What Is a "Small Small-business," Exactly?
Thousands of "small small-businesses" ("SSBs") have used
SBI! to establish online enterprises... and/or to grow
existing offline ones (yes, offline!). They follow the
best-practices-based, step-by-step SBI! process, applying it
to their own particular business circumstances.
What is a "small small-business," exactly? It's the vast
majority of businesses today... and it's virtually ignored
and badly served on the Net today. Our main competitors, as
you saw in the chart above, focus on just getting a site up.
But the reality is that you don't exist if you don't have
Which is why virtually every kind of "small small-business"
is using SBI!. (Of course, I won't rest until every
*single* "small small-business" is using SBI!. But that's
another story!) ;-)
One thing we've noticed, though, as Theresa has meticulously
canvassed, surveyed and randomly reviewed users...
While every *kind* of SSB uses Site Build It!, they are not
all using it perfectly. Everyone "gets" the Action Guide.
And the Action Guide provides great strategies and ideas for
affiliates, and for people selling services -- two very big
market sectors for us.
But as we continue to add more and more functions to SBI!
(without any price increase), the kinds of "small
small-businesses" that benefit from SBI! grow and grow...
- 1-10 employee small-businesses or organizations --
offline in nature but who need to develop a solid Web
presence, generate some targeted traffic, and build loyalty
through a newsletter for customers. For example...
- landscaping company -- get the jump on competitors
- specialty retailer -- build a devoted clientele
- themed restaurant -- run "Net specials of the week"
- local manufacturer -- attract and support customers.
- Service businesses -- building a client base, whether
clients are local (ex., magician for house parties) or
global (ex., JAVA programmer)
- SOHOs & NOHOs -- running real businesses from home. For
example, the stay-at-home spouse or retired person (or even
teenager!) who is, or who could be, converting knowledge or
a skill set into a strong, second-income, work-from-home
- Reps/Network Marketers -- who represent great products
and companies, and who want targeted, warm, incoming
leads... people who will buy and build with them. How? By
providing high-value, relevant content, not a "sales pitch."
- Affiliates -- who can earn thousands of dollars per
month, yet not even have a product of their own.
- Those who already have e-commerce sites -- who need
targeted traffic... motivated, interested buyers.
- People who want to sell e-goods -- e-books, e-photos,
anything that can be digitized. (Watch the e-photo sales
- Web professionals -- who, too, can use SBI! to boost
productivity by 1000%.
No matter what your business is, or what it is you are
hoping to accomplish online (whether you want to earn
affiliate income, drive traffic to a Yahoo! store, or sell
your services online), SBI!'s total integrated solution
allows you to build a Web business that pulls in targeted,
willing-to-buy traffic in numbers that far exceed anything
beyond even my expectations!
And that's a good thing! :-)
As I said, though, certain of the above sectors have not
adapted the use of SBI! for *optimal* results. So, in the
coming weeks, we'll be adding sector-specific "Help &
Strategies", and then add this material to
the TNT HQ at Site Central.
For example, next week we'll talk about local businesses
with local clientele. At first glance, you might think that
they wouldn't have much use for the Net. But this will be a
*huge* growing trend. So we want to make sure, if this
applies to *you,* that you get the most out of it.
However, let's stick with the here and now and get going
with this week's sector...
Network Marketing -MLM-sale - Also Called Multi-Level Marketing.
Network Marketing MLM-sale is not "pyramids," which are
strictly illegal. Network Marketing is a
viable business model that generates
significant income for millions of people
worldwide. However, it tends to attract more
than its share of get-rich-quick artists. So
pick your company carefully and seriously.
It's been interesting watching the Network Marketing –MLM-sale
industry try to figure out the Net. You'd think that if any
industry could figure out the networking power of the Net
fast, it would be this one.
Yes, most Network Marketing - MLM-sales companies and their associates
did recognize the potential offered by the Net (many
predicted it would serve as the ultimate recruitment tool).
But they have, in large part, been unsuccessful in generating
results of any kind -- either as sales, or as leads.
What Is Going Wrong?
No blame being designated to anyone below, of
course. Network Marketing has long been an
offline venture, and the move to the online
world has been a completely new experience.
MLM-sale companies are not providing their associates with the
ability to speak with a "unique" voice (the key to any
success on the Net). Actually, they suppress that voice due
to legal concerns -- valid concerns, I might add.
Network Marketing MLM-sales corporations are not providing their reps
with the correct tools and strategies to attract and win new
leads and/or sales on the Net. For example...
- They may provide "cookie cutter" Web sites -- each one
identical to a million others. Big deal, there's nothing
special about each one and the Search Engines ignore them
all, compressing identical content out of existence.
- They may provide online stores in their name. Great
idea, but if it ends there, is it much better than just
filling in a form and faxing it?
- Some even provide a small number of trained Webmasters
who will build a site and maintain it for thousands of
dollars per year. What's the natural instinct of the
high-rollers who can afford it? Duplicate the site and give
it to their downline. Result? Instant death as the engines
kick you out for spamming them with identical content.
And, of course, there are hundreds of scammy lead-selling
companies that sell the same lists of a million leads "for
your downline." Hello? Think about that one. These don't
even deserve a second thought, yet they prey on the weak
with remarkable success -- but only the lead-selling
companies make money.
And then there are government issues for Network Marketers
MLM-sales people to worry about... what you can say and what you can't say.
In the end, Network Marketers, MLM-sales people/Reps/Distributors are on their
own when it comes to driving traffic to their Web sites, and
if they do, little comes from it. Most of these sites are
little more than a blatant sales pitch -- a page that sells
the opportunity and the products, and a page that asks for a
name, an address, and a phone number.
Unfortunately, there's nothing online that annoys surfers
more than a blatant sales pitch, especially if it turns out
to be an "MLM opportunity." There is a widespread bias
against this distribution model, so the approach needs to be
a patient, quality build-a-pipeline, one...
.... not a get-rick-quick one.
Site Build It! provides the ultimate solution for all these
problems. The answer is so, so obvious it almost hurts.
But we have yet to see a single Network Marketer use SBI! in
the way I am about to suggest (although a couple come very
close -- if you have a Network Marketing, MLM-sales site using the
approach that I outline below), please let us know. I'll be
glad to feature you as a follow-up to this article.
Before talking about the perfect *online* solution, let's talk
about who succeeds in Network Marketing, MLM-sale *offline*...
They are extroverted, ebullient people who can approach
others easily and naturally introduce them to the
opportunities offered by their respective businesses.
These folks build large personal networks -- they execute
what is called the "30 foot rule" effortlessly.
What Is The "30 Foot Rule?"
Anyone within 30 feet is a potential prospect! They
approach people in bank lines, talk to their seatmates in
airplanes, play golf as singles... they network like mad.
And more power to them, because they've made it work and
built their own successful businesses.
Unfortunately, most people can barely approach their own
small network of friends and family... what's called the
"warm circle of contacts." They can barely gather enough
courage to approach their "warm circle" let alone that "30
foot circle of strangers." And that's a critical reason why
The key, of course, to building significant revenues in
Network Marketing is to build your "downline" and to make
*Sales* + *Downline* = *Significant* residual income
So the ambitious extrovert succeeds. But the vast majority
fail, for a variety of reasons... fear, lack of opportunity,
shyness, etc. For example...
A stay-at-home spouse is immediately at a disadvantage -- no
opportunity to network. And so is any individual who is a)
shy by nature, or b) finds "hard-selling" crass or offensive
(despite real passion for a company's products).
The Internet, though, provides the opportunity to change all
that, to turn the tables completely around.
The stay-at-home spouse can now have a world-wide circle of
And the shy, soft spoken one? She can speak with a booming
Imagine the scenario where you did not have to tap on
someone's shoulder at an airport? Imagine, instead, that
strangers from around the world tapped on *your* shoulder,
thanking you for great info and calling you or e-mailing you
5, 10, 20 leads per day like that. Perfectly do-able. And
best of all... they are calling *you.*
When folks call you, the dynamics are completely reversed.
You're the expert. You're the person who shares
information. And *they* are the ones who initiated contact.
That's better than the best "diamond" can do... and the
extroverted personality probably does not have the patience
to build what you can do, with Site Build It! and the Web.
But it has to be done right. Here's how...
SBI!'s approach is perfect for a Network Marketer. For
example, let's say that you're a 55 year old male with a
prostate problem, and you've just joined Mellaleuca (a
solidly run company). You've read a lot about prostatism.
Build a terrific site with a theme related to this. Fill it
with Keyword-Focused Content Pages (KFCPs) that SBI!'s
Brainstormer will not only suggest, but will also identify
as most profitable.
You'll attract targeted free traffic from the SEs -- your
own pre-qualified leads who come to you, not the other way
The content credentializes you as a sharing, generous
expert, by OVERdelivering quality information in response to
a SE query, about a problem that concerns your visitor.
What do you do now?
Get them to fill out a form for your free CD-ROM?
Send them with a link over to your online store to buy your
Get them to sign up for your Mellaleuca business opportunity?
No, no, and no. All fatal.
Just as you were developing a warm and trusting connection,
you ruined it all. For example, "regular" people don't have
CD-ROMs to offer. And despite the "warm and fuzzy"
feelings, your visitor is not ready to join a Network
Marketing, MLM-sales biz-opportunity. It all ends up "smelling" like a pitch.
Here Are Some More *Do Nots*...
Do not duplicate pages already provided by your company.
The kiss of death. Adapt some of the content, if you like.
But don't use it verbatim.
Do not even mention the company you represent or the
products that you will try to sell... do this later, once
the person contacts you. Two reasons to delay...
- It's too soon -- blatantly selling "MLM" products or
recruiting your downline in an aggressive fashion does not
work on Net, and it won't work with SBI! either, even with
all that traffic. It's just too soon to go for the sale.
- You'll stay out of trouble with both your company and
the government. Your company must live by all sorts of
government regulations and can't allow you to make all
sorts of claims. And the government won't allow you to do
the same. So don't.
What Do You Do Instead?
What do you do once you have someone on your site, reading your content, building
some trust and interest in you?
Be Patient. Build a Pipeline...
- Encourage folks to call or e-mail you if they have any
questions. You'd be glad to answer them.
- Naturally, build trust through the publication of a
high quality newsletter. And again, in your newsletter,
invite them to call or e-mail if they have questions.
My daughter, Nori, gets 4-5 e-mails per day to her site and
we don't even encourage e-mails or contacting us. They have
all kinds of questions (most popular one is "other good
cheap restaurants"). This is already happening even though
Nori has not had the time to build a ton of content at her
And that's just Nori. So many SBI! sites, as you saw above,
generate amazing traffic. But *you,* as a Network Marketer, MLM-sales person
have a far simpler job. *Don't sell.* Just PREsell and
make your "Most Wanted Response" very simple...
Imagine what you could do if you built just one page per
day? In 2-3 months, you'd have at least 5 warm leads
contacting you. These are not "leads" sold by a
lead-selling company. These are real human beings who
appreciate your content, who like you, and who want to know
more. From there, you'd go to 10, 20, leads... every day...
Real People, Very Interested In What You Are Saying.
What More Could any Network Marketer Want?
Remember, Network Marketing, MLM-sale has a bad image that you must
overcome. So a Web site is just too early, too cold, to
overcome that bias. You must convert the cold, digital
contact of a Web site to a warmer one... e-mail or even
Convert an online contact into a warmer one. Slowly and
gently, use your company's training to introduce your
visitors to the products (and/or the opportunity, depending
on your goals), as they come to trust and know you.
I know I'm wasting my time here, with the get-rick-quick folk, of whom I hope there is no one reading this. This approach will work, but like anything in business, it takes some work -- but once the pipeline starts to pour, it will be a steady producer for you.
And your "diamond" upline will start to wonder what's happening to you.
You don't have to tell her, of course! But *do* share with your downline. Teaching them to use SBI! as well as you do, on themes of their choice, can only increase your income dramatically.
Talk about "Win-Win-Win-Win"...
"Win" for you
"Win" for your downline
"Win" for your company
.... and of course, we're glad to participate! :-)
Let's switch from prostate to heart (two of my favourite
organs, I guess!)...
Suppose your company sells a complete line of powerful and
innovative anti-oxidant blends which have been proven to aid
in the fight against heart disease. Instead of talking
directly about the product itself, search out keyword niches
in the "heart disease" theme, and do your best to present
your visitor with a complete discussion of the "heart
disease" issue, OVER-delivering on quality information.
Within your content pages, you will discuss both
conventional and alternative remedies, and ultimately, even
what you are taking that has made a big difference in your
life (I trust you don't push stuff that does not work!).
Now, here's how to ruin it...
End your article with a direct link to your "cookie-cutter"
recruitment or sales site. That will leave 99% of visitors
with a bad taste in their mouths...
"Oh, that's what this is about... a pitch!
Nope... Instead, "Make Haste Slowly."
Write great articles, and publish a fantastic e-zine. Build trust and credibility.
That *must* be your #1 priority.
Take your time to get the build going. And don't worry, you will get the opportunity
to introduce your visitors and subscribers to the opportunities your company offers...
.... When the time is right.
.... When *they* call *you.*
Rush things, "pitch" your visitors before you establish your
credibility, and you can bid farewell to 99.9% to them.
So do it right...
And your visitors will come knocking on your door.
Isn't that a lot better (and easier and less nerve-racking) than
having to go knocking on their doors?
And, naturally, once you've developed and perfected the
above formula, share it with the downline that you've built.
*Do not allow them to copy what you've done.* You'll only
ruin your site's performance at the engines.
But do use one of Network Marketing's most important
Replicate your knowledge.
Teach Your Downline To Use SBI! As Well As You Do.
But encourage them to pick a niche, a theme, that turns *them*
on *and* that relates to a part of your company's product
Like I said, if you accomplish this, you'll have a true... *Win-Win-Win-Win* on your hands. :-)
>> **Building Offline Buzz**
The Buzz is building! We can hear it from here!
All SBI!'ers can earn 25% commission fees...
AND a 25% rebate...
AND (for SBI'ers ONLY) a $50 EXTRA ***BUZZ BONUS***.
Just buzz. Spread the word on Site Build It! OFFline! Who
better to benefit from SBI! by spreading the word than YOU,
who knows the amazing power and ease of SBI! best!
Read more about BUZZ in the TNT HQ...
If you're not already a 5 Pillar Affiliate, join the Club...
....... and build the buzz! :-)
Written by Ken Evoy, M.D.,