How To Sell To The Masses (aka – the Business Logic in Madness)
by David Wood | on December 11, 2011
Selling stuff (just pure, raw selling) is not nearly such a complex maze of business tactics as I used to think.
Because of some uncommon, but present comments – I’ve realized that most people completely misunderstand both selling, traffic – and what really causes customers to say:
“Here’s my credit card…”
Usually, the comments go something like this:
“Gosh, Dave – you’re so danged unprofessional… put a shirt on, for heaven’s sake…”
“What is wrong with that guy? He doesn’t even wear a suit and tie!!!”
“I’m offended, because you said ‘wussy’ in a video – I had this one big wig that was going to join, and then didn’t!!!!”
“Can you PLEASE have someone who understands english write the emails!!!”
“There was a guy, who knew a guy, that got a message from another guy – who’s friend said that he would never blog on a site with a half naked picture of a curly haired guy – that one guy (the friend of the other guy, who knew the one guy) was really, REALLY offended - and said you’re not Christian!!!”
“I don’t think you can run a sustainable business – because… you’re weird, you know?”
Ok, I’m exaggerating – but really, the messages at least look like that to me.
Now, some quick clarity (for those of you who aren’t laughing) we have more than 11,800 ACTIVE customers (aka – they have not cancelled)
Total, we have had about 10 complaints like this – so about one in 1,000.
* even though – yes, others think it.
Still though – it stems from a general misunderstanding on selling stuff, that I think comes from a society that is still breaking out of industrial age thinking, and moving into instant information and transfer of ideas that is created by the internet.
This is the core problem that most people have in THIS business (aka – direct sales):
In most of society, people who make a lot of money, are people who create BIG deals with other business people. If you think of a rich guy – who comes to mind?
Donald Trump, Robert Kiyosaki, Warren Buffet, and the like. I’ve found, especially in America – some of the more wild business figures aren’t as known – like, for example – my personal hero, Sir Richard Branson.
People don’t think of Matt Groening as someone who has influenced mass thinking – even though the Simpsons is now the longest running show in television history.
Here’s the problem in thinking that keeps MOST PEOPLE in this niche broke:
In this niche – your success is NOT related to putting ‘huge deals’ together – it’s related to your ability to influence tens, and hundreds of thousands of people – to understand ‘herd thinking’ and what will get 10% of the people who see a video to say:
“Ok, here’s my credit card…”
Business professionals – as awesome as they may be (My Dad, Grandpa – my older brother Will, and a LOT of my Network Marketing friends are suit wearing, Bible thumping conservatives…)
…they represent only a fraction of society, and relate to less than 1% of the population.
Let me give you an example:
My Dad – Mark Irving Wood – grew up in Fairbanks, Alaska.
He was the son of a University President, William Ransom Wood, who ran the University of Alaska Fairbanks (UAF) for 20 years, in the middle of the most rapid expansion in the history of that University.
My Grandpa was a great man, and even after he retired, he worked literally until the day he died serving the city. He believed that a city was only as good as it’s culture and community – he spent his time and money raising community efforts to build parks, create charity organizations – and EVERY business man in town would give him money.
I consider my Grandpa and my Dad to be some of my greatest inspirations in business – even though I took a different route, and created a different kind of culture. Here’s a video of my Grandpa from 40 years ago (or something):
He represents the ‘common’ business thinking.
Wear a suit, dress up – get a traditional education, follow the norms.
My Grandpa – however, was anything but ‘normal’. He was an extraordinary thinker, and probably one of the most witty people you would ever talk to in your life.
Everyone loved him – after he died, I went and lived back in Fairbanks for a while. Everyone I ever met who ran a business in town had only positive things to say – stories, how my Grandpa convinced them to give $10,000 to charity – not a negative word was ever said.
He was a great man.
My Grandpa represents the thinking of the few – not the masses. Business people love him – educators listen to him – he had a bank account in every bank in Fairbanks, Alaska.
He was funny and witty – and a great orator – he could get things done.
However, the masses think on an entirely different level.
All you need to do, to understand what I mean, is go to YouTube, and click on ‘Popular’ and see what the most popular videos are about. I just did it, and here’s what popped up:
It’s fascinating to notice, there isn’t a single suit wearing, business advice video that’s been seen even close to the funny entertaining stuff created by Teenage Yahoos.
Because it’s boring.
Let me give you another example of boring, that you’ll probably get a kick out of. This video is from before I was married, and was my first successful experience in Network Marketing – I managed to get up to (I think – but it’s been a while) my biggest check being around $5,000 in a month. We used to do weekly meetings in Fairbanks Alaska – this was for Agel Enterprises (I think Randy Gage is still there – he’s a great thinker in this niche, and I’ve always respected him). Anyways, this is horribly long – but you can see me, hyperactive as ever – doing an opportunity presentation late at night (I did thousands of these over the years – one of the reasons I can sell like I do now). Here it is:
Now, you’ll probably get bored in about 5 minutes (I’d be really suprised if anyone watched that whole thing – it’s pretty bad).
Most people wouldn’t leave that online – but I like to, because it will give you hope – that if I can go from that (convincing a bunch of skeptical people, folding their arms) every Thursday night at 7:30pm to gradually…
…lean forward, listen in – and join.
To today, personally enrolling (not kidding) more than 4,000 people now in 4 different companies – 3 of which, I still have a significant income from -
- that there IS hope for you.
Here’s the interesting thing. I used to iron my suit – iron my shirt, slap myself in the face to get my blood pumping, and cart a whiteboard down to Gallos restaurant every Thursday – setup the chairs, my pal Chris Rocheleau would play the music, and the TOTAL number of people I ever enrolled doing that?
Most of whom quit, and most of the ones who I enrolled came in at the bottom package.
That wasn’t reflective of Agel – they were in a state of hyper expansion, adding 10,000 – 20,000 reps per month, but I was struggling.
Why? Because I took business presentations too seriously, and couldn’t relax my ego.
I want to contrast that with the following video – I made this after I really figured out marketing. The funny thing? This ridiculous video, with apparently no real message got seen more than 8,000 times – AND….
…I personally sponsored MORE than 200 people from this ridiculous, pointless video with no real message whatsoever. Here it is:
No – I’m not kidding. That dumb video sponsored more people, automatically, than my total combined 18 months in Agel by more than 5 TIMES – that video took about 10 minutes to make – in Agel, I spent at least a minimum of 10-15 hours per week for 18 months straight.
To some people, that flies in the face of logic.
And you’re right – it does.
But it still works.
Had you told me in 2006 that I would be sponsoring 200 people from a video that took me 10 minutes to make, I would have thought you were nuts, put my suit back on - and hit up the local business market again.
The fact is, that when something you’re doing is so hard – so BRUTAL emotionally, constant rejection, and the checks are small…
…it’s hard to believe that there’s a better way.
Why does this work? More on that in a minute – the basic reason, though – is that it is appealing to the masses in the same way that ‘The Family Guy’ is – and if the masses will watch, they’ll buy stuff, get involved – and get more pumped (in many cases) than the actual ‘normal’ business crowd you would see at a local chamber of commerce meeting.
* The traditional business person does well in our niche, too – just to say it – we need everyone here. What we’re talking about is how to create ‘marketing punch’ and pull in – not the few, but the many.
Here’s what is interesting about that video – I actually wasn’t selling anything. Contrast it to the tone in the business presentation in the restaurant in 2006 – do you see the difference?
One message, you can’t even believe what you’re seeing, can’t figure out what I’m talking about – because really, I’m not saying anything – and you wonder:
“How the heck did this yahoo get rich on the internet?”
And you’ll probably spend the next few hours trying to figure it out – buying a few of my products in the process.
You might download the Alexa toolbar, and go through all the pages of my site with a fine tooth comb – trying to find the secret of ‘why‘ I get so much traffic.
Because I understand selling – you can’t do that for any long period of time, without having the strong, irresistible desire…
…to join now
(which you’re welcome to do, at any time you choose)
This concept – selling to the masses versus the few – is reflected in the production numbers here at Empower Network.
Even the suit wearing, more traditional people – like Kelly G. Williams – inspires people by believing in them, and connecting to them with the story of his child, who died – and he committed to his family that he would find a way to work from home.
The FAMILY is the part that connects with the masses – NOT the suit.
(Althouh, Kelly looks great in a suit – and we need people who relate to his crowd here at Empower Network – it is invaluable)
Who is the #1 producer here (personal product sales) – other than Dave and I?
Toby and Layla Black. Here’s a picture of them. Let me tell you something about Toby and Layla.
They relate to the masses.
Just look at this picture – and what feeling do you get? You want to give them a hug, don’t you?
Doesn’t it just FEEL good looking at their photo? It doesn’t put you off, make you feel intimidated – and you know why people listen to them?
Because they tell the truth about their story – they define themselves as ‘broke ass’ musicians who lived in a basement – and instantly, everyone relates to who they are.
They have a ‘heart’ for the masses.
And the masses love them.
Network marketing is more like television – people turn off sales pitches, and watch the simpsons. Heck, the only reason people watch commercials…
…is because the HAVE TO - to see the movie
Who’s another phenominal, unexplainable – non traditional story here? Kris Darty.
You can just look at this photo – and don’t you just instantly trust the guy?
There’s no presuppositions, no ‘manipulation’ and no real normal explanation of why this guy can produce the product sales that he does.
This guy started 4 months ago with no list, and (not kidding) between he and his wife Jessica their combined income is over $20,000.
* Not normal at all. See our full Earnings Disclosure.
Here’s the fascinating thing, though – in his videos, he literally talks about nothing.
You spend the whole time, trying to figure out what the heck he’s talking about, and then you just want to buy stuff.
Why? Because he relates to the masses, and the people love him.
Before the Empower Network – there was probably nobody in your life, that told you that you can sell, be a business owner, and succeed – by being nothing more than who you really are.
You don’t need to pretend you’re me – or Kris Darty, or Toby and Layla – or Lawrence Tam.
You don’t need to wear a suit like Kelly.
(although – you’re welcome to if you choose)
YOU can just be YOU.
Some people have said – “Dave, PLEASE put a more conservative photo on that blog header!!!”
Why? Because I wouldn’t do that to you. More people will click on that one – because it taps into the ‘wild’ part of the human heart, that wants expression, and has been snuffed out in business for too long.
Of course, we’ll offer automated, social customization with your own photos later – but I’m telling you, most of you will put a photo up there, that will make 98% of the people who visit your blog say:
“Another boring guy…”
And they’ll leave, and go find someone who speaks from the heart…
Here’s my advice for the day:
1. Blog Daily – login to your Empower Network Blog, and post something today. What should you blog about?
Whatever you want.
Be yourself, though – if you want people to buy stuff. Post about grooming puppies for all I care – all thoughts, views, subjects, religions, and beliefs are welcome here.
2. Tell Others – share our simple message, not just with people in this niche – but with everyone. Send them to your posts, email them to your friends and family…
…don’t be afraid to be a little ‘wild’ and crazy in your marketing.
Be yourself – let’s drop the stuffy bull crap, and speak from the heart – because that’s what taps into the hearts of others.
3. Get Money – don’t have reservations about being in business. How do you ‘get money?’
By convincing other people to give it to you, and to be happy doing it.
If you want that to happen a lot – ask people to give you money a lot – not for anything, but in exchange for value – in exchange for training – in exchange for coaching, in exchange for VALUE.
Here’s the power:
There is logic in madness.
By being a little ‘wild’ we can tap into an exponentially larger group of people – we can inspire hundreds of thousands of individuals in all businesses, in all industries – in all walks of life.
We can help others tap into their power – for the first time in their life.
When I first met Kris Darty – he had never made more than $4,000 in a month, ever in his life.
He had never made any money on the internet.
All his life, people thought he was a bit ‘off’ and he had a hard time fitting in.
I saw something in him different – and I talked to him late one night…
“You, my friend – have a gift. Don’t EVER let ANYONE tell you to do ANYTHING but be yourself – and I promise, I can help you make a fortune…”
His weirdness makes him more money for a tiny list than any Guru I’ve ever met online -
- except maybe me
Why? Because there’s nobody like Kris Darty. Ask his wife
There’s also nobody like YOU.
Be yourself in your marketing.
Tell the truth to people.
And let’s lock arms…
…and fight the forces of evil.
And you and I will attract…
…not the few:
But the many.
Let’s do it.