Yoli Founder Daren Falter article “Principles for Selecting an MLM Product.”
Food For Thought When Selecting a Network Marketing Product
By Daren C. Falter
What Are the Experts Saying About MLM Industries?
For fear of sounding like I have an axe to grind with certain industries, I thought I’d throw in some comments made by industry insider, Chuck Huckaby, which was written nearly a decade ago and is still true today.
In an article in NetWork Marketing Today, Mr. Huckaby states, “On the technology front, while many are gobbling down one pill after another, the Age of Competition has also produced a mentality in another sector of the market that says ‘pills, potions, and lotions are bad.’ In a sense, this is a natural response to all the hype in the marketplace surrounding nutritional products and beauty treatments that will supposedly grow hair on doorknobs and, applied to Cleopatra’s mummified body, restore her good looks. These people are sorely tempted to promote high-tech products and services or at least non-nutritional products and services like legal insurance. Some recent non-events have been online services, long distance MLMs, phone cards and personal computers. This is not to say that some companies haven’t had some success in these fields, but most haven’t (to say the very least). This is because all these things are mere commodities to be hawked at every Wal-Mart and Costco from here to Kalamazoo, the criteria for selection mainly revolving around price. While discount chains with massive purchasing power can adjust prices regionally or even locally on a regular basis, the relatively small purchasing power of an MLM tends to keep prices high and unresponsive to the marketplace.23
The company with the best branding wins!
No matter which industry you’re marketing, a company’s overall performance comes down to how well a company can brand their product in the competitive marketplace. To understand branding, I’d like to turn to the most successful and innovative branding experts in the world, Seth Godin, Al Ries, and Laura Ries.
“What do Starbucks and JetBlue and Krispy Kreme and Apple and Dutch Boy and Kensington and Zespri and Hard Candy have that you don’t? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried and true brands to gasp their last?”24 Seth Godin, Purple Cow: Transform Your Business by Being Remarkable.
Although experts agree that a network marketing product must be a traditional, mass-market product, it must also have something that sets it apart. Rosser Reeves coined the phrase USP, or a unique selling proposition, in his book, Reality in Advertising, in 1961. A product must have a powerful USP. Seth Godin calls it a purple cow in his book of the same title, which he describes as that special something that sets your product apart from the competition. No matter what you call it, your product must have a unique, exclusive twist that is recognized by the masses as such. It needs to have something very special or remarkable. “Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.” Al Ries and Laura Ries, The 22 Immutable Laws of Branding25
Women don’t buy brands; they join them
Since women make up a vast majority of the decision makers in any purchase, it’s important to understand what women are looking for in a product. Women don’t just purchase product brands, they want to feel some kind of connection to them. Once a woman becomes impressed with a product brand and develops an attachment over time, you can’t pry the product out of her cold, dead fingers. Women will take their loyalty with them to the grave. Trend expert and economist, Faith Popcorn, says it best in her book EVEolution: “A customer of the moment is the one who buys your brand; a customer for life is the one who joins it. Think about it. The things we join—clubs, political parties, organizations, even religions—are the institutions in our lives that really matter. The ones we stick with through thick and thin. The ones we cherish and value and grow old with.”26
A commitment to branding
Within the past few years, some of the most insightful texts and presentations on the power of branding have been released into the marketplace. It’s no wonder that intelligent business owners are truly starting to understand these principles. Never before have we seen so many powerful marketing campaigns designed to create lifetime product loyalty and a culture of satisfied, repeat customers. Be sure the company you select not only understands these principles, but has also mastered the art and science of branding.
About the Author
Daren C. Falter is the author of the network marketing industry-wide best seller How to Select a Network Marketing Company. Daren has been a consultant to the network marketing industry for over 12 years and a student and participant for over 20 years. Daren has built downline organizations into the tens of thousands of distributors with several different companies. Daren is a popular convention speaker and trainer. You can visit Daren online at his blog at www.networkmarketingreview.com. You can also order Daren’s best-selling MLM book at www.networkmarketingbook.com.
Daren recently launched a new network marketing company, Yoli, Inc., near Salt Lake City, Utah. Daren and his four partners are excited to introduced the worlds most nutritious beverage using patented BlastCap™ Technology. For more information about Blast Cap Technology, Blast Caps, or Yoli, visit Yoli at www.prelaunchinsider.com.
Copyright ©2009 DC Falter Marketing, Inc. ALL RIGHTS RESERVED
ATTENTION: Breaking News!
Daren Falter will be launching a new company called Yoli. We will be introducing an incredible new nutritional formula in the form of a delicious functional beverage using Mikel Anderson’s patented Blast Cap Technology. The founders of Yoli are Robby Fender, Daren Falter, Rick Eisele, Corey Citron, and Michael Prichard. To find out more about Yoli Blast Cap Technology, visit www.prelaunchinsider.com
Kingsley Ennis is one of the few “hand selected” FOUNDING DISTRIBUTORS that are helping to launch this new company … and you can join him and one of the fastest growing teams in all of Yoli at the very beginning of this great network marketing adventure!
With a background in the Seminar Industry and 12 years of Noteworthy Success in Network Marketing Kingsley is the Author of “Split Second Marketing” & “Your Extreme Advantage”. You can listen to them FREE at www.usahomebusinessexperts.com
QUESTIONS ABOUT YOLI? Email kingsley@goyoli.com or call 717-303-5710.
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