By Chris Polson
If you really want to see some examples of what is behind the atrociously high attrition rate in the home business/internet marketing world, just log into some of the sites now being aggressively marketed via radio advertising.
These are exactly the type of over-the-top ad copies which will appeal to either one's laziness, or ignorance - or both. I fell for it; and I would like to think it was out of ignorance of all "all things internet". The fine line of distinction here is the difference between the "lotto mentality" of get-rich-quick, and the fundamental desire of all of us to gain more while expending less. Either way, you can be hooked; and for the wrong reasons.
In previous articles I have promoted the concept of "personal branding" and "attraction marketing," along with perhaps some really good schooling in the intricacies of Google Adwords, as the only ways to achieve and sustain value in internet marketing which is independent of any product offering or enterprise. By combining advertising savvy with the building and promoting of an image of "leader", "trusted advisor", and "expert", one can attract a loyal following who will tend to sign on for whatever proposition one is offering. Without exception, the highest earners in this industry understand this, and they are applying these principles.
The flip side of this, of course, is total dependence on the large "plug and play" systems. It is my contention that - because of the high-attrition business models of these programs - they amount to the proverbial "house of cards" which will some day fall because of the constant need for member replenishment.
The mantra of one of these is "People fail; Systems don't!" This is so grossly inaccurate; I hardly know how to respond. Suffice it to say: Internet marketing is a people business, like almost any business. The "system" is nothing more than a tool - to be used, or misused.
Based upon my own previous participation with this program - allow me to dissect a few of the other fundamental flaws in the business model:
1. The back office support system was grossly over-priced. For my MLM, I signed up for a system which sent a series of "autoresponder" emails and also tracked my opt-in leads. The price tag was $300/month. I now get the same back-office support for $17/month!
2. I was part of a replicated website system for my advertising. Search engines avoid these!
3. I was encouraged, even pressured, to attend gung-ho "training" conference calls daily. There was a lot of cheerleading in these, but seldom was there anything given which would make any member a more effective internet marketer.
4. The vital tools of Personal Branding and Attraction Marketing (as mentioned above) were seldom, if ever mentioned.
5. My upline sponsors encouraged, even pressured me to buy expensive ad copy; though I was given no guidance about ad copy or search engine optimization.
6. I was directed toward - and encouraged to buy - dubious "leads" from lead generating entities. As a novice, of course, I was unaware that these "leads" (if indeed, they are actually real people) had undoubtedly been sold previously to many other parties.
7. The radio co-op advertising, which still is the "lifeblood" of this particular program, was entirely misleading. One ad which seemed to run endlessly, featured a man who declared that he was able to earn $40,000 in his second month of membership! (This may, or may not be true. It is my well-founded suspicion that this individual had "special advantages" which are simply not available to the common person. At any rate, only a tiny percentage of even the most successful ever see these numbers. See below.)
Perhaps you are now asking, "How does anyone survive in this environment?" Obviously, a few achieve a degree of success.
The founders are faring well, of course. Other "big hitters" were able to bring in large downline organizations from other MLM's. One such person came over from an outfit by the name of Xango. He was thus able to reap a sizable early one-time harvest of bonuses. I am almost certain that this very same gentleman was a featured player in the deception, as described above, on one of the long-running radio ads.
The few others who hang around and achieve a modicum of success are comprised mostly of folks who pay for numerous and expensive "positions" in the radio co-ops.
Again, let me remind my readers: 1) One's success will be largely dependent upon the success or failure of this system; and 2) Members will be in constant "replacement" mode for new affiliates. Instead of mentoring and coaching new colleagues, one will be expending almost all energy toward selling.
Does this business model sound interesting, or profitable?
The common reaction among members involved in this kind of scheme varies from frustration, to confusion, to anger. Most folks fail, and in the process spend thousands of dollars.
The real damage happens when good folks are permanently turned off from the whole idea of a home business. This is such a shame, because many of these same people might be very well qualified to take advantage of the extraordinary opportunities and personal freedom available in more member-friendly and valuable business offerings. They exist. Keep looking!
If you really want to see some examples of what is behind the atrociously high attrition rate in the home business/internet marketing world, just log into some of the sites now being aggressively marketed via radio advertising.
These are exactly the type of over-the-top ad copies which will appeal to either one's laziness, or ignorance - or both. I fell for it; and I would like to think it was out of ignorance of all "all things internet". The fine line of distinction here is the difference between the "lotto mentality" of get-rich-quick, and the fundamental desire of all of us to gain more while expending less. Either way, you can be hooked; and for the wrong reasons.
In previous articles I have promoted the concept of "personal branding" and "attraction marketing," along with perhaps some really good schooling in the intricacies of Google Adwords, as the only ways to achieve and sustain value in internet marketing which is independent of any product offering or enterprise. By combining advertising savvy with the building and promoting of an image of "leader", "trusted advisor", and "expert", one can attract a loyal following who will tend to sign on for whatever proposition one is offering. Without exception, the highest earners in this industry understand this, and they are applying these principles.
The flip side of this, of course, is total dependence on the large "plug and play" systems. It is my contention that - because of the high-attrition business models of these programs - they amount to the proverbial "house of cards" which will some day fall because of the constant need for member replenishment.
The mantra of one of these is "People fail; Systems don't!" This is so grossly inaccurate; I hardly know how to respond. Suffice it to say: Internet marketing is a people business, like almost any business. The "system" is nothing more than a tool - to be used, or misused.
Based upon my own previous participation with this program - allow me to dissect a few of the other fundamental flaws in the business model:
1. The back office support system was grossly over-priced. For my MLM, I signed up for a system which sent a series of "autoresponder" emails and also tracked my opt-in leads. The price tag was $300/month. I now get the same back-office support for $17/month!
2. I was part of a replicated website system for my advertising. Search engines avoid these!
3. I was encouraged, even pressured, to attend gung-ho "training" conference calls daily. There was a lot of cheerleading in these, but seldom was there anything given which would make any member a more effective internet marketer.
4. The vital tools of Personal Branding and Attraction Marketing (as mentioned above) were seldom, if ever mentioned.
5. My upline sponsors encouraged, even pressured me to buy expensive ad copy; though I was given no guidance about ad copy or search engine optimization.
6. I was directed toward - and encouraged to buy - dubious "leads" from lead generating entities. As a novice, of course, I was unaware that these "leads" (if indeed, they are actually real people) had undoubtedly been sold previously to many other parties.
7. The radio co-op advertising, which still is the "lifeblood" of this particular program, was entirely misleading. One ad which seemed to run endlessly, featured a man who declared that he was able to earn $40,000 in his second month of membership! (This may, or may not be true. It is my well-founded suspicion that this individual had "special advantages" which are simply not available to the common person. At any rate, only a tiny percentage of even the most successful ever see these numbers. See below.)
Perhaps you are now asking, "How does anyone survive in this environment?" Obviously, a few achieve a degree of success.
The founders are faring well, of course. Other "big hitters" were able to bring in large downline organizations from other MLM's. One such person came over from an outfit by the name of Xango. He was thus able to reap a sizable early one-time harvest of bonuses. I am almost certain that this very same gentleman was a featured player in the deception, as described above, on one of the long-running radio ads.
The few others who hang around and achieve a modicum of success are comprised mostly of folks who pay for numerous and expensive "positions" in the radio co-ops.
Again, let me remind my readers: 1) One's success will be largely dependent upon the success or failure of this system; and 2) Members will be in constant "replacement" mode for new affiliates. Instead of mentoring and coaching new colleagues, one will be expending almost all energy toward selling.
Does this business model sound interesting, or profitable?
The common reaction among members involved in this kind of scheme varies from frustration, to confusion, to anger. Most folks fail, and in the process spend thousands of dollars.
The real damage happens when good folks are permanently turned off from the whole idea of a home business. This is such a shame, because many of these same people might be very well qualified to take advantage of the extraordinary opportunities and personal freedom available in more member-friendly and valuable business offerings. They exist. Keep looking!
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