Prospects don't think like you do. If they did, they wouldn't be prospects--they would have already joined. Since you don't think the same way your prospects do, let's make sure that you make offers that appeal to your prospects--not to you.

A Test

I send out a free weekly newsletter ("Big Al's Recruiting Newsletter") to almost 50,000 subscribers. Most issues include the following sections:

1. A great prospecting tip;
2. "Worthless sponsor" jokes;
3. Four great headlines or first sentences to use while prospecting;
4. The "Fat Boy's Report" (a paragraph on my weight-loss efforts);
5. Resources;
6. "Where are we?" (guess where we are in this photo);
7. My seminar and workshop schedule.

Now, I know exactly which section is my favorite; but my subscribers overwhelmingly have a favorite section they go to first. Can you guess which section is their favorite? Go ahead, take a guess....

Want a hint? What do most people talk about? Other people. People are interested in other people's lives; that's why soap operas are popular, tabloids sell millions of copies, and gossip is so much fun.

I started getting e-mails from readers telling me how I could start losing more weight. They enjoyed reading about my weight-loss struggles in the "Fat Boy's Report." Soon, practically all of my e-mails were comments about the "Fat Boy's Report."

Attendees at my live workshops started coming up to me to comment on how much they enjoyed reading the "Fat Boy's Report." Then they would give me fudge, candy bars, and ice cream. (Yes, ice cream. In Oxnard, California, one lady gave me a whole pint of Ben & Jerry's ice cream 20 minutes before the meeting. There was no place to store it, so I had to eat the entire pint before my workshop started.)

I checked the log files on our server. Sure enough: the "Fat Boy's Report" was the clear winner. In fact, subscribers told me that they were scrolling down to the bottom of the newsletter to read the "Fat Boy's Report" first.

 

What's Wrong Here?

My favorite section is the terrific prospecting tips I share each week. These tips will actually make the readers more successful in their businesses. Yet my readers are ignoring all this great money-making information and scrolling down to read the "Fat Boy's Report" first. Ouch.

My subscribers certainly don't think like I do. But who is the newsletter for? My subscribers. So I have to learn to accept that others think and are motivated differently.

 

Which Section Came in #2?

I've already given you a hint. Guess which is the second most popular section of my newsletter. Don't peek below--first, give it your best guess.

... (pause) ...

Okay, let's see what you picked.

A great prospecting tip? No, that's still my favorite section, but not for the readers. "Worthless sponsor" jokes? No. They are certainly funny and people do enjoy them, but it's not my readers' second favorite section. Four great headlines or first sentences to use while prospecting? Wow! This is really a great help for my readers to build their business--but it's not my readers' second favorite section. Resources? This is a great section, but didn't rank very high at all. My seminar and workshop schedule? Nope: this is routinely ignored by tens of thousands of readers. "Where are we? (guess where we are in this photo)"?

Well ... if you picked this last one, you guessed it: "Where are we?" is the second-most popular section of my newsletter.

Why do you think this section is so popular? This section is about people. People are interested in other people. It's human nature. Is there a lesson here? You bet there is.

 

Make Your Offers and Presentations About People--Not About Facts

This is a huge lesson to use in your business; it should change how you present your opportunity, your service, or your products. Want some examples? Here: which presentation do you find more interesting and effective?

 

A) Our opportunity provides you with built-in tax advantages that can reduce your effective tax rate from 31% to 28%.

B) Let me tell you about the lady from Fairfield, Vermont who now earns an extra $350 a week and gets to stay home with her children.

 

Hmmm. Not too tough a choice, is it? Most people want to hear about the lady from Fairfield. Guess what? They're the same information, just explained differently.

 

A) Our "Super Product" has 15 more milligrams of Omega Fatty Acids than the store brand at Wal-Mart.

B) Let me tell you how Michelle lost two inches off her waistline by taking our "Super Product" for only three days.

 

Okay, this one isn't very hard either. We want to know more about Michelle.

 

A) Our long distance calling card can be used anywhere in the world, and it is easy to make calls.

B) Thank goodness John and Mary had our long distance calling card! When their daughter failed to get on that flight from Portland ....

 

If your prospects aren't listening, maybe you might want to change what you're talking about. Don't blame the prospects. Blame the person giving the presentation.

People are interested in people. Make your offers and presentations all about people, and prospects will listen.

 

 

 

TOM SCHREITER writes Fortune Now (www.fortunenow.com), an online newsletter for network
marketing leaders.