, the more effective you’ll become. Let’s play peek-a-boo with each layer quick.
The tangible layer, obviously, is your product. “Buy my vitamins.”
The features layer lists the attributes of that product. “Buy my vitamins because they’re all natural, pharmaceutical grade, tested for purity and potency and come with our patented doughnut-flavored technology.”
Many network marketers never make it to layer three — benefits — even though “sell the benefits, not the features” is marketing 101.
Here’s how that would look, though: “When you put these vitamins in your body? You’re gonna feel like Superman. Unstoppable energy, blubber leaping off your belly, biceps bulging, Ron Jeremy in the sheets, Einstein with your thoughts. Visa or MasterCard?”
By the way, if you know where I can get a bottle of those vitamins, hook a brother up.
*Comments section below gets lit up with thousands of intravenous Kool-Aid injectors all claiming that’s exactly the vitamins their company sells*
Direct sales bloggers who get good at promoting the benefits of their products/comp plan can do well. Fosho.
Unfortunately, this layer is littered with hype.
Think Vemma, the now defunct WakeUpNow, DubLi, Empower Network, MOBE, etc.
You know most of the top earners in those money schemes would’ve never made what they were making without resorting to misleading, over-the-top lifestyle marketing.
But that’s a different rant for a different day.
Now. Almost nobody that I’ve seen — in or out of MLM — leverages the fourth layer. The psychological aspect of selling.
This includes me. Until recently, anyways.
And that’s because I didn’t know it existed. And even when I figured it out? I hadn’t a clue how to pull it off.
So in my quest to earn the strap for the highest net income blogger in this space, I started digging.
Nine books, two copywriting courses and immeasurable amounts of reverse engineering the content of billion dollar brands later? I think I’m onto something here.
The psychological layer of selling is about translating the thoughts that are going on in your readers’ minds into hard-hitting emotional statements.
You wanna use your blog to hit ’em where it hurts.
To make ’em FEEL what you’re about, instead of the usual, boring, overdone, unprovocative, even repelling pitch-fest.
I’m not saying you’ll never need to talk about your company, its products or its pyramid scheme (tee-hee), but those are all afterthoughts. The bullets a buyer will glance over to feel like a smarty-pants and logically justify the very irrational, emotional decision they already made to purchase what you’re selling.
Anyone can yammer about the first three layers. And they all do.
Which is why you should focus solely on this magical fourth and final layer moving forward.
Your blog posts, your social media updates, your newsletter (never ever call it that)… should all be coated with words that call out the deep-seated intuition, the most private of aspirations — the mood-altering mojo that I’m really struggling to describe here.
Basically, what the video at the top of this page does for me.
Or like, what the movie The Boondock Saints did for me the first time I watched it.
Does that make sense?
I’m sure you’ve got your own songs or movies or whatever that just turn you on (not like that, weirdo).
But if you can figure out whatever “that” is for your very best buyers, bottle it up and drizzle that shit over the top of your content? Credit cards gonna get swiped.
5 examples that illustrate the power of this
1) That gut-wrenching Sarah McLachlan commercial for animal creulty. According to The New York Times:
That simple pitch has raised roughly $30 million for the organization since the advertisements started running in early 2007, making it the A.S.P.C.A.’s most successful fund-raising effort — and a landmark in nonprofit fund-raising, where such amounts are virtually unimaginable for a single commercial.
2) MasterCard’s ‘Priceless’ campaign. I know you know that one. It’s been running for nearly 20 years now. What a genius use of words:
There are some things money can’t buy. For everything else, there’s MasterCard.
3) Kmart’s ‘Ship My Pants’ campaign. I chose this one to prove that “emotional” does not have to mean “sad.”
GEICO’s ‘Hump Day’ falls into this same category. My sophomore sense of humor does, too. Lol.
4) Volvo Trucks’ ‘The Epic Split’ featuring Jean Claude Van Damme. This is how you take an unsexy product and use words and imagery to make it breathtaking:
You hear a lot about features and benefits in that clip? Yeah, me neither.
5) Ram Trucks’ ‘Farmer’ Super Bowl commercial. This spot tickles that pride string in all of us. Even the most city-slicker-mofos:
But what about the horsepower? Towing capacity? Does it have Bluetooth? What’s the base model start at?
Oh. Wait. These dudes ain’t selling their “vitamins.” They’re selling what every man innately desires, but, perhaps, would never even admit out loud.
Hmm. Maybe there’s something to that. Wink.
Not only does the psychological layer of sales run circles around the first three layers, but this is the type of content that goes viral as well.
I shared five examples from different industries that play off different emotions and in much different ways, to get the creative juices going for you and whatever you’re selling on your blog.
Check back here daily to see how I’m doing this.
You can be mean when you blog this clean.
Luckily, there is a better way.