Social network marketing: Teach what you know, show what you do

NOTE — This is the eighth post in a series on social network marketing. Previous posts can be found here.

When someone joins your business through social network marketing, they’re going to want to use the same method to attract more people. So, you need to be ready to show them exactly how to do it.

In other words, you need to show them a simple system that they can use. Moreover, you need an easy way to teach them how to use it. They need to understand what you do and recognize that they can do it, too.

Network marketing expert trainer Tom “Big Al” Schreiter likes to point out that anyone who gets a new job receives training on what to do. Network marketers need skills to succeed, he says.

That concept is even more important in social network marketing. Your system needs to cut through all the hoopla on the internet. Those who join you need a “step-by-step” guide, a recipe of sorts.

The recipe
Creative Commons License photo credit: Bill HR

A key component of that system has to be a non-confrontational way to meet new people. The easiest way to accomplish this is something that potential prospects can look at without pressure.

One of my mentors told me about an article written by Gary Bencivenga in his “Bencivenga Bullets” newsletter. Bencivenga talks about “The Secret of the Monkey’s Fist” based on a story told by legendary salesman Frank Bettger.

Bettger tells of seeing the huge ropes used to ties ships to docks. Knowing that noone could pull such a rope he watched as a ship docked to see how it was done.

Kmtc Jakarta at singapore
Creative Commons License photo credit: wirralwater

Turns out a crewman on the ship first throws an iron ball called a “monkey’s fist” to the longshoreman on the pier. A small rope attached to the ball is then pulled over. That rope is attached to the larger rope which is used to secure the ship to the dock.

Just as the big rope was too big to throw at first, marketers cannot immediately convince cold prospects to make a purchase. The process has to be broken down into small steps that make it easy to say, “Yes,” Bencivenga says.

Your social network marketing system should include such a step. One good option is to give away something of value, something that potential prospects can use to make their lives better.

That gift can be a vital part of your relationship-building efforts. It can help your prospects first see how you’re willing to help them, then understand how easy it is to build a business based on such support.

Steve DeVane