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Picking a Winning Nutritional Product: Part III

By Daren C. Falter

First, Do No Harm

Some products sold through direct sales today are ticking time bombs. Not because there’s any risk that the product will explode (although it has been known to happen on occasion), rather, the product has not been protected against bacterial outbreaks or other stabilization issues. No company likes processing that can affect the contents of the product. No one says, “I wish we could add more preservatives to this product.” No one in his or her right mind would go through the costly and tedious process of filtration or pasteurization if it could be somehow avoided without increasing risk. When you’re dealing with human lives, an ounce of prevention is definitely worth a pound of cure. In fact, it’s not even an option. If you’re marketing a product that is not protected in any way against the risk of bacterial outbreak or other dangers, you might be better off not going into business with that product. It’s only a matter of time before you have an outbreak on your hands, and that means instant death to your product brand and reputation. Don’t risk it. Find a safe and effective preservative and use it.

Beware of junk science

Like any good researcher, I enjoy reviewing any scientific study I can get my hands on. However, as of the publication date on this book, the network marketing industry is going through a junk science phase of epic proportions. Never in the history of direct sales have so many companies chosen to participate in, or allow their independent distributors to participate in, junk science wars.

Let’s first define junk science as it relates to the network marketing industry. When you’re attempting to market a nutritional product through direct sales in the twenty-first century, competition is fierce. Distributors are always seeking new technologies, tools, and information that will help them compete on a higher level. At the same time, with our employment crisis, many scientists who were trained to never violate the scientific code of integrity and objectivity are starting to compromise their standards to get work. It seems that many scientists today would rather eat than maintain any form of objectivity. Can you blame them? They’re just trying to survive like everyone else. If you have a few hundred thousand dollars and the right connections, you can hire a laboratory to conduct experiments on your product and on your competitor’s products to try to create a comparison that will make your product shine.

These scientists understand the age-old saying, “If you torture the numbers long enough, you can get them to say anything.”

If you don’t believe me, go to the Internet and review the various Web sites set up by network marketing corporations and their independent distributors. Try doing a Google images search for “ORAC charts.” If you scroll through just a few pages of these search results, you’ll find dozens and dozens of ORAC charts, most of them contradicting each other. ORAC is an acronym that means Oxygen Radical Absorption Capacity. It’s basically a scientific testing system designed to measure the nutritional value of a product and its ability to absorb free radicals.

As you take a closer look at these sites, you’ll find that they contain bar graphs and charts detailing studies done at some laboratory that no one has ever heard of— except for the company paying for the experiments. They’ll go on and on about how this laboratory is the most respected in the world. Then they’ll publish their findings, placing their new Product X at the tip top of the scale, while lining up the competition (Product Y and Product Z) at the bottom of the scale. Then, you can go to another Web site featuring the competition’s famous study and now you see Product Y at the top of the chart, totally eclipsing Product X and Z. Then repeat the process for Product Z. It’s ridiculous! Surprisingly, most of the network marketing wannabes will never even verify these numbers and will take them at face value because they’re either too unintelligent to verify the facts or, more likely, they don’t want to know the truth. They’d rather blindly accept someone else’s conclusion since it will help them sell more of their product and condemn their competitors. They take great confidence in their product by believing bogus research projects conducted by sell-out scientists. What a great way to select a product.

“Orac Schmorac”

As I’ve spent time researching the ORAC methodology for evaluating the antioxidant levels of foods and supplements, I’ve made some very interesting observations that are worth discussing. ORAC is an acronym that stands for Oxygen Radical Absorption Capacity. ORAC was developed that the National Institute on Aging in Bethesda, Maryland, as a method for measuring and comparing the antioxidant capacities of different foods. ORAC has been proven to be helpful in some ways, but confusing and deceptive in others. ORAC is not recognized as an approved method by the National Institute of Health.

The troubles with ORAC don’t originate from the methodology, or the science. Most everyone agrees that the ORAC values are helpful comparisons. The trouble is in the application and interpretation of these values. Here are some of the most common concerns:

What are we comparing? Many direct sales companies will publish ORAC scores, comparing their product’s score to their competitor’s scores without giving any critical details such as: what amount was being compared, are the products dosages exactly the same, and why is a higher score better?

Is bigger better? Though ORAC can clearly document various different ORAC scores and levels, no research has ever been conducted to correlate whether or not a higher ORAC score will promote better health. In fact, many scientist and doctors have commented that an ORAC score that is too high could prove dangerous. For example, one companies claim stated, “Our product has the ORAC equivalent of 13 fruits and vegetables in just two ounces of our juice”. Three different PhDs have attacked this claim stating that the human body was never designed to digest 13 servings of fruits and vegetables in one sitting. A substance with this kind of ORAC score may prove nutritious, and at the same time put tremendous strain and stress on the stomach, the endrocine system, the liver, the kidneys, and the bowels. The extreme highs and lows are not what you’re after. In ORAC, as in all things, balance is the key. In keeping with the same spirit of giving sound advice about the consumption of anything that might do damage in excess, be sure to drink/eat responsibly, when it comes to high ORAC foods and beverages.

Can you trust the numbers? If ORAC is ever going to gain any credibility in scientific circles, everyone using this methodology and publishing the results is going to have to get together on this. I’ve never seen such a wide range of discrepancies and inconsistencies in results as I’ve seen with ORAC. One rating on an Acai berry freeze dried powder many be 161,400 on one chart, 18,400 on another, and still 800,000 plus on another. The humorous part is, if you go to the company selling Mangosteen juice, Mangosteen has the highest ORAC of any superfood on the list. If you go to the Goji site, Goji is the hero. If you go to the Acia berry site, the Noni site, or the Pomegranate site, you guessed it. Just like I mentioned in the section on junk sciences, with ORAC, if you torture the numbers long enough, you can get them to say anything.

The bottom line is, be careful with ORAC. Though is fun to look at these scores and comparisons, ORCA is not standardized, it’s not credible, and even when it becomes such, it may not be telling you anything that is beneficial or applicable to human nutrition.

Numbers Don’t Lie

So at this point, you might be asking yourself, “Who can I believe”? This is an excellent question considering the fact that you’ll eventually have to trust somebody if you want to select a truly beneficial product and build a successful business. Here’s a foolproof method for determining if a company truly has a powerful and effective nutritional product line or if they’re just blowing smoke.

First, find out how long the company has been in business and attempt to acquire the annual sales figures for every year they’ve been in business. Obviously you’re looking for an upward trend, not a downward spiral. But you’re also looking to see significant sales. Substantial increases in sales indicate explosive growth in a product line. Small incremental improvements show that a company is hanging in there and could someday be a contender. A downward trend is a sure sign of trouble. Once you find a company with a substantial growth trend (maybe the company started out doing tens of millions in sales and is now doubling every year), then you want to look at retention rates. A company must be experiencing substantial reorder rates over years of marketing activity. The company should also have a very high customer and distributor retention level. Retention of customers and distributors is even more important than growth rates.

Next time someone tries to shove a study down your throat, demonstrating the superiority of their product over the leading competitors, ask them to produce some numbers. Ask them for growth rates, reorder rates, and retention rates. If they don’t have these numbers, they’re flying blind. They have no way of knowing how their product is doing in the marketplace, and they have demonstrated a certain level of incompetence. If they do produce numbers which aren’t impressive, then their study is meaningless. If their numbers are impressive, you should continue to research that company, verifying that the numbers they’re giving you can be validated. You should also start looking at the other criteria for selecting a top company. If the numbers are too impressive, be wary. They might be fabricating the numbers just to impress you.

By the way, all of the sales numbers you’re seeking can be found either through company reports and literature, or by consulting with top distributors associated with these companies. Don’t just accept numbers from one person. Verify these numbers with several top leaders who are in different legs of the company. Sometimes I get different numbers from every distributor I go to. This does not instill confidence. I get some of my most objective reports from distributors who are retired or on their way out of a company. If they don’t have an axe to grind with that company, these are usually the most honest and objective figures you can find. You can also talk to the many network marketing consultants available for hire. Believe me, it’s worth the money to get the real facts before joining.

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!

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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

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