classes. “Oh, I’m a wellness consultant. I market unique, patented
nutraceuticals.”
Or, “I have my own home-based business, and I educate people
on how they can protect and build their immune systems with gly-
conutritionals. These are the same nutrients as in mothers’ breast
milk, but we don’t get them so now we have autoimmune diseases
on the rise and.. .”
Or, “I do ABC Company, the greatest company in the history
of the world.”
What normal consumer would have the vaguest idea of what
these three people are talking about? And why would they care?
Their words are total jargon and technobabble—to the listener. Re-
member, you’re talking to a normal consumer person—someone
who has not learned any of the jargon you had to learn when you
signed up. Were you saying any words like those above before you
got trained by your company? Would you respond to someone who
spoke to you this way if you asked them what they did? Would you
really want to find out more?- Hype. There are three kinds: promises, chest-beating, and screaming.
Promises. Those are the usual promises about something good
about to happen to the prospect in the future. For example, you
will lose weight with this product. You’ll get rid of X with this
product. This will save you money...
Question 1: Can you really predict the future for someone
else?
Question 2: Who else makes these promises about their
products? Hmm. So, how will you distinguish yourself if you
sound just like everyone else they hear?
Chest-beating. “This is the most wonderful, the greatest, the
most fine and fabulous product out there.” These comments,
when made by a seller, are suspect, are they not? Do youbelieve
everything advertisers tell you on TV, radio, Internet, or news-
papers? Claims made by people who sell stuff are suspect, aren’t
they? It’s not about truth, but perception. If the seller is saying
it, can it really all be believed? Respect your audience. They’re
just as smart as you. Why expect to influence someone else with
words that you wouldn’t believe yourself, if you heard them
from another seller?
Screaming. Overstating and exaggerations. For example, “Earn
$3,000 to $5,000 per month!! Easy!! We do the selling for
you!!” This is the BEST BAR NONE weight loss product ever108 THE ULTIMATE GUIDE TO NETWORK MARKETING