How to Promote Your Network Marketing Business During the Holidays

As I mentioned in my last post, the holidays can be a very slow time in your business, but that’s really up to you. If you slow down, your business will slow down. However, if you promote throughout the holidays, your business will continue growing. Here are some simple ideas for promoting your business in the coming month:

1. Annual Christmas Letter – if you send out an annual Christmas letter, mention that you’ve started a new business and that you are helping other people earn extra money, replace jobs they hate, and enjoy tremendous tax savings. If you don’t already send out a letter, this might be a good reason to do so.

2. Christmas Cards – include a note in your Christmas cards about your new business. If you had just opened a restaurant, you would proudly announce it to all your friends and family, so it shouldn’t be any different with your network marketing business.

3. Christmas Gifts – if you have something that your network marketing business offers, use it as your Christmas gift to co-workers, neighbors, people you attend church with, etc. Many companies offer Christmas packs that are decorated and at a special price. Often, they will even ship it for you.

4. Christmas Shopping – whether you like Christmas shopping or not, it’s something we all have to do. Dread the mall? Well, now you can use this time to promote your business. Bring along a bunch of business cards that direct people to a web site and as you encounter sales people at the various stores, give them a card and say something like: “You’re sharp and I’m sure that (name of the store) isn’t paying you nearly what you are worth, so I’d like to talk with you as soon as possible. Call or e-mail me as soon as possible.” If they ask what it is, give them the company name and direct them to your web site. Let them know that you don’t want to take up their work time, but would be happy to answer questions when they call. The less you tell them, the greater their curiosity and if they are curious, they will call or e-mail. Not many will, but this is a sifting process, so those who do are your best prospects.

Hope these help you have a happy and prosperous Christmas season.

Here’s My Promise to You – This Direct Mail Letter Will Always Work For You

Here’s my promise to you:

When you are finished reading this article, you will be able to write a direct mail letter that gets your readers to do whatever you want them to do.

That’s a big promise. And I can back it up. If YOU do YOUR part.

Your part assumes you actually have something worthwhile to offer. And you have to be offering it to the right people. You can’t sell fruit juice to people who hate fruit juice.

So I am going to assume two things: Your product is worthwhile and you know who will buy it.

But how are you going to sell it to them? Let’s write your letter, right now…

Your Opening Line

There are many ways to open. You could use a variety of human motivations — like fear, greed, guilt, hope, frustration, etc. They can all work.

But in my 22 years writing direct mail, here is the best opening I’ve ever written…

“Here’s my promise to you:”

That opening absolutely forces you to start strong with your letter. And it force communicates a benefit-oriented message to your readers that they will not ignore.

Immediately follow the line with bullet points of your promise. So, for example, here’s what an opening for a music school would look like:

Dear Ms. Jones:

Here’s my promise to you:

  • In one week, you will be able to play “Moonlight Sonata” on the piano
  • It will cost you nothing to try
  • And I will send you a FREE music book — “The World’s Greatest Love Songs” — just for saying “YES!” to my offer today

Now, if Ms. Jones is in your target market, this opening will hook her.

So use “Here’s my promise to you” and back it up with benefit oriented statements. Make sure you concentrate on the reader’s self-interest. Examples of other bullets are:

*You will save $2,000 when you buy your next car from us *You will lose 30 pounds in 30 days *Your business will gain a new client by next weekend

See what I mean? If you know what your prospects want, all you have to do is dangle it in front of them. Be specific, make your promises, prove you can deliver, and they will respond.

How a Client of Mine Wasted Money

I recently wrote a direct mail fundraising letter for a new client of mine. It was written to donors who had given the previous year, and the letter asked them to give again.

Here was my opening:

“It’s amazing what you’ve done.”

The letter went on to explain all the good the donor’s previous gift did in the lives of the children this particular organization helped.

But here’s what the client changed it to:

“It’s amazing what we’ve done.”

Then they went on to pat themselves on the back about all the things they did for the under served children of the community.

And that self-reward was the only reward they got — because the mailing bombed.

No wonder. People give money to organizations to feel good about what their money is doing for causes they care about. And the cause is not the organization. The cause is the benefit that results from the effort. In this case, the well-being of children.

Don’t make the same mistake.

So – Now – Back to You and Your Letter

You’ve got your opening and your bullet promises. Follow that up with a statement of how other people have tried your product or service and have experienced great results. So, to our example prospect Ms. Jones, we would say something like:

Thousands of people – people just like you and me – who have tried and failed to learn a musical instrument – have started playing their first song within seven days. Their secret? Our new “How to Play the Piano Super Study Course.”

I’m making another assumption here: You plan on telling the truth. Don’t make up a bunch of baloney. You know your product or service. Use the truth and sell it well.

Okay, we’ve hooked Ms. Jones – now reel her in. Use this transition:

Here’s What You’ll Get

“Here’s what you’ll get” is one of the all-time great lines – if not THE all-time great. Because that’s what everybody wants to know – what do I get?

It never gets old and will outlive the cockroach.

Again, back it up with bullet points. So our example continues:

Here’s what you’ll get:

  • The secrets to reading music in minutes
  • The one trick professionals use to play a song they’ve never seen before
  • How to build your muscle memory to get your fingers to play the keyboard as you read the sheet music

And so on.

Apply this formula to your product or service. You have something to sell – so sell it!

How to Get Your Readers to do What You Want Them to Do

If you’re talking to the right people… and you are making them the right offer… THEY WILL WANT TO DO WHAT YOU WANT THEM TO DO.

So just tell them what that is:

Remind them of your main benefits. Sweeten the offer and give them a deadline. Urge immediate action and promise a quick response. Like this:

Return the enclosed postage-free reply card by January 16 and you’ll get an additional free booklet, ‘Learn the Piano While Working, Playing, Relaxing, or Resting.’ All orders are processed the day they are received — but supplies are limited, so act now.

Tell them what to do, and if you’ve done your job early in the letter, they’ll do it.

Direct Mail is You

It’s one-on-one. You’re not competing with eight other commercials. There aren’t a dozen other ads on the page. There’s not another web site to click away to.

Right now they hold YOU in their hands, just you.

Now’s your chance. Write it. Send it out. And let me know how well you do.

Retarget Marketing: A New Level Of Personalised Content

It’s not a coincidence anymore that, when browsing for that new sports watch, suddenly you’re seeing ads for FitBit everywhere. It’s not by chance that your research into real estate has triggered banner ads popping up all over your Facebook feed telling you to click to see the Commonwealth Bank’s new mortgage package. It’s not selective sight seeing ads for ASOS beckoning you back after shopping on their online store after abandoning your cart before purchase.

The internet is a very smart creature today, and has reached a level of targeting that transcends anything seen before. What I’m talking about here is the technique of Retargeting.

What Is Retargeting?

Retargeting (also sometimes referred to as remarketing) is responsible for the phenomena mentioned above. Basically, it facilitates re-engagement from a customer after they’ve left a brand’s website.

Retargeting gathers a specific person’s buying preferences, and then shows them targeted online adverts as they surf the net, to keep those relevant brands in front of them. The majority of customers (around 98%) who visit a website will actually leave (known as “bounce”) before completing a purchase or performing a converting action. Retargeting addresses this by leveraging purchase intent data from that website (such as likes, shopping cart behaviour, history, time on site, clicks, and so on), and placing a small piece of code as a cookie on their browser, so that when they visit retargeting provider pages like Facebook, the individual is served ads tailored specifically for them.

This is a very effective marketing tool as it allows powerful, precisely targeted ads to be directed to each specific customer, encouraging them back to the original website to complete their transaction and convert.

Part Of A Larger Campaign

Obviously, this works best as part of an overall digital Marketing campaign. After all, you need customers to already know about your brand and visit your website for the first time as a result of an overarching promotion campaign, before you can effectively utilise retargeting to nurture and make them feel comfortable about returning to your website and trusting your brand. Retargeting is a good way to bolster this larger campaign.

Don’t Frustrate Your Customers

Retargeting, however, requires a very delicate balance. It should be a complementary execution to your marketing mix, not an endless annoyance to your customers. Serving the wrong ad to the wrong person too many times (over bombardment) is the negative side of retargeting, and must be avoided. Retargeting works most effectively when it’s a subtle, top-of-mind reminder, and not a hounding series of propaganda.

The ideal point is when the individual views the retargeted ads as a convenience, where ads are catered to their specific needs, rather than harassment, with ads stalking them around the internet. It’s important to get this delicate balance correct.

The Multiplatform Scope

An effective retargeting strategy must span across many platforms, given the nature of the consumer today. These include desktops, mobile devices and social media. Most customers own multiple devices and will research on one platform, only to complete their transaction and post feedback on another, so retargeting must be reaching them via a multi-platform approach.

Get The Most Out Of Retargeting

Effectively using Retargeting lies in segmentation, creative design, experimentation and measurement.

Segmentation puts the right strategies in place to ensure the correct messages are delivered to the right consumer. For example, a loyal customer will require a different type of message to one that is still unsure about purchasing. Correct segmentation ensures that a converted customer receives loyalty campaigns and cross selling messages, whereas a non-converted customer receives discounts and reassuring messages to bring them back to the site.

Creative design on retargeting adverts work best when they’re kept simple and bold, display the brand prominently, have a direct call to action, and present a personalised message. After all, if you’re going to all the trouble of individualising your Marketing massaging, don’t waste the opportunity to connect directly with your customer.

Experiment with different designs, frequencies, locations and landing pages to discover what gets the best result. As it is a specifically targeted campaign, it’s often difficult to determine what resonates best with an individual segment.

Effective measurement is always key when determining the success of each marketing endeavour. Retargeting can meet customer retention, brand awareness and sales objectives, and the most commonly uses statistics to track progress are “Cost Per Action” and “Cost Per Clicks”.