Let us give you our acid test for a network marketing web site and see
how your site stacks up.
1. Does your headline grab the prospect's attention so they want to read the copy?
2. Does the headline propose a problem and your copy a solution?
3. Do you have power words in your headline and ad copy?
Most home business owners today have a corporate web site; in other
words, the web site is standard issue offered by your company to
every rep who comes in the door. In our discussion today, we will
share with you why we believe corporate web sites are NOT where
you want to send your prospects until you are ready to sign them up.
First, corporate web sites attempt to be all inclusive, to
anticipate every single question and provide the answers about your
company, your product(s), and your business opportunity. So with
all of that done by that web site, I have two questions for you:
1) How many hundreds of people went to your site and bought your product, services, or enrolled as a new rep?
2) If you have not had hundreds of customers or reps sign up off your site, why isn't it working for you?
First of all, it's not your fault. These standard-issue web sites overall,
flat out do not work. The only reason you have a site is because
everyone, including your upline, told you it was absolutely necessary. It
is necessary to sign up reps and order products or services, but it is not
where you send prospective customers or potential prospects for reps.
In all our years in direct sales and network marketing, only one person
ever went to our web sites and "signed up" as a rep. That rep went to
one meeting and then disappeared off the face of the earth, never getting
one customer.
Why did this happen? The best answer we can give you is that when
you become "involved" in direct sales or network marketing, most people
don't have a clue as to what it takes to get hundreds of people to take action
and start a business. So a lot of us think that the snazzy corporate type web
site has to be the answer. We think that if we hand out enough business cards
and flyers with our web address on it or advertise the web site, the prospect
will automatically go to the site, swoon, buy product, and/or probably sign up.
Well, let's look at this scenario a little closer and look at what really happens.
One, a warm market prospect goes to the typical corporate site, gets enough
information to make a decision and they decide not to decide or just say no.
If a cold market prospect goes to your web site, how in the world do you know how
to contact them and follow up? With these corporate sites, a vast majority of
visitors just don't connect with what was on the web page and close it out.
This is why you need a website that positions you, not your company. You need
a web site that presents the problem that the consumer is trying to solve and
that you are an expert in fixing the prospect's problem. So you have to know what
is there about your present web site that accomplishes this vital function?
You need to build a simple website that will sort through the tire kickers and
deliver hot prospects that have a true need, want, and desire for what you have
to offer without giving up the keys to what you have cooking.
You only get one chance to suck your prospect into your web site
like a Hoover Vacuum Cleaner. If you do the job right, they will
request information from you. And then congratulations, you have
begun the process of positioning as well as the Art and Science
of Marketing. From this point on, you will lead the prospect from the
beginning of the sales process all the way through to the close.
You don't have to write brilliant ad copy, fabulous headlines, or
have a product that a person couldn't live without, like oxygen.
However, you do need to know the basic elements of what
does and doesn't belong on a site, use power words to move your
prospect to action, master the use of search engines, and have
your entire campaign mesh from top to bottom. When building your
web site, you will not mention your company or their products by name.
That will eliminate any compliance problems.
However, before you attempt creating your own web site, there are
some things that have to happen first. One, you have to have a
proven skill set where you can prospect and close cold, targeted
leads. Once you have built up your bank account and have proven
scripts, then branch out to using a web site.
Second, you must be well versed in the use of Search Engines and
advertising on the web, whether it is Pay Per Click Advertising or
Organic Advertising.
Third, you must have money in your war chest to advertise on the web.
Remember, just because someone clicks on your ad (which costs you
money), does not mean that you will have a sale. You can rack up
several hundreds of dollars in debt just to get one sale until you
learn what attracts people to your site and you get them closed.
Four, you are not trying to get a web site visitor to buy anything
on your web site. You just want them to request more information
so you can begin the sales process. Expecting someone to come to
your web site and just buy something is totally unrealistic. You are
competing with the prospects' attention so they do not go to a retail
store looking for something similar. We live in an instant gratification
society.
Five, your ad copy on the site, on search engines, your prospecting script,
your briefing, and your closing scripts must perfectly mesh together. If you
confuse your prospects anywhere along the way to the close, the prospect
won't buy what you have, let alone sign up to be a rep.
So, take it from those who have been where you are at, and don't let the
wheels will fall off your wagon.
Showing Others The Road to Success,
Nancy Dewitz & Bob Listerman
941-322-8351 & 610-444-5295
Co-Founders, Promarketers
