The InterNETwork Marketing Movement and the practice of Attraction Marketing

In my early days on the internet…

…I came across Ken Evoy (Mr Over-Delivery), a truly master internet practitioner. Ken was very clear as to what was needed to succeed when marketing with websites. He preaches building multiple streams of income… diversify to maximize income, growth and stability.

Most small businesses think of themselves as "being" only one monetization model... they sell hard goods (or e-goods) or they display Google AdSense ads or they offer professional services or they are affiliates, or-or-or. Instead, think "and-and-and."

He highlights three main things that need to be put in place:

1. The over-delivery of high value help and information… web content.

2. The establishment of a loyal body of readers who grow to know, like and trust due to the high value help and information they receive.

3. Attracted to the provision of high value information these loyal list of followers become receptive to the introduction of monetization.

For Ken it’s always been about C-T-P-M …and in strict order

Why? Because C >T>P is the motor that drives "M”

C - Content - create in-demand content.

Web users search for information, for solutions.

They are not looking for you - they don't know you (yet!). They seek what you know. Give it to them. Convert your knowledge into in-demand Content.

To succeed online, start where they start - at "the search"

T - Traffic – attract targeted traffic.

Your topical content ranks high at the Search Engines (ex., Google, Yahoo! MSN), attracting free, targeted (i.e., interested), open-to-you visitors. Basically, these future customers "meet you" at your site. These visitors are known as "Traffic.

P - Pre-sell – pre-sell those visitors.

Complete strangers develop trust and confidence in you. Why? You "PREsell" by OVERdelivering what they seek... relevant, original, information.

Deliver it in your own voice, in your own way. Go beyond merely instilling confidence... your visitors will like you. Be aware: Immediate "selling" on Web sites is ineffective unless you have a brand like Amazon, Walmart, or Tesco.

M - Monetization – monetize that pre-sold traffic.

Convert warm, willing-to-buy ("PREsold") visitors into income - Called "Monetizing". This is the easy part. But "M" cannot happen if you fail to first execute C >T>P. This is where 99% of small businesses fail.

When Ken was doing his due diligence, he looked closely at the MLM Industry,

And because of its unattractive customs and practices, Ken decided it was not for him. Although, he did remark that if worked correctly MLM and the Internet were made for each other. Ken has since developed a highly successful and respected business that builds high residual income without using MLM.

Ken’s views are not at all surprising considering over the years offline master marketers like Napoleon Hill, Peter Finch, Dale Carnegie, David Ogilvy, Claude Hopkins, and others, have made fortunes by being attractive to their customers/ visitors/ browsers/ potential buyers.

For decades the MLM Industry blatantly ignored the wisdom of the masters. Then eventually, advanced technologies and the sheer power and convenience of the internet allowed the MLM industry to gain sanity. It just needed someone to step forward and set out new custom and practice… based on earning the right to sell something to someone. And that’s precisely what’s happened recently.

2005 through 2008

Two major MLM figures, Mike Dillard and Ann Sieg, published business manuals, and ran mentoring programs, setting out the custom and practice, marketing methods, tips and tricks that led to their quite recent roaring success. Attraction Marketing was at the core of their success and their teaching.

For both, cracking the "new code” was a process. Neither woke up one morning with the solution clearly formed and ready for print. Although, for the most part, they moved in different circles - they did tread the same path on occasion.

But what they did do was to look outside the box. They both looked outside the world of MLM as it was practiced over the years. In doing this they realised that MLM and Internet Marketing could – indeed should – be married together as part of a new formula for practicing MLM. They gradually introduced this formula to their respective organisations, refining and tweaking towards their outstanding business success.

They were building organisations that were very comfortable with the new custom and practice. The new marketing approach meant that practitioners no longer needed to use the hard sell. This new professional way meant that they behaved as consultants... first and foremost helping, informing, and guiding potential customers and downlines to a solution rather than trying to force an outcome.

Over the years the MLM industry has taught and pursued the building of downline organisations. But so few practitioners seem able to succeed to any meaningful degree. To counter this weakness, Joint ventures are advocated.

Customers, Downlines, and Joint Venture Partners are taking to this new approach… BIG TIME.

So no surprise, when in 2008 Ken Evoy and Ann Sieg joint ventured to author a program teaching Attraction Marketing as it relates to MLM. At this time Ken coined the phrase “interNETwork marketing”.

Very descriptive, don’t you think?

These three Internet marketing masters (Ken, Mike and Ann) got the attention of the MLM Industry to such an extent that attraction marketing along with a change of custom and practice are fast becoming the accepted new, 21st Century, model for operating MLM businesses.

Consequently

Resulting from this pioneering work, MLM veterans Mike Klingler and McKay Earl established high value programs of their own teaching Attraction Marketing.

The 90-Day Marketer">McKay Earl has worked with Ann Sieg for years and was her top-selling affiliate, so he clearly understands The Renegade System and how to implement the concepts.

Mike Klingler set up a superbly comprehensive university to teach MLM based on the “new way” being established by Dillard, Sieg, and Evoy..

Following the principle of over-delivery these pioneering programs are of the highest standard of education and mentoring. In no time at all, by the end of 2008 many students and followers of Ken, Mike and Ann published their own outstanding programs… further adding to the library of MLM Attraction Marketing.

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Attraction Marketing

Being irresistibly attractive

Becoming irresistibly attractive is much much easier, once you take the dollar sign off your forehead and start concentrating on the people you serve.

Attraction marketing is the most natural and pleasurable way to grow a business. You need to implement solid business systems to support your efforts. But it is worth the trouble.

You will be amazed how many great buyers you will ATTRACT to do business with you — and only with you. It is difficult to resist someone who offers so much value. Even people who will never become buyers themselves will send you referrals!

Traditionally, MLMers have chased and pestered people for sales.

However, Attraction Marketing says the right to present a product or service has to be earned. Put it another way. If you’re going to sell something to someone, you’ve got to find a way to get invited into their world as a welcomed guest, instead of a pest.

People dislike being sold to

and they don’t like selling to others. They are sick and tired of all those advertising, prospecting and objection-handling techniques. And friends and family probably suffer more than most.

The hard sell

Traditional MLM involves prospecting, cold calling or advertising to find leads. Leads then get qualified usually based on people’s urgency to buy and their ability to pay for whatever is being sold. A presentation is done to demonstrate the superiority of the product or service for sale. To convince prospects to buy, prepared scripts are learned for overcoming objections. Inevitably, prospects resist selling. So salespeople are trained to be even more persistent and to push harder. Sadly, the harder the sell, the more people resist it …

People like to buy!

Interestingly, even those people who hate to be sold, don’t mind buying. Actually, more and more people like to buy if the shopping experience is fun and pleasurable. Information seekers and those ready to buy a solution are attracted to websites that give the appearance of at least trying to supply an answer to their problem. It gives the feeling of honesty which likely leads to trust. And trust is what all marketers crave. If you like, “trust is money”!

Be aware, if visitors don’t buy today, but have a pleasurable experience, they will likely feel so attracted to the website that they will return.

There is power in the "willingess" to serve others. In fact, the willingness is more powerful than the actual giving of value! Whether you're referring to an offer in an email, a blog post, or wherever it may be, you want to do more than just tell people about it… share what YOU are willing to offer along with it.

Adding value as you share a product or resource can be as simple as assisting purchasers with Squidoo, setting up a blog, or any of the other steps you’re competent to talk about. It may mean you offering to work with them in a partnership. It can be anything. The mere gesture is powerful. It's valuable to people to see someone is willing to offer something of themselves… this makes you that much more attractive as a person to buy from and do business with in general.

By sharing this and other resources in such a way, you'll attract customers, clients, downline and partners abundantly.

If you're new, give it a try with your best intentions forward. That's really all it requires. It's all about intention... concentrating on the people you serve.

It is not about being handsome, although it helps tremendously to have a good hair cut and tastefully selected clothes. On the Internet, an attractively designed web site and carefully formatted e-mail go a long way. It is your attitude towards others that makes you attractive. It is your cheerful and upbeat personality — BEING the type of person someone would want to do business with. It is not only about being very good at what you do, but also about being a giver — rather than a taker.

Attraction marketing is the most natural and pleasurable way to grow a business

No pestering friends and family.

No buying leads. You’ll generate your own leads – they are by far the best, the most effective.

You need to implement solid business systems to support your efforts. But it is worth the trouble.

And for those that need it, comprehensive, high value help, training and support are readily available… most at very reasonable cost, or free!

You will be amazed how many great buyers you will ATTRACT to do business with you — and only with you. It is difficult to resist someone who offers so much value. Even people who will never become buyers themselves will send you referrals!

I too am a member of this growing 21st Century Movement, and I write more about it in other articles.

About the Author:

A business owner for some 40 years. Marketing with websites since 1998. Small business mentor. A practising member of The 21st Century InterNetwork Marketing Movement.

Skype: bostock.john

Ken coined the phrase “interNETwork marketing”