How to Advertise Effectively: Be the Path, Not the Obstruction

September 10th, 2013 by
Road in meadow

Imagine that a person is walking along a path and falls into a pit of quicksand. Every time they try to get out, they get buried deeper and deeper in the sand. Picture yourself standing on the edge of the pit with a rope. You could help them, but there’s twenty other people standing there with ropes as well. One person yells that his rope is more durable, the other yells that hers is longer, and the others cry out that theirs are more swift. Before you know it, your own rope is tangled with all the others.

Now imagine this: the quicksand pit is your MLM company. The person in the pit is your ideal customer, your rope is your product, and the other rope-throwers are the competition who are all trying to figure out how to advertise their product as the best. But all the messages blur together and consumers aren’t listening. How does one rise above the white noise and market the product in a way that will build a solid customer base?

Don’t Sink: One Technique for How to Advertise Above the Noise

The customer can only rely on his or her own strength and ability to get out of the quicksand pit, no matter what type of rope is thrown. He or she is the hero, not the rope. It’s not about how to advertise what your product is, it’s about how to advertise what your product can do for your customers or prospects. In the quicksand metaphor, it would be much more useful for the customer to know what sort of techniques can be applied, what advice you have to offer, or what strategy you can come up with to get out of the pit, not necessarily which rope was strongest and best.

Not the Product, But the Experience

We live in a world where people have a powerful sense of their own uniqueness. We are always projecting our own creative identity, whether it be through social media, in person, through the car that we drive or the clothes we wear, or even the “fantasy” team we create. Your customer base doesn’t want to be told what to do or how to be, they want to feel like they’re arriving at their decisions on their own. It’s their unique journey through life that they’ve designed, and your product is only a guiding factor on their path, not an obstruction.

Here’s where the show, don’t tell method factor enters in. When you’re advertising your product, show your prospects how it can guide them on their path in life; don’t just tell them about it and your company. Move with your customer, not at them. Give them helpful insight, training, and advice that will guide them along their path.

Think of a commercial for paper towels. Is it really the paper towels you’re seeing in the advertisement, or is the heroic parent who’s on a journey through the trials and tribulations parenthood, who are suddenly confronted with small messes on a daily basis and lead too busy a life to stop and mop up all of them with chemicals and sponges? The viewer is getting it all; it’s the whole experience of life and parenthood that’s projected, not just the number of quilted patterns one particular brand has to offer over the other.

The Customer is King

Don’t make the marketing mistake of focusing all your energy on your product, focus it on your customer and the lives they lead. You can shout about your network marketing product and it’s accolades or specifications all day long, but you may not be heard over all the others using the same marketing method. When thinking of how to advertise effectively in network marketing, whether online or in person or presentations, think about how your product turns everyday people into the heroes they truly are. Think about the experience they have on their journey, and walk with them on the path.

J. Audrey Hoy is the CatalystMLM team’s resident wordsmith. With a master’s of fine arts degree from New York University, J. Audrey has served as an Adjunct Instructor of Creative Writing at NYU and she currently works as the Content Editor and contributor at CatalystMLM. Originally hailing from the Chicagoland area, J. Audrey has previously resided in Iowa City, Brooklyn and currently lives in Burlington, Vermont. She spends her free time reading novels, writing, exploring the Burlington area and enjoying the outdoors.

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