My son, Alex, is just so super perceptive, he picked up this cool prospecting technique for home businesses really fast.

In the car yesterday, I was telling him about the second part of our Avant company ‘vibe’ call, which I hosted on Thursday, and outlined a behavioural psychology technique called ‘laddering’ that you can use in your conversations with your business leads – it works really well as a prospecting technique for home businesses.

Essentially, laddering is when you asks open questions about why someone likes or is interested in X, Y or Z – e.g. a particular brand of jeans, coffee, music etc. but also something like starting a home based business. For instance, from their first answer, you drill down and ask: “What’s the benefit to them?” … “Why is that important to them?” and so on.

And what you find is that ultimately these answers are a ladder to someone’s ultimate emotional end benefit, which has nothing to do with logic and everything to do with self-esteem – what makes them feel good about themselves.

It’s basic behavioural psychology that you can use as a prospecting technique for home businesses.

A person’s decision to buy something, start something always boils down to one or two categories:

1. healthy narcissm
2. love/appeal
3. nurturing others
4. giving back to society.

When you understand these deeper triggers, you can design your advertising and marketing around these messages and be very targeted about who your ideal customers are. Certainly, in business we know that categories 1 & 2 tend to be spontaneous impulse type buyers, whereas categories 3 & 4 are longer term end benefits, repeat business types.

So if you’re recruiting people into your network marketing business, typically you should be looking for people who are here for the long game, those in categories 3 & 4. Makes sense, doesn’t it? Certainly, the top leaders in our industry display those kinds of traits, motivations and goals.

What was super cool is that after I explained this to my 15 year old son, HE starts asking ME why I do what I do … what do I like about it, why it’s important to me. And his questions and my answers were LADDERING to discover my ultimate emotional end benefit … how what I do makes me feel good about myself.

More on ‘laddering’ as a prospecting technique for home businesses coming soon – it’s fascinating stuff.

If you can develop your skills of conversation to the point where you enjoy the process of seeing what gives a person satisfaction in their life and work, this is a fantastic prospecting technique for home businesses too.

Has Marketing on Facebook has become somewhat of a dark art?

If you’re building an online business or looking to improve your results from advertising, particularly on the more innovative social media, like marketing on facebook, this post should practice what it preaches and provide you with massive value.

Simply put – this one training I’m going to share with you is a Game Changer for anyone that GETS these principles and APPLIES them to their adverts and marketing.

In fact, I feel so strongly about teaching this, that last week, I upset one of my team members in my primary business who I’d been coaching. You see, I felt had gone back to pitching products on facebook – his last ten or more posts were just the same sales ad.

Obviously, he didn’t like my negative comment, and probably quite rightly so, because I didn’t pull any punches when in my frustration I pointed out the flaw in what he was doing marketing on facebook.

But in my defense, I was actually giving him a Million dollar piece of advice.

I’ve spent the past few years being quite innovative in the sphere of personal branding and social media marketing, so I think I know a thing or two about what works and what doesn’t work, especially marketing on Facebook. Go see if you “like” me www.facebook.com/TheMerryMarketer.

So I’d like to hope I’m giving value when I try to prod someone in a better direction on the proper use of Facebook advertising and how marketers can glean insight about their customers from Facebook itself.

Well it got me thinking … how can I help people really GET the principles of marketing on facebook.

So I pulled out some advice from a Billion dollar earner. I went into my bookmarks and dug out a really key and super-cool podcast that I got from my friend and mentor Perry Marshall.

(You may know Perry from Google Adwords fame, but actually Perry and his team are doing some REALLY innovative stuff on Facebook because they totally understand marketing on facebook in terms of analytics in the back.)

So this training is from an in-depth interview Perry did with Game Changer hosts Mark & Bob.

It’s yours instant access – DOWNLOAD HERE

You see, Perry explains something really well about how to communicate more effectively with your potential customers/prospects. The interview’s in TWO PARTS -and you’re going to want to listen more than once. I surely did. This is gold.

First, they talk about the whole VALUE driven marketing thing – people think they understand attraction marketing but really they miss the key thing, which is about VALUE and unique value at that. Personal branding builds on your expertise, it can’t come first.

Second- and this is a killer tactic – Perry totally blows other training out of the water talking about the difference between google and facebook in terms of his renowned “what’s the conversation going on in someone’s mind” as applied to when they’re on google or their facebook time.

You’re going to LOVE that part – because you’ll understand how to use facebook’s ‘likes and interests’ to find out what your customers/prospects are attracted to, and match your message to that market – hardly ANYONE is doing this.

This one call should help you understand precisely how content driven marketing goes way beyond attraction marketing – it’s Message Market Match at its utmost best – and all there for you to play for – SIMPLE and SORTED. Beautiful.

Here’s the link to the Facebook quiz Perry talks about so you can decide if marketing on facebook is something that would suit YOUR specific business.

A simple formula for effective direct response marketing for your business

If  you’re in the network marketing home business industry – or any small business for that matter … Are you missing the magic on your message to market match?

Here’s a very simple formula I learned from the direct response marketing experts such as Dan Kennedy and David Ogilvy.

If you want a yard full of deer, do not put a 50 pound block of cheese outside …

If you want to catch tuna, you have to fish in deeper waters than for sprats …

So what’s your bait …. If you want to attract serious business builders …???

Answer: Your direct response marketing must provide …

RELEVANCE and NEED   vs.   CURRENT PAIN/PROBLEM and DESIRED END RESULT

How to do direct response marketing the right way is all about the right message to the right market using the right media.

Imagine how much MORE likely you are to respond to an advert or marketing message that seems to be ‘just for me’  and has an irresistable offer that means you respond … eer …. directly.

Imagine how much LESS you’d have to spend if you did a bit of thinking and research on your target market or existing customers to see who is your most responsive audience.

Message to Market Match – that’s how to do direct response marketing the right way!