MLM Lead Scandal, Part 2

In the last post we explored the advantages and disadvantages of using the so-called "warm market" as your exclusive lead source.

Although it's a very viable approach, many people find it limiting or undesirable, so they turn to what's typically called the "cold market" and do some type of advertising.

Placing ads in newspapers, magazines, online, on radio or TV is exciting because you get prospects coming to you. Of course the downside is that unlike the "warm market," these leads are not free.

The cost of advertising is prohibitive to many new distributors.

It's not just that the ads themselves are expensive. What drives the cost of advertising up is the fact that advertising is a trial-and-error process.

I'm a marketing professional and have created some incredibly responsive ads and direct mail pieces. But even at this point in my marketing career, I often have to go through 9 ad campaigns before I hit one that pulls really well.

That means placing 9 ads ... and PAYING for 9 ads that fail.

Lost money.

Negative cash flow.

... but oh, when you hit that one super-successful campaign, it more than makes up for the 9 losers!

The question is: "Do you have the financial resources to weather 9 losing campaigns?" For most people the answer is clear.

But wait there's more!

I get a great result from 10% of my campaigns. But you (if you're not educated in marketing) probably won't do that well.

Most people in MLM do one of 3 things:

1. Create an ad off the top of their head (disastrous)
2. Look at other ads in newspapers/magazines and create something similar (disastrous)
3. Use a "proven" ad from their company or upline (disastrous).

Wow! This is gonna be harder than you thought!

Yep, it is. And that's why people who are masters at writing ad copy make big bucks. I mean they make HUGE bucks (the really good ones). They can get away with charging tens of thousands of dollars because they're truly worth it ... and they're a rare commodity.

Are you that good?

If not, you can get the "pros" to advertise for you for pennies on the dollar. That will be our next topic in Part 3.