Here are a few openers reps gave us in class. No results so far, they reported.
"Would you like to know about the dangers of EMFs?"
"My Arbonne products are just amazing! Can I show them to you?"
"I have just found this unbelievable Enfuselle, and you really must try it!"
Anyone going, "Oh wow, I'd like to hear more!" yet?
Other people do not care about our the names of our company, our products, or our fancy scientific techno-babble. They want to hear words spoken in a human voice. That does not include techno-babble.
Here are some categories of technobabble reps use on their prospects.
1. The name of your company. They've maybe heard of Google.
2. The name of any product. Coke yes. Your product, no.
3. The abbreviations for any name of any condition or elements, e.g. EMFs.
4. Names of diseases e.g. fibromyalgia, cancer (plus you risk making medical claims, a big no-no.)
5. Scientific babble, e.g. "patented scientifically proven nutraceuticals."
You may think this stuff is impressive, but no one outside your company does. What matters to others is an authentic story from you about how the product has affected your life, spoken in a human voice, without boasts.
The chairman of one of the world's top ten advertising agencies says here's what to do to create advertising and promotion that works:
"You always have to put yourself in the shoes of the consumer. It's not what we think, it's what the consumer thinks."
Add to that, "It's not what WE say about a product, it's what the consumer says about it."
What consumer would go to GNC and ask, "Do you have any patented, scientifically proven nutraceuticals?" You get the idea.
What would you say about your product if you were talking to a 13 year old, or to your favorite aunt or grandmother? What would you say at the kitchen table if you were not selling, but just telling?
Kim Klaver is Harvard & Stanford educated. Her 20 years experience in network marketing have resulted in a popular blog, KimKlaverBlogs.com, a podcast, YourGreatThing.com and a giant resource site, BananaMarketing.com |
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